Hosting a podcast is an amazing way to get more visible and attract more clients into your business, but that doesn’t mean that you won’t experience a few bumps in the road. In my experience, one of the most common challenges faced by podcasters is ‘podfade’. Podfade refers to the phenomenon where a podcast starts out strong, but episodes gradually become less frequent and eventually fade away completely. It happens when podcasters become so overwhelmed by the workload of hosting their show that they give up or when they don’t see the desired results quickly enough and get totally downhearted about the podcast and how effective it is at attracting an audience.
Podcasting is so much fun, and while so many would-be podcasters start strong, I often see shows that disappear after a great start. In fact, podfade happens to about 75% of podcasts and is most likely to happen by the seventh episode, according to Amplifi Media.
In this blog post, I want to help you understand why podfade occurs and how you can anticipate and overcome the challenges. We’re also going to dig into how you can effectively use your podcast as a marketing arm for your business and why it’s a long game that’s likely to result in more clients.
Understanding Podfade
When you start a podcast, the energy is usually high … you’re excited, it’s a new project, and you’re pretty stoked about all the new business it will bring in! Typically, the energy and excitement of producing a new podcast start to wane around the seventh episode. Maybe you get overwhelmed by the post-production workload, or perhaps you’re just not seeing the response you were hoping for, but either way, for many podcasts, this is the beginning of the end.
I want to put it out there upfront – Unless you already have a huge, engaged following, you’re unlikely to see overnight success. So, if you’re 20 or 30 episodes in and you’re still feeling like no one has even noticed you’re there, then don’t be discouraged — as long as you stay consistent, potential listeners will start to notice your show.
A turning point is often near episode 50 – this represents a year’s worth of weekly episodes, which is enough time for you to build an audience of people who regularly tune in, download, and subscribe to your show. Many podcasters who don’t see immediate results quit before they ever get to this stage. The key word here is ‘immediate’. Because the reality is podcasting requires persistence and patience, and results are unlikely to be instantaneous.
Overcoming the Early Challenges
Along your podcasting journey, there are a few factors that can feel discouraging right off the bat. The initial phase of getting a podcast off the ground includes a hefty commitment and patience, and you might be put off even launching because you think there are already a bazillion shows out there about your topic. But the key is that although Apple and several other podcast platforms have between 2M-4M on them (depending on who you ask), only ~500,000 of those podcasts have more than ten episodes, with one episode being produced within the past year. Okay, that’s still a lot, but consider this: a mere 156K podcasts have both ten or more episodes AND have released an episode within the past ten days.
So, thanks to this information by Amplifi & Podnews, we know that all you have to do to be in the top 8% of all podcasts is produce more than 10 episodes, then maintain a production schedule of either weekly or bi-weekly shows, and your competition is whittled down to only 156K other podcasts. And that’s 156K across ALL podcast niches, so you’re probably more likely to be in direct competition with far fewer shows.
Flash forward 12 months, you’ve released 52 podcast episodes, and you’re well past that magic seven-episode mark, but you’re still feeling that you’re not seeing results yet. The keyword here is ‘yet’.
This is another dangerous moment! Podfade can hit these seemingly experienced podcasters, who have already put in so much hard work, just as they’re about to reap the rewards. Podcasting is a game of longevity, and at the 1-year mark, you’re so close!
A common pitfall for aspiring podcasters is the expectation of immediate results. Most podcasts don’t witness traction or a high conversion rate of listeners to clients immediately. It’s typically after two years of consistent content production that you’ll see the emergence of a loyal and engaged following. The ‘100-episode mark’ is a widely acknowledged tipping point in the podcasting community. Once this milestone is passed is normally when you’ll see a notable explosion in listener numbers.
Podcasting as a marketing tool requires commitment, patience, and an understanding of the long-term nature of the game. Moving past the early challenges doesn’t necessarily mean the end of difficulties, but it is when the real fun begins and when you’ll really see an engaged audience and increased conversion rates. Podcasting isn’t a quick marketing win. It’s a robust, needle-moving component of a comprehensive long-term marketing strategy.
Conversion Strategies
So now you have a solid podcast with lots of downloads, you want to transform your faithful listeners into paying clients. This is where the true value of a podcast as a marketing tool comes to the forefront. However, this achievement rides on being able to carefully educate and nurture your audience, fostering a relationship built on trust and reliability over time.
The conversion rate in podcasting typically falls between 1% and 9%, and, translated into real figures, a conversion rate at this scale from a diligently nurtured and growing listener base can represent a significant boost to your business. A particularly effective approach for converting podcast listeners into paying clients includes giving them a compelling opportunity to take the next step.
For example, you could offer them a free download that solves a problem you’ve been discussing on the show. It could be an eBook, a valuable checklist, a guide, or any useful content that aligns with your podcast’s theme. Providing a valuable, useful resource not only shows you’re an expert in your niche but also creates a positive impression and means your listeners are more likely to explore more of what your business has to offer.
Related: How to Make Money on YouTube Without 1000 Subs
Keep in mind that the key to successful conversion lies in creating organic transitions from your podcast content to your product or service offerings. Avoid sounding salesy or pushy. Instead, focus on creating content that guides listeners gently toward the conclusion that your offerings are the logical next step in their journey. Remember, the aim is to transform listeners into satisfied clients who, in turn, become ambassadors for your brand.
Podcasting is a Marathon, Not a Sprint!
As you navigate the podcasting journey, remember that success often comes with time and consistency. The ‘100-episode mark’ is a pivotal moment when many podcasts begin to experience significant growth. Embrace the long-term nature of podcasting as a marketing tool, and remember that it’s not a quick win but a valuable part of your whole marketing strategy.
Your listeners should move along the path of discovering your show, loving your show, downloading your amazing resources, and digging into what other services your business offers. To convert your dedicated listeners into paying clients, focus on nurturing and educating them because, ultimately, successful conversion relies on seamless transitions from podcast content to your product or service offerings, avoiding a pushy sales approach and guiding listeners toward becoming part of your world.
Using a Podcast as a Marketing Arm FAQs
How can I overcome the early challenges of podcasting?
Overcoming early challenges demands a combination of commitment and patience. Understand that podcasting is a long-term game that requires continuous content production over an extended period of at least a year before you see significant results.
What is the ‘100-episode mark’?
The ‘100-episode mark’ is a concept in podcasting, signifying a turning point. It’s typically around this point, assuming regular episode releases, that podcasts begin to see substantial growth in listener numbers and can start expecting conversion rates of 1%-9%.
How can I convert podcast listeners to paying clients?
Converting listeners involves nurturing and educating them about your products or services while offering valuable content. One successful strategy is offering free downloads. This method gives listeners a taste of what they can gain from becoming a paying client.
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