how to dominate your market with your own business podcast
DESCRIPTION
Presented by: James Martell Conference: Canada Marketing Summit - 2014 Contact Information: W: www.jambMEDIA.com E: [email protected] P: (604) 542-0747 FREE Audio Report - Podcasting During the presentation James Martell shared two complimentary resources. You are welcome to download them both below: 1.) FREE Audio Report - "Podcasting for Qualified Leads, Increased Sales and Profits!” Download: http://jambmedia.com/podcasting/ 2.) FREE Ebook - "The Local Customer Connection - Discover 10 POWERFUL Ways to Get More Local Prospects, Customers and Sales!" Download: http://smartlocal360.com/local-customer-connection/ ============================ Presentation Topic “How to Dominate Your Market by Creating an Amazingly Strong Business or Personal Web Brand with Your Own Professionally Produced Business Podcast!” Your Friendly, Knowledgeable Voice Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits of Increased Site Rankings and a Strong Mobile and Social Media Presence) 1.) How to build a loyal audience who are eager to hear what you have to say and predisposed to buy what you have to offer 2.) How to develop a solid mobile presence to take advantage of the explosive growth of smartphones, tablets to make sure you are easily found by consumers 3.) How to satisfy Google’s insatiable appetite for fresh, interesting and relevant content and dominate the search results for thousands of keyword phrases that matter to you most 4.) How to create content that is eagerly shared by loyal followers within social media 5.) How to create content that has a long shelf life that continues to produce leads and sales for you long after it is published 6.) How to get ahead of the curve and outmaneuver your competitors with content 7.) How to consistently create content on a weekly basis for Google, Facebook, Twitter, Linkedin, Youtube and your website and newsletter, to keep everything current and up to date for your audienceTRANSCRIPT
Dominate your marketwith your own business podcast
Podcasting 101James Martell,VP Product Development, jambMEDIA
Desired outcome
...you will learn how to utilize podcasting to generate, leads, sales and profits, dramatically expand your online footprint, better engage existing customers, and have fresh, up-to-date content for your website, social networks and newsletter and do it all in under 60-minutes a week, and for less than the cost of a weekly newspaper ad.
At the completion of this session…
The BIG ShiftTraditional media in decline
The BIG ShiftTraditional media in decline
The BIG Shift7 Social Media Stats of 2013
1. Google+ Is On the Rise2. Social Media Use Increasing for Older Demographic3. Pinterest and Tumblr Fastest Growing Social
Networks4. 78 % of US Facebook Users are Mobile5. Despite Privacy Concerns, We Still Share on
Facebook6. 27 % of Time Spent Online is Social7. 40 Million Photos are Posted in Instagram A Day
“How to Dominate Your Market by Creating an Amazingly Strong Business or Personal Web Brand with Your Own Professionally Produced Business
Podcast!”Your Friendly, Knowledgeable Voice Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits of Increased Site Rankings and a Strong Mobile and Social Media
Presence)
Your Friendly, Knowledgeable Voice
Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits
of Increased Site Rankings and a Strong Mobile and
Social Media Presence)
“How to Dominate Your Market by Creating an Amazingly Strong Web Brand with Your Own Professionally Produced Business Podcast!”
How to build a loyal audience who are eager to hear what you have to say and predisposed to buy what you have to offer
How to develop a solid mobile presence to take advantage of the explosive growth of smartphones, tablets to make sure you are easily found by consumers
How to satisfy Google’s insatiable appetite for fresh, interesting and relevant content and dominate the search results for thousands of keyword phrases that matter to you most
How to create content that is eagerly shared by loyal followers within social media
How to create content that has a long shelf life that continues to produce leads and sales for you long after it is published
How to get ahead of the curve and outmaneuver your competitors with content
How to consistently create content on a weekly basis for Google, Facebook, Twitter, Linkedin, Youtube and your website and newsletter, to keep everything current and up to date for your audience
Content is King!It’s much more than a cliché
Content is Everything!
Content ProblemPodcasting offers a viable solution
Content Problem
1. No content2. Minimal content3. Out of date content
James Martell
Launched Dec 200325,000 downloads a month
Founder of The School of Internet Marketing
Affiliate Buzz (podcast)
Podcasting 101It’s easy if you get organized
What is a podcast?
“A digital audio file, usually part of a themed series, that can be downloaded from a website to a media player or computer”
Dictionary.com
Podcasting in the news
Whirlpool podcast attracts target audience
“A podcast helps you connect with people on a more emotional level,” says Dan Cook, Whirlpool’s director of interactive marketing. “It’s not a press release about a new dishwasher.”
The American Family podcast covers a wide range of topics of interest to families—in other words, the target audience for Whirlpool products. However, like most successful corporate podcasts, Whirlpool never discusses its products within the show, limiting mention of the company to the beginning and end of each transmission.
Who is listening to podcasts?
• This new 2014 national survey from Edison Research and Triton Digital found that the weekly audience for all forms of online radio is now 36% of all Americans, or 94 million nationally.
• The study, released today, is the 22nd in a series of studies dating back to 1998. Among the many other findings:
• More than six in ten (61%) now own a smartphone; that number increases to approximately eight in ten age 18-34.
• Internet-only audio services continue to grow — now consumed by 31% monthly.
• Podcasting is on the rise, as weekly audio podcast consumption grew 25% year-over-year, from 12% in 2013 to 15% in 2014.
• In-car usage of online radio and other forms of digital audio continues to grow. In 2014, 26% of mobile phone users have connected devices to a vehicle, either physically or via Bluetooth, up from 21% in 2013.
Source: Edison Research/ eMarketer - 2014
Who is listening to podcasts?“The continued penetration of smartphones in America is changing behavior significantly,”Noted Tom Webster, Vice President of Strategy and Marketing, Edison Research. “We are now seeing activities that were dominated by desktop usage in 2013, flip dramatically to become mobile behaviors. For millions of Americans, the smartphone has become ‘the first screen.’”
Source: Edison Research/ eMarketer - 2014
Who is listening to podcasts?• 67% of podcast listeners don't mind sponsorship messages
and occasionally find them useful, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio
• Nearly 80% of podcast consumers (responding to the survey), agreed that “when price and quality is equal,” they “prefer to
buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy
• 90% of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context
• The podcast audience has migrated from being predominantly “early adopters” to more closely resembling mainstream media consumers.
Source: Edison Research/ eMarketer - 2013
How are episodes delivered?
On demand By email Subscription APP Podcatcher
How do people listen to podcasts?
Desktop computers
Laptop
Tablets
Smartphones
Wifi radio
How do people listen to podcasts?
"According to Lavrinc, Apple already has deals with automakers from Ferrari to Honda. Other automakers include Hyundai, Mercedes-Benz, and Volvo. Apple says, 13 more automakers have future agreements to employ CarPlay, including BMW, Chevrolet, Jaguar/Land Rover, Nissan, Subaru, and Toyota."
“Advertising” vs “Podcasting”?
Finite lifespan
Does not rank in the search engines
Is not shared
Ends when you stop paying
Podcast has longevity - 2-3 years
Shows up in search results
Easily shared
Content is an investment
How big is podcasting?
The Google BIG 5Podcasting comes to the rescue
The Google BIG 5Podcasting comes to the rescue
1. Content QualityAuthentic, professionally written and highly relevant to your audience,
2. Content FrequencyConsistent updates, freshness
3. Content VarietyArticles, podcasts, video, presentations, press release
4. Content DistributionSocial media sites, authoritative directories, blogs
5. Content PopularitySocial shares - likes, tweets, pluses, comments, reviews
Your OptionsIt is time to make a decision
Your Options
Do Nothing Do It Yourself Outsource
Case StudyMaking sense of a little chaos
Who is Smarter Chaos?
10 Challenges
1. Website content2. Weekly newsletter3. Promote clients4. Expanding online footprint5. Increase audience6. Differentiate themselves from competitors7. Industry leader8. Time
Challenge #1 - Consistent content for the website
Challenge #2 - Publishing of weekly newsletter
Challenge #3 - A Leadership role in the industry
Challenge #4 - A method to showcase clients
Challenge #5 - Expand their online footprint
Challenge #6 - A strategy to increase their audience
Challenge #7 - Differentiate themselves
Challenge #8 - Time
Creative ways to use podcastingA look at goals & objectives
Ickert Dental Implant Centre
• Small business professional
• Referrals from dentists
• Thought leader in his market
CIBC Wood Gundy
• Independent professional
• One of the top financial planners in Vancouver
• Wants to maintain the position
Martin Brothers Funeral Services
• Brand new to the market
• Looking to establish themselves
• Number #1 in another market
• Chose podcasting as the fastest strategy to penetrate the market
Podcasting 10160 minutes
The Local Customer Connection42 pages
FREE Audio Report
“How to Dominate Your Marketplace with Your Own Professionally Produced Turnkey Business Podcast”
Download:http://jambmedia.com/podcasting/
The Local Customer Connection
“To Help You Get More Local Prospects, Customers and Sales In 2014, We're Giving Away 'The Local Customer Connection' Ebook For Free”
Download:http://smartlocal360.com/local-customer-connection/
How to build an audienceIdeas to promote your podcast
How to build an audience
Ideas to promote your podcast
1. Precisely target your perfect audience2. Develop exceptional content just for them3. Make the content very easy to share4. Add an iPad to your counter5. Add a sign-up form to your website6. Offer incentives to subscribe
a) On your email sign-up formb) At conferencesc) In your mailingsd) Walk-in traffic
8. Wrap the audio player in google friendly content9. Interview influential guests (with large audiences)10.Go where the audiences are
a) Stitcherb) iHeartRadioc) Spreakerd) SoundCloude) Zunef) iTunes
11. Invite listeners to subscribe (and share)12. Social media ...7. Counter and table displays
Treat every subscriber like gold - they’ve indicated they want to hear from you
Podcast Set-up6 steps
Step #1 - Identify your goals & objectives
• Grow leads, customers and profits• Build your business or personal brand• Dominate your market and
outmaneuver your competitors• Establish yourself as a recognized
expert
Step #2 - Establish your a format for your show
• Episode length (15-
minutes)
• Frequency (weekly)
• Professional Host (Yes/
No)
• Opening & Closing Dialog
• Number of Questions
• Contact Information
Step #3 - Organize audio production
• Script• Intro/ Outro• Voice Talent•Music Licensing
Step #4 - Order your graphics• Social media
• Facebook• Twitter• Google+• YouTube
• Podcast Directories
• Spreaker• BluBrry• Podbean• Stitcher• iTunes
• Website
• Thumbnails• Promotional Graphics
Step #5 - Social Integration
Twitter Google+ YouTube LinkedIn
Step #6 - Syndicate your show
• Spreaker• BluBrry• Podbean• Stitcher• iTunes
Individual Episodes - Set-up7 steps
Step #1 - Organize a planning session
• Identify the episode topic• Related questions• Guest information• Contact information
Step #2 - Develop an episode outline
• Episode topic• Back Story• Questions• Contact information
Step #3 - Schedule the interview
• Schedule host• Quite room• Skype or land line
Step #4 - Conduct the interview
Preparatory pre-call
Conduct and record the interview
Call to action
Step #5 - Arrange post production
• Editing of ums, ahs & silent pauses
• Voice leveling to make you sound great
• Add your intro and outro
Step #6 - Write promotional articles
• Listens to each episode
• Topic and geographical relevant keywords
• Name, address and phone number
Step #7 - Promote your episode
Podcast directories
Social media Your website
Budget - Set-up Expenses (DIY)…for the do-it-yourselfers.
Budget - Set-up Expenses (DIY) Service DIYAudio Production• Intro/ Outro/ Liners– Scripting– Voice Talent– Music & Sound Effect Licensing
$500
Social Media Set-up & Integration• Social Media– Facebook, Twitter, Google+, YouTube $1,000• Podcast Directories
– Spreaker, BluBrry, Podbean, Stitcher, iTunes
Labour+ 20 hours of your time. (@$50)
$1,000
Social Media Set-up & Integration• Social Media– Facebook, Twitter, Google+, YouTube $500• Podcast Directories
– Spreaker, BluBrry, Podbean, Stitcher, iTunes
Total: $3,000
Budget – Monthly Expenses (DIY)…for the do-it-yourselfers
Budget - Monthly Expenses (DIY)
Service DIYProfessional Host• Interview• Recording
$125
Post Production• Editing
$50
Content• 2 Articles
$50
Promotion• Podcast Directories, Social Media
$75
Total: $300
x 4 Episodes $1,200
Our Team…for those who prefer to outsource
jambMEDIA
Photo
Nicholas Jaworski,Broadcaster/ Audio Editor
Photo
Kimberly Henrie,Broadcaster Photo
Trinna Williams,Project Coordinator
Photo
Becky Muth,Writer Photo
Robert Gordon,Graphics Design Photo
Frank Bailey,Voice Talent/ Audio Editor
Photo
Kimberly Juchnowski,Manager of Business Services
Photo
Arlene Martell,Customer Care Photo
Erik Reynolds,Broadcaster/ Audio Editor
Production Team
Photo
Mike McLean,CEO Photo
Bruno Hoffman,VP of Sales Photo
James Martell,VP of Product Development
Executive Team
Who’s Here Today
Photo
Arlene Martell,Customer Care Photo
Kimberly Juchnowski,Manager of Business Services
Photo
Mike McLean,CEO Photo
Bruno Hoffman,VP of Sales Photo
James Martell,VP of Product Development
Executive Team
Special Conference PricingOur turnkey podcasting services
Special Conference PricingService RegularBusiness Podcast PackageThe business podcast package includes show development, episode outline, audio production, professional host, graphic design, podcast directory set-up and marketing kit. Monthly episode fee of $1,200 not shown.
$3,000
Social Media PackageThe social media package includes a set of custom cover art images for Facebook, Twitter, Google+, and YouTube, plus set-up and optimization of the accounts.
$1,000
Media PackageThe media package includes two professionally written press releases distributed using the premium PRWeb.com $369 per release package to promote your podcast.
$1,000
The School of Internet MarketingThe school annual tuition includes access to all online video and audio based courses and interviews, plus twice monthly live Q&A and access to the private group.
$500
Total: $5,500
Special Conference PricingServiceBusiness Podcast PackageThe business podcast package includes show development, episode outline, audio production, professional host, graphic design, podcast directory set-up and marketing kit. Monthly episode fee of $1,200 not shown.
Social Media PackageThe social media package includes a set of custom cover art images for Facebook, Twitter, Google+, and YouTube, plus set-up and optimization of the accounts.
Media PackageThe media package includes two professionally written press releases distributed using the premium PRWeb.com $369 per release package to promote your podcast.
The School of Internet MarketingThe school annual tuition includes access to all online video and audio based courses and interviews, plus twice monthly live Q&A and access to the private group.
Total:
Regular
$3,000
$1,000
$1,000
$500
$5,500
Conference
$1,500
$0
$0
$0
$1,500
You save $4,000 by taking advantage of special conference pricing.
jambMEDIA
• James Martell• (604) 542-0747
• jambmedia.com• facebook.com/jambmedia
THANKYOU