Marketing Your Podcast Episodes

Recently I was interviewed by Ann Brennan for her show “Small Business Connections.” In this episode we discuss what you need to know about marketing your podcast features.

Key Discussion Points Include:

  • How to Get the Right Podcast Features
  • Crafting Your Perfect Pitch
  • Preparing for Your Interview (Interview Prep. 101)
  • Positioning Yourself as a Credible Expert
  • Marketing Your Episode for Optimal Exposure

Check out the full interview here.

Learn more about Ann Brennan, her services, and podcast here.

Photo by Austin Distel on Unsplash

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5 Ways to Leverage Podcast Features in Your Marketing Strategy

Today I’m going to share a common mistake entrepreneurs make when it comes to getting on podcasts and how you can get the smart advantage by optimizing your expert features.

I see so many entrepreneurs work tirelessly to get featured on podcasts. They do the research, send the pitch, and land the booking. They make the necessary preparations and rock the interview. They even put out a blast on social media to alert their fans to tune in. Up until this point they’re killing it. They’ve done everything right.

But here’s where most mess up, so pay careful attention.

After the interview is done, they quickly move their focus and attention to the next feature. Their big mistake is treating the interview as a one-off event rather than optimizing the feature by incorporating it into their marketing strategy. They work so hard to get on the show but once the recording is finished then they’re back to the beginning to do it all over again.

As the saying goes: Work Smarter, Not Harder.

That’s why today I’m giving you 5 ways to leverage your expert guest appearances in your marketing strategy.

[1]  Promote your interview.
If the show airs live, then announce details in advance so your followers can make arrangements to attend the broadcast. If the show is prerecorded, then let your audience know when it will air. Post important details across all active channels to make sure your fans don’t miss out. Once the episode airs, then share the replay link for those who might have missed the live broadcast or earlier announcements.

[2]  Tell your email list.
These people subscribed to your list for a reason. They’re interested in your business and what you’re doing. Be sure to keep them in the loop with timely news and updates.

[3]  Download the interview and feature it on your website.
This is a great way to establish credibility with first time viewers. Someone who comes to your website for the very first time is going to look for some form of verification that you are the expert you claim to be and can actually help them solve their problems. Featuring a few interviews from reputable podcasts can be great form of social proof that not only demonstrates your skills but starts to build trust with the viewer.

[4]  Create a video.
People consume content in different ways. Some people have a preference for certain types of content or might only be active on specific social media platforms.

One way to reach more people and broaden your audience would be to take the original audio recording and create a video for viewers who prefer visual content. Incorporate slides to emphasize key talking points and important information. You can upload the full-length interview to platforms like YouTube or create shorter length videos with targeted information for channels like Instagram.

[5]  Repurpose the content.
Take the information and convert it into different formats. As noted above, you can transform the audio into a video for visual learners. You can also transcribe the audio and convert it into a blog article and/or series of social media posts. Another thing you can do is extract key talking points or specific bits of information to make attractive visual posts using tools like Canva. Circulate these posts across your favorite social media channels.

Implement these five tips in your marketing strategy to leverage your expert guest appearances. Use this information to work smarter, not harder!

If you still don’t have a solid strategy to reach your audience then this is where I can help. Let’s schedule a conversation where we can discuss your business goals and design a plan together that gets results.

Photo by Chase Chappell on Unsplash

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Podcasting for Influence

Recently I was interviewed on Winnie Sun’s “Level Up” Livestream to speak on the subject of podcasting for influence. Joining the conversation was expert podcaster, author, and entrepreneur John Lim. We talked about all things podcasting, discussing how to leverage the platform from both sides. Whether you want to start a podcast of your own or you’re just looking to get featured as an expert guest, this episode explains how to create a premium marketing tool your audience will love.

Key discussion points include:
– Important first steps as a podcaster
– Targeting shows that appeal to your prospective clients
– Insider tips on what podcasters really look for in prospective guests
– Getting the most out of the podcast by repurposing content
– How to get started today even if you’re on a budget

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[About Winnie Sun and Level Up]

Winnie is a trusted and award-winning financial consultant who provides financial planning services to celebrities and the tech elite. She is one of the most followed financial advisors on social media today and is a regular contributor to the most recognizable media outlets. She’s been coined “The Wealth Whisperer.”

Level Up is an innovative new show that takes a look at the cultural and social impact of one of the most feared topics today – money. Winnie brings her celebrity clients and entrepreneurial friends to dish out a variety of topics related to the almighty dollar while keeping it real and relatable.

The full episode, “How to Create a Podcast with a Fanbase: Building Brands with Rich Perry, John Lim, and Winnie Sun,” can be viewed below.

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Rock-Solid Podcast Pitch

Recently I posted information discussing the power of podcasts and leveraging your guest features as a key component in your marketing strategy.

Before any of that is possible, you’ll need to get your foot in the door with a solid pitch. This is one area that requires special attention because it’s a key factor in determining whether or not you’re invited on the show in the first place.

Podcast hosts receive pitches every day from experts who want to be featured. There is no shortage of possible guests. It’s also important to remember that podcasters have spent long hours branding their show and building their community. For some it’s an extension of their business. When you appear as a guest, the host is basically vouching for you and your expertise in front of their cherished audience. To get this placement you’ll have to prove that you’re worthy of the recognition.

Here are 3 things every good pitch should include:

Professionalism – If you want to be taken seriously then you need to project the right image. This means using appropriate language, good manners, and respectful tone. It could also include imagery such as an attractive media kit to make an impression.

Knowledge of the show – Listen to several episodes prior to sending in your pitch to get a basic understanding of the show including the host’s interview style and flow.

Focus on the audience – At the end of the day, a podcast is nothing without its audience. Clearly communicate how your message will impact the listeners. Obviously your motivations and interests lie with getting exposure and growing your business but the podcaster doesn’t care about that. The podcaster’s objective is to provide valuable information that benefits the listeners. Appeal to the podcaster’s interests rather than your own (ego). Focus on how your message will help the listener.

Make it a point to emphasize these key areas in your pitch and podcasters will be excited to schedule your appearance.  

If you want more information on projecting the right image then check out this free training video – Media Kit Made Simple

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Photo by Jonathan Farber on Unsplash

 

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Back When My LinkedIn Game Was Horrible

I joined LinkedIn around 2013 without any clue on leveraging the platform effectively. Back then, my LinkedIn game was horrible.

At the time, most of my friends hadn’t even heard of it so I was left to learn on my own through some serious trial and error. In those earlier days I attended tons of webinars to learn the functionality of the platform in general; but in terms of learning how to interact and engage on the professional platform, much of my learning came from observing and modeling others. 

Since I didn’t really have a clue what I was doing, I simply connected with everyone and anyone that I found. In hindsight, this was one of the worst mistakes I could have made because I picked up some really bad habits and practices by trying to mimic the behaviors of those I encountered. I rationalized it as, “well, I don’t know what to do here so I’ll look and see what others are doing,” assuming they had the game figured out. As it turned out, many of them were probably just as clueless. 

As mentioned above, my first bad habit was firing off connection requests to any person I came across without doing a single bit of research to vet the individual and gauge whether the connection made sense. I thought that I should be connected with everyone and so I did. But all that brought was a large network of people that I knew nothing about. 

The second bad practice I picked up was bombing the inboxes of new connections with those long ugly messages talking about how fantastic I was. You know the type. Those messages that are part bio, part sales letter, and completely unsolicited nonsense. 

That’s right. In those earlier days, I was that guy. I could say that I didn’t know any better because the truth is that I didn’t, but I take responsibility for my own actions. Thankfully, I was able to learn and adopt better ways of communicating online. 

All it really took was a few minor adjustments. 

Those behaviors weren’t necessarily bad or wrong. They just weren’t effective, especially for me and my individual style.

As you think about your own practices, whether online or in real life, take a close look at how effective they are. 

Maybe some minor adjustments are needed to get the results you’re looking for. 

Those seemingly small tweaks could make all the difference in the world.

Here’s to using social media with purpose to make meaningful connections in the digital space!

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You Can’t Make a Difference Sitting in Silence

You have a unique message to share. As you’re reading this right now, I can safely assume that you are on a mission to make a big difference. You want to make a difference for yourself, your family, and in the world. This is why you started your business. Regardless of the specific industry, you provide valuable services and goods that will transform the lives of those who receive them. You made the decision to carve your own distinct path in order to make an impact in the way that you see fit, and ultimately, leave a legacy that will bring pride to your family.

However the desire to make a difference isn’t enough. In fact, coupling this well-intended desire with valuable services and products isn’t enough either. It’s only a starting point. The simple reasoning behind this is because you can be the finest at what you do and have the absolute best intentions to do good for others, but if nobody knows who you are then it will all be for naught.

If you are to truly make a big impact by helping others then it’s paramount that you share a clearly defined message with the right target audience. Otherwise, how could these potential customers truly benefit? The answer is – they can’t.

Put yourself out there. Don’t sit quietly in your little corner of the digital marketplace. Silence isn’t serving. Isn’t it about time for you to step into the spotlight?

The following selection includes three key areas to focus on as you shift from sitting in silence to standing in the spotlight.

  1. Get clear on your mission.

You and I can both make a big impact but we can also have two completely different ways of going about it. Gain clarity on your distinct path.
Who do you serve?
What problems and pain points do these people have?
How do you solve this problem?
What key strengths can you tap into to optimize your efforts?
What makes your business unique when compared to others in your industry?

  1. Take action by sharing your message.

People buy from those that they know, like, and trust. The only way to ensure hitting these critical points is by creating an open dialogue with the audience to establish and build a meaningful relationship. Discuss how your services and products solve the painful issues and problems of your valued customers. Share powerfully relevant stories, such as your own personal triumphs overcoming similar issues or the testimonials of happy clients.  Be consistent with your efforts by creating an ongoing conversation. If you’re not making an effort to communicate with your audience then they’re not going to be able to learn about the important services and products that can help them.  When you’re not doing this, rest assured that your competitors will be ready to step in and fill the void in your absence.

  1. Position yourself as a recognized expert.

One way to do this is to actively seek out opportunities to be featured in the media. An example would be subscribing to HARO (Help A Reporter Out) in order to lend your particular expertise and insights to reporters working on related stories. The reporter’s job is to deliver relevant information and important details to the reader but this requires proper research. The HARO online forum provides journalists the opportunity to connect with the experts who can help answer questions or offer additional information for the benefit of the reader.

Another thing you can do is start pitching media outlets for interviews, leveraging the publicity as a visible and regular part of your marketing strategy. If you’re just starting out, then focus your attention on podcasts and web shows because these will be much easier to land than mainstream sources like TV and radio. That’s not to say that you shouldn’t pitch the more traditional media outlets, but they are generally more selective with guests to be interviewed and typically only feature those with status and established credibility. If you’re still building your media profile then concentrate immediate efforts to getting on podcasts and web shows. This will be an easier and more receptive avenue to launch yourself in the short term so that you can bolster the credibility mainstream media demands.

It is now more affordable than ever to host a podcast. What once required extensive knowledge and a substantial monetary investment can now be realized with downloadable apps and commercially available equipment that can be modestly purchased by the average consumer. As of 2018, Apple confirmed there were over 550,000 podcasts and some sources believe that, only two years later, the number has already crossed the 1,000,000 marker. That is huge growth and it doesn’t seem to be slowing, which is great news for entrepreneurs who want to step into the spotlight and be seen as an authority figure in their industry. If that’s you, then take advantage of this tremendous opportunity and make it a reality.

This is no time to remain silent. Open up the lines of communication with your audience and strengthen your relationship. Don’t expect them to figure it out all on their own. Share your message. Show them why you understand their struggles by talking about relatable success stories. If you truly want to make a bigger impact in the world then now is the time to step up and be vocal.

The mic is on and the spotlight is aimed at center stage.

Are you ready to step up and say something meaningful?

 

 

Photo by Maria Krisanova on Unsplash

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Here’s Why You Should Share Your Message

For years I’ve been creating content and sharing my work (blogging, vlogging, and podcasting) online with my audience.

It’s something I enjoy doing. It’s also a core part of my marketing strategy. The reason it’s a core part of my online marketing strategy is because it works.

But here’s the thing.

It only works, if you put in the work.

Over the years, I’ve had countless conversations with entrepreneurs who say:

– I need to start blogging
– I need to start making videos
– I need to launch my podcast

And days and weeks and months go by and they still say the same thing. In some cases, a full year or more goes by and still no blog, no videos, and not a single podcast episode to show for it. 

Creating content is a powerful way of showing your expertise. It’s one thing to say the words, “I’m an expert and here’s what I do” but it’s quite another thing to deliver a premium piece of content to your ideal client that demonstrates your expertise right in front of them.

And it’s 10x more powerful when you can get your content published on a well-known and respected platform. This is something that I’ve learned first-hand from my coach, who showed me how to get published on big publications. 

So, if you’re reading this right now and you still haven’t created any content, or you haven’t been consistent with your content creation then I only have one question for you…

What’s holding you back?

You’re clearly on social media because you’re reading this right now. So, what’s stopping you from creating content to share with your audience?

The digital world is giving you direct access to communicate and share your message with your fans. This is an opportunity for you to position yourself as a credible and recognized expert in your industry.

If you’re not communicating with your audience and sharing your message, then you’re wasting a valuable opportunity and blocking your own business growth. 

This is something I’m passionate about. I love helping people craft and deliver their message.

As I stated earlier, this is also something I do for myself and use it in my own marketing strategy.

Recently, I published an article with Business 2 Community. The article is titled, “You Can’t Make a Difference Sitting in Silence” and talks about the importance of shifting from silence to stepping into the spotlight by sharing your expertise.

Currently, my article is listed on the HOME PAGE of Business2Community at the very top of the page. It’s featured as a TOP ARTICLE in the promo reel.

This article is also listed as #2 in the SALES & MARKETING column and #1 in the COMMUNICATIONS subcategory.

More than just having my article featured, I’m personally recognized as a MOST SHARED CONTRIBUTOR on their HOME PAGE. To date, I’ve only published 2 articles on this site while many other contributing writers have hundreds of articles. As of this writing, I am currently listed as #3 on the most shared contributors list.

This isn’t a fluke. It’s strategy.

And the only reason I got there is because I took action. I shared my message. Not just once, but consistently. Every single day I share my content.

It works. 

It’s worked for me and it can work for you too.

You just have to take action.

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Got a question about developing a better communication strategy to grow your business?

Let’s talk.

 

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Dream2Career Launches Tiolita: Social Media 2.0

Dream2Career, LLC, a boutique marketing agency, is proud to announce the launch of Tiolita, a social media platform for jobs, education, and opportunity.

Individuals from all genders, races, ages, classes, and communities can converge around similar career interests not affiliation or affliction. This community of learning is built to be engaging and supportive so that schools thrive and businesses can quickly access and engage with qualified talent. The Tiolita platform is inspiring the next generation workforce by uncovering opportunities for education and growth.

Dr. Kathleen Houlihan, Founder and CEO of Dream2Career stated that, “With over 40 million people out of work, schools and businesses need to be able to engage in conversations that inspire innovation in workforce development. Using Tiolita, users have searchable access to local learning experiences, career on-ramps, and advice from SMEs regarding pathways to dream careers.”

Business leaders and educators are working together to demonstrate their commitment in fostering diversity and inclusion as they build meaningful connections. Tiolita is built on the Horizontal Industry Framework, which allows for targeted messages in a cluster-focused way.

To learn more about Tiolita, please visit and register for FREE at http://www.tiolita.org.

About Dream2Career:

Dream2Career, LLC(D2C) is a women-owned ed-tech startup that promotes career on-ramps through impactful social engagement. D2C is committed to offering reliable content that is balanced with captivating storytelling so users of our unique platforms can find and prepare for dream careers.

Media Contact
kathy@tiolita.org

This article first appeared in PRLog

Re-Imagining Learning Communities For a Stronger Workforce

According to Internet Live Stats there are more than 1.7 billion websites. That number does not include the actual number of pages of content on each website. Just to provide a context for this number, small companies will easily have over 100 pages of content so it is difficult to comprehend the actual volume of data that is available online. This statistic becomes even more distorted when adding personal content like blog posts and other types of digital and social media. It is clear why the internet is a quagmire when looking for quality information.

What can be even more frustrating is that the websites with the most insightful information are never seen by the masses because these types of researchers, teachers, and developers lack the resources or the interest to “ranking number one on Google”. These educators want to provide information that is useful and will help others on their pathway to success. That is why it is critical to re-imagine education so that those who have the answers can simply connect virtually with those seeking a solution to that specific problem.

Dream2Career is re-imagining and simplifying the digital network for work-based learning experiences by connecting the learning provider and with interested students.  When students, parents, and educators get together with businesses and schools, learning happens and pathways emerge leading users to their dream careers. Educational agents work with the best learning programs and event providers to help students find and answer the question, “What should I do with the rest of my life?”. We help learning communities promote solutions, best practices, and mentorship in ways that supports the needs and curiosity of the student.

Dream2Career is designed to help businesses and schools promote programs and events to those interested in each specific discipline. Every program is not right for every student and Dream2Career has a mission of helping students connect with the right resources leading to their dream careers.  We do this by using our marketing expertise and an algorithm that is built upon the career clusters identified by the Department of Education and encompasses opportunities that highlight the 1100+ jobs identified by the Department of Labor. We work with schools and businesses to provide free access to resources that match and engage students and educators with local and virtual opportunities so they can be inspired about the future world of work.