how marketers can win with podcasts
TRANSCRIPT
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Listen Up! How to use podcasts
to help grow your business.
Presentation to the American Marketing Association Richmond Virginia Chapter
June 7, 2016
@ArtilleryMarket
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How do you do?
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I host a podcast
Weekly interviews with authors of marketing and sales books
Launched January 2015
#2 Business Podcast (“New and Noteworthy”)
“10 Podcasts that Will Make You a Better Marketer in 2016”
250+ 5-Star Reviews on iTunes
@ArtilleryMarket
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Steady Listener Growth!
@ArtilleryMarket
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@ArtilleryMarket
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Before we talk about podcasting
as a marketing tactic…
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Let’s step back and look at the
marketing universe @ArtilleryMarket
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The challenge of marketing has gone
from space to attention
@ArtilleryMarket
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Marketing – traditionally space constrained
• You could buy attention (advertising)
• You could beg for attention from the media (PR)
• You could bug people one at a time to get attention (sales)
@ArtilleryMarket
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But two things have broken our marketing megaphone
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Marketing Interruption Avoidance Technology
TV remote controls
Do not call lists
Caller ID
CAN-SPAM Act (2003)
Ad Blocking Software
RSS readers
MP3 players
DVRs
Satellite Radio
Streaming music
Streaming video
Podcasts
@ArtilleryMarket
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The Internet
Every company is a media company
You can build your own audience
Buyers can do their own research and delay contacting the seller
@ArtilleryMarket
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Your prospects are in a castle with a drawbridge up. They’re not going to let you in unless
they are interested.
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This has lead to the resurgence of
content marketing
@ArtilleryMarket
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@ArtilleryMarket
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@ArtilleryMarket
“Content Marketing is the only marketing left”
–Seth Godin
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“Content marketing is the marketing and business process for creating and
distributing relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience – with the objective of driving profitable
customer action.” -CMI @ArtilleryMarket
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Content Marketing Tactics Include…
Articles
Blog posts
Case studies
Cheat sheets
Checklists
Ebooks
Infographics
Podcasts
Reference guides
SlideShare Decks
Surveys
Templates
Videos
Visual content
Webinars
Whitepapers
Workbooks
@ArtilleryMarket
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So what exactly is a podcast?
@ArtilleryMarket
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Podcast
1. An audio file
2. Published online
3. Part of a series
4. Listeners can subscribe
@ArtilleryMarket
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“Podcasts are to audio what TiVo is to TV: a way to watch the shows we
want, when we want to.” –Tom Webster, Edison Research
@ArtilleryMarket
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The Podcast Listener 21% of the population
Smartphone owners
Age skews younger
Male/Female = 55/45
Higher incomes
Highly educated
Listen to 5 podcasts a week
Active on social media
@ArtilleryMarket
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What are the benefits of
podcasting?
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Podcasting Benefits
Establish expertise and authority
Build industry connections
Grow your audience
Intimacy with the listener
Less crowded arena
@ArtilleryMarket
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What should you podcast about?
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Focus on the listener!
Your #1 most important consideration
Think about who you want to attract
What will be most interesting to them?
@ArtilleryMarket
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Your podcast should be “an overlap of passions and skill
sets we call our ‘zone of genius’.”
-John Lee Dumas, EOFire.com @ArtilleryMarket
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How often should you podcast?
@ArtilleryMarket
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Podcast Frequency
Minimum: Weekly
Don’t publish more frequently unless you can make the commitment
You can always increase frequency later
Consistency trumps frequency
@ArtilleryMarket
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How long should each episode be?
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Episode Length
Size doesn’t matter (much)
Depends on your content
Depends on your listener
Popular lengths < 5 minutes (great for tips, inspiration) 8-15 minutes (e.g. covering one topic in depth) 25-40 minutes (good for commutes, workouts)
@ArtilleryMarket
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What’s the best podcast format?
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Interviews Pros
Guest brings the content
Less preparation (maybe)
Relationship building
Guests bring audience
Cons
Finding guests
Scheduling
Technical difficulties risk
Some guests might stink
@ArtilleryMarket
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Topic Based Pros
Control (agenda, pace, topic, schedule, etc.)
Don’t have to find guests
More quickly builds your authority and credibility
Cons
You create all content
Audience growth = 100% your responsibility
Limited to your own knowledge, perspectives
@ArtilleryMarket
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Other Considerations Podcast Name Consider your listener Clear trumps clever Memorable SEO friendly Domain name available?
Website Use company website Can redirect podcast
URL to company domain
Podcast artwork Make it simple Make it pop Use bold colors Avoid showing a face
unless it’s famous Use “sugar cube test” –
artwork will be that small on smartphone
@ArtilleryMarket
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What else is really, really, really, ridiculously important
for podcasting success? @ArtilleryMarket
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Marketing Your Podcast
Publishing is just the beginning! Leverage podcast directories Leverage audience of your guests Leverage existing communities Build/use email marketing list Use social media Pitch relevant media
@ArtilleryMarket
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Why do podcasts fail?
@ArtilleryMarket
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Most podcast don’t make it past episode #7
Lack of focus
Lack of niching
Unrealistic expectations
Unwillingness to invest (especially time)
@ArtilleryMarket
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My Equipment & Costs Skype: Free
eCamm recorder to record calls: $30
Editing software: Free (Audacity)
Audio post production: Free (Auphonic)
ATR-2100 USB microphone: $55
Sennheiser HD201 headphones: $20
ID3 Tag Editor: $15
Libsyn Podcast Hosting/Distribution: $15/month
Website Hosting/Email: Existing website (I use HubSpot)
Books: approx. $10 an episode
@ArtilleryMarket
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I’m interested in learning more about podcasting. What should I do next?
@ArtilleryMarket
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Free Podcast Course
Sign up for John Lee Dumas’ Free Podcast Course
23 videos
20 podcast episodes
http://bit.ly/PODCASTCOURSE
@ArtilleryMarket