What do we mean by borrowing audiences?
If you have a product or service to promote you might be considering starting a blog, a YouTube channel or a podcast. And while all of these are great ideas, if you’re just getting started, there is a way for you to make a bigger impact right away.
If you have a small or non-existent audience of your own it makes most sense for you to borrow an already established audience in the first instance.
What exactly does we mean? We mean, tapping into someone else’s audience to promote your product or service.
For example, you could reach out to bloggers and offer to write guest posts, reach out to influencers and ask them to review your product, or contact podcast hosts and ask to be a guest or ask them to review your product.
Tapping into already established audiences is a great way to increase your visibility and also build your own audience.
Podcast audiences
Podcast interviews offer a great way for you to borrow an audience.
Think about it. Podcast hosts have spent hours producing a high-quality podcast and delivering great content that their audience wants to hear. They have nurtured their audiences, fostered a sense of belonging and as a result podcasts often have very loyal, niche audiences.
So, when a host invites you on their show you come to the audience with credibility. By inviting you on his show the host is giving you credibility with their audience.
When you’re getting started, being a guest on a podcast is a much better use of your time rather than starting your own.
Borrowing audiences to build your own
By tapping into these audiences you also have the opportunity to build your own.
Think of your podcast interview as the first step in your relationship with the listener. To maximise the opportunity in front of you as a guest you need to ensure that you’re the best guest you can possibly be (get our free checklist here which ensures you’re set up for success.) Focus on adding value, sharing your knowledge with the audience and not being salesy.
At the end of your interview the host will ask how listeners can learn more about you. This is your opportunity to let the listeners know about your fantastic lead magnet and where they can get it or your Facebook group which they can join. This is how you can successfully borrow audiences to build your own. (For further ideas read Choosing Your Call to Action.)
Make your call to action simple so that listeners can remember it and you’ll have a higher success rate.
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