#HowToPodcast 11: The 4 Types of Interviews w/ Logan Lyles

WEBVTT 1 00:00:00.280 --> 00:00:04.080 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.120 --> 00:00:09.189 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.429 --> 00:00:18.269 to be guests on your show. Learn more at sweet phish MEDIACOM. You're 4 00:00:18.350 --> 00:00:23.019 listening to be tob growth, a daily podcast for B TOB leaders. We've 5 00:00:23.059 --> 00:00:26.699 interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, 6 00:00:27.019 --> 00:00:31.140 but you've probably never heard from the majority of our guests. That's because the 7 00:00:31.219 --> 00:00:35.810 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:35.850 --> 00:00:40.210 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:40.250 --> 00:00:44.810 experimenting with tactics, they're building the fastest growing BB companies in the world. 10 00:00:45.409 --> 00:00:48.130 My name is James Carberry. I'm the founder of sweet fish media, a 11 00:00:48.450 --> 00:00:52.000 podcast agency for BB brands, and I'm also one of the CO hosts of 12 00:00:52.119 --> 00:00:56.280 this show. When we're not interviewing sales and marketing leaders, you'll hear stories 13 00:00:56.320 --> 00:00:59.840 from behind the scenes of our own business. Will share the ups and downs 14 00:00:59.920 --> 00:01:03.280 of our journey as we attempt to take over the world. Just getting well, 15 00:01:03.909 --> 00:01:12.549 maybe let's get into the show. Welcome back to be tob growth. 16 00:01:12.629 --> 00:01:15.709 I'm your host for today's episode, Logan Lyles, with sweet fish media. 17 00:01:17.030 --> 00:01:19.939 Today is going to be another episode in our how to podcast series. So 18 00:01:21.140 --> 00:01:25.700 one of the questions we get a lot from marketers as we're talking to them 19 00:01:25.739 --> 00:01:30.379 about their podcast strategy for their B tob brand is are we going to be 20 00:01:30.579 --> 00:01:34.730 able to get enough guests and what type of guests should we think about for 21 00:01:34.930 --> 00:01:37.930 our show? Now we're going to share with you of four different types of 22 00:01:38.090 --> 00:01:42.010 episodes today that you should be thinking about as you plan out your podcast content, 23 00:01:42.370 --> 00:01:47.680 the value of both the ease and the difficulty of, you know, 24 00:01:47.959 --> 00:01:52.000 securing these different types of guests as well. So the four ways that we 25 00:01:52.159 --> 00:01:57.680 think about it are you can interview external folks, you can interview internal team 26 00:01:57.719 --> 00:02:00.670 members, you can interview your current customers. There is a huge resource there 27 00:02:00.790 --> 00:02:04.349 than I think a lot of brands are not tapping into when it comes to 28 00:02:04.390 --> 00:02:07.109 their podcast, but I'll come back to that in a second. And then 29 00:02:07.150 --> 00:02:10.469 there are solo episodes, which is what I'm doing here today. So let's 30 00:02:10.469 --> 00:02:15.629 talk about the four different types and let's start with external. Now there are 31 00:02:15.710 --> 00:02:20.900 three different types of external guests that we think about and there's value in each 32 00:02:20.979 --> 00:02:25.659 time. So the first is potential prospects, people who fit your buyer personal 33 00:02:25.740 --> 00:02:30.930 we talk about content based networking a lot. There's value in the type of 34 00:02:30.090 --> 00:02:36.409 content that you create by interviewing people who are practitioners in the space that you're 35 00:02:36.409 --> 00:02:39.969 trying to reach. It helps you create great content that is authentic because it's 36 00:02:40.009 --> 00:02:45.039 coming from someone who sitting in the same seat as the buyers that you're trying 37 00:02:45.080 --> 00:02:49.240 to reach. It helps you build relationships into your target accounts. Most often 38 00:02:49.319 --> 00:02:53.639 it can be podcasting as a DM really, but there are other types of 39 00:02:53.840 --> 00:02:58.590 external guests that you may want to think about in addition to practitioners or potential 40 00:02:58.629 --> 00:03:02.550 customers. Those can be speakers and or thought leaders, people with a following. 41 00:03:02.789 --> 00:03:07.949 So with speakers, what we've really realized is whether you sell to marketers 42 00:03:07.229 --> 00:03:14.419 you or you sell to CFOs in manufacturing or you sell to box leaders in 43 00:03:14.580 --> 00:03:17.780 healthcare, there are conferences in your industry. There are probably conferences going on 44 00:03:17.900 --> 00:03:22.020 right now. You might be at a conference while you're listening to this podcast. 45 00:03:22.419 --> 00:03:27.689 Every industry has regular conferences and it's very easy to look up that next 46 00:03:27.770 --> 00:03:30.889 conference, which you know which ones. You know our prime and the right 47 00:03:30.889 --> 00:03:36.090 sort of targeting for your company. Look at that speaker list. There are 48 00:03:36.250 --> 00:03:38.689 likely people there that would fit for your podcast. And guess what, when 49 00:03:38.689 --> 00:03:43.639 you reach out to those speakers, either before the conference saying Hey, we 50 00:03:43.759 --> 00:03:47.639 saw your speaking at this event or afterwards saying hey, loved your keynote here, 51 00:03:49.199 --> 00:03:53.120 they've already got content develops that will fit with the theme of your show. 52 00:03:53.520 --> 00:03:57.830 So they're likely to say yes and you're giving them a chance to promote 53 00:03:57.830 --> 00:04:01.710 their speaking engagement either pre or getting some additional promotion for their speaking engagement that 54 00:04:01.789 --> 00:04:05.229 they've already done. So it's a win win and it can help you find 55 00:04:05.669 --> 00:04:10.780 guests that are willing to say yes and have content developed. So in the 56 00:04:10.979 --> 00:04:14.939 external guests bucket, if you will, we've got prospects, we've got speakers 57 00:04:15.099 --> 00:04:18.500 and then thought leaders. Now, sometimes people over estimate how much a thought 58 00:04:18.540 --> 00:04:23.420 leader is going to help you increase the awareness of your podcast. But there 59 00:04:23.500 --> 00:04:26.529 can be ways if you make it easy for them to share on their social 60 00:04:26.569 --> 00:04:30.610 while channels find ways that you can add value that they can easily share and 61 00:04:30.769 --> 00:04:34.410 promote their episode. Just don't think that they're going to do it just de 62 00:04:34.529 --> 00:04:39.480 facto because they get a lot of coverage. So being on your show isn't 63 00:04:39.519 --> 00:04:42.800 something that they're, you know, really intended to necessarily promote a ton. 64 00:04:42.879 --> 00:04:46.000 But if you think about it ahead of time you can leverage that type of 65 00:04:46.399 --> 00:04:50.000 external guest and see some benefit for your podcast. So we talked about external 66 00:04:50.040 --> 00:04:54.670 guests. Let's talk about internal guests. A lot of people that I talk 67 00:04:54.790 --> 00:05:00.310 to have some phenomenal subject matter experts in their field within their own four walls 68 00:05:00.350 --> 00:05:02.670 or their digital for walls, if you're a remote team like we are at 69 00:05:02.670 --> 00:05:06.300 sweet fish. So think about the people within your team. You might have 70 00:05:06.379 --> 00:05:12.860 a charismatic founder, you might have a subject matter expert who is the functional 71 00:05:12.939 --> 00:05:16.620 leader to the space that you sell into. So Joe Caprio is the VP 72 00:05:16.779 --> 00:05:23.290 of sales at chorus and they sell their call recording software, their APP to 73 00:05:23.649 --> 00:05:28.050 sales leaders. So they have created a lot of content on the BB sales 74 00:05:28.089 --> 00:05:31.050 show where they run a series and Joe is the host of that, of 75 00:05:31.170 --> 00:05:35.120 that series, because he's their internal subject matter expert on sales. So that's 76 00:05:35.360 --> 00:05:41.000 that's one example and it allows you to build the personal brand of multiple people 77 00:05:41.480 --> 00:05:45.199 on your team. If you think about the subject matter expert, the thought 78 00:05:45.240 --> 00:05:48.959 leadership that is within your walls that isn't getting beyond your walls. And also 79 00:05:49.509 --> 00:05:53.670 the other thing to think about with internal guests is they can just be easier 80 00:05:53.750 --> 00:05:59.750 to stockpile some content when so create a backlog of interviews with your internal folks. 81 00:05:59.910 --> 00:06:01.389 You don't have to use them one after the other after the other. 82 00:06:01.790 --> 00:06:04.540 Will get into it in a second, but I think one of the things 83 00:06:04.620 --> 00:06:09.699 that people don't think about is mixing up these four different interview types. Interviewing 84 00:06:09.740 --> 00:06:14.819 external folks, internal folks, current customers and doing solo episodes allows you to 85 00:06:14.980 --> 00:06:18.129 create a nice rhythm to where your content isn't boring and the same all the 86 00:06:18.209 --> 00:06:24.089 time. So the third type of episode or the third type of guests that 87 00:06:24.170 --> 00:06:27.410 you might want to be thinking about is current customers. So I've talked to 88 00:06:27.689 --> 00:06:31.209 a lot of marketers lately, from Lauren Decker at g two, who is 89 00:06:31.329 --> 00:06:34.839 on our podcast, talking about the voice of the customer. I hear Dave 90 00:06:34.959 --> 00:06:42.600 Gearhardt at drift talking about authenticity in your marketing and letting your customers speak for 91 00:06:42.800 --> 00:06:47.110 you and do your marketing and you're selling for you most often. And we're 92 00:06:47.189 --> 00:06:53.389 just thinking with a podcast, you can have your current customers on and literally 93 00:06:53.430 --> 00:06:58.629 use the voice of the customer, have their voice, have your future customers, 94 00:06:58.670 --> 00:07:01.459 as Sangrom likes to say, your prospects here the voice of your current 95 00:07:01.540 --> 00:07:05.459 customers. They can talk about the benefits they've seen from your solution, but 96 00:07:05.540 --> 00:07:11.300 they'll also get some intangibles. It's not a perfect Polish case study that people 97 00:07:11.300 --> 00:07:15.089 are trusting less and less. They're they're hearing that third party validation, much 98 00:07:15.209 --> 00:07:19.610 like people are flocking to Gtwo to look for those reviews. But they're hearing 99 00:07:19.730 --> 00:07:24.009 that within your feed and you can use that in a variety of of different 100 00:07:24.050 --> 00:07:28.250 ways. Maybe that helps you write a case study that you haven't been able 101 00:07:28.370 --> 00:07:30.759 to get that customer to say yes to doing, but when you invited them 102 00:07:30.800 --> 00:07:34.240 to be a guest on your podcast, they said yes like that and it 103 00:07:34.360 --> 00:07:40.160 gave you the content to be able to write that case study. So we've 104 00:07:40.160 --> 00:07:45.029 talked about external folks, internal guests, current customers. And the fourth type 105 00:07:45.029 --> 00:07:48.310 of episode that we've seen a lot of success with lately is like one that 106 00:07:48.389 --> 00:07:53.310 you're listening to right now, a solo episode, when seventy five percent of 107 00:07:53.350 --> 00:07:57.709 your content is not you just talking at your listeners. You have some room 108 00:07:57.790 --> 00:08:00.540 to be able to give them a peek behind the curtain, let them know 109 00:08:00.779 --> 00:08:05.339 what you think on things, share your views on an emerging trend or a 110 00:08:05.699 --> 00:08:09.300 controversial topic in your industry. And they can be short segments like this. 111 00:08:09.660 --> 00:08:13.649 How we do in our how to podcast series of, you know, five 112 00:08:13.810 --> 00:08:18.490 to ten minute segments. They don't have to be a thirty minute long die 113 00:08:18.529 --> 00:08:22.569 had tried. So I would encourage anyone listening to this who's thinking about a 114 00:08:22.610 --> 00:08:26.680 podcast or currently has a podcast. We then these different episode types to create 115 00:08:26.720 --> 00:08:31.080 a nice rhythm, some changeup for your customers. You know, if you 116 00:08:31.279 --> 00:08:35.440 are a baseball fan or have any roots in baseball, you know that the 117 00:08:35.559 --> 00:08:39.679 most successful pitchers, now there are some exceptions to this, but a lot 118 00:08:39.720 --> 00:08:45.110 of times the most successful pitchers have a nice repertoire. They have a good 119 00:08:45.230 --> 00:08:50.230 fastball, a slider, a changeup, a curveball. Think about your podcast 120 00:08:50.269 --> 00:08:54.350 episodes as that repertoire, of your pitches is that you have in your bag 121 00:08:54.429 --> 00:08:58.100 of tricks. So we've talked about the value of different types of external guests, 122 00:08:58.419 --> 00:09:01.740 the value of internal guests, the value of using the voice of your 123 00:09:01.899 --> 00:09:07.059 customer and interviewing current customers on your podcast and then mixing in Solo episodes as 124 00:09:07.100 --> 00:09:11.090 well. So hopefully this was helpful to folks. If you are looking for 125 00:09:11.370 --> 00:09:15.409 more of this sort of content on how to podcast just look for the Hashtag 126 00:09:15.610 --> 00:09:18.289 how to podcast series here in the BB growth feed, or go to sweep 127 00:09:18.289 --> 00:09:22.970 fish Mediacom blog and look for that in the category section. We've got all 128 00:09:24.009 --> 00:09:26.519 the episodes group right there. As always. Thank you so much for listening. 129 00:09:26.559 --> 00:09:30.559 I love connecting with our guests on Linkedin. Look me up there, 130 00:09:31.000 --> 00:09:33.679 Logan Lyles, or on instagram. I am trying to be more active there 131 00:09:33.720 --> 00:09:41.230 lately. I'm at I am Logan Lyles. If you're a regular listener of 132 00:09:41.309 --> 00:09:46.190 BB growth, odds are you might enjoy sales success stories with Scott Ingram as 133 00:09:46.230 --> 00:09:50.350 well well. This year, thanks to a partnership with outreach and sales hacker, 134 00:09:50.590 --> 00:09:54.899 our friend Scott Ingram is making the live stream of his sales success summit 135 00:09:56.179 --> 00:10:01.700 available for free. The event is on October fourteen and fifteen, featuring thirteen 136 00:10:01.779 --> 00:10:07.250 presentations and five panels, all presented by top performing be tob sales professionals. 137 00:10:07.610 --> 00:10:11.330 You can check it out and register at top one DOT FM. Live that's 138 00:10:11.450 --> 00:10:15.850 top the number one DOT FM LIVE