Once I first began my podcast again in 2019, I didn’t plan on it turning into a advertising channel. I had not too long ago stop my job to start out my very own operations consulting enterprise and was listening to entrepreneurial podcasts attempting to be taught extra. Most of them, although, felt just like the curated model of a enterprise proprietor’s story years later, and I used to be craving somebody to share their expertise whereas they have been within the thick of it. I made a decision I might be that individual, and I dove in.

These early episodes have been the messiest, most disorganized model of a podcast you could possibly think about. Within the first one—actually titled “Winging It”—I mentioned how I had no concept what I used to be doing however was going to do it anyway. I shared it on my private Fb web page and with my 200 enterprise Instagram followers. Whereas I wasn’t monitoring analytics then, I’d be shocked if even 5 individuals listened.

However I saved at it, and I slowly began to construct a small viewers. Ultimately, individuals who had been listening to the podcast and listening to my journey began reaching out asking if I’d coach them by the transition to significant, full-time self employment. This wasn’t one thing I supplied on the time, however when the pandemic hit and most of my consulting work dried up, I made a decision to provide it a strive.

Since then, I’ve grown my teaching enterprise to a sustainable $85,000 of annual earnings, with about 90 % of my shoppers listening to the podcast first to find out that I’m a great match for them. And that is all with a child viewers of about 1,000 downloads a month. Energetically podcasting is enjoyable for me, and it’s made gross sales comparatively simple and sustainable: Individuals who discover my work have a spot the place they will dive into what I supply, after which they attain out able to work with me somewhat than having to undergo an entire gross sales course of.

I’ve gone by quite a lot of experimentation and evolution in my podcast through the years and have landed on a streamlined method that creates regular enterprise development. For every other enterprise proprietor excited about utilizing podcasting as a advertising tactic, right here is the method that has labored for me.

I plan content material with my gross sales objectives in thoughts

I don’t need to be knowledgeable podcaster. And, frankly, monetizing my podcast just isn’t a actuality for me proper now—if I attempted to earn a living on advertisements primarily based on my present viewers measurement, I’d make about $5 an episode.

So, to make sure my podcast helps my actual enterprise and generates new shoppers, I do the majority of my content material planning with gross sales objectives in thoughts. As soon as 1 / 4, I have a look at the packages I’m launching or companies I need to promote within the coming months. Then, I take into consideration the individuals who could be excellent for these choices: Not buyer avatars, however precise individuals in my viewers who I’ve labored with previously or have DMed with and suppose would profit from this.

With a number of actual individuals in thoughts, I ask myself: What issues are they experiencing proper now that this providing would assist with? What do they suppose they should do to resolve that drawback, and why is it not getting them the outcomes they’re searching for? How is working with me going to extra successfully assist them? What do they should hear from me to be excited to work collectively in fixing this subject (or at the very least put them on a greater observe even when they don’t work with me)?

This line of questioning sometimes ends in a 4 to eight-episode arc that leads as much as a extra direct sale. Right here’s a typical construction that may comply with:

  • Episode one: I stroll listeners by the best way individuals sometimes method this problem, and why it’s not working. As an example, in episode 151, I break down a typical drawback (hating advertising), how individuals normally attempt to resolve it, and what I believe the true drawback is (misaligned affords).
  • Episode two: I clarify the psychological shifts that must occur to deal with this drawback in a simpler means. In episode 152, I discuss shifting your mindset away from “no person can afford to pay me” to understanding the true drawback, which is an unclear worth prop.
  • Episode three (or extra): I dive into the actionable steps somebody can do to make progress towards transferring previous this problem. Episodes 153, 154, and 155 all give sensible recommendation for getting began on understanding your worth and getting that throughout in your advertising.
  • Remaining episode: I share extra about my providing, together with the way it will assist the listener obtain all the things above, the small print of the product, and a proof of why I set it up that means: I do that in episode 156 for a brand new providing I used to be launching round constructing an aligned enterprise. Generally it is a paid service; different occasions it’s a free coaching to additional nurture potential clients.

Not solely does this technique give me a transparent and arranged method to content material planning, it completely queues up a listener to need to work with me since my providing will assist them by the precise steps I’m suggesting to maneuver their enterprise ahead.

I combine “promoting” durations with “development” durations

I attempt to stability the phases the place I’m centered on promoting by way of my podcast with phases the place I’m centered on getting in entrance of latest audiences. And the easiest way I’ve discovered to do this is by mixing in interview episodes with different specialists in launching and rising a enterprise.

I at all times search for individuals to interview who it might be mutually useful for us to cross audiences—with out it being aggressive. People who’re tangentially associated to what I do are nice candidates. For instance, I not too long ago launched an episode with an SEO expert. There’s no cause she wouldn’t need individuals to purchase my companies, since my teaching round messaging, viewers, and objectives goes to set them as much as be extra strategic of their search engine optimization focusing on. And I’d love for my viewers to take considered one of my programs after which go rent her to speed up their development in that space.

I sometimes supply my interview company by networking and relationship constructing. As soon as they agree they’re , I ship them a form to fill out to e-book their interview, which helps me keep organized when it comes time to document the introduction, compile present notes, and provide you with three to 5 guiding questions that can contact on their experience and objectives whereas additionally offering worth to my viewers.

I let my shoppers do a few of the speaking for me

One in every of my favourite podcast ways has helped me get in entrance of latest audiences, promote gross sales, and cut back my workload. Every year, I do a month-long takeover collection the place I let my shoppers take over the platform and document episodes themselves, giving them a platform for speaking about their work whereas additionally placing out some social proof of the work I do.

I supply this chance to my group teaching program and have them apply with a brief description of what they’d need to cowl within the episode. In the event that they’re accepted, I ship alongside a construction to comply with when recording and extra suggestions for making their episode as robust as doable. The primary half of the episode, I encourage them to advertise their very own work and experience, after which within the second half I’ve them discuss concerning the work they’ve carried out with me and their greatest learnings from the method.

A portion of my submission pointers.

It’s such a win-win: My shoppers are so excited concerning the alternative to talk and subsequently are excited to share the episode with their networks. I at all times get a great spike in listeners after this collection and have had individuals inform me the rationale they began working with me is as a result of they heard the testimonial from considered one of my shoppers in these episodes.

However even when it did nothing for my enterprise, I’d maintain doing it, as a result of I need the individuals in my viewers to succeed. I consider a lot in each single individual that I work with, and I really like having the ability to give them this enhance. Once they do effectively, I do effectively.

I be taught as I’m going, and evolve as my enterprise does

It could appear to be I’ve all of it found out now, however the podcast has advanced a lot over time, and it’s more likely to maintain evolving. It’s been a strategy of slowly determining what works and what doesn’t and letting issues change as my enterprise does. In truth, I’m on the brink of finish Transcend Your Dichotomy and begin a brand new podcast referred to as Make Your Business Work For You. This new podcast has completely different objectives—I’m searching for attain somewhat than gross sales at first—so my method will change a bit.

When these modifications occur, I at all times depart my previous content material up in order that potential clients can see that development and know that I stroll the discuss on the subject of my philosophy of not overthinking issues, beginning messy, and studying alongside the best way. I consider it’s that authenticity that makes them need to work with me much more.

So, in case you’ve been contemplating beginning a podcast for your small business, cease overthinking it and simply dive in. Maybe strive a few of the methods above, or possibly strive a few of your personal. Both means, take note of what your viewers is happy about and what you’re energized by, and maintain evolving from there.



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