#BTC 32: 3 Reasons Everyone Launched a Podcast During a Global Pandemic

WEBVTT 1 00:00:05.240 --> 00:00:09.109 Welcome back to be be growth. My name is James Carberry and I'm joined 2 00:00:09.189 --> 00:00:16.550 today by the famous Logan, Lyles Logan. Would you eat for breakfast? 3 00:00:16.550 --> 00:00:21.579 This morning? I had a breakfast Burrito. I'm breakfast Burrito. Yeah, 4 00:00:21.699 --> 00:00:25.539 it can never go wrong with breaks for breakfast burritos. I don't any time 5 00:00:25.620 --> 00:00:31.820 of day really, Logan. I'm pumped for this conversation because everyone in their 6 00:00:31.940 --> 00:00:37.329 mom is wanting to launch a podcast, which obviously is very beneficial with, 7 00:00:37.810 --> 00:00:40.090 you know, for us being in the business that we're in. Yeah, 8 00:00:40.090 --> 00:00:43.969 yeah, so we like that everybody's wanted to launch podcast. But I got 9 00:00:44.049 --> 00:00:47.890 a message from John Benini yesterday. I was going back and forth with him 10 00:00:47.890 --> 00:00:51.600 the other day on Linkedin and he I was telling them, you know, 11 00:00:51.679 --> 00:00:54.439 this is going really well. You know, everyone in their mom is wanting 12 00:00:54.479 --> 00:00:58.679 to launch a podcast now, which is great for us, and he said, 13 00:00:59.439 --> 00:01:02.320 he said, you know, you should, you should do an episode 14 00:01:02.640 --> 00:01:06.189 on, you know, why did everyone launch a podcast during a global pandemic? 15 00:01:07.069 --> 00:01:11.549 And I thought that's a brilliant idea, because there's some very specific reasons 16 00:01:11.310 --> 00:01:17.989 why so many companies are flocking to this medium. And you've been talking to 17 00:01:18.030 --> 00:01:21.219 all these people for the last few months is this has been going on. 18 00:01:21.420 --> 00:01:25.579 So I want to kind of turn the mic back on you, Logan, 19 00:01:25.819 --> 00:01:29.939 and ask like, what are what are some of the big reasons that people 20 00:01:30.060 --> 00:01:34.370 have been coming to us to get a show launched for him, the the 21 00:01:34.409 --> 00:01:38.689 so the first one that I want to talk about is something you just mentioned 22 00:01:38.730 --> 00:01:42.209 right before we hit record here, and it has to do with people. 23 00:01:42.969 --> 00:01:47.439 Finally, you know, it took a global pandemic for people to realize that 24 00:01:48.480 --> 00:01:55.879 quality is subjective and that we don't need to get so freaking fancy with our 25 00:01:56.000 --> 00:02:04.670 content. We don't need these narrative storytelling podcasts to to educate and build trust 26 00:02:04.790 --> 00:02:08.270 with our buyers, and that's being shown to us every day now, because 27 00:02:08.629 --> 00:02:13.430 we're seeing Jimmy Fallon in his living room do the tonight show. We're seeing 28 00:02:13.550 --> 00:02:17.020 news anchors in their kitchen talk to us about how you think, you know, 29 00:02:17.219 --> 00:02:23.460 people were seeing content like that now on national television from people's houses. 30 00:02:23.259 --> 00:02:30.330 How that has de Romanticized this idea that our content has to be this exceptional 31 00:02:30.409 --> 00:02:35.090 quality. Yeah, I think it's given people a certain comfort level and it's 32 00:02:35.090 --> 00:02:39.530 also taken something that that I think some people have hidden behind for a while 33 00:02:39.569 --> 00:02:44.479 I have people coming to me and saying, well, can we do a 34 00:02:44.599 --> 00:02:47.199 podcast if everybody isn't in the same room and we can't have, you know, 35 00:02:47.599 --> 00:02:54.000 three different dslrs on everyone to make it this highly produced video audio experience? 36 00:02:54.520 --> 00:02:59.949 And and what I tell people is ninety five percent of the episodes that 37 00:03:00.110 --> 00:03:04.710 we've produced for our customers and ourselves over the past five years, and that's 38 00:03:04.909 --> 00:03:08.949 I think that numbers somewhere between three and four thousand episodes today, have primarily 39 00:03:08.990 --> 00:03:14.259 been remote. They have not been in person, they've been with simple tools 40 00:03:14.300 --> 00:03:16.300 like zoom and Uber Conference. I know, in the early days, you 41 00:03:16.379 --> 00:03:21.580 know, you weren't even recording video at all. It was simply Uber Conference, 42 00:03:21.860 --> 00:03:25.580 a USB MIC that costs like ninety five dollars, and the guests calling 43 00:03:25.659 --> 00:03:28.849 in and they might have, you know, a good mic, they might 44 00:03:28.930 --> 00:03:32.370 have a decent headset and really we didn't have any control over that. And 45 00:03:32.889 --> 00:03:38.770 because we focused on the quality of the content and consistency and frequency, those 46 00:03:39.009 --> 00:03:45.479 factors mattered more than production quality. I won't say like we just said, 47 00:03:45.520 --> 00:03:47.919 like do it on your phone walking through your neighborhood or something like that, 48 00:03:49.560 --> 00:03:53.400 but even mute talks about this. With video where people are so afraid for 49 00:03:53.919 --> 00:03:58.669 the one to one imperfect personal video, and what they say at bombomb is 50 00:03:58.870 --> 00:04:02.830 like the good enough level is actually lower than you think. We focus on 51 00:04:02.949 --> 00:04:06.710 that and it's less about what's going to deliver results and what is the audience 52 00:04:06.830 --> 00:04:13.500 going to be okay with and actually find usable and value valuable. It's more 53 00:04:13.580 --> 00:04:17.899 about our own vanity and our own, you know, selfconsciousness at times, 54 00:04:17.939 --> 00:04:23.300 and so you make a great point. We've seen Jimmy Fallon and John Krasinski 55 00:04:23.860 --> 00:04:28.089 on zoom in their house with pictures that their kids colored behind them. We 56 00:04:28.329 --> 00:04:32.089 see national news anchors in their living rooms and you know, as they go 57 00:04:32.370 --> 00:04:34.930 do they, you know, get a nice lighting kit? Do they, 58 00:04:35.170 --> 00:04:40.000 you know, Mike up well and those sorts of things? Yes, but 59 00:04:40.439 --> 00:04:44.839 so if we have kind of upped our game from where we were two, 60 00:04:44.879 --> 00:04:47.600 three, four years ago with the video quality, how we make sure we 61 00:04:47.680 --> 00:04:51.870 capture video as well as audio, but we didn't let those things stand in 62 00:04:51.990 --> 00:04:56.910 our way in the beginning and I think thankfully a lot of people are finally 63 00:04:57.029 --> 00:05:00.670 coming around to that way of thinking because of what's happening around them and they 64 00:05:00.709 --> 00:05:04.470 see well. Either we have to weigh a fun we have to find a 65 00:05:04.509 --> 00:05:10.180 way to do this, or maybe we should. Maybe, maybe I've been 66 00:05:10.180 --> 00:05:13.740 standing in my way all this time. So those two things, I think, 67 00:05:13.740 --> 00:05:16.339 are really at play and people's minds right now. Yeah, I think 68 00:05:16.379 --> 00:05:19.939 people are absolutely getting in their own way. As you were talking, it 69 00:05:20.060 --> 00:05:25.529 made me think. You know, Jimmy Fallon is hilarious, whether he's in 70 00:05:25.610 --> 00:05:32.769 his living room, whether he's on in a studio in La he's hilarious regardless. 71 00:05:33.649 --> 00:05:43.399 You need to be creating insanely helpful, actionable content for your by errors, 72 00:05:44.000 --> 00:05:46.839 regardless of whether you're doing that in the corner of your living room with, 73 00:05:47.439 --> 00:05:51.750 you know, with a mic. That sucks. If you focus on 74 00:05:51.990 --> 00:05:59.350 sharing content that tells, that advises people to start doing something or to stop 75 00:05:59.550 --> 00:06:03.699 doing something, it's actionable, it's Medi it's it actually can help them run 76 00:06:03.779 --> 00:06:11.259 a better business or do something better or avoid a mistake that they're probably making 77 00:06:11.300 --> 00:06:15.100 right now because your perspective or your insight from either yourself or your guest knows, 78 00:06:15.180 --> 00:06:18.769 Hey, there's a better way or hey, you're hurting yourself by doing 79 00:06:18.850 --> 00:06:23.449 this. If you can share actionable content, whether you are in your living 80 00:06:23.490 --> 00:06:28.529 room or in a fancy studio, it does not matter. It just doesn't 81 00:06:28.610 --> 00:06:31.410 matter. And I would say, you know, this isn't unique to podcasting. 82 00:06:31.529 --> 00:06:34.839 This holds true in other channels. There's a certain bar of what what 83 00:06:35.079 --> 00:06:40.360 people expect, but often we we put that bar too high and again us 84 00:06:40.399 --> 00:06:45.800 about our own our own vanity, our own insecurities more than what's actually going 85 00:06:45.920 --> 00:06:48.910 to move the needle and drive results. And I think about this with, 86 00:06:49.389 --> 00:06:53.550 you know, people on Youtube. You look at Casey nist at, who 87 00:06:53.750 --> 00:07:00.500 is an insanely successful youtube creator, and his early videos are much, much 88 00:07:00.779 --> 00:07:04.740 simpler now. He had a background in video production, you know, and 89 00:07:05.100 --> 00:07:08.620 all of that sort of stuff. But I've also seen like if you go 90 00:07:08.819 --> 00:07:13.420 to someone who has millions of subscribers on Youtube today and you scroll all the 91 00:07:13.459 --> 00:07:17.970 way back to their first episodes, there an iphone propped up on a stack 92 00:07:18.050 --> 00:07:23.490 of book and I think, especially in B tob there's someone in the organization, 93 00:07:23.889 --> 00:07:27.170 maybe it's not the marketer who's making the decision, it's the CEO or 94 00:07:27.209 --> 00:07:30.680 it's someone else, saying we can't do that unless it is here. It 95 00:07:30.839 --> 00:07:34.160 reflects so poorly on the brand and I would say if you're doing just, 96 00:07:35.279 --> 00:07:40.000 you know, really bad quality and bad quality content, yes, it is. 97 00:07:40.560 --> 00:07:44.079 But if you're focused on getting something out there that you can improve upon 98 00:07:44.550 --> 00:07:47.870 and the content is good, then then people are going to put up with 99 00:07:48.029 --> 00:07:49.949 it, for lack of a better term, and go from there. I 100 00:07:49.990 --> 00:07:55.189 look at Chris Walker. He recently launched the state of Jaman Jian podcast. 101 00:07:55.589 --> 00:08:00.019 The cover art initially was very, very simple there there was no intro. 102 00:08:00.540 --> 00:08:05.420 Even the audio quality wasn't fantastic in the first first few episodes and he's repurposing 103 00:08:05.139 --> 00:08:09.779 these demansion live sessions that he and Guy Tonno Danardi are doing. But I've 104 00:08:09.819 --> 00:08:15.850 hung through even I've hung in there with some episodes where the audio quality wasn't 105 00:08:15.850 --> 00:08:18.730 great but the content was so medium. I'm like, I'm not turning this 106 00:08:18.850 --> 00:08:24.129 off unless it starts just like glitching and like being harmful to my ears, 107 00:08:24.610 --> 00:08:30.399 because the quality of the content, not the production quality, is more important. 108 00:08:30.399 --> 00:08:33.960 I'm not saying that the production quality doesn't matter, but we just skew 109 00:08:33.039 --> 00:08:37.519 it so far on the other side and I think that's a big mistake. 110 00:08:37.559 --> 00:08:41.669 And so I see that with other podcasters. I see that with you tubers. 111 00:08:41.190 --> 00:08:45.789 Every single channel you can see examples of this. Yeah, quality is 112 00:08:45.909 --> 00:08:50.350 so subjective, but but you're never going to have someone listening to your podcast 113 00:08:50.830 --> 00:08:56.899 that gets pissed at you for giving them helpful, actionable content, that a 114 00:08:56.179 --> 00:09:00.299 that that helps them. And I keep going back to this because it's such 115 00:09:00.340 --> 00:09:05.220 a simple framework. Does this does this content help me start doing something that 116 00:09:05.259 --> 00:09:09.460 I'm not already doing, or is it telling me to stop doing something that 117 00:09:09.940 --> 00:09:13.690 I shouldn't be doing? If it does, your content fall into what like, 118 00:09:13.970 --> 00:09:18.210 don't regurgitate the same crap everybody else is saying. Focus on the quality 119 00:09:18.250 --> 00:09:24.169 of your content, meaning not, and that's ambiguous, and quality is very 120 00:09:24.250 --> 00:09:28.799 ambiguous and it's easy to hide behind. But quality is is your content actually 121 00:09:28.840 --> 00:09:35.320 helping someone start to do something that they're not doing or stop doing something that 122 00:09:35.480 --> 00:09:37.909 they shouldn't be doing that they are doing? And I think if you could 123 00:09:37.950 --> 00:09:43.029 focus on that, you're going to win. You're going to guy, regardless 124 00:09:43.029 --> 00:09:46.309 of all the other vant yes, all or not? Yeah, I hear 125 00:09:46.350 --> 00:09:50.190 a lot of people say be to be content doesn't have to be so boring, 126 00:09:50.669 --> 00:09:54.659 and to me the part that's boring, the part that sucks, is 127 00:09:54.700 --> 00:09:56.620 hearing the same sorts of things. We need to be more human in our 128 00:09:56.659 --> 00:10:01.220 marketing, sales and marketing need to be aligned, they need to be friends, 129 00:10:01.259 --> 00:10:03.940 they need to be tied at the hip. Well, when you dig 130 00:10:03.179 --> 00:10:09.730 deeper and you get more granular, what's your cadence with your sales leader counterpart? 131 00:10:09.929 --> 00:10:11.370 How have you guys those meetings? Your meetings? What? What are 132 00:10:11.409 --> 00:10:15.570 those meetings look like? You know, we did a customer master or mind 133 00:10:15.610 --> 00:10:20.769 call yesterday where we were unpacking our thought leadership program that we did a previous 134 00:10:20.809 --> 00:10:24.440 episode on, and we have our our google doc behind the scenes and we 135 00:10:24.639 --> 00:10:30.360 shared that link with the people on that call and and our customer base. 136 00:10:30.679 --> 00:10:33.399 And guess what, it has edits it's a simple Google doc. But we 137 00:10:33.559 --> 00:10:37.669 felt like that peak behind the curtain, into the Nitty Gritty, into the 138 00:10:37.710 --> 00:10:43.590 weeds, would be more valuable than us doing an episode saying you really should 139 00:10:43.590 --> 00:10:48.909 be developing a thought leadership initiative, because people are you know, there are 140 00:10:48.950 --> 00:10:54.419 more buyers in the in the buying committee than ever. People are hesitant to 141 00:10:54.460 --> 00:10:56.820 talk to sales. You need to build trust. Everybody's heard that. How 142 00:10:56.860 --> 00:11:01.620 how do you do it? So focusing on how do you deliver the how? 143 00:11:01.220 --> 00:11:05.370 No matter how you do it, it is more important. That was 144 00:11:05.450 --> 00:11:07.129 like the most medicines I've ever said. So I'm going to stand time. 145 00:11:07.769 --> 00:11:13.090 So that's so. That's the first that's the first reason that we you know, 146 00:11:13.210 --> 00:11:16.730 with that, we think a lot of companies are flocking to podcasting right 147 00:11:16.769 --> 00:11:22.679 now during a pandemic. The second reason is that they they have a massive 148 00:11:22.679 --> 00:11:26.440 event budget that they now need to shift into digital stuff because events are out 149 00:11:26.440 --> 00:11:30.120 of the question. Who knows for how long, but at least we're right 150 00:11:30.120 --> 00:11:33.590 now. Events are done. So talk to us about that. Yeah, 151 00:11:33.590 --> 00:11:35.549 I've seen this go a couple of different ways. We had a customer that 152 00:11:35.629 --> 00:11:39.909 came on board just a few months ago and said, you know, we 153 00:11:39.029 --> 00:11:43.429 are used to driving a lot of awareness and, frankly, a lot of 154 00:11:43.549 --> 00:11:48.019 pipeline through our event strategy. We had dozens and dozens of events that we 155 00:11:48.100 --> 00:11:54.179 were either hosting, sponsoring, contributing to or sending people just to attend, 156 00:11:54.379 --> 00:11:58.500 all of those event budgets and they all went away. And you know, 157 00:11:58.659 --> 00:12:01.049 they most people I talked to. It's not like, Hey, we just 158 00:12:01.289 --> 00:12:05.649 now thought of starting a podcast. It's usually we've been thinking about this for 159 00:12:05.769 --> 00:12:09.370 six months or maybe six years, but we haven't known how to get into 160 00:12:09.409 --> 00:12:13.409 this new channel. We weren't sure if it was kind of a fad. 161 00:12:13.570 --> 00:12:18.600 I think that has been dispelled, and so they moved their event budget. 162 00:12:18.639 --> 00:12:20.440 This is a customer that came on board just a couple of months ago now. 163 00:12:20.480 --> 00:12:24.840 I also had a conversation with a marketing leader at a large enter price 164 00:12:24.919 --> 00:12:28.840 company just yesterday or the day before that. Said, YEP, the the 165 00:12:28.960 --> 00:12:33.070 event budget is there, but I'm not necessarily allowed to touch it because we 166 00:12:33.149 --> 00:12:35.710 are kind of hedging our bets and we want to make sure that we don't 167 00:12:35.710 --> 00:12:39.429 just spend everything the way that we were going to. So some people are 168 00:12:39.830 --> 00:12:43.500 playing it a little bit cautious and you know, if you are in that 169 00:12:43.700 --> 00:12:48.460 boat, I think that goes back to point one. You in order to 170 00:12:48.539 --> 00:12:52.340 start a podcast that is successful, it doesn't mean that you need to spend 171 00:12:52.419 --> 00:12:56.820 hundreds of thousands of dollars. You know, it might be a couple thousand 172 00:12:56.860 --> 00:13:01.330 dollars a month or even less, that, whether it's a team like ours 173 00:13:01.490 --> 00:13:05.889 or doing it yourself, that you can pull together to get some momentum. 174 00:13:05.049 --> 00:13:11.529 So that's that's definitely happening from the marketing teams that I'm talking with, James. 175 00:13:11.570 --> 00:13:16.120 Yeah, and so to kind of tied onto that, they're they're realizing 176 00:13:16.159 --> 00:13:22.639 okay, we can't do events anymore, but we still need to be building 177 00:13:22.679 --> 00:13:24.879 these relationships. A reason you go to events more, you know, more 178 00:13:24.919 --> 00:13:28.350 than just to put a booth up. The reason you put a booth up 179 00:13:28.389 --> 00:13:31.269 is because you need to build one to one relationships with your buyers and events 180 00:13:31.309 --> 00:13:35.710 are great ways to get facetime to do just that. And so kind of 181 00:13:35.830 --> 00:13:39.389 tacked onto this realization that, okay, we've got to shift some of our 182 00:13:39.429 --> 00:13:45.019 event budget and the value that we were getting from events now into digital will, 183 00:13:45.100 --> 00:13:48.419 podcasting fits right into that. From a networking perspective, obviously you know, 184 00:13:48.460 --> 00:13:50.539 if you've been listening to this show for very long, I wrote a 185 00:13:50.580 --> 00:13:54.019 book on it, content based networking, how to instantly connect with anyone you 186 00:13:54.059 --> 00:13:58.330 want to know. When you have a podcast, you can literally invite anybody 187 00:13:58.409 --> 00:14:01.889 that you want to talk to from anywhere in the world, regardless, you 188 00:14:01.929 --> 00:14:05.850 know, regardless of where they are, where you are, doesn't matter. 189 00:14:05.889 --> 00:14:09.490 Ask them to be a guest on your show and now of a sudden you 190 00:14:09.610 --> 00:14:11.759 get to connect with them. So you know, we've seen companies do this 191 00:14:11.919 --> 00:14:16.279 and actually activate their podcast. We've helped them activate their podcast on site out 192 00:14:16.320 --> 00:14:20.480 of events. But you don't need to do that. And if you can't 193 00:14:20.519 --> 00:14:22.600 do events, but you know that you need, you still need to be 194 00:14:24.549 --> 00:14:30.350 creating individual relationships with your decision makers, your target accounts. Start a podcast 195 00:14:30.509 --> 00:14:35.509 and start inviting them as a guest on your show and building those relationships digitally 196 00:14:35.669 --> 00:14:39.379 that way, by collaborating with them to create content in an environment like this 197 00:14:39.580 --> 00:14:45.220 on zoom and and so that's that's a kind of attack on reason where you 198 00:14:45.299 --> 00:14:48.179 know, more and more people are understanding that, they're coming around this idea 199 00:14:48.179 --> 00:14:52.129 of content based networking, this idea of using the podcast as a content collaboration 200 00:14:52.450 --> 00:14:58.250 relationship building tool. What was it that JK JK was saying? Something on 201 00:14:58.330 --> 00:15:01.009 our customer Master Mind CA call yesterday. He said, you know, I'm 202 00:15:01.690 --> 00:15:05.649 when I talk internally about our podcast with our executive team, I'm not I'm 203 00:15:05.649 --> 00:15:09.480 not even using the word podcast, I'm using it at I'm saying things like 204 00:15:09.919 --> 00:15:16.039 no, this is our relationship building mechanism and I love that. I loved 205 00:15:16.080 --> 00:15:20.720 here in that too, man. I mean to me it's just been it's 206 00:15:20.840 --> 00:15:24.509 so the forefront of my mind because before I joined the team two years ago, 207 00:15:24.629 --> 00:15:28.509 which we're coming up to two years on the day, I realized that 208 00:15:28.590 --> 00:15:31.350 the other day and I was just like, Whoa, how has that even 209 00:15:31.429 --> 00:15:35.340 happened? And I was just so bought in as a salesperson who knew enough 210 00:15:35.379 --> 00:15:41.259 about marketing to be dangerous and got tired of the the old way, the 211 00:15:41.419 --> 00:15:46.299 strictly outbound the volume play, and you know the way you described it to 212 00:15:46.340 --> 00:15:48.740 me when we first got to know each other on Linkedin. Is Add value 213 00:15:50.129 --> 00:15:52.730 and a lot of people think about that in just the content. But if 214 00:15:52.769 --> 00:15:56.490 you go to the people that you're trying to reach, those decisionmakers at target 215 00:15:56.529 --> 00:16:00.529 accounts, and you invite them in to create content with you and you're not 216 00:16:00.730 --> 00:16:04.879 just creating it for them and trying to get the content to them, then 217 00:16:06.440 --> 00:16:08.679 you're going to benefit the audience, yes, but you're doing one to one 218 00:16:08.759 --> 00:16:15.480 relationship building and there's there's no time zone, there's no place, there's no 219 00:16:15.879 --> 00:16:18.750 restriction to that like there are with events. So if you're thinking about this 220 00:16:18.789 --> 00:16:23.269 right now, go and tap your field marketing team and say who are the 221 00:16:23.350 --> 00:16:27.870 target accounts that you know we had signed up for for events, or who 222 00:16:27.950 --> 00:16:32.830 were we really trying to get to to those next events that have now been 223 00:16:32.980 --> 00:16:37.299 canceled? Can we invite those individuals to be a guest on our podcast. 224 00:16:37.100 --> 00:16:41.179 You can. You can do one to one interviews. You can even kind 225 00:16:41.220 --> 00:16:45.620 of replicate maybe you had some of those invited to be speakers at your event. 226 00:16:45.980 --> 00:16:51.370 Customers that you want to deepen the relationship with prospects at target accounts that 227 00:16:51.450 --> 00:16:53.450 you haven't engaged with in a while and you want to add some value, 228 00:16:53.490 --> 00:16:59.889 you could do a three person fireside chat type type episode on your podcast. 229 00:16:59.970 --> 00:17:03.919 There's just there's really no reason not to do it and we've seen it time 230 00:17:03.039 --> 00:17:07.759 and time and time again. The podcast asked. It is very, very 231 00:17:07.839 --> 00:17:11.039 powerful. I was talking to someone the other day that said, man, 232 00:17:11.160 --> 00:17:15.630 if we have a new podcast or the podcast is really designed to reach their 233 00:17:15.789 --> 00:17:19.470 peers, are they going to see value in that because they're not being set 234 00:17:19.509 --> 00:17:23.789 up to reach their customers? And what if the podcast doesn't have, you 235 00:17:23.910 --> 00:17:26.190 know, a lot of reach? Thankfully, we've been at this for a 236 00:17:26.349 --> 00:17:29.950 long time. So when someone says, Hey, what's your show about, 237 00:17:29.990 --> 00:17:32.539 we can say we get a hundred and thirtyzero down mods a month. We've 238 00:17:32.579 --> 00:17:34.779 interviewed Gary V we've been ranked by ink and for words. But you don't 239 00:17:34.819 --> 00:17:41.180 have to have those things for the podcast asked to be five x twenty as 240 00:17:41.420 --> 00:17:47.450 more effective than a cold email, because it's human psychology. We like talking 241 00:17:47.490 --> 00:17:52.369 about ourselves, we like sharing what we've done, what we've come through, 242 00:17:52.490 --> 00:17:56.849 what we've learned and the ways that we've overcome those challenges. And when you 243 00:17:56.890 --> 00:18:00.839 when you brand to show around your ideal buyer and not about your expertise in 244 00:18:00.880 --> 00:18:04.839 your brand, you're perfectly set up to do that. It's, you know, 245 00:18:04.920 --> 00:18:10.200 Gary v talks about the High School, the High School Party, analogy 246 00:18:10.400 --> 00:18:14.150 in marketing. Host the Party and then invite people to come to it and 247 00:18:14.349 --> 00:18:17.509 instantly you're the cool kid, whether you were, you know, the not 248 00:18:17.750 --> 00:18:22.150 the cool kid before. So again there's just, I think, some of 249 00:18:22.230 --> 00:18:26.069 the other distractions. I I mean, I'll say it. I think events 250 00:18:26.150 --> 00:18:29.299 were a very, very big distraction. I think after this, even though 251 00:18:29.380 --> 00:18:33.740 events will come back, I think they will look different. Chris Walker really 252 00:18:33.579 --> 00:18:37.339 I think he's thinking along the same lines as us. You'll see smaller, 253 00:18:37.819 --> 00:18:44.289 more intimate events that are more targeted and marketing teams are going to focus less 254 00:18:44.369 --> 00:18:48.890 on the leads that come out of that event and more on how is the 255 00:18:48.009 --> 00:18:52.690 event affective with those that smaller group. And we're not focused on lead volume, 256 00:18:53.170 --> 00:18:56.680 but we're going to capture video, we're going to capture audio, we're 257 00:18:56.720 --> 00:19:00.920 going to turn the we're going to document the heck out of that small event 258 00:19:02.279 --> 00:19:04.880 and turn that into a hundred pieces of content. That's going to feed de 259 00:19:06.000 --> 00:19:10.710 Mansion with fresh content to be able to use for the next six months and 260 00:19:10.829 --> 00:19:14.750 that's going to be a more effective event spend. So kind of got off 261 00:19:14.950 --> 00:19:17.549 into the future of events there, but I think that's something that's going to 262 00:19:17.589 --> 00:19:21.750 play out as well. The third reason, Logan, that we think people 263 00:19:21.750 --> 00:19:26.619 are flocking to podcasting during this pandemic is that they're really they're realizing that webinars 264 00:19:26.700 --> 00:19:32.940 are way too restrictive. Their restrictive for the host, their restrictive for the 265 00:19:33.059 --> 00:19:37.380 consumer of the Webin are the listener, the viewer of the Webinar, because 266 00:19:37.420 --> 00:19:41.609 it's it's time, downd right, it's it's you got to be here live 267 00:19:41.970 --> 00:19:45.890 at eight am or, you know, eleven am or whatever, and it's 268 00:19:45.970 --> 00:19:51.089 way too restrictive. It's hard to create content on a consistent basis, especially 269 00:19:51.170 --> 00:19:55.119 if you're trying to turn somebody from your executive team into a thought leader, 270 00:19:56.640 --> 00:20:00.319 you know, them being able to do a Webinar every Tuesday at three pm 271 00:20:00.839 --> 00:20:04.640 just doesn't work that way, where podcast give you a lot more flexibility, 272 00:20:04.720 --> 00:20:11.269 and so people, I think, are realizing the inflexibility in webinars and the 273 00:20:11.430 --> 00:20:15.069 lack of I mean you can. Can you generate a lot of emails from 274 00:20:15.069 --> 00:20:18.230 getting people to sign up to a Webinar? Of course you can. How 275 00:20:18.349 --> 00:20:23.140 many of those Webin are leads actually turn into business? I think if you 276 00:20:23.220 --> 00:20:29.339 actually started asking yourself that question, you'd be shocked at how many people that 277 00:20:29.380 --> 00:20:33.900 are signing up for your Webinar ours end up turning into customers. It's it's 278 00:20:34.220 --> 00:20:38.170 an interesting exercise. I mean we've done virtual events. We've, you know, 279 00:20:38.289 --> 00:20:42.609 gotten thousands of leads and I look back and I go man, none 280 00:20:42.650 --> 00:20:47.930 of this turned in a new business. So instead having, you know, 281 00:20:48.329 --> 00:20:52.200 getting into podcasting, you don't have that rigidity, you don't have that restriction 282 00:20:52.599 --> 00:20:56.079 that comes with having to do something live. Talk to us about that. 283 00:20:56.200 --> 00:21:00.079 What have you been hearing from new customers that are speaking to that side of 284 00:21:00.119 --> 00:21:03.960 it? Yeah, absolutely, Man, I hear that a lot. And 285 00:21:03.200 --> 00:21:10.990 obviously there's been a huge tick uptick in webinars and as a replacement to events 286 00:21:11.029 --> 00:21:12.589 as well, and so I don't want to just like skip over that that 287 00:21:12.829 --> 00:21:15.150 people are like, well, what, wait, what about webinars? You 288 00:21:15.150 --> 00:21:18.740 guys are just talking about podcasting, because that's what you do. I've seen 289 00:21:18.779 --> 00:21:22.819 people even go very hard on Webinars, go daily right now, and, 290 00:21:23.180 --> 00:21:26.420 quite frankly, I've talked to some people that are burnt out, you know, 291 00:21:26.700 --> 00:21:33.089 in presenting and hosting on the Webinars, especially if you're getting your CEO 292 00:21:33.210 --> 00:21:36.529 or someone from your executive team that you're trying to build as a thought leader. 293 00:21:36.930 --> 00:21:38.609 You know. We'll talk about the restrictions on the audience side in a 294 00:21:38.690 --> 00:21:42.049 sec and I think I'll answer some of the questions that people are asking in 295 00:21:42.089 --> 00:21:47.160 their minds from what you just said. But think about it. I've asked 296 00:21:47.200 --> 00:21:49.920 this question of at least a dozen marketers in the last week or so. 297 00:21:52.039 --> 00:21:56.920 I bet that it's easier to get your CEO to sit down for one Friday 298 00:21:56.039 --> 00:22:00.750 morning from a day am to noon then it is to get them to show 299 00:22:00.829 --> 00:22:07.349 up for three or four thirty minute sessions Thursday at three PM Eastern consecutively. 300 00:22:07.509 --> 00:22:08.710 And they are always like yes, yes, yes, yes, yes, 301 00:22:08.829 --> 00:22:12.670 it is easier to block that time and I would say that's probably the same 302 00:22:12.789 --> 00:22:15.819 for you right, as a CEO. I mean we're not a huge collector. 303 00:22:17.420 --> 00:22:21.779 Yeah, I mean it's a way that it goes, and so locking 304 00:22:21.900 --> 00:22:26.460 yourself into something that is that is so time bound and isn't on demand content 305 00:22:26.579 --> 00:22:30.289 where you can batch create it just just puts a hindrance there. Now on 306 00:22:30.410 --> 00:22:33.089 the consumption side, I'm sure some people are saying, well, James, 307 00:22:33.369 --> 00:22:36.890 you know I sign up for webinars all the time, but I don't go 308 00:22:37.049 --> 00:22:40.049 live and I wait for the recording. Guess what, I do that too. 309 00:22:40.130 --> 00:22:44.480 I can't remember the last time I attended a Webinar. However, how 310 00:22:44.519 --> 00:22:47.680 many of the what's the percentage of the time that I actually go back and 311 00:22:47.799 --> 00:22:49.920 listen to those, even if they do a good job and put the recording 312 00:22:49.960 --> 00:22:53.000 on Youtube, which makes it very easy for me to add to my watch 313 00:22:53.039 --> 00:22:56.519 later playlist, which is I prefer that. If you're going to record your 314 00:22:56.519 --> 00:23:00.109 webinars and you're going to you're going to share it, make it very easy 315 00:23:00.150 --> 00:23:03.869 to consume and tie into a platform that's already on their phone. Don't make 316 00:23:03.069 --> 00:23:06.269 them go to a landing page. Where am I going to save that? 317 00:23:06.390 --> 00:23:08.509 How am I going to come back to it? But even when that happens 318 00:23:08.549 --> 00:23:15.059 it's far less frequent. And so your you there are ways to make your 319 00:23:15.140 --> 00:23:19.900 Webinar on demand, but the entire experience doesn't really meet listeners where they are. 320 00:23:21.059 --> 00:23:25.140 Doesn't meet content consumers where they are versus the podcast APP. You know, 321 00:23:25.220 --> 00:23:30.009 it's why we say don't skip episodes on Thanksgiving or major holidays, because 322 00:23:30.170 --> 00:23:33.410 it goes right into their feed and there's just less friction. If they don't 323 00:23:33.410 --> 00:23:37.609 like the headline, they'll probably they might skip the episode or if they don't 324 00:23:37.849 --> 00:23:41.009 hear from you for a while. But if you are consistent in the podcast 325 00:23:41.089 --> 00:23:42.960 feed, there's less friction of when am I going to listen to this? 326 00:23:44.640 --> 00:23:47.279 What do I have to do? What platform was it on, all of 327 00:23:47.400 --> 00:23:49.519 that sort of stuff. And so you know, this this idea that we're 328 00:23:49.519 --> 00:23:53.400 all sitting at home and have more time to attend webinars. I saw Kathleen 329 00:23:53.440 --> 00:23:56.630 booth, who was a great previous guest on the show, here. She 330 00:23:56.789 --> 00:24:00.589 was like she posted on Linkedin. What's everybody talking about? More time. 331 00:24:00.589 --> 00:24:03.829 I'm working longer hours than ever. I'm busy. You know, we're trying 332 00:24:03.869 --> 00:24:06.190 to stay a float. We're trying to pivot all those sorts of things. 333 00:24:06.230 --> 00:24:08.829 Just because people have been home more doesn't mean that they have a ton more 334 00:24:10.019 --> 00:24:14.140 free time. And now where they do have more free time is they're probably 335 00:24:14.180 --> 00:24:18.619 not commuting as much, but that's being filled with, hopefully, more family 336 00:24:18.700 --> 00:24:22.380 time. I would hope that. That's my prayer and my hope for a 337 00:24:22.420 --> 00:24:26.089 lot of people, but it's filling with work as well and you know, 338 00:24:26.170 --> 00:24:30.170 I even notice this is something I want to touch on to is where podcast 339 00:24:30.289 --> 00:24:34.049 consumption is going, because some people have asked me. Will Logan with Commute 340 00:24:34.089 --> 00:24:40.319 Times going away? That was a big area of podcast content consumption, audio 341 00:24:40.440 --> 00:24:45.839 content consumption in general, and you know I'm probably stealing your last question, 342 00:24:45.960 --> 00:24:48.920 but I'm just gonna go ahead and go into here because I think it's a 343 00:24:48.079 --> 00:24:52.990 it's a good segue. You know, I was talking with with a few 344 00:24:52.029 --> 00:24:56.789 folks, Christina and Brant, over at right side up. They they focus 345 00:24:56.029 --> 00:25:02.190 on podcast advertising, where we focus on production and promotion. They connect podcasters, 346 00:25:02.750 --> 00:25:07.259 podcast publishers and brands with advertising brands and they saw in their data and 347 00:25:07.380 --> 00:25:11.420 stuff they're looking at with spotify that, you know, we used to see 348 00:25:11.460 --> 00:25:15.539 these spikes in the morning and in the afternoon and what they're seeing is more 349 00:25:15.700 --> 00:25:19.539 than an even throughout the day. You Know Smart Speaker adoption is going to 350 00:25:19.700 --> 00:25:25.009 continue to rise, smart car adoption. That leans into the commute time as 351 00:25:25.049 --> 00:25:29.009 that comes back around. But you know, in with our own show, 352 00:25:29.049 --> 00:25:30.930 I think you shared this recently, either with our team or on Linkedin, 353 00:25:32.410 --> 00:25:34.799 we did see a drop in March and April. I think that was less 354 00:25:34.799 --> 00:25:40.359 about commute times and more about the world is upside down and on fire at 355 00:25:40.440 --> 00:25:45.759 the exact same time, because we saw in our show several customer shows and 356 00:25:45.200 --> 00:25:49.549 mother data from from other podcasters. I saw on Linkedin that by June, 357 00:25:49.589 --> 00:25:53.869 even by May and especially by June, it was back up on the same 358 00:25:53.910 --> 00:25:59.789 growth trajectory that they were on before. And so you're still meeting people where 359 00:25:59.789 --> 00:26:02.230 they are. And I kind of went through this two years ago when I 360 00:26:02.230 --> 00:26:04.619 joined the team. I actually found BB growth because I had a lot of 361 00:26:04.740 --> 00:26:11.700 windshield time as a regional outside sales rep in a BEB context selling copiers and 362 00:26:11.779 --> 00:26:15.460 office equipment. Shout out to Dale dupris and everybody else who's ever should sold 363 00:26:15.539 --> 00:26:18.650 copiers. And when I joined the team, no more windshield time. I'm 364 00:26:18.690 --> 00:26:23.170 working from a home a hundred percent my pie podcast listening did go down for 365 00:26:23.210 --> 00:26:29.529 a month or two, but audio content is just like water. It fills 366 00:26:29.569 --> 00:26:33.799 every empty space that it can and I see it doing that in our lives. 367 00:26:33.839 --> 00:26:37.319 I literally heard a podcast the other day where it was like he was 368 00:26:37.400 --> 00:26:40.559 in my head. He was like, I started listening to podcast when I 369 00:26:40.680 --> 00:26:44.039 walk the dog, when I do the dishes, when I'm in the shower, 370 00:26:44.240 --> 00:26:49.589 the other areas where passive content consumption and the the ability for just a 371 00:26:49.630 --> 00:26:55.109 frictionless experience to tune in on demand, listen at the speed I want, 372 00:26:55.190 --> 00:26:57.430 listen for how long I want, makes it very easy and I don't think 373 00:26:57.470 --> 00:27:02.619 any of that is changing, even though commute times are going down. So 374 00:27:02.740 --> 00:27:07.099 that was that was my experience and it mirrored that that doubt, that downward 375 00:27:07.140 --> 00:27:11.180 trend and then the spike back up and the continued growth that we see overall. 376 00:27:11.180 --> 00:27:14.299 And so that's a little bit anecdotal, but I think that's that's true 377 00:27:14.339 --> 00:27:15.529 for a lot of all now. I mean in March and April and me 378 00:27:15.609 --> 00:27:18.730 we were getting a hunt between a hundred and twenty and a hundred thirty thousand 379 00:27:18.769 --> 00:27:22.730 downloads a month. In March it dropped down to like nine thousand eight hundred 380 00:27:22.730 --> 00:27:26.970 and ninety five. In April I think it dropped even further down to ninety 381 00:27:26.970 --> 00:27:33.440 three and then in May it skyrocketed back up to a hundred and thirty eight 382 00:27:33.559 --> 00:27:37.720 thousand. And now we're on pace, I think, I just look last 383 00:27:37.720 --> 00:27:40.400 night, we're on paste to hit like a hundred and forty nine thousand this 384 00:27:40.559 --> 00:27:45.390 month. So we've done some tweaking. We've optimized our podcast to rank in 385 00:27:45.470 --> 00:27:48.430 Google through changing the headline of our show. You noticed it's not just be 386 00:27:48.549 --> 00:27:52.910 to be growth in anymore. It's beby growth col in, a daily podcast 387 00:27:52.029 --> 00:27:56.309 for beb marketers or your daily Bebe Marketing podcast. I think is how we 388 00:27:56.750 --> 00:28:02.059 how we have it on there. So now we rank for bebe marketing podcasts 389 00:28:02.660 --> 00:28:06.019 were basically dominating the front page of Google. So I don't want to put 390 00:28:06.019 --> 00:28:11.500 it all on the you know, the pandemic. We've done some things to 391 00:28:11.619 --> 00:28:15.809 the show to optimize for our show getting further reach. But I mean we 392 00:28:15.930 --> 00:28:22.170 saw a massive dive in in consumption for those two months, but then it's 393 00:28:22.210 --> 00:28:27.440 actually beyond. It grew back beyond the well beyond what it was before the 394 00:28:27.559 --> 00:28:32.680 pandemic came and so so yeah, I love that. I love that you 395 00:28:32.799 --> 00:28:34.519 shared this. I love that you showed the insights that you're getting every day 396 00:28:34.640 --> 00:28:38.400 being on sales calls with companies that are exploring this medium. Again, the 397 00:28:38.680 --> 00:28:45.269 three reasons that everyone launched to podcast during the global pandemic. One, they 398 00:28:45.390 --> 00:28:48.950 just realize that they don't need to get fancy seeing Jimmy Fallon in his living 399 00:28:48.990 --> 00:28:51.910 room. You realize, man, Jimmy's funny, whether he's in his living 400 00:28:51.950 --> 00:28:55.630 room or in a studio. I can be helpful and I can share helpful 401 00:28:55.670 --> 00:28:59.299 content with our buyers, whether I'm in my living room at home on a 402 00:28:59.339 --> 00:29:03.180 zoom call or whether I'm in a fancy studio. And they're realizing that and 403 00:29:03.259 --> 00:29:08.980 they're and they're embracing podcasting. The second one is that event budgets have evaporated 404 00:29:10.170 --> 00:29:12.130 and they have to or events have evaporated, so they have to move event 405 00:29:12.250 --> 00:29:17.369 budget into digital that you know. They're also realizing, hey, we need 406 00:29:17.410 --> 00:29:21.690 the one to one relational piece that comes along with events. Content based networking 407 00:29:21.769 --> 00:29:25.119 is great for that. Inviting people that you know you want to meet with 408 00:29:25.599 --> 00:29:30.839 on your podcast. It's a fantastic collaboration opportunity and you get to build a 409 00:29:30.880 --> 00:29:34.079 one to one relationship and create content at the same time. The third is 410 00:29:34.160 --> 00:29:41.069 that webinars are just too restrictive. Having to show up live, both from 411 00:29:41.069 --> 00:29:45.670 a consumer of a Webinar and the host of the Webinar is too restrictive. 412 00:29:45.029 --> 00:29:49.269 It's hard to sustain that. It's hard to do that over the long haul, 413 00:29:49.589 --> 00:29:55.660 and so batch creating content is something that you can do with podcasting, 414 00:29:55.900 --> 00:29:57.420 and so it's why a lot of the folks are flocking to it. So 415 00:29:57.539 --> 00:30:02.140 those are the three big reasons. Yes, listenership was down for a hot 416 00:30:02.220 --> 00:30:06.779 second it's already back. So don't let that stop you from embracing that medium. 417 00:30:07.490 --> 00:30:11.930 This obviously can sound like a very self serving episode. I honestly don't 418 00:30:11.970 --> 00:30:15.450 care if you work with us, if you work with somebody else, if 419 00:30:15.490 --> 00:30:18.849 you do your own thing, if you do it in house, just in 420 00:30:18.130 --> 00:30:27.119 start embracing this medium, because the benefits far outway in it anything anything that 421 00:30:27.200 --> 00:30:30.400 I've ever seen. I mean, and granted I'm young in business, I've 422 00:30:30.440 --> 00:30:33.559 only had this business for half a decade, but I have not seen a 423 00:30:33.759 --> 00:30:38.750 more effective strategy. It's allowed us to bootstrap a seven figure business in less 424 00:30:38.789 --> 00:30:44.710 than five years, build a team of twenty folks full time working on this 425 00:30:44.869 --> 00:30:48.829 thing. It's just works, and podcasting was literally at the backbone, not 426 00:30:48.990 --> 00:30:52.299 of just what we do, but how we've gone to market, how we 427 00:30:52.500 --> 00:30:56.099 have grown our business. We're not one of those podcast agencies. It says 428 00:30:56.099 --> 00:31:00.259 you should have a podcast Bo we don't even have a podcast like it's we 429 00:31:00.660 --> 00:31:03.890 are doing this, we're drinking our own champagne day after, day after day, 430 00:31:04.609 --> 00:31:07.930 not because we have to, but because it freaking works, and we 431 00:31:08.009 --> 00:31:14.529 want all of you to embrace this as well, because it works, not 432 00:31:14.769 --> 00:31:18.569 because we want to sell you our service. Awesome, that's great. If 433 00:31:18.599 --> 00:31:22.519 you work with us, fantastic. We'd obviously welcome that and we love that. 434 00:31:22.960 --> 00:31:27.480 But even if you don't take this medium seriously, start today, start 435 00:31:27.559 --> 00:31:32.839 figuring stuff out and start seeing results. Thank you so much for listening. 436 00:31:33.349 --> 00:31:37.750 We love you so much. If you haven't already left a rating on the 437 00:31:37.789 --> 00:31:40.710 show, you don't have to leave a review. Don't leave her. You 438 00:31:40.789 --> 00:31:44.230 know we don't even care about that. That's the reviews awesome. Takes too 439 00:31:44.309 --> 00:31:48.299 long. We know that takes too long. Just tap the number of stars 440 00:31:48.900 --> 00:31:52.980 in Apple podcast that you think we deserve and it would mean a ton to 441 00:31:52.059 --> 00:31:56.619 us. We live so much. Hey, guys, Logan here. I 442 00:31:56.740 --> 00:32:00.740 just wanted to chime back in because if you heard what James just said and 443 00:32:00.859 --> 00:32:04.369 you're thinking we should start a podcast, but we don't know where to start, 444 00:32:04.529 --> 00:32:07.690 and we want to reiterate what James Just said. Whether you work with 445 00:32:07.809 --> 00:32:10.250 us or not, we are very passionate about you being able to see the 446 00:32:10.329 --> 00:32:15.529 results in launching your own podcast. So we want to give you two pieces 447 00:32:15.569 --> 00:32:19.200 of content, completely ungated. You don't need to send your email to us, 448 00:32:19.319 --> 00:32:21.720 you don't need to submit a form to get these. Will Link to 449 00:32:21.799 --> 00:32:25.039 to blog posts that a lot of people find a lot of value from in 450 00:32:25.400 --> 00:32:30.390 starting a podcast. We have a twenty six step guide that unpacks a lot 451 00:32:30.430 --> 00:32:32.710 of our launch process that we go through with our customers. Will Link to 452 00:32:32.829 --> 00:32:36.509 that one in the show notes. And number two, we've got a blog 453 00:32:36.589 --> 00:32:40.349 post that outlines the nine necessary roles you need to build a podcast team, 454 00:32:40.390 --> 00:32:45.539 whether you're working with a provider like ourselves, you're building internally or some sort 455 00:32:45.539 --> 00:32:47.299 of hybrid model. So will link to both of those in the show notes. 456 00:32:47.500 --> 00:32:52.299 Check them out, completely ungated, as James said. Thank you so 457 00:32:52.380 --> 00:33:02.250 much for listening. Gary v says it all the time and we agree every 458 00:33:02.410 --> 00:33:07.410 company should think of themselves as a media company first, then whatever it is 459 00:33:07.529 --> 00:33:10.849 they actually do. If you know this is true, but your team is 460 00:33:10.930 --> 00:33:15.000 already maxed out and you can't produce any more content in house, we can 461 00:33:15.119 --> 00:33:20.039 help. We produced podcasts for some of the most innovative bb brands in the 462 00:33:20.160 --> 00:33:22.920 world and we also help them turn the content from the podcast and the blog 463 00:33:23.000 --> 00:33:28.710 posts microvideos and slide decks that work really well on linked in. If you 464 00:33:28.789 --> 00:33:34.150 want to learn more, go to sweet phish Mediacom launch or email logan at 465 00:33:34.190 --> 00:33:35.349 sweet phish Mediacom.