PODCASTING FOR LEADS NOT JUST LISTENERS. by Kim Doyal

Transcription

1 PODCASTING FOR LEADS NOT JUST LISTENERS by Kim Doyal

2 Podcasting Whether or not you have your own list of 'favorite podcasts' or only listen to a few here and there, there's no mistaking that podcasting is growing every day as one of the BEST methods for creating content and building a relationship with your listeners. Podcasting isn't just growing in popularity because it's fun. It's much more than that. Podcasting WORKS. Someone who chooses to listen to you on a regular basis is a much warmer lead than someone who simply opts in with a name and address. The trick is taking that connection to the next level. Getting them from a podcast listener to an engaged subscriber. That's what Podcasting for Leads is all about.

3 Why I'm SO passionate about podcasting... I launched my first podcast a little over two years ago (The WordPress Chick Podcast). When I decided to launch the podcast I didn't have a strategy or plan, I simply knew I wanted to do it because it would be fun. Initially I wasn't quite sure how I was going to take something that tended to be very 'visual' (tutorial videos, screenshots, etc.) and create audio only content. But that didn't stop me. I went ahead with it and it has been the BEST thing I've ever done for my business. Fast forward to now and here are a few of the things that podcasting has done for my business:

4 Results - Over $20k in coaching clients (people who reached out to me simply because they listened to my show) - Guest blogging for WP Elevation - Authority status in the WP Community - Multiple podcast interviews (as a guest) - Website clients - Free products (plugins & themes- developers reaching out to offer me their product, hoping for a review or interview) - Sponsorship - Speaking opportuniites

5 The Power of Podcasting As someone who has always enjoyed public speaking it's not a surprise that I fell in love with podcasting. I had a feeling I would enjoy it but I had NO idea it would explode my business. Think about it this way: When someone chooses to subscribe to your podcast, they get pushed your latest episodes (content) every time you publish. There's nothing else they have to do outside of that initial 'subscribe' to get your latest episode. The trick is what you do with those listeners after they subscribe. Unfortunately itunes doesn't share their subscriber information with you, so it's up to you to get them to take another action.

6 Listeners into Leads While my goal of this resource is to show you that you can use your podcast for generating leads, I do want to make one thing very clear: Your podcast should ALWAYS provide value and be a way you can genuinely connect with your audience. Creating and recording valuable content is the primary goal of your podcast. Even with the best equipment, if your content isn't good you're wasting your time (contrary to what some people teach about podcasting, it's NOT about the equipment. You want the best audio quality you can get but your content is more important). That being said, podcast leads are different. They're more qualified. INFLUENCE Podcasting

7 Quality Leads Gone are the days of wanting to just 'build a big list'. It's better to have a small list of qualified subscribers than a huge list of random people. That's what podcasting will do for you. Help you build a list of quality subscribers who feel like they know you. As an example: I use humor in my podcast (self-deprecating humor) and if my sense of humor resonates with someone they're probably going to be someone who would want to do business with me. Over the last year or so I've taken a very strong position when it comes to marketing and sales. If that someone listening agrees with that position they're also much more likely to do business with me. INFLUENCE Podcasting

8 Your Call to Action Like I mentioned earlier, I didn't launch my podcast with a strategy behind it (other than create great content and connect with people). I knew it was going to be a way that I could show up authentically as myself, but that was about it. Now I'm using specific calls to action so I can track how well the podcast drives leads. There are only a couple of ways you can drive leads through a podcast: 1) Sending people to a specific URL or 2) Giving them the option to text an opt-in (most people listen to podcasts on a mobile device) INFLUENCE Podcasting

9 Using a specific URL Text opt-in With this option you can either use an existing lead magnet that you've already created OR create something custom JUST for podcast listeners. What you want to make sure of is that you track this correctly: 1) Create or duplicate a landing page with a specific link that you ONLY give out on your podcast. 2) Use a link tracker such as PrettyLink lite, bit.ly or trck.me. Just make sure it's easy to remember. With this option you will need a 3rd party tool that integrates with your auto responder. I use Thrive Content Builder or Click Funnels. Click Funnels allow you to have opt-ins come in via text without having to pay for a service such as Twilio. 1) Create or duplicate a lead magnet for your text opt-in offer. 2) Set up an easy to remember word (example: text 'WPChick Podcast' to 33444') so it's easy for people to remember.

10 The Follow up Sequence Getting the lead is simply the first part of the process. Once you get the lead you want to make sure you have a great follow up sequence in place to direct your lead to your primary offer. Remember that a lead that comes to you via your podcast is a 'warm lead' so you don't want to treat this follow up sequence the same way you would a 'cold lead' (someone who opts in to an offer without having any prior engagement with you). Create a funnel for your podcast lead where you can track every step of the process and ideally, tag them within your auto responder company based on the actions they take (links clicked, webinar registrations, etc.). Then you can segment based on specific actions.

11 Your Primary Offer This will obviously depend on your business and what it is you sell (product, service or both). My recommendation would be to send people to your highest value offering, regardless of whether it's a product or service. Because these leads feel they have a connection with you (remember, they choose to listen to you on a regular basis), you don't want to "wait" to give them an opportunity to do business with you. If you're offering a service, make it as easy as possible to learn more about what you do and send them a link to schedule a time to talk with you. Nothing beats that personal connection and a one-to-one conversation. Make sure the appointment option is a few steps into the funnel (and consider using more of an 'application' to filter out people who aren't serious about your offer and just want to talk to you).

12 Tracking & Measuring Make sure that with EVERY step of your podcast opt-in funnel that you're tracking and measuring. Create a spreadsheet that lists each episode of your show (that you've added the call to action to). Track the following: - Episode #, name and date published - Lead magnet offered - Call to action URL - Call to action text option - Conversions (check your auto responder for conversions) - BONUS: add tracking pixels to your conversion pages so you can use retargeting and create custom audiences for Facebook advertising

13 Evaluate your Results I cannot stress enough how important it is to evaluate your results. If your first call to action with your podcast doesn't convert, try something else. - Change the name - Record a new spot for your call to action (change what you say to drive people to the offer) - Play the spot in the middle of your show as opposed to at the end - Test different traffic methods to get people to listen to the podcast - Try paid ads sending people to specific podcast episodes ASK for feedback! You'd be surprised at how many people will give you feedback and let you know why they did or didn't take a specific action.

14 Final Notes & links The most important thing to remember about your podcast is that it should be something you enjoy doing that provides values to your listeners. This report is about getting Leads in addition to listeners. Create a strategy for driving leads with your podcast and measure what's working. Make sure you take the time to set up the funnel in its entirety. Click the buttons below to access Click Funnels and /or the Thrive Content Builder. Click Funnels Thrive Editor The wordpress chick Thanks for downloading this resource! Here's to much success with your Podcast! Kim