Bonus Material: Free Podcaster’s Email Funnel Template
What makes a person seem credible to you?
Is it a hard-earned degree in a certain area of study? Published books on a particular topic? Awards or certifications? A popular podcast?
Most likely, it’s all of the above…and more.
Each of these accomplishments is an example of a credibility indicator that can be used in authority marketing.
In case you’re not familiar with that term, authority marketing is defined as “leveraging your knowledge and experience to gain leadership status in your marketplace.”
Basically, it’s anything that establishes someone as an expert in their field who knows what they’re talking about.
And if you want people to believe you know what you’re talking about, you’ll need to have your own credibility indicators working in your favor.
Thankfully, hosting a podcast is a great one to have at your disposal.
You just have to utilize it properly.
So in this article, I’m going to explain how to use your show to amplify your authority marketing.
How does authority marketing work?
Imagine you’re given a choice between two presentations.
The first is given by someone who’s interested in financial advising and wants to share their thoughts on how to prepare for retirement.
The second option is a presentation on the same topic given by a certified financial planner, author, speaker, and host of the Your Retirement Questions Answered podcast.
Which talk do you go to?
It’s a no-brainer! And that’s authority marketing in action.
That second presenter’s established credibility makes people trust that s/he knows their stuff and that what they have to share is quality information.
Obviously, the more credibility indicators you have, the better.
But a podcast is a solid place to start.
So how do you leverage a podcast in your authority marketing?
If you’ve read any of my previous blog posts, you know that podcasting is a great tool for building trust and generating clients.
But all the advice I’ve shared so far covers how to do that from within your podcast.
You can also use your podcast from the outside, so to speak, simply by letting it be known that you host a show that covers your topic.
Here are three super easy ways to spread the word:
1. Mention your podcast in your bio.
Anywhere you put that paragraph or two about what you do, make sure to mention that you host a podcast.
This would be on your website’s “about me” page, your introduction for any speaking engagements or interviews, or anywhere a bio makes sense.
If you can combine being a podcast host with some of the other credibility indicators (e.g. author, speaker, award-winning chef), it adds even more weight to anything that you say.
Here are a couple of great bio examples to inspire you:
Hi, I’m Neil.
I’m the New York Times bestselling author of seven books which have sold over 1,000,000 copies and spent over 200 weeks on bestseller lists including The Book of Awesome, The Happiness Equation, and my newest You Are Awesome.
I host the award-winning, ad-free, sponsor-free Top 100 iTunes podcast 3 Books where I’m on a fifteen-year long quest to uncover the 1000 most formative books in the world.
I give over 50 speeches year at places such as Harvard, SXSW, and Google.
I share my latest writing to over 100,000 people in free newsletters.
I live in Toronto with my wife and three sons.
David Bryant has been importing from China for the past decade and previously lived and worked in Xiamen, China. He’s also a self-proclaimed Chinese culture nut with Chinese language skills sufficient to watch Peppa Pig with his young daughter. He has started multiple 7 figure brands over the years including OffroadingGear.com, which he currently operates, and Anchoring.com which he sold in 2016. He also runs the blog and podcast EcomCrew along with Mike Jackness.
If you have an existing bio, see where you can work in a mention of your show.
If not, now’s the time to draft one up!
2. Include it on your social media profiles.
This shouldn’t come as a surprise after the first step.
It’s just as easy to include a podcast mention in your social media summary, along with who you are and what you’re here to help people with.
For platforms like Facebook and LinkedIn, you can typically include your bio as is. But for the platforms that require shorter, punchier summaries, it’s still something you should find a way to mention.
Check out these examples from Twitter:
eCommerce entrepreneur & podcaster. Founder of @ecommercefuel, a private community for 7-figure+ store owners.
CEO + Co-Founder @TheDrawShop | Author | Podcast Host Backstage Business and The Everything Always Podcast | Wife, Mom and Step Mom of 4 Total!
You get the idea.
Make your podcast work for you!
3. Mention it in your email signature.
We’ve all seen emails signed off with the sender’s credentials.
It’s a casual mention that can serve you very well, and it shouldn’t take you more than a minute to add.
Try something like:
Host of the Bosses in Business podcast
Bestselling author and co-host of the Free Your Finances podcast
Simple and effective.
Bonus, it’s a great way to draw curious ears to your podcast and increase your listenership.
4. Add your podcast to your welcome email sequence.
You want every new subscriber to your newsletter to be introduced to your podcast.
If you already have a working email welcome sequence (aka. email funnel), then you can simply add in a single email that gives people your “Most downloaded episodes of ALL time!”.
If you don’t yet have an email welcome sequence, we’ve found this 5 email sequence to work wonders for turning cold subscribers into podcast listeners and clients!
Here are the email templates for both strategies.
What else can I do to make the most of my podcast?
Of course, there are plenty of other ways you can use your podcast in your authority marketing efforts.
What I mentioned above is the super low-hanging fruit that you should have covered at a minimum.
For more ideas on how to maximize your podcasting efforts, check out How a Podcast Should (And Shouldn’t) Fit Into Your Growth Strategy.
And if you have more suggestions for amplifying your authority marketing, drop ’em in the comments below.
Founder and Chief Podcast Educator at Cashflow Podcasting. Ben specializes in helping thought leaders and entrepreneurs amplify their impact through podcasting. He’s a world traveller, outdoor sports junkie and future enthusiast!