The Problems With Podcast Marketing Funnels

A lot of podcast marketing advice starts and ends with: build a funnel and keep feeding people into it! And while that can and does work for some, it’ll frustrate a lot of podcasters. Here’s why: All models are wrong. Some happened to be useful. That an accurate reflection of how I feel about podcast marketing funnels.

The core concept of a podcast marketing funnel is making a lot of people aware of your podcast, then getting some of them to consider listening to your podcast, and then getting an even smaller set to actually listen.

Seems simple, right? Perhaps too simple.

I’ve a few issues with the simplicity marketing funnels describe and the panacea far too many marketers claim them to be. 

To start, I think the metaphor of a funnel itself is wrong. A real funnel’s job is to… well, funnel everything through it and not spill a drop.

But every marketer knows that marketing funnels are leaky and only help the right people progress through the process. But “marketing sieve” doesn’t sound nearly as sexy. 

If you’re using mystery and intrigue on assets you’re making for awareness—stop. You’re not doing yourself or anyone else any favors by hiding exactly who your content is for.

Also, actual funnels have a single entry point: The top. There’s no “side hatch” on my kitchen funnel. But in reality, people are quite likely to first encounter your podcast at any stage of the funnel, not just the top. Do the links you share or the assets you make discoverable work for people who aren’t familiar with you or your show? Or is that why you’re completion rate or engagement metrics in the toilet?

And then there’s the problem of gravity. Every marketing funnel, be it for podcasts or anything else, assumes linear, top-to-bottom refinement and progression from awareness to consideration, to conversion. Nice and neat, And not at all accurate of the chaotic way individuals interact with content.

No, I’m not anti-funnel. Just cautions. Keep in mind that what works for a SaaS company may not work for your podcast. 

Also: http://www.shepodcasts.com/live/ (ShePodcasts LIVE)? It’s happening in mid-October in Scottsdale, which is a suburb of Phoenix (I said that just to trigger the Snotsdale peeps). Since I live here (Phoenix, not Scottsdale, but close enough), I’ll be attending. You should too. Get $100 off your ticket when you use AZPOD at checkout.

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Links:

• Advancing Podcasting community -  http://advancingpodcasting.xyz • Article on Sounds Profitable Who Wins When IP Addresses Disappear? - https://soundsprofitable.com/update/who-wins-without-ip-addresses  • Privacy-enhancing technologies - https://about.fb.com/news/2021/08/privacy-enhancing-technologies-and-ads/ • Biggest podcast advertising spenders - https://www.magellan.ai/blog-categories/top-15 • Podfriend - https://www.podfriend.com • Fountain - https://www.fountain.fm • Podverse - https://podverse.fm • Support Evo on Buy Me A Coffee - https://www.buymeacoffee.com/evoterra

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A written-to-be-read article and a full transcript of the audio of this episode can be found at https://podcastpontifications.com/episode/the-problems-with-podcast-marketing-funnels.

Visit https://twitter.com/evoterra for more podcasting insights from Evo Terra as they come.

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Allie Press assists with the production and transcription of the show. Learn more about Allie at http://alliepress.net.

Podcast Pontifications four times a week to provide ideas and ask questions every working podcaster should be thinking about. Subscribe today at https://podcastpontifications.com/ (https://PodcastPontifications.com).

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