3 Steps To Grow Your Audience – PTC 395

07/02/22 • 26 min

There are two sides of the equation when you are trying to grow your audience. These are the two critical ingredients for growth. To grow your audience, you need to attract new listeners and keep your current listener coming back week after week.

We discussed a lot of the data and what growing means back in Episode 393 - Grow Your Audience In 30 Days.

To attract new listeners and keep them coming back, follow a three-step process. Those steps include promotions, programming and personality. You will discover how to accomplish each of these steps on the episode today.

HOW I DISCOVERED THIS

This is a process I have refined over three decades.

While getting my degree in Architecture, I fell into radio by accident.

Over 30 years, I built number one radio stations and coached successful radio talent to attract huge audiences. We then leveraged that attention to promote products and services for our clients.

In 2009, I fell in love with podcasts. It was the Wild West. Content creators could talk about anything they chose on shows they built themselves. It was how radio was in the past.

Unfortunately, podcasters were making the same mistakes radio broadcasters made in the early days. I thought if these hosts only knew a few of the strategies we used in radio, their shows could be so much more effective.

Today, I help podcasters create those powerful relationships with their audiences.

Are you leveraging your content to its full extent? Why are you building your audience?

WHY BUILD AN AUDIENCE?

There are two reasons we are building an audience. The first reason is external. Reason number two is internal.

First, we are building an audience to create powerful, profitable relationships and grow our business.

Only 3% of your target market is buying today.

7% could be convinced they need your solution today. They might be saying, "Now that you mention it, I do need that solution."

That leaves 90% of the market not ready to buy today. We are working to create relationships with this segment of the audience, so when they are ready to buy they think of us. It is all about building rapport with your ideal clients.

The remaining 90% of the market is divided into thirds.

30% of the market doesn't need your solution today. They might need a car, but not until their current lease is over. Your ideal client might not begin their job search for another year when their contract is close to expiring.

Another 30% don't believe they need your solution based on the information they have. As an example, they may not think they need a new mattress because they believe their mattress is just fine. They don't have the right info and will need a little educating.

The final 30% think they will never be interested. These people may be loyal to another brand. Perhaps they work for Ford and you are selling Toyotas.

Build realtionships to create top-of-mind awareness with your market. When it comes time to buy, you want to be the first brand they think of.

INTERNAL "WHY"

The other reason we create is internal. It is also unique to each of us.

I had a client once tell me, "If we are able to generate leads, that is awesome. If we are helping change people's lives, and they are reaching out to us, that would be a success. Becoming a resource is the goal."

What does success look like to you?

There are a variety of reasons.

Maybe you want to spread your message, build your authority or grow your business.

Your "why" could be to become a thought-leader, grow your reputation, or make more money.

Sometimes a powerful "why" is to have more impact and leave a legacy.

Maybe your "why" is a combination of these. What does success look like to you?

You see, audience makes the money possible. Money makes the impact possible.

What would that do to your business and impact?

That's what's possible, and it's powerful.

CHALLENGES

There are three challenges podcasters face when they are growing their audience. They are unsure how to actually attract an audience. These podcasters have no structure and strategy. And, they are not sure where to start.

The first challenge is how to actually attract an audience.

To attract your ideal clients, you need to understand what is preventing you from growing. There are 3 reasons audience don't grow.

The first reason is lack of new fans. Podcasters aren't finding new listeners and inviting them into their world.

"If you build it they will come" is a myth. You need to actively attract your listeners.

The second reason audiences don't grow is because the podcaster isn't unique.

<...

We discussed a lot of the data and what growing means back in Episode 393 - Grow Your Audience In 30 Days.

HOW I DISCOVERED THIS

This is a process I have refined over three decades.

While getting my degree in Architecture, I fell into radio by accident.

Over 30 years, I built number one radio stations and coached successful radio talent to attract huge audiences. We then leveraged that attention to promote products and services for our clients.

In 2009, I fell in love with podcasts. It was the Wild West. Content creators could talk about anything they chose on shows they built themselves. It was how radio was in the past.

Today, I help podcasters create those powerful relationships with their audiences.

Are you leveraging your content to its full extent? Why are you building your audience?

WHY BUILD AN AUDIENCE?

There are two reasons we are building an audience. The first reason is external. Reason number two is internal.

First, we are building an audience to create powerful, profitable relationships and grow our business.

Only 3% of your target market is buying today.

7% could be convinced they need your solution today. They might be saying, "Now that you mention it, I do need that solution."

The remaining 90% of the market is divided into thirds.

The final 30% think they will never be interested. These people may be loyal to another brand. Perhaps they work for Ford and you are selling Toyotas.

Build realtionships to create top-of-mind awareness with your market. When it comes time to buy, you want to be the first brand they think of.

INTERNAL "WHY"

The other reason we create is internal. It is also unique to each of us.

What does success look like to you?

There are a variety of reasons.

Maybe you want to spread your message, build your authority or grow your business.

Your "why" could be to become a thought-leader, grow your reputation, or make more money.

Sometimes a powerful "why" is to have more impact and leave a legacy.

Maybe your "why" is a combination of these. What does success look like to you?

You see, audience makes the money possible. Money makes the impact possible.

What would that do to your business and impact?

That's what's possible, and it's powerful.

CHALLENGES

The first challenge is how to actually attract an audience.

To attract your ideal clients, you need to understand what is preventing you from growing. There are 3 reasons audience don't grow.

The first reason is lack of new fans. Podcasters aren't finding new listeners and inviting them into their world.

"If you build it they will come" is a myth. You need to actively attract your listeners.

The second reason audiences don't grow is because the podcaster isn't unique.

<...

Previous Episode

Creating Your Podcast Brand – PTC 394

When you are creating your podcast brand, be intentional. Decide what you want your podcast brand to represent. Then, take the actions to create that brand.

Your brand is how your podcast and company are perceived by people who experience it. It is much more than your logo. Your brand evokes emotion for your listeners and customers.

A strong, unique brand image is an essential part of building a good relationship with customers.

If your listeners and customers feel that you both share the same values, they'll be attracted to your brand. They will likely feel comfortable choosing you over the competition.

This is what your podcast can help create. Your content builds this rapport with your listener and reinforces your brand.

In reverse, your brand creates a filter for your content. When your content fits the brand, you reinforce the relationship.

YOUR BRAND

A brand isn't something that happens overnight. It is something you nurture.

Your brand will serve as a filter for everything you do. The consistent actions you take help you build the brand over time. Consistency also builds trust.

We once launched a radio station that was going up against a heritage station that had been in the format for 15 years.

Our competition was a Top 40 radio station. Many of their listeners grew up with the station. It wasn't going to be easy to knock them off.

We knew we couldn't go up against them toe-to-toe. If we were identical, there would be no reason to make the switch.

To win, we decided to be everything they couldn't be. Our brand had to be something special.

As we built the station, we knew the competition was focused on competing against another station that had a little older audience. The station needed to be careful with their music, so they didn't lose the upper end of their listeners.

Therefore, we decided to add a little more rap and hip hop. Not a ton. Just enough to make us a little more relevant to the younger audience.

They had a morning show that talked a lot. We had no morning show and played nothing but music.

Most importantly, they had big egos and did a poor job connecting to the younger listeners. We let the listeners own our radio station.

For all of your new music, we had listeners introduce it. Our listeners introduced every song on the Top 9 at 9. Listeners were all over our radio station with shout outs, requests and contests.

We empowered our listeners to help shape the sound of the station. The competition continued to operate as they always had.

OUR FILTER

Within one year, we didn't just beat them. We were the number one station in town. Six months later, the other station conceded and changed format completely.

I'm not saying you need a competitor to guide your brand. You simply need to decide what your brand means in the eyes of your listeners and clients.

We used "the people's station" as a filter for everything we did. How could we make listeners part of the music, the contests, and the marketing? We decided we wouldn't be the stars. The listeners needed to be the stars.

What will your brand be? Build your filter.

LOVE HATE

I am always in favor of making people love your or hate you. At least they care.

If you have people commenting one way or the other, positively or negatively, at least you are making them care enough to pick a side.

Trying to ride the fence is a lonely place. Nobody cares, and that is the worst place to be.

Stir some emotion.

Your firm dedication to your position is critical for your podcast brand identity. Stand for something.

Politicians aren't trusted, because they constantly change their mind. Pick a side and stick with it.

Be concrete in your beliefs. If you love something, shout it from the rooftops. If you really dislike something, be open about it. Either way, stand your ground for the health of your brand.

7 WAYS

There are 7 ways to create your podcast brand.

1. Talk about what you care about - Find topics that excite you

2. Show prep – Know your position

3. Have a goal for every episode – When listening to "Smart Passive Income" with Pat Flynn, Pat said podcasters and speakers should always ask, "What transformation do you hope to have happen for your audience?"

4. Make it interesting by being interested – Even with guests

5. Don't take the first idea, work a topic

Various things to do with a topic
Doesn't always have to be an interview
Parody song, skit, long form report with natural sound (experience), demonstration

6. Never be boring – Do something unexpected

7. Have a strategy – Not only what you hope to accomplish, but how to accomplish & how it affects the brand.

SHOW PREP

Your podcast brand starts wi...

Next Episode

Ask Me Anything – PTC 396

Last week I held a Facebook "Ask Me Anything" session to help podcasters with their challenges. We talk about how to get started, how to structure your strategy to grow your business, how to balance the why with the "how to" and more.

If you want to launch your podcast in 30 days, join me for my free training "How to Launch a Podcast in 30 Days or Less to Attract Your Ideal Clients." It is free to register and it happens on Sunday, July 24th at 7p CDT. You can register at www.PodcastTalentCoach.com/podcastfast.

If you have challenges and struggles with any part of your podcast, come join me Sunday evening at 6 PM Central Daylight Time for another "Ask Me Anything". I would like to help you achieve your goals.

You can join us for the Facebook Live at www.PodcastTalentCoach.com/facebook.

ASK ME ANYTHING

Here are the Ask Me Anything questions we answer this week:

If you have a solution for how we can get the word out globally to bring in volunteer help to do the global, social media, outreach for this worthy cause, that information would benefit us, especially, me. - Robin

What hosting and editing software do you recommend for an absolute beginner? - Chris

Do you encourage to produce a video version (for YouTube, etc) in addition to the audio podcast? How do you decide to add video versus audio only? - John

How do you attract advertisers? - Carl

How can you monetize if you don't have a stand alone business? - Carla

How do I know if Podcasting is good for my business? - Janie

Do you have suggestions on how to promote? - Luke

As a beginner, how did you decide what equipment to start and what platform ... Should I buy a mixer, etc? - Rick

It is hard for a dedicated teacher at heart to cut back on the how to. How do I strike a balance? - Joanne

What is the ideal length of time and regularity for a podcast? - Serenity

How do we know if we have a good idea for a Podcast? - Roxanne

When teaching and creating content from scratch, I figured 9 hours of prep for 1 hour of teaching. What is the prep time for podcasting? - Jerry

Would you suggest it's "ok" to launch my podcast prior to having some of my other content ready to roll out? - Jeri

Enjoy this episode. It is my hope that you get a few of your questions answered.

JOIN US

Thanks to everyone who joined us for the Facebook Live "Ask Me Anything". Coaching is what I love to do.

Join the Facebook Live at www.PodcastTalentCoach.com/facebook. Post your questions and get them answered.

If you don't have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.