As with building your business – there’s a right way AND a not so right way when you’re starting a podcast.
Especially if you’re a business who wants to build your reach, your reputation as a trusted authority in your field, and your revenue by being able to nurture listeners into leads, enquires and customers from your very first episode.
Where do you start? And, what’s the right strategy?
It’s the strategy that starts with the end in mind.
Which includes your message and how you’re going to monetize your podcast.
Are you clear on the following?
If not – start here.
Podcasting Principle 2: Create Fans NOT followers
“How do I grow my followers?” “How do I increase my downloads?” “How do I increase my subscribers?” are questions I’m often asked.
You create a niche community of your ideal clients who love what you stand for and what you do.
Continue to create interesting, informative and inspiring content you know they’ll love and appreciate.
And, do that with each and every episode.
Because focusing on building a massive audience of followers (anyone and everyone) is pointless, as they’re highly unlikely to become a client.
Instead, build a highly niched audience and community because they’re far more engaged AND when they’re ready – will step forward.
General followers (i.e. anyone and everyone) won’t.
Podcasting Principle 3: Focus on building Reputation Equity NOT Vanity numbers
From being asked the common question: ‘How do I get my podcast ranked on Apple Podcast’s New & Noteworthy?’
Through to being pitched by podcast promotion companies who for a fee will help me ‘hack’ my podcast subscriber number to secure the coveted ‘Apple’s New & Noteworthy’ ranking.
It’s not happening.
Because I’m not focusing on vanity numbers that at the end of the day, mean nothing.
Rather, I’m focusing on building my reputation equity, my promise of value, my promise of expectation by creating content I know my audience will love and benefit from.
And, for specialists who are looking to become the trusted authority in your industry with their podcast – I’d suggest you focus on that too.
Because when you continue to share compelling content that positions you in a category of ONE and your message speaks to and influences your audience of one, that one becomes two, becomes four, eight, sixteen. You get the picture.
And before you know it, you’ll have a podcast that continues to nurture listeners into leads, enquiries and ultimately paying customers from your very first episode (IF you implement Podcasting Principle 7)
Podcasting Principle 4: Message BEFORE Microphone
So many businesses mistakenly think that getting the best microphone will enable them to create a successful podcast.
Because if your message isn’t already working and generating interest and clients with the marketing you’re doing already – you’re NOT ready to start a podcast, yet.
Because your podcast will only amplify your existing ‘ineffective’ message.
And, you can’t edit and mix compelling content that converts listeners into leads from fluff and banter.
Even if it was recorded on the most expensive microphone.
You just can’t.
Podcasting Principle 5: Compelling Communication Techniques
Your voice has the ability to engage, educate and entice those people who area ready to take that next step – to take that next step.
There’s something powerful about spending time sharing your heartfelt message with someone as you continue to build that all important ’know, like and trust’.
However, as adults we can often be skeptical when it comes to learning new information. Along with trusting the person who is sharing that information.
Along with the fact that we bring our own biases, concerns and (unhelpful) beliefs to the conversation.
So, by learning compelling communication techniques you can build rapport, and ‘know, like and trust’ while nurturing your listener strategically along the buyers journey.
And, with a strategically placed call to action, your ideal will make that move and take that action, when they’re ready.
You just need to learn WHEN and HOW.
Podcasting Principle 6: Distinguishable Experience
Are you able to clearly define:
These are just a few things to consider when created a uniquely distinguishable (and uncopyable) experience that only you bring to your podcast.
Define it. Then BE it.
On every single episode.
Podcasting Principle 7: Robust List Building Strategy
Subscribe to my podcast. Leave a rating. Give me your feedback, are all typical calls to action.
And, while there’s nothing wrong with them – if they are the ONLY call to action on your podcast – it’s a missed opportunity.
Getting your listener OFF your podcast and onto your list.
That should be your priority.
Which is why we encourage all of our clients to develop a special 3-part Podcast Series, which becomes the first 3 episodes of their podcast, and their lead generation opt in, so they can begin nurturing listeners into leads, enquiries and ultimately paying customers from their very first episode.
And that’s what’s shared on every single episode following and is the call to action you remind people of not only from your own podcast, but also every single podcast you’re interviewed on and other media interviews.
Even when you’re speaking from stage – get people onto your list with your podcast series opt in.
That’s your robust list building strategy for your podcast.
If someone wants to learn more about you and your business, the first place they’ll look is at your website. Your website is your online property, working hard for you long after you’ve stopped working for the day.
But will they find it?
Remember the famous quote from Kevin Costner’s “Field of Dreams”? He said “if you build it they will come”
Well, it doesn’t quite apply here. If you build it, they won’t necessarily come. And if you have very little (or no) website traffic, then your site isn’t doing much to grow your business at all.
So what do you do?
Here are my top tips for attracting more clients to your website and converting them to paying customers:
1/ Have a Great Website with Fresh Content
Your website is the most important marketing tool for your business. Make sure your website is professional, engaging, and up to date. I highly recommend writing blog posts or newsletters for your readers. You don’t have to create content all the time, you just have to be consistent with it.
2/ Build Your Email List
There’s a direct relationship between your email list and your online sales. It’s much easier to build lasting and profitable relationships with your email subscribers than your Facebook followers. However, people are not as willing now to give out their email address as in the past. You need to create some kind of opt-in goodie to offer your ideal client in exchange for their email address. Common opt-ins are free reports, videos, newsletters, eCourses, and white papers.
3/ Use Facebook, Twitter, LinkedIn + other Social Networks
According to Statistica, an estimated 3.6 billion people are using social media worldwide in 2020. That number is expected to increase to almost 4.41 billion by 2025. Did you know that social media is actually a major source for all referral traffic? Use your social media platforms to drive traffic back to your site.
4/ Build a Simple Marketing Funnel
A marketing funnel is the path a person follows from prospect to paying customer. A funnel doesn’t have to be complicated. It can be as simple as:
5/ Sell Your Products and Services From Your Site
In order to grow your business, you need to be able to sell directly from your website. There are many tools that make it easy to add payment buttons and link them to a payment processing or shopping cart system.
So are you ready to take your business to the next level and market your business through your website? Join me as I lay out the big picture overview of how internet marketing all works together to support your business. Learn how to turn your website into a client attracting, list building, money making machine!
To become known as an online influencer you need to master your message, build a tribe of loyal followers, and create a shareworthy brand style or mystique that is compelling. That’s a tall order. Much of the time the popularity of an influencer is directly related to the topic.
If you are an expert or have a passion around a trending topic, brand, politics, or celebrity, then you’ll have an easier time of developing your identity as an influencer. However, all is not lost if you don’t. If you are committed, have a valued message and/or content, and you follow some basic best practices, you will garner more attention.
The time it will take to develop yourself as an influencer depends on your commitment and the priorities of your market. If you are halfway in, then results will be mediocre at best.
If you are super passionate and are speaking, being interviewed, producing video and social imagery, as well as articles all over in a consistent manner, you will begin to rise in visibility.
To become well known, reach out and make connections with other influencers of your market. Like their posts and offer positive comments and acknowledgement of their work. Share their posts. Then reach out with a friend request, follow, or connection request. Yes, you want to connect with well known people including CEOs and thought leaders. You can also reach out to those who are their biggest advocates online. Remember competition is not an obstacle when you’re building social media influence. It actually helps. You may want to participate the Facebook and LinkedIn groups these leaders have. Be sure NOT to be self-promotional. You’ll actually shoot yourself in the foot if you do. Be a giver! You may choose to answer questions that arise in the group or add value where you can. Apply to speak at the conferences they speak at and find new ones in your niche.
To grow your tribe, create a content marketing strategy. Showcase your expertise in blogs, LinkedIn articles, and video content that you share across the various networks your market is active. Use a tribe marketing platform like Social Buzz Club to expand the reach of your content. Members of these platforms curate each other’s content. Make sure your website is set up to compel your ideal market to opt-in to be on your mailing list. This means have an irresistible free offer for them. Downloadable content that offer solutions to what they are craving work the best. When your tribe drives traffic to your blog posts that have useful content and powerful calls to action (CTAs), you will grow your influence rapidly.
Between 2014 and 2018 there was a site called Klout.com which went to great lengths to measure influence. Klout was bought out and then sunsetted like many a buyout. Nonetheless, since that time we have seen the rise in influencer marketing. To know how influential you are, you’ll want to measure some things.
General rule of thumb is to look for and measure the reach of your own posts and track traffic to your website, specifically your blog content. In addition, gain momentum by OTHER people organically sharing your blog posts. Passionate entrepreneurs, product managers, and brands will often use a gamified content sharing platform to do so. When you can have a blog be shared organically by a dozen or so people to their social networks, you drive more traffic and at a minimum visibility for you as a shareworthy influencer.
It happens far too frequently…
A confused, frustrated business owner or CEO calls me to talk about how they want to see marketing success, about how they want to try again, but past experiences have been less than satisfactory. I get it. They spend hours and hours and oodles of money to get known and feel like they are still unseen regardless of how much traffic they get from their efforts.
And that’s why I want every CEO, business owner and entrepreneur to know about the 4 key performance indicators (or KPI). These are the metrics that will reveal what is really happening on a website. The noise of all the data pouring in can be overwhelming. That’s where KPI’s come in. Identifying and measuring KPI’s will make it crystal clear where your greatest return on investment (ROI) is. Roll up your sleeves and let’s apply some FieryFX know-how and get your business’s marketing back on track.
These 4 performance indicators are what I recommend you use to make sure that a website is performing. They’re what I use. They are what we use for our clients. And now you can use them too.
Sure, traffic is good. But the term “traffic” is so vague that it’s next to useless for measuring much of anything, let alone performance or ROI.
So instead, let’s look at unique visitors. That way, we can see how many different, unique people are actually visiting your website. This metric is way more useful, especially as we evaluate the next 3 performance indicators.
Now that we know how many people are visiting your website, we can track what pages they’re visiting. Are they landing on a particular page, then leaving? Are they reading a blog and opting into your list? Do they browse a few pages, check out your eCommerce web store, then close the page? Or are they sticking around, reading everything, and then making a purchase?
Each of those series of actions gives us more information – information we can use to update, upgrade, and improve the website to get those unique visitors to stay longer, get more information from your business, and make the conversion into a paying customer. If you think of your marketing like a bucket gathering water, there’s likely holes in the bucket. Metrics tell us where the holes are and how to fix them.
Now that we know who’s visiting your page and where they’re hanging out, it’s time to see where they came from. Because once we know where they’re coming from (or how they’re finding your business), we’ll know how to beef up your marketing campaign to get even more unique visitors to your website.
So not only will this performance indicator help measure the success of an existing marketing campaign, it’ll help you plan future ones as well. In other words, this is definitely a KPI to track, because it’s a clear indicator of where to invest more’.
Conversions. The ultimate goal of any marketing campaign (or your website), right? So let’s track those conversions, too.
Now, the actual type of conversion may vary by business or website or web page purpose… maybe you’ve got a landing page where you want people to download a report. Or perhaps you’re wanting to make a blog post go viral through sharing. The point is, though, that there are lots of actions you could want a unique visitor to take: watching a video, downloading something, signing up for your email list, buying something from your store, signing up for your specialty services, etc.
But no matter what kind of conversion your business needs, we can track it through your website. That way, we can make sure that you’re getting the most bang for your marketing buck.
The key is to use those performance indicators to build your website so that it guides unique visitors through the process from eyeballs to action.
Securing those conversions is the whole reason we’re setting up, tracking, and evaluating those KPI’s (key performance indicators). That’s how we can gauge the success of your website, your marketing objectives, or a specific marketing project. KPIs are the secret to making website changes that get results.
Tell me if this is you…
You’ve got a great idea for a business or a product that you’re determined to get off the ground…
In fact, you’re already on the runway with the throttle open, gathering speed. You can feel the lift as air passes under your wings…
It’ll be wheels up any day now…
You might be brand new to this, Or you may’ve tried before And never achieved cruising altitude. So, right now…
What’s the biggest thing stopping you getting traction for your business?
If you’re like most people, it’s the lack of a comprehensive marketing strategy.
They just keep trying different tactics and when they don’t work, they either think it’s the tactics fault or they assume they’re just plain lousy at it.
It’s that or they don’t feel aligned with the idea of marketing. It makes them feel uncomfortable. They think it’s not really for them.
I get it.
Marketing, especially online marketing has its fare share of cowboy rip-off merchants who are quite happy to take your money and give you sweet F.A. in return… and think nothing of it.
I know what it feels like…barely treading water…flailing away. I didn’t even have a job or an income when I started. I was looking after a chateau near Bordeaux at the time. Mowing acres of lawns and cleaning the pool too. Working on my online biz part time.
So I get it – I really do. I’ve walked a mile or two in the shoes, you’re wearing, right now.
It took me a long time to get started. And even longer to figure all this online marketing stuff out for myself. ‘Cos, truth be told there are many pathways up the mountain so finding the one that feels right to you is hard.
I’ve bought programmes from gurus that promised the world but delivered little so I am forever forewarned against the snake oil they peddle.
I worked really hard… for almost nothing.
Crazy hours for around $15,000 in the first year.
I was happy with that then.
It was an amazing result for me.
I was alchemising money out of thin air.
And I was paying my dues. Learning my craft. And learning to write copy.
Just a few years later, I launched an event management platform. It was ahead of its time. The first time we tried it, we attracted 30,000 unique visitors in 5 days. 4 years later that number had more than tripled. 96,754 uniques in 5 Days… All organic.
It was amazing.
More than I ever dreamed of.
I had finally discovered the secret to attracting an audience without spending a dime on Ads. It took a few years to perfect. I called it the Story Inception Method.
You see, there are 2 things that sets homo sapiens apart from other animals.
The first is that we can imagine things that don’t exist.
The second is that we can tell stories.
Combine these two things and you have the power to change the world just like Alexander the Great or Steve Jobs or even Elon Musk.
We are hard wired to listen to stories.
We are hard wired to tell them too.
Storytelling inspired Alexander’s Macedonian army to march all the way to India conquering larger and more well equipped ones all the way there and all the way back.
Steve Jobs inspired Apple employees to create the iPhone and in the process create the first global trillion dollar company.
Storytelling grew Tesla too.
Elon Musk recognised that the existing electric cars were funky and unreliable with no range. They told a story about their owners that the vast majority of potential buyers did not want to tell.
Tesla changed all that and in the process built a car company that now dwarfs all others.
Recognising this changed my results… and my life.
I now teach the entire story marketing strategy process in my FREE Story Marketing Tribe on Facebook (videos + PDF downloads). Because I KNOW that with the right story frameworks, you too can create an online business that will change your life…
When you join my TRIBE, you’ll get access to trainings and frameworks you can use RIGHT NOW:
IMPORTANT: none of this is theory. It’s all been proven over and over by my students.
This is business-changing, LIFE-changing material. I’ve seen it work, and I’m on a mission to share this information with as many people as I can.
Imagine the freedom that comes when you stop dreading your marketing and gain the confidence to know EXACTLY how to bring your great ideas to life.
There is a way. This is the way. I can’t wait for you to join me on my presentation so you can get started right away