BRX Pro Tip: How to Build Your Audience
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit about strategies and tactics, how to build your audience.
Lee Kantor: [00:00:12] Right. We produce a lot of shows, and a lot of times the client asks about the audience, and that’s a great question. Audience, for a lot of folks, is important. In our model, it’s not the most important thing, but it’s not something that’s not important.
Lee Kantor: [00:00:26] So, in order to address how to build an audience, I thought we can share some ways of doing that. And one of the big mindset shifts for most people is to look at your show the way that Hollywood looks at movies. And promote your show in a similar manner, the way that Hollywood promotes their movies. So, for example, when a movie is released, one of the first things that happens is the stars of the shows go on all the talk shows, they go and promote the heck out of that movie.
Lee Kantor: [00:00:56] And then, something I think you were telling me earlier, Stone, that 35, maybe, to 50 percent of the budget of the movie in addition is spent on marketing the movie. And especially with a movie that doesn’t have a name brand celebrity attached, they probably have to spend even more. So, just keep that in mind when you’re thinking about audience building.
Lee Kantor: [00:01:18] The first thing you have to do, in my mind, when you’re building an audience is make sure your show is quality. Make sure that your show is delivering entertainment, education, or inspiration. It has to be a show that’s worth sharing or nobody’s going to share it no matter what you do or how much money you spend. So, you have to have a quality product first. Make sure your show is delivering on all of those aspects that a listener would want to deliver on.
Lee Kantor: [00:01:44] Another thing to consider is buy ads. Promote your show to your targeted audience in places where your audience is going. Another thing to do is be a guest on other shows in the niche that you’re in. So, if you’re doing a show that’s about accounting, show up on all of these other accounting shows.
Lee Kantor: [00:02:04] Another thing to do is speak at industry events. Make sure that you’re out there in public and people know that you’re an expert and you’re the host or producer of the show. And show up at that industry event and promote the heck out of that show. Let them know that your show is a great resource for everybody there. That they should be listening to it in order to help themselves grow as industry folks.
Lee Kantor: [00:02:28] Another thing, write articles. Put yourself out there. Get a lot of content out there in a variety of platforms. Make sure that your name, your brand, your show’s name and brand is out there. Don’t hide it. Don’t think that just by publishing something or broadcasting a show is enough. It’s not a build it and they will come world that we live in. You have to build it. It has to be great. And you have to put in the time, energy, and resources to promote the heck out of that, if that’s what you’re trying to do, if you’re trying to build an audience.
Lee Kantor: [00:03:01] Another thing to build an audience is create some sort of a giveaway or a signature piece of content that’s associated with the show that positions you as an expert, and it promotes a show at the same time. So, if anybody subscribes to your show, they get a free e-book or they get an action checklist of ten things to do or not do to avoid a certain thing or to do a certain thing. So, create a signature piece of content that is attached to the show so when someone gets to the show, they also get the signature piece of content.
Lee Kantor: [00:03:32] Partner with other influencers in your niche. Cross promote each other, work together. This is something that’s super important. The deeper you go into your niche, the better chance that your show is going to be found by other people that are of influence in your niche, and it’ll get to more and more listeners.
Lee Kantor: [00:03:49] And lastly, the most important thing, I think, is go back to your guest. The reason you’re doing the show is to build a relationship with those guests, and make sure the guests are out there promoting the show. They should be promoting their interview and they should be promoting you. And make sure incent them, do whatever you can to encourage them to get the word out about their interview, to share it on all their socials. That’s super important.
Lee Kantor: [00:04:12] If you do all of those things, you have a good chance to build an audience for your show. But, remember, this is something you have to do. It’s not going to happen by itself. You have to be proactive. If you want an audience, you have to go out there and evangelize the show.
