Episode 062 | Unlocking Sales Success: Launching a Top 100 Podcast

This is the second in our four part miniseries on turning your podcast into a sales conversion engine for your business. In episode one, we talked about the secret ingredient number one, and today we're diving into secret ingredient number two. And what happens when you get this wrong? Hi, I'm Viv Guy, seven figure business owner turned online mentor, on a mission to help struggling coaches and course creators to navigate the rollercoaster that is running an online business.

So that you can attract dream clients and hit your enrollment and sales targets every single month. So that you can reach six figures and beyond. If you are ready to create a thriving and profitable podcast to accelerate your audience growth, engagement, and sales, tune in each week as I throw back the curtain and share all the insider secrets I've learned.

From 20 years of entrepreneurship. You'll learn how to market, sell, and [00:01:00] grow a thriving, sustainable online business in a way that's fun, makes you money, and allows you the freedom to thrive. This is podcast sales made easy.

Welcome, welcome friends. So ingredient number two, what is it? Well, it's the launch. Or if you already have a podcast, it's the relaunch. Okay? So don't worry if you listen to this thinking, Oh gosh, babe, I didn't do that when I launched. Well, you can always relaunch. In fact, you will relaunch probably several times during your podcasting career.

Why is launching so important? Well, launching is like your springboard. Think about in gymnastics, when they have that board that they jump on, is it to do the beam or something? Um, they jump on that board and it gives them that extra oomph to take off [00:02:00] well, to get some velocity, to get some height. And that's why we want you to have a planned out, strategic launch.

I don't you, I just, I don't want you to be in that boat of, let's launch a podcast, you decide to do it, you record some episodes, you tell a few mates and friends, and you go live. Like you record your episodes, you hit publish, and that's it. Suddenly you have a live podcast, you've got some episodes recorded and published, but you're like the world's best kept secret.

Okay. Now, the reason, one of the reasons a whopping 88 percent of podcasts fail, yeah, I know, I'm just going to say that again, 88 percent of podcasts fail. And what does failing mean? It means they don't make it [00:03:00] past episode 10. So they don't release more than 10 episodes. And the scary thing is actually.

44 percent of them don't actually release more than three episodes, three episodes. Now, does that mean that podcasting is unusually difficult or hard as a strategy? Does it mean it's not a great strategy in terms of marketing for your business? Well, absolutely freaking not. It's that it's just as with any other strategy out there.

You cannot go at it half baked and this is what happens. So often the excitement is in, I'm gonna do this thing, I'm gonna launch this podcast, I'm, you know, I'm excited, it's gonna bring so many new leads, I'm gonna grow my audience with ease because I'm gonna have this podcast. And we know that podcasting is way less competitive than all the other platforms out there and ways of connecting and [00:04:00] marketing to our audiences.

I mean, there are 720, 000 active podcasts. There are 4 million podcasts that exist, but there are only 720, 000 that are active. That means they've published an episode in the past 12 months. But only 156, 000! actually publish an episode weekly. So just think of how little competition you've got there.

Versus the 50 million social media small business accounts, the 114 million active YouTube channels, So of course you would be excited to be getting on board with this as a strategy for your business because it promises so much. But as I said, as with any strategy, we have to go into it strategically and with a plan.

Otherwise we [00:05:00] launch and then what? Now when I launched the first time with my podcast, I hit number one in the marketing charts because I did have a plan and I was very strategic. I did rush it. I was very much in the excitement of, woohoo, I'm going to have a podcast because I'm leading social media. I'm not going to post social media content and this is, this is my thing.

But then post launch, the aftermath was chaotic because I did not have a plan beyond I'm going to release an episode every week. I did not put a plan in place initially, and the problem I see with so many podcast programs out there, you can go and learn how to set up a podcast on the cheap, is that they are focused on tech and logistics of launching, not on strategy.

And as we talked [00:06:00] about in episode one of this four part mini series, There has to be connection that we have to join up the dots between our messaging and our content, our offers, our sales mechanisms, everything has to be joined up. And this is where the problem happens. This is where people get really disillusioned really fast because you spend time creating your podcast content, recording, maybe you're editing by yourself.

And who wants to spend time and effort creating content? That's probably why you decided to start a podcast because you may be having the same experience or likely having that same experience with your short form content on social media is that you're just not getting the engagement, the comments, the likes, the, the, the reach that you would like.

So podcasting looks [00:07:00] like a great option, but if we haven't joined up the dots, if we haven't thought about this strategically, and if we don't launch well, this is where we fall into that trap and risk having a podcast that is going to join the others, the other 88 percent of them, the other 3. 0 million.

in the Apple graveyard. So why do we want to launch well? Why is this such an important part of our funnel? Why is it such an important part of our podcast success? And it is not just about the success of our podcast. It is the success of our entire sales funnel. So let's go through these four points.

Number one, you get visible in the charts. When you launch well, when you are strategic, when you plan this out. And this is math. [00:08:00] I will talk about math so, so much. It's just an equation. Okay. Launching well, getting the downloads that are going to help you get in the charts is going to ensure and give you way more of a chance of being discovered organically.

It is your springboard. So back to that gymnastics, uh, beam or whatever it is that you need the springboard to get on. Launching well, getting ranked in the charts, getting a good volume of downloads at launch means more people can discover you organically. And remember, your dream clients are out there.

They need you. They are looking for help. They are looking for a solution. And if you are the world's best kept secret, and nobody can find you, then you cannot help those people. So we want you to launch well. [00:09:00] We want you to get visible in the charts. The second reason launching well is so important is for our credibility.

And credibility is such an important part of your business. Remember, if you listened to episode one of this four part mini series, we talked about the three things that are essential. in order for your business to be successful. And they are relevance, credibility, and value. So one of the parts of credibility that comes from launching well, is that it aligns us and puts us in a credible position with our listeners.

Because we can say, I ranked here. I'm in the top 1%, 2%, 5%, 10%. of podcasts globally, and it gives you credibility as a guest, as [00:10:00] somebody pitching to go on other people's podcasts, to be a guest speaker at events, live events. The other thing is, it gives you a benchmark. So point number three, it gives you a benchmark so that you know what you're aiming for with your downloads on an ongoing basis.

If you don't launch and you don't make it into the charts, it's really hard to know what kind of number you're looking for on a weekly basis. in order to be in a chart position. And as I said, when you're in a chart position, you are going to be more discoverable organically by new people. So we want to set that initial benchmark.

Like what, what do I need to be in the top 50? I released with, you know, I had a thousand downloads on release day. So therefore. I know that a thousand [00:11:00] downloads got me to position number 50 in the charts for my category. So we are able then to set ourselves accurate goals to work towards. We know what we need to be aiming for in terms of downloads.

And it's easy to say, right, well, I'm just going to keep releasing episodes. And I'm going to be discovered organically, but we will need to do more than that to bring in new listeners to the podcast, to bring in the volume we need to grow. Number four, you are more likely to attract a higher caliber of guests to the show and are more likely to secure better guesting opportunities if you have a well ranked show.

So if I'm looking to guest on a show and give my time, I want to know that it rants. I want to [00:12:00] know that it is a show that has credibility. I want to know that it actually has more than five people listening to the show every week. Because if I'm giving up my time and if I am sharing that show with my audience and driving traffic and giving that, that person, that, that host and their show.

visibility. I do want to know that I am also gaining some visibility within that process. And for you as a host, if you're going to bring in guests to your show, again, being able to say like, I'm, I'm a top 5 percent or top 10%, whatever it is, globally ranked host. I ranked number one in the marketing charts when I launched my podcast.

That's a lot more credible and people can be like, okay, I want to be on this show because they have a decent number of downloads every month. They [00:13:00] are obviously getting regular consistent listeners and they are obviously doing well. Now I'm going to throw in a fifth element of why Podcast launches are really important and why having a successful launch is really critical for the future of your podcast and your sales funnel.

And that is mindset. It is so important to get off to a good start. You know how it is if you go to launch something and You don't sell many places. It's the energy doesn't feel great. You kind of go into the whole thing or next launch with a really kind of, you have reservations, you're reluctant. So what I want you to think about is what is this going to do if I put my energy into launching well?

It's going to give [00:14:00] me momentum to move forward. It's going to give me that That springboard, that energy, it's going to make me believe in myself and trust that this can work. Like I can do this versus literally dropping a few episodes saying I've just launched a podcast to a few people and getting like less than 100, 200, 500 downloads at launch.

We don't want that for you. I want you to go into this enthused. And we're going to talk about what to do post launch because obviously getting off to a great start and having a good start is great. But we don't want that to be like, you know, running along and then suddenly falling off the edge of a cliff and not realizing like, like you run out of cliff, you know, you run out of pavement and it just suddenly [00:15:00] dropped off.

We don't want that to be the case. I don't want you to hit that point where you just drop off. It, everything drops off. So we're going to work on that. So my top tip here is to plan and have a launch strategy, an effective launch strategy that is going to help you get in the charts, that is going to help you get the maximum number of downloads that you can.

So you get that traction, you get that momentum, you get that energy, you get as many eyeballs on the podcast as possible.

So you've got yourself a really strong position to move forward. And if you don't have a clue how to launch well, launch effectively. And launch and create content that is going to attract your ideal [00:16:00] clients at launch. What I want you to do is book in a call. Let's talk this through. Let's identify like, what are the problems?

What are the challenges? Or if you've already launched your podcast and it didn't go well, and maybe you kind of. You're limping along right now with the podcast. You're not getting like a great number of Downloads, maybe you're kind of under the 250, 500 downloads a month, uh, a month, an episode mark. And you're really limping along and sort of thinking I'm not getting the conversions.

I'm not growing this, this podcast. I'm not increasing my number of downloads and I don't know what to do. If this is you, And you're not sure what to do. You're thinking, maybe I do need to relaunch listening to this, but I don't know how to go about doing that. Hop on a call with me. Book in one of my free conversion auditals.

And let's have a look at what's going on for you right now. [00:17:00] Why that's not happening, why you're not getting those downloads, why you are not generating the conversions from your content. Or, if you haven't launched yet and you're thinking, Oh my gosh, I have no idea. So, what I'm doing, I don't even know how to approach this so that I actually have a successful launch and beyond.

Again, come hop on a call with me and let's talk this through. It's a free call and you can apply for this at vivguy. com forward slash apply. That's vivguy. com forward slash apply. Now, what I just wanted to say is if you have loved what you've heard today, I would love for you to connect with me on Instagram.

I'm there at Viv. Gein. And share with me your biggest takeaway. And while you're at it, I know nobody likes to take the time to do these things, but not many people realize how much your reviews help other people who are really struggling right now in their [00:18:00] business to find this show. So if you really have loved what you've heard today, it would mean the world to me if you would take a moment, like 15 seconds at the most, to tap the five stars and write a sentence just to let me know what you thought.

And when you do, I'm going to enter you in a prize draw, a free prize draw, where you can win a free 90 minute mentoring call with me. Now we draw this monthly. All you've got to do is drop me a DM with a screenshot of your review and we will enter you in the draw. Now next episode, we have secret ingredient number three coming up, and this is what do we do post launch.

I don't want you to be in that position of launching well, having all that buzz and energy and then kind of going, and now what? And now what? How do I get the conversions happening Viv? How do I grow this audience? How do I bring more people in? How do I get more traffic to the podcast? [00:19:00] So tune in for the third episode in this mini series.

Now, let's get the needle moving in your business before the next episode. Remember, go dare to try new things and experiment. Do the things that you want to try and review the results. Remember, do, dare, review. I've got you.