Podcasting for Profit: Strategies for Business Growth

In this episode of the Sustainable Coaching Podcast, Marilyn discusses the importance of leveraging podcasts for business growth, specifically tailored to coaches, consultants, and therapists. She emphasizes how podcasts can help manage time effectively, position expertise, and reach a global audience. 

In this episode, you'll learn:

• How can marketing efforts be balanced with daily responsibilities, especially for those with limited time?
• The advantages of podcasting over solely relying on social media algorithms to maintain visibility and client acquisition.
• The significance of positioning oneself as an expert through podcasting, implementing sustainable marketing strategies, and investing in quality content production.

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Episode Transcript

(00:00):
Welcome to Sustainable Coaching Podcast.

(00:03):
I'm your host, Marilyn West.
I teach new coaches how to start their coaching business without overspending and overthinking.
If you found yourself here, it means you are ready to start your coaching business, or you are ready to monetize your expertise.
.333333333Let's get started. 6 00:00:21,143.333333333 --> 00:00:22,793.333333333 Welcome back to another episode. 7 00:00:22,793.333333333 --> 00:00:33,893.333333333 So today we're going to be talking about why you should leverage a podcast for your business growth So when you think about the future, your business, think about that sustainability and what you can't maintain. 8 00:00:34,103.333333333 --> 00:00:35,693.333333333 So I'm all here for it. 9 00:00:35,693.333333333 --> 00:00:43,73.333333333 if you're thinking about using a podcast as your strategic marketing approach, just to leverage your business growth. 10 00:00:43,223.333333333 --> 00:00:51,893.333333333 So the first thing I want to talk about when it comes to marketing, you have to understand how much time do you have in order to grow your business. 11 00:00:51,923.333333333 --> 00:00:58,523.333333333 A lot of times people think that if you build it, they will come, they have to know that you exist in order to come. 12 00:00:58,573.333333333 --> 00:00:59,593.333333333 So how can you really. 13 00:00:59,623.333333333 --> 00:01:08,773.333333333 Really take advantage of the time that you may have to grow your business by balancing your marketing effort With your daily responsibility. 14 00:01:09,183.333333333 --> 00:01:13,23.333333333 especially if you're working a nine to five is a stay at home. 15 00:01:13,23.333333333 --> 00:01:13,473.333333333 Mom. 16 00:01:13,653.333333333 --> 00:01:16,473.333333333 You want to set realistic expectation. 17 00:01:16,773.333333333 --> 00:01:22,143.333333333 And not only that you want to be able to prioritize how much time you want to dedicate to your business. 18 00:01:22,473.333333333 --> 00:01:36,903.333333333 What I love about podcasting and why I'm not as active on social media, because it literally takes me about an hour and a half to stay connected to over the 500 people that listen to my podcast. 19 00:01:37,33.333333333 --> 00:01:38,143.333333333 I'm nurturing my email. 20 00:01:38,143.333333333 --> 00:01:40,363.33333333 They'll list are coming over to my email list. 21 00:01:40,693.33333333 --> 00:01:46,3.33333333 And those are the people that is most aligned with the products that I have. 22 00:01:46,333.33333333 --> 00:01:48,583.33333333 And what I love about that the most. 23 00:01:49,63.33333333 --> 00:01:53,233.33333333 It's about an hour and a half a week that I really dedicate to my podcast. 24 00:01:53,563.33333333 --> 00:02:06,583.33333333 that has really allowed me to just grow my business the way that I love, so, if you're thinking about starting a podcast, this is the perfect time, especially since the algorithm is just doing its own thing. 25 00:02:06,793.33333333 --> 00:02:19,903.33333333 So that's the next thing I want to talk about when you're building your business just beyond the social media algorithm, One thing that I realize a lot of people who are just frustrated with their business is because they have put their entire marketing effort. 26 00:02:19,933.33333333 --> 00:02:21,223.33333333 And so social media. 27 00:02:21,613.33333333 --> 00:02:29,383.33333333 And I can relate to them while I was in the middle of starting my podcast and moving my website over from Squarespace to show it. 28 00:02:29,773.33333333 --> 00:02:34,603.33333333 I was dependent solely on social media and when the algorithm would tank. 29 00:02:34,933.33333333 --> 00:02:36,793.33333333 I felt like my business couldn't grow. 30 00:02:36,793.33333333 --> 00:02:38,773.33333333 I felt like my business was at risk. 31 00:02:39,73.33333333 --> 00:02:45,303.33333333 I felt like people couldn't find me and it definitely impact my visibility And also my client acquisition. 32 00:02:45,303.33333333 --> 00:02:47,283.33333333 So it's so important as a coach. 33 00:02:47,473.33333333 --> 00:02:50,143.33333333 You want to build your business beyond social media. 34 00:02:50,143.33333333 --> 00:02:56,773.33333333 You want to make sure that you have alternative strategies in place for expanding your business process. 35 00:02:56,803.33333333 --> 00:03:00,313.33333333 And also how to build that client base beyond social media. 36 00:03:00,583.33333333 --> 00:03:13,493.33333333 what I love about podcasting, I can post And once I wake up in the morning and look at my analytics, I will have people who have already tuned into my podcast from Africa, China, all over the world. 37 00:03:13,523.33333333 --> 00:03:19,253.33333333 And it makes me feel so good because at the end of the day, I know that I'm leveraging my podcasts. 38 00:03:19,583.33333333 --> 00:03:25,553.33333333 As my marketing channel to not just serve people where I'm at, But serve people around the world. 39 00:03:25,553.33333333 --> 00:03:32,123.33333333 And as a coach consultant or a therapist, you want to expand your marketing effort. 40 00:03:32,123.33333333 --> 00:03:36,773.33333333 You want it to be evergreen, which is leading into the next thing that I want to talk about. 41 00:03:36,773.33333333 --> 00:03:40,133.33333333 Leveraging your podcast as a strategic marketing channel. 42 00:03:40,273.33333333 --> 00:03:47,293.33333333 I love when people say, Hey, Marilyn, I came across your podcast and I have listened to every last podcast that you have post. 43 00:03:47,653.33333333 --> 00:03:49,3.33333333 And that makes me feel grateful. 44 00:03:49,3.33333333 --> 00:03:51,853.33333333 One, it's going to continue to push my analytics. 45 00:03:51,853.33333333 --> 00:03:54,733.33333333 I'm still the top 3% business podcasts. 46 00:03:54,943.33333333 --> 00:03:56,773.33333333 Let's continue to move the needle. 47 00:03:56,773.33333333 --> 00:04:13,3.33333333 I would like to get to a least a 2% by the end of the year, because I've been hanging around at 3% for a period of time, but it's a strategic marketing channel and it's on evergreen for people to constantly listen to if they're a coach or consultant or therapist, right. 48 00:04:13,303.33333333 --> 00:04:28,113.33333333 And when it comes to your marketing channel as a coach, what we say now as an expert in our field, it's not like it's going to be relevant today and non-relevant tomorrow because we are actually giving them real strategies To help them with their life. 49 00:04:28,113.33333333 --> 00:04:31,143.33333333 So it's positioning you as an expert in your field. 50 00:04:31,473.33333333 --> 00:04:40,653.33333333 And one thing that I always tell coaches, consulting and therapists to keep in mind when you're building out your practice, you want to be known as that expert. 51 00:04:40,653.33333333 --> 00:04:46,473.33333333 And when I say expert, that doesn't mean that, you know, everything, that just means that you are a trusted source. 52 00:04:46,743.33333333 --> 00:04:53,553.33333333 And people are going to come to you for that information that they know they can get that's reliable and real time. 53 00:04:53,763.33333333 --> 00:05:02,343.33333333 So when it comes to podcasts, you have the opportunity to build your authority, build that trust that everyone talks about in this industry. 54 00:05:02,643.33333333 --> 00:05:04,683.33333333 And reach a targeted audience. 55 00:05:04,683.33333333 --> 00:05:10,83.33333333 Like every time I go viral, sometimes I shake my head because I'm like really Instagram. 56 00:05:10,83.33333333 --> 00:05:23,533.33333333 Where did you really get this audience of people from to show my concierge But one thing that we know with a podcast, if you build it the right way, you should be targeting people based upon your SEO strategies. 57 00:05:23,833.33333333 --> 00:05:32,233.33333333 When it comes to podcasting, I think every coach should really consider it a, especially if you're going to be in this industry for a period of time. 58 00:05:32,503.33333333 --> 00:05:38,503.33333333 So the last thing that I want to talk about when it comes to positioning yourself as an expert with a podcast. 59 00:05:39,13.33333333 --> 00:05:44,923.33333333 Is so important that you implement sustainable and simplify marketing strategies. 60 00:05:45,313.33333333 --> 00:05:47,623.33333333 I see so many coaches get burnt out. 61 00:05:47,653.33333333 --> 00:05:53,323.33333333 And if you're thinking about starting a podcast, I would tell you do not DIY it. 62 00:05:53,563.33333333 --> 00:05:59,773.33333333 So many people have a podcast that's simply just out there just for the sake of saying they have a podcast. 63 00:06:00,373.33333333 --> 00:06:05,263.33333333 You're a launch as a podcaster is going to be so important. 64 00:06:05,563.33333333 --> 00:06:14,713.33333333 If you don't launch your podcast the right way, you're going to never get that momentum when it comes to charting and ranking on the search engine. 65 00:06:14,883.33333333 --> 00:06:21,853.33333333 as an expert, I will love for you to invest in your podcast journey because quality does matter. 66 00:06:22,3.33333333 --> 00:06:22,393.33333333 Now. 67 00:06:22,423.33333333 --> 00:06:25,603.33333333 No one is saying that you have to be a professional podcast to. 68 00:06:25,873.33333333 --> 00:06:27,733.33333333 All the dramatic affects. 69 00:06:28,3.33333333 --> 00:06:36,433.33333333 It just needs to be clear, concise, and people need to be able to tolerate the sound that's coming from your podcast. 70 00:06:36,613.33333333 --> 00:06:52,43.33333333 So, one thing I know for sure, podcasting is very effective when it comes to your marketing approach and can position you as an expert, So when it comes to starting your podcast, you have to think about your time. 71 00:06:52,73.33333333 --> 00:06:53,813.33333333 You have to think about your time. 72 00:06:54,113.33333333 --> 00:07:01,883.33333333 a lot of people just don't have the time to create content all throughout the week to stay visible on social media. 73 00:07:02,63.33333333 --> 00:07:03,713.33333333 What I love about podcasting. 74 00:07:03,923.33333333 --> 00:07:10,823.33333333 You can have it set up where you're going to be posted one episode a month, or you can have it where it's set up. 75 00:07:10,853.33333333 --> 00:07:13,523.33333333 You're going to be dropping a new podcast episode. 76 00:07:13,603.33333333 --> 00:07:16,513.33333333 every other week is all up to you. 77 00:07:16,663.33333333 --> 00:07:21,223.33333333 Yo podcasts can be two minutes long, or it could be 25 minutes long. 78 00:07:21,463.33333333 --> 00:07:25,93.33333333 You get to decide podcasting is still fairly new. 79 00:07:25,273.33333333 --> 00:07:26,923.33333333 So there are no rules out there. 80 00:07:26,923.33333333 --> 00:07:32,383.33333333 You create your own rules as you go alone, but you want to be able to make sure that that is sustainable. 81 00:07:32,413.33333333 --> 00:07:44,943.33333333 So regardless if you're working a nine to five, or you do not have as much time throughout the week, I think it is the best marketing strategy So build a successful coaching or consulting business. 82 00:07:45,263.33333333 --> 00:07:52,193.33333333 The next thing that we talked about, social media, all of us know that the algorithm is not playing in our favor right now. 83 00:07:52,433.33333333 --> 00:08:01,313.33333333 So how can, you could see you to target or people that you will like to work with? It's all SEO driven is SEO driven you guys. 84 00:08:01,313.33333333 --> 00:08:09,833.33333333 And I want more people to understand if you take a podcast and you take the SEO strategies that I teach and coach, and with confidence. 85 00:08:10,133.33333333 --> 00:08:14,243.33333333 And you're pulling people in as an expert on your website. 86 00:08:14,273.33333333 --> 00:08:18,173.33333333 And also you have your podcast assessable they're on your website. 87 00:08:18,473.33333333 --> 00:08:29,563.33333333 People are going to see you as a trusted source, which is going to be so great for you because now you're targeting people base off of what you can really do for them. 88 00:08:29,563.33333333 --> 00:08:35,413.33333333 So they're coming in with the mindset of investing in a coach and learning more about you. 89 00:08:35,473.33333333 --> 00:08:42,403.33333333 Right? So let's get away from thinking that we have to be burned out over on social media because you guys I'm in the middle of a launch. 90 00:08:42,583.33333333 --> 00:08:46,843.33333333 So of course, I'm going to be talking about coaching with confidence, but let me tell you this. 91 00:08:46,903.33333333 --> 00:08:52,873.33333333 Every person I have spoken to that was either on my wait list or came to my open house. 92 00:08:53,443.33333333 --> 00:08:57,703.33333333 They're signing up for kosher with confidence and guess what they all had in common. 93 00:08:57,973.33333333 --> 00:08:59,623.33333333 They came from our podcasts. 94 00:08:59,623.33333333 --> 00:09:01,273.33333333 They came from a search engine. 95 00:09:01,633.33333333 --> 00:09:05,263.33333333 And what I realized I was putting too much effort. 96 00:09:05,563.33333333 --> 00:09:09,73.33333333 It's a social media, because I was something that I was enjoying. 97 00:09:09,223.33333333 --> 00:09:17,613.33333333 But at the end of the day, the buyer's journey is so much longer People only take action when they know better, they see better. 98 00:09:17,793.33333333 --> 00:09:32,373.33333333 Or even when it hurt, that's when they're ready to take action, when you think about the quality of a lead that comes from social media versus a quality of a lead that console podcasting, or from a Google search, they are totally different. 99 00:09:32,373.33333333 --> 00:09:32,883.33333333 My friend. 100 00:09:32,933.33333333 --> 00:09:35,933.33333333 You could take one marketing channel and position yourself. 101 00:09:36,263.33333333 --> 00:09:38,423.33333333 As an expert book, please. 102 00:09:38,423.33333333 --> 00:09:43,283.33333333 My friend, going back to what I said do not DIY you're a lot. 103 00:09:43,343.33333333 --> 00:09:45,503.33333333 You're a lot is so important. 104 00:09:45,803.33333333 --> 00:09:51,833.33333333 And in order for you to start picking up the momentum that you want in your business from a podcast. 105 00:09:52,193.33333333 --> 00:09:54,533.33333333 You will have to relaunch it all over again. 106 00:09:54,743.33333333 --> 00:09:56,3.33333333 So you're like merrily or. 107 00:09:56,93.33333333 --> 00:10:02,243.33333333 Why are you telling me all of this now? Because you, my friend, I want you to be a part of coaching with confidence. 108 00:10:02,633.33333333 --> 00:10:09,773.33333333 It's out of coaching with confidence, you will learn the SEO strategies, not only just for Google, but also for podcasts. 109 00:10:09,773.33333333 --> 00:10:18,383.33333333 And you will learn how to position your expertise to attract the people that you want to work with and repel the ones that you don't want to work with. 110 00:10:18,413.33333333 --> 00:10:24,233.33333333 It's so important as a coach that you think about the quality of lead that you go attract. 111 00:10:24,403.33333333 --> 00:10:34,963.33333333 so you can become profitable and start building that marketing momentum that you love and you desire, right? One thing that I always say is build real relationships with people. 112 00:10:34,963.33333333 --> 00:10:41,83.33333333 Because if you build real relationships with people through marketing, you're going to build that know like, and trust. 113 00:10:41,113.33333333 --> 00:10:49,153.33333333 And eventually you're going to build that demand for your business, which is going to allow you to become profitable and also sustainable. 114 00:10:49,153.33333333 --> 00:10:54,613.33333333 you will be able to start making prediction and projections within your coaching business. 115 00:10:54,883.33333333 --> 00:11:06,553.33333333 So my friend, I just want it to come out here today to tell you if you are a coach cuss out or therapist, leverage podcasting to grow your business. 116 00:11:06,943.33333333 --> 00:11:13,33.33333333 Until next time, my friend, Hey friends, thank you for listening to sustainable coaching podcast. 117 00:11:13,63.33333333 --> 00:11:16,873.33333333 I hope it gave you the clarity and confidence to start your coaching business. 118 00:11:17,203.33333333 --> 00:11:19,183.33333333 This is just not another podcast. 119 00:11:19,363.33333333 --> 00:11:20,353.33333333 It's a community. 120 00:11:20,403.33333333 --> 00:11:22,563.33333333 Head over to sustainable coaching.com. 121 00:11:22,743.33333333 --> 00:11:24,633.33333333 So check out all the resources. 122 00:11:24,843.33333333 --> 00:11:30,453.33333333 This community is for women who are ready to build a profitable and sustainable coaching business. 123 00:11:30,723.33333333 --> 00:11:46,413.33333333 Not only will you get the clarity and confidence that you need to start your coaching business, you will learn how to start attracting clients with proven strategies by dominating the search engine, because we are the solution to someone problem as a coach.