Email remains one of the most intimate online touchpoints you can have with your audience. But a solid email list needs a good content strategy for it to grow. In this webinar, learn how podcasts can be used as an intimate platform to build an engaged, responsive email list. Want to learn about more webinars with SEJ? Check out our other recaps: www.searchenginejournal.com/category/marketing-thinktank-webinar/

1. How to Use a Podcast to
Build Your Email List
by Jerod Morris
#SEJThinkTank
@JerodMorris

2. 1. VP of Marketing for Rainmaker Digital and host of
The Showrunner
2. Writer, teacher, showrunner, husband, Hoosier,
and digital entrepreneur
3. I host five different podcasts
4. I make remarkable guacamole and home-made
tomato sauce
#SEJThinkTank
@JerodMorris
About Me

3. 1.Yes, both
2. Yes podcast, but no email list
3. Yes email list, but no podcast
4. No, neither
#SEJThinkTank
@JerodMorris
Poll 1
Are you hosting a podcast and building an
email list right now?

4. 1. Why start a podcast?
#SEJThinkTank
@JerodMorris
Two key questions to start:

5. 33% of people have listened to a podcast
at least once – this has tripled since 2006
Approximately 106.3 million people
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank
@JerodMorris
Why start a podcast?

6. 17% of people have listened to a podcast
in the last month.
Approximately 54.2 million people
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank
@JerodMorris
Why start a podcast?

7. Gender split is exactly 50/50.
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank
@JerodMorris
Why start a podcast?

8. Podcast consumers are:
• affluent (36% make $75k/year or more)
• educated (85% attended college)
• highly engaged (average listener: 6x per week)
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank
@JerodMorris
Why start a podcast?

9. Awareness keeps growing.
Market is attractive.
Impact is obvious.
#SEJThinkTank
@JerodMorris
Why start a podcast?

10. In other words …
#SEJThinkTank
@JerodMorris

11. Now is still a perfect time
to launch a podcast.
#SEJThinkTank
@JerodMorris

12. 1. Why start a podcast?
2. Why build an email list?
#SEJThinkTank
@JerodMorris
Two key questions to start:

13. The ROI is 4,300%.
(source: Direct Marketing Association)
#SEJThinkTank
@JerodMorris
Why build an email list?

14. Email is 40X better than Facebook or
Twitter for acquiring customers.
(source: McKinsey and Company)
#SEJThinkTank
@JerodMorris
Why build an email list?

15. “A nurtured lead increases sales 20
percent more than a cold lead.”
(source: Entrepreneur.com)
#SEJThinkTank
@JerodMorris
Why build an email list?

16. “95 percent of those who opt into email
messages from brands find these
messages somewhat or very useful.”
(source: 2014 Mobile Behavior Report)
#SEJThinkTank
@JerodMorris
Why build an email list?

17. In other words …
#SEJThinkTank
@JerodMorris

18. Now is still a perfect time
to build an email list.
#SEJThinkTank
@JerodMorris

19. #SEJThinkTank
@JerodMorris
How to use a podcast to
build your email list:
A Simple 4-Step Plan

20. #SEJThinkTank
@JerodMorris
Step 1:
Develop, launch, and run a
remarkable show.
rainmaker.fm/4elements

21. Authentic
• Know yourself
• Know your audience
• Find the intersection
#SEJThinkTank
@JerodMorris
A remarkable show is …

22. Useful
• Educate
• Entertain
• Inspire
#SEJThinkTank
@JerodMorris
A remarkable show is …

23. Useful
• Educate
• Entertain
• Inspire
• Offer companionship
#SEJThinkTank
@JerodMorris
A remarkable show is …

24. 1. Educate
2. Entertain
3. Inspire
4. Offer Companionship
#SEJThinkTank
@JerodMorris
Poll 2
What do you think is the most important
objective for a podcast?

25. Sustainable
• Show up
• Show up reliably
• Show up reliably over time
#SEJThinkTank
@JerodMorris
A remarkable show is …

26. Profitable
• Direct
• Indirect
• Intrinsic
#SEJThinkTank
@JerodMorris
A remarkable show is …

27. #SEJThinkTank
@JerodMorris
Step 2:
Craft a compelling incentive
and offer.

28. 1. Something so good, they can’t say no.
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

29. 1. Something so good, they can’t say no.
2. Something they can’t get anywhere else.
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

30. 1. Something so good, they can’t say no.
2. Something they can’t get anywhere else.
(Don’t be afraid to give away your best
stuff!)
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

31. #SEJThinkTank
@JerodMorris
What is a compelling incentive?
rainmaker.fm/showrunner-report

32. 1. A free report
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

33. 1. A free report
2. Timely email-only content
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

34. 1. A free report
2. Timely email-only content
3. A free course
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

35. 1. A free report
2. Timely email-only content
3. A free course
4. Access to a community
#SEJThinkTank
@JerodMorris
What is a compelling incentive?

36. #SEJThinkTank
@JerodMorris
What is a compelling offer?

37. 1. Urgency (Why
should I act now?)
#SEJThinkTank
@JerodMorris
What is a compelling offer?

38. 1. Urgency
2. Scarcity (What’s
the point?)
#SEJThinkTank
@JerodMorris
What is a compelling offer?

39. 1. Urgency
2. Scarcity
3. Convenience (How
do I get it?)
#SEJThinkTank
@JerodMorris
What is a compelling offer?

40. #SEJThinkTank
@JerodMorris
Step 3:
Communicate that offer
consistently

41. “When you get sick of saying it is about the time
your audience first starts paying attention to it.”
– Jonny Nastor
#SEJThinkTank
@JerodMorris
Communicate consistently

42. #SEJThinkTank
@JerodMorris
Step 4:
Deliver on (or exceed)
your promises

43. #SEJThinkTank
@JerodMorris
Step 4:
Transform your audience.

44. 1. Background designed by Rafal Tomal
2. All other images are logos for shows I host. Used with
permission.
#SEJThinkTank
@JerodMorris
Image Attribution

45. Our designer will create a snazzy final slide with your name & the
moderator’s name for the Q&A Session. It will look something like
this:
#SEJThinkTank
@YourTwitterHandle
Final Slide