Using Your Podcast to Strategically Grow Your Business
If you have or want a podcast for your business, you need to think about it strategically. This means you need to understand your listener's journey, align content with goals, create and plan and execute it, and always make sure you have a great call to action. Caroline Hull, Podcast Strategist shares how to use your podcast to strategically grow your business.
UNDERSTANDING YOUR LISTENERS JOURNEY
To make your podcast a powerful tool for achieving your goals, you must grasp where your listeners are on their journey. Whether your objective is to book more clients or drive specific actions, identifying the in-between steps becomes crucial. Remember, the next step for your audience is not leaving a review; instead, it's about guiding them towards a specific action that aligns with their needs. This can be accomplished through various means, such as inviting them to join a Facebook group, subscribe to your email list, or access a valuable resource you've created.
ALIGNING CONTENT WITH GOALS
Aligning your podcast episodes with your goals and guiding your listeners along the desired path is paramount. Ensure that the episodes you share naturally lead to the recommended next step, whether it's joining a Facebook group or accessing additional resources. By planning your content strategically, you create a cohesive experience that keeps listeners engaged and compels them to take the intended action.
THE COOKIE ANALOGY
To further illustrate this concept, let's use the analogy of a cookie. Imagine your primary service, or the main thing you offer, as the cookie itself. It represents the core offering that your audience seeks. Underneath the cookie, there may be complementary elements, such as a Facebook group, representing half of the cookie. This group serves as a place where people can connect, ask questions, and delve deeper into topics with you. Your podcast, in this analogy, acts as the crumbs leading listeners to the cookie. It entices them to come closer, saying, "I understand your problems, and the answers lie over here." By carefully providing valuable insights and stories related to your audience's challenges without giving away everything, you create intrigue and motivate them to take the next step.
PLANNING AND EXECUTION
Creating a strategic path for your podcast requires careful planning and execution. Understand how each episode contributes to the larger journey and the desired outcomes you seek. Take the time to assess where listeners are in their journey, what challenges they face, and how you can provide solutions. By continuously demonstrating that you see and understand their problems, and showcasing how others have overcome similar challenges, you establish credibility and build trust.
THE POWER OF THE CALL TO ACTION
Within your podcast episodes, focus on one primary call to action (CTA) that aligns with your overarching goals. This CTA should be emphasized in your trailer, episode descriptions, and outros. By keeping the main CTA consistent, you ensure that listeners, regardless of when they tune in, are exposed to the next step you want them to take.
By creating an enticing path, leaving strategic crumbs, and consistently reinforcing the next steps, you foster engagement and inspire your audience to take action. Remember, it's about providing value, addressing problems, and offering solutions while keeping the larger goals in mind. With a well-planned and executed strategy, your podcast can become a powerful tool for driving the outcomes you desire.
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