Episode 262 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

2:54 - Why Growing a Podcast Audience Doesn’t Automatically Mean More Sales
4:59 - The Two Types of Traffic: Attracting Listeners vs. Converting Leads
6:43 - How to Avoid the Trap of Giving Away Too Much for Free
10:08 - Mapping the Listener Journey From Podcast Fan to Paying Customer 
12:07 - Building a Funnel Around Your Podcast for Conversions

How to Build a Podcast Audience That Converts

Can you grow your podcast audience and convert listeners into leads at the same time? It's a question one of our listeners recently asked. Like many podcasters, they've been focused on audience growth and are now wondering if they need to shift gears toward conversions — or if it's possible to do both simultaneously.

Here’s the truth: growing your audience and converting listeners into leads often feel like two different goals pulling in opposite directions. You’re told to churn out valuable content, build trust, and expand your reach. But then you're also told to sell, sell, sell! It can seem like a tug-of-war — but it doesn't have to be. These two goals can (and should) work hand in hand. Read on to learn how.

Why Growing a Podcast Audience Doesn’t Automatically Mean More Sales

One thing that isn’t often clear is that audience growth and audience conversions are mutually exclusive. Think of growing your show and increasing conversions from your podcast as separate goals that require a unified strategy — like two wheels on a bike that need to roll together to get you where you want to go. But if one tire is flat, it’s going to be a lot harder (and take a lot longer) to reach your destination.

Many podcasters fall into the trap of believing that if they just grow their audience, sales will magically follow. We’ve all been conditioned to believe that a bigger audience means more money, more growth, more sales. That's how you scale, right? But if the audience you have right now isn't buying, what causes you to believe that a bigger one will?

Years ago, I started my podcast as a last-ditch effort to grow my business. I thought more listeners would equal more money. Spoiler alert: it didn’t. Sure, my podcast grew, but my bank account? Not so much — until I learned how to build a marketing funnel around my podcast with a strategy that turns listeners into leads.

Expecting your show to do all the heavy lifting and take listeners from “Who are you?” to “Where do I sign up?” without a clear structure in place to guide them from one step to the next isn’t a recipe for growth — it’s the fast track to failure.

The Two Types of Traffic: Attracting Listeners vs. Converting Leads

To break this down further, there are two types of traffic you need to think about:

1. Driving Traffic to Your Show: This is all about getting more people to hit play on your episodes. It means attracting new listeners and growing your listener base. There are many ways to do this, like: guesting on other podcasts, sharing your show on social media, running ads, and more. And these efforts are crucial for expanding your reach and building awareness of your podcast. But here's the thing: while these things can all help you grow your numbers, they don’t necessarily lead to more sales without a strategic funnel in place to move listeners to the point of sale.
2. Driving Traffic From Your Show: This is where you start moving listeners from casual fans to loyal buyers. It's not just about getting listeners; it's about turning those listeners into followers who trust you and see the value in what you offer. To do this, you need a strategic funnel that guides them from hearing you for the first time to taking the next step — whether that's joining your email list, signing up for a workshop, buying something through one of your affiliate links, or booking a call.

When you balance both types of traffic, you’re not just growing a podcast audience — now you’re building an audience that converts. Your growth strategy should always be in sync with your conversion strategy, like those two wheels on a bike working together to move you forward.

Avoiding the Trap of Giving Away Too Much for Free

A common mistake that hurts your ability to convert listeners to leads? Giving away too much free value on your podcast. I know it sounds counterintuitive — we’ve all been taught that sharing step-by-step guides and detailed how-tos will build trust and grow your audience. But when you overload listeners with every step and detail, you risk two things:

First, they may feel overwhelmed. They’re thinking, “Oh my gosh, now I have to do all these things before I'm ready to work with you." They see a laundry list of tasks and decide they're not prepared to take the next step with you yet.

Second (and even worse) they might feel like they’ve gotten everything they need from you already. By giving away all the answers upfront, you’re unintentionally signaling that they don't need to go any further — that they’ve already got all the value you have to offer. And that’s the last thing you want. You want them leaning in, thinking, “Tell me more!”

So instead, share the “what” and “why” behind the actions they need to take but save the nitty-gritty “how-to” for your paid programs. This way, you provide valuable insights and shift perspectives that position you as an authority while also creating a gap between where they are and what they now know they need to do to solve their problem fully. People pay for speed and convenience — and that’s exactly where your paid offer comes in.

Mapping the Listener Journey From Podcast Fan to Paying Customer

So, how do you grow your audience while also converting those listeners into leads? The best place to start is by mapping out your listener’s journey from the moment they discover your podcast to the point where they become a paying customer.

Begin with the end in mind: what's the one action you want them to take after listening to an episode? Maybe it's signing up for your email list, joining your next live workshop, or booking a call with you. The key here is to be crystal clear about what that step is and make it easy for them to do it. Don’t make them jump through a bunch of hoops. The fewer clicks it takes to get them where you want them to go, the better.

Building a Funnel Around Your Podcast for Conversions

Next, ask yourself: What would stop them from taking action right now? Is it a trust thing? Are they unclear on what’s in it for them? (Or are they overwhelmed because you’re throwing too much at them at once?) Think about what might be holding them back and address it directly in your content. If you’re asking them to sign up for a workshop, spell out exactly how it will solve their biggest problem. If you want them to join your email list, make sure the incentive (like a free guide or exclusive content) is irresistible and is a direct extension and expansion of the value you offer in your episodes.

Also, remember that not every listener is at the same level of awareness. And, not every listener is at the same stage of readiness to buy. Some are brand new and just getting to know you, while others have been with you for a while and are more primed to take action. Tailor your content to speak to these different segments of your audience. For example, your calls to action should match where you think most of your listeners are in their journey — and lead them toward the natural next step.

Finally, keep your calls to action clear and consistent. Don’t overwhelm your audience with too many choices. If you give them too many options, they’re less likely to choose any. Stick to one or two main actions per episode and reinforce them repeatedly, guiding your listeners toward the next step in their journey with you.

Putting It Into Action

Growing your podcast audience and converting listeners into leads isn't an either/or game. It’s about creating a unified strategy where both goals feed into each other. Build the right funnel around your podcast, optimize for both types of traffic, and you’ll have a show that’s not just heard but also generates revenue.

If you feel like you need help building that strategy, book a free strategy call and let’s find out if you’re a fit for PodLaunch. You’ll walk away with the clear blueprint you need to turn your podcast into your best source of high-quality, organic leads — no fluff, just results.

If you want more free advice on launching a podcast in your life, hit the follow button for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Next Up:

Up next, we’re unpacking the uncommon strategy to help you crush every podcast goal you set with multiple-time bestselling author, Hal Elrod. If you’re done chasing vanity metrics and ready to grow your podcast, reach new listeners, and truly set your show apart from the rest, don’t miss the next episode.