Podcasting
Lesson 19 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Podcasting
Lesson 19 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
19. Podcasting
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Podcasting
Now, we all know podcasting is as popular as ever. We're all listening to podcasts these days. But how can you use podcasting to grow your brand? Well, let's first discuss what podcasting is and how you could potentially use it to grow your business. Now, podcasting comes in all sorts of shapes and forms, right? You have podcasts where it's just one person talking into a mic. You have podcasts where it is two people having a conversation, you have podcasts where they tell stories, podcasts, where they teach you how to speak a different language. So the real question is how can you use a podcast to grow your business and then we'll get to pros and cons a little bit later on in the lesson. If you're smart, you will again refer back to your customer persona slide that we did earlier in the course so that you understand your target audience. And so that you can actually make an educated decision based on what your target audience and what your customer persona is wanting to listen to. For ...
example, if you're a company that sells sports tickets to sporting events, I don't know where that came from. That's just the first idea that popped into my head. Let's say we are developing a podcast for a company that sells sporting ticket events or sporting event tickets. That's better if we're selling sporting event tickets or events tickets to sporting events, whichever, then we ultimately need to bring in a crowd that is interested in sports. How do we do that? We could create a news podcast which is kind of on the pulse in regards to sporting news so that you listen to it every day to hear the latest gossip in regards to which Manchester United player has crashed his car into a tree and all that sort of stuff that is how we need to be thinking about using podcasts effectively as a marketing tool and as a marketing tactic, because within that podcast, you're going to build a community that is interested in sports that is interested in potentially going to sporting events because they're interested in sports. And then you can basically advertise your particular business within the episodes. So within the episodes, you can be like, oh, by the way, here's a quick word from our sponsor, blah, blah, blah, blah, blah, obviously buy your tickets from events, tickets for sports.com and then you ultimately have a channel driving relevant traffic to your website to sell tickets. Now, this is the same approach for every single type of business, whether it be a personal brand, whether it be anything you need to make sure that you understand your target audience. First, that's the most important thing. And then once you have that in place, then you can focus on actually applying your marketing and promotional messages to the podcast. Once you have a built in community and audience. Now let's look at some pros and cons of podcasting because everyone was doing it. But should everyone really be doing it? Well, I can't answer for everyone, but I'm pretty sure after you finish this lesson, you'll be able to answer for yourself, which is the most important thing. Now, the pros of podcasting is it can literally be done anywhere. You could be in an airport and all you need is a microphone and your laptop and you could literally record an episode anywhere. Another pro of podcasting is if you use a platform like Anchor, for example, I think it's Spotify for podcasters. Now, I think they bought Anchor and what you can do is simply just upload your episode on one single platform and distributes it out to every single platform that is basically showing or publishing podcasts like Apple Music, Spotify, all that good stuff. So those are some of the pros as well as some of the obvious ones like obviously a community and driving sales, et cetera, et cetera. But what are some of the cons of starting a podcast? Well, the reality is that not everyone is great at communicating with their voice and it does take a little bit of time. I think for people to really master the ability to drive a message home with their voice and actually record like a full valuable episode or something. I think it's something that is actually quite a talent and it's something that I'm constantly trying to get better at. But I also think that the amount of effort that goes into podcasting is a lot considering the likely return investment, depending on the type of business that you're actually looking to launch or promote. So for example, if you are looking to start a podcast and actually start to drive sales through the podcast, you're looking at maybe a year, 23, maybe 45 years until you actually start to get a return on investment. And most people, especially small and medium sized businesses can't wait that long. So the podcast in my eyes, although it's free and it's, you know, it's kind of a bit of an ego massage to be completely honest, like people just like to show that they have a podcast sometimes and it doesn't actually have any impact on the effectiveness of their business and driving revenue and sales or, you know, even even brand building, because not many people listen in the first kind of couple of episodes. I think that unless you're 100% committed to actually building the podcast, just something that you really enjoy doing, then you need to really decide if it's worth it for you because there are plenty of pros, but there are also plenty of cons as well, including the fact that you have to buy equipment if you don't have it already to really get a top quality podcast that is going to really drag the message home and keep people listening for a long period of time. So in a nutshell, it allows you to reach a global audience and it's fairly easy to do and arrange and set up and it doesn't take a whole lot of time edit, depending on obviously how many mistakes you make throughout the recording process. But overall, it all depends on your personal circumstance and what you feel your personal talents are. If you're better at speaking than writing, then by all means, try podcasting and see what happens and give it six months and then, you know, kind of assess things from there. Now, in regards to cost again, give us a 10 because this is ultimately completely free unless you have to actually buy the equipment, which most people have a microphone or something that they can just record into. You can even use your iphone or your Android. If you're a little bit weird, if you want to. Just kidding. In regards to setting up the actual podcast, I would see that around a six because you're actually going to take quite a lot of time to actually arrange the structure of your episodes and learn what you want to talk about and obviously structure the episodes in regards to what value you want to, you need to brand things to get things all in place. You need to soundproof your room if you really want top quality audio. So in regards to setting up about a six, in regards to maintenance, I'd class it as a one, the reason being is you obviously have to keep it going for as long as you can until you start getting results, which is obviously a lot of time and a lot of effort in regards to likely I've scored as a three. Simply because I think that especially for start ups and medium sized businesses, it's a bit of a long game and anyone who's actually started a podcast will tell you it's a long game. It's not just something that happens overnight. So looking at around 2 to 3 years to even start to see any return on your investment is obviously something that does not appeal to everyone. So please be wary. But anyway, I hope you enjoy this lesson. I look forward to seeing you in the next one. See you soon.
Class Materials
Bonus Materials