May 11, 2021

How to Make the Case for a Podcast to Leadership

Join us on today's episode as we dive into our very first B2B Podcasting Q&A. 

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Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:04.640 --> 00:00:10.190 All right, Welcome everyone. This is our first of what we're going to start 3 00:00:10.190 --> 00:00:15.640 doing a weekly BtB podcasting Q and a inspired by chris walker state of 4 00:00:15.640 --> 00:00:20.220 demand jin. We've got some questions that have come in from that email that 5 00:00:20.220 --> 00:00:24.880 I sent this morning and so we'll just start diving in and answering some of 6 00:00:24.880 --> 00:00:28.930 those Logan. Do you want to kick it off while I'm letting more people in the 7 00:00:28.930 --> 00:00:32.000 waiting room? But since we only have 30 minutes, I want to go ahead and jump in. 8 00:00:32.000 --> 00:00:35.580 Do you want to kick it off with the first question and then uh, and then we 9 00:00:35.580 --> 00:00:39.430 can, we can get from there. Yeah, absolutely. So thanks everybody that's 10 00:00:39.430 --> 00:00:43.730 already hopped on. And just for some context, if you have a follow up 11 00:00:43.730 --> 00:00:49.340 question or you have a question, you weren't able to submit before this call, 12 00:00:49.350 --> 00:00:54.110 James dan and myself will be keeping an eye on the chat so you feel free to pop 13 00:00:54.110 --> 00:00:57.650 those in and then we'll be kind of looking through those prioritizing. We 14 00:00:57.650 --> 00:01:01.520 might call on you to hey, if you want to add some context to this question or 15 00:01:01.520 --> 00:01:07.600 just read the question out. This first one that we had was, how can I make the 16 00:01:07.600 --> 00:01:13.230 case to leadership at my company that a podcast is going to be successful and 17 00:01:13.230 --> 00:01:18.130 how should we, how should we gauge success dan. Recorded a video on this 18 00:01:18.130 --> 00:01:23.440 that has been super helpful recently. I think that there are, there are two 19 00:01:23.440 --> 00:01:29.370 ways that I'm consistently advising our customers on this front. One that your 20 00:01:29.370 --> 00:01:34.490 podcast is a double edged sword. Uh, it is not just about the reach, but 21 00:01:34.490 --> 00:01:39.570 because a podcast is generally an interview based format, you need guests. 22 00:01:39.580 --> 00:01:43.260 And if a good portion of those guests or people who fit your buyer persona, 23 00:01:43.260 --> 00:01:47.570 they're not just the people that your buyers want to hear from. You can build 24 00:01:47.570 --> 00:01:52.190 relationships with those guests that map to revenue. So think you're a B. M. 25 00:01:52.190 --> 00:01:58.020 Play mixed with your content place. So keeping an eye on how many guests 26 00:01:58.020 --> 00:02:02.360 relationships are turning into revenue. Either from those folks buying from you 27 00:02:02.360 --> 00:02:05.710 or those folks referring their friends or those folks sharing that content and 28 00:02:05.710 --> 00:02:10.419 then one of their peers then then coming inbound as well as the reach. 29 00:02:10.430 --> 00:02:14.520 Now on the reach side, we don't have a ton of information with podcasting, 30 00:02:14.520 --> 00:02:17.930 right? You don't get the email addresses, You don't get the granular 31 00:02:17.930 --> 00:02:21.500 information that you do with, say a webinar or something like that because 32 00:02:21.500 --> 00:02:25.210 it is undated, top of funnel content. But one thing I've been encouraging a 33 00:02:25.210 --> 00:02:29.100 lot of the marketing leaders we work with to share with their executive 34 00:02:29.100 --> 00:02:35.400 teams is on average, people tend to listen to most of every podcast episode 35 00:02:35.400 --> 00:02:39.240 that they listen to. And granular early. If you have a podcast You can go into 36 00:02:39.240 --> 00:02:43.240 your analytics and apple and look at what is the play through rate and apple 37 00:02:43.240 --> 00:02:48.870 will actually total it up. So you're getting 200 downloads of an episode and 38 00:02:48.880 --> 00:02:53.560 your average play through rate is 80 and the episode length is about 30 39 00:02:53.560 --> 00:02:58.050 minutes. All of a sudden comparing that total time consumed, which you get into 40 00:02:58.050 --> 00:03:02.540 hours and hours very quickly with that math and won't try and do any math live 41 00:03:02.550 --> 00:03:06.920 but comparing that to the time spent with your content in other channels. So 42 00:03:06.920 --> 00:03:11.360 not just impressions but total consumption that can put the podcast 43 00:03:11.740 --> 00:03:16.090 Really stack it up against your other channels and your other efforts to 44 00:03:16.090 --> 00:03:21.560 really compare apples to apples versus yeah 5000 views of this tweet and 200 45 00:03:21.560 --> 00:03:26.060 downloads of this podcast episode. The smaller number might actually be having 46 00:03:26.070 --> 00:03:30.780 a bigger impact with that. I'll turn it over to Dan. Anything you would add to 47 00:03:30.780 --> 00:03:35.460 that man. Only in tracking attribution, you can usually find the podcast can be 48 00:03:35.460 --> 00:03:39.330 influential when you're actually asking customers, Oh, how did you find us? And 49 00:03:39.330 --> 00:03:42.510 what was this journey like for you? Like if you're asking customers when 50 00:03:42.510 --> 00:03:46.270 they first sign on with you, what was their journey like? That's where you 51 00:03:46.270 --> 00:03:50.070 can start to look for the podcast and how I prove the podcast is helpful and 52 00:03:50.070 --> 00:03:53.860 relevant. It's not usually coming up on first touch attribution reports, right? 53 00:03:53.870 --> 00:03:58.050 Hubspot isn't can't see it. Uh if there is anything like hubspot can't see it 54 00:03:58.050 --> 00:04:01.600 at all. Unless you have maybe like a some kind of special you are all you're 55 00:04:01.600 --> 00:04:06.290 sending podcast listeners too. So where it does come up is when you actually 56 00:04:06.290 --> 00:04:10.060 talk to them and actually kind of breaking down their journeys and that's 57 00:04:10.060 --> 00:04:14.220 where I like to prove that the podcast is a major part of that journey only 58 00:04:14.220 --> 00:04:18.490 because consumption of podcast is so deep. Like Logan said, if you compare 59 00:04:18.490 --> 00:04:23.570 apples to apples, blog to podcast, 30 minutes consumed on a podcast is a lot 60 00:04:23.570 --> 00:04:27.260 different than three minutes read on a blog post, it's 10 x. The amount of 61 00:04:27.260 --> 00:04:30.710 consumption which is much deeper. And when I'm thinking about the success of 62 00:04:30.710 --> 00:04:34.060 my content marketing, I'm usually looking at consumption metrics like 63 00:04:34.060 --> 00:04:38.080 that. So I don't look, I try to compare it per minutes consumed when I'm trying 64 00:04:38.080 --> 00:04:41.670 to compare it to like linkedin or blogs. When I'm trying to compare apples to 65 00:04:41.670 --> 00:04:45.220 apples with other content marketing channels, Shannon just dropped a 66 00:04:45.220 --> 00:04:48.720 comment here in the chat. She said if you put podcast episodes on landing 67 00:04:48.720 --> 00:04:52.200 pages, you can use engagement with the content as well. I don't want to put 68 00:04:52.200 --> 00:04:55.880 you on the spot, Shannon, but if you want to elaborate there, but I know we 69 00:04:55.880 --> 00:04:58.780 talked about this in our growth group, I think it was earlier this week or 70 00:04:58.780 --> 00:05:03.070 late last week. Do you want to expand on that at all? Yeah. Hi everybody, 71 00:05:03.080 --> 00:05:06.940 there's a lot of people here. Good job guys. Yeah. So we've actually cut down 72 00:05:06.940 --> 00:05:11.640 our publishing cadence and actually spent more time on really high value 73 00:05:11.640 --> 00:05:16.440 episodes that are targeted at our landing spots for our business. And 74 00:05:16.440 --> 00:05:20.840 what we've been able to do is when we have a great expert that really aligns 75 00:05:20.840 --> 00:05:25.400 very well to a persona or to a landing spot, we find a place on one of our key 76 00:05:25.400 --> 00:05:30.450 pillar pages to place that episode, usually a video link. So either embed 77 00:05:30.450 --> 00:05:35.110 of Wisteria, I think is what we're using and were able to track engagement 78 00:05:35.110 --> 00:05:39.330 with that content. So whether if it's produced significantly more engagement 79 00:05:39.330 --> 00:05:42.900 than the page historically getting, but we're using it as definitely like our 80 00:05:42.900 --> 00:05:46.630 demand team is using a lot more than I ever originally anticipated when we 81 00:05:46.630 --> 00:05:50.940 launched the podcast. So yeah, it's been really cool and super repurpose 82 00:05:50.940 --> 00:05:54.640 able. I know someone said that to so small snippets, we can put that in the 83 00:05:54.640 --> 00:05:58.800 carousel were starting to think of it as like the more time we spend on each 84 00:05:58.800 --> 00:06:03.100 episode, thinking of it as more like pillar content unless like blog content 85 00:06:03.110 --> 00:06:07.010 and it's proven pretty successful. That's for awesome, Shannon, thanks for 86 00:06:07.010 --> 00:06:11.350 sharing that. Our next question we got from Peter Murphy Lewis, I think I saw 87 00:06:11.350 --> 00:06:15.970 him jump on earlier actually, um but he emailed this in before we started one 88 00:06:15.970 --> 00:06:19.450 of his questions and we get this a lot. He's the best practices for sharing and 89 00:06:19.450 --> 00:06:23.460 distributing like private facebook groups, niche communities, Harrow, 90 00:06:23.540 --> 00:06:26.660 we've created a lot of content around this and dan is actually our director 91 00:06:26.660 --> 00:06:29.810 of audience growth so he lives and breathes this stuff, dan. Do you want 92 00:06:29.810 --> 00:06:33.760 to take the first stab at the answer to this one? Yeah, I mean in A B two B 93 00:06:33.760 --> 00:06:38.470 play, like Lincoln becomes the best discovery platform for podcasting. I 94 00:06:38.470 --> 00:06:41.620 can make a case for other social networks. Probably twitter would be my 95 00:06:41.620 --> 00:06:45.450 next favorite. But if you're doing B two B Lincoln's where it's at, like 96 00:06:45.450 --> 00:06:48.680 Lincoln as if you've been listening to Gary V, like he's been talking about 97 00:06:48.680 --> 00:06:52.250 how linkedin is a lot, like how facebook used to be back in 2012, right? 98 00:06:52.440 --> 00:06:56.600 There's just an unfair advantage in just the organic content. How far it 99 00:06:56.600 --> 00:07:01.350 can go? So sharing and splintering your podcast content on the linked in and 100 00:07:01.360 --> 00:07:05.260 putting the link specifically in the comments and not in the post itself is 101 00:07:05.260 --> 00:07:08.240 probably the single best way to get traction for a b two B podcast right 102 00:07:08.240 --> 00:07:12.090 now. Beyond that, I almost like to think of having like a main Discovery 103 00:07:12.090 --> 00:07:16.000 channel, like linkedin and then having all my secondary ones, which I kind of 104 00:07:16.000 --> 00:07:18.730 just automate, unless I'm just gonna put a lot of effort into it, I'd 105 00:07:18.730 --> 00:07:22.460 probably put it in your, like, your, your hoot suite, your hubspot social, 106 00:07:22.460 --> 00:07:25.750 your buffers and just kind of like buff them all out. Normally those are 107 00:07:25.750 --> 00:07:28.030 channels are not putting a lot of effort into, but I'm essentially 108 00:07:28.030 --> 00:07:31.470 syndicating there and that's how I treat most other social channels. 109 00:07:31.480 --> 00:07:36.180 Unless I wanted to put the effort into going all in which for us is linked in 110 00:07:36.190 --> 00:07:40.670 maybe someday, twitter. Michael Hartmann here had a question of audio 111 00:07:40.670 --> 00:07:45.850 only or video as you're breaking up your podcast into those micro pieces of 112 00:07:45.850 --> 00:07:50.670 content and this is something rob common on our team and a few other team 113 00:07:50.670 --> 00:07:54.210 members on our internal slack. We're asking about this because we had a 114 00:07:54.210 --> 00:07:58.670 similar customer question. We see a lot of, a lot of things out there with what 115 00:07:58.670 --> 00:08:02.170 we call those audio grams. Right? You go to click on, it looks like a video 116 00:08:02.170 --> 00:08:06.870 and it might have a moving wave form or it might have subtitles come up and my 117 00:08:06.870 --> 00:08:11.250 take on that is it's better than nothing. If you're doing that, you're 118 00:08:11.250 --> 00:08:14.080 posting something to drive people back to your podcast is definitely better 119 00:08:14.080 --> 00:08:17.780 than nothing. So I won't say you just don't do that. Complete waste of time. 120 00:08:17.790 --> 00:08:22.960 But if you can develop a process for creating micro video clips where the 121 00:08:22.960 --> 00:08:28.330 guest or the host face is nice and large. I saw SAm gave a thumbs up to 122 00:08:28.330 --> 00:08:33.070 video over audio here. Sam Moss, if you look at his linkedin feed, I see his 123 00:08:33.070 --> 00:08:37.030 videos in my feet very consistently. Those micro video clips just 124 00:08:37.030 --> 00:08:41.900 consistently perform better than audio only. And so some people might say, 125 00:08:41.900 --> 00:08:45.730 well, Logan you guys are a podcast agency. You're saying audio only isn't 126 00:08:45.740 --> 00:08:49.480 isn't the best, shouldn't you? You know, just always be saying that. But it's 127 00:08:49.480 --> 00:08:54.580 about the context, right? When you're scrolling linked in or instagram for 128 00:08:54.580 --> 00:08:58.210 that matter, you're looking for something to actively engage with. And 129 00:08:58.210 --> 00:09:02.670 part of the reason why audio only is powerful is in those times where you're 130 00:09:02.670 --> 00:09:06.470 looking to passively consume walking the dog doing the dishes where you're 131 00:09:06.470 --> 00:09:11.920 listening to audio only. And so video fits that context in that mode of 132 00:09:11.920 --> 00:09:15.880 consumption that your potential buyers are in when they're on social and so 133 00:09:15.880 --> 00:09:19.870 that's part of the reason. Plus just seeing from a lot of our customers that 134 00:09:19.870 --> 00:09:23.240 say micro video clips, whether we're producing them or they're doing them 135 00:09:23.240 --> 00:09:27.120 themselves are one of the top performing social media assets, not 136 00:09:27.120 --> 00:09:31.850 just out of their podcast content, but across all of their social content. So 137 00:09:31.860 --> 00:09:35.130 that's why we're big proponents of recording audio and video at the same 138 00:09:35.130 --> 00:09:39.690 time and then using them strategically when you're going to go audio only and 139 00:09:39.690 --> 00:09:42.920 when you're going, yeah, riverside being a great platform, we're obviously 140 00:09:42.920 --> 00:09:47.070 doing this on zoom, but riverside is a great platform that lets you capture 141 00:09:47.070 --> 00:09:51.160 higher quality video. So those videos end up looking better. The others were 142 00:09:51.160 --> 00:09:54.930 also building, we're in the midst of building a product right now that does 143 00:09:54.940 --> 00:09:58.860 automatic clipping for micro videos so you can, you'll be able to, it should 144 00:09:58.870 --> 00:10:02.510 launch in mid May. I was just talking to the development team right before we 145 00:10:02.510 --> 00:10:05.800 jumped on here, but we're so passionate about this, We're building an entire 146 00:10:05.800 --> 00:10:09.750 tool that allows you to upload your video podcast interview and then if 147 00:10:09.750 --> 00:10:13.440 it's a 30 minute interview, it's going to spit out, hey here, eight potential 148 00:10:13.440 --> 00:10:18.300 clips that you could use. And so as we're getting closer and closer to it 149 00:10:18.300 --> 00:10:21.620 will obviously be talking about that more. But super passionate about video 150 00:10:21.630 --> 00:10:27.200 Ryan had a Ryan. Lanigan had a great question. He said, I assume ranking in 151 00:10:27.200 --> 00:10:31.550 Apple charts helps with new listeners as well as linkedin content snippets. 152 00:10:31.840 --> 00:10:36.240 What does Apple look at when they're deciding who to put into the top 10 153 00:10:36.240 --> 00:10:40.700 download subs question mark. So I have found right, and we don't have any, 154 00:10:40.710 --> 00:10:45.250 unfortunately we don't have any Inside Insider knowledge at Apple. I wish we 155 00:10:45.250 --> 00:10:48.850 had a relationship there. So if anybody on this call knows somebody at Apple 156 00:10:48.860 --> 00:10:52.870 that they can connect us to, I would love to connect with them. But from 157 00:10:52.870 --> 00:10:57.280 what I've heard and what I've just heard, other people talk about it, the 158 00:10:57.280 --> 00:11:01.190 quality of your cover art. So Apple does care about the quality of your 159 00:11:01.190 --> 00:11:05.160 cover art. They obviously care about the number of downloads that your show 160 00:11:05.160 --> 00:11:08.800 is getting. And I've heard that they also care a lot about how many 161 00:11:08.800 --> 00:11:12.780 subscribers your show has. So one of the things that we do whenever we're 162 00:11:12.780 --> 00:11:18.690 first launching shows is we try to optimize around getting ratings on the 163 00:11:18.690 --> 00:11:22.680 show. And we obviously make sure that the cover art is good because we're 164 00:11:22.680 --> 00:11:25.320 producing it for them. So we have a design team that cares deeply about 165 00:11:25.320 --> 00:11:30.110 that. So Cover Arts Good. And when we are equipping our customers with the 166 00:11:30.110 --> 00:11:34.520 language, the emails to use internally slack messages to use internally to get 167 00:11:34.520 --> 00:11:38.660 your entire team to leave a rating of the show. We also have them get 168 00:11:38.660 --> 00:11:42.100 everybody to subscribe to the show as well. So when you're asking for ratings 169 00:11:42.100 --> 00:11:45.610 of getting those early ratings, make sure folks are subscribing to the 170 00:11:45.610 --> 00:11:50.970 podcast as well. So yeah, so ratings are a big one. I think reviews. I hear 171 00:11:50.970 --> 00:11:55.390 a lot of people talking about reviews, but I think ratings, I don't know this 172 00:11:55.390 --> 00:11:58.610 for sure. Again, I wish we had a connection at Apple that could verify 173 00:11:58.610 --> 00:12:04.060 this. But because Apple only displays the number of ratings, it makes me 174 00:12:04.060 --> 00:12:08.330 think that ratings matter more to them than reviews, which is great for 175 00:12:08.330 --> 00:12:12.580 creators because reviews are a heck of a lot harder to get than just getting 176 00:12:12.580 --> 00:12:16.310 somebody to tap the number of stars they think the show deserves. That 177 00:12:16.320 --> 00:12:20.150 language that I just said actually is really good language to use whenever 178 00:12:20.150 --> 00:12:24.580 you're asking for these ratings. And so I would say like, hey, we just launched 179 00:12:24.580 --> 00:12:28.310 this new show, would love for you to check it out and ratings are hugely 180 00:12:28.310 --> 00:12:31.890 helpful. Just have the number of stars that you think the show deserves and 181 00:12:31.890 --> 00:12:34.200 that would really help us out a lot that way. You're not telling people 182 00:12:34.200 --> 00:12:38.720 like, you know, leave us five star reviews. But obviously I would imagine 183 00:12:38.720 --> 00:12:42.090 everybody that you're reaching out to about the show, there's probably going 184 00:12:42.090 --> 00:12:45.650 to want to give you a five star rating. So anything I missed there, dan Logan, 185 00:12:46.040 --> 00:12:48.450 I would just say that there's really three different ways you're gonna 186 00:12:48.450 --> 00:12:52.300 ranked an apple. It's in the new and noteworthy, the category charts and in 187 00:12:52.300 --> 00:12:55.270 the search engine. Like if people are searching for the key words that you 188 00:12:55.270 --> 00:12:59.520 want to get found for the easiest one is the search engine and that you can 189 00:12:59.520 --> 00:13:03.360 just launch out the gate with, if you have just pretty good cover art, which 190 00:13:03.360 --> 00:13:07.940 increases the click through rate if you're coming up fast and you just 191 00:13:07.950 --> 00:13:12.010 sneak the keywords into the title, which is like old school S. E. O. And 192 00:13:12.010 --> 00:13:14.990 just get a bunch of people to rate it really quickly. Like you're gonna play 193 00:13:14.990 --> 00:13:18.860 most niches. It's the competition just isn't that hard. If you just start 194 00:13:18.860 --> 00:13:22.470 publishing in a new niche, your Garba gonna rank within the top one or three 195 00:13:22.470 --> 00:13:27.220 really quickly. The categories are difficult but I'm, I swear it's gonna 196 00:13:27.220 --> 00:13:30.270 be more based on downloads than anything else. That's what I think 197 00:13:30.270 --> 00:13:32.990 James of course all the other things matter. But the hardest one is just 198 00:13:32.990 --> 00:13:37.360 getting a brawl like a ton of downloads, new and noteworthy. Gosh, I wish I knew. 199 00:13:37.370 --> 00:13:40.390 I'm still figuring that out. There's lots of, there's lots of blog posts 200 00:13:40.390 --> 00:13:44.160 that shade these seven steps and I've tried all those steps multiple times. 201 00:13:44.160 --> 00:13:48.300 Many customers. I'm like, nah, I don't know. I've heard of people saying they 202 00:13:48.300 --> 00:13:51.560 know, but they also have relationships with Apple and Apple, like literally 203 00:13:51.560 --> 00:13:56.870 won't talk to me. They're like so tight lipped. But I'm like, I don't, I don't 204 00:13:56.870 --> 00:14:00.580 think I hear a lot of new podcasters talking about trying to get into new 205 00:14:00.580 --> 00:14:05.640 and noteworthy. I personally never look at new and noteworthy myself. So as a, 206 00:14:05.650 --> 00:14:10.760 as a podcast consumer, that's not how I find shows. Quite honestly. I don't 207 00:14:10.760 --> 00:14:15.060 find new shows by searching categories either. I could be an anomaly there. 208 00:14:15.070 --> 00:14:20.000 but I would be curious like if you have a thought here and you like how you 209 00:14:20.000 --> 00:14:23.800 find shows, um just drop it in the comments would be really interesting 210 00:14:23.800 --> 00:14:27.280 for us to know like when you're in Apple podcast or Spotify, how are you 211 00:14:27.280 --> 00:14:30.910 finding shows or you, are you typing in a keyword of a type of show you're 212 00:14:30.910 --> 00:14:34.600 looking for? Are you searching categories? Are you searching No. And 213 00:14:34.600 --> 00:14:39.100 new and noteworthy that way. I can I can answer this question next time with 214 00:14:39.100 --> 00:14:43.160 more data than just my own personal preference of how I consume. But going 215 00:14:43.160 --> 00:14:48.060 back to ranking for a keyword. So many people want to name, they want to get 216 00:14:48.060 --> 00:14:52.040 cute and fancy whenever they name their show and they want to name it after one 217 00:14:52.040 --> 00:14:56.480 of their core values or they want to name it after something that, that the 218 00:14:56.480 --> 00:15:01.820 outside world has no idea what the show is actually about. And we've just we we 219 00:15:01.820 --> 00:15:06.560 try to name our show is like very on the nose like very direct B2B growth. 220 00:15:06.840 --> 00:15:11.610 And the reason our show has done so well is we rank for the keywords B two 221 00:15:11.610 --> 00:15:16.220 b. And so our show name is GDP growth colon, your daily B two B marketing 222 00:15:16.220 --> 00:15:21.200 podcast. So we rank for B two B marketing and we also rank for the term 223 00:15:21.200 --> 00:15:25.720 B two B. And I would say like try to work your the keyword that you want to 224 00:15:25.720 --> 00:15:30.480 rank for in podcast platforms into the name of your show. Uh there was a 225 00:15:30.480 --> 00:15:34.030 season where Apple was shutting shows down that we're that we're doing 226 00:15:34.030 --> 00:15:37.770 keyword stuffing in the title of their show. So you got to be careful not to 227 00:15:37.770 --> 00:15:42.430 just keyword stuff. Don't put your show name colon, keyword line, keyword line 228 00:15:42.430 --> 00:15:46.920 keyword. But if you can organically work it in to the name of your show in 229 00:15:46.920 --> 00:15:50.360 like a tagline for the show. I found that that's that's really helpful. One 230 00:15:50.360 --> 00:15:54.420 of my friends shows he ranks for the term senior living and his show has 231 00:15:54.420 --> 00:15:59.520 bridged the gap colon the senior living podcast. And so hopefully that's uh 232 00:15:59.530 --> 00:16:04.040 that's helpful. Uh because I think podcast S Ceo is is definitely a 233 00:16:04.040 --> 00:16:08.410 distribution tactic that I don't hear. A lot of people talking about. Hi dan 234 00:16:08.410 --> 00:16:12.920 Sanchez here with a quick break from this episode, sponsor Vidyard. If you 235 00:16:12.920 --> 00:16:16.640 haven't started using personal video yet to enhance your marketing campaigns, 236 00:16:16.650 --> 00:16:22.140 your missing out having the ability to quickly capture video and record my 237 00:16:22.140 --> 00:16:26.740 computer screen or both helps me not only create marketing assets faster, it 238 00:16:26.740 --> 00:16:31.700 makes them way more personable. 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Are you about to say something? 248 00:17:15.930 --> 00:17:20.790 Yeah, I just wanted to call out what you said there because we didn't always, 249 00:17:20.800 --> 00:17:25.150 our show has been B two B growth for from day one, right. And we've changed 250 00:17:25.150 --> 00:17:29.830 the cover art. We refresh that last year. The full name of the show with 251 00:17:29.830 --> 00:17:34.630 the subtitle is B two B growth, your daily B two B marketing podcast. Now we 252 00:17:34.630 --> 00:17:37.550 didn't always have that subtitle in there and that's something that you 253 00:17:37.550 --> 00:17:42.560 could, you can change, you can iterate on overtime. But we noticed that once 254 00:17:42.560 --> 00:17:48.990 we added that subtitle um, in our host platform, we started to show up, I know 255 00:17:48.990 --> 00:17:53.650 if you search B two B marketing podcast on google, we will be right in one of 256 00:17:53.650 --> 00:18:00.180 those first slots in the podcast Carousel. So both Apple Search as well 257 00:18:00.190 --> 00:18:05.420 as Google search, Google starting to surface podcast. Much like they did 258 00:18:05.420 --> 00:18:09.060 video in the, in the early days before the Youtube acquisition. You know, we 259 00:18:09.060 --> 00:18:14.530 used to have to go to Youtube to find a video. Now. If google says, oh, I think 260 00:18:14.530 --> 00:18:17.500 that James is looking for a video, you're going to get that little 261 00:18:17.500 --> 00:18:21.230 carousel video options right, podcasting is doing the same thing. And 262 00:18:21.230 --> 00:18:24.660 so even if you already have an existing show and you're like, I don't want to 263 00:18:24.660 --> 00:18:29.190 rename my show, but it doesn't really do many search favors. Experiment with 264 00:18:29.190 --> 00:18:34.030 the subtitle of the show because that can help you in this area. Awesome. I 265 00:18:34.030 --> 00:18:39.010 see a question from Mirage. He says, for for the guests, is a regular laptop 266 00:18:39.010 --> 00:18:42.610 good enough for recording on zoom or do they need to buy specialized audio 267 00:18:42.610 --> 00:18:45.740 equipment looking you, you jumped in and answered that. But I just want to 268 00:18:45.740 --> 00:18:49.190 make sure that we have this for anybody that didn't see the comments and for 269 00:18:49.190 --> 00:18:53.300 anybody listening to this after. Yeah. For all of the shows that we produce 270 00:18:53.300 --> 00:18:57.930 for our customers, we provide a pretty straightforward equipment set up. You 271 00:18:57.930 --> 00:19:02.960 can see it on camera with, with James there, it's a $100 U. S. B. Mic from 272 00:19:02.960 --> 00:19:07.570 Audio Technica and some equipment to attach it to your desk. And we get this 273 00:19:07.570 --> 00:19:12.680 question. A lot of like do the guests need need something? A lot of the later 274 00:19:12.680 --> 00:19:18.480 model MAC books have phenomenal microphones to where it's really not so 275 00:19:18.480 --> 00:19:21.960 much of an issue as long as they're not in an echoey bathroom. And there was 276 00:19:21.960 --> 00:19:25.810 also a question about like video, just make sure they don't have a light 277 00:19:25.810 --> 00:19:28.960 directly behind them and if they do turn it off, if there's a window closed, 278 00:19:28.960 --> 00:19:33.470 the blinds or re angle away from it, don't have a dog in the room, like you 279 00:19:33.470 --> 00:19:38.700 guys can probably hear mine barking right now. So, and I think also since 280 00:19:38.700 --> 00:19:43.130 Covid, we've all been a little bit more accepting of recording in different 281 00:19:43.140 --> 00:19:47.010 environments. You have that already to your advantage, if we've seen the 282 00:19:47.010 --> 00:19:50.870 tonight show from jimmy Fallon's living room, your podcast is probably going to 283 00:19:50.870 --> 00:19:55.000 be okay and just look to make it incrementally better as opposed to I 284 00:19:55.000 --> 00:19:58.890 have to have $10,000 worth of equipment as the host and every guest, I need to 285 00:19:58.890 --> 00:20:03.900 ship them a microphone and ship it back, start somewhere and then make little 286 00:20:03.910 --> 00:20:08.610 incremental improvements. Maybe you start shipping them a $30 U. S. B. Mic 287 00:20:08.610 --> 00:20:12.030 or you work into your process. I've seen Douglas Burdette do this with the 288 00:20:12.030 --> 00:20:16.820 marketing book podcast. He has a video with a link to an inexpensive but high 289 00:20:16.820 --> 00:20:21.570 quality headset on amazon's like, hey, if you don't have a podcast mike, go by 290 00:20:21.570 --> 00:20:24.640 this and you'll use it, you know, outside of just being a guest on the 291 00:20:24.640 --> 00:20:28.160 podcast. So those are some things you can do to address it, but I wouldn't 292 00:20:28.160 --> 00:20:32.750 make it everything or let it stop you. I mean, James mentioned at the top of 293 00:20:32.750 --> 00:20:37.630 this show demands in live from chris walker and the guys at, at the team at 294 00:20:37.640 --> 00:20:42.940 refined labs. I've heard episodes of their show that are not the best audio 295 00:20:42.940 --> 00:20:46.450 quality, but the content carries the day and it's been wildly popular, both 296 00:20:46.450 --> 00:20:52.060 live and on demand. So it's not just us that are saying that .2 other examples 297 00:20:52.540 --> 00:20:57.420 got a question from Michael, just more practical about how to get on the list 298 00:20:57.420 --> 00:21:00.900 for these calls. Um, he said already getting value today, how can I get my 299 00:21:00.900 --> 00:21:04.590 co hosts or others an invitation to the weekly meetings, Michael, If you'll 300 00:21:04.590 --> 00:21:08.880 just shoot me an email James at Sweet Fish Media dot com or have them email 301 00:21:08.880 --> 00:21:12.470 me and just say, Hey, I'd love to be added. I'm doing it kind of ghetto 302 00:21:12.470 --> 00:21:16.240 right now. I'm just doing a google calendar invite. I've tried to find 303 00:21:16.240 --> 00:21:19.400 tools that where you can set up a landing page and I just haven't found 304 00:21:19.400 --> 00:21:23.420 anything that that works real well. So just have them shoot me an email James 305 00:21:23.420 --> 00:21:27.950 at Swedish Media dot com and I'll add them to the recurring calendar invite. 306 00:21:28.700 --> 00:21:32.880 There's another question to hear from, from Peter, how to use your podcast and 307 00:21:32.880 --> 00:21:36.120 cold email outreach to talk to prospects or get their attention to 308 00:21:36.120 --> 00:21:40.840 your brand. This is obviously, this seems very aligned with what I wrote 309 00:21:40.840 --> 00:21:44.340 the book about content based networking, but I think Peter you're actually on 310 00:21:44.340 --> 00:21:47.260 here. Can you elaborate on that question a bit if you're, if you're 311 00:21:47.260 --> 00:21:53.110 still here? Yeah, mainly that I've been doing a lot of cold outbound and 312 00:21:53.110 --> 00:21:56.990 started a podcast three months ago and I've found the open rates, click rates 313 00:21:56.990 --> 00:22:01.270 are good. Haven't got anyone to bite on a call to action. So just wondering 314 00:22:01.270 --> 00:22:06.360 what other ways people are using um their podcast to get in the face of 315 00:22:06.360 --> 00:22:10.500 potential prospects. The best thing that's worked for me is asking for 316 00:22:10.500 --> 00:22:13.140 people for 10 minutes of feedback. The amount of people have replied and said 317 00:22:13.140 --> 00:22:16.570 they'd get on the phone with me has been uh surprising. The other thing is 318 00:22:16.570 --> 00:22:21.600 just lining up my copy with their job role. So say, hey, I interviewed this S. 319 00:22:21.600 --> 00:22:25.720 E. O. Or this Ceo and then send it to a ceo. So they let them know I'm talking 320 00:22:25.720 --> 00:22:30.660 to someone at the same level. And so Peter, are you asking those prospects, 321 00:22:30.660 --> 00:22:34.220 are you asking them to be a guest on your show or you're just trying to open 322 00:22:34.220 --> 00:22:38.260 up a sales conversation with using content from your show as kind of a 323 00:22:38.260 --> 00:22:43.980 lead in mostly just a lead in and brand awareness because a lot of times they 324 00:22:43.980 --> 00:22:48.360 might not be good on the podcast. So I'm not using 100% just for finding 325 00:22:48.360 --> 00:22:52.200 candidates, rather getting them to pay attention to me as authority and 326 00:22:52.200 --> 00:22:56.470 credibility and credible source um, and then start a conversation. So 327 00:22:56.480 --> 00:23:00.400 eventually I have like a 13 email sequence and, and I asked questions 328 00:23:00.400 --> 00:23:04.000 about every four emails and different things along the lines of you know, 329 00:23:04.000 --> 00:23:06.670 what are you doing to solve this problem or what's your biggest issue? 330 00:23:06.670 --> 00:23:09.850 Which podcast would you want to listen to? And then they tell me and I know 331 00:23:09.850 --> 00:23:13.640 what their pain point is, Logan. Do you have any thoughts there? I would 332 00:23:13.640 --> 00:23:18.660 encourage you to, to flip that a bit Peter and asked some of those prospects. 333 00:23:18.670 --> 00:23:23.410 I love to feature ceos just like you talking about their challenges and the 334 00:23:23.410 --> 00:23:27.240 solutions they're coming up with. Would you be interested in being my guest? 335 00:23:27.250 --> 00:23:32.470 Because then it's, it's about value for them and not value and you helping 336 00:23:32.470 --> 00:23:36.200 solve their problem, which means a business transaction and your product 337 00:23:36.200 --> 00:23:41.580 or service but value to them. And oh, Peter wants to hear what I have to say. 338 00:23:41.580 --> 00:23:46.760 Not to qualify me but to share what I have to say with his audience. And so I 339 00:23:46.760 --> 00:23:50.720 think a lot of times and that's this James asked the same question I had. 340 00:23:50.730 --> 00:23:55.810 There's two ways you can do this, send them the podcast content to generate a 341 00:23:55.820 --> 00:24:00.490 conversation. But if you invite them to be a guest on the podcast, even if you 342 00:24:00.490 --> 00:24:05.380 haven't identified them as a great speaker, if they fit your buyer persona, 343 00:24:05.390 --> 00:24:09.350 they likely have things to say that your other buyers will care about you. 344 00:24:09.350 --> 00:24:13.220 Just might not know what that is. And that's where some frameworks in 345 00:24:13.230 --> 00:24:17.160 uncovering what their point of view or their experiences that we've armed a 346 00:24:17.160 --> 00:24:21.500 lot of our customers with comes into play where you can ask repeatable 347 00:24:21.500 --> 00:24:25.940 questions like Peter, what's a commonly held belief about being a ceo in the 348 00:24:25.940 --> 00:24:29.410 manufacturing space? Totally make it up. I don't know what what industry you 349 00:24:29.410 --> 00:24:33.710 sell to. What's a commonly held belief about insert title and industry that 350 00:24:33.710 --> 00:24:39.300 you passionately disagree with boom, no matter who it is, what industry we have 351 00:24:39.300 --> 00:24:44.090 the potential to go deep on a topic that's going to create good content. So 352 00:24:44.100 --> 00:24:49.450 I would say don't step over the opportunity to play to their ego and to 353 00:24:49.450 --> 00:24:52.810 deliver value in a different way, saying, hey, I've interviewed other 354 00:24:52.810 --> 00:24:57.450 great guests, but don't go listen to them. I wanna, I wanna feature you and 355 00:24:57.460 --> 00:25:01.160 you'll get more yeses than than you think. Why do you say peter? Why do you 356 00:25:01.160 --> 00:25:04.540 say that there are some people that you're reaching out to that wouldn't 357 00:25:04.550 --> 00:25:08.890 necessarily be a good guest for the show. Is it because of the premise of 358 00:25:08.890 --> 00:25:13.970 your existing show? I don't think I think his advice about asking some more 359 00:25:13.970 --> 00:25:17.980 template id structured questions might help it, but about a 30 of the people 360 00:25:17.980 --> 00:25:23.140 that I talked to just aren't up to the level of what I want in terms of 361 00:25:23.140 --> 00:25:28.890 quality. Uh they either just go on too long. Uh don't say anything interesting, 362 00:25:28.890 --> 00:25:32.940 not willing to be vulnerable to use a lot of vague language or just kind of a 363 00:25:32.940 --> 00:25:39.890 lot of like self help book talk. Yeah. And and one way that you could vet that 364 00:25:39.900 --> 00:25:44.020 peter and it gives you an extra relational touch point is to do a pre 365 00:25:44.020 --> 00:25:47.380 interview I really like, especially if you're not talking to the chris 366 00:25:47.380 --> 00:25:51.610 walker's of the world folks that are on podcasts all the time, but if you're 367 00:25:51.610 --> 00:25:55.510 just talking to practitioners, so for us, like on GDP growth, we're talking 368 00:25:55.510 --> 00:26:00.080 to VPs of marketing and a lot of BtB SaAS companies and more and more, 369 00:26:00.080 --> 00:26:03.300 they're being asked to be on more shows. But in the early days none of them were 370 00:26:03.300 --> 00:26:08.240 being asked to be on podcasts. And so by doing a pre interview, asking some 371 00:26:08.240 --> 00:26:11.630 what we call P. O. V. Discovery questions Logan just shared one. What's 372 00:26:11.630 --> 00:26:14.860 a commonly held belief about B two B marketing that you passionately 373 00:26:14.860 --> 00:26:18.160 disagree with or what's something that everybody be marketers should start 374 00:26:18.160 --> 00:26:23.920 doing or stop doing, identify a P. O. B. In that in that pre interview. And then 375 00:26:23.920 --> 00:26:26.920 during the actual interview, if you like what they said in the pre 376 00:26:26.920 --> 00:26:29.930 interview, you can elaborate on that and you can use that preinterview is 377 00:26:29.930 --> 00:26:34.510 kind of a no pressure way to and and don't. And timmy on our team, he's a 378 00:26:34.510 --> 00:26:38.700 content strategist on our team. He like you mentioning, they're not willing to 379 00:26:38.700 --> 00:26:42.970 get vulnerable enough, give them that feedback, tell them like in the pre 380 00:26:42.970 --> 00:26:46.320 interview, like, hey, you know, we really want a more vulnerable vibe on 381 00:26:46.320 --> 00:26:50.670 this show, um would you be willing to press more into that answer? And 382 00:26:50.670 --> 00:26:53.360 because you're not recording in that preinterview, they feel a lot more 383 00:26:53.360 --> 00:26:56.170 comfortable. I just found that folks that are not accustomed to being on a 384 00:26:56.170 --> 00:27:00.540 lot of shows actually really enjoy being on a pre interview. It makes them 385 00:27:00.540 --> 00:27:04.510 feel a lot less in their head and, and they get to know you a little bit more 386 00:27:04.520 --> 00:27:10.270 as well. It's awesome. Thanks for asking that peter. I know we've got one 387 00:27:10.270 --> 00:27:14.040 more minute here and I've actually got a call at the top at the top of the 388 00:27:14.040 --> 00:27:18.190 hour so we'll have to shut it down. Unfortunately. Is there any any other 389 00:27:18.190 --> 00:27:21.700 questions on this dock or any questions in the chat here that we want to close 390 00:27:21.700 --> 00:27:27.030 this out with Logan or dan that you saw? Saw C. J asked C. J. Crew's asked a 391 00:27:27.030 --> 00:27:32.560 question about Lincoln live. Check if you're not following Sandra battery at 392 00:27:32.560 --> 00:27:36.510 terminus, check out his feet. He's using linkedin live and we're 393 00:27:36.510 --> 00:27:40.960 repurposing a lot of that content for their podcast to flip my funnel podcast. 394 00:27:40.960 --> 00:27:44.680 So just quickly, if you're looking for kind of someone who is kind of out 395 00:27:44.680 --> 00:27:48.090 ahead of that, we haven't done linkedin live and all here at sweet fish, but 396 00:27:48.090 --> 00:27:53.050 that's one of our customers that is, so I would, I would check him out, yep. 397 00:27:53.060 --> 00:27:58.730 And that is the correct spelling. V A J R E is his last name. Sandra badger. If 398 00:27:58.730 --> 00:28:03.060 you type in san Graham terminus, you should be able to find him. All right, 399 00:28:03.060 --> 00:28:06.320 we are right at the top of the hour. You also thank you so much for being 400 00:28:06.320 --> 00:28:09.800 here. We're gonna record this will probably see an email for me tomorrow 401 00:28:09.800 --> 00:28:13.610 whenever we get this live on Youtube. So we'll send it out to everybody. So 402 00:28:13.610 --> 00:28:17.200 there are folks from your team that want to uh, that you want to share this 403 00:28:17.200 --> 00:28:21.680 with, be on the lookout for that link in the next couple days and then if 404 00:28:21.680 --> 00:28:26.040 anybody wants to, wants to join in, feel free to just have them email me 405 00:28:26.040 --> 00:28:29.340 James at Swedish media dot com and I will get them added to the calendar 406 00:28:29.340 --> 00:28:32.450 invite for these calls. See you all next week. Mhm. 407 00:28:35.010 --> 00:28:39.200 At Sweet Fish. We're on a mission to create the most helpful content on the 408 00:28:39.200 --> 00:28:43.780 internet for every job function and industry on the planet for the B two B 409 00:28:43.780 --> 00:28:47.820 marketing industry. This show is how we're executing on that mission. If you 410 00:28:47.820 --> 00:28:51.300 know a marketing leader, that would be an awesome guest for this podcast. 411 00:28:51.310 --> 00:28:54.860 Shoot me a text message. Don't call me because I don't answer unknown numbers, 412 00:28:54.870 --> 00:29:01.350 but text me at 4074 and I know 33 to 8. Just shoot me. Their name may be a link 413 00:29:01.350 --> 00:29:05.300 to their linkedin profile and I'd love to check them out to see if we can get 414 00:29:05.310 --> 00:29:08.170 them on the show. Thanks a lot.