Why you must get into podcasting in 2020

Avatar Robert Brus | December 28, 2019 218 Views 1 Like 0 Ratings

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Why you must get into podcasting in 2020

The Dawn of 2020

The dawn of a new decade always brings a nice level of comfort, optimism and hope to all aspects of our lives. I think it’s the chance to start again and get it right this time that conjers the feeling of excitement sprinkled with that feeling of hope.

I don’t know about you but at these times of the year I find it a fun experience to project myself and my ideas of where given things will be in 5-years time. Aligning my goals with the potential of something is fun to do and it helps me to firm up what it is that I am really wanting.

Robert Brus and Ali Maltby

Let me explain with an example: Since I’m in the podcasting space, it is my full time profession and what I do for a living: I often wonder what the podcasting industry will look like in 5-years time.

Even though podcasting has been around since the mid 2000’s it has only recently become mainstream, so it’s in the next 5-10 years that it will really reach its maturity.

If we were already in 2025 and were looking back at the dawn of the decade (today) would we be thinking that the industry was about to become saturated by advertising? Would we be saying “Geeze remember when podcasting finally killed radio?” I wonder what we would be saying about podcasting – and that’s the fun part right there!

There are certainly some trends that we can follow that will point us towards our 2025 future and the main one that I see is the overall growth of the audience sizes and the number of new shows. Podcasting has now become mainstream and more and more people are pouring into it both from the listener side and also from the content creator side.

The other leading indicator I see is the massive investment that both advertisers and platform owners are making. They are not holding back any more and clearly they are seeing huge growth trajectories and hence their huge investments.

It’s the intersection of the growth trajectory and the advertising and investment dollars where there is an opportunity bigger than at any time in the history of podcasting. This is one of those waves that comes around in our society every so often.

Let’s rewind the clock this time, and ask a couple of questions from our current perspective:

  • Don’t you wish you started your YouTube channel 10-years ago?
  • Don’t you wish that you kicked off your own podcast 5-years ago?
  • Dam, don’t you wish you invested in Amazon back in the day?

Of course yes to all of these things! Imagine how much further along you’d have been if you had got ahead of these waves right when they were becoming mainstream? Hindsight is a wonderful thing – it’s foresight that’s foggy!

Hindsight 2020

I’m telling you that now is the time to get into podcasting in any form. All of the indicators are telling us that we are on the cusp of massive and sustained growth and it’s the early adopters that stand to make the most amount from this giant growth curve..

You can start as a guest, get some experience there and then scale your new skills into your own show. All of the foresight you need to capitalize on this life changing opportunity is contained within this single article, all you need to do is act on it!

There is one thing that I know will never change, and if we were in 2025 having this conversation, we’d be saying the same things, and we would say them for the next 50-years of podcasting, the internet, websites and business in general and that is the fact that no matter what happens content is king.

Content has always been the king and will forever be the king. Consumers want to know who and what is behind the brands that they love and they want to be able to connect with those same brands in a simple and meaningful way.

The evolution of social media has made that easier than ever before but the algorithms that control these platforms make it almost impossible to get your message in front of your desired audience unless you pay to do so.

FB Unlike

Take Facebook as an example, it’s an oxymoron: You work hard to build your audience on your fan page, you might have even paid for a Facebook “Likes” campaign to bring more likes to your page. You create a post with nice text and images etc but only a few people in your audience of thousands see it.

You quickly discover that the only way to reach them is to pay to boost the post you want to share. But they are your fans, they have opted in to see your content and they like your page already. The algo says “No you don’t, if you want to reach them you need to boost your post.”

It’s an oxymoron because you just paid Facebook to build your audience and now you have to pay Facebook to communicate your message to them. Talk about double dipping!

It’s all very frustrating especially when you are doing everything that you should be doing according to all of the online gurus. Why do you have to pay to reach the audience you just spent time, effort and money building. (I know right, it’s total BS)

The answer is actually simple: You are building your audience on someone else’s platform and if you want to communicate you need to do it the way they want you to i.e. you have to pay.

Now I’m not here to bash Facebook, all I am saying is that creating content is key, we can agree on that. I think that we also agree that amplifying it is critical and social media is a natural place to do it but you are held hostage to the algorithms that run the platforms so you shouldn’t just rely upon these platforms in isolation, you should diversify your use of social media platforms and you should also seek some other alternatives.

There is also an argument to say that amplifying your content to your existing social media audience is not all that productive anyway even if you could reach every single person.

Think about it logically for a second: The idea of creating content, of any type, is to bring more people back into your ecosystem. Whether that is your socials, your website, your email list or your funnel. The ultimate end game is to get more people to know about your content, your offer and your products and services.

If we agree that is the goal then why even bother sharing your content with your existing audience? That makes no sense. They already know about you, your products, your services and what it is you offer. They are already in your ecosystem. Sure they might not all be customers but you’re not really doing yourself any favours by telling the same people over and over about the same offer!

Targeted Marketing

I would argue that you need to create content that can be syndicated and discovered by new and targeted audiences whether that is in social media or elsewhere. You need to reach people that have never seen your products or services before. And the reason to do exactly that is because every business suffers from the same problem, and that is obscurity. If more people knew about your business then more people would be potential customers.

Podcasting is the key to this puzzle. If you set yourself up properly, use the correct tools and have an engine room that you can plug your content into, then you will be able to use podcasting to create content at scale.

And it doesn’t matter if you are a guest on a podcast or you have your own podcast. The same theory holds true. You need more people and you need new people to discover your content. It is in that discovery that your opportunity lies.

So how do you create content at scale?

Down the Rabbit Hole

Before I take you all the way down the rabbit hole you’ll need to set yourself up for success properly. There is just no point in embarking on this unless you have a solid foundation. Sure it takes a lot of work but the reality is anything that is worthwhile is worth working for.

Before you launch into your next interview as a guest or as a podcaster you must get your ducks in a row. You’ll only need to do these things one time and if you get it right you will see more return on your investment podcasting than you ever dreamed possible. Here goes…

  • Do you have an offer or a give away that a guest can access after listening to you?
  • How and where does the listener access your offer / gift?
  • If you are a podcaster what is your regular offer for your listeners?
  • Why would they want that particular offer?
  • Is it solid enough to drive new enquiry?
  • How would you turn it into real tangible sales once they redeem the offer?
  • Are you geared properly for the bump in traffic that you will see as a result?
  • Do you have something that is sharable?
  • Do you have a competition that encourages engagement and sharing?
  • What if 500 people hit your site all at the same time, will your cheap shared hosting crash?
  • Do you have a funnel in place? Do you need a funnel in place?
  • If you do then do you have an upsell, cross sell and downsell set up for your funnel?
  • How can the listener get more of you personally?
  • If they like you, how do you make yourself available to them, if you do that at all?
  • Is your email sequence optimised for the podcast audience that will opt in?
  • Is your remarketing set up correctly?
  • Do you have your pixels and Google tag manager correctly optimised on your website?
  • Are your remarketing ads set up for all the socials, the Google Display Network and Adroll?
  • Do you have some heat maps on your site?
  • Do you have some screen recording software on your site so you can see what people are doing so you can understand why they are buying or why they aren’t?

There are certainly a lot of factors to consider. I don’t want to scare you off but if you are going to make the most of your appearance and or your podcast then you should at least give yourself the best chance of success and capturing the inbound bump in traffic.

All of the items above are one offs. You only need to do these things one single time. Sure you might revisit your offer or funnel from time to time, the point is if you put the work in on the front end and create a solid foundation you will be able to capitalize on this at scale for the next 12-18 months at least.

So assuming that you have everything squared away and you have recorded an interview it’s now time to amplify it and bring in some new people into your ecosystem.

Now it’s very tempting here to overcomplicate this and when you look at the list of things to do below you might feel overwhelmed however the reality is you should be able to tip in the content you just created into your engine room and it pops out the other side with no touching from you at all. Meaning that you record your podcast interview and tip it in and you’re done. No more than 90-minutes work at most.

Launch your podcast today

Once your podcast is live this is what you should do with it in order to amplify it and make the most of your opportunity:

  • Get the show transcribed via rev.com;
  • Once you have the transcription pass that to a writer and create 6 x 300-500 word posts or snippets that you can use with the images and audiograms you just created;
  • Use the same writer to create a hybrid of those 6 snippets to create 1 x longer style post that is 900-1000 words long;
  • Embed the podcast media player and the video (if you have that) into your website blog and paste in the 1000 word article with the players;
  • Take the podcast audio file and create 6 x 1-minute audiograms using headliner.app;
  • Take the cover art of the podcast and a high resolution image of you and create 2 sizes first one should be 1920 x 1080 and the second 1080 x 1080;
  • Create 6 x versions of these images with 6 x different photos of you and the podcast host;
  • Use the podcast name and a quote from the show on the images and make sure you use a designer to help you put this altogether;
  • Mix and match the copy from the transcriptions with the images and audiograms and get your social media marketer to schedule the posts over the next 30-days; and
  • Once your blog post is live with the article, the podcast player and the video (if you have that) head over to quuupromote.co and use the article that you just created.

Here is what you’ll end up with:

  • 1 x blog post;
  • 6 x audiograms;
  • 6 x images;
  • 6 x text snippets; and
  • 1 x quuu promote campaign.

This is what your numbers will look like:

  • 6 x audiograms with 6 x snippets
  • 6 x images with 6 x snippets
  • TOTAL 12 posts per location
  • You can mix and match text and audiograms and images to give you even more but let’s keep it simple.
  • I’m also not factoring in the video of the interview which you may have

Now here is where you’ll amplify it:

  • Facebook: 12
  • Facebook Fan Page: 12
  • Facebook Group: 12
  • Other Facebook Groups: Depends upon you
  • LinkedIn: 12
  • LinkedIn Group: 12
  • LinkedIn Business Page: 12
  • Other LinkedIn Groups: Depends upon you
  • Twitter: 12
  • Instagram: 12
  • Quuu: Expect 200-400 clicks to your site
  • TOTAL NUMBER OF POTENTIAL POSTS: 12 x 7 = 84 x posts!
  • Instagram is not counted because you can’t really link from an instagram post.

It is critical that each post is linked back to your original blog post where the user can access the podcast and read more. Further, each post should be created to create an engagement. Meaning that you are asking a question to create that engagement and ultimately get the click.

If each of the 84 posts has an average of 10 clicks to your website over a 30-day period you can expect 840 clicks. When you add in the Quuu campaign that will also yield a further 200-400 clicks you are nudging up against 1000 clicks to your website from one single podcast appearance. Not bad – and no one has even listened to the show yet!

You can further amplify your posts by deploying them into other Facebook Groups and LinkedIn Groups as well. This is well received because you are sharing meaningful content and not selling anything so it is very rare that you will upset group admins with this type of post.

I would encourage you to post your content across 10-20 Facebook and LinkedIn groups to cast an even wider net. This is the true power of social media and where most people fail to properly leverage the opportunity that it presents.

Upwork

So what do you need to do to get all of this done since there is no way that a normal person or busy business owner or entrepreneur can do this alone!

The answer is simple and below I have detailed exactly what you will need and the approximate costs. First you’ll need a:

  • Creative writer;
  • Graphic designer;
  • Social Media Marketer; and a
  • Virtual Assistant

How much will it all cost?

  • Rev.com transcription is $1 USD per minute. So if your podcast is 40-minutes long it will be $40
  • The writer will cost $20 – $40 to create the snippets and the larger article
  • The graphic designer will cost $20 – $40 for the image assets
  • Audiograms can often be done by a VA or a designer and expect them to cost $5 – $10 each
  • You’ll need a VA to help you find, join and post into new Facebook and LinkedIn groups – $20
  • The Quuu Promote campaign will cost $40 however there are always sales and vouchers to be found and other ways to lower that cost but let’s work with the worst case

TOTAL approximate costs based on the above figures is: $240

If we take the traffic amount of 1000 clicks to your site over 30-days for $240 that means you are getting clicks to your website for 24c each!!!!!

Now I don’t know what product or service you have but I’m willing to bet that your clicks for a Google PPC ad would certainly be above $3 each making this type of content creation and traffic generation much more economically viable.

Clicks from the actual podcast are hard to define. How many clicks you will receive will depend upon the audience size, your ability to speak from a digital stage and build a strong enough connection to get people interested enough to visit your website and redeem your offer.

What we do know from podcast advertising stats is that 48% of people that hear a website on a podcast remember it. Around 20% of folks will actually visit and the number of people that convert will really depend upon your message, your offer and the ability of your website to articulate those things and convert them.

In essence the traffic that you receive from a podcast is a little ambiguous because of all of the factors involved however the traffic that you generate post podcast from the simple system described here with the content amplification is a known factor and can easily be measured.

As you can see, if you appear as a podcast guest twice in a month then all of this is all to the power of 2 which will create huge engagement and make it look like you are perpetually in the media.

Robert Brus Content at Scale

This is content at scale in its finest form and exactly why you need to get into podcasting in 2020 either as a guest or as a podcaster. 90-minutes of work to get this done after you have yourself set up is well worth doing and will help you yield results for many months to come.

The content that you create can be sliced so many different ways and deployed is many different places to help you create scale and there is just no way that you can buy traffic to your website for 20c per click. The only way that is ever going to happen is with a content and syndication strategy.

We haven’t covered many of the other things that will happen when you execute this strategy such as the engagement it creates in social media, the social signals to Google, the new people in your ecosystem or the sales that may occur. Don’t forget there is a nice SEO bump for your site with all of those social signals and clicks as well and when you overlay the remarketing to bring the users back to the site for a second look you have a true end-2-end system.

Now I don’t know what product or service you have or what the price of what you sell is but assuming that 1000 people visit your site and 20% are interested and 10% turn into a sale is it safe to say you will make your $240 back? Only you can answer that and only you can make the decision to appear on a podcast or start a podcast, but if I were you, I would get going with it all as soon as humanly possible.

If you want to start your own podcast my team and I can assist you and if you want to appear as a podcast guest we have an agency that can also connect you and get you booked quickly.

Whatever the new decade holds for podcasting it is sure to be an exciting ride. As the industry grows up and matures over the next few years it is my sincere hope that you don’t just sit on the sidelines as a listener but you Go All In and create your own show and be a guest on as many others as humanly possible.

Here’s to the future and new beginnings…


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Written by Robert Brus


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