Like any content format used for digital marketing, the best way to generate leads from your podcast is to make it relevant to the audience. About 57% of Americans listen to a podcast. If you can tap into even a fraction of that, you have the potential to turn those listeners to leads and then to customers.

But relevance is only one aspect of podcasts to make them lead generators, albeit the central one. Other ways to generate leads from your podcast include:

  • Promotion
  • Lead magnets
  • In-person calls to action (CTAs)
  • Social media and blog repurposing

If you have an existing podcast, consider the benefits of using it for lead generation. If you are thinking about creating one for business purposes or as a hobby, consider using it for lead generation.

Key Takeaways

  • Podcasts are popular with many people, which makes them an excellent way to generate leads
  • A study indicates that podcast ads have a return on investment (ROI) of $2.42
  • Using a podcast for lead generation requires some simple tweaking
  • The best way to turn a podcast into a lead generator is to make each episode relevant to the target audience

Why Are Podcasts Good For Generating Leads?

The value of podcasts for generating leads is in the exposure. Of the people that listen to podcasts, about 80 million listen to an average of eight podcasts weekly, and it’s a diverse population. According to research, podcasts have gained a much wider audience among non-whites and women, which is probably one of the reasons that 80% of content marketers plan to spend on podcasts in 2022.

From the perspective of lead generation, a recent survey indicates that 71% of podcast listeners act or respond to sponsored content. Another survey reveals that about 50% of Millennials follow educational podcasts, and 67.8% of all listeners do so for information.

But the most telling statistic for the marketing value of podcasts is the ROI in podcast ads. One study of 530 podcast ad campaigns established an ROI of $2.42 for every $1 spent. That means advertisers are willing to buy ad spots on relevant podcasts because they believe they’ll get back twice what they paid in sales.

The inference is if advertisers can generate enough leads to get their money back from podcasts, you can do the same thing as a podcast creator for your business. The question is how, which is next on the list.

Ways To Generate Leads

  • Make your episodes relevant
  • Promote your podcast
  • Use lead magnets
  • Embed in-episode CTAs
  • Repurpose episodes

We summarized that you could use podcasts to generate leads. Here are ways to do so.

Make Your Episodes Relevant

The first order of business in podcast content creation for lead generation is making each episode relevant to your target audience. It would be best to do this first thing to hook listeners and compel them to follow your podcast channel.

How do you do that? By solving a problem for your listeners.

That should be simple enough if you have a marketing strategy in place for your business, or perhaps CRM software that provides you with data about your customers.

If you do, you get a deep understanding of your target market and what they need from your business.

Generate reports
Source: Aptivo

For example, if you sell organic food supplements to increase metabolism, you might target older men and women looking to lose weight. You can create podcast episodes with unusual or exciting weight-loss tips and tricks to resonate with people who are most likely to buy your products.

Get industry experts or influencers as guests on your show if you can. Since listening to a podcast is free, you give away valuable information, which always goes well with prospective customers.

Promote Your Podcast

It’s a waste of time to create great content if no one knows it’s there. You need to promote your podcast like crazy on platforms where 94% of podcast listeners are active: on social media.

You should also put your email list to good use by announcing the release of each podcast episode. Email marketing software can help you automate that and improve your open rates.

HTML email sample
Source: Mailchimp

Incidentally, Mailchimp also produces a podcast called Mailchimp Presents. It might be interesting to check it out.

When you send promotional emails to your site and podcast subscribers, keep it to just one or two to avoid bombarding them. Include at least two CTAs in your email. One goes to the email recipient for the episode you’re promoting, and one is to your business site to motivate them to make a purchase. The second CTA could mention a discount or exclusive offer.

If you do interviews, ask your guests to promote the episode on their social media as well. Finally, try to be a guest on other podcasts to give their listeners a taste of your personality and expertise.

Use Lead Magnets

Not all the listeners to your podcast ― or site visitors, for that matter ― will provide their email addresses so you can reach out to them and become leads. Use lead magnets that motivate them to give you their information and help you grow your email list.

Lead magnets are free items or services you offer in exchange for their email addresses. It could be a free trial for a service, exclusive access to gated content, downloads, product freebies, or newsletters. Whatever it is, it should provide real value to anyone who signs up for it to avoid disappointing them.

You can include lead magnets in your show notes and on your website. The lead magnet should direct your listeners to a landing page where they can sign up.

You can use a landing page builder such as Unbounce to do that.

100+ templates
Source: Unbounce

Make sure you optimize the landing page to get as many people as possible to sign up. Some suggestions:

  • Keep it short and simple
  • Use clear language to tell people what to expect
  • Use only one CTA
  • Dispense with the navigation bar and any links to focus attention on your CTA
  • Include short reviews from customers if you have them since they work as social proof

Embed in-Episode CTAs

An excellent way to generate leads is to direct your listeners to your landing page by including CTAs in the episodes themselves. Give them a good reason to go to the landing page and sign up for your podcast channel and website.

Three recorded CTAs with a clear and easy-to-remember URL are ideal. Spread them out preroll (before the episode starts), midroll, and post-roll (end of the episode). The midroll is probably the most important as many listeners skip the intro and don’t always go to the very end of the episode. Use only one CTA repeated three times per episode to avoid confusing your listeners.

Repurpose Episodes

Not all your lead-generating activities are confined to the actual episode. Repurpose the content for social media posts and blog articles. Try to use just one point for each post to rank better, even if the episode touches on several topics. Make sure you include CTAs to your landing page on each post.

Examples of How To Use Podcasts

So, what do podcasts that generate lots of leads look like? You can check out the following to get some inspiration:

What To Do Next?

Use your podcast to generate leads for your business by following the tips above. If you don’t have a podcast yet, consider creating a business podcast for your digital marketing strategy. You can have fun doing it, and it doesn’t take up too much time or resources. All you need is a smartphone with good audio recording capability, audio editing software, and the commitment to creating one episode regularly to keep it going.