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Sleigh-ing Traffic: Using Podcasts to Boost Holiday Page Views

Sleigh-ing Traffic: Using Podcasts to Boost Holiday Page Views

Start sleigh-ing traffic using podcasts to boost holiday page views in 3 ways: guesting, having your own, and sponsoring podcasts.

Joe Casabona

October 06, 2021

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  1. Sleigh-ing Traffic: Using
    Podcasts to Boost Holiday
    Page Views
    Joe Casabona - casabona.org/holiday

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  2. Let’s Talk About Gloves.

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  3. Nick Guy, Wirecutter, GMA

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  4. I Bought Those Gloves. But More Importantly…
    • Nick provided good, relevant information

    • Drove traf
    c to website

    • Those gloves were sold out for weeks.

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  5. (Also NYTimes Bought
    Wirecutter that next year)

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  6. 3 Ways to Increase Page views with Podcasts
    • Go on other people’s podcasts

    • Have your own podcast

    • Podcast sponsorship / partnership

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  7. Go on other
    people’s Podcasts

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  8. Why?
    • This is the Wirecutter / GMA approach.

    • Build your audience by getting in front of
    other audiences.

    • YOU provide value and can drive traf
    c to
    your site.

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  9. How to Find Podcasts
    • Look on Apple Podcasts, Spotify, and Listen

    • Find podcasts in your niche / category that
    talk to your target audience

    • Write a pitch email that puts the listener

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  10. Your job is to add value,
    not talk about how
    great you are.

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  11. Alternative
    Hire a Podcast
    Agent or PR

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  12. How to Be a Good Guest
    • Provide good value for the listeners, based
    on your expertise or products.

    • Don’t hard pitch!

    • Have a clear call to action and a landing

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  13. Your Call to Action / Offer
    will be what drives traffic

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  14. Tips for CTA
    • Make it an easily speakable URL

    • Have a freebie or offer related to the subject

    • Capture email addresses

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  15. Tip
    Make it better than a
    discount. A PDF that
    helps listeners is
    (And you can still
    do the discount)

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  16. Start Your Own

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  17. Why?
    • This is the longer game

    • Allows you to continuously establish
    expertise, grow audience, drive traf

    • Highly reusable content (podcast, YouTube,
    blog, newsletter)

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  18. How to Run Your Podcast
    • Talk about the problems and solutions your
    target audience has

    • Highlight your products every so often

    • Have a clear CTA to get people to your
    website and build your list

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  19. Episode Ideas
    • 3 ways to solve [Problem You Solve]

    • Customer case studies

    • Behind the Scenes on how a product was

    • Listener feedback and questions

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  20. @jcasabona
    Examples of Brands with Great
    • Deliverability De
    (ConvertKit on how to
    send better emails)

    • Store Builders (Nexcess on
    growing your eCommerce
    • Audience Podcast (Castos
    on running a better
    podcast + podcast news)

    • Thoroughly Considered
    (Studio Neat about how
    they design and create
    physical products)

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  21. Tip
    Build your list
    with a clear CTA!

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  22. Podcast

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  23. Why?
    • People who listen to a show trust the host

    • You can be speci
    c about your messaging
    and when the ad runs

    • The direct sell is expected

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  24. How to do Podcast Sponsorships

    • Make sure the host does the ad read

    • Know difference between permanent and
    dynamically inserted ads

    • Let the host use your product / service

    • Sponsor at least 6 episodes

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  25. Measuring ROI
    • This is hard!

    • Have a custom landing page for listeners
    (That clear CTA again…)

    • Have a discount code to track purchases

    • Understand this could be more about
    awareness than buying right now

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  26. The biggest Takeaway?

    A Clear CTA!

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  27. Joe Casabona

    @jcasabona - casabona.org/holiday

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  28. Special Offer!
    FREE PDF and
    Podcast Consult
    Plus a discount
    on Podcast

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