How-To Build Transformational Organization-Wide Marketing · PODCASTING BEST PRACTICES ....

@bernieborges #sbeshow #SMSSummit

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


of Americans have

listened to a podcast at

least once

33%

of Americans listened in

the last month

17%

http://www.edisonresearch.com/wp-content/uploads/2015/06/The-Podcast-Consumer-2015-Final.pdf














Podcast listeners more

likely to follow brands


Thought leadership

Brand building

Lead generation

Launch a new initiative

GOALS


People listen to niche

content

Focused in the moment

Intimate, 1 to 1 commitment

A private chat with your

listeners (external or

internal)


Blog posts

Show notes

SlideShare

Images

RE-PURPOSE


IMAGES


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

DRIVE CONVERSIONS


PODCAST STRATEGY FORMATS


DETERMINE YOUR

TARGET AUDIENCE


CHOOSE A TOPIC THAT

ENGAGES THEM


SHOW FORMAT


One guest – 20-30 minutes

Panel format – 45-50

minutes

2-Person co-host format

Solo format

INTERVIEW FORMAT


Branding

Planning

Calendar

Production

Promotion

Measurement

PODCASTING BEST PRACTICES


Show title

Show

description

Artwork

Show hashtag

Social media

header images

Dedicated

website

BRANDING


Online

Marketing

Made Easy

Amy

Porterfield

Social Media

Marketing

Mike

Stelzner

Social Pros

Jay Baer PNR: This

Old

Marketing

Pulizzi &

Rose

Social

Business

Engine

Bernie Borges

PODCAST EXAMPLES


TOOLS/ GEAR


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

Easy, but risky

Landline is best case

Skype

RECORDING DEVICES


Camtasia (Mac/Windows)

- $99

Audacity (Mac/Windows)

- Free

Garageband (Mac)

- Free

Audio Hijack (Mac)

- $49 Camtasia Screenshot (Flickr)

EDITING


LOGISTICS


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

PLANNING


Record at least 3 episodes

Pre-announce it

Promote it on social media

Giveaway Landing page

LAUNCH


Weekly

Some monthly

Stick to a schedule

Tools: e.g., ScheduleOnce

Frequency

SCHEDULING


Quiet room

Silence your phone

Turn off notifications

Prepare your guest

AUDIO QUALITY


Blubrry

Libsyn

Spreaker

SoundCloud

Buzzsprout

Pushed to iTunes & Stitcher

MP3 File Type

Transcription Tools, e.g.,

Rev.com

PODCAST HOSTING


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


#sbeshow

@ mentions

Comments & Shares

Listicles

iTunes reviews

MONITOR FEEDBACK


MEASUREMENT


Intro

Outro

Commercial message or sponsor spot

Co-Host

CROSS PROMOTE


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

AUDIENCE


Downloads

Traffic to show notes

Conversions on CTAs

New opportunities

Thought leadership recognition

METRICS


THANK YOU!


FREEBIES

Scheduling Guide Preparation Guide


http://www.findandconvert.com/smss-free

http://www.findandconvert.com/smss-free






with Bernie Borges

socialbusinessengine.com

twitter.com/sbengine

facebook.com/socialbusinessengine/

findandconvert.com

twitter.com/findandconvert

facebook.com/findandconvert/

[email protected] twitter.com/bernieborges

linkedin.com/in/bernieborges

http://socialbusinessengine.com/itunes

http://www.stitcher.com/podcast/social-business-engine-podcast/social-business-engine?refid=stpr

http://socialbusinessengine.com/

https://twitter.com/sbengine

https://facebook.com/socialbusinessengine/

http://findandconvert.com/

https://twitter.com/findandconvert

https://facebook.com/findandconvert/

mailto:[email protected]

https://twitter.com/bernieborges

http://linkedin.com/in/bernieborges


http://www.socialbusinessengine.com

How-To Build Transformational Organization-Wide Marketing · PODCASTING BEST PRACTICES ....

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