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

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.

Resources

• Tier Eleven
• Ads Accelerator Program