WHY ARE WE DOING THIS ANYWAY?
TL:DR: 99% of my business audits for podcast editors start with “It's no wonder you can't find clients because NO ONE KNOWS YOU EDIT PODCASTS.” (#truestory) Complete these steps to get the most out of this challenge & make hiring you frustration-free.
It’s the one topic that vexes almost podcasters and professional podcast editors alike: Marketing. (Did I just hear a collective groan?) Yet, figuring out how to do it means less hustling for clients and more qualified leads coming straight to you. (A qualified lead is someone who is a good fit for your business, willing to pay your rates, value your services, AND more likely to say yes to working with you)
It also means it costs you less to fill your client roster with long term clients. Because it’s actually expensive to continually seek out work, bring on new clients… rinse and repeat. (Bonus: do you know your client acquisition cost? You should.)
Consistent marketing practices were a recurring theme from our expert guests, too. They shared excellent tips that assumed you were already marketing your business consistently. We realized in our conversations with editors that many of you aren’t doing much marketing at all. In fact, it’s probably the #1 obstacle you have in getting new clients. And you’re not all comfortable putting yourselves and your expertise out there.
This mini-challenge is designed to give you a foundation for building an easy to sustain marketing strategy without the overwhelm and frustration. You’ll take what you know already and use it to attract the right clients for you. Invest the time during the 5 days with us and you won’t be sorry. (if you are, feel free to send us an angry email, but address it to Daniel. Ha!)
While doing this challenge, DON’T worry about being perfect. The goal here is understanding and execution, not perfection. The bonus is that once it clicks for you, you’ll actually be able to use it to help (ahem, upsell to) your clients.
The only thing this challenge will cost you is time & energy.
Please don't spend money on marketing tools and ads until you have these basics down.
Before You Begin…
If you want to benefit from the challenge, there’s some stuff you MUST have in place.
You MUST remove the friction between your Call to Action (hire me!) and your potential customer.
The first thing any of us do when advising editors on how to get more clients (and podcasters on how grow a show) is sharing this frictionless interaction concept. Seriously. Don’t make people work hard to give you money.
This is also called your customer journey or user experience.
Here's what I mean, really:
I do a lot of matching podcasters to editors in my limited FREE time. When the editor I want to recommend doesn't have any sort of URL to share with the podcaster that I can find easily, I move on. I don't have time to message back and forth and it doesn't reflect well on me to say you're an expert when you're missing this basic stuff. So, I move onto the editor on my list. And it kills me because these are otherwise awesome editors. I need you to put your links everywhere you are searchable.
Watch the relevant part of Carrie's talk on discoverability here.
Audit Your Social Media Profiles:
1) Can I hire you from your profiles? Everyone who checks out your profile should know you are a podcast editor for hire and be able to book a call with you (or go to your website to learn more).
2) Your profile pictures should be a recent, high-quality headshot (it’s okay if it’s a selfie, but get pro-photo when you can) that makes you look like a professional. Nobody wants to do business with your cat (IKR?! But it is what it is). It should be consistent across all platforms.
3) Take advantage of featured photos and banners to make it clear visually what you do.
4) Use a niche relevant hashtag to have your profile come up in searches.
Below, see the Twitter slide from one of Jennifer's talks on this topic.
(click to enlarge)
A Website is an Important Tool for Your Business:
If you don’t have one, create one now. Keep it simple.
Here’s a budget-friendly hack:
Purchase a $12/yr domain from Google Domains.
Sign up for free hosting from Wix, Weebly or WordPress. Google also offers a ‘free’ website, though it’s very limited.
→ Important! Use Your Business Name in the URL. For Example, my URL for a Wix site might be https://wix.com/yayapodcasting. This will save future SEO headaches when you decide to upgrade to paid hosting.
- In Google Domains, click on the My Domains button.
- In your domains list, click Manage.
- Scroll down the page until you see NEXT STEPS.
- Click on FORWARD DOMAIN TO ANOTHER WEBSITE.
- In the FORWARD TO field, enter your URL.
- Click the FORWARD button.
- In about 48 hours, your custom domain will send people to your free website.
If you aren't using an appointment booking app, you need to start RIGHT NOW. Calendly, and other apps offer free plans.
Mindset Hack #1:
Your website will NEVER be done. It is a living, breathing thing that evolves with you.
Crafting frictionless interaction on your website:
The #1 mistake podcast editors make with their website (and we’re not immune) is making it hard to find out what solutions you provide and how to hire you. Just like we did with social media, we want to make sure to remove friction points between you and your perfect client.
But we don’t always see those friction points, so we need trusted advisors to find them.
Have a friend or family member go through your website as if they were a potential client. Ask them to track…
- How many clicks did it take to find out what you offer?
- How many clicks did it take to book a call or buy a package?
- Was booking a call or buying a package frustration-free?
- How easy was it to simply contact you with a question?
- How easy was it to follow you on social media?
- Is it clean, visually appealing and easy to navigate?
- Is it easy to find samples of your work?
It’s not necessary to tweak all these things right now. Just add it to your to-do list for the near future. Again, your website is a work in progress, always.
These are the number one obstacles that get between you and success, but the really good news is that they are easy-peasy to fix. Not to mention it will set you apart from all others who forgot to make interaction with potential clients frustration-free. And lastly, you'll find this challenge will produce better results for you in the long-term. It's win-win-win!
See you on Monday!
We did an informal poll in our Facebook group asking how you feel about marketing… and the results weren’t surprising:
Who are you marketing to, anyway?
If you’ve just signed up or missed the pre-work, go here to find Day 0.
DAY 1: Define YOUR Client Avatar (aka your ideal client)
In order to attract the right client you need to speak their language. You need to understand them inside and out so you know what their problems and the solutions they want and need. You need demonstrate clearly and with intention that you get it because you (and your business) are the perfect fit for them.
When you post on social media or write an email newsletter, do you know exactly who you are talking to? If you don’t know that you’re just shouting into the void and the clients that live in that void are not the clients you want to attract. (#BTDT)
Who is your person and why should they care about what you do? That’s all creating an avatar is truly about. It’s the same thing that you should coach your clients on when you advise them on show development and growth. It helps to have gone through the process yourself in order to help your client with it.
Did I mention that this a good a way to avoid that sleazy kind of inauthentic, carnival barker sales pitch? Because when you’re speaking to that one person, you’re speaking to a friend who needs your help. And you’re speaking as you, not like some wacky, arm-waving, pitchman.
We’re focusing on the authentic kind of marketing, where you’re you and you’re building people first relationships while establishing that, yes, your are amazing at what you do… and you make lives better.
The first tip we have for you is that marketing is simply having conversations.
No gimmicks. No sleaziness. No funnels. Only conversation on topics around problems and the solutions you provide for them.
So how do you create an avatar?
Open up a doc and name it ‘my ideal client’ or ‘my avatar.’
(you can do this on paper, but a create a digital version you can refer back to when that paper isn’t with you)
We’re going to write a story describing our avatars. In that story we’re going to answer many of the following questions in a paragraph or two.
· What is their name?
· How old are they?
· What do they look like? (Do they look like a celebrity?)
· Describe their personality.
· Where do they live? (A house and apartment at yurt?)
· What’s their education?
· What do they do for a living?
· What kind of car do they drive?
· What do they do in their free time?
· What’s important to them? What are their values?
· Are they married and do they have kids? What about a pet?
· What’s their favorite social media channel?
· Where do they shop?
· What books, TV and podcasts do they consume?
· What gets them out of bed in the morning?
(HINT: you can base your avatar on your favorite client or combine 2 favorite clients into a SUPER MEGA AWESOME CLIENT)
This doesn’t need be *perfect.* The important part is the doing. There is plenty of time to refine later (and you should). The point is to begin to be intentional about who you’re marketing to and how you’re speaking to them.
Knowing your avatar as well as you do now, answer these 2 questions:
—>What overwhelms and frustrates them in podcasting?
—>Why should they care about what you do?
Now when you craft your sales pages, social marketing posts, and content, you’ll be speaking to the right someone, not shouting into a void. And those posts will resonate with your avatar… like it was made for them! (because it literally was!)
MINDSET HACK #2:
Because, again, marketing is simply a conversation.
Mindset Hack #3
The reason I’m not worried about “competitors” is because I know I’m serving my unique avatar and they are serving their unique avatar.
Remember, the challenge can also be found at this secret link:
TA DA! You now have now overcome the #1 obstacle between you and great clients.
Set Up Google My Business
It’s the only way to claim AND manage your business via Google while getting a boost in search rankings. It gives you access to SEO tools and insights. You’ll show up in local search results right at the top of the page for potential clients in your area. Plus, potential clients can message you directly with the Google My Business app (Android & Apple).
It’s 100% free to use, so why not use it?
Follow the instructs here to set up your profile: https://support.google.com/business/answer/6300717?hl=en
Verifying your listing is pretty easy. Follow the instructions here: https://support.google.com/business/answer/6300716
You don’t need to do much with it now, really. When I first set mine up, I filled out my profile, added my logo and then forgot about it.
Several months later, I noticed that when I searched for my website, Google displayed some interesting results. Results I now use to boost my SEO (by looking at the ‘what people also search for’) and reach more of my ideal clients.
The point is is that when I was ready to start focusing on SEO, I had so much easy to understand insight collected thanks to this one easy to do thing— setting up and verifying my Google My Business listing.
So, I started adding things to it… and then people started purchasing my t-shirts and courses from the listings… what??!!!
Having that presence actually made me money. My people were finding me. Here’s a real world example:
On every consultation call, I ask how they found me. Here’s the answer I got last week:
”I found your biz on Google, then I followed you on Instagram. After scrolling your posts I knew I needed your help.”
This client said YES to paid coaching because they were exactly my target audience.
One tip I have for you is to create a Google Voice phone number for your business. That way, you don’t need to list your personal phone and you can easily filter out calls. They have a free tier, so it’s a win-win.
TA DA! You’re now more Googleable. (is that word??)
If you have questions, go check out the thread in the Facebook Group.
Hint for tomorrow: What newbie question makes you want to hurl yourself from the tallest bridge possible?
What microphone should I buy?
Turning Podcast 101 into Cornerstone Content
Today’s Task: Create one long-form piece of content (podcast, blog, video) that addresses 1 problem your AVATAR has.
What is Cornerstone Content?
You may have run across this phrase before, especially if you use Yoast or Jet Pack on your WordPress site. You might have put it on your to-do list to learn about later. Well, it’s later.
Cornerstone Content is simply content that drives traffic to your website because it’s solving a common problem potential clients have without a sales pitch. (if you did the prep work for this challenge, it’s not going to be hard for people to work with you anyway)
This article on how to record separate tracks on Zoom.us drives thousands of people to my website each month. I make sure to keep it updated as Zoom updates. (and today, I’m updating it)
I didn’t set out to create this content for any sort of marketing purpose. I created it because I was soooo tired of answering the same question and having to do calls with clients to get this set up. So, I figured I’d write out the instructions to save myself time. Turns out I was creating cornerstone content that resulted in sales. But relying on happy accidents isn’t a good business plan. Doing it intentionally IS.
You can create Cornerstone Content in any way you choose, but I recommend creating a companion text post if you choose to use video or audio as your main content. That’s because google likes text articles for SEO and your content will rank higher in search if it uses video/audio AND text.
Pro Tip: What’s the #1 question you’re asked by your clients and podcasters (NOT OTHER EDITORS)? What the problem you can solve for them on auto-pilot. THAT is your Cornerstone Content.
There is content that every editor needs on their website:
- How to submit your podcast to Apple Podcasts
- How to choose a microphone/recommended gear
- How to use a microphone properly
- Common newbie mistakes & how to fix them
- What DAW to use
- Simple hacks for different podcasting things
- How to record a podcast
- How to record a guest (using the tool you recommend to your clients)
- How to prepare a guest
- Or any other common question podcasters have
You should have at least one Cornerstone Content piece on your website.
Bonus if you can take this type of content into the wider world like Jennifer (who is amazing at local marketing)
Resist the urge to DO IT ALL at one time. Get that one thing down and then add others to your to do list for when you have time. This content will need nurturing as things change and as you get new information. So only do what you can realistically handle.
Further Reading: https://yoast.com/what-is-cornerstone-content/
Creating 5 Micro Posts from your Cornerstone Content
Providing bite-sized bits of helpful information allows you to serve all the segments of your audience. Not everyone will have time to ingest long-form content. And even your most die-hard fans won’t always be waiting by their device for your next big thing. Give your audience options and opportunities to become clients while demonstrating your expertise.
Bonus: It can be done in batches, is pretty easy to create and can be scheduled far in advance with automation. It’s marketing put set to auto-pilot.
And this advice translates to podcasts as well. I tell all my clients that it’s important to dissect and distill their episodes into engaging social media posts. This is that REPURPOSING CONTENT thing you’ve heard so much about.
One long-form content piece could yield a month’s worth of content, but we’re only doing 5 so you can play with it and not be overwhelmed.
Stick to one topic per post. Micro is just that— small and succinct.
(Something which I am not, lol)
This is where image templates and having brand colors & fonts are going to come in handy.
In Adobe Spark, I used template someone else created (Remix), used Brandify to change it to my fonts & colors, then I change it up every so often to keep it fresh. It only takes a few clicks. If you have a Creative Cloud Subscription, you have Spark. And they feature a ton of great templates you can ‘Remix’ and then ‘Brandify.’
We use Canva for the Podcast Editors Mastermind. Again, we created a simple template. Then we duplicate a page to change the images & text to suit the post. If we need a different size, we duplicate the whole project then use Canva’s resize feature.
Pro Tip: Always create a template for tasks you repeat often. And keep it simple to save yourself time. 🙂
Also, it’s not just images: write out some engaging captions to go along with it— all engaging is is letting your personality shine. Bring the same you you bring to communicating with clients and your podfriends.
On episode 14, Chris Hines said he batch records videos every Sunday.
- A common myth around the subject
- A Tip (or series of tips)
- Related news
- Addressing feedback
- Mindset blocks
- …and anything you wanted to put in add in your longform content, but cut ‘for time.’ AKA Bonus content.
- Just for fun/Humor/Memes
- #TrueStories and anecdotes
You can do a series of 5 tips from your cornerstone content or you could do mix of tips, myths and mindset. It’s up to you.
When you create this content, make sure you’re stepping into the shoes of your avatar and asking yourself what *they* want or need to know. Make it about them, not about you, in their language.
Most social media schedulers allow you to import all your content and schedule it using a spreadsheet of .CSV meaning you only do this once, upload it and BOOM. You’re content is scheduled in a click of a button.
And don’t be afraid to repost older, relevant content as well. No one said we couldn’t do repeats.
Have quesitons? Hit reply on this email. Or come connect in the Facebook Group.
Complaints? Send an email to Daniel at firstname.lastname@example.org (then ask him about his next Repear video)
Hint for tomorrow: You only think it’s wasted time, but I promise it’s not.
Spend 1 hour answering questions on social media
Now that you have all the content set up, you need to get people to engage with it. How do you go about building an audience? You go to that audience.
When I was building my book of clients for the first time, I counted social media time as marketing time.
No time on social is truly wasted time… yeah, I said it. Remember how you wrote out what social media platform your avatar hung out on? You’re going to go there. Then you’re going to spend one hour answering questions with kindness and understanding and without making anyone feel stupid for asking. Your potential clients will be watching.
Last night, I had a discussion with an editor who said Instagram drives clients even though they hadn’t posted content since last September. What they do instead is comment on other people’s posts. Being social works.
Remember the pre-work we did? This is partly why it’s crucial. Because lurkers will book a consult with you and be ready to buy because they love how you show up and interact on the socials.
Your challenge today is to spend an hour being helpful on whatever social media channel you prefer. And not with the editors, but in your niche (best) or general podcasting groups (good).
BUT… some guidelines…
I feel like I can’t say the following enough because I see editors in want of work so often, but their social profiles in opposition to getting work. The first thing I do when I am hiring someone is CHECK THEIR SOCIAL MEDIA PROFILES.
Before posting anything on social media, ask yourself:
· Does it serve my potential clients by providing them with a solution, making them feel understood, giving voice to one of their frustrations, provide some stress relief or generally make their lives better?
· Does it serve my business by increasing my sales, demonstrating my expertise, reflecting positively on my reputation, demonstrate at least one core value, or help me fulfill my business’s mission?
· Is it kind and respectful?
· Can it be clearly understood by beginners or someone who is not a professional?
· Does it put the client ahead of my own personal desires?
· Do I absolutely need to post it?
What to think twice about posting:
· Personal posts about a medical condition that may make a client think you aren’t available for the long term. (It sucks, but there’s a reason stocks tank when a CEO has a heart attack)
· Problems with clients (unless you provided an awesome outcome for them).
· Posts about being fired.
· Emotional rants.
· Posts that make others look bad (they actually make YOU look bad).
· Posts that make fun of others for not knowing what YOU know.
Check your feed. How much of what you share on social media is about serving others?
…and that’s a wrap!
Once again, if you have questions, ask in the Facebook group or respond this email :). (Complaints to Daniel LOL)