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0:44

What's up, pod pals? It's your buddy Adam, and

0:46

you are listening to Podcasting Business

0:48

School, the show where I teach podcasters how

0:50

to love their podcast like a hobby and

0:53

build it like a business. Today, we've got a little podcast

0:55

audit session going with my

0:57

friend Verity from the Confident CEO

1:00

Podcast. Verity, how's

1:01

it going today? Hey, thank you so much for having me. I'm excited to be

1:03

here. All right. I'm very excited too. I'm

1:07

always excited. I'm like, oh, another business-based podcast. All right, let's

1:09

rock. to do a podcast. I'm

1:11

like, oh, I'm going to do a podcast. I'm like, oh, I'm going to do a podcast. I'm like,

1:13

oh, I'm going to do a podcast. I'm like, oh, I'm going to do a podcast. Oh my gosh, that

1:16

is an amazing picture.

1:31

To

1:34

me, where I would love to be is

1:37

in the main business podcast

1:40

charts in the UK for the podcast.

1:43

We tend to hit the

1:46

entrepreneurship kind of subsection

1:48

of the business podcast charts for the UK,

1:50

but I want to, my aim for this podcast

1:53

is to get it in the main business

1:55

charting for the UK and maybe

1:57

beyond, who knows?

1:59

Cool. And where,

2:01

what kind of charts are you looking at? Is like Apple, Spotify,

2:04

Chartable? Oh yeah, Apple Podcasts.

2:06

Apple Podcasts is where I tend to sit

2:08

the most. Yeah. Cool. And that's, that's

2:11

where we usually recommend people.

2:13

If you're going to look at charts, look at Apple, look at

2:15

Spotify. A lot of people

2:18

get fired up about, yeah,

2:20

Chartable or Good Pods.

2:22

And that's awesome. But

2:24

you have to understand that if your show isn't listed

2:27

on Chartable and if it's not listed on

2:29

Good Pods, then you cannot be ranked.

2:31

So there are lots and lots of people that aren't ranked.

2:34

And it's just kind of weird. And you have to go in and manually

2:36

list those. So just have an FY

2:38

for those. And it's not, I want you to celebrate every win.

2:40

If you get ranked anywhere, celebrate it. Sometimes

2:43

people are like, I'm a top 10 podcast.

2:45

I'm like, where? And like on Chartable, I'm like,

2:47

well,

2:48

there's an asterisk to that. So anyway,

2:51

so if we're looking to rank on Apple in the

2:53

main category, I think that's an awesome,

2:55

awesome goal. Now, what

2:58

do you feel like is the number one thing holding

3:00

you back from getting there right now?

3:02

Oh, I think it's a really good question. I'm

3:05

not entirely sure. I wonder if

3:07

some of it is probably around

3:10

the self promotion. The

3:12

podcast isn't 100% aligned

3:15

with my business. So I promote

3:17

it on my Instagram and my LinkedIn.

3:19

But because it isn't 100% aligned, I

3:22

don't want it kind of clogging up my feed too, too much.

3:25

If that makes sense. Yeah. Yeah. Well,

3:28

OK. Question about that then. With

3:30

your show. Like,

3:33

what would you say is the purpose of your show? Are you still

3:35

trying to make connections that could lead to business?

3:38

Is there any way that we could, you know, are

3:40

you getting clients from your show that

3:42

do hire you? What's that picture look

3:44

like? Yeah, absolutely. So

3:47

the podcast, the competent CEO podcast

3:49

is very much a passion project of of

3:51

mine. So they are going

3:53

to actually be having another podcast, which

3:56

is going to funnel indirectly into

3:59

my business. and act as a lead magnet

4:01

to the business. The confident

4:03

CEO though is very much a passion project

4:06

of just I want to bring more conversation

4:08

to the business topics that

4:10

I don't feel are being talked about enough particularly

4:13

in the female entrepreneurship space.

4:15

So it

4:17

doesn't really act as a

4:20

funnel for my current business. I talk

4:22

about things every so often in certain episodes. I feel like

4:24

this is what's going on but it's not a massive

4:27

lead funnel for me at the moment but then it

4:29

was never really set up

4:31

with that design in mind if that makes

4:33

sense. Okay so

4:35

let's just look at some growth ideas

4:38

then like just some like low-hanging fruit

4:41

let's check this checklist and make sure that we're covering

4:43

all of the basics. Now you said

4:45

your ideal listener would

4:47

be a female entrepreneur is that

4:49

correct? Yeah absolutely

4:52

my main target group female entrepreneurs

4:54

in their 20s 30s 40s

4:56

probably within the first couple of years of their business

4:59

and that's what I tracked as well so that's good. Okay

5:02

and the I mean the full

5:05

title of your show is the confident CEO podcast

5:07

that's there's nothing in addition to that okay

5:10

so that may be something that we could look at

5:12

is do a title line extension

5:16

with your ideal listener keywords like

5:18

female entrepreneur is a great that's

5:20

a great keyword to have in a podcast title

5:23

so where like when

5:25

we do a title extension

5:27

it's not necessarily like you change the name of the

5:29

show every time you it's same intro same

5:31

as welcome to the confidence ceo podcast but

5:33

on the title line if we put the

5:35

confidence ceo podcast tips

5:37

for female entrepreneurs

5:39

all of a sudden we're showing up when people

5:42

are searching

5:43

entrepreneurship female entrepreneurship whatever

5:45

and then so what if it was me what I would personally

5:48

do I would add something like

5:50

that to the title and

5:52

then on the art I would add that

5:55

verbiage in there and really the

5:58

female entrepreneur I would have that in

6:00

a little bit of a different color that

6:02

pops on your art

6:05

so that when they're searching female entrepreneur

6:07

entrepreneurship tips for females or whatever,

6:10

your show is going to pull up and then that's actually

6:12

highlighted in the

6:15

art as well so that they recognize, oh, this

6:17

is for me. Is that making sense? It makes

6:19

perfect sense. I love that. I think it's very

6:21

simple. I'm going to go do that later. Well, it's

6:24

something you can do in like five minutes where it's just

6:26

like, all right, add this extension, update

6:28

it in Lipson or Buzzsprout or wherever you host

6:30

and then update the art.

6:32

It's all just the arts going to

6:34

usually update within 12 to 24 hours. The

6:36

name updates immediately and all of a

6:39

sudden as you release new content, that SEO work

6:41

is happening organically

6:44

and easily. So that's

6:46

something that I think and think about, is

6:49

it female entrepreneurship? Are

6:51

there any other keywords like stay at

6:53

home moms? Is there another good one? People

6:55

who are newers, like all those,

6:57

whatever those herbs and spices fit,

7:00

we want to make sure that we try to put those in

7:03

that title

7:05

line. That make sense? Yeah.

7:08

I love that. Okay. We're

7:11

off and rolling. So that's kind of just organic reach

7:13

stuff that you said at once. It helps

7:15

you as you go along.

7:18

What are we doing as far as a new episode

7:20

goes live? How are we marketing

7:23

that episode and when are we marketing

7:25

that episode? Yeah, absolutely.

7:28

So within

7:30

an hour of it going live,

7:32

it gets an email blast goes out to my

7:34

email list. So they all get that pretty much straight

7:37

off. The

7:39

episode also gets shared within the first 24 hours

7:43

on my LinkedIn and also on my

7:45

Instagram. And then after that

7:48

one post, I continue to

7:50

promote it on my Instagram stories.

7:53

Okay, cool. So I would,

7:55

um, I would

7:58

challenge you to use my 72

8:00

hour marketing window rule where,

8:02

so it sounds like we've got two,

8:05

maybe three different marketing assets,

8:07

an email, uh,

8:08

posts and then Instagram stories,

8:10

you know, throughout the rest of the week. So

8:14

I want to challenge you to put out five unique

8:16

marketing assets within 72 hours

8:19

of release. What day do you release on

8:21

Wednesday? Perfect. So

8:24

we're looking at Wednesday. What I like

8:26

to see is Wednesday am PM Thursday

8:29

am PM, maybe Friday

8:32

am,

8:33

um, or you could do like when,

8:36

you know, two, zero Wednesday, three in one day, but 72,

8:38

uh, 72 hours, five

8:41

unique assets. So your newsletter, boom,

8:43

that's one. Definitely. That's a great one. That's, that's one

8:46

of mine. Uh, a, like a carousel

8:48

post. Are you doing any live streaming on

8:50

Instagram at all?

8:51

No, I'm terrible at Instagram live streaming.

8:55

I need to do more of it. Something

8:58

to consider. And let me tell you something cool.

9:00

You could do, uh, since you're doing

9:03

a guest bait, you having guests on

9:05

the show, like, you know, different, yeah. So

9:10

you could have like the CEO round table

9:13

weekly episode where I'm using this technique

9:16

right now on my Tuesday night lives to kind of spice

9:18

it up. Right. I just call it around the pod and I've

9:20

got three other podcasters that come on and go live with

9:23

me all on screen at the same time. So you could have

9:25

like a

9:25

CEO round table

9:27

with three of your previous guests all

9:30

live with you all at the same

9:32

time. And then as you introduce

9:34

them, you name, drop the episode that they were

9:36

on, of course, to kind of promote your show. And ideally

9:39

you want the one that's the most recent episode

9:42

to be on their live with you as soon as possible

9:44

to kind of promote that episode. But

9:47

it's really easy. I do this in a 30 minute

9:49

format. That's kind of like a talk show. So it's

9:52

very,

9:53

it's kind of a podcast flow. I mean, it feels very

9:55

much like a podcast. When I do it, it's not just me staring

9:58

at the phone going, Oh,

9:59

So that's where

10:02

it kind of gets weird sometimes.

10:05

But you have specific questions that you ask and

10:07

kind of like,

10:08

you know, very simple questions like, you know, if you go

10:10

back when you first started your company, what advice would you

10:12

give yourself? Each person goes around and answers,

10:14

then it's like,

10:15

what is one tip that

10:18

or one resource that you think all new business

10:20

owners should be diving into

10:22

a book, a podcast, whatever,

10:25

and then kind of go around. And at the end, it's like,

10:27

all right, and how can people follow you on social media and

10:29

give them a chance to kind of promote themselves a little bit.

10:32

But the cool thing about it when you do this

10:34

is that

10:35

when you are live

10:38

for a certain amount of time, Instagram will

10:40

do push notifications to your audience. But when

10:42

you have all these other people live with you, the

10:44

notifications go out to all their directions as

10:47

well. So it's doing push notifications in

10:49

four different directions or three or two, however many

10:51

people you have on the screen, which is very

10:54

helpful for picking up new followers

10:57

and new people

10:58

getting in front of your content. So I

11:00

would consider it maybe practice

11:02

it a little bit. You could easily

11:04

join one of mine, one of my around the pod

11:07

episodes. I do them on Tuesdays might

11:09

be kind of late. Well, I'll

11:12

try to calculate the math. I know

11:14

you are several time zones ahead of me.

11:17

So it's my co co at 11 p.m.

11:22

So we can talk

11:24

about that. But that way you can practice and see what it's

11:26

all about. And I think you'll find like, wow, this is actually

11:28

a lot easier than I thought it would be. So

11:31

that's something to consider. But

11:33

I would just look at some unique

11:35

assets, whether it's carousel posts,

11:37

going live, Instagram reels,

11:40

videos. And just for me, what's working

11:42

really well right now on reels is I just turn

11:44

my phone and I just stick it in my face and I just

11:47

do rattle off like three tips or something like that.

11:50

I was I was doing them where I was driving

11:52

around and people started yelling at me about like distracted

11:54

driving. I totally get that. I was usually like in

11:56

a parking lot or something. I wasn't actually driving,

11:58

but there were a couple of them.

11:59

like pulling into the parking lot and I'm, you know,

12:02

I'm getting the, and I understand that that was not

12:04

a smart thing to do. Um, so

12:06

those are getting a lot of reach. So I'm kind of bummed out. I'm like

12:08

the car videos are really doing well. Uh,

12:11

so I'll have to make sure at the beginning, like, listen,

12:13

I'm parked in a car, not moving. Um, and

12:16

then drop some tips, but just simple stuff.

12:18

Just face the camera. I hear the top

12:20

three takeaways from this week's episode, Bing,

12:23

Bing, Bing. And then you've got a 60 second

12:25

reel or, um, maybe

12:27

take a sub sliver of something you

12:29

learned from the guests and

12:32

give your thoughts on it. Like, Oh, uh,

12:34

this guest talked about how important building

12:36

an email list was to their company. Here are three email

12:38

tips, uh, that I,

12:40

I would, I'm going to give you that have worked for me.

12:43

So something like that real quick, real

12:45

easy, but it encourages people if you like this, go

12:48

get some, some more tips on this, on this

12:50

episode I just released. Does that make sense?

12:53

A hundred percent. Yeah. Okay.

12:55

All right. So I like the marketing

12:57

and just stirring it up. And I like the fact that

12:59

you've kind of honed in on Instagram is where you,

13:01

you're getting some engagement and you're kind

13:03

of focusing on that. I don't, I don't like to encourage

13:06

podcasters to be all over the place because I'm like,

13:08

experiment fishing some different

13:10

ponds, figure out where you get the most bites

13:13

engagement wise and really double down, triple

13:15

down quadruple down on that because we've

13:17

only got 24 hours in the day. And I want all my pod pals

13:19

to like have good relationships and have like me

13:22

time and have like, you

13:24

know, see their children and things like that instead

13:26

of I've got to do another TikTok video or

13:28

post on Pinterest or something like that. Okay.

13:31

So other growth, uh,

13:35

you know, lanes that we can explore.

13:37

One is obviously guesting on

13:40

other people's podcasts. OPP, you

13:42

know, me other people's podcasts. How

13:44

often are we doing that?

13:46

That is a really good question. Last year,

13:49

I was really on it. And we did a

13:51

lot last. I don't ask me how many a lot is because

13:53

I lost count after a while and 2023

13:56

rolled around and it's now the 25th of April. Okay.

14:02

So I was sitting down just yesterday

14:04

and I was like, Oh, Q2

14:06

goal. We need to get on some more podcasts.

14:09

We need to be, we need to be doing that.

14:11

I don't know, really know where this year's gone. Okay.

14:14

So I mean, I think

14:17

as podcasters, we should all have a goal

14:20

per month of how many other shows that we're going to be

14:22

on and shows that like are great fits

14:24

where we can

14:25

obviously speak to our unique ability

14:28

and add value. Um,

14:31

but also where they have an audience that could

14:33

potentially kind of be scooped up into our

14:35

world as well. And we could continue to add value.

14:38

So not just any old podcasts, but like really

14:40

ideal fit ones. And I think

14:43

a good starting goal for any podcasters one

14:45

a month, like let's get on 12 podcasts this

14:47

year. And yeah, that's the right fit.

14:49

That's a great start. Some people it's two a month. We

14:52

have to watch is

14:53

doing, we kind of cross that threshold

14:56

of like now I'm just guessing at other people's shows

14:58

a lot. I'm having a hard time keeping up with my own

15:00

content or I'm not doing as many like

15:03

sales calls or like things that, you

15:06

know, create opportunities for me to pay my own bill

15:08

sort of sort of a situation. So you have

15:10

to find that sweet spot of I've got two

15:12

hours a month, three hours a month

15:14

where I can go on someone else's show.

15:16

That's

15:17

like that time is a lot for that.

15:19

It doesn't hurt my business at all. I'm still able to do keep

15:21

up with my own content. So whatever that is

15:23

for, for you, Verity or anybody listening

15:25

in, I think, but I think it is good just to have

15:28

that target

15:29

that average per month or per year.

15:31

And then you're like, all right, I got to get on 15 shows

15:33

this year. It's April. I've only been on two. So

15:36

let's ratchet that up and see

15:38

what we could do. And

15:40

I'm sure there may be somebody that's listening in

15:42

and we got lots and lots of people listening. And so like,

15:45

if you're going to pitch yourself to be a guest on

15:47

somebody's show, like what are one or two core

15:49

topics that you could really crush on someone else's show

15:51

because someone listening, they may win a book yet.

15:55

Yeah, absolutely. I'd love that. That'd be amazing.

15:57

But I think the biggest things that I love

15:59

to talk about.

15:59

about is, funnily enough, podcasting.

16:03

Female entrepreneurs, how

16:05

beneficial a podcast

16:07

can be for female entrepreneurs, particularly people

16:10

in the coaching space as well. So that

16:12

is my biggest thing that I like to talk about. Outstanding,

16:16

so we should definitely have some takers on that. So,

16:19

guesting, and just like, I

16:21

love using the Apple and Spotify

16:24

search engine to my advantage. So,

16:26

kind of think about, think about tangential

16:29

topics that you can lean into. So,

16:31

I'll search like online

16:33

business or something like that. And

16:36

I'll go and network around with online business

16:38

podcasts because that's not the exact same thing as what

16:40

I talk on, but I can be a podcasting

16:42

business, like how to make money

16:45

via podcasting, type of a special

16:47

guest for those types of shows. So,

16:49

email marketing podcast, entrepreneurship podcast,

16:53

digital nomad podcast, like all

16:55

that sort of a thing. Let's

16:56

dive in there and kind of start networking

16:58

around a little bit. What

17:02

about paid ads? Have we dabbled

17:04

in paid ads at all? So,

17:06

podcast player app ads, anything

17:09

like that? Okay. No, I haven't.

17:11

So, I'm really interested in your opinion

17:14

on that because it seems

17:16

to be something that whenever I look, people are either gone

17:18

home for it and say, yeah, this is amazing.

17:20

Or they're like, no, completely stick away

17:23

from it. It's the worst thing you could possibly do. So,

17:25

I would love to dive into that for a couple

17:27

of minutes. Yes. So,

17:31

I understand both of those reactions

17:33

that you've heard and the

17:37

podcast player app ad that I feel very

17:39

good about recommending

17:41

would

17:42

be like banner ads on a platform

17:44

like Overcast FM.

17:46

It's simple. You're advertising

17:48

to podcast listeners that are listening to a show

17:51

category that you selected to advertise

17:53

to. It's fairly cost-effective

17:56

as long as people abide by Adam's

17:58

rules of not... overspending

18:01

and certain things like that. And I'll talk about that in

18:03

a second. But you can

18:05

have a very

18:06

good experience. And for the average

18:08

podcast, if they can go and pick up 50 new

18:11

subscribers for $5

18:14

per new subscriber

18:16

or something like that, that's worth

18:18

it. Worth 250 bucks or whatever, up to $500. I

18:24

like

18:25

platforms where we can run a solid like $500 or

18:27

less ad campaign and get some real

18:29

good results. I'm gonna get real listeners

18:32

and it's not like, well, my numbers really shut up and

18:34

then they dropped completely the next month. That's

18:36

weird. Because

18:39

I've had people do that before. Anyway,

18:42

where people tend to get very frustrated

18:44

is with like Facebook and Instagram ads where they're

18:46

like, okay, I'm gonna run

18:48

an ad campaign for my podcast episode.

18:51

And now I gotta figure out how to do all that

18:54

with the Facebook ad system. And then we just

18:56

feel like I just gave $1,000 to Mark Zuckerberg

18:58

for nothing. That's where we get

19:00

very frustrated. Now,

19:02

I do have a solution coming up for

19:04

that. I just met

19:07

a couple, Matt and

19:09

Megan, and they're gonna be coming on the show here

19:11

in a couple of weeks

19:12

where I challenged them. They're Facebook

19:15

and Instagram ads experts. I go, here's

19:17

the deal. You can make a bunch of money if you just figure

19:20

out

19:20

a simple system that you could teach podcasters

19:23

on how to market their show,

19:25

market their lead magnets, and market

19:27

individual episodes via Instagram and

19:29

Facebook. So they used me as an example.

19:31

We did a whole bunch of test ads. We're gonna unpack

19:34

the whole thing on the show. And

19:36

they built it out so that it's kind of a

19:38

set it and forget it sort of thing. You can turn the ads

19:41

on and off whenever you want. So

19:43

I was very happy with it. So I think

19:46

we've got a solution coming with Facebook and Instagram

19:48

ads. But in the meantime,

19:51

Overcast FM is where I

19:53

will send you specifically, Verity,

19:55

to go and kind of explore a little bit. So

19:58

some quick tips on that.

19:59

The website is overcast.fm

20:02

forward slash ads for anybody that wants to go out

20:04

there overcast is a podcast player app platform

20:08

and just like Spotify just like

20:10

Apple, you know, people subscribe

20:12

on there and listen, they've got millions of subscribers. They

20:15

do a lot of volume their top five podcasts,

20:18

podcasts, not hosts, but podcasting

20:20

player app. And you can

20:22

pick any category that you want

20:24

for your show. I would look at business. I would look

20:26

at education. I

20:28

would look at news.

20:30

You would think about categories that not

20:33

only the ones that you're in, but ones that your

20:35

listeners might listen to also outside of your category.

20:38

So we can pick up new

20:40

listeners and we're shooting for

20:43

the

20:43

sweet spot for me is that five to $7 cost

20:46

per acquisition. They give you that prediction

20:48

on their charts and

20:50

like the business last time I looked was like $30 something dollars

20:52

CPA. I'm like, whoa,

20:54

way expensive. We got to wait this one out because

20:56

it's demand based pricing. So wait

20:59

for that five to $7 CPA zone to hit. Just watch

21:01

the chart. And you know,

21:03

I just check it every single day because I always have

21:05

an ad going

21:07

on that platform or another platform just

21:10

because it works so effectively. And

21:12

it's a banner ads. If you pick business category when

21:14

somebody's listened to a business podcast,

21:16

boom, the confidence CEO podcast banner

21:18

goes right across the top. It takes your art.

21:21

You get a line and a half of texts that you kind of optimize

21:23

as like, here's why you want to listen. Click on this banner and

21:26

they click. That's all tracked. How many

21:28

people saw the banner? How many people tap the banner?

21:31

How many people actually hit the subscribe button,

21:33

which to my knowledge,

21:35

this is the only type of an ad that actually

21:38

tracks or is able to track that. Like

21:40

they hit the subscribe button.

21:42

Boom. That's awesome.

21:44

So that's that's how it works. They give you a daily

21:46

update on how many subscribers you have as you do

21:48

the campaign. It starts as soon as you pay for

21:50

it.

21:51

And it's super simple. So that's

21:53

probably where I would send you to do some research. Any

21:56

questions on that, Verity? No, it

21:58

seems very straightforward and definitely. something

22:00

that I'm going to be. Well, we know

22:02

it's like 20, 20 plus seven my time. And we're going

22:04

to be up till like midnight, just having fun with all of

22:06

this. And don't

22:08

like, don't like FOMO

22:11

in to buy in an ad today. Like I would

22:13

challenge you, like don't buy an ad for at least 24, 48 hours,

22:17

because you can start seeing like, Oh my God, I

22:19

could get 70 listeners there. And I could do this and that. All of a sudden

22:21

you spend a thousand bucks. Like what

22:24

I would challenge you to do is look at some categories

22:27

and then message me and go, Hey, I'm

22:29

thinking about these categories. What kind of price should

22:31

I shoot for? I am Mr. Podcast

22:34

nerd over here. And I keep charts

22:35

on all the categories. Good price,

22:37

like the good, like where I've actually bought ads

22:40

or my clients

22:41

or my members have actually bought ads. So

22:43

like the, the business category

22:46

will go up over $2,000. I've

22:48

paid 400. That's a significant difference.

22:51

All right. And so

22:52

we don't want to overpay on

22:55

overcast. That's very important.

22:57

But, and my

23:00

listeners know this too, as I mentioned it a few times, anytime

23:02

I mentioned that website prices

23:05

always go up, because also listeners start

23:07

to go there and the more ads that are bought, the prices

23:10

go up. So there are a few other websites.

23:12

I'm going to email you another one to look at

23:14

that shall not be mentioned live on the air

23:16

because I'm trying to keep prices down. But

23:18

my, like people in my download growth club, they get all the

23:20

good stuff. So if you guys want all the good stuff, either

23:22

come on, do a podcast audit or join my membership,

23:24

because that's where they get all that information. Okay.

23:28

So I feel like we look at the marketing.

23:31

We did the SEO talk at the very beginning

23:33

podcast player app ads, guesting. This

23:36

is how you get into that top chart.

23:38

The big, the big club on the

23:41

UK podcast on Apple podcast charts.

23:44

I think we get this nice little mix here and

23:46

we work on this and just ingraining

23:48

the system over the next

23:50

eight months or so. I think by the end of the year, you're

23:52

going to have a fighting chance. If you're already in that entrepreneurship

23:55

category,

23:56

we can level up into the

23:58

big.

25:53

leaving

26:00

money on the table when it comes to your podcasting

26:03

business and I'm going to help you uncover

26:05

those missed opportunities. Get signed up

26:07

for a free podcast profit potential

26:09

discovery call today by going to

26:12

www.podcastingbusiness.school.

26:16

That's podcastingbusiness.school.