Convert Listeners Into Clients - Podcast

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Convert Listeners Into Clients

December 14, 2020

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Are you feeling frustrated because you’re giving great value to your listeners but not seeing any results for your effort? Do you see the number of downloads and listens climbing without actually generating any revenue from your podcast?

Today we are going to talk about converting your listeners into clients so that you can start bringing in money to create more episodes, have a bigger impact, and generate a profit. Let’s go!


Map out your listener journey

The first thing that you need to think about when trying to convert listeners to clients is the goal of your podcast (if you need help identifying your podcast’s goal, check out my earlier blog about Podcast Strategy 101). More specifically, what do you want to sell? What is the next thing you want your listener to do after listening to your episode?

This is where your listener journey comes into play. The map of your listener’s journey includes all of the steps your listener needs to take to become a client or customer. For example, after listening to your podcast, they go to your website where they book a free discovery call with you, and then they buy your course. This will be different for every business, but once you have it mapped out, it becomes easier to help your listeners take the next step on their journey. 

Perfecting your call-to-action

Once you’ve mapped out your listeners’ journey, it’s easy to identify what your call-to-action (CTA) should be. If the next step your listener needs to take is to follow you on Instagram, you can say in the outro ‘for more tips, follow me on Instagram @yourprofilename.’ Other common first steps are directing listeners to your website, reading your new blog post, or booking a free call. There are so many potential next steps and you need to make sure your CTA directs the listeners to that step.  

One really important thing to remember is to only have one CTA. If you have multiple CTAs, it’s no longer clear what the listener needs to do and then they don’t do anything at all. If there are a few different first steps your listeners can take, you can switch up the CTA in your outro every few episodes. Maybe you start with directing them to your website and after five episodes you tell them how to subscribe to your email list.

The most important thing is to make it clear and relevant to your listener’s journey map. This ensures your listeners are on the path to actually become a paying client!

Utilizing multiple CTAs

If you are absolutely set on having more than one CTA in an episode, there is a way around the rule I just mentioned above. It is possible to have a CTA in your intro, outro, and even a promo snippet midway through your episode. However, do not have more than one CTA in any singular location as then you are confusing your listeners again. 

If you do a promo snippet in the middle, make sure that you have a little teaser of what’s after the promo snippet so that your listeners won’t change the channel. You could also ask a question right before the promo that they need to stick around for to hear the answer. 

Another tip is to make sure your snippet isn’t directing them to go somewhere else, like your website or social media profile. Even if they are still listening to your episode, they are not distracted and likely missing a lot of the value you’re providing. Save these types of CTAs for your outro.

If you want to convert your listeners into clients, clear CTAs are a must. Know your listener journey and make it very easy for your listener to take the next step. If you have any questions about this or you found a new technique to try from this episode, please connect with me on Instagram. I love hearing from my listeners!

Looking for even more tips on how to convert listeners into clients?

Do you need a little more help getting listeners off of the fence and becoming paying clients? Book a strategy session.

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