12. Integrating Your Podcast into Your Business Strategy

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I see a lot of people get burnt out

because they approach podcasting as a

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separate thing from their business, and

they don't know how to integrate it into

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what they're currently doing, and so they

don't get results from the podcast, it

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might be fun for a second, but after a

while of doing this, paying somebody to do

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it, and putting your time and energy into

it, and you're not getting anything back?

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That's what leads to people burning out.

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Welcome to Late Nights with Ange.

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Just kidding.

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, you're listening to the Podcast

That Pays podcast, in case you

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thought you were in the wrong place.

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But, I am having a late night

session of recording, and I

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am drinking a glass of wine.

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And so, I just thought I would bring

you a little bit into my world.

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That's, that's what we're doing tonight.

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As we are going to talk about the

last piece of the secret sauce,

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which I hate that I called it that.

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But okay, it's the secret sauce.

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The last piece of that, which is making

your podcast a part of your marketing

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strategy, of your existing strategy.

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So let's get into it.

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One of the biggest mistakes I see people

make when they are doing their podcast

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is they approach podcasting as this

separate thing from their business.

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They approach podcasting as, you know

what, I'm going to start a podcast.

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And this is the problem.

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It runs through every piece of

this, like they're not thinking

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about selling, they're not

thinking about positioning, right.

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They're not thinking about the content.

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They're just thinking about like, let

me hop on the mic, like late nights

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with Ange and like, let me just talk

about everything I want to talk about.

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And I get it.

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It's so, I like, if you

saw my relationship with

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this microphone, I love it.

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And I want to caress it.

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And I get how good it

feels to Be on the mic.

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I get how good it feels to be, to have

a platform where you can just be you.

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You can just talk.

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You can just, you don't have to

think about what you're posting.

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You don't have to get the

hook and blah, blah, blah.

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Like it's so unadulterated and

freeing and it feels so good.

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So people just want to say whatever.

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And people just want to start a

podcast so they can like be themselves.

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And I'm not saying that you can't,

but what I'm saying is, I see a lot

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of people get burnt out because they

approach podcasting as a separate thing

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from their business, and they don't know

how to integrate it into what they're

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currently doing, and so they don't get

results from the podcast, it might be

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fun for a second, but after a while of

doing this, paying somebody to do it,

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and putting your time and energy into

it, and you're not getting anything back?

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That's what leads to people burning out.

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That's what leads to people fading out.

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The pod fade.

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That's what lead, that's what puts

your podcast in the podcast graveyard.

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Is when you don't know how to

incorporate it into what you're currently

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doing and you can't see results.

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So like, best case scenario, you

figure out how to incorporate

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the fun, the creativity, the, the

being able to express yourself.

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Best case scenario, you figure out

how to do that and scratch that

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itch and incorporate it into your

existing marketing and business and

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what you're doing so that it makes

sense and also feels good to you.

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That's the best of both worlds.

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That's where I'm always

trying to get my clients to.

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It's like, I want, it has to feel good.

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It can't feel so clinical and like,

okay, I gotta do X, Y, Z robot.

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So that's why like a lot of people

who are like trying to follow my

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advice down to the T I'm like,

dude, there's room for nuance.

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There's room for you to be you,

but also let's also make the smart.

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Let's also make this a part of

our marketing full disclosure.

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I am going into this new phase where

I'm going to start marketing and I'm

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selling some offers that are a little bit

different than what I'm currently doing.

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It's going to require me to

change my messaging a little bit.

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One of the first thing I do when it comes

time to like change my messaging or like

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talk about something new to my audience.

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I create podcasts around it because

that's how my mind works, because I get

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to come here and express myself and be

free and unscripted, so unscripted, and

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then I get to take those ideas and that

content and talk about it in other places.

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Without having to come

up with original things.

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It's like I'm just taking from

what I already talked about.

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And it's so freeing and helpful.

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And now I've given my content double duty.

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Which is what we're going

to talk about, right?

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So what do we mean by making your

podcast a part of your existing strategy?

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What I mean is, what we want to do in

our marketing, what we want to do in our

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business is we want to attract new people.

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So how do we, how do we use our

podcast to attract new people?

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Grow our audience.

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How do we use our podcast to

nurture our existing audience?

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And how do we use podcasts to close

business, to sell to the people?

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That is what I mean, that you should

in your current strategy, however it

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is that you do right now, however it

is that you attract nurture and sell to

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people, how about when we're creating

this podcast, we incorporate that into it.

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So what do I mean by that?

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I mean, as a growth strategy, how

are you growing your audience?

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Well, let's grow our

audience with our podcast.

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Let's grow our audience with

pop with podcasts, growth tips.

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I have an episode brewing

for that, by the way.

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And so you can listen to

all about different growth

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hacks I taught on it today.

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Not hacks.

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I'm not going to say hacks.

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I think the shit ain't a hack.

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Shit is like dedication and time and

energy and long game, like the growth game

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and podcasting can be a really long game.

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And it's about building out,

you know, solid foundations.

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But how do we, how do we use it to grow?

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So I give you an example.

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And this is just a little example, you

know, about how we use our content.

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Even when we're sharing our podcast, we're

sharing our podcasts on social media.

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Instead of saying, Hey, come

listen to my podcast on Apple.

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Right.

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How about we lead with like a guide,

you know, like, like that was one of

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my, one of my one of my workshop goers,

I guess that's what we'll call it.

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A workshop goer, one of my workshop

goers we're talking about this.

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And I was like, you know what, a good

way to share your podcast would be like,

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here is a guide, here is three ways to

recover after the birth of your child,

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how to recover, what to expect after your

birth, I think that's what it was, and

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then we're going to take three episodes

and put them all together on a landing

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page, like a blog post landing page,

and we're going to direct people in the

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link, in the bio, To a guide, guide.

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You want a guide on how to, what

to expect after you give birth?

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Here.

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And then they come to this page,

they've got this information, it's three

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episodes, so now we've got them listening

to at least three episodes because

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they've got to get the full training.

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They're going to get a, they're

going to get a win out of it.

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They're going to know where to

go when they come to our podcast

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instead of just like, ooh, I

don't know where to start, right?

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And now our, our podcast

has done double duty.

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So now maybe someone who didn't

know us, maybe they want the guide.

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We attracted somebody new with the guide

or we nurtured somebody with the guide

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and then we have them in our funnel.

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So that's something that we can do.

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That's just an example of a way

that we can give our content

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double duty to help us attract.

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Another way is, you know, we can do guest

podcasting and we can use our story.

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You know, we can use our story to

drive people back to our podcasts.

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Those are just little examples

of like how we can build our

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audience through podcasting.

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So how do we, what are you currently

doing to attract new clients?

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Can you add in what you currently do?

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Maybe your ads, if you'd like to do

Facebook ads as the way you attract

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clients, maybe your Facebook ads are

going to the guide for your podcast.

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Maybe your Facebook ads are

going to your podcast episodes.

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And so that's using your

podcast in conjunction with

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what you're currently doing.

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Cause again, when we get people to your

podcast and we can get more people to

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your podcast, like remember those people

are going to be your warmest people.

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So it's always beneficial to

get your people to your podcast.

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How are we using our

podcast to nurture people?

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Well, before I recorded the

last episode I recorded today,

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I literally dropped a link.

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I dropped something on Facebook and I

was like, Hey, if you want to know how

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to sell more from your podcast let me

know when you want the link to this.

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I just did an episode about it.

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So I'm going to give these

people who are wanting to know

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that they're raising their hand.

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They're saying that they want

this and I'm going to shoot

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them a link and nurture them.

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They're going to get to

see my perspective, right?

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So I'm using it in that

way to nurture them.

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You're naturally going to nurture

everyone as soon as, as soon as this

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episode drops, it's going to send you a

notification that a new podcast came out,

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a new episode came out for my podcast.

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If you're subscribed, if you follow

it, and then you're going to come and

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listen, you're going to be nurtured.

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Maybe you already purchased from me.

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Maybe you're waiting for

another offer to come around.

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Who knows?

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But I'm using it to nurture.

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And then how do we use it in

conjunction to how we're selling

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with the people to the people.

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So I'll part of my funnel is

you come to my once you're in my

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podcast, I sell you some shit.

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I say into the membership and

then I have a funnel from there.

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But podcasting is a part of that.

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So I want you to just think creatively.

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How can you use your podcast?

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How can we use our content

to do double duty also?

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So pieces of your episodes, pieces of

your episodes, some of your episodes

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can go into pieces of your funnel.

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If you have a welcome sequence, a great

thing to do in your welcome sequence

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is send them to podcast episodes that,

that talk about who you are, that

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talk about like what you stand for.

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So people get an idea of who

you are and what you stand for.

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You can also create episodes

around people's objections.

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Why they don't want to work with you.

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So then when people actually have

objections, you can send it to them.

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Or that can go be a part of your funnel.

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That can be a part of, you know, you send

someone your initial, you know, they're

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in a welcome sequence and then you send

them your offer and then you send them

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your objection ones, episodes, right?

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So when you think about how you maximize

your content, how you put your content

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to work for you, because that is

what's going to allow you to be able to

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dedicate the time back to this podcast.

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So let the podcast do some heavy lifting

so that you can then say, you know

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what, I'm going to dedicate my time.

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Just like I said, when I start something,

a new thing, or I need to create new

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messaging around something, I start here.

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So now all I'm doing is I'm dedicating

my time to my podcast growth and my

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podcast, and then I'm just taking

what's here, and I'm just going to go

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repurpose it in other places, right?

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Point people back to my podcast.

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But it's doing work for me.

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And if you're not having your podcast

do work for you outside of your podcast,

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you are missing a huge opportunity

to save some time, save some energy.

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This is why you could see that if you're

not doing it this way and you're literally

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keeping these two things separate, how

you can burn out so quickly because it's

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like you're creating two separate pieces

of content and work for two separate

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things because doing a podcast is work.

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It's work.

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If you really want to grow it

and you're really digging into

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it, it's going to be work.

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You are not going to just wake up one

day and have a successful podcast.

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You are going to have to put time,

consistency, energy, learning,

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money into doing your podcast

if that's what you truly desire.

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So in order for us to free, and it's a

great platform, it's a beautiful platform.

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And so, and so many people love

it, but they just can't figure

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out how to make it work for them.

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And so I'm telling you, one of the

ways that it works for you is when

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you let it work for you, you put it

to work literally in your business.

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So think about that when

you're creating content.

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Think about that when you are,

you know, sharing your content on

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sharing your podcast on social media.

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It's like how we're not just like,

Hey, come listen to episode 29 of my

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podcast, but we want to replace us

having to think about what we're doing

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on social media with our podcast.

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That's how we're going

to maximize this content.

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So from this, from this.

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I can create 20 posts that is talking

all about how to make your podcast part

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of your existing marketing strategy.

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And it's all going to come from

what I'm talking about here.

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So I'm going to talk about attracting,

nurturing, selling, how to do each

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one of those things from your podcast.

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What that, what that looks like,

why you should do that, why

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you should, let's have, let's

start conversations around that.

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Like, and that's what I'm going

to be using for social media.

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Right now I'm recording this on video.

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So eventually, eventually, like I can

take some of these videos and repurpose

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them and use them for social media.

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For content, I'm maximizing the

time that I'm spending here on late

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nights with Ange drinking my wine.

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I'm maximizing that so that I can

free up my time and my energy and stay

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doing the things that I love, which

is this sitting here in front of this

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microphone versus all the things that

I don't love, which is trying to figure

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out how to make this real, how to say

the right thing in this content, how

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to make sure that people are like,

notice me how to get this hook, right?

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Right.

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Those are things that are

like, not my thing necessarily,

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but this, this is my thing.

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So if you really want to focus on

letting, like growing your podcast,

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You need to think about how can

you free up the time that it takes

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to do everything in your business?

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How does this incorporate in a smart way?

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How is this?

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I was talking, we were doing our,

one of a workshop goer today.

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We were talking about, she was like,

well, I guess my fear is like that

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nobody is going to listen to my podcast.

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That I'm going to do this

podcast and no one's listening.

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And you know what my advice to

her was or what I told her and it

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just like took everything away.

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I was like, well, number one,

number one, that's not true.

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Number one, there's like always a market

and always someone who's interested in

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something like you can go to OnlyFans and

see like the fetishes that people have.

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There's a market.

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There's someone for everyone.

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There's some flavor for

every person out there.

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Okay, you can put your toes on there.

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People gonna like it.

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You can send people your dirty draws.

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They're going to like it.

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Like there's something for everybody.

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All right.

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So the fact that to say that you assume

that no one's going to want to hear

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what you have to say is ludicrous,

but the thing that really hit home.

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Is when we talked about how, even if not

one single person, listen, the way that

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you set your podcast up to be the anchor

of your content, the way that if you set

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this up in the right way, and now we have

our podcast content now that from each

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podcast Podcast episode, we're creating 20

episodes, 20, 20 pieces of social content.

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We don't have to think

about social media content.

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We're taking it all from

this one episode right here.

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We're taking our, we're

putting that in our funnel.

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We're putting like, we're, we're letting

our podcast do a lot of our heavy

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lifting and our content creation for us.

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That alone, if not one person came and

listened to your podcast is going to be.

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Worth it is going to be worth you

creating this is going to be worth

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you taking the time to do this.

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If you are integrating this podcast

into your business in the right way.

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And she was like, like, yes,

that's exactly what I want.

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Like, yes, give me more.

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Like, you're right.

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Like, let me do this.

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Let me create this.

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And let me back up a second

because I said in the right way.

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So.

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What that means is, and it's very

hard for me to give you like, I'm

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giving you examples, but I can't

tell you what to do in your business.

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I don't know what your strategy is.

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I don't know who your clients are.

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You can definitely hop on a call

with me and I will tell you, and

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I will give you a plan once I know

what you're doing in your business.

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So what I mean by right way, I

mean the way that feels best for

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you, the way that's right for

you, the way that's really going

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: 00:17:00

to work for you in your business.

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: 00:17:02

It's deeply personal.

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: 00:17:04

I can't, I can't tell you exactly that.

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: 00:17:06

All I can tell you is, use your

podcast content to repurpose.

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: 00:17:09

Use your content, try to maximize

it every single place that you can.

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: 00:17:12

Every single place that you can.

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: 00:17:14

Make it work for you, do double duty.

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: 00:17:16

That's how you're gonna stay in this game.

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: 00:17:19

Unless you've got a team and lots of

people to do lots of things for you.

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: 00:17:23

Because it's, it gets to be a lot.

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: 00:17:24

It gets to be too much,

to be honest, truly.

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: 00:17:29

It's, it's a, it's a lot.

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: 00:17:31

So if you want to stay in this game, you

don't want to have, you don't want to

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: 00:17:33

be burnout, you don't want to have a pod

fade, then figure out how to make this

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: 00:17:38

a part of what you're currently doing.

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: 00:17:40

If you're not sure how to make this

a part, come and hop in my DMs and GM

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: 00:17:44

Jordan, let's get on a call and let's

figure it out for you because this is

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: 00:17:49

the most important piece of it all.

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: 00:17:52

Because this is the piece that's

going to help you stay consistent.

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: 00:17:55

This is the piece that's going to help

you get the results, even feel like

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: 00:17:58

you're getting results, even, even

if no one's even listening, right?

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: 00:18:02

This is the piece that you need.

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: 00:18:05

So I hope you take this to heart.

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: 00:18:07

Hope you enjoyed this episode

as always come over to Angie

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: 00:18:10

M Jordan and chat with me.

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: 00:18:11

Let me know what you think

about late nights with Angie.

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: 00:18:13

Should I start that podcast?

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: 00:18:15

I'm going to go finish my wine right now

and I will see you in the next episode.