Build Reputation Equity NOT Vanity Numbers
Hi, this is Annemarie, and welcome to another #ListenerIntoLead podcast tip for coaches and consultants who want to launch a podcast to nurture listeners into leads, get clients and build their business with their podcast. This is tip #22.
Today’s tip is something that many businesses who are starting a podcast get stuck focusing on. And, that is number of downloads. Just like number of followers across your social media platform, number of likes and comments on your social media posts. We love those numbers don’t we. The higher those numbers – the better.
However, those numbers can so often be misleading. I’ve spoken to colleagues who have had to shut down their podcast – because they just couldn’t generate any business from it – despite their podcast having millions of downloads. You would have heard me share in tip #21 about the Podcast Positioning Quadrant and the quadrant of celebrity. While you may have a lot of followers and in the case of your podcast – a lot of downloads, it doesn’t mean you’re going to be able to monetise your message and have people hire you.
So, my tip today is NOT to get stuck focusing on vanity numbers, but rather building Reputation Equity. Because reputation equity is bankable, vanity numbers are not.
What do I mean when I say Reputation Equity is bankable?
Well, when you’ve got a reputation of bringing valuable insights and a reputation of delivering results in a specific area and there is a real need in that specific area that people are struggling with, when you have the right strategies in place, nurturing listeners into leads – people will hire you.
It was building Reputation Equity with my podcast – Ambitious Entrepreneur Show that saw several people message me and ask if I would consider selling my podcast after I announced I was stopping production.
That’s the Reputation I had built over the years for that podcast and compelled people to reach out and enquire. If it hadn’t built its reputation – I'm sure no-one would have been interested.
That’s the value of building Reputation Equity rather than focusing on Vanity Numbers.
Your reputation as a trusted authority, as THE go-to person in your industry is key!
If you’re a Coach and/or Consultant – who wants to eventually generate clients from the message and content you’re sharing so they invest in YOU, YOUR expertise, YOUR support – then it’s important to focus on building your reputation as a trusted authority, vs building your following.
In fact, if you continue to build your reputation as a trusted authority and continue to share valuable content consistently, you’ll continue to build your audience. However, it may be a smaller niched audience, however far more engaged and more likely to take action as you continue to sew into their lives with the valuable content and message you share.
So, build reputation equity – not vanity numbers, because as I’ve said before – your reputation is bankable. Vanity numbers are not.
I’ll see you in the next tip.
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To staying ambitious, Annemarie