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Just because someone follows you on social media and likes every piece of content you make about your podcast doesn't mean they'll ever listen to your podcast. Most of the time, our social media followers have different reasons for following us than our podcast listeners have for listening.
In this episode we’re talking about how to optimize your social media profile and content to drive listener traffic, why you have to put yourself in the mind of the content viewer and how to effectively turn a social media follower into a fan of your podcast.
In this episode we’re talking about how to optimize your social media profile and content to drive listener traffic, why you have to put yourself in the mind of the content viewer and how to effectively turn a social media follower into a fan of your podcast.
Creators and Guests
Host
Morgan Franklin
Morgan Franklin is a podcast producer, strategist and educator. Since 2020 Morgan has founded and produced multiple top ranking podcasts from the health industry to beauty. Featured everywhere from Good Morning America to Martha Stewart Living Morgan's passion and knowledge for branding and podcasting have helped countless business owners and brands grow their impact and bottom line podcasting. Morgan is the Founder of Podcasts for Profit and Morgan Franklin Media, in addition to host of Podcasts for Profit with Morgan Franklin.
What is Podcasts for Profit with Morgan Franklin | Podcasting Strategy for Podcasters?
If you’re ready to create a podcast that will align you with experts in your industry, position yourself as a trusted leader and create another source of revenue for your business you’re in the right place. Podcasts for Profit will help you create and grow a podcast that cuts through the noise of social media and speak directly to your target audience. Stop letting the algorithm determine your social marketing strategy. Stop letting trends dictate the kind of content you’re able to create. Hosted by expert podcast strategist, producer and educator: Morgan Franklin, Podcasts for Profit is your step-by-step guide to creating a podcast that will transform your business, opportunities and life.
Morgan Franklin: You know, I
find it very funny that I'm
recording the how to convert
social media followers into
podcast listeners, episode right
after the episode about why you
don't need social media to grow
your podcast. But I think that
this brings up a very important
point. Just because people see
you promoting your podcast on
social media does not mean they
are going to listen to your
podcast. Sadly. Unfortunately,
it's just usually not that easy
and without a dedicated strategy
to convert a social media
follower to a podcast listener.
That transition might never
happen in this episode, we're
going to talk about how to
optimize your social media
profile and content to drive
listener traffic, why you have
to put yourself in the mind of
the content viewer, and how to
effectively turn a social media
follower into a fan of your
podcast. Hello and welcome to
podcast for profit. My name is
Morgan Franklin. I'm a Podcast
Producer, strategist and
educator. This podcast will help
you create and grow a podcast
that cuts through the noise of
social media and speaks directly
to your target audience. If
you're ready to create a podcast
that will align you with the
experts in your industry,
position yourself as a trusted
leader and create another source
of revenue for your business.
You're in the right place, all
right, so think about the last
time you were just Mindlessly
scrolling on Tiktok or Instagram
or Facebook or LinkedIn.
Probably wasn't that long ago.
For me, it was about 15 minutes
ago, I was working on another
podcast, and I was just getting
kind of sidetracked. I thought,
Okay, I'm gonna just take a
break and treat myself to a few
minutes of scrolling, and before
I knew it, I had to pry myself
off the phone and get back to
work. For most of us, social
media is a distraction. It's a
little treat. It's a mental
vacation we can go on and just
turn off our brain and let
someone else drive right.
Normally, when we're on social
media, we're letting the
algorithm run the show, and
whether we're paying attention
to it or not, it will just keep
serving us up more content,
which is kind of a double edged
sword for us podcasters who are
hoping that someone will see our
content and want to listen to
our podcast. On one hand, in
this digital age as we all know,
how else would we be pursuing
new listeners who weren't
explicitly searching for a
podcast like ours? It'd be
pretty hard, right? I mean, you
can get a billboard, or you can
take out an ad in a magazine, or
you can buy paid ads on Google
or meta, but those are all gonna
cost you a pretty penny, and
especially if you keep running
them, and if you're doing this
podcast already with money out
of your own pocket, that is
going to get you even deeper in
the hole. So all that being
said, you know, we're kind of
forced to play the organic
social media game. It's not
really a choice. I mean, it is,
but it isn't if you want this
podcast to grow and thrive and
fulfill any of the goals that
you've created for it. So let's
go back to us. And I know that
I'm going down a rabbit hole
here, but let's go back to us on
social media, just scrolling
like a brain dead zombie. Have
you ever, in the entirety of you
using social media, saw a piece
of content that was promoting an
episode and left the social
media app that you're on, open
Spotify or Apple podcasts, or
whatever podcast platform that
you're using, and search for
that podcast and then started
listening to that episode? For
me, I can think of very, very,
very few times that this has
happened, and maybe which is
something that happens to me all
the time. I'm on Tiktok, and I
think, Oh, I'd love to listen to
this episode, and I save it. And
guess what, I never go back. I
do that all the time. I'll save
something that looks
interesting, that I might want
to listen to, but I never go
back and check, hey, what was
that podcast that I wanted to
listen to. Think about how you
use social media on a day to day
basis, and how likely you would
actually be to go from someone's
Tiktok or reel or whatever piece
of content it may be, open up
another app to find that podcast
and follow it or listen. That'd
have to be a very, very special
piece of content, right? And it
have to really be speaking to
you. So why have social media
for your podcast at all? When we
think about it this way, it
seems like you know, why would
we do it? It feels like a huge
waste of time. But what I need
you to think about and remember
is that it takes the average
customer eight to 12
interactions or touch points
with a brand to purchase, and a
touch point can be the customer
seeing an ad or getting an email
or seeing their social media
content. If it takes eight to 12
times of someone seeing a
product or a brand to spend
their money with them, I would
say that it takes eight to 12.
Of times of someone seeing your
podcast and them having that
touch point with you, for them
to use their most valuable
resource, their time, to listen
to your podcast, there is a
component of trust that has to
be built exactly like between a
buyer and a seller with a
podcaster and their audience.
You aren't asking them to watch
a 15 second video. They're not
just scrolling around on Tiktok.
You are asking them to invest
minutes, even hours, of time
with you every week, and for
them to make that investment in
you, they're first going to have
to see the investment you've
made in them. Plus, again, if
they aren't already searching
for a podcast like yours, if you
aren't on social media trying to
build that awareness,
realistically, how are they
going to find you seriously, if
they weren't looking for a
podcast like yours, how would
they ever find your podcast?
People very, rarely stumble
across a podcast that wasn't
recommended to them or that they
sought out in some shape or
form. Let's talk about how to
convert followers or viewers
through your content. And I know
that I've talked about this so
many times in so many different
episodes, but I'll say it again.
Promoting a new episode for the
sake of promoting a new episode
is not enough. Imagine you
opened up your Instagram and
someone was promoting their new
episode, but they didn't really
tell you what it was about, and
you had never listened to this
podcast before. That's an
instant skip. Don't care. Zero
thoughts. I'm scrolling right
past it. Having a new episode
isn't impressive. It's the
status quo. It's the thing that
your listeners are expecting
from you. So find a better way
to promote your new episodes.
This advice is relevant for
video or static content, but
find the most interesting or
valuable part of your episode
and find a way to promote that
leave the person consuming it
wanting more. If I'm watching
your video, I want to want more
and go onto your podcast.
Nothing will hook me into
content and make me want more
than telling me, either
literally or figuratively, hey,
if you liked this, there's more
where this came from. Go listen
to my podcast. Right off the top
of my head, I can think of
several historical podcast that
I've started watching because of
Tiktok, that just started by
telling a story or basically
throwing out a fact, like, Hey,
can you believe XYZ? And it gets
me hooked. And then they say, if
you want to hear the rest of
this story, listen to the full
episode on my podcast. That gets
me almost every time, because I
want to know what happened, but
also I already know that I like
this person and I like how they
tell stories, and that is just
one thing that I think video
does a little bit better than
static content for podcast.
Conversion from social media
specifically, is if someone
likes what they are watching in
the video, they're already
building that trust and
curiosity to go to your podcast,
really the promotional content
that you are posting on social
media for your podcast should be
a hook for the person that's
watching it to think, Hey, I
should continue listening or
watching this on their podcast.
But in order for that to work,
you need to give exact
instructions, and you need to be
clear on what it is that is
expected. So in other words, you
need a compelling call to action
that tells the viewer what to
do, how to do it, and why they
should do it. Here's an example.
Let's say that I have a podcast
about being a makeup artist in
the wedding industry, and let's
say that I decided to make a
video about my worst experiences
with brides and how I manage
them. I'd start with a short
form piece of content for social
media with something like you
will never believe what happened
to me at this wedding, and just
start and tell a story. I might
tell the whole story, and then
at the end, I'll say something
like, if you want to know how I
dealt with this situation, or
you're a makeup artist in the
wedding industry who wants to
learn more about how to make
money in weddings without losing
your cool. Listen to XYZ
podcast. I have new episodes
every Thursday, and you won't
believe the other stories on
this episode, and maybe just
give a quick preview of one of
those stories. I mean, if I was
a makeup artist that was in the
wedding industry, and I'm just
scrolling and I saw that, that
would probably convert me
instantly from that social media
platform to the podcast to
follow, because I'd feel like
that was talking to me, like
that was directly spoken to me,
and now I have an assignment to
do. And I think this is where so
many podcasters go wrong,
because so many times we're
posting an aimless clip of our
podcast and it's getting nothing
because it's giving nothing. Put
garbage in, get garbage out, and
if you aren't giving someone a
direct call to action, good luck
on getting. Them to do anything.
I personally think that Tiktok
and Instagram are the hardest to
convert followers to listeners.
They also happen to be the most
popular social media for people
under the age of 40. And I'm
saying that it's hard to convert
because you can't put a link in
the caption or comment. Also,
these are both algorithms that
are set up to just keep
scrolling, an endless loop of
just scrolling. So if someone
wants to take those extra steps
to go on your profile and search
for a link or the name of your
podcast, this is where you
having an optimized profile is a
must. You must, must, must have
a link that's going directly to
your podcast from your link in
bio, and this can be a direct
link, or it can be a link tree,
or a link from your website that
immediately shows someone where
to go. But if you have to take
more than three steps, you're
gonna lose them. So when I say
three steps, I mean like, click
on your profile, then click on
the link, then click on the
podcast. That is what I mean by
three steps. You need to keep it
to three steps or less, ideally
one step. Also make sure that
you have the full name of your
podcast in your bio. You have no
idea how many times that I click
on a podcaster's page and their
podcast name is nowhere to be
found, and I'm like, Oh my gosh,
how am I gonna find these
people? So make sure that the
name of your the full name of
your podcast is in your bio,
because really, if somebody's
not clicking through to that
link, how are they going to know
what the name of your podcast
is? Make sure that you are
telling your future listener
where to go in your content, and
that the listener path is
crystal clear. People need to
know how to get to your podcast
with zero effort. But what about
the other social media like
Facebook or LinkedIn or even
Pinterest or threads, they make
it so much easier, because you
can put a link in your content
so literally, there is just one
step that someone has to take to
listen to your podcast. Make
sure that you are taking
advantage of this, please,
please, please. I see podcasters
all the time. They're posting
about a podcast episode on
Facebook or LinkedIn or
wherever. There's no link to it.
That is a huge problem. There
are zero reasons why someone
would see you promoting an
episode and not have the link
right there for them to click
and go straight to that episode,
and unless you're talking about
your full podcast, I would link
directly to that episode. So if
you're talking about Episode
222, make sure that the link is
going to Episode 222, don't just
send them to your broad podcast.
Make it as easy as possible and
direct them to the thing that
you're talking about. I know
that visibility on social media
is a fickle friend for your
podcast, but my advice to you,
if you are trying to make more
engaging, compelling content, is
that you are a little bit more
aware and intentional when
you're on social media. Notice
things. Notice what hooks you
in. Notice when you get lost in
watching something, save that
content. So the next time that
you're feeling uninspired or
like, oh my gosh, I have to make
content today, please. No, you
can go back and watch it. Don't
copy it. Obviously, you are
creator. You know how it feels
when someone copies your content
and it feels terrible. But study
it. Study what you like about
it. Study what works and why it
works. Try to put yourself in
the mind of your future
listener, and with every piece
of content that you create, ask
yourself, would this make me
want to listen to this episode?
That is huge, and also think
about if I did want to listen to
this episode. How many steps
would it take me to get there?
Also, is it clear that I have a
podcast? I think that so many
times we get wrapped up thinking
that everybody knows everything
about us. When I'm scrolling
through and I'm thinking, are
they a guest on somebody else's
podcast? Is this their podcast?
What's their podcast name? So
make sure that you're making it
very clear, this is my podcast.
This is the name of my podcast.
This is how you can get to my
podcast and listen to my
podcast. Remember, views don't
equal downloads. You need a
clear and direct call to action
and a clear and direct path to
finding your podcast. If you can
master those two things. You are
never gonna have to worry about
promoting your podcast again.
And if you still need help with
this and you feel like, oh my
gosh, all I do is post on social
media about my podcast and
nothing is happening, just
spinning my wheels. If you want
to schedule a social media audit
with me, where I look through
all of your social media and
tell you what's working and how
you can start converting more
followers into listeners. The
link is in the episode
description, and as always, I
can't wait to listen to your
podcast. Hey, thank you so much
for joining me on this episode.
If you enjoyed the podcast and
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