Sleigh-ing Traffic: Using
Podcasts to Boost Holiday
Page Views
Joe Casabona - casabona.org/holiday
Slide 2
Slide 2 text
Let’s Talk About Gloves.
Slide 3
Slide 3 text
Nick Guy, Wirecutter, GMA
Slide 4
Slide 4 text
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.
Slide 5
Slide 5 text
(Also NYTimes Bought
Wirecutter that next year)
Slide 6
Slide 6 text
Podcasting.
Slide 7
Slide 7 text
3 Ways to Increase Page views with Podcasts
• Go on other people’s podcasts
• Have your own podcast
• Podcast sponsorship / partnership
Slide 8
Slide 8 text
Go on other
people’s Podcasts
Slide 9
Slide 9 text
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.
Slide 10
Slide 10 text
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.
Slide 11
Slide 11 text
Your job is to add value,
not talk about how
great you are.
Slide 12
Slide 12 text
Alternative
Hire a Podcast
Agent or PR
Agency
Slide 13
Slide 13 text
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.
Slide 14
Slide 14 text
Your Call to Action / Offer
will be what drives traffic
Slide 15
Slide 15 text
Tips for CTA
• Make it an easily speakable URL
• Have a freebie or offer related to the subject
• Capture email addresses
Slide 16
Slide 16 text
Tip
Make it better than a
discount. A PDF that
helps listeners is
compelling
(And you can still
do the discount)
Slide 17
Slide 17 text
Start Your Own
Podcast
Slide 18
Slide 18 text
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)
Slide 19
Slide 19 text
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
Slide 20
Slide 20 text
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
Slide 21
Slide 21 text
@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)
Slide 22
Slide 22 text
Tip
Build your list
with a clear CTA!
Slide 23
Slide 23 text
Podcast
Sponsorship
Slide 24
Slide 24 text
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
Slide 25
Slide 25 text
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
Slide 26
Slide 26 text
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
Slide 27
Slide 27 text
The biggest Takeaway?
A Clear CTA!
Slide 28
Slide 28 text
Joe Casabona
@jcasabona - casabona.org/holiday
Slide 29
Slide 29 text
Special Offer!
FREE PDF and
Podcast Consult
casabona.org/holiday
Plus a discount
on Podcast
Liftoff…