How-To Build Transformational Organization-Wide Marketing
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1 How-To Build Transformational Organization-Wide Marketing Bernie Borges
2 But first Download my slides here.
3 Topics What is a Podcast? Why Podcast? Podcast Strategy and Format Tools/Gear Logistics Promotion Measurement
4 WHAT IS A PODCAST?
5 On demand audio content Subscribable through RSS feed Accessible through:
6 WHY PODCAST
7 Part of your content marketing mix
8 Easy for people to consume on the go
9 33% 17% of Americans have listened to a podcast at least once of Americans listened in the last month
10 Podcast listeners more likely to follow brands
11 GOALS Thought leadership Brand building Lead generation Launch a new initiative
12 People listen to niche content Focused in the moment Intimate, 1 to 1 commitment A private chat with your listeners (external or internal)
13 RE-PURPOSE Blog posts Show notes SlideShare Images
14 IMAGES
15 DRIVE CONVERSIONS Think beyond downloads Track CTA click throughs Develop a purchase path Drive traffic Compare to other sources of traffic Any download you can measure Drive sales via unique URLs Evergreen content
16 PODCAST STRATEGY FORMATS
17 DETERMINE YOUR TARGET AUDIENCE
18 CHOOSE A TOPIC THAT ENGAGES THEM
19 SHOW FORMAT
20 INTERVIEW FORMAT One guest minutes Panel format minutes 2-Person co-host format Solo format
21 PODCASTING BEST PRACTICES Branding Planning Calendar Production Promotion Measurement
22 BRANDING Show title Show description Artwork Show hashtag Social media header images Dedicated website
23 PODCAST EXAMPLES Online Marketing Made Easy Amy Porterfield Social Media Marketing Mike Stelzner Social Business Engine Bernie Borges Social Pros Jay Baer PNR: This Old Marketing Pulizzi & Rose
24 TOOLS/ GEAR
25 RECORDING DEVICES Record through a smartphone and an app Or a microphone Boss Jock Studio (ios) = $10 Spreaker Studio (Android) starts at $15/month Microphone $60 to $500 Noise canceling headphones Editing software Skype Easy, but risky Landline is best case
26 EDITING Camtasia (Mac/Windows) - $99 Audacity (Mac/Windows) - Free Garageband (Mac) - Free Audio Hijack (Mac) - $49 Camtasia Screenshot (Flickr)
27 LOGISTICS
28 PLANNING Google Drive Trell o Teamwork Each episode requires advanced planning Conduct research before you record Prepare guest bios Intro & Outro Ad Spots Never rush a podcast
29 LAUNCH Record at least 3 episodes Pre-announce it Promote it on social media Giveaway Landing page
30 SCHEDULING Frequency Weekly Some monthly Stick to a schedule Tools: e.g., ScheduleOnce
31 AUDIO QUALITY Quiet room Silence your phone Turn off notifications Prepare your guest
32 PODCAST HOSTING Blubrry Libsyn Spreaker SoundCloud Buzzsprout Pushed to itunes & Stitcher MP3 File Type Transcription Tools, e.g., Rev.com
33 PROMOTION
34 Traditional SEO practices Rich and helpful content Include keyword in title Make headlines relevant Add a transcript for each episode Distribute through all social media Custom image for each episode Use short links Mix up posts across social networks weekly updates/ newsletter Ask for reviews
35
36 MONITOR FEEDBACK mentions Comments & Shares Listicles itunes reviews
37 MEASUREMENT
38 CROSS PROMOTE Intro Outro Commercial message or sponsor spot Co-Host
39 AUDIENCE Takes time to build Audience needs to know you re legit They need to build trust in your show Consistency is key Audio quality counts
40 METRICS Downloads Traffic to show notes Conversions on CTAs New opportunities Thought leadership recognition
41 THANK YOU!
42 FREEBIES Scheduling Guide Preparation Guide
43 with Bernie Borges socialbusinessengine.com findandconvert.com twitter.com/sbengine twitter.com/findandconvert facebook.com/socialbusinessengine/ facebook.com/findandconvert/ twitter.com/bernieborges linkedin.com/in/bernieborges
44
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