How to build a Podcast First Marketing System.
Hey Pod Pals! This newsletter was lovingly curated (without the use of any AI) in real time on Thursday morning at 7:39 am CST.
I just dropped Henry off for high school football practice and I'm sipping my cold brew coffee at Starbucks. I've recently discovered NITRO cold brew coffee.....it has changed my life!
Let's GO!
This week's newsletter is being sponsored by ME! ⤵️
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Are you ready to get some help with:
Podcast launch/rebranding 🚀
Podcast growth 📈
Leveraging your podcast to build your online biz and get more clients 💰
Sign up for a FREE 20 minute Podcast Profit Potential Discovery Call.
In this session I will:
✔️ Identify the pain point that is holding you back.
✔️ Suggest a next step strategy for solving the pain point.
👉 Then we will talk about working together to accelerate the process. 😎
*Please note that this is NOT a free coaching session.*
The Podcast Profit Potential Discovery Call is for you if you are ready to be coached by a podcaster with:
🎯 10 years of podcasting experience.
🎯 Over 1,000 episodes recorded.
🎯 Over 1.1 million downloads.
🎯 Over 1 million dollars earned.
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This week we are going to talk about how to build a Podcast First marketing system.
When I speak to other podcasters a common theme of discussion is: "Is it possible to do LESS social media and just rely on our podcast to build our brand?"
➡️ The answer is YES....but you have to be very strategic with your content creation and business building methods.
It's critical that you understand that this isn't a magical strategy where you can just "create great content" and everything else will just take care of itself.
The goal of what I'm about to teach you is to build a marketing system where we can primarily focus on creating podcast content and building our email list so that we can get more clients and build our online business.
Here are the SEVEN core principles of my Podcast First Marketing System:
🎯 1. We want to create a scenario where our podcast is the top of our business marketing funnel.
This will require a slight shift in traditional thinking where we tend to drive people either to our website or a social media channel primarily.
With this system we want EVERYONE to start off by listening to our podcast.
Example: If you are a guest on someone else's podcast and they allow you to shout out ONE thing....you won't mention your website....you will drive them to your show instead.
This will make more sense as we unpack the rest of the system.
🎯 2. We MUST optimize our ability to grow our podcast audience via organic discovery and SEO.
I talk about this a LOT so I won't add a lot of extra info here besides saying that if we nail this part of the system it will result in our ideal audience members finding our show while we sleep.
If you are new to my world and my organic discovery methods dive into episode 560 for the good stuff.
🎯 3. Our content MUST be focused on expert positioning.
My 2/3 Content Rule for Expert Positioning must be followed for this system to work.
This states that at LEAST 2/3 of your podcast content should position YOU as the expert with solo episodes and coaching episodes.
If you do too many interviews this entire system will break.
🎯 4. We focus on TWO key CTA's (call to action) on the podcast: Discovery Calls and Newsletter opt in.
With this system we aren't getting super salesy with our podcast CTA's. Instead we want to drive attention to our discovery calls and we want to get people onto our email list.
In the past I've used a discovery call CTA on about 80% of my episodes.
With the continued success of my Podcast + Newsletter system I'm going to start doing about 50% discovery call CTA's and 50% newsletter CTA's.
📌 Pro Tip: I highly recommend that you only use ONE call to action per episode.
For me this means on one episode I will mention my discovery call in the intro and outro....and that's IT. The following week I will switch to the newsletter opt in CTA.
🎯 5. We focus hard on building our email list.
Pod Pals you are going to have to pick your poison! You can't ignore building your social media AND your email list...you must focus on at least one of them.
My choice is my email list because I OWN that platform.
We all understand the multiple frustration points of social media channels, but the scariest one is the threat of putting a ton of effort into a platform and then getting your account shut down.
If you don't have 1,000 people on your email list right now I would suggest that you make THAT your primary goal and work your butt off to get there!
Why is an email list SO important for podcasters?
In my personal experience with my own business and my clients businesses I've noticed that people are more likely to take action on CTA's for offers (buying stuff from us) and discovery calls (talking about buying stuff from us) from an email versus just hearing about it on a podcast episode.
My goal is to leverage the podcast to build a base of ideal potential clients, then drive them to my newsletter for additional value. From there they are likely to take next steps like discovery calls and buying my offers.
📌 Podcast > Newsletter > Discovery Call > New Clients
🎯 6. We need to have a super simple website.
I hope I don't lose some of you here! There is a method behind this madness!
In traditional marketing our websites have to do the heavy lifting for expert positioning and selling.
With a Podcast First Marketing System our podcast takes care of those things for us....so we need the website to function as a quick pit stop between consuming our content and becoming a client.
I only have THREE things on my very simple website (check it out here).
✅ Four minute explainer video about WHO I help and HOW I help them.
✅ Three buttons (Discovery Call, Newsletter Sign Up, Offers)
✅ A boat load of client testimonials.
Many of my peers (and a few clients) tease me about my Kindergarten level website....and I laugh right along with them.....all the way to the bank!! 😎
🎯 7. We use a minimalist social media game plan for further expert positioning and audience connection.
Our goal is to find ONE platform and spend the least amount of time/effort possible on there.
My platform of choice is Threads where I do post daily but it only takes me about 5-15 minutes per day.
*If you want to go completely social media free you can skip this step.
In summary....this system works but it will take WORK. If you trust the process and put in the work, you will see the results Pod Pals!
If you need some help with assembling this system then THIS is for you!
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🤩 Client testimonial of the week: My client Diana Lidstone has a show called Work Less Profit More.
Check out what she has to say about working with me:
"The Coaching Episode Strategy that Adam taught me really works! I just signed a 5-figure private client who did an Audit episode with me! Great way to start the summer! Thanks Adam!"
➡️ If you are ready to get some help with learning how to leverage your podcast to build your online business..... Hop on my Podcast Profit Potential Discovery Call Calendar and we can talk about working together.
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New Content & Resources for this week:
🎙️ Podcasting Business School EP 575: Podcast Content Strategy & Growth Tips (Live Coaching Episode).
🚀 Podcast Launch Tips EP 097: Should you utilize paid marketing for your podcast launch?
💰 Podcast Monetization Tips EP 006: How to get more coaching clients with my 2/3 Content Rule for Expert Positioning.
✍🏻 SuperThread Of The Week: 91.7% of podcasters have no idea how to earn meaningful income without any sponsorships. Here is why I stopped chasing sponsorships so I could earn more $$$.
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I hope that you are enjoying this weekly newsletter!
I have to run to the grocery store and buy MORE milk before picking up Henry from football.
My kids are both growing like weeds and we have already gone through two gallons of milk this week....and it's only Thursday....LOL....#DadLife!
Talk to you next week!
Your Pod Pal,
Adam
⭐️ P.S. Ready for some help with your podcast launch, growth, or with getting more clients from your podcast?⭐️
Sign up for a FREE Podcast Profit Potential Discovery Call.