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