This episode comes with a freebie
You'll find the ideal client profile one-pager at podknows.co.uk/ideal-client.
Enjoy
Let's talk about Jane.
Now, Jane's a real person.
She's a real business owner and a real client.
The only thing that's not real about her is her name.
I've made it up to save embarrassment and to stop personally shaming somebody
who had all the right ideas but maybe lacked a little bit in the execution.
Let's get into it
So Jane spent 20 grand on her podcast between when she
started it and quite recently.
And Jane reached out to me because her financial advisor had pointed
out that she spent that 20 grand and got six grand back in revenue.
Now, obviously, those numbers didn't add up, and that's given her
cause for concern, understandably
And so as a result, she's now just a few weeks away from
calling it a day on the show
But as I would push back on Jane and I'd push back on you if you're
in the same predicament, the problem isn't in the numbers
The problem is in understanding where the problem is Now people
like Jane, they tend to have lots of specialists surrounding them.
Those self-help books have probably got a lot to blame for this, but
obviously you're encouraged to surround yourself with people that
are excellent at what they do.
What is it?
You are the sum of the five people you hang around with the most, or some bobbins
like that, which sounds great in a book, but probably isn't realistic in real life
The issue is when those specialists are kind of the result of just being really
good at selling you an idea rather than being people that you actually need to
help you in terms of their specialisms
So let's face it, most of us have probably got these things going on, SEO,
emails, website, podcast, YouTube, social media, Pinterest, Facebook, Instagram
Reels, you name it, all these things.
But do they all need specialists helping you with working on them?
Now, the ironic thing is that the podcast is the thing that's actually in the
right channel But the problem begins when that podcast isn't given a job
So it just sits there gathering dust while everything around it, the emails,
the Pinterest, the Facebook, the empty LinkedIn page, all of it just spins
aimlessly in its own little world
So in this episode of B2B Podcasting Insights, I'm gonna share with you what I
feel the solution to this problem could be
Hi there.
Welcome to B2B Podcasting Insights.
I'm Neal Veglio, the founder of Podnos Podcasting.
We are a podcast agency that specializes in helping people like you, brands,
businesses, founders, get better results from their podcasting efforts
Let's talk about content marketing for most businesses and brands.
Most founders start with, "Well, what channel should we be on?"
And then once they figured out what channels they feel they should be on,
they then hire in the specialists to help them leverage those channels And
then they wonder why nothing's working.
Well, the simple answer to that is they've got it ass about face
Here's the correct approach to setting this up.
The right sequence is first of all, understanding who are we trying to reach
Where are they?
And which channels are they actually on?
So essentially, if you think about it like a map, a content map, you
build that map first and then you hire the people that can help you
get from A to B to C to D on that map
And the problem with Jane and many people like her that are founders that
are really ambitious about growing their businesses, they know they
want to use content to help do that.
They build the machinery to travel on the map before they've plotted out the journey
Now let's talk about these specialists as individuals.
I mean, let's be honest about it.
We all excel at our own specialisms.
We wouldn't be doing it for a living if we didn't, and most specialists truly believe
they're not trying to scam you, but they truly believe their thing is the answer
to your problem, but it might not be
Let's be honest about it.
They're incentivized to convince you that their thing is the thing
that you need to grow your business.
It puts food on their table.
Everyone's got to make a living.
I'm not mocking them for it.
I'm not criticizing them for it.
But when it comes to you, that's where the due diligence and the insight and
knowledge, the research, the getting the data straight is so important
for the growth of your business
I mean, taking for example, Pinterest.
There are lots of people out there that specialize in growing Pinterest, that
specialize in growing Instagram grids.
But the problem is, if your ideal client is rarely on Pinterest and rarely on
Instagram, kind of a waste of time.
Doesn't matter how great they are at growing Pinterest channels, at
growing Pinterest boards, at building beautiful looking grids on Instagram
And so the danger is that you end up with around 10 or more people
executing on making your wrong channels the best they can be, and in
the process burning cash that didn't need to be burned on reaching people
that you're never gonna wanna reach.
And that's gonna lead to zero results, and you feeling heartache, being bitter,
resentful, having sleepless nights.
"Oh my God, why is none of this working? I've invested so much money
in making this happen, but I'm not getting results from it." Of course
you're not getting results from it.
Your ideal customers are not in the places you're shouting in
And the problem is amplified when someone is giving you financial advice, maybe
an accountant, a financial advisor, financial director, they're just looking
at the numbers as black and white digits on a spreadsheet and going, "Hmm, why
are you spending money on this thing that's not working?" The thing is, the
thing might be working, just not yet
And to be honest, I can pretty much guarantee it's not the podcast that's
broken, it's the channel selection that the podcast is feeding into
And now let's be real here.
For most brands, and I say most, not every brand, but for most brands, the
podcast is really a wonderful opportunity.
It's a content powerhouse.
You can literally get your podcast to do the majority of heavy lifting
in your marketing, in your thought leadership, in your brand awareness
But if it has no job, if you've not identified the job that that podcast
should be doing for you in your wider business goals, then it's just gonna
end up drifting into all the other noise that those other channels are creating
So the solution to this problem is never, "Well, let's just kill the podcast.
We're not getting results from it."
The solution usually is kill the other channels that are not doing us
any good and focus those resources on the podcast and the other channels
that work well with the podcast to get us the results that we want.
Now, in Jane's case, I personally believe that is gonna be LinkedIn and is
gonna be email newsletter and YouTube.
The reason being, none of her ideal clients, usually people spending a
fortune on consultancy in a pretty highbrow space, none of these people are
looking at Pinterest building boards.
They are literally in their car driving to meeting after meeting, and they've got
podcasts playing on their car dashboard through Apple CarPlay or Android Auto.
They may be looking at YouTube when they're in their house
trying to kill some time.
Probably less so, but there's a more of a possibility that
they're gonna be on YouTube than they're gonna be on Pinterest.
They're also gonna be answering emails, so great, get them on your email list
So now we've gone from Instagram, TikTok, Facebook, Pinterest,
YouTube, email, podcast to podcast, LinkedIn, emails, YouTube.
Much easier to manage and much more increased likelihood
that that is gonna work
All right.
It's time for the part of the show where we take questions from the
general public who get in touch with us via podnos.co.uk/voicemail
and ask us questions.
If they're a founder, if they're somebody that's working in a marketing team that
has a podcast, this is the place to ask those questions, and let's get to it
This one's from Jordan in Dublin who's a solopreneur.
He's been recording for three months,
Well, Jordan, here's the thing, you don't, at least not completely ever.
But you stop letting it stop you.
Now, what you didn't see when I recorded this episode is the setting up of the
lighting, the setting up of the microphone here, making sure that everything looks
and sounds the way that it needs to sound and look on the final episode, and
that took me about 30 minutes of try, test, no, not good, iterate, try again.
Most people wouldn't get past the first time of that.
I did it four times before I got it right
And that's a barrier which increases your anxiety and nervousness, which prevents
you from getting on with the thing
Now, that procrastination, that nervousness about getting
it right is not a flaw.
It's a sign that you actually care, and those of us that actually care are
the ones that get the better results
Those that just get into it and record, they're the ones that don't
care if it lands or not, and therefore they're not gonna get the same level
of results as you, Jordan, who is really taking care about what you're
gonna do, what you're gonna put out there, and you want it to work for you
And of course, the more you record, you're not necessarily gonna sound massively
better on take three than you did on take one, but it's just that you got more
confidence in what you were saying because you now know the script off by heart.
So here's what I want you to do to try and help with this anxiety around recording.
Read through your script a few times so that essentially you're treating
it like you're going to a networking event and you're relaying that
information one-to-one with human beings rather than on a microphone.
Then commit to recording it once.
It might not be perfect, but at least it's gonna get the most of the
information across and you'll get it done.
The practice comes longer term.
Don't use each recording session as an opportunity to practice again and again
and again and strive for perfection.
Gotta tell you, perfection is always a journey.
It's never a destination
Here's the thing, that nervousness, it's gonna be with you even
after you do that one take.
But I tell you what, it's no longer gonna control you.
Good luck, Jordan
It's time for this week's quick tip.
Now, I'm guilty of this myself pretty much every single week, so I'm being a
massive hypocrite, but like the Genesis song says, " Do as I say, don't do as I
do." When you're publishing your podcast, don't do it on the day that you recorded.
Wait at least three days.
Listen to it with fresh ears that are in a different modality
from when you record it.
Because now, three days later, you're listening to it with a
slightly more objective viewpoint.
You're less engaged with it on an emotional level.
You're listening as a listener rather than the creator You'll then hear
things that you didn't pick up on the first time when you recorded it
Sometimes it could be as simple as something that you said in the recording
that may not be accurate, but you didn't pick up on it because your brain is
just trying to get to the end of the recording and get this thing done.
Three days later, you will pick up on it.
Trust me on that
Three days later creates distance.
Distance creates perspective and perspective notices
mistakes that creation doesn't
So again, if you wanna get a hold of the ideal client profile one-pager, then get
yourself to podknows.co.uk/ideal-client
Well, I hope you found this episode useful.
If you did, make sure that you share it with somebody else that you know is
creating a podcast for their business, whether they're a founder, whether
they're in the marketing team at a brand.
Hopefully, they will find it equally useful.
And also, if you haven't done it yet, leave us a review in whatever podcast
app or YouTube, whatever you're listening to or watching this in.
Until the next episode, good luck with your continuing quest to
achieve success with your B2B podcast