The podcast to email list funnel with Deirdre Tshien

Show notes:

Timestamps

5:47 How to leverage human curiosity to drive your social media audiences to your podcast
12:03 What type of lead magnets work when appearing as a guest on other shows, and which don’t?
17:13 How to structure the lead magnet landing page to increase your sign-up rate and increase SEO traffic from Google
22:47 What email marketing tool Deirdre recommends to capture email addresses and nurture your list
24:07 Conversion rate benchmarks for your landing page
27:22 How to deliver value, properly nurture your email list, and feed your content flywheel
31:03 A summary of the 8 types of honey traps (mental models)
32:38 How can people with no marketing background implement honey traps in their content easily

Funnel visualization

Key ideas:

How to leverage human curiosity to drive your social media audiences to your podcast

• Leverage curiosity on social media to attract your audience by creating “honey traps” that trigger their interest.
• Use mental models like “The Paradox” to create curiosity-inducing content. For instance, combining contrasting elements like a million-dollar result and an unexpected method.
• Real-world examples, like a session titled “How I Made a Million Dollars with a $19 Product and a Toilet Seat,” can spark curiosity and drive engagement.
• Applying the “Cliffhanger” model keeps your audience engaged by withholding the complete story, prompting them to seek the conclusion.
• Embrace the “Boxer” model by addressing pain points and offering solutions. This formula is proven in marketing to resonate with audiences.
• Utilize the “Jaw Dropper” approach, teasing secrets or the “Marvel” technique, presenting frameworks to attract listeners who are eager to learn more.
• Understanding and applying these mental models can significantly boost engagement, as shown by Deidre’s experience, where downloads spiked by 2.5 times.
• By strategically using these curiosity-driven models, you can encourage listeners to close the loop and seek more information through your podcast episodes.

What type of lead magnets work when appearing as a guest on other shows, and which don’t?

• The traditional lead magnets like checklists and cheat sheets may not be as suitable for podcast audiences, as they are more inclined towards audio content.
• Create lead magnets that bridge the gap between the podcast content and the audience’s learning style, such as bonus clips or audio excerpts from podcast episodes.
• Utilize content honey traps to open loops and create curiosity, encouraging listeners to opt in for bonus audio content that complements the podcast episode.
• Gating relevant audio content as a lead magnet can significantly increase email list sign-ups, attracting engaged listeners who are more likely to return for more podcast content.
• Align your lead magnets with the learning preferences of your podcast audience to foster engagement and keep them within the same medium, enhancing the overall listener experience.

How to structure the lead magnet landing page to increase your sign-up rate and increase SEO traffic from Google

• Structure your podcast website landing page (also known as show notes) strategically to increase sign-up rates and improve SEO traffic from Google.
• Begin the podcast website landing page with a content honey trap, a compelling opening paragraph that sparks curiosity and encourages visitors to keep reading.
• Use images, such as behind-the-scenes photos or visual elements related to the episode, to break up paragraphs and draw the reader’s attention down the page.
• Incorporate SEO fundamentals by including rich media (images) to enhance discoverability and improve the ranking of your content on search engines.
• Create a micro-funnel within the podcast website content by leading visitors down the page to the critical call-to-action (CTA) section.
• The exclusive bonus content segment should also be framed as a content honey trap, arousing curiosity and compelling listeners to access the bonus material.
• Utilize opt-in forms strategically within the content, capturing the visitor’s email address once they are sufficiently engaged and excited about the content.
• The approach of preheating listeners with engaging visuals and content before presenting the opt-in form has been effective in maintaining engagement and driving sign-ups.
• Consider the dual audience nature of the podcast website content – both new and existing listeners, as well as SEO-driven traffic – when designing the page layout and content structure.

Conversion rate benchmarks for your landing page

• When using the tactic of leveraging content honey traps and optimized lead magnets, conversion rates for landing pages can be expected to increase significantly.
• Conversion rates for the initial stage of leveraging this tactic should be in the double digits, reflecting higher engagement and sign-up rates compared to traditional methods.
• After optimization and fine-tuning of lead magnets and landing pages, conversion rates could reach high double digits, potentially even in the range of 30%, 40%, or 50%.
• However, specific benchmark numbers may vary widely based on audience type, podcast content, and niche.
• It’s crucial to focus on tracking the trend line of your conversion rates over time rather than adhering to specific benchmark numbers.
• Optimizing conversion rates is a continuous process of self-improvement and adaptation, aiming to achieve consistent increases in engagement and sign-up rates.
• Consider the nature of your audience when assessing conversion rates; audiences more accustomed to opting in for content might see higher conversion rates.
• Entrepreneurs, for instance, could exhibit higher conversion rates due to their familiarity with opting in, while other niches might have varying rates.
• Prioritize creating curiosity and fine-tuning your lead magnet and landing page strategy to see consistent upward trends in conversion rates.
• The ultimate goal is to maintain a positive trajectory in your conversion rates and continually refine your approach to improve engagement and sign-up rates.

How to deliver value, properly nurture your email list, and feed your content flywheel

• To ensure continued engagement and value delivery to your email list, the number one rule is to consistently email them.
• Merely building an email list is not enough; engaging with your subscribers through frequent emails is essential for strong relationships.
• A balanced approach between under-emailing and over-emailing is necessary; find the right frequency that suits your audience and content strategy.
• Devising a content-dripping strategy can effectively maintain engagement, creating a cycle of valuable content shared through various channels.
• Content dripping involves repurposing podcast content into other forms like blog posts and YouTube videos, extending the value and reach of each episode.
• Dedicate individual emails for highlighting podcast episodes, blog posts, YouTube videos, and other content pieces, ensuring comprehensive coverage.
• Consistency in content delivery and variety in the type of content can lead to a more engaged and loyal email audience.
• Incorporate a mix of content types, including updates about your podcast, software, events attended, and even personal life updates.
• Use your content dripping strategy to establish a sense of “know, like, and trust” with your audience through multiple touchpoints.
• Remember, the goal is to create a strong rapport with your email subscribers, offering them valuable content that aligns with their interests.

A summary of the 8 types of honey traps (mental models)

• There are eight distinct mental models for creating content honey traps that engage your audience effectively.
• These mental models are divided into two categories: four for the story aspect of your podcast and four for the value component.
• Story-Based Models:
  • Paradox: Intrigue your audience by contrasting a significant result with something unexpected, creating curiosity.
  • Cliffhanger: Leave your audience hanging with an unfinished story element, compelling them to keep listening to find out more.
  • Big Reveal: Hint at an unexpected twist in your story, enticing your listeners to stay engaged to learn the full details.
  • Sharer: Tease your audience with the ending of a story, building anticipation for the journey leading up to it.
• Value-Based Models:
  • Rebel: Challenge common misconceptions or myths, creating curiosity about the real facts and solutions.
  • Jaw Dropper: Intrigue your audience by teasing a secret or revelation that you’ll delve into during the episode.
  • Marvel: Tease a framework or concept that promises valuable insights, encouraging listeners to engage further.
  • Boxer: Agitate pain points or challenges, followed by presenting a solution that addresses those issues.
• Choosing the appropriate model depends on the focus of your episode: if an engaging story drives it, opt for a story-based model, while high-value content calls for one of the value-based models.

Resources:

Where to find and follow Deirdre

– Deirdre’s website
– Deirdre’s LinkedIn Account

Tools mentioned

– Capsho the AI tool for podcasters. Get your extended free trial here.
– Hubspot (medium-size and enterprise email marketing)
– ConvertKit (email marketing for creators)

Recommended reads

Honey Trap Marketing