How to Optimize Your Podcast CTAs for Engagement and Action
After working with a wide range of businesses – everything from nonprofits to $50M dollar companies – we consistently find there are some best practices to utilize when it comes to your podcast’s Calls-to-Action (CTAs).
If you are looking to use your podcast to drive business growth, you need to be intentional about your CTAs. Here are three simple steps you can implement today to ensure your CTAs are effective:
Step 1: Start with a ‘Warm Call to Action’
Start with a ‘warm CTA’ at the beginning of your podcast. Whether you’re recording your intro or introducing a guest, use this opportunity to invite your audience to engage with your brand while they are attentive and excited for the content ahead.
For example, you could say, “Hey, Before we dive into today’s episode, I want to invite you to head to produceyourpodcast.com/learn to grab your seat for our free session called Drive Visibility, Leads & Sales For Your Business With Your Podcast. We are teaching exactly what you hear in that title, and if you’re a business owner with a podcast this is a do-not-miss! Now, let’s get on to the show.”
By doing this, you’re getting an important initiative for your business at the front of the episode and can use that to drive website sign ups, downloads, and more. This is also a great strategy for your brand positioning – letting people know what you are up to and how they can work with you, whether that is now or in the future.
Step Two: End with a ‘Personalized Call to Action’
Secondly, make sure you close your podcast with a more personalized CTA. Rather than relying solely on a recorded voiceover to do this, take the time to personally invite your listeners to continue the conversation with you.
This gives you a chance to connect that episode’s content with the action you want them to take. For example, “If today’s episode resonated with you and you want more ________, head to (LINK) so you can ____________.”
This creates a sense of trust and rapport, as well as extra timeliness of the desired action you want them to take. Your listener may or may not have been fully hooked at the beginning of your episode (with your ‘warm CTA’) but if they made it to the end of the episode, there’s a good chance they are interested in the content. Connect your desired action back to what they’ve demonstrated they are interested in.
Step Three: Simplify Your Recorded Call to Action
Lastly and perhaps the most important rule of CTAs: simplify!
Avoid overwhelming your listeners with too many directions and instead provide them with one clear call to action. This makes it easier for them to remember and take the desired action. What we see and actually advise against when we audit CTAs is ‘stacking’ multiple resources, sharing all social media platforms, and including a broad description of your website. Instead, give your listener ONE thing to focus on and take action on.
Too many steps = too much “work” and not enough of a “hook” to create the desired action… leaving you with listeners who aren’t converting to the next initiative.
Bonus tip: streamline the user experience by setting up a URL that redirects listeners to your podcast resources. The repetition of that link throughout your episodes will make it memorable and easy for listeners to return to, even if they need to take action on your CTA at a later time.
Remember, the key to success is to consistently engage your audience and provide them with clear calls to action. By implementing these three simple strategies, you’ll be on your way to boosting your podcast’s ROI and achieving your business goals. Keep podcasting!
Produce Your Podcast is a premier podcast consulting, production & marketing agency. Our team of experts provides comprehensive, full service high quality solutions for B2B and B2C clients to incorporate podcasting into their overall marketing strategy. If you’re looking for a reliable partner to help launch or grow your business branded podcast and boost your sales and marketing goals, we’re here to help.
Click here to schedule a conversation with our team today. Let’s work together to create a high quality podcast that takes your business to new heights!