Once I first began my podcast again in 2019, I didn’t plan on it turning into a advertising channel. I had not too long ago give up my job to start out my very own operations consulting enterprise and was listening to entrepreneurial podcasts attempting to study extra. Most of them, although, felt just like the curated model of a enterprise proprietor’s story years later, and I used to be craving somebody to share their expertise whereas they had been within the thick of it. I made a decision I could possibly be that particular person, and I dove in.
These early episodes had been the messiest, most disorganized model of a podcast you can think about. Within the first one—actually titled “Winging It”—I mentioned how I had no thought what I used to be doing however was going to do it anyway. I shared it on my private Fb web page and with my 200 enterprise Instagram followers. Whereas I wasn’t monitoring analytics then, I’d be shocked if even 5 folks listened.
However I stored at it, and I slowly began to construct a small viewers. Ultimately, individuals who had been listening to the podcast and listening to my journey began reaching out asking if I’d coach them by way of the transition to significant, full-time self employment. This wasn’t one thing I supplied on the time, however when the pandemic hit and most of my consulting work dried up, I made a decision to present it a strive.
Since then, I’ve grown my teaching enterprise to a sustainable $85,000 of annual revenue, with about 90 % of my purchasers listening to the podcast first to find out that I’m match for them. And that is all with a child viewers of about 1,000 downloads a month. Energetically podcasting is enjoyable for me, and it’s made gross sales comparatively straightforward and sustainable: Individuals who discover my work have a spot the place they will dive into what I provide, after which they attain out able to work with me quite than having to undergo an entire gross sales course of.
I’ve gone by way of a variety of experimentation and evolution in my podcast over time and have landed on a streamlined method that creates regular enterprise development. For some other enterprise proprietor serious about utilizing podcasting as a advertising tactic, right here is the method that has labored for me.
I plan content material with my gross sales targets in thoughts
I don’t wish to be knowledgeable podcaster. And, frankly, monetizing my podcast is just not a actuality for me proper now—if I attempted to earn money on adverts primarily based on my present viewers dimension, I’d make about $5 an episode.
So, to make sure my podcast helps my actual enterprise and generates new purchasers, I do the majority of my content material planning with gross sales targets in thoughts. As soon as 1 / 4, I take a look at the packages I’m launching or companies I wish to promote within the coming months. Then, I take into consideration the individuals who can be good for these choices: Not buyer avatars, however precise folks in my viewers who I’ve labored with previously or have DMed with and assume would profit from this.
With a couple of actual folks in thoughts, I ask myself: What issues are they experiencing proper now that this providing would assist with? What do they assume they should do to resolve that drawback, and why is it not getting them the outcomes they’re on the lookout for? How is working with me going to extra successfully assist them? What do they should hear from me to be excited to work collectively in fixing this situation (or at the least put them on a greater observe even when they don’t work with me)?
This line of questioning sometimes leads to a 4 to eight-episode arc that leads as much as a extra direct sale. Right here’s a typical construction which may observe:
- Episode one: I stroll listeners by way of the way in which folks sometimes method this problem, and why it’s not working. As an example, in episode 151, I break down a typical drawback (hating advertising), how folks often attempt to clear up it, and what I believe the true drawback is (misaligned gives).
- Episode two: I clarify the psychological shifts that have to occur to deal with this drawback in a simpler method. In episode 152, I speak about shifting your mindset away from “no person can afford to pay me” to understanding the true drawback, which is an unclear worth prop.
- Episode three (or extra): I dive into the actionable steps somebody can do to make progress towards shifting previous this problem. Episodes 153, 154, and 155 all give sensible recommendation for getting began on understanding your worth and getting that throughout in your advertising.
- Remaining episode: I share extra about my providing, together with the way it will assist the listener obtain every part above, the small print of the product, and a proof of why I set it up that method: I do that in episode 156 for a brand new providing I used to be launching round constructing an aligned enterprise. Generally it is a paid service; different occasions it’s a free coaching to additional nurture potential prospects.
Not solely does this method give me a transparent and arranged method to content material planning, it completely queues up a listener to wish to work with me since my providing will help them by way of the precise steps I’m suggesting to maneuver their enterprise ahead.
I combine “promoting” intervals with “development” intervals
I attempt to stability the phases the place I’m targeted on promoting through my podcast with phases the place I’m targeted on getting in entrance of recent audiences. And one of the best ways I’ve discovered to try this is by mixing in interview episodes with different specialists in launching and rising a enterprise.
I at all times search for folks to interview who it could be mutually useful for us to cross audiences—with out it being aggressive. Of us who’re tangentially associated to what I do are nice candidates. For instance, I not too long ago launched an episode with an search engine marketing knowledgeable. There’s no cause she wouldn’t need folks to purchase my companies, since my teaching round messaging, viewers, and targets goes to set them as much as be extra strategic of their search engine marketing concentrating on. And I might love for my viewers to take one among my programs after which go rent her to speed up their development in that space.
I sometimes supply my interview friends by way of networking and relationship constructing. As soon as they agree they’re , I ship them a kind to fill out to e-book their interview, which helps me keep organized when it comes time to document the introduction, compile present notes, and give you three to 5 guiding questions that may contact on their experience and targets whereas additionally offering worth to my viewers.
I let my purchasers do a few of the speaking for me
Considered one of my favourite podcast techniques has helped me get in entrance of recent audiences, promote gross sales, and scale back my workload. Annually, I do a month-long takeover sequence the place I let my purchasers take over the platform and document episodes themselves, giving them a platform for speaking about their work whereas additionally placing out some social proof of the work I do.
I provide this chance to my group teaching program and have them apply with a brief description of what they’d wish to cowl within the episode. In the event that they’re accepted, I ship alongside a construction to observe when recording and extra ideas for making their episode as robust as potential. The primary half of the episode, I encourage them to advertise their very own work and experience, after which within the second half I’ve them speak concerning the work they’ve achieved with me and their greatest learnings from the method.
It’s such a win-win: My purchasers are so excited concerning the alternative to talk and due to this fact are excited to share the episode with their networks. I at all times get spike in listeners after this sequence and have had folks inform me the rationale they began working with me is as a result of they heard the testimonial from one among my purchasers in these episodes.
However even when it did nothing for my enterprise, I’d maintain doing it, as a result of I would like the folks in my viewers to succeed. I consider a lot in each single individual that I work with, and I like with the ability to give them this increase. Once they do effectively, I do effectively.
I study as I am going, and evolve as my enterprise does
It could look like I’ve all of it discovered now, however the podcast has developed a lot over time, and it’s prone to maintain evolving. It’s been a strategy of slowly determining what works and what doesn’t and letting issues change as my enterprise does. In truth, I’m on the point of finish Transcend Your Dichotomy and begin a brand new podcast referred to as Make Your Enterprise Work For You. This new podcast has completely different targets—I’m on the lookout for attain quite than gross sales at first—so my method will change a bit.
When these adjustments occur, I at all times depart my outdated content material up in order that potential prospects can see that development and know that I stroll the speak in terms of my philosophy of not overthinking issues, beginning messy, and studying alongside the way in which. I consider it’s that authenticity that makes them wish to work with me much more.
So, for those who’ve been contemplating beginning a podcast for your corporation, cease overthinking it and simply dive in. Maybe strive a few of the methods above, or possibly strive a few of your personal. Both method, take note of what your viewers is happy about and what you’re energized by, and maintain evolving from there.
