How I use my podcast to launch and sell my digital products

Have you ever found yourself wondering something along these lines?

“How does my podcast fit in with all of my offerings?”

“Where should I use my podcast to promote things?”

“How do I fit it in with all of my products, and services and everything like that?”

I wanted to give you a behind-the-scenes look at how I personally use my podcast Socialette: Bite-sized Online Marketing to launch things and to sell my digital products.

>> Click here to listen to the podcast on your app of choice <<

 

5 ways to launch and sell your digital products using a podcast

 

Run ads

Firstly, I run ads for my podcast content and blog content. From Facebook ads, I will send people to listen to this podcast and I will send them also to read my blog posts. I also have been playing around with running Overcast ads. Overcast is a podcast app and you can buy ads that live in that podcast app that pop as a little banner. People can click on those and they get taken to your podcast. What I love about these is that you're targeting people who are already podcast listeners. They are podcast listeners in the category in which you're buying ads. All they have to do is click. They're already in the app, so it's taking them straight to your episodes in the Overcast app. That has been a really effective way of growing my listener audience.

 

Include call-to-actions to my free content

Once somebody is listening to my podcast, I will give them calls to action throughout the podcast. I will present these at relevant times during a podcast, nothing out of the blue! This could be to join my free podcasting masterclass, “Your first 1,000 listeners: How to launch your podcast without the overwhelm” or download my free eBook, “The Complete Roadmap for a Killer Launch”.

I constantly give calls to action throughout my podcast content, and that is sending my listeners off of my podcast and onto my email list, into my products, and occasionally, very occasionally if I'm selling something, I will send you to a paid product, but generally, I'm sending listeners to free content.

 

Building a connection by being authentic

The third thing that I think has been really important in using my podcast to launch and sell is that I am authentically me on this podcast. It's something I really shifted into over the last year or so. Previously, I used to script my episodes, completely script every single bullet point. Now I just do five or six bullet points per episode and I just ad-lib. I screw up sometimes. I say um a lot, as you would have noticed. I don't even edit those things out anymore.

Honestly, I think this being authentic, and being real and leaving it in the filler words, I actually think that helps to build a connection with you guys, rather than if I were some really polished public speaker. You know what? If this doesn't resonate with somebody, if they don't like the fact that I say ums and I stuff up, well, that's fine. You either like me or you don't, and I'm not in business to make people like me. I'm in business to help the people I can help. That's really what it comes down to.

 

Use the podcast to nurture and warm up your audience

I use my podcast content to nurture my audience to where they need to be ready to buy my products. Obviously, part of that is the connection building piece, which I just talked about. Also, there are certain things my audience needs to know to be ready to buy when I do finally launch something. What I try to do is give my audience the what and the why, so what they need to know and why they need to know it. I don't give them so much of the how to actually do it.

The reason why I do this is because, generally, people don't value stuff that you give them for free. I could tell you how to do something for free, but you're not going to go out and do it because you've got no skin in the game. Whereas, if you've invested $1,000 in a course that's telling you how to do something, you're much more likely to take that action because you've now got skin in the game. You're invested in it. You're committed. Versus something that's free and you're like, “Okay, cool. I'll do that one day,” and then you never actually do it.

 

Overcoming questions and objections

Then lastly, number five, I use my podcast content to help potential customers to overcome any questions, any fears, any hesitations that they might have to buying from me. This fits more towards the last couple of weeks of the launch, usually around the last two or three weeks, and then maybe the cart open period as well. What I would do is I would look at the common hesitations people have, some of the common objections that they have to buying from me, some of the fears that might be holding them back and I'll share episodes on the podcast that address those questions, fears, hesitations.

 

So that is how I use my podcasts to launch and sell my digital products. There is no right or wrong way to do it. I've seen so many people with so many different strategies of where their podcast content fits in. That's just how mine fits in. You are more than welcome to steal my strategy, to try your own strategies. I highly recommend testing your own strategies because what works in my business with my audience might not necessarily work with yours. Experiment, get curious, have fun with it.

 

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