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How To Funnel Podcast Listeners Into Customers

​Mariah Coz teaches people how to run profitable businesses by selling courses. I’ve been a fan of her since I heard her on Creator Science, but I noticed something interesting when I was listening to her podcast.

She has absolutely NAILED how to turn her podcast listeners into customers. In fact, her whole podcasting strategy is awesome. Mariah is a frequent guest appearing on other shows and inside private communities, and she's a public speaker. This gets people to her podcast, the Mariah Coz Show, where she builds trust with her listeners and turns them into customers.

Easier said than done. That’s why today, I am going to break down how she effectively turns her podcast listeners into customers.

Step 1. Align Your Podcast With Your Offer

Throughout her episodes, Mariah always mentions clients she’s worked with as examples. She’ll say things like, “I believe this is so important, which is why there’s a whole module of it in Profit Architecture” (her signature course).

This fits perfectly because her podcast message aligns with her offer. On my own podcast, I do this all the time by bringing up Patreon in conversation. We recorded a lot of relevant content, so we would bring up episodes we’ve recorded or tangents we talked about on Patreon, subtly encouraging people to check it out.

This allows you to bring up what you’re selling without feeling “salesy”. This is just another reason why picking and knowing your audience is so important.

Step 2. Get Your Listeners Onto Your Website

Whether you sell courses, services, coaching, merch, or a podcast membership, your website is where it happens.

The challenge is getting your listeners on to your website to see your offer and become your customers.

Mariah does this in two simple but effective steps.

1. She creates a supporting blog post with images explaining the concept she’s discussing. In the podcast episode, she tells you to check out the blog post to see the images she’s describing.
2. She links that blog post in the episode description encouraging you to go and read it.

A simple call to action (click the link in the description) and a compelling reason to do it (you’ll see the images she’s talking about). But Mariah also describes the image, so as the listener, you don’t have to go to the blog post, but it’s to your benefit if you do.

Step 3. Link That Page to Your Offer

You click the link, scroll down for the images, and you come across links to her course:

You’ve heard her talking about her course, you’re curious to see what’s inside, and you trust Mariah because she’s been dropping value bombs. You click the link, and voila.

A listener has gone from being a passive listener, to a potential customer on your sales page without ever feeling like they were being sold to.

Why I Like This

There are so many reasons why I love what Mariah does here.

• The evergreen nature of her podcast content
• She’s getting two pieces of content from one idea
• She could set up retargeting ads for those listeners
• It favors audio only, which keeps the workload of your podcast manageable

But the true reason is that the whole process is audience first. The content is chosen to be helpful to the listener, and the supporting blog post is then even more helpful, and while I haven't taken the course I am confident that it will also be insanely helpful.

The attitude of the whole funnel is here’s how I can help you, not how you can help me.

Where People Go Wrong

Always think to yourself “What’s it in for them?”

If you want people to click a link to a blog post or show notes, you need to give them a good reason to do so.

The best calls to action are mutually beneficial. Yes, you can say, “Visit my website for more,” but if you can say what’s in it for the listener if they do visit your website, you’ll have a much higher conversion rate.

You’ve asked them to do something, but why should they do it? Answer that, and your whole funnel will fall into place.

TLDR

1. Align your podcast with your offer. It’s hard to promote your book writing coaching if your podcast is about professional ping pong.
2. Create a compelling reason for your listeners to go to your website. “Head over to the website for more” isn’t enough.
3. Effortlessly connect your website content with your offer. Your content is and should be relevant so you can link it as such.

I am available for coaching if you need help with your podcast-to-customer funnel. Click here to book a free chat, and we can talk. Or hit reply if email is more your thing.

Community Wins

Congrats everyone! If you have a win you want to share, hit reply!

How I Can Help You

1) ​The Template Vault ​– Learn how to grow your podcast on autopilot. Get fill-in-the-blank templates to set up your podcast foundation for growth, success, and making money.

2) ​Work with me 1:1​ – Book a chat with me today, and we can discuss how we can work together to grow your podcast!

2) ​Recommended Tools​​ – These are the tools I use to grow my podcast. I focus on tools that improve quality and save time.

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