Guest post by Katie Wyatt, the Healthy Entrepreneur
Step 1: Assess your business strategy
If you want to podcast as part of building your business, then you need to create a podcast that supports your business strategy. It’s fine to podcast for fun or to share your hobbies or cause you’re in love with the idea of creating your own radio show – but if you want a direct correlation between your podcast and your business, you definitely need a strategy for your podcast that is totally aligned to your business strategy.
For example if you are a yoga teacher who teaches yoga in a studio in a suburb of Brisbane and your strategy is to fill your face-to-face classes and that’s it, a podcast might be wasted energy for you. You may be better served spending money and attention on locally-focused marketing campaigns, like Facebook ads, and referral partnerships or advertising.
But if that same yoga teacher wanted to expand her business model to the online space and serve more clients through online classes and videos, or leverage her time by offering self-study yoga training packages, or e-books or programs to help her clients build a daily yoga practice – then podcasting might be the perfect way to reach more people without mass advertising, to attract and build a relationship with her potential dream clients who could then be converted to her email list as warm leads.
The Wellness Guys – Laurence Tham, Brett Hill and Damian Kristof – were once just a group of business mates with successful chiropractic practices. But they all wanted more. They wanted to share their wellness message more broadly and change the world as well as grow businesses that gave them the lives and impact they wanted. They started podcasting more than four years ago – just three mates shooting the breeze, answering all the questions they were asked by clients about health and wellness, and bringing guests on to share more wellness information. Now, The Wellness Guys is a high ranking podcast in iTunes, the boys started The Wellness Couch, a network of more than 20 wellness-related podcasts, they run events, they do group coaching and Damian has started a successful muesli range, Forage, Brett has authored a book and all are sought-after and well-paid speakers.
Action: Reflect on your purpose or your why for starting a podcast. Is it to build authority? Generate leads? Spark a revolution? Inspire your potential client?
Step 2: Assess your target customer to identify your dream listener
It’s very easy (and enticing) to say that your ideal listener is your ideal client or customer. And this is both true and not. Think about your marketing funnel, or the way that you attract your target market. You start broad, attracting as many of your potential market as possible, but only a small number of those will become paying customers or clients. A podcast generally sits at the broad and open end of that funnel. And not all of those listeners will want to progress up (or down!) that funnel to work with you. But those most likely to want to work with you need to be in that pool.
Again purpose is critical when it comes to your dream listener. The above example relates to podcasters who are selling an associated product or service. Perhaps you’re aiming to build authority in your industry or spark a movement or revolution with your podcast. Your audience might be much broader than people who may want to buy from you because the goal is becoming known as an expert in your field, it may not necessarily be to sell individual services.
Up For A Chat is a podcast hosted by Carren Smith, Kim Morrison and Cindi O’Meara. The three are passionate about wellness and great friends which makes for a very entertaining, educational and sometimes controversial podcast. Each of the ladies have amazing businesses, and I expect many of their customers come to them via the podcast or vice versa. But the truth of their intent and purpose is to educate, engage and change the world’s health.
Me, The Wellness Entrepreneur – I create with this woman in mind: she is interested in health and wellness, and may even be working in the field or wanting to work in the field, but she may also just look up to health and wellness entrepreneurs and leaders the way a blogger would look up to Darren Rowse the Problogger. She might not necessarily be an entrepreneur, but she’s probably dreaming about it! The women who end up working with me are definitely either ready to start their business or have started their business but need help to stand out online and get more clients.
I recently interviewed podcaster Adam Franklin of Bluewire Media on my podcast who described his ideal listener as a woman in her 30s who is or has been working in a corporate marketing function and is looking for new ideas for her job or is actively thinking about stepping out of corporate and starting her own business. Again not all of those women who listen would be the perfect client for Adam and Bluewire, but many would. And they don’t only have women listening to their podcast, but it gives them the lens through which to create each episode. The role of the podcast in Bluewire’s marketing funnel is primarily a platform for them to continue to build their brand authority as leading business bloggers and web marketing experts.
Action: Write down as much information as you can about your dream listener. What age and gender is she? What job does she do? What problems and challenges does she face that your podcast could help her with? What is she doing when listening to podcasts? Go back to your purpose – does it align with your dream listener profile?
Step 3: Create an experience for your podcast listener
Think about the customer experience you want to create in your business. If you sell products, you may think that you have nothing to podcast about – what are you going to say about your stationery or bath products? But I challenge you to step beyond the product and think about the customer experience. For example, I am working with a gorgeous entrepreneur who is about to launch her subscription box themed around providing a retreat experience in the home. There are so many topics that could be on a podcast that talk directly to that same target market – self care, meditation, yoga, building retreat-style experiences into daily life, managing stress, and more.
Your podcast is your opportunity to create an experience for your listener which provides value but also builds relationship and entices your dream client to engage further with you.
Amy Porterfield’s podcast, Online Marketing Made Easy, is a true reflection and experience of Amy’s brand. If you listen to her podcasts they are filled to the brim of actionable, comprehensive teachings about how to do things in online business. She is constantly lifting the curtain on her own business to share with you exactly how she does things like developing and launching her programs and products. She describes her podcasts as mini trainings and they certainly are. And they tell you instantly what working with Amy in one of her paid programs would be like – generous, filled with information and highly systemised, repeatable and actionable.
Action: How can you create an amazing customer experience via your podcast that will amplify and enhance your brand?
These three steps are simple, but not easy. They rely on you truly understanding your purpose, your message and the change you want to create in the world, as well as for who – who do you want to move with your message?