Episode 44
Ep. 44: Discover the Power of Podcast Guesting to Get More Clients, & Make More Sales!
Ep. 44: How to Build Authority, Attract Clients, and Make More Sales through the power of podcast guesting.
Unlock the secrets of leveraging podcasts to skyrocket your business growth with this insightful interview on Podcast Marketing Secrets. In this interview, Josef Schinwald, CEO of Guest Experts On Air, shares his rich expertise in television interviews, podcast guesting, and digital marketing.
💥 Episode Highlights:
🚀 Boost Your Business:
Whether you're an entrepreneur, coach, or CEO, this episode will guide you through the nuances of using podcasts as a compelling marketing tool. Learn how to use social media, newsletters, and podcasting synergistically to build your brand and nurture an ecosystem of profitability.
📘 Learn From the Best:
Get firsthand insights into Josef's success in media, TV appearances, consulting, and how he helps experts make their mark on prestigious podcasts. Understand why focusing on high-level podcasts can yield a smaller, elite audience that resonates deeply with your brand's message.
🌟 Elevate Your Online Presence:
Josef and I dive into the transformative potential of podcasts for branding and marketing. Learn to combine education with entertainment to capture and engage your audience effectively.
🔗 Connect and Thrive:
Grasp the importance of strong connections, like those made through high-level podcast appearances, which can significantly elevate your website's authority and SEO.
🔑 KEY TAKEAWAYS:
💸 View innovation and marketing as investments rather than costs. Position your strategies to continuously create and retain customers.
✨ Leverage the gold mine of assets derived from each podcast episode. Think YouTube videos, social posts, blog content, and other interactive media.
🎤 Tap into elite podcast communities to position your brand through storytelling and expert knowledge sharing.
📘 Josef introduces his free ebook detailing exactly how to get booked as a guest on targeted high level podcasts that grow your business and amplify your brand's visibility.
📈 Are you ready to take your brand to new heights? Tune in to this episode and begin your journey to podcast marketing mastery with Josef Schinwald and me, Al Morentin.
👉 Don't forget to like, subscribe, and hit the bell icon to stay updated on the latest episodes that can transform the way you think about marketing and business growth!
📚 CHAPTERS:
0:00 - Intro
0:59 - Josef's Podcasting Journey
9:56 - Elite Podcast Importance
15:21 - Booking High-End Podcasts
21:04 - Pre-Marketing Essentials
26:13 - Social Media Traffic Boost
31:10 - El's Podcasting Passion
35:35 - Final Thoughts & El's Contacts
39:20 - One Big Idea
42:40 - FREE eBook: How to Get Booked on Authority Podcasts
#PodcastMarketingSecrets #attractionmarketing #makemoresales
🔗 CONNECT WITH JOSEF:
Website: https://guestexpertsonair.com/podcastpromo/
Facebook Page: https://www.facebook.com/profile.php?id=100093020447823
LinkedIn: https://www.linkedin.com/in/josefschinwald/
====================
READY TO GROW YOUR BUSINESS WITH A PODCAST?
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https://calendly.com/vppros/strategy-call
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🎯 LET'S GET SOCIAL:
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Transcript
Welcome to podcast marketing secrets, the place for entrepreneurs, coaches, and
Speaker:ceos who are looking to grow their business with a podcast, become a
Speaker:key person of influence in their industry, and get their ideal clients to come
Speaker:to them, also known as attraction marketing. I'm your host,
Speaker:Al Morentin, and my guest today is Josef Schinwald.
Speaker:Josef is the CEO of guest experts on air
Speaker:as a visibility strategist. His diverse
Speaker:experiences in the media landscape, ranging from
Speaker:associate publisher to vice president of a multinational
Speaker:newspaper throughout Latin America and a professor
Speaker:in paradigmatic business designs at three
Speaker:universities, have equipped Josef with in depth
Speaker:business knowledge. This journey, coupled with his over
Speaker:50 tv show appearances, has given Josef a
Speaker:rich understanding of the ever evolving media
Speaker:dynamics. Welcome to the show, Josef.
Speaker:Well, Mr. Al Morentin, I think the
Speaker:best thing for us was that we have been like the early
Speaker:members of Stompernet. Like 2006, when the Internet
Speaker:business started, the Internet marketing started. You've been there. I've been
Speaker:there. That I just learned now. It's fantastic. Thank you
Speaker:very much for having me on your show. Yeah, you're welcome.
Speaker:And thank you for coming on. And for those that didn't understand what we
Speaker:just talked about, that we're talking about the early
Speaker:ages of digital marketing way back in 2006.
Speaker:He was a big part, Josef was a big part of that, and I was
Speaker:a small part of that. But we have a
Speaker:storied background and we've seen it evolve
Speaker:through the years. Right? That's super awesome. So why
Speaker:don't you tell us a little bit about how you made that transition sort
Speaker:of from the digital marketing ecommerce
Speaker:stuff into the podcast
Speaker:guesting? Well you mentioned it. I
Speaker:was like 50 times on television in Buenos Aires. I'm from Austria,
Speaker:but I happened to be in the
Speaker:newspaper industry. And I was like almost like 13
Speaker:years in working for the hemisphere newspaper. I ended
Speaker:up as a channel manager there in Buenos Aires, but the business
Speaker:was too big. I mean, there were so many people in my office
Speaker:and I got headache from it. So I had to make another master's degree.
Speaker:Either I meditate or get another master's degree. So I
Speaker:did get another master's degree, and then I went to the
Speaker:university and I studied and got better in
Speaker:Spanish and everything. But then I got lucky and I got
Speaker:several invitations to television shows.
Speaker:And there I was really falling in love with this
Speaker:idea of getting interviewed. And because each
Speaker:time I got interviewed for 15 minutes, I talked about
Speaker:paradigmatic business stories like Phil
Speaker:Knight, Bill Gates and Jeff Bezos and all these people
Speaker:right then I was writing an article, I got it
Speaker:translated into Spanish. I rehearsed in my office about it so I
Speaker:could actually go there to the television show
Speaker:and talk kind of reasonably as an
Speaker:austrian Spanish. So I was so
Speaker:happy about this interviews and I got clients from
Speaker:it in what I did on the site, which was
Speaker:I was a consultant in profit
Speaker:patterns and profit models and balance core cut
Speaker:in Buenos Aires. So I got clients from it.
Speaker:And when I did my e commerce store in the wedding
Speaker:industry, I made some good money. I was in Canada at that time, the
Speaker:business was in America. It was good. That was the time when
Speaker:we have been in stompernet. But afterwards, when the algorithm, the
Speaker:algorithm changed, the panda
Speaker:algorithm and all this animal updates from
Speaker:Google, I realized Google is not my platform, it's not my
Speaker:website, they have control over me. And I was really, we were quite smart,
Speaker:as you know, in Stompernet with search engine optimization, Internet marketing.
Speaker:But then we were punished suddenly, right? And the
Speaker:biggest person in the wedding
Speaker:industry from Canada, who got all this stuff in from China and had
Speaker:a great, wonderful, or should I say magazine
Speaker:about wedding products,
Speaker:he called me like I was in Central America, on the beach in
Speaker:Nicaragua. He called me, wanted to pick my brain. And there
Speaker:was not much intelligence on
Speaker:that website from the search engine optimization point
Speaker:of view. And really he now is
Speaker:only ranked number one. That was
Speaker:completely, you know, my friends and I from Stompernet,
Speaker:experts in search engine optimization were punished. And
Speaker:suddenly we didn't make any money anymore. So I had to switch to the
Speaker:thing with consulting because
Speaker:I did quite well with Internet marketing in
Speaker:general. It wasn't dependent on search engine optimization. But then I
Speaker:saw this opportunity coming up with helping experts
Speaker:to be on shows. And
Speaker:you see, that is something I really like because I
Speaker:attracted business leadership, I attracted spirituality,
Speaker:because that's what I studied, basically. And I also
Speaker:reached out to them, like on LinkedIn. And suddenly,
Speaker:in a very short time, sorry, I had all these
Speaker:incredible clients, like three times bestseller on the Wall
Speaker:Street Journal or spirituality, like somebody who
Speaker:did healing and had this crystal
Speaker:ball music and had like 200,000
Speaker:people followers
Speaker:on social media platforms. And that was amazing to
Speaker:me. And I liked it. I liked to meet with them on Zoom meetings.
Speaker:I like to represent them. I did everything from scratch. The email
Speaker:pitch, which was very important for positioning. I could
Speaker:use my university education. And
Speaker:the positioning is a delicate thing.
Speaker:You have to do it the right way because you don't put so many shots
Speaker:for podcast pitching. So when you have a podcast for a
Speaker:client, you want to make sure that it resonates really well. Like
Speaker:I got, I pitched myself to you, but
Speaker:you need to know because you're a podcast marketing expert,
Speaker:you're doing all the business helping brands and businesses
Speaker:to create more attraction for clients and to get
Speaker:them to get other clients basically to do the same thing like
Speaker:you. And that is something I can
Speaker:say. There is a resonance because I can say, look,
Speaker:you help people with the podcasts making their own podcasts.
Speaker:I help them leveraging those thought
Speaker:leaders, businesses, ceos,
Speaker:consultants, coaches. I help them
Speaker:leveraging other people's
Speaker:audiences because I get them on tours,
Speaker:like 20 to 30 podcasts a year, right? And
Speaker:a podcast I do on the high level elite podcasts, they
Speaker:are getting like from 1000 to 5000 plus
Speaker:audiences. I differentiate myself
Speaker:there. It also
Speaker:helps your audience who is interested in
Speaker:podcasts, in creating their own podcast with your
Speaker:help. So to have to strengthen their brand to
Speaker:get more visibility, I could help them
Speaker:also basically in this talk now by giving
Speaker:them ideas that you can also leverage your own podcast,
Speaker:see where the connection is. I can leverage them, they can
Speaker:leverage them their own podcast and their business by going on other people's
Speaker:podcasts and many of your own podcasts, it's easier because they like to
Speaker:sometimes swap. They like to also be on the podcast,
Speaker:which they have. But I'm not talking about average podcasts, I'm
Speaker:really talking about elite podcasts. But it happens quite often for my clients. I have
Speaker:currently 15 current clients and they're all like high
Speaker:level clients. And you see when I pitch them, what
Speaker:happens is they are very interested in also sometimes
Speaker:being on the other person's podcast. That's awesome. That's really
Speaker:cool that you discovered that the
Speaker:importance of when you get interviewed business can
Speaker:come from that. And then you developed the business out of that and you
Speaker:were able to escape the Google. For
Speaker:those that don't know, especially
Speaker:back then when he's talking about with Stompernet
Speaker:there was like a rug pull that could happen every now and again where you're
Speaker:just on top of the world financially and then literally the
Speaker:next day you're at zero and have to literally rebuild. That's
Speaker:not fun. So that's
Speaker:why we went to different avenues that are
Speaker:more enjoyable and where we actually help people and consult with people. And
Speaker:it's really cool. And there's a lot of value
Speaker:that Josef offers to the world as
Speaker:far as his knowledge in Internet marketing,
Speaker:direct response marketing and guesting, actually
Speaker:living it and doing it. He's not just like, oh, this is a
Speaker:good idea to do. He actually did it, discovered
Speaker:that it is beneficial, and then built a business out of it.
Speaker:That's super awesome.
Speaker:So you deal
Speaker:mainly with the higher level
Speaker:podcasts, right? Yeah, only because
Speaker:there are so many podcasts.
Speaker:The latest numbers are like 4 million and they're
Speaker:only really 40,000 active,
Speaker:400,000 are interview based
Speaker:and 40,000 are really active. And if you go to the high level podcast, let's
Speaker:say I'm into business leadership, business, small
Speaker:business, big business, cultural change, culture
Speaker:change and motivation, but also spirituality.
Speaker:So these ones, there are not so many podcasts actually. It's not like
Speaker:YouTube channel. Like YouTube. No, it's not like YouTube,
Speaker:but it's high level because the people in the podcast industry, they have a
Speaker:high net worth because they are not part of the
Speaker:wasteland of humanity. And I'm very saying this
Speaker:compassionately. They are part of people who continuously
Speaker:educate themselves, even when they drive their car, even when they clean the
Speaker:house, they listen to this podcast.
Speaker:But Elle, thank you very much for saying such kind things about
Speaker:me.
Speaker:Podcasting. I'm amazed
Speaker:at a lot of the guests that I have come on and
Speaker:how, like you said, they continually educate
Speaker:and expand and recreate themselves and
Speaker:all these kind of. Stephen, they're always just striving for excellence.
Speaker:That's my one core value. I only have one core value and it's a commitment
Speaker:to excellence. Beautiful. When I see
Speaker:that in other people, when I'm interviewing it, it brings me like joy and
Speaker:happiness. It's really cool. And I
Speaker:can attest to guesting on an elite level
Speaker:versus just regular podcasts, because anybody can get you
Speaker:on a regular podcast, but getting you on the elite level, that's a
Speaker:special skill to even be able to communicate with those
Speaker:people. And I did this real quick. I
Speaker:went blind from glaucoma and got my vision back with cannabis oils. I'm a
Speaker:holistic health professional as well. And so I was a
Speaker:guest on a bunch of podcasts because of that, because I'm the only one in
Speaker:the world that did that. And I never really got anything out of it. I
Speaker:was on maybe close to 100 of them here and there. I got some stuff.
Speaker:But then I went on a guy, he had 200,000
Speaker:subscribers or followers or whatever, and
Speaker:he did lives and he had me on and there was like
Speaker:6000 people live. And he just had me
Speaker:tell my story. And that's all I did. I did a little offer at the
Speaker:end for his people and it's impromptu thousands of
Speaker:dollars that day and the next day and that next month,
Speaker:basically just because of him and him giving
Speaker:me that okay, that transfer of
Speaker:trust from him to me for his clients. And
Speaker:it did create a lot of business for me. So I could see how your
Speaker:business could really help people
Speaker:to create more business and not have to go down that
Speaker:rabbit hole of SEO or
Speaker:even paid ads and stuff like that. You still do that
Speaker:stuff, but it's just part of the toolkit
Speaker:now. And the podcasting could be a major part,
Speaker:right? Yes. And you said something very important
Speaker:here, because what is really your objective?
Speaker:If you go to a marketing campaign, ultimately you have to pay
Speaker:for traffic. Even if you have a
Speaker:restaurant somewhere, maybe you have to rent. It's like always paying
Speaker:something. If you are Internet, you know that. And even if you do SEO, it
Speaker:seems free, but you have to pay also because you need those articles written
Speaker:and you need to SEO, search engine optimization, everything
Speaker:always traffic is money. So if you're getting traffic
Speaker:from some channel
Speaker:marketing channel, like podcast guesting or
Speaker:podcasting, you have to evaluate how much work is it,
Speaker:what is the return of investment, what are my objectives, my marketing
Speaker:objectives, what are my marketing needs? So first, it's
Speaker:great for people who create their brand,
Speaker:because you get like 40 minutes to talk about your business,
Speaker:about your unique value proposition, about your
Speaker:expertise, what you're passionate about. You can also
Speaker:weave in some
Speaker:compelling story. So it's kind of interesting entertainment.
Speaker:And that, by the way, is a big trend in the future.
Speaker:Not just education, but entertainment as well. Both in
Speaker:one. How do you say that word? Don't want to
Speaker:write, but I read it in the statistics. So entertainment and
Speaker:education, that's what. Because podcasting riches, according to the
Speaker:stats, goes more to the younger people as well. Now
Speaker:there are already 500,000, no, 500 million.
Speaker:500 million people listening to podcasts.
Speaker:It's amazing, isn't it? Yeah, and it grows and it grows.
Speaker:The high end podcasts,
Speaker:what is it different about them? First of all,
Speaker:you have to have a little bit more patience because they are many
Speaker:times booked. So your interview might come out like three
Speaker:months later in the average podcast,
Speaker:and you get maybe 30 listeners, or you get maybe if you have
Speaker:10%, whatever global rank, which are the indicators,
Speaker:you get maybe 100 if you get a 1%. That's what
Speaker:I target. You get usually 5000 listeners within the first
Speaker:week, right? But you can get many more, many
Speaker:more. So the thing is, you
Speaker:have to have that patience. But also when you pitch them,
Speaker:there are many emails arriving at their inbox. And
Speaker:so you have to have a good icebreaker, a good subject line.
Speaker:You have to have some knowledge about email or Internet marketing. And
Speaker:when you follow up, don't follow up just with emails, because if they didn't
Speaker:respond to your first email, maybe they respond to your third follow up.
Speaker:But if you also make that connection at the same time
Speaker:on LinkedIn, then you have a chance
Speaker:after a few weeks to also send them a reminder about
Speaker:the email on the LinkedIn, right? So it all
Speaker:works together, but ultimately it's a network. Now in
Speaker:our digital age, you have to have human connectedness, you have to be
Speaker:human with people and they are looking for it. So if you make a connection
Speaker:like a networking strategy
Speaker:with podcast hosts, that is what counts. And I'm
Speaker:not talking about me as an agency owner, I'm talking about everybody who
Speaker:even does it by himself. And everybody here on this podcast gets my
Speaker:free ebook, which is basically the fast track
Speaker:formula to high end podcast bookings. So you can download
Speaker:it. I will tell you the link, it's
Speaker:guestexpertsonair.com
Speaker:podcastpromo. That's where you can download that
Speaker:ebook. It's only like 40 pages, but it is
Speaker:my secret is in there, how to do it, how to get the
Speaker:podcast bookings for high end podcasts. I mean, you can go to
Speaker:average podcasts and you can get 50
Speaker:listeners. It's not bad. I mean, have you ever thought somewhere or have had a
Speaker:presentation somewhere? 50 people is not bad, but you can get 5000
Speaker:and more and it's not more difficult. It's just because many
Speaker:people don't even try it. And you have to be a little bit smarter with
Speaker:your engaging pitch. It's a bitch.
Speaker:It's a positioning statement. It's like you have to
Speaker:really get this strawberries out
Speaker:in front of the podcast host. So he said, yeah, I want that
Speaker:person. So many people for my clients, they say, yes, I want that
Speaker:person on my podcast, but that's what you have to
Speaker:get. That's awesome. That's really
Speaker:cool. Doing
Speaker:it in little effective sound bites that just don't run
Speaker:off. Basically when you're trying to pitch somebody
Speaker:like little short, little. So you
Speaker:write all that for them. Obviously I do it myself for
Speaker:my clients because my clients, as I said, they are quite high level. I
Speaker:take also people, they don't have
Speaker:much social media presence. They don't have. Sometimes
Speaker:a website is just necessary nowadays because take a business card as
Speaker:well. But you also want to have an ecosystem of profitability
Speaker:when people actually want to connect with you. In other
Speaker:words, you have had that 40 minutes stock. Now I'm talking
Speaker:about my website afterwards because I have a strategy session there, have all kinds
Speaker:of things there which I will connect with the audience.
Speaker:And that makes sense because I'm talking. And it's not just a
Speaker:dog. Dogs you can forget it about, but you get them into your Facebook, you
Speaker:get them into your LinkedIn, you connect with them and then they become clients.
Speaker:That's what you really want. Everybody should think like that. So you
Speaker:have to have the newsletter, whatever it is, and it's
Speaker:called ecosystem of profitability. When you
Speaker:go on a podcast tour and if somebody's not famous
Speaker:yet, and if I see something really unique,
Speaker:because if somebody has a unique, talking about life coach,
Speaker:how many life coaches are there? Millions. Millions.
Speaker:So if you get that life coach, and he has a very
Speaker:unique,
Speaker:very unique angle where he comes from, and he has a
Speaker:very unique framework and he brings that to the table of discussion.
Speaker:I don't care if there is a website, the guy will have a good old
Speaker:cast tour with me. But
Speaker:if somebody, and I have that also, I was sometimes impressed. I have
Speaker:somebody like, she has that incredible website. She
Speaker:wrote those books. But it's
Speaker:vanilla, plain vanilla, the whole thing. It doesn't look like, it looks
Speaker:like very professional. It looks like a Ferrari. But when you
Speaker:think about it, how can I understand that person better? There's nothing in there.
Speaker:So that is very difficult. I keep getting, I was, you
Speaker:become a client. I do it also. So I make her successful
Speaker:somehow because I find that thing which is unique and how to
Speaker:pitch it in a very short bio and make this successful.
Speaker:But sometimes they don't have an idea how boring
Speaker:they actually are. So that can also happen. So I can help them. Of course,
Speaker:nobody's boring in this world. Everybody's fascinating, but sometimes they don't
Speaker:know. Sure.
Speaker:A lot of people, they do try to
Speaker:go for the podcast or for the Facebook ads or go for
Speaker:the whatever before they actually have something to sell
Speaker:to people online or a process or a funnel or
Speaker:whatever you want to call it online, like you
Speaker:said, having a lead magnet or a newsletter
Speaker:or an opportunity to book a call or something like that.
Speaker:And you have all of the above, probably
Speaker:for yourself. But is there
Speaker:a minimum viable product
Speaker:kind of thing that you suggest? What's your
Speaker:favorite? Like a lead magnet or a newsletter or what do you
Speaker:think? The most important thing is this, because I have real good experience
Speaker:with this now for so many years now. If you have a good story. If
Speaker:you have a good expertise, if you have something nobody
Speaker:else, you just put your email on a page, they will come
Speaker:to you. But it's better if you have all the
Speaker:mean. You should have everything. You should have a newsletter, you should have
Speaker:people to get in contact with, your LinkedIn, Facebook and
Speaker:some lead magnet and particular
Speaker:strategy session. It depends on your business, right? But when your audience
Speaker:is interested in having their own
Speaker:podcast, which is a great idea, there's no
Speaker:opposition between having your own podcast. I have clients,
Speaker:they started their own podcast. Of course you should have your
Speaker:own podcast, but they also go on other people's podcasts,
Speaker:because you grow your own podcast and your own brand and your own business at
Speaker:the same time with your podcast and with being on other people's podcasts. Because
Speaker:think about 30 podcasts in a year. They don't
Speaker:cost you a lot of money. Like a podcast booking usually costs
Speaker:like $200, right? A good one. So
Speaker:now you're going on 30. You have a good
Speaker:agency that gets you 1000 to two to
Speaker:5000 listeners,
Speaker:an interview, not multiplied by 30 per year. You've got a
Speaker:lot of audience. And in that audience, if it's not spaced
Speaker:out, because the thing is really the small podcasts, you see, they are
Speaker:so hungry for clients, for guests that
Speaker:take everybody so they don't get any subscribers, because the subscribers you
Speaker:get only if you focus, like you on
Speaker:podcast marketing or podcast guesting or
Speaker:whatever it is, but focused. You don't want like
Speaker:introverts. I want only introverts in business.
Speaker:Don't take anybody who's not an introvert. You
Speaker:see, that's why you attract those subscribers,
Speaker:and that's how you grow. And you grow by not just one
Speaker:episode a week. I learned this from pattern recognition. I
Speaker:see so many every day I see this podcast, right? I ask myself, not
Speaker:anymore consciously. It's just there. Why is that one so successful?
Speaker:Well, usually they have one podcast. They interview once a week, and then they
Speaker:have a solo show another, another time that week. So you have
Speaker:two episodes. They've cut the bullets right away up to the
Speaker:sky, just two episodes. Sometimes people have like every
Speaker:day an episode. That is also possible. That
Speaker:also gets them a 0.5% global rank. That is just like search
Speaker:engine optimization and stopping it.
Speaker:You can understand the algorithm. It's not like you want
Speaker:to do something bad about it. We didn't want to trick Google at that time.
Speaker:We just wanted to understand the algorithm, and we were smart enough to do it.
Speaker:But then we realized that Google is a
Speaker:different company. We have no control over it. And then we were suddenly on
Speaker:the second page and third page. That's a long time ago. So now you have
Speaker:your own website and you do your own thing. It's so much independent
Speaker:because your own podcast, nobody can disturb it there anymore. Nobody can take this
Speaker:away from you anymore. It's there as long as you pay your fee every month.
Speaker:Like $1020. Yeah, for sure.
Speaker:I think that's one of the reasons why podcasting
Speaker:is becoming more and more popular so quickly, is
Speaker:because of that, because it's something that you own and
Speaker:there's platforms and stuff, but you can just put it on your own website,
Speaker:you could even have subscriptions to it, you could monetize it. There's
Speaker:all kinds of different things you could do. And there's so many people getting
Speaker:deplatformed everywhere.
Speaker:And for silly things in
Speaker:holistic health, I've always been deplatformed
Speaker:since the beginning. It's always been hard to get credit card process.
Speaker:And you can't make claims, you can't do this.
Speaker:FDA, FTC. So I'm used to it. But
Speaker:many people that I know get deplatformed everywhere. So
Speaker:the podcast is super attractive to them. Right?
Speaker:You mentioned it a little earlier, but how do you use social
Speaker:media to help boost the traffic? Well,
Speaker:that's a very good question. Very good question. Because in our
Speaker:world.
Speaker:Sorry, just got something in my lung from the
Speaker:coffee. In our world, in this
Speaker:world we live in, a lot of things are myths, a lot
Speaker:of things are perceptions. They're not necessarily reality.
Speaker:And when you have little
Speaker:snippets of your interview, and you can do this with AI,
Speaker:I apologize, you can do this with AI very easily. There
Speaker:are some, some, you know, some, I use them, some
Speaker:platforms out there where you get the URL from
Speaker:that YouTube video of your podcast interview, which was
Speaker:40 minutes, and it creates high quality,
Speaker:sorry, high quality. It creates like
Speaker:20 little clips, highlights.
Speaker:AI knows what is the best. When you talked really well about
Speaker:something. So now you have a content marketing strategy on
Speaker:social media. In other words, the perception. Now, when
Speaker:you post those videos or when your team posts those videos from your
Speaker:company, with your CEO, the CEO talking about these services,
Speaker:and you just had one or two or three
Speaker:episodes where you were interviewed, but you have now like a
Speaker:content for a whole year, right? And from
Speaker:time to time, you have your articles, and then you have like this minute clip,
Speaker:very aesthetically nicely formatted with AI,
Speaker:$30 a month nowadays, and
Speaker:you post it on LinkedIn, you post it on Facebook and Instagram,
Speaker:whatever, then you know what happens. This is what I
Speaker:refer to now about myth and about perception. The
Speaker:myth is that people think that you have been invited.
Speaker:They looked for you, those podcast hosts, but almost
Speaker:nobody gets invited unless
Speaker:they are pitched to by somebody or they do it themselves.
Speaker:Now the perception is now you are so famous, you are
Speaker:the go to expert, you're the authority, because there's all the time, there's a
Speaker:one mini clip where you talk about your expertise from a different angle.
Speaker:I talk about postcard booking and about postcard podcast
Speaker:casting. But each time I'm in front of somebody
Speaker:intelligent like you who ask me poignant questions,
Speaker:I'm going to answer it from a different angle. And you know what? These clips
Speaker:are different again for my audience or for my wider audience. So
Speaker:don't estimate those things. And you can put those clips on your
Speaker:website and they lead to the whole episode, of course. But social media, they
Speaker:are not necessarily podcast listeners. So when they
Speaker:see that clip, they don't even might listen to it. But
Speaker:they, you know, El
Speaker:Morentin was again on a high level podcast.
Speaker:So he talks about what about
Speaker:broadcasting success, helps brands,
Speaker:interviews ceos, interviews experts for this same
Speaker:audience, basically you get that
Speaker:referral. It's like you are in the Rotary Club,
Speaker:invited in New York City, the main one, of course.
Speaker:And that Rotary Club president says, hey, el,
Speaker:come forward, give a little speech, and he introduces you. You know what that
Speaker:means, right? That's all what it is all about. You know, it's perception in a
Speaker:sense, but you don't get it easily. And in the search engine
Speaker:optimization, it was when the link said it, right, when the link said it all
Speaker:the time from different websites about you, then
Speaker:Google knew what this is really, that website has to be on
Speaker:top. And now still, when you have a podcast
Speaker:and you own many podcasts as a guest, and they link to your
Speaker:podcast and they link to your website, it gives you that extra
Speaker:juice for your website because
Speaker:you have to have a good variety, as we have learned in Stompanet.
Speaker:You have to have those directories, you have to have those
Speaker:websites, high level blog posts in the context that
Speaker:you have mentioned. But the podcast themselves and the listen
Speaker:notes, your website, if you have an interview right, are also mentioned. And
Speaker:that is also very important because when you are mentioned on high level,
Speaker:high end podcasts with the link that you are, let's say
Speaker:that
Speaker:sugar expert who makes you free of sugar, you don't need sugar anymore
Speaker:forever. But that it goes to your website. The website goes up in
Speaker:ranking. Yeah, for sure.
Speaker:It's super awesome. That's why one of the reasons
Speaker:why I love podcasting so much is because of all
Speaker:the auxiliary assets that you can
Speaker:create just from one podcast, right?
Speaker:Yes. And it touches all of those things that you just
Speaker:mentioned, the actual podcast and
Speaker:a YouTube video, and then going out to all the different
Speaker:socials and then a newsletter and a
Speaker:blog post. And it can be whether you're a guest
Speaker:or you're a host, you could have all of those assets.
Speaker:That doesn't even include the ten to 20 reels that you could
Speaker:have like little shorts or whatever little video
Speaker:shorts like you were explaining earlier. So there's so many
Speaker:assets, and that's why you only need one, maybe
Speaker:two a week, but one episode a week, you're
Speaker:blasting out all these other assets along with it and then getting all those
Speaker:backlinks from the other sites. And it's crazy
Speaker:all over Google when. People look
Speaker:at your website or at your name or your business,
Speaker:most likely if you have been on good podcasts, there are already
Speaker:three videos there on top of everything. But it's like
Speaker:when I research podcasts, I see many times also there's a podcast
Speaker:has no global rank, no listen score, it's nowhere.
Speaker:But then I look at the host and I
Speaker:see he has like maybe 30,000 followers on YouTube. And
Speaker:all the episodes are posted on YouTube and it's a new podcast.
Speaker:See, that also can happen. And you don't have to
Speaker:do would because I want to take the way for your
Speaker:audience. I would strongly suggest look into this when
Speaker:you are really interested in having your own podcast, right?
Speaker:Look into also. And you can do this yourself with good marketing
Speaker:team. And you can buy books and make courses, or you can go to an
Speaker:agency. It costs about $200 for a good interview.
Speaker:But get also on interviews at the same time. Why?
Speaker:Because you will bring a lot more growth to your own
Speaker:podcast by doing that. And right away you will have the benefits.
Speaker:Because there's a difference between
Speaker:growing your own audience with 300 400 episodes
Speaker:during several years. But you can get good
Speaker:rankings already after a few months if you do it the right way.
Speaker:Yeah, for sure. And you teach that. But you
Speaker:can also at the same time have your own podcast and
Speaker:be on other people's podcasts leveraging their
Speaker:audiences. Make it always relevant to your own
Speaker:wider audience. Because if you talk to an
Speaker:audience who is not really interested in your topic,
Speaker:you will not like it. They will not like it. It's very easy,
Speaker:right? Yeah, I'm a philosopher.
Speaker:I love philosophy. I like oriental philosophy. But you know how many people
Speaker:are really interested in that stuff? Very few. When I meet somebody
Speaker:in a bar or in a coffee shop, whatever, or in my small village, in
Speaker:my worker, which is a mountain village, but there are foreigners, like from
Speaker:Germany, from everywhere. But when I meet somebody and
Speaker:they're interested, I sense it, I feel it. And then we have a wonderful
Speaker:conversation when usually like 95% of non interesting
Speaker:topic, I'm not going to talk about it. I talk about other things, about the
Speaker:good food and about whatever interests them also, right?
Speaker:So the same thing with podcasts, and that's super important as well,
Speaker:that you always have a real resonance. So use
Speaker:AI, use chat, GTP, get used to
Speaker:it, analyze it, you get the information right away from the
Speaker:podcast and then you give in your website and say,
Speaker:familiarize yourself with myself. Familiarize yourself with the podcast.
Speaker:And you know what say, am I relevant? What is the really
Speaker:resonance with the audience? I did it before I came to
Speaker:you. So I can have, like you can say that I
Speaker:can offer some takeaway. That was the takeaway.
Speaker:Right on. Yeah. That's awesome. Thank you. Thank you for that.
Speaker:That's super valuable information, for
Speaker:sure.
Speaker:It's a thoughtful process, right?
Speaker:And if you strategize it
Speaker:correctly, then you could use that to scale your business
Speaker:and have fun doing it. But like you
Speaker:said, having the right audience,
Speaker:not just being on a top podcast, but being on one that resonates
Speaker:with you and your message, that's everything. Because I've been
Speaker:on ones before myself
Speaker:where the audience didn't really resonate,
Speaker:you just sort of trying to rush to get off the thing. But
Speaker:then when there's people, especially if you're doing lives,
Speaker:stuff like that, and people are commenting back and they resonate with you or whatever
Speaker:and all this kind of stuff, it's almost like a dream. You don't want to
Speaker:get off the show, you just want to share your knowledge. Like we
Speaker:now resonate completely. But also at the same
Speaker:time you can look at other guests on the podcast. Like on your podcast,
Speaker:there are excellent guests. I know this is a podcast
Speaker:staying power. It's going to be more important over
Speaker:time. So that one you can also do have about twelve indicators,
Speaker:basically. But as I said, also everybody can always come to my
Speaker:website and make a strategy session with me. It's free.
Speaker:Right on. Yeah, we'll be sure to put
Speaker:all your links and everything. And for
Speaker:the lead magnet that you had mentioned about, I kind of approach
Speaker:the podcast and stuff like that. We'll be sure to
Speaker:put all those links for sure.
Speaker:Yeah. So let me look over here, make sure I'm not forgetting anything.
Speaker:I don't even capture email on it because this ebook, I
Speaker:just like to give it away. Because you see, the thing is,
Speaker:my clients, they don't want to do it themselves
Speaker:because they make a lot of money with their clients. They don't want to learn.
Speaker:It's a learning curve, right? But if somebody wants to learn it, I give it
Speaker:him, I give it to them. So it's
Speaker:guestexpertsonair.com
Speaker:podcastpromo and you can download that book. It's only 30 pages.
Speaker:It's really well written. It's very
Speaker:aesthetically written. And when you read it, you'll get the secret,
Speaker:my secret from my agency, how I do this. I give it
Speaker:away. So you can do it yourself, you can try it.
Speaker:That's awesome. Yeah. And it only makes sense, right?
Speaker:As a person that's giving out to the world, not just a
Speaker:business person, but you like to put out good
Speaker:energy in the world, basically. So you want everybody to have the
Speaker:knowledge and the people that, I call it
Speaker:MTTM and MMTT, more time than money and more money than time.
Speaker:So the people that have more time than money, they'll try to do it on
Speaker:their own. The people that have more money than time, they'll go to you the
Speaker:same thing with me. The people that want to start a podcast, like ceos and
Speaker:all those kind of people, they have more money than time, so
Speaker:they'll hire and they see the value. And then there's speed
Speaker:to implementation too, when you hire somebody. Right? That's very well said.
Speaker:I didn't know that that was a good thing, what you just said.
Speaker:Interesting. Yeah, I knew it, but I never
Speaker:knew there was like you said now, it was very well
Speaker:said. Right on. Awesome. So you shared a lot of
Speaker:really awesome information, and then thank you for sharing
Speaker:that ebook as well. I'm sure it has a ton of valuable
Speaker:information on how to approach the podcast hosts and stuff like
Speaker:that. Is there one big idea or
Speaker:that you should take away from this show? I know you already shared a couple,
Speaker:but is there one key takeaway?
Speaker:Let me think about one quote.
Speaker:As you know, I was teaching in three universities
Speaker:and I was on 50 television shows, but there's one person,
Speaker:and I went a lot to conferences like
Speaker:management conference and stuff like this, and I struggled myself as a
Speaker:manager because. Anyway, but there is
Speaker:one interesting quote, and it's from Peter Trucker. Peter
Speaker:Drucker. And Peter Drucker was austrian,
Speaker:but every manager knows him. He was, like writing all these great
Speaker:books on management and stuff, like big companies or companies
Speaker:ceos. There's the audience, he says,
Speaker:and you can maybe appreciate that quote. And
Speaker:it's not from me, of course, it's from him. And it's
Speaker:innovation. Innovation. And that has to
Speaker:do with what we just talked about, like a new
Speaker:marketing, like the podcast. Having your own podcast for your company,
Speaker:for the marketing, for getting the word out, for getting people attracted to your brand,
Speaker:like what you teach. Innovation and
Speaker:marketing are the only departments, so to speak,
Speaker:in your business. Think about that. They are not costs.
Speaker:They are actual investments. Everything else
Speaker:is a cost. Your accountant will not agree to it,
Speaker:but he's a very important person in your company. But he's a cost.
Speaker:You see, every department in your business is a cost.
Speaker:But if you do it the right way, podcasting and
Speaker:podcast guesting will be big investment. And
Speaker:you know, the most important thing he says also, basically, he didn't say
Speaker:that about podcasting because he said already, it's like a long time ago. But
Speaker:I just was paraphrasing and explaining a little bit the quote.
Speaker:But ultimately, you want to know that everything is
Speaker:about your customer. So many times you see like somebody
Speaker:does a new business, but he's not really focused on the
Speaker:first customer. Like when you have your first
Speaker:customer, you sold your first book, you got your first dollar
Speaker:on the Internet. That is a time to celebrate because
Speaker:that is the goal. Then $1 becomes
Speaker:$10,000
Speaker:and ten thousand becomes a million. Exactly what this Peter Trucker. Peter
Speaker:Trucker talked about, marketing and innovation. Always think about
Speaker:it. It's very important that you don't see it as a cost
Speaker:because many people, they shrink down their business
Speaker:because they say when they cut costs, they do it. The first thing they do
Speaker:is no more about this marketing
Speaker:thing or innovation thing. You can spend, waste a lot of
Speaker:money on it, but if you do it the right way, it will make your
Speaker:business grow. That's awesome. Yeah. Thank you for sharing
Speaker:the insights. Yeah. Innovation and marketing they're
Speaker:investments. Everything else is a cost in your
Speaker:business. That's awesome. And the purpose is to create a business,
Speaker:to create a customer, not anything else. To create
Speaker:the customer. Create and retain, right?
Speaker:Yes, exactly. Awesome. So thank you for coming on
Speaker:the show, sharing all your insights with us. What's the best way for people to
Speaker:get a hold of you or follow you? Yeah, it's that website. And
Speaker:just go and get
Speaker:that book, which I offer for free. But it's like
Speaker:maybe you can repeat it because I have this austrian accent, like the
Speaker:Arnold Schwarzenegger accent, but it's
Speaker:www.guestexpertsonair.com
Speaker:that's the website. And if you're the same URL,
Speaker:the same address, and you forward slash
Speaker:podcastpromo, you get the free ebook, but you're also on the website, so you can
Speaker:click on the home and you can go to strategy session and you
Speaker:can do all kinds of things there because I
Speaker:think it's valuable educational website for
Speaker:everything related to podcast guesting and podcast
Speaker:booking. Not about your expertise, not how to create
Speaker:a podcast. That's awesome.
Speaker:Guestexpertsonair.com/podcastpromo
Speaker:and we'll be sure to put in the show notes for the
Speaker:audio and the video for sure as well. Download the book. You'll like
Speaker:it? Awesome. All right, well, thank you again for coming on
Speaker:the show. Thank you. I knew it from the beginning. It would
Speaker:be nice. A nice conversation. Awesome. So that
Speaker:concludes this episode of podcast marketing Secrets. This is Al Morentin signing
Speaker:off. I hope you have a successful day.
