podcast

Seven compelling reasons to start a podcast in 2020

If you’re thinking of starting a podcast for your business, you may be wondering if you’ll get a return on investment for the time and money you invest. 

With that in mind, here’s seven compelling reasons to start a podcast in 2020.

1.You’ll find it easier to attract (and convert) your ideal customers/clients 

Most people won’t buy from strangers. In fact, research suggests most need at least 7 or 8 touch points with you before they buy. Which is why publishing content that answers your ideal customers/clients questions and solves their problems is so powerful.

For example, people often find my podcast because they are searching for content on a specific topic e.g. how do I build an audience for an online course or how do I grow my following on Instagram?  And if they enjoy one episode they generally subscribe and stick around for more. 

Listening to my podcast helps them to get to know, like and trust me enough to invest in my products/services. While other forms of content e.g. blogs/vlogs can help do this too, there is something very intimate about podcasts. Being in peoples’ earbuds as they’re running, walking their dog, cleaning their house (or whatever they like to do while listening to your podcast) creates a powerful connection. People start to feel as if they know you - which gives them the confidence to invest in working with you. 

I recently asked the students in my Build Your Online Audience programme how they found me and - unsurprisingly - the podcast was the number one way.

Sales expert Jessica Lorimer sold many of the tickets to a recent live event after just five episodes of her Selling To Corporate podcast.

That said, people don’t always buy straight away. My listeners typically spend around 6 -12 months listening before they buy an online course, membership, physical product e.g. my Social Media Diary & Planner (although sometimes it can can be sooner). 

By that time they've got to know me and are ready to buy - which means there’s no need for a hard sell. And once they buy one product/service, the lifetime value of each customer can run into thousands. And wouldn't you rather be building an audience of repeat customers/clients than busting a gut for every single sale? 

I also talk a lot about my products and services on the podcast itself - which means listeners often reach out to me asking how they can work with me.

2.You’ll gain authority (which means you can charge more)

Anyone can say they are an expert. Publishing regular content on a podcast SHOWS you are an expert. 

This makes it easier to get new customers/clients (because you have credibility). It also makes it easier to land other lucrative opportunities  e.g. speaking gigs, book publishing deals and press coverage. 

And as Ken Nedy, co-host of the Email Marketing Show points out, there are other benefits to having greater authority - you can charge more. “When you're positioned as a leader in an area of thought leadership, when people come to you for help there is far less price resistance because we expect the leaders in an area to be higher priced,” he says. 

Just having a podcast gives you authority, for sure. Having a popular podcast can open even more doors for you. My podcast, The Janet Murray Show, has had over one million downloads. It also frequently tops the Apple Podcasts business charts and is currently Number 1 in the Chartable rankings for marketing podcasts. This means I am more in demand as a speaker, coach and consultant. This has allowed me to increase my rates and be choosier about who I work with.

Having the Number 1 podcast in my industry gives me credibility - which allows me to charge more for my services

3.You’ll gain more visibility 

And being ‘known’ increases your chances of getting booked to speak, guest on other peoples’ podcasts and/or collaborate with others in your industry. 

As Roger Edwards, host of the Marketing And Finance podcast explains:  “I make most of my sales of consultancy and speaking gig enquiries from my podcast (though my vlogs still bring quite a few speaking enquiries).

I was at a conference recently and a lady tapped me on the shoulder and asked: “Are you Roger?” She’d recognised my voice as I was talking to someone -  even though we’d never met in real life.”

And with visibility comes credibility. As Steve Folland, host of two podcasts: Doing It For The Kids and Being Freelance explains: "I once walked into a client pitch and as soon as they heard my voice said ‘ooh! I feel like I know you...’ Honestly felt like I’d won the work before I’d even sat down.

4.It’s easier to connect with leaders/influencers in your industry

Having a podcast has allowed me to build relationships with influencers/thought leaders in my industry.

I'm not just another person trying to get their attention because I want them to do something for ME

I actually have something valuable to offer them: a guest spot on my podcast and the opportunity to get in front of my audience. 

And as Natalie Hailey, host of the One Hot Thing podcast points out, this can lead to all sorts of opportunities. Some of her podcast guests have gone on to hire her to help with their content strategy.

5.It’s quicker to create than other content forms  

If writing isn’t your strong point, recording yourself talking about a topic you’re passionate about - or interviewing an expert - can be a much easier way to create content. 

While I am a writer by trade - and enjoy writing - I still find it quicker to record a podcast than write a blog post.

And there is just something more intimate about podcasting that helps you create a deeper connection with your audience. As Ian Anderson Gray, host of the Confident Live Marketing Podcast explains: "What I love about podcasts are that you can get a small, but more passionate audience than other mediums, like blogs. I totally see the power of blogs. One of my articles has had over 6 million page views. That sounds impressive until you realise that this audience isn't anywhere near as engaged and targeted as my podcast audience. I'd rather have that any day!"

6.You’ll reach new audiences

Some people like to read, others like to watch, others like to listen. And podcasts are increasing in popularity. 

According to figures released at the Apple Worldwide Developers Conference (AWDC) there are more than 700,000 active podcasts and more than 29 million podcast episodes - up from 550,000 and 18.5 million respectively last year. 

People are actively searching for content on podcasting platforms like Apple, Spotify and Google Podcasts. They are searching for content that answers their questions and solves their problems.  

So it’s a great way to reach new audiences.

7. You’ll stay on top of your game

Making a commitment to publish content on a specific topic forces you to become an expert. Because you’re talking to lots of people in that space, you naturally become more knowledgeable about your niche. 

Roger Edwards says he learns tons from his guests. “It’s almost like getting a half hour of free consultancy/training,” 

Ken Nedy adds that launching The Email Marketing Show forced him and co-host Rob Temple to stay up to date with developments in that space. “I knew email marketing before the show, but now I know more about it than ever because I'm immersed,” he says .”Now we cannot get complacent."

And there are other less obvious benefits that are more difficult to put a price on. Osmaan Sharif, host of the Get Out Of Your own Way podcast points out that making a public commitment to publish a weekly podcast - and delivering on that - has helped him become more consistent with his content creation across the board. As a performance and mindset coach who works with tons of entrepreneurs, he knows better than anyone that consistency is crucial for business success.

Andy Storch, host of the Talent Development Hotseat Podcast says hosting his podcast has helped him build confidence and find his voice.  "Conducting over 200 interviews over the last three years has taught me a lot and built my confidence and then starting to do solo episodes helped me find my voice and realise I have a lot to say."

Want to get your podcast live in 60 days? Check out my course here.

[263] Why I changed the name of my podcast

If you’re a regular listener to my podcast you’ve probably noticed the show has had a bit of a makeover - including a change of name.

Listen to this special episode on why I’ve changed the name of my podcast, and what to expect over the coming episodes. If you’re new to the show it’s also the perfect opportunity to find out how The Janet Murray Show can help you in the future.

Here’s what you’ll learn in this episode:

  • What the Soulful PR Podcast was all about (1:12)
  • Why I’m broadening my niche to meet my audience’ needs (2:42)
  • Why gaining traditional press coverage is only one aspect of a successful marketing strategy (6:05)
  • Why you no longer need to wait to be picked to be in the media (and why this made me feel disingenuous about focusing solely on press) (8:31)
  • What to expect from The Janet Murray Show going forward (14:51)

Resources

Media Influence Live

Episode 166: Four things you should do to promote your business every day

Episode 199: How to develop a social media strategy for your business with Warren Knight

Episode 213: Instagram strategies that work with Sara Tasker

Episode 185: How to use LinkedIn to grow your business with Mark Williams

Episode 167: SEO made simple with Martin Huntbach

Episode 197: How to get more engagement on Instagram

Episode 174: How to explain what you do in 10 words or less

Episode 197: How to build a thriving online community with Emily Quinton

Episode 192: How to get more engagement on your Facebook page

Episode 178: How to plan a social media campaign for a launch

Soulful PR Studio

Soulful PR Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

 

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

Would you like to be a guest on a podcast but are unsure how to go about it?  Perhaps you’ve already made some guest appearances on podcasts but would like to do more.

Nicole Holland is an expert on podcast guesting and shares practical tips on how to find suitable podcasts for your business, how to connect with podcast hosts online and how to land the interviews you want.

Here’s what you’ll learn this episode:

  • Nicole’s business story (6:05)
  • Why you should be a guest on someone else’s podcast (9:00)
  • How podcasting can build your visibility and authority on a topic (10:50)
  • How to repurpose your podcast interviews into extra content (12:25)
  • Why you need to connect with podcasters who have the right audience for you (even if their audience is smaller) (13:55)
  • How to decide which podcasts to be on and how to find them (22:05)
  • How to land the podcast interviews you want (24:04)
  • How to use your personal story to engage and connect with people (26:15)
  • Why taking the ‘less easy’ route can be more effective in appearing on your favourite podcasts - and what you need to do (32:50)
  • How to prepare for a podcast interview (42:01)
  • What makes a great podcast guest pitch (43:10)

Resources

Nicole Holland’s Website

Nicole Holland on YouTube and Twitter

Nicole Holland’s Crib Sheet to Send to Podcast Hosts before your Interview

Entrepreneurs on Fire Podcast

Social Media Marketing World

The Perfect Close by James Muir

Episode 190: How to pitch yourself as a podcast guest (and why you need to)

Episode 80: Three must-do tips for pitching yourself as a podcast

Youtube Video: How to pitch yourself as a podcast guest

Media Influence Live

Soulful PR Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

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

Appearing as a guest on a podcast show can be a great way to get known - and get in front of prospective customers and clients.

But many podcast hosts are inundated with pitches from people who want to appear on their show. So how can you make sure your pitch stands out?

In this episode, I talk about how to pitch yourself as a podcast guest and increase your chances of getting a ‘yes'.

Here’s what you’ll learn in this episode:

  • Why being a guest on a podcast can get you in front of more of your target audience
  • Advice on how to decide which podcasts you should pitch to - including examples of how I choose the right ones for my business
  • Practical tips on how to write a compelling pitch to appear on a podcast and how to make it easy for the host to say ‘yes’

Key resources

The Soulful PR Studio

Your Year in PR - my media planning masterclass

Video of Soulful PR Live

Soulful PR for Starters

Entrepreneurs on Fire podcast

My appearance on the Entrepreneurs on Fire podcast

The Solopreneur Podcast

My appearance on The Solopreneur Podcast

Chris Ducker’s podcast

My appearance on Sara Tasker’s podcast - Hashtag Authentic

Podcast How to use LinkedIn to grow your business with Mark Williams aka Mr LinkedIn (episode 185)

Podcast How to use Instagram to promote your business with Sara Tasker (episode 83)

Podcast How to use Twitter chats to promote your business with Sian Conway (episode 151)

Podcast Three must-do tips for pitching yourself as a podcast guest (episode 80)

Blog post How to pitch yourself as a podcast guest

Soulful PR Podcast Community on Facebook: chat about the show with Janet and other listeners

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.

 

[150] Behind the scenes of my business

When I asked listeners how I should mark the 150th of episode of the Soulful PR podcast,  they said they wanted to know more about me and how the show is put together.  So in this episode, I’m answering the questions rather than asking them.

In this episode, I’m interviewed by my friend Rob Lawrence - host of the Inspirational Creatives podcast.

Here’s what you’ll learn in this episode:

  • My business story - from national newspaper journalist to podcast host, author and PR coach
  • How I’ve built the Soulful PR audience to 25,000 monthly downloads
  • Why I think making mistakes - and learning from them - is a key part of my success
  • My biggest fears about my business
  • Insight into what I spend money on to develop my business
  • Examples of how I come up with ideas for content (and keep my output so high)
  • How I switch off from my business and unwind
  • The people and businesses that inspire me

Key resources

The Soulful PR Studio

ResponseSource

Inspirational Creatives Podcast with Rob Lawrence

Chris Ducker

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community

Connect with me on Twitter, Instagram and Facebook

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.

 

[100] Lessons learned from 100 podcast episodes

When I first started podcasting, last November, I had no idea what the future held. Would I enjoy doing it? Would I be any good at it? And would I still be around in 100 episodes?

Well, turns out I am, so to celebrate, here's a round-up up what I've learned over 100 episodes of the Soulful PR podcast (including a list of episodes you might have missed).

Here's what you'll learn:

  • How publishing 100 podcast episodes has helped me succeed in my business
  • Specific ideas I've picked up from podcast guests (and how I've put them into practice)
  • My ten most popular ten podcast episodes

Key resources 

**Most popular episodes** 

How to use Instagram to promote  your business with Sarah Tasker (episode 93)

How Marie Kondo changed my business (episode 40)

Five PR ideas for your next product launch (episode 32)

How to build relationships with editors (episode 89) 

How to use Facebook groups to promote your business (episode 33)

How to become a Huffington Post blogger (episode 75)

How photography can help you create a memorable brand (episode 87) 

Three non-spammy ways to promote yourself in Facebook groups (episode 68)

How to use webinars to promote your business (episode 28) 

Facebook advertising strategies that actually work (episode 79) 

**Most useful episodes** 

How to use Instagram to promote  your business with Sarah Tasker (episode 93)

How to use Facebook groups to promote your business (episode 33)

How to get people to say 'yes' to you with Matthew Kimberley (episode 57)

How to have better sales conversations with Petra Foster (episode 71)

How to legally protect your business with Genevieve Jaffe  (episode 79)

Pitch your way to success with Nathan Chan (episode 55)

**Upcoming events**

Soulful PR Session with Angela CorpeITV's Good Morning Britain (Oct 20)

Soulful PR session with Hannah Fearn, opinion editor, the Independent (Nov 23)

Soulful PR session with Andrea Thompson, Features Director, Marie Claire magazine,The Guardian (Dec 15)

The Soulful PR Business Club

MY NEW BOOK Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My Soulful PR group coaching  programme (starts Sep 26)

My FREE Soulful PR Facebook Community

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on itunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.