Right, let’s talk podcasting on LinkedIn! I’ve spent the last year diving headfirst into converting podcast listeners into actual leads, and it’s been quite the ride. One avenue I’ve been particularly excited about is creating a LinkedIn podcast – or more accurately, an interview series. It’s all about thought leadership and building relationships, ultimately driving business.
The Spark: Why LinkedIn for Audio Content?
Let’s be honest, when you think podcasting, you don’t instantly think LinkedIn, do you? But that’s exactly why it’s powerful. Everyone’s competing on Spotify and Apple Podcasts. LinkedIn offers a far more targeted audience. Imagine directly reaching professionals in your niche, already engaged with industry discussions! The key, though, is ensuring your content resonates with them and isn’t just a generic sales pitch.
Crafting the Series: Target Audience is Key
Before pressing record, you need a crystal-clear picture of your ideal listener (and future customer!). What are their pain points? What information are they actively seeking? What publications or thought leaders do they already follow? For us, that meant focusing on Marketing Directors in the tech sector, struggling with lead generation. This guided every aspect of our series, from the topics we covered to the guests we invited.
Finding the Right Voices: Interviewing Experts
We decided on an interview format, featuring industry experts and, importantly, satisfied customers. Reaching out to potential guests can feel daunting, but remember, you’re offering them a platform to share their expertise and build their own brand. Personalised invitations are crucial. Don’t just send a generic email blast. Research their work, reference specific articles or posts they’ve created, and explain why their voice is vital for your audience.
Production and Promotion: Making it Sound Good (and Seen)
Investing in decent audio quality is non-negotiable. You don’t need a professional studio, but a good USB microphone and a quiet space are essential. Keep episodes concise, digestible, and packed with actionable insights. Think 20-30 minutes max.
Then comes the promotion. Don’t just upload the audio and hope for the best. Create engaging visuals – think eye-catching episode artwork. Write compelling show notes that highlight key takeaways. And critically, tailor the promotion to LinkedIn. Use relevant hashtags, tag guests and their companies, and most importantly, spark conversation in the comments. Ask questions, encourage debate, and actively participate in the discussion.
Turning Listens into Leads: Calls to Action that Work
This is where the magic happens. Don’t be shy about including clear, concise calls to action (CTAs) in each episode. But avoid the hard sell. Instead, offer value. This could be downloading a relevant lead magnet (e.g., a checklist or template discussed in the episode), attending a free webinar, or booking a short consultation. The key is aligning the CTA with the episode’s topic and the listener’s needs.
Engagement is Everything: Building a Community
The real power of LinkedIn lies in its community. Respond to every comment, answer questions thoughtfully, and encourage listeners to connect with you and each other. Create a dedicated LinkedIn group for your podcast, providing a space for further discussion and networking. This not only fosters a sense of community but also allows you to gather valuable feedback and insights.
Measuring Success: More Than Just Downloads
While download numbers are important, they’re not the only metric that matters. Track the number of leads generated from each episode, the conversion rates of your CTAs, and the overall ROI of your podcast. LinkedIn analytics will give you some information, but tracking any offer/lead magnet/consultation requests, should also be tracked separately, giving a fuller picture of the lead potential.
We have seen some really encouraging results from following these practices and now when developing a strategy for a new client, a podcast and engagement on LinkedIn, is something that we seriously consider. It is really about understanding your target audience and catering to their interests to generate leads.
