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Welcome to Marketing School, the only

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podcast that provides daily top level

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marketing tips and strategies from entrepreneurs

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that practice what they preach and live

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what they teach. Let's start leveling

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up your marketing knowledge with your instructors,

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Neil Patel and Eric Sue.

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All Right, guys, before we start, we got a special

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right, so today we're going to talk about how

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to succeed in podcasting in

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twenty twenty one. So Neil

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and I we've been doing this podcast for I think we're coming up

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on five years. Actually I checked chartable. I

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think we've been doing this for four years and

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nine or ten months. Originally we started

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in Vegas. Neil's back in Vegas. Now ironically

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we would do it in, do it in at

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his place, and he'd have to turn off the AC and get really

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hot. So yeah, I've

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personally been doing podcasting for about eight years

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now myself. So we just want to talk about like

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twenty twenty one has changed a little bit, and so we want

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to give you a couple of strategies and

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some hacks. Neil, you want to go first, You want me to go first,

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Go first. But you know what's funny enough, in my new

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house that I'm building right now, actually have a podcast

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room there. Really added a podcast room,

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so I might be flying to Neil's place to do it. Just

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kidding. We both have. We both got smarter. It took us

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a couple of years to realize that we probably should have good

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mics and then that's it and we don't

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need to like go to all these podcast studios

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and things like that. So the first thing is

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what we realized we were doing daily

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episodes are great. So you know, Neil

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and I we spend maybe an hour a week or so doing

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five seven minute type videos.

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That's a couple things five to seven minute podcasts, and then

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we're also doing video at the same time, so we repurpose

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it and we chopped them up as well, we post them to social

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So there's a couple of things in there. So one, if

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you can do daily, aim for daily because you

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get more reps in there and you're going to compound faster.

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Right. The other thing is repurpose.

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So right now we're doing this on Zoom and

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we're going to be repurposing this to other channels

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as well, because if Neil and I you're going to spend this time, we want

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to maximize this time. So those are

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two things to start off. I have a lot more, and I'm sure

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Neil does too, but I'll kick it over to Neil. Yeah.

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The other thing I would recommend doing, and I'm

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going to focus a lot of this episode on

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the promotion side while Eric focuses

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on things like write

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mics, how to set things up, et cetera.

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But what I've learned, and this is what

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we did with our podcast, is you've

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got to push it really hard at the beginning. So

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when I mean push your heart, i'm talking about email blasts,

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social media pushes, you can try ads.

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The biggest thing that's super effective right now in twenty

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twenty one, and it is really cheap, is pay

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other podcasts for ad spots, and

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the ad spots should be to follow your podcast.

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It's super super effective, it's

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really cheap, and it has a higher conversion then

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you probably would think versus other ad

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formats because you're not really selling anything.

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We're just telling them to go listen to another podcast.

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The other thing that we found that's super

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effective, at the end of every episode,

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and you don't have to do this all the time, but

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you should do this at least during the beginning, ask

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people to rate review your podcast.

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Because the more ratings and the reviews you have, the

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higher you're going to climb up on the charts. Yep.

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And so Neil and I we change our

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call to actions at the end, so we have different offers.

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We have the pro offer, we had live offers. Sometimes

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we say rate, review and subscribe, sometimes we say text

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us and we just try to change it up every now and then. So

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whatever offers you have, feel free to kind of play around

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with it. The other thing I'll say is initially

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on Apple we were only showing fifty episodes, and

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once we went in and we switched to setting that showed three

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hundred episodes, we actually ended up getting

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a lot more downloads that way, right, because you want to be able to

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show as many as possible so people can. Oftentimes

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I get comments from people saying that they binge

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on this podcast, they'll listen to it the whole weekend,

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which is nuts, right. What I also say is,

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from a retention standpoint, using a tool

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like chartable. Charterable has added the ability

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to have cohort retention metrics, so you can

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see how you're doing over time and you can try to continually

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improve. So for us, right now, we

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know with this podcast, if you come in and you listen

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for the first month, we basically have a drop

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off to about twenty five percent or so.

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So Neil and I are now thinking, Okay, how do we bring the retention

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up? How do we can we incentivize people to come

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back the next month? And can we incentivize to come back

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more and more and more because that drives the downloads

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even higher, right, And so how good is

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your content? Can you keep people coming back over and over?

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And that's what it is. And the other thing I'll say

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too is the mics that we're using. The

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sound quality is the most important thing. So in

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the very beginning, when Neil and I would record in Vegas.

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We would use a crappy USB mic

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we didn't know better, and then we would you know,

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record without AC and then we

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sounded like we were in People were like, oh

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something, you're recording from a bathroom right, and

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you know, we get comments like that. So now Neil and I we've upgraded

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our mics. We use a high LPR

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forty h EI l p R forty

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and we have a mixer as well, so I use a Scarlet

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mixer. You can use the Roadcaster Pro if

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you want. I travel with that. And

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then the other thing is Spotify

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and Apple. They're battling it out so hard right

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now. Where Apple's added subscriptions, Spotify

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is added subscriptions. But Spotify what's

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fascinating is they've added an O off type

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of solution where you can just basically,

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if you have a membership site, you can add subscribe

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to your premium podcast. People can

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just listen to it within Spotify. So I

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think that's special. That's going to have big implications.

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And then plus Apple getting into subscriptions as

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well, so they're both in it. Neil, turn it back over

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to you. One other thing that we did that very

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early on that. A lot of people forget to

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do is look at your analytics. So

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when you're starting off and you're creating episodes, you're

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not necessarily sure what's going to hit or what's

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not going to hit. Podcasting is kind of like

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blogging in which it's all about the headlines,

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but your analytics will quickly tell you, Like we

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use libs in so in our lips in, it'll tell us

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the listens per episode, And it doesn't

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matter if you have ten subscribers

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or you have a million. Every episode

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is going to get a different amount of views. You

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need to look at the ones that are the most appealing.

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And the way you can figure out what's the most appealing

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is it's looking at your analytics, see what's working, create

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content more around that, and create

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less content of the stuff that's not hitting. It's

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very simple, silly process, but

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you should be doing that each month because

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each month that'll help you fine tune

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where you should go with your content. And the reason I say you do

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it monthly versus doing it just one time

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is trends change over time in every single

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industry, So by doing it monthly, you'll get

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a rough idea of what is working what's not

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And I also recommend once you figure out

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what's not working, don't just push it away

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and say, hey, we're never going to create content around this subject.

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For example, with US, cro topics

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don't do as well, but Eric and I still create

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zero topics every once in a while because

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by continually testing it, you

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can see if the market changes and maybe they'll

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accept it. And if it doesn't, we'll just

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keep creating less of that content. But go

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back and retest your assumptions

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based on the data that you saw in past.

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YEP. So Spotify is great, down aalytics,

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Apple. I just looked at the Apple Analytics.

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They've they've upgraded them as well. Charterable

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is great too because it combines both of them so you

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can test your seven day consumption thirty day consumption.

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And for us, for this podcast, SEO and

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content marketing tends to do a lot better for us. Maybe

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that's because that's what we're known for. And then

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if to Neil's point earlier, you can definitely

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pay podcasts to promote. If you don't

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have the money for it, you can just do collabs with other podcasts.

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Other podcasts that are big do collabse with

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them, and then kind of cross promote that. That is your

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advertisement right there, So instead of spending twenty

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thirty forty fifty grand or so with a really big podcast,

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just do a collab. Right. Ideally, what you're aiming

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for is someone that's a little bigger than you, not too

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much bigger than you. Right, there has to be some type of quid

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pro quo there. The final thing I'll say from my

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side is you don't want to put too much

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pressure on yourself to say, oh my god,

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these people are getting millions of downloads a month, Like I

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want to be there. If you're a real estate agent,

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let's say Las Vegas real estate agent, and you sell

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luxury homes, and if you're getting like a thousand

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listens a month, those thousand people, who do you

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think they are? They're probably wealthy people, right,

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And you're talking about, oh, like this is what all the wealthy

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people do in Las Vegas, blah blah blah. Right,

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and you're basically creating a resource a community

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for them. You don't need millions of downloads a month

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to make it happen. You don't necessarily need to sell

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ads. You can create a community, or you can drive it to

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your business. There's a lot of goodwill that you build

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with your podcast, so go to marketing

8:16

School the ioslash Live. Neil and I were

8:18

doing our live event again in September

8:20

nineteenth through the twenty second. You can apply

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again marketing School to the ioslash Live and please don't

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forget to rate, review and subscribe. It helps us grow

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and we'll see you tomorrow. We

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appreciate you joining us for this session

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of marketing School. Be sure to rate,

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marketingschool dot io until

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next time. Class dismissed