Podcasting is a powerful way to communicate your expertise, personality and value proposition to your potential and existing clients. It can help you build trust, credibility and rapport, as well as showcase your insights and solutions to their challenges. In this article, you will learn how to use podcasting to connect with clients in the context of consulting.
The first step to creating a successful podcast is to define your niche and format. Your niche should be aligned with your consulting specialty and target market. For example, if you are a marketing consultant for small businesses, you could focus on topics such as digital strategies, branding, content creation and lead generation. Your format should suit your style and audience preferences. For example, you could choose to do solo episodes, interviews, case studies, Q&A sessions or panel discussions.
1. Your niche is probably not niche enough: more often than not, we see creators trying to appeal to broad audience groups. Do not be afraid to go deeper, narrower. Start by conquering a very specific niche, and build your way up. Specific example = When inviting a guest, he/she most probably have a LOT to share. Narrow your questions down to a specific subject. . 2. Design a Differentiating Format: there are countless interviews with experts. How can you imprint a unique style to make it more engaging? There is an ENORMOUS opportunity to innovate beyond standard "chatcasts". Specific example = always ask your guests to prepare to share a real & specific anecdote on a business case / decision they made.
Select a niche aligned with your expertise and client interests, ensuring content relevance. Choose a format that suits your message, whether interviews, solo narratives, or panel discussions. This focus helps establish a strong connection with your audience, providing valuable insights and fostering trust. Podcasting becomes a platform for thought leadership and client engagement.
1. Expertise Showcase: Share industry insights, trends, and your expertise through informative and engaging podcast episodes, positioning yourself as a thought leader. 2. Client Stories: Feature client success stories or case studies in podcasts, highlighting the value your consulting services bring. This builds trust and demonstrates tangible results. 3. Q&A Sessions: Host podcast episodes where you answer common client questions, addressing concerns and providing valuable information. This positions you as a go-to resource. 4. Collaborative Episodes: Invite clients to participate in podcast episodes, fostering a collaborative relationship. Discuss challenges, solutions, and industry developments to
The next step is to plan your content and schedule. You should have a clear idea of what value you want to provide to your listeners and how it relates to your consulting services. You should also have a consistent schedule for publishing your episodes, such as weekly, biweekly or monthly. This will help you establish your authority and reliability, as well as create anticipation and loyalty among your audience. You can use tools such as Google Calendar, Trello or Asana to organize your content and schedule.
Select topics that are relevant to your clients' interests, challenges, and needs. Address common questions, provide insights, share success stories, and offer actionable advice that your clients can benefit from.
Planning content and a consistent release schedule is key. Map out topics that resonate with your audience and align with your expertise. A regular publishing rhythm keeps listeners engaged and builds anticipation. This strategic approach ensures your podcast remains relevant and valuable, strengthening connections with your audience.
The third step is to record and edit your episodes. You should invest in a good microphone, headphones and recording software to ensure the quality of your audio. You should also prepare a script or outline for your episodes, as well as a catchy intro and outro. You can use tools such as Audacity, GarageBand or Adobe Audition to record and edit your audio. You should also add music, sound effects and transitions to enhance your production value.
When diving into podcasting, it's crucial not to break the bank on expensive tools right out of the gate. In the testing phase, you're exploring whether your podcast will resonate with an audience or even align with your vision. I made the mistake of splurging on pricey technology, only to feel overwhelmed and even put a pause on my podcasting journey. Upon returning, I opted for a simple setup: Riverside FM and a plug-in lapel mic from Amazon. This streamlined approach allowed me to focus on my passion for podcasting rather than getting bogged down by unnecessary gadgets. Remember, it's about content and connection, not about having all the fancy tools recommended by experts. Trust your instincts and lead with your passion!
The fourth step is to distribute and promote your podcast. You should choose a podcast hosting platform, such as Libsyn, Podbean or Buzzsprout, to upload and manage your episodes. You should also submit your podcast to directories, such as Apple Podcasts, Spotify or Stitcher, to reach a wider audience. You should also promote your podcast on your website, social media, email list and other channels. You can use tools such as Canva, Headliner or Audiogram to create graphics and videos for your podcast.
Utilize various channels to promote your podcast and reach your target audience. Share episodes on social media platforms, your website, email newsletters, and relevant online communities. Collaborate with influencers or other podcasters to expand your reach.
Every audience has its own channel, so select the channel of your target audience, this could include social media platforms, offline or online communities, events, website or newsletter. Also remember include paid marketing to increase your reach.
The final step is to engage and convert your listeners. You should encourage your listeners to subscribe, rate, review and share your podcast, as well as to contact you with feedback, questions or suggestions. You should also provide a clear call to action at the end of each episode, such as inviting them to book a free consultation, download a lead magnet, join a webinar or sign up for a course. You can use tools such as Calendly, Mailchimp or Teachable to capture and nurture your leads.
Podcasting is a great way to connect with clients and demonstrate your value as a consultant. By following these steps, you can create a podcast that attracts, educates and converts your ideal clients.
You can also add polls and Q&A's to podcast episodes in Spotify for Podcasters. You can do this independently of where you host your podcast, simply by creating a Spotify for Podcasters account and submitting your RSS feed there. This is also a great way to know more about your audience in Spotify (demographics, followers, listener engagement, and more). It is also recommended that you call out your poll during your episode, so listeners know that they can interact with your podcast. In your Spotify for Podcasters dashboard you'll be able to see the results of your interactions and respond to them in future episodes. That way, you can create a two-way conversation with your listeners, and grow stronger bonds with your community.
Creating a Audience Journey Map is a easy way to track the flow and measure the CTAs.. even before you start the podcast you need to have a clear path to where you want your audience to interact with you. Having and defining this touchpoints with your brand will be easier to measure the success for this strategy.
Include calls to action in your podcast episodes to encourage listeners to take the next step, whether it's visiting your website, signing up for a webinar, scheduling a consultation, or purchasing your products or services.
Sometimes people become stuck in the analysis paralysis phase. Just do it! Record the podcast. Review and keep making adjustments. It will get better over time. Being niched will allow you to speak directly to your intended audience.