Start sleigh-ing traffic using podcasts to boost holiday page views in 3 ways: guesting, having your own, and sponsoring podcasts.
Sleigh-ing Traffic: UsingPodcasts to Boost HolidayPage ViewsJoe Casabona - casabona.org/holiday
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Let’s Talk About Gloves.
Nick Guy, Wirecutter, GMA
I Bought Those Gloves. But More Importantly…• Nick provided good, relevant information• Drove traffic to website• Those gloves were sold out for weeks.
(Also NYTimes BoughtWirecutter that next year)
Podcasting.
3 Ways to Increase Page views with Podcasts• Go on other people’s podcasts• Have your own podcast• Podcast sponsorship / partnership
Go on otherpeople’s Podcasts
Why?• This is the Wirecutter / GMA approach.• Build your audience by getting in front ofother audiences.• YOU provide value and can drive traffic toyour site.
How to Find Podcasts• Look on Apple Podcasts, Spotify, and ListenNotes• Find podcasts in your niche / category thattalk to your target audience• Write a pitch email that puts the listenerfirst.
Your job is to add value,not talk about howgreat you are.
AlternativeHire a PodcastAgent or PRAgency
How to Be a Good Guest• Provide good value for the listeners, basedon your expertise or products.• Don’t hard pitch!• Have a clear call to action and a landingpage.
Your Call to Action / Offerwill be what drives traffic
Tips for CTA• Make it an easily speakable URL• Have a freebie or offer related to the subject• Capture email addresses
TipMake it better than adiscount. A PDF thathelps listeners iscompelling(And you can stilldo the discount)
Start Your OwnPodcast
Why?• This is the longer game• Allows you to continuously establishexpertise, grow audience, drive traffic• Highly reusable content (podcast, YouTube,blog, newsletter)
How to Run Your Podcast• Talk about the problems and solutions yourtarget audience has• Highlight your products every so often• Have a clear CTA to get people to yourwebsite and build your list
Episode Ideas• 3 ways to solve [Problem You Solve]• Customer case studies• Behind the Scenes on how a product wascreated• Listener feedback and questions
@jcasabonaExamples of Brands with GreatPodcasts• Deliverability Defined(ConvertKit on how tosend better emails)• Store Builders (Nexcess ongrowing your eCommerceStore)• Audience Podcast (Castoson running a betterpodcast + podcast news)• Thoroughly Considered(Studio Neat about howthey design and createphysical products)
TipBuild your listwith a clear CTA!
PodcastSponsorship
Why?• People who listen to a show trust the host• You can be specific about your messagingand when the ad runs• The direct sell is expected
How to do Podcast Sponsorships• Make sure the host does the ad read• Know difference between permanent anddynamically inserted ads• Let the host use your product / service• Sponsor at least 6 episodes
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 aboutawareness than buying right now
The biggest Takeaway?A Clear CTA!
Joe Casabona@jcasabona - casabona.org/holiday
Special Offer!FREE PDF andPodcast Consultcasabona.org/holidayPlus a discounton PodcastLiftoff…
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