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Want 5 quick ways to improve as a podcast host or guest?

The Ultimate Sales Funnel Blueprint for Podcast Guests

The Ultimate Sales Funnel Blueprint for Podcast Guests

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How are you doing in podcasting as a guest, host, or both?

Do you ever question whether podcast guesting can yield the results you seek? Can it lead to book, course, or program sales? Can it drive traffic to my website/brand? The answer to these questions is a resounding YES. You can yield incredible results and drive sales/traffic through podcast guesting. In this episode, Sara Lohse shares how you can create a high-converting sales funnel and call to action as a podcast guest. Get ready to start earning the results you seek from your podcast guesting efforts!

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We all have a goal as a podcast guest. And for a lot of us, it’s to grow our business. How can we turn a podcast guest’s appearance into a sale? I’m here to walk you through my five steps for creating a killer lead generation funnel. As I go through this, I will use a case study. That’s going to be one of my lead generation funnels. I’ll explain how I created it and let you see all the steps I laid out.

Identifying Your Podcast Topic and Audience

So, the first step to creating a killer lead generation funnel is to know your topic. What is it that you’re going to be talking about when you go on a podcast? You can have more than one topic, but you’ll want to go through this process for each one. So when I go on a podcast, I often talk about how to be a great podcast guest, or what I’m talking about right now, which is how to turn podcast listeners into warm leads. So, my topic is set.

Think about all of the topics that you talk about on podcasts. And that brings us to step two. What’s a common question when you talk about your topic? If my topic is lead generation through podcasts, there are a lot of questions that people might have. They might ask me how it works. What does it mean? The question I often get is, how do you create a lead magnet? Take the time to write out all the topics you talk about and then list some of those common questions you might get for each topic. This is going to help you create a lead magnet.

“Take the time to write out all the topics you talk about and then list some of those common questions you might get for each topic. This is going to help you create a lead magnet.” – Sara Lohse

Crafting Compelling Lead Magnet Questions

So, the third step is answering those questions using a lead magnet. First, let’s talk about what a lead magnet is. Simply put, a lead magnet is anything you use to generate leads, and a lead is a person, group, or organization that may purchase from you. When I talk about lead magnets, I often talk about them in the context of growing a subscriber list.

“Simply put, a lead magnet is anything you use to generate leads, and a lead is a person, group, or organization that may purchase from you. When I talk about lead magnets, I often talk about them in the context of growing a subscriber list.” – Sara Lohse

By getting someone onto your subscriber or email list, they’re permitting you to follow up with them. So, lead magnets are generally free content, and you give them away in exchange for that person opening up a window to the conversation. It’s the beginning of a relationship that you start cultivating and hopefully grow into a lifelong customer. When creating a lead magnet, we want to consider the questions people would ask us about our topic and how we can create an enticing piece of content to answer those questions.

How Do You Create a Lead Magnet?

I mentioned that my topic was lead generation. And the question that I most often get is how to create a lead magnet. So, I created an ebook with 50 ideas for lead magnets. Ebooks are my favorite type of lead magnet. They let you dive deep into your topic and give a lot of context and information you can’t give on a podcast episode.

You’re limited to the amount of time and want to focus more on stories and why you do what you do versus the actual how. As a writer, I like to create short ebooks that are five to 10 pages long and explain in greater detail the topics I discuss. There are so many other ways that you can create a lead magnet. I already told you I have a book with 50 of them. So clearly, there are a few. If you’re an author, go on podcasts to promote your book.

Book Chapter Lead Magnet

You can create a lead magnet by pulling out a chapter or two of the book or giving your prologue or introduction. Having that book preview can get subscribers onto your list and generate buzz around your book. If you’re a podcaster, a bonus interview is an excellent option for a lead magnet. If you have a big-name guest or a guest you’re excited about, have them stick around after the traditional interview and answer a few fun or personal questions. Then, release that interview piece to those who subscribe to your list. This will help you access not only your listeners but also people who are fans of the guests on your show.

Swipe File Lead Magnet

Another option for the creative types is a swipe file. Swipe files are a lot of fun to create. They’re also called inspiration files. These are like a treasure chest of content ideas. It’s a portfolio of your best work that you can put together so that someone can swipe through it when trying to find ideas. This can be great for social media managers, graphic designers, and anybody who works in a creative position and has a library of content they’ve already created. This is also great for copywriters who could put their best headlines and high-converting text into a swipe file to give ideas to people looking to improve their writing. And remember, not all lead magnets need to be original or creative. You see lead magnets every day on different websites that you go on.

Spinning Wheel Lead Magnet

We’ve all seen the spinning wheel with different percent discounts when we go onto a retail site. That is a lead magnet. You only get the code to use your coupon if you subscribe to their mailing list. There are also things like free shipping, free trials, and free consultations- anything enticing enough to get someone interested and that you can use to access their email address.

Setting Up Email Capture and Management Systems

Step four is to create the lead magnet. Set it up and guard it behind an email capture form. Email capture forms are used in most email software to create mailing lists. I use Constant Contact. There are also options like Beehive, Active Campaigns, or MailChimp. If you don’t have an email system or yours doesn’t have forms, you can use something like Google Forms or JotForm to set this up.

Understanding the Sales Funnel Stages

The fifth step is to start filling that sales funnel. A sales funnel is meant to look like an inverted triangle, basically like a funnel. It’s our goal to move people from the top of the funnel down to the bottom of the funnel, and at the bottom of the funnel, that’s when they start to make a purchase decision. The top of the funnel is when we’re in the awareness stage. This is when people are just starting to know about us, and we’re just spreading brand awareness about who we are and what we do. Podcast appearances are decisive for this awareness stage because they let you talk to different audiences the show’s host has already curated. Being a guest on a podcast means introducing yourself to a new audience, getting them, and starting them in that awareness stage.

“A sales funnel is meant to look like an inverted triangle, basically like a funnel. It’s our goal to move people from the top of the funnel down to the bottom of the funnel, and at the bottom of the funnel, that’s when they start to make a purchase decision.” – Sara Lohse

Podcasts are great for this, but we need to be able to do it well. We need to be a perfect guest. So tell stories, focus on connections, be authentic, and help the audience understand who you are and your brand is. Use this time to be something other than sales. You don’t have to because we’re setting up a sales funnel to help us make those sales later. Just focus on getting them in that first step of the funnel and putting out great content and a great interview.

Once you’ve captured their attention, potential customers move down to the interest phase. Here is when they start seeking more information about you. These are the people who will access your lead magnet. The goal is to engage them by providing valuable content and information to help foster their interest in your product or service. Only some people who hear you on a podcast will download your lead magnet. That’s why the funnel is an inverted triangle. As it goes down, it gets smaller and smaller.

“The goal is to engage them by providing valuable content and information to help foster their interest in your product or service.” – Sara Lohse

So, if you have 100 people listening, only 10% will be interested in moving to that next phase. That’s okay. You’re meant to work with only some. The people who resonate with what you say on the podcast episode and what you have to talk about are the ones that you want to continue the conversation with. They move into the consideration phase once they are ready to move past the second phase. And this is when your email campaign comes in. They’ve already downloaded your lead magnet, which means they’ve been put on your email list. So you have to have an email sales campaign that is triggered to send automatically every time someone gets added to that list.

Lead Magnets Should Trigger an Email Campaign

Every lead magnet you have should have a list that triggers a specific email campaign. This means that all the content can be tailored precisely to the content you put out that person accessed. I have lead magnets about building a personal brand, podcasting for higher education, and building a business through podcasts and podcasts for realtors. Those are all very different audiences. So you want a different email campaign sent to people on every list. You want it to be very tailored so that the content in the email resonates with them based on something you know they’re interested in.

“Every lead magnet you have should have a list that triggers a specific email campaign. This means that all the content can be tailored precisely to the content you put out that person accessed.” – Sara Lohse

The people in the consideration phase are reading reviews, researching your competitors, and trying to learn more about what you do. You want to create a sales campaign that guides them to the purchase decision. I do this in four to five emails.

First Email: Deliver the Product

In the first email, all I do is deliver the product. There needs to be a sales message. It’s a short and sweet email delivering the piece of content that they subscribe to and thanking them for downloading it. The first email in your series will always be the most open because they need one to get the desired content. Let us know if you see your open rates drop slightly after this first email. This is normal. You don’t open every email in your inbox, either.

Second Email: Easy Next Step

For the second email, I like to give an easy next step. Now, this is different from a sales pitch. This is something that they can do themselves by putting into action the ideas that I gave them in my lead magnet content. Because my lead magnet was about types of lead magnets they can create, my second email gave the three best practices I found to create a great one. Once I give them those three steps, I invite them to book a call to discuss the content I’ve given them. It’s their chance to ask questions about the content tal, talk through some ideas, and see if lead generation and lead magnets suit them. They may still need to book that call. That’s okay. They’re still considering. And we have a lot more emails to go.

Third Email: Offer a Solution

The third email is meant to offer a solution. This email discusses the customer’s problem and shares how your product or service can solve it. Explain their problem in a way that reminds them of it and creates a sense of urgency so that they feel like it needs to be solved and it needs to be solved soon. Because social media is the more talked about an option, I compare email marketing with social media marketing to show the prospect that they might miss out on great opportunities. I do this using statistics. So, in this email, I explain that email marketing is 40 times more effective in obtaining new customers than social media. Your email is five times more likely to be seen than a Facebook ad. The email marketing click-through rate is six times higher than organic social media engagement, and email conversion rates are three times higher than social media marketing.

The solution I’m explaining here is email marketing, but I also explain that you need to get leads onto your email list if you’re going to have someone to market to, and that’s where I come in. So, I end that email with a call to action for them to book time with me and discuss ideas that they might have for lead magnets that could work for their brand.

Fourth Email:Peace of Mind

The fourth email I call the peace of mind email. Anytime you hire a new service provider or purchase an oversized ticket item, that can be stressful. So, how can we offer peace of mind to our prospects? This email is meant to do just that by answering some frequently asked questions that you might get about your services or outlining some of the common objections and overcoming them so they don’t stand in the way of your prospect making that purchase decision. You can also use this email to explain what someone can expect when they work with you. That’s what I did.

I use this email to lay out the three steps of working with me to make it simple and easy for the customer. They’re more likely to purchase if they know what comes next. So I make it as easy as steps one, two, and three and then invite them to book a call.

Fifth Email: Pitch

So now we’re in the conversion stage. This is the stage where the potential customer finally decides to purchase. This is the final step in the email series, the pitch email. Instruct the customer to make the purchase decision and use limited-time deals or coupon codes to push them over the edge. The aim is to make the purchasing process as easy as possible, providing clear calls to action and supporting them throughout the decision-making process.

Now that you’ve turned that lead into a client, the final stage is advocacy or loyalty. Our focus shifts from creating a customer to continuing to cultivate the relationship and having that customer remain loyal to our brand and to be an advocate. If you’re like me, most of your new business comes from referrals.

“Now that you’ve turned that lead into a client, the final stage is advocacy or loyalty. Our focus shifts from creating a customer to continuing to cultivate the relationship and having that customer remain loyal to our brand.” – Sara Lohse

You want to turn as many clients as possible into advocates for your brand so that they refer their friends and network to work with you. For this phase, think of how you can continue supporting your customers. This can include post-purchase support, encouraging repeat business, or motivating your customers to share their experiences with others. You want to develop long-term relationships with your customers and encourage them to become repeat buyers and brand advocates.

“You want to turn as many clients as possible into advocates for your brand so that they refer their friends and network to work with you.” – Sara Lohse

Optimizing Call to Action Strategies

So now we know how to create that funnel and an email sales campaign to turn those leads into customers. But how do we get them to know this lead magnet even exists? This is when we have to nail our call to action. Our call to action is what we want someone to do after they listen to us talk on a podcast.

My advice for creating your call to action is to buy a URL. Every lead magnet that I have has its URL. These are only about $12 on GoDaddy, and they can help you generate thousands in revenue because it makes it easier for a podcast listener to get on your funnel. At the end of your podcast guest interview, the host will tell our audience how they can learn more or contact you.

“Every lead magnet that I have has its URL.” – Sara Lohse

Now, instead of saying, well, you can visit my website, favoritedaughtermedia.com, follow me on social media, or even send me an email at Sara and give them all these steps to follow, we can give something straightforward. To learn more about creating a lead magnet for yourself, visit. Now, that’s easy for a listener to remember. They can remember my whole brand name and the name of the ebook itself. They have to remember that one URL. But the key is that the URL forwards to my website. So, it leads to a landing page.

Building Comprehensive Landing Pages

Now, how I set up those landing pages is essential. The headline is just the name of the ebook. I want it to be obvious as soon as someone gets to this landing page what they went there for. Maybe they remembered the URL but needed to remember the book’s name. That’s okay. They still got there, and they had a reminder right in front of them.

Right under the headline is a short, two-sentence introduction to who I am, what I do, and what the value of this piece of content is. I want to clarify what value this piece of content holds, and giving them that brief introduction to myself can add value because I position myself as an expert on the topic.

Right underneath that is the form to fill out to download that ebook. All it is is their name, email address, and a button to hit submit, and they will automatically be added to my mailing list. And that triggers the email series to send them the piece of content. But this must be on my website because I want them full access to everything I do. I want them to be able to explore more, click around, and learn more about my company.

What Happens After the Lead Magnet is Downloaded

So after they download my lead magnet, they can see my services page or my about page, add some of my blogs, or download some of my other free content. They also will be able to see all of the links to my social media so they can interact with me online or follow me to stay connected. They can also go to my contact page to either send me an email or book time if they want to talk to me after hearing me on the podcast; having all of this put together before you go on a podcast is going to make your experience so much better because you’ll be able to capture your audience and turn them into leads for your business.

I hope this was helpful, and thank you for listening.


About Sara Lohse

Sara Lohse is a writer, marketer, and formerly broke millennial. After taking a job as the Director of Marketing for BFG Financial Advisors, she realized how much she–and most of her generation–didn’t know about finance. Alongside her team at BFG, she launched Brotman Media Group, a media, and publishing company dedicated to spreading financial literacy. The company produces a weekly podcast, has published books and articles on various finance topics, hosts regular educational webinars, and develops online courses to learn more about money.


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