Your B2B Podcast Questions, Answered

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.540 --> 00:00:10.550 All right, welcome back to BB growth. We are doing a B, two B podcasting Q 3 00:00:10.550 --> 00:00:16.070 and A today on clubhouse. If you're not already following dan or myself on 4 00:00:16.070 --> 00:00:19.620 clubhouse, make sure to do that at dan says, or at James Carberry. You can 5 00:00:19.620 --> 00:00:24.750 also follow the GDP growth club on clubhouse. Uh, and so dan, you posted 6 00:00:24.750 --> 00:00:30.270 something this morning on linkedin, trying to get some questions for this Q 7 00:00:30.270 --> 00:00:33.820 and A. And unfortunately because of the Lincoln algorithm, we didn't get a 8 00:00:33.820 --> 00:00:37.940 whole lot of questions in the comments, but we are producing podcasts for 80 9 00:00:37.940 --> 00:00:42.190 different customers. You're on audience growth, consulting calls through every 10 00:00:42.190 --> 00:00:45.800 week throughout the week with our customers. And so we get a lot of 11 00:00:45.800 --> 00:00:50.180 questions anyway, so let's dive into a couple of those. What would you say is 12 00:00:50.180 --> 00:00:54.440 the most common question that we get from customers are from folks looking 13 00:00:54.440 --> 00:00:57.950 to start a podcast and we'll kick it off with that one of the most common 14 00:00:57.950 --> 00:01:00.830 one that I see out on linkedin. And this is, I never get this from 15 00:01:00.830 --> 00:01:04.410 customers because customers have already gotten past this one. But on 16 00:01:04.410 --> 00:01:07.970 linked in the most common question is is it too late to start a podcast and 17 00:01:07.970 --> 00:01:13.710 my too late to the train. And so I've obviously got a point of view there um, 18 00:01:13.720 --> 00:01:18.310 that were biased obviously because we're a podcast agency, but when you 19 00:01:18.310 --> 00:01:22.350 look at the number of youtube channels, there are, there are 30 million plus 20 00:01:22.350 --> 00:01:27.570 youtube channels. And I don't hear anybody talking about youtube doing 21 00:01:27.570 --> 00:01:30.730 anything but going up into the right. And when you look at the number of 22 00:01:30.730 --> 00:01:34.640 podcasts, I think there's between 1 to 2 million podcasts. I just see a 23 00:01:34.640 --> 00:01:38.470 massive amount of opportunity, particularly for B two B companies. 24 00:01:38.480 --> 00:01:42.460 When you think about the fact that there are 1 to 2 million podcasts and 25 00:01:42.540 --> 00:01:48.150 the lion's share of those are, I would guess are hobbyists. So folks that are 26 00:01:48.150 --> 00:01:52.410 not companies that are not putting resources into the production of the 27 00:01:52.410 --> 00:01:56.180 show. And you can tell that because a lot of the podcast that you find having 28 00:01:56.180 --> 00:02:00.890 published an episode in over a year. So I think when you're using a podcast 29 00:02:00.890 --> 00:02:04.560 from a B2B perspective, there's an enormous amount of opportunity because 30 00:02:04.740 --> 00:02:08.960 if any of your competitors have a show, it's likely only one or two of them do. 31 00:02:08.970 --> 00:02:13.350 And there are so many opportunities to build a compelling premise with your 32 00:02:13.350 --> 00:02:16.890 show, to differentiate your show from, you know, the one or two other 33 00:02:16.900 --> 00:02:19.810 competitive shows that would be out there. I don't even like thinking of 34 00:02:19.810 --> 00:02:23.100 other shows in our industry as competitive. I like to see them as 35 00:02:23.180 --> 00:02:27.250 partners because people listen to more than one podcast Logan on our team just 36 00:02:27.250 --> 00:02:33.050 did a poll on linkedin That showed that like I think it was like 60, 60 some 37 00:02:33.050 --> 00:02:37.300 odd percent of podcast listeners, I think you had over 1000 people respond 38 00:02:37.300 --> 00:02:41.590 to the pole and over 60% of them. So they listen to more than five shows. 39 00:02:41.600 --> 00:02:46.950 And so I I don't see other B two B marketing shows in our context as 40 00:02:46.950 --> 00:02:51.570 competitive. I see them as other shows that can get people into the podcasting 41 00:02:51.570 --> 00:02:55.640 ecosystem so that they can also find our show dan. How do you, how do you 42 00:02:55.640 --> 00:02:59.040 typically respond to that when people ask you that question? So many ways to 43 00:02:59.040 --> 00:03:03.200 respond? But one that even just came to my mind just a moment ago is that 44 00:03:03.210 --> 00:03:08.310 people often compare podcasting to something like a specific social media 45 00:03:08.310 --> 00:03:12.640 website like facebook or instagram or Snapchat, which we all know those have 46 00:03:12.640 --> 00:03:16.580 lives, those don't live forever. Like Snapchat was here and then it was kind 47 00:03:16.580 --> 00:03:20.130 of gone now. It's maybe making a resurgence. Like the life of social 48 00:03:20.130 --> 00:03:24.240 media kind of comes and goes like Tiktok was really big and now it's kind 49 00:03:24.240 --> 00:03:28.230 of leveled out a little bit like this, the growth on Tiktok is slower and 50 00:03:28.230 --> 00:03:33.300 that's okay. Um, so people compare podcasting to trends like that, but 51 00:03:33.300 --> 00:03:38.130 podcasting is a bigger trend, much more like online video, much more like 52 00:03:38.130 --> 00:03:42.690 blogging right? Which isn't tied to a specific technology, which isn't tied 53 00:03:42.690 --> 00:03:46.690 to a specific company. It's bigger than one company, which means it has a 54 00:03:46.690 --> 00:03:51.410 longer, it has a slower pickup and a slower gain and a longer if it does 55 00:03:51.410 --> 00:03:55.450 fizzle out, it fizzles out much more slowly. And I like to look back at 56 00:03:55.450 --> 00:03:59.870 blogging as almost like a marker for where podcasting can go, remember when 57 00:03:59.880 --> 00:04:05.460 blogging was all the rage back in the late before, around before and around 58 00:04:05.460 --> 00:04:11.460 like 2010, right? And then around 2015 people were just saying it was dead. 59 00:04:11.540 --> 00:04:15.410 But if you talk to matt mullen wig, who's the ceo of automatic, the site 60 00:04:15.410 --> 00:04:19.800 behind Word press, he's like, we actually saw the most gains after all 61 00:04:19.800 --> 00:04:25.000 the hype died was the time when most people were signing up for Wordpress to 62 00:04:25.000 --> 00:04:28.960 start a blog and I'm like, we're in the high p stage of podcast right now right 63 00:04:28.960 --> 00:04:32.280 now is actually the best time to start a podcast and all the same. Like 64 00:04:32.280 --> 00:04:35.010 actually think blogging it's a fantastic time to get heavy into 65 00:04:35.010 --> 00:04:39.410 blogging and s video. I'm seeing green fields everywhere, but I'm also seeing 66 00:04:39.410 --> 00:04:43.010 green fields and podcasting. Like if it's still young and right for blogging 67 00:04:43.020 --> 00:04:49.160 then I'm like podcasting infant baby. So much room to grow awesome. I want to, 68 00:04:49.160 --> 00:04:54.320 I want to open it up for questions. So Sean Jackie Devin, Tristen, gina Boris 69 00:04:54.330 --> 00:04:58.800 Nicole. If anybody has any questions related to be to be podcasting, just 70 00:04:58.800 --> 00:05:01.280 feel free to raise your hand at the bottom of the app will bring up on 71 00:05:01.280 --> 00:05:08.110 stage. All right, so Devin is the head of marketing at OMG and uh, and Devin, 72 00:05:08.110 --> 00:05:11.590 do we have your permission to record your voice for the podcast? Yeah, 73 00:05:11.600 --> 00:05:16.550 that's awesome. Devin fire away with your question or comment. Yeah. So we 74 00:05:16.560 --> 00:05:23.240 recently started a video interview style podcast. Um, and so we've been 75 00:05:23.240 --> 00:05:28.530 posting things to Youtube and kind of getting into it more, seeing some value 76 00:05:28.530 --> 00:05:34.710 in it, really trying to show the value to practice managers in health care for 77 00:05:34.710 --> 00:05:41.030 patient communication. And I'm wondering if you have any tips on how, 78 00:05:41.040 --> 00:05:45.420 once you created the content, how do you get it out there in front of the 79 00:05:45.420 --> 00:05:51.920 right people? What kind of channels are you using to get the most exposure? So 80 00:05:51.920 --> 00:05:55.790 when it comes to content marketing, I always think that you need to channels 81 00:05:55.790 --> 00:05:59.960 that you're primarily going to hit him like really hard. Um you need a long 82 00:05:59.960 --> 00:06:03.810 form content channel and a short form content channel. Generally your short 83 00:06:03.810 --> 00:06:08.260 form content channel is going to be where a lot of your discovery happens 84 00:06:08.540 --> 00:06:12.800 for me to be. It's hard to be podcasting and linkedin as your 85 00:06:12.810 --> 00:06:17.870 podcasting as your long form in Lincoln as your short form content channel. And 86 00:06:17.870 --> 00:06:21.170 I like it because there's just so many ways to win on linked in so many ways 87 00:06:21.170 --> 00:06:24.610 to get in front of the right people. You can literally do great account 88 00:06:24.610 --> 00:06:27.610 based marketing by getting in front of the exact buyers that you want to be 89 00:06:27.610 --> 00:06:31.200 talking to, engaging with other people's stuff in order to even drive 90 00:06:31.200 --> 00:06:35.320 up engagement on your own stuff for your buyers on linkedin devon Yes, they 91 00:06:35.320 --> 00:06:39.930 are. I just wanted to make sure we work because we can go deep on that, but I 92 00:06:39.930 --> 00:06:43.890 wanted to make sure that that was, that was where your buyers even live And if 93 00:06:43.890 --> 00:06:47.680 Lincoln, so Lincoln's my favorite recommendation for B2B companies, but 94 00:06:47.690 --> 00:06:51.960 I've also taking time to go deep into like how searching and optimization can 95 00:06:51.960 --> 00:06:55.450 become a secondary channel for the podcast and then of course, I think 96 00:06:55.450 --> 00:06:59.210 twitter would be a good route as well. Some channels that I found don't work 97 00:06:59.210 --> 00:07:03.970 as well as instagram. I just think it's hard, instagram is hard for discovery 98 00:07:03.970 --> 00:07:07.810 in general, like I can drive traffic to instagram, but finding new traffic on 99 00:07:07.810 --> 00:07:12.840 instagram is actually pretty difficult. Now. I've seen good cases with facebook 100 00:07:12.840 --> 00:07:17.660 groups and I've seen some podcasters do have a lot of success there as well. 101 00:07:17.830 --> 00:07:21.430 And then of course youtube for some people who know how to do youtube, but 102 00:07:21.430 --> 00:07:25.360 it's youtube kind of its own specialty and you just can't, most people, I find 103 00:07:25.360 --> 00:07:29.040 that repost directly from podcasting to youtube don't do well. There's of 104 00:07:29.040 --> 00:07:32.580 course major exceptions like joe Rogan and stuff, but for the most part you 105 00:07:32.580 --> 00:07:36.190 have to edit it in such a way that works for Youtube. The thing I found 106 00:07:36.190 --> 00:07:41.990 Evan with Youtube is the channels that have a specific premise going into 107 00:07:41.990 --> 00:07:47.600 Youtube, they almost like create their content for the purpose of using it on 108 00:07:47.600 --> 00:07:51.670 youtube. So when I think of channels like charisma and command a lot of 109 00:07:51.670 --> 00:07:56.130 other channels like that, where it's, there's cuts every three seconds, uh, 110 00:07:56.140 --> 00:08:01.490 they're very much trying to engage the Youtube consumer. I know timmy on, our 111 00:08:01.490 --> 00:08:08.140 team has done has a big youtube consumer timmy. What are your thoughts 112 00:08:08.150 --> 00:08:13.720 on video podcasting and how to leverage it on, on youtube specifically? Just 113 00:08:13.720 --> 00:08:18.470 going based off of what I consume? It seems like a lot of what what video 114 00:08:18.470 --> 00:08:23.110 podcasts are doing is they'll have a channel for the podcast, like a Youtube 115 00:08:23.110 --> 00:08:27.490 channel for the podcast and every, let's say it's a weekly show on their, 116 00:08:27.490 --> 00:08:32.429 their episode, drop date, they'll drop the full episode and then every day 117 00:08:32.440 --> 00:08:36.270 from then on to the next episode, drop date. They dropped clips of that 118 00:08:36.270 --> 00:08:42.840 episode that are around 7 to 11 ish minutes long and they try to make the 119 00:08:42.850 --> 00:08:46.420 thumbnails of those clips as Clickbait e as possible and then it's just 120 00:08:46.420 --> 00:08:50.430 literally like a clip from that podcast. Yeah, they pay a lot of attention to 121 00:08:50.430 --> 00:08:53.980 the thumbnails to devon side. I don't know if that's something you guys have 122 00:08:53.980 --> 00:08:58.370 looked at but designing custom thumbnails for Youtube to get people's 123 00:08:58.370 --> 00:09:02.430 attention there. Yeah, I've read some of the material that you have on your 124 00:09:02.430 --> 00:09:08.030 website about how to go about this and you know what we've done is record our 125 00:09:08.030 --> 00:09:14.140 videos through through zoom and then we use descript to pull up the transcript. 126 00:09:14.150 --> 00:09:19.370 So I guess a follow up question I had was it a good practice to if you have 127 00:09:19.370 --> 00:09:23.200 the video to post it to Youtube but also to take the audio and post it as a 128 00:09:23.200 --> 00:09:27.440 podcast I would say. Absolutely. You had mentioned that you're recording on 129 00:09:27.440 --> 00:09:33.110 zoom. I would look at riverside, we've gone back and forth on this dan dan 130 00:09:33.110 --> 00:09:37.530 might tell you otherwise, but riverside allows you to record higher quality 131 00:09:37.530 --> 00:09:42.480 video and I think the way they're able to do it is they're recording locally 132 00:09:42.490 --> 00:09:48.810 on both your device, the host device and the guests device. So their laptop 133 00:09:48.810 --> 00:09:53.460 or computer or wherever they're recording from and by recording locally 134 00:09:53.460 --> 00:09:56.600 they don't have to do the decompression that zoom has to do. So the video 135 00:09:56.600 --> 00:10:01.000 quality just, it looks a little CRISPR, but I would absolutely say you should 136 00:10:01.000 --> 00:10:06.440 be using it on Youtube and as well as putting it on the podcast channels, I 137 00:10:06.440 --> 00:10:11.170 listen to a lot of podcasts that I'm not subscribed to on Youtube and vice 138 00:10:11.170 --> 00:10:15.580 versa. So people have have different consumption habits, would you answer 139 00:10:15.580 --> 00:10:19.950 that any differently than Now? Video is a big deal to you definitely moved to 140 00:10:19.950 --> 00:10:24.450 riverside, but I do think devon that what something that timmy mentioned, 141 00:10:24.460 --> 00:10:28.340 the chopping it up. Like if you're doing those interviews on YouTube posts, 142 00:10:28.340 --> 00:10:35.590 the long form video on YouTube, but also chop it up into 3-7 minute clips 143 00:10:35.600 --> 00:10:39.240 of the good responses from that interview. We're actually building a 144 00:10:39.240 --> 00:10:44.680 tool that will do this for you. But because it's it's so important, I I say 145 00:10:44.680 --> 00:10:47.750 that not to try to try to pitch that product that's not even built yet, but 146 00:10:47.760 --> 00:10:52.120 just to say like it's super important and it can be time consuming. But I I I 147 00:10:52.130 --> 00:10:55.260 I think it's I think it's absolutely worth it. Well, I was just going to say, 148 00:10:55.260 --> 00:10:59.570 I would imagine it's the clips that are driving the subscriber count up And 149 00:10:59.570 --> 00:11:03.050 then it's the people that are already heavily subscribed. Those are the ones 150 00:11:03.050 --> 00:11:07.400 that are watching the long form our methods so far as they've been to post 151 00:11:07.400 --> 00:11:12.640 the full video, which the first episode was like 40 minutes long. And then we 152 00:11:12.650 --> 00:11:17.220 clipped up probably five, the top five takeaways. And we use that as a 153 00:11:17.220 --> 00:11:20.920 separate blog post. So we're launching it this week. So I'll let you know how 154 00:11:20.920 --> 00:11:24.550 it goes. That's awesome. Thanks for jumping up here and asking a question. 155 00:11:24.550 --> 00:11:30.870 Devon All right. Next up, we've got, we've got Tristen. Tristen is the host 156 00:11:30.880 --> 00:11:35.120 of the Cliff Notes podcast tristan. Do we have your permission to record your 157 00:11:35.120 --> 00:11:36.700 voice for the podcast 158 00:11:37.830 --> 00:11:41.980 possible? Wonderful. So what did fire a waitress in with your questions, Your 159 00:11:41.980 --> 00:11:45.920 comments? Um, so little comment and then I'll ask you a question that's 160 00:11:45.920 --> 00:11:50.250 probably got an obvious answer, but I like to hear your take on it. So we're 161 00:11:50.260 --> 00:11:54.140 with the, with the video, someone was giving me a tip. I can't whether it was 162 00:11:54.140 --> 00:11:59.490 a podcast or in another clubhouse room, It can be seen because google loves 163 00:11:59.500 --> 00:12:02.770 youtube because obviously they own them and I did some tests afterwards and I 164 00:12:02.770 --> 00:12:06.100 think it proves out. But I've got to test the traffic is whatever you're 165 00:12:06.100 --> 00:12:11.000 doing do publish. Even if you're doing something like the lips in or your 166 00:12:11.010 --> 00:12:16.700 automated service publishes your full show to Youtube and then put bare naked 167 00:12:16.700 --> 00:12:21.250 links in the description to your full episode over to your normal show. 168 00:12:21.340 --> 00:12:25.010 Because if you search the full title of your show which obviously most people 169 00:12:25.010 --> 00:12:29.940 will not do. But it can be seen that this will be one of the things that 170 00:12:29.940 --> 00:12:35.060 comes up clearly and comes up first. So it can be a good driver of of S. C. O. 171 00:12:35.060 --> 00:12:38.760 And traffic just by the sake of it being there. So I have a I have a B two 172 00:12:38.760 --> 00:12:43.920 B show with manufacturers and sort of uh their journeys and their stories. We 173 00:12:43.920 --> 00:12:47.640 get very few listens on the, on the full format on on Youtube but I'm not 174 00:12:47.640 --> 00:12:51.350 driving people there. And I think uh take away your comment that you said 175 00:12:51.350 --> 00:12:55.780 earlier with you have to choose to use Youtube as a direction. It's not a very 176 00:12:55.780 --> 00:13:00.530 good format to just organically get traffic and you do need to chop it up 177 00:13:00.540 --> 00:13:04.120 and do things. But I think there is a small amount of S. C. O. Benefit just 178 00:13:04.120 --> 00:13:06.930 to keep doing it. And that some people may like that format and if you can 179 00:13:06.930 --> 00:13:09.720 keep them happy they're all good because it doesn't cost you any time. 180 00:13:09.720 --> 00:13:12.740 But if you want to invest in it then definitely do so. So that would be my 181 00:13:12.740 --> 00:13:16.080 feedback. But I'd like your short long format quick answer as well. I was just 182 00:13:16.080 --> 00:13:19.540 listening when I was walking back home trying to do that and I found like 183 00:13:19.540 --> 00:13:23.530 periscope or something like this or linked in works where you're doing much 184 00:13:23.530 --> 00:13:28.690 more live and you're using your current audience to like build some some 185 00:13:28.690 --> 00:13:33.860 traction and some momentum that even 5, 10 jumping on that starts to snowball 186 00:13:33.910 --> 00:13:37.610 into having more people having conversations and lead into into proper 187 00:13:37.610 --> 00:13:42.250 connections, proper relationships. So my question was as much around sort of 188 00:13:42.250 --> 00:13:46.570 driving that in and I don't know whether your experience to take this 189 00:13:46.580 --> 00:13:51.460 one way or the other uh of either me hosting little shows and trying to work 190 00:13:51.460 --> 00:13:55.200 out whether periscope is probably gonna go away and I was getting traction 191 00:13:55.200 --> 00:14:00.900 there, whether they're instagram lives or linked in lives or some little video 192 00:14:00.900 --> 00:14:05.550 pieces, some little Q and a show or something is between the podcasts or 193 00:14:05.560 --> 00:14:10.880 trying to work out what I should do with link with with instagram, but you 194 00:14:10.880 --> 00:14:13.700 probably already answered that one because I find that I'm sort of 195 00:14:13.700 --> 00:14:17.950 promoting my agency a little bit of my own photos just because that's randomly 196 00:14:17.950 --> 00:14:21.870 where they go and they connect to facebook and, and the, and the podcast 197 00:14:21.880 --> 00:14:25.830 and I'm not sure whether I should split all that stuff out or how to, it's just 198 00:14:25.840 --> 00:14:31.200 trying to get more sort of little steps um, as to broaden attraction of my show. 199 00:14:31.210 --> 00:14:36.470 Thank you. Yes, Thanks for the question. So dan, I've heard you talk about this 200 00:14:36.480 --> 00:14:40.990 idea of like focusing on a couple channels. I think even you mentioned it 201 00:14:40.990 --> 00:14:45.550 a little bit with Devin's question to, do you want to take this one? Sure. I 202 00:14:45.550 --> 00:14:49.000 definitely try to ignore other social channels and just go all in on one or 203 00:14:49.000 --> 00:14:54.270 two unless you're agencies to the point where it's like past 5, 10 million in 204 00:14:54.270 --> 00:14:58.510 revenue. You can get way more attraction too by just going heavy into 205 00:14:58.520 --> 00:15:02.220 it. Sounds like podcasting is one I would recommend linkedin being your 206 00:15:02.220 --> 00:15:06.650 next one. I love the idea of doing lives and repurposing that into 207 00:15:06.650 --> 00:15:11.090 podcasting, linkedin live I think would be fantastic clubhouse. That's kind of 208 00:15:11.090 --> 00:15:14.860 what we're doing here with clubhouse. But I think if you can get access to 209 00:15:14.860 --> 00:15:17.810 linkedin live because Lincoln lives a little bit, you have to be accepted to 210 00:15:17.810 --> 00:15:22.320 it. So if you get permission to do Lincoln lives and that's probably where 211 00:15:22.320 --> 00:15:27.540 I would go as a marketer, you're probably brainstorming outside the box 212 00:15:27.540 --> 00:15:31.530 ideas to engage your prospects and customers working remotely and you've 213 00:15:31.530 --> 00:15:34.580 probably thought about sending them direct mail to break through the zoom 214 00:15:34.580 --> 00:15:38.540 fatigue. But how do you ship personalized gifts to remote decision 215 00:15:38.540 --> 00:15:42.760 makers when you have no idea where they're sitting at B. B. Growth? 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Yeah so tristan just from for 224 00:16:18.620 --> 00:16:22.910 what we've done it, sweet fish and with GDP growth, we started by going really 225 00:16:22.910 --> 00:16:27.150 really heavy on GDP growth. And so we've you know done over 2000 plus 226 00:16:27.160 --> 00:16:30.820 episodes on that show and we're interviewing are ideal buyer and it's 227 00:16:30.820 --> 00:16:34.830 and it's going really really well about two or three years into that and really 228 00:16:34.830 --> 00:16:39.270 trying to crush that single channel. I started incorporating linkedin, started 229 00:16:39.270 --> 00:16:44.880 getting a lot of traction on linkedin Organic. We rode those two for a while. 230 00:16:44.890 --> 00:16:49.420 We tried earlier this year, maybe later last year to incorporate a newsletter 231 00:16:49.420 --> 00:16:54.100 into that. It ended up being a wee bit off too much trying to do a newsletter 232 00:16:54.100 --> 00:16:58.240 and the podcast and linkedin at the scale that we're currently at. We'll 233 00:16:58.240 --> 00:17:00.850 probably do about 3.5 million in revenue this year. Just to give you 234 00:17:00.850 --> 00:17:06.020 some context about where we're at, in terms of the size of our business and 235 00:17:06.030 --> 00:17:11.579 that for us was, was too much the reason we're going all in on clubhouse 236 00:17:11.589 --> 00:17:16.430 is because we can repurpose for our podcast. So it's very supportive of it, 237 00:17:16.440 --> 00:17:21.569 of our existing like to channel focus. So that's, that's been our experience 238 00:17:21.569 --> 00:17:25.050 and that's what we've done. Hopefully that's helpful, I think. I think that's 239 00:17:25.050 --> 00:17:30.170 great. I mean, I've seen like your your show was one of the inspirations to get 240 00:17:30.170 --> 00:17:34.070 started and when my mentor kicked me that we need to move our agency into a 241 00:17:34.070 --> 00:17:38.450 nation and focus and I procrastinated too much on his writing tasks. He said, 242 00:17:38.450 --> 00:17:41.910 well, you like talking, just keep talking and do those discovery calls as 243 00:17:41.910 --> 00:17:45.870 recordings. And then even if nothing comes of them, you've got content out 244 00:17:45.880 --> 00:17:49.000 and you put it out and you've got consistent and we're like four years 245 00:17:49.000 --> 00:17:53.590 down the line now with that. So, yeah, thank you for that. I think I've seen 246 00:17:53.590 --> 00:17:56.510 some people do this stuff, so that's cool. Thank you. Awesome. Thanks for 247 00:17:56.510 --> 00:18:00.370 the question. All right. We brought gin up on stage. I asked her to be a part 248 00:18:00.370 --> 00:18:05.470 of this. She has been doing her podcast for right at the year and her, her 249 00:18:05.470 --> 00:18:09.690 podcast is focused on restaurant marketers, gin. We did, we actually did 250 00:18:09.700 --> 00:18:15.490 a clubhouse session, I think it was last week. And you brought the fire on 251 00:18:15.500 --> 00:18:19.890 on that session uh, first before, before I dig into my question for you, 252 00:18:19.900 --> 00:18:23.960 do we have your permission to record for our podcast? It's absolutely 253 00:18:24.140 --> 00:18:28.680 wonderful, awesome. So jen, you had mentioned in article last week that you 254 00:18:28.680 --> 00:18:33.300 have a lot of people asking you about podcasting since you started yours, 255 00:18:33.310 --> 00:18:38.150 what's, what's the most common question you get? I think the most common, it's 256 00:18:38.150 --> 00:18:42.150 funny because it's kind of all over the board, but the one that I've probably 257 00:18:42.150 --> 00:18:47.510 heard the most is how difficult is it to do it and how much time does it take? 258 00:18:47.510 --> 00:18:54.130 It's about the resource investment, I think in the time allocation, because a 259 00:18:54.130 --> 00:19:01.110 lot of my peers like myself are also, we have another job. I don't wanna say 260 00:19:01.110 --> 00:19:05.580 another job because it's part of our job now. But um it's like okay, you 261 00:19:05.580 --> 00:19:08.610 know the typical marketing, like oh my God, one more thing we need to do, 262 00:19:08.620 --> 00:19:14.730 right. And so I'm always very like you actually don't need to do this and 263 00:19:14.730 --> 00:19:18.600 that's what we talked about last week. Unless it's really like a good fit for 264 00:19:18.600 --> 00:19:22.440 you and your and the world of podcasting anyway. 265 00:19:23.490 --> 00:19:28.140 So how do you how do you answer that in terms of resources? So you're the C. M. 266 00:19:28.140 --> 00:19:32.710 O. Of a company, you have lots of other responsibilities, how much time you've 267 00:19:32.710 --> 00:19:35.950 got an agency partner that you're working with? How much time do you end 268 00:19:35.950 --> 00:19:41.080 up spending between pre interviews and interviews and anything on the back end 269 00:19:41.090 --> 00:19:46.310 in terms of promotion? Is it 10 hours a month? Like where you at in terms of 270 00:19:46.320 --> 00:19:50.690 how much of your time you're actually estimate? Yeah, that's a great question. 271 00:19:50.700 --> 00:19:54.990 Um it fluctuates depending on obviously how many I'm doing per month. So at the 272 00:19:54.990 --> 00:19:59.940 height last year when I was clicking on all cylinders I was doing almost one a 273 00:19:59.940 --> 00:20:05.470 week. Um so 3-4 months now I've been in a little bit of a hiatus because of my 274 00:20:05.470 --> 00:20:09.660 shoulder surgery, as you know, but this year we're actually going to do to a 275 00:20:09.660 --> 00:20:13.070 month instead of four months, which is you know what we were doing for the 276 00:20:13.070 --> 00:20:18.070 better part of the second half of last year. So and and it's you know, it's 277 00:20:18.080 --> 00:20:22.290 it's one of those kind of hard questions to answer to because it 278 00:20:22.290 --> 00:20:28.500 depends right? But I think I would say for each specific episode I probably 279 00:20:28.500 --> 00:20:33.750 spend five hours but that doesn't include like all the time time that 280 00:20:33.750 --> 00:20:37.280 goes, which is a team effort with my sales team. I see someone for my sales 281 00:20:37.280 --> 00:20:44.430 team here. Sean shout out to him. I mean I get a lot of involvement from 282 00:20:44.430 --> 00:20:47.230 the people in my company saying hey you should reach out to this person, hey 283 00:20:47.230 --> 00:20:51.240 what about this person or hey, this is a potential person that I think you'd 284 00:20:51.240 --> 00:20:55.030 be great to talk to. And so there's that time that's spent that we all 285 00:20:55.030 --> 00:20:58.520 spent that we could never, we can never quantify on linkedin and on the social 286 00:20:58.520 --> 00:21:03.070 is right being like, hey, but by the time I have a guest it's not that much 287 00:21:03.080 --> 00:21:07.350 but I feel like it's not that much because I do, you know, I do half an 288 00:21:07.350 --> 00:21:10.860 hour, an hour, maybe a little bit more research on them to learn everything I 289 00:21:10.860 --> 00:21:15.500 need to learn If it's a big brand, like a Dunkin donuts or someone like that, 290 00:21:15.510 --> 00:21:18.540 I'll do more and more like two or three hours of research because I want to 291 00:21:18.540 --> 00:21:22.610 make sure, you know, for any sort of liability or things they can and can't 292 00:21:22.610 --> 00:21:27.800 say that I've really done my homework with them and also help you get help 293 00:21:27.800 --> 00:21:31.360 with that research again from folks on your sales teams to say you've got to, 294 00:21:31.540 --> 00:21:36.490 you've got enterprise sales rep that's, that is focused on Duncan or Duncan is 295 00:21:36.490 --> 00:21:41.250 one of their target accounts. Do you tag team that researchers that do you 296 00:21:41.260 --> 00:21:47.920 do you kind of bear the weight of that? Um, we can ask Sean because it's a good 297 00:21:47.930 --> 00:21:52.770 thing right now. I do most of it. They will give me the initial like, here's 298 00:21:52.770 --> 00:21:56.240 why I think it would be someone that we should talk to and it could be as 299 00:21:56.240 --> 00:22:00.770 simple as like it's one of my top prospects. When I started the podcast, 300 00:22:00.770 --> 00:22:03.590 I was just going after people I thought I could guess, but now we've gotten a 301 00:22:03.590 --> 00:22:07.410 lot, I've gotten a bit pickier and I want to do like big name brands, right? 302 00:22:07.420 --> 00:22:12.170 So yeah, that's the background process, you know? And then most the time I do 303 00:22:12.170 --> 00:22:15.160 do the pre interview call which is just half an hour and I've done my research 304 00:22:15.160 --> 00:22:19.860 by them. But I collect more information than if it is one of the big public 305 00:22:19.870 --> 00:22:23.970 restaurant brands. A lot of times. I need to send them like an outline for 306 00:22:23.970 --> 00:22:28.140 them to get approved by their pr department. So then it's a little bit 307 00:22:28.140 --> 00:22:31.520 more, but then it's just the actual podcast which, you know, it's like an 308 00:22:31.520 --> 00:22:36.690 hour and then the promotion, which is, I don't know the extent of the 309 00:22:36.690 --> 00:22:41.630 strategies you guys have been talking about, but it's the social, it's that 310 00:22:41.630 --> 00:22:46.370 time on like Dennis. Well yeah, we had Jackie on stage, she had a question 311 00:22:46.370 --> 00:22:49.200 earlier, Jackie, if you've got another, if you still want to ask your questions, 312 00:22:49.200 --> 00:22:52.820 just feel free to raise your hand. We've got a few more minutes left here 313 00:22:52.820 --> 00:22:55.850 and I know dan you had one question that came in on linkedin that you 314 00:22:55.850 --> 00:22:59.550 wanted to, that you wanted to answer. But if anybody else has any other 315 00:22:59.550 --> 00:23:02.740 questions before we close it down here, just raise your hand, will bring you up 316 00:23:02.740 --> 00:23:05.590 on stage to ask dan, do you want to fire away with that question you got on 317 00:23:05.590 --> 00:23:09.280 linkedin? Absolutely, I got one legit question on linkedin and I'm like, I 318 00:23:09.280 --> 00:23:14.460 better get it. And it's from Israel Siegel and he asked when you're just 319 00:23:14.460 --> 00:23:18.450 getting your podcast started, so you're in your first couple of episodes, like 320 00:23:18.450 --> 00:23:21.270 how do you invite people to be on your podcast when you don't have like a 321 00:23:21.280 --> 00:23:24.670 large amount of episodes? Yeah. How do you, how do you get people on there? 322 00:23:25.240 --> 00:23:31.210 Yeah, so I would say, and timmy, timmy can speak to this really well too, and 323 00:23:31.210 --> 00:23:34.490 Leslie might even be able to jump in here too, because she's what, she's one 324 00:23:34.490 --> 00:23:38.310 of our producers and is working with a lot of our customers that are, that are 325 00:23:38.310 --> 00:23:42.900 brand new and I don't have many episodes yet. But I would say you 326 00:23:42.900 --> 00:23:47.740 combat not having a lot of episodes by doing research on the person that 327 00:23:47.740 --> 00:23:51.600 you're trying to connect with and get on your show and paint a really 328 00:23:51.600 --> 00:23:55.840 compelling reason for why you want them on the show. So, hey, I saw this 329 00:23:55.850 --> 00:24:00.400 article that your company posted and I thought it was I thought your point of 330 00:24:00.400 --> 00:24:03.760 view on this was really interesting. I'd love to have you share that on our 331 00:24:03.760 --> 00:24:07.960 show or I saw you post something on linkedin or I saw you tweet about 332 00:24:07.960 --> 00:24:12.800 something so something pressing into something about them or their company. 333 00:24:12.800 --> 00:24:17.060 I know that you know say if you're going after I. T. Leaders for example, 334 00:24:17.070 --> 00:24:20.980 they are typically not posting a lot of stuff from their personal profile. So 335 00:24:20.980 --> 00:24:25.130 that's when you need to look at, okay what is their company doing? But I've 336 00:24:25.130 --> 00:24:29.630 found that the more research you do, I'm actually in the process of this 337 00:24:29.630 --> 00:24:33.760 right now starting a show called young married christian. It's not a B two B 338 00:24:33.760 --> 00:24:38.200 show we're going after like christian influencers and I've been able to get a 339 00:24:38.200 --> 00:24:42.310 guy that has hundreds of thousands of followers on Tiktok just by sending him 340 00:24:42.310 --> 00:24:46.650 an instagram DM, you know, telling him that I've been following him for years. 341 00:24:46.660 --> 00:24:51.440 I spoke to some of the viral videos he's done, I've made it very personal 342 00:24:51.440 --> 00:24:56.170 to him and he ended up saying yes. And so we're going to have somebody with a 343 00:24:56.170 --> 00:25:01.020 lot of influence on our show. That's not typically you don't need to do that 344 00:25:01.020 --> 00:25:04.370 level of research, especially in B2B, you don't need massive influencers, you 345 00:25:04.370 --> 00:25:07.760 need decision makers that your target accounts to say yes. But I think the 346 00:25:07.760 --> 00:25:13.080 research piece is huge to me. Leslie Gin Dan. What are your thoughts on this 347 00:25:13.080 --> 00:25:16.600 question? Yeah, I'll just jump in quick because I think this is a really 348 00:25:16.600 --> 00:25:19.770 daunting an important question because when you're starting it's like, oh my 349 00:25:19.770 --> 00:25:23.840 gosh, how am I going to get people right? And I think it's really 350 00:25:23.840 --> 00:25:28.370 important, like the name of your podcast for example, and to talk about 351 00:25:28.370 --> 00:25:33.380 like starting a movement, right? I mean what are you doing? Why are you doing a 352 00:25:33.380 --> 00:25:37.700 podcast? This isn't just about like, hey, let me like find out how many kids 353 00:25:37.700 --> 00:25:43.890 and dogs you have, right, this is like get your guests really excited and jazz 354 00:25:43.900 --> 00:25:48.740 about what, what you want to do with them together to make an impact in your 355 00:25:48.740 --> 00:25:51.690 industry. And so when you just mentioned the name of that new one, 356 00:25:51.690 --> 00:25:55.530 you're starting James. I mean that's like really emotive, right? Like, oh, 357 00:25:55.530 --> 00:25:59.390 that sounds really cool. So I think the name of it has a lot because that helps 358 00:25:59.390 --> 00:26:03.460 you tell your story about why. And I think in the early days like having 359 00:26:03.460 --> 00:26:09.140 that energy and that why is really important to get those people Yeah, 360 00:26:09.150 --> 00:26:14.030 timmy with your show, with entrepreneur, with an entrepreneur, have you found 361 00:26:14.030 --> 00:26:19.060 that to be like your show? You know it just now, but in the early days, what 362 00:26:19.060 --> 00:26:23.000 were you doing? Oh man, I did so much outreach before the show even existed 363 00:26:23.010 --> 00:26:27.560 and for me personally the outreach was very, very easy because I was just 364 00:26:27.560 --> 00:26:32.710 identifying shows that had guests on that matched the guest profile that I 365 00:26:32.710 --> 00:26:36.920 was looking for, so there are three podcasts that currently exist where all 366 00:26:36.920 --> 00:26:41.460 they do is interview guests that match the guest profile that I want and I 367 00:26:41.460 --> 00:26:47.270 literally would say, hey so and so I saw you on such and such podcast, 368 00:26:47.280 --> 00:26:51.160 thought you'd be an excellent guest for my show, purpose driven entrepreneur 369 00:26:51.540 --> 00:26:55.340 and I have gotten so many people that have said yes just from that, so people 370 00:26:55.340 --> 00:26:58.360 backing up what you said gen, I think there's two things that you're trying 371 00:26:58.360 --> 00:27:01.760 to live, like there's the weight of like you're trying to get them to be 372 00:27:01.760 --> 00:27:07.600 willing to say yes to coming on, giving you some of their time. But also if 373 00:27:07.600 --> 00:27:11.410 you've branded the show after yourself, that's an additional weight that you've 374 00:27:11.420 --> 00:27:15.410 tacked on. So for example, if it was the timmy bowers show, I'm like, 375 00:27:15.410 --> 00:27:20.640 simultaneously trying to make them interested in talking to me and then 376 00:27:20.640 --> 00:27:25.010 coming on a show that's all about me that's much heavier than hey, I think 377 00:27:25.010 --> 00:27:30.600 you're a purpose driven entrepreneur and like they feel complimented that 378 00:27:30.600 --> 00:27:35.370 I'm asking them, this is straight out of dan's Playbook. I've named the show 379 00:27:35.380 --> 00:27:40.140 the aspirational identity of the people that I want to know. We talk about 380 00:27:40.140 --> 00:27:43.770 aspirational identity a lot when it comes to podcast naming and so we've 381 00:27:43.770 --> 00:27:48.030 got another customer of ours that name there show the innovative agency, she's 382 00:27:48.030 --> 00:27:52.550 an attorney and she wants, she wants agency owners to be a guest on the show. 383 00:27:52.550 --> 00:27:57.410 So by naming the show the innovative agency just by asking. But by saying, 384 00:27:57.410 --> 00:28:00.970 hey, we want to feature you on the innovative agency. It's a compliment 385 00:28:00.970 --> 00:28:05.010 just by asking in the way that they've named the show. I'm really glad you 386 00:28:05.010 --> 00:28:08.780 just saying that to me dan or leslie any any thoughts on this one before we 387 00:28:08.790 --> 00:28:13.260 shut the room down today. Yeah, yeah. I was just gonna say, I think it's giving, 388 00:28:13.270 --> 00:28:17.280 giving guests that opportunity. It's like, this is a very exclusive thing. 389 00:28:17.280 --> 00:28:20.650 You know, I have, I have a show that is launching now and it's going to be 390 00:28:20.650 --> 00:28:27.810 called innovative legal executives. And I think that making it an exclusive 391 00:28:27.810 --> 00:28:31.140 thing for them, it's kind of like, hey, this is a really good opportunity for 392 00:28:31.140 --> 00:28:35.960 you to be on here as well and just making them feel really honored and 393 00:28:35.960 --> 00:28:38.820 giving them the opportunity to talk about what they want to talk about and 394 00:28:38.820 --> 00:28:41.540 making them feel special and important. Kind of goes back to building that 395 00:28:41.540 --> 00:28:45.340 relationship as well. So you're making them feel important, not just making it 396 00:28:45.340 --> 00:28:50.190 all about you and your show. Yeah. Yeah, dan. Do you have any any closing 397 00:28:50.190 --> 00:28:53.500 thoughts on this one? Yeah. I would just say for your first seven episodes, 398 00:28:53.500 --> 00:28:57.310 just invite your friends. They can speak on the podcast or people that you 399 00:28:57.310 --> 00:29:01.620 already know customers that are already like, like your most loyal customers 400 00:29:01.630 --> 00:29:04.830 just especially because if you're new to podcasting and you aren't used to 401 00:29:04.830 --> 00:29:07.690 interviewing some kinds, it can be a little intimidating. It's a lot easier 402 00:29:07.700 --> 00:29:11.760 when you just start with people that you know like doing a solo episode, 403 00:29:11.770 --> 00:29:15.570 interview, a coworker interview. A customer reach out to some vendors, 404 00:29:15.580 --> 00:29:19.410 like just make the first seven episodes. Really easy ones so that you kind of 405 00:29:19.410 --> 00:29:22.900 start, you have some in the hopper already. People will go back and check 406 00:29:22.910 --> 00:29:26.460 out one or two and they don't really know like that's your best friend or 407 00:29:26.460 --> 00:29:29.520 whatever, but there's nothing really wrong with that. That's how I started 408 00:29:29.520 --> 00:29:33.160 my first podcast. I just interviewed all my friends that goes along with 409 00:29:33.160 --> 00:29:39.230 what john was saying to write. She was saying she started by asking folks that 410 00:29:39.230 --> 00:29:42.910 she knew that that would be on it because of probably some relational 411 00:29:42.910 --> 00:29:47.150 equity. She had already built up with them. I forgot to ask him, Ian Leslie 412 00:29:47.160 --> 00:29:50.570 just so we're in line with clubhouses, terms and conditions. Do we have your, 413 00:29:50.580 --> 00:29:53.860 do we have both of y'all's permission to, to share your voice on our podcast? 414 00:29:54.540 --> 00:29:59.340 Yes. 100% awesome, feels super weird saying that because Leslie is literally 415 00:29:59.340 --> 00:30:04.690 the producer of this podcast. But anyway, thank you all so much. Thank 416 00:30:04.690 --> 00:30:08.960 you jen for being here. Thank you, timmy Leslie and dan for jumping on 417 00:30:08.960 --> 00:30:12.890 here. If those of you that are in the live audience, if you didn't get to 418 00:30:12.890 --> 00:30:17.060 catch this entire thing, if you jumped on late, subscribe to be, to be growth 419 00:30:17.070 --> 00:30:20.850 and you can go and listen to the entire conversation. Leslie should have this 420 00:30:20.860 --> 00:30:25.130 up in the next, I don't know, a week or so I would imagine. And so really 421 00:30:25.130 --> 00:30:27.730 grateful for you being here. If you're listening on the podcast and you're not 422 00:30:27.730 --> 00:30:31.430 already following us on clubhouse, make sure to do that at dan says, or at 423 00:30:31.440 --> 00:30:36.190 James Carberry. You also follow the GDP growth club on clubhouse. Thank you all 424 00:30:36.190 --> 00:30:44.530 so much for being here and we will see you tomorrow at noon easter are you on 425 00:30:44.530 --> 00:30:48.770 linkedin? That's a stupid question. Of course, you're on linkedin here. Sweet 426 00:30:48.770 --> 00:30:53.060 fish. We've gone all in on the platform. Multiple people from our team are 427 00:30:53.060 --> 00:30:57.210 creating content there. Sometimes it's a funny gift for many other times. It's 428 00:30:57.210 --> 00:31:01.030 a micro video or a slide deck and sometimes it's just a regular old 429 00:31:01.030 --> 00:31:05.150 status update that shares their unique point of view on B two B marketing 430 00:31:05.160 --> 00:31:09.010 leadership or their job function. We're posting this content through their 431 00:31:09.010 --> 00:31:14.460 personal profile, not our company page and it would warm my heart and soul if 432 00:31:14.460 --> 00:31:18.320 you connected with each of our evangelists, we'll be adding more down 433 00:31:18.320 --> 00:31:23.030 the road. But for now you should connect with Bill Read, our ceo Kelcy 434 00:31:23.030 --> 00:31:27.000 Montgomery, our creative director dan Sanchez, our director of audience 435 00:31:27.000 --> 00:31:31.410 growth Logan, Lyles, our director of partnerships and me, James Carberry, 436 00:31:31.420 --> 00:31:35.340 we're having a whole lot of fun on linkedin pretty much every single day 437 00:31:35.350 --> 00:31:40.450 and we'd love for you to be a part of it. Yeah,