If you’re beginning out, it may be exhausting to get purchasers. It’s even tougher to maintain them pleased and coming again for extra of your companies. Essentially the most profitable companies work on fostering consumer relationships.
However how do you construct these kinds of relationships? How will you ensure they develop over time? And what are the perfect methods to leverage them as a way to develop your podcasting enterprise?
Our subsequent episode of Partnership Unpacked options Rob Walch, VP of Podcaster Relations at Libsyn. He’ll be sharing insights into how he works with and manages relationships along with his profitable podcast purchasers. You’ll be taught in regards to the completely different advantages that come from having an excellent working relationship together with your purchasers, in addition to some suggestions for guaranteeing this partnership stays useful over time, it doesn’t matter what your small business or business.
A typical enterprise hears from simply 4% of its dissatisfied clients. Everyone knows that studying from our errors and failures are how we develop and obtain long run success, but when most of our failed buyer cases by no means see the sunshine of day, how can we be taught from them?
Yet one more statistic so that you can contemplate: 81% of firms with sturdy consumer relations outperform the competitors. This may increasingly appear apparent, however after we contemplate what we coated within the first episode, this turns into extra useful. We talked with Dr. Mark Brigman about how true partnerships and relationships should not transactional in nature which implies that simply because a consumer has bought from us, that doesn’t imply there’s an actual relationship there. Subsequently, after we say that an organization is concentrated on consumer relations and making an effort to strengthen them, which means one thing extra than simply gross sales or customer support.
However how do you construct these kinds of relationships? How will you ensure they develop over time? And what are the perfect methods to leverage them as a way to develop your small business?
Welcome to Partnership Unpacked, the place I selfishly use this time to choose the brains of specialists at strategic partnerships, channel packages, associates, influencer advertising and marketing, and relationship constructing… oh, and also you get to be taught too!
I’m Mike Allton, Head of Strategic Partnerships at Agorapulse, and in at the moment’s episode, we’re digging into consumer relationships and the way manufacturers can efficiently nurture partnerships with paying clients. The type of partnerships that may end in not solely long run retention, but in addition extremely beneficial and rewarding suggestions. And I’ve acquired the right visitor at the moment to assist us break this down.
I’m right here at the moment with the completed Rob Walch. Rob is the Vice President of Podcaster Relations for Libsyn and was inducted into the Podcasting Corridor of Fame in 2016. Previous to becoming a member of Libsyn in 2007, he was President and founding father of podCast411. Rob is Co-Creator of the ebook “Tips of the Podcasting Masters”, an editors choose as a Prime 10 Reference ebook for 2006 by Amazon.
Rob has consulted on podcasting for eBay, Jack Welch, Tim Ferriss, Senator Edwards, Governor Invoice Richardson, Dr. Mark Hyman, and the Sacramento Kings to call only a few. He’s additionally on the editorial board and a columnist for the Podcast Enterprise Journal.
Please welcome Rob Walch to Partnership Unpacked!
Rob goes to assist us with:
- What does consumer relationships actually imply?
- How can companies and partnership managers get began with consumer relationships?
- What instruments or platforms are there, or that you simply’ve used, that will help you handle consumer relationships?
- How has Libsyn approached model partnerships?
- How are model partnerships and consumer relationships alike or dissimilar?
- How can manufacturers strategy consumer relationships with recognizable manufacturers and celebrities?
- What errors or techniques ought to manufacturers attempt to keep away from in relation to consumer relationships and partnerships?
Study extra about Rob Walch
Assets & Manufacturers talked about on this episode
Full Transcript of this episode of Partnership Unpacked
[00:00:00] Mike Allton: A typical enterprise hears from simply 4% of its dissatisfied clients. Everyone knows that studying from our errors and failures are how we develop and the way we obtain long-term success. But when most of our failed buyer cases by no means see the sunshine of day, how can we be taught from ’em? Yet one more statistic so that you can contemplate.
81% of firms with sturdy consumer relations outperform the competitors. And this will likely appear apparent, however after we contemplate what we coated within the first episode, this turns into extra useful. We talked with Dr. Mark Brigman about how true partnerships and relationships should not transactional nature, which implies that simply because a consumer is bought from us doesn’t imply there’s an actual relationship there.
Subsequently, after we say that an organization is concentrated on consumer relations and making an effort to strengthen them, which means one thing extra than simply gross sales or customer support. However how do you construct these sorts of relationships? How will you guarantee that they develop over time? And what are the perfect methods to leverage them as a way to develop your small business?
Welcome to Partnership Unpacked, the place I selfishly use this time to choose the brains of specialists at strategic partnerships, channel packages, associates, influencer advertising and marketing, and relationship constructing. Oh, and also you get to be taught too. We’re stay Tuesdays on LinkedIn, so be sure you observe me so that you gained’t miss any of those terrific interviews and over the approaching weeks, I’ll be speaking to of us from monday.com and Ecamm, and be sure you take a look at that first interview with Mark Brigman from Partnernomics.
I’m Mike Alton, head of Strategic Partnerships at Gore Pulse. And in at the moment’s episode, we’re digging into consumer relationships and the way manufacturers can efficiently nurture partnerships with paying clients. The type of partnerships that’ll end in not solely long-term retention, but in addition extremely beneficial and rewarding suggestions, and I’ve acquired the right visitor at the moment.
To assist us break this down, however first, let me give a fast shoutout to some terrific of us. I see tuning in stay. There’s Wes Wyatt. Sure, positively Wes. I had a Dyna Dynamite. Can’t even say that. Labor Day weekend. I hope you probably did too. And I’m right here at the moment with the completed Rob Walch. Lemme get him on display right here.
There’s Rob. He’s the Vice President of Podcast Relations for Libsyn, and it was launched into the podcasting Corridor of Fame in 2016 and previous to becoming a member of Libsyn in 2007, he was the president and founding father of Podcast 4 11. Rob is co-author of the ebook, methods of the Podcasting Masters and Editors Decide as a Prime 10 in reference ebook.
2006 by Amazon. Rob’s consulted on podcasting for eBay. Jack Welch, Tim Ferris, Senator Edwards Governor Invoice Richardson, Dr. Mike Hyman and the Sacramento Kings, simply to call just a few. And he’s additionally on the editorial board and a columnist for the Podcast Enterprise Journal. Please welcome Rob Welch to partnership unpacked.
The way you doing, Rob?
[00:03:14] Rob Walch: Nice, Mike, thanks for having me on the present. [00:03:16] Mike Allton: Completely. It’s so good to have you ever and I’d like it in the event you informed the parents a little bit bit extra about your background and particularly what you do at Libsyn. [00:03:23] Rob Walch: Effectively, as you coated fairly a little bit of my background, , however I’ve been podcasting nearly 17 years now.
I began again in 2004 and I’ve launched many podcasts. However at Libsyn my my day job, one in all my largest. Components of my day job is working with our professional clients, and which means I get to work with a number of enterprise clients, and that features Microsoft, Google, Oracle, Deloitte, pwc, union. There’s many, many Fortune 500, fortune 100 firms that I get to work with, and it’s.
Nice speaking with them, seeing what they’re doing with podcasting and, and the way they’re utilizing it, and never utilizing it to be a gross sales platform, you understand, the place they’re pitching, however fairly a technique to join and educate and keep linked with their potential clients.
[00:04:10] Mike Allton: Superior. That’s gonna match completely into every little thing we’re gonna cowl at the moment.
So let’s speak consumer relations. Rob, what does that basically imply to you and the way precisely do you’re employed with Libsyn’s podcasters?
What does consumer relationships actually imply?
[00:04:21] Rob Walch: Effectively, my title is nice Cuz, VP of podcast Relations, that my job is to. Actually simply talk, work with, speak with, assist advise different podcasters, and consider it or not, I’m an old-fashioned man.
Individuals ask, what instruments do I exploit? I exploit electronic mail and telephone and go to assembly, however I prefer to have calls. I prefer to ship out private emails, not by way of electronic mail blasts, and I don’t. Use any electronic mail instruments for mass emails. I do a number of one-to-one podcast emails out to the Libsyn Professional clients. When I’ve to do it, perhaps generally I’ll do some copy and paste right into a bcc, however more often than not it’s one-to-one.
And this present day, I believe that stands out. That helps as a result of there’s so many occasions you’ve seen the place you get an electronic mail and it’s hello. Proper and, and the way far do you learn after that? Com? If there’s no area between the I and the comma, it turns you off. So I’ve checked out it, you understand, one of the best ways to. Be environment friendly at my job is usually to do issues inefficiently.
[00:05:28] Mike Allton: That’s a very good level cuz you’re, you’re speaking about personalization? Mm-hmm. and I do know a number of different manufacturers and instruments, they’ll speak about personalization at scale, however you’re not scaling it. You’re simply persevering with to drive ahead at that personalization stage. I’ve carried out a number of the identical factor in relation to social media engagement.
Individuals have typically, To me that they’ve been stunned that they’ll at all times get a reply from me. You understand, after they publish or they tag me or they point out me or they ask a query, I’m at all times responding. Trigger that’s one thing I believe is essential. So it’s actually cool to see you’re type of on that very same web page, that very same wavelength.
However now I’m questioning for companies who perhaps they haven’t thought-about creating these sorts of relationships with their purchasers earlier than, how would you suggest that they really get began?
How can companies and partnership managers get began with consumer relationships?
[00:06:11] Rob Walch: With the subsequent buyer that comes alongside asking a query. I imply, it’s actually simply, simply to begin doing it an answering these emails, you understand, attempt to filter out your emails in the event you can.
Every day undergo, keep on them. It’s a tricky factor to do, however the profit to repay for it’s large. After they really feel and know they’re getting a private contact, that’s what they’re paying for. A number of occasions, clients, they’re not paying on your. Your service cuz they in all probability, the underwriting a part of your service, they in all probability can discover that elsewhere.
The explanation they picked you over your consumer or your buyer or your rivals, sorry, is that you simply’re doing one thing that they felt was a little bit bit completely different and, and if that distinction is a human contact this present day, that’s a giant deal. I do know I personally. Reply that method. After I, when I’ve completely different distributors I work with those that do the private contact, I’m prepared to pay extra for realizing that I’ve, I, one thing comes up, one thing, there’s a problem, there’s a go-to individual that I, I can get to on the different finish.
[00:07:09] Mike Allton: Yeah, that’s an, that’s one other wonderful level, and once more, to simply tie it again to my world of social media. We’ve seen the identical factor when as a model, we’re replying to a buyer on-line in a tweet or one thing like that. You must reply because the model. We reply, you understand, from at Agorapulse or one thing like that.
However we make it a apply to log off on the finish of the tweet. With the person’s identify, proper? Like hyphen Mike, hyphen Deb, whoever’s responding to that individual, they know that there’s a human, an individual. Mm-hmm. on the opposite finish of that tweet and helps create that, that non-public connection and assist construct that rapport.
Such as you talked about. I do know you’re employed with over 75,000 podcast producers Sure. On clearly the world’s largest podcasting community. And I do know you, you type of mentioned you don’t actually use a number of. However I’m gonna push on that a little bit bit cuz there’s gotta be one thing that you simply use that will help you handle all these individuals.
How have you learnt who you’re gonna attain out to subsequent with any platforms you utilize?
What instruments or platforms are there, or that you simply’ve used, that will help you handle consumer relationships?
[00:08:04] Rob Walch: Yeah, and when we now have 75,000, I’m not the one one engaged on this. You understand, we do have, I don’t deal with the social, so like lc Escobar handles our social and she or he’s on the market speaking in social. I’ll chime in social. I, I’m extra of a voyeur on our social and every so often I’ll see one thing that’s actually fascinating and I’ll bounce in.
However I do know Elsie’s. For probably the most half, you understand, she’ll electronic mail me if there’s a query that comes up that wants, you understand, she’ll say, Hey, this one wants some extra personalized effect. And I’ll exit and I’ll attain behind the scenes to individuals. I’ll say, oh, I noticed that you’re on Twitter. You had this query, and that is higher answered in by way of electronic mail or a telephone name.
As a result of generally, you understand, it’s a tough to reply stuff in 280 characters, proper? Typically you possibly can’t even get began on the reply . We’ve to nearly, that’s simply your recap of your understanding of what their query was. So I don’t like these Twitter strings the place it’s like one in all 10, 1 2 of 10, three of 10, 4 of 10, as a result of individuals solely see the seven of 10 and take it outta context.
However you understand, after which our advertising and marketing workforce, On the Libsyn.com facet does use some extra bulk instruments to succeed in out and ship out newsletters and folks can choose in. However on on the Libsyn Professional facet. I don’t try this. On the Libsyn Professional facet, we now have much less clients the place it’s not as many, you understand, it’s a number of a whole lot of shoppers versus a number of, you understand, tens of 1000’s of shoppers.
So on the Libsyn Professional facet the place they’re getting a little bit bit completely different service, extra of a white glove concierge service, we deal with them with a white glove and extra of a concierge really feel. So you need to look, we do have two completely different choices on the market. So if you’re somebody. Wants telephone assist wants your handheld desires to be walked by way of.
We’ve the Lips and Professional for that. Libsyn.com is extra your diy. Do it your self. If you understand what you’re doing, electronic mail assist’s tremendous. However in the event you want that telephone assist, we now have lips and professional man. If in case you have attorneys that wanna take a look at our phrases of service, we now have lips and professional . Yeah, so you understand, it’s like joke with clients.
I am going, if the phrase lawyer comes up anyplace, you’re in all probability suited to a lip.
[00:10:07] Mike Allton: Yeah, that’s an excellent rule to . Now, in the event you’re simply tuning in, we’re speaking about growth of consumer relationships and strategic partnerships, and I’m speaking to Rob Walch, VP of Podcaster relations for Libsyn. And shifting gears for a second, I do know you’ve additionally helped, you talked about the strategic constructing, strategic and navigating strategic partnerships with different manufacturers like Apple and Microsoft.
What had been these partnerships like?
How has Libsyn approached model partnerships?
[00:10:30] Rob Walch: They take time. A few of these, a few of them again within the day concerned going out to Redmond and assembly with the workforce and, and issues like that. So there was in-person visits. Now these are being changed clearly by Zoom and Skype or Go to assembly, or was it Microsoft Workplace or to me, yeah.
Assembly place. So there’s a number of completely different instruments that you need to use on the video facet to assist that connection as a result of we are able to’t get on the market anymore to fulfill with of us. However a few of. , it’s a number of, you’re gonna have, once I launch with a giant Fortune 500 firm they usually’re shifting over their podcast, I could have 4 or 5 calls every week with a kind of purchasers.
Simply going over all of the little particulars. Hey, your paintings’s not proper Little, simply each little trivia element they will consider that you simply’re gonna should reply and educate them and produce them up to the mark as they launch into the podcast area. And it’s at all times remembering that what I do for my day job on a regular basis, They’re almost certainly simply doing as soon as ever, you understand, they’re launching a present, perhaps they might launch two podcasts ever of their life.
Whereas I’m gonna assist 10 individuals launch in a day or greater than that in a, in every week for certain. So at all times holding in thoughts. The place my clients are, what their stage of understanding of, of your product is, and never assuming they know every little thing, you understand, not being afraid generally to dummy it down is as primary as I can probably make it.
[00:11:54] Mike Allton: Yeah, that’s a very good level. Attempting to at all times maintain your consumer’s worldview in place and, and realizing that they don’t know what they don’t know. In reality, you jogged my memory, Libsyn shared on LinkedIn. It’s been just a few weeks now. Uh, statistic that they mentioned, they talked about your names. I don’t know in the event you ran the report or, or the place it got here from, but it surely was speaking in regards to the reputation of podcasts.
Mm-hmm. and speaking about how podcasts with greater than, I believe, 100 downloads per episode. We’re in just like the higher echelon by way of. Of recognition, which was type of a mind-blowing statistic to me cuz I discussed within the Inexperienced Room, I had launched a podcast of my very own, it’s been nearly a yr and I did like 18 episodes and I felt prefer it was a number of work.
Mm-hmm. and I felt like, I wasn’t actually getting a number of listenership and viewership, so I wasn’t actually feeling like I used to be getting a lot out of it. So I type of placed on hiatus and labored on another initiatives. And now trying again, you understand, my previous couple of episodes had been getting 130, 150 downloads per episode.
[00:12:53] Rob Walch: That that places you within the high 50%, one 30 is, [00:12:56] Mike Allton: and that put me within the high 50% , which I had no concept . [00:13:00] Rob Walch: Yeah. I. That’s one of many largest issues is setting expectations within the podcast world, cuz I’ll cope with individuals which are, are working in social media, and right here’s an ideal instance. We’ve a serious golf producer we do the podcast for.
They’ve over 6 million followers on Fb and their podcast podcasts don’t get the identical variety of. No podcast has 6 million listeners, proper? Joe Rogan’s the most important and he was a two and a half, 3 million. However they don’t know this. Individuals don’t know that. They only hear these loopy numbers and this golfer producer was getting 50,000.
Views per episode. They usually mentioned, Hey, what are we doing fallacious, , we’ve acquired, we’ve acquired, you understand, 6 million followers on Fb, we’re getting 50,000 listens. And I mentioned, you’re not doing something fallacious. That’s within the high 1%. I am going, nicely, into the highest 1% and 33,000. Get you within the high 1%. I am going, you might be doing nice. I imply, phenomenal.
They usually. They didn’t have this measuring stick. They had been so used to social media, and so you need to set that expectation up. We had one other one who had 18.9 million subscribers on YouTube, 60 million social media followers on all of the completely different platforms and 43,000 podcast listeners. And I’ve to offer that for instance to of us and say, Hey, you understand, maintain this in thoughts.
After which I say, for enterprise podcasts, I’ve to inform them. You’re gonna be fortunate for B2B podcasts to ever recover from a thousand. And in the event you get to a thousand, that’s within the high 20%. However consider it like this. Should you had 500 individuals listening per episode, when was the final time you went out and spoke in a convention and also you had 5 hundred individuals within the room?
Proper? 200 individuals in a room. It’s a giant room at most conferences. 500 often is the keynote. So in the event you had 500 present as much as a speech, how a lot cash? If I mentioned to you, Hey, you possibly can go to the stay at this convention and also you’re gonna have 500 individuals present up, how a lot would your organization be prepared to pay on your airfare, your motels, all this proper?
Now? Take into consideration this. You’re doing that each week, week after week after week. Now, podcasting 500 listeners looks as if a very whole lot. And while you clarify it to them they usually perceive that, they’re like, nicely, It’s not about massive quantity, it’s about the correct quantity. And podcast listeners are the correct quantity wherever they’re cuz they’re concerned with your content material.
It’s very area of interest, particular, medium. And as soon as they get that, those that get that, they keep podcasting with 200 and 300 fortunately considering they’re doing nice and they’re. Should you’re doing a podcast on fossil gas, some type of, uh, we’ve acquired like power and useful resource from one of many main firms they usually, they usually have some unusual ones.
Oh, what was one? Oh, hydro Pump was a podcast about pumps, actually about hydro pumps. You understand, how area of interest are you able to get? Effectively, fairly darn area of interest.
[00:15:52] Mike Allton: Yeah, that’s such good recommendation for any enterprise, not simply clearly these in, within the podcast world. As a result of once more, like I mentioned, I’m, I’m coming from that perspective as a podcast infrequently, producer and, and questioning if I’m, if I’m doing it proper, if it is a good use of my time, you understand?
However the level of, of this explicit interview is to drag out the perception that you simply simply shared with everyone, which is that as a enterprise, Proprietor offering a service. It’s incumbent on us to assist our clients set their very own expectations and perceive the place they’re reaching success. And as Joey Porter, a keynote speaker, social media advertising and marketing World, as soon as shared, figuring out these moments of success and being there to have fun with them is one other key side.
So I like that you simply went that method. And I’m surprise. As a result of we had been speaking about model partnerships and we’ve been speaking about, you understand, consumer relationships. What would you say are type of the identical by way of coping with different manufacturers, coping with purchasers, and what is perhaps completely completely different in these two respects in a model partnership?
How are model partnerships and consumer relationships alike or dissimilar?
[00:16:51] Rob Walch: What I discovered is what that basically means is they need you to offer the instruments to advertise their model , proper? So sure, it’s a partnership so long as their model stays primary, and also you keep behind the scenes and um, we’re tremendous with that. We’re okay and we design our instruments for that. For consumer relationships.
I take a look at it a little bit completely different in that they only need you to assist them, herald clients for them and get them out all over the place. They need you to do no matter you possibly can to assist promote them and, and try this with the manufacturers. They only need the instruments to do it’s the method I take a look at the 2 distinction. And we work with some massive manufacturers.
I imply, we’ve labored. With John Deere, dealer Joe’s and people like that. So a few of the largest manufacturers on the market, clearly Google and Microsoft. So I believe on the model facet, you understand, they actually simply need us to offer the perfect instruments, the recommendation, however then actually to, to ensure we keep within the background.
However purchasers, I believe that the best way I take a look at it, particularly once I’m serving to some, I do some purchasers on the facet, they only need to get it on the market they usually need you to assist them do no matter it takes to, to put it on the market. And that may be co-promoting and, and issues like that. You understand, they’re tremendous with us.
Selling them on our web site, issues like that, the place the manufacturers are like, no, no, no. Don’t even put us in your web site. Don’t point out us there. We’ve acquired attorneys. You may’t try this. You understand, I’ve had one of many massive manufacturers say, Hey, it’s worthwhile to take down the brand out of your, your record of shoppers. I’m like, nicely, the host mentioned he needed it promoted.
Oh, no, no, no, no, no. The host doesn’t have the correct to say that, which is what I discovered. I’m like, okay, tremendous. You understand, we’ll take that down. I’ve acquired 5 different folks that need that slot on our web site. I’ll give it to them. So the model’s very lawyered up. .
[00:18:35] Mike Allton: Yeah. Yeah. Effectively you talked about some identify manufacturers, however I do know you’ve additionally labored with some purchasers, some particular people who’ve established, you understand, what I might name mainstream success and notoriety like, like a Dave Ramsey.
And I’m curious how the strategy there could have differed by way of like recruiting them. Cuz I do know we’ve had related experiences at Gore Pulse the place we’ll speak to a serious social media influencer, like a man Kawasaki about approaching the platform and he’s acquired, you understand, tens of millions of followers that we’ve gotta navigate.
How has that labored for consumer relationships.
How can manufacturers strategy consumer relationships with recognizable manufacturers and celebrities?
[00:19:03] Rob Walch: Effectively, you understand, Ramsey’s workforce, that relationship began, really met one of many individuals from their workforce at a convention a few years in the past and the convention was about an hour and a half away from the airport. And I occurred to be, have a rental automobile and I mentioned, Hey, do you want a trip to the airport?
And gave him a trip and acquired an excellent dialog with him and constructed the connection from that trip in serving to him out, getting again to the airport. Trigger he had a, he was in. Match to fulfill there, however in the end it’s come only for Dave’s workforce answering their questions, being prepared to go down there. I moved to Nashville.
It’s like , you understand, they’re, they’re, I actually moved 10, quarter-hour from their workplace, however I might come out right here yearly and meet with their workforce, go over the podcasting area, give them a really personalised assembly. Stroll in with uh, 5 daughters Donuts. If anybody’s from Nashville, they know what which means.
Not simply the Krispy Kreme, you go to the perfect donut place, proper , simply to the little gross sales belongings you do, however assembly their workforce after which answering their emails, and which means in the midst of the evening or the weekend, answering these emails and serving to them out and and connecting them. And Dave’s workforce requires a extra fixed contact.
In handhold, which is nice as a result of we take a look at it, there’s solely 4 podcasts which have ever gotten to a billion downloads and Dave’s was the fourth and Joe Rogan, I believe it was the Daley was the third one. After which I neglect, the second was stuff you need to know, I consider it was. After which fourth one was Dave Ramsey to get to that billion mark.
So we’re actual pleased that, you understand, he was ready to do this with us and, and get to that stage and is wonderful how loyal his listenership. And the way essential it’s that these episodes exit after they’re purported to exit, they’re late, one thing’s not working proper? If it’s not engaged on a sure platform, we hear about it straight away.
And if metrics aren’t proper, I’ll let you know, Dave’s workforce I’ve by no means seen. I like numbers, I like stats. I’ve by no means met a workforce that loves numbers and stats as a lot as I do. They, they actually look every little thing over.
[00:20:55] Mike Allton: That’s a terrific story and I like that you simply shared it as a result of there’s one thing very related from Amy Landino.
I dunno if you understand Amy, longtime video producer podcaster, and she or he shared the story about, you understand, type of earlier than she acquired began, she was on the cusp, proper? Gary Vaynerchuk was flying into Columbus, Ohio and needed to be someplace else exterior of Columbus. And he or she did the identical factor. She supplied to choose him up on the airport and drive him to the place she wanted to be.
He wanted to. So she may have quarter-hour within the automobile with Gary V and he gave her nice recommendation they usually had an ideal dialog. However you quick ahead to at the moment, she’s now a part of Vayner Media. She’s, you understand, being, you understand, outsourced by his workforce for talking gigs. They’ve had a very long time working relationship that began with that pickup on the airport.
Similar to with you and, and Dave Ramsey. So all of it kinda speaks to having that, such as you mentioned originally, white glove strategy and that that buyer minded strategy caring for individuals.
[00:21:50] Rob Walch: Yeah. It wasn’t Dave within the automobile, it was one in all his workforce. Yeah. Yeah. I simply wanna ensure. Yeah, no, an hour and a half of Dave within the automobile, that may be nice.
I imply, I’ve seen Dave stay. I, me simply let you know what, I’ve by no means met a greater, seen a greater speaker. On stage than Dave Ramsey. I imply, his presence, how he strikes. Effectively, you understand, I wasn’t even listening to what he was saying. I used to be simply so in captivated how he was saying it. You understand, in the event you’re, in the event you’re a speaker, you perceive that you simply’re somebody, you go, wow.
How he strikes, how he strikes round stage, how he connects with the viewers. So some nice. Individuals on the market that I’ve been in a position to get linked with through the years, and it’s enjoyable. You understand, Tim Ferris, I helped launch his podcast and that was a number of enjoyable. I fired myself as, as his producer, however, uh, he’s an extended island.
I grew up on Lengthy Island, however you understand, Tim is a enjoyable man and a number of power, however he, he didn’t need to edit. And I’m like, oh, I can’t do that. I gotta edit. I gotta edit. You hit the mic. He’s like, no, depart that in. I’m like, oh. However he was all in regards to the content material. And that’s proper. Type. He’s proper although. It’s all in regards to the content material.
[00:22:49] Mike Allton: Superior. Effectively that kinda leads into the, the subsequent query I’ve, which is to speak about what to not do. Cuz from a podcast manufacturing perspective, you need to edit, you possibly can’t not edit trigger you gotta take away a few of the bloops and, and technical stuff that occurs and, and create that seamless audio expertise on your listeners.
However in your expertise in relation to consumer relations and, and partnerships, what errors have you ever made? What techniques have you ever seen manufacturers make that they in all probability shouldn’t or ought to keep away from?
What errors or techniques ought to manufacturers attempt to keep away from in relation to consumer relationships and partnerships?
[00:23:17] Rob Walch: Effectively, the, the most important mistake I made, I began out, I used to be in podcasting again in 2005. My first consumer was Senator John Edwards, and it’s this early 2005 pre the Apple supporting podcasting.
He was the primary main politician to do a podcast, and I used to be the producer doing all of the work for that podcast. After which I acquired contacted proper after Apple Podcast launch or iTunes launched assist for podcasting. I acquired contacted by one other senator who needed to do a podcast and I mentioned, oh, nicely, I don’t assume it’d be proper.
I believe it is perhaps a battle of curiosity. Right here’s any individual else that’s in your metropolis. Then I do know that’s performing some podcast work. Why don’t you speak with them? They can assist you get going. Couple weeks later, um, speaking to Senator Edwards individuals, I mentioned, oh yeah, I acquired contacted by one other senator who needed to do a podcast.
And you understand, I mentioned I assumed it might be battle of curiosity. They usually mentioned, oh, you understand, who was it? And I mentioned, oh, it was Senator Obama. They usually go, oh no, you possibly can have carried out his. And I’m like, oh. So I discovered a beneficial lesson, which was test earlier than you reject so I may have had his, after which I did wind up getting Governor Invoice Richardson.
So there was, it was enjoyable within the 2000. Presidential debates. There was on stage at one level there was Governor Richardson, Edwards Obama and Clinton Hill, Clinton up there and I, I used to be like, I may have had three of the 4 up there. , as purchasers. However yeah, in order that was one factor I positively discovered now was by no means assume that they, you possibly can’t take a consumer on cuz it is perhaps a battle you.
And discover out for certain. Yeah, I want I had that one again. Yeah, I guess. . And the opposite factor is, yeah, you understand, like I fired myself for Tim Ferris, cuz Tim introduced me in to assist him launch it, however he didn’t must pay me what he was paying me to edit it. And he didn’t want that stage that I used to be gonna carry to it.
So I in the end, I walked away in there. However I, I did maintain Jack Welch on. I had Jack Welch as a consumer and that was an ideal one till his passing. And he was enjoyable and it was getting, having the ability to have a mic in a room with Jack when he thinks he’s off mic and listening to him speak. Boy, you wanna speak about somebody who may curse like a sailor.
Oh, my . So there was some, some good enjoyable recordings there, the stuff I needed to edit out. However Jack was a very fascinating, very nice man and, you understand, not a greater enterprise thoughts on the market earlier than his. I
[00:25:34] Mike Allton: guess. I guess. I’m gonna give a fast shout out to Becca who’s listening on LinkedIn and she or he mentioned The numbers blow my thoughts.
I had no concept. I do know, proper. I shared the identical factor with my workforce, cuz we’ve had a very long time podcast at a Gore Pulse to Social Media Lab and it does very, very nicely and he does experiments on social media. That’s Scott Ays and does talking excursions, giving excessive displays, and each week he’s interviewing.
Speaking about, uh, experiments and it was nonetheless the identical factor. I imply, we knew it was doing nicely, however we didn’t know the way. Effectively, no less than not as compared, proper. In comparison with what? That’s at all times the query. So love that you simply shared that.
[00:26:08] Rob Walch: Yeah. Individuals simply want to grasp the, the numbers aren’t very excessive and you’ll’t take a look at social media followers or YouTube subscribers and, and assume that has any.
In any respect to podcasting. If you may get to a thousand, you’re higher than 80% of the reveals on the market. And, and actually that quantity at 80% is de facto, I ought to put that in perspective. That’s the variety of reveals. 80% on Libsyn and Libsyn, all our podcasts, pay to host. Should you had really pushed these numbers out to incorporate the free internet hosting and all the opposite stuff, in the event you had 130, you’d in all probability be within the high 5% or three.
Of reveals in actuality, a podcasts are on the market. Trigger most individuals don’t understand. If you hear 2.4 million podcasts of these 2.4 million, the quantity that’s really lively as in launch one thing within the final 90 days and has 10 or extra episodes, that quantity is 220-260,000. I believe is the quantity now, so it’s one tenth.
Principally 10% of the podcasts on the market are technically lively. 90% are useless or simply haven’t gotten there, you understand, so don’t assume that you’re shifting into this area. Don’t get afraid of shifting into the area cuz you hear the two.4 million variety of podcast. There actually isn’t that many, and while you actually carry it all the way down to 260,000 and even 300,000 and perhaps on the most, 400,000 lively podcasts, put that in perspective to the 750 million lively blogs on the market.
And you then actually see how podcasting stands actually stands out from the opposite mediums. And there’s no higher medium to attach together with your viewers as a result of your viewers is gonna pay attention with these a number of occasions. And which means you’re actually of their head, actually in the midst of the top. It’s like being John Malkovich
You get in there and you’ll actually join and you’ll speak to your viewers and the facility of the voice in your purchasers or potential clients ears is so energy. It’s so sturdy. I believe John Jansch at Duct Tape Advertising and marketing had an ideal podcast philosophy, which was, he began the podcast as a technique to interview potential.
and fairly than chilly name somebody and say, Hey, I believe you need to use my advertising and marketing instruments. With the ability to exit to somebody and say, Hey, I believe you’re good. Why don’t you come on my present? Which one will get you a reply? Proper? Chilly name or the stroking, the ego and, and podcasting actually can assist you develop your buyer base Should you do it proper,
[00:28:36] Mike Allton: you’re not purported to share the behind the scenes of why I’m doing this present.
for these of you listening, that’s precisely why I’ve Partnership Unpacked, is to offer me a channel on which to speak to and meet. Nice potential new companions for down the street. I imply, final week we had Semrush. Subsequent. Effectively, in two weeks we’re gonna have monday.com. These are all nice potential companions for me.
Individuals I wanna work with and get to know identical to you Rob. So, and actually we’ve acquired John Jansch on our Lunch & Study webinar sequence later this month. So for these of you who aren’t conversant in John and Duct Tape Advertising and marketing, you gotta come trigger he’s acquired a brand new ebook popping out later this month. I even have it.
Yeah, the final word advertising and marketing engine, these of you watching that is, that is John’s new ebook, so yeah. Nice. John’s Becca. Nice, nice. Unbelievable man. Our, our CEO Emeric was on his podcast final month. Becca requested, it is a pure podcasting query for you, Rob. Becca desires to know, I’m new to podcasting and principally unsure the place to begin.
Do you might have the highest beginning suggestions, type of a starter.
The place To Begin With A New Podcast
[00:29:36] Rob Walch: Okay, so three issues right here. One, and I’ll provide the historical past on this. My son was 5 and a half years previous when he began podcasting and he got here to me and he mentioned, dad, I wanna, I wanna begin podcasting. And I turned to him and I requested him these two questions and these are the primary two questions you need to reply in the event you wanna podcast.
I mentioned, okay, Porter. I am going, what do you wanna do a podcast? And he mentioned, I need to reply individuals’s questions. So he knew he had a format, so you need to know what you wanna do it. In order that’s the very first thing. Second, I mentioned, what do you wanna name it? He goes, I wanna name it Porter’s podcast. So he had a reputation and he had, so when you get previous these two issues, these are the true massive hurdle.
The third one, electronic mail me, rob Libsyn.com. I provides you with another, uh, the technical behind the scenes stuff to what you want. However actually, in the event you can’t reply these first two, you possibly can’t podcast. You must actually be capable of outline it. And the identify is so essential. Individuals don’t understand how essential the identify is in Apple Podcasts.
And most of those companies search is like Alta Vista. . It’s actually primary. It’s what’s within the title of your present. And matter of truth, apple solely seems at what’s within the title of your present and what’s within the writer tag. They don’t even take a look at the descriptions. Overlook tags or key phrases. It’s solely what’s within the title of the present.
So your title of your present is de facto, actually essential. After which lastly, get some good trying. The place is it? Paintings, the place is it? There it’s. Get some good trying paintings on your present. That’s the present that we do. The Feed on Libsyn. That’s the official Libsyn podcast. Get some paintings and, and you then get going.
However when you get previous answering what it’s about, actually the remainder of it’s simply fill within the blanks. Connecting dots. It’s not that tough. You must, some paintings, it must be in the correct specs. You’ve gotten to have the ability to file, you need to work out the way you’re gonna file. Do you need to have, uh, a dearer microphone or do you, you need to go together with a little bit little bit of a less expensive microphone, otherwise you not even wanna use a microphone and simply go together with an iPhone?
There’s all alternative ways which you can file. These are issues I can assist reply. Simply electronic mail me rob @ Libsyn.com. Completely happy that will help you out.
[00:31:31] Mike Allton: That’s superior. Yeah. And simply to chime in, cuz you had been very gracious, Libsyn’s, implausible guys. I’ve been utilizing Libsyn for 3 years now and we’ll be launching third and fourth podcasts later this month and it’s tremendous simple to begin.
You simply say, okay, I’ve, I’ve acquired this a lot knowledge, this many podcasts to add. It tells you precisely what dimensions you want for the completely different paintings cuz there’s a bunch of various issues which you can add. Very easy and it’s inexpensive. And talking of drugs, that is an A T R U, SB and XLR mic, and I pipe it by way of a Beringer mixer, so it’s below 200 bucks.
And I’m no choose, however I’ve been informed I’ve wonderful audio high quality. So who is aware of? I simply comprehend it’s not costly to get began. In order that’s nice.
[00:32:14] Rob Walch: It, it’s really not. . There was a tv present, I don’t know if anybody’s seen it but, on Hulu, referred to as Solely Murders within the Constructing and in one of many, sure. Steve Martin.
Sure. And Martin Quick. And Selena Gomez. And in one of many episodes they had been speaking about shopping for a gear and he mentioned, okay, it’s $4,500. And I went, oh.
No, no, no, no, no, no, no, no, no, no, no, no. So, yeah, no, you may get began. Effectively, nicely below that, as a matter of truth, you understand, if you wish to go together with, it is a, a Zoom H six, and also you get a few, of the ATR 2100 s or the Samsung q2, you possibly can spend lower than $500. To get a very first rate setup. Now, you don’t should put foam all in your partitions like I did , after which make a studio or something like that.
As a matter of truth, I’ve solely had this studio accomplished like this for one month and I’ve been podcasting for 17 years. Earlier than that, it was just a few foam within the corners and in a quiet room and telling the youngsters dad’s recording, alright, and that was it. Now I acquired a little bit bit higher of scholar, however you don’t want any of this.
Once more, $500 on the most to get began on.
[00:33:20] Mike Allton: Superior. That’s implausible. Rob, you might have been a terrific visitor and I wanna thanks a lot for letting us your time and your perception into partnerships and and podcasting and every little thing else, and I can’t wait to take your entire wonderful recommendations and apply them to our efforts at a Agora Pulse.
Now, for everybody else that’s listening, what’s one of the best ways to succeed in out to you you probably have questions, is it your electronic mail or what would you favor?
[00:33:40] Rob Walch: Yeah, completely. Electronic mail Rob Libsyn, r o b as in. Rob Libsyn.com. That’s one of the best ways to get ahold of me. Um, as my spouse will let you know, I’m continuously checking my electronic mail. [00:33:51] Mike Allton: Yeah, I get that too. . Effectively, that’s all we now have for at the moment, of us. Don’t neglect to observe me on LinkedIn if we aren’t already linked, as a result of arising in two weeks shall be Catherine Heisler from monday.com after which Katie Fox, the week after that from E Cam Community. And in the event you’re watching the replay or listening to the podcast, don’t hesitate to remark or attain out in the event you’ve acquired any questions in any respect.
Till subsequent time, see.
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