Podcasts For Lead Generation: A Complete Guide Of What To KnowJun 18, 2020
A Lead Generation Gem You’re Missing Out On
If you own a business or work in sales, you continuously think about lead generation. New leads mean potential new sales. And with any company, sales are the lifeblood. With the internet and social media, there are several ways to generate leads for your business. Yet many companies and salespeople are sleeping on starting a podcast for lead generation.
Podcasts? My leads are busy running their businesses, working from home, or scrolling social media! Well, let’s take a look at some podcast statistics:
- There are 800,00 podcasts and climbing.
- More and more people are listening to podcasts at work.
- According to Statista, there will be 164 million listeners by 2023
- About 74% of podcast listeners want to learn.
- Podcast listeners are high earners. 45% earn more than 75k in household income.
It’s highly likely that your ideal lead is somewhere in these numbers. So you’re missing out on a golden opportunity to position yourself as their podcast of choice. From there, you can turn your podcast from a trickle into a heavy faucet of leads flowing to your business.
What Is Lead Generation?
A lead is anyone who expresses an interest in your product or service. Some may directly show interest in your product by calling your company or filling out a contact form. Others may stumble across your marketing material, social media content, blogs, or website. The goal of any Entrepreneur, Marketing Department, or Sales Team is to find these leads, get their attention, and convert as many as possible.
Lead generation is not what it was in the past.
“Sales is not about selling anymore. It’s about building trust and educating,” according to Entrepreneur Siva Devaki.
You have to find ways to build trust and confidence before the customer opens their wallet.
The Content Marketing Funnel
So then why can you use a podcast for lead generation? It’s one of the many ways we consume content. Some people like reading long-form blogs, others watch YouTube videos. Some spend hours scrolling through social media. But some people prefer listening to podcasts while they get vital work done. And chances are, those people cover all other social media channels.
Podcasts make up one of the many forms of the Content Marketing Funnel.
The Content Marketing Funnel or Inbound Marketing Funnel consists of:
- Top Of the Funnel (TOFU): For example, Blogs, Social Media, Infographics, YouTube, and Podcasts.
- Middle Of the Funnel (MOFU): For example, eBooks, downloads, case studies, discounts, and FAQs.
- Bottom Of the Funnel (BOFU): For example, Demos, testimonials, and free trials
The more top-funnel content, the more you can attract your ideal customer. While it may be challenging to do all forms of content, it assures the business that it is not leaving any leads on the table.
Setting Up A Podcast For Lead Generation
I’ll assume if you’re here, you have a podcast, or you’re looking to start a podcast for lead generation. If you don’t have a podcast, you can start one with as little as a smartphone and headset with a microphone. But there may be some limitations. You can create a quality podcast business for less than $500. Setting up the podcast is the natural part. Now it’s all about crafting the right product and taking the right actions to attract the correct lead.
Create A Listener Persona
Whether or not you have an existing podcast, this is a critical part of the lead generation process. It’s important to know who is the ideal listener, aka customer, you’re trying to attract. If your content is not catered to your ideal audience, you’ll waste precious time and resources.
Take the time to sit and craft out your ideal customer. Make sure to answer questions like:
- Age, Sex, and Location
- Ideal Income
- Occupation/Business Type
- Types of content consumed.
- Purchasing behavior
Now you know the target market. The podcast content will be hyper-targeted to those who will most likely buy from you.
Find out their pain points.
We know who they are, but what are they struggling with right now? The goal of any business is to solve a customer’s problem. The bigger the problem, the more money the business can make.
As mentioned before, the best way to generate leads is to build trust and educate. So we need to teach listeners how to solve the problem they are facing in our niche. Tools like Google Trends and Answer The Public shows the type of questions posed online to solve problems in your niche. Take those questions and pass them through a Keyword Search tool like UberSuggest to find which ones rank highest.
With your list in hand, now it’s time to create lead-generating content.
Create Content To Solve These Pain Points
Document the steps to solve the problems (preferably using your techniques, product, or service). There’s no right or wrong podcast length. However, you should know that many listeners tend to abandon long podcasts.
Keep the episodes short and actionable, between 15 to 35 minutes.
At the same time, inject some personality and fun into the content. People like to be informed and educated, but they love to be entertained!
Make sure to publish the content on as many podcast platforms as possible.
What’s Next? The power of CTA
After you’ve solved the listener’s problems on your podcast, you can’t leave them hanging. Listeners will leave and go to the next podcast if you don’t give them the next steps.
A Call To Action is a part of any content that encourages the consumption of the material to take action.
At the middle and end of the podcast episode, place a CTA, letting the listener know where to go to download more content or get more resources.
This could be in the form of a lead magnet, coupon, free coaching, training, or resource. Try mixing things up by adding different funds, CTAs, and lead magnets.
Make sure to set up your resources using an email marketing platform, landing page, or squeeze page.
You can even put a direct call to action with a link in the notes to buy the product or service.
Since you’ve built trust that you can solve the issue, the listener will be more willing to take the next step.
Spend time promoting your content
You’ve created the podcasts, implemented the Call To Actions, and got potential leads. Now it’s time to scale. Promotion is an essential part of Content Marketing and lead generation. Make sure to share your podcasts on your company website, social media, and email list. Encourage employees to share content on their profiles. Find similar podcasts and start outreach for guest interviews or joint venture opportunities. The right mix of content creation and promotion can significantly increase your lead generation efforts.
Repurpose Your Podcast For Maximum Reach
Podcasts are the content gift that keeps on giving. There are several ways to use the same content and serve multiple audiences. For instance, Lewis Howes records video of his podcasts interviews that he shares on YouTube. Gary Vaynerchuck does the same, but he repurposes his podcast in blog posts, Instagram clips, Tweets, and LinkedIn posts.
How can you repurpose your podcast? A good starting point is to transcribe, optimize, and publish as blog posts on your company’s website, linking your podcast within the blog post. Over time, you will receive organic traffic from Google, which will turn into leads.
Start your podcast for lead generation today.
Despite its effectiveness, few businesses think about using a podcast for lead generation. According to Hubspot, 18% more marketers are looking to add podcasting to their content marketing strategy.
Outbound lead generation is still an essential, necessary part of the sales process. When combined with inbound strategies like podcasting, businesses can blow their sales goals out of the water.
If you need help with podcasting, content marketing, or other forms of lead generation, connect with me here for more content straight to your inbox.