Defining Success in Podcasting

WHAT DEFINES A SUCCESSFUL PODCAST?

"How do I start a successful podcast" is the wrong question.

Before you can start a successful podcast, you need to define what a successful podcast looks like.

Unfortunately, many coaches what to build a huge audience to land sponsors and advertisers.

Let me tell you, defining a successful podcast by the size of the audience or number of sponsors will not help you sustain a podcast for any length of time.

You need a powerful "why" to motivate you to consistently create your podcast every week.

When I first met Laura in October of 2019, she had been doing her podcast for six months. It was called "Reviews and Randomness".

She was struggling, because she didn't have a strong purpose. She just didn't realize that was the issue.

At that point, her biggest episode had 91 downloads.

She wanted help with the programming of her show and rebranding.

Laura told me, "I'm finding myself having a hard time being consistent with episodes, because I don't have a clear plan and probably could do a better job of understanding who I'm speaking to."

When I asked her what would need to happen over the next year for her to feel it was successful, she said, "Consistently keep the show running. Even if it is bi-weekly. If I hit that, I would be happy. I'd also like to keep up with e-mail list on a consistent basis."

Laura told me her challenge was finding time to record it. She also said, "Marketing it kills me."

When you have a strong purpose, something bigger drives you into the studio each week to share your message. Something deep down inside is calling you to the microphone.

Ads and sponsors won't do that. There is little inspiration there.

MY MISSION

Laura and I connected again at the beginning of 2024 to create a new strategy.

Her "Reviews and Randomness" podcast had gone away.

Over the past 4 years, Laura had pivoted to find a new niche and business.

She now helps people find money for real estate investing. She and her husband connect investors with lenders.

They also help average people use the money in their 401ks for other investment opportunities.

More importantly, Laura now has a purpose. She tells me it is her mission to elevate the middle class.

On a recent coaching call, Laura told me, "I'm ready to conquer the world. I am tired of talking to people about it who don't get it. I need to get out and start talking about all of this. Why me? Why do I need to do this? I don't understand my role, but I need to do it. I have the nudging inside of me."

That purpose is what we are working to create together. The podcast is just the vehicle for the message. Her purpose and the message are the critical pieces to success.

When it comes time to create a new episode, which do you think is more powerful? Will you get fired up to get in the studio so you can land another advertiser? Or, will you get charged knowing you are meant to elevate the middle class?

That's the power of your mission.

DO YOU NEED TO MONETIZE?

So now ask yourself, do you need to monetize your podcast to be successful?

If you've created a powerful mission, monetization becomes the result and not the purpose.

You will rarely get rich chasing the money. It typically doesn't work that way.

When you follow your passion, money will follow.

I realize it sounds cliché. But it is true when you start with purpose.

Three things need to exist for you to create revenue with your idea.

First, you need to have a passion for the idea. When things get tough, you passion will carry you through.

If you're just chasing the money, it is incredibly difficult to weather the storms.

Next, you need to be really good at it. You might love playing basketball. But it you're only five-foot-two, you're probably not going to get rich playing basketball.

Finally, you need to have a group of people willing to pay you for the result.

You may love folding paper and creating cute origami characters. You also might be really, really good at it. But I doubt there is a big audience waiting to pay you for your paper swan.

Love what you do. Work to be really good at it. Find an audience you can really serve with your super power. That's when the money will come.

ARE YOU A SUCCESSFUL INFLUENCER?

Rather than asking yourself how to monetize your podcast, ask how you can become an influencer.

Influencer has become an overused term. It often brings visions of YouTubers, or kids on TikTok, or people like Paris Hilton who have done very little other than be popular.

That isn't the sort of influencer I'm talking about.

Are you becoming someone of influence? Do you have the ability to move a room? Do people come for your content, but stay because they like being around you?

That's an influencer.

When it comes to making money online, nobody talks about being a monetizer. They talk about being a content creator and influencer.

When you have influence, the money follows.

Your content will only get you so far. Once your audience learns your six steps to success, why should they keep listening?

There is only so much you can teach them.

People return episode after episode, because they want to be around you. They want to be your friend. Your fans enjoy your company.

THE PODCAST IS JUST THE VEHICLE

"How do I start a successful podcast" is the wrong question.

You should be asking, "Who can I help and why do I want to help them?"

Once you define who you help, what you help them do and why you do it, you'll be able to determine what will make your podcast successful.

Creating the podcast is the easy part. The podcast is just the vehicle.

Begin by finding that idea that you're passionate about, you're good at, and people will pay you for the result.

FIVE STEPS TO A SUCCESSFUL PODCAST

There are five steps to creating a successful podcast.

When you follow these five steps, you will be well on your way to becoming an influencer who can help people get the result they desire with something you enjoy and you're good at.

Don't make it any more difficult than this.

Skip a step and the tower doesn't stand. Each step serves a purpose.

DEFINE YOUR WHY

The first step is defining your "why". You need a clear purpose.

This is what we've been talking about.

Your mission is the foundation. Without it, you can't hope to have a podcast that succeeds for any length of time.

Find a mission that burns inside of you. Something that really inspires you to take action.

Making money can't be the only reason you're creating a podcast.

Success requires something greater. Something that will motivate you to get through the tough times.

GROW YOUR AUDIENCE

Once you have determined who you help, what you help them do, and why, start finding them.

Step number to is growing your audience.

Now that you know who you're helping, determine who already has their attention.

Partner with those people to bring their tribe into your world.

CREATE CONTENT TO BUILD SUCCESSFUL RELATIONSHIPS

Step three is building relationships.

As you grow your audience, serve them content that will build relationships with them. This is where you become an influencer.

Your content can't simply be your six steps to success. The content you create needs to build relationships and turn you into an influencer.

Many people feel you either have it or you don't.

I've had coaches tell me, "Who would listen to me? Do I really have anything valuable to say?"

It's not what you're saying. It's who you're being. Becoming an influencer is about creating a movement.

Create content with purpose.

GET THEM STARTED

Now that you are inspiring your listeners, step four is getting them started with you.

Give your listeners a taste of what you do.

To monetize your content, you need to have something to sell. This could be your goods or services. You could also be an affiliate for others.

Once you have something to sell, give your listeners a little taste of it for free.

This could be a guide, checklist, or assessment. You could give them a free training, a mini course, or a small sample of your stuff.

A great freebie is a small slice of what you sell. If you sell a course, is there a module or element that can stand on its own? Consider giving that away to get your listeners started down your path.

CONVERT THEM TO CLIENTS

Your final step is converting listeners to clients.

Where does your sales conversation happen?

Your free taste should lead to that sales conversation.

This might be a sales call, a webinar, an open house, a discovery call, a long form sales page, a sales video, or a variety of other opportunities to talk business.

If your free taste was valuable and solved one specific problem, there is a good chance they will want to take the next step.

CREATE YOUR SUCCESSFUL PODCAST

Over the last three decades, I've been helping radio talent and podcasters become influencers.

Not YouTube, TikTok sensations. People who can influence an audience and get them to take action.

I've helped hosts raise millions of dollars for the food bank, tens of thousands of bottles for the Open Door Mission, and bring large crowds to client locations.

Let's talk about creating your strategy to become an influencer and move an audience.

It's possible when you follow the steps in the right way and the right order.

Visit www.PodcastTalentCoach.com/apply. Click the button and apply to have a chat with me.

We will get clear on your goals. Then, we define where you are today. Finally, we'll develop your plan and see how I can help and support you to achieve your podcast goals.

Just visit www.PodcastTalentCoach.com/apply.