Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Leverage a Podcast for Business Development

306 views

Published on

It's on the hearts and minds of neophyte and seasoned podcasters alike - monetization! But when you're new to podcasting, it can be difficult to achieve a return on your investment of the time you put into your podcast. In this presentation, you'll learn learn the specific people, processes, and tools to leverage your podcast as a business development (not sales) tool. By focusing on building relationships with your guests rather than converting them into clients, you can build a sustainable business model that ensures you don't leave money on the table. This presentation first appeared at the 2020 Podcast Movement Evolutions Conference in Los Angeles, CA.

  • Be the first to comment

  • Be the first to like this

How to Leverage a Podcast for Business Development

  1. 1. GOING STEADY Using Your Podcast as a Business Development Tool Alicia Butler Pierre Los Angeles, CA USA Feb. 12 – 15, 2020
  2. 2. WHY WE SHOULD MEET Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ One of the few people in the world that talks about business infrastructure Bestselling Author Consultant Podcaster @Alicia_B_Pierre 02
  3. 3. WHAT YOU’LL LEARN - MY PROMISE TO YOU 4 Stages of Business Relationships Humble Beginnings of My Podcast My Epiphany that Changed Everything Executing the 4 Stages This Stuff Works! Success Stories Stay Tuned…I’ll let you know how you can get a copy of this presentation. #Evolutions2020 #BusinessInfrastructure #SmoothOperator Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ 03
  4. 4. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ BUSINESS RELATIONSHIP STAGES 01 02 03 04 Going Steady Showing Interest Dating Attracting (Pre-Interview) (Interview) (Post-Interview) (Ongoing Reciprocal Relationship) 04
  5. 5. HUMBLE BEGINNINGS Dec 2017 Jan 2018 Jan 2018 Jul 2018 Jul 2019 Crossroads. Business Infrastructure both a blessing and a curse. Goal: Expand Global Network. But how? Started writing a book. Started podcast. No monetization success. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ 05
  6. 6. MONETIZATION DOES MATTER Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Sponsorship Advertising Guest to Client Conversion Pay-to-Listen 06
  7. 7. But there’s another way to ensure you don’t leave any money on the table… Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ 07
  8. 8. BUSINESS DEVELOPMENT Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ 08
  9. 9. ` WHAT IS BUSINESS DEVELOPMENT? Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Jason Smith Podcast Guest Episode #65 Sales Customer Customer Customer Customer Business Development Partner Partner Partner Partner • Customer • Customer • Customer • Customer • Customer • Customer • Customer • Customer 09 “A practice incorporating tools from both marketing and sales to reach out to large groups of targeted personas to seek opportunities for sales AND to gather deeper customer understanding.” “A continual process of tailored action steps designed to identify specific gaps in the customer’s status quo AND guide the customer to engineer the best possible solution.”
  10. 10. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 1: Attracting (Pre-Interview) 10
  11. 11. ` Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 1: Attracting (Pre-Interview) THE KEY IS EDIFICATION ed·i·fi·ca·tion /ˌedəfəˈkāSH(ə)n/ NOUN formal the instruction or improvement of a person morally or intellectually. 11
  12. 12. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ To-date, we and our guest have shared and recommended… 104 Websites 101 Books 98 Software Technologies 39 Videos 26 Professional Organizations 72 Podcasts & Articles …to assist in your operational growth strategy. Audience: access to info to close knowledge gap. Guests: exposure to a new audience in 35 countries + talk about business in a new way The Business Infrastructure: Curing Back Office Blues Podcast - Listener Map Data Sources: Anchor.fm and Libsyn.com Indicates countries where podcast episodes have been downloaded Host: ↑ influence, ↑ network, + gain advocates/salespeople (i.e., guests) 12 360o EDIFICATION - CREATING A WIN-WIN-WIN SITUATION Stage 1: Attracting (Pre-Interview)
  13. 13. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 1: Attracting (Pre-Interview) PRE-INTERVIEW PEOPLE PROCESS TOOLS o Social Media Manager o Virtual Assistant o Host 1. Recruit. 2. Pre-Screen. 3. Research. 4. Invite. 5. Connect on Social. o Twitter, LinkedIn o WuFoo o Acuity Scheduling o MS Outlook 13
  14. 14. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 2: Showing Interest (During the Interview) 14
  15. 15. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 2: Interest (During the Interview) INTERVIEW PEOPLE PROCESS TOOLS o Guest o Host 1. Greet. 2. Set expectations. 3. Interview. o Zoom o Toastmasters o BNI 15 4. Wrap-Up. 5. Network.
  16. 16. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 3: Dating (Post-Interview) 16
  17. 17. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 3: Dating (Post-Interview) POST-INTERVIEW PEOPLE PROCESS TOOLS o Host o Virtual Assistant o Social Media Manager 1. Send cover art. 2. Ask for review. 3. PROMOTE!!! 4. Use additional touch points (related episodes; introductions to other guests) o LinkedIn, Twitter, Facebook, Instagram o YouTube o Headliner o Canva o Libsyn o Descript 17
  18. 18. Stage 3: Dating (Post-Interview) EXAMPLE – MULTIPLE TOUCHPOINTS Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ YouTube Video Podcast cover Podcast Quotable Social Media Posts Diana Wu David Podcast Guest Episode #66 18
  19. 19. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady COMMITMENT Means staying loyal to what you said you were going to do, long after the mood you said it in has left you. - Author Unknown 19
  20. 20. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady ONGOING COMMITMENT PEOPLE PROCESS TOOLS o Guest o Host o Virtual Assistant o Social Media Manager 1. Follow guests online for updates. 2. PROMOTE!!! 3. Introduce to others. 4. Feature in blog post. 5. Feature in newsletter. 6. Repeat step #1. o LinkedIn, Twitter, Facebook, Instagram o MS Outlook o Wordpress o Salesforce CRM (use tags) o MailChimp 20
  21. 21. #SmoothOperator Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ 21
  22. 22. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady SUCCESS STORY Carl E. Reid Podcast Guest Episode #050 o Met Carl E. Reid on Twitter. o Invited him to be a guest. o Introduced me to Mariela Dabbah. Phyllis Shelton o Met Phyllis at the RSM. o Introduced me to BronxNet TV Mariela Dabbah Podcast Guest Episode #070 o Interviewed Mariela. o Invited me to her annual Red Shoe Movement (RSM) conference in NYC. Led to a client who happened to be in the studio as I was being interviewed! 22 Interviewed on BronxNet TV!
  23. 23. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady Wait, There’s More… Mariela Dabbah Podcast Guest Episode #070 Marie Incontrera Podcast Guest Episode #054 Invited Marie to the RSM. Marie was also a guest. Introduced Marie to Mariela. Marie is helping Mariela craft her TEDx Talk! 23
  24. 24. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady PEOPLE HAVE TO “EXPERIENCE” YOU BEFORE THEY DO BUSINESS WITH YOU Doug Sandler Podcast Guest Episode #056 Was a guest on Doug’s podcast. Became one of his clients. Invited him to be a guest. Told me I was onto something. Invited me to speak to his coaching group. Referred several prospects and guests to him, including Dez. Dez Thornton Podcast Guest Episode #055 24
  25. 25. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady LAW OF EXCHANGE: GIVE…AND RECEIVE Victoria Rodgers Podcast Guest Episode #035 John Ray Podcast Guest Episode #033 John Kamp Podcast Guest Episode #008 Convinced me to do a TEDx Talk and invited me to local TED events sponsored by her company. Ordered several copies of my book for the C-suite at a Silicon Valley company. Helped arrange an advertising deal with Business Radio X. 25
  26. 26. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Stage 4: Going Steady LAW OF EXCHANGE: GIVE…AND RECEIVE Tim Fulton Podcast Guest Episode #014 Jim Stroud Podcast Guest Episode #023 Liz Kislik Podcast Guest Episode #063 Invited me to speak at his exclusive business conference. Wrote an article about her experience being a guest on my podcast. Introduced me to Podcast Movement! 26
  27. 27. 7 MONTHS LATER… Dec 2017 Jan 2018 Jan 2018 Jul 2018 Jul 2019 Crossroads. Business Infrastructure both a blessing and a curse. Goal: Expand Global Network. But how? Started writing a book. Started podcast. No monetization success. Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Jan 2020 27
  28. 28. 7 MONTHS LATER… Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ $62k 35+ hours 4 VIP events 2 TV interviews Booked Referral Business Free Coaching and Consultations Invitations to Private Events + Exclusive Memberships TV appearances in Atlanta and New York City 28
  29. 29. Keep in Mind… Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Going SteadyShowing Interest Dating Attracting There’s a difference between interest and commitment. When you’re interested in doing something, you do it only when it’s convenient. When you’re committed to something, you accept no excuses; only results. Kenneth Blanchard Business development opens additional doors. The 4 Stages are a lot work, but totally worth it! Be genuine and transparent! 29
  30. 30. MY GIFT TO YOU Alicia Butler Pierre - Business Infrastructure Podcast – https://businessinfrastructure.tv/ Send a screenshot of your review and I’ll send you a copy of the 2019 Business Resource Guide which includes over 300 resources (apps, books, and more) to improve operations and increase your efficiency. Connect with me on LinkedIn and I’ll send you a copy of this presentation! Alicia Butler Pierre 30

×