Can you IMAGINE speaking to hundreds of thousands of people every week, getting your message out into the world and making an impact in other’s lives in the process?!
In today’s episode, I had the pleasure of chatting with my dear friend Emma Green, co-founder of Your CEO Mentor and the brilliant mind behind the No Bullsh!t Leadership Podcast, which has amassed over 5 MILLION downloads.
Emma is not only a fantastic friend but also one of the most insightful businesswomen I know. In this conversation, we’re chatting about her podcast strategy, what works to grow a podcast, and what you should do if you’re wanting to grow a podcast and start one today.
We also discuss how the podcast plays into her entire funnel of their business and how that sends people to their courses, and the details that she looks at when it comes to them having a multimillion dollar business! Emma is the real deal, so let’s dive in!
Is It Too Late to Start A Podcast?
We all know that podcasts are all the rage these days… But is too late to start one, and stand out in a saturated market?
According to Emma, “I don’t think it’s too late to start a podcast, but I do think it’s too late to start a podcast with no clear direction.” Here’s Emma’s top 5 tips for getting started with a podcast today!
- Know Your Audience: Before launching a podcast, it’s crucial to identify who you’re creating content for. Emma suggests researching your target demographic and understanding their needs. This will help you tailor your content to resonate with them.
- Differentiate Yourself: In a crowded space, it’s essential to carve out your niche. Emma and Marty decided to create original content for their podcast, focusing on short, actionable insights rather than lengthy interviews. This approach has set them apart from other leadership podcasts.
- Plan Ahead: Emma recommends having a bank of episodes ready before launching. Many podcasters run out of steam after just a few episodes, but having a backlog allows you to maintain consistency and keep your audience engaged.
- Consistency is Key: Since launching in 2018, Emma and Marty have never missed a week of releasing new episodes. This consistency has played a significant role in building their audience and credibility.
- SEO Matters: The name of your podcast should be clear and descriptive. Emma’s podcast title, “No Bullshit Leadership,” not only reflects their straightforward approach but also helps with searchability. A good name can attract the right audience while filtering out those who may not align with your message.
Building a Business Through Podcasting
Emma shared that the podcast is a cornerstone of the Your CEO Mentor business funnel. While they do generate some revenue through ads, the bulk of their income comes from their online courses, particularly “Leadership Beyond The Theory.”
Emma revealed that about 90% of their course participants come from their podcast listeners, highlighting the importance of creating a strong connection between the two.
The Funnel Strategy
“I’m going to lay out our entire funnel from our podcast, which has had over 5 million downloads, how that is a lead magnet for our online courses and digital products, which have made us millions.”
-Emma Green
The Your CEO Mentor funnel strategy is multi-faceted. Let’s break it down!
- Lead Generation: They utilize a personalized podcast quiz that helps listeners identify which episodes are most relevant to them. This quiz not only engages the audience but also collects email addresses for future marketing efforts.
- Email Marketing: Emma emphasized the importance of a robust email list. They send out regular newsletters that include new podcast episodes and additional resources, keeping their audience informed and engaged.
- Freebies and Resources: From the very first episode, Emma and Marty have offered freebies that complement their podcast content. These resources provide additional value and encourage listeners to join their email list.
- Personal Touch: During launches, Emma’s team reaches out to potential customers who have shown interest in their courses. This personalized interaction often helps convert hesitant listeners into paying customers.
Lessons Learned from Launching Courses
Emma has successfully launched their flagship course multiple times, and she shared some insights on what has worked for them.
- Email is King: The majority of their sales come from email marketing. Emma stressed the importance of crafting compelling email copy that addresses potential customers’ concerns and questions.
- Invest in Ads Wisely: They allocate a significant budget for lead generation ads in the months leading up to a launch. Emma noted that it’s not just about spending money during the launch but also about building an audience beforehand.
- Focus on Personalization: Emma believes that personalized interactions can significantly impact conversion rates. They often send personalized videos to potential customers, which helps build trust and rapport.
- Continuous Improvement: Each launch is an opportunity to learn and refine their strategy. Emma encourages aspiring course creators to analyze what worked and what didn’t, making adjustments for future launches.
- Value Over Everything: At the core of their business philosophy is the commitment to providing value. Emma and Marty focus on improving the quality of leaders globally, and this mission drives everything they do.
Final Thoughts
Emma’s journey and insights are a testament to the power of podcasting as a tool for building a successful business. By focusing on their audience, differentiating their content, and maintaining consistency, they have created a thriving platform that not only educates but also empowers leaders around the world.
If you’re considering starting a podcast or launching a course, take a page from Emma’s playbook. Remember to plan ahead, prioritize value, and don’t underestimate the power of personal connections.
With the right strategy and dedication, you too can carve out your niche and make a significant impact in your industry, I’m sure of it!
Thank you for tuning in to this episode of the Trust Issues Podcast! Be sure to check out the No Bullsh!t Leadership Podcast,for more of Emma’s insights, follow Emma and Marty on Instagram, and visit Your CEO Mentor to learn more about what she and Marty do!
