How to Leverage a Podcast for Business Development

GOING STEADY
Using Your Podcast as a
Business Development Tool
Alicia Butler Pierre Los Angeles, CA USA Feb. 12 – 15, 2020

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

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
03

BUSINESS RELATIONSHIP STAGES
01 02 03 04
Going Steady
Showing
Interest
Dating
Attracting
(Pre-Interview) (Interview)
(Post-Interview)
(Ongoing
Reciprocal
Relationship)
04

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.
05

MONETIZATION DOES MATTER
Sponsorship
Advertising
Guest to Client Conversion
Pay-to-Listen
06

But there’s
another way
to ensure you
don’t leave
any money on
the table…
07

BUSINESS
DEVELOPMENT
08

`
WHAT IS BUSINESS DEVELOPMENT?
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.”

Stage 1:
Attracting
(Pre-Interview)
10

`
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

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)

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

Stage 2:
Showing
Interest
(During the Interview)
14

Stage 2:
Interest (During the Interview) INTERVIEW
o Guest
o Host
1. Greet.
2. Set expectations.
3. Interview.
o Zoom
o Toastmasters
o BNI
15
4. Wrap-Up.
5. Network.

Stage 3:
Dating
(Post-Interview)
16

Stage 3:
Dating (Post-Interview) POST-INTERVIEW
o Host
o Virtual Assistant
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

Stage 3:
Dating (Post-Interview) EXAMPLE – MULTIPLE TOUCHPOINTS
YouTube Video
Podcast cover
Podcast Quotable
Social Media Posts
Diana Wu David
Podcast Guest
Episode #66
18

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

Stage 4:
Going Steady ONGOING COMMITMENT
o Guest
o Host
o Virtual Assistant
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

#SmoothOperator
21

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!

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

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

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

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

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.
Jan 2020
27

7 MONTHS LATER…
$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

Keep in
Mind…
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

MY GIFT TO YOU
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

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