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Ash and Kane discuss whether podcasting is better for brand building or lead generation. They share examples of how podcasting is great for both but also explain that while podcasting can generate high quality leads, its real power lies in building trust and creating long term opportunities.

KEY TAKEAWAYS

• Podcasting builds a brand better than it generates leads, it generally creates more value through indirect opportunities than direct monetisation.
• Authenticity is essential as overly sales focused content isn’t good for audience trust and long term brand value.
• Tim Ferriss leveraged his podcast brand to invest early in Uber, Facebook, Shopify, Duolingo and Twitter, showing how brand benefits can outweigh direct revenue.
• Podcast listeners often skip typical marketing funnel stages, converting directly to high ticket purchases. Podcast leads are typically fewer but higher quality so listeners are more likely to buy expensive products and services.
• Interview established names in your industry to build credibility by association, especially when you are first starting out.
• The podcasting opportunity hierarchy is to brand build first, lead nurturing second and lead generation third.

BEST MOMENTS

"If you overly focus on lead gen, that will affect your brand. The longer you can go without asking, the more you can ask for."

"The more human you are and the more you share opinions and what you believe in, that's what builds brand. Essentially it's like trust and when you build brand, you get loads of opportunities."

"Tim Ferris is one of the OG podcasters. It's been around like a decade, more than a decade, almost 15 years, really strong brand and because of his really strong brand, he was given the opportunity to invest in some of the biggest companies at a really early stage."

"I think it is not the best vehicle for your top of funnel... Anybody who normally reaches out to us from the podcast, they're buying our training or they're working with the agency. They're not doing like discovery calls, webinars, let me get on your email list."

"The podcast, I might get like less than 10 leads a month, but like they're buying really expensive products.”

"The brand you get isn't just through posting content and getting views, it's by being sat next to somebody who's already really respected and leveraging other people's brand."

 

 

VALUABLE RESOURCES

Website

EPISODES TO CHECK OUT NEXT

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ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, grow and monetise a podcast. They run the UK’s largest podcast agency for independent creators, Progressive Media. Progressive Media take care of all things production, copywriting, design and video for podcasters round the globe. They have also recently launched Pod Partnerships, a new venture created to connect established podcasters with valuable audiences and innovative brands to create and manage win-win sponsorship campaigns.

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