Automate Your Lead Gen and Sales with This Podcast Sales Funnel - Andria Singletary

Website: www.mamaturnedmompreneur.com

Marketing Without Socials for Moms Podcast: www.mamaturnedmompreneur.com/podcast/

Threads: https://www.threads.net/@mamaturnedmompreneur

00:00 Your podcast can bring in a new leads weekly and nurture and convert your warmest leads into your paid offers. If you want to jump start your podcast so that it serves as a pivotal part of your marketing and sales strategy, this audio session is for you. Hey, hey, hey, I'm Andrea Singletary, a wife, a Mama of two, host of the marketing without socials for Mom's podcast and a marketing without social media coach. Podcasting became a game changer for increasing my visibility, attracting the dreamiest clients, and consistently signing clients. As a busy Mama of two young children who honestly does not have the time or capacity to show up on social media twenty four seven.  

00:45 Now growing my podcast audience with dream clients and booking clients directly from my podcast didn't just happen because I started throwing up podcast episodes and calling it a day. I treated my podcast as a pivotal part of my marketing strategy and applied sales psychology principles to my podcast content. So this looked like me building a podcast sales funnel. My podcast sales funnel is simple. I focus on creating content for each stage of the customer journey.  

01:14 So content for the awareness stage, the evaluation stage, and the decision stage. And so that is what I'm going to break down for you today. Now, creating podcast content that meets listeners at each stage of the customer journey is often what's missing when business owners try to leverage their podcast as part of their marketing strategy, they focus heavily on creating content that nurtures or sells their offers. The reality is that you are going to have listeners at different stages of the customer journey. You are going to have listeners that are new to your world at the awareness stage, listeners that are familiar with you but don't fully trust you just yet at the evaluation stage and listeners who are trying to decide whether or not your offer is the best option for them at the decision stage.  

02:02 You want to create content for each of them. You also want to create content for each stage of the customer journey because it helps move listeners along your funnel. So if you only have content that is geared towards those at the awareness stage, then that's where people are going to remain. That's why you're not seeing those conversions. That's why you're not, you know, getting the most out of your podcast or feeling like it's actually supporting your business, supporting you in achieving your business goals and everything.  

02:32 So let's talk about what types of podcast content to create for each stage of the customer journey and what your call to action should be. So we're going to start with the awareness stage. Now this is the top of your funnel. This is where you create thought leadership content that helps you stand out and attract quality leads. Now the goal here is to capture listeners attention and make them stop and think. So you want to make them stop and think in a sense of like, oh, I never thought about this that way or oh, I really resonate with this message, like make them pause and really think, you know, really capturing their attention now the main focus for you as the podcast host is visibility and lead generation.  

03:21 One of the main content types you should create here is what I like to call your podcast resource library content. Now these are core pieces of content that answer your ideal listeners main questions or you know, the questions that they are searching for answers to right now. These can include, you know, frequently asked questions you received from potential clients and people in your community. So to give you an example, one question I'm often asked is, you know, if I'm not marketing my business on social media, how do I market my business and sign clients you know, what does that actually look like? And so to address that question, I created a, a podcast episode that shares six ways to market your business without social media.  

04:04 And it's one of my popular episodes because that is something that I know my ideal client is actively searching like, okay, if I don't use social media, what do I do instead? Or what does that look like for me? Another content type you would want to create for this stage is problem aware content. So content that helps your idle client or your idle listener identify what the actual problem is. So why they aren't seeing the results they desire, what they think is holding them back versus what is actually holding them back.  

04:37 So this is where you are really opening their eyes and helping them see like, you know, I know you think this is your problem, but this is what's really going on this is what the root of the issue is. This is what you need to focus on instead. That is the type of content you're creating at this stage. Now for the called actions, for the awareness stage, you're going to do a mix of driving them to other pieces of content to be nurtured further so this can look like driving them to other podcast episodes.  

05:08 So part of creating this podcast sales funnel and moving your listeners along the customer journey is you directing them to specific episodes that's going to move them along. So when you're recording your episodes or even before you hit record, when you're outlining your episodes, one of the things I want you to do is looking at the topic you're going to be speaking on for that specific episode. Do you have other episodes that relate to this topic or would be good for your listeners to listen to after they listen to that episode? And then you're going to want to mention those episodes when you're recording so, and one of the ways I do this is, you know, like say I'm speaking on a specific topic and I say, you know, I dive deeper into this topic or I dive deeper into this framework, or I dive deeper into this process in such and such episode.  

06:02 So you want to mention it, but you also want to include links to those episodes in your show notes so that you're moving people along the customer journey, you're moving them along the funnel and you're controlling where they're going. You know, what pieces of content they need to to consume in order to get to that point where they're at the decision stage. And they really built that trust with you and they see that your offer is the solution to their problems. So you can, like I said, drive them to other podcast episodes.  

06:33 If you have a blog and you have blog post content that would relate or again, help move them along the customer journey, drive them to blog post, get them on your email, list you know, share a lead magnet that relates to that topic and that's again going to help nurture them further, build that trust, help them to really see that you are the expert they should be working with so those are the type of calls, the actions you want to include here. Now, you're not selling your offer just yet because the focus is to establish trust and really demonstrate your expertise.  

07:11 You can't start selling to them yet because they're not ready to buy from you yet. You have to build that relationship and so that's what you're doing at the awareness stage. Ok for the evaluation stage, this is the middle of your funnel and the main focus is to build connections and really help foster trust. At this stage, your listeners are starting to look at their options for support and deciding on what they want to do about their problem. Now the content you create this stage will encourage your listeners to send you Adm or email sharing how much your episode impacted them.  

07:46 This is the type of content that encourages engagement. This is the type of content that encourages those one-on-one conversations. So content types that you would create for this stage are sharing your brand story or stories and content that demonstrates your expertise. Now, your brand stories are so powerful for making connections because they demonstrate that you get it. You are once in your ideal listeners shoes and you show how you went from where they are currently at to where you are now. It also shows why you're so passionate about what you do. You can create content that demonstrates your expertise by sharing your frameworks and processes and behind the scenes of what it's like to work with you.  

08:31 So to kind of give an example of the Brand Story Podcast content. Now you may or may not do a full episode on this or you may just share bits and pieces of your brand story in another episode as it relates to the overall topic so for instance, if I'm doing a podcast episode on why I believe podcasting is such a powerful marketing tool for moms and business, I would share a bit of my brand story. You know, one of the reasons why I lean heavily into podcasting was because when I transitioned to a mom of two, I did not have the time, energy, or capacity to show up on Instagram like I used to.  

09:12 I didn't have the time to put in the effort to create the content, engage, have the DM conversations, do all of these things that is required for Instagram to actually work for me in signing clients. And so I needed a simpler way. I needed long form content that I know would last weeks, months, years after I hit publish on it. And that will bring in new leads, nurture those leads and convert them into my offers. So yeah, I only had the capacity to publish 1 episode a week versus showing up on Instagram daily.  

09:49 And so that's a story I would share. I would share, you know, those feelings like what I went through, what my thought process was, and then how leaning into podcasting really did benefit my business. It not only gave me the time freedom I needed as a mom and business owner, but I saw significant growth in my business. So those are the kind of stories you want to share.  

10:12 Again, you may not even do a full episode on it, but you can sprinkle it in to other episodes again, as it relates to the topic you're speaking on. Now for the call to actions here, you want to drive them to your offers, but also you want to drive them to engage with you one-on-one So this may look like you inviting them to send you Adm to share their thoughts on the episode or, you know, share their story or you ask them a question and have them DM you the response.  

10:44 Having them send you an email, you know, especially if they're on your email list or joining your private community so if you have a free private community, you can invite them there because you're able to engage with them more one-on-one you know, if they post or if you post something to start, you know, an engagement post and you can go back and forth, you know, in the comments. But essentially it's really trying to create a situation in which you can talk to them one-on-one you know, getting those people to raise their hand and say, hey, I'm interested, but you know what i may have a few more questions before I'm ready to move forward with working with you.  

11:21 So you're creating that type of situation. All right, Lastly, we have the decision stage. This is the bottom of your funnel and the main focus is selling your offers so hot leads will move forward with working with you. Now some of the content types you would create for this stage are client stories and client case study episodes, objection handling episodes and episodes that highlight the benefits and transformations of your offers. Now and the call to action here is simple. You are driving them to your offers. This is where you're hard selling. Now, this is where people they're at they know they want to invest in getting support, but they just need to make sure that your offer is the right investment for them.  

12:05 So really focusing in on those objection handling episodes. And I'm not, I'm not talking about money objections i don't, I don't do that. But they may be thinking about, do I have the time to commit to this offer right now, whether it's a group program one on, one, coaching of, course whatever it, is you know, will this actually work for me you know, I've tried this, I've tried that and I've tried that. None of those things work. Why is this offer different? How is this actually going to help me, you know, solve this specific problem? So you want to create content that addresses those types of objections, that really speaks to those fears or those hesitations they have.  

12:44 So, and that is the decision stage. Now as I wrap this up, I do want to share some results that I've seen and that my clients have seen since really building out a podcast sales funnel. So since leaning into podcasting as one of my main marketing platforms, I have seen significant growth in my business without having to show up more. My podcast has brought new people into my world who signed with me and ended up being some of the most aligned clients like because of how I set up this podcast sales funnel, I've been able to filter out the people who aren't necessarily a good fit and really attract those quality leads, Those people who are truly a dream to work with.  

13:28 My podcast nurtures my current audience and has resulted in people who were, you know, on the fence about working with me confidently making the decision to move forward with working with me because my content help build trust and help them to see my offer as the best option for them. When new people find my podcasts and they go on a binging, spree i can guarantee that they will join one of my offers within two to four weeks. Like I can see them moving along my podcast sales funnel. I'm able to see what episodes are being downloaded and then I'll either get that DM, you know, from them saying they've been listening to my podcast and they have questions, or I can see them joining my email list and then they will respond to one of the emails in my welcome sequence.  

14:15 So I'm able to track that and see them moving along now. My podcast has also been pivotal and nurturing current clients and converting them into new offers. So I've been able to use my podcast to resign clients like it's worked so well for me, but I don't want to just share about what I've done i want you to hear about my clients too. I have a client who took a month off from posting on Instagram and she still signed one-on-one coaching clients and had people join her membership and they found her through her podcast.  

14:49 I have a client who shared about a paid workshop on her podcast and had fifty people sign up for the workshop the same day she announced it on her podcast. I have a client who set up her podcast, a sales funnel, and had a new listener bench her podcast reach out to her in the DMS asking how she could work with her, and she ended up signing that client into her membership. Now, each of these clients accomplished this without posting on social media or churning out a bunch of content.  

15:20 And for context, these clients only publish one new episode weekly. They're not posting new episodes daily or anything like that. Literally 4 episodes per month. That's it. So turning your podcast into a sales funnel that supports you at each stage of the customer journey. It doesn't have to be hard or complicated. With the right content, your podcast can do the heavy lifting for you. So here's how you can get started with setting up your podcast sales funnel. I want you to take an audit of your current podcast content. Are you creating content for each stage of the customer journey or have you focused heavily on creating one content type? What calls to action have you been including in your episodes? Then based on your audit, what content types are you missing? What are your current gaps? And then based on your gaps, I want you to plan content to fill those gaps.  

16:13 Make sure you use the right calls to action based on the content type. So to help you further with setting up your podcast sales funnel and optimizing your podcast to support your business goals, I have put together a free podcast playlist called Automate Your Leads and Sales Through Podcasting. This playlist contains my top podcast episodes for turning your podcasts into the ultimate sales machine. You can download that at monitormopreneur.com June Jumpstart All right, that is it for this audio session if you have any questions or want to share your thoughts about what I shared today, send me a DM on Instagram my handle is at Mama term Mompreneur.  

16:55 All right, that's it for this one.