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 its 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 often gives you softball questions. They prop you up as an expert. They want to make you look good, so they look good to their audience.
The host wants to help you, but you still need to do work on your part to make sure that when listeners come to your website, that it continues to build trust. Success doesn’t come from just being on a podcast. Success comes consistently from the system you have in place to take people from being listeners, to visitors, to leads. Your website is a pivotal piece of the machine. 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.
It’s natural to want to know what someone looks like after you hear them. If listeners arrive at the website to find 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.
Website analytics tells us the ‘about us’ page is often one of the most visited page on any website. Studies show a high percentage of customers visited this page before completing a purchase. 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 on a platform, neither should you.
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 find you elsewhere online. On Linkedin, they can read your entire resume. They can see to whom you are connected and who you follow. They can quickly validate what they heard on the podcast is consistent with what they find online.
Scroll to the bottom of any web page. Here you will find a major pass/fail litmus test on 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 trust seal people look for is the physical address, or, at least, a P. O. Box, city and state. Visitors want to know you are real. They want to know who they’re dealing with, where they are. When you don’t have a location, people may assume the worst: 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? A site that doesn’t include testimonials can be a trust killer.
Visitors realize that we post our best customers testimonials. What does it say if none 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, along with 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 fact in e-commerce conversions. Having an image of a person’s face and a testimonial near any call to action helps people get over the fear of clicking. It can even lessen the fear of buyer’s remorse.
We don’t work with companies; we work with people. We choose to work with people we know, like, and trust. We only buy from people 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 you do everything possible to move that relationship along. These five trust factors can further build rapport to show visitors that you are the expert that can solve their problem. You can make their life better, and all they have to do is take this next step.