The Business of Podcasting Ep016: Strategic Podcast Growth with Ralph Burns

Regardless of context, everybody loves growth. When it’s all about business and services especially, having a very good strategy towards scaling up the proper way is a step in the right direction.

Today, we’ll be talking with Ralph Burns, CEO of Tier 11 and expert in helping businesses scale through Facebook & Instagram advertising. We’ll be looking at ways to grow your podcast steadily, being intentional with creating content that will suit your audience, and the future of podcasting. 

Before we begin, I’d like to share that I’ve already started sending out personally-written emails on topics to help you grow and monetise your podcast. If you would like to receive these weekly emails, head over to Podcaster’s Edge to learn more. You may also visit the Valher Media site and access resources like the Ultimate Podcast Intro Framework.

If you’re looking for better, tested ways of growing your podcast strategically, this episode is one you don’t want to miss. Please don’t forget to subscribe, tune in, and share this podcast!

Strategic Podcast Growth with Ralph Burns

The Start of the Perpetual Traffic Podcast

  • Joined the War Room Mastermind membership about 4-5 years ago.
  • Realized that one of the places where you can potentially meet partners is through high-level masterminds.
  • He understood that some of the people in the marketers community would need agency services for Facebook & Instagram Ads.
  • Ryan Deiss from DigitalMarketer, an esteemed mentor, mentioned that he wanted to start a podcast.
  • The show primarily covers digital marketing but also covers direct response and maile orders, among others.

Power Duo: Facebook & Instagram

  • Two of the most popular sources of traffic at this time.
  • These two platforms cover around 80% of the internet space.
  • With digital marketing, there's always something to get updated on and even experts in the game are in a continuous learning process.

Being Intentional With Audience Alignment

  • Be strategic with your intention, and offer people what they need.
  • The Perpetual Traffic podcast is like a free continuity program where you get something new every week and stay ahead of the curve.
  • It's a big plus when you know a lot about the topic you're covering.
  • If a listener understands your expertise on something they need help with, there's a big chance they would hire your services.
  • Commercial intent is great, but you need to have the passion for it.

Attaining Show Growth

  • Have a specific growth plan in the first year, where your content is planned in advance and distributed regularly.
  • A partnership with a company or person with a large following is a good springboard.
  • Always make it a goal to grow and avoid flatlining.
  • Create great content that people want to keep coming back to weekly.
  • Partner with people who have the expertise that cater to your audience.

Podcasting For the Future

  • Growing the show organically would be the best way to move forward.
  • Invest effort into creating and growing your show, whether that's spending time, money, or resources.
  • To find other listeners for your show, you have to chase their consumption behavior.
  • Be intentional on where you'll be spending money for advertising.
  • In marketing your podcast, think about their physical behavior, and then their interest, in that order.
  • Spotify Ads has potential to be a good marketing strategy this year.

Leading Your Listeners to the Next Step

  • Your listeners can be turned into potential clients, partners, and be part of your email list.
  • Give helpful, useful content and reference your business or service each time.
  • Walk your talk - it's helpful if your business or service is modeled after what you share (tips and guides for example) on the show.
  • Use your show topic to segue into your business, course, or service.
  • At the end of the day, you need to have your listeners in mind. Without them, you wouldn't have a show.



About Our Guest:

Ralph Burns is the CEO of Tier 11, a digital advertising agency specializing in helping businesses scale via Facebook & Instagram advertising. His agency manages a wide range of Facebook advertising customer accounts in over 30 industries, with an annual spend in excess of $50 million.

Ralph is also the co-host (along with Molly Pittman) of the incredibly successful Perpetual Traffic Podcast.


To learn more about Ralph and access digital advertising resources to help your business, visit his website and tune in to the Perpetual Traffic Podcast.

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