Podcasting

[405] The secret to creating bingeworthy content

Want to know how to create content people can't get enough of - just like your favourite Netflix show?

In this podcast episode, I explain why Netflix is SO addictive and how you can apply the same principles to your own content to make it SO irresistible, people can't wait to get their eyes (or ears) on it.

I also share practical tips and tactics on how to make your blog, podcast, Youtube show (or any other content you're creating) bingeworthy.

PLUS how you can get your audience craving more of your content.

As always I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast Shownotes

  • About my Build Your Online Audience programme (02:10)
  • Why routines, cues and rewards are important when creating bingeworthy content (3:55)
  • How we can learn a lot about our content from Netflix (06:05)
  • Why it’s so powerful to create content that becomes part of someone's routine (08:03)
  • How my daily email has become a part of people’s routine  (09:52)
  • How you can create bingeworthy content in your business (10:36)
  • How to create a cue and make people expect your content (11:23)
  • Why you need to create familiar content to create a routine for people  (12:41)
  • Why our brains love familiarity and how to use this to get people to love your content (15:20)
  • How to create the reward in your content by making it good and using shout outs (17:45)
  • How podcasters reward their listeners (18:50)
  • How to get people to crave your content (20:14)
  • How to use teasers to get people to crave your content (21:09)
  • How to create make your content bingeworthy on YouTube (22:36)
  • How to use clustering to make people consume more of your content (23:09)
  • Why you should plan your content in groups or seasons to encourage bingeing (23:30)
  • Tweaks you can make to your  content to see if it is bingeworthy (24:37)
  • About my Creating Bingeworthy Content Class (25:42)

Resources

Sign up for my Daily Email

[395] How to write addictive email copy with Rob & Kennedy (podcast)
[401] How often should you email your list (podcast)

Join my Instagram Academy Course here

Janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[401] How often should you email your list?

‘How often should I email my list?’ 

This is probably one of the most common questions I get asked about email marketing. 

The rather unsatisfactory answer is ‘it depends’ - on all sorts of factors, including how often you usually email your list, what’s going on in your business at the time and what your goals are. 

But what I can tell you is that you are almost certainly emailing your list less than you should - and missing out on sales as a result.

In this podcast episode, I tackle the question of how often you should be emailing your list - and share the key email sequences every business owner should have. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1. The 'delivery/welcome' sequence 

This is the sequence of emails you send someone when they join your email list.

If they have signed up via a free lead magnet (i.e. a resource you create specifically with the intention of getting people to join your list), I’d suggest sending a series of 3-5 emails where you break down the content of your lead magnet and give additional value. I generally refer to this as a ‘delivery sequence’.

So for example with my 23 Social Media Ideas lead magnet, I send five follow up emails (across four days). The first - which should land immediately after they subscribe to the lead magnet - is to deliver the lead magnet.

The second - sent around 24 hours later - asks subscribers to email back and let me know if they received the email ok. This can help troubleshoot any potential problems with spam (once a new subscriber emails me back, their email provider recognises us as ‘friends’ - which means my content is less likely to end up in spam).

The next three delve deeper into the problem the lead magnet solves (not being able to come up with engaging content ideas). I share three types of post (one each day): the question post, the ‘story’ post and the ‘grenade’ post.  In this email I make a sales offer to a product/service that feels like the natural ‘next step’ to the lead magnet. This may or may not lead into a sales sequence.

I may also make a ‘soft’ sales offer in the p.s. of the second or third email (or both).

If people are joining your list for another reason i.e. you just have a general ‘sign up’ email, I’d recommend a 3-5 email ‘getting to know you’ sequence where you talk a little bit about what to expect from being on your list and help people get to know you better.

You should also create a welcome sequence for people who buy one of your products/services. For a coaching/membership programme - where you’re going to be working with people over a longer period of time - I’d recommend a 3-5 day ‘tour’. In my Build Your Online Audience Programme, you get a ‘tour’ of the membership (including the site/resources and team). For an online course, masterclass or playbook I’d generally keep it shorter.

2. The ‘sales sequence’ 

This is the sequence of emails you send someone to promote a paid product/service. This can be anything from an online masterclass to a playbook to an online course.

The length of your sales sequence really depends on the product/service you’re selling, but, personally, I wouldn’t recommend sales campaigns that run for longer than 5-7 days - with some kind of scarcity built in - otherwise people can start to zone out.

I’d recommend sending at least one email every day, with at least 2-3 emails on the last day. I’d also recommend creating a ‘looked not bought’ sequence - which you send to those who have clicked on the link to purchase (more on that later).

However, the length of your campaign can depend on the product/service you’re selling. For example, I have a four day email sequence I use for online masterclasses, which I generally start three days before the day of the masterclass. If I start to promote any earlier, I find people forget about the masterclass.

3. The ‘looked not bought’ sequence

One of the biggest mistakes I see people making with their email marketing, is not asking people why they didn’t buy. While it can be uncomfortable to ask, it can also be an opportunity to convert someone who might otherwise have walked away.

The reasons people don’t buy are varied and complex. Some people have unanswered questions, but for whatever reason they don’t ask. Others have a fundamental misunderstanding about the product/service - which can be down to missing/misleading information on your sales page, for example. A few have decided the product/service is not for them based on an incorrect assumption.

For example, lots of my customers/clients convince themselves my services are not suitable for product-based businesses - even though I do my best to stress this in my marketing and use relevant testimonials.

In many cases, when you provide subscribers  with the information they need, they will decide to buy.  Even if they don’t, at least they’ve had all the information they need to make a decision (which means they may still buy at a later date).

This is why it’s vital to have a Looked Not Bought sequence in every email campaign you create where you simply say something like: I noticed you’d been checking out x product/service but haven’t yet bought. Let me know if you have any questions.

But if you’re not brave enough to ask the question, you’ll never know. Which means you’re almost certainly missing out on sales.

This is why it’s vital to have a Looked Not Bought sequence in every email campaign you create where you simply say something like: I noticed you’d been checking out x product/service but haven’t yet bought. Let me know if you have any questions.

Podcast shownotes

  • About my daily email  (2:45)
  • About this podcast episode (4:07)
  • How to send a delivery/welcome email sequence when someone joins your list (5:02)
  • How to use lead magnets to get people to sign up to your email list (5:24)
  • Why a sign-up box on your website won't get people to join your email list (7:41)
  • How to follow up with an email delivery sequence after sending a lead magnet (8:03)
  • How to make sure that people have got your download and avoid the spam folder (09:50)
  • How to get people to email you back and build a relationship (11:45)
  • Why you need an email structure and set templates (13:50)
  • How to move people onto your sales sequence email list (15:20)
  • How to use scarcity in your email marketing and why it focuses peoples minds (16:26)
  • How often you should email people in an email sales sequence (19:38)
  • How to make sure people don't unsubscribe from your whole list (21:09)
  • Why I only have a four day lead-in for sales for my masterclass (23:12)
  • The 3 types of email that you can put in your email sales sequence (23:37)
  • Why emailing people who have looked but not bought will help your sales (25:15)
  • Examples of how to follow up with people if they haven’t bought from you (28:21)
  • Why you need to become part of peoples routine (31:04)

Resources

janetmurray.co.uk/podcastfinder

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to generate passive income in your business

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333] 39 surprisingly easy ways to build your email list (podcast)
[334] How to build a large audience without paid advertising with Callie Willows (podcast)
[335] How to create a high converting lead magnet (podcast)
[348] How to write social media posts that sell (podcast episode)
[359] How to create an email newsletter that people look forward to receiving (podcast)
[360] How to get people to open your emails (podcast)
[375] How to get your first 1K email subscribers (podcast)
[395] How to write addictive email copy with Rob & Kennedy (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)
[400] How to build a large audience for your blog, vlog or podcast (podcast)
[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[400] How to build a large audience for your blog, vlog or podcast

Publishing regular content on a blog, vlog or podcast can be a great way to build your online audience. 

My podcast The Janet Murray Show gets around 35k downloads per month, consistently ranks top of the UK podcast charts for marketing and is the biggest driver for leads and sales in my business. Which is why I’ve invested a huge amount of time and resources into building my podcast audience since it launched in 2015. 

But just having a blog, vlog/Youtube channel or podcast isn’t enough. People won’t automatically find your content, just because it’s out there. You need to invest time and resources building an audience for that content. 

And while the platforms might be different, the audience-building strategies are the same - regardless of whether you have a blog, Youtube channel, Facebook Live Show or podcast. 

Which is why, in my 400th episode of the podcast, I want to share my top audience building strategies with you. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1. Consistency

It sounds obvious, but showing up regularly is key. I launched my podcast The Janet Murray Show back in 2015 and I’ve never missed an episode. 

I started out publishing a new episode every Friday. For a few years I published two episodes a week (one solo show midweek and one interview episode first thing on a Friday). On the odd occasion my podcast has gone live later than usual, people have actually messaged me to ask where it is. 

If you struggle with consistency, I’d recommend making a public commitment to posting your new episode/post on a particular date/time e.g. Friday. This gives you accountability (if you’ve promised something publicly, it’s much harder not to do it). It also helps get your audience familiar with your publishing schedule, which means consuming your content can become part of their routine. For example, my podcast listeners often tell me they listen to the latest episode of my podcast on the school run, when they’re cleaning their house on a Saturday or out for a run on a Sunday morning. 

Becoming part of peoples’ routine is a sign you’re building an engaged and loyal audience. 

Consistency also matters when it comes to the promotion of your blog/vlog or podcast. Most content creators I know vastly underpromote their content. They publish a new episode/post, make a few ‘announcement’ posts about it on social media, then move onto their next piece of content.

If you want to build an audience for your blog/vlog/podcast, you need to treat every new post/episode as a launch, which means creating a promotion strategy that you rinse and repeat every time (and add to as time goes on). For example, when my podcast goes live on a Friday I email my list, create some kind of announcement on my Facebook messenger and do an Instagram Story. This is followed up with multiple pieces of social media content across the week. We also regularly promote episodes from my back catalogue. This means finding different ways to talk about the same episode (more on that later). 

While there is always more you can do (there’s still lots more I could do to promote each episode) a good rule of thumb is this: promote each episode way more than you feel comfortable with and you’ll probably have it about right. 

2. Collaboration 

One of the quickest ways to build your own audience is to get in front of other peoples’. This is why inviting guests on your podcast, Facebook Live or Youtube show - or inviting people to guest blog on your website - can be a great way to build your audience. When you do this, they are likely to share that content with their own audience, which means people will want to find out more about you. 

It’s often assumed that collaborating with people with bigger audiences than your own is the best strategy. Personally I’ve found that collaborating with people with smaller, engaged audiences can often be more effective than the big names in my industry. This is because people who already have a large audience may not have the time - or inclination - to share your podcast episode/Youtube interview. Whereas someone with a small, but engaged audience will share the heck out of your content - and do it with so much enthusiasm -you may find you get better results. 

Creating guest content for other peoples’ platforms - those with similar audiences to yours - is another great way to build an audience for your own content. Here’s how to pitch yourself as a podcast guest (these tips apply to pitching yourself for anything).

Speaking at live events, teaching guest classes and taking part in virtual summits or webinars can be another great way to grow your audience. Although I would not recommend paying to be part of virtual summits - unless there is a very compelling reason to do so (and evidence that you will get a return on investment). 

Getting press coverage can be another great way to build your audience - as long as your call-to-action sends people to your blog/vlog or podcast (more on that later). 

3. Conversation

One of the biggest mistakes I see bloggers, vloggers and podcasters making is what I refer to as ‘post and flee’ i.e. they post a few announcement posts about their blog/vlog or podcast on social media then and do nothing else until the next one comes out.

Recommendations are powerful. Public recommendations are even more powerful. So, if you can generate public conversations about your content, people are much more likely to want to check it out. 

So instead of posting announcements about your latest blog, vlog or podcast, ask questions that relate to the topic of your podcast.

For example, if I have a new podcast episode coming out on how to get more engagement on Instagram I will start by asking questions to 'pre-qualify' people who might be interested in listening to that podcast e.g. how would you rate your engagement on Instagram, are you interested in learning strategies on how to increase your Instagram engagement. Then I will share the link with people who have demonstrated an interest in the topic. 

While that might seem like more work, it’s more effective because you’re getting that content into the hands of people who actually need it. And those people are far more likely to share. 

I might also post some polarising content - for example asking people if they believe the algorithm - or poor content - is to blame for poor engagement on Instagram. 

If you don’t know what the algorithm is, by the way, it’s the complicated - and super top secret - mathematical equation Facebook uses to determine how many people your content is shown to). 

Across the course of a week, I will find different ways to talk about that same piece of content - looking at different angles/subtopics in different formats e.g. audiograms, posts, memes, videos. 

Tagging people in - for example, people you’ve mentioned in your blog/vlog or podcast - can be another great way to get engagement. When you mention people, they’re often happy to comment, like and share. 

Using a social media scheduler is fine, but if you don’t make time to engage with your followers, your audience will not grow. 

4. Grow your audience on social media

You might not want to hear this, but the more followers you have on social media, the easier it will be to grow the audience for your blog, vlog or podcast. The more of the right followers that is. Which is why it’s important to focus on growing your following - and your engagement - on at least one social media platform. 

You can join my Build Your Online Audience programme here. 

5. Give a single call-to-action 

If you want to grow your audience for a blog/vlog or podcast, another powerful thing you can do is issue a single call-to-action. So every time you write a guest blog, do some guest teaching, are interviewed in a podcast, send people to your blog/vlog or podcast. Add a banner to all your social media channels, put it in the email signature on your emails - in your messenger bot. Basically everywhere  you can.

Read: what it really takes to build an audience for a podcast with John Lee Dumas

6. Help people find your content

If you’re publishing a regular blog/vlog or podcast - with the aim of promoting your business - you should be creating content that solves your ideal customers’ problems. Which means, if you’ve got your topics right, people will actually be looking for content on the topics you cover. 

But you need to make it as easy as possible for people to find your content. This means using titles that include the words and phrases people are actually searching for - rather than things that sound clever. 

A lot of this is down to common sense and simply involves thinking about the kind of things your ideal customer/clients will be searching for online. But using keyword tools can help you refine your terms.

I have a full explanation of how to do keyword research  in this post on how to make sales from your business blog (episode 336 of the podcast) but you can start  by using Google autocomplete. Type in your topic title and take note of the suggestions that come up under the search box — that’ll give you a great idea of the kinds of things that people are searching for relating to that subject. You can apply the same trick to Youtube and Pinterest too.

The key is to find search terms that are popular, but not so popular it would be impossible for your content to come up first in search. So a term like ‘how to write a press release’ is a popular but broad term, but how to write a press release for your small business is more niche. Which is why my blog post on that topic comes up on the first page of Google.  

Other tools I use for keyword research. 

Keywords Everywhere 

Answer The Public 

Google Ads

Keyword Finder 

There is quite specific keyword research you can do on Youtube and you can optimise your content to make it more easily found.

If you would like to see my Top 10 podcasts then head to my Podcast Finder and my messenger bot will make some suggestions. 

What about paid ads? 

Contrary to popular belief, putting money behind something doesn’t mean it will necessarily perform well. If you don’t know how to create engaging content that would encourage people to take action (even if it wasn’t an ad) you’re generally wasting your time. PLUS most people don’t buy from cold ads - unless you’ve got your targeting really spot on. Find out what’s working on Facebook right now with Liz Melville  (podcast)

Podcast shownotes

  • About this episode and why I recorded this podcast (3:30)
  • The podcasts that launched from my Get Your Podcast Live in 60 days course (7:59)
  • Why I’d still start a podcast even if I was starting again (10:27)
  • Why sharing regular valuable core content will keep you in mind (12:26)
  • Why consistency is key when creating core content (13:49)
  • How to promote your podcast and why you need a regular promotion cycle (18:09)
  • How to build an audience by collaborating (and why big names can be a red herring)  (22:22)
  • What you need to think about before you pitch to go on a podcast  (26:06)
  • How you can build your audience for your content by speaking at events (32:42)
  • Why you should focus on just one main type of core content (34:18)
  • How to create a buzz about your content using social media posts (34:37)
  • How to get more engagement on your social media posts  (37:37)
  • Why you need to build your audience on social media to get your content seen (40:53)
  • Why you need to have one clear call to action to your content (42:19)
  • How to make it easy for people to find your content with the right keywords (44:00)
  • Three of my best performing blog posts (49:33)
  • Why you need good organic engagement before spending money on paid ads (51:24)
  • About my Build Your Online Audience programme (55:01)

Resources

janetmurray.co.uk/podcastfinder

Colin Gray

 

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Podcasting episodes

[080] Three must-do tips for pitching yourself as a podcast guest (podcast)
[190] How to pitch yourself as a podcast guest (and why you must do) (podcast)
[253] How to land guest appearances on podcasts with Nicola Holland (podcast)
[263] Why I changed the name of my podcast (podcast)
[376] Lessons learned from 1 millions downloads of my podcast (podcast)
[383] How to get your podcast live in 60 days (podcast)

Other podcast episodes

[329] What’s working on Facebook right now with Liz Melville  (podcast)
[331] What it really takes to build an audience with John Lee Dumas (podcast)
[333] 39 surprisingly easy ways to build your email list (podcast)
[334] How to build a large audience without paid advertising with Callie Willows (podcast)
[336] How to make sales from your business blog (podcast)
[338] Why you feel scared about selling (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[391] How to write better social media captions (podcast)
[398] What sort of content should you create during a global crisis (podcast)
[399] How to build your online audience during a global crisis (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to pitch yourself as a podcast guest (blog)
Seven compelling reasons to start a podcast in 2020 (blog post)
How to create an editorial calendar for your business(blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[383] How to get your podcast live in 60 days

Would you love to launch a podcast in 2020, but are not sure how to get started? If so, this episode is for you.

In it, I take you step-by-step through how to start a podcast that will help attract leads and sales for you business. There's actionable advice on how to choose a topic for your podcast, how often to publish (and how long your episodes should be), whether you should do solo/interview episodes (or a mix of both) and what equipment you need to get started. PLUS how to record and edit, your podcast and get it onto podcast sites like Apple, Spotify & Google Podcasts. And how to get people to listen.

Even if you're not planning a podcast, but want to get more consistent with your content planning/creation, you'll still find this episode useful.

And if you're keen to get started, you can get on the waitlist for my podcasting course. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Why do you want to start a podcast?

Launching a podcast can be a big investment of your time, energy and money. Which is why it’s important to get clear on why you’re doing it. A podcast can be a great way to attract leads and sales for your business. For example, many of my clients start listening to my podcast way before they become a client. 

However, you may have other aims - such as connecting with other influencers in your industry or raising your profile so you can land more speaking gigs or a book deal. If you’re clear on why you want to start a podcast, it will be much easier to measure the potential return on investment for your business.

How to choose a topic for your podcast 

Regardless of the topic, your podcast should solve a problem for your listeners. Solving a problem for people can simply be about entertaining people and/or making them laugh. 

But for most business owners, this is generally about providing valuable information/discussion around a specific topic. For example, my podcast 'The Janet Murray Show' provides actionable tips and business/marketing advice - on topics ranging from Instagram marketing to creating a content calendar for your business to how to start a  podcast for your business. 

As with many things in your business, the more ‘niche’ and/or specific you can be, the easier it will be to grow a loyal audience. Spend some time searching through the podcasts Apple and/or other podcasting platforms and you will be amazed what people have podcasts on. 

For example:

How to choose a name for your podcast 

Once you’ve decided on a topic, it’s time to choose a name for your podcast. I’d suggest picking a title that describes what your podcast is about. 

For example, Employment Law Matters, the Smart Passive Income Podcast, the Property Development Podcast

While it might be tempting to come up with something clever-sounding, this will make it easier for new listeners to find you. The same goes for individual episode titles. 

Interview or solo show? How to choose a format for your podcast 

There are no hard and fast rules about which is best: solo, interview or a mix of both. It really is down to you. It’s also something you may need to test over time i.e. do your solo shows perform better than your interview shows? For example, I started off with a weekly interview but found my solo shows often performed better, so I gradually started to do fewer interviews and more solo shows. 

How often should you put out a podcast (and how long should it be)? 

Again there are no hard and fast rules about how often you should put out your podcast i.e. weekly, daily, monthly. This is really down to you. 

If you’re new to podcasting, creating a season of 6-8 episodes can be less daunting than launching a weekly or daily show. If your first season does well, you can always create another on a related topic and/or move to a regular show. 

Your podcast can be as short or as long as you want. But if you’re new to podcasting, starting with a 15-20 minute show might be easier.

How many episodes should you launch with?

If you listen to podcasts, you’ll probably know that when you find a podcast you like, you often want to binge listen to other episodes. This is why it’s a good idea to launch with more than one episode. But again, this will be dependent on a number of factors e.g. whether you’re launching a weekly or daily show or a season.

Creating a content plan for your podcast

Once you’ve decided on the topic, frequency and length of your podcast episode, it’s a good idea to make a content plan, setting out what you’re planning to publish and when with draft titles.  

What kind of equipment do you need to launch a podcast? 

If you’re new to podcasting, it’s best to keep it simple. And, as you don’t know whether you’re going to enjoy podcasting, I would recommend a simple USB microphone like the Blue Snowball or Blue Yeti you can plug straight into your computer and a pop shield. These start at around £65.  If you are recording solo shows, you can use Audacity - free software and Zoom/Skype to record interviews.  

Where should I host my podcast? 

You will also need to choose a place to host your podcast on the web (most podcast files are too big for websites). You will need to pay for hosting. This can vary depending on how much content you have, but I started off paying around $5 a month. Now it’s around $25. Popular choices include: Buzzsprout, Spreaker, Blubrry and Libsyn

Find out more about how to host your podcast. 

How to edit your podcast

You can edit your podcast yourself using free software like Audacity or you can outsource. Expect to pay at least £15-20 an hour for podcasting editing, but if you think about the value of a potential lead/enquiry, getting a professional to do this for you can be a much better ROI  (return on investment) in the long run. You could also use a podcast maker like Alitu which helps you clean you your audio, add your intro and outro, edit out mistakes, edit and publish your podcast.  

Depending on the format of your show, you may also need to source a voiceover artist for the intro/outro and/or copyright-free music. I found my voiceover artist on Fiverr. You might also want to try People Per Hour or Upwork. There are tons of sites you can use to source copyright free music but my favourite is Audiojungle.

Finding guests for your podcast

Introducing your listeners to interesting guests - people who are experts in a specific topic - can be a great way to add value.

The mistake many new podcasters make is thinking that having ‘big name’ guests is a great way to promote your podcasts. Actually the opposite is often true. Someone who already has a large audience is less likely to have the time or inclination to promote your podcast. A guest with a small but engaged audience may be much more inclined to tell the world about it. 

When it comes to inviting guests onto your podcasts, the key thing to remember is that you are asking them to give up their time. So it’s important to demonstrate what might be in it for them e.g. the chance to get in front of your listeners, social media followers, email list. If you have a small audience or you haven’t started your podcast yet, it’s best to be upfront about that but show how you will promote the podcast.

Doing interviews for your podcast 

As with anything in your business, it’s all in the preparation. The more you can prepare your guest for the interview - by sending over detailed instructions on how to prepare or join the call PLUS the questions you are likely to ask - the better the interview is likely to go. 

It’s generally better to use open questions e.g. ‘can you tell us more about’ or ‘what did it feel like when…?’. This will encourage your guests to talk more freely and make your interview feel like a conversation rather than a question and answer session (which is exactly how it should be). 

Preparing a list of questions is a good idea, but don’t stick slavishly to your question list. If you let the conversation flow naturally, your interviews will sound a lot better.

Promoting your podcast 

Unfortunately getting your podcast listed on Apple Podcasts (and other podcasting directories like Spotify, Acast, Google Podcasts and Stitcher) is not enough to build an audience for your podcast. You will also need to actively promote your podcasts via social media, your email list, Facebook messenger, Pinterest and any other marketing channels. There are also many things you can do to encourage your guests or listeners to share your podcast (such as creating branded, shareable artwork). 

Most people vastly under promote their podcast because they’re worried people will get sick of hearing about it. In reality, most people are far too busy getting on with their lives to notice you’ve already posted multiple times about your podcast - and appreciate the reminder. 

Podcast shownotes

  • What you need to ask yourself if you want to start a podcast (7:12)
  • How to choose a podcast topic and why it needs to solve your client/customer’s problem (9:16)
  • Why you should niche your podcast to make it focused to reach more people (12:40)
  • How to name your podcast and why you can change the name as you evolve (15:30)
  • How to plan your podcast and decide on the format of your podcast (18:15)
  • How often you should produce your podcast and launch with a good number of episodes (20:15)
  • How to plan out your podcast episodes and create a content plan for your podcast (23:52)
  • What equipment you need for your podcast and why you should keep it simple (24:40)
  • What you can outsource to produce your podcast and why you should look at ROI (28:29)
  • Where to host your podcast and why you actually need to host your podcast (30:30)
  • How to prepare a podcast guest for interview and why big-name guests can be a red herring (31:35)
  • Why you need to promote your podcast and just having it listed on a platform isn’t enough (34:57)
  • Why you might want to join my new course ‘Launch your Podcast in 60 days’ (36:47)

Resources

Want to start your own podcast? Sign up for my podcasting course. 

How to pitch yourself as a podcast guest (blog)
[080] Three must-do tips for pitching yourself as a podcast guest (podcast)
[094] Seven steps to starting your podcast (podcast)
[190] How to pitch yourself as a podcast guest (and why you must do) (podcast)
[253] How to land guest appearances on podcasts with Nicola Holland (podcast)
[263] Why I changed the name of my podcast (podcast)
[331] What it really takes to build an audience with John Lee Dumas (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[357] How to transform your Facebook page from ghost town to garden party with Bella Vasta (podcast)
[376] Lessons learned from 1 million downloads of my podcast (podcast)

Join the Media Diary Owners Club

Order your 2020 Media Diary here

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[376] Lessons learned from one million downloads of my podcast

Want to know how I've managed to publish a new podcast episode every week for the past four years? 

How I have managed to stay consistent, to show up every week, in fact, twice a week to start with and put a podcast episode out there?

This podcast answers your questions and more and is based around real questions that you have asked about my podcast. Even if you're not interested in starting your own podcast then please stay with me because what it's really about is showing up and publishing consistent content.

How do you keep showing up every week when maybe you're all out of ideas or you're not feeling well, or you're feeling uninspired or unmotivated, or you've lost a team member suddenly, how do you keep all of that going over a number of years?

This podcast isn't just about creating a podcast it's also about content planning, content creation and solving your audience's problems, it's about mindset. It's about staying consistent and overcoming the challenges and evolving. 

So you'll see it's so much more than how you keep a podcast going. 

I also share my favourite podcasts too. What do you think?  Have you listened to them?

I hope you enjoy the episode as much as I did recording it.

 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode.}

 

Podcast shownotes

  • Why you should listen to this podcast (01:57)
  • How to win in my 'Big Podcast Giveaway' (2:52)
  • Find out about my 2020 ‘Start a podcast programme’ (5:39)
  • What inspired me to start a podcast (and why it’s such a great way to connect with people) (7:02)
  • How I have consistently produced my podcast (and how accountability keeps me on track) (10:30)
  • Equipment I use to record my podcast, how it's produced and why I delegate the editing (13:04)
  • How I record a guest podcast episode (16:40)
  • How getting your podcast on iTunes can be the most challenging part (and how I did it) (17:09)
  • Why I choose podcast guests that can show they are an expert (rather than just a big name) (19:50)
  • How I got people to agree to be a podcast guest when I was starting out (24:58)
  • How my podcast has evolved and why I'm doing more solo podcasts than guest podcasts (27:44)
  • Why it’s important to have a great rapport with a podcast guest (and why some don't go as planned) (32:24)
  • Why I plan my podcasts to strategically fit in with what I am doing in my business (34:44)
  • Steps to produce the podcast from idea through to publication, repurposing and marketing (38:25)
  • How to promote a podcast and why you have to try lots of different ways (45:20)
  • Why a podcast needs to be quality content that solves your audience’s problems (48:47)
  • Top 9 episodes I've recorded? Try these they are full of useful practical advice that’s easy to implement:  133, 161, 227, 288, 275, 315, 341, 351, 362 (50:52)
  • Top 3 episodes that I am really proud of? Episodes with great longevity: 333, 339 and 340 (58:46)
  • What happens if the podcast guest doesn’t work out (1:00:05)

Resources

How to pitch yourself as a podcast guest (blog post)

Find out about my new start a podcast programme in 2020
Win in my Big Podcast Giveaway!

[133] How to grow your following on Twitter (podcast)
[161] How to work with bloggers and influencers with Kat Molesworth (podcast)
[227] How to make sales without being spammy with Jess Lorimer (podcast)
[253] How to land guest appearances on podcasts with Nicole Holland (podcast)
[275] How to write awesome sales copy - fast with Sarah Cooke (podcast)
[288] How to get started with vlogging(and how it can help your business (podcast)
[315] How to create a brand statement and why you need to (podcast)
[333] 39 Surprisingly easy ways to increase your email subscribers (podcast)
[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[340] How to create a coaching or consultancy package for your business (podcast)
[341] How to use stories to attract your ideal audience (podcast)
[351] How to get corporate clients and why you should with Dylis Guyan (podcast)
[362] How to grow your Instagram following to 27K - fast (podcast)
[372] How to build an engaged online audience (podcast)
[375] How to get your first 1k email subscribers (podcast)

How to create a high-converting lead magnet course

Join the Media Diary Owners Club 

Preorder your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Buy your ticket for Build Your Audience Live

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[363] Five ways to bust through an audience growth plateau

If you’re struggling to grow your audience on social media, the temptation is to keep trying more and more new marketing strategies. 

But this can often leave you feeling overwhelmed and overworked. And when you’re spreading yourself too thin - you can end up doing lots of things not very well - which can actually stunt your audience growth. 

If this sounds familiar, you’ll love this podcast episode on how to bust through an audience growth plateau. 

In it, I show you how doing things differently (rather than doing more) can help you kickstart your audience growth.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1. Focus on one platform 

If you’re struggling to build your audience on social media, it may be because you’re spreading yourself too thin. Focusing on growing your audience on one social media platform means you can go deep on all the features of that platform - and experiment with different strategies - rather than ‘dabbling’ with three or four. 

This doesn’t mean you can’t post on other social media platforms at all; you can always repurpose some of the content from your main platform. But putting 90% of your efforts into one platform will almost certainly help you grow quicker. 

For example, the Instagram expert Kat Coroy focuses her social media efforts solely on Instagram - which has allowed her to sell thousands of her online course Instagram Makeover. 

The LinkedIn expert Helen Pritchard focuses solely on LinkedIn - allowing her to attract hundreds of students to her LinkedIn Bootcamp.

Love and London (an online resource for visitors to London) has over 100,000 subscribers to its YouTube channel. But while its founder Jess Dante has a presence on most social media platforms, her key focus is on Instagram - freeing her up to create high quality content and serve her existing clients.

2. Focus on engagement not numbers 

When you’re building an online audience, it’s tempting to think it’s all about the numbers. Which means focusing on building funnels and automating everything you can, right?

Wrong. 

Numbers are important (the average conversion rate for online sales is just 1-2% which means most people need a much bigger audience than they think). But what you actually need to build is relationships.

So if you’re focusing on building funnels and automation - over having real conversations with your prospective customers/clients - on social media and in your DMs if necessary - your audience growth will almost certainly plateau. 

Building your audience is actually about building relationships. And you build this relationship one at a time.

3. Share more personal content 

People like to do business with people they like. So if you’re hiding away behind your laptop - or in your studio - you’re missing out on the chance to build relationships with prospective (and existing) customers. 

This isn’t about sharing your personal secrets - or airing your dirty laundry in public. It’s about creating connection points when you realise you share common ground with your followers.

For example, fashion illustrator Zoe Georgiou, said she decided to join my Build Your Audience membership programme after she came to one of my meet-ups and found me warm and welcoming (not the ‘hard-nosed businesswoman‘ she’d expected). But what nailed it was when I revealed I also hated tomato ketchup. Finding those areas of commonality and creating those ‘that happened to me too’ moments can be crucial for building your audience. 

And as Marsha Shandur points out in our podcast interview on how to use stories to attract your ideal clients, when you’re willing to be vulnerable and admit your life isn’t perfect, that’s when people often feel they can connect with you.

4. ‘Borrow’ other peoples’ audiences

Creating guest content for other peoples’ audiences e.g. guest blog posts, guest teaching sessions and virtual summits can be a great way to grow your audience - by tapping into other peoples’ audiences. 

There are pros and cons for each, but for me, by far the best way to do this is through podcast guest interviews. 

Being a podcast guest is a great way to get in front of your ideal customers/clients - and build your audience - fast. 

It’s much quicker than writing a guest blog post (most podcast interviews last between 30-60 mins) - which means you can potentially do several a week. 

It’s also a great way to build new relationships quicker. 

There’s something about being in someone’s earbuds that’s much more intimate than the written word. Which means that by the end of a thirty minute interview, people often feel they know, like and trust you enough to visit your website, download your free resources and/or even buy your products/service. 

And the best thing is, every time you appear on someone else’s podcast, you’re getting in front of a brand new audience - an audience you haven’t had to build yourself.

So if you set yourself a target to do three interviews a week, you could potentially build your audience by thousands - in a relatively short space of time.

Here’s how to pitch yourself as a podcast guest. 

5. Show up ‘in person’

Hosting a live event can be a great way to connect with your prospective customer/clients. There is something really powerful about meeting someone in person. You can create a much better rapport - and do it faster - than you can online. 

This doesn’t mean you have to put on a large live event.  A small meet up can be just as effective.

And if that really isn’t possible, you can add a personal touch by sending a voicemail or using a tool like Bonjoro. 

Key takeaway

Building an online audience can be tough and it is perfectly normal to hit a plateau. In fact, this can happen at any stage in your business. But if you can swap your a ‘funnel’ mindset for a ‘feeling’ mindset - using some of the ideas shared in this post - you’ll bust through your audience growth plateau quicker. 

Podcast shownotes

  • Why you need to think differently when you hit an audience growth plateau (2:50)
  • Why focusing on one platform will help you grow quicker  (04:09)
  • Examples of people that use one social media platform media really well  07:03
  • Why focusing on the engagement and not numbers will help grow your audience (10:32)
  • Steps to take on your platforms if you’ve fallen into an audience growth plateau (12:10)
  • Why conversations and engaging on social media can help grow your audience (14:55)
  • How sharing personal stories will help you connect with your audience (15:55)
  • How to choose the content topics that you post about  (19:00)
  • How ‘borrowing’ other people’s audiences can get you in front of a new audience (24:12)
  • How being a podcast guest can help you grow a new audience (and bonus tips) (25:59)
  • Why showing up in person  can help you connect and grow your audience (28:57)

Resources

Download 50 ways to build your online audience

Kat Coroy online course Instagram Makeover.
Kat Coroy Kat Coroy website 
Helen Pritchard  LinkedIn Bootcamp
Jess Dante YouTube  Love and London
Kate Lister florist Instagram
Julia Day The Independent Girls Collective
Voicemail tool Bonjoro

[190] How to pitch yourself as a podcast guest (and why you need to) (podcast)

[196] How to get more engagement on Instagram with Sara Tasker (podcast)

[253] How to land guest appearances on podcasts with Nicole Holland (podcast) 

[341] How to use stories to attract your ideal clients with Marsha Shandur  (podcast)

[348] How to write social media posts that sell (podcast)

[353] How to grow your audience through Instagram Stories with Tyler McCall (podcast)

[358] 13 Ideas for engaging social media posts (for when you’re all out of ideas) (podcast)

[362] How to grow your Instagram following to 27K - fast (podcast)

How to add closed captions to your videos using Rev and Kapwing (blog post)

Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted

Build Your Audience Programme

How to write awesome sales copy

How to create a high converting lead magnet course

Order your special offer 2019 Media Diary 

How to write social media posts that sell (online masterclass) 

Rev.com*

Kapwing

Social Media Video Engagement Playbook 

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn