How to Develop a Winning Business Podcast
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More than 50 million Americans have listened to a podcast in the last month. Businesses are jumping on the podcasting bandwagon as an effective form of content marketing. In this presentation, Bernie Borges, host of the Social Business Engine podcast, steps through the winning elements of planning and launching a winning business podcast.
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How to Develop a Winning Business Podcast
- 1. @bernieborges #sbeshow #SMSSummit How-To Build Transformational Organization-Wide Marketing Bernie Borges
- 2. @bernieborges #sbeshow #SMSSummit Topics What is a Podcast? Why Podcast? Podcast Strategy and Format Tools/Gear Logistics Promotion Measurement
- 3. @bernieborges #sbeshow #SMSSummit WHAT IS A PODCAST?
- 4. @bernieborges #sbeshow #SMSSummit On demand audio content Subscribable through RSS feed Accessible through:
- 6. @bernieborges #sbeshow #SMSSummit Part of your content marketing mix
- 7. @bernieborges #sbeshow #SMSSummit Easy for people to consume on the go
- 8. @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
- 9. @bernieborges #sbeshow #SMSSummit Podcast listeners more likely to follow brands
- 10. @bernieborges #sbeshow #SMSSummit Thought leadership Brand building Lead generation Launch a new initiative GOALS
- 11. @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)
- 12. @bernieborges #sbeshow #SMSSummit Blog posts Show notes SlideShare Images RE-PURPOSE
- 14. @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
- 16. @bernieborges #sbeshow #SMSSummit DETERMINE YOUR TARGET AUDIENCE
- 17. @bernieborges #sbeshow #SMSSummit CHOOSE A TOPIC THAT ENGAGES THEM
- 19. @bernieborges #sbeshow #SMSSummit One guest – 20-30 minutes Panel format – 45-50 minutes 2-Person co-host format Solo format INTERVIEW FORMAT
- 20. @bernieborges #sbeshow #SMSSummit Branding Planning Calendar Production Promotion Measurement PODCASTING BEST PRACTICES
- 21. @bernieborges #sbeshow #SMSSummit Show title Show description Artwork Show hashtag Social media header images Dedicated website BRANDING
- 22. @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
- 24. @bernieborges #sbeshow #SMSSummit Record through a smartphone and an app Boss Jock Studio (iOS) = $10 Spreaker Studio (Android) starts at $15/month Microphone $60 to $500 Noise canceling headphones Editing software Skype or Blab RECORDING DEVICES
- 25. @bernieborges #sbeshow #SMSSummit Camtasia (Mac/Windows) - $99 Audacity (Mac/Windows) - Free Garageband (Mac) - Free Audio Hijack (Mac) - $49 Camtasia Screenshot (Flickr) EDITING
- 27. @bernieborges #sbeshow #SMSSummit 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
- 28. @bernieborges #sbeshow #SMSSummit Record at least 3 episodes Pre-announce it Promote it on social media Giveaway Landing page LAUNCH
- 29. @bernieborges #sbeshow #SMSSummit Weekly Some monthly Stick to a schedule Tools: e.g., ScheduleOnce Frequency SCHEDULING
- 30. @bernieborges #sbeshow #SMSSummit Quiet room Silence your phone Turn off notifications Prepare your guest AUDIO QUALITY
- 31. @bernieborges #sbeshow #SMSSummit Blubrry Libsyn Spreaker SoundCloud Buzzsprout Pushed to iTunes & Stitcher MP3 File Type Transcription Tools, e.g., Rev.com PODCAST HOSTING
- 33. @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
- 35. @bernieborges #sbeshow #SMSSummit #sbeshow @ mentions Comments & Shares Listicles iTunes reviews MONITOR FEEDBACK
- 37. @bernieborges #sbeshow #SMSSummit Intro Outro Commercial message or sponsor spot Co-Host CROSS PROMOTE
- 38. @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
- 39. @bernieborges #sbeshow #SMSSummit Downloads Traffic to show notes Conversions on CTAs New opportunities Thought leadership recognition METRICS
- 40. @bernieborges #sbeshow #SMSSummit FREEBIES Scheduling Guide Preparation Guide http://www.findandconvert.com/smss-2016
- 41. @bernieborges #sbeshow #SMSSummit with Bernie Borges socialbusinessengine.com twitter.com/sbengine facebook.com/socialbusinessengine/ findandconvert.com twitter.com/findandconvert facebook.com/findandconvert/ bernie@findandconvert.com twitter.com/bernieborges linkedin.com/in/bernieborges