For many of us, our podcast can feel like a hobby or side hustle when it should be a lead-generating machine. So if you are seeing minimal results with your podcast, this post is for you.
I shared the most game-changing insights I gained from my recent conversation with Adam Schaeuble, the mastermind behind the Podcast First Marketing Framework.
The Power of Podcast First Marketing
Adam's approach flips traditional podcast marketing on its head. Instead of viewing your podcast as just another content channel, he positions it as the core of your marketing strategy. This shift in perspective can transform your podcast from a mere hobby into a client-generating machine.
The Two-Thirds Content Rule
This rule states that two-thirds of your podcast content should feature you as the expert.
This means:
- Solo episodes where you share your expertise
- Coaching-style episodes where you address specific problems
- Audience Q&A episodes where you provide valuable insights
By following this rule, you position yourself as the go-to expert in your field, rather than just someone who interviews experts. This can dramatically increase your conversion rate from listener to client.
Overcoming the "I'm Not Interesting Enough" Mindset
If you're thinking, "But I'm not interesting enough for people to listen to me for an entire episode," you're not alone Adam addresses this common concern head-on:
"If you're a service provider, people are already paying you for coaching, consulting programs, products and services. Have confidence in that."
Remember, your clients are already paying for your expertise. Your podcast is simply another avenue to share that valuable knowledge.
Creating Compelling Solo Content
Adam suggests breaking down your core offerings into digestible chunks. If you have a course with five modules, each module could become a standalone episode.
Don't be afraid to revisit and refresh key topics annually – your audience is constantly growing, and even long-time listeners benefit from reminders.
The Power of Testimonials
One of Adam's most potent strategies is incorporating audio testimonials into your podcast episodes.
By including short, powerful testimonials at the beginning of your episodes, you:
- Reinforce your expertise
- Provide social proof
- Showcase real results your clients have achieved
The Content Campaign Cycle
To truly leverage your podcast for client acquisition, Adam recommends creating content campaign cycles.
This involves:
- Identifying your next promotion (e.g., a workshop or product launch)
- Creating 3-5 weeks of content aligned with that promotion
- Incorporating relevant testimonials
- Consistently mentioning your offer throughout the cycle
This strategic approach ensures that your podcast content, testimonials, and offers are all working in harmony to guide listeners towards becoming clients.
The Evergreen Approach
For service providers with more evergreen offerings, Adam suggests focusing on promoting discovery calls. By consistently encouraging listeners to book a call, you create a steady stream of potential clients.
Measuring Your Podcast's Success
To truly optimize your podcast for client acquisition, you need to measure its performance. Adam shared his Podcast Growth Scorecard, a free tool that gamifies podcast marketing efforts. By assigning points to various marketing activities (like releasing episodes, creating social media content, or guesting on other shows), you can track your efforts and correlate them with growth in downloads and client acquisition.
Remember, as Adam quotes:
"What is measured improves, what is measured and reported improves more rapidly."
By positioning yourself as the expert, incorporating powerful testimonials, and strategically aligning your content with your offers, you can transform your podcast into a client-generating powerhouse.
