With all the changes with Meta, the Instagram algorithm being trash, and the temporary TikTok ban, you may be considering other options for marketing your business. I’m a firm believer in having long form content as part of your marketing strategy because it is evergreen and it continues to generate new leads and nurture and convert your audience even when you’re not showing up online daily. If you’re considering starting a podcast or leveraging your current podcast as part of your marketing strategy, this blog is for you. Keep reading to learn more about podcast marketing to grow your online business.
What is Podcast Marketing?
Podcast marketing is promoting your paid offers and programs on your podcast. It’s another way to get more eyes on your business and create content that converts your ideal client into your offers. Podcast marketing includes attracting your ideal clients, aka ready to invest clients, nurturing them, building trust, and driving them to your offers. A podcast marketing strategy differs from social media marketing in that people can find your podcast episodes weeks, months, and years after you hit publish (it’s evergreen baby!!!!). It’s also searchable content, meaning that you can leverage SEO to attract your ideal listeners and generate new leads.
Is a Podcast a Good Marketing Strategy?
Every marketing strategy works. The key is finding the right marketing strategy for you—the one you can realistically commit to, enjoy executing, and will get you connected to your ideal clients. When done right, a podcast can be an effective marketing strategy. Your podcast can serve you at each stage of your funnel. Your podcast can increase your visibility and generate new leads, nurture and build trust with your current audience, and drive sales. Podcasts are searchable content, which means new people can find your podcast when you use the right keywords. Long-form content like podcasts are more intimate and helps build trust by demonstrating your expertise.
Real Results: Podcast Marketing for Online Business Growth
My client Naomi doubled her digital product sales by adding a podcast to her marketing strategy. Naomi is a coach for STEM teachers and educators. She creates resources that support teachers in incorporating STEM education in their classrooms. Launching her podcast allowed her to reach more of her ideal clients and create content around her specific products that helped her listeners see how her products were the answer to their problems. Her podcast was so pivotal in her business growth that she was able to retire from teaching and go full-time in her business. You can listen to her full story HERE on the Marketing Without Socials for Moms podcast.
My Top 6 Podcast Marketing Tips
Podcast Intentions
Get crystal clear on the intentions for your podcast. What are your podcast goals? Why are you creating this podcast? Getting clear on your podcast intention will help you determine how to structure your podcast and what type of content to create so that it resonates with your target audience.
Podcast Niche
If your podcast is part of your marketing strategy, then it needs to align with your business and business goals. Your podcast niche needs to be the same as your business niche. When you niche down, you know exactly who you’re talking to, which clarifies your messaging and simplifies your content creation. You know what your listeners want and need to hear, and you know what type of content to create that will resonate with them.
Connecting With Your Podcast Community
A core part of marketing and sales is building relationships. Connecting with your podcast community helps build trust. Your podcast community wants to get to know the human behind the business—share personal stories (only what you’re comfortable sharing), and share your personality, beliefs, and values. Encourage connection by inviting your listeners to connect with you 1:1. This can be through inviting them to send you a DM or inviting them to join your email list.
Optimize Your Podcast
Podcasts are searchable both in the podcast listening apps and Google. Organic search is an effective way to grow your podcast audience with quality leads. People actively searching Google or the podcast listening apps for solutions to their problems are ready to invest in getting support now. This means that you want to leverage SEO to ensure that the right people find your podcast. Everything from your podcast name to your podcast episode titles need to include keywords that your ideal listeners are searching related to the problems you can help them solve. Not sure where to get started with podcast optimization, listen to episode 207, episode 217, and episode 232.
Know and Understand Your Podcast Metrics
Your podcast metrics can help you learn more about your podcast audience. It’s important to track more than your podcast downloads because podcast downloads don’t tell you much about how your audience engages with your content. Looking at metrics like episode consumption rate, percentage of engaged listeners, and number of listens or plays reveals so much more about how your content resonates with your listeners than downloads. Learn more about what podcast metrics to track in episode 63.
Podcast Monetization
You can convert your podcast listeners into paying clients with the right strategy. The key is to create podcast content that meets your listeners at each stage of the customer journey: awareness stage, evaluation stage, and decision stage. In addition to creating strategic podcast content, you have to sell your offers in your episodes. Invite your listeners to work with you or learn more about working with you. As you’re planning your podcast episodes, decide on what offer you want to sell in the episode and plan your podcast episodes around that offer. If you want to learn more about how to decide on what to sell in your podcast content and how to set up a podcast sales funnel, listen to episode 228 and episode 230.
Podcast Marketing is Effective for Growing Your Online Business
Your podcast can be a pivotal part of your marketing strategy. When you are intentional in the type of content you create and prioritizing SEO for your podcast, you will attract, nurture, and convert your dreamiest clients into your paid offers and programs. If you’re ready to add a podcast to your marketing strategy, download my free podcast launch guide to get started today!
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