I want to share with you a podcast funnel - the process and workflow of how to go about finding guests, creating content, publishing content, promoting content and ultimately how we can drive specific digital marketing.
Depending on the metrics you want to track, you can position this. Most of my audience can be found through LinkedIn - this is where I began outreach and finding guests. You can also use Facebook groups, email outreach, finding people through other forums, or just doing research on Google.
For healthcare industry professionals, I find them on LinkedIn and I send them a connection, send them a welcome message, introduce myself and try to get them to collaborate with me.
I invite them onto my platform to share their story, creating some content. If they agree to join, I'll send them a link to the podcast instructions form for them to fill out in which they give me all their information, their name, their email, and their title, their company logo, their headshot, any links and resources that they want me to promote, and then any information about their company that they want me to share with my audience.
I keep that data and information organized on my end to help speed up the post-production process. To start off with engagement, I usually send people a link to my calendar so that they can schedule a discovery call. All their questions can be answered on this call - who is my audience? How many episodes do I have? What is the process?
Cnce they complete the form, two things happen:
- They're then redirected to my calendar page along with all the instructions so that they can schedule the podcast.
- A Trello card is created for their episode on my show.
The action point for the guest is to schedule a podcast call. When the time and date arrives, we record that podcast via zoom. After the call, I get a download of the audio and the video file. I then upload that to Trello on the new entry that is added into their Trello card. The guest will have their own card.
After uploading the content onto Trello, I notify my team that a new piece of content is complete and ready for post-production. Usually on the podcast team, you have an audio and video editor, a graphic designer to create the promotional assets, a content writer to create the copy and the tech person to upload the podcast to the platform and website. I usually have a project manager to oversee all this and make sure that the operation is running as smoothly as possible.
Long form content that we record right here for the podcast can easily be repurposed, broken into multiple content assets that can be used to promote your brand.
These can be made into quote cards, infographics, and audiograms or videograms that serve as engaging content on social media platforms.
Repurposed content can be created and published across many different platforms to reach your target audience. It can be on Facebook, LinkedIn, Twitter, YouTube, or any other platform.
Whether it's your personal brand or company brand, you should be aware of where your audience is.
It's always a good idea to be on all platforms. You want to create a sense of omnipresence, but you also want it to be valuable to your audience wherever they are, and the awareness that you build from the content being published on these platforms.
The whole goal of that content is to get people's attention and drive them back to blog posts or some sort of landing page, where they can consume more of your content directly on your website so you can track them after that.
You bring them to a blog post and at the end of the blog post at the end of whatever that page is, you should have an offer that would take them from free content to premium content in the form of a lead magnet and lead magnet.
It all starts with a value exchange.
In this stage you're no longer giving free content, like in the podcast. You're now giving a content upgrade and this can be a checklist, a template, a demo, ebook or calculator related to the industry that you are in that your audience would find useful.
From the traffic you create, make sure to exchange information for whatever you're offering them, that can become powerful leads.
They can be part of a list or database to receive email blasts and newsletters. It's no longer just cold traffic, but this is the overall the process of online outreach.
People have to go from one stage before they get to the next stage.
When people start seeing your content, they don't immediately go to your blog posts and click to consume your content. Usually they do a Google search on who you are and see what kind of content you put out.
And all the while mentally they're taking note of who this person is. Do they feel like they know you, like you and trust you? Are you checking off any of their boxes? By creating a podcast and content through a collaborative platform, you're able to increase your credibility through leveraging other people's credibility.
You're essentially becoming omnipresent by creating all these pieces of content because you're maximizing. Your energy from one recorded content session and creating many pieces of assets, content assets that you can then promote on all these social platforms.
If you publish it and schedule your content strategically, it can be very beneficial to your visibility for your brand.
Visibility can increase your influence, your authority, your expertise, and how you're positioned within the market too. Once people come to your main pages, and they consume the core content that you want them to consume, that drives them to premium content from the trust factor that has been built in their minds this process becomes business development. They are more likely to convert into a lead.
You have to keep nurturing people and win business opportunities for yourself, for your company. This is the mindset of how I'm using my podcast to position myself and my brand within the health tech industry.
For me specifically, the value is in being able to understand what's going on at each stage and the value of each element that needs to operate in this engine. Let me know if you have any questions on my podcast funnel and how I use podcasts to better leverage my positioning in this digital space.
Catch you on the next one.
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