How To Start A Podcast That Lands You Clients: A No-Nonsense Guide for Executive Coaches

Laying the Foundation for Your Podcast

Starting a podcast isn’t just about hitting record on your smartphone and hoping for the best. It’s about crafting a platform that speaks directly to your target audience and supports your business from the get-go.

Here’s how you can lay a solid foundation for a podcast that attracts clients for your executive coaching business.

First things first, you need a home for your podcast on the web.

This is non-negotiable. A dedicated online space not only gives your podcast legitimacy but also serves as a central hub where your audience can find every episode, learn more about you, and connect directly with your services. Think of it as your podcast’s command centre.

Next up, define your podcast’s theme, target audience, and unique angle. Speaking of unique angles… A Narrow Podcast might have a non-obvious target market. Either way… This isn’t the time to be all things to all people. Your podcast’s name should be simple yet evocative, attracting the right listeners while making it clear that it’s not for everyone else. This clarity in purpose will be your guiding light, helping you stay focused and making your marketing efforts easy.

When it comes to content and quality, planning your content ahead of time is crucial. Whether you’re doing solo episodes, interviews, or a mix of both, know what you’re going to talk about and why it matters to you and your ideal listeners. As for quality, don’t skimp on good recording equipment. Poor audio quality can turn off listeners faster than you can say “subscribe.”

Create a trailer for your podcast.

This short, snappy preview isn’t just a teaser. It’s a powerful tool that sets the tone and style of your show, ensuring that your audience and guests know exactly what they’re signing up for.

By taking these steps, you’re not just starting a podcast; you’re building a professional platform that’s ready to attract and engage potential clients right from the first episode.

Building Your Brand and Online Presence

Your podcast is more than just content; it’s an asset. And like any good asset, it needs to show clear value. Start with a catchy name and a logo that pops. These elements should resonate with your target audience, making them feel like they’ve found a show that understands their needs and challenges.

But don’t stop there. Your online presence extends beyond your podcast. A professional website can add layers of credibility and accessibility. It’s where listeners can dive deeper into your content, discover your services, and connect with you directly. Make sure your website reflects the same branding as your podcast for a cohesive look and feel.

Social media is another battleground where your podcast can shine. Use platforms like LinkedIn, Twitter, and Facebook to share episodes, behind-the-scenes content, and engage with your listeners. Each post should be more than just promotional; it should provide value, provoke thought, or invite interaction. I like LinkedIn for business because people on that site are more likely thinking about business when they are on it. When it comes to Facebook, I work on the assumption people are using Facebook when they are in peak procrastination mode (sat on the toilet).

Branding your podcast isn’t just about visuals and content. It’s about consistency. Your message and tone should be consistent across all channels you choose to use. This consistency helps build trust and familiarity, turning casual listeners into loyal followers—and potential clients or more likely referrers.

The Pre-Podcast Must-Haves for Success

Before you hit record, make sure you have these three critical assets in place: a valuable freebie, a robust website, and clear services or products. These elements are essential not just for attracting listeners but for converting them into clients.

Start with a freebie. This could be an ebook, a checklist, or access to an exclusive webinar. Right now my freebie is me! Sort of. It’s an AI bot called TobyAI - that has been trained exclusively on my content (best-selling book, course, articles…). You will not find that on Chat GPT! Your freebiw should provide immediate value and be directly related to your podcast’s content or sponsor. That is a question of positioning. Ask TobyAI! Place this freebie on your website—a site that hosts not just your podcast episodes but also detailed information about your services or products. Check out TobyAI - You can chat with him about creating a podcast that grows your business 247.

Speaking of your website, it should be clean, navigable, and professional. It’s the face of your podcast and business, after all. Include clear calls to action. Make it easy for visitors to subscribe to your podcast, download your freebie, or inquire about your services.

Lastly, be clear about what you’re selling. Whether it’s coaching services, workshops, or courses, your offerings should be front and center. Don’t make potential clients hunt through pages to find out how they can pay you.

By preparing these elements before launching your podcast, you set yourself up not just for listenership but for client conversion.

Crafting and Launching Your First Episodes

Creating your first few podcast episodes is like setting the stage for what’s to come. Start with a bang by crafting a compelling trailer. This one-minute pitch should encapsulate what your podcast is about and who it’s for, ensuring it resonates with the right audience right from the start.

When recording your episodes, pay attention to quality. Good sound editing isn’t just about removing the ums and ahs; it’s about ensuring your audio is crisp, clear, and pleasant to listen to. Poor audio quality can be a major turnoff for new listeners.

Once your episodes are ready, it’s time to launch. Submit your podcast to popular directories like Apple Podcasts, Spotify, and Google Podcasts. A good hosting company will do that for you. Use your existing networks to promote your podcast. Share it on social media, send out an email blast, and encourage friends and colleagues to spread the word.

Launching with a clear plan and a professional approach will help ensure your podcast makes a splash right from the start.

Using Your Podcast to Connect with Ideal Clients and Guests

Your podcast isn’t just a marketing tool; it’s a networking powerhouse. Use it to connect with ideal clients and guests by leveraging your episodes as a platform for meaningful conversations.

When looking for guests, aim for individuals who not only bring value to your audience but whose networks could benefit from your services as well. Each guest episode is an opportunity to tap into new networks, expanding your reach and potential client base.

But don’t just use your podcast to broadcast; use it to engage. Invite listeners to submit questions, offer feedback, and participate in discussions. This level of engagement not only builds a community around your podcast but also positions you as a responsive and attentive coach.

Remember, the goal is to create win-win situations where both you and your guests or listeners benefit. This approach not only enriches your podcast's content but also builds lasting relationships that can translate into business opportunities.

Growing Your Business Through Your Podcast

Now, let’s talk about client creation. The key here is the Pod-Lationship Cycle. This strategy involves identifying potential clients among your listeners, inviting them to engage further through targeted content, and keeping in touch regularly.

Use powerful, thoughtful emails to keep your listeners engaged. Each email should provide value, whether it’s insights from recent episodes or exclusive offers for subscribers. This keeps your audience engaged and ready to listen to each new episode.

Only focusing on growing your listener base is a mistake. Focus on deepening the relationships with guests first. Those people are your listeners too. Regular engagement through emails, social media, and your podcast might turn casual listeners into clients, referrers or partners.

By using your podcast as a tool for business growth, you leverage your content to not just attract listeners, but to convert them into clients.

Three Keys to Getting Clients with Your Podcast

Here are three strategies that can turbocharge your client acquisition through podcasting: Pick the $296 Cherry, Act Like a Decoy Duck, and Awaken the Introvert Within.

1. Pick the $296 Cherry: In Japan, the Sato Nashiki cherry is said to be sold for $296 making it the pinnacle for top cherry connoisseurs! It might not feel like it but you do have a choice when it comes to picking clients. To enjoy the pick of the best focus on high-value people, subject matter as a way to attract high-value clients. Each episode should be crafted to address specific pain points or goals that resonate with your ideal client, making your podcast the go-to resource in your niche.

2. Act Like a Decoy Duck: Here, your podcast serves as a decoy, attracting the right kind of attention and awareness. If you’re good at what you do this is about awareness. Use your episodes to showcase your expertise and the unique benefits of your ability to serve your target market, drawing in listeners who are most likely to become clients.

3. Awaken the Introvert Within: This is about leveraging your natural strengths. Not everyone is an extrovert, and that’s okay. Your podcast can be the platform where your thoughtful, introspective approach shines, attracting clients who value depth and insight. Showing your guests have the ability to listen and understand is so valuable!

Implementing these strategies can help you not only attract listeners but convert them into clients who value your unique approach and insights.

Wrapping Up: Your Roadmap to Podcasting Success

We’ve covered a lot, from laying the foundation of your podcast to using it as a tool to grow your business and attract clients. Remember, the key to a successful podcast is consistent and strategic content. Each episode should serve a purpose, whether it’s to educate, engage, or convert. Your listener doesn’t always have to know all the purposes your episode serves. But with a solid pod-lationship cycle you can use each episode in a multitude of ways to help grow your business.

If you’re an executive coach looking to leverage podcasting to showcase your expertise and expand your client base, remember that consistency, quality, and strategic planning are your best friends. And if you need a bit more guidance, don’t hesitate to speak to TOBYAI. He is here to help you 247 make your podcast a resounding success.

Now, go out there and start podcasting. Your next client could be just one episode away!

If you're an executive coach looking to scale with podcasting and don't want to deal with AI - contact us today.