How-To Build Transformational Organization-Wide Marketing Bernie Borges
But first Download my slides here. http://www.findandconvert.com/smss-2016
Topics What is a Podcast? Why Podcast? Podcast Strategy and Format Tools/Gear Logistics Promotion Measurement
WHAT IS A PODCAST?
On demand audio content Subscribable through RSS feed Accessible through:
WHY PODCAST
Part of your content marketing mix
Easy for people to consume on the go
33% 17% of Americans have listened to a podcast at least once of Americans listened in the last month http://www.edisonresearch.com/wp-content/uploads/2015/06/the-podcast-consumer-2015-final.pdf
Podcast listeners more likely to follow brands
GOALS Thought leadership Brand building Lead generation Launch a new initiative
People listen to niche content Focused in the moment Intimate, 1 to 1 commitment A private chat with your listeners (external or internal)
RE-PURPOSE Blog posts Show notes SlideShare Images
IMAGES
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
PODCAST STRATEGY FORMATS
DETERMINE YOUR TARGET AUDIENCE
CHOOSE A TOPIC THAT ENGAGES THEM
SHOW FORMAT
INTERVIEW FORMAT One guest 20-30 minutes Panel format 45-50 minutes 2-Person co-host format Solo format
PODCASTING BEST PRACTICES Branding Planning Calendar Production Promotion Measurement
BRANDING Show title Show description Artwork Show hashtag Social media header images Dedicated website
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
TOOLS/ GEAR
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
EDITING Camtasia (Mac/Windows) - $99 Audacity (Mac/Windows) - Free Garageband (Mac) - Free Audio Hijack (Mac) - $49 Camtasia Screenshot (Flickr)
LOGISTICS
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
LAUNCH Record at least 3 episodes Pre-announce it Promote it on social media Giveaway Landing page
SCHEDULING Frequency Weekly Some monthly Stick to a schedule Tools: e.g., ScheduleOnce
AUDIO QUALITY Quiet room Silence your phone Turn off notifications Prepare your guest
PODCAST HOSTING Blubrry Libsyn Spreaker SoundCloud Buzzsprout Pushed to itunes & Stitcher MP3 File Type Transcription Tools, e.g., Rev.com
PROMOTION
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 Email weekly updates/ newsletter Ask for reviews
MONITOR FEEDBACK #sbeshow @ mentions Comments & Shares Listicles itunes reviews
MEASUREMENT
CROSS PROMOTE Intro Outro Commercial message or sponsor spot Co-Host
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
METRICS Downloads Traffic to show notes Conversions on CTAs New opportunities Thought leadership recognition
THANK YOU!
FREEBIES Scheduling Guide Preparation Guide http://www.findandconvert.com/smss-2016
with Bernie Borges socialbusinessengine.com findandconvert.com twitter.com/sbengine twitter.com/findandconvert facebook.com/socialbusinessengine/ facebook.com/findandconvert/ bernie@findandconvert.com twitter.com/bernieborges linkedin.com/in/bernieborges