How -To Build Transformational Organization- Wide Marketing   Bernie Borges @be r ni e bo r ge s #SMSSummi t #s be s how Topics What is a Podcast? Why Podcast? Podcast Strategy and Format Tools/Gear Logistics Promotion Measurement @be r ni e bo r ge s #SMSSummi t #s be s how What is a Podcast? @be r ni e bo r ge s #SMSSummi t #s be s how On demand audio content Subscribable through RSS feed Accessible through: @be r ni e bo r ge s #SMSSummi t #s be s how why podcast @be r ni e bo r ge s #SMSSummi t #s be s how Part of your content marketing mix @be r ni e bo r ge s #SMSSummi t #s be s how Easy for people to consume on the go @be r ni e bo r ge s #SMSSummi t #s be s how 33% 17% of Americans have of Americans listened in listened to a podcast at the last month least once http://www.edisonresearch.com/wp-content/uploads/2015/06/The-Podcast-Consumer-2015-Final.pdf @be r ni e bo r ge s #SMSSummi t #s be s how Podcast listeners more likely to follow brands @be r ni e bo r ge s #SMSSummi t #s be s how goals Thought leadership Brand building Lead generation Launch a new initiative @be r ni e bo r ge s #SMSSummi t #s be s how launch Record at least episodes Pre-announce it Promote it on social media Giveaway  Landing page @be r ni e bo r ge s #SMSSummi t #s be s how scheduling Frequency Weekly Some monthly Stick to a schedule Tools: e.g., ScheduleOnce @be r ni e bo r ge s #SMSSummi t #s be s how Audio quality Quiet room Silence your phone Turn off notifications Prepare your guest @be r ni e bo r ge s #SMSSummi t #s be s how Podcast hosting @be r ni e bo r ge s #SMSSummi t #s be s how Blubrry Libsyn Spreaker SoundCloud Buzzsprout Pushed to iTunes & Stitcher MP3 File Type Transcription Tools, e.g., Rev.com promotion @be r ni e bo r ge s #SMSSummi t #s be s how Traditional SEO practices Rich and helpful content Include keyword in title Make headlines relevant Add a transcript for each episode Distribute through all social media @be r ni e bo r ge s #SMSSummi t #s be s how Custom image for each episode Use short links Mix up posts across social networks Email weekly updates/ newsletter Ask for reviews @be r ni e bo r ge s #SMSSummi t #s be s how Monitor feedback #sbeshow @ mentions Comments & Shares Listicles iTunes reviews @be r ni e bo r ge s #SMSSummi t #s be s how measurement @be r ni e bo r ge s #SMSSummi t #s be s how Cross promote Intro Outro Commercial message or sponsor spot Co-Host @be r ni e bo r ge s #SMSSummi t #s be s how audience Takes time to build Audience needs to know you’re legit They need to build trust in your show Consistency is key Audio quality counts @be r ni e bo r ge s #SMSSummi t #s be s how metrics Downloads Traffic to show notes Conversions on CTAs New opportunities Thought leadership recognition @be r ni e bo r ge s #SMSSummi t #s be s how freebies Scheduling Guide Preparation Guide http://www.findandconvert.com/smss-2016 @be r ni e bo r ge s #SMSSummi t #s be s how with Bernie Borges socialbusinessengine.com findandconvert.com twitter.com/sbengine twitter.com/findandconvert facebook.com/socialbusinessengine/ facebook.com/findandconvert/ bernie@findandconvert.com twitter.com/bernieborges linkedin.com/in/bernieborges @be r ni e bo r ge s #SMSSummi t #s be s how @be r ni e bo r ge s #SMSSummi t #s be s how [...]... be s how Show hashtag Social media header images Dedicated website Podcast examples Online Marketing Made Easy Amy Porterfield @be r ni e bo r ge s #SMSSummi t Social Media Social Social Pros Marketing Business Jay Baer Mike Engine Stelzner Bernie Borges #s be s how PNR: This Old Marketing Pulizzi & Rose Tools/ gear @be r ni e bo r ge s #SMSSummi t #s be s how Recording devices Record through a smartphone... smartphone and an app Boss Jock Studio (iOS) = $10 Spreaker Studio (Android) starts at $15/month Microphone $60 to $500 @be r ni e bo r ge s #SMSSummi t #s be s how Noise canceling headphones Editing software Skype or Blab editing Camtasia (Mac/Windows) - $99 Audacity (Mac/Windows) - Free Garageband (Mac) - Free Audio Hijack (Mac) - $49 @be r ni e bo r ge s #SMSSummi t #s be s how Camtasia Screenshot... path Drive traffic Compare to other sources of traffic @be r ni e bo r ge s #SMSSummi t #s be s how Any download you can measure Drive sales via unique URLs Evergreen content podcast strategy formats @be r ni e bo r ge s #SMSSummi t #s be s how Determine your target audience @be r ni e bo r ge s #SMSSummi t #s be s how Choose a topic that engages them @be r ni e bo r ge s #SMSSummi t #s be s how show... s how Traditional SEO practices Rich and helpful content Include keyword in title Make headlines relevant Add a transcript for each episode Distribute through all social media @be r ni e bo r ge s #SMSSummi t #s be s how Custom image for each episode Use short links Mix up posts across social networks Email weekly updates/ newsletter Ask for reviews @be r ni e bo r ge s #SMSSummi t #s be s how Monitor... #SMSSummi t #s be s how planning Google Drive Trell o Teamwork @be r ni e bo r ge s #SMSSummi t #s be s how Each episode requires advanced planning Conduct research before you record Prepare guest bios Intro & Outro Ad Spots Never rush a podcast launch Record at least 3 episodes Pre-announce it Promote it on social media Giveaway  Landing page @be r ni e bo r ge s #SMSSummi t #s be s how scheduling Frequency... listen to niche content Focused in the moment Intimate, 1 to 1 commitment A private chat with your listeners (external or internal) @be r ni e bo r ge s #SMSSummi t #s be s how Re-purpose Blog posts Show notes SlideShare Images @be r ni e bo r ge s #SMSSummi t #s be s how images @be r ni e bo r ge s #SMSSummi t #s be s how Drive conversions Think beyond downloads Track CTA click throughs Develop a purchase... be s how show format @be r ni e bo r ge s #SMSSummi t #s be s how Interview format One guest – 20-30 minutes Panel format – 45-50 minutes 2-Person co-host format Solo format @be r ni e bo r ge s #SMSSummi t #s be s how Podcasting Best practices Branding Planning Calendar @be r ni e bo r ge s #SMSSummi t #s be s how Production Promotion Measurement branding Show title Show description Artwork @be r ni... monthly Stick to a schedule Tools: e.g., ScheduleOnce @be r ni e bo r ge s #SMSSummi t #s be s how Audio quality Quiet room Silence your phone Turn off notifications Prepare your guest @be r ni e bo r ge s #SMSSummi t #s be s how Podcast hosting @be r ni e bo r ge s #SMSSummi t #s be s how Blubrry Libsyn Spreaker SoundCloud Buzzsprout Pushed to iTunes & Stitcher MP3 File Type Transcription Tools, e.g.,... social networks Email weekly updates/ newsletter Ask for reviews @be r ni e bo r ge s #SMSSummi t #s be s how Monitor feedback #sbeshow @ mentions Comments & Shares Listicles iTunes reviews @be r ni e bo r ge s #SMSSummi t #s be s how measurement @be r ni e bo r ge s #SMSSummi t #s be s how ... s how Show hashtag Social media header images Dedicated website Podcast examples Online Marketing Made Easy Amy Porterfield @be r ni e bo r ge s #SMSSummi t Social Media Social Social Pros Marketing...Topics What is a Podcast? Why Podcast? Podcast Strategy and Format Tools/Gear Logistics Promotion Measurement @be r ni e bo r ge s #SMSSummi t #s be s how What is a Podcast? @be r... software Skype or Blab editing Camtasia (Mac/Windows) - $99 Audacity (Mac/Windows) - Free Garageband (Mac) - Free Audio Hijack (Mac) - $49 @be r ni e bo r ge s #SMSSummi t #s be s how Camtasia Screenshot