Once I first began my podcast again in 2019, I didn’t plan on it changing into a advertising channel. I had not too long ago stop my job to begin 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 possibly 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. Finally, individuals who had been listening to the podcast and listening to my journey began reaching out asking if I’d coach them by 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 offer it a attempt.
Since then, I’ve grown my teaching enterprise to a sustainable $85,000 of annual revenue, with about 90 p.c of my purchasers listening to the podcast first to find out that I’m a great 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’ll dive into what I supply, after which they attain out able to work with me slightly than having to undergo a complete gross sales course of.
I’ve gone by a whole lot of experimentation and evolution in my podcast through the years and have landed on a streamlined method that creates regular enterprise development. For another enterprise proprietor occupied with 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 need to be knowledgeable podcaster. And, frankly, monetizing my podcast will not be a actuality for me proper now—if I attempted to earn money on advertisements 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 have a look at the applications I’m launching or companies I need to promote within the coming months. Then, I take into consideration the individuals who could be excellent 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 number 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 unravel 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 challenge (or at the very least put them on a greater observe even when they don’t work with me)?
This line of questioning usually 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 comply with:
- Episode one: I stroll listeners by the way in which folks usually method this problem, and why it’s not working. For example, in episode 151, I break down a typical drawback (hating advertising), how folks often attempt to resolve it, and what I believe the true drawback is (misaligned affords).
- Episode two: I clarify the psychological shifts that must occur to sort out this drawback in a more practical manner. In episode 152, I discuss shifting your mindset away from “no one 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 transferring 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.
- Closing episode: I share extra about my providing, together with the way it will assist the listener obtain all the pieces above, the main points of the product, and a proof of why I set it up that manner: I do that in episode 156 for a brand new providing I used to be launching round constructing an aligned enterprise. Typically it is a paid service; different instances it’s a free coaching to additional nurture potential prospects.
Not solely does this technique give me a transparent and arranged method to content material planning, it completely queues up a listener to need to work with me since my providing will assist them by the precise steps I’m suggesting to maneuver their enterprise ahead.
I combine “promoting” durations with “development” durations
I attempt to stability the phases the place I’m centered on promoting through my podcast with phases the place I’m centered on getting in entrance of latest audiences. And one of the simplest ways I’ve discovered to try this is by mixing in interview episodes with different consultants in launching and rising a enterprise.
I all the time search for folks to interview who it will 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 optimization skilled. 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 optimization focusing on. And I’d love for my viewers to take one in every of my programs after which go rent her to speed up their development in that space.
I usually supply my interview friends by networking and relationship constructing. As soon as they agree they’re , I ship them a type to fill out to e book their interview, which helps me keep organized when it comes time to report the introduction, compile present notes, and provide you with three to 5 guiding questions that can contact on their experience and targets whereas additionally offering worth to my viewers.
I let my purchasers do among the speaking for me
Certainly one of my favourite podcast ways has helped me get in entrance of latest audiences, promote gross sales, and scale back my workload. Yearly, I do a month-long takeover sequence the place I let my purchasers take over the platform and report episodes themselves, giving them a platform for speaking about their work whereas additionally placing out some social proof of the work I do.
I supply this chance to my group teaching program and have them apply with a brief description of what they’d need to cowl within the episode. In the event that they’re accepted, I ship alongside a construction to comply with when recording and extra suggestions 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 in regards to the work they’ve performed with me and their greatest learnings from the method.
It’s such a win-win: My purchasers are so excited in regards to the alternative to talk and subsequently are excited to share the episode with their networks. I all the time get a great 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 in every of my purchasers in these episodes.
However even when it did nothing for my enterprise, I’d preserve doing it, as a result of I would like the folks in my viewers to succeed. I imagine a lot in each single individual that I work with, and I like having the ability to give them this enhance. After they do properly, I do properly.
I study as I am going, and evolve as my enterprise does
It might seem to be I’ve all of it discovered now, however the podcast has advanced a lot over time, and it’s prone to preserve evolving. It’s been a strategy of slowly determining what works and what doesn’t and letting issues change as my enterprise does. In actual fact, 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 slightly than gross sales at first—so my method will change a bit.
When these modifications occur, I all the time depart my outdated content material up in order that potential prospects can see that development and know that I stroll the speak relating to my philosophy of not overthinking issues, beginning messy, and studying alongside the way in which. I imagine it’s that authenticity that makes them need to work with me much more.
So, should you’ve been contemplating beginning a podcast for your small business, cease overthinking it and simply dive in. Maybe attempt among the methods above, or possibly attempt a few of your individual. Both manner, take note of what your viewers is happy about and what you’re energized by, and preserve evolving from there.