Latest / Top Ranked | Podcast Business & Marketing Strategies for Women Entrepreneurs / 59 // What's Really Stopping You from Converting Listeners into Clients? (Hint, It's Not Downloads)

Transcript

59 // What's Really Stopping You from Converting Listeners into Clients? (Hint, It's Not Downloads) · Top Ranked | Podcast Business & Marketing Strategies for Women Entrepreneurs

• 0:00
  SPEAKER_00: It's pretty easy to assume that if your podcast isn't making money for your business, it's because you need more downloads.
• 0:07
  SPEAKER_00: And while that might be true, I don't think it's the first question we should be asking.
• 0:13
  SPEAKER_00: I'm Jan Ditchfield, an award-winning marketing strategist who left the corporate world, picked up a$25 microphone on Amazon, and built a half million dollar business powered by my podcast.
• 0:23
  SPEAKER_00: Along the way, I learned that success online isn't about hustling 24-7.
• 0:28
  SPEAKER_00: It's about building a business that works even when you're offline.
• 0:33
  SPEAKER_00: I created Evergreen Marketing Simplified to give you simple, actionable, step-by-step strategies to help you build an Evergreen business through your offers, your content, and a podcast-driven system that sells for you.
• 0:47
  SPEAKER_00: If you're a coach, consultant, or a course creator who wants to create consistent income without living online, so you can actually enjoy the life you're working so hard to build, you're in the right place.
• 0:59
  SPEAKER_00: Let's get to work, my friend.
• 1:03
  SPEAKER_00: Over the years, I've watched women build podcasts with relatively small audiences that generated meaningful revenue for the businesses.
• 1:11
  SPEAKER_00: I am one of those women.
• 1:13
  SPEAKER_00: And I've also watched women build podcasts with much larger audiences that struggle to convert listeners into buyers.
• 1:20
  SPEAKER_00: And what taught me is that revenue isn't always a visibility problem.
• 1:23
  SPEAKER_00: Sometimes it's an audience problem.
• 1:26
  SPEAKER_00: And that's a much more uncomfortable thing to talk about because visibility is really easy to measure.
• 1:32
  SPEAKER_00: We can see our downloads, we can see our rankings, we can see whether our audience is growing.
• 1:38
  SPEAKER_00: But what we can't always see is whether the people listening are actually qualified to buy from us.
• 1:45
  SPEAKER_00: And I think that's where a lot of us get stuck.
• 1:48
  SPEAKER_00: And then we spend months creating content and nurturing listeners and building trust and growing an audience without ever stopping to ask a very important question.
• 1:58
  SPEAKER_00: Are the people listening to my podcast actually in a position to become customers?
• 2:05
  SPEAKER_00: Because if they aren't, it really doesn't matter how many downloads you have.
• 2:09
  SPEAKER_00: It doesn't matter how good your content is.
• 2:11
  SPEAKER_00: And it doesn't matter how often you're promoting your offer.
• 2:16
  SPEAKER_00: Because you're trying to convert people who were never qualified buyers to begin with.
• 2:21
  SPEAKER_00: And I think that's why one of the most important jobs we have as women using podcasts to grow our businesses is making sure that the audiences we're attracting and the offer we're selling are aligned with one another.
• 2:35
  SPEAKER_00: Not just that the offer is good and not just that the content is good, but that the people hearing the message are actually capable of taking the next step with you.
• 2:45
  SPEAKER_00: So the question that naturally follows is this one.
• 2:49
  SPEAKER_00: Why do some podcasts consistently attract buyers while others seem to attract people who never purchase anything?
• 2:56
  SPEAKER_00: And that's where a framework called Bant comes in.
• 3:00
  SPEAKER_00: B-A-N-T Bant.
• 3:02
  SPEAKER_00: Now, Bant is a league qualification framework that's been around for years.
• 3:07
  SPEAKER_00: And honestly, I don't think it's talked about nearly enough anymore.
• 3:11
  SPEAKER_00: And the reason I love it is because it forces us to stop looking at our podcast through our own lens and start looking at it through the lens of the person we're trying to serve.
• 3:22
  SPEAKER_00: Because before we can decide whether an offer belongs behind our podcast, we need to understand whether the people listening are actually qualified to buy it.
• 3:32
  SPEAKER_00: So let's get into this together.
• 3:35
  SPEAKER_00: Like any great acronym, we are going to break this down.
• 3:39
  SPEAKER_00: B.
• 3:40
  SPEAKER_00: The B stands for budget.
• 3:42
  SPEAKER_00: In other words, can the person listening to your show realistically afford the thing you're selling?
• 3:48
  SPEAKER_00: Because if the answer is no, then it doesn't matter how good your content is or how many times they hear your call to action, they may love your podcast and they may get tremendous value from your content, but they aren't in a position to buy.
• 4:03
  SPEAKER_00: And when enough of your audience falls into that category, you can find yourself creating months of nurture content for people who were never realistic buyers in the first place.
• 4:14
  SPEAKER_00: Now, the A then stands for authority.
• 4:17
  SPEAKER_00: Can this person actually make the decision to work with you?
• 4:21
  SPEAKER_00: Or do they need permission from someone else?
• 4:25
  SPEAKER_00: This shows up way more often than people realize because sometimes the person listening loves your work and believes in your solution and wants the outcome that you're promising.
• 4:36
  SPEAKER_00: But if somebody else has to approve that investment, they're not actually the final decision maker.
• 4:43
  SPEAKER_00: And that's important because the person with the authority isn't the one listening to your podcast.
• 4:49
  SPEAKER_00: So they're never going to buy into how fabulous you are, which we both know you are that fabulous, because they're definitely the person qualified to make the purchase, but not the person who's actually listening to you and what you're saying and the value you're providing.
• 5:05
  SPEAKER_00: So there's a disconnect happening that's stopping a sale.
• 5:10
  SPEAKER_00: Now, the end stands for need.
• 5:12
  SPEAKER_00: Do they actually need help solving the problem right now?
• 5:17
  SPEAKER_00: You've heard me talk about this on the show before, but this is one of the reasons why I'm always encouraging you to think beyond the traditional ideal customer avatar.
• 5:26
  SPEAKER_00: Because someone can fit every demographic characteristic of your ideal client and still have no urgency around solving the problem you help with.
• 5:35
  SPEAKER_00: If the need isn't there, the sale isn't there.
• 5:39
  SPEAKER_00: And then finally, the T stands for timeline.
• 5:42
  SPEAKER_00: They may absolutely want what you're selling, they may have the budget, they may have the authority, they may even have the need.
• 5:51
  SPEAKER_00: But if the timing isn't right, they still aren't ready to buy.
• 5:56
  SPEAKER_00: And that's why I think so many of us end up chasing downloads when what we really need to be looking at is the buyer readiness of your audience.
• 6:06
  SPEAKER_00: Because if your listener can't meet those qualifications of budget, authority, need, and timeline, it doesn't matter how many downloads you get, the sales just won't come.
• 6:18
  SPEAKER_00: And you'll simply end up with more people who aren't ready to buy.
• 6:22
  SPEAKER_00: And that's exactly the reason why I teach buyer-ready listeners instead of ideal customer avatars.
• 6:28
  SPEAKER_00: Because when we build a podcast around a buyer-ready listener, we're intentionally attracting people who already satisfy most of the bant criteria before they ever reach the offer.
• 6:40
  SPEAKER_00: So if that's the problem, how do we actually fix it?
• 6:44
  SPEAKER_00: How do we build an audience of buyer-ready listeners instead of simply building a larger audience?
• 6:51
  SPEAKER_00: The first place I always start with is keyword strategy.
• 6:54
  SPEAKER_00: Because keywords do a lot more than help people find your show.
• 6:58
  SPEAKER_00: They're also helping determine who finds your show.
• 7:01
  SPEAKER_00: And that's an important distinction.
• 7:04
  SPEAKER_00: Because if you're targeting broad generic terms, you are going to attract broad generic listeners.
• 7:11
  SPEAKER_00: And they are people who are interested and curious, but also most likely people who like free content and not necessarily people who are actively looking for a solution.
• 7:21
  SPEAKER_00: Which is one of the reasons why I'm so obsessive about podcast SEO, because the right keywords don't just increase your visibility, they attract listeners who are already searching for help with a specific problem.
• 7:35
  SPEAKER_00: And those listeners are much more likely to satisfy the BAMP criteria that we already talked about earlier in the show.
• 7:43
  SPEAKER_00: The second place that I focus on is the content itself.
• 7:47
  SPEAKER_00: And this is where my six-part audio funnel comes in.
• 7:50
  SPEAKER_00: One of the biggest mistakes that I see women making is creating content that nurtures everybody equally.
• 7:56
  SPEAKER_00: The problem is that not everybody is ready to buy.
• 8:00
  SPEAKER_00: And that's why every episode should have a job.
• 8:04
  SPEAKER_00: Some episodes are designed to challenge a belief, some are designed to create urgency, some are designed to introduce a new possibility, some are designed to showcase proof, and some are designed to help people take the next step.
• 8:19
  SPEAKER_00: What we're doing isn't simply publishing content, we're helping listeners self-identify whether they're ready for a solution.
• 8:29
  SPEAKER_00: And over time, that naturally attracts more buyer-ready people into your world and gently moves the people who aren't out of it.
• 8:38
  SPEAKER_00: And then finally, now we're going to get to the offer.
• 8:42
  SPEAKER_00: Because yes, the offer still matters, but only after we've done the work of attracting the right people in the first place.
• 8:50
  SPEAKER_00: This is where I want you to make sure that the offer sitting behind your show is aligned with the audience you've intentionally built.
• 8:59
  SPEAKER_00: That it solves a problem somebody wants solved now, that it's available when they're ready to buy, and that it creates a logical next step in the customer journey.
• 9:10
  SPEAKER_00: Because when your audience and the content and the offer are all aligned with one another, something really interesting happens.
• 9:18
  SPEAKER_00: Your podcast stops functioning as a content platform and it starts functioning as a business asset.
• 9:26
  SPEAKER_00: And that's ultimately what we're trying to build.
• 9:29
  SPEAKER_00: Not just a podcast that gets downloads, but a podcast that consistently attracts the right people and helps move them toward the right solution.
• 9:40
  SPEAKER_00: And that's why more downloads won't fix a sales problem.
• 9:44
  SPEAKER_00: What fixes the sales problem is making sure the offer, the audience, and the content are all aligned with one another.
• 9:53
  SPEAKER_00: And when you start looking at your podcast through that lens, most of the time you don't need to rebuild everything, like I said.
• 9:59
  SPEAKER_00: You just need to make a few strategic adjustments that move the right people toward the right offer.
• 10:07
  SPEAKER_00: So instead of thinking you need to burn it down or you need to be hustling for more downloads, or that your offer is terrible and you need to start all over again.
• 10:17
  SPEAKER_00: I want you to take a step back and ask a different question.
• 10:22
  SPEAKER_00: Am I attracting an audience of buyer-ready listeners?
• 10:26
  SPEAKER_00: Because that's really what we've been talking about today.
• 10:29
  SPEAKER_00: The most successful podcasts aren't necessarily the ones with the largest audiences.
• 10:35
  SPEAKER_00: They're the ones with the right audiences.
• 10:38
  SPEAKER_00: And if you would like help learning how to build that, that's the work that I do with you inside a podcast that convert.
• 10:45
  SPEAKER_00: We're going to build your podcast into something that doesn't just create visibility, but creates true authority, attracts those buyer-ready listeners, and becomes a real business asset that's going to support the growth of your business.
• 11:00
  SPEAKER_00: And I'd be very happy to help you do that.
• 11:03
  SPEAKER_00: You can learn more about it at janditchell.co forward slash join.
• 11:08
  SPEAKER_00: All right, my friend, that's it for this one.
• 11:10
  SPEAKER_00: Thank you for joining me for this conversation.
• 11:12
  SPEAKER_00: And until next time, remember, let's keep it simple and let's keep it profitable.
• 11:18
  SPEAKER_00: I'll talk to you in the next episode.
• 11:20
  SPEAKER_00: Thanks so much for spending time with me today.
• 11:22
  SPEAKER_00: If you know someone who's trying to grow their business in a way that actually feels sustainable, would you share this episode with them?
• 11:29
  SPEAKER_00: It really does help more people find the show, and I'd be so grateful.
• 11:32
  SPEAKER_00: And if you're loving what you're hearing, make sure you're following along on your favorite podcast platform and leave a review.
• 11:38
  SPEAKER_00: I read every single one, and it helps me create more of what you actually want and need.
• 11:43
  SPEAKER_00: All right, my friend, I'll see you in the next episode.