How-To Build Transformational Organization-Wide Marketing

Transcription

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

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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

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