On today’s episode of Ultimate Podcast Marketing I want to focus on the marketing side of things, and I want to ask you – is your content reaching the right people? Are you actually getting clients and customers that are awesome? Or are you bringing in clients that don’t quite fit? Maybe you’re not bringing in clients or customers at all! Ahh!
We’re going to figure out who it is you want to attract and how to do it.
How to reach the right people with your content
Start by revisiting your own goals and purpose. What is it that you want to sell/earn revenue from? How do you want to impact planet earth with your content, products or services? By reconnecting with your big motivator, you can start to tap into a deeper level of who it is you’re trying to reach – fun fact, their motivators are likely very similar to yours!
Identify who it is you want to reach
Answer these questions:
- Personal demographics
- Where do they spend most of their time online?
- What motivates them to make decisions?
- How much time do they have in their day to listen to podcasts? Read blogs? Scroll through social media?
- What podcasts are they already listening to?
- What stirs up emotional reactions (good or bad) for them?
- What are their core values? What are 3 things that they value above everything else?
Now that you have this person laid out in front of you, are they the people you’re actually reaching right now? If not, it’s time to move onto the next phase!
Do a little market research
A lot of people shy away from market research because it feels like a bit of an overwhelming task in the beginning, but it’s easier than it looks!
Start by checking out Facebook groups or Quora or Subreddits that are connected to your niche and the people you want to serve. Read their questions and how they ask them, are you answering the questions with your content? And are you answering them in a way that they’ll understand?
Next, develop a survey that asks questions that asks questions like “If given the choice between speed or cost, which would you prefer?” or “What information to you need before deciding to purchase a product?” and follow that up with a few multiple choice options like “I need to know all the details” or “I need to talk to someone before I buy.”
By asking these questions you can see more clearly whether you have a match between what you’re currently doing with your marketing/messaging and what your customers actually want from you.
Get direct with your messaging
Depending on your specific area of product or service offering you need to tailor your messaging to speak directly to the people you want to attract.
Because you’ve spent so much time identifying their personal preferences, you can now speak to those directly. Check out Sara Vartaian’s podcast The Launch Playbook for more examples of this
There are a lot of great courses and podcasts about copywriting that I’d highly recommend as well to help with this phase. The two I love are Sara Vartanian’s The List Playbook, and Christy Cegelski’s podcast Captivate + Convert and her course The 6 Figure Sales Funnel. Both are mini-courses priced around $37 approximately and both highly worth it!
Choose your channels
Now it’s time to ask yourself, are you using the right marketing channels? Is your audience using the social media platforms you’re on? Do they even like listening to podcasts or do they prefer live videos instead?
For example, if your target audience is male gamers and you’re using Instagram, you may want to consider Reddit. Frankly I have no idea where male gamers hang out so that’s up to you to decide!
Does everything align with your values?
I truly believe this is the most important part of this entire episode because I think a lot of entrepreneurs kind of lose their way when we get so inundated with all the “DO THIS DO THAT DO THIS DO THAT” to be successful. The reality is, that you need to do what feels right for you, and absolutely nothing else.
Make sure you connect to this purpose on a deep personal level. If you don’t, you’re likely going to find that you’ve been faking it this whole time and it’s making you miserable – when we’re miserable we just attract more misery, at least that’s what I’ve found!
When we talk about authenticity (and I know this is a major divider among marketers) really what that means is just being true to yourself. Writing how you’d usually write, or speaking how you’d usually speak. I generally get the feedback that I’m exactly how I am on my podcast and videos and social as I am in person, and that wasn’t always the case (see the last point on misery attracting misery!)
Just remember that no one else cares about your business, your goals, your content, anything you do, as much as you do. They’re all busy caring about their own things. And it’s not selfish, it’s just… we spend all our time with ourselves, of course we’re looking out for number 1! And if you’re not, please start, because again, no one else is going to care as much as you, so whatever you’re doing MUST connect with you on a deep personal level. That’s how you’ll find the right people with your marketing.
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