@bernieborges #sbeshow #SMSSummit

How-To Build Transformational Organization-Wide Marketing

Bernie Borges

@bernieborges #sbeshow #SMSSummit

TopicsWhat is a Podcast?

Why Podcast?

Podcast Strategy and Format

Tools/Gear

Logistics

Promotion

Measurement

@bernieborges #sbeshow #SMSSummit

WHAT IS APODCAST?

@bernieborges #sbeshow #SMSSummit

On demand audio content

Subscribable through RSS feed

Accessible through:

@bernieborges #sbeshow #SMSSummit

WHYPODCAST

@bernieborges #sbeshow #SMSSummit

Part of your

content

marketing

mix

@bernieborges #sbeshow #SMSSummit

Easy for people to

consume on the go

@bernieborges #sbeshow #SMSSummit

of Americans have

listened to a podcast at

least once

33%

of Americans listened in

the last month

17%

http://www.edisonresearch.com/wp-content/uploads/2015/06/The-Podcast-Consumer-2015-Final.pdf

@bernieborges #sbeshow #SMSSummit

Podcast listeners more

likely to follow brands

@bernieborges #sbeshow #SMSSummit

Thought leadership

Brand building

Lead generation

Launch a new initiative

GOALS

@bernieborges #sbeshow #SMSSummit

People listen to niche

content

Focused in the moment

Intimate, 1 to 1 commitment

A private chat with your

listeners (external or

internal)

@bernieborges #sbeshow #SMSSummit

Blog posts

Show notes

SlideShare

Images

RE-PURPOSE

@bernieborges #sbeshow #SMSSummit

IMAGES

@bernieborges #sbeshow #SMSSummit

Think beyond downloads

Track CTA click throughs

Develop a purchase path

Drive traffic

Compare to other sources

of traffic

Any download you can

measure

Drive sales via unique

URLs

Evergreen content

DRIVE CONVERSIONS

@bernieborges #sbeshow #SMSSummit

PODCASTSTRATEGYFORMATS

@bernieborges #sbeshow #SMSSummit

DETERMINE YOUR

TARGETAUDIENCE

@bernieborges #sbeshow #SMSSummit

CHOOSE A TOPIC THAT

ENGAGESTHEM

@bernieborges #sbeshow #SMSSummit

SHOWFORMAT

@bernieborges #sbeshow #SMSSummit

One guest – 20-30 minutes

Panel format – 45-50

minutes

2-Person co-host format

Solo format

INTERVIEW FORMAT

@bernieborges #sbeshow #SMSSummit

Branding

Planning

Calendar

Production

Promotion

Measurement

PODCASTINGBEST PRACTICES

@bernieborges #sbeshow #SMSSummit

Show title

Show

description

Artwork

Show hashtag

Social media

header images

Dedicated

website

BRANDING

@bernieborges #sbeshow #SMSSummit

Online

Marketing

Made Easy

Amy

Porterfield

Social Media

Marketing

Mike

Stelzner

Social Pros

Jay BaerPNR: This

Old

Marketing

Pulizzi &

Rose

Social

Business

Engine

Bernie Borges

PODCAST EXAMPLES

@bernieborges #sbeshow #SMSSummit

TOOLS/GEAR

@bernieborges #sbeshow #SMSSummit

Record through a

smartphone and an app

Boss Jock Studio (iOS) =

$10

Spreaker Studio (Android)

starts at $15/month

Microphone $60 to $500

Noise canceling

headphones

Editing software

Skype or Blab

RECORDING DEVICES

@bernieborges #sbeshow #SMSSummit

Camtasia (Mac/Windows)

- $99

Audacity (Mac/Windows)

- Free

Garageband (Mac)

- Free

Audio Hijack (Mac)

- $49 Camtasia Screenshot (Flickr)

EDITING

@bernieborges #sbeshow #SMSSummit

LOGISTICS

@bernieborges #sbeshow #SMSSummit

Google

Drive

Trell

o

Teamwork

Each episode requires

advanced planning

Conduct research before

you record

Prepare guest bios

Intro & Outro

Ad Spots

Never rush a podcast

PLANNING

@bernieborges #sbeshow #SMSSummit

Record at least 3 episodes

Pre-announce it

Promote it on social media

Giveaway Landing page

LAUNCH

@bernieborges #sbeshow #SMSSummit

Weekly

Some monthly

Stick to a schedule

Tools: e.g., ScheduleOnce

Frequency

SCHEDULING

@bernieborges #sbeshow #SMSSummit

Quiet room

Silence your phone

Turn off notifications

Prepare your guest

AUDIO QUALITY

@bernieborges #sbeshow #SMSSummit

Blubrry

Libsyn

Spreaker

SoundCloud

Buzzsprout

Pushed to iTunes & Stitcher

MP3 File Type

Transcription Tools, e.g.,

Rev.com

PODCAST HOSTING

@bernieborges #sbeshow #SMSSummit

PROMOTION

@bernieborges #sbeshow #SMSSummit

Traditional SEO

practices

Rich and helpful

content

Include keyword in title

Make headlines

relevant

Add a transcript for

each episode

Distribute through all

social media

Custom image for

each episode

Use short links

Mix up posts across

social networks

Email weekly

updates/ newsletter

Ask for reviews

@bernieborges #sbeshow #SMSSummit

@bernieborges #sbeshow #SMSSummit

#sbeshow

@ mentions

Comments & Shares

Listicles

iTunes reviews

MONITOR FEEDBACK

@bernieborges #sbeshow #SMSSummit

MEASUREMENT

@bernieborges #sbeshow #SMSSummit

Intro

Outro

Commercial message or sponsor spot

Co-Host

CROSS PROMOTE

@bernieborges #sbeshow #SMSSummit

Takes time to build

Audience needs to know you’re

legit

They need to build trust in your

show

Consistency is key

Audio quality counts

AUDIENCE

@bernieborges #sbeshow #SMSSummit

Downloads

Traffic to show notes

Conversions on CTAs

New opportunities

Thought leadership recognition

METRICS

@bernieborges #sbeshow #SMSSummit

FREEBIES

Scheduling Guide Preparation Guide

http://www.findandconvert.com/smss-2016

@bernieborges #sbeshow #SMSSummit

with Bernie Borges

socialbusinessengine.com

twitter.com/sbengine

facebook.com/socialbusinessengine/

findandconvert.com

twitter.com/findandconvert

facebook.com/findandconvert/

bernie@findandconvert.com twitter.com/bernieborges

linkedin.com/in/bernieborges

@bernieborges #sbeshow #SMSSummit