3 Ways a Podcast Can Help You Save Time on Marketing

Transcript

Courtney Elmer

Welcome back. This is the AntiFragile Entrepreneurship™ podcast, episode 105. If you caught last week's episode, we talked about the five reasons why starting a podcast will boost your credibility, position you as an expert and as an authority in your niche, and help you reach a wider audience with your message, much faster than you can on email and social media combined.

Courtney Elmer

Now, in this week's episode, we're talking about how starting a podcast can become a valuable asset in your visibility and marketing strategy, and actually save you time on marketing. So you can spend less of that time on social media and start putting that time and energy and effort back into your business. That's all coming up next. So stay tuned.

[INTRO TRACK]

Courtney Elmer

So you know, I was thinking the other day about the podcasting industry and how quickly it was growing. One of the thoughts that came to my mind is something that might have come to your mind as well if starting a podcast is something that has ever crossed your mind. The thought is something that goes like this: “Yeah, but there are a lot of people starting a podcast out there.”

Courtney Elmer

Sure, it might seem like there are more people starting a podcast now than ever. And while that's true, chances are you like listening to podcasts. I'm just going to take a wild guess right now and assume that because of the fact you're listening to this podcast, that you enjoy listening to podcasts. And here's the thing, unlike TikTok trends, podcasts are here to stay. In fact, the podcast industry is projected to grow by 27.5% over the next seven years, and by 40-million new listeners in the US alone over the course of the next year. But here's the deal. As a podcast listener, chances are you also know that not all shows are created equal. I mean, some podcasts really shine, don't they?

Courtney Elmer

You know what always gives me a good laugh. I mean, I never laugh at someone when they tell me this, but I laugh internally every time I hear this because it's such like a bro-marketing thing.

Courtney Elmer

Every guy I feel like I've ever talked to: my husband, my personal trainer, my friends, husbands, they're always like, “Oh, you started a podcast?”

Courtney Elmer

“Yeah I started a podcast.”

Courtney Elmer

“Have you ever heard of Joe Rogan? You ever listened to the Joe Rogan podcast? I mean, I listen to the Joe Rogan podcast and it's amazing. I just I binge that every day or every week or whatever.”

Courtney Elmer

And I'm like, “Yeah, dude, yeah, okay.” Joe Rogan shines. We know Joe Rogan has a good podcast. Those are the kinds of podcasts that you can't wait to plug into and listen to every week. But here's the thing, you know, as well as I as a podcast listener, that other shows fall completely flat. And those are the ones that usually wind up in what I call the Apple graveyard, where, unfortunately, too many shows go to die.

Courtney Elmer

So is it worth starting a podcast if nobody listens? No! Chances are you and I would agree that no, if you were starting a podcast, the point is to get people to listen, you wouldn't put all that time and energy in starting a podcast for nothing.

Courtney Elmer

I don't sit here down at the mic every week to talk to nobody. I sit here to talk to you. But the real issue is not whether or not people will listen, that's the wrong question to be asking yourself. The real issue is, do I know how to start a podcast worth listening to?

Courtney Elmer

Because when you know how start a podcast worth listening to, one that gets noticed by your ideal client, one that they can't help but binge your episodes every week, one that your ideal person can't wait to plug into and learn from. You've just opened up a world of possibilities for yourself in your business that you didn't even realize existed. So first of all, a properly positioned podcast is going to save you time on marketing. But wait a second, Courtney, I thought podcasting was time-consuming. I thought that it takes a lot of time and energy and effort in starting a podcast to grow.

Courtney Elmer

Well, yeah, it’s true that it does take some time to gain traction with starting a podcast just like anything else. But starting a podcast is one of the most leveraged marketing strategies you can install into your business. In fact, I see starting a podcast as a business system, it is part of our visibility system. Because when you do it right, starting a podcast is going to become the source of all the content that you create in your business. So this is the first way that starting a podcast of your own will save you time on marketing.

Courtney Elmer

No more having to wrack your brain every week trying to come up with posts for Instagram, or an email to send to your list, or “gosh, what am I going to write for the blog this week,” none of that. No more. From now on, your podcast becomes the source of all of that other content.

Courtney Elmer

So imagine, instead of sitting down every week to batch up all the content right now that you're posting to social media, and email, and your blog, and your Facebook group, and wherever else. Now, instead of all of that, you simply sit down to create one podcast episode. That then you or a member of your team can break up into little bitty bite sized pieces of content that then gets pushed out to your social media and your email list and your Facebook groups, and anywhere else.

Courtney Elmer

Now, if you're a visual person like me, I have a diagram of this that I've created for our students that's really going to help you wrap your mind around how starting a podcast will save you time on marketing, so that you can invest that time elsewhere into your business. So if you want to join me in the workshop, it's totally free. just head to theeffortlesslife.co/podcastworkshop and follow the prompts to access it right there.

Courtney Elmer

This diagram is immediately going to show you how positioning a podcast at the top of your marketing funnel is going to help you reach a wider audience and bring those leads into your funnel and warm them up and convert them way more quickly than you can on social media and on email combined.

Courtney Elmer

I'm not kidding when I say that starting a podcast is the fastest way to build know like and trust with your audience. This diagram will also show you how your podcast will become the primary source of all the rest of your content and reinforce your message across all of your platforms — which chances are you already know is critical if you want to be remembered, in the minds of your ideal clients.

Courtney Elmer

People's attention spans are shorter than that of a goldfish. We have officially crossed that line, as embarrassing and sad as that is to say. So your message needs to be repeated way more times than you think it does. You're going to sound like a broken record to yourself. But I promise you, someone needs to hear your message countless times now dozens of times before taking the next step with you.

Courtney Elmer

But imagine if you could accelerate that process. Instead of someone having to hear your message seven times, or 11 times or 15 times are 22 times before they take action. starting a podcast is like rocket fuel for your marketing. It condenses the time someone would normally need before following you not to mention buying from you.

Courtney Elmer

Also, podcasting is the most intimate relationship that you can build with your ideal client or customer. Because you're in their ear, you're in their personal space, talking with them week after week after week, they have invited you in. They have invited you there. They want you to educate them, they want you to entertain them, they want you to teach them they want the value that you're providing. So this is the second way that starting a podcast can save you time on marketing because it literally condenses the time someone has to spend with you before making a purchasing decision. That's also why podcasting builds know like and trust faster than social media can. Because here's the problem with social media. Okay, I'm gonna get on a soapbox here for a minute. Ted-Talk style, here we go. People get so fixated on growing a following because you know as well as I do that if you go to someone's account, and you see 50 followers there, you're going to think, Wow, well, they don't have any influence, because nobody's following them, so I'm not gonna follow them either. And they click away, and you lose them.

Courtney Elmer

Now, here's the thing, though, have you slowed down to actually stop and think why that person might have only 50 followers? It could be for a number of reasons. Maybe it's a brand new account. Maybe that person has 20,000 people on their email list, but they are just getting on Instagram, or maybe they just started using it for business.

Courtney Elmer

Case in point. We just launched the @podcastsmadesimple account on Instagram a few weeks ago. Now, I've been on Instagram for almost four years for business. I have a very highly engaged following of almost 7000 people on my main account. But I recently created the other account, focused strictly on podcasting for that segment of my community who wants to learn podcasting from me. And just a few weeks ago I kid you not — I get this comment from someone, I don't know who this person was, and they go, “Yeah, but you only have 68 followers.”

Courntey Elmer

Now, my response to him was cordial. And I said, “Yep, this is a brand new account I started this month strictly for podcasting. But I have been teaching podcasting for years, and my own podcast is ranked among the top 1.5% of podcasts globally. My other account is @thecourtneyelmer with a community of almost 7000 followers. It's nice to meet you, too.”

Courtney Elmer

I had a lot of fun with that one. But my point is, if we try to judge others strictly by social media, just as people might be judging you, sure, we're going to put a lot of weight on the number of followers you have, because we're judging your credibility based on your following.

Courtney Elmer

The problem is that if your Instagram is not directly generating revenue for your business, then I believe that your time energy and effort spent there is likely wasted, because you're spending so much time trying to build a following that is not going to yield the results that you want. Not to mention how long it actually takes to build a following on any social media platform these days.

Courntey Elmer

So this is why social media can become so frustrating for business owners because they think they need to have a big presence there to get more sales, and it's like pulling teeth to build because a following takes so long to grow. And I'm not saying you don't need to have a presence there or to get off of social media altogether. But what I am saying is that a modest presence on social media is okay, especially if you have other channels that are working for you and your business.

Courtney Elmer

And when you are starting a podcast, social media takes a backseat because your podcast becomes the primary source for lead generation. I had a student recently tag me in her story that she shared about starting a podcast and how now even after six months of launching it with our proven formula, she is continuing to rank on the charts all over the world.

Courtney Elmer

In fact, she is a coach and she recently launched a new program of her own. And she has gotten so many leads for her program, that she has now filled, from her podcast. So because of her podcast, she is reaching people in a way that never would have been possible before. Starting a podcast has positioned her as an authority in her industry. It's helped her make a name for herself. It's provided her a buffer for when she pivoted her brand because she already had a loyal community that she had built. Then she made this pivot, and now she's got her new program and her community has followed her.

Courtney Elmer

Instagram influencers are a dime a dozen these days. But starting a podcast takes commitment. It takes courage, it takes consistency. Someone who is that dedicated to showing up for their audience week after week after week, already sets themselves apart from the rest. And your listeners know it, they see it. They know that showing up at that level is something not many people are willing to do. And with podcasting, there, there's this idea automatically inherent within it that if someone is starting a podcast, then chances are they have something to say. And if they have something to say then chances are it might be worth listening to. So this ties back into knowing how to create a show worth listening to. This is one of the things I teach our students inside of my proven podcasting formula is how to create high converting content so that you're leading your listeners on a journey each week towards a definite end a specific call to action to move them from listener to buyer.

Courtney Elmer

With his strategy, podcasting suddenly isn't about showing up at the mic week after week to talk or just another type of content to create in your business. Instead, it is a clear, intentional, planned marketing strategy that has a rhyme and a reason to it. So when you go and download that diagram I'm giving you you're gonna see in an instant, how starting a podcast correctly, not only positions you as an authority and builds your credibility quickly.

Courtney Elmer

It also becomes the source of all the other content you create in your business. Your Podcast becomes the living, breathing center of your marketing strategy. As a third way that starting a podcast will save you time on Marketing is by creating one huge evergreen bank of content that lives on forever. Think about it. Every podcast episode becomes a piece of evergreen content Once created, that people can learn from indefinitely into the far off future.

Courtney Elmer

Play this game with me for a second. Think of a podcast that you love. It doesn't have to be mine. Think of any podcast that you love. How far back have you binged their episodes? Mmhmm. That's what I thought. This is why podcasting as a marketing strategy is so powerful.

Courtney Elmer

I can't tell you the number of people who tell me gosh, I found a podcast I love I go back to Episode 1 and just start listening all the way. So starting a podcast, yes, it's an upfront investment of time, with an evergreen payout that requires minimal attention once it's created — unlike social media, where you have to show up every day because the content is so short-lived. This is also why the hamster wheel of social media is so exhausting. I call them the one-hit wonders — most social media is one-hit-wonder content: your Facebook posts, your Instagram posts, your stories, come on, they disappear after 24 hours, your LinkedIn posts, your Twitter, clubhouse rooms, those conversations are gone. Like they never even happened once the conversation is over. Even emails, because of how flooded people's inboxes are these days, emails have a very short lifespan.

Courtney Elmer

But then, there are these types of content that I call evergreen wonders. And yes, they take an upfront investment of time. And yes, they pay you dividends for the life of your business. Podcasting is one of them, there's about five or six of them that I teach to our mastermind students, these evergreen types of content that they can create, to nurture their list on autopilot, get in front of more people who would have never found them otherwise, and stop the hamster wheel of social media and automate a lot of these processes. Podcasting is the big daddy.

So these are the three ways that starting a podcast is going to help you save time on marketing:

It's going to become the source of all the content that you create in your business.
It condenses the time someone has to spend with you before making a purchasing decision.
It creates an evergreen bank of content with a minimal upfront investment of your time, and minimal maintenance going forward that lives on forever. It has a very, very, very long lifespan.

Courtney Elmer 17:13

So from here, if I've piqued your interest enough to get you wondering, well hmm, Is starting a podcast really right for me? Or is now the right time to get started? Then I'm going to invite you to join me for an upcoming workshop that I'm doing called The Insider Secrets to Launching a Profitable Podcast in your niche. Inside of this workshop, I'm going to break down my proven podcasting formula that's helped dozens of our students launch top-ranked shows.

Courtney Elmer

I can promise you that by the time you finish this training with me, you will know without a doubt whether starting a podcast is right for you or not. So if you want to join me for this workshop, here's your next step.

Courtney Elmer

Now listen closely, we only have a very limited number of seats available. And we have a lot of interest in this workshop because it's the start of the year at the time of this recording. A lot of people have this on their minds, they want to be ahead of that growth curve that I shared those stats with you that 27 .5% growth curve, they want to be on the front end of that — not the back end.

Courtney Elmer

So we have a lot of interest in this next workshop. So what I need you to do right now if you're interested in it, go to theeffortlesslife.co/podcastworkshop to reserve your seat now.

Courtney Elmer

If starting a podcast is remotely on your radar, you won't want to miss this that I can promise you. So then, after you register for that workshop, I want you to hop over to Instagram and follow my new podcasting account there @podcastsmadesimple

Courtney Elmer

I'm there every day with tips and tricks to help you create, launch and leverage your message into a profitable podcast. Now, next week, I'm going to reveal the number one reason why starting a podcast can drastically improve your ability to generate revenue in your business this year. So stick with me because if generating more revenue is on your list of goals for 2022 You won't want to miss this. I'll see you back here next week and until then, go live your EffortLESS Life®.