Shani Fay - Podcast Producer (00:00.185)
So you launched a podcast to share your message, show your expertise and build your authority. You've got content going out consistently and you're showing up. But let's be honest, you're also juggling disability, marketing and the constant pressure to prospect and pitch just so that leads keep coming in. And that can feel like a full-time job on top of everything else you're already doing. But what if I told you you're overlooking the number one lead generation tool in your business
And you're already using it every week. Yup. That's right. Your podcast, not just as content, but as a full blown trust building lead attracting funnel. In this episode, I'm going to show you how to stop separating visibility and Legion and start doing both.
Shani Fay - Podcast Producer (00:51.087)
Hey friend, welcome back to the Mommy Mogul Mastery podcast where we talk strategy, sustainability, and showing up boldly in your life and business. Do me a favor and go ahead and press that subscribe button and give this video a like. It really helps the channel out and allows me to continue bringing valuable content like this to you for free. So let's jump right in. Your podcast is a funnel. I've said this before and I will continue to say it over and over again. Your podcast is a funnel, but only if you treat it like one. So what is a funnel?
Really forget the complicated diagrams for a second. A funnel is really just a guided journey, a path that leads someone from curiosity to conversion. takes a cold lead, someone who just found you and walks them step by step towards becoming a warm, welcomed and aligned client. So there are five core steps to a funnel and I'll give you two bonus ones. The awareness phase is the first one, right? This is where you say, Hey, I exist, you know,
This is my stage and your audience is scrubbing through your content, search, ads, referrals, or social media. Then you have the interest phase. They start to pay attention. They engage with your content. They're like listening, they're liking, reading a post, or they actually have made a decision to follow you on some type of social media platform. Then they're graduating to consideration. They're thinking about working with you. Maybe they've grabbed a freebie, subscribed to your newsletter, or stocked your offer page.
After that comes decision. They're ready to act, but maybe they need a little nudge. This is where clarity calls, DMs, email nurturing and strong CTAs matter. Now we're getting into action. They make the purchase, they book the call or sign the contract. Your lead officially becomes a client, a student or a customer.
Now here are those two bonus layers that I, that I promised you. One is retention and loyalty. This means repeat business referrals, upsells. This is where you serve them so well that they keep coming back for more. And then the icing on the cake is advocacy. This is where your people are now your biggest cheerleaders. They share your podcast, they're recommending your offers and they are the ones helping you drive organic growth. Your podcast.
Shani Fay - Podcast Producer (03:06.028)
should be doing the heavy lifting for the top four stages of that funnel. So again, that was awareness, getting their attention, interest, earning their trust, invite offering something valuable in consideration, making it easy to say yes to working with you. Your podcast can do all of that without feeling pushy, complicated, or even salesy because nobody wants to sound salesy. I hear that all the time and it's true, right? So you just have to structure your podcast intentionally.
So let's dig dive, take a deep dive into the awareness and attract phase. We want to make it easy for the right people to find you. If they can't find you, they can't work with you period. That's where SEO and discoverability come in, but let's take the intimidation out of it because here's the truth. There's no just one size fits all SEO strategy. I don't care how many people email you. I have clients call me and they're like, Hey, I keep getting all these emails from people about SEO and all that stuff. I'm going to tell you.
a horror story about that real quick. So I had a client, she actually took heed, you know, well, she paid attention to one of those emails that came in. won't say take heed, but she paid attention to one of those emails that came in actually spent money, made an investment for these people to increase her reach and all they did and they promised SEO, but all they did was have their box come in and show that there was a whole bunch of views on her video, but there was no real engagement. There was no likes, there was no comments, nothing. They didn't change.
any of the verbiage to actually align with SEO. didn't change how it was set up. Nothing. They changed nothing except having those bots come in. And I will caution you that YouTube does not like stuff like that. And they will find out and they can actually cancel or close out your account. So don't do it, right? Don't do it. Again, realize that there is no one size fits all SEO strategy.
Just like there's no single marketing campaign that works forever. Think of it like this, right? With McDonald's, they didn't stop marketing after they discovered it. I'm loving it, right? They test, they tweak, they try new messaging, new audiences, new packaging. And when something hits, they double down. Like SEO works the same way. You have to find what works for your audience and you have to continue to tweet. You try different episode titles, keywords, platforms, and formats to see what really resonates with your audience.
Shani Fay - Podcast Producer (05:27.906)
And then you lean into what's working while still experimenting. It is not a one and done type of situation and your podcast. It's searchable. It's bingeable. It's evergreen, which means it's one of the easiest ways to attract your ideal audience, especially when you pair it with strategic distribution and repurposing like blog posts, YouTube descriptions, newsletters, and social media content. You're not just building a brand. You're building digital breadcrumbs.
that leads straight to your door. And if you're wondering where those breadcrumbs are meant to lead, this next piece is a great place to start. This episode is actually sponsored by my newsletter, Heard That. It's where I share visibility strategies, mindset shifts, and real life lessons that help entrepreneurs like you amplify your voice without burning out. Every edition is packed with insights you can actually use.
behind the scenes stories and I don't always share those things publicly so you can actually find them over there. It also includes the links to my favorite tools and resources that I personally rely on to run my business and my podcast. So if you're ready to grow your brand with more clarity and less chaos, head to the link in the show notes and subscribe. All right. I can't wait to meet you in your inbox and be able to connect with you on a weekly basis.
All right, now that we've covered where to keep the conversation going, let's talk about what keeps people listening. And that is phase two of your funnel or using your podcast as a funnel. And that is to engage. You want to make them feel like you're already in their corner. Attraction gets attention. Engagement keeps it. Once someone hits play on your episode, they've got a few short minutes to make them feel like you get them.
Right? You've walked a similar road. You might just be the exact person they've been looking for. And that doesn't come from sounding perfect or polished. Like I make a lot of mistakes in in my, in my recording and sometimes I'll redo it because it's just too bad. But then other times I'm like, Hey, it's me. I'm human. Right? It comes from being real, being clear and being consistent.
Shani Fay - Podcast Producer (07:33.68)
But let's talk format for a minute because how you structure your episode plays a big role in how deeply your audience connects with you. If every episode features a guest and you're only speaking for the first 60 seconds and maybe like the last 30 seconds, you know, then your audience is getting to know your guests more than they're getting to know you, which means they may enjoy your content, but they're not necessarily seeing you as the authority. That's not to say that interviews are bad. I've done interviews.
I did two full seasons where they were just interviews and I actually love that because it kind of feels like a security blanket, right? When you're having a conversation with someone, feels more natural than just showing up to do solo episodes. You're like, I don't know what to say. And I feel like I'm talking into the abyss and talking to myself. So I get it. I get why people gravitate towards interviews, but you need to make sure that it's on your terms and that you're not allowing them to shine and you're creating content for them, but not really creating credibility for you.
All right. So guests can bring a powerful perspective, know, credibility and fresh insight. But if you want to build trust and attract leads, you need to make space for your voice. Here's how you do that. Alternate those guest episodes with solo episodes that teach, share stories and highlight your expertise. Start each guest episode with a personal reflection or a lesson tied to the topic.
So for me, have, I know exactly what episodes I'm doing between now and the end of the year, actually into January. I've already had them planned. And so when I invite a guest on to speak, I'm inviting them to speak on that particular subject, right? So it has to deal with my area of expertise and how can their area of expertise lend or compliment that, right? Not take over, but compliment. And I always take a moment.
After the interview, connect those dots for your audience and bring it back to your framework, your offer, you know, your philosophy, even if that means wrapping up the conversation and then taking a moment, you know, at the end of the episode to like, here are my thoughts on the conversation to just happen. You want to frame it for your audience. What did you want them to walk away with? This isn't about ego. It's all about clarity. You are the guide. Your podcast should sound like it.
Shani Fay - Podcast Producer (09:47.728)
So when you show up with your full voice, sharing stories, insights, and even your faith or values, you build what I call relationship ROI. And I actually talked about that in another episode. So you can, link that here so you can check it out. This is the emotional collection that leads someone to trust you before they booked a call. And the beautiful thing is that you don't need thousands of listeners to build that kind of trust, just intentional strategic episodes that send to your voice and value.
So let's go on to phase three of using your podcast as a funnel. This is where you invite them, give them a clear aligned step. So if you're building trust, but never inviting people to go deeper with you, your podcast becomes a feel good experience, but it has no real direction. That's not what we want, right? People are listening, they're connecting. And if you've made it this far, you're thinking, wow, she really gets it. Then I invite you to subscribe to my newsletter, Heard That.
It's where I go deeper into visibility strategy, share behind the scenes lessons from my business and give you tools to amplify your voice without burning out. You'll get real stories, actionable steps, and sometimes a pep talk you didn't know you needed right to your inbox every single week. That's what a strategic podcast call to action looks like in real time. It is simple, relevant, and aligned. Now you know exactly I've invited you on how to connect with me deeper.
I've invited you behind the scenes of my business so that you can get all the information and that's in the herd that newsletter. So go ahead and click that link below. The key is to make sure you're inviting your listeners to take the next step, whether that's grabbing a freebie, sending you a DM or hopping on a clarity call. Your podcast should always open a door because the moment someone presses play, they've already taken the first step. They've already said I'm interested in this thing that you're talking about.
So make sure your listeners always know that next step. You're not just here to inform. You have to make sure that you're inviting, extending the invitation. So now let's talk about conversion, right? This is step four of your, this is phase four of your podcast funnel. So make it easy for people to say yes. Here's the thing. Most of the people who hire me don't come out of nowhere, right? They've been listening, they've been watching, they're sitting, you know, with my words in their earbuds for weeks, sometimes a month.
Shani Fay - Podcast Producer (12:10.246)
By the time they feel that, that's another thing. Let me stop right there. That is another thing. You're wanting to gain leads and sometimes people aren't ready right now, but it doesn't mean that they're a lost cause. So that's why you want to invite them to something that's ongoing. I understand lead magnets, you know, like a download or something are really popular, but most people don't actually use that, which is why I invite people to my newsletter because it's fresh every week. gives me an opportunity to nurture my audience.
And it also gives me a chance to go deeper with them, right? And have real, you know, conversations outside of just the podcast. So I recommend something that you can bring them in deeper, but it's not just a one and done type of thing. You want to have something that allows you to continue having conversation with them. And I, you know, I know these magnets also build your email lists and you're able to go deeper with them in that as well. But you know, just get creative in how you're and what you're inviting them to. So.
My audience, by the time that they hire me, they've been listening, they've been watching, they've been sitting with my words, you know, again, weeks, sometimes months. And by the time they fill out a form or actually book a clarity call, they're not wondering if I can help them. They're already convinced, right? They're just choosing when. So that's what real conversion looks like. And your podcast can do the exact same thing. When someone hears you, you know, show up with consistency.
clarity and confidence, they start to see you as the go-to. Not just someone they like, but someone they actually trust. And here's where most people drop the ball. They create great content, but they don't connect the dots between the content and the offer. So your job and the converse in the conversion stage isn't to convince, it's to remove any friction, right? And guide the next logical step. So ask yourself this question. Does your podcast clearly speak?
to the pain points that your offer solves? Good question, right? Are you sharing stories and results that demonstrate your expertise, not just describe it? And have you made it easy for someone to work with you if they're ready today? Because if your audience doesn't know what you offer or how to say yes, then they won't. Think of your podcast like a conversion, a conversation with someone who's already 70 % ready to buy. They just need clarity. They need confirmation.
Shani Fay - Podcast Producer (14:33.766)
They need to hear that you, that what you've helped others do, you can help them do as well. So let's take a minute to recap, right? Your podcast isn't just a content platform. It's a funnel, a trust building, lead generating, authority, amplifying funnel that can work with your business instead of adding more to your plate. When you treat it like a funnel, you stop separating visibility from lead generation and you start using your podcast to one attract the right people through.
strategic discoverability, two, engage them by making them feel like you see them, three, invite them to go deeper with clear aligned calls to action, and four, convert them by removing friction and guiding them to the next step. And the best part is you don't need viral content. You don't need a giant team. You just need a clear message, a structured approach, and the courage to treat your voice like the asset that it is.
So if this episode sparks something in you, if you're thinking, okay, maybe I've been underestimating my podcast and it's time to keep the momentum going again, I'm inviting you to subscribe to my newsletter, Heard That, where I share deep insights, visibility strategy and weekly tools to help you build a business that doesn't burn you out because the podcast is just the beginning. The real growth happens when you take what you heard and you actually start using it.
Thanks for being here friend. And if no one's told you lately, your voice is powerful. So let's use it on purpose. I'll catch you in the next episode.
