Not sure where to find your audience? Stuck wondering if anyone is even listening to your podcast. Don't know where to market next? Then this is the talk for you! Come learn how to get your podcast in front of your target listener, find sponsors, and learn strategies that can help you build an audience. What will you learn? -- Learn where to find your podcast audience -- Understand your hosting statistics mean and what success in podcasting looks like -- Learn marketing strategies like evergreen content and social media sharing -- Learn when and how to find sponsors for your podcast -- Learn how to use your podcast as a marketing channel for other content The Gagglepod Advantage Coming to a Gagglepod Meetup comes with the added advantage of being able to ask any question you have about podcasting! Even if you're already podcasting, Gagglepod is all about building a community of podcasters. Come for the talks, stay for the Q&A!

1. Gagglepod.com
Meetup.com/gagglepod
August 14, 2017

2. Podcast Audience Building
Kyle Bondo
kyle@trenchbucket.com
meetup.com/gagglepod
gagglepod.com
PODCAST AUDIENCE BUILDING
Gagglepod
How to earn being found and stay found

3. Tonight's Goals:
Gagglepod Process
Zero Day
You Have Control
Find Your Tribe
PODCAST AUDIENCE BUILDING
Invest in Connections
Show Value
Reach Out
Support

4. GAGGLEPOD PROCESS
Gagglepod Process
A Podcast Development Approach

5. GAGGLEPOD PROCESS
EXPERTISE IDEA
BUILD
MICTOOLS LAUNCH
The Gagglepod Process
DEV
1. Something you’re good at
2. Have an idea
3. Develop your show
4. Get some tools
5. Use a good microphone
6. Launch it
7. Build an Audience

6. GAGGLEPOD PROCESS
EXPERTISE IDEA
BUILD
MICTOOLS LAUNCH
The Gagglepod Process
DEV
1. Something you’re good at
2. Have an idea
3. Develop your show
4. Get some tools
5. Use a good microphone
6. Launch it
7. Build an Audience

7. GAGGLEPOD PROCESS
BUILD
Step 7: Build
HOW DO GET PEOPLE
TO LISTEN TO MY PODCAST?

8. GAGGLEPOD PROCESS
Podcast Launch Process
ZERO DAY QUALITY FIND INVEST GROWCONNECT
BUILD
HOW DO GET PEOPLE
TO LISTEN TO MY PODCAST?

9. “It's not the size of the dog in the fight, it's the
size of the fight in the dog.”
– Mark Twain
ZERO DAY
Zero Day
Everyone starts at zero.

10. Everyone Starts at Zero
• Zero Drafts
• Zero Gear
• Zero Episodes Online
• Zero Downloads
• Zero Audience
ZERO DAY

11. Advantages of Zero Audience
• Make Mistakes
• Tweak Your Show
• Change Your Sound
• Change Your Content
• Fix Things
ZERO DAY

12. Getting Past Zero
• No Podcast – No Audience
• Have Something to Say
• Don’t Be Boring
• Slow, Measured Growth
• It’s a Marathon
ZERO DAY

13. Takeaway #1
Everyone starts
at Zero!
Everyone starts a podcast
with zero subscribers.
SELECTING A HOST

14. Doesn't start with what is coming out of your mouth,
but what is going into their ears...
– Dave Jackson
QUALITY - YOU HAVE CONTROL
Quality
Only you can make a great show

15. The Day After Zero
• Start a Podcast
• Buy some gear
• Record an Episode
• Receive a Download
• First Subscriber…
QUALITY - YOU HAVE CONTROL

16. Now You Have an Audience!
“Now I have a listener!
Yeah! Awesome!
QUALITY - YOU HAVE CONTROL

17. QUALITY - YOU HAVE CONTROL
Now You Have an Audience!
“Now I have a listener!
Yeah! Awesome!
BUT…
“Oh, No!
Now I have a listener!
NOW WHAT?”

18. Getting a listener and
Keeping a listener…
Are two very different things!
QUALITY - YOU HAVE CONTROL
Takeaway #2

19. Quality is about YOU!
Principals of Quality
• Great Content
• Great Presentation
• Great Sound
QUALITY - YOU HAVE CONTROL

20. Great Content
Needs to be…
• Helping
• Entertaining
• Relevant
• Compelling
QUALITY - YOU HAVE CONTROL

21. Great Presentation
Needs to be…
• Personal
• Authoritative
• Clear
QUALITY - YOU HAVE CONTROL

22. Great Sound
Needs to be…
• Clear
• Professional
• Confident
QUALITY - YOU HAVE CONTROL

23. "Very rarely [...] do you hear someone
talk about a podcast and say:
'You've go to listen to this podcast! The audio production,
the quality of the music, and the microphones is amazing!
The content and the way the present it is absolutely horrible,
but [that] amazing production…!'“
- Daniel J. Lewis
QUALITY - YOU HAVE CONTROL
Takeaway #3

24. “The battle is all over except the 'shouting'...”
– Napoleon Hill
FIND YOUR TRIBE
Find
How do people find my show?

25. Find Your Audience
• Find them Online
• Leverage Relationships
• Leverage Influence
FIND YOUR TRIBE

26. Find Where They Live Online
• What do they read?
• Where do they shop?
• What do they buy?
Do they share their thoughts?
• Where do they share?
• What do they say?
FIND YOUR TRIBE

27. Find Their Market
• What do they read?
• What events do they attend?
• Where do they hang out?
Do they share their thoughts?
• Product Reviews?
• Comments on Articles?
FIND YOUR TRIBE

28. Observe Them…
• Complaints?
• Pains?
• Likes?
• Loves?
• Controversial Topics?
• Trendy Topics?
• Ignoring Topics?
FIND YOUR TRIBE

29. Lurk…
With a purpose!
FIND YOUR TRIBE
Takeaway #4

30. “"If you want to be, do.“
- John Lee Dumas
INVEST IN CONNECTIONS
Invest
Connect with your audience and earn their trust

31. Give First, Second, and Third
• Give
• Give
• Give
• Give
• Give
• Then promote yourself
• Then give some more
INVEST IN CONNECTIONS

32. Don’t Throw Rocks
• Don't say “Here I am!“
• Don’t just post links
• Don’t Spam
• Don’t Sell
INVEST IN CONNECTIONS

33. Become an Influencer
• Answer Questions
• Become a Peer
• Be Helpful
• Be the “Go To”
Form Trust
• Invest in Community
• Give value first
INVEST IN CONNECTIONS

34. First you give value…
Then you get value!
INVEST IN CONNECTIONS
Takeaway #5

35. “"If you want to be, do.“
- John Lee Dumas
CONNECT BY SHOWING VALUE
Connect
Convince them with your value.

36. Connection Advantage
• Content generation machine
• Ideas for future episodes
Guide Your Show
• Present or ignore
• Focus on Trendy
• Take a Position
CONNECT BY SHOWING VALUE

37. Using Connections of Trust
• Link to Relevant Content
• Organically Find your show
Lead the Conversation
• Talk about your topics
• Talk about Ignored Topics
• Become the Source
CONNECT BY SHOWING VALUE

38. Once connected…
You can start leading
the conversation
INVEST IN CONNECTIONS
Takeaway #6

39. “Actions speak louder than words.
All companies say they care, right?
But few actually exercise that care..“
- Simon Sinek
REACH OUT AND GET TALKING
Reach Out
Get others to talk about your podcast.

40. Word of Mouth Marketing
• Equip Your Audience
• Ask them to Share
• Bring On Quality Guest
• BE a Quality Guest
REACH OUT AND GET TALKING

41. Value of Engagement
• Make Ambassadors
• Not just rating/reviews
• Ask them to tell people
• Ask them to Share
REACH OUT AND GET TALKING

42. The Value of Guests
• Bring On Quality Guests
• Ask Real Questions
Don’t Focus…
• What they give you
Focus on…
• What they give your audience
REACH OUT AND GET TALKING

43. "The value
is not in the size of your guest,
the value is
IN YOUR GUEST!"
- Dave Jackson
INVEST IN CONNECTIONS
Takeaway #7

44. PODCASTING SUPPORT
Support
Where can I get help?
“Learning is not done to you.
Learning is something you choose to do.”
– Seth Godin

45. PODCASTING SUPPORT
Podcasts about Podcasting
• School of Podcasting – schoolofpodcasting.com
• Ask the Podcast Coach – askthepodcastcoach.com
• Audacity to Podcast – audacitytopodcast.com
• The Podcasters Studio – thepodcastersstudio.com
• Podcasters’ Roundtable – podcastersroundtable.com
• Podcast Answerman – podcastanswerman.com

46. Local Connections
Merchants of Dirt
@MerchantsofDirt
merchantsofdirt.com
reckoneer.com
Gagglepod
Podcasters Meetup
gagglepod.com
meetup.com/gagglepod
Get Lost Racing
@MerchantsofDirt
getlostracing.com
reckoneer.com
PODCASTING SUPPORT

47. THANK YOU
Kyle Bondo
@MerchantsofDirt
kyle@trenchbucket.com
meetup.com/gagglepod
Gagglepod.com