Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah. 2 00:00:05.340 --> 00:00:09.700 Welcome back to be to be growth. We are here live today on clubhouse. If you're 3 00:00:09.700 --> 00:00:13.440 not already following Dan and myself on clubhouse, you should be at James 4 00:00:13.440 --> 00:00:18.630 Carberry at Dan Chevez. And today we are going to be talking about a five 5 00:00:18.630 --> 00:00:23.590 part B two B podcast marketing plan that Dan recently put together. I 6 00:00:23.590 --> 00:00:27.960 thought it was incredible, and I wanted to use clubhouse to share it with the 7 00:00:27.960 --> 00:00:31.240 world. So we'll do about a 15 minute interview with Dan, and then we're 8 00:00:31.240 --> 00:00:35.640 going to open it up to the audience to ask questions based on this 9 00:00:35.640 --> 00:00:38.660 conversation. So if you have questions, if you're in the live audience right 10 00:00:38.660 --> 00:00:43.100 now and you've got questions, raise that hand and we'll call you up in 11 00:00:43.100 --> 00:00:48.300 about 15 minutes whenever we're ready to do this. So, Dan, what was the 12 00:00:48.310 --> 00:00:54.730 precipice for us putting this kind of five part plan together, mostly just 13 00:00:54.730 --> 00:00:58.690 people requesting it, asking about it, knowing if there's something they could 14 00:00:58.690 --> 00:01:01.350 write for their podcast. I noticed enough people were searching it on 15 00:01:01.350 --> 00:01:04.920 Google as well. I was like, Well, that certainly justifies writing a blog post 16 00:01:04.920 --> 00:01:09.540 about it, and then we had plans about our own podcast. And then because there 17 00:01:09.540 --> 00:01:12.880 are so many questions about it, I decided to actually just think through 18 00:01:12.880 --> 00:01:16.600 like, Okay, we have a plan, but what do we got to do to make it more robust? 19 00:01:16.610 --> 00:01:21.140 I'm actually a huge fan of marketing plans. I know that's been like poo 20 00:01:21.140 --> 00:01:25.190 pooed like a lot over the last 5, 10 years, especially around startup 21 00:01:25.190 --> 00:01:28.710 culture and tech and SAS, because, you know, as soon as you got the plan ready 22 00:01:28.710 --> 00:01:33.170 while the plan changes, but at the same time, I find that plans are really 23 00:01:33.170 --> 00:01:36.660 necessary, especially as you have actual team, especially as you have 24 00:01:36.660 --> 00:01:40.420 multiple people looking for this podcast to produce results. You kind of 25 00:01:40.420 --> 00:01:43.900 need to have it down in writing because everybody might have a different idea 26 00:01:43.910 --> 00:01:47.360 of what success looks like. Everybody might have a different idea of what the 27 00:01:47.360 --> 00:01:50.390 podcast is here for, who we're targeting with the podcast, what the 28 00:01:50.390 --> 00:01:54.610 podcast is about. What's the actual official name of the podcast? What 29 00:01:54.610 --> 00:01:57.570 should we send people? Where should we send people like people have questions 30 00:01:57.570 --> 00:02:01.150 and actually documenting it all on a plan is the place where you can just 31 00:02:01.540 --> 00:02:05.180 shoot the people to plan instead of having to explain to every single time? 32 00:02:05.190 --> 00:02:09.770 Yeah, yeah. Especially as we know that. I mean, there are lots of hands that 33 00:02:09.770 --> 00:02:13.530 touched the podcast. I mean, you've got folks that are doing your audio. You've 34 00:02:13.530 --> 00:02:16.600 got folks doing your written content. You've got designers helping with 35 00:02:16.600 --> 00:02:21.280 repurposing the podcast content and the visual assets. You've got videographers. 36 00:02:21.280 --> 00:02:25.410 And so I think having a documented plan makes so much sense to me. I wish we 37 00:02:25.410 --> 00:02:29.110 would have done this earlier in the life of GDP growth. But the first part 38 00:02:29.110 --> 00:02:34.460 of this five part plan is the podcasts information. Can you walk us through? 39 00:02:34.470 --> 00:02:38.110 What? What is the information that you want to have documented in this first 40 00:02:38.110 --> 00:02:41.640 part of the plan? So funny, Because this is the kind of stuff that people 41 00:02:41.640 --> 00:02:45.680 feel like they don't need a document. But you do even when you build the 42 00:02:45.680 --> 00:02:49.100 website, you know, like the designers are going to be like. Okay, Well, what 43 00:02:49.100 --> 00:02:52.330 do you want on the web page? Remember the first time I built the website for 44 00:02:52.330 --> 00:02:54.640 a band? Actually, I'm like, Okay, you're websites up. What do you want me 45 00:02:54.640 --> 00:02:58.710 to put on it. They're like, I don't know. I'm like, Oh, okay, well, your 46 00:02:58.710 --> 00:03:03.380 photos on it and the name of your bands on it. So there's your website, but 47 00:03:03.380 --> 00:03:06.130 it's the same thing for your podcast. Like people need the information they 48 00:03:06.130 --> 00:03:10.290 need the basics like, Okay, what's the name? What's the description? What's 49 00:03:10.290 --> 00:03:15.310 the cover art look like? How often I'll post style guide if you have to wonder 50 00:03:15.310 --> 00:03:18.730 if you branched out beyond the cover art right, which hopefully you are. 51 00:03:18.730 --> 00:03:21.250 Hopefully you are splintering your episodes into social graphics and 52 00:03:21.250 --> 00:03:24.060 things like that. So where is the home for your website? Doesn't have a 53 00:03:24.060 --> 00:03:27.510 website? Are their social media properties like separate social media 54 00:03:27.510 --> 00:03:31.790 properties for your podcast like we have for Lincoln? We have GDP growth. 55 00:03:31.790 --> 00:03:35.650 It's a It's an actual company page for the podcast. How many other pages do 56 00:03:35.650 --> 00:03:39.540 you have for your podcast? Who are the show host? Right? If you have multiple 57 00:03:39.540 --> 00:03:42.620 hosts, who are they? And why now? What's the production? Kate? It's like, 58 00:03:42.630 --> 00:03:46.220 how often are you producing episodes? So those are all kind of like the basic 59 00:03:46.220 --> 00:03:49.080 things that people don't think that they need written down. But you do, 60 00:03:49.080 --> 00:03:52.250 because every once in a while, someone new on the team's new to the podcast 61 00:03:52.250 --> 00:03:55.100 and they don't know any of this. Imagine you hire someone new and 62 00:03:55.100 --> 00:03:57.830 they're like, Oh, can you help us with the podcast? They're like, Oh, okay, 63 00:03:57.830 --> 00:04:00.810 like they have no idea how often you publish it. They have no idea who the 64 00:04:00.810 --> 00:04:03.550 hosts are, So then they go asking feeling like they're asking stupid 65 00:04:03.550 --> 00:04:07.320 questions just because it's it's not written down somewhere. Yeah, one that 66 00:04:07.320 --> 00:04:11.930 you didn't mention, but I think is huge, is the premise. So we've been 67 00:04:11.930 --> 00:04:15.740 experimenting with premise development. J. Kenzo talks a lot about about 68 00:04:15.740 --> 00:04:21.480 premise, and so in this section of your plan in the kind of the podcast 69 00:04:21.480 --> 00:04:27.030 information section. If you've got a premise for the show like for what we 70 00:04:27.030 --> 00:04:30.830 did with GDP growth last month, we're starting to do every other month deep 71 00:04:30.830 --> 00:04:36.800 dives and so kind of formulated around the quest. It's the Quest is one of the 72 00:04:36.800 --> 00:04:41.640 premises that J talks about, but Dan has been on a quest to do a deep dive 73 00:04:41.640 --> 00:04:44.470 in all of these different B two B marketing disciplines. So last month he 74 00:04:44.470 --> 00:04:48.500 did a deep dive on account based marketing. And we really you know, Dan 75 00:04:48.500 --> 00:04:52.130 was did a fantastic job of kind of sharing his journey from B to C 76 00:04:52.130 --> 00:04:56.250 marketer to be to be marketer and doing a deep dive on these different B two b 77 00:04:56.250 --> 00:05:01.460 marketing disciplines. So documenting that premise in the B two B growth 78 00:05:01.940 --> 00:05:05.280 podcast marketing plan is really important. We want everybody that's 79 00:05:05.280 --> 00:05:09.700 working on the show to understand what the premise of the show actually is. 80 00:05:09.710 --> 00:05:12.170 Anything to add there. Dan, I know you've been studying premise 81 00:05:12.170 --> 00:05:16.000 development a lot. Yeah, I just say it's important to document because that 82 00:05:16.000 --> 00:05:18.720 becomes the important angle. It's what makes your show different from other 83 00:05:18.720 --> 00:05:22.860 shows. Oftentimes a show. If you get the topic right, that's good. But a lot 84 00:05:22.860 --> 00:05:27.280 of people will get the topic right. But then, having an angle or premise to it 85 00:05:27.290 --> 00:05:30.310 is what makes it different and documenting that somewhere. So other 86 00:05:30.310 --> 00:05:33.530 people jumping on his hosts know that Hey, we're not just talking about that 87 00:05:33.530 --> 00:05:36.490 topic, which is usually pretty clear from just the title and the art and 88 00:05:36.490 --> 00:05:39.940 description, all that kind of stuff. But the premise is not just what we 89 00:05:39.940 --> 00:05:43.980 talk about is how we talk about it, and that's important for anybody to know. 90 00:05:44.350 --> 00:05:48.150 All right, so the second part of this five part being the podcast marketing 91 00:05:48.150 --> 00:05:52.870 plan is target. Audience details walk us through. What are the details that 92 00:05:52.870 --> 00:05:56.310 you want to make sure that you get documented in this part of the plan. So 93 00:05:56.310 --> 00:05:58.680 this part should probably the easiest part to make of a plan, because you're 94 00:05:58.680 --> 00:06:01.380 mostly just going to pull it from your general marketing plan. It's all the 95 00:06:01.380 --> 00:06:06.130 basic stuff of, like demographic psychographic firma, graphics, your 96 00:06:06.130 --> 00:06:09.240 ideal customer profile and all that kind of stuff. The difference that it's 97 00:06:09.240 --> 00:06:11.970 going to have apart from your marketing plan, though, is it might be a little 98 00:06:11.970 --> 00:06:17.280 bit more nuanced for your podcast. Specifically, one of our customers is 99 00:06:17.570 --> 00:06:22.820 upstart, and they have a beat a huge B two C segment. But they also have their 100 00:06:22.820 --> 00:06:26.980 breaking into B two B, and their podcast is just focused on B two B, and 101 00:06:26.980 --> 00:06:30.840 that needs to be specified here in the podcast marketing plan, because 102 00:06:30.840 --> 00:06:33.760 otherwise their marketing plan is going to have a totally different target and 103 00:06:33.760 --> 00:06:37.400 totally different segment, so you can actually have a different segment for 104 00:06:37.400 --> 00:06:39.910 your podcast, and you do the rest of your marketing plan even your other 105 00:06:39.910 --> 00:06:44.450 products, right? So it's worth noting and documenting here, I would say, even 106 00:06:44.840 --> 00:06:50.030 for a B two B podcast marketing plan specifically identifying your I c P for 107 00:06:50.030 --> 00:06:54.060 your guests and your audience is the most important. Most of the time, those 108 00:06:54.060 --> 00:06:56.580 are going to be the same people. The people you want to have as guests are 109 00:06:56.580 --> 00:07:00.050 the same people you want listening. But sometimes it can be different, and 110 00:07:00.050 --> 00:07:02.790 that's okay. But you're gonna want to have that written here because people 111 00:07:02.790 --> 00:07:07.550 doing outreach need to know. Yeah, so in this section in target audience 112 00:07:07.550 --> 00:07:11.880 details, you want to spell out the demographics. You want to spell out the 113 00:07:11.880 --> 00:07:17.280 psycho graphics, your firm, a graphics of your ideal customer profile and that 114 00:07:17.290 --> 00:07:21.170 I C P is typically also the listener persona as well that I did. I miss 115 00:07:21.170 --> 00:07:25.210 anything there on this second part of the summer. It's kind of the simplest 116 00:07:25.210 --> 00:07:28.800 part because most marketers are pretty familiar with dealing with target 117 00:07:28.800 --> 00:07:32.850 audience descriptions. Yeah, this next one is gonna be fun because the next 118 00:07:32.850 --> 00:07:37.200 part of your plan is laying out your account based marketing strategy. So 119 00:07:37.200 --> 00:07:41.640 you having just done a deep dive on a VM last month for me to be growth and 120 00:07:41.640 --> 00:07:45.760 I'm excited for you to dive into this. So what needs to be documented as part 121 00:07:45.770 --> 00:07:50.150 of the account based marketing strategy portion of this plan? Man, this is the 122 00:07:50.150 --> 00:07:53.010 part I'm most excited about. After doing the deep dive on a B. M. I was 123 00:07:53.010 --> 00:07:56.860 like, Oh, my gosh, we could be doing so much more And we've been doing this for 124 00:07:56.860 --> 00:08:02.270 a long time. So it's not like we're new to using a podcast for an A B M with an 125 00:08:02.270 --> 00:08:06.930 A B M like flavor angle to it, trying to bring our i C. P s on his guests to 126 00:08:06.930 --> 00:08:10.440 build relationships with them, add value to them and then hope those 127 00:08:10.440 --> 00:08:14.690 relationships matriculate to customers. But actually, we're starting to build a 128 00:08:14.690 --> 00:08:18.740 much more robust plan around the process of turning, uh, someone in your 129 00:08:18.740 --> 00:08:22.660 I c p to a guest to a customer. And we actually did a whole podcast episode on 130 00:08:22.660 --> 00:08:26.910 that so I won't go into that hole thing. But if you just go to our sweet fish 131 00:08:26.910 --> 00:08:31.140 media dot com and search a B M podcast like we just There's an episode. 132 00:08:31.140 --> 00:08:34.730 There's a blog post to walk you through the entirety of it, but some of the 133 00:08:34.730 --> 00:08:38.030 parts that are important in the plan actually walked through Sand Graham's 134 00:08:38.030 --> 00:08:43.200 team model. But you're in here in the plan. You actually differentiating it 135 00:08:43.200 --> 00:08:47.290 from the rest of an IBM plan? You might have for how it works with the podcast. 136 00:08:47.300 --> 00:08:53.190 So that starts with your targeted list, right? So team the T stands for target 137 00:08:53.190 --> 00:08:58.030 list. So what specific parts of your targeted list are you going to target 138 00:08:58.030 --> 00:09:01.790 with your podcast that you're going to invite as guests? Because you might 139 00:09:01.790 --> 00:09:05.390 have a larger A BM list and you're not going to invite everybody on to be on 140 00:09:05.390 --> 00:09:09.460 your podcast? Unless you're doing like a daily show like us, there's probably 141 00:09:09.460 --> 00:09:12.400 you probably have a bigger less than what you can invite onto your podcast 142 00:09:12.400 --> 00:09:16.490 for your weekly show or something. So which I target accounts make the most 143 00:09:16.500 --> 00:09:19.790 sense. You want to work with sales to come up with that list, and that needs 144 00:09:19.790 --> 00:09:24.230 to be documented in your plan. Then How are you going to do outreach for them? 145 00:09:24.240 --> 00:09:27.840 Specifically for the podcast. Like how are you going to get in touch with them? 146 00:09:27.840 --> 00:09:30.210 Are you going to email them? Are you going to reach out to them on social? 147 00:09:30.210 --> 00:09:33.330 How are you going to approach him as an assistant going to do it for you? Are 148 00:09:33.330 --> 00:09:36.520 you going to do it? Is the host going to do it? Those things? This is where 149 00:09:36.520 --> 00:09:39.620 you come up with that. This is where you develop that thought. About how are 150 00:09:39.620 --> 00:09:42.700 you going to do this systematically? And then how are you going to engage 151 00:09:42.700 --> 00:09:46.550 them once you do get them to agree to be on the podcast? What's the sequence 152 00:09:46.550 --> 00:09:51.030 of events that you want to have happen in order to create, like a V I p 153 00:09:51.030 --> 00:09:53.920 experience for those guests so that they feel, you know, favorable, that 154 00:09:53.920 --> 00:09:56.510 they know you're good at following through. They know you're good at 155 00:09:56.510 --> 00:09:59.820 creating good experiences for them. It's something we're still tweaking and 156 00:09:59.820 --> 00:10:03.610 modifying for ourselves that GDP growth. But this is the place where I'm going 157 00:10:03.610 --> 00:10:07.140 to be documenting it and putting it so that everybody's on the same page as 158 00:10:07.140 --> 00:10:10.410 far as what needs to happen every time, you know, and maybe it doesn't happen 159 00:10:10.410 --> 00:10:13.450 perfectly. But at least there's a plan of what's supposed to happen so that 160 00:10:13.450 --> 00:10:17.500 everybody knows what the true North is. What's supposed to happen for a guest 161 00:10:17.500 --> 00:10:21.970 engagement. And then what's the guest activation plan? That's something our 162 00:10:21.970 --> 00:10:25.620 customers ask all the time is like, How do you take your guests, then turn them 163 00:10:25.620 --> 00:10:29.690 into customers? We have some thinking around that again. Go to Sweet Fish 164 00:10:29.690 --> 00:10:33.280 media dot com and search for ADM podcasts. And that post will outline in 165 00:10:33.280 --> 00:10:38.850 detail what that process is for us. But that's going to be in our podcast 166 00:10:38.850 --> 00:10:41.810 marketing plan under guest activation plan and then, of course, measurement 167 00:10:41.810 --> 00:10:44.210 plan. How do you How do you know you're successful with it? Were you going to 168 00:10:44.210 --> 00:10:49.140 be measuring the process of success from getting people to go from list to 169 00:10:49.150 --> 00:10:52.650 scheduling a show, just showing up and doing the interview to actually 170 00:10:52.650 --> 00:10:56.330 becoming a customer so that you know this podcast? A BM method out apologies, 171 00:10:56.330 --> 00:11:01.090 actually delivering revenue by itself without you know, you can kind of 172 00:11:01.090 --> 00:11:05.440 separate it out from other campaigns. I love it awesome. Alright, The fourth 173 00:11:05.440 --> 00:11:10.750 part of this marketing plan, Dan, is your content marketing strategy. So 174 00:11:10.760 --> 00:11:16.210 this is where I see a lot of BTB brands. They only think that their podcast is 175 00:11:16.210 --> 00:11:19.210 going to be helpful to them from a content marketing perspective. So I 176 00:11:19.210 --> 00:11:23.220 love that you just walked through documenting your A B m strategy because 177 00:11:23.220 --> 00:11:27.520 that's a huge part of a B two B podcast that so many people overlook. But now 178 00:11:27.520 --> 00:11:30.560 let's get into the content marketing strategy part of this and make sure 179 00:11:30.560 --> 00:11:34.910 that we document the content marketing component of our podcast as well. So 180 00:11:34.920 --> 00:11:38.480 what components go into this part of the plan? Yeah, I love the content 181 00:11:38.480 --> 00:11:41.210 marketing around this because, I mean, the director of Audience Group is like 182 00:11:41.210 --> 00:11:45.660 What I live for is building growing audiences again. Some of this is kind 183 00:11:45.660 --> 00:11:49.000 of like the basic stuff that just needs to live somewhere. Oftentimes, people 184 00:11:49.000 --> 00:11:53.030 just refer back to their websites to make sure that they check their 185 00:11:53.030 --> 00:11:56.540 websites for what their plan even is. Usually the website stays more up to 186 00:11:56.540 --> 00:12:00.610 date, but it should be your plan where this gets written out. What content 187 00:12:00.610 --> 00:12:04.260 categories do you have for your podcast. Do you just talk about one very 188 00:12:04.260 --> 00:12:07.050 specific category? You have multiple categories of things that you talk 189 00:12:07.050 --> 00:12:11.140 about that are related to the overarching theme of your podcast. What 190 00:12:11.140 --> 00:12:16.340 podcast episode types are you going to do for your podcast? And that's things 191 00:12:16.340 --> 00:12:20.720 like one on one interviews, solo episodes, panels. In fact, we haven't 192 00:12:20.720 --> 00:12:24.410 really done a lot of panels until recently. With clubhouse. I'm sure 193 00:12:24.420 --> 00:12:27.690 James and others have done it would zoom in the past and have multiple 194 00:12:27.690 --> 00:12:30.630 people on. But generally we haven't done a lot of panels, and clubhouse is 195 00:12:30.630 --> 00:12:33.620 a great opportunity to record these sessions. Have multiple people 196 00:12:33.630 --> 00:12:37.310 contribute to the conversation, even have audience come in and contribute 197 00:12:37.310 --> 00:12:41.760 questions. So that's something new that we're introducing to our own podcast. 198 00:12:42.140 --> 00:12:46.210 Where are you syndicating? The podcast would be a section because you can go 199 00:12:46.210 --> 00:12:48.970 to Apple podcast. But of course, there's many, many more apps. If you're 200 00:12:48.970 --> 00:12:52.650 not syndicating on Spotify and stitcher, then you're missing out or Google 201 00:12:52.650 --> 00:12:57.170 podcasts. YouTube is a huge place to consider syndicating your podcast now. 202 00:12:57.180 --> 00:13:00.600 So where are you syndicating it? And then I think the biggest one that I 203 00:13:00.600 --> 00:13:03.730 think most people miss when it comes to podcast and content marketing is 204 00:13:03.730 --> 00:13:06.560 thinking through a content splintering plan 205 00:13:07.740 --> 00:13:11.450 for each episode. How many other pieces of content can you create out of a 206 00:13:11.450 --> 00:13:14.780 single episode? Are you turning it into a blog? Posts YouTube video, micro 207 00:13:14.780 --> 00:13:19.180 videos, text only post for social media slide decks, quote, graphics, audio. 208 00:13:19.180 --> 00:13:22.630 Graham's case studies Are you going to incorporate into your news? Are you 209 00:13:22.630 --> 00:13:25.760 going to turn it into a newsletter? These are all these kinds of things you 210 00:13:25.760 --> 00:13:29.760 can be splintering your podcasts into. Is there a rhythm and rhyme to which 211 00:13:29.770 --> 00:13:33.160 episode you turn into Which things? So do you turn them all? Do you get the 212 00:13:33.160 --> 00:13:36.450 same content out of each one every single time? This is where you would 213 00:13:36.450 --> 00:13:39.890 want to document it. I know. Even for GDP growth, I'm still working on this 214 00:13:39.890 --> 00:13:42.320 part of the plan because we kind of have, like, we don't really have a 215 00:13:42.320 --> 00:13:46.930 rhyme and a reason why we pick what we pick. It kind of is for even for our 216 00:13:46.930 --> 00:13:50.650 own podcast, it kind of like it's based on the host. I always ask for LinkedIn 217 00:13:50.650 --> 00:13:54.650 posts. James, I don't think you asked for any additional elements. Every once 218 00:13:54.650 --> 00:13:57.280 in a while, you asked for a blood post, but like trying to create a rhythm and 219 00:13:57.280 --> 00:13:59.920 a sequence to it is something we're still working out internally. But this 220 00:13:59.920 --> 00:14:03.950 is where we would be documenting it. Where are you promoting the channels? 221 00:14:03.960 --> 00:14:06.500 You know it's not enough just to post it to syndicate it. You want to be 222 00:14:06.500 --> 00:14:10.010 posting it to LinkedIn? Twitter. But where and why and how? How often are 223 00:14:10.010 --> 00:14:12.680 you going to share it? Once you're going to share it twice to the same 224 00:14:12.680 --> 00:14:16.730 social channel, it's not a bad idea. Are their secondary promotional 225 00:14:16.730 --> 00:14:19.610 channels? I'd say there's every plan needs the primary channel in the 226 00:14:19.610 --> 00:14:21.920 secondary channel because, let's be honest, you're not going to take the 227 00:14:21.920 --> 00:14:28.620 time to create contextual social posts for every single episode. And I know 228 00:14:28.620 --> 00:14:32.860 for us we create the best post for LinkedIn, and we probably don't spend 229 00:14:32.870 --> 00:14:37.240 any time right now currently with any secondary social media channels. But I 230 00:14:37.240 --> 00:14:40.910 could I could at least be sharing the link out to Twitter and the link out to 231 00:14:40.910 --> 00:14:44.100 Facebook, even if it's not like optimized for Twitter and optimized for 232 00:14:44.100 --> 00:14:46.920 Facebook. At least it's being syndicated there, right? That's kind of 233 00:14:46.920 --> 00:14:49.630 the lazy man's way to do it, and we know it doesn't get a lot of engagement 234 00:14:49.630 --> 00:14:52.650 that way. But at least it's out there. So there's any place where you're just 235 00:14:52.650 --> 00:14:55.070 kind of like doing the minimal syndication. You're just dropping a 236 00:14:55.070 --> 00:14:58.410 link and pushing published What, what channels are you going to be doing that 237 00:14:58.410 --> 00:15:02.340 with? And then the last part of this content marketing plan is the guest 238 00:15:02.350 --> 00:15:08.000 social media plan. Honestly, after just naming your podcast correctly so that 239 00:15:08.000 --> 00:15:11.190 it can be found in podcast apps. So like thinking about, like, you know, 240 00:15:11.190 --> 00:15:13.820 like, what are people searching for that is going to be relevant to your 241 00:15:13.820 --> 00:15:17.880 podcast and making that into the title? Getting your guest to share their 242 00:15:17.890 --> 00:15:21.930 episodes is by far the biggest way. Podcasts are growing subscriber ships, 243 00:15:21.940 --> 00:15:25.030 at least at least the easiest, lowest hanging fruit that you can take 244 00:15:25.030 --> 00:15:30.990 advantage of. So coming up with a plan to incentivize and make it easy for 245 00:15:30.990 --> 00:15:34.030 guests to share the episode, it could be as simple as all we shoot them. An 246 00:15:34.030 --> 00:15:37.950 email when it goes live with links to the episode that's that could be part 247 00:15:37.950 --> 00:15:40.550 of the planet could be more expensive. You could create custom graphics for 248 00:15:40.550 --> 00:15:44.360 them. You could create custom assets. You could tag them in social media. 249 00:15:44.370 --> 00:15:47.440 There's a lot of different things to do. But if you want it to be done 250 00:15:47.440 --> 00:15:51.380 consistently and you want it to be done perfectly every time, then it should be 251 00:15:51.380 --> 00:15:57.880 written down. Dan, you are, uh you're you're dropping so much on this. For 252 00:15:57.880 --> 00:16:02.910 those of you in the live audience, I know Dan is giving us a ton of content 253 00:16:02.910 --> 00:16:07.480 right now. And if your wrist is hurting from trying to take all of these notes, 254 00:16:07.490 --> 00:16:11.830 know that we're going to be posting this on BB growth. So if you're not 255 00:16:11.830 --> 00:16:14.470 already subscribed to be to be growth, wherever you listen to podcasts, 256 00:16:14.470 --> 00:16:18.070 subscribe there. And in a few days you'll see this episode come up on that 257 00:16:18.070 --> 00:16:22.600 feed. So if you miss something of one of the many things that the gems that 258 00:16:22.600 --> 00:16:26.820 he's dropped no, that that's coming to the podcast feed soon. I want to wrap 259 00:16:26.820 --> 00:16:31.420 this up with the last part of this five part B two B podcasts and marketing 260 00:16:31.420 --> 00:16:35.040 planned and with the thought leadership strategy. So this is again I mean, 261 00:16:35.040 --> 00:16:37.030 you're writing a book about thought leadership. This is going to be 262 00:16:37.030 --> 00:16:40.870 something you're super passionate about. But if you can try to convince us to a 263 00:16:40.870 --> 00:16:44.410 couple minutes because I still want to give us, you know, at least eight or so 264 00:16:44.410 --> 00:16:48.340 minutes for Q and A. And we'll get through this last part, this thought 265 00:16:48.340 --> 00:16:53.190 leadership strategy component of the BDB podcast marketing strategy. And 266 00:16:53.190 --> 00:16:57.000 then we'll get into answering your questions. Yeah, I mean, leadership is 267 00:16:57.000 --> 00:17:01.530 becoming a a big part of my life only because I think it's it's so powerful, 268 00:17:01.530 --> 00:17:05.060 and whether you think the term is cringe or not, there's a place for it. 269 00:17:05.060 --> 00:17:07.740 We could call it something else. We could call it authority. We could call 270 00:17:07.740 --> 00:17:11.160 it something. But we know, especially in the B two B world thought leadership 271 00:17:11.170 --> 00:17:15.930 works that people want to be seen a certain way. I want to be positioned as 272 00:17:15.940 --> 00:17:21.099 innovators or experts or as having original and very unique, useful 273 00:17:21.099 --> 00:17:25.940 thinking around a particular topic, and I think, and I'm totally biased here. 274 00:17:25.950 --> 00:17:30.340 But I still believe that podcasting is probably your ultimate weapon for 275 00:17:30.350 --> 00:17:32.960 producing thought leadership, and I'm going to be producing a lot more 276 00:17:32.960 --> 00:17:35.380 content around thought leadership particular, especially around thought 277 00:17:35.380 --> 00:17:39.800 leadership in podcasting. But I think a lot of a lot of customers do come to us 278 00:17:39.800 --> 00:17:43.730 asking us and knowing that thought leadership is big on their minds for 279 00:17:43.740 --> 00:17:48.400 producing their podcast. So, of course, that should be a part of the podcast 280 00:17:48.400 --> 00:17:51.750 marketing plan, and the major sections in this plan should cover 281 00:17:51.760 --> 00:17:55.890 organizational thought leadership. What is your general thought leadership plan? 282 00:17:55.900 --> 00:17:59.880 And which parts of that do you want to be promoting on the podcast? And how do 283 00:17:59.880 --> 00:18:03.960 you want to get tied into the podcast? Do you want to build that leadership 284 00:18:03.960 --> 00:18:06.840 just through association? Do you want to bring thought leaders onto the 285 00:18:06.840 --> 00:18:11.240 podcast and discuss really interesting topics? Do you want to use it as a way 286 00:18:11.240 --> 00:18:15.790 to push out solo episodes about your unique ideas and contributions? There's 287 00:18:15.790 --> 00:18:18.450 a number of different ways to do this, but you want to document, like, how is 288 00:18:18.450 --> 00:18:22.180 it tying into your organizational thought leadership plan? There's 289 00:18:22.180 --> 00:18:25.000 another aspect to it, though, and it's not talked about as much and thought 290 00:18:25.000 --> 00:18:27.890 leadership. But that is creating individual thought leaders within the 291 00:18:27.890 --> 00:18:32.000 company. Sometimes this is done usually with maybe like a single evangelist or 292 00:18:32.000 --> 00:18:37.110 one subject matter expert, maybe a few, sometimes, especially for tech founders. 293 00:18:37.110 --> 00:18:41.340 It's often the CEO, the founder, right? So you can certainly have individual 294 00:18:41.340 --> 00:18:44.500 thought leaders that stand alone from the organizational thought leadership. 295 00:18:44.510 --> 00:18:47.690 But who would those people be? And do you want to have a plan to broaden it 296 00:18:47.690 --> 00:18:50.600 out? I know it's sweet fish. We want to create lots of thought leaders within 297 00:18:50.600 --> 00:18:53.550 our organizations and pick out niches and topics that they're passionate 298 00:18:53.550 --> 00:18:57.900 about. That we want to help drive them to becoming known for that topic. And 299 00:18:57.900 --> 00:19:01.420 we're working on this now, even with our own team and what we call, and 300 00:19:01.420 --> 00:19:05.520 that's what we call a collective thought leadership plan. But who are 301 00:19:05.520 --> 00:19:10.890 those people? What topics are they going to be focusing on, and how often 302 00:19:10.890 --> 00:19:13.650 are they contributing? That would be all part of the collective thought 303 00:19:13.660 --> 00:19:17.300 leadership plan. Another big part of the plan is just identifying key 304 00:19:17.300 --> 00:19:19.810 thought leaders within the organization already and how you want to plug him 305 00:19:19.810 --> 00:19:23.070 into the podcast, something I talked to a lot of customers about who and who, 306 00:19:23.070 --> 00:19:26.450 and the organization needs to be on the podcast. That's already like has some 307 00:19:26.460 --> 00:19:31.140 industry authority that we need to plug in to build some authority around the 308 00:19:31.140 --> 00:19:34.580 podcast itself. And then, of course, your podcast guest strategy. Who do you 309 00:19:34.580 --> 00:19:38.600 want to pull into it? And that's that's about it. For now, I probably have a 310 00:19:38.600 --> 00:19:41.580 lot more to put into this part of the marketing plan. As I develop our own 311 00:19:41.580 --> 00:19:44.820 thinking around podcasting and thought leadership, I just haven't published it 312 00:19:44.820 --> 00:19:49.010 yet. All to say, this is I know it's coming out onto the podcast and we're 313 00:19:49.020 --> 00:19:52.500 going to push this recording out. This is actually I'm pulling from a blog 314 00:19:52.500 --> 00:19:56.050 post that we just recently published. So this is new. You can actually just 315 00:19:56.050 --> 00:20:00.600 go and search podcast marketing plan on sweet fish media dot com and find every 316 00:20:00.600 --> 00:20:03.360 single thing I've talked about is already written down. It's well labeled 317 00:20:03.360 --> 00:20:07.510 is even fantastic. Illustrations and images added into her from our from our 318 00:20:07.510 --> 00:20:13.820 content team. So well, I've said a lot of things. It's all in the blog. It's 319 00:20:13.820 --> 00:20:17.510 all on the blog content, repurposing for the win. I think we did a B two B 320 00:20:17.510 --> 00:20:23.300 growth episode talking about this and then turn that podcast into, uh, blog 321 00:20:23.300 --> 00:20:27.160 post. And then now we're turning that blog post into a clubhouse room, which 322 00:20:27.160 --> 00:20:31.240 is going to turn into another beauty growth episodes. So it's all coming 323 00:20:31.240 --> 00:20:35.280 full circle here. We're trying to drink our own champagne, but I want to open 324 00:20:35.280 --> 00:20:40.710 it up to question. So, Dan, you know, having all of this documented, I can 325 00:20:40.710 --> 00:20:45.390 see the benefit of it. But is there some sort of rhythm for making sure 326 00:20:45.390 --> 00:20:49.060 that you get this document in front of everybody on the podcast team on a 327 00:20:49.060 --> 00:20:53.490 regular basis? Like or do you just have it there? Let everybody know where it's 328 00:20:53.490 --> 00:20:58.010 at and expect them to go find it whenever whenever they want. I think 329 00:20:58.010 --> 00:21:01.120 it's important to make Have everybody read it at least once, and then it 330 00:21:01.120 --> 00:21:05.310 becomes as a manager. If, um, I bring new people on the team that have to 331 00:21:05.310 --> 00:21:08.550 touch this podcast, for example, our producer, Leslie, who's amazing and 332 00:21:08.550 --> 00:21:12.190 managing this if she were to change out, we would bring a new producer managing 333 00:21:12.190 --> 00:21:17.180 GDP growth. Step one. Read the podcast marketing plan like that. It would just 334 00:21:17.180 --> 00:21:19.960 save so much time. She wouldn't have to ask so many questions because she 335 00:21:19.960 --> 00:21:24.450 literally, like, would want to read this for her job. It's just there. And 336 00:21:24.450 --> 00:21:27.690 of course you want to kind of like, check in on it every once in a while. 337 00:21:27.690 --> 00:21:31.260 It's not usually a document that you're updating every week, even every month, 338 00:21:31.640 --> 00:21:35.570 maybe once a quarter. Generally, I try to give all my marketing plans a big 339 00:21:35.580 --> 00:21:39.690 run through once a year. But since we run on quarterly cycles, that sweet 340 00:21:39.690 --> 00:21:44.090 fish media, I'll probably be doing this once once a quarter, at least running 341 00:21:44.090 --> 00:21:49.030 through it and updating it. As a marketer, you're probably brainstorming 342 00:21:49.030 --> 00:21:52.620 outside the box ideas to engage your prospects and customers working 343 00:21:52.620 --> 00:21:56.350 remotely. And you've probably thought about sending them direct mail to break 344 00:21:56.350 --> 00:22:00.460 through the zoom fatigue. But how do you ship personalized gifts to remote 345 00:22:00.460 --> 00:22:04.780 decision makers when you have no idea where they're sitting At B two B growth, 346 00:22:04.780 --> 00:22:08.640 we use the craft and platform to send hyper personalized gifts to anyone 347 00:22:08.640 --> 00:22:12.150 working from anywhere. Crafting makes it easy for your prospects and 348 00:22:12.150 --> 00:22:16.670 customers to pick and personalize their own gift in real time and offers highly 349 00:22:16.670 --> 00:22:20.600 secure data capture. So decision makers feel comfortable submitting their home 350 00:22:20.600 --> 00:22:24.930 addresses for shipping purposes. To get your own personalized craft and gift, 351 00:22:24.940 --> 00:22:29.480 go to craft, um dot io slash growth to schedule a demo and receive a 352 00:22:29.480 --> 00:22:33.230 complimentary personalized gift from craft. Um, to claim your personalized 353 00:22:33.230 --> 00:22:39.660 gift, go to craft, um dot io slash growth. All right, we've got Pete 354 00:22:39.660 --> 00:22:43.870 Larkin up on stage. Pete, are you okay with us sharing your voice on on B two 355 00:22:43.870 --> 00:22:48.340 b growth on the podcast? Yeah, of course. Wonderful. Awesome. Pete, share 356 00:22:48.340 --> 00:22:53.210 your question or your comment. Thanks, James. I'm curious when it comes to 357 00:22:53.210 --> 00:22:57.020 podcasting, and this relates to what you were talking about earlier. Dan, 358 00:22:57.030 --> 00:23:02.190 how do you balance inviting in these industry experts and thought leaders 359 00:23:02.200 --> 00:23:06.790 and then those that you're specifically targeting in your i c. P. I'm not sure 360 00:23:06.790 --> 00:23:10.000 I understand the question. Like, how do you how do you balance them? Because, 361 00:23:10.000 --> 00:23:14.500 like, you're you're inviting these specific people because either you're 362 00:23:14.500 --> 00:23:17.610 trying to sell into their organization, right? Where one of your targets, and 363 00:23:17.610 --> 00:23:21.870 then there's others. You're trying to add credibility and, you know, drive 364 00:23:21.870 --> 00:23:25.540 people to listen to your podcasts because of their thought leadership 365 00:23:25.540 --> 00:23:28.840 status, right? Get that a lot. That's a great question. We try to create a 366 00:23:28.840 --> 00:23:34.030 ratio of it. I think like 80 20 works pretty well, like 80% guests that are 367 00:23:34.040 --> 00:23:38.490 fit your I, C P and then 20% thought leaders works out pretty well, and I 368 00:23:38.490 --> 00:23:41.160 like to have thought leaders on the podcast for a couple of reasons. One. 369 00:23:41.160 --> 00:23:44.660 It just brings more credibility to the podcast, too. It's a good learning 370 00:23:44.660 --> 00:23:49.160 opportunity for me to, like, even challenged, have somebody that I can 371 00:23:49.160 --> 00:23:52.950 kind of go head to head with and kind of like push back and, like, learn from 372 00:23:53.340 --> 00:23:56.570 and three It just kind of their reputation already said that, like 373 00:23:56.570 --> 00:23:59.250 their reputation rubs off on the podcast. But then it actually makes 374 00:23:59.250 --> 00:24:05.490 your people and your I C p feel, I guess, even more special, because every 375 00:24:05.490 --> 00:24:08.190 once in a while we'll drop the lines like, yes, we've had Gary V and Simon 376 00:24:08.190 --> 00:24:12.720 Sinek on B two b growth, but normally we're talking to practitioners like you, 377 00:24:12.720 --> 00:24:15.800 so it's kind of like hey, like we've had some big names and we think you're 378 00:24:15.800 --> 00:24:20.340 big completely speak on our podcast is kind of like almost elevates the level 379 00:24:20.340 --> 00:24:24.750 of themselves having them on the podcast, knowing that other people that 380 00:24:24.750 --> 00:24:29.190 they admire have been on the podcast as well. Does that help? Yeah, it does. 381 00:24:29.190 --> 00:24:32.990 Thank you. And it sounds like those are probably I don't know what that ratio 382 00:24:32.990 --> 00:24:38.080 is, but less for sure on the thought leader industry expert. Then on the 383 00:24:38.080 --> 00:24:42.240 people that you're targeting for your i c p So many people Pete, like, want to 384 00:24:42.250 --> 00:24:47.090 over index on getting thought leaders on. And we've just found that, like the 385 00:24:47.100 --> 00:24:50.760 r o I of a B two b podcast is coming from the relationships you're building 386 00:24:50.760 --> 00:24:55.370 with your guests. So much more so at least in the early days from the 387 00:24:55.370 --> 00:24:58.630 listeners. And people want to stack with thought leaders because they think, 388 00:24:58.630 --> 00:25:00.970 Oh, we're going to you know, the thought leaders are going to share the 389 00:25:00.970 --> 00:25:04.190 podcast and it's going to get massive use. But like when we look back at our 390 00:25:04.190 --> 00:25:08.610 episodes with Don't want Gary V or with Noah Kagan or like these massive names 391 00:25:08.610 --> 00:25:13.770 Simon Sinek, even like those episodes get the same number of downloads all of 392 00:25:13.770 --> 00:25:17.440 other other episodes, which tells me those guys are not promoting the 393 00:25:17.440 --> 00:25:19.820 episode because they don't need to. They've got their own content that 394 00:25:19.820 --> 00:25:23.470 they're sharing. They shouldn't have to like I'm not bitter about that. It's 395 00:25:23.470 --> 00:25:26.950 just the reality is a lot of people try to get thought leaders because they're 396 00:25:26.950 --> 00:25:30.440 like, Oh, if I get and handling on my show, she's gonna share it in a million 397 00:25:30.440 --> 00:25:33.170 people are going to come and listen to the episode. It just doesn't happen 398 00:25:33.170 --> 00:25:36.530 that way. It doesn't work out. We've seen over and over and over here I will 399 00:25:36.530 --> 00:25:41.520 say if thought leadership is the only goal and A B M is not. Then having 400 00:25:41.520 --> 00:25:45.010 thought leaders on would still only be probably like 20% of my podcast, and I 401 00:25:45.010 --> 00:25:48.930 would be doing way more solo episodes if I was pushing out my own thought 402 00:25:48.940 --> 00:25:52.240 leadership and wanted to use The podcast is the thought leadership tool 403 00:25:52.250 --> 00:25:55.370 that I would probably doing most of the speaking. It's the way Chris Walker is 404 00:25:55.370 --> 00:25:58.690 currently doing this podcast he has guests on, but he's generally the one 405 00:25:58.690 --> 00:26:03.790 talking most of the time. Thanks, guys. Awesome. Thanks, Pete Taylor, toss us 406 00:26:03.790 --> 00:26:08.840 your question or comment. Sure. And I approve of you guys recording. Thank 407 00:26:08.840 --> 00:26:17.550 you. So, uh, my question for Gan is, uh I want to dig a little bit deeper into 408 00:26:17.550 --> 00:26:22.730 the T and team for the target list. So let's say I've talked with sales. I 409 00:26:22.730 --> 00:26:28.300 have a list of 100 guests I think would be great. How do you guys reach out to 410 00:26:28.300 --> 00:26:32.650 these guests? Because I I make the assumption that we built relationships 411 00:26:32.650 --> 00:26:37.910 with a few but majority of that list. They're strangers to us, right? So what 412 00:26:37.910 --> 00:26:41.600 are some of the efforts you guys take to reach out to this target list? It's 413 00:26:41.600 --> 00:26:44.990 quite a few different routes to do it, and we've tried a lot of different 414 00:26:44.990 --> 00:26:48.380 things. There's kind of like a best case scenario, and then there's, like 415 00:26:48.390 --> 00:26:52.950 the easiest, easiest version. But the more effort and time you put into 416 00:26:52.950 --> 00:26:56.180 reaching out, the more the better conversion you're going to get of them 417 00:26:56.180 --> 00:26:59.320 getting on your podcast. So let's start with ideal, and then I'll show you what, 418 00:26:59.320 --> 00:27:04.090 like the lazy man's version is which is not lazy. It's just you're just going 419 00:27:04.090 --> 00:27:08.030 to get less, less smaller. Conversion rate So the best case scenario is 420 00:27:08.030 --> 00:27:11.500 actually go and find them on LinkedIn. I send them connection requests, 421 00:27:11.510 --> 00:27:14.950 actually interact with some of their social posts if they're posting and 422 00:27:14.950 --> 00:27:18.800 build somewhat of a relationship before actually go and ask them to be on a 423 00:27:18.810 --> 00:27:21.630 guest. And I might and I might not be linked. It might be Twitter or wherever 424 00:27:21.630 --> 00:27:26.650 they're active. I'll go look them up, and then I will send them a private 425 00:27:26.650 --> 00:27:30.920 message on the social media platform that they're the most active on and say, 426 00:27:30.920 --> 00:27:35.370 Hey, I saw that you did X. Something significant, maybe something they've 427 00:27:35.380 --> 00:27:38.190 accomplished recently. But I've been following them, so I know what it is. 428 00:27:38.190 --> 00:27:41.260 I've read their profile. I've looked at their company website, and I would love 429 00:27:41.260 --> 00:27:42.770 to talk to you about it on the podcast. 430 00:27:43.840 --> 00:27:47.460 That is the best case scenario. They're most likely going to say yes to that. 431 00:27:47.840 --> 00:27:51.630 The downside to that Taylor, from what I found is our ideal buyers or 432 00:27:51.630 --> 00:27:55.720 marketers, so they tend to post a lot of content. But we've got a lot of 433 00:27:55.720 --> 00:27:59.450 clients that are selling into I T or like depending on who you're selling 434 00:27:59.450 --> 00:28:04.050 into, there are a lot of times where people just don't post content, and so 435 00:28:04.050 --> 00:28:08.670 it's hard to engage the content that nobody posts. So anyway, I just I'm 436 00:28:08.670 --> 00:28:11.800 sure that's where Dan was going next. But I just wanted to share that. Yeah, 437 00:28:11.800 --> 00:28:17.040 I'm in the same boat. I'm in the I t ai space. So there's some content, um, and 438 00:28:17.040 --> 00:28:21.530 most of its data scientists who don't fit our profile. So that's kind of 439 00:28:21.530 --> 00:28:25.280 where this question sparked was the amount of effort is going to take to 440 00:28:25.280 --> 00:28:29.870 really find those 100 people that you want to talk to, right? I appreciate 441 00:28:29.870 --> 00:28:34.060 the advice. Yeah, the more personalized you can get with that outreach, though. 442 00:28:34.070 --> 00:28:37.880 Maybe it's not based on content they've created. And maybe it's not engagement 443 00:28:37.880 --> 00:28:41.550 on their LinkedIn post, but like the more thoughtful you can be. Maybe it's 444 00:28:41.550 --> 00:28:44.850 looking at their length and experience and and commenting on, you know, a 445 00:28:44.850 --> 00:28:48.960 company they used to work at or figuring out ways to engage with them, 446 00:28:48.960 --> 00:28:53.620 to where they can tell like, Oh Taylor really did his research like he knows 447 00:28:53.620 --> 00:28:58.310 who I am. We've just found that that the likelihood of someone saying no to 448 00:28:58.310 --> 00:29:02.220 at least having a conversation about being on your show when it's clear that 449 00:29:02.220 --> 00:29:05.850 you're not just sending a template id email. We found it to be really 450 00:29:05.850 --> 00:29:08.850 effective. Timmy is our content strategist. I just brought him up 451 00:29:08.860 --> 00:29:13.840 because he raised his hand. Uh, Timmy Johnson Elsad there. Yeah. So, Taylor. 452 00:29:13.850 --> 00:29:19.020 So just for context, I do about 20 interviews a week across five shows. 453 00:29:19.030 --> 00:29:22.550 And a lot of the people that I'm interviewing are people that do not 454 00:29:22.550 --> 00:29:26.940 create content. And I have gotten incredible results just deeming them 455 00:29:26.940 --> 00:29:32.670 saying, Hey, so and so ever been on a podcast before and like that, for 456 00:29:32.670 --> 00:29:36.270 whatever reason, that d m if it's somebody that does not create content, 457 00:29:36.640 --> 00:29:42.560 uh, that GM has just worked so well for me, and you guys tried to reach out to 458 00:29:42.570 --> 00:29:46.610 someone, and it's taken a lot of damage and a lot of effort. Is there a 459 00:29:46.610 --> 00:29:49.870 breaking point where you're like, uh, we've tried? We just have to move on 460 00:29:49.870 --> 00:29:54.290 now. Yeah, I do three and then I'm out. So I'll do an initial one. I'll do a 461 00:29:54.290 --> 00:29:58.960 follow up, and then I'll do what they call a breakup. So hey, you know, 462 00:29:59.340 --> 00:30:03.060 reaching out one last time. I would love to have you on X rays show because 463 00:30:03.060 --> 00:30:07.800 of data. And then if they don't hear back from after three and just kind of 464 00:30:07.800 --> 00:30:10.840 hang up the boots. Thank you, James. Thank you to me that you don't 465 00:30:10.840 --> 00:30:14.950 appreciate it. Awesome. Boris brought you up on stage. Course. Do we have 466 00:30:14.950 --> 00:30:19.570 your permission to use your voice on GDP growth? The podcast? Yes, sure. 467 00:30:19.580 --> 00:30:24.280 Wonderful. What is your question or comment? Guys? Thank you for putting 468 00:30:24.280 --> 00:30:31.980 this group. So in short, I am managing the one of a global kind of B two B two 469 00:30:31.980 --> 00:30:37.970 b groups, Uh, website. So we have about 20,000 people, and, uh, I've been 470 00:30:37.970 --> 00:30:44.450 listening to you guys for about six months, and I created also podcast. And 471 00:30:44.450 --> 00:30:48.780 it's running a very good according to your playbook. But now I see you're 472 00:30:48.780 --> 00:30:55.860 active on clubhouse, so I see maybe you have some kind of ideas. How can I put 473 00:30:55.860 --> 00:31:02.210 my guys from a community to this club housing? If you have some ideas to 474 00:31:02.210 --> 00:31:06.650 combine the podcast and clubhouse, the clubhouse is fantastic. And I think 475 00:31:06.650 --> 00:31:10.540 it's it's honestly it's clubhouse grows. I'm hoping that it does because it's 476 00:31:10.540 --> 00:31:14.590 being provided a great way for us to do a whole new format of the show by 477 00:31:14.590 --> 00:31:19.900 having audience actually come and join us. Live and contribute questions even 478 00:31:19.900 --> 00:31:24.640 give feedback so it creates a whole different dynamic to the podcast. And 479 00:31:24.640 --> 00:31:27.300 still, it's voice primary voice. So it's like it works great with 480 00:31:27.300 --> 00:31:31.360 podcasting. The difficulty with turning this into a podcast, I have found is 481 00:31:31.360 --> 00:31:36.740 recording it like, literally, you can see, like my wife, Amy is down there in 482 00:31:36.740 --> 00:31:41.650 the audience and on the app, and she's literally just there because I have her 483 00:31:41.650 --> 00:31:45.040 phone right next to me and it's recording through a hole system that I 484 00:31:45.040 --> 00:31:47.730 have set up here. So it's actually really difficult. I have to have a 485 00:31:47.730 --> 00:31:51.060 whole separate account just to just to record it, and then I'm grabbing it on 486 00:31:51.060 --> 00:31:54.010 looms. So it's like the technical setup in order to record. It has been 487 00:31:54.010 --> 00:31:57.130 difficult for me to manage so far, and this is how we're doing it. I'm sure it 488 00:31:57.130 --> 00:32:01.380 will evolve as we get better at it, since it's still fairly new. But 489 00:32:01.390 --> 00:32:04.630 there's a number of different ways to record, so you might have to test it a 490 00:32:04.630 --> 00:32:07.320 lot in order to actually get a good recording out of it, you have to, like 491 00:32:07.330 --> 00:32:11.600 trial and error to get it done. I did. I failed multiple times last week doing 492 00:32:11.600 --> 00:32:16.980 it. Uh, and what is the process of inviting people? They do they have to 493 00:32:16.980 --> 00:32:22.160 be in your telephone or Yeah, So we've We've been doing a lot of posting on 494 00:32:22.160 --> 00:32:27.230 LinkedIn, Boris. And so people that don't have an invite yet we you have to, 495 00:32:27.230 --> 00:32:30.650 like, get them to share their cell phone number with you. I found that I 496 00:32:30.650 --> 00:32:35.440 can't even invite people outside of the U. S. And so I can only invite people 497 00:32:35.440 --> 00:32:41.110 in the US and maybe Canada. But I honestly, I even think it's for me. 498 00:32:41.110 --> 00:32:43.880 It's the U. S. But obviously other people in other countries can invite 499 00:32:43.880 --> 00:32:48.610 people in their in their country. But so I have them dm me their cell phone. 500 00:32:48.610 --> 00:32:53.930 I put their cell phone in my contacts list on my phone, and then you go into 501 00:32:53.930 --> 00:32:58.190 the app and use one of your invitations. But the other thing that I found that 502 00:32:58.190 --> 00:33:01.850 what I what I tell people is just go and sign up for the app. You'll get put 503 00:33:01.850 --> 00:33:07.100 on the wait list, but it'll ping every person that's already a contact in your 504 00:33:07.100 --> 00:33:10.720 phone. That's on clubhouse. It gives them a notification inside the 505 00:33:10.720 --> 00:33:14.550 clubhouse, and it says, Hey, so and you know, Boris's on the wait list. You 506 00:33:14.550 --> 00:33:20.470 want to let him in, and it doesn't use an invite to let them in. And so, like, 507 00:33:20.480 --> 00:33:24.300 I was let him within, like, I don't know within, like, 15 minutes. Somebody 508 00:33:24.300 --> 00:33:27.560 that was already a contact in my phone. That was uncalled house saw that I 509 00:33:27.560 --> 00:33:32.110 joined the wait list and they let me in. So that's another way to to get in that. 510 00:33:32.110 --> 00:33:36.670 I've that I've found that's way easier. Okay. All right. Thank you. Awesome. 511 00:33:36.680 --> 00:33:43.790 Rob, Rob is new to our team. He is, uh, the host of Dad. The best I can, Which 512 00:33:43.790 --> 00:33:49.100 is a book as well that I have on my bookshelf. Rob, I'm super pumped to 513 00:33:49.100 --> 00:33:52.130 have you on our team, man. But what? What is your question or comment? Hey, 514 00:33:52.130 --> 00:33:55.390 James. I'm excited. It's my first week of sweet fish, and I'm I'm already 515 00:33:55.390 --> 00:34:00.150 learning a ton from these clubhouses. One tip I had and kind of what I like 516 00:34:00.150 --> 00:34:03.850 to play with his guests booking, and that's what I'm helping you guys out 517 00:34:03.850 --> 00:34:08.900 with. I definitely think the and dance great at this. Keep it really short. 518 00:34:08.909 --> 00:34:12.870 Especially that first outreach. Try and make it a little personal. Don't make 519 00:34:12.870 --> 00:34:17.630 it about you. And then one tip that I've learned actually a lot on 520 00:34:17.630 --> 00:34:22.409 clubhouse is from Chris Voss, which I'm sure you guys are familiar with the FBI 521 00:34:22.409 --> 00:34:29.250 negotiator. And a lot of times he says, Flip all of your asks At the end, 522 00:34:29.250 --> 00:34:34.810 you're called action from a yes question to a no. So instead of James, 523 00:34:34.810 --> 00:34:40.400 would you like to be on Dad the best I can? Podcast B two b growth, Which 524 00:34:40.400 --> 00:34:43.909 might be a little slippery for you to say yes to, because you don't know what 525 00:34:43.909 --> 00:34:48.830 you're signing up for and all that. If you just flip that question, too, would 526 00:34:48.830 --> 00:34:54.000 you be against, uh, doing an interview on this podcast, or are you opposed to? 527 00:34:54.000 --> 00:34:57.780 Or would it be a ridiculous idea for you to hop on our podcast? That's 528 00:34:57.780 --> 00:35:01.500 incredible. It's incredible. And even when people do it to me, I know they're 529 00:35:01.500 --> 00:35:06.280 doing it. But it. Just know that saying no makes you feel protected and there's 530 00:35:06.280 --> 00:35:11.260 a whole psychology behind it. But my results have been crazy high, or like 531 00:35:11.270 --> 00:35:15.290 just flipping that question and trying to think of how can you make it easier 532 00:35:15.290 --> 00:35:22.410 for them to respond to? So just if I've learned I love man, that's good. Uh, 533 00:35:22.420 --> 00:35:26.460 Rob would have been some of the things just kind of in now that you're working 534 00:35:26.460 --> 00:35:30.840 with some of our customers doing guests outreach for them, what have been some 535 00:35:30.840 --> 00:35:35.460 of the specific characteristics, Or like when you're doing research on a 536 00:35:35.460 --> 00:35:38.840 guest trying to reach out and trying to add that little bit of personalization? 537 00:35:38.840 --> 00:35:43.050 And there, what are some of the things that have been working for you? Yeah, I 538 00:35:43.050 --> 00:35:46.530 think, really looking at like a Reese. I think you guys have talked about it 539 00:35:46.540 --> 00:35:51.280 looking for a recent LinkedIn post or a Twitter post. Sometimes I'll even take 540 00:35:51.280 --> 00:35:54.870 a screenshot of it just because people like to, you know, we all like to, and 541 00:35:54.870 --> 00:35:58.480 you see it on clubhouse to people love hearing their name or just seeing their 542 00:35:58.480 --> 00:36:02.180 work, and it it cuts. It makes such a difference because you get. I'm sure 543 00:36:02.180 --> 00:36:06.400 you guys get and I get so many poor outreach emails that are so template ID 544 00:36:06.400 --> 00:36:10.540 that you really do stand out and does take a little more time. But yeah, I 545 00:36:10.540 --> 00:36:14.930 mean, you could get, like, 50% better response rates so it's worth it. And 546 00:36:14.930 --> 00:36:18.830 you just and again, it's hard to do because you still want to keep it short. 547 00:36:18.840 --> 00:36:23.200 And what do they say? Brevity is the soul of wit, so that part is difficult. 548 00:36:23.200 --> 00:36:27.990 But once you get the hang of it, you'll see like quick personalization. Quick 549 00:36:27.990 --> 00:36:33.290 ask, try and make it. Make it a no if you can and, you know, just experiment 550 00:36:33.290 --> 00:36:36.760 with it and it's fun when you get good results. Yeah, you said something 551 00:36:36.760 --> 00:36:41.080 earlier, Rob, that I didn't want to gloss over. You make it about them, Not 552 00:36:41.080 --> 00:36:47.690 about you. So many people that reach out to us trying to get themselves on 553 00:36:47.700 --> 00:36:51.380 as a guest of Beebe Growth. They make it all about them, and it's usually 554 00:36:51.380 --> 00:36:56.690 some PR firm that's sending the email, and it's like 17 paragraphs. And it's 555 00:36:56.700 --> 00:37:00.860 all about how this person is the greatest thing since sliced bread and 556 00:37:00.860 --> 00:37:04.890 there's like a sentence about what you know. We think they'd be a great fit 557 00:37:04.890 --> 00:37:09.220 for B two b growth colon your day, your daily B two b marketing podcast. So 558 00:37:09.220 --> 00:37:14.150 clearly they just like it's just a little tells like that where I can like 559 00:37:14.160 --> 00:37:19.800 Oh, they're just sending this email to 17 to 17,000 people. And so it's not 560 00:37:19.800 --> 00:37:23.880 personal to me, and I delete it quicker than I. I barely get through the 561 00:37:23.880 --> 00:37:28.190 subject line before I see what it is, and I don't even look at it. So it's 562 00:37:28.190 --> 00:37:32.200 just a ton of wasted effort. And so, yeah, doing it the more personal way 563 00:37:32.200 --> 00:37:36.210 takes more time. But it actually means that you're going to get people to say 564 00:37:36.210 --> 00:37:39.620 yes to you. So it's worth. It's absolutely worth that time. So 565 00:37:39.620 --> 00:37:42.240 therefore, it doesn't take more time. It's actually faster because you get 566 00:37:42.240 --> 00:37:48.570 results faster. It actually saves time. Yeah, and I think like you can do that 567 00:37:48.580 --> 00:37:52.530 and keep it short. It could be like I mean, I think Logan even said, Take out 568 00:37:52.530 --> 00:37:55.790 your links, even which I never knew because it could send it to spam or 569 00:37:55.790 --> 00:38:00.660 promo. So really keep it so simple. Hey, James heard you on this podcast. You 570 00:38:00.660 --> 00:38:05.350 talked about this? It was awesome. Are you against hopping on our podcast up 571 00:38:05.360 --> 00:38:09.180 for it? And that's it, Like, literally make it as short as possible and make 572 00:38:09.180 --> 00:38:13.980 it as easy for them to think. Oh, this person really is paying attention. Yep. 573 00:38:13.990 --> 00:38:17.660 Yep. You're exactly right. And even cutting the up for it on there, right? 574 00:38:17.660 --> 00:38:22.220 Like just closing it with, uh, would you be against being a guest question 575 00:38:22.220 --> 00:38:26.340 mark and like, just letting it sit there? Brevity is huge, but we've 576 00:38:26.340 --> 00:38:30.140 noticed over the years like its brevity, combined with some element of 577 00:38:30.220 --> 00:38:36.600 personalized and more like, really personal like and that can't always 578 00:38:36.600 --> 00:38:40.700 happen with content they've created because, like I said, a lot of people 579 00:38:40.710 --> 00:38:43.650 that you're trying to get on your show. Maybe they haven't created content in 580 00:38:43.650 --> 00:38:47.620 the past, but like figuring out other ways, like whether it's experience 581 00:38:47.620 --> 00:38:51.540 they've had in another company, Or maybe it's press about their company. 582 00:38:51.540 --> 00:38:55.320 So an article, they haven't written it, but like an article has been written 583 00:38:55.330 --> 00:39:01.760 about their company. And so being able to kind of ride that it allows you to 584 00:39:01.760 --> 00:39:05.680 stand out in a very significant way. So thanks for coming up here, Rob. This is 585 00:39:05.960 --> 00:39:11.120 This has been awesome. I don't see any other hand raisers, so we'll go ahead 586 00:39:11.120 --> 00:39:15.160 and close this down before we close it down. Timmy and Rob, do we have your 587 00:39:15.160 --> 00:39:19.150 permission to post your voice to the podcast? Absolutely. Of course. 588 00:39:19.520 --> 00:39:24.680 Fantastic. Thanks for remembering that. I'm gonna forget that a lot, I think. 589 00:39:24.690 --> 00:39:28.230 All right, so thank you all for joining us. If you're listening on GDP growth, 590 00:39:28.230 --> 00:39:30.670 you're not already following us on clubhouse. Make sure you do that. 591 00:39:30.680 --> 00:39:35.340 Follow the B two B growth club. Follow. Dan says follow at James Carberry as 592 00:39:35.340 --> 00:39:39.510 well. And we're going to continue to do these at noon. The marketing at noon 593 00:39:39.510 --> 00:39:43.880 room every day at noon, Eastern time, Monday to Friday. Uh, and then if 594 00:39:43.880 --> 00:39:47.460 you're listening here, live and you're not already subscribed to be growth 595 00:39:47.470 --> 00:39:50.880 going ahead and do that as well. Wherever you listen to podcasts, thank 596 00:39:50.880 --> 00:39:56.950 you all so much for joining us. And, uh, we'll be back here on Monday For the 597 00:39:56.950 --> 00:40:00.730 longest time, I was asking people to leave a review of GDP growth in apple 598 00:40:00.730 --> 00:40:05.410 podcasts. But I realized that was kind of stupid, because leaving a review is 599 00:40:05.410 --> 00:40:10.570 way harder than just leaving a simple rating. So I'm changing my tune a bit. 600 00:40:10.580 --> 00:40:14.360 Instead of asking you to leave a review, I'm just gonna ask you to go to be be 601 00:40:14.360 --> 00:40:18.760 growth in apple podcasts, scroll down until you see the ratings and reviews 602 00:40:18.760 --> 00:40:22.700 section and just tap the number of stars you want to give us no review 603 00:40:22.700 --> 00:40:27.940 necessary Super easy. And I promise it will help us out a ton. If you want to 604 00:40:27.940 --> 00:40:31.500 copy of my book content based networking, just shoot me a text after 605 00:40:31.500 --> 00:40:37.400 you leave the rating and I'll send one your way. Text me at 4074 and I know 33 606 00:40:37.460 --> 00:40:38.150 to 8. 607 00:40:39.420 --> 00:40:40.440 Thank you.
