How to Use Your Podcast as a Powerful Sales Funnel for Black Friday
Do you want to make sure your podcast is helping you drive sales during major promotions like Black Friday? In this episode, I’m breaking down three essential strategies that will help you use your podcast to boost your Black Friday sales and beyond. We’re diving into how to align your podcast content with your promotion, why having a well-thought-out funnel is a game-changer, and the importance of planning everything in advance to stay stress-free.
Whether you're launching a new offer, opening up a membership, or running a limited-time promotion, your podcast can be a powerful tool for reaching your audience and converting listeners into customers. Tune in to learn how to make your podcast a seamless part of your sales strategy—so you can hit your sales goals without the overwhelm!
Treat Your Podcast as a Funnel, Not Just Content
One of the biggest shifts I made in my own podcasting journey was learning to think of my podcast as a vital part of my sales funnel. Your podcast isn’t just a piece of content—it’s a way to build trust, create connection, and nurture warm leads. It’s where potential clients can get to know you, understand your expertise, and decide if they want to work with you.
To make the most of this, it’s important to think about how each episode ties into the journey you want your listeners to take. Before you even start promoting a product or offer, ask yourself: How does my podcast guide listeners toward a solution that I can provide?
"Your podcast should be part of your sales vehicle—it’s the long-form content that converts your warm leads and pulls them into your world." By structuring your podcast as a way to move listeners from awareness to action, you’re setting up a seamless path that leads them right where you want them to go—whether that’s signing up for your email list, joining your membership, or purchasing a product.
Create Strategic Content Around Your Product
The content you create leading up to a sale is crucial. You need to build anticipation and position your product as the perfect solution to the problems your listeners are facing. Think of each episode as a stepping stone that leads directly to your offer.
Here’s how to do it:
Identify the “Why”: What problems or challenges is your audience facing that your product can solve? Focus your episodes on discussing those challenges and why they are significant.
Present Your Offer as the Solution: Once you've highlighted the “why,” present your product as the "how." Your episodes should make it clear that the solution to their problems is your Black Friday offer.
Use Storytelling and Examples: Personal stories and examples work wonders. For instance, if you’re promoting a membership, talk about a time when members found success through the program. This makes your solution tangible.
"We want to create a path through our content. We want people to listen and know that the solution is your product." Whether you’re doing solo episodes or interviews with people who have benefited from your offers, keep building the momentum toward your promotion.
Plan and Prepare in Advance for Launch Success
Launches can be stressful, especially during high-pressure times like Black Friday. The key to a smooth promotion is planning ahead. You want everything set up and running before the big day, so you’re not scrambling at the last minute while everyone else is digging into turkey and pie.
Here’s my recommendation:
Schedule Your Episodes in Advance: Think about how many episodes you need leading up to Black Friday and what kind of content each one should contain. Make sure they align with your promotion.
Record and Prepare Content Early: The week of Black Friday should be as stress-free as possible. Record your episodes, write your show notes, and prepare any supporting content—like social media posts and email blasts—well ahead of time.
Leverage Evergreen and Timely Ads: Don’t forget to run specific ads in your episodes that promote your Black Friday offer. Whether it’s a short mention during the episode or a dedicated ad spot, make sure your listeners know about your promotion.
"Black Friday is for eating turkey, not recording last-minute episodes! Plan ahead so you can relax while your content does the work." The goal is to let your podcast do the heavy lifting while you enjoy the holiday.
Make Your Podcast Work for You
Your podcast is a powerful tool that can do so much more than just entertain or inform—it can be a significant driver of sales during major promotional events like Black Friday. By thinking of your podcast as part of your sales funnel, creating content that positions your product as the solution, and planning everything ahead of time, you’re setting yourself up for a successful, stress-free promotion.
If you’re ready to take things to the next level, check out my Podcasting for Black Friday Toolkit. This toolkit is designed to help you create a strategic plan that ensures your podcast works seamlessly with your sales goals. With resources like episode ideas, a sample ad script, and a scheduling guide, it’s got everything you need to make this Black Friday your best yet.
Are you ready to use your podcast to boost your Black Friday sales? Let me know how these strategies work for you, and happy podcasting!
The Transcript for Podcast Your Business:
198: How to Use Your Podcast as a Powerful Sales Funnel for Black Friday
[00:00:00] We know that we should be setting our podcasts up to bring in new leads and help get people into our funnel. But how can we set up our episodes to help us when we have a new product, a service, or just a general launch happening? Today, I'm going to share the three things you need to think about to make sure your podcast is supporting your black Friday promos. And beyond.
[00:00:21] [00:01:00] Hello, and welcome back to the show. It is a glorious Friday here in Colorado. Uh, actually quite warm. Which I am not about that because I was in full fall mode. So I'm going to forgive the weather just this once today, but it needs to get its stuff together for sure. Uh, so. I was trying to think today about what is the problem that we solved this week. And one thing that I kept coming back to was my content. So. I don't know if you've been paying attention to my Instagram or even this podcast, but you will notice that we have really tried to shake things up in the content area. I have just really felt like for a while that our messaging and our content was not hitting the mark. And this has been a huge problem for us because. I really want to grow my audience. I really want to [00:02:00] grow. My email list. I have some big goals for myself and my business over the next year. And you know, none of that is going to be possible. If my content isn't hitting the mark. So I thought what I would do today. I'm not sure that we've necessarily completely solved the problem, but I think we are about there. But I wanted to share some of the things that we're doing to, uh, make sure our messaging is hitting the mark and kind of some of the steps that we took when we felt like it. Wasn't. So I think the first thing. Is like being able to say. This isn't working, I'm going to try something different. A couple of things that we've really shaken up has been, this podcast, the format of the podcast, how many episodes we're publishing. And then we're also posting it on YouTube and then we've also completely shaken up. Our Instagram and how we're showing up in Instagram, which also affects how we show up in other places. Cause I repurpose that content everywhere. So [00:03:00] that's been a huge thing. And so I think like, just being able to say like, Hey, what we're doing, isn't working let's experiment. Let's try some different things is a huge, like first step. The other thing that I think has been really big for my content. So on Instagram, The one thing I've noticed since we started doing this, as we've had so much more engagement. So many more views, so many more interactions, just like a general feeling of momentum has occurred on my Instagram account, which has been really lovely. And the thing is, is we haven't done anything super complicated other than going simpler, and then stepping outside of my comfort zone a little bit. So I was in, I just have not been really good at creating reels. I have not been, I've been. Holding back. On sharing. Some things that I think are important because they didn't want to be judged. And we really have pushed me outside of my comfort zone. But in a good [00:04:00] way, in a way that I think is going to be very beneficial for me, not only as, a CEO of my business and trying to grow a business, but like as a person and as a professional in this industry, I think it's made such a huge impact that I have stepped outside of my comfort zone. So that would be my second, like big tip is to. Find some ways to step outside of what you're normally doing. And see if there's another way that you can show up. Uh, and then I think the other biggest thing is just putting my face out there. And I've been talking a lot about visibility. And how you have to grow. Your podcast by, by putting yourself out there. There are strategies for getting people to just find you, but if you want to see some really like high impact growth, like you have to be visible. And I think the same thing applies to like email and social media and all of those things that we do in our business. And so I have been putting myself out there more and more and more. And the fact of the matter is like all of [00:05:00] these things that we are doing, we are seeing the benefits from not only just in traffic, but it we're just seeing momentum in every aspect of my business. And I think that that is a really huge Testament to how marketing has shifted right now and how important it is for people to get to know you and to feel like they can really trust you and be a part of your world. And all of this is encompassed in that. And so if you're feeling like your content just isn't hitting the mark, I would definitely try some of these sayings. Try going simpler, try stepping out of your comfort zone. Try showing your face more. And see what happens and, you know, and just experiment. I think at the end of the day, it's all about experimenting. And not being afraid to try new things. So that's the problem we solve this week.
[00:05:53]
[00:05:53] Your podcast is a great way to build trust with your ideal and potential clients. If you haven't listened [00:06:00] to the recent episode I did on funnels, like pause this episode and go back and listen to that one. Because we actually talk about how your podcast is this amazing way to convert warm leads and pull them into your funnel. And I think that's a really big point that I want to make right now. Like, as we're talking about sales and promotions and launches and how to incorporate your podcast into that. Is you really need to think about your podcast is part of your funnel. And you really need to think about it as, Hey, it's this piece of long form content. That is going to convert my warm leads and pull them into my world. Right. And so before we even think about having. Or selling something before we even think about selling something on our podcast. You need to have a funnel set up and understand how people are getting from your podcast to your product. And it should be just running all the time. Go back and listen to that episode [00:07:00] because it's so valuable, but I w I'm going to tell you, and I mentioned this on the episode as well. You know, having a funnel and, having automations in my email system was not something that I have had until recently. And I didn't really understand what they were until I started digging and piecing them together and realized like how incredible and valuable they can be. And so this is something that I've implemented in my business and it's so great because I know that if somebody signs up for the opt-in. They're going to go through a nurture sequence and then they're going to go into a launch sequence. I'm also working on some other stuff in there as well. So I think that's just a really, really important piece to understand, because that's going to help you understand. What call to actions you should have on your podcast and what role your podcast plays in all of that. And so for me, it really was like, oh my gosh, we've got to go back. And, you know, instead of talking about [00:08:00] step five on the podcast, I want to talk more about step one and two. And so we've really changed our perception of what we're going to be promoting here on the podcast for my own business. So as you start to think about, okay, how can I really utilize my podcast for sales promotions? Launches. I want you to make sure that you're utilizing it that way all the time. Right. So go back. Think about that. Uh, put that into action and that'll be such a big help as you start to think about it as this sales vehicle. Right. So there's three things that I really think you need to think about. If you are wanting to. Run a sale for black Friday or a promotion. And use your podcast as a huge piece of it. And like side note, if you have a podcast, And you're running promotion, then sales and launches and all those things that we all do in our business all the time. Your podcast should be a part of that. So, if you [00:09:00] haven't thought about how to do that or have a strategy, this can kind of get you started. And help you to think about that. Uh, it really should be something that you're constantly doing. But when we have like a launch or a specific promotion, we kind of want to ramp that up. Right. And, you know, this is the same for like, if you have a membership and you're opening the doors, or if you're launching a new. Program or offer, you can utilize the same things for that as well. But since we have by Friday, right around the corner, I'm going to talk about black Friday, specifically. When we're talking about sales. So the first thing I want you to think about is the content around your product. So you've decided what you're going to do for black Friday. You have a product in mind. You have a promotion you want to run. Or sale. And if you want to dig more into what types of offers are good for black Friday. Uh, sales, promotions, all of those good [00:10:00] things. I am going to have a resource for you here at the end of the episode. So pay attention to that. But what we want to do once we have that product that offer is, think about the content around it. Think about what people are going through, that's going to lead them to the product. So you want to think about the why. Why are they experiencing this thing? The, how the solution. Is the product, the service, the offer, whatever that thing is. And so how can you build episodes around that? Why, how can you highlight and bring forward? That thing that they're experiencing. Or that problem that you're seeing and talk about it on your podcast. And you can do that in a couple of ways. You can do some solo episodes. You can even. Bring on. If you have time, people who maybe have bought the product or gone through a program and have them come on the podcast as well to do an interview, but we really want to start thinking about. What [00:11:00] content is going to be engaging and enticing. And is going to lead people into it. Let's think of an example real quick. So let's say that I am selling my membership. Why do people join my membership? What is the catalyst? What are some things they're experiencing? That are those moments where they say, this is the thing I need. And how can you create episodes around those things? So that's what I'm talking about. When I say content around your product. Because we want to kind of create a path through our content. We want people to listen to this episode and then this episode and understand that the solution is this thing, right. The other thing you need to think about, and this, this feels like a, a, you know, a very basic thing, but I, I have to say this a lot to people and to clients. Is that you have to talk about your product during these episodes. So remember when I was talking about content and it said that it needed to be the [00:12:00] why and the product needed to be the how or the solution. This is that moment where you mentioned the solution to the problem. And how it is your product, your offer, your program, whatever the thing is, right. And it can be mentioned in a couple of ways you can run an ad. You can just talk about it in relation to the content. You can build it into the content that you're sharing. So a really good example would be, I am talking about something and I say, yeah, and as I was getting this product ready, I kept thinking, this is something that they really need or. I can talk about something and yes, we were just talking about this in my membership the other day. It's these little like. Trail breadcrumbs. You've heard me use the crumb to the cookie analogy before, but these are those leaving crumbs moments. Right? Where we're not necessarily outright talking about the [00:13:00] thing, but it's built into the conversation that we're having and it's built into the content. But on top of that, you have to actually mention the thing. So whether you want to run an ad or mention it at the end of the episode, you know, think about what you feel. Excited to do and make sure you do it, make sure you mentioned it. And then make sure. That product, that call to action. That link. Is everywhere. And your show notes, you know, have an ad in your blog posts, make sure you're sharing it on social. Like it just needs to be everywhere friends. So, I actually was on Instagram the other day and somebody was talking about that seven touch points that. You know, there, there's this saying that you have to reach somebody seven times before they'll they'll buy. And, I always joke, crack a joke and say that it's 50. But that's not really that funny anymore. Is it? Um, It is, it's still a little funny. [00:14:00] But that's absolutely true. And so when you're planning your sales and promotions, especially, you know, just mentioning in the podcast, isn't going to do it, just mentioning it on, in your email. Isn't going to do it just mentioning, like it has to be the combination of all the things, but what's so great about the podcast episodes.
[00:14:17] Is that again, this is that long form content piece. And so you can actually direct people to go listen to the episodes, to learn more about the thing that you're selling and promoting. And so it kind of becomes a circle like of content, but. That's where that thinking of it as a piece of your funnel is going to be so, so important and understanding where it fits in all of that. Is going to be so valuable to you as you start to think through this. And then the third thing and the last thing and, oh, sorry. And then the third thing, and the last thing that I want you to think about is the actual launching itself. So. [00:15:00] As we were getting closer to black Friday weekend, cyber Monday, that whole time period. You know, what I don't want you to be doing is recording episodes last minute. Is freaking out because people are actually clicking your link and you need to fix your funnel. Like launches and promotions are stressful just by themselves because we've got goals. We've got, you know, a lot of pressure we're trying to show up. We're trying to do all the things. This should not be the thing that makes it difficult. Your podcast should not be part of the thing that stresses you out. So, what I want you to do is think through all of this ahead of time, schedule it all ahead of time. Recorded all ahead of time. And have everything running in the background. So, what I recommend, especially as we're leading up to a sale is, you know, to think about your podcast schedule and have however many episodes make sense. Is it two, is it one, is [00:16:00] it three? Do you want to do a bonus episode around it? Sometimes don't just don't do as well. By the way, I really find what works better is to just do. A regular episode that is content built around the product. Okay. But his episodes are great. If you want to dig a little bit deeper, but just know that those downloads are probably going to be a little bit less than your normal listening downloads. So. I recommend having a few episodes. You know, and it's not going to help me if I'm not thinking about them. Until the week of, or two weeks of. What's going to help me is if I plan them ahead of time to think about them. To get them recorded. Get them scheduled. And then to create a lot of content around those episodes. So I would like, for instance, This episode, I'm going to create a couple of video clips. I'm going to share on social media and I want to make sure those are already done. 30 scheduled. I want to [00:17:00] make sure that I've got my show notes written that my call to action is super clear. I want to make sure that I've mentioned the product in the episode. And because my episodes are timely. They're going to attract the people who are interested in learning more about me, interested in learning about more about the work I do. And from there, it's going to convert them. See, now we're thinking about that funnel again. So. Having that all in place and having that all scheduled ahead of time, because especially like black Friday, Thanksgiving. Black Friday, cyber Monday, that whole time period. Like what I do not want to be doing is going to my computer. Like, I want to be. Watching football and eating Turkey. And I don't go shopping that weekend. I don't know. If anybody else does, but I typically avoid it, but I do a lot of relaxing. Sometimes we're traveling. So what I don't want to be doing is worrying about all of these pieces that I need to have in place for my sale or my [00:18:00] promotion to work. Right. And, you know, I put a lot of effort and energy into my podcast. And so I want to make sure that that effort energy is like done and completed and used up. Before that we kids, also my team takes that week off. So like they're not going to be available to help me. So really thinking about your schedule, the point that I'm really trying to make here is that if all of these pieces of content are so, so valuable to you running your promotion and to having a really great sale and a really great launch, whatever the thing is, That we want to make sure that we're really thinking through that content we're planning and scheduling ahead of time, and it's going to make everything so much easier. Now, there are a lot of other things that you need to think about as well. So I mentioned recording an ad for your podcast and running it in your episodes. So if you have something like a membership or group program, this is a really great idea. One thing we like to [00:19:00] do with our clients is have a few evergreen ads that we can kind of interchange, but then when we're working on a launch or a sale or promotion, we will have a specific ad for that, that we will run. And it's just kind of like a, Hey. Don't forget about this thing that we're mentioning in the episode kind of moment. And I really do love those. We also want to make sure that you just have a great offer to begin with. And I talked about that when I was talking about. Uh, planning the content around it. And so really having that put together, knowing what your promotion is going to be, being excited about it, having it ready to go and having that at the start. Right. We want to have that at the beginning of this whole process. And that's going to be really, really important. , and then showing up on social and promoting both your episode and your offer. And this can trip people up a lot because. We're wanting to make sure that we're promoting the episode and all this hard work you've put into our podcast episode, but we'll want to make sure the offer is mentioned as well. [00:20:00] And I mentioned. That a couple times and how it has to be a part of your funnel. And having that mapped out and planned out is going to really, really help you. As you're thinking through. What I'm sharing where and how I'm sharing it. And when I'm sharing it, And so all of this is actually available inside my podcasting for black Friday toolkit. So I put together a toolkit with all of these things. It has. A mini course, that's going to run you more in depth into the things that we've talked about today. We even talk about offers a little bit, but then the resources that are also included. Included with that are some episode ideas, some episodes swipes. A sample ad script and how to build a really great quick add. As sample schedule for you to help you plan out your promotions. I'm a visual learner. So I like to see things in action. So a sample schedule is like my favorite thing ever, because it helps me to see, you [00:21:00] know, how should my podcasts w where, how many podcasts should I do? Where should they be?
[00:21:04] What are the things that should go along with them? And then, it even includes a sample email, an email template. That's going to include how I share about my. Episode and how I share about my promotion.
[00:21:18] So, if you were running a black Friday promotion and you're planning on using your podcast as a part of it, I highly recommend you go grab this tool kit and this is going to help you make a plan because my goal for you is that your podcast is working is a part of your funnel and with a little bit of planning and a little bit of strategy. It can do just that. And it can help you run not only your black Friday promotion and sales, but any other launches and sales and promotions you do throughout the year. And let me know, like, let me know if this has helped you think through your sales and launches and promotions, because it's one thing to talk about. Selling on our podcast all the time. It's another thing to talk about when we are [00:22:00] actually in the middle of a launch and a big push for something. And so. Uh, that is something that I love diving into with my clients. I'm so excited. I got to share it here with you today. And I hope you have a great amazing week. And agree, amazing time planning your promotions, and I will see you in the next episode.
