Grow Your Podcast Downloads – PTC 342

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There are three important steps to growing your podcast downloads. The three steps are awareness, attraction and retention. I like to call it promotion, programming and personality. Today, I want to help you grow your downloads by focusing on promotion.

TRAINING

I will be holding a free training called “How To Make Money With A Free Podcast … Without Ads and Sponsorships.” This is the exact step-by-step process to grow your audience, attract your ideal customers and clients, and make money with your podcast.

You can join us for free. Register at www.PodcastTalentCoach.com/growth.

On this free training you are going to discover:

How to create a successful podcast using your personality
Why some podcasts don’t make money and how to avoid those pitfalls
How to attract your ideal clients with your podcast
How to keep listeners coming back episode after episode
And more!

DOWNLOADS

Before you can make money with your podcast, you need to grow your podcast downloads. You don’t necessarily need a big audience. To drive your business, you need the right audience.

Less than 7% of all podcasts have an audience large enough to attract big sponsors and advertisers. There are much better ways to monetize your podcast.

Many people believe sponsorships and advertising are the only ways to make money with a podcast. Untrue.

In fact, you shouldn’t clutter up your show with ads. Instead, use your podcast as a powerful marketing tool for your business.

Podcasting is huge. You have incredible power in front of you. Let me show you some numbers.

There are just under 2 million podcasts today. On the other hand, there are over 600 Million blogs and more than 1.3 billion YouTube videos. Where do you want to compete?

Podcast search engine Listen Notes reports there were 246,782 podcast debuts in 2019 alone. Today, more than 90 million people in the U.S.— approximately 32% of the U.S. population over the age of 12 — have listened to a podcast in the past month according to Edison Research.

According to The Nielsen Company, the total podcast audience is growing at a compound average growth rate of 20%. And that could mean the overall audience for the medium could double within the next five years. Now is the time to stake your claim in your niche. Get noticed and build your audience.

Let’s talk about why many podcasts don’t make money. There are a 6 reasons podcasts don’t make money or attract clients. Let me give you the big two.

You already know that ads and sponsorships are a tough sell, especially if you are not in the top 7%. If you are part of the other 93%, how can you make money?

It’s all about the right audience.

WHAT ARE YOU SELLING?

The first issue most podcasters face is you don’t have anything to sell.

When podcasters contact me for coaching, our first step is a podcast strategy session. During that call, we define goals and the strategy to achieve those goals.

Though the questions vary, one seems to consistently come up. “How can I make money with my podcast?” I ask, “What are you selling?”

Can your listeners currently give you money for anything?

As coaches and content creators, you probably have something to sell. You just need more people to buy it.

ARE YOU ASKING?

The second problem is you are not asking for the sale

Podcasters say, “Yeah, Erik. I have a course for sale. Nobody is buying it.”

Have you told anyone about it?

One of my buddies has a great course available. I had known him for six months before I knew anything about it.

Once you build your rapport through your podcast, the “yes” should become a formality if you actually ask for the sale and help your listener succeed.

THE RIGHT PODCAST DOWNLOADS

The big challenge is the audience. You need to find an audience full of your ideal clients.

When I started building my e-mail list, I developed multiple lead magnets that would help my podcast audience. I then offered those on my show.

My list grew nicely. My podcast downloads grew as well.

Before too long, I had about 500 people on my e-mail list. My show was getting about 200 downloads an episode.

Then it happened. I hit that plateau. Has that happened to you?

My podcast downloads stopped growing.

What I discovered was what worked yesterday doesn’t necessarily work today. That doesn’t mean you need to chase the next big thing. It simply means you need multiple streams of traffic.

That’s when I discovered my ability to diversify my traffic.

I participated in a few gift giveaways. My list doubled. My podcast downloads grew as well.

Then I gave a few presentations on summits and did a few podcast interviews. My downloads ended up doubling in a few months.

If you want to grow your downloads, find ways to get in front of your ideal audience.

MULTIPLE STREAMS

You should not try everything at once. Pick 3 that you enjoy and can do well.

My former coach Marc Mawhinney calls this his three pillars. What three traffic sources are you going to use to reach your ideal clients and potential listeners?

You could use stages. By stages I don’t only mean physical stages. The term stage refers to any platform where you can speak in front of a group of people.

Stages could include real stages. It also includes podcasts, radio shows, summits, webinars, Facebook lives and other speaking opportunities.

You could also use social media as a strategy. Be active in groups.

Gift giveaways are a great way to reach new people. This is where a group of similar experts team up to provide a bunch of valuable free gifts to their e-mail lists.

In a gift giveaway, each expert contributes a gift. All experts typically e-mail their list a few times and post on social media inviting people to get the gifts. When people opt in for your gift, they are added to your e-mail list.

Gift giveaways are a great way to build your list and reach a new audience.

YOUR LIST

Building your e-mail list is a great way to start the relationship with your listener. By e-mailing your list with valuable resources and information, you build your credibility and trust.

You need to serve when you e-mail. Send information your listeners can use.

When I send my daily e-mail, it always contains a tip or piece of information my listeners can use. This varies from content to growth to monetization. Every e-mail begins with something my listeners can use.

The tip is typically followed by an opportunity to go deeper and get even more help. Sometimes this is from me. Other times it is from one of my partners.

My e-mails are rarely 100% focused on sales. There is always value. If I only send sales e-mail or only send when I have a pitch, people stop opening my e-mails.

I understand your inbox is valuable. Therefore, I deliver value.

MONETIZATION

If you want to monetize your podcast, it all begins with building the right audience.

You need to find ways to promote yourself to new listeners. Continuing to market to the same pool will not help you grow. Find new fans.

Once you find listeners, find ways to help them. Then, keep them coming back again and again.

Those are the three steps to grow your podcast downloads. Promotion, programming and personality.

JOIN US

Come join my on my new training called “How To Make Money With A Free Podcast … Without Ads and Sponsorships.” This is the exact step-by-step process to grow your audience, attract your ideal customers and clients, and make money with your podcast.

This is the process I use. I will teach it to you in this training. You can join us for free. Register at www.PodcastTalentCoach.com/growth.

On this training you are going to discover:

How to create a successful podcast using your personality
Why some podcasts don’t make money and how to avoid those pitfalls
How to attract your ideal clients with your podcast
How to keep listeners coming back episode after episode
And more!

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.

ErikKJohnson.com