4 Ways to Get Better Results with Your Podcast w/ James Carbary

ABOUT THIS EPISODE

In this solo episode, James shares 4 specific things you can do to optimize your podcast for better results. If you're thinking about starting a podcast, make sure to listen to this before you launch.

Welcome back to the BB growth show. Today's episode is going to be a little bit different. We are not interviewing a CEO or marketing leader from a fast growing bdb brand today. Instead, I'm just going to be talking about a Linkedin Post that I wrote last week that that I wanted to share here as well. So I got I got a request from someone to and I give them, give them some critique on a podcast that they currently run. This guy just basically asked for recommendations what I would recommend them do to to, you know, increase listenership or just help help their show that is already active and going be a little bit better. And so I sent them this email and thought, man, this would actually be really good content. So so, a few, a few pieces of feedback that I gave to the person that asked for for this that I think would be helpful for everyone listening.

Is the first thing that I'll talk about is ranking for a specific keyword in itunes. One of the reasons that this show, BB growth, has the amount of listeners that it has is because we organically ranked for the keyword be to be in itunes. Now, I accidentally did that. I wish I could say that I was purposeful in my keyword research and all of that stuff going into it. I wasn't. I just happened to name our show be to be. Growth had be to be several times in the in the show description. Be To be ends up in a lot of our episode titles, obviously, and so because of that we ended up ranking for be to be. What I can tell you is, you know, is one of the things that the three things that itunes looks for when they are ranking shows to be like a top you know, a top ten podcast in the business category or what have you. From what I understand that the things they look...

...at are your podcast artwork, so the quality of your artwork. So if if your logo looks like something a fourth grader designed, than you probably need to get it upgraded to something that that looks clean and Nice, because your podcast artwork, your logo, matters. Another thing that itunes look at that is the number of downloads of show gets. Obviously you know this is this is this is hard to you know, this isn't necessarily something that you can do from the start. Takes a while to get downloads, but the downloads are a piece of the equation and then the number of reviews that your show gets. We'll talk about this a little bit later, but all of all of that being said, if you've got those three things down and and the name of your show has your keyword title in it, and then your show description has your keyword in it, as well as putting that keyword in several of your episode titles, think you're going to be on the right track to ranking for the specific keyword that you're wanting to rank for. One thing that...

I like to do is I like to search different keywords in itunes that I would like, you know, a kind of our shows to rank for, and I'll look and see like, are there a lot of shows? Is that a very competitive keyword? I don't know of a tool that does this for you, so I've just been doing it manually. I go into my apple podcast APP and I search my keyword and and from there I can see, okay, there's there's maybe two or three other shows here, but that keyword isn't really even in the title. They've decided to get cute and fancy with their show name and they don't even have their keyword in the title. Maybe it's in the description or it's in an episode title. Oftentimes you know it'll it won't be in the description or the the show title. It's only in an episode title, which which tells me, Hey, it would actually be really easy to rank for this term and itunes if we just optimized our show title in our description with this keyword, and so be looking at that.

Don't don't think that your actual show name necessarily has to have the keyword, because you can include a tagline for your show inside of in inside of the the show title. So whenever you go to create your show title, inside of whatever tool you're using, whether that be libs in or another podcast host, you can adjust it. So, for example, our shows be tob growth colon a daily podcast for be to be marketing leaders, and so I'm trying to rank for the term B Tob, but I also want to rank for the term be to be marketing, and so that's why we included that tagline in there. So that is that is the first thing. The first piece of feedback that I gave to the person that asked for it was to optimize their show to rank for a very specific keyword. Another piece of feedback that I gave is that it didn't look like they had been very consistent with their show, and I see this a lot, especially whhen I'm doing...

...a keyword research inside of apple podcasts for new clients. was seeing that. I know that it's going to be easy to outrank other shows and itunes just because they're, you know, such a lack of consistency. If you do not have a system and a process and have, you know, bandwidth on your team to be able to consistently pull off your show, it's going to be really, really hard to get traction. I would say that our most successful clients are producing content for their show multiple days per week. Are Most successful clients actually doing a daily show? We're doing a daily show and we're getting incredible results as well, so that that seems daunting. Obviously, you know, work with an agency like us to take over the the heavy load of that is is an option, but I definitely think that the more content...

...you can put out, the more consistency you can you can have with your show, the better your show is going to perform. The other thing that I want to talk about, the third tip that I gave this guy was to start repurposing their audio episodes into long form text only status updates on linkedin. If you've been falling me on Linkedin, you probably see me right about this a lot, but not. You know, there's several different kind of best practices that you can do when you're repurposing this content. One, you don't want to write an article on facebook. You want to write an actual status update, natively inside of Linkedin. Write a status update. You don't want to put any links inside that status update, which may seem counter intuitive because you obviously want to link to your show, but you do not want to put a link in the status update. You want it to be a text only status update. Linkedin doesn't want you driving people off of their platform, so they're going to drastically throttle the reach of your post if you put...

...a link in there. So instead, just write a text only update. Actually share valuable content from the episode. Don't just tease the episode. Don't just say you know, hey, we talked about three ways that you are going to do x, Y and Z. actually share those three things. Share those tips, share that framework, share the strategy that is shared in the episode. Don't just tease it. The reason you want to do that is because the content is going to get much more engagement if you actually share the good stuff. The likelihood that someone is going to move from linkedin mode immediately into listening your podcast. It's just is very rare. Most people are walking from meeting to meeting, there not in a place where they can listen to fifteen to twenty minute interview, but if they see the quality content that was shared and in their linkedin feed and they continue to see that over and over and over again because you're being consistent with your show, they're eventually going to go over to their podcast APP of choice and subscribe to your show.

So these these updates are typically to two hundred and fifty three hundred words. Usually you have a one thousand hundred character limit at in your linkedin status update. So, like I said, don't put any links in the update itself. Put All your links in the first comment and just as the last sentence in your update say hey, if you want to check out a link to this episode, it's in the first comment. Distribute that content through linkedin engagement pods. We have created five or six of these pods. There are, you know, you can create pods within your internal team. Essentially, these pods are or I call them engagement group some people call them pods. Are Are essentially just a linkedin message thread and whenever you whenever you distribute your status update, you can send it to to everyone in that message thread and and hopefully you can get some early engagement on that content, get some folks liking...

...it, engaging with it that you know are going to be interested in it, ie, you know people on your team. So if you have your sales and marketing team and you have them all in a big in a big group thread on Linkedin, every time you post a status on Linkedin, you can drop it into that thread and your sales and marketing team can go and engage with that content. When that content gets you know gets gets high engagement and typically the first hour that the post is is live, there's a good chance that linkedin will start showing that content to more people, put it in more feeds and it will get more traction. So we've got one of our clients that is that is doing this and we're we've got him in some different distribution groups and he in the last six months he's gotten over two million views on his linkedin content because he's actively engaging with other people's content through the engagement group. But he's putting out content consistently every single day. All that content...

...is repurposed from his podcast, with the exception of a couple videos that he does every once in a while. But so definitely, if you were not already doing this repurpose, you are audio content from your podcast into long form status updates on linkedin. If you're in BTB, this is a no brainer. Linkedin probably is a is. A is a place where your buyers are living and if you can deliver content to them natively inside of that platform, based on content you've already created for the PODCAST, it's it's you're going to win. So I've seen tremendous success there. Our clients have seen success there, so should definitely be doing that. The last one that'll talk about is something I alluded to earlier, but getting reviews on your show in apple podcasts or a itunes. I've found that if you can get a large number of reviews in the first thirty days, or thirty to sixty days of your show being alive, then there's a high there's a much better chance of you being...

...listed in like the top you know, the top fifty podcasts in the business category inside of Itunes. We hope to client do this and one of the ways to do this is you've got a really hustle to get those early reviews and so getting your entire team to leave a review on the show, sending text messages to friends, to family, Hey, just started a podcast, would lovet for you to review it. You obviously don't want people to leave, you know, dishonest reviews if someone hasn't necessarily listened to the show yet. You know, make sure there's say you know, hey, I'm really excited about the show, or yeah, Hey, we're on the we're on the we're on the team here at the company that is that is putting together the show. Really excited that we've decided to take the leap into podcasting, things like that. You obviously you don't you don't want to leave fake reviews, but the more reviews you can get in Itunes as soon as your show launches, the the more play you're going to get inside of the or the...

...the higher the likelihood is that you're going to get featured in those top fifty, top ten lists. We had a client that has been on and off of the top fifteen, one of the top fifteen business podcasts, and itunes right up there next to Gary V and all these big name shows, and our show be to be this show be to be growth, actually gets significantly more downloads than this particular clients podcast, but because because we don't have the number of reviews that they that they have, or we didn't have, you know, we didn't get a number of reviews quickly after our show was launched. We just to my knowledge, have not ever been featured on those types of lists. This client that has significantly fewer, you know, less less listeners than we have because they've got those reviews. I've got to believe that that's a huge reason why they have. They have ranked in itunes where we have not been able to with this show. So hopefully those four things are helpful for you if you're thinking about starting a podcast. Maybe you already have...

...a podcast you're looking to optimize it to get some better results. Look, you know, look at ranking for a specific keyword. Look at being more consistent with your show. The more content you can put out, the better the look at repurposing your content on Linkedin and try to figure out your strategy are and getting reviews on your show because they are super important. Hope this has been helpful. I hope you have a fantastic week. Thank you so much for listening.

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