This is where podcasting gets really exciting and where we’ll introduce you to “private” podcasts and all the things you can do with it.
We’ll be introducing to our new technology partner at the end of this episode who for me, after podcasting since 2005, I haven’t been this excited about podcasting since then! It’s the biggest game-changer in podcasting I’ve seen yet, and we’re fully adopting it and showing others how to do the same.
So is your interest piqued? Good.
I want to first talk about one part of our philosophy on audio podcasting. People are getting tired and burnt out on screens. With all the Zoom meetings going on, and video webinars where a video is not really showing anything, just a talking head, it really shouldn’t be a mystery. Now don’t get me wrong, I think it’s important and really nice to see who you’re becoming friends with or starting to do business with, for sure - but video is just not needed all the time.
I’ve always thought it’s great to show a video if you have something to show. Otherwise, audio-only is so convenient, much more immersive, intimate, and allows us to be in a creative space to imagine what we can’t see. In our online courses, we prefer people just listen and reference a workbook while they’re away from their computer. Now some course material does require video. Of course, you should have video for that when necessary. But if you have audio, you can easily re-listen to the course conveniently from anywhere. So I’m jumping ahead of myself here, so let’s get started.
And I highly recommend you grab a notepad and something to write with. At some point here your idea machine is going to start firing off ideas for your business and you’re going to want to jot down those inspired ideas.
Much of this material is taken from our new service provider we’ve partnered with. I’ll share more about them at the end of this episode. What we’re about to share with you is going to mostly dissolve any notion that podcasting “seems expensive and complicated.” That barrier is about to be completely removed for you.
So let's talk about podcasts. You’re probably right now thinking about public podcasts. There's a difference between public podcasts, which is what most people are familiar with, and “private podcasts.”
Public podcasts are the ones that are listed in all the common podcast directories like Apple Podcasts, Google Podcasts - all of the directories that are available to the general public.
Private podcasts are delivered just like a normal public podcast. They show up in the podcast apps you already use but they're private and NOT listed in public podcast directories. They're not available to the general public.
So with a private podcast, you get to control who gets access to them, for how long, and they can be gated - meaning you get to choose how and when someone has access to the private podcast. So as an example, if someone signs up for your course, you can give them access to the audio. It’s private to them.
Private podcasts open up an entirely new way to communicate with your audience.
You still have the convenience factor of being able to listen to them anytime, anywhere - while you’re on the move - whether you’re walking your dog or sitting in a parking lot on the highway. You still have that convenience factor.
But there are so many more options for delivering your content to your audience beyond a typical public podcast - with which you have only one way to deliver your content.
With a public podcast, it’s a date-driven episode. You release an episode on a specific date, and that episode is released on that date for anyone who has subscribed to your podcast. Anyone in the general public gets to discover and listen to that episode on the date that you release it. That’s great.
But with a private podcast, you are allowed to customize the way that your content is delivered to your audience.
Yes, you can still have the date-driven ability, so you can absolutely choose to release episodes on a specific date. Now you can also choose to release them all at once, OR also have the ability to drip out your podcast based on when the listener first subscribed to your feed.
This is great for things like evergreen challenges or courses, where the content is dripped out over time, where we need to accommodate varying start dates for your lessons.
With a private feed, you can also remove access for listeners on an individual basis, and that's something you can't do with public podcasts. It's either there or it's not, and you can't control which listeners see it and which listeners do not.
But with a private podcast, you can.
So as an example, if you're using a private podcast to deliver content from a membership program, if a person stops paying, you can remove them from receiving the content. You can remove their access without affecting anyone else who has access to that private audio feed.
Private feeds allow you to customize your listener’s experience based on THEIR behavior. So talking about delivering the right message at the right time, this is something you can't do with a public podcast. But with a private feed, you can.
With a private podcast and this new technology, you can trigger certain actions based on the listener’s behavior. When a listener activates their new private feed, or when a listener listens to a specific episode within the feed, you can trigger an action based on those behaviors. In fact, most of you arrived here automatically because you got to episode 3 in the previous private feed.
This is absolutely changing the game with audio content delivery, and we can't wait to share more about ...
So allow me to share some ideas and walk you through how to leverage the power of audio in your business and for your clients.
So inspired by the service provider I’ll introduce you to at the end of this episode, here are 5 Easy Ways To Leverage The Power Of Audio.
First and foremost, you can use it for educational content, whether it's courses, training, membership, content, eBooks, even workbook guidance - any informational content that you can imagine. You can even print a QR Code on a product box linked to a private podcast feed so a customer immediately has access to instructions on how to use the product, or even get recipes if it’s a food item.
You’re not stuck doing the same old format so many public podcasts follow.
Again, the options are only limited to your own creativity - so Imagine Podcasting with Private Podcasting Feeds.
So you know, over 70% of all digital content is being consumed on mobile phones.
Many courses go unfinished with customers buying with the best of intentions.
But with competing priorities, time constraints, and distractions, it's difficult for an audience to sit down, log into a course platform and go through all of the content. And in fact only about 20% of people that sign up for a video-driven course actually complete the course. But those that experience an audio course, well about 60 to 65% of them complete the course because it’s convenient.
Again, use video only when it’s needed or when you first want to introduce yourself to your audience.
Having an audio version of your material means more customers have the convenience of consuming that content anytime, anywhere, allowing you to reach them during the hours that they're not sitting in front of their computers.
Are you taking notes? Good.
The second way you can use audio is for event recordings, whether it's Q & A calls, one-on-one calls, group coaching, or hot seat calls - maybe it's even recorded from summits, workshops, retreats, masterminds, events, presentations, or speeches. This way people can easily catch replays and recordings. Think about how many live programs and events you've signed up for, with every intention of going to them, and then you find out that life has gotten in the way - and you didn’t get much value out of what you paid for.
Sure, maybe the replays are offered, but you have to actually sit down and watch them, which doesn't typically happen. But by offering an audio version of these live calls and events, you increase the likelihood that your audience will actually experience them.
The third way you can use audio is with marketing. There are so many ways to use audio in your marketing.
What’s themed here is that audio makes it easier to reach your audience. Easier for them to consume your content. And when they consume more of your content, it will increase your conversions.
Whether you're adding an audio version of your webinar or launch content, or using audio to run a live or an evergreen challenge, you can provide an audio-based convenience that will actually be consumed.
Audio case studies let your audience hear from your successful clients in their own words.
Even take advantage of how easy it is to create new audio assets for bonuses, for existing offers, or maybe even new audio-only offers that you can rapidly test for product-market fit, and other tests related to this.
Are you taking notes? Good.
Let's talk about using audio to repurpose your content and give your audience another easier way to consume it.
So the fourth way you can use private audio feeds in your business is for repurposing. Whether it's an audio version of the newsletters, emails or blogs that you're already writing, or you're creating an audio feed with your YouTube content or a series of Facebook live replays, audio is a great way to get the most out of your work. Consider creating audio upgrades of content that you already created and give your audience an easy way to get it.
The fifth way is for business operations. Audio can be a godsend for a client or employee onboarding, internal training for communicating updates, announcements, and news with your internal staff. And as more and more companies went remote in 2020, it was clear that the companies who excelled had great internal communication. Having an internal company podcast is a great way to tap into a modern soundtrack in this virtual remote office environment. I have a private feed for my team where I weekly update them on what’s going on in at Imagine Podcasting. I continue to have team meetings, but I get to let everyone know at a top-level what I’ve been thinking about.
Now that’s just five quick, easy ways, no matter what business you're in.
Actually, if you were counting, I mentioned about 34 different ways to use private podcasting.
And we haven't even talked about the niche-specific. You can use audio for meditations or for cooking instructions, travel guides, local scavenger hunts, escape rooms, a sports-specific fitness coaching mindset and affirmations, even supplemental product guides on e-commerce products.
There are so many ways that you can use audio that is specific to a niche or a business. The possibilities are literally endless.
HOW do you Imagine Podcasting? I hope you were taking notes as the ideas specific to your business popped out of your head. If not, go back and listen again.
We’ll continue to add to this feed the stories and ways you can use both public and private podcast feeds.
Oh, I just noticed I had added about 6 more “ways” - so we’re now at 42. Great!
Now here’s the company that makes all this possible, done right with private podcast feeds: It’s Hello Audio. The founders are Lindsey, Nora, and Derek who have been excellent at supporting me using Hello Audio. It’s been intentional for me to wait until now to let you know about them. What I want you to do is click on the link in the episode notes to find out more. Yes, it is my affiliate link and I want you to use that. This way I can better follow you and offer some complimentary consulting if you want it. We’re launching the Mach 1 online course with 7 of us from the team at Imagine Podcasting and would love to have you join us.
You can certainly use Hello Audio on your own, but if you want some assistance, take a look at our Mach 3 Startup Package. This is the package used by several of our clients which you can experience from our Podcast Case Studies page on ImaginePodcasting.com.
And if you want to see who the team is at Imagine Podcasting, they're right here.
The link to Hello Audio is in the footer. You’re going to want to check it out for yourself.