How To Start a Business Podcast That Boosts ROI

How To Start a Business Podcast That Boosts ROI


– I think the number one reason why you should have a business podcast is to maximize relationships
and scale your brand, and here’s an expert to
teach you how to do it. – At no pressure, right? And disconnect on a human basis. What gets lost in translation
in business these days is the fact that we’re
trying to use the bots, and we’re trying to get everything up, so we can wrap it up heavy, but we’re losing that personal
connection with people. Podcasting brings that back to life. – Anytime that you’re
communicating with people, that’s like an opportunity
to create contact. (playful music) – I would say the best
way to pick your genre and your themes around your podcast is centered around your target audience. And so, business
especially should be about serving certain people. So, try to find people
that you could best serve. I think what happens a lot of times, our ego gets in the way, and we think we can serve everyone, everyone’s gonna love us. But the actual reality is
that your best for that demo. – Get some equipment, but
don’t dwell on the equipment. It’s easy to get caught up with, oh what’s the best microphone? You can even record with a
little mic on your headphones. As long as you’re making something. That’s what’s important. – A lot of people don’t
know where to start. One of the things that we’ve learned is to just pick one
person with the content that you’re creating. If you have one prospect, one person, that you need to convey
some sort of value, some sort of information
to, about topic X. Create a high value piece
of content for that person and then distribute it
on the regular channels. The reason why that’s
really cool is because that asset becomes potentially
a converting asset. But there’s also a much larger audience that can consume that content. The conversation is one thing. – Yep. – And that’s a podcast. But then that podcast
then gets distributed. And then you’re leveraging your content to build your brand up, share stories, and then just build our relationships, just on a one-to-one basis. – You may be thinking, oh, a podcast, that’s hard to produce. How do I even publish it to
different podcast networks. Anchor, which was just
acquired by Spotify, anchor.fm. That’s a service that allows
you to really easily publish a podcast on every single podcast network. So that’s Apple Podcast,
Spotify, Stitcher. – When you have your podcast,
record it with video. Use a platform like Zoom or Skype. Export it into a visually
interesting waveform file. Plenty of services like
Wavve and even Anchor that can help you to
do that automatically. Then, share it on all
your social channels, and mention all the relevant
people for the podcast. Like the guest relevant companies and relevant organizations. The cool thing about this is
that you’re capturing content, building a relationship, and then putting content out there that other people want to consume. (soft lounge music) I remember when we met at DigiMarCon West Santa
Monica Loews Hotel. I had never actually
done a podcast before. You reach out to 10 people and ask them to be on your podcast. What is your conversion rate? – Man, that’s ridiculously high. Easily always over 50%. – Wow.
– Yeah. – And since then, I’ve actually
recorded almost 10 podcasts, and that’s been a lot of fun for me. – Literally, it’s about going
and having deep relationships. Listen to the guys from Gimlet, they said that there’s
three major reasons why people listen to podcasts. They wanna listen to
stories for entertainment, piece of content that’s very educational, but the most powerful ones
in all the top podcasts for the most part have this
presence of you’re their homies. They’re your friends. That’s what you get
from Joe Rogan Podcast. You feel like you kind of know him. You might not agree
with your actual friend. Authentic type of relaxed conversation. If you notice, those kind of creep towards the top of a lot of the podcasts
that are pretty consistent. – It’s not a direct relationship, but you feel like you have a relationship. If I were to meet Oprah, I’m gonna feel like I’m friends with her
– 100%. Yeah. – Because I’ve seen her so many times. – Having that daily drip how you guys do with that whole Daily Dubb and just having a regular podcast or whatever content you’re putting out. It’s that Oprah-effect that
you’re trying to create in your niche though. But when you’re like,
alright, daily I wanna be on. – Yeah. – I wanna produce
something of quality daily. It’s a whole different discipline to me. – Right. – And that takes a certain
level of conditioning that I think you just have to go through and have to develop those systems as you’re building that plane. – Lean into whatever you’re feeling, whatever insecurities when
you start reading into that authenticity and that honesty, it actually is the most fiery motivation to make us achieve what we wanna achieve. And sometimes that’s
just being a good person, and being a good family. – It’s just getting in there, putting yourself in that place where you’re not really
comfortable doing it yet. Maybe you don’t have that
great-sounding voice, you don’t believe or you don’t have the
right camera-lighting, but it’s just getting those reps in. It’s coming out there, showing up, you’ll be able to work
through it eventually. It takes time. If you go back and listen to my stuff that came out almost 3 years
ago, man, it’s laughable. It’s ridiculous. It’s just that constant growth, man. One, is setting up a series. So, you just kind of
have a focused series. Literally, just having a Monday and record all your
podcast episodes that day around a certain topic. So many people have
deep nuanced information about their industry that they
should just be doing that. Dude, I gotta just turn
this on and just go with it. Checking out some of the freeways
that anyone could podcast. Go to Anchor. You can do it for less than 10 bucks a month through hosting. Podcasting shouldn’t be
this big intimidating piece. Encourage people to get
out on their microphones and just play with it. Interview your friends, talk to people in your industry, and you’d be shocked how that
relationship goes deeper. Our businesses talking about
how we do business together. It was like, oh, Ruben
seemed like a cool guy. He’s working on something
that’s interesting. I like his energy, I like his vibes. I wanna learn more. And that’s how most
things are done, right? And so, that’s what I got from podcasting, so I wanna encourage you guys
to go out and do it as well. Yeah man, so with the
sales culture right now literally showing people how
they can leverage podcasting for the outbound strategy. The guys there are in their ivory towers. They’re just tough to get to. Everybody’s calling on them. You add value first. So, you lead with value. You find a way that you
could talk about things that are gonna be
beneficial for them, right? Or just do something that’s for them first before you come out and say,
let me transact from you. You gotta know who you
wanna work with of course. You gotta have a good,
solid process for it. You got those pieces
of the puzzle laid out, it’s just talking to people then. salesculture.work is the
best way to get to it. – salesculture dot what? – Dot work. – Dot work.
– Yeah. You can literally build a podcast and let people come on
and promote themselves. Talk about whatever’s important to them, and use it as a way to ice
break any relationship. Step number one, define
your target audience. It starts with literally you looking at whoever you’re trying to do business with, but define that target audience. Know what they’re kind of looking for, and then craft the
messaging around something that’s gonna be valuable for them. Number two is name your podcast. Pretty simple. Step number three. Design a logo, whatever
templates you want around. Step number four. Basic equipment setup. You can go really hard into this, and you could get yourself one
of the top of the line mics like the Shure mic, the
M7s are phenomenal mics. They’re gonna run you about 400 bucks. The ones that we’re speaking
on today cost 50 bucks. Found out about it through
Tim Ferriss actually. And you know what? It’s a quality mic. Just speaking on all this stuff because you don’t have to
throw tons of money into it. – Okay. – To really be able to get
a podcast off the ground. Set up for anybody and
everybody kind of talk. Step number five. You gotta figure out how you’re
gonna promote your podcast. And then I feel like
build your guest list. – You reach out to 10 people, and ask them to be on your podcast. – Yeah. – What is your conversion rate? – Man, it’s ridiculously high. Easily always over 50%. – Wow.
– Yeah. – How often are you recording? – I try to do an interview weekly. So, if you could say every
Monday’s my day I record, or I have a brand new guest every Monday. Or you say, you know what, January’s here, every third week, I go hard and
just gather as much content. You have to have your origin story down, like why you’re doing it. I think that’s episode
000, as I like to say. Tap into yourself a little bit, and dive into your own reasons of why. You have an easy intro, easy outro. – Okay. – Plug that in. Have a preset. Throw it in at the front,
throw it in at the back. Create an actual ad for yourself. – Okay. – Something that plugs your
business, that makes sense. Last and final step, man. Get reviews, get reviews, get reviews.
– Get reviews. Okay cool. – Then you’re out, man. Ask all your friends, ask family, email, blast it out. Let everybody know that you
dropped your first episode, the 000 episode with your back story, and get the reviews out the gate. – The thing that you’re doing
is a content opportunity if you figure out the workflow
to create those assets in an effective way. These tools are getting better and better, and as the years go on, it’s just gonna get easier
and easier to get content. Start that process now and that’ll set you up for the future. (lounge music)

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