How to Use Your Podcast to Make Your Next Business Launch a Smashing Success
“What people hear on the podcast is a very different version of who I am. It's closer to who I am as a person, as an entrepreneur. So for me, that's been the most valuable thing about the podcast.” Jasmine Star hosts The Jasmine Star Show. Photo courtesy of Jasmine.
Jasmine Star is legend for her Instagram savvy and for helping small business owners succeed on social.
On Podcasting Step by Step, she shares fantastic strategic and tactical advice on how to elevate your social status, but I’m even more excited to share how Jasmine’s using her own podcast, The Jasmine Star Show, to fuel the growth of her business, Social Curator, which I’m a member of.
In this episode, you will learn:
how Jasmine used her podcast to prime people to buy during her latest launch of Social Curator;
her podcast strategy, including who her ideal listener is and the kind of content Jasmine’s creating to help and empower her — and how this content is evolving;
the difference between Jasmine’s free and paid content;
The importance of having an email list to nurture your audience, and more.
And, we talk about Instagram, of course. Jasmine shares a strategy to help us stay consistent on social media using photo and caption categories and tells us how to talk about our business without hard selling people all the time.
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Podcasting content strategy for Jasmine’s business
“I decided to use valuable time to create the podcast as a funnel to my business, as a bridge to my business. I have to be extraordinarily strategic,” Jasmine says. “ So my dream customer is who I'm creating the podcast for. And while my dream customer is somewhat interested in what I'm doing on a personal level, she is far more concerned with what I'm doing in a professional way, infusing personal elements.
“So, if you were to listen to my podcast, we really focus on tactical things that listeners can do immediately following the podcast, but also infusing my personal perspective and personal applications within my business to make sure that people can contextualize why and what I'm asking them to do.”
How Jasmine uses her podcast as a pre-launch sales funnel
“We have what we call a launch runway. A runway is leading up to the actual opening of cart. And so in our business, we have a five-day open cart period. So in five days we want people to make a decision. If you don't wanna make a decision for five days, no problem. We're closing enrollment and we're moving on.
“So leading up to those five days is what we call the runway. And we knew that we dropped two episodes on the podcast a week and we wanted that runway to be four weeks. And so even though we had people opting in for the CTA at the end of the podcast, in the beginning, we would front load it with ‘I'm going to be teaching a class, be sure to sign up’ and then after the enrollment closed, we edited out that front…so that we kept the podcast episode, evergreen.
“And then as we went into the webinar, we had very specific topics that were to refute commonly held beliefs as to why somebody would not want to invest in Social Curator. ‘I don't have time.’ So we have a podcast episode about making time and productivity. ‘I don't know what to do.’ Here are the tools if you don't know what to do and how to build out your social media plan.
“So we're refuting on a subconscious level any reasons why you would say no to investing. And then what we also tried this time around, which I thought was really cool, we actually took the audio from the webinar and we turned it around in a day to make it a podcast episode.
“So we opened enrollment on Monday and we knew we were going to close enrollment on a Friday. So we turned around the webinar audio on Monday night, uploaded on Tuesday. So then we know that most of our downloads come in the first two or three days of it, and so we just gave it a run and we definitely said like, ‘Hey, this is going to expire’…And so now if people listen to that podcast episode, they will know we're closed enrollment, but they were able to still consume the webinar information.”
Podcast listeners are primed to buy
“During our last launch of Social Curator that occurred in May, 2020, we were able to track our leads. This means ‘where were people coming from’?…We were able to track leads that came from YouTube, Facebook, LinkedIn, Instagram, my own newsletter list…My podcast isn't even six months old yet. So this is the first time we're able to try a specific podcast link.
“The thing that converted the best was my newsletter list. People who consistently hear from me on a regular basis know like, and trust me. So let's exclude that because those people have already said, ‘Hey, we want to go deeper with Jasmine.’…Let's just look at things that are free and somewhat social. Like, a podcast I wouldn't say is social media, but it's closer to social media because people can consume without following me specifically, they consume it without actually me knowing who they are. Very similar social.
“The podcast converted the highest. Now, it had considerably less leads than Instagram and Facebook. But what this did show me is that the people who are consuming my podcast know, like, and trust me in a very different capacity than any other social platform. So now my focus, now that I know that the podcast as a small, small, small group converts really well, I need to go deeper with my podcast crew and say, ‘Let me speak to in a very different way, because they are the most prime to become a customer.”
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