How To Activate The Purchasing Process With The Podcast


The purchase process with the podcast and how to activate it, represent an important phase for all entrepreneurs who want to approach this communication tool.


If selling is imperative, finding an effective way to do it is so too. Of course, we entrepreneurs, we would like each method to be at zero risk and with a certain economic return, so that it can contribute to increasing our turnover. 

What we need to take into account is how the purchasing process has changed in recent months. Our personal shopping habits have changed and, among other things, it happens all the time: they are still changing.

So what could be the role of the podcast in all this and, above all, at what stage of the buying process is it useful? I'll tell you about it in this article.

The podcast in the customer acquisition funnel

In the new customer acquisition funnel , the podcast is a content marketing tool to promote our brand.

I talked about this topic in the first episodes: from the importance of the Value Proposition and How to differentiate yourself from the competition.

But I would also start by breaking down some belief, obviously wrong, about the podcast itself. It is not a long-lasting commercial but a communication channel in all respects. 

Directly, it sells nothing. Just as a blog article does not. It must therefore be considered as an entrance channel to our funnel. Very powerful!

Now we will see why and how. 

When we talk about the purchasing process we refer to the decision- making behavior that people adopt from the moment they become aware of their own need, up to the point of purchasing.

Behavior that has undoubtedly changed over the years and, undoubtedly, even more in the last two years. 

The importance for any brand to understand how this decision-making process works is undisputed. In fact, to implement an effective marketing strategy (have you already heard the previous episode that talks about this ?!) you need to take into account what are the levers that today guide a consumer in choosing a brand rather than a other. 

Caution. I talked about the choice of the brand and not its product or service. Do you want to know why? 

Because what makes the difference today is not only the quality of the product but also everything that revolves around it: history, people, values, perceptions. Follow my reasoning because I will come back to this point shortly. 

The 4 phases of the purchasing process

In the purchasing process, you and I, as consumers, go through these 4 very specific phases :

  1. we ascertain that we need (which could also be latent) or a desire;
  2. we seek more information on what interests us;
  3. we buy the good or service;
  4. we become loyal customers. 

Let's try to reflect on the first phase: we realize that we have a desire or a (new) need and we want to satisfy it at all costs. How many times has this happened to me? ... Well, so many but it is said that there is never an end to desiring after all!

Do you agree with me that, at times, this awareness can be triggered by external elements?

For example, when we see, read or listen to something that piques our curiosity, a desire arises that perhaps we did not even know we had.

It can also be linked to a personal need for which we have not yet found the right solution for us. Those moments when we know what we need but don't know who to turn to.

This is the first  touchpoint  between consumer and brand.

Now, if you take off the consumer's hat and wear the entrepreneur's hat, this is the very first time a person gets to know your brand. 

It is obvious that this can only happen if:

  • you have communicated something (for example online); 
  • if you are present exactly where your potential customers are;
  • if you have communicated something, or in a way, that attracted our interlocutor. 

It could be a social post, a Youtube video, a blog article or a podcast episode. Sometimes a combination of these. 

The first "hook" is fundamental because it is that spark that makes the person aware of a need and of what a potential solution can be.

But that's not enough. 

At this point, in fact, the second phase of the purchasing process comes into play: the search for further information. Nothing is taken for granted and it is a very important step that can last very little or months.

Here are the 3 determining factors that characterize our search for information:

  • sense of urgency : that is, the need to find an immediate response to an urgent need;
  • emotional involvement : how much our potential customer will feel attracted to what we offer and this will make him want our product or service as a solution to his problem;
  • trust : does that person trust us to be able to choose us as a brand?

You and I know well how much the consumer today is much more aware than in the past. Before making a purchase (both online and offline), we document ourselves, read reviews and compare market proposals.

We need reassurance before buying anything.

Here we are at the heart of the matter.

How to trigger the buying process: the podcast ecosystem

It is in these first two stages that the podcast can make a difference, triggering the buying process.

The podcast is a great entry channel to our sales funnel.

It can respond to a stimulus, a need, it can be the first touch point with which a potential customer becomes aware of our brand. It is, however, much easier for this discovery phase to be triggered by social media or organic traffic to our website. 

The most important moment in which the podcast triggers the purchase process is the in-depth phase: when the user wants to know more.

Find out more about what we do, our way of working, our personality, our philosophy and approach. 

It is the moment in which he is willing to listen to us, to take the time to better understand who we are and what we have different from others. At this juncture the trust and the bond is built that, probably, will push him to choose us as a brand. 

I was just saying that the podcast in this is very powerful. The reasons are basically 3:

  • use your voice , which is a powerful way to speak face to face with people and convey the personality of the brand much more than a written text;
  • it triggers a habit , which is the best way to be constantly present in the mind of the listeners;
  • offers vertical content on a specific theme, allowing your audience to inform themselves and, for you, to give those who follow you more detailed information than what a post on social media could transmit;
  • create acceptance for your audience, in your world.

When people begin to connect with you and your brand, they have all the elements they need to choose you (or not).

With the same services or products, who do you think a person would choose to rely on? To a complete stranger or to someone who has openly demonstrated who he is and how he works?

I really believe that you already know the answer. 

This is exactly how the buying process is triggered thanks to the podcast. It does not sell directly but works on all those touch points that generate a sale: motivation, personality and perceptions. 

But I want to be honest with you. The podcast is not the panacea for all ills.

It's a tactic , as we already mentioned in Podcast for Business episode 6. That is, it contributes to the realization of a broader strategy .

It is a very powerful means to include in your sales funnel but it is probably not the only one that, on its own, can lead you to the fulfillment of all your business goals. 

In order for it to activate a purchasing process, it needs to be included in a more structured communication project, based on the marketing objective.

You need to create an ecosystem in which multiple elements, such as the blog, the social channels, the newsletter, your website, adv and everything that you consider an effective tool to support a person in his purchase process. 

The podcast is part of the ecosystem and, at the same time, it helps you build it.

A person can discover you on social media and learn more with the podcast, or vice versa. He can follow your audio content for months, become attached to you and then visit your site to understand what services you offer, subscribe to your newsletter and contact you to buy your product.

Does it seem like a long and complex process?

I understand this feeling. I assure you, however, that it is the one that will pay you back the most in the long run.

Remember that you first choose a brand. Only after his product or service. So, if you were the brand, let yourself be chosen for who you are!

You have read me up to here and I can only thank you for your time. Can I ask you how did you find this episode? I would be delighted if you would like to leave me a review on Apple Podcast and Spotify.  

Here on the blog you can find all the articles of the Podcast for Business episodes while if you are definitely social, we can follow each other on Instagram , Facebook and Linkedin . Depending on the channel, I share podcast tips, or news from the world of audio

Affordable, fast transcription.
100% Guaranteed.