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This blog post is part an ongoing series that is based on the book 'Top 21 Marketing channels for membership sites published by The Subscription Coach Amanda Northcutt.

 Download the whole series as an ebook

Make your own show

The process of starting your own podcast is an immense undertaking, and the ability of you to carry the plan week after each week is something to consider before making a decision. Many membership site owners struggle with the decision to launch a podcast or not since, like your SEO plan, it's a marathon, not the equivalent of a sprint.

The market for podcasts is crowded to this point. However, when you narrow your focus and in-depth within your field, you're likely to build a significant number of fans who will be qualified potential customers for your membership website over time. Making your own podcast is also an excellent way to open doors to influencers and to become one yourself!

However, you must commit to a 12-month period and release at least 1-2 podcasts per week to give this method of marketing the chance to be successful. This is akin to the opposite of running a quick Facebook campaign which is easily tracked in a relatively short time. As with other content type, I recommend batch recording episodes, 4-10 in one sitting and not having to do it each week or several times each week to make an episode.

Podcasting is one of the most personal ways you are able to communicate with potential customers on every level - at times, even greater than writing the word. Be attentive to your viewers. Make sure to show empathy. you understand their struggles and can help them: Your Membership!

Your topics in your podcast ought to be appealing to those who have the ability to grow into the most powerful members of your site for membership. Everyone else is irrelevant. Similar to other efforts to market using a large net will attract unqualified prospects that will clutter your list of email addresses, or, worse yet, get churned out very early. It is also important to stay specific and in-depth within your specific area is crucial to your success.

Do not fool yourself into believing that the volume of downloads is the sole measure you should be tracking also. The questions you should be asking yourself when determining whether your business is succeeding include: Are listeners taking notice of my CTA and getting into my sales funnel? Do new subscribers cite my podcast as one of the reasons they signed up or how they learned about my brand? Does the authority I'm establishing through my show helping to build relationships and credibility with influencers in my space? Do I use my podcast to connect with others by having relevant guests on my show?

Promoting your podcast on your existing email lists, members, via social media channels, as well as influencers. A podcast should be considered a key element of your content marketing plan however, because it's so big an undertaking, it deserves its own category in my top 21 list.

The podcast you host could be an effective way to market your business. But don't start unless you're ready to finish it. Luckily, the next best option to running your own podcast is to have a consistent appearance as a guest on podcasts of other hosts.

Be a podcast guest

Similar principles to guest blogging could be used here pretty seamlessly. People who are made the decision to run podcasts themselves are confronted with the exact same task as bloggers. Contacting the appropriate hosts in the right way will likely result in the granting of a number of fantastic guest spots. It could also help ease the burden of the host.

If you have your own podcast, being a guest on other podcasts will amplify your results with your own. After all, people who listen to podcasts, listen to...podcasts.

But, whether you have an own show or you don't, make sure to include a CTA whenever you're hosting the opportunity of hosting a guest. CTAs can include downloading your lead magnet, a discount on the cost of your membership, or a brief consultation, or anything else related to your website. If you own your own podcast, certainly encourage listeners to your podcast(s) where you are a guest to subscribe to yours as well.

Start by identifying some podcasts in which you would be able to give value and insights to the subscribers. It is likely that these are industry influencers' podcasts whose audience probably resembles the target market. Podcasting guest appearances can and should be a component of your natural influencer marketing strategy.

Do not make the error of reaching out to hosts with 100,000 subscribers first. Beginning small, you can gain experience and build a podcast resume , and then start working your way up the ladder of influencers.

Your outreach email to a host should contain a couple of praise for them, your qualifications for you (in an unassuming manner) and examples of other podcasts you've been to and/or links to your blog post or YouTube channel. Perhaps the topics you'd love to discuss in an interview.

Don't give up when you get rejections. If you're rejected by a key influencer within your field for at the beginning, the second, or even the third time, go back to this section on organic influencers to try to build their social network before trying another time.