More Profitable Podcast | Business Podcast Strategy for Coaches and Consultants

There are three mistakes our team sees over and over again when business owners are looking to generate right-fit clients from their podcast. These come up again and again, and they’re fixable. So let’s fix them! 

In the last few weeks, I’ve been in the car a lot. I live in Orange County, California but often head up to LA for events or to meet up with friends, and for some reason, it’s been happening a lot these last few weeks. That means a lot of time in the car which obviously means a lot of podcast time.

Instead of staying with my comfort shows and my old business favorites, I went to search and just organically started looking for shows that would probably be a fit to work with us. I wanted to see what was happening in the market. What are these hosts doing right now that works, and what are they doing that likely isn’t working? This episode is a look at what I discovered.

In this episode of The More Profitable Podcast, we’ll talk about the three mistakes we see service-based businesses make time and again that prevent them from using their podcast to generate, educate, and convert right-fit clients

5:00 - The first of two ways podcasters make the mistake of making their show all about themselves.

7:30 - The importance of understanding why you’re sharing what you’re sharing on your podcast

11:50 - You cannot “value” your audience into a sale

13:00 - What value should actually look like in your brand’s podcast

16:15 - Trying to prove how smart you are is now how you generate sales from your podcast and will lead you to make the first mistake

17:40 - Are you distracting your listeners instead of delivering on your show’s purpose

18:50 - Examples of a strategic way to include guests in your podcast

22:00 - The kinds of guests our podcast features (and why)

24:20 - A reminder, we’ve all made these mistakes and will likely make them again

Mentioned In 3 Mistakes Business Owners Make When Using Their Podcast to Generate Leads

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Quick heads up: I’m planning to challenge you to rethink the role of your podcast in your business. Instead of viewing podcasts merely as content, I want you to treat your show as an active member of your sales team. 

This shift in perspective is crucial for maximizing the effectiveness of podcasts in generating and converting leads.

Don’t worry—I’m not just throwing this idea at you and running away. We’re going to talk through it step by step as we discuss the importance of understanding the "who, when, how, and what" of selling through a podcast. This includes knowing your audience, the timing of your messages, the method of selling, and what information listeners need to make a purchase.

You’ll even get examples from inside the show, like when I remind you that the doors to the Profitable Podcaster Mastermind are open now. This program is designed to help podcasters like you audit their shows, develop a 12-week content plan, and establish processes for ongoing strategy implementation.

05:00 - Uncover the fundamental business insights you need to know to stop the strugle and start converting your podcast listeners into clients.

10:00 - How the elements of your podcast are actually just the answers to your sales questions

13:20 - Why educating your podcast audience is crucial for sales conversion and how it differs from simply nurturing your listeners

19:30 - Every podcast episode needs a strong call to action and what that looks like

Mentioned In What if Your Podcast Isn't Just Content But Part of Your Sales Team?

Generate, Educate, and Convert the Right Clients Inside the Profitable Podcaster Mastermind

Podcasting for Profitability Roundtable

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Do you have enough space to approach your podcast strategically? Or are you just focused on getting content out?

While podcasting isn’t your business model, it is still a part of your business. But you can be more efficient in how you approach it so that it’ll be an asset that better serves your goals and helps make your business a profitable one.

That’s where something like the Profitable Podcaster Mastermind comes in. And even though you’ve heard from a couple of mastermind members on this show about their experience, I’ve never gone in-depth on what the program itself is all about and how it works. So let’s change that!

In this episode of The More Profitable Podcast, you’ll learn what the mastermind is, how it operates, and who it’s for. I’ll take you through each month of the program so you can see how it helps you use your podcast to generate, educate, and convert right-fit clients.

2:34 - Two reasons to listen to this episode even if you aren’t interested in the mastermind

7:28 - What is the Profitable Podcaster Mastermind? A walkthrough of the baseline structure of the program

13:03 - Themes covered in each month of the mastermind program

18:11 - What type of podcaster is this mastermind good for?

Mentioned In Generate, Educate, and Convert the Right Clients Inside the Profitable Podcaster Mastermind

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This might ruffle some feathers; okay, someone is going to hate this, but there’s a fairly simple reason why you can’t batch record your podcast. It’s not that it’s just not how your creativity works or an energy issue. It’s a planning problem.

Today’s episode is inspired by a message sent to me by a Podcast Strategy Intensive client after working together. After listening to episode 600 of this show, they sent me the following…

“I've been podcasting for 15 years. I have heard people talk about the benefits of batching and I have never felt like I could do this. And I realized, listening to episode 600, why that is. It's not that I didn't have the time or the energy or the focus to produce more than one episode at a time. It was because I was coming up with my content plan one episode at a time. Now that I have a 90-day plan, suddenly batching--and all the benefits that attach to it--seems not only possible but logical and inevitable.”

The problem is simple: you’re ONLY thinking about batch recording, which means you end up trying to plan and prep multiple episodes AND trying to record them. You’re trying to do too many things at once.

In this episode of The More Profitable Podcast, we’re talking about the step you’re skipping that’s making it hard to get more than one episode of your podcast recorded at a time. More importantly, we discuss the larger impact of skipping this on your show quality and confidence.

2:00 - What made batching “logical and inevitable” for one of our clients

5:30 - We’re talking about batching the wrong way

8:00 - The energetic cost of looking at your podcast one episode at a time

10:00 - How can you make content batching more effective in your business

12:40 - How batching better supports your creativity by adding facts to your feelings

14:30 - What batching looks like for my show

18:00 - The importance of keeping your data in mind when planning your podcast

20:15 - What skipping your planning is costing you (and it’s not about the money)

23:30 - How to get the confidence to say the scary things on your podcast

Mentioned In The Real Reason You Can't Batch Your Podcast

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Every business has nuanced needs. And sometimes, the advice you hear comes with caveats or might be the opposite of what’s best for your business.

For instance, I’ve warned against the idea of a podcast guest format as the main structure for your show. Too often, it can distract people from your business (or just fails to bring right-fit clients in).

However, a recent Podcasting for Profitability Roundtable brought something new to light on this topic, specifically for local-based service providers. A participant introduced an idea for their show that highlights something locally-based entrepreneurs need to consider and remote businesses typically don’t.

In this episode of The More Profitable Podcast, you’ll learn why regularly having podcast guests isn’t a distraction for local service business owners. I’ll give examples of how it helps build credibility, authority, and connection and also teach you how to use nuance to better serve your business, even if you work with clients nationally/internationally and aren’t locally based.

3:35 - Why there’s not always one solution for everything

9:41 - The nuance that locally based service providers need to consider

13:48 - Examples of how local business owners can use their show to connect with their community

17:26 - A really powerful way to supercharge your networking as a local service-based entrepreneur

20:35 - Questions to help you bring nuance to tools and tactics for your podcast (even if you’re not a locally-based business)

Mentioned In Build Credibility, Authority, and Connection As a Local Business Owner Through Podcasting

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See if either of these scenarios seems familiar:

You open your DMs, and someone asks you a question you’ve heard a thousand times. Or you experience sales call after sales call after sales call (after sales call) with yet another poor-fit client.

Why do you constantly find yourself in these kinds of time-wasting situations? You need to not only have the pieces in place to use on the fly and maximize your time, but you also need to know the right pieces.

That’s where too many podcasters go wrong and why they fail to generate the sales they want! So, let’s shift the way you think about how you build your podcast and how you understand the purpose of the episodes you release.

In this episode of The More Profitable Podcast, you’ll learn about client or listener education and why it’s the key to moving them into the action you want them to take. I’ll teach you the difference between educating versus nurturing your audience, give examples of how to educate and reveal the benefits of an education episode library in your podcast repertoire.

1:02 - Why nurturing is a problem when it comes to content creation for sales-generating purposes

3:14 - What most business owners are doing with their podcast and what you should do instead

6:00 - Examples of how I educate listeners and potential clients on their problem or solution

11:32 - How a resource library of education episodes maximizes your time, allows you to delegate, and leads to a purchase decision

14:50 - How easy it can be to feel like you’re addressing an issue when you’re not

Mentioned In Defining Audience Education and How to Do It Effectively

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Facebook Ads have been the lead-generating go-to for many business owners for a while now. And despite how much things have changed since its inception, too many podcasters still just jump right into the platform expecting a giant result without considering whether their approach is even in congruence with their goals.

See, for many podcasters, the audience is the product, and the customer or client is the sponsor who wants to sell advertising to listenership. But if you’re an entrepreneur using your podcast to sell a service to right-fit clients, how you approach Facebook (or any other platform) has to be different.

In this episode of The More Profitable Podcast, you’ll learn an effective way of growing your audience with Facebook ads and how they affect the impact of your show. I’ll also reveal what you need to consider beforehand and why there’s a discrepancy between your audience and conversion rate.

5:17 - How Facebook advertising is different now and the advice you should be wary of

7:27 - The outdated strategy many podcasters still use with Facebook Ads

9:05 - How to run Facebook Ads to get the podcast (and business) results you want

11:48 - How to retarget someone who has previously engaged with your business

12:54 - What you need to ask yourself and reevaluate before you seek out more listeners

16:47 - How I’m planning to use retargeting to sharpen a tool I already have

18:43 - Two reasons for a disconnect between your listenership and sales and how you can get help

Mentioned In Are You Growing Your Listenership Through Facebook Ads With the Right Approach?

“This Guy Executed An Epic Revenge Plan On His Roommate Using Facebook’s Targeted Advertising” by Katie Richards | Business Insider

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Have you always had the same podcast format and have never thought about changing it? Or has the thought of switching things come up recently, but you’re worried about possible consequences?

If you’re like most podcasters, you’ve probably had the same overall format since day one. But should you make a change? If so, how? And do you need to announce it to your listeners beforehand?

Good news! It isn’t complicated at all! And there are advantages and disadvantages to any structure you use for your show.

In this episode of The More Profitable Podcast, you’ll learn the three most common formats we create for podcasts and the pros and cons of each. I’ll also discuss what to do when changing the format of your show (whether overall or for just occasional episodes), the strategic purpose behind whatever structure you choose, and why it’s not the format that matters in the end.

4:55 - The guest interview format and why I call it the “lazy choice”

8:10 - How we do roundtable discussions to highlight the advantages and mitigate the one disadvantage of this format over traditional guest episodes

13:02 - Why you must have solo episodes (even if just occasional ones) and why this format can feel like a heavy lift

17:46 - Another caveat to solo episodes and an example of the biggest benefit they give you as a podcast host

19:34 - How to approach using different formats on your show for your audience

22:59 - Why your show’s format doesn’t really matter (as long as you do this) and the importance of a strategy-based format decision

Mentioned In Choosing the Right Podcast Format (and How to Make a Change)

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The Hard Truth About Why You’re Not Batching Your Content

The Real Reason You Can’t Batch Your Podcast (and why it’s costing you big time) 

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Everybody has an opinion about what kind of marketing is the best. And so many think they know the magic button solution for all businesses.

If you’ve been around long enough, you’ve probably heard discussions about the virtues of avenues like blogging over video and vice versa. People even argue over platforms to use (or the types of content within the same platform, like whether Reels, Stories, or Posts are best for attracting attention on Instagram).

However, I see this most frequently come up in regards to short-form versus long-form marketing, such as social media versus podcasting. Do you need to do one or the other, or do you need both? Which one is better?

In order to answer those questions for yourself, you need to understand what button you need to press right now to get the results you want for your business model, needs, and personal capacity. And that’s what I want to dig into while using this podcast as an example to showcase what I’m talking about today.

In this episode of The More Profitable Podcast, you’ll learn why so many entrepreneurs struggle with doing either social media or podcasting, the purpose of each, and how they serve my business to help you decide your approach to using these marketing forms. I’ll also reveal why you don’t want to favor nurture over attraction marketing (or vice versa) too much as a service provider.

5:00 - The missing element that causes most people to struggle with either social media or podcasting

7:12 - The role of social media and podcasting and the type of relationship each is best built for

10:03 - How I made an example out of this episode to showcase the difference

13:00 - How the function of each helps you decide how much of each to use based on the business model you have

21:18 - The importance of having a strategic, balanced content plan when using long and short-form marketing like social media and podcasting

Mentioned In Social Media vs. Podcasting: Is One Really Better Than the Other?

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How can the Profitable Podcaster Mastermind help you if you already have a good process in place for your show?

Elizabeth Sherman has been podcasting for about three years. She’s a pretty organized, process-driven person who works ahead of schedule and with someone she trusts. Still, she felt the need for more support and a strategic approach to her show, particularly with a rebranding on the horizon.

In this episode of The More Profitable Podcast, you’ll hear about how our work together through the ProfitablePodcaster Mastermind has moved Elizabeth from reactively releasing episodes to proactively using her show as an asset and how her perspective on her podcast has changed. You’ll also discover the secret to batching episodes without frying your brain and exhausting your energy.

3:22 - Elizabeth discusses her podcast rebrand and her struggle with changing the name

6:46 - Fun fact about why diets don’t work for midlife women

8:55 - How the mastermind helped Elizabeth be more proactive with using her podcast as an asset

13:39 - How Elizabeth has repurposed some of her content into a cool, pre-client education opt-in

18:55 - The belief that changed for Elizabeth when she looked at the data behind her podcast

20:35 - What Elizabeth’s process looks like now and how to batch episodes without burning out

28:06 - A bonus tip to help you feel better about the results of your show

Connect with Elizabeth Sherman

As a Master Certified Life and Health Coach, Elizabeth empowers women in midlife to embrace vitality and wellness. With over 17 years of experience, she combines her personal journey and extensive certifications - including Life Coaching, Feminist Coaching, Health Coaching, Nutrition, Women's Hormonal Health, and Personal Training - to guide women through the challenges of midlife health and wellness.

Total Health in Midlife Podcast

Goal Setting Series:

Setting Realistic Goals

Understanding and Overcoming Myths

Navigating Obstacles

Maintaining Motivation

Mentioned In How to Make a Well-Organized Podcast Even Better with Elizabeth Sherman

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