Grow The Show: Episode 215 | Where Your Podcast Fits In Your Funnel

Release Date: April 1, 2025
Host: Kevin Chemidlin

In Episode 215 of Grow The Show, host Kevin Chemidlin delves into the pivotal role that podcasts play within a business’s marketing funnel. Titled "Where Your Podcast Fits In Your Funnel," this episode addresses common misconceptions about podcasting's position in content marketing and offers actionable strategies to optimize podcast growth and revenue generation.

1. Introduction to the Funnel Misconception

Kevin begins by highlighting a widespread misunderstanding among entrepreneurs regarding how podcasts integrate into their marketing funnels. He states:

“Almost every single entrepreneur that I have come across who has launched a podcast is mistaken about how a podcast fits into an online business.”
— Kevin Chemidlin [00:00]

He emphasizes that many business owners erroneously view podcasts as a top-of-funnel (ToFu) tool solely responsible for attracting new listeners, neglecting the broader ecosystem required for sustainable growth.

2. The Client Story: Unpacking Misconceptions

To illustrate this misconception, Kevin shares a real-life case study of a client dissatisfied with her podcast's stagnant download numbers. Despite efforts, her podcast downloads showed minimal growth, causing frustration. Upon closer examination, Kevin discovers two critical insights:

1. Audience Growth Misunderstanding:
   The client's overall audience had indeed expanded, but this growth wasn't reflected solely in podcast downloads.

   “I show her that A, her audience was actually growing and she didn't know it...”
   — Kevin Chemidlin [00:50]

2. Ineffective Content Marketing Strategy:
   Her content marketing was fragmented and lacked cohesion, rendering her podcast less effective in nurturing leads.

3. Redefining the Marketing Funnel: Lead Generation vs. Lead Nurturing

Kevin challenges the traditional linear funnel model, explaining that customer engagement is far more dynamic. He clarifies:

“People are not warmed once and then stuck at that level of warmth, their temperature changes based on how much they're interacting with you.”
— Kevin Chemidlin [04:15]

He differentiates between:

• Lead Generation: The initial phase where potential customers discover the brand.
• Lead Nurturing: Subsequent interactions that build trust and move leads closer to conversion.

4. The Role of Podcasts within the Funnel

Contrary to popular belief, Kevin positions podcasts not at the top of the funnel but as a powerful mid-to-bottom funnel tool. He elaborates:

“A podcast is the best lead nurturing mechanism around.”
— Kevin Chemidlin [08:30]

Podcasts facilitate deeper engagement by allowing listeners to spend extended time with the content, fostering a stronger connection and trust—key elements in converting leads into customers.

5. Building a Cohesive Audience Ecosystem

The crux of Kevin's strategy lies in creating an integrated content ecosystem. He recounts how the client's content efforts were siloed, leading to inefficiencies:

“All of her content, all of her audience activities were siloed... These experts were not talking to each other working on these different things.”
— Kevin Chemidlin [13:45]

To rectify this, Kevin advises synchronizing all content channels—social media, email marketing, YouTube, and podcasting—to work in unison. This integrated approach ensures that each piece of content reinforces the others, maintaining consistent audience engagement across platforms.

6. Strategic Steps to Grow Podcast Downloads

Kevin outlines practical steps to enhance podcast growth through a unified content strategy:

• Increase Content Output Elsewhere:
  By doubling activities in other content areas (e.g., more social media posts, additional podcast episodes), businesses can drive more traffic to their podcast.

• Promote Existing Content:
  Ensure that every content piece, whether a YouTube video or a social media post, directs audiences towards the podcast.

• Enhance Lead Generation Efforts:
  Expand lead generation tactics to continuously feed new listeners into the podcast ecosystem.

“People are like, wow, I didn't have to do some new fangled growth strategy in order to grow my podcast downloads. I just needed more people to remember that my podcast exists.”
— Kevin Chemidlin [16:00]

7. Conclusion: The Power of Cohesion

Kevin wraps up by reinforcing the importance of a cohesive content strategy. He asserts that when all content channels work together harmoniously, they amplify each other's effects, leading to exponential audience and podcast growth. This synergy not only increases podcast downloads but also drives higher revenue by nurturing leads more effectively.

“You want to have one strategy that goes across long form, short form, email, and sales funnel.”
— Kevin Chemidlin [16:45]

Key Takeaways

• Podcasts as Mid-to-Bottom Funnel Tools:
  Utilize podcasts for deepening relationships with warm leads rather than solely for attracting new audiences.

• Integrated Content Strategy:
  Ensure all content channels are interconnected to create a seamless audience journey.

• Consistent Lead Generation:
  Continuously generate leads through various channels to maintain a steady influx of potential podcast listeners.

• Cohesive Team Collaboration:
  Foster communication and collaboration among different content creators to prevent siloed efforts and maximize impact.

By addressing these core elements, Kevin Chemidlin provides listeners with a comprehensive understanding of how to effectively position their podcasts within their marketing funnels, ultimately driving both audience growth and business revenue.