Episode 219 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:03 - 3 Overlooked Strategies for Generating Leads Through Your Podcast 
3:34 - The Untapped Lead Gen Potential of Podcast Guests and Their Networks 
5:31 - How to Turn Passive Podcast Listeners into Actionable Leads 
10:45 - A Case Study: From Cold Pitch to Kajabi Partnership 
14:18 - Best Practices for Tracking Podcast Lead Conversions

 

3 Effective Lead-Gen Strategies for Faster Podcast Monetization

You already know that podcasting is KEY when it comes to growing your authority and thought leadership. But if every time you check your podcast analytics and want to chuck your mic garbage because only four people listened to your episode, you’re not alone. The thing is, when it comes to publishing high-quality podcast content, you’ve got it DOWN.

You’re already giving your best stuff away for free.
You publish an episode every week like the experts tell you.
And people tell you all the time that they love your podcast.

So… why are you still struggling to convert your listeners to leads?
This maaay come as a shock, but trying to convert listeners is the slowest path to podcast monetization. CAN it work? Of course. But are there other ways to leverage your podcast as a lead-gen tool for podcast monetization that you might not be thinking about? One hundred percent yes.

First, though, let’s stop just looking to your podcast for leads, and start looking through it. (Don’t worry, explanation incoming). So, if you’re ready to turn your podcast into your numero uno source of organic leads, read on.

How to Generate More Leads Through Your Podcast

Most coaches and experts know that turning their listeners into leads is a top strategy for podcast monetization —and the big win? You keep all the profits. So while you definitely want to optimize your podcast to convert as many listeners as possible, the reality is, that process can take a while. (I mean, podcasting IS a long game after all. But you knew that already.)

So — hear me out — what if there were other ways to get leads from your podcast while waiting for those listener-host relationships to develop? Here’s where I tell you there’s more than one way to dice an onion, friend. (Tip: light a candle first). There are actually three key sources of podcast leads, and optimizing all three can lead to faster podcast monetization:

1. Your listeners
2. Your guests
3. Your guests' networks

The first is the most obvious, so it’s the one people tend to focus on the most. Then they get disappointed when their listeners “aren’t doing anything.” Just like with investing, where you wouldn’t put all your eggs in one basket, you need to diversify your podcast lead generation strategies. By tapping into different sources — your listeners, guests, and their networks — you increase your chances of getting the results you want.

The Untapped Lead Gen Potential of Podcast Guests and Their Networks

Believe it or not, your guests (and not your listeners) might be one of the best source of leads for you. Either...

A. Directly: where your guests are viable leads themselves (or)
B. Indirectly: where your guests’ networks are the audience you might want to tap into

It’s kinda like this: Imagine it’s 2014, and you’re on your way to a local Chamber of Commerce networking event. (OKAY, fine, maybe I was the only one hitting up the free bar at those things in 2014??) In any case, you’re on your way to this networking event to, you know, network. You grab a stack of business cards from the glove box, scan the room as you grab the non-negotiable nametag, order a drink so you have something to do with your hands, and stake out a high-top where you can casually park yourself for the rest of the evening. Networking ensues. New business relationships blossom. The vehicle that made it all possible? The event itself.

Fast forward to this year. We swap the stale hotel venue for a vibrant virtual platform where you get to hang out at your desk and chat about topics that actually interest you. Pants optional. (It’s a VIBE, people.)

This is why every expert and emerging thought leader needs a podcast. If you already have one, kudos. You’ve got the platform. Now we just need to get you leveraging it more effectively.

How to Turn Passive Podcast Listeners into Real Leads

Here’s the nutshell version:

1. Continue dialing in your podcast messaging and positioning so that you can optimize for conversions and attract more ideal listeners and ideal guests.
2. Start thinking beyond your podcast: bring on guests who might have a need for what you offer and/or who have an audience that needs what you offer. Then find ways to do business together.
3. ALWAYS serve generously and build relationships first.
   ^^ Really, I can’t emphasize this enough. ^^

Because imagine if someone came up to you at that 2014 mixer and started hard-selling you on whatever they were selling?! Yeah, exactly. ICK. So don’t be that person who does that to your guests — you’ll blow your chance of ever doing business with them and/or collaborating in the future. (Look, I trust you won’t do it, but ya know there are some crazies out there who would, so it needed to be said).

A Case Study: From Cold Pitch to Kajabi Partnership

Here’s a real-life example of how leveraging your podcast guests can lead to powerful partnerships and podcast monetization — and how a cold pitch turned into a valuable relationship with one of the biggest names in the online business world: Kajabi.

But first, you need to know two important things:

1. To land a dream collab, you’ve got to go into it with the right intention. Success follows service. (More on this in a sec)
2. My podcast provided one key thing that all collabs need: leverage. (Okay, let’s continue)

It was a sunny May afternoon. I was sitting at my desk sipping my second (third?) cup of coffee, wearing my typical work-from-home outfit (pajamas). My fingers hovered over the keyboard.

At the time, I had a coach who was training me on how to use strategic partnerships to grow my audience, and Kajabi was at the top of my list. (I mean, a $2B+ brand with an audience full of my ideal clients? Duh.) But how was a nobody like me going to get Kajabi’s attention? (Remember, I was the one showing up for work wearing pajamas).

My first thought was that there were plenty of other (read: bigger) influencers who’d be a 10/10 on the scale of people Kajabi would absolutely want to collab with. I was more like a solid 3. But I had an idea. What if I could use my podcast to start the relationship? So I did some stalking strategic research. Come to find out, the person who hosts Kajabi’s podcast also happens to be their VP of Customer Experience.

So, I typed out a genuine email to the VP, thanking him and his team for always going above and beyond to provide such a great user experience (and cited specific examples). I showed him how I noticed a very specific content gap I could fill so that they could continue providing this exceptional level of service to their Kajabi Heroes. Then I invited him onto my podcast as a guest (and showed him how doing so would be a clear win for Kajabi).

^^ That was what kicked off the conversation. We had an awesome interview, and I wound up doing some strategic advising on their podcast that resulted in them inviting me to teach a podcasting workshop for their entire podcasting community of Kajabi Heroes.

True, I could’ve spent all that time crafting that email, and the answer might’ve been no. But it would have been a definite no if I didn’t ask. But the podcast was all the leverage I needed to start a conversation. Oh and that interview is one of the highest-performing episodes of all time. The bottom line is this: Podcasts open doors. You don’t have to have a million followers before you start going after what you want. You get to a million followers using what you already have to get it. So if you have a podcast, use it!

Best Practices for Tracking Podcast Lead Conversions

Tracking your podcast lead conversions is essential to understanding what's working and what’s not, especially if your goal is podcast monetization. You need to be crystal clear on where your leads are coming from so you can double down on what’s working best for your show.

Here are a few best practices to make sure you’re getting accurate data:

1. Use Specific Links: Start by creating unique, trackable links that are only shared on your podcast. (For example, if you’re promoting a freebie or a special offer on your show, use a URL that’s specific to your podcast listeners.) Yes, doing this is a pain in the you-know-what. But it’s also one of the only ways you’re going to be able to track when a listener converts so you know exactly where they came from.
2. Segment Your Guest Links: When you collaborate with guests, use specific links for any resources or offers you mention during the episode. This allows you to track not just how many listeners are converting, but also how effective your guest’s network is at driving leads to your business. If you’re doing a partnership or collaboration with a guest, provide them with their own trackable link so you can monitor the results of that relationship.
3. Analyze Your Data Regularly: It’s one thing to set up tracking links, but it’s another to actually dive into the data. Regularly review your analytics to see which episodes, guests, and CTAs are driving the most conversions. This will give you a better understanding of what resonates with your audience and where to focus your efforts.
4. Track Multiple Conversion Points: Don’t just track listener-to-lead conversions; track guest-to-lead conversions and partnership conversions too. This gives you a full picture of your podcast’s impact and helps you understand the value of each relationship and strategy. You might find that while listener conversions are slow, guest or partnership conversions are thriving, which can inform how you approach future episodes and collaborations.
5. Use CRM Integration: If you’re using a Customer Relationship Management (CRM) tool, integrate your podcast tracking into it. This allows you to see the entire journey of your leads, from the moment they click on a podcast link to when they become a customer. It’s about connecting the dots between your podcast efforts and your overall business growth.
6. Feedback Loop: Finally, use the data to create a feedback loop. What’s working? What isn’t? Use these insights to refine your podcast content, improve your CTAs, and identify the best opportunities for future guest collaborations or partnerships.

By implementing these best practices, you’ll not only have a clearer understanding of how your podcast is driving leads, but you’ll also be able to optimize and scale your efforts more effectively. Remember, the key isn’t just in getting the data — it’s in using it to make informed decisions that drive the growth of your podcast and your business.

The potential for podcast monetization is right at your fingertips — you just need to tap into it strategically. By diversifying your lead-gen strategies and tracking what works, you can turn your podcast into a powerful tool for growth.

And if you need it all figured out for you? Book a free strategy call with our team to find out if you’re a fit for PodLaunch, so we can give you the blueprint you need to launch your podcast in the Top 100 with bingeworthy content that converts your listeners to clients.

Next Up:

When people ask me, "How can I get more listener engagement?" My answer is always simple: know what makes your listeners want to engage in the first place. Because in the world of podcasting, creating valuable content is only half the battle. To grow your podcast, you need to know how to engage your listeners both on and off the podcast platforms with an effective podcast marketing strategy. And that’s exactly what we’re breaking down how to do inside the next episode. Don’t miss it!