“…podcasts have a direct correlation to building your business. It is absolutely one of the best things that you can do for your business from a marketing standpoint, because you’re creating a body of evergreen content that will only continue to increasingly draw people in over time. Which means that you are massively increasing your reach and expanding your audience to get you in front of the eyes and ears of people hungry to learn from you.”
Alright Everyone! Today we are talking about how a podcast is the absolute best tool to build/market/brand your business and how it can actually be a driving source of revenue for you.
Let’s just dive right in! We’re going to talk about:
This one is full of a ton of gold today. I’ve listed a lot of references for you and even included my free podcast masterclass that reveals my brand new 7 Step Framework that I am not sharing anywhere else! It’s happening Tuesday, July 7th @ 7:30pm ET.
Get comfy and let’s do this!
Look for references from today’s episodes? Find them all here:
Are you ready? Get listening right away by clicking the link about, or keep scrolling if you’re more in the mood to read today! Let’s do this!
Hey, welcome back to the Room to Grow podcast. Emily here, and today we’re gonna be talking about why, in my humble opinion, a podcast is necessary to grow your business and drive revenue. This is key. I’ve talked about monetizing your podcast before. But we really need to break this down a little bit more into why a podcast can be not only a huge revenue driver in your business to actually make your business profitable. But why I would argue that it’s one of the most powerful ways to actually expand your reach, grow your business substantially and exponentially over time. And in the interest of all this, I’m also actually holding a brand new masterclass on Tuesday, July 7 at 7:30pm Eastern, so depending on when you’re listening to this, make sure to go and sign up for this masterclass. This is brand new stuff that I’m sharing in this masterclass, above and beyond even what I’m sharing today in this episode too, and if you’ve attended one of my training prior to this, this is new stuff. So we’re going to be talking about how to launch, grow and sustain your podcast while growing your business exponentially. And I’m also going to be sharing a brand new seven step framework that is going to help you to take off. I have just been blown away at watching the success of my podcast coaching clients lately. It’s just been incredible like they’ve been hitting charts. It’s just amazing to see the kind of impact that they’re able to have in the world and how their businesses are growing as a direct result of that. It’s just gotten me really fired up about getting the message out there more about why podcasting is such a powerful tool. I’ve built my entire business on the back of a podcast, solely a podcast and an Instagram account. Facebook, I have Facebook, but I don’t love Facebook. So I often am a little bit delayed and posting over there like more than I should be, but almost my entire business has been built upon my podcast. And I want you to be able to use the podcast as a tool to drive your business as well. Because we’re in this to have an impact to reach people who need to hear what we have to say, to learn from us, and to grow a business, to actually make money because you deserve to be paid. So make sure to go sign up for the masterclass because we’re also going to be getting into all kinds of details there that I simply don’t have time for to cover all of in this episode today. And you’re also going to be getting my brand new framework over there that I’m not sharing on the podcast. So that is definitely what you want to go check out. Make sure to jump over to the show notes over at roomtogrowpodcast.com, and you can also just whatever app you’re listening to this on, just scroll down and it’s hyperlinked directly in the show notes to register as well. So Tuesday, July 7, at 7:30pm Eastern.
So let’s talk about this a little bit. Let’s break this down around driving revenue and growth. Your business through podcasting, because when done right, podcasts have a direct correlation to building your business. It is absolutely one of the best things that you can do for your business from a marketing standpoint, because think about it, you’re creating a body of evergreen content that will only continue to increasingly draw people in over time. Which means that you are massively increasing your reach and expanding your audience to get you in front of the eyes and ears of people hungry to learn from you. And one of the reasons why this is so important about the evergreen content is that from a business standpoint, but like listen, we all have limited energy, we’re all human. We all have limited energy that we can output in a day. And that’s why you’ll hear a lot of people talk about you know, scaling your business, scaling your offers, because you can only work one on one with people for so long. You’ll max out not only the money that you can make but your actual energy as well. And the whole point is to not be drained all the time. You want to be able to run your business in a way that actually allows you to have the energy to do the things that you love as well. Anyone that I know that has gotten into business for themselves.
That has been one of the ultimate goals is that freedom to be able to choose. So when you’re creating evergreen content, you’re creating content that is going to end up working for you 24/7, 365 days a year from now until whenever, because, like for some reference here like this is Episode 214 of the Room to Grow podcast. And I have episodes, I was just looking at my stats the other day. Episode 17 for example with my friend Jade Teta, the first time I had him on, I also had him on on episode 205, but the first time I had him on on episode 17. He is my second most downloaded podcast episode ever, and we’re 200 episodes later. So that is just one example of how that particular podcast episode has continued to be referenced elsewhere. And I pull people in through Pinterest, SEO, Google, all of these types of things. And that means that people get to know me, and if it’s an episode where I have a guest on, they also get to know my guest. Just through chance, basically. And that is the kind of thing that can’t be found through Instagram posts. So when you’re only posting on social media, not only do you not own that account, you don’t own the platform, you don’t own Instagram, Instagram can do whatever they want with your account. We like to think that it’s our account, but really, we’re just renting space. It’s very limited control. That’s why things like email lists are really, really important. And something like a podcast, you can create this massive body of work. Not massive right away, but massive over time. When you show up consistently, when you do the work that then people are going to come across you get to know you and find you while you’re sleeping. Who doesn’t love to be able to create that kind of evergreen content, and why that is even better than something like a blog. blogs are great, they’re fantastic. But when you do something like a podcast, you have more options. So when I do a podcast episode, I haven’t always done this but more recently, I now have transcriptions available for anyone who wants to read a transcription of podcast episodes on here. You can go over to roomtogrowpodcast.com, and the transcriptions are available in the show notes that are listed on my website. And that’s also another really great way to drive more SEO, Search Engine Optimization for anyone who doesn’t know what I’m talking about. So that means that when somebody types particular words into Google, then I am more likely to be found depending on the combination of words that they’re searching for. So then my podcast episode will come up. So then when they open that up, they not only have the option to listen to the episode, they’re doing other things or whatever they want to listen to it, maybe they are a more auditory learner, fantastic, they can hit play, or they can physically read the transcript if they maybe aren’t in a position to listen, or they would rather just read it and they’re more visual as opposed to auditory. Amazing, then they can read it instead, But regardless, you are creating this massive evergreen body of work that is going to continue to work for you in the long term. It’s incredible, and I have all kinds of episodes that I could reference that are old episodes that I regularly see the download numbers spike for all the time they’re being downloaded. By new listeners all the time, and then you multiply that out over weeks and months and years and more and more and more and more episodes, and you’re drawing in new leads all the time. That’s one of the best ways that any business owner will tell you is one of the crucial keys to driving revenue and growing your business is by bringing in new leads. So every time you bring in a new listener, of course, it doesn’t mean that every single listener is going to buy from you. But I like those odds, because you’re constantly bringing in new people. And you can essentially treat a podcast as a giant funnel. So you’re bringing people in at the top, they’re listening to the episode, then there may be exploring more episodes, then they’re finding episodes that they really resonate with. Then there may be opting into your email list, then the relationship just continues. They start following you on Instagram checking you out elsewhere. It just continues to grow and that trust continues to be built and that is when they eventually turn into a customer of yours.
My first business coach that I hired. I had been following her work for three years before I hired her, three years. So think about that. If you ever have a dark day, and I’ve had these days, we’ve all had these days, anyone in business these days, where you’re like, Oh my god, am I screaming into the void? Is anyone listening? Does anyone give a fuck? Why am I doing this? What is this all for? What does it mean? All of these things, we question the entire existence, right? And what I want to remind you is that people are listening. People are paying attention. People are watching you. And people are waiting for the exact right moment, the exact right time, the exact right thing. And that thing could be a variety of factors that will trigger them into finally pulling the trigger on working with you. So the body of work that you are building now is creating the foundation upon which your entire business and your future profits will be built. And that is sort of the unsexy answer that people don’t really focus on enough. When somebody talks about how a podcast can help drive a business. Yes, there are absolutely much more immediate ways that we can use a podcast to fuel revenue in your business. But I also think that I would be doing a disservice if I didn’t really help you to understand how much of an impact a podcast can have in the longer term where you aren’t seeing the benefits right now. You aren’t seeing them today. But think about the number of people that are listening to you, tuning in to you, watching you paying attention to you right now, who are going to buy from you in three years. But if you give up now, those people will never get around to it. If you never start the podcast, if you never put out the social media posts, if you never start the business, it’s not going to happen. So you have to put in the work, you have to show up consistently. And you have to start building that foundation now, that is going to pay off tenfold.
When people talk about things like passive income, for example. Sounds great, right? Passive income. Sounds like you don’t have to do a damn thing and money just appears in your bank account. What people don’t talk about with passive income is that there is a lot of work upfront. So when you are building the backend of your business, let’s say that you maybe create some sort of offer where it can be a lot of work upfront, but once you’re finished, let’s say it’s an online course. And an online course, as somebody who has created an online course, it’s a lot of work. It is a lot of work like a daunting amount of work at times. But once you’ve built it, you can continue to sell it over and over and over again. Without having to do anything other than the marketing, you’re not still building out the course, the course is already done, then it’s just about marketing the course. And when you have something like a podcast that is talking about this course that you sell and, and the different problems that people have, and how this course can help you and all these things, I’m not saying that you’re talking about that every single second of every episode, but when you reference it enough, and you’re getting to be known for that particular thing that you do, that particular problem that you solve, people are hearing that over and over again. And then they’re going to remember that you’re the one that they want to work with down the road when it’s time for them to buy. I’ve heard all kinds of people come to me, you know, six months ago, let’s say just just as an example, like, Hey, you know, I really want to start podcasts. It’s just not right and not quite the right time. And you know what, maybe some of those people never buy, but I’ve had a bunch of those people come back and buy, where they were just waiting for the right time, the right moment they had, you know, they’re finishing another chorus and they want to finish out before they started the next one. It can be a huge variety of factors. But there are people who are paying attention. And you have to build that evergreen content because that is part of what is going to drive your passive income later, is that evergreen content that’s already done for you, it’s already doing the work for you.
Not only that, but you can use podcasts to send people directly to your own business while you’re busy capturing their full attention for anywhere between 5 or 10 to 60 minutes, just on average, while they absorb what you have to say. And that’s particularly incredible because 80% of podcast listeners stick around for most or all of the entire podcast episode, which is incredible because normally, on Facebook Lives, we can barely capture people for 3 to 10 seconds. Think about YouTube, it’s the same thing. We can barely capture people for a number of seconds before they move on and they scroll past to the next. With a podcast people seem to be much more invested in listening to the entire thing. So then when you when you have their attention for that length of time, offer a lead magnet, offer freebie of some kind to expand on what you touched on and pack a punch with the value and people will then want to learn more about what you do and how you can help them solve the problem that they’re having. Plus, having a podcast gives you credibility and status that can make it easier for potential clients to see how much you have to share and to teach. And then that’s when you once again you’re going to remain top of mind when it comes time to buy what you’re producing. Because you’ve already gained their trust, the listeners have learned to love your you know, amazing podcast content and and sort of, the natural next step is for them to then find ways to work with you more closely. Because they really enjoy listening to you they can tell that you know your shit, that you know what you’re talking about. They enjoy tuning in. So of course, they’re going to want to work with you. But they’re not going to work with you if you never even offer them a way to do so. So that’s part of this as well, you have to actually make the ask, make the ask, give them the offer, give them an option to buy from you. And that’s when the sale will happen, particularly if you lead them in, you know, into your email list, and then you kind of nurture them that way and stuff like that. But there are a variety of ways to do this. But what it comes down to is your podcast being the main revenue driver in your business, when you sort of backtrack through you know, if we take it from from the sale, and then we backtrack that all the way down, to see how they came into contact with you, how they got in your email, list all those things. It’s often that one of the best things that you can do is to pull them in through the podcast, because there’s so much trust that can be established with a podcast, and people buy from those that they know like and trust. That’s one of the basic rules of business, especially online business.
Brand awareness is another big thing too. So this is an often overlooked part of the process. But using a podcast to develop brand awareness is huge. Because you get to put your personality on full display with a podcast and people get to know you on a much deeper, more intimate level. You’re speaking straight into somebody’s ears. We usually only allow that for friends and loved ones in the past. But now with the power of podcasting, we have the ability to reach the ears, directly people’s ears, for anyone in the world. And you’ll often find yourself if you’re anything like me, you’ll often find yourself sharing stories that you wouldn’t necessarily in your writing or social media, we’re content to be a little bit more curated, even if you don’t necessarily intend to be. I find that that when I write I’m a slightly more formal when I write Then when I’m on the podcast, and oftentimes, I think almost every episode, I end up telling some sort of story or a little tidbit about my life that I wasn’t necessarily planning to, but it just came up when I was speaking. And people buy from who they know. So one of the fastest ways to become your customers best friend is to be speaking straight into their ear as they get to know more about you, and how you show up, and the ways that you do you know, life, business, and everything in between. podcasting is a massively under-utilized tool that you can lean into, and give people that little something extra in the world where everyone wants to peek behind the curtain of social media. And then when it comes time to buy, you’re going to be the one that they head straight towards, while bringing their friends with them. I might add. Because think about the people that you love to follow on social media, or you know, the podcasters that you’d like to follow. You share that shit with the people in your life that you know would benefit from it. I can’t tell you the number of times that I’ve been listening to podcasts. I’m like, oh, like my friend so and so would just love this. So we’ll take a screenshot and I text it to them, like, Hey, you got to go listen to this podcast, because of this, this, this and this. And I know that you’re struggling with this right now. And I feel like you’d get a ton out of it. You’re like, That’s amazing. Thank you. And people do that to me all the time. And I love it. When my friends send me podcasts that they think I would enjoy. I’m like, How cool is that? Like, not only is it amazing that there’s a podcaster there that I can learn from, but the fact that my friend was just listening to it just thought of me, like how how fucking awesome is that? I feel loved just from that, like, That’s incredible. So that’s what I want you to think about. I just hired a brand new business coach, Rachel Rogers, I will reference her in the show notes because the woman is pure fire and I just adore her. I adore her. And I was so excited about her program that I told a close friend of mine about it. I was like, Listen, I just signed up for this. It’s incredible. I was explaining to her the inside of the membership portal, and all just a really cool stuff that’s happening in there. And my friend ended up joining. I was even trying to sell her on it, I was simply sharing my genuine excitement. And she later told me that I could have easily been an affiliate for the course because she’s like, yeah, I wasn’t even considering it. And then when I heard you talk about it, I was like I need it. But these are the vibes that we want to cultivate. Get people so fucking pumped to work with you that they’re sharing your stuff. They’re talking about you in the best possible ways to their people. And they’re letting others know how awesome you are and how much value you show up with. Because word of mouth is your best marketing tool. And in my opinion, I know that this is not everyone’s opinion, but in my opinion, in my professional opinion. Starting a podcast is one of the best ways to develop that kind of relationship with people. And that’s not even getting into the relationships that you can develop with guests that can end up driving your revenue as well, with podcast guests, so I’ve ended up collaborating with awesome guests that I’ve had on my podcast because of the relationships that I’ve developed with them. Plus, when I have them on on here on Room to Grow there, then sharing those episodes with their people who are coming over to you and eventually purchasing that has happened to me multiple times where I’ve had guests on, you’ve shared the episode and there are people who have come to me and bought from me. I’ve also been featured on the podcast of other guests where I’ve been the one being interviewed, when then some of their audience came to me to buy after hearing them on that podcast as well.
But most of all, if you want to be successful, if you want to drive revenue, if you want to grow your business, you’re going to have to speak the fuck up. Stop watering yourself down to make other people comfortable. You have to stop watering yourself down to me. Other people are comfortable because for too long, and I have been guilty of this so many times. And I’ve finally reached a point in the last few months, where I’m like, Nope, I’m done. I’m not doing that anymore, sort of just tiptoeing around hoping that people will figure out what it is that you do, you know, showing up but not with the fire that you are capable of. And not being unapologetic about what it is that you do, and also deserving to be paid for your work. These are really big things. And a lot of these were all mindset blocks that I was struggling with. So if you’re struggling with any of those things right now, I feel you, I seriously seriously feel you because a lot of times it felt almost arrogant. It felt like I was kind of showing off but then I realized that the people that I bought from myself, were people who were showing up with pure fire, and just completely unapologetic about the fact that they know that they offer value. And here’s the price to purchase their value. And I’m like, Well, I’m in. I am in, sign me up. But it was like, I was not able to do that for myself. And a lot of these are really big mindset issues. So yes, mindset is one of the things that you may have to really work on, to really start to drive revenue in your business.
But one of the things that you can also do to help gain confidence is also start a podcast. Having podcast, I can attribute so much of my confidence in business to having and starting and consistently showing up for this podcast. It has given me far more confidence to speak publicly, it’s almost difficult to explain it, it’s given me a sense of confidence that I can practically feel radiating from me. And yes, there are a variety of factors associated with that, that are not just because of the podcast, but the podcast has played a massive, massive role. It has been exceptional in helping me to find my own voice, not just literally but metaphorically as well. And that I am now able to channel that into the people that want to learn from me, and who need to hear what I have to say. And if anything I ever say on this podcast gives somebody the inspiration to go and show up for somebody else. Or even just to show up in a bigger better way for themselves. Then I’ve done my job and I can feel really good about that. And I know that you are capable of that too. So I absolutely want you to be able to benefit from the power of podcasting.
So make sure to go grab your spot for the masterclass that is happening Tuesday, July 7, 7:30pm. Eastern, you can register in the show notes. We’re going to be talking about how to launch, grow and sustain your podcast while growing your business exponentially. And I’m also going to be sharing my brand new seven step framework for this as well. This is big, I’m so excited about this. I’ve been putting everything together. And I’m just over the moon excited. I love doing these types of master classes as well. They’re just so much fun. There’s always just awesome engagement in the comments. It’s just a blast to be able to speak to people a little bit more live as well because of the podcast. I’m just talking to my screen and then I get to hear the benefits of it later when people are like, Oh, I listened to the episode. It’s just that it never gets old for me. That is just the coolest thing when people tell me they listen to an episode that’s just incredible. But it’s so much fun when I get to actually interact with people live as well. So this masterclass is going to be awesome. So please mark your calendars, go grab your spot. And I’ve also got some episodes that I’m going to reference here that I think could be really helpful for you. So again, these will all be referenced in the show notes, but a few different ones,
Episode 206: Unfiltered, Speak up, Take up Space, and Use your Voice.
That episode has been very popular. Kind of speaks to, you know what I was just talking about in terms of learning to speak up and being unapologetic stop watering yourself down that’s a big one for that. So that’s an episode you’re going to want to check out for sure.
Episode 155: About monetizing your podcast.
Episode 119: Is podcasting really the new blogging?
Episode 128: Protecting your Brand and Why Trust is a Must with your Audience
Episode 188: You Deserve to be Paid, Not have your Brain Picked for Free.
I know I just threw a lot at you. So don’t worry, they’re all referenced in the show notes. But these were all ones that I felt like I couldn’t do this episode without providing some of these extra resources for you. Because these are all going to help you to shift your mindset and to start showing up in a bigger, more powerful way, to really start to step into the potential that you know, you have, you can feel it. You just haven’t harnessed it yet. So go check all those episodes out all listed in the show notes for you. Go grab your spot for the masterclass happening Tuesday, July 7. So excited. And just thank you so much for listening. Thank you for tuning in. Thank you for sharing this podcast and just it I truly mean it when I say that. It never ceases to amaze me when I see people continuously showing up week after week to listen is just the coolest feeling. And I want you to be able to experience that as well. And you deserve to get paid at the same time. So let’s talk about this more. Thank you so much for listening and we’ll Back on Tuesday.
Thank you so much for listening to the podcast today. I’m so grateful you took the time and it means the absolute world to me. For any references in the episode and all show notes, be sure to jump over to roomtogrowpodcast.com, and if this episode touched your heart, it would mean so much if he would take a quick second to hit subscribe, write a review and share on social media or with someone who really needs to hear today’s message. It makes such a difference to keep this podcast going so I can continue to bring you amazing content and absolutely incredible guests. Be sure to tag me on Instagram over @emilygoughcoach so that I can thank you in real time for listening and connect with you. We’re back every Tuesday and Thursday with brand new episodes and I’m looking forward to growing with you!
Questions? Comments? Want to connect and chat about this episode? You can email me at firstname.lastname@example.org, or DM me over on Instagram @emilygoughcoach or Facebook at Emily Gough Coaching. I would absolutely love to connect with you and thank you for listening in real life and here any takeaways you had from this or other episodes!. It makes me day to see you listening to the podcast and fills me up with pure joy. Seriously. See you on the ‘gram!
Find Emily Online:
This is where it all starts. Your FREE foundational guide to understanding yourself in whole new ways that will re-frame and completely shift how you approach relationships.
SEND ME THE GOODS
Step into your strength. Reclaim your power. Allow yourself to be truly seen.