Stu McLaren | Grow Your Podcast Audience Summit with Louis Shulman and Kyle Bishop

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Key Takeaways

  • Appearing on other podcasts was Stu McLaren’s most effective way to gain new subscribers
    • By appearing on other podcasts he can reach directly to people who regularly listen to podcasts (and are therefore more likely to subscribe)
    • When he goes to other podcasts he mentions relevant episodes of his show that might appeal to that audience
  • “Each episode is an asset, the more you use it, the more powerful it becomes to help you grow your show” Stu McLaren
  • “As long as you have some idea of what the next show might be, tease it and create some anticipation for it” Stu McLaren

Intro

Most Effective Marketing Channels to Grow Your Audience?

  • Stu doesn’t deny the effectiveness of promoting his podcast on social media
  • But appearing on other podcasts was much more effective to gain new subscribers
    • By appearing on other podcasts he can reach directly to people who regularly listen to podcasts (and are therefore more likely to subscribe)
    • When he goes to other podcasts he mentions relevant episodes of his show that might appeal to that audience

Underrated Tactic to Attract Listeners

  • Leveraging big promotional events of related businesses to drive people to your podcast
  • Every year, Stu’s consulting business, Tribe, runs a big launch promotion that gathers a lot of attention
    • This year, during the launch event, Stu assigned participants specific episodes to listen to as homework
      • This led to a huge increase in downloads
    • “Each episode is an asset, the more you use it, the more powerful it becomes to help you grow your show” Stu McLaren

Converting Listeners into Fans

  • During the podcast episodes, Stu shares a lot of anecdotes from his life
    • This allows people to know him more deeply and create a strong connection
  • To drive listeners back, Stu teases them about what they can expect in the following episodes
    • “As long as you have some idea of what the next show might be, tease it and create some anticipation for it” Stu McLaren
    • What is true with Netflix TV shows is also true for podcasts
      • Teasing future episodes works
  • Stu also refers a lot to past episodes
    • When planning the content of a show, he carefully checks which previous episodes can be mentioned

If You Were to Start Your Podcast Again, What Would You Do Differently?

  • Stu would batch produce several episodes in advance to release them consistently over time
    • He tends to struggle to keep his consistency throughout the year
    • His energy sometimes shifts away from the podcasts to the big launches for his business, Tribe
  • Stu would be more proactive about making appearances on other podcasts and driving subscriptions
    • In the past, he wasn’t actively seeking to be interviewed
    • When he was interviewed, his call to action sought to capture emails
      • With time Stu realized that podcast listeners don’t often get out of their podcast app to submit their email
      • Today, he simply asks to subscribe to his show
  • Stu waited a year overthinking how to create a perfect launch plan, but today he would release his podcast earlier

If You Had $1,000 to Promote Your Show How Would You Spend it?

  • He would identify podcasts that have a similar audience to his
    • Then he would develop relationships with them, look to appear on their show and advertise on it
    • Developing a relationship beforehand is key as it allows the interview to be much more genuine and interesting
Audience Summit : ,
Notes By Giorgio Parlato

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