Podcast Builder Club
Podcast Builder Club

Episode 65 · 2 months ago

The Best Way to Grow Your Audience That Most Podcasters Ignore

ABOUT THIS EPISODE

I had the honor of being the season 2 guest co-host on Pod Theory. This episode is a replay of one of my favorite parts of the season. 

Binge all 12 episodes here: https://podcasts.apple.com/us/podcast/the-best-way-to-grow-your-audience-that-most/id1530586497?i=1000536723143

Man, you look good in those headphones,I mean you really look legit in those headphones. I just want to give you acompliment because you're out there rock and listening to a podcast fillingyour brain up with information, so you can level up. So Bravo, I'm golfclapping for you out here in Rore Illinois. It's yourboy travis, and I just want to let you know that there's lots of greatpodcasts about podcast and I was honored to be invited as the season toguest for pod theory, with my friend, Jason Sir, come, and so what we did waswe went through a list of podcast myths. Okay, these myths are going to keep youfrom being a happy Creator for being a happy podcaster. We thought of everyroad block, every single one that you're going to encounter through yourpodcasting journey and we made an episode about each one, so I believe,there's twelve episodes in season to of pop theory, I'm going to put a link inthe show notes, but I highly recommend you head over and listen to the season.You can binge it all right now, and this episode is one of my favoritesfrom that season. So it's a replay of episode. I believe it's a hundred and thirtyfive of pod theory, and so I just want to let you know that you can get a lotof travis and my friend Jason, and a lot of myth, the bunk that are going tokeep you for being just happier and in a good mindset when you're creating sogo ahead and enjoy this episode. And if you like, what you hear please headover to pod theory hit to subscribe, but keep Jason a five star review, he'sa great dude and let me know what your favorite episode was because I reallylike to know today on episode, O hundred and thirty five, the second tolast episode of the Season Travis, and I have a discussion about the best wayto grow your audience that most podcasters ignore. I love this subjectand I am very excited to dive in and...

...share more info with you. Let's get toan episode. One and thirty. Five of pod theory lies ahead. Here we go all right:podcasters were back welcome to podcast Ville. This is pod theory season, twoepisode, one hundred and thirty five and I'm the guest guest. What am Ifeatured co host Travis, the featured COO. You wanted to leave this episodeand you don't even know what your title is for this yeah, I'm the guest guestand the guest guest of the guest. So today we're going to talk about the best way to grow an audience thatmost podcasters ignore, because podcasting is really an easy way totransmit information to the globe right. You don't have to go door to door,knocking on people's doors. You have access to different ways in order toget out there, but podcasting is also one dimensional and there's no feedbackloop. So what we're trying to express to you is a couple of differentapproaches that we use in our businesses and podcasts to create anopen loop to let people in the door and I'm just going to go ahead and say thatthe first thing on our list is actually building an email list. But I want toopen this up by saying. Instead of thinking of building an email list, Iwant you to think about nurturing an email list, because we've all heardeverybody say you should build. An email is and we're going to talk aboutwhy? But you don't want to just build it. You need to send emails to thatemail list and nurture that list, even if it's one person on your email list,so Jason, let's talk a little bit about why email is just still a viable optionfor podcasters to communicate. What do you think would be the number onereason I think the biggest reason that you should have an email less. Maybethis would be one a because one. The biggest reason is the fact that, onceyou bring people into your circle of influence by getting them signed up foryour email, you have the ability to...

...communicate with them whenever you feelyou want to some people choose to do this daily. Some choose weekly somespace it out. Like myself, I do a monthly newsletter that I that I sendout to my list and the ability to do that is so powerful, especially whenyou consider the fact that it's yours, this is your list. These are peoplethat have proven that they want to be part of your circle because they signedup if social media were to go at were to go away tomorrow, you'd still be able to communicate withthose people, if you were only communicating with them through someexterior method, such or external methods such as Instagram facebook.What have you if that went away, you'd, lose that ability and then in essence,you'd be losing a big part of your audience. All that work that you put inis now gone so having that circle built in a way where you can communicate withthem on your terms is a very powerful methodd, and I feel that email is goingto continue to be valuable because you have a little bit more control overwhat you say. You can open up a little bit more and I'm a fan of it becauseyou know, for those two reasons: The fact that you can keep people in yourcircle and if social media were to disappear and I think, even a morerealistic way to look at it as a social media, probably won't disappear. Butit's going to continue to change. Algorithms will continue to update.They will continue to move the goal post if you're nurturing that audiencethrough your email list by giving them good value. It's a nice way totransition them from your podcast to your email and then vice versa.Absolutely and so emailing is proactive, whereas social media is more reactive. Peopleare reacting to you and if you just put yourself in this mind, set let's sayyou get a hundred downloads for episode. If you start inviting people to joinyour email list, let's say you could actually talk to the people that listento your podcast. Well, you can through an email list, and it doesn't have tobe as complicated as you think you...

...don't have to write. Nine million word emails. It can be assimple as hey it's travis, I'm just checking in on you to see if there'sanything cool that you've seen out there, that's really exciting you,here's a link to something that I thought was really cool that I saw ontick, Tock right it doesn't have to be join my master class. It doesn't haveto be selling something all the time, but most people don't want to do thisbecause they're afraid people won't open their email, and I have two thingsto say about this: Let's say somebody doesn't open your email. Well, we allcheck our email all day long anyway. So imagine that you pop up in their emailbox and let's just say they say I don't want to read this delete. It stillplants a seed about you, and maybe it reminds them that Oh yeah, I forgot tolisten to their podcast last week. Maybe I'll go do that now. I don't havetime to read the email, but I can passively listen to this podcast. It'sa constant bat signal into the world that you're still out there doingsomething and Jason's point of you know. Imagine that the whole Internet shutsdown social media is gone. How will you reach your audience so don't think ofit as Oh God now I got to write a weekly email. I can tell you right now.I do an a weekly email. I hate writing emails, but I made it fun. I justsaying I'm just going to tell you five things: I'm excited about whether it'smy stuff or someone else's stuff or a coffee mug. My wife bought me, but I'mjust going to continually do that. Okay and then the second thing that's goingto happen to you when you nurture this email list is that people are going tounsubscribe you're, going to see an unsubscribe number on your emails andyou're going to go. Oh my God! People don't like me any more, but the truthof the matter is: is that they're just making a decision whether they want youin the inbox anymore? It doesn't mean they. Don't they hate your guts? Itdoesn't mean they hate your podcast and, if you're not seeing any unsubscribenumbers you're not sending enough emails, because unsubscribe from yourlist is actually a good thing, because...

...why would you want something on yourlist who doesn't even want to reach your emails? I was just thinking yeah,exactly exactly it be like saying. Oh, I get a thousand podcast downloads, butonly six people actually listen to it. Why would you? Why would you care aboutthe nine hundred and ninety four people that aren't listening? You don't rightnow in the vanity metrics yeah, don't take it personally, send out youremails and make sure you do it on some regular basis, because the worst thingyou could do is just pop in every once in a while and what most people do. isthey pop in every once in a while when they need something think about theopposite? How many times can you pop in where you're sparking a conversation orbringing them value that will make your offer email or yourrequest emails seem much softer. We all have the friend who does the pop inwhere you get the text is like hey man, how's it going and you're like. I nowliterally respond to those. What do you need because the next line's coming hey? Canyou still get a discount on sure? Microphones? Oh Yeah? No, I can't dothat for you any more sorry, but if that person would have said, hey man,what's up how you been and I'm like, I'm pretty good Bahbah, Blah Blah Blahand then just went away and then a week later said, Hey I've found this articleand made me think of you and I o cool someone's thinking of me and then thethird one they said Hey. This is out of the blue. But like can you still get mea discount on sure microphones, the chances of me trying to go out of myway for that person have increased sixty six percent because I am now notthinking of them as a pop in as much as I'm thinking of them. Is Somebody who'scommunicating with me on a regular basis without asking me for something it's that Jab Jab Jab right hook,mentality, it's just S, g being a first ask well yeah, it is, but I don't thinka lot of people understand that I you know this is gonna veer a little offthe rails in respect to our...

...conversation today, but I think it's aquestion of overall communication and how we communicate with one another.These days were in such an undemanded and so accustomed to getting things soquickly that we forego any type of politeness and jump right to what wewant, and I think that when we start to develop that thick skin, like you said,I just respond with. What do you need I'm going to I'm going to nip this inthe bud, because the small talk is just a waste of time, if you're not taking the time to dothat with someone? That's actually shown interest in you. You know it.This goes back to what you said: Travis with planning the seed, and you knowI've had people that have signed up for my email list, because they were goingto get a free guide that teaches them how to present themselves to otherpodcasters, so they can be a guest and then they am subscribe. The next day,like all right, yeah got what you came for. Hopefully it impacts you if itdoes they're, probably going to come back at some point in time. You knowthere's other ways to look at it like a fuck. They they just showed up for onething and then they bounced that sucks. No, that's not how I look at it. I'mlike good. Let's clean this up, let's keep the list focus more of the peoplethat want to see things from me on a monthly basis or we'll just go fromthere and I'm going to take care of the people that are here and not worryabout the people that left and if they want to circle back some day, I'llwelcome them with open arms. But it's all about how you communicate with thisaudience that you built- and I know we've stressed this throughout theseason too- is this- is how you have to be communicating with your audiencethrough the value you deliver and treating the people that are cominginto your show and telling you that you're doing a great job by reviewingthe podcast and sharing it with others and recommending it. The friends lovethose people to death, nurture them until you're blue in the face, and thenmore people will join them. Yeah, because the reality of what's going onhere, everybody is you're, not building an audience. You're, not building anemail list, you're, not building a whatever you you're, cultivating acommunity of people, a community and...

...the community requires everyone toparticipate and be active right. If you were a part of a community, but youonly to show it up for free pizza all the time, they would stop inviting youbecause you don't participate or give anything to the community. So when we say things like build anemail list, it's kind of the fifty thousand foot view of what you're doing,but when you're growing an audience, you're really growing a communitythere's no other way to look at it and your community becomes customers andemployees and friends and collaborators and they're not just on a list like ohwell, my list, I I five thousand people on my email list. It's like no, youbuilt a community of five thousand people interact with them in a way thatthey stay in your community, be like having a party at your house, but youdon't talk to anybody. You just stand there. People are going to leave.People are not going to want to come to the next party. Did you see what Travisdid at the Party didn't talk to anybody? That was weird. Think of your audience, your podcastyou're, whatever you're doing be the host of the party hit everybodytalk to them, see if they're feeling good. What can you know the bathroom is?Can I show you the bathroom is: Did you try those or derves over there? That is really what's important, whichtakes us to our next point of another tactic, and I hate that word because itmakes it sound like sneaky strategy, trait grantor approach,initiative yeah, so we're going through all the buzzwords here, but you getwhat we're getting at but is to be active in other communities, so howJason? How could a podcast her grow awareness about who they are through community? This is one of the most valuableaspects of facebook. Now, there's not a lot these days that I get from facebook.You know I'll go on there to communicate with friends. I don't doanything business wise, an any more. I...

...might maybe sell something on themarket place here and there, but mainly I use it to drop some sarcasm here andthere about something happening in the world. But overall, if I have to look at it from abrand perspective, the facebook communities are abundant and they'reactive and I would say, there's a ninety nine point: nine percent chancethat there is some community dedicated to what you're podcasting about that is the best place for you to be tobe active. Now, I'm not saying you go into these communities and just drop alink that says hey. My new podcast came out. No, that is not what this is for.In fact, it's going to be a long time, if ever that you even mention that youhave a podcast, because that's not what it's for. You need to be in thesecommunities and positioning yourself as a resource as a person that people wantto be in touch with, because you are conversing your adding to conversationsthat people are starting. There are threads, I mean I'm being in podcasting,I'm a part of several podcasting groups. There are podcast conversations Galoreevery single day, I'm in fantasy football. This time of year a couple ofthe fantasy football groups that I'm a part of conversation all day. You canjump into any of these communities and have good conversation, but I've nevergone into those those podcast communities and said here's. My podcastgo! LISTEN TO IT! I I've looked at the question and then I've answered thequestion. I've added my two sets, the more you do that the more people aregoing to take notice of who you are. In fact, a lot of these groups are nownoticing that that you're constantly a part of the conversation and they'llgive you a badge that you're a top contributor or a top fan or whatever they're, noticing that the goodconversationalists are the ones that should stand out so it'll be thatperson go be active in your community.

That's just one big way and that's Wot,saying: If I'm going to put any value from facebook to add to what we'retalking about today there it is be active in those communities and you canmake a big impact. So here's a couple other ways that youcould actually your part of communities just don't know it as there's facebookgroups sure, but there's comments on youtube, videos and comments onInstagram Post. That's a micro community! Okay! No do I just want togive you like two or three things that you can do to participate in acommunity very easily without being a spam, a can of spam in a comment so one I was struggling with this problem andI figured out a solution here is the solution I found. I wanted to sharethis with you guys, so what you're doing is you're basically saying like Iwant to solve this problem for you, so you don't have it too huge communitybooster two. I found this interesting article or link or something that Ithink you'd all enjoy, and I really didn't want to miss a chance to shareit with you. Oh right, that's that's too, and thethree exactly as Jason mentioned, contribute to the conversationrelevantly. So you can go into these things and be a snarky, asshole and saywhatever you want, or you can truly contribute to a conversation. Theproblem with facebook is now it's an argument, so in a facebook group findout with something struggling, what they're struggling with or what theirquestion they're asking and give them a relevant answer for give themactionable advice and it takes two seconds but dropping your link in a afacebook group is going to get you nothing. It's going to get you bannedfrom the group, and it makes you look like a spam. Robot, so being active incommunities is proactive, so the I think the theme of episode, One thirtyfive is pro activity. Sending an email to your audience is proactive. It's notreactive. Being a contributor community is proactive.What I think the last proactive thing you can do is a podcaster to grow. Anaudience is, give them some place to go...

...after the audio podcasting s. Onedimensional you'll hear me say that all the time, if I'm talking to you onthere, you can't talk back to me. You can't leave a comment. You can't doanything but share it or whatever. Unless I invite you somewhere else, so there's a couple places, you caninvite people, you could start your own facebook community. You could invitethem to social media, but you can also have an active website and Jason. Whydo you think having an active website is important? I know we broached, we broached it, we brushedupon it. I don't know what I'm looking for here. We grazed it in the lastepisode we touched upon, we judged upon thine topic. Like me, webriefly covered. Are we my editing this part out? No, this I this is gold onthis. Now this is magical contact. Give me three reasons: A podcaster needs awebsite. I feel we did a lot to cover this back on episode hundred and thirtyfour, but I mean for me. I think that having the ability to have a hub foreach podcast episode is very powerful because you can always add to it and Iwill connect. The second reason to that very point is the SEO benefits ofhaving a good. You know having good show notes thatyou know having a key word friendly title, and you said it already travis to me t thebenefit is is having a place to send people outside of your podcast, becausewhen they land on your website, there's always that potential that they'regoing to take more action if they get sucked in because if they find goodvalue in one part of your website, they may subscribe to your email list, theymay listen to more podcast. They may check out some videos that you posted.They may read your blog. They may sign up for a consultation or for a meetingwith you. Whatever your call, the...

...action is, if you're not driving peopleto that destination, they can't discover it so having your podcast live.There has many many benefits absolutely so we're not going to spend too muchtime on this, but if you do need a podcast website, I highly recommend podpage you put in your rss feed or search for your podcast. It will build you awebsite less than a minute, so we'll throw a link in the show notes for youto be able to click that, and you could try it out completely free and you canbuild like you, don't need a web designer and code and all the stuff.You already have an RSS feed, which is basically going to pull in all theinformation into the website, for you automatically and you'll never have toupdate it again. So super cool, but there's one more way to grow youraudience and there's no better person on planet Earth to tell you about it,then the man sitting above me on zoom right now or are you next to me? Idon't know how this is going to unfold here. We're kind of Brady Bunch in hereright never go. I think he back and for I don't know,Jason is a A. I don't even want to say, expert he's a master at this one topic which is being a guest on other podcasts and Ithink it's way under utilized by Podcasters, and I think that there's abunch of really great reasons that I'm going to throw the Mike over to you,because there's no reason for me to even speak on it, because I've heardyour master classes. I've read your book that you can download for freewill put a link to the bye on there. Let's talk about guesting guess thing is huge and for me I thinkthat the thing thank you that that's a great cell Travis. I greatly appreciatethe kind words I mean it and I know I know I had a great opportunity to speakwith your master, mind class about this and had a great time talking with themabout the subject, and I really feel that as podcasters, we have to belooking at this more seriously, and this is why the title of this show isthe best way to grow your audience that...

...most podcasters ignore. I think wecovered some great ground today and all the aspects that we've talked about sofar. Travis take US outside of that social media box, but to me guesting isoverlooked because it it adds more work to our overall podcasting check list, but the benefits far out way any extrawork that you would have to do, because you have so many opportunities to grow,not just your audience, but also your network and that's one of the biggestaspects of podcast guesting and making those guest appearances on shows thatare relevant to your show. You can have so many people that you'renow connected with, because you run on their show, and you had a greatconversation in return. You can say: Listen why don't we continue this on myshow come over and impact my audience, I'm sure they would love to hear whatyou have to say. Now. You've got a new guest lined up for your show whenyou're impacting that other audience now they're hearing your voice andsaying wow, this person's really good. They have a podcast too. Well, I'mgoing to go check that out. I want to hear what they have to say so you'regoing to start impacting people in a way where they can now come into yourcircle and check out what you're doing and what what does it cost you yourtime, that's it. The opportunities that arise fromhaving guest opportunities are so hard to it's incalculable, the value thatyou can get in return because we've talked about this. Your net worth isyour network. If you're in podcasting, clearly you believe in the medium. So why? Wouldn't you...

...utilize that belief by blowing it upand blowing up the message on other shows? Obviously, these people are looking forguests to, and I know, podcast or struggle at this they're looking formore guests to come on their show, they're looking for people that theycan collaborate with and make quality content, be that person approach everypodcast in your space, knowing that they need someone to come on and makean impact, and when you do that multiple times, you increase the sizeof your network, you impact a new audience every time and we're justscratching the surface of the value of this, and I could get into a lot ofconversation if you're a brand what you can accomplish by being a guest anotherpodcast. If you're curious about this, I encourage you to check out guestsspotter on my website. This is my comprehensive booking service, where Ihandle all the aspects of getting you booked on the right. podcast shows thatare congruent with your mission and your message d check that out today andif you like what you see, we could have a longer conversation about it, butoverall the benefits of being a guest, another podcast. They get it'ssomething that gets ignored and I've always wondered why, because going onother shows is a killer way to grow your audience and bring more people toyour show. Yeah, so Jason invited me to be on his podcast as the t, the seriesguest, and I thought about it for a second- and I was like wait a minuteyou mean I get to just show up, hang out with you talk and you're, going toedit the episode you're going to publish it, you're going to write, shownotes, you're going to promote it. I mean I'm going to help. You promote it,of course, but like think about this, you now know me if you're, you know, ifyou're listening to this, you know you now know who I am and my philosophiesbehind podcasting and it's super valuable because there's a chance thatmy audience is different than Jason's like completely different. So you might not listen to my podcastand you only listen to pod theory or vice versa. But now I have theopportunity to combine those audiences...

...and reach people that resonate with me.So if you get the chance to be a guest, definitely take it and there's waysthat you can be a more prepared guest if you're, pitching bydownloading Jason's guide, which would be in the in the show- and I can't thisshould be a paid book that you're getting for free. For some reason, I'vetold Jason a million times. You just sell this thing for twenty five, a buthey. I can't make him charge you for this book, so get it and then you'regoing to get on his email list and you're going to get you're going to beable to be up to speed on what Jason's doing and see that he actually doeswhat he says. He does. Okay, this isn't some Gooroo Bull Shit. Where he's goingto tell you to do a bunch of things and give you a check list, he's actuallydoing these things and they work. So I just want to recap a couple ways. Youmay not be trying to grow your audience or being proactive. You can't just showup record and expect people to show up. If you build it, they will not come. Ipromise you doesn't work like that nurture and email list. I know we saidbuild, but start an email is didn send emails to them. Okay, don't just buildan email ist and wait until you have a certain number to send that be activein your communities. I gave you two or three ways that you could do that andconsider having a place to send your audience after the audio doesn't haveto be a website, but a website is a really great thing to show that you'rea serious entity as a podcaster and then, of course, accessing otherpeople's audiences. Thank you Jason for having me, because your audience is sohandsome and beautiful, and I like being around beautiful people. They didthemselves up good at your appearance. Come their hair brush their teeth, newsuit, new dress. It smells nice in here right, but thank you for inviting me tospend time with your people, because it's an honor and so in the nextepisode a pod theory. What are we...

...talking about? What's the? What is thelast thing we're going to be debunking the season finale? I don't even know ifwe're going to be the bunking, because we really didn't debunk a lot in thisepisode. I think we focused more on here's, where you should keep yourattention, and these are ways that you can grow, and these are ways that youcan be, as you said at many times, proactive in your approach tocommunicate with your audience. So, if we've debunked anything, it'snot being proactive, don't be reactive, be proactive as we move into the seasonfinale. What should your number one point ofFocus B, with your podcast? What's number one, I can't wait to findout season. Finale is coming up than was. I want to thank you- and I knowwe'll get into this more, but I want to thank you for being a part of this,because I knew that your impact on the pod theory audience would be huge, andI think to this point that it has and we're going to do this one more time onepisode, O hundred and thirty six we'll see us there stay tuned there, you have it. That is episode,one thirty, five of pod theory. Look if you're not being a guest on otherpodcast, you are truly missing out. There are so many great things thatopen up when you set yourself up as an expert and as a guest on other people'sshows the collaboration. The fact that you can build your reputation grow youraudience. It's all good and it's all something you should be takingadvantage of now. If you'd like to talk about this a little bit more, my dooris wide open. Just reach out to me. I'd be happy to have a conversation withyou and, if you're looking for someone that can help, you find the right showsfor you check out, guest, spotter and you'll learn more about mycomprehensive service that can help you get booked on other shows. So we're almost done. One more episodeleft in the season episode, one hundred and thirty six, it's ready it's waitingand Travis and I are taking a look at what your number one point of focusshould be with your podcast, no matter...

...what your podcast is all about. Theseason to finale of pod theory is ready and waiting for you jump over. Take alisten, I am going to officially close the book on episode, One hundred andthirty five and no longer is it was this is Jason Sir cone and of podcast being a guest on podcast that arerelevant to your message and mission? Is the most powerful way to build yourbrand today with each guest appearance you make you build your reputation,establish trust position yourself as a thought. Leader grow your audience andmuch much more. If you'd like to enhance your brand by maximizing thepower of podcasting, you need to check out guest spotter guest spotter offerscomprehensive communications and guest booking solutions. So all you need todo is show up and dominate your interview visit Guest Potterdam todayto learn more. I.

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