Episode 229 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Matt Drinkhahn
Matt’s career has been highlighted by his passion for his customers and people. His career sales totals exceed $130 Million. He’s coached and given talks within organizations such as Equitable, Vector Marketing, Red Hat, CoreNet, EO (Entrepreneur’s Organization), Oracle, Bank of America, Tarkett, Rheem, Google, and Front Row Dads. He has grown his reputation on the platforms of integrity for doing the right thing the right way and his highly energetic and enthusiastic personality. Matt lives in Charlotte, NC with his wife Julie and their 3 young daughters where he enjoys being a scratch golfer, avid sports fan, real estate investor, and a VERY active family man.

0:01 - How to Know if You’re Sharing the Right Things on Your Podcast
4:39 - The One Simple Question that Will Reveal Your Podcast’s Blind Spots
7:10 - The Secret to Finding Your Most Impactful Stories
9:23 - Make Your Listeners Feel This to Keep Them Hooked
10:30 - What to Do When You Feel Like Your Story Isn't Worth Sharing
13:05 - Why Fumbling Through the Process is Part of Becoming a Great Host

7 Proven Ways to Increase Listener Engagement for Your Podcast

It’s no secret that more people are tuning into podcasts than ever before. BUT, with millions of podcasts to choose from, the shows that will excel the most over the next five years are the ones that foster two-way communication with their audience, source the right kind of feedback from their listeners, and share hyper-relevant content that connects on a deep and meaningful level.

Top podcaster and author Matt Drinkhan joins me in this episode to show you seven strategies you can start using today to increase listener engagement across the board on your podcast, keep your listeners hooked until the end of every episode, and get them excited to come back each week for more.

So if you’re like, “Duh, YES! I’m ready to increase listener engagement and get more listeners choosing my show over the competition,” read on.

1. Leverage Your Personal Experience to Differentiate Your Podcast

In a world full of AI-filtered content and curated personas, listeners are craving human connection. They want to hear raw, unfiltered stories that give them a glimpse into the real you. Think about it: which host would you rather connect with, the one who shares only tactics or the one who masterfully blends those tactics with their own human experiences, personal battles, and insights?

Your unique stories and experiences create a distinctive brand that helps your podcast stand out from the competition. “What stories, what experiences best give you that glimpse that they can see into your soul, see into your brain, see into your experience? Because that's what we really want to hear,” Matt says.

But vulnerability does more than build connection — it also builds trust, which you need if you want to be a top podcast host people buy from.

2. Build Deeper Trust to Convert Listeners to Clients

In a crowded podcasting landscape, authenticity is your superpower. Sharing your real-life experiences builds trust with your listeners, which is important for two reasons. First, trust builds loyalty: when listeners are loyal, you’ll see higher retention rates, repeat downloads, and longer average listening times. Not to mention loyal listeners are more likely to share your show with their best friends, helping you increase listener engagement and grow your listener base through word-of-mouth referrals.

But even more importantly, trust is a prerequisite for any sale. So if you want to turn listeners into clients, trust is a must.

A recent study by Vox Media found that listeners are five times more likely to buy from podcast hosts than from social media influencers, and seven times more likely than from TV personalities or celebrities. As Strategic Media puts it, “Intimacy becomes influence.”

This listener-host trust gets built in a few ways, but the main way is by sharing your truest self. When you do, you attract listeners who resonate with your message and values. This leads to a more engaged audience, a dedicated community that supports and promotes your podcast, deeper listener relationships, increased sales, and greater organic growth. Matt advises, "If you're looking to connect with audiences on a real deep, visceral level, share those experiences."

3. Overcome Barriers to Vulnerability

My Content Must Be Flawless Before Sharing It: Ever feel like everything has to be perfect before you hit publish? Well, newsflash: done is better than perfect (but you knew that already). It’s not about how polished your content is; it’s about letting your listeners see the real you. When you share content that's real and human, you let your listeners see themselves in your journey. So those little imperfections? They make you more relatable and trustworthy. Show listeners you're just like them — a few steps ahead of where they are on their journey, maybe, but still striving, learning, and growing every day.

Others Will Judge Me By My Stories or Imperfections: Worried about judgment? Remember, judgments are often just projections of the listener’s own insecurities. The right audience will appreciate your honesty and find strength in your vulnerability. The fear of judgment is only holding you back from connecting deeply with listeners out there right now who are looking for a show like yours and a host like you.

My Stories Aren’t as Interesting or Significant as Others: Imagine if your favorite podcast hosts never gave you a peek into their personal life through little everyday stories — you probably wouldn’t feel as connected to them. Your unique experiences set you apart. Everyone has their own battles and triumphs, and your listeners can learn and grow from your perspective. Sharing your story, no matter how ordinary it seems to you, can inspire and resonate with someone in ways you can't predict.

Being Professional Means Avoiding Raw, Unfiltered Stories: Think professionalism means hiding the real you? True professionalism is about being genuine and accessible. Showing your real self, including your struggles and growth, builds deeper trust and loyalty. Putting forth a polished version of yourself keeps listeners from connecting with you — which means lower engagement and fewer leads and conversions.

If I Open Up, People Might Realize I Don’t Measure Up: Imposter syndrome is real and we all experience it, but it's based on a false narrative. Your journey, with all its ups and downs, gives you unique insights and strengths. Sharing your vulnerabilities can actually increase your credibility, showing that you’re continually growing and learning.

My Personal Stories Won’t Resonate with My Audience or They’ll Seem Off-Topic: Relevance is all about connection, not just “good content.” Your personal stories add depth and context to your messages, making them more memorable and impactful. Listeners connect with people, not just information. By sharing your experiences, you create a narrative that people can relate to and learn from, increasing your relevance and resonance with your audience.

4. Ask Your Listeners for Feedback

Want to know the secret to creating content that truly resonates with your listeners? Just ask them, “How can we make this podcast better for you?” Your audience is the best source of feedback when it comes to understanding what they want to hear.

Matt Drinkhan puts it like this: "The one strategy to increase listener engagement and connect with your listeners on the deepest level is to ask them for feedback." Don't guess — ask. Then, use that feedback to guide your content creation and tailor your episodes and stories to their interests.

5. Use Stories to Forge a Stronger Listener-Host Connection

I know what you're thinking: "But my stories aren't that interesting!" or "I'm not a great storyteller." Well, here’s the thing: everyone has a story to tell, and storytelling is a skill you can hone with practice. "Keep practicing. If you ever feel like your story is too simple and others don't want to hear that, keep practicing," says Matt.

Think about the moments that have shaped you, the challenges you've overcome, and the lessons you've learned along the way. These are the stories that will resonate with your audience and help them feel truly connected to you. The more you practice sharing your stories, the better you'll become at captivating your audience and the more listener engagement you’ll experience. Real, unfiltered stories are what your listeners crave, and real connection happens when you share your true self, without holding back.

6. Use Your Key Stories Over and Over

So what, you’ve told that story before. That’s okay — tell it again. Here’s the truth: not every listener hears every episode. Everyone has moments they consider mundane, but those moments can be profoundly impactful to others.

Matt says, "I'd say that everyone, deep down, feels like they have a lot of normal or a lot of things in them that are not noteworthy, that other people would be interested in. A lot of people have that. I feel that there are some parts of me that people don't care to hear about because it's just normal. Well, fight the urge to believe that, to let your audience be the ones that decide.”

So, don’t be afraid to reuse your best stories. Your new listeners haven’t heard it, and your loyal listeners might need a reminder of why they connected with you in the first place.

7. Embrace Personal Growth Over Podcast Growth

If you're a podcast host, remember that your best work is always ahead of you. Every episode is a chance to sharpen your skills and connect more deeply with your audience. Keep practicing, keep sharing, and keep learning.

Experiment with new formats, topics, and styles. It’s okay if not every experiment is a home run. What matters is that you’re continuously growing and evolving. As you push yourself out of your comfort zone, you’ll not only become a better podcaster but also a more influential person. Your audience will notice and appreciate your dedication to personal growth, and that will naturally translate into podcast growth.

Matt advises, "Keep practicing. If you ever feel like your story is too simple and others don't want to hear that, keep practicing. Because everyone out there has this magic in them and this brilliance in them."

These seven strategies for increasing listener engagement are just the beginning, but pick one to put into action and commit to continually refining your approach. If you want more insights into creating stronger listener connections, check out Matt's podcast — it’s packed with actionable advice for increasing listener engagement and building a strong community of raving fans.

And if you’re a coach, consultant, expert, or online business owner who wants to convert more listeners to leads from your podcast, we’d love to help. Book a free strategy call to chat with our team and find out if you’re a fit for PodLaunch.

Next Up:

In the next episode, we’re diving into why imitating top hosts is hurting your podcast growth, and what you need to do instead if you want your listeners to see you as the go-to expert in your niche. So if you’re ready to find out how to get more listeners choosing your show over the competition, don’t miss it!