Upgrade to Pro — share decks privately, control downloads, hide ads and more …

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
Tweet

More Decks by Joe Casabona

Other Decks in Marketing & SEO

Transcript

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

    View full-size slide

  2. Let’s Talk About Gloves.

    View full-size slide

  3. Nick Guy, Wirecutter, GMA

    View full-size slide

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


    • Drove traf
    fi
    c to website


    • Those gloves were sold out for weeks.

    View full-size slide

  5. (Also NYTimes Bought
    Wirecutter that next year)

    View full-size slide

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


    • Have your own podcast


    • Podcast sponsorship / partnership

    View full-size slide

  7. Go on other
    people’s Podcasts

    View full-size slide

  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
    fi
    c to
    your site.

    View full-size slide

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


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


    • Write a pitch email that puts the listener
    fi
    rst.

    View full-size slide

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

    View full-size slide

  11. Alternative
    Hire a Podcast
    Agent or PR
    Agency

    View full-size slide

  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
    page.

    View full-size slide

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

    View full-size slide

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


    • Have a freebie or offer related to the subject


    • Capture email addresses

    View full-size slide

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

    View full-size slide

  16. Start Your Own
    Podcast

    View full-size slide

  17. Why?
    • This is the longer game


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


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

    View full-size slide

  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

    View full-size slide

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


    • Customer case studies


    • Behind the Scenes on how a product was
    created


    • Listener feedback and questions

    View full-size slide

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


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


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

    View full-size slide

  21. Tip
    Build your list
    with a clear CTA!

    View full-size slide

  22. Podcast
    Sponsorship

    View full-size slide

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


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


    • The direct sell is expected

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  26. The biggest Takeaway?


    A Clear CTA!

    View full-size slide

  27. Joe Casabona


    @jcasabona - casabona.org/holiday

    View full-size slide

  28. Special Offer!
    FREE PDF and
    Podcast Consult
    casabona.org/holiday
    Plus a discount
    on Podcast
    Liftoff…

    View full-size slide