5 Tips on How to Build a Podcast Audience of Your Ideal Clients for Your Coaching Business Podcast

I recently read that one of the greatest challenges many podcasters face is how to ensure their podcast can be discovered amongst millions of other podcasts, so they can successfully build their audience.??

If this is a challenge you’re facing with your coaching business podcast, or you’re planning to launch a podcast soon for your coaching business, and you want to have a robust strategy in place to ensure you're able to build a podcast audience of your ideal clients, then, today’s article is for you.?

Before I reveal my five tips on how to build a podcast audience of your ideal clients for your coaching business podcast, there are two important things I want to share with you first. If these aren’t in place first, you’re not going to get the best results out of any of the five tips.??

1. Podcasting Principle – Build Reputation Equity vs Vanity Numbers:??

This is one of my Podcasting Principles I always share with clients looking to launch their podcasts:

"Focus on building Reputation Equity vs Vanity Numbers because building a reputation as an Influential Trusted Authority – THE choice vs just A choice with your podcast is bankable. Building Vanity Numbers is not.”?

Even when it comes to my own podcasts, I’d much rather build a smaller, highly niched, engaged audience of my dream customers than an audience of tens of thousands of people who do nothing.??

And, that’s what I encourage you to focus on, too.?

Focus on building your reputation as an Influential Trusted Authority, so you become THE choice vs just A choice for your dream client with the content you share on every episode. When you do, you'll continue to build a quality audience of your ideal clients, whom you can continue to nurture into leads.

2. Three MUSTS before you launch your Coaching Business Podcast:?

Here are some things you must be totally clear on before you launch your podcast. This will ensure every episode you publish will continue to build brand awareness of you, your thought leadership, as well as your podcast:??

• You MUST know who your dream client is. (How can you build an audience of your dream client unless you know who he/she is, what keeps him/her up at night because of the challenges he/she faces, and the solutions he/she is looking for)? This information is crucial and will shape your content.??
• You MUST create content your dream client is searching for and will find value in; otherwise how can you be sure the topics you speak about, along with the insights you share about those topics is of any real interest and relevance to him/her???
• You MUST be clear on the unique and uncopyable Listener Experience you create that resonates with your dream client so you can bring that to each and every show. (You can have the BEST content, but if you’re hard to listen to, or the way in which you communicate with your guest is distracting, you run the risk of losing your listener and opportunity to continue to build your relationship with him/her).??

When you are totally clear on these three things, here are 5 tips on how to build a podcast audience of your ideal clients for your coaching business podcast.

Some of them may seem like a no-brainer – but it's often the simplest and smallest of things, which can make the biggest impact when they are actioned with intention.???

Of course, to build your audience you’ll want to ensure your podcast is available across all the major podcast players, from your own website, as well as sharing micro-content from each episode across your social platforms.

Now, onto the five things you may not have considered to build your audience of ideal/dream customers.?

We've all heard business coaches confirm that it costs five times more to acquire new customers than it does upselling and/or retaining existing customers.

Using that same thinking – it's going to take longer for you to build an audience from people who don’t yet ‘know, like, and trust’ you, compared to building a podcast audience from people who have already worked with you, and therefore have a pre-existing relationship with you.??

There are a couple of additional reasons why you'll want to reach out to existing and/or former customers, (besides your pre-existing relationship, which means they are more likely going to want to listen to your podcast), including:??

• It’s a great way to reconnect and keep in touch with former clients, who may be searching for additional support you offer and which they may not be aware of, yet. Your podcast will continue to provide value through the information you share, while allowing you to remain top-of-mind should they be looking to invest in next-level support.?
• Existing customers will no doubt find any content you share to be of value – which is one of the reasons they hired you. Being able to listen to you share your expertise via a podcast will continue to enhance their knowledge and understanding, alongside the work you’re doing with them. ??

And, lastly, have you heard the saying 'birds of a feather flock together?' Both your former and current clients are most likely connected with more of your ideal clients, so asking them to share with their community will continue to add to your audience numbers. As we know, like-minded people often hang out in similar (online/offline) communities, and because of your pre-existing relationship with both current and former clients, means they'd be happy to share your podcast with their community.

Building your relationship with a prospective customer as they’re getting to ‘know, like and trust’ you and considering working with you is important. What better way for them to ‘experience’ you, through listening to a few of your podcast episodes.??

• Incorporate relevant podcast episodes with specific topics you know your prospective customer will find valuable into your automated customer relationship-building funnel.??
• Have a strategy/discovery call with a prospective customer, who shared they were struggling within a specific area in their life/business, which you can support them with, and that you have a podcast episode on? Send them a personalized email (or message) along with the link so they can listen to the episode.??
• Are you in an online community of your ideal customers and someone has asked a question about a specific topic, which you've covered in a podcast episode? Respond to the question with some key insights and provide a link so they can listen to your episode if they want further information.?

Each podcast episode you publish should be a valuable resource for your prospective customers. Make sure you leverage relevant episodes as part of your relationship-building strategy and as you nurture customers along the customer journey.

Do you send a regular newsletter to your database? Not only is this a great opportunity to share an article and other tips, but also recently published podcast episodes. ?

I send a weekly newsletter - The Influence Bulletin to my database. One of the segments in my newsletter is my Podcast Binge Lineup, and what better way than to share my podcast with people who have expressed an interest in receiving my newsletter.

Note: People on my newsletter database have either requested access to the newsletter, or they have requested access to one of my opt-ins, which automatically gives them access to further tips and resources.??

And, as they have requested access to one of my business-growth or podcasting resources, I know they’ll be interested in my solo-shows, as well as the conversations I have with my guests.

Don’t assume that everyone on your email database has discovered your podcast. Sharing podcast episodes with your database through a newsletter is a great long-term nurture strategy.?

Did you know that LinkedIn has a Newsletter feature? And, when you publish your newsletter, all of your 1st Connections are notified and have the opportunity to subscribe to it.??

I published my first edition – Invisible to Influential and within 4 days had 732 subscribers (which has increased to 891 at the time of publishing this newsletter edition).??

I plan on publishing this every two weeks and from the first edition’s response, predict that the number of subscribers (my ideal client) will continue to grow.??

Guess what one of the sections on my newsletter is? You guessed right if you said: Podcast Binge Lineup. However, I’ve also embedded the player so subscribers can listen to the podcast directly from the newsletter. It's a great way to build exposure of my podcasts and continue to grow my podcast audience, right inside the LinkedIn platform.??

1. Be a Podcast Guest on someone else’s podcast??
2. Your Guests: Industry Thought Leaders/Industry Stakeholders??

Have you heard the statement: ‘the transfer of trust’ before? It's often mentioned with regards to referrals.??

The premise is that someone (a referrer) with whom someone (who is looking for a solution) has already built ‘know, like, and trust’ with, the existing 'trust’ from the referrer is transferred to the recommended service provider. That’s why referrals are powerful – there is a pre-existing level of trust, which the referred business can leverage through being recommended.?

The ‘transfer of trust’ is also applicable when it comes to podcast hosts and their guests, or a service-provider/resource the podcast hosts recommends.

For instance, as a podcast host, I have built a level of trust with my audience. So, if I bring on a guest and recommend them to my audience that trust is automatically transferred to my guest.

Being a guest on someone's podcast will enable you to leverage the pre-existing relationship, along with the ‘trust’ that’s already been built by the host with their audience.???

In fact, some of the opportunities and clients I’m working with today have come from hearing me speak on another podcast. They heard my interview, came across and listened to my podcast, and/or accessed my free opt-in. Through the relationship I continued to build through my podcast and/or automated customer relationship-building funnel, I was able to nurture my new lead into a customer.??

As you can see, with the right content (and strategy) not only can you increase your podcast audience, but you can also generate interest in your services, while nurturing those leads into customers.?

Similarly with selecting the right guests – if you set this up properly and your guests are industry experts or industry stakeholders (with an audience of your ideal customers), when they share their interview with their audience, this is another wonderful opportunity to get additional exposure for your podcast.??

NEXT Steps:?

Which tips will you be implementing if you aren’t doing these already? Have you implemented any with success? Let me know in the comments below.?

BTW, if you are in the beginning stages of launching your podcast and you want to make sure you have all of the 5 Pillars in place so you can build visibility and nurture listeners into leads, access our ‘Are You Ready To Launch Your Podcast Quiz?’ here.?

Have a fantastic week – I hope you enjoy the roundup of podcasts (below) that we’ve lined up for you from the Ambitious Entrepreneur Podcast Network.??

Here are a selection of podcast episodes from our leading Business, Marketing and Leadership Podcasts as featured on the Ambitious Entrepreneur Podcast Network. Click play and enjoy!

Ambitious Entrepreneur Show:

I was thrilled to learn that our podcast 'The Ambitious Entrepreneur Show' was listed in the Top 50 Podcasts Every Entrepreneur Must Follow in 2023. There are some BIG names on the list, so to be included, is an honor.

I always say, 'You never know where your voice will end up, or whom you will be able to inspire and influence with your message.' Of course - a HUGE thank you to all of my guests and my incredible team who work tirelessly behind the scenes every week to produce the show!!?

On this week's episode, how do you gauge whether a project you’re considering is a valuable opportunity or a distraction??

This is something I’ve often struggled with over the years.?

For those of you who have worked with me on their Signature Brands (with the Branding with Archetypes system I use) my leading Archetype is Explorer. So, of course new projects, shiny objects, learning something new (which can take me off in another direction from what I was originally focusing on) can be an issue.

Is this something you’re struggling with, too? You're in luck, because in today’s episode, I share 7 questions you can ask yourself to see whether the opportunity you're considering is a distraction or a valuable opportunity.?

Here's an Infographic of the 7 questions:

Women In Leadership Podcast:

Julia Barbaro is a mother of 6 and wife to Gino Barbaro, an entrepreneur and co-founder of Jake and Gino. Together they host the Julia and Gino podcast where they focus on raising a family and running a business. Julia is the author of “The Cannolis Exploded” and “A Gelato Blast” books for all ages encouraging responsibility, creativity, and decision making.??

On today’s show, Julia is going to share:??

• How to go from a distant marriage to a close marriage with communication, awareness, and accountability;?
• How to successfully work with your spouse & find the closeness you crave;?
• The power of listening & the key steps for successful communication.?

The Christian Entrepreneur's Podcast:

Joining me on today's show is Jeremy Reyes .?Jeremy grew up in a Christian home. His dad was an entrepreneur, and that ignited a passion in him to be a Christian entrepreneur.??

He has a degree in business management, but all of his marketing expertise comes from his own failures in pursuing sleazy/manipulative marketing tactics that left him feeling purposeless and drained in his business.?

God has redeemed his business and now he gets to share marketing strategies that align with the purpose God has for his life, as well as his business.??

On today’s show Jeremy is going to share:?

• The purpose of business is to love people. Being profitable is just a tool in that purpose. We often mistake our tools for being the purpose, and it never works out;?
• Sharing your story vulnerably doesn’t ruin the credibility of your business, it increases your capacity to reach & impact people;?
• Leveraging relationship building systems is the key to expanding your business beyond your own personal bandwidth/capacity.?

Are you using storytelling in your communications and podcast? Specifically, stories that will resonate with your ideal client. Stories that’ll cut through the noise because aspects of your story are something they can relate to because it’s part of their own story as well???

One of the ways we incorporate stories into our content is with former clients, who share their successes and wins after going through our programs.?They can make an incredible Case Study.

(Note: How often do we, as coaches, rush from one project to the next, without reviewing the completed project to celebrate our wins. There are incredible lessons we can learn, not only from our wins, but also how we can continue to improve things.

Similarly, when it comes to clients who have completed our programs - do we go back and check-in to see what their results were, what they appreciated about our programs, and what they believe would make the program even better?)

With the right format and structure, your client’s success story can resonate with prospective customers (without sounding like an infomercial), instantly grabbing their attention, overcoming any skepticism along with unspoken objections, to the point where he/she is thinking: “If it’s possible for them – I wonder if it is for me?” to which of course you’d share a call to action, encouraging them to get in contact with you for a chat.?

Here's an example of one of the case studies I created with a former client - Kashmira Mody. Had I not interviewed her, I would not have learned about her incredible results she had been able to achieve.

Some of the highlights she mentioned in the interview include:

"Previously in my business I was hustling 80% of my working hours. Marketing, putting out content. Everything else was 20%. Today, after going through the Core Business Foundations Program, I am hustling 10% of the time, and I’m spending 90% creating value and serving clients. I’m getting more bulk projects – not one or two short-term projects but six-month programs along with higher level clients, projects, and opportunities. So, no longer am I feeling depleted and exhausted trying to get clients.?

I created 52 digital assets (thought leadership content pieces). I use them again and again and again. I don’t need to reinvent it – it’s just there. My Program Pathway which I created – I flashed the Program Pathway up (on one of my livestreams) and you wouldn’t believe it – I got so many calls saying: “Oh, what are you doing?"

Had I not interviewed her, I would never have known! I hope this encourages you to incorporate interviewing your former clients, so that you can create incredible case studies to share on your podcast.

BTW, if you want to see this in action, and how I interviewed Kashmira, you can listen to (or watch) the interview below. I've also tagged Kashmira Mody in this post so you can follow her, and learn from her thought leadership. (I highly recommend you do - her work is incredible!)

That’s powerful storytelling when sharing clients’ successes, and just one way storytelling can be used.?That's #PodcastingWithPurpose.

OVER TO YOU: Have you used storytelling with success in your business? Go ahead and share (in the comments below) what you've been doing so we can compare notes!

Interested in learning more about how you can go from 'Invisible to Influential Trusted Authority' with Annemarie’s help? Here’s a list of Annemarie’s VIP offerings, 90-Day Group Coaching Programs, Membership, Mini-Courses and Summit recordings:

?6- and/or 12-month Invisible to Influential Trusted Authority VIP Acceleration Program:?

• Let’s Chat to see if you’re a good fit?or
• Access our Customer Relationship-Building Funnel Quiz?to experience what Annemarie and her team can build for you to help you go from Invisible to Influential Trusted Authority

Business Development (Group Coaching):

• Core Business Foundations 90-Day Immersive
• The Influence Alliance Membership for Coaches

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Podcast Launch (Group Coaching) & Podcast Host Interviewing Course:

• 90-Day Idea to Launch Your Thought Leader Podcast
• Interviewing With Purpose for Podcast Hosts

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Money Mindset Short Course & Summit Recordings:

• Breakthrough Your Money Dramas eCourse
• BEtheDifference Summit Recordings & Resources for Kingdom-driven Entrepreneurs, Truth Seekers & Rebels with a Cause

About Annemarie Cross

Dubbed ‘The Podcasting Queen,’ Annemarie Cross is an award-winning podcast host and is recognized as a pioneer in the podcasting space having started her first co-hosted podcast in 2008. Her podcasts have been syndicated on both National and International Radio and listed among the top podcasts for Entrepreneurs and small business worldwide.?

Recognised as one of the Top 20 Business Coaches in Melbourne - Australia, Annemarie works with consultants and coaches around the world helping them create distinguishable, uncopyable, and irresistible brands so they're seen as not just A choice – but THE choice with their ideal clients.?

Annemarie also helps her client’s setup a robust podcast strategy and client relationship nurturing funnel so they can build their reach, their reputation (as an Influential Trusted Authority), as well as build their revenue as they continue to nurture listeners into leads, enquiries and ultimately paying customers from their very first episode.?