 Thank you. Good afternoon. Thank you for sitting here with me for the next half an hour as we go through the next old New old thing in marketing. What we're going to talk about is a brief history of podcasting podcasting Podcast listener facts. God, I can't see fit female and male listener demographics How to create a podcast how to market your podcast and where podcasts fit in your marketing plans So what I'd like to ask by a show of hands, how many people actually Listen to podcasts and if you have a specific podcast that you listen to which one is it? And that's by whom? Okay, how frequently do you listen to it? Okay anyone else I saw another hand Okay How often do you listen to it? So we have a daily user we have a once a week user sir gentlemen in the back Book that I had Okay, so we have two weeklies and one daily well, if you don't know much about podcasts I'm gonna give you a very brief history the reason that I titled this old is because Podcasts were originally introduced in 2004. They were created or they were credited to be created by two gentlemen That was Adam Curry and Dave Weiner Like most other ideas they languished for about a year and then in 2005 the first Podcasting guide was created and it was released in 2005 It was called titled later this week in tech and the author was Leo Loparte so podcasting was Sorry about that podcasting was a thing Now I'm having a technical difficulties Okay podcasting was a thing and it's been a thing for at least 14 years if I can do math I'm a lawyer, so I can't do math law 13 years so now why is there a resurgence and why is everybody talking about podcasting? It's replacing what we call the next new thing and it is the new social media So to speak and it has a place in your content marketing plan So I'm gonna give you a quote by Taki Moore who was a hundred million dollar coach And what he says is before we even start before even starting your podcast Come up with a unique premise that would appeal to a specific audience where we're gonna get to that when we get to the content section Podcast facts if you look here, you'll notice that there is a chart behind me and it begins in 2006 when they actually started tracking podcasts and it goes into 2018 and what you notice is that the growth is exponential and why is that is That way because mobile has such a great influence on the way we do everything That we now want to make sure that we have our content on demand and we can take it with us and we can travel with it So we've determined that 64 percent of Americans know what podcasts are a Hundred and twenty four million Americans listen to podcast and we're just talking about here in the United States We're not even looking at global numbers So we have the dominant age range for monthly monthly listeners is 25 to 54 women Have their listening capacity has increased by 14 percent in 2017 and 23% of American listeners listen to podcasts in your car So what that tells you is that mobile is the dominant way that people are consuming content and Podcasts is the new way to make your content be heard as a marketer I'm always interested in what your demographic looks like who you are your sex your age How much money you have and one of the things that we learned about Podcasters is that male and female use is almost equal We know that 48 percent of American women listen as opposed to 52 percent of American men basically equal 24 percent of the women listen to at least one podcast a 27 percent of men listen to so you have an equal range You don't have to worry about differentiating between a male listener and a female listener 32 percent of that audience is between age 25 to 54 and they listen to podcast monthly 35 percent earned $100,000 or more why is that important because you know that your listener will be able to buy the goods and services and has more Disposable income so you want to make sure that that content is available to them And we know that 60 percent of them have earned college degrees which means that that particular listener has the ability to process Quickly has logical reasoning so you won't have to work as hard as if you're explaining something from scratch So next we're going to proceed to the steps that create how to create your own podcast And basically there are four things that you're absolutely going to need You're going to need a blog rss feed You're going to need recording software You're going to need your microphone and you're going to need your content of the fourth items that are listed there content Is probably the most difficult Because you have no idea what you want to talk about what appeals to your audience and how you're going to present that information So the rss feed which is rich site summary is The way that content is delivered from the internet so we know that your podcast can only be delivered on a podcast only feed It has to be determined by the enclosure tags And I'm going to try to speed through this technical stuff because that's not really why I'm here It's hosted on podcast apps and podcast directories And there are three ways to create the feed you can use power press feed You can use category feed and you can use yahoo pipes The next component that you're going to need is your recording software. I've listed these software in order of Their cost the first two audacity which is good for Mac PC and Linux Then you have GarageBand which an Apple product comes installed on any on every Apple product including my iPad Then you have Adobe Edition Which is a better format because it will also convert your files To an mp3 format which can be uploaded and that's the format You're going to need your podcast to be in in order for it to be listened to Then we have Logic Pro X and Hindenburg and those are generally software that you're going to use After you've done your introductory phase So I personally like Adobe Edition although there is a learning curve I'm not a Mac user when it comes to my my laptop I'm more of a words woman windows woman So I use Adobe Edition, but any of the other two I have opened and used GarageBand on my iPad It's fine. It works. It's just I don't want to take that separate the next step to convert my file So I just stick with it Adobe Edition There is a curve though and it took me a while because I'm not normally one who records But I'm getting there. I'm getting better So just expect and know that you won't be able to do this immediately and don't get frustrated So the next piece of equipment you're going to need is the microphone And I brought you one that I use and is the one that's in a photo. I do not get any revenue from this microphone I just want to let you know that it is a mic that I like and it is a UXB mic It's important because you want to make sure that the sound that you deliver is the best quality that you can deliver It makes a difference because people will not be able to see you You're relying on one tool and one tool only and that's your voice The more you spend for your microphone and the better the quality of your podcast from the gate The better it will be for you to attract your audience and you'll be able to get more listeners sponsors other things So I'm going to give you suggestions You can see what my preference is and only because I didn't want to go too far on the lower end But I didn't I wasn't ready to spend the three and four hundred dollars for a professional microphone So for an entry level some of the best suggestions are the Logitech clear chat headset or the Sam Son s a m s o n q2 you For the mid-level which is the Blue Yeti, which is what I have they do have a snowball. I didn't like it It's just a little round white ball and you can't it doesn't have much adjustment ability But it's a great mic it works it if you wanted to use it as your introductory mic It's fine, but I like the Yeti and then there's another mid-level because I don't want to be biased and that's the sure sm58 And then you can go to professional level microphones if you want to spend the money and you don't want to spend the money twice I would suggest go ahead and get a professional mic. You're at the top of your range You're going to probably both deliver the best sound that you can so try to get a professional mic and two recommendations for those are the road podcaster or the Hio H e I L P R for And there's one other thing that you might want to know and that there are two different types of mic the professional mics are Probably going to be XLR mics. This one is a UBSB I actually have a USB cord here that I use with my computer. So that's fine But with the XLRs, you're going to need an audio source So get ready to know that in addition to paying more for the mic, you're going to need extra equipment So now we come to the big part and that's content and one of the things that I've discovered in this podcasting process is that You don't have a clue what you're going to talk about and you don't really know how to determine What you're going to talk about for me It's going to be marketing because that's the thing that I'm the most passionate about and that I can speak clearly and Talk about it relatively knowledge. We depends on what day you ask me though, but it's a big It's one of the things that you Should consider carefully before you even start and one of the things that I found it during this process Is I wanted to do this quickly and I wanted to say, okay, I want to get my product out. It still hasn't been released I'm not releasing it until the end of September One because I want to make sure that I deliver the best quality product that I can because once I initiate and I Lodge I don't want people to be turned away because you know what our attention spans are like I don't want you to be turned away because you're disappointed with my content because I'm probably not going to get another chance But I thought about it and one of the things that seemed to be recurring were these five questions and the basically they were Why did you choose to podcast? I choose to podcast because it is a supplement to my content marketing plan I've been a content marketer since about 2014 And it seems like the rest of the marketing world is catching up and we have so many outlets available to us So the more content that you have available and the more value that you offer to your listeners into your target market The more likely they'll hear you because there is so much competition like just about four years ago If you were using social very few businesses were actually using social properly Well now you're competing because Facebook has changed the format and they're now encouraging us to buy ads and they're cutting down how much goes into your feed And they change that algorithm in January. There's more than likely going to change it again This coming January because they found a new revenue stream. So you're competing It also helps with your SEO because the more inbound links the more outbound links you have going the better Improvement it is when you come up for search rankings. So additional content online is great The next thing is what would be helpful and or entertaining? So first of all before you can answer that question, you have to know who your audience is What's your subject? Who is your audience? What are their interests and I recommend that you attempt to do a little bit of research if you pick a topic Look at the demographics. All of that information is there Find out what they like find the points that stick with them and start with those podcasts In addition that first podcast should be just one that talks about your podcast what you're going to deliver and Where they can find you because that's the introduction of Westie appetite The third question is what's your passion right now? Mine is marketing It's what I do is what the company that I own here in the Lehigh Valley, but it may not be your passion It's got to be something that lends itself to authenticity Because people are not seeing you you see me here and you can see I'm passionate But if you hear me on a mic or you hear me on a podcast You may not be able to hear that because I may not be passionate about what I'm talking about It has to come off and it has to be authentic What's relevant what's relevant to your audience not so much to you and one of the speakers earlier talked about the Venn diagram And he talked about your interests being on the left hand circle and they're interested in the right hand circle You're less concerned about the intersection. You're more concerned about what's happening over here in that right hand circle The last thing is do you have the skill to talk about the topic that you pick? Just because you're passionate about it Doesn't mean you have the skill to talk about it And it's a question that you have to ask yourself and you have to be honest with yourself Because you don't want to come off sounding like some ranting lunatic who really likes what they like But you're not good or knowledgeable about knowledgeable about that topic So those are five questions that I asked myself and I said hey What con what topic am I going to podcast about? Of course, it turned out to be marketing, but that's just me and I'm stubborn The next thing we're going to talk about is how to market your podcast The most important thing and in my research It just stands to reason that the most important thing that you should consider is the quality of your podcast And I can't say enough how Important it is that when you launch that first podcast that you make sure that it is the best quality You can deliver with the best equipment you can deliver We have the attention spans of three point five seconds And if you're not going to get me in that three point five seconds and have me go on the journey with you I'm on to the next and there are plenty of nexus and it won't be you Make sure you pick a good hosting platform that platform can help deliver your content and take a lot of the work off of you It's going to be difficult to launch your podcast and it's going to be difficult to get an audience You're probably going to ask your friends in family and everyone else You know to listen to your podcast and subscribe so that you can boost your numbers, but a good hosting platform can help with that Publish your plot your podcast everywhere Social media your website your friends website your cousins website Posted everywhere you can because you are competing with a whole lot of content And you need to make sure that you are accessible pink list it on pink LinkedIn. I'm sorry LinkedIn Keywords your podcast listings just like you do any other content That's important that you want to reach a lot large audience Even tying your keywords in with other content so that when they see that original content The podcast will follow along with it and you'll be able to reach an audience and increase the numbers Feed you the podcast on your websites and I cover that one But it's important if people are visiting your website and they don't have a link to your podcast you're missing an opportunity and We know better than that we're wordpress people. We know make sure everything is there Get your family and friends to listen to the podcast and you can even write a press release Yes print is dead, but there if your particular audience Does have an audience and there is a place where you can write write a press release Release write a press release for every Topic that is relevant. There are still people who read my 81 year old mother reads She might not listen to podcasts But her friends might and there's some other people and they talk to people and that everybody they talk to is not 81 But the important part of here is to make sure that your podcast Is reachable by everyone and you've exhausted every outlet marketing it that you can So the podcast is another component of your content marketing plan and it also helps with your SEO One of the reasons that it is a great piece of content is because the mobile revolution has taken over Everybody in here has a smartphone and that is generally the way that your audience is going to hear you and listen to and Download your podcast so make sure that that's a component that is available in your content marketing plan Also, it's a captive audience. They want to hear from you. They want to hear what you have to say They are choosing to download your content. You don't have to work for this audience So make sure you give them quality and make sure it's one of the components they can find in your marketing plan It allows you to tell your business story No one knows your business story except for you and one of the best ways to convey that information is orally They may not be able to see you but sound works just as well. That's one of the best the other important senses It also would encourage Engagement with your other content and with your website. It is a driver It will drive people to articles that will create an interest in you your company your good your service People who listen to your podcast Will more than likely also read some of your other content and it has also been determined that people who listen to podcasts Are 24 percent more likely to buy to purchase the goods and services that they hear about in the podcast So that's 24 percent more revenue that you're going to earn Right now it is still an affordable medium because people have not been crowding in like they're doing with Social media Facebook some of the other media are making you pay for their ads because they realized finally I don't know what took them so long, but this is a different revenue stream. They're going. Hey, we're letting these people use this for free Let's make them pay podcasting is still one of the less crowded medium And it's also one of the least expensive right now So i'm going to leave you with maranta catz's Quotation and basically she says people are really listening And want to consume all of the content that is there and available There's a level of dedication that comes from podcast listeners that you otherwise don't find This is your audience give them a quality product. They want to hear from you And now the numbers prove it podcasts aren't a bubble. They're a boom and that boom is only getting louder And don't forget september 30th is international podcasting day. So please make sure you do something to celebrate it We do a monthly seminar in eastern and october. So now i'm a marketer. This is where my shameless plug comes in right here Yes, this is where my marketing comes in but we do a seminar a monthly seminar in september october november in eastern and allentown To register you can email us and this is how to follow us on social media So thank you very much Now i'd like to know if anyone has any questions Yes I don't have one right now But I know that most of the hosting sites now provide you with a lot of the back end analytics So you want to use a hosting site? That does give you the analytics that doesn't make you work for it And you don't have to go through google and go through all of the drama They will help you with the podcasting because one of the things is it's like Calculating the r.r.i on social used to be you couldn't calculate it because it was so weird Well podcasting now is in that place and a lot of the Services will provide that for you Yes Yeah, as you went through this whole thing and described Putting you know deciding to do a podcast and all the rest It sounded really like Gee i'm starting a new company. This is a business plan For me Well, no The whole process here seems like It's very similar It's more of a component that you're adding to what you're already doing because if you're A person that doesn't really spend a lot of time on social You don't really have time to flick through your phone and you'd rather have content that you can download and take with you And listen whenever you want to podcasting That's one of the reasons that it's growing so quickly because people are downloading and taking and they don't have to do it when you want them to do it Yes That is a great question and actually there are several different types of podcasts you can Cast on your own you can interview you can rotate the content What's the best way to determine that is what works best for you and what your audience demands because For me, I know that i'm introducing I'm going to eventually introduce interviews because I don't want to be the talking head all the time I want to do it just because As an initiation and to familiarize you with it But I want other marketing experts to come on and I want them to share their expertise I don't know everything other people do and if I share I also reach a larger audience So there's a little bit of a selfish motive there The frequency one of the things that I've been learning is that you should have at least three to four Podcasts prepared before you even launch. You shouldn't just put that first one out there Make sure you have at least a month's worth whatever that frequency is going to be I say What I've determined is that I'm going to do like a weekly one and see if I can keep up with that pace I may have to drop it back to once a month because I have a million other things to do So it really is based upon how consistent can you be? What does your and what does your audience want? Yes, follow up with kids question. What about the length of the podcast itself? Have you seen different? I've seen different things that they're like 20 or 30 minutes and I've seen 16 minutes I haven't tested that theory yet because again, my podcast have not launched I'm one of those people that will tweak something to death and I'm like tweaking tweaking but I am gauging it on how comfortable I feel talking and at what point does it sound like I am droning on And that people are going to stop listening to me. Where's the saturation point? When are they going to stop? And I'm going to try for 15 minutes That's going to be my first one because it's going to be short. It's just going to introduce my podcast Meaning what my company does blah blah blah blah and that'll be a 15 minute one and then if we get some buzz I'll try some more content, but it'll also depend on the content How much will I have to put into it to convey what I want? So you haven't seen anything that says oh if it's five minutes, it's too short Because it seems like people are going to listen to these in the car mostly, right? You know where's the best place to find out? Look go on the ipad ipad directory And you look at the length and look at what the average is and look at the most Popular ones because that's the kind of research that I would do I would look at the most popular podcast see what the length is and then gauge from them I was gonna say I was just at the podcast movement conference in the billy a couple weeks ago So I'm all podcasted out this is a good podcast It seemed like shorter podcasts is like a growth opportunity Where there's more like daily five-minute podcasts and like sports, you think of like sports Right And like sense up like that But it does make sense Attention stands bands are very short too. We don't want to listen. I'm sorry. You had your hand raised back there. David Oh, okay Yes Yeah, so if I'm following your marketing in the whole podcast and what you could use it for So say for example, he wants to do a youtube channel with merchandising Right and looking at your demographics. I'm just kind of playing this out in my head That say you want to reach out to the parents and the grandparents who have the money who have the the Means to go buy the things you're merchandising. Maybe you would integrate like a podcast Advertisement into like a youtube video that would you know, maybe hook a parent or a grandparent. Is that the kind of It interplay It has to deliver some real value Or the people are not going to listen to it So if you are and for lack of a better word if you're hawking something on youtube You don't then want to make a podcast that's selling also No, say for example say, okay, so I know i'm a clueless parent when it comes to the stuff he's doing So maybe you put the hook in for the other demographic Parents and grandparents aren't going to sit and listen to that, you know money creepers, you know 20 minutes worth of youtube But if there's a hook in there that you could somehow get out to the other demographic that would actually buy It sounds like a good idea So you're talking about using a podcast for the purchasing segment and the youtube video for the product Right to like, you know minecraft Untangled minecraft Okay, that would be me For the people who would buy the stuff right for the people who are into the stuff like is that the kind of dynamic That you're talking about on kind of cross marketing Probably use it you could probably use it I would I don't know if I would use it that way because I never even thought about it honestly But it it's probably would work depends on what you're podcasting about and will it hold their attention? Like as an adult purchasing What's going to attract you to their minecraft like like for example explain say The first lesson could be if they don't if they don't know what what the mobs aren't you can explain What the definition of each thing is okay for the first well for the second podcast after you've introduced your podcast Well, that sounds like a fantastic. He knows better than I I mean, but that that's the passion that I'm talking about that's the passion talk about the things that are passionate to you Are there any other questions? Yes, they sell physical props. I sell eyeglasses online. So can I do a podcast on that? Is that uh, you know? I don't see it. I imagine people get bored of that and then just you know, you can have Ophthalmologists come on you can have optometrists come on you can talk about eye diseases Yeah, eyeglass styles You can have visitors come on. Yeah, there are so many ways that you can use it And it doesn't have to be you talking about eyeglasses companion pieces Eye injuries anything that you can talk about that as a companion to an eyeglass Analyst I want to listen to your podcast answer So we're going to get a list together, right? Are there any other questions? Yes, I see a lot of like podcasts that have like a video also Is that just a total other thing or is it like something to consider? Most of the Real podcasts people say that it's a separate medium To me it makes sense because you're having just the sound that appeals to one audience But if you have the video too, which is for a younger generation They're going to like the sound and the video even if they turn the sound down. They still got the video I like the video podcasting, but The enthusiasts are like, you know the experts are like, well, you can't do that. I don't know. I like the idea There's a guy online I'm going to get to you in one second. I see you RLD his name is Robert L. Dumas. He also sells This his platform is selling podcasters paradise Like but he's been doing this from day one and he's like, no, well, you can't do video with podcasts So Robert says no, I say yes Yeah There are the two of you, you know doing your thing And then you just got the audio component and did that for your audio podcast and saved the video as it as a different offering It's the same content, but it has video components and I like repurposing content. I think The first the second time around is just as good as the first time you're getting another group of people I think The boundaries are not as clear the boundaries are very clear right now And most enthusiasts in one camp don't like to mix with the other ones But I think the eventual Where it's going to end up eventually is that there are going to be mixing other platforms And that you're going to see more of that and be an innovator just because someone says you can't do it Doesn't mean that you you shouldn't Innovate everybody's innovating Any other questions