If you want to super charge your marketing, there is no better way today than to talk directly to your ideal customers as a podcast guest. Marketing at it’s heart is starting the conversation with somebody that could be an ideal customer, and being on a podcast, being interviewed as an expert sets you up to talk to thousands or tens of thousands of people that can be ideal customers. The host gives you questions you can hi tout of the park. They present you as an expert. They want to make you look good, so they look good to their audience.
As powerful as interviews can be, you need to do work on your part to make sure that when listeners come to your website, that you build trust instead of destroying it.
You see, it’s not just about being on a podcast, it’s the system to take people from being listeners, to visitors, to leads. Your website is an important factor in this, it will either build trust and move people along in the process, or it will kill the process right there.
We’ve learned many things from e-commerce about conversion rates that apply to being a podcast guest.
Here are five vital aspects that podcast guests can add to their websites to ensure listeners become leads.
It’s natural to want to know what someone looks like after you hear them. If you arrive a the website, and there is no picture of the person, you have missed an opportunity to build the relationship. Don’t use canned stock images of all the beautiful people smiling for no reason. They are fake. They’re not authentic; They destroy trust and confidence. You want to make sure that there is a professional image of yourself that’s consistent with your other branding.
About Us Page
Website analytics tells us the ‘about us’ page is often one of the most visited page on any website. Often it’s the same information on the one-page pitch sheet you gave the podcast host to get booked initially. The ‘about us’ page is not about you. Rather it tells the visitor what you can do for them. Failure to have an about us page can communicate that you are more focused on the transaction than the long term relationship.
It’s 2016; people expect others to be on social media. Especially if you are an expert they heard online. Ensure your website has social media icons that link back to your profiles. You don’t need to be every social media. If your customers aren’t there, you shouldn’t be there either. For anyone focused on the business-to-business market or offering a professional service /product, you’ll be expected to have a basic LinkedIn profile. Make sure that with one click from your website, visitors can discover you on Linkedin and see to whom you are connected, who you follow, and validate that what they heard on the podcast is consistent with what they find online.
Scroll to the bottom of any web page and you can pass or fail a major litmus test of trust. Is the date of the copyright current? If not it’s a warning sign that the site is not up to date either. The other thing people look at while there is a physical address, or, at least, a P. O. Box, and the city and state. People want to know who they’re dealing with, where they are. When you don’t have a location, people assume you could be a foreign scam.
When podcast listeners visit your website, do they see customer testimonials? We all say great things about ourselves, but what do our customers say? Even a site doesn’t include testimonials it can be a major warning sign. People know that we take our best customers testimonials, but what does it say if they don’t exist? New visitors want to see and hear from somebody that looks like them; that has a company, or business, or life like them. They want to be able to relate to an individual that has said good things about your product or service. If you can get a picture of that person along with their name, and their company, some place that the visitor could click to and realize, “Yes, this is a real person,” you will see your conversion rates sky-rocket.
Ezra Firestone talked about this in ‘e-commerce conversions that having an image of a person’s face and a testimonial near any call to action is key helps people get over the fear of clicking and ultimately the fear of buyer’s remorse.
Ultimately we work with people we know, like, and trust. We buy from people that we trust. If people aren’t engaging with you on your website, it’s often not because of your product, they haven’t even experienced the product. The roadblock is that they don’t trust you enough to give you their email address. They don’t trust you enough to put in their credit card.
As a podcast guest, you’ve already talked to them for 30 to 45 minutes Once they arrive at your website let’s make sure we do everything we can to move that relationship along. These five trust factors can build trust to show them that you are the expert that can solve their problem, make their life better, and all they have to do is take this next step.
Kickstarter is an almost magical way of raising funds for a cause that people deeply believe. As more people visit the page, the pledges increase, and the goal is quickly passed….or the campaign languishes and dies a painful and public death. While crowd funding can last as long as 60 days, those lasting 30 days or less have the best chance of exceeding the goal. While it seems counterintuitive, the reason is momentum. If a campaign plateaus, it’s dead. Without some major jolt it stalls.
The activity of the first few days is vital to the meeting or exceeding the goal. For those with huge mailing lists or social media following, a couple of blasts can be all that is needed. For everyone else, if you are going to meet your financial goals you need to get the message out quickly to those who could truly care about your cause. Forget the paid Facebook ads, there is a free way to talk directly to tens of thousands of your ideal donor on the week your Kickstarter campaign launches. The secret is being an interviewed podcast guest. (more…)
If you build it they will come. While it sounded good in the movie Field of Dreams, in reality even the best-made product won’t attract ideal customers. For that, we need marketing. Marketing at it’s most basic is starting a discussion with someone who could be an ideal customer.
The good news is that today you don’t need a marketing department or a marketing budget to connect with your ideal customer. The tools of the internet have made it easier and drastically less expensive. This democratization has given everyone a voice. Unfortunately, with everyone talking there is more noise that most consumers just block out. You can either yell louder or try a different strategy. Have you ever considered talking directly to them for free as a podcast guest on those shows they are already listening?
The six step system has been proven and refined. Here is how it might apply it to a very specific market: Software designed for legal practices. (more…)
Writing a book can be the easiest part of the entire process. Even after it’s printed, you still have to market your book. Some authors are fortunate enough to have a motivated agent, but for the vast majority of authors the burden to market the book falls upon the author. Ask anyone who has ever gone on a multi-city book tour, it is exhausting. If you are funding it yourself, it is also expensive. Thankfully today a book tour doesn’t mean living out of hotels, eating fast food or spending more time in transit than connecting with potential readers.
Even small authors and self-published works can now use the strategy of the digital book tour. It costs less and provides a much greater return on investment for both your time and money.
What is a virtual book tour?
The goal of being a podcast guest is to convert listeners to customers. You must get the podcast listeners back to your site so that you can engage, nurture and convert them. Instead of just sending them to the generic home page, to maximize the conversion rate all listeners should be directed to a specific landing page on your site.
Why is a dedicated page necessary?
- It builds trust. You cared enough about those listeners to build a page just for them.
- It confers authority. When the listener sees the nameandn image of the podcast they already know, it will act as social proof.
- It’s consistent. The offers, text and message is exactly what they heard. Podcasts are evergreen, meaning a new listener could consume the content years after the episode initially airs. While your home page will likely change iwth time, this dedicated landing page will remain consistent.
- It directs visitors to ensure they see exactly what you want them to see. If you have multiple offers over time, they see just what you talked about.
Are you considering starting a podcast to grow your business?
Before you invest all the time and money, listen to how Aaron Walker grew his business in under a year being a podcast guest interviewed on the shows his ideal customers were already listening to.
Aaron: Well, I actually thought about starting my own podcast until I started doing a lot of investigative work and found out the amount of time it took. There was the intros, the outros, the editing. I just didn’t want to invest the time, effort, and energy, to get through that process. For me, I had to enlist guests. If I were to have guests, that would be another scheduling process. I would have to come up with the content each and every week, the strategy to interview the guests. I thought, “Well, it’s almost like, I would rather use my next door neighbor’s pool instead of my own.” Because I don’t have a pool. I thought, “Well, I’ll just go use his. He can clean it, take care of it, open it and close it. I’ll just go over there and hang out.”
You understand that podcasts are the fastest expanding platform for getting your message to your ideal customers. You’ve been on a handful of podcasts. You thought it went great. In just 45 minutes, you talked directly to your dream customers. Listeners got to know, like and trust you. They saw you as an expert, a thought leader, a trusted resource….but they didn’t turn into customers.
If you are not seeing fast and significant results being a guest on a podcast in 2015 something is wrong! You can fix it quickly by looking at what the experts (your customers) are telling you. Their actions will let you quickly diagnose and address the bottleneck. But before we go into how to get actual business results as a podcast guest, let’s start with some tough love.
- The Good: You are most likely NOT the problem.
- The Bad: Your system is broken at some critical point.
- The Ugly: Until you fix your system, you might be wasting your time on podcasts.
Too often as inbound marketers we think of content as being nothing but a blog. As blogs get ever more common, to attract more traffic leads and customers than our competitors the smart marketers look to other areas like videos and infographics to stand out with fresh, engaging content.
As blogs become more competitive, some of the highest quality and lowest cost traffic comes from these new and creative new sources. One of my favorite is being an expert guest on a podcast. We call it Podcast Interview Marketing. In the experience with our clients, it has been the best source of traffic as measured by return on investment, the cost of customer acquisition and overall conversion rate. (more…)