In this post, I’m talking about how to get clients with a podcast and I decided to make a video on this topic because I noticed that a lot of the coaches that come to me wanting to start a podcast do so with the intention of creating content to display their expertise or show thought leadership.

And while podcasting is an excellent way to do that, it’s also a great way to generate high-quality leads for your business as well. 

You just need to know how to use it to generate said leads.

There are 4 main podcasting strategies that you can use to do this, and in this video, I’m going to walk you through them.

So without further ado, let’s dive into it.

Strategy 1: Create demand-generation episodes 

These are episodes that are intentionally designed to generate demand for your coaching services.

And what that means is that you structure your podcast episodes in such a way that if an ideal prospect watches it, they are very likely to want to work with you or at least want to know more about your services.

They are typically divided into 5 sections with a strong call to action at the end.

  • The what section: where you talk about a specific problem that your ideal prospect is facing
  • The why section: where you talk about why you decided to make an episode on this topic
  • The how section: where you dive into how to solve this problem
  • The example section: where you give a real-world example of you solving this problem for one of your clients
  • The CTA section: where you invite the viewer to take the next step after watching, and this could be something like booking a free session if they have more questions or watching a course that explains more.

The aim of this strategy is to create these episodes regularly, say once a week and get as many of your ideal prospects as possible to watch them.

And what would happen when you do this is that a percentage of those who watch these episodes will act on your CTA, adding them into your sales process or funnel and if your strategy sessions go well, a percentage of them will end up becoming clients for your business.

So for example, let’s say you’re a business coach for dentists, you could create one of this demand-generation every week.

Each episode could address a specific challenge that dentists struggle with, and have a strong call-to-action at the end, say something like book a free strategy session with me, and then promote each episode as much as you can.

And what would happen is that a percentage of dentists that watch these episodes will book a session with you and some of them should convert into clients for your business.

Strategy 2: Create consultation episodes 

These are episodes are simply your consultation sessions or free strategy sessions that you record and turn into podcast episodes.

In these episodes, you help prospects through a specific challenge that they are going through, answering any questions they might have and giving them ideas on how to solve that problem.

And at the end of the session, if they need more help, you can then pitch your services to them.

I’m a big fan of consultation episodes for two reasons.

  1. They are a great way to show your expertise to your tribe and show them how you work with clients in real life.
  2. They also present you with a very natural opportunity to pitch your services directly to the prospect after the consultation.

And if we go back to the Dentist example, your consultation episodes will be the ones you have with those that book a free session with you.

You simply recorded these sessions and turn them into podcast episodes for your tribe to watch.

And if it turns out that a prospect needs more help after the free sessions, you can pitch your services as a way to help them further.

This podcasting strategy works really well for coaches with high-ticket offers, and if you did one of these episodes a week, a percentage of those you consult with will take you up on your offer and you can generate a good amount of revenue for your coaching business.

Strategy 3: Interview your ideal prospects

This strategy is similar to strategy number two, however, instead of doing consultations with your ideal prospect on your podcast, you interview them about their business and give them an opportunity to promote it on your show.

The aim of  this strategy is two-fold,

  1. Create valuable content that you can use to build a tribe of your ideal prospects,
  2. Introduce your brand to ideal prospects that you’d like to work with, in non-salesy way.

The key to landing clients with this strategy is to pitch your services after you’ve done the interview, and build some kind of rapport with them.

And you want to pitch in a way that isn’t sleazy or doesn’t make you look sinister.

An effective way to do this is to simply just let them know a little bit more about what you do and how you help people like them and say something like if they ever need your services in future, you’d be happy to help them with it. 

And you can even make the pitch more compelling by offering them a special discount as a “thank you” for being on your show.

For this strategy to work flawlessly, you need to design your podcast in such a way that your ideal prospects want to be interviewed on it.

And that’s something you’d do when you plan your podcast.

I’ll be talking a lot more about this in a future video, so make sure you’re subscribed to the channel so that you don’t miss it.

Strategy 4: Interview potential strategic partners

This strategy involves you interviewing business owners that also work with your ideal prospects about how to they solve problems for their clients.

The goal here is to use your podcast to do two things.

  1. Build a relationship with these business owners with the intention of going into some kind of strategic partnership with them in future. Something like adding them to your referral network or starting a host/beneficiary relationship.
  2. Create valuable content that helps you build a tribe of your ideal prospects.

This is one of my favourite strategies as it’s one of the quickest ways to generate new clients with a podcast as you get to tap into the audience and network of other businesses even if you’re just starting out and don’t yet have your 0wn.

For example, using our business coach for dentists example, the coach will interview web designers, marketers, lawyers, accountants and other business owners that work with dentists, create awesome content out of these interviews and then, at a stage in future, pitch a partner program to your guest.

Some of my clients use this strategy to generate multiple 5-figure deals and I used this strategy to land my first 5-figure client.

Got more questions?

If you have any questions about starting a client-generating podcast for your coaching business, you can either leave one in the comments below or if you prefer, book a free session with me and I’ll be more than happy to answer any questions you might have and point you in the right direction.

Book a free session here