1. Podcasting for Profit

2. What is a podcast? Podcasting is a method of distributing media via audio, video, or PDF on-demand Distribution channels include smartphones, laptops & PCs, Apple TVs, internet-capable TVs, and internet-capable cars Podcast listeners/viewers can subscribe to a podcast they like or just listen to single episodes

3. What a podcast REALLY is: Podcasting is a 100% spam-proof way for you to deliver your voice and/or face into the pockets and earbuds of your ideal customers, supporters, industry influencers, and strategic partners Podcasting is a way for anyone with a laptop and a microphone to have their own radio or TV show Podcasting is one of the greatest shifts in the way media is distributed and consumed since the arrival of the internet

4. Pull out your phones… 64% of adult Americans own a smartphone as of 2015 33% of Americans 12 and over have listened to a podcast 49% of Americans are aware of podcasting (doubled since 2006) 1.7% of all time spent listing to audio media in 2015 was spent listing to podcasts For people who listen to podcasts, that number was 25% 17% of Americans have listened to a podcast in the past month (January 2015) Of 2.6 billion podcast downloads from Libysn in 2014, 63% were to mobile devices

5. How many of you… Have a podcast? Have listened to a podcast? Have been a guest on a podcast?

6. Why Podcasting? How to Start Your Own Podcast How to Benefit Without Starting a Podcast What the Process Looks Like

7. Why Podcasting? Authority (Act as if) Traffic (Direct and from internet search thanks to increased rankings) Leverage (Would you like to be a guest on my show?) Leads (Clients, book sales, email list sign-ups, etc) Money (Sponsorships and affiliate marketing)

8. Why Podcasting?

9. My Podcasting Journey Started the Small Business Marketing Minute show in June of 2014 as a 5-day a week video podcast Target Audience: busy small business owners, mostly local business owners Format: short, to-the-point episodes Added an audio version of the podcast about four months later and reduced it to one episode a week Currently up to 166 episodes Video version has been viewed more than 80,000 times and audio version has been downloaded 14,164 times

11. Leverage “Bestselling” Podcast Guests John Janstch—Duct Tape Marketing Robert Coorey—Feed a Starving Crowd Ryan Levesque—Survey Funnel Alex Harris—Small Business Big Money Other guests you might recognize: Kevin Periera—co-founder of Wet Shave Club Joe Fairless—host of the Best Ever Real Estate Investing Advice Ever Podcast Jeremy Reeves—Sales Funnel Mastery podcast

12. Authority

13. Leads Hi Kevin, I actually have been listening to your podcast for about a year and it has really been very helpful. Thank you! Congratulations on your book! I am in the process of outlining my marketing plan for the year (I have a teeny-tiny practice -- just me!) and actually have another half-time job. The goal is to eventually grow this practice but I'm comfortable with being slow and steady. I am finding that being in the field I'm in (psychological services), some of the suggestions for marketing are borderline unethical for me (e.g., having testimonials...some therapists use these but it puts the client in a bind because the relationship between therapist and client is confidential). Have you worked with other psychologists' practices by chance, helping differentiate some strategies? I like the hourglass theory and am continuing to build the content piece -- it has been very helpful! Anyway, I could schedule the phone call for some time this or next week but if you have any initial thoughts, I'd appreciate them! Thanks a bunch -- Take care, Caroline

14. Traffic & Money

16. How to Start Your Own Podcast 1.Select a topic 2.Pick a format 3.Get equipment 4.Set up hosting 5.Pick a Title 6.Design artwork 7.Intro & Outro 8.Plan the launch 9.Getting Reviews and subscribers 10.Marketing Your Podcast

17. 1: Select a topic How many podcasts are already covering your topic? What is your unique angle going to be? Who is your target audience/avatar? Start by finding and listening to podcasts in your industry Google search: “podcasts about…” Itunes: Search by category

18. 2: Pick a Format Video or audio podcast? How long will your episodes be? Topic-based or interview based? Solo host or co-host? Frequency of publication?

19. 3: Get Equipment Podcasting microphone—Blue Nessie or Blue Yeti ($60--$80) Computer Skype (free) Recording software for Skype--Pamela or SuperTinTin—($30) Editing Software—Audacity (free) or Sony Movie Studio ($60) For video podcasts only: Webcam—Logitech c920 ($50—100)

20. 4: Set Up Hosting—www.Libsyn.com

21. 5: Pick a Title Think practical over clever Consider SEO Don’t forget to check existing shows Build your brand

22. 6: Design artwork: Fiverr.com

24. 7: Intro and Outro Intro Identify your target audience Tell them what they’re going to learn and why they should keep listening Use voice-over artist or record it yourself Consider adding “star-power” Pre-roll sponsor if applicable Outro Add a call to action Tell listeners to subscribe Ask for reviews Sponsor promo if applicable

25. 8: Plan the launch Record 15-30 episodes of the show before launching Upload the first 5 episodes prior to launch day Record an “episode 0” Submit to iTunes, Stitcher, etc. Launch week checklist: Press release distributed via PRWeb Email blast to your list Have strategic partners email their lists Social media blitz Guest appearances on other podcasts in your niche Blogs and guest blogs Consider FB ad campaign Publish one episode per day for the first week

26. New and Noteworthy Like having your blog on page 1 of Google for the first 8 weeks after it’s published Be sure to list your podcast in the correct category and subcategory Aim to get in the top 8 in a sub-subcategory Work your way up to top 8 in a subcategory Ranking factors include # of downloads, number of new subscribers, and ratings and reviews Use keywords in your podcast listing to get found on iTunes search

27. 9: Getting reviews and subscribers Join podcasting networking groups on LinkedIn, Facebook, etc. to exchange reviews Consider subscribing to Podcaster’s Paradise Go to friends and family Add CTA to email signature, put it in your email newsletter, add button to website Give instructions about how to leave a review Consider using a reputation marketing service like Grade.us

28. 10: Marketing Your Podcast—Past the Launch Put it on the back of your business cards Be a guest on other podcasts Use your network Put it in your speaker intro/bio Add it to your speakers kit Use your guests—leverage their audiences Use social media Talk about it Consider online advertising—especially FB and retargeting ads Repurpose the content—books, video clips on YouTube, DVDs, etc.

29. Benefits of Being a Podcast Guest Audience is provided for you Borrow trust from the host Meet influencers in your niche and establish a relationship with them Backlinks to your website from authoritative sites You can leverage your guest podcast appearances in your other marketing— “as seen on the ------- podcast”

30. How to Find Podcasts to be a Guest On Check iTunes—Search by keyword & category, look at “New and Noteworthy” sections, “What’s Hot” section, and top podcasts under “All Podcasts” Use Google—Search for “best podcasts about __________” Every time you are a guest, ask for referrals Join podcasting groups—LinkedIn groups, Facebook Groups, Meetups, etc. Go to events like Podcast Movement: http://podcastmovement.com/ (or look for podcasters at industry trade shows)http://podcastmovement.com/

31. How To Be a Good Podcast Guest Do your research Pitch a story/angle relevant to the audience Offer valuable content Make the host look good Be prepared Have a Skype account and quality audio setup, and know how to use it Have a bio, headshot, summary of your content, etc. Promote the heck out of podcasts you have been a guest on Refer the host to other podcasters or guests

32. Podcast Sponsorship Traditional options include pre-roll, midroll, and outro $18 per 1,000 listens for 15-second pre-roll $25 per $1,000 listens for a 60-second midroll $86 x 52= $4,472 per year (2,000 listens per episode, one episode per week) The average podcast hosted on Libsyn gets less than 70 listens per episode The lesson is, podcast sponsorship is not for everyone…but there are alternatives. Negotiate your own deals Offer “free” sponsorships in exchange for….???

33. Let’s Make a Podcast Episode 167 of the Small Business Marketing Minute Show: Networking and Referral Marketing Tips ….featuring Dawne Brooks Gulla!

34. Resources Podcaster’s Paradise: podcastersparadise.com Podcast Professors: podcastprofessors.compodcastprofessors.com Podcast Launch by John Lee Dumas Libsyn (hosting) Podcast Movement: http://podcastmovement.com/http://podcastmovement.com/ Sponsorship info: www.midroll.comwww.midroll.com

35. Let’s Recap: 1.A podcast is a way for the average person to have their own radio or TV show. 2.Podcasting is rapidly growing and now is the time to get in. 3.Podcasting does not require any expensive equipment or advanced technical skills. 4.You can benefit from podcasts even without having a podcast.

36. www.ducttapemarketingconsultant.com

37. Questions?