1 00:00:01,320 --> 00:00:03,390 Morgan Franklin: You know, I find it very funny that I'm 2 00:00:03,390 --> 00:00:06,780 recording the how to convert social media followers into 3 00:00:06,780 --> 00:00:11,070 podcast listeners, episode right after the episode about why you 4 00:00:11,070 --> 00:00:14,160 don't need social media to grow your podcast. But I think that 5 00:00:14,160 --> 00:00:18,480 this brings up a very important point. Just because people see 6 00:00:18,480 --> 00:00:23,610 you promoting your podcast on social media does not mean they 7 00:00:23,610 --> 00:00:28,140 are going to listen to your podcast. Sadly. Unfortunately, 8 00:00:28,170 --> 00:00:32,550 it's just usually not that easy and without a dedicated strategy 9 00:00:32,550 --> 00:00:37,650 to convert a social media follower to a podcast listener. 10 00:00:38,100 --> 00:00:42,330 That transition might never happen in this episode, we're 11 00:00:42,330 --> 00:00:45,660 going to talk about how to optimize your social media 12 00:00:45,660 --> 00:00:49,890 profile and content to drive listener traffic, why you have 13 00:00:49,890 --> 00:00:53,820 to put yourself in the mind of the content viewer, and how to 14 00:00:53,820 --> 00:00:58,500 effectively turn a social media follower into a fan of your 15 00:00:58,500 --> 00:01:02,790 podcast. Hello and welcome to podcast for profit. My name is 16 00:01:02,790 --> 00:01:06,330 Morgan Franklin. I'm a Podcast Producer, strategist and 17 00:01:06,330 --> 00:01:11,040 educator. This podcast will help you create and grow a podcast 18 00:01:11,160 --> 00:01:15,150 that cuts through the noise of social media and speaks directly 19 00:01:15,150 --> 00:01:18,990 to your target audience. If you're ready to create a podcast 20 00:01:18,990 --> 00:01:21,930 that will align you with the experts in your industry, 21 00:01:21,990 --> 00:01:26,070 position yourself as a trusted leader and create another source 22 00:01:26,070 --> 00:01:30,000 of revenue for your business. You're in the right place, all 23 00:01:30,000 --> 00:01:33,000 right, so think about the last time you were just Mindlessly 24 00:01:33,000 --> 00:01:37,650 scrolling on Tiktok or Instagram or Facebook or LinkedIn. 25 00:01:37,860 --> 00:01:42,060 Probably wasn't that long ago. For me, it was about 15 minutes 26 00:01:42,060 --> 00:01:44,550 ago, I was working on another podcast, and I was just getting 27 00:01:44,550 --> 00:01:47,220 kind of sidetracked. I thought, Okay, I'm gonna just take a 28 00:01:47,220 --> 00:01:50,640 break and treat myself to a few minutes of scrolling, and before 29 00:01:50,640 --> 00:01:53,730 I knew it, I had to pry myself off the phone and get back to 30 00:01:53,730 --> 00:01:57,480 work. For most of us, social media is a distraction. It's a 31 00:01:57,480 --> 00:02:01,470 little treat. It's a mental vacation we can go on and just 32 00:02:01,470 --> 00:02:05,400 turn off our brain and let someone else drive right. 33 00:02:06,000 --> 00:02:08,760 Normally, when we're on social media, we're letting the 34 00:02:08,760 --> 00:02:11,850 algorithm run the show, and whether we're paying attention 35 00:02:11,850 --> 00:02:15,540 to it or not, it will just keep serving us up more content, 36 00:02:15,720 --> 00:02:18,780 which is kind of a double edged sword for us podcasters who are 37 00:02:18,780 --> 00:02:22,650 hoping that someone will see our content and want to listen to 38 00:02:22,650 --> 00:02:27,000 our podcast. On one hand, in this digital age as we all know, 39 00:02:27,030 --> 00:02:31,320 how else would we be pursuing new listeners who weren't 40 00:02:31,350 --> 00:02:34,470 explicitly searching for a podcast like ours? It'd be 41 00:02:34,470 --> 00:02:38,820 pretty hard, right? I mean, you can get a billboard, or you can 42 00:02:38,820 --> 00:02:43,050 take out an ad in a magazine, or you can buy paid ads on Google 43 00:02:43,050 --> 00:02:46,200 or meta, but those are all gonna cost you a pretty penny, and 44 00:02:46,200 --> 00:02:49,260 especially if you keep running them, and if you're doing this 45 00:02:49,260 --> 00:02:52,980 podcast already with money out of your own pocket, that is 46 00:02:52,980 --> 00:02:56,880 going to get you even deeper in the hole. So all that being 47 00:02:56,880 --> 00:03:00,540 said, you know, we're kind of forced to play the organic 48 00:03:00,540 --> 00:03:04,560 social media game. It's not really a choice. I mean, it is, 49 00:03:04,650 --> 00:03:08,520 but it isn't if you want this podcast to grow and thrive and 50 00:03:08,520 --> 00:03:12,390 fulfill any of the goals that you've created for it. So let's 51 00:03:12,390 --> 00:03:14,700 go back to us. And I know that I'm going down a rabbit hole 52 00:03:14,700 --> 00:03:18,720 here, but let's go back to us on social media, just scrolling 53 00:03:18,720 --> 00:03:24,720 like a brain dead zombie. Have you ever, in the entirety of you 54 00:03:24,720 --> 00:03:28,020 using social media, saw a piece of content that was promoting an 55 00:03:28,020 --> 00:03:31,860 episode and left the social media app that you're on, open 56 00:03:31,860 --> 00:03:35,280 Spotify or Apple podcasts, or whatever podcast platform that 57 00:03:35,280 --> 00:03:38,520 you're using, and search for that podcast and then started 58 00:03:38,520 --> 00:03:41,880 listening to that episode? For me, I can think of very, very, 59 00:03:41,880 --> 00:03:44,820 very few times that this has happened, and maybe which is 60 00:03:44,820 --> 00:03:46,950 something that happens to me all the time. I'm on Tiktok, and I 61 00:03:46,950 --> 00:03:50,790 think, Oh, I'd love to listen to this episode, and I save it. And 62 00:03:50,790 --> 00:03:54,450 guess what, I never go back. I do that all the time. I'll save 63 00:03:54,600 --> 00:03:56,550 something that looks interesting, that I might want 64 00:03:56,550 --> 00:03:59,520 to listen to, but I never go back and check, hey, what was 65 00:03:59,520 --> 00:04:03,240 that podcast that I wanted to listen to. Think about how you 66 00:04:03,240 --> 00:04:07,170 use social media on a day to day basis, and how likely you would 67 00:04:07,170 --> 00:04:11,340 actually be to go from someone's Tiktok or reel or whatever piece 68 00:04:11,340 --> 00:04:15,870 of content it may be, open up another app to find that podcast 69 00:04:15,930 --> 00:04:20,430 and follow it or listen. That'd have to be a very, very special 70 00:04:20,430 --> 00:04:24,060 piece of content, right? And it have to really be speaking to 71 00:04:24,060 --> 00:04:27,750 you. So why have social media for your podcast at all? When we 72 00:04:27,750 --> 00:04:30,180 think about it this way, it seems like you know, why would 73 00:04:30,180 --> 00:04:33,750 we do it? It feels like a huge waste of time. But what I need 74 00:04:33,750 --> 00:04:37,140 you to think about and remember is that it takes the average 75 00:04:37,140 --> 00:04:41,370 customer eight to 12 interactions or touch points 76 00:04:41,520 --> 00:04:45,480 with a brand to purchase, and a touch point can be the customer 77 00:04:45,480 --> 00:04:49,260 seeing an ad or getting an email or seeing their social media 78 00:04:49,260 --> 00:04:53,790 content. If it takes eight to 12 times of someone seeing a 79 00:04:53,790 --> 00:04:58,080 product or a brand to spend their money with them, I would 80 00:04:58,080 --> 00:05:02,220 say that it takes eight to 12. Of times of someone seeing your 81 00:05:02,220 --> 00:05:06,360 podcast and them having that touch point with you, for them 82 00:05:06,360 --> 00:05:11,100 to use their most valuable resource, their time, to listen 83 00:05:11,100 --> 00:05:15,330 to your podcast, there is a component of trust that has to 84 00:05:15,330 --> 00:05:19,560 be built exactly like between a buyer and a seller with a 85 00:05:19,560 --> 00:05:23,730 podcaster and their audience. You aren't asking them to watch 86 00:05:23,730 --> 00:05:26,610 a 15 second video. They're not just scrolling around on Tiktok. 87 00:05:26,640 --> 00:05:30,510 You are asking them to invest minutes, even hours, of time 88 00:05:30,660 --> 00:05:34,260 with you every week, and for them to make that investment in 89 00:05:34,260 --> 00:05:38,280 you, they're first going to have to see the investment you've 90 00:05:38,280 --> 00:05:42,600 made in them. Plus, again, if they aren't already searching 91 00:05:42,600 --> 00:05:46,950 for a podcast like yours, if you aren't on social media trying to 92 00:05:46,950 --> 00:05:50,700 build that awareness, realistically, how are they 93 00:05:50,700 --> 00:05:54,090 going to find you seriously, if they weren't looking for a 94 00:05:54,090 --> 00:05:58,860 podcast like yours, how would they ever find your podcast? 95 00:05:59,010 --> 00:06:03,090 People very, rarely stumble across a podcast that wasn't 96 00:06:03,090 --> 00:06:06,600 recommended to them or that they sought out in some shape or 97 00:06:06,600 --> 00:06:11,610 form. Let's talk about how to convert followers or viewers 98 00:06:11,880 --> 00:06:14,490 through your content. And I know that I've talked about this so 99 00:06:14,490 --> 00:06:17,130 many times in so many different episodes, but I'll say it again. 100 00:06:17,340 --> 00:06:21,300 Promoting a new episode for the sake of promoting a new episode 101 00:06:21,390 --> 00:06:24,990 is not enough. Imagine you opened up your Instagram and 102 00:06:24,990 --> 00:06:27,690 someone was promoting their new episode, but they didn't really 103 00:06:27,690 --> 00:06:30,120 tell you what it was about, and you had never listened to this 104 00:06:30,120 --> 00:06:33,810 podcast before. That's an instant skip. Don't care. Zero 105 00:06:33,810 --> 00:06:36,690 thoughts. I'm scrolling right past it. Having a new episode 106 00:06:36,810 --> 00:06:40,770 isn't impressive. It's the status quo. It's the thing that 107 00:06:40,770 --> 00:06:45,120 your listeners are expecting from you. So find a better way 108 00:06:45,120 --> 00:06:49,080 to promote your new episodes. This advice is relevant for 109 00:06:49,080 --> 00:06:53,340 video or static content, but find the most interesting or 110 00:06:53,370 --> 00:06:56,790 valuable part of your episode and find a way to promote that 111 00:06:57,030 --> 00:07:01,290 leave the person consuming it wanting more. If I'm watching 112 00:07:01,290 --> 00:07:04,860 your video, I want to want more and go onto your podcast. 113 00:07:05,010 --> 00:07:08,970 Nothing will hook me into content and make me want more 114 00:07:09,180 --> 00:07:13,410 than telling me, either literally or figuratively, hey, 115 00:07:13,440 --> 00:07:16,530 if you liked this, there's more where this came from. Go listen 116 00:07:16,530 --> 00:07:19,320 to my podcast. Right off the top of my head, I can think of 117 00:07:19,320 --> 00:07:22,530 several historical podcast that I've started watching because of 118 00:07:22,530 --> 00:07:25,830 Tiktok, that just started by telling a story or basically 119 00:07:25,860 --> 00:07:30,060 throwing out a fact, like, Hey, can you believe XYZ? And it gets 120 00:07:30,060 --> 00:07:33,000 me hooked. And then they say, if you want to hear the rest of 121 00:07:33,000 --> 00:07:36,810 this story, listen to the full episode on my podcast. That gets 122 00:07:36,810 --> 00:07:40,290 me almost every time, because I want to know what happened, but 123 00:07:40,320 --> 00:07:45,240 also I already know that I like this person and I like how they 124 00:07:45,240 --> 00:07:49,020 tell stories, and that is just one thing that I think video 125 00:07:49,020 --> 00:07:52,380 does a little bit better than static content for podcast. 126 00:07:52,380 --> 00:07:56,160 Conversion from social media specifically, is if someone 127 00:07:56,160 --> 00:07:59,460 likes what they are watching in the video, they're already 128 00:07:59,460 --> 00:08:03,720 building that trust and curiosity to go to your podcast, 129 00:08:04,080 --> 00:08:07,260 really the promotional content that you are posting on social 130 00:08:07,260 --> 00:08:10,680 media for your podcast should be a hook for the person that's 131 00:08:10,680 --> 00:08:15,120 watching it to think, Hey, I should continue listening or 132 00:08:15,120 --> 00:08:19,200 watching this on their podcast. But in order for that to work, 133 00:08:19,500 --> 00:08:23,430 you need to give exact instructions, and you need to be 134 00:08:23,430 --> 00:08:26,490 clear on what it is that is expected. So in other words, you 135 00:08:26,490 --> 00:08:30,450 need a compelling call to action that tells the viewer what to 136 00:08:30,450 --> 00:08:36,660 do, how to do it, and why they should do it. Here's an example. 137 00:08:36,900 --> 00:08:41,010 Let's say that I have a podcast about being a makeup artist in 138 00:08:41,010 --> 00:08:44,460 the wedding industry, and let's say that I decided to make a 139 00:08:44,460 --> 00:08:49,620 video about my worst experiences with brides and how I manage 140 00:08:49,620 --> 00:08:53,370 them. I'd start with a short form piece of content for social 141 00:08:53,370 --> 00:08:56,250 media with something like you will never believe what happened 142 00:08:56,250 --> 00:09:00,780 to me at this wedding, and just start and tell a story. I might 143 00:09:01,020 --> 00:09:03,750 tell the whole story, and then at the end, I'll say something 144 00:09:03,750 --> 00:09:06,990 like, if you want to know how I dealt with this situation, or 145 00:09:06,990 --> 00:09:09,570 you're a makeup artist in the wedding industry who wants to 146 00:09:09,570 --> 00:09:13,320 learn more about how to make money in weddings without losing 147 00:09:13,320 --> 00:09:18,330 your cool. Listen to XYZ podcast. I have new episodes 148 00:09:18,330 --> 00:09:22,020 every Thursday, and you won't believe the other stories on 149 00:09:22,020 --> 00:09:24,960 this episode, and maybe just give a quick preview of one of 150 00:09:24,960 --> 00:09:28,290 those stories. I mean, if I was a makeup artist that was in the 151 00:09:28,290 --> 00:09:31,140 wedding industry, and I'm just scrolling and I saw that, that 152 00:09:31,140 --> 00:09:33,750 would probably convert me instantly from that social media 153 00:09:33,750 --> 00:09:37,350 platform to the podcast to follow, because I'd feel like 154 00:09:37,500 --> 00:09:41,280 that was talking to me, like that was directly spoken to me, 155 00:09:41,490 --> 00:09:45,270 and now I have an assignment to do. And I think this is where so 156 00:09:45,270 --> 00:09:47,970 many podcasters go wrong, because so many times we're 157 00:09:47,970 --> 00:09:52,200 posting an aimless clip of our podcast and it's getting nothing 158 00:09:52,200 --> 00:09:55,290 because it's giving nothing. Put garbage in, get garbage out, and 159 00:09:55,290 --> 00:09:59,490 if you aren't giving someone a direct call to action, good luck 160 00:09:59,490 --> 00:10:03,870 on getting. Them to do anything. I personally think that Tiktok 161 00:10:03,870 --> 00:10:07,200 and Instagram are the hardest to convert followers to listeners. 162 00:10:07,350 --> 00:10:10,740 They also happen to be the most popular social media for people 163 00:10:10,740 --> 00:10:13,620 under the age of 40. And I'm saying that it's hard to convert 164 00:10:13,620 --> 00:10:17,970 because you can't put a link in the caption or comment. Also, 165 00:10:18,120 --> 00:10:21,540 these are both algorithms that are set up to just keep 166 00:10:21,540 --> 00:10:23,940 scrolling, an endless loop of just scrolling. So if someone 167 00:10:23,940 --> 00:10:27,870 wants to take those extra steps to go on your profile and search 168 00:10:27,870 --> 00:10:31,680 for a link or the name of your podcast, this is where you 169 00:10:31,680 --> 00:10:37,350 having an optimized profile is a must. You must, must, must have 170 00:10:37,350 --> 00:10:41,580 a link that's going directly to your podcast from your link in 171 00:10:41,580 --> 00:10:44,340 bio, and this can be a direct link, or it can be a link tree, 172 00:10:44,340 --> 00:10:47,280 or a link from your website that immediately shows someone where 173 00:10:47,280 --> 00:10:51,480 to go. But if you have to take more than three steps, you're 174 00:10:51,480 --> 00:10:54,060 gonna lose them. So when I say three steps, I mean like, click 175 00:10:54,090 --> 00:10:57,450 on your profile, then click on the link, then click on the 176 00:10:57,450 --> 00:11:01,320 podcast. That is what I mean by three steps. You need to keep it 177 00:11:01,320 --> 00:11:06,030 to three steps or less, ideally one step. Also make sure that 178 00:11:06,030 --> 00:11:10,770 you have the full name of your podcast in your bio. You have no 179 00:11:10,770 --> 00:11:14,700 idea how many times that I click on a podcaster's page and their 180 00:11:14,700 --> 00:11:18,030 podcast name is nowhere to be found, and I'm like, Oh my gosh, 181 00:11:18,030 --> 00:11:20,880 how am I gonna find these people? So make sure that the 182 00:11:20,880 --> 00:11:25,410 name of your the full name of your podcast is in your bio, 183 00:11:25,740 --> 00:11:28,200 because really, if somebody's not clicking through to that 184 00:11:28,200 --> 00:11:31,320 link, how are they going to know what the name of your podcast 185 00:11:31,320 --> 00:11:34,350 is? Make sure that you are telling your future listener 186 00:11:34,350 --> 00:11:38,010 where to go in your content, and that the listener path is 187 00:11:38,010 --> 00:11:43,200 crystal clear. People need to know how to get to your podcast 188 00:11:43,200 --> 00:11:46,320 with zero effort. But what about the other social media like 189 00:11:46,320 --> 00:11:50,130 Facebook or LinkedIn or even Pinterest or threads, they make 190 00:11:50,130 --> 00:11:53,790 it so much easier, because you can put a link in your content 191 00:11:53,940 --> 00:11:57,150 so literally, there is just one step that someone has to take to 192 00:11:57,150 --> 00:11:59,760 listen to your podcast. Make sure that you are taking 193 00:11:59,760 --> 00:12:02,550 advantage of this, please, please, please. I see podcasters 194 00:12:02,550 --> 00:12:05,580 all the time. They're posting about a podcast episode on 195 00:12:05,610 --> 00:12:08,400 Facebook or LinkedIn or wherever. There's no link to it. 196 00:12:08,760 --> 00:12:12,540 That is a huge problem. There are zero reasons why someone 197 00:12:12,540 --> 00:12:16,800 would see you promoting an episode and not have the link 198 00:12:16,800 --> 00:12:20,130 right there for them to click and go straight to that episode, 199 00:12:20,520 --> 00:12:23,880 and unless you're talking about your full podcast, I would link 200 00:12:23,880 --> 00:12:27,150 directly to that episode. So if you're talking about Episode 201 00:12:27,360 --> 00:12:33,090 222, make sure that the link is going to Episode 222, don't just 202 00:12:33,090 --> 00:12:37,590 send them to your broad podcast. Make it as easy as possible and 203 00:12:37,590 --> 00:12:40,170 direct them to the thing that you're talking about. I know 204 00:12:40,170 --> 00:12:43,440 that visibility on social media is a fickle friend for your 205 00:12:43,440 --> 00:12:46,920 podcast, but my advice to you, if you are trying to make more 206 00:12:46,920 --> 00:12:51,450 engaging, compelling content, is that you are a little bit more 207 00:12:51,450 --> 00:12:55,860 aware and intentional when you're on social media. Notice 208 00:12:55,860 --> 00:13:01,080 things. Notice what hooks you in. Notice when you get lost in 209 00:13:01,080 --> 00:13:04,740 watching something, save that content. So the next time that 210 00:13:04,740 --> 00:13:07,290 you're feeling uninspired or like, oh my gosh, I have to make 211 00:13:07,290 --> 00:13:12,120 content today, please. No, you can go back and watch it. Don't 212 00:13:12,150 --> 00:13:16,020 copy it. Obviously, you are creator. You know how it feels 213 00:13:16,020 --> 00:13:19,560 when someone copies your content and it feels terrible. But study 214 00:13:19,560 --> 00:13:24,390 it. Study what you like about it. Study what works and why it 215 00:13:24,390 --> 00:13:27,810 works. Try to put yourself in the mind of your future 216 00:13:27,810 --> 00:13:31,800 listener, and with every piece of content that you create, ask 217 00:13:31,800 --> 00:13:36,030 yourself, would this make me want to listen to this episode? 218 00:13:36,300 --> 00:13:40,440 That is huge, and also think about if I did want to listen to 219 00:13:40,440 --> 00:13:43,860 this episode. How many steps would it take me to get there? 220 00:13:44,280 --> 00:13:47,460 Also, is it clear that I have a podcast? I think that so many 221 00:13:47,460 --> 00:13:50,490 times we get wrapped up thinking that everybody knows everything 222 00:13:50,490 --> 00:13:53,250 about us. When I'm scrolling through and I'm thinking, are 223 00:13:53,250 --> 00:13:56,820 they a guest on somebody else's podcast? Is this their podcast? 224 00:13:56,820 --> 00:13:59,670 What's their podcast name? So make sure that you're making it 225 00:13:59,670 --> 00:14:04,200 very clear, this is my podcast. This is the name of my podcast. 226 00:14:04,200 --> 00:14:07,140 This is how you can get to my podcast and listen to my 227 00:14:07,140 --> 00:14:12,180 podcast. Remember, views don't equal downloads. You need a 228 00:14:12,180 --> 00:14:17,970 clear and direct call to action and a clear and direct path to 229 00:14:17,970 --> 00:14:21,840 finding your podcast. If you can master those two things. You are 230 00:14:21,840 --> 00:14:24,120 never gonna have to worry about promoting your podcast again. 231 00:14:24,630 --> 00:14:27,480 And if you still need help with this and you feel like, oh my 232 00:14:27,480 --> 00:14:30,960 gosh, all I do is post on social media about my podcast and 233 00:14:30,960 --> 00:14:34,710 nothing is happening, just spinning my wheels. If you want 234 00:14:34,710 --> 00:14:37,680 to schedule a social media audit with me, where I look through 235 00:14:37,680 --> 00:14:41,550 all of your social media and tell you what's working and how 236 00:14:41,550 --> 00:14:45,150 you can start converting more followers into listeners. The 237 00:14:45,150 --> 00:14:49,620 link is in the episode description, and as always, I 238 00:14:49,620 --> 00:14:53,520 can't wait to listen to your podcast. Hey, thank you so much 239 00:14:53,520 --> 00:14:56,640 for joining me on this episode. If you enjoyed the podcast and 240 00:14:56,640 --> 00:14:59,220 you'd like to hear more episodes like this one, go ahead and 241 00:14:59,220 --> 00:15:02,220 subscribe to the. Show new episodes air every Monday 242 00:15:02,220 --> 00:15:05,190 morning. And if you found this episode valuable and you want to 243 00:15:05,190 --> 00:15:08,100 help other business owners and podcasters, will you leave me a 244 00:15:08,100 --> 00:15:11,310 five star review. It helps the show rank higher in the charts 245 00:15:11,370 --> 00:15:14,730 and brings more entrepreneurs the information they need to 246 00:15:14,730 --> 00:15:17,100 start making money on their podcast.