If you’ve committed to using a podcast as the content marketing cornerstone of your business, it deserves the best chance at success.
While Rooster High clients rely on us for many of these advantages, there are plenty of places you can link your podcast to ensure as many people as possible have a chance to listen. Most of these places are strategically positioned to bring folks in who already know about you – and since podcasts are extremely strong lead nurturing tools, that’s a huge win.
1. Your Website’s Front Page
Your business podcast is a powerful lead nurturing tool, so any website visitor who listens to the show is likely to be a potential client. Leading them to your podcast easily and quickly, where the folks in your business show off their expertise and personality, will prime them for the next step.
It should be as easy as possible for the website visitor to listen to your show. Ideally, there’s a place for a small player on your home page so the visitor simply needs to click “play” and hear the show. Remember: as few clicks as possible means more website visitors turning into podcast listeners.
If that doesn’t work for you, a clearly visible menu item called “Podcast” will do the trick. Make sure your podcast webpage has a player and links to all the major platforms where people can listen: Spotify, Apple Podcasts, and YouTube.
2. Email Signature
You’re emailing a lot. Why not give folks a nice surprise in your signature: the chance to hear you on your show!
Like your website, email recipients are likely to be the kinds of people who would enjoy listening to your show (at the very least, they now know who you are), and when your whole team has the podcast linked your number of chances to convert someone go way up.
Be tactful with how you present the show in your signature: clear and succinct is best, perhaps in-line with other items like website and phone. Being proud of your show is a great thing, but if you’re digitally screaming about it in your email signature folks are likely to tire of it quickly.
3. Social Media Profiles
Every social media account held by your business should name or link the podcast in the biography.
First off, anyone visiting your profile is primed to click through and begin listening, jumping right along your marketing funnel straight to the show where they’ll trust you even more and be ready to buy via the link in the description.
And the podcast does good work in your social media biography even when someone doesn’t click it. A podcast indicates authority, so ensuring the show is visible as a part of your business’s online presence bolsters your legitimacy.
4. Your Newsletter
My clients see some of the biggest download spikes when they advertise their own podcast in their own newsletter.
Remember the principle from the items above: putting your podcast in front of an engaged audience is much more likely to result in converting that person to a listener, and your podcast is positioned to convert that listener to a client (especially for high-ticket offers).
Leading off with the podcast episode in the title and first content block of the newsletter will often produce strong conversion results, especially when you have a strong topic / audience fit. And if you’re not seeing strong coversions, that’s not a problem; that means we analyze the podcast and newsletter data to ask where the disconnect was, especially if previous newsletters have had success converting openers to listeners.
5. Articles and Blogs
Whenever long-form text content is created for your business, work in a link to a podcast episode on a related topic. If you’re blogging about what to look for in a real estate agent, your relevant podcast episodewill be well positioned to convince the reader to become a listener.
The more podcast episodes you have, the deeper your content library becomes, and the more topics you can select from when linking in long-form text content.
If you’re using a Search Engine Optimzation or Public Relations agency to place articles across various content marketing platforms, ask about including links to relevant podcast episodes. Anywhere your audience sees you have a podcast will increase the chance they go listen later, and will bolster your reputation.
One and Done
What’s great about each of the above tactics is that they’re one-time setups and will continually point people to your podcast (that is, further down your funnel). Covering each area where an engaged audience member is likely to click gains you just a little more advantage from each one, and it all adds up.
Remember, podcasts are a high-trust medium. The more people who tune in to your show from one of the above channels, the more they’ll decide to buy from you.