Dominate your market
with your own business podcast
Podcasting 101
James Martell,
VP Product Development, jambMEDIA
Desired outcome
...you will learn how to utilize podcasting to generate, leads, sales and profits, dramatically expand
you...
The BIG Shift
Traditional media in decline
The BIG Shift
Traditional media in decline
The BIG Shift
7 Social Media Stats of 2013
1. Google+ Is On the Rise
2. Social Media Use Increasing for Older Demographic
...
―How to Dominate Your Market by Creating an Amazingly Strong
Business or Personal Web Brand with Your Own Professionally
P...
Your Friendly,
Knowledgeable Voice
Lets You Quickly Establish
Confidence with Consumers and Position
Yourself as the Trust...
Content is King!
It‘s much more than a cliché
Content is Everything!
Content Problem
Podcasting offers a viable solution
Content Problem
1. No content
2. Minimal content
3. Out of date content
James Martell
Launched Dec 2003
25,000 downloads a month
Founder of The School of
Internet Marketing
Affiliate Buzz (podca...
Podcasting 101
It‘s easy if you get organized
What is a podcast?
― A digital audio file, usually part of a themed series,
that can be downloaded from a website to a med...
Podcasting in
the news
Whirlpool podcast attracts target audience
“A podcast helps you connect with people
on a more emotional level,” says Dan C...
Who is listening to podcasts?
• This new 2014 national survey from Edison Research and Triton Digital found that the weekl...
Who is listening to podcasts?
―The continued penetration of smartphones in America is
changing behavior significantly,‖
No...
Who is listening to podcasts?
• 67% of podcast listeners don't mind sponsorship messages and occasionally
find them useful...
How are episodes delivered?
On demand By email Subscription APP Podcatcher
How do people listen to podcasts?
Desktop computers
Laptop
Tablets
Smartphones
Wifi radio
How do people listen to podcasts?
"According to Lavrinc, Apple already has
deals with automakers from Ferrari to Honda.
Ot...
―Advertising‖ vs ―Podcasting‖?
Finite lifespan
Does not rank in the search engines
Is not shared
Ends when you stop paying...
How big is podcasting?
The Google BIG 5
Podcasting comes to the rescue
The Google BIG 5
Podcasting comes to the rescue
1. Content Quality
Authentic, professionally written
and highly relevant t...
Your Options
It is time to make a decision
Your Options
Do Nothing Do It Yourself Outsource
Case Study
Making sense of a little chaos
Who is Smarter Chaos?
10 Challenges
1. Website content
2. Weekly newsletter
3. Promote clients
4. Expanding online footprint
5. Increase audienc...
Challenge #1 - Consistent content for the website
Challenge #2 - Publishing of weekly newsletter
Challenge #3 - A Leadership role in the industry
Challenge #4 - A method to showcase clients
Challenge #5 - Expand their online footprint
Challenge #6 - A strategy to increase their audience
Challenge #7 - Differentiate themselves
Challenge #8 - Time
Creative ways to use podcasting
A look at goals & objectives
Ickert Dental Implant Centre
• Small business professional
• Referrals from dentists
• Thought leader in his market
CIBC Wood Gundy
• Independent professional
• One of the top financial planners
in Vancouver
• Wants to maintain the positi...
Martin Brothers Funeral Services
• Brand new to the market
• Looking to establish themselves
• Number #1 in another market...
Podcasting 101
60 minutes
The Local Customer Connection
42 pages
FREE Audio Report
―How to Dominate Your
Marketplace with Your Own
Professionally Produced
Turnkey Business Podcast‖
Downlo...
The Local Customer Connection
―To Help You Get More Local
Prospects, Customers and Sales
In 2014, We're Giving Away 'The
L...
How to build an audience
Ideas to promote your podcast
How to build an audience
Ideas to promote your podcast
1. Precisely target your perfect audience
2. Develop exceptional co...
Podcast Set-up
6 steps
Step #1 - Identify your goals & objectives
• Grow leads, customers and profits
• Build your business or personal brand
• D...
Step #2 - Establish your a format for your show
Step #3 - Organize audio production
• Script
• Intro/ Outro
• Voice Talent
• Music Licensing
Step #4 - Order your graphics
• Social media
• Facebook
• Twitter
• Google+
• YouTube
• Podcast Directories
• Spreaker
• B...
Step #5 - Social Integration
Facebook Twitter Google+ YouTube LinkedIn
Step #6 - Syndicate your show
• Spreaker
• BluBrry
• Podbean
• Stitcher
• iTunes
Individual Episodes - Set-up
7 steps
Step #1 - Organize a planning session
• Identify the episode topic
• Related questions
• Guest information
• Contact infor...
Step #2 - Develop an episode outline
• Episode topic
• Back Story
• Questions
• Contact information
Step #3 - Schedule the interview
• Schedule host
• Quite room
• Skype or land line
Step #4 - Conduct the interview
Preparatory pre-call
Conduct and record the
interview
Call to action
Step #5 - Arrange post production
• Editing of ums, ahs &
silent pauses
• Voice leveling to make
you sound great
• Add you...
Step #6 - Write promotional articles
• Listens to each episode
• Topic and geographical
relevant keywords
• Name, address ...
Step #7 - Promote your episode
Podcast directories Social media Your website
Budget - Set-up Expenses (DIY)
…for the do-it-yourselfers.
Budget - Set-up Expenses (DIY)
Service DIY
Audio Production
• Intro/ Outro/ Liners
– Scripting
– Voice Talent
– Music & So...
Budget – Monthly Expenses (DIY)
…for the do-it-yourselfers
Budget - Monthly Expenses (DIY)
Service DIY
Professional Host
• Interview
• Recording
$125
Post Production
• Editing
$50
C...
Our Team
…for those who prefer to outsource
jambMEDIA
Photo
Nicholas Jaworski,
Broadcaster/ Audio
Editor
Photo
Kimberly Henrie,
Broadcaster
Photo
Trinna Williams,
Pro...
Who‘s Here Today
Photo
Arlene Martell,
Customer Care
Photo
Kimberly
Juchnowski,
Manager of Business
Services
Photo
Mike Mc...
Special Conference Pricing
Our turnkey podcasting services
Special Conference Pricing
Service Regular
Business Podcast Package
The business podcast package includes show development...
Special Conference Pricing
Service
Business Podcast Package
The business podcast package includes show development, episod...
jambMEDIA
• James Martell
• (604) 542-0747
• jambmedia.com
• facebook.com/jambmedia
THANK
YOU
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How to Dominate Your Market with Your Own Business Podcast

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Presented by: James Martell
Conference: Canada Marketing Summit - 2014

Contact Information:

W: www.jambMEDIA.com
E: helpdesk@jambmedia.com
P: (604) 542-0747

FREE Audio Report - Podcasting

During the presentation James Martell shared two complimentary resources. You are welcome to download them both below:

1.) FREE Audio Report - "Podcasting for Qualified Leads, Increased Sales and Profits!”

Download:
http://jambmedia.com/podcasting/

2.) FREE Ebook - "The Local Customer Connection - Discover 10 POWERFUL Ways to Get More Local Prospects, Customers and Sales!"

Download:
http://smartlocal360.com/local-customer-connection/


============================
Presentation Topic

“How to Dominate Your Market by Creating an Amazingly Strong Business or Personal Web Brand with Your Own Professionally Produced Business Podcast!”

Your Friendly, Knowledgeable Voice Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits of Increased Site Rankings and a Strong Mobile and Social Media Presence)

1.) How to build a loyal audience who are eager to hear what you have to say and predisposed to buy what you have to offer

2.) How to develop a solid mobile presence to take advantage of the explosive growth of smartphones, tablets to make sure you are easily found by consumers

3.) How to satisfy Google’s insatiable appetite for fresh, interesting and relevant content and dominate the search results for thousands of keyword phrases that matter to you most

4.) How to create content that is eagerly shared by loyal followers within social media

5.) How to create content that has a long shelf life that continues to produce leads and sales for you long after it is published

6.) How to get ahead of the curve and outmaneuver your competitors with content

7.) How to consistently create content on a weekly basis for Google, Facebook, Twitter, Linkedin, Youtube and your website and newsletter, to keep everything current and up to date for your audience

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How to Dominate Your Market with Your Own Business Podcast

  1. 1. Dominate your market with your own business podcast Podcasting 101 James Martell, VP Product Development, jambMEDIA
  2. 2. Desired outcome ...you will learn how to utilize podcasting to generate, leads, sales and profits, dramatically expand your online footprint, better engage existing customers, and have fresh, up-to-date content for your website, social networks and newsletter and do it all in under 60-minutes a week, and for less than the cost of a weekly newspaper ad. At the completion of this session…
  3. 3. The BIG Shift Traditional media in decline
  4. 4. The BIG Shift Traditional media in decline
  5. 5. The BIG Shift 7 Social Media Stats of 2013 1. Google+ Is On the Rise 2. Social Media Use Increasing for Older Demographic 3. Pinterest and Tumblr Fastest Growing Social Networks 4. 78 % of US Facebook Users are Mobile 5. Despite Privacy Concerns, We Still Share on Facebook 6. 27 % of Time Spent Online is Social 7. 40 Million Photos are Posted in Instagram A Day
  6. 6. ―How to Dominate Your Market by Creating an Amazingly Strong Business or Personal Web Brand with Your Own Professionally Produced Business Podcast!‖ Your Friendly, Knowledgeable Voice Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits of Increased Site Rankings and a Strong Mobile and Social Media Presence)
  7. 7. Your Friendly, Knowledgeable Voice Lets You Quickly Establish Confidence with Consumers and Position Yourself as the Trusted Expert (with the Added Benefits of Increased Site Rankings and a Strong Mobile and Social Media Presence) “How to Dominate Your Market by Creating an Amazingly Strong Web Brand with Your Own Professionally Produced Business Podcast!” How to build a loyal audience who are eager to hear what you have to say and predisposed to buy what you have to offer How to develop a solid mobile presence to take advantage of the explosive growth of smartphones, tablets to make sure you are easily found by consumers How to satisfy Google‘s insatiable appetite for fresh, interesting and relevant content and dominate the search results for thousands of keyword phrases that matter to you most How to create content that is eagerly shared by loyal followers within social media How to create content that has a long shelf life that continues to produce leads and sales for you long after it is published How to get ahead of the curve and outmaneuver your competitors with content How to consistently create content on a weekly basis for Google, Facebook, Twitter, Linkedin, Youtube and your website and newsletter, to keep everything current and up to date for your audience
  8. 8. Content is King! It‘s much more than a cliché
  9. 9. Content is Everything!
  10. 10. Content Problem Podcasting offers a viable solution
  11. 11. Content Problem 1. No content 2. Minimal content 3. Out of date content
  12. 12. James Martell Launched Dec 2003 25,000 downloads a month Founder of The School of Internet Marketing Affiliate Buzz (podcast)
  13. 13. Podcasting 101 It‘s easy if you get organized
  14. 14. What is a podcast? ― A digital audio file, usually part of a themed series, that can be downloaded from a website to a media player or computer‖ Dictionary.com
  15. 15. Podcasting in the news
  16. 16. Whirlpool podcast attracts target audience “A podcast helps you connect with people on a more emotional level,” says Dan Cook, Whirlpool’s director of interactive marketing. “It’s not a press release about a new dishwasher.” The American Family podcast covers a wide range of topics of interest to families—in other words, the target audience for Whirlpool products. However, like most successful corporate podcasts, Whirlpool never discusses its products within the show, limiting mention of the company to the beginning and end of each transmission.
  17. 17. Who is listening to podcasts? • This new 2014 national survey from Edison Research and Triton Digital found that the weekly audience for all forms of online radio is now 36% of all Americans, or 94 million nationally. • The study, released today, is the 22nd in a series of studies dating back to 1998. Among the many other findings: • More than six in ten (61%) now own a smartphone; that number increases to approximately eight in ten age 18-34. • Internet-only audio services continue to grow — now consumed by 31% monthly. • Podcasting is on the rise, as weekly audio podcast consumption grew 25% year-over-year, from 12% in 2013 to 15% in 2014. • In-car usage of online radio and other forms of digital audio continues to grow. In 2014, 26% of mobile phone users have connected devices to a vehicle, either physically or via Bluetooth, up from 21% in 2013. Source: Edison Research/ eMarketer - 2014
  18. 18. Who is listening to podcasts? ―The continued penetration of smartphones in America is changing behavior significantly,‖ Noted Tom Webster, Vice President of Strategy and Marketing, Edison Research. ―We are now seeing activities that were dominated by desktop usage in 2013, flip dramatically to become mobile behaviors. For millions of Americans, the smartphone has become ‗the first screen.‘‖ Source: Edison Research/ eMarketer - 2014
  19. 19. Who is listening to podcasts? • 67% of podcast listeners don't mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio • Nearly 80% of podcast consumers (responding to the survey), agreed that ―when price and quality is equal,‖ they ―prefer to buy products from companies that advertise on or sponsor‖ the podcasts they regularly enjoy • 90% of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context • The podcast audience has migrated from being predominantly ―early adopters‖ to more closely resembling mainstream media consumers. Source: Edison Research/ eMarketer - 2013
  20. 20. How are episodes delivered? On demand By email Subscription APP Podcatcher
  21. 21. How do people listen to podcasts? Desktop computers Laptop Tablets Smartphones Wifi radio
  22. 22. How do people listen to podcasts? "According to Lavrinc, Apple already has deals with automakers from Ferrari to Honda. Other automakers include Hyundai, Mercedes- Benz, and Volvo. Apple says, 13 more automakers have future agreements to employ CarPlay, including BMW, Chevrolet, Jaguar/Land Rover, Nissan, Subaru, and Toyota."
  23. 23. ―Advertising‖ vs ―Podcasting‖? Finite lifespan Does not rank in the search engines Is not shared Ends when you stop paying Podcast has longevity - 2-3 years Shows up in search results Easily shared Content is an investment
  24. 24. How big is podcasting?
  25. 25. The Google BIG 5 Podcasting comes to the rescue
  26. 26. The Google BIG 5 Podcasting comes to the rescue 1. Content Quality Authentic, professionally written and highly relevant to your audience, 2. Content Frequency Consistent updates, freshness 3. Content Variety Articles, podcasts, video, presentations, press release 4. Content Distribution Social media sites, authoritative directories, blogs 5. Content Popularity Social shares - likes, tweets, pluses, comments, reviews
  27. 27. Your Options It is time to make a decision
  28. 28. Your Options Do Nothing Do It Yourself Outsource
  29. 29. Case Study Making sense of a little chaos
  30. 30. Who is Smarter Chaos?
  31. 31. 10 Challenges 1. Website content 2. Weekly newsletter 3. Promote clients 4. Expanding online footprint 5. Increase audience 6. Differentiate themselves from competitors 7. Industry leader 8. Time
  32. 32. Challenge #1 - Consistent content for the website
  33. 33. Challenge #2 - Publishing of weekly newsletter
  34. 34. Challenge #3 - A Leadership role in the industry
  35. 35. Challenge #4 - A method to showcase clients
  36. 36. Challenge #5 - Expand their online footprint
  37. 37. Challenge #6 - A strategy to increase their audience
  38. 38. Challenge #7 - Differentiate themselves
  39. 39. Challenge #8 - Time
  40. 40. Creative ways to use podcasting A look at goals & objectives
  41. 41. Ickert Dental Implant Centre • Small business professional • Referrals from dentists • Thought leader in his market
  42. 42. CIBC Wood Gundy • Independent professional • One of the top financial planners in Vancouver • Wants to maintain the position
  43. 43. Martin Brothers Funeral Services • Brand new to the market • Looking to establish themselves • Number #1 in another market • Chose podcasting as the fastest strategy to penetrate the market
  44. 44. Podcasting 101 60 minutes
  45. 45. The Local Customer Connection 42 pages
  46. 46. FREE Audio Report ―How to Dominate Your Marketplace with Your Own Professionally Produced Turnkey Business Podcast‖ Download: http://jambmedia.com/podcasting/
  47. 47. The Local Customer Connection ―To Help You Get More Local Prospects, Customers and Sales In 2014, We're Giving Away 'The Local Customer Connection' Ebook For Free‖ Download: http://smartlocal360.com/local-customer-connection/
  48. 48. How to build an audience Ideas to promote your podcast
  49. 49. How to build an audience Ideas to promote your podcast 1. Precisely target your perfect audience 2. Develop exceptional content just for them 3. Make the content very easy to share 4. Add an iPad to your counter 5. Add a sign-up form to your website 6. Offer incentives to subscribe a) On your email sign-up form b) At conferences c) In your mailings d) Walk-in traffic 8. Wrap the audio player in google friendly content 9. Interview influential guests (with large audiences) 10.Go where the audiences are a) Stitcher b) iHeartRadio c) Spreaker d) SoundCloud e) Zune f) iTunes 11. Invite listeners to subscribe (and share) 12. Social media ...7. Counter and table displays Treat every subscriber like gold - they’ve indicated they want to hear from you
  50. 50. Podcast Set-up 6 steps
  51. 51. Step #1 - Identify your goals & objectives • Grow leads, customers and profits • Build your business or personal brand • Dominate your market and outmaneuver your competitors • Establish yourself as a recognized expert
  52. 52. Step #2 - Establish your a format for your show
  53. 53. Step #3 - Organize audio production • Script • Intro/ Outro • Voice Talent • Music Licensing
  54. 54. Step #4 - Order your graphics • Social media • Facebook • Twitter • Google+ • YouTube • Podcast Directories • Spreaker • BluBrry • Podbean • Stitcher • iTunes • Website • Thumbnails • Promotional Graphics
  55. 55. Step #5 - Social Integration Facebook Twitter Google+ YouTube LinkedIn
  56. 56. Step #6 - Syndicate your show • Spreaker • BluBrry • Podbean • Stitcher • iTunes
  57. 57. Individual Episodes - Set-up 7 steps
  58. 58. Step #1 - Organize a planning session • Identify the episode topic • Related questions • Guest information • Contact information
  59. 59. Step #2 - Develop an episode outline • Episode topic • Back Story • Questions • Contact information
  60. 60. Step #3 - Schedule the interview • Schedule host • Quite room • Skype or land line
  61. 61. Step #4 - Conduct the interview Preparatory pre-call Conduct and record the interview Call to action
  62. 62. Step #5 - Arrange post production • Editing of ums, ahs & silent pauses • Voice leveling to make you sound great • Add your intro and outro
  63. 63. Step #6 - Write promotional articles • Listens to each episode • Topic and geographical relevant keywords • Name, address and phone number
  64. 64. Step #7 - Promote your episode Podcast directories Social media Your website
  65. 65. Budget - Set-up Expenses (DIY) …for the do-it-yourselfers.
  66. 66. Budget - Set-up Expenses (DIY) Service DIY Audio Production • Intro/ Outro/ Liners – Scripting – Voice Talent – Music & Sound Effect Licensing $500 Social Media Set-up & Integration • Social Media – Facebook, Twitter, Google+, YouTube $1,000 • Podcast Directories – Spreaker, BluBrry, Podbean, Stitcher, iTunes Labour + 20 hours of your time. (@$50) $1,000 Social Media Set-up & Integration • Social Media – Facebook, Twitter, Google+, YouTube $500 • Podcast Directories – Spreaker, BluBrry, Podbean, Stitcher, iTunes Total: $3,000
  67. 67. Budget – Monthly Expenses (DIY) …for the do-it-yourselfers
  68. 68. Budget - Monthly Expenses (DIY) Service DIY Professional Host • Interview • Recording $125 Post Production • Editing $50 Content • 2 Articles $50 Promotion • Podcast Directories, Social Media $75 Total: $300 x 4 Episodes $1,200
  69. 69. Our Team …for those who prefer to outsource
  70. 70. jambMEDIA Photo Nicholas Jaworski, Broadcaster/ Audio Editor Photo Kimberly Henrie, Broadcaster Photo Trinna Williams, Project Coordinator Photo Becky Muth, Writer Photo Robert Gordon, Graphics Design Photo Frank Bailey, Voice Talent/ Audio Editor Photo Kimberly Juchnowski, Manager of Business Services Photo Arlene Martell, Customer Care Photo Erik Reynolds, Broadcaster/ Audio Editor Production Team Photo Mike McLean, CEO Photo Bruno Hoffman, VP of Sales Photo James Martell, VP of Product Development Executive Team
  71. 71. Who‘s Here Today Photo Arlene Martell, Customer Care Photo Kimberly Juchnowski, Manager of Business Services Photo Mike McLean, CEO Photo Bruno Hoffman, VP of Sales Photo James Martell, VP of Product Development Executive Team
  72. 72. Special Conference Pricing Our turnkey podcasting services
  73. 73. Special Conference Pricing Service Regular Business Podcast Package The business podcast package includes show development, episode outline, audio production, professional host, graphic design, podcast directory set-up and marketing kit. Monthly episode fee of $1,200 not shown. $3,000 Social Media Package The social media package includes a set of custom cover art images for Facebook, Twitter, Google+, and YouTube, plus set-up and optimization of the accounts. $1,000 Media Package The media package includes two professionally written press releases distributed using the premium PRWeb.com $369 per release package to promote your podcast. $1,000 The School of Internet Marketing The school annual tuition includes access to all online video and audio based courses and interviews, plus twice monthly live Q&A and access to the private group. $500 Total: $5,500
  74. 74. Special Conference Pricing Service Business Podcast Package The business podcast package includes show development, episode outline, audio production, professional host, graphic design, podcast directory set-up and marketing kit. Monthly episode fee of $1,200 not shown. Social Media Package The social media package includes a set of custom cover art images for Facebook, Twitter, Google+, and YouTube, plus set-up and optimization of the accounts. Media Package The media package includes two professionally written press releases distributed using the premium PRWeb.com $369 per release package to promote your podcast. The School of Internet Marketing The school annual tuition includes access to all online video and audio based courses and interviews, plus twice monthly live Q&A and access to the private group. Total: Regular $3,000 $1,000 $1,000 $500 $5,500 Conference $1,500 $0 $0 $0 $1,500 You save $4,000 by taking advantage of special conference pricing.
  75. 75. jambMEDIA • James Martell • (604) 542-0747 • jambmedia.com • facebook.com/jambmedia
  76. 76. THANK YOU

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