4 Ways a Private Podcast Can Elevate Your Brand

Private podcasting is a pretty awesome way to build connection and community with listeners, generate new leads, and increase revenue…and yet, many people haven't ever heard of it! As it turns out, 17% of US-based podcast listeners have paid or donated money to listen to a private podcast (that's almost one out of every five people). And that number will likely grow in the future. Today, we're going to talk about everything private podcasting, from what they are to ideas on how to host a private podcast of your own. 

 

What's a private podcast?

The podcasts you're probably most familiar with are public podcasts. They're published to an RSS feed, and then anyone can find them on a podcast listening app (like Apple Podcasts, Spotify, or Stitcher) or on the podcaster's website. 

 

A private podcast, on the other hand, is exclusively available to a select group of listeners. In order to listen, they'll need to be given special access with a password, invite code, or direct link. Only the podcast creator gets to decide who has access. If you’d like to see an example firsthand, just take my personality quiz to find out what type of podcaster you are! The results are delivered via a landing page AND a private podcast, so you can get a taste of how private podcasting works! 

 

Can you make a private podcast?

Absolutely, and I think they’re a great choice for any brand! Because you can't access them publicly, private podcasts come in handy in situations that call for more privacy or exclusivity, like internal communications, educational material, or membership programs that distribute content to a set group of subscribers.  

 

Private podcasts are great for:

• Anyone who wants a fast and simple way to securely communicate information
• People who are looking for ways to go above and beyond the PDF and create elevated lead magnets
• Brands with an established membership site who want to add audio features for their community
• Established podcasters who want to create a new, monetized tier of listenership
• Anyone who wants to offer a higher level of benefits and access to offer to their existing audience

 

How a private podcast can elevate your brand

Private podcasts are a powerful tool for building brand awareness and expertise with lead magnets, audio newsletters, and internal or private client communications. You can also bring in more revenue with podcast-based courses and memberships, or to add value to an existing video course or live coaching session with optional podcast audio. 

Let's talk about some of the significant benefits of private podcasting!

 

1. Build up brand awareness

Promoting your private podcast and inviting people to join is *also* a personal branding podcast opportunity. When you give them an exclusive chance to be a part of what's going on in the innermost circle of your brand, you'll increase visibility and brand awareness as you draw those listeners in closer. That will build more know, like, and trust as you connect with your most dedicated followers! 

 

2. Promote listener engagement 

A private podcast provides a unique opportunity to build an exclusive community where you can share expertise with a chosen audience. Sharing all that good insider knowledge, behind-the-scenes content, and direct access can feel more one-on-one, like a coaching call with personalized content. 

 

You can take that listener engagement even further with private Facebook groups for member discussion and feedback. Private membership adds an exclusivity element that makes people feel like they are part of your inner circle, so give those people every chance to engage with you and the rest of the community! People want to hear your expertise, know what's going on with your business, and learn from you – and a private podcast is a perfect place to do that!

 

3. Establish exclusivity and expertise while setting yourself apart

You can make your community members feel special and valued by offering early access to new episodes, behind-the-scenes content, or other exclusive perks. One of the coolest ways to do this is to allow subscribers to listen in on less formal planning or roundtable sessions, where hosts discuss industry news and brainstorm potential upcoming episodes.

 

Those peeks behind the curtain feel laid back and intimate. Still, listeners get tons of up-to-the-minute insider knowledge from hosts' expertise without waiting for a fully-produced episode. Plus, in a casual setting, listeners get to know you more personally, which can help you stand out from the competitors.

 

4. Increase revenue

If you have a strong public podcast following, then it's highly likely that there are plenty of listeners out there willing to pay for a more up-close-and-personal version of your content. Plus, since private podcast subscribers are already paying you for a membership that gives access to a higher content tier, you know that they already consider you a credible and reliable source of valuable information. 

 

That's one of the most challenging parts of connecting with listeners and potential clients. Once you've convinced listeners that you're worth their time, there's an added opportunity to promote your other offerings in a non-salesy way.

 

How to host a private podcast for your business

There are so many ways to do this, but here are three of my favorites for small business owners:

 

Repurpose coaching calls

Broaden your reach by turning coaching calls into a private podcast series that lets people stay in touch for group coaching and become a part of intimate membership communities.

 

As a course companion

Have you ever bought an online course but can't figure out when you'll actually have 20 minutes at a time to sit in front of a computer and watch each module? Your students have that problem too! Give them options with a private podcast version of your course content. When they can listen on the go, they're more likely to stay engaged and finish the course – and people who complete courses are more likely to get good results and report a positive student experience!

 

Turn your lead magnet into a private podcast

A classic lead magnet strategy is to offer people something valuable in exchange for their email addresses. In addition to creating a PDF or landing page, give things a personal touch with a private podcast where you can dive deeper into the topic or give guidance on how to use freebie material. Your customer will start by hearing your expertise directly from you, and there's something extra warm and personable about sharing information in your own voice! 

 

I love this strategy so much that I created my own private podcast as part of my lead magnet. Check it out!

 

Do a Q&A session with your community

Just like you can incorporate listener feedback, comments, and questions into a public podcast, you can also do that with your private podcast! 

 

Want to know more about hosting a private podcast? We'll be doing a blog on how to set one up soon!

 

Private podcasting can help your business build connection with clients and increase revenue!

From private group coaching calls to lead magnets, there are so many ways you can leverage a private podcast to level up your branding, your expertise, and your bottom line. 

 

Ready to start your private podcast? Take my quiz to discover your podcasting superpower (and to get an inside look at how private podcasting works in a lead magnet! 😉)