A lot of podcast marketing advice starts and ends with: build a
Evo Terra:funnel and keep feeding people into it!
Evo Terra:And while that can and does work for some, it'll frustrate a lot of podcasters.
Evo Terra:Here's why:
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:All models are wrong.
Evo Terra:Some happen to be useful.
Evo Terra:And that's how I feel about marketing funnels, specifically, how I
Evo Terra:feel about marketing funnels that podcasters can use, the podcasting
Evo Terra:implementation of the marketing funnel.
Evo Terra:Now, I'm not going to bore you with the vagaries of a marketing funnel.
Evo Terra:If you're not aware of them, the big idea if you need to know it is just
Evo Terra:simply this, the funnel moves people from awareness to consideration to purchase.
Evo Terra:That's it.
Evo Terra:So for podcasters, the marketing funnel idea is making a lot of people aware
Evo Terra:of your podcast, then getting them to consider your podcast, and then,
Evo Terra:probably not purchasing anything unless you are selling a subscription, but
Evo Terra:certainly listening to your podcast.
Evo Terra:And that makes sense, right?
Evo Terra:Well, yeah.
Evo Terra:There's a few problems, a few flaws I see in that particular model.
Evo Terra:The first is this entire idea of a funnel.
Evo Terra:I don't know about you, but I use a funnel on occasion every now and again,
Evo Terra:and unless I'm not careful, the funnel's job is so that I don't spill anything.
Evo Terra:That's the whole reason I stick a funnel in my squeeze bottle, and then
Evo Terra:pour olive oil into it, as opposed to trying to eyeball it in there.
Evo Terra:A better model for this idea of lots of people coming in and then winnowing
Evo Terra:down, might be a sieve or a filter because not every single person who
Evo Terra:is going to be made aware of your show is worthy of considering your show.
Evo Terra:It just may not be for them.
Evo Terra:I mean, how many billboards do you drive by that aren't for you?
Evo Terra:How many television commercials do you see, or radio spots, or podcast ads for
Evo Terra:that matter, that aren't relevant to you?
Evo Terra:Yes, there's the awareness.
Evo Terra:Good job.
Evo Terra:But if they're not relevant, why is anybody wasting any
Evo Terra:time on them whatsoever?
Evo Terra:So again, the idea of a funnel would keep everybody in there.
Evo Terra:They can't get out and they need to get out.
Evo Terra:And I think that matters for your podcast efforts as well.
Evo Terra:I think you, just like me, should make it abundantly clear and very quickly
Evo Terra:clear when your show isn't for someone.
Evo Terra:I can't stop the awareness from happening, but I can certainly block
Evo Terra:it before it goes to consideration.
Evo Terra:I don't want people who are looking for advice on how to buy a mobile
Evo Terra:home to listen to my podcast.
Evo Terra:It makes zero sense whatsoever.
Evo Terra:So if you're out there using mystery and intrigue as part of
Evo Terra:your awareness content, you might want to reconsider doing that.
Evo Terra:I'd make it very, very plain.
Evo Terra:You should make it very, very plain as to whom your content is actually for.
Evo Terra:Now, another flaw in the funnel model is that there's only one
Evo Terra:entry point to a funnel, the top.
Evo Terra:You have to pour things in from the top of the funnel and then they filter down.
Evo Terra:But in reality, people discover podcasts from many different points.
Evo Terra:They enter their own funnel, if you will, from lots of places, not always
Evo Terra:from that top awareness campaign.
Evo Terra:Sure, they might see a social post thanks to an algorithm.
Evo Terra:Or maybe a friend shared it.
Evo Terra:They'd never heard of you before and that's great.
Evo Terra:But where do you drop them into your funnel process?
Evo Terra:Because if you're sharing a link, it might be an audiogram you're sharing.
Evo Terra:It might be your episode, but who knows what it is?
Evo Terra:You need to ask yourself that question, what are they seeing?
Evo Terra:Where and whatever you drop them off to, where is that in
Evo Terra:this funnel that you developed?
Evo Terra:They might be searching for a topic using a search engine to search for something
Evo Terra:and your episode details page pops up.
Evo Terra:It's the very first interaction they have with you is that episode details page.
Evo Terra:They have no idea, maybe, it's even a podcast.
Evo Terra:What's that experience like?
Evo Terra:Or maybe they're on YouTube watching videos and your video from your
Evo Terra:podcast, whether it's a clip or the entire episode, maybe that
Evo Terra:was suggested to them by YouTube.
Evo Terra:YouTube, you'll recall, is the most often cited service people use to
Evo Terra:listen to and discover podcasts.
Evo Terra:So are they going to click and watch?
Evo Terra:What's your imagery look like?
Evo Terra:Does that entice them to click?
Evo Terra:Should they be clicking?
Evo Terra:And if they do click and watch the video, now what are they going to do?
Evo Terra:Finally, there's the problem of gravity.
Evo Terra:I know!
Evo Terra:Gravity, physics talk in a podcast conversation!
Evo Terra:You see, a funnel assumes refinement.
Evo Terra:Again, awareness, consideration, and then finally purchase.
Evo Terra:But I've done enough attribution modeling and actual click path analysis
Evo Terra:in my time, which is way too much, and I can promise you that individuals
Evo Terra:bounce around through content with randomness and zero discernible
Evo Terra:patterns on an individual level.
Evo Terra:It is completely impossible to predict what someone is going to do
Evo Terra:once they've entered your funnel.
Evo Terra:Yes, there are probabilities, but an individual will do weirder things than
Evo Terra:you can possibly imagine, I promise you.
Evo Terra:Now en masse, sure, behaviors of people get fairly easy to predict en masse, and
Evo Terra:that's why so many marketers are able to set up successful funnels, but we're
Evo Terra:talking about individual efforts here.
Evo Terra:That gets a lot more sticky.
Evo Terra:Successful podcast funnels are by no means a quick fix, and what works for a SaaS
Evo Terra:company may not work for your podcast.
Evo Terra:So choose very wisely.
Evo Terra:Can we talk about podcast conferences for just a moment?
Evo Terra:Specifically, ShePodcasts taking place in October.
Evo Terra:Yay October!
Evo Terra:It's coming up like right around the corner in Scottsdale, Arizona.
Evo Terra:Scottsdale, if you don't know, is a Phoenix suburb.
Evo Terra:And if you also don't know, I live in Phoenix.
Evo Terra:So yes, I'm going to be attending.
Evo Terra:And let me get the elephant in the room out of the way first.
Evo Terra:I am not the target market for ShePodcasts attendees.
Evo Terra:No.
Evo Terra:Their target is - reading this from them - female, female-identifying,
Evo Terra:and non-binary podcasters, audio content creators, and storytellers.
Evo Terra:Well, I'm the last part of those things, but I'm not female,
Evo Terra:female-identifying, or non-binary.
Evo Terra:That doesn't mean that cis-gender dudes aren't welcome at the conference.
Evo Terra:They want us to attend as well.
Evo Terra:So please do.
Evo Terra:I'm going.
Evo Terra:I'm going to be attending all the parties that I can get to.
Evo Terra:I'm going to be watching the presentations, and generally doing
Evo Terra:what I do best at podcast conferences, which is conversing with other
Evo Terra:podcasters and evangelizing the need for everybody to make podcasting better.
Evo Terra:So if you're coming to ShePodcasts, please drop me a line and let
Evo Terra:me know evo@simpler.media.
Evo Terra:Also, make it a point to stop by the table.
Evo Terra:I'll be staffing the entire time because I've got some really,
Evo Terra:really cool swag special just for people that I meet in-person who
Evo Terra:listen to Podcast Pontifications.
Evo Terra:So definitely come by and say hi.
Evo Terra:If you want to come and you haven't yet booked tickets, I talked Jess into
Evo Terra:giving us a great coupon code - AZPOD.
Evo Terra:If you type in AZPOD at the beginning of your checkout process, you're going to
Evo Terra:save like a hundred bucks on your tickets.
Evo Terra:So sweet!
Evo Terra:Yeah, shepodcasts.com/live.
Evo Terra:There'll be a link, obviously, in the episode notes.
Evo Terra:And no, by the way, this was not a paid-for ad spot.
Evo Terra:This is just me promoting something I think that you should attend.
Evo Terra:Now, if you got value out of today's show, please return some of that value either
Evo Terra:by using the value-for-value enabled listening apps to send me some Satoshis
Evo Terra:- ooh, I'm almost up to 20,000 sats, baby!
Evo Terra:Sats, not dollars.
Evo Terra:Dollars would be nice, but I'll take the sats so I can spread them around as well.
Evo Terra:And if that's not in the cards for you because, let's face it,
Evo Terra:the onboarding process for the
Evo Terra:value-for-value stuff is way too complicated
Evo Terra:for just about everyone out there.
Evo Terra:Then please visit BuyMeACoffee.com/evoterra and
Evo Terra:sign up for a virtual coffee contribution or 12 of those.
Evo Terra:That'd be nice.
Evo Terra:That's it.
Evo Terra:I shall be back tomorrow with yet another Podcast Pontifications cheers.
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.