Cease me if this sounds acquainted.
You open LinkedIn in your telephone and there on the prime of the feed, LinkedIn has really useful a put up by the CMO of an enormous model you realize your gross sales crew is concentrating on.
You faucet on their profile and determine if you happen to might join with them on LinkedIn, possibly you would strike up a dialog and construct a case in your resolution. So that you smash that join button and smile at your cleverness.
However then, nothing occurs. Days go by and your request goes unanswered. Actually, none of your makes an attempt to attach with and construct relationships with goal stakeholders are working.
What’s happening right here? Is there a greater method to construct rapport with goal accounts?
That’s what we’re masking in right this moment’s episode of Partnership Unpacked.
Welcome again to Partnership Unpacked, the place I selfishly use this time to choose the brains of consultants at strategic partnerships, channel applications, associates, influencer advertising and marketing, and relationship constructing… oh, and also you get to be taught too! Subscribe to be taught how one can amplify your development technique – with a strong takeaway each episode from partnership consultants within the trade.
Now pay attention, LinkedIn is an absolute treasure for networking and constructing relationships. Whether or not you’re concentrating on stakeholders to finally pitch to, or potential companions or influencers you’d prefer to collaborate with, they’re all there.
The issue is, they’re unlikely to wish to join with you in the event that they don’t know you or, worse, suppose you’re solely focused on what they’ll do for you.
And I see you within the again, waving your hand since you make it a degree to jot down an enthralling introductory word each time you ship a connection request. Bravo. However you’re nonetheless main with an Ask… an ask to attach.
What if I might present you a method to provoke a reference to somebody that begins off by providing them one thing of actual worth, one thing that may doubtlessly foster an actual relationship that would result in a sale or a partnership.
That’s precisely what our visitor right this moment, Adrian McIntyre, goes to speak to us about.
Dr. McIntyre is a cultural anthropologist, keynote speaker, and communication advisor. He has lived and labored in over 30 nations, spending a decade within the Center East and Africa as a researcher, journalist, media spokesperson, and advertising and marketing marketing consultant.
Adrian has been podcasting since 2016, serving as a bunch, producer, or featured visitor on greater than 300 podcast episodes, and he’s turned that have right into a channel for thought management campaigns and B2B podcasts for skilled corporations. He’s graciously agreed to assist me perceive how I can use this podcast to additional partnerships and gross sales for Agorapulse, so y’all get to hearken to my consulting session.
Partnership Unpacked host Mike Allton talked to Dr. Adrian McIntyre about:
♉️ Why the normal strategy to podcasts is so flawed for B2B manufacturers
♉️ How podcasts truly assist construct and strengthen relationships
♉️ Find out how to measure success and ROI from podcasts
Study extra about Adrian McIntyr
Assets & Manufacturers talked about on this episode
Full Notes & Transcript:
(Frivolously edited)
Utilizing Podcasts To Develop Partnerships & Relationships with Adrian McIntyre
[00:00:00] Mike Allton: Cease me if this sounds acquainted. You open LinkedIn in your telephone they usually’re on the prime of the feed. LinkedIn has really useful a put up by the C M O of an enormous model. You already know your gross sales crew is concentrating on. You faucet on the profile determine. You possibly can join with them on LinkedIn, possibly you would strike up a dialog, construct a case in your resolution, so that you smash that join button and smile at your cleverness.
Then nothing occurs. Days go by and your request goes unanswered. Actually, none of your makes an attempt to attach with and construct relationships with goal stakeholders are working. What’s happening right here? Is there a greater method to construct rapport with goal accounts? That’s what we’re masking in right this moment’s episode of partnership unpacked.
That is partnership
unpacked your go-to information to rising what you are promoting by partnerships shortly. I’m your
host, Mike. A
every episode unpacks the successful methods and newest tendencies from influencer advertising and marketing to model partnerships and concepts you can apply your individual enterprise to develop exponentially.
And now the remainder of right this moment’s episode,
welcome again to Partnership Unpacked the place I. Selfishly used this time depict the brains of consultants at strategic partnerships, channel applications, associates, influencer advertising and marketing, and relationship constructing. Oh, and also you get to be taught, too. Subscribe to be taught how one can amplify your development technique with a strong takeaway each episode from partnership consultants within the trade.
Now, pay attention, LinkedIn’s an absolute treasure for networking and constructing relationships, whether or not you’re concentrating on stakeholders. Potential companions, folks that you just would possibly wanna pitch to, or influencers you’d prefer to collaborate with, they’re all there. The issue is that they’re unlikely to wish to join with you in the event that they don’t know you or worse.
I feel you’re solely focused on what they’ll do for you. And I see you within the again waving your hand cuz you made it a degree to jot down an enthralling introductory word. Each time you ship a connection request bravo. However you’re nonetheless main with an ask and ask to attach. What if I might present you a method to provoke a reference to somebody that begins off by providing them one thing of actual worth, one thing that may doubtlessly foster an actual relationship that would result in a sale or a associate.
That’s precisely what our visitors right this moment, Dr. Adrian McIntyre’s gonna discuss to us about. Dr. McIntyre’s, a cultural anthropologist, a keynote speaker, and communication advisor. He’s lived and labored in over 30 nations, spending a decade within the Center East, in Africa as a researcher, journalist, media spokesperson, and advertising and marketing marketing consultant.
Adrian, it’s been podcasting since 2016, serving as a bunch, producer, featured visitors on greater than 300 podcast episodes, and he’s turned that have right into a channel for thought management campaigns and B2B podcasts for skilled corporations. He’s graciously agreed to assist me perceive how I can use this podcast or additional partnerships and gross sales for Gore Pulse.
So y’all get to hearken to my consulting session. Hey Adrian, welcome to the present,
[00:03:14] Adrian McIntyre: Mike. It’s nice to be right here. I really like that introduction as a result of who hasn’t been there ready for the Unresponded to connection request? Oh my God, the strain is actual. [00:03:24] Mike Allton: Yeah, I don’t ever wish to go into my pending asks. You possibly can see what number of occasions you’ve requested folks they usually simply are, are ignoring you.
That’s simply gonna kill my ego . However I gotta ask, what’s a cultural anthropologist doing on this present?
[00:03:41] Adrian McIntyre: I don’t know what a tradition anthropologist is doing anyplace, to be completely trustworthy with you. I wrote this text just a few years in the past for a publication that targeted on like provide chain, warehousing, manufacturing, that type of factor.
They usually needed my viewpoint on relationships and communication and storytelling, and I simply couldn’t recover from the truth that I’m like, what does an anthropologist even doing right here? However the reply is, is kind of apparent. And that’s anthropologists are specialists in human being. And the cool factor in regards to the discipline, why I bought into it after I actually, significantly lacked route and objective in my life was I spotted the kind of attention-grabbing irony of it.
Not like another social science, you’re the topic and the thing. Of research, you get to be a human being, finding out people, being human. And there’s one thing kind of neat and meta about that, that I all the time loved as a result of if we’re not making an attempt to know this human factor that we. Additionally take part in by advantage of being right here.
What are we doing?
[00:04:49] Mike Allton: No kidding. And that’s fascinating and it was one of many issues that I simply picked up in our dialog after we first, you realize, met some time again and knew I needed to have you ever on the present, significantly after we began speaking about podcasting, not simply as a factor that you just do, however your strategy to podcasting.
So proper off the bat, I wish to ask, why is the normal strategy to podcasting simply so flawed for a b2b.
[00:05:12] Adrian McIntyre: Nicely, I don’t know that it’s all the time flawed, however I feel we should always begin with that precise query, and that’s what is the aim of the podcast? And to be fairly trustworthy, there’s lots of actually nice podcast recommendation on the market, and the overwhelming majority of it’s aimed on the indie creator.
You already know, anyone who’s bought a ardour for one thing they wanna say to the world, they usually’re constructing this present on a shoestring finances. You already know, scraping collectively a couple of bucks for a microphone. And the beauty of the medium is it’s completely acceptable for that type of endeavor. I imply, it’s, the barrier to entry is comparatively low.
Sadly, for lots of people, which means the standard of their present finally ends up being additionally type of low. However these are issues that people can be taught. So for all of the indie creators on the market, you realize the oldsters who’re taking part in podcast Twitter, who go to podcast and podcast motion and plenty of of these different issues, I see you.
I have a good time you. It’s implausible what you’re, And most firms or skilled organizations usually are not focused on changing into a podcaster as an id. They’re not focused on essentially making a present that will get, you realize, 100 thousand downloads a month. Though that is actually the place we do begin the dialog as a result of I feel most folk suppose you need to have that in your present to achieve success.
After I’m speaking to a enterprise proprietor or to anyone who runs advertising and marketing and enterprise growth for knowledgeable agency, and even anyone, let’s say, a kind of social media particular person inside of a bigger group, and he or she loves podcasts and he or she wonders, might my firm profit from this? The reply is sure, completely, however we have to suppose by the technique.
That’s the factor that actually issues as a result of it’s not a provided that that is the precise match for you or your group. There’s a terrific quote from a e-book. Everyone loves the positioning, however virtually no person’s ever truly learn The Artwork of Conflict. And on this e-book, solar Sa, who was this Chinese language Common, 6,000 years in the past or one thing, in all probability not that way back, however anyway, has this quote that claims, Technique with out techniques is the lengthy highway to victory.
Ways with out technique is the noise earlier than defeat. Oh, and that is what I see lots of. Yeah. When folks rush to podcasting techniques with out technique, after which they battle to supply the outcomes that they need. So right here’s the place we begin. For each enterprise, the funding you make in any advertising and marketing program or any enterprise growth initiative has gotta be measured on the finish of the day in income.
The important thing distinction is what’s the supply of that income? The place does what you are promoting’s income come from? Right here’s what I need you to know about most people who find themselves making an attempt to develop an viewers for his or her podcast. They want the present itself to be the income. They wish to develop an viewers of loyal followers, listeners, subscribers, in order that they’ll hopefully monetize their present on a CPM foundation as a result of they’ve now achieved a sure variety of downloads, sure variety of distinctive listens, you realize, no matter metric they’re utilizing.
In the event you’re skilled group wish to develop the enterprise, the excellent news is you don’t all the time need to develop a big viewers to be able to do. Proper. So I feel we simply must type of clear the stage somewhat bit from the strain most individuals really feel to have some kind of hit podcast that hits, you realize, all these nice obtain and subscriber metrics.
Perhaps you’ll get there, possibly you gained’t, and it doesn’t all the time matter, simply straight discuss. I like to speak about what I name the podcast worth pyramid, and I don’t have a graphic, so I’ll simply use my fingers proper right here on the display screen. . So if you happen to consider a pyramid, The bottom is the widest layer, proper? So there’s three layers to the podcast worth pyramid.
The bottom layer is followers. The center layer is your funnel, and the highest layer is the top of the podcast is face-to-face relationships. Followers funnel, face-to-face relationships. The attention-grabbing factor about this won’t be instantly apparent for a enterprise. The worth of these layers will increase as you go up the pyramid and the variety of folks required to make it.
Decreases. So we will discuss followers and we will discuss rising an enormous viewers, however actually what I’d love to do is zero in on the center layer, which is your funnel, kind of the content material advertising and marketing technique. I’ve extra to say about that, however I gained’t, uh, Speak your head off proper right here at this level, and the face-to-face relationships, utilizing your present as a method to get lengthy conversations with folks that you’d most like to satisfy and get to know and construct an actual human relationship within the course of.
[00:10:16] Mike Allton: I really like this. I’m simply so excited. I’m gonna pause proper there as a result of initially, everyone listening ought to be sitting up of their seats proper now. Like, oh, for this reason Mike introduced this man on. I get it. That is superb and I’m positively, I can’t wait to share already this episode with our C E O, my cmo, my boss.
I do know he will get podcasts. I do know he understands the worth. The ceo, I feel he’s nonetheless somewhat questionable about why we’re doing this factor. So that is implausible and it’s an ideal tie into the following query, which was simply, alright. We all know relationships are necessary. That’s the core. Of nice profitable partnerships.
That’s why we’ve got this present. We discuss relationships virtually each single episode. So inform us, how can we truly use the podcast to construct relationships?
[00:11:01] Adrian McIntyre: The very first thing is absolutely counterintuitive, and that’s your present can’t be about you. I imply, it may very well be, however who needs to come back on a present about another person’s experience?
So the preliminary work that we do in our technique consultations is we’ve got. Discover a present idea that’s going to attraction to. Goal prospects. One method to say this, it’s somewhat counterintuitive, however we’re flipping the viewers mannequin on its head as a substitute of being targeted on the listeners, which will probably be there as a result of we’re gonna have nice conversations, they’re gonna be related to a sure viewers.
As an alternative of specializing in the listeners, we have to deal with the visitors. So the first viewers is the particular person within the. And whether or not that’s in a bodily room, which is implausible when you are able to do that, or if it’s in a digital room like we’re in proper now. Mike and I are in a digital room having a dialog.
However I suppose in a means, you and I, listener, watcher, no matter you’re doing, are in a room collectively. As a result of right here we’re for this dialog. So by placing our consideration on the folks within the room, not on the listeners, we will begin to reverse engineer a present idea that’s gonna make sense. And it could not all the time be the instantly apparent one.
So I’ve usually stated, you realize, some examples of this Arizona. The place I dwell now, California native, however I ended up right here type of accidentally. Arizona legalized hashish just a few years in the past, and it’s a burgeoning trade right here within the state, the authorized marijuana trade. There are lots of of us, professionals who’re focused on doing enterprise with hashish corporations, whether or not they’re the develop operations or the dispensaries or the, all of the ancillary firms which are concerned within the manufacturing and distribution of this product.
They might not be members, members, if you’ll, of that discipline. They might not eat the product. They might have all types of opinions about it, however they’d love to do enterprise with these of us. Nice. What if as a substitute of being a present about accounting, if I’m a cpa, I develop a present about management within the hashish trade and I invite as visitors on my present CEOs.
COOs, no matter the precise class is to speak about their expertise, their management journey, their sense of tendencies and points dealing with that discipline. Discuss their firm, the nice work they’re doing in the neighborhood, et cetera, et cetera. In different phrases, we want the present to be in regards to the visitor. That’s actually the key sauce developing with this magnetic present idea.
So after we inform folks, Hey, I’ve bought a. About management. I’ve bought a present about sustainability. I’ve bought a present about no matter is the precise match in your prospects. It’s come to my consideration that you just could be a terrific candidate to come back on the present, discuss your organization, discuss your expertise, discuss in regards to the path that led you to the place you might be right this moment.
Would you prefer to be a featured visitor on my. That’s in a nutshell, type of the way in which that you should use a podcast primarily as a networking or excessive worth prospecting instrument.
[00:14:24] Mike Allton: And that’s just about what you do for companies now, proper? You assist them set this up. [00:14:29] Adrian McIntyre: Proper. So I work with lots of totally different skilled corporations primarily.
I’m completely happy to speak to anyone and get them pointed in the precise route, however individuals who find yourself working with me normally fall into just a few classes. They’re in a primarily relationship pushed enterprise. They’re already making an attempt to do a bunch of issues to achieve their ideally suited prospects. These issues are both sporadic or inefficient or un predict.
So that they don’t have, you realize, actual prospecting system in place. They usually additionally know, type of intuitively as a result of the character of their experience, that the spammy chilly outreach stuff that you just see each single day on LinkedIn isn’t match for them. They’re not in search of excessive quantity. , they’re in search of the precise relationships with the precise folks on the proper time.
So lots of the upfront work that we do is absolutely in creating and constructing out this technique. So that they have their very own distinctive blueprint for a present that may assist them drive relationships and purchase that. Enterprise outcomes, they may select to have us produce the present or not. Truly, the purpose of those consultations is all the time to go away folks geared up to make their very own alternative.
And in reality, the most suitable choice for them could be to discover a freelance audio editor of their city who may very well be their contractor. For the manufacturing a part of the present. We do produce exhibits ourselves, however I’m not out right here making an attempt to promote podcast manufacturing to folks. I need them to get headed in the precise route, and generally which means giving them the blueprint and sending ’em on their means.
[00:16:03] Mike Allton: That is so fascinating. Is there a particular instance of a shopper you would possibly be capable of share? You possibly can identify the identify, or if you happen to simply wanna put ’em in an trade, however kinda assist us perceive and wrap our head round how this would possibly work. [00:16:14] Adrian McIntyre: Yeah, completely. Nicely, I can use myself for instance. Okay. I imply, I, I’ve different shopper examples too, however one very clear instance is the present that I operated right here and produced virtually 130 episodes of.
And the core premise of the present was we had been speaking about enterprise right here within the valley. That’s the larger Phoenix metropolitan space. So with my present, valley Enterprise Radio, I had lots of executives and company leaders, small enterprise homeowners, companions and principals {of professional} corporations. Come on the present.
So it was somewhat bit extra of a basic enterprise present. However why was I doing that? Nicely, one of many issues that I like to do is converse and prepare on communication and storytelling. Actually the basics of how we create significant connections by dialog. So I might have these of us on my present.
These are individuals who wouldn’t have responded to a LinkedIn. Chilly outreach message within the typical automated means that individuals are doing it, they’d positively not have agreed to let me purchase them lunch, you realize, or a few of the other forms of issues. They’re busy, they’ve bought loads to do. However as a result of I had created this present particularly as a means of reflecting again to the larger Phoenix enterprise group, the nice work of us had been doing in the neighborhood.
In the middle of about 130 episodes, I had, I feel possibly about 400 visitors, cuz this was in particular person pre pandemic. And so I might have anyplace from two to 3 folks collectively on the present from totally different industries and various things on the finish of the present. There’s all the time a type of put up present glow.
There’s this, you realize, for lots of oldsters, this isn’t one thing they’ve ever executed earlier than. Being on a podcast is cool. They’ve heard about it from their youngsters, however they might not even hearken to podcasts, proper? So, however they bought invited to be a featured visitor on the present. They drove throughout city. They spend an hour doing it.
And a part of what makes this work so effectively is the emotional connection. That you’ve once you’ve gone by an expertise like this, Mike, you and I are kind of jaded professionals. Like we do that each single day, proper? We’re on the mic, on the digital camera, and it’s like, yep, okay. Acquired one other interview. You already know, three minutes in the past I used to be like downstairs, like looking for pants.
You already know, it’s actually not an issue. Like we’re simply used to this. Okay. I’ve been on the radio since I used to be, I used to be 5 years previous. Love.
[00:18:35] Mike Allton: It’s true. That is my third podcast interview right this moment, . Precisely. [00:18:39] Adrian McIntyre: And you continue to haven’t discovered the pants ? So I’ve been on the radio since I used to be 5 years previous due to a coincidence of life.
I used to be born right into a radio household. My dad owned a radio station, and after I was 5 we began recording a present. That is 1978 for folks if you happen to’re making an attempt to do the maths. We began recording a present in our dwelling studio that was a youngsters present referred to as The Blissful Day Specific. So I’ve actually. Having a weekly present was not a podcast.
We had been modifying it with a razor blade on quarter inch tape, however I’ve been doing that since I used to be 5, so that is pure to me. It doesn’t need to be pure to the folks I’m teaching to host their very own podcast. As a result of right here’s the beauty of it, there’s one thing kind of electrical that occurs once you’re going by an expertise along with one other human being.
I usually prefer to say, look, if I might construct you this non-public, Rollercoaster, you realize, out behind your company workplace, and it was this beautiful and fantastic theme park. And you would invite anyone to come back over and experience the rollercoaster with you, proper? It’d be cool. And also you’d get on this factor collectively.
And simply earlier than you begin, recording is somewhat bit to attach the metaphor. It’s just like the bars coming down. Your visitor who has not executed lots of this earlier than, possibly by no means. It’s type of like, oh man, right here we go. Like that is it. I’m, you realize, whether or not it’s dwell or whether or not it’s recorded, it doesn’t matter. You begin the present, you ask them considerate questions and also you pay attention.
The key to relationship constructing podcast is you need to pay attention greater than you discuss. I’m doing lots of speaking on this one. That’s, I’m on my soapbox. You’ll discover Mike is soaking it in, proper? He doesn’t need to ask lots of questions and neither do you. Right here’s somewhat little bit of how that goes. So inform me, uh, what you’re doing.
That’s actually attention-grabbing. How’d you get into that? Wow. That sounds prefer it was a reasonably attention-grabbing time of your life. What are a few of the stuff you realized in that course of? Inform me extra about that. I imply, it’s not rocket science. In the event you truly return and watch Charlie Rose or Larry King and even Oprah, they’re asking sensible questions solely as a result of it will get the particular person to say one thing new, to go one minimize deeper, proper?
That’s all you need to do. And generally it’s so simple as what was that like? So internet hosting a relationship constructing podcast just isn’t rocket surgical procedure, as Chris Brogan stated quite a lot of years in the past. However it does take some thought. It takes some planning, and the purpose is that on the finish of this dialog, you’ve executed two issues.
One, you’ve actually given your visitor a platform to share themselves, to speak about their work, to speak about their group, the how they’re serving the group, all these nice issues. You’ve executed that with out asking for something. The reciprocity issue right here could be very, very excessive. It solely works by the way in which.
In the event you’re not abusing that, I imply, it by no means occurred to me to, to say this in a present like this, however I, I feel it’s necessary to say that is highly effective stuff. And when your intent is sweet, once you actually do wanna serve this human being, get to know them in a significant means, and possibly you’ll find yourself doing enterprise collectively, possibly you gained’t.
However if you happen to’re in a position to kind of set that apart, so as a substitute of being such a craven, Form of, effectively, you stated originally about the way it’s, you’re asking earlier than you’re giving. Mm-hmm. . That is the very best give I can consider as a result of I’m supplying you with my time, I’m supplying you with my platform, and I’m gonna make you look and sound actually nice.
Within the meantime, we’re attending to know one another.
[00:22:15] Mike Allton: Yeah. That’s one of many issues I discuss in my strategy to influencers after I wish to hopefully flip a relationship with an influencer right into a model ambassador type of relationship, and I begin by figuring out as many influencers as I can and beginning to attain out and foster these connections.
After which possibly relationships after which possibly doubtlessly down the. A model ambassadorship, however I don’t know that going into the connection if it’s going to go that means. I simply need to be open to the chance. Perhaps it occurs, possibly it doesn’t. Who’s to say? However that is actually so fascinating. I’ve beloved so most of the factors that you just’ve been making.
I’ve been taking notes. I’m gonna again, return and hearken to this. I find it irresistible. One of many issues that we talked about on the outset was that significantly with. Creators who’re doing podcasts, let’s simply say they’re somewhat obsessed about downloads and a few of these different metrics, we wanna push again on that, or a B2B model.
So, okay, nice. I’m a B2B model. I’m not gonna have a look at downloads. A minimum of I’m not gonna use that as my core metric. Proper. What would you counsel I have a look at as a substitute? What can be some suggestions for core metrics? How do I do know that I’m getting some ROI out of this podcasting?
[00:23:27] Adrian McIntyre: So I’ll reply that with a definitive reply, however earlier than I do, I wish to create somewhat context for the reply that helps type of bridge the hole between the drive for attain.
Proper. Listens, subscribers, et cetera, downloads and all that, and the understanding of our main purpose. So the context for that is you need to perceive somewhat little bit of the distinctive nature of podcasting as a medium. Podcasting is basically, uh, one of the simplest ways I can consider to elucidate it’s a distributed ecosystem.
There’s nobody place on the web the place podcasting occurs. Right here’s the attention-grabbing paradox for any podcast, the paradox is, The first place the place podcasts are consumed is within the cell apps on folks’s telephones. So whether or not it’s Apple Podcasts, Spotify, Google Podcasts, you realize, Stitcher Pockets, et cetera, et cetera.
There are an entire number of apps the place folks eat podcasts. 87% I learn of podcast consumption just isn’t occurring on a browser, on an internet site, nonetheless, The invention of recent podcast content material is primarily not occurring on these apps. Folks want it was, however only a few podcast apps are optimized for discovery.
Spotify’s been doing a little issues, attempt to transfer in that route, however principally podcasts get discovered by search and social. So that you’ve bought this complete ecosystem of internet sites and content material items and social media channels and the podcast apps the place folks will primarily eat as a subscriber, common podcast content material.
However you want to have the ability to navigate by all of that. So we should always in all probability, earlier than we’re executed, discuss somewhat bit about put up podcast Promot. Methods cuz that’s necessary for serving to you discover an viewers past the particular person within the room. Mm-hmm. , who’s your main viewers. So with that in thoughts although, with a.
Enterprise podcast. I’m normally making an attempt to do one in all two issues. I’m both working with my shopper to construct a relationship engine like we simply talked about, or to construct a status engine. These two issues usually are not completely separate, however they’ll have barely totally different focus and actions. In each instances, what we’re actually making an attempt to take a look at are the methods through which you might be constructing probably the most significant property.
That you just want, and that features the content material. So I might have a look at that as a metric. I might have a look at the quantity, the amount of items of content material that we’re getting out of our podcast engine. It’s not simply the episode, it’s many different items of artistic collateral that come out of that episode. So I have a look at that as a technique of assessing how are we doing right here?
However extra importantly, on the finish of the day, you’re enterprise metrics. You’re . Responses to your invites, like what are the KPIs for an occasion? Nicely, it’s the variety of folks that you just invited versus the variety of those who confirmed up, proper? I’ve discovered for myself, and your mileage could differ, I feel I’ve to say, however I’ve discovered for myself that the response price to a visitor who needs to be on my present could be very, very excessive.
It’s truly 100% I, however I’ve actually by no means, so with 400 plus visitors that I’ve had on my podcast, no person has ever stated no. They might have stated, I can’t do it this week. What else do you’ve in, you realize, sooner or later time? In order that’s superb. On the finish of the day although, you wanna have a look at what can we depend after we’re speaking about human relationships?
Is it the quantity of people that schedule a follow-up assembly with us? Is it the variety of folks? Then there’s type of funnel metrics. That’s that center layer. You already know, let’s discuss folks, clicks by to our touchdown web page, e-mail subscribers, open charges, issues of that nature. In different phrases, we will combine this.
An current content material advertising and marketing program or construct a brand new one round it. However we’d have a look at issues like that, proper? How many individuals confirmed up on the podcast? What’s the standard of these relationships? Are we actually getting, in different phrases, there’s qualitative in addition to quantitative metrics right here. and what occurs subsequent.
So somewhat than understanding this in type of, you realize, actually simply arduous math phrases, I’d need us to additionally have a look at the significant connections which are made. And you realize, it feels generally somewhat. Based mostly account them. So which may not be one of the simplest ways to do it. However look, one other factor I ought to say is, that is necessary, and I might have stated this earlier, A number of the everyday podcast methodology assumes that that is one thing that you just’re now gonna do, let’s say, each single week until the tip of time, you realize, and also you get on this kind of podcast manufacturing treadmill, and also you simply gotta maintain going and maintain going and maintain going.
Once more, if you happen to’re making an attempt to construct a big viewers, which may be essential. Though many of the giant audiences that you just’re conscious of had an already current viewers that bought mapped onto a brand new podcast, so that they didn’t begin from zero, however it may be executed and there’s lists, there’s plenty of podcast advertising and marketing consultants on the market that may discuss to folks about learn how to develop the viewers for his or her present.
In order that’s nice. I’m gonna depart that to them. What we do is we design and produce seasons. And we prefer to separate out the temporality of the totally different phases of that. So principally, in a nutshell, there’s 5 phases to launching a brand new podcast. You’ve bought your planning section, your manufacturing section, that’s the recording, your post-production section.
That is the modifying, mastering, you realize, and clipping. In the event you’re gonna be doing that. Then you definately’ve bought your publication section once you. Push it out into these apps the place folks pay attention and your promotion section the place you begin to distribute excerpts and different property on social media. We might discuss extra about that if you need.
That would in all probability be an entire podcast episode. In and of itself, what we love to do is compress the manufacturing section into the smallest time doable as a result of individuals are busy. Mm-hmm. and my shoppers don’t have, you realize, 90 minutes each week to do that until the tip of time. So we frequently do a popup podcast studio.
I both go to them or we do it remotely, and in the midst of three or 4 days, we’ll report 12 episodes. In order that’s executed. Then they get again to work, and our main Okay P I, these significant human relationships has already occurred. Now there’s some observe up. There’s a chic method to communicate with folks to increase that dialog.
I usually prefer to construct into our present format a seed query. Which regardless of how your visitor solutions, it is going to be the door. You possibly can observe by that. I’m unsure that metaphor made sense. The door that’s opened within the dialog you can stroll by once more later in a observe up dialog. Yeah.
Yeah. Hey, after I requested you about such and such, what you stated was actually attention-grabbing, would you be open to having one other dialog about that? So we do plant a seed query that leads. A dialog about presumably doing enterprise collectively, nevertheless it’s very delicate as a result of once more, of us aren’t approaching this present to be bought something.
They’re approaching this present as a result of it’s legitimately a present about them and folks like them and the issues they care about and the work they’re doing. So I’ve gone off script right here and kind of talked my means round a bunch of issues, however your Okay P I query actually comes all the way down to that. Yeah, measure what issues.
And if attain doesn’t matter, have a look at it in six months. Have a look at it in a. It’s not the factor that’s gonna make the needle transfer in what you are promoting anyway. You’re not getting paid for listeners.
[00:31:05] Mike Allton: So true. That is completely fascinating. And folk, I hope you’ve been paying consideration trigger we’ve been speaking with Adrian McIntyre about constructing relationships by podcasting and he’s simply spilled the tea on the actual purpose why manufacturers ought to be doing this and learn how to measure the ROI from this channel.
And earlier than we proceed, I’ve bought yet one more necessary query for Adrian by c o Gopaul. Darrell pre, he needs to share how necessary social media. As a channel and learn how to measure roi.
It’s the Okta Triumph. Are you able to think about if you happen to’re in cost, if you happen to’re the CMO of promoting Paris, what are your essential channels? Wow. There’s the Arcta Triumph, there’s the Eiffel Tower, there’s the transfer. These are your channels you’re gonna use to drive tourism {dollars} in. Okay, now, however you’re not the CMO of Paris.
Actually, you’re the CMO of your organization product service. So what are your essential channels? So I’m gonna. There issues like ppc, possibly commerce exhibits, occasions, possibly content material. These are all fairly predictable, proper? Let me ask you this query. Are you treating social media as a essential channel? By the way in which, only one.8% of you right this moment measure social media and may show an ROI in that funding.
HubSpot and Gartner say, social media’s the primary channel to take a position on this. Are you doing it? If not, I can inform you why you’re not doing it. Since you don’t have the instruments, you don’t have the mentality, and that’s okay. We’ve bought you coated. You modified the mentality. We’ll provide the instrument. We Pulse tracks all of the ROI for you.
One place to handle all of your social media exercise, your primary channel, change your success. Deal with social media as a Channel one CMO to a different. My identify is Daryl. I’m with the Gora Pulse. I’ll discuss to.
Okay, Adrian, I promise. Only one extra query and also you simply brilliantly touched on this and foreshadowed this earlier. I wish to get into what we do after we’re executed filming and I don’t, we don’t want to interrupt out the entire thing. Trigger such as you stated, it may very well be an entire nother present. However, you realize, as soon as we’ve filmed or recorded the podcast and we, we’ve executed the modifying, now we talked about promotion.
You touched on that and also you touched. Particularly ways in which you should use the podcast to deepen and additional that relationship?
[00:33:22] Adrian McIntyre: Yeah, so it’s necessary to know that podcasting for enterprise relationships and for status for relationships, it begins. When the particular person comes in your present for status and deepening the connection, it begins once you publish the episode.
So right here’s what’s necessary to know. There’s actually two tracks to this, and we map this out in our technique for shoppers as a result of it’s not the identical for everyone. However at excessive stage, the 2 tracks are what’s occurring in publicly and what’s occurring privately. All proper? So lemme simply deal with it like that publicly.
The extra you’ll be able to share. Your podcast content material in a number of codecs, and this isn’t new. You’ve in all probability heard this from different folks. It’s actually one of the crucial necessary issues. It’s additionally arduous time consuming, and also you want a terrific instrument like a Agora Pulse to assist handle the stream of this when it comes to pushing it out.
However you could take that podcast and switch it into microcontent as a result of not everyone needs to. Your 30 minute episode, or let me say it one other means. Folks will wanna hear your 30 minute episode. As soon as they’ve seen a touch of why they need to make investments that point in quote playing cards, you realize, a pleasant graphic with phrases on it, or a brief clip, a 30 to 62nd video clip, or, you realize, an audiogram, though you, there’s some debate as as to whether or not the time spent making audiogram, you realize, the, the image with somewhat transferring waveform.
I don’t know that folks eat these as a lot. These of us who spend time making them would like them to. However in any case, you could take this massive piece of content material, the lengthy kind content material, and repurpose it. And once more, there’s lots of techniques concerned there that we will discuss. After which the cadence with which you’ll share these issues on totally different channels.
You already know, the life cycle of a tweet could be very totally different than a put up on LinkedIn. So your technique must be somewhat totally different for every of these channels. And in addition, not everyone’s gonna. On all of the totally different locations. So anyone who could have very robust Instagram account, for instance, ought to actually take into consideration learn how to flip podcast content material into reels.
Someone who doesn’t use Instagram or Twitter in any respect wants to consider how are we gonna construct a LinkedIn technique through which the podcast content material. The excerpts from our longer kind podcast change into a part of our advertising and marketing library that we’re gonna cycle by and recycle by over time. So, you realize, we spend a few days recording just a few episodes.
That’s six months, 12 months price of content material as you weave it in with all the opposite issues that your group must be doing. In order that’s that when it comes to the general public facet, is we actually want to speak in regards to the particular methods your group goes to make use of. The. Recording in all of its totally different types.
The images, the pictures, footage and pictures are the identical factor. Adrian , the uh, the photographs and pictures, the movies when you’ve got them, the audio, after which all of the totally different collateral you can construct round it, you realize, and if you happen to’re actually good, you’re fascinated about a few of the behind the scenes photographs you can share in addition to, you realize, different issues, the transcript you can repurpose right into a LinkedIn article or a weblog put up.
Yeah, there’s simply a lot. Alright. The non-public observe up is what actually issues for this viewers, I feel, as a result of look, right here’s what you’ve simply executed. You’ve, with out asking for something, invested a big quantity of your time in internet hosting this particular person in your present. So now what do you do? Nicely, the very first thing is you thank them as a result of.
Did that too. Proper? They agreed to come back on the present. So a pleasant thanks word goes a great distance. Then you definately notify them when the episode’s revealed. By the way in which, within the public stream of this, each time you share one thing with a visitor in it, you’re tagging them, clearly. Mm-hmm. and their group. So that they’re now seeing.
Their feed pinging and their community is getting notified even passively as you’ve tagged them they usually’ve commented on it, they gained’t do that on, you realize, look, if you happen to produce 20 clips out of a podcast, they’ll touch upon one or two, not all of them, however not less than at first they’re gonna be into feedback saying, oh, it was so nice.
Thanks for having me. You already know, all this type of stuff. After which their community is notified that they had been on the present as a result of they did that on LinkedIn, is what I’m actually pondering of right here. Anyway, however privately, you additionally wanna observe up with them and use the truth that you had been very elegant and delicate about how you place this complete factor collectively to discover the potential for doing enterprise collectively, and that requires a quite simple dialog.
Utilizing that seed query is, is a reasonably good place to begin. So after you’ve thanked them, after you’ve notified them, the present’s revealed, after you’ve given them some further love on social media, you would possibly circle again per week later, two weeks later. Actually depends upon the timing of all these phases and observe up with them.
It was so nice having you. Thanks once more for doing that. Folks appear to actually be loving the dialog, proper? If they’re be actual like and all the pieces else, it’s an actual relationship. So you realize, don’t be a weirdo, however you say, you realize, I’ve been pondering one of many issues that you just talked about throughout our interview was, after which no matter.
They stated in response to that seed query, you realize, that is one thing that my firm offers with each single day. We provide X, Y, and Z. That solves that downside. By the way in which, for this reason you had them on the present within the first place. As a result of the technique identifies your ideally suited visitor viewers from firms you can truly assist and would make lots of sense to do enterprise with.
So now you’re simply merely making apparent what just isn’t instantly apparent, which is, Hey, you realize, it seems we may help you with that. Would you be open to having a dialog about how we would do enterprise collectively or how we would discover a partnership of some type? Or who’s the precise particular person in your organization for us to speak to about whether or not or not this can be a good match?
Proper. And the way it labored for me. So I don’t know if I completed the instance earlier. Of my present and what I used to be promoting. However I wanna promote workshops and trainings, speeches on communication, storytelling, you realize, conversational expertise, if you’ll. So I’d say to the c e O, it was so nice having you on the present, you realize, after we had been speaking about.
Tradition in your organization and you realize, we had that nice dialog about how tradition’s made up of the on a regular basis conversations individuals are having. That’s one thing that I take care of on a regular basis. I’ve a program particularly for crew constructing that helps folks change the way in which they discuss to one another at work, adjustments their expertise of their job, helps worker retention, you realize, all the nice issues that you’d count on out of a tradition initiative.
Is that this one thing that we should always discuss in your firm? Is there an individual there? Be the precise particular person to search out out if this would slot in with what you’re engaged on this 12 months. It won’t be the chief that was on the present, however they’ll normally say, even when it’s simply type of like, oh, scratch your again since you scratched mine.
You already know what? I’m unsure what we’re doing this 12 months, however let me put you in contact with our head of hr. They schedule these type of coaching initiatives. Nice. Thanks a lot. I actually respect it. And now they’re sending an e-mail ceo. To the top of HR saying, I’d such as you to speak to Adrian. I used to be a visitor on his podcast.
He’s bought one thing which may assist with X. Would you be keen to do this? And look, it doesn’t imply they’re gonna instantly shut a take care of you, however you’ve now gotten entry to the precise particular person to have a dialog about whether or not or not it is sensible. To even have a look at doing enterprise collectively. In order that’s somewhat bit how this performs out.
You already know, you could be, I don’t know, all of the issues that apply to having actual relationships. You already know, you could give greater than you get. It’s essential be type. It’s essential be empathetic and actually perceive what they’re coping with. Don’t attempt to assist individuals who don’t need or want your assist. As a result of EW , however utilizing a podcast as a method to begin a relationship on a very excessive word, there’s different folks doing it.
I’m not telling you I’ve this kind of secret playbook, nevertheless it’s not that widespread. And if it’s one thing, look, how would you realize if this can be a good match for you? All proper. It’s essential. Actual connections with the folks that you just do enterprise with. In different phrases, you realize already that this isn’t one thing, they’re, what you promote just isn’t what they’re gonna purchase by going to a touchdown web page, you realize, and studying the advantages and options of a product and clicking.
A button to make a purchase order, proper? It’s a fancy sale. It’s a consultative sale. It entails you speaking to them after which speaking to a number of folks inside their group, et cetera, et cetera. You want a method to begin that dialog in a non-salesy means, as a result of because the instruments for communication have gotten increasingly more open, the gatekeeper operate has gotten greater and better, proper?
So you’ll be able to’t simply attain out to those folks and say, Hey, I wanna discuss to you. I imply, you realize, you’ll be able to, the chilly e-mail consultants will inform you generally they’re profitable in doing that, however possibly that’s not a match for you. If you wish to construct actual connections by dialog, I don’t know of a greater method to do it.
[00:42:37] Mike Allton: See, for this reason I’ve this present, and for this reason I carry folks such as you on, I say within the outset how I selfishly use this time to ask my questions, and that is precisely what’s occurred right here as a result of, I’ve been doing dwell video for years. The concept of chopping up the video and turning it into all these different little micro items of content material, such as you talked about, I’ve blogged about that.
That’s one thing I, I understand how to do. I’ve been doing it, however utilizing the dialog that I’ve with a visitor to deepen that relationship and particularly to take it. To a different stage. You already know, that’s somewhat thoughts blowing to me. Such as you stated, it’s not essentially a secret, however folks don’t do this. I’ve been on numerous exhibits and most hosts aren’t doing that with meme, however you realize, we had this dialog earlier than offline.
So I used to be somewhat extra accustomed to the idea, proper? So earlier right this moment I had one other podcast interview and we had a terrific dialog. It was very clear in the course of the dialog that his firm and their audience was lots of overlap with Agora Pulse and Gore Pulse’s audience. In order quickly because the podcast was over and after I’d thanked Tim, We then bought right into a dialog about how we might truly associate collectively and it was nice.
So I actually love that you just’re bringing that factor to this tactic, as you stated, and also you’re, and also you’re making this half and parcel of how we’re going to strategy podcasting. In relationship constructing. Thanks.
[00:44:04] Adrian McIntyre: It’s very cool. You’re so welcome. I wish to simply underline what you stated there as a result of that is actually the way it works.
I don’t actually just like the phrase pretext as a result of it kind of sounds manipulative, however the podcast is the pretext. So the one method to make it work is that you just actually do care and you actually do need them to succeed, and you actually do wanna shine a light-weight on the nice work that they’re doing. You actually wanna characteristic them.
That’s so necessary. The most effective dialog although, is the one which occurs proper after the magic begins there. The recording stopped. They’re tremendous like, whew. Particularly in the event that they haven’t executed lots of this earlier than they usually’re, pay attention, interviewing a whole bunch and a whole bunch of individuals. The primary query that occurs proper after you flip off the recording is, how’d I do
You already know, like genuinely lots of nerves happening, lots of power and you realize, you’ll be able to inform ’em, pay attention, you had been nice. It was nice. I’m so glad folks bought an opportunity to listen to what you needed to say. You already know? Have you ever had an opportunity to do one thing like that earlier than? No, by no means. That is the primary time. Wow. What was that like for you?
And now you’re having an actual follow-up dialog instantly after the present and it simply naturally leads into different stuff they usually say, so is that this what you do full-time? Oh no, I. That is one thing that I do as a result of I find it irresistible. I really like serving my group. I like sharing the tales of people who find themselves doing necessary work, and likewise it provides me an opportunity to satisfy folks such as you.
And generally we discover there’s alternatives for us to do enterprise collectively, however generally there isn’t. This is the reason I do it. Like it.
[00:45:32] Mike Allton: Like it. Thanks a lot. This has been You might be welcome. Phenomenal. I need positively so that you can share the place folks can discover you, the place they’ll be taught extra about you and take this dialog even deeper in the event that they wish to with you. [00:45:44] Adrian McIntyre: Yeah, completely. I imply, as I stated earlier, I’m not the precise match for everyone, so you realize, please, if what you’re in search of is to develop a big viewers, then you must discover a podcast advertising and marketing marketing consultant who will do this for many b2. Professionals, that’s not essential, however there’s lots of nuance to what we do.
So what I like to recommend for everyone is if you happen to’re intrigued by what we talked about, begin a dialog with me. And the very best place to do this is the podcast advisor.com. Go to the podcast advisor.com. There’s an opportunity to schedule a name and we’ll simply have a convers. I’m not making an attempt to promote peoples stuff in these calls.
I want to search out out somewhat bit about what you’re fascinated about what your organization does and about how this would possibly work, and I’ll make some suggestions for you as to what’s the finest match for you. There’s actually nobody dimension suits all reply, so I can’t put this right into a easy P D F so that you can obtain, however I’d be very happy to speak with you for a couple of minutes and you are able to do that on the podcast advisor.
[00:46:44] Mike Allton: Unbelievable. Thanks a lot. For everybody listening, we’ll have that hyperlink within the present notes. Simply scroll down. You’ll discover it proper there, and you’ll faucet on it. That’s all we’ve bought for right this moment. Mates, don’t overlook to search out the partnership unpacked podcast on Apple and drop us a evaluation. We’d like to know what you suppose.
Till subsequent time,
thanks for listening to a different episode of Partnership. Unpack. Hosted by Mike Alton and powered by I Agora Pulse, the primary rated social media administration resolution, which you’ll be taught extra [email protected]. In the event you loved this episode, please subscribe in your favourite podcast participant. Be sure you depart us a evaluation.
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