Defining And Understanding Your Ideal Podcast Listener

You are invited to be the keynote speaker at a world class event, that - potentially - can give you access to thousands upon thousands of your ideal clients.

Do you simply turn up on the day and 'wing it'?

No. You are an experienced coach or consultant running a successful business. You know how to prepare for an event like to make sure you have success.

You speak with the organisers and gain an understanding of who will attend, what they are interested in, why they are attending the event, what you can help them with..

Podcast success is no different. You need to know who you are talking to and why. So here's how you can define your ideal podcast listener.

Ever Wondered Who's On The Other Side Of Those Earbuds?

Your podcasts target audience, or ‘ideal listener’ is a defined listened avatar based on specific demographics and behaviors.?

Just like brands use ideal client avatars to target specific markets, podcasters have their own version: the "ideal listener." This is a fictional representation of your core audience member, defined by demographics and listening habits.

Specificity Is Key

Imagine your podcast is aimed at C-suite executives leading SaaS startups in the United States. These individuals face a unique set of challenges, have particular interests, live a particular type of lifestyle, even use unique language or jargon when communicating.??

By understanding their world, you can tailor your content to address their specific needs and keep them engaged.?

For instance, you might explore topics such as leadership strategies, effective leadership styles, team building, and talent management in high-growth environments. You could also delve into business development strategies, such as acquiring new customers, expanding market share, and building strategic partnerships.?

By providing valuable insights and actionable advice on these topics, you can position your podcast as a go-to resource for C-suite executives of SaaS startups in the United States. This will not only help you attract and retain a loyal audience but also establish yourself as a thought leader in the industry.

Your Listener Profile Is Built Around Your Podcast Goals

The level of detail in your ideal podcast listener profile depends on your podcast's objectives. Are you aiming for a broad audience interested in a general topic, or a niche group seeking in-depth exploration? Understanding your target demographic (age, location, interests) and listening behaviors (platforms, preferred format) is crucial for creating content that resonates with your ideal listeners.

By defining your goals, you can determine the level of specificity required in your listener profile.?

If your podcast aims to reach a broad audience interested in personal development, you might focus on general demographics like age and location. However, if your podcast targets a niche group like C-suite executives leading SaaS startups in the United States., a more detailed profile, including specific programming languages and industry experience, would be beneficial.

Knowing your target demographic and listening behaviors will also influence your content creation and marketing strategies.?

Take the example of your ideal listener being young professionals who prefer short-form content on social media platforms.? I would recommend a shorter episode length, and heavy episode promotion platforms like Instagram and TikTok. If however, your target audience is older listeners who prefer long-form content on podcast apps, you might create longer episodes and focus on promoting them through podcast directories.

By tailoring your content and marketing strategies to your ideal listener's profile, you can increase your chances of connecting with your audience and building a loyal following.

The Power of Knowing Your Audience

Hopefully you now understand that importance of defining and understanding your podcast's ideal listener. Ideal Listeners are the cornerstone of most brands as they influence decision-making for marketing strategies and content creation. Ideal listeners can be niche or much broader, depending on your podcast goals and the messaging you want to create.

To effectively understand your audience, you need to create a detailed profile of your ideal listener. This profile should encompass demographic information, psychographic characteristics, and behavioral patterns.??

Key Elements of an Ideal Client Profile:

Demographics, is a term that you will be familiar with in your work as a coach or consultant, and refers to the observable characteristics of a population. These include factors such as age, gender, location, income, education, and occupation. By understanding the demographics of your target audience, you can tailor your marketing efforts to reach specific groups and increase your chances of conversion.? To clearly understand your ideal listener demographics you might ask these questions.

• What is their age range?
• What is their gender?
• Where do they live (city, state, country)?
• Where were they born?
• What is their income level?
• What is their education level?
• What is their occupation?
• Are they married?
• Do they have children?

Psychographics delve into the psychological aspects of your audience, including their lifestyle, interests, values, beliefs, and attitudes. These factors can provide valuable insights into why people make certain decisions and how they perceive your brand. By understanding the psychographics of your target audience, you can create messaging that resonates with their emotional needs and desires. Questions like this will help you understand psychographics:?

• What are their lifestyle preferences (e.g., urban, suburban, rural)?
• What are their interests and hobbies?
• What are their values and beliefs?
• What are their attitudes toward your industry or product/service?
• What are their motivations??
• What are their aspirations??
• What are their fears and anxieties??
• What are their personality traits?
• What is their social class?

Behaviors focus on the actions and habits of your target audience. This includes their buying patterns, online behavior, communication preferences, and decision-making processes. By understanding their behaviors, you can identify the best channels to reach them, optimize your podcast and website for their preferences, and tailor your sales approach to their needs. Some questions you could ask are:?

• How often do they listen to podcasts?
• What is their preferred buying channel (e.g., online, in-store)?
• How do they research products or services?
• How do they discover new podcasts?
• How often do they purchase products or services like yours?
• When do they typically listen to podcasts??
• How do they engage with content (e.g., social media, blogs, email)?
• What are their brand preferences?
• What platforms do they use to listen to podcasts?

By taking the time to ask (and answer) detailed questions, you can create a comprehensive profile of your ideal listener that will inform your podcast strategy.

Putting It All Together

Once you've captured all of the answers to the above, it's time to synthesize it into a comprehensive profile of your ideal listener.?

Can You See It?

I like to create a visual representation of your ideal listener. It significantly helps you to better understand and connect with them. The exact medium though, that is up to you.?

It could be a mind map, a persona board, or even a sketch. However you do it, by visualizing your ideal client, you can bring them to life and make them feel more tangible. Pin it up on the wall, or as the wallpaper on your computer. Keep it where you can see it everyday. Take time to look at it, ponder it, and understand them profoundly.?

This will help you when you are developing your podcast strategy, your content themes, and episode topics. It allows your messaging to resonate with them on a deeper level.

Evolve With Them

In the same way that you are a different person everyday, evolving based on the experiences you have and the knowledge you acquire, so too is your ideal listener. Which makes the journey to understanding your audience an ongoing one. It's important to continually revisit and refine your audience profiles.?

Remember, building strong relationships with your audience is key to success, and you can only do this if you define and understand them. Actively listen to feedback, understand their needs, and provide value, this way you can foster loyalty and create a thriving community around your brand.