When Adam Gray and I started DLA Ignite, I thought, I need a podcast, afterall didn't all “Influencers have one”?

The whole idea terrified me. I'm of that age where as a family we didn't have a video camera. We had a camera, but it was in a cupboard for special occasions.  Of course now, taking photos and video is pretty much free.  Starting a podcast was going to take me right out of my comfort zone and it did.

But did you know the barrier to entry for a podcast is low?

Did you know that only 26% of podcasts on Spotify have over 10 episodes. Create just 11 episodes, and your podcast will have more content available than 74% of the two million podcasts available.

And here we are 7 years later and 400 episodes so what have I learned? 

  1. Lots 
  2. You can get a meeting with pretty much anybody
  3. Podcasts are not for everybody 
  4. Some responses you get from some brands are strange
  5. It builds your reputation as an expert 
  6. Repurpose the content 
  7. Sell without selling 
  8. Build a wide and varied network 
  9. Don't outsource the work to an assistant
  10. You've heard of the 7Ps? 
  11. If you are looking to be a guest on a podcast a good place to start is https://www.matchmaker.fm 

 

And here we are 7 years later and 400 episodes so what have I learned? 

  1. Lots - It's no BS to say that I have met so many wonderful people and then learned so much from them.  My 400th interview was with John Dawes on the NPS (Net Promoter Score), link here. Now I didn't know anything about NPS, I had to go and research all about it.  Hope you enjoy the interview as much as I enjoyed talking with John.
  2. You can get a meeting with pretty much anybody. The podcast isn't for vanity, it enables me to get meetings with very senior people.  Last week I contacted 35 of my ICP (ideal customer profile) and was able to get 6 meetings in an hour.  There is no demand generation activity, cold calling, spam email, events or advertising that can get you this level of meetings this fast. 
  3. Podcasts are not for everybody - In terms of “pipeline” for the podcast, I need to contact 10 people to get 2 guests.  I know this amazes Adam, he says “so you are going to enable a person to come on your show, for free, they are going to look like an expert and sound amazing to an audience of some 500,000”.  And 8 of 10 people I approach, ghost me, don't follow up, etc etc. I understand some corporates don't allow people to speak in public. When I was in corporate I had to go on media training to become a named “spokesperson”.  The HQ had a list.
  4. Some responses you get from some brands are strange - A brand recently put out some research, clearly they paid for that. I approached the company to come on the podcast, for free, to come on and talk about it. The business past me around the houses as to the right person and the CMO has never followed it up. 
  5. It builds your reputation as an expert - Personal brand or whatever you call it, being visible and standing as a leader today is table stakes. Running your own podcast build this expertise and of course you are seen in your guests network, this in turn builds your audience.  
  6. Repurpose the content - If you are short of content, you can cut podcasts up into pieces and repurpose onto different platforms. You might have the interview on Youtube, but cut pieces up for TikTok. 
  7. Sell without selling - Nobody likes a pitch, but we are all empowered to use the internet, search and social media.  By demonstrating you are an expert, people will look you up.  It means you are selling without selling. 
  8. Build a wide and varied network - Having a podcast is modern networking. I've just connected to 3 co-authors to come on my podcast about their book. They are in the VC community, after they have spoken with me, they will know who I am and what I stand for, you never know where that might lead.
  9. Don't outsource the work to an assistant - I often get pitches from assistants, it just comes across an unauthentic.  Often these pitches are written in the 3rd person, which makes you sound pompous and when you ask the assistant questions, it's clear their objective is to get on the podcast at all costs. Sorry not interested. 
  10. You've heard of the 7Ps? - “proper planning and preparation prevents piss poor performance” always do your preparation and if you don't know ask.
  11. If you are looking to be a guest on a podcast a good place to start is https://www.matchmaker.fm #TimTalk is on there, I have also used it as a place to get onto podcasts. I use the free version. 

 

Want to know more about social selling, check out my new book

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.  

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.