359 – Using Podcasting To Fill Your Funnel With Danny Ozment
Accelerating Sales to Scale your Business
If you’re a podcast listener, but you’re still not sure how starting your own podcast could accelerate your sales, you might change your mind after listening to this episode. There are only 350,000 active podcasts now. So there’s plenty of opportunities for you to use it in sales, but most importantly, to build strategic relationships.
Today’s guest, Danny Ozment, is a highly sought-after podcast strategist, speaker, online course creator, consultant, and the Podcast Strategies host. He will tell us why podcasting is such an essential element in sales, what you should put in your first 10 episodes and how to avoid podcasting fading.
06:51 – Tech and cloud consultants should have a podcast. They can use a podcast to build their level of authority.
10:37 – Where do most people listen to a podcast? Apple is responsible for about 60% of all podcasts downloads.
15:45 – Repurposing your podcast content. Broadcast while recording, create Instagram reels and create a YouTube Channel.
22:30 – How podcasting becomes a more direct sales path for your clients. Any person you would love to have as a client, get them on your podcast to start that relationship.
27:18 – Is starting a podcast too hard? It's easy to get started. The harder part is sticking with it.
30:25 – What pod fade is? Most podcasters never make it past 15 episodes.
31:37 – The Rapid Fire Section
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Podcast: Referral marketing on a grand scale
If you think of the average podcast listener, they’re subscribed to six podcasts, and they listen to an average of 60 to 90 minutes of audio a day. When they follow a podcast or listen to a podcast, they’re spending maybe 20 or 30 minutes a week listening to that person. 93% of podcast listeners listen to more than half of every episode. After a few weeks, you have someone that has spent two or three hours listening to you. And there are a lot of people that don’t spend that much time with friends or their spouses.
So you have this solid relationship. And then when you’re trying to find clients, or when you’re trying to sell digital products, having that trust, having that relationship with someone is powerful. Podcasting is really referral marketing on a grand scale. You would tell another friend to check out a product you love or a realtor that helped you buy your last house. You are that friend, and you’re talking to hundreds or thousands of people at a time, so really, it is referral marketing on a grand scale.
How to build your audience as a new podcaster?
The idea of the podcast is that over that amount of time, you have the ability, as a consultant, to share stories and experiences, teach people, and solve problems for people. So when you start, after you’ve told people your story, how you got where you are, you have to tell them what this podcast is going to be about and how you’re going to help you.
Immediately in the next few episodes, you should tackle the three main problems you see as a consultant all the time or answer the three most common questions you get as a consultant. If you can answer those questions really quickly early on your podcast, you not only have people now that know you because they’ve heard my story, but they are more likely to continue listening and potentially become a client, buy your book, get on your email list or speak to their corporation and maybe start a relationship.
That’s how it’s going to work with a podcast if you’re building up that authority over time. And then you create that warm relationship with those people that you’ve helped. And it may not be in the first 10 episodes, but at some point, someone who has entered into that funnel will hire you.
Early episodes are still important
Recently, Apple changed their operating system, which meant they changed their podcast app too. Before, when you searched for any podcast, you would see a big button that said subscribe, and then the first episode you’d see would be the trailer episode. Now Apple has set it up so that you have to follow a podcast. You don’t subscribe anymore because they have premium content, and they want you to subscribe to premium content. And now that big button says the latest episode.
If anyone finds your podcast, the first thing they’re going to listen to is your latest episode. So the first minute of every episode is going to be key. But we see about 5 to 10% of people’s downloads coming from their first 10 episodes. That’s why those early episodes are really important. You should consider replacing some of those early episodes with more current information on what you’re doing now. That bingeing behaviour of going back to the beginning and listening through is pretty true for most podcast listeners now.
How to use podcasts to get direct sales?
- Get any person you would love to have as a client on your podcast to start that relationship. Make them feel like a celebrity, use them as a case study, but then you have the opportunity to create a relationship and show them what you can do with a public tool like a podcast. It sounds like a broken record sometimes, but as a consultant, it’s all going to come back to that relationship that podcasts can create in a short amount of time because of the amount of time people spend listening to you.
- Once you have a podcast, it is easier to go to other podcasters and pitch them to have you on as a guest, as an expert. You could go to podcasts with larger audiences, talk about your expertise. And somebody who listens to that podcast listens to that expert. When you have a larger audience, experts endorsing someone who’s even more expert in this smaller area seems to be very powerful and effective at getting those higher-value clients.
The Rapid Fire Section
What are some of the daily habits that you do to help to accelerate your sales?
I try to do something every day that furthers a relationship, whether that’s emailing a client or creating my next podcast episode. Something that is much more robust and deep connects with someone in some way that is helping us move our business forward.
What are some of the tech tools you use to accelerate your sales?
The one I probably couldn’t live without right now is ConvertKit in terms of managing my email list. And we’re starting to play with a new tool called Go High Level that allows us to build our funnels in there, manage our email list, do some e‑commerce, and manage our membership site. And I’m seeing that will probably be the essential tech piece in the future for me.
Where do you get your best source of ideas for podcasts?
I get all my best ideas about podcasting through listening to other podcasts. And I would say that as much as I listen to business podcasts and get ideas from marketing podcasts, I listen to other regular podcasts and get amazing ideas about how to communicate with an audience. There’s one podcast that I love right now called Pantsuit Politics. It is primarily talking about politics in the US. It’s two moms who were both lawyers, avid political fans, love talking politics and one’s more conservative, one’s more liberal, but they have wonderful conversations and relationships with their audience. So, hearing how they relate to their audience and communicate with them has given me some of the best ideas that I’ve passed on or used to grow my own.
What is one action that someone can take to 10 X their sales today?
Starting ugly, just getting something out there and starting to get feedback is the one thing that accelerates my sales more than anything.
- Danny’s LinkedIn
- Danny Ozment Podcaster Pod
- Accelerate Sales Program
- Take The Accelerate Pulse check!
About Danny Ozment
Danny Ozment is a business strategist and podcast consultant for busy professionals and solopreneurs who want to create podcasts that build brand loyalty and make their marketing efforts more effective. His goal is to help you clarify your message and publish engaging content that creates customers who trust you before they buy and can’t wait to tell the world about you.
Danny’s refreshing approach as the owner of Emerald City Productions has made him a sought-after speaker, online educator, and consultant for major corporations and thought leaders. His clients include Salesforce, LinkedIn, the John Maxwell Team, Mike Kim, and The Dijulius Group.
He is the host of the highly-rated podcast, Podcast Strategies for Growing Your Business, Community, and Influence. He has spoken at industry-leading events including Podcast Movement and Mediavine.
Right now, Danny is wearing out his Walt Disney World annual pass with his wife and 2 kids. When he’s not on Pirates of the Caribbean, he spends his days on a mission helping podcasters change the world one download at a time. The free tips he provides at dannyozment.com, guarantee you’ll launch and grow a podcast that will impact the world.
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