Corporate Podcasting: Increasing Podcast Listener Conversions With the ‘3 Yeses’ Principle
While there may be challenges on your corporate podcasting journey, the medium itself can turn out to be a valuable lead generation asset for your company.
But how do you craft a Call-to-Action so that you can actually turn listeners into leads, prospects, and clients?
In this article, we look at what you should consider, and what to do to take your podcast listener conversions to the next level.
When is a Podcast Call-to-Action Effective?
Connie sees a Call-to-Action as effective ‘when there is some clear value and more specifics about how to approach something – and when there is a roadmap or pathway toward what to do next as a podcast listener'.
When the “next step” a podcast host or guest offers listeners is contextual and feels authentic, then there are higher chances of listeners wanting to continue their learning experience beyond the podcast episode itself.
Yann adds an additional element to this aspect, an element that contributes to the effectiveness of a podcast Call-to-Action: alignment.
What is offered to listeners after they are finished with the podcast episode should be as aligned and connected to the podcast episode itself (and its content) as possible.
Let’s say one of us did a podcast interview as a guest (by the way, did you know that we are actually both podcast guests? You can learn more about interviewing Connie and Yann on our respective podcast guest webpages).
If the main topic of the interview was corporate podcasting, then having a Call-to-Action that invites people to sign up for a webinar about blogging may not be the best fit.
On the other hand, ourwhite paper that focuses on corporate podcasting or a webinar similar to the one we recently did for theWashington D.C. chapter of the American Marketing Association would be much better picks and would likely lead to higher conversions.
Why These Mistakes Are Costing You Conversions (and Money)
There are a couple of mistakes many podcast hosts and guests alike make, that can impact their podcast listener conversions.
The first one often occurs because of a lack of understanding when it comes to how podcast listening really works.
Many people multitask while listening to podcasts, which means that you may have listeners who jog, walk their dog, exercise at the gym, cook, drive or commute, while tuning in to listen to your content.
This means that mentioning a long link, that is quite difficult for a listener to remember, isn't a very good idea.
You should think of using links that are short and sweet instead.
In case the page or resource you would like to mention already has a url and it is a rather long one, then you could use something like Pretty Links (if you are using a WordPress site), Bitly or JotURL to create a redirect – a link that is short and can be remembered easily.
When it comes to the second mistake that is costing podcasters and podcast guests conversions, digital marketing can be blamed, at least in part…
Typically, when thinking of landing pages, we are taught to have the page feature one Call-to-Action.
Yes, just one.
Every element should contribute to a visitor taking that action, whether it is ‘Download the Report’, ‘Book an Appointment’, ‘Sign up for the Workshop’, or something else.
This thought process makes sense in this context as the traffic that is sent to landing pages is often cold traffic – people who may not know much about you and what you do, nor trust you, yet.
If you think about it, when mentioning a specific page on a podcast episode you are not going to send cold traffic to it, rather people who have been listening to you, and have already gotten your insights and advice.
True, some listeners may still need nurturing and it may take time before they are actually ready to become clients.
Others might have been impressed by what you shared on the podcast and could be ready to buy from you, though they may not be ready to make a big investment just yet.
The remaining group of people includes those who listened to your podcast episode or podcast guest interview, were impressed by you and your content, and are ready to spend money on what you sell.
Treating a page you mention on a podcast episode (which will receive warm traffic) the same way you would a “standard” landing page (which will receive cold traffic) is a mistake that can cost you leads, conversions, and money.
Using ‘the 3 Yeses’ to Increase Podcast Listener Conversions
If you would like to use your podcast to generate demand and have people in the audience convert into something else, then you should embrace the principle Interview Valet founder and Podcast Guest Profits author Tom Schwab calls the ‘3 Yeses’ Principle.
The idea is simple: since you are sending podcast listeners toward a specific page, then you should remember that some of those listeners may actually be ready to buy from you right there and then.
This means that if you send them to a “traditional” landing page, ask them to take an action (e.g. download a PDF) and then have them go through an email sequence – which may be several days or weeks long – then you are potentially leaving money on the table by providing a journey for “warm” people that looks just like the one you are offering “cold” people (in terms of its mechanics).
The ‘3 Yeses’ Principle has a different approach, as its core elements are 3 things podcasters and podcast guests should add to their pages (a difference with the one, and only one, element traditional landing pages feature).
Here are the ‘3 Yeses’ you should consider having on the webpages you mention during your podcasting or podcast guesting content:
Small-size Yes: a “next step” you offer podcast listeners that requires no monetary investment and a little investment in terms of time. A downloadable checklist or email template that can be consumed in just a couple of minutes, and that provide quick wins, are examples of a Small-size yes.
Medium-size Yes: a “next step” that requires a little bit more of a time investment with little or no monetary investment. Think of something like a webinar (which requires more time to be consumed than a checklist) or a low-priced product such as a book or a mini-course, for instance.
Big-size Yes: this is the “next step” you offer that requires the biggest investment in terms of both time and money.
Typically, a high-end product or service you sell falls in this category.
As you create a page you direct podcast listeners towards, consider having all of the 3 Yeses on your page so that you will have something for all three audience segments.
Something for those who may need more work from you in terms of establishing the so-called Know, Like, and Trust factor, those who are ready to buy from you but not invest big yet, and those who are ready to go for your high-end products or services.
How to Track Your Podcast Listener Conversions
Now, the question becomes: how can you track your efforts to identify the Calls-to-Action, pages, or campaigns that convert the best?
Unfortunately, to date, the podcasting industry is yet to develop tools for the accurate tracking of podcast listener conversion.
You don’t need to worry though!
In fact, there is a workaround: tools you can use to get some measure of how your Calls-to-Actions are converting.
Platforms like Bitly and JotURL, which we mentioned earlier, can come in handy not just to create short and redirect links, but also to provide information in terms of conversions (ie how many people clicked on your Bitly/JotURL link).
Now you can create and leverage effective Calls-to-Action and the ‘3 Yeses’ Principle as a podcast host, podcast guest, or both!
Need help creating your own podcast listener conversion campaign? Then, get in touch with us and let’s discuss what you have in mind.
If you have content ideas in mind and need guidance we would love to help you!
About the Authors:
Connie Steele is the Co-Founder of Flywheel Associates, a Business & Career Strategist, am Executive Consultant, Host of Strategic Momentum, and Author of the new book "Building the Business of You." Connect with Connie on LinkedIn.
Yann Ilunga is a Podcasting & Lead Generation Consultant and International Speaker. Dubbed ‘Podcasting Advocate’ by Forbes, he has produced over 400 podcast episodes since 2014. Connect with Yann on LinkedIn.
