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

Facebook

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