The 3 Ps To Audience Growth – PTC 435

Most podcasts don't grow, because they lack an audience growth strategy. And if the host does have a strategy, they are probably making it more difficult than it needs to be.

To grow your audience, you need to do 2 things – Attract new listeners and keep them coming back for more.

WHY DO WE PODCAST?

When coaches come to me for help with their shows, one of our first steps is to determine where they are today.

Why do you have a podcast?

The answer to that question varies. The most common answer I hear is impact and influence. Coaches want to leave their mark on the world.

One coach told me, "If we are able to generate leads, that is awesome. If we are helping change people's lives, and they are reaching out to us, that would be a success. Becoming a resource is the goal."

What does success look like to you?

You may want to spread your message or make an impact. Your podcast might exist because you want to grow your influence or leave a legacy.

Having a strong "why" is an important ingredient to your success.

When you have a strong purpose, you'll find the motivation to create your podcast each and every week for your listeners. Your content will also be much more powerful.

YOUR IDEAL CLIENT

One you have your purpose, you need to define your ideal client.

You can't hit a target you can't see.

Who is your audience? You can't sell to everyone.

Get so clear on your listener that you can put a name and a face to the avatar. Once you have the picture of that individual, you can filter your content specifically for your ideal client.

WHY YOU DON'T GROW

There are 4 reasons podcasts don't grow. Those four reasons are lack of new listeners, a podcast that is not engaging, a show that is not unique, and a podcast that doesn't get listeners to return episode over episode.

To get grow your audience, execute the 3 Ps that bring people to you. Those 3 Ps are promotion, programming, and personality. They conquer the four reasons you aren't seeing growth.

Build your strategy around these three pillars.

PROMOTION

The first is Promotion. How will you get in front of new listeners? You need to find people who are not yet in your world.

This conquers the first reason you aren't growing. Get new listeners.

When coaches come to me struggling to grow their audience, this is my first question. What are you doing to grow the audience.

Those coaches typically tell me they email their list and post on social media.

Those people already know you. If they were going to listen to your podcast, they would already be listeners.

There are many ways for you to get discovered by new listeners.

You can find a new audience by appearing on other podcasts, getting on YouTube (one of the largest search engines in the world), appearing on stages like summits and conferences, getting people to refer your podcast, getting mentioned in newsletters and more.

Greg Payne is the host of the Cool Grandpa podcast. When we started working together, Greg needed a strategy to grow his audience.

We worked to find other experts who were already speaking to grandpas. I encouraged him to think big and reach out to some big names.

Sure, he got turned down quite a bit. But some landed.

He started connecting with a variety of influences. Within a month, Greg doubled his downloads.

Then one day, Greg was featured in an article in the New York times. That one opportunity to get in front of his ideal listener earned him a month's worth of downloads in one weekend.

That's what a strategy can do for you.

Select a couple of these tactics that you enjoy and can do consistently. Then, take action.

PROGRAMMING

Once you get in front of people, you need to get them to your show.

Your engaging programming, or content, will attract your ideal clients.

This conquers the second reason you aren't growing. Be engaging by asking for engagement.

Get 75 ways to create engagement at www.PodcastTalentCoach.com/engage.

Rather than inviting the audience to listen to your show, get them on your email list. Offer a lead magnet in exchange for the name and email address.

Once they are on your email list, you can nurture the list and invite them to listen each time you release a new episode.

Again, be consistent. Emailing your list is important to bring those new email subscribers to the show.

If people got on the email list from the podcast, sending an email to the list won't grow the show. Get new people on the list and email with each new episode.

PERSONALITY

There are two sides to the audience growth equation. First, get in front of new listeners and bring them to your show. We did that with promotion.

The other side of the equation involves bringing your listener back episode after episode.

This conquers reasons three and four why you aren't growing. Be unique and keep them coming back.

If you don't bring your current listeners back, all the promotion in the world won't grow your audience. It's like putting water in a bucket that has holes in the bottom.

Your listeners come to your podcast for your content. They come back and stay for you, your story and your personality. This is what makes you unique.

Artificial intelligence has the information market cornered. Your podcast can't survive let alone grow by providing information alone.

To separate yourself from the pack, and survive the A.I. wave, infuse your content with your story and personality. It is the only thing that can't be copied.

YOUR GROWTH STRATEGY

Now it's time to build your growth strategy. It will be unique to you and your podcast.

First, select two or three promotion tactics. These should be tactics that you both enjoy and will do consistenly.

Get in front of new listeners. Get discovered.

Next, deliver great content that super-serves your ideal client. Your content attracts people to your show.

Finally, infuse your content with your story and personality. It is the only way to separate yourself from the rest of the pack and create a unique podcast.

YOU ARE THE STRATEGY

Those are the three steps to your strategy. Your promotion, programming and personality.

Don't make it harder than it needs to be. Be intentional. Be consistent. You'll see growth when you consistently implement your strategy.

CHALLENGE

One big reason coaches struggle to grow their audience is because they lack a mentor who has been there and can show them the way.

I would love to give you a call with me as my gift for being a listener. If you are a coach who would like to use your podcast to attract your ideal clients and grow your business, let's talk.

I have set aside a few spots on my calendar for these calls. If you would like one, you can apply at www.PodcastTalentCoach.com/apply. Let me help you build your strategy as my gift to you.

You can apply go to www.PodcastTalentCoach.com/apply. Just click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.