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This episode comes with a freebie

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You'll find the ideal client profile
one-pager at podknows.co.uk/ideal-client.

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Enjoy

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Let's talk about Jane.

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Now, Jane's a real person.

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She's a real business
owner and a real client.

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The only thing that's not
real about her is her name.

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I've made it up to save embarrassment
and to stop personally shaming somebody

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who had all the right ideas but maybe
lacked a little bit in the execution.

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Let's get into it

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So Jane spent 20 grand on
her podcast  between when she

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started it and quite recently.

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And Jane reached out to me because
her financial advisor had pointed

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out that she spent that 20 grand
and  got six grand back in revenue.

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Now, obviously, those numbers
didn't add up, and that's given her

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cause for concern, understandably

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And so as a result, she's now
just a few weeks away from

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calling it a day on the show

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But as I would push back on Jane
and I'd push back on you if you're

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in the same predicament,  the
problem isn't in the numbers

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The problem is in understanding
where the problem is Now people

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like Jane, they tend to have lots
of specialists surrounding them.

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Those self-help books have probably
got a lot to blame for this, but

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obviously you're encouraged to
surround yourself with people that

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are excellent at what they do.

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What is it?

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You are the sum of the five people you
hang around with the most, or some bobbins

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like that, which sounds great in a book,
but probably isn't realistic in real life

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The issue is when those specialists are
kind of the result of just being really

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good at selling you an idea rather than
being people that you actually need to

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help you in terms of their specialisms

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So let's face it, most of us have
probably got these things going on, SEO,

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emails, website, podcast, YouTube, social
media, Pinterest, Facebook, Instagram

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Reels, you name it, all these things.

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But do they all need specialists
helping you with working on them?

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Now, the ironic thing is that the podcast
is the thing that's actually in the

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right channel But the problem begins
when that podcast isn't given a job

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So it just sits there gathering dust
while everything around it, the emails,

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the Pinterest, the Facebook, the empty
LinkedIn page, all of it just spins

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aimlessly in its own little world

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So in this episode of B2B Podcasting
Insights, I'm gonna share with you what I

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feel the solution to this problem could be

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Hi there.

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Welcome to B2B Podcasting Insights.

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I'm Neal Veglio, the founder
of Podnos Podcasting.

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We are a podcast agency that specializes
in helping people like you, brands,

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businesses, founders, get better
results from their podcasting efforts

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Let's talk about content marketing
for most businesses and brands.

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Most founders start with, "Well,
what channel should we be on?"

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And then once they figured out what
channels they feel they should be on,

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they then hire in the specialists to
help them leverage those channels And

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then they wonder why nothing's working.

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Well, the simple answer to that
is they've got it ass about face

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Here's the correct approach
to setting this up.

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The right sequence is first of all,
understanding who are we trying to reach

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Where are they?

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And which channels are they actually on?

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So essentially, if you think about
it like a map, a content map, you

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build that map first and then you
hire the people that can help you

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get from A to B to C to D on that map

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And the problem with Jane and many
people like her that are founders that

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are really ambitious about growing
their businesses, they know they

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want to use content to help do that.

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They build the machinery to travel on the
map before they've plotted out the journey

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Now let's talk about these
specialists as individuals.

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I mean, let's be honest about it.

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We all excel at our own specialisms.

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We wouldn't be doing it for a living if we
didn't, and most specialists truly believe

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they're not trying to scam you, but they
truly believe their thing is the answer

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to your problem, but it might not be

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Let's be honest about it.

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They're incentivized to convince
you that their thing is the thing

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that you need to grow your business.

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It puts food on their table.

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Everyone's got to make a living.

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I'm not mocking them for it.

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I'm not criticizing them for it.

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But when it comes to you, that's where
the due diligence and the insight and

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knowledge, the research, the getting
the data straight is so important

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for the growth of your business

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I mean, taking for example, Pinterest.

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There are lots of people out there that
specialize in growing Pinterest, that

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specialize in growing Instagram grids.

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But the problem is, if your ideal client
is rarely on Pinterest and rarely on

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Instagram, kind of a waste of time.

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Doesn't matter how great they are
at growing Pinterest channels, at

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growing Pinterest boards, at building
beautiful looking grids on Instagram

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And so the danger is that you end
up with around 10 or more people

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executing on making your wrong
channels the best they can be, and in

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the process burning cash that didn't
need to be burned on reaching people

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that you're never gonna wanna reach.

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And that's gonna lead to zero results,
and you feeling heartache, being bitter,

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resentful, having sleepless nights.

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"Oh my God, why is none of this
working? I've invested so much money

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in making this happen, but I'm not
getting results from it." Of course

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you're not getting results from it.

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Your ideal customers are not in
the places you're shouting in

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And the problem is amplified when someone
is giving you financial advice, maybe

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an accountant, a financial advisor,
financial director, they're just looking

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at the numbers as black and white digits
on a spreadsheet and going, "Hmm, why

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are you spending money on this thing
that's not working?" The thing is, the

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thing might be working, just not yet

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And to be honest, I can pretty much
guarantee  it's not the podcast that's

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broken,  it's the channel selection
that the podcast is feeding into

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And now let's be real here.

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For most brands, and I say most, not
every brand, but for most brands, the

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podcast is really a wonderful opportunity.

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It's a content powerhouse.

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You can literally get your podcast
to do the majority of heavy lifting

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in your marketing, in your thought
leadership, in your brand awareness

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But if it has no job, if you've not
identified the job that that podcast

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should be doing for you in your wider
business goals, then it's just gonna

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end up drifting into all the other noise
that those other channels are creating

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So the solution to this problem is never,
"Well, let's just kill the podcast.

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We're not getting results from it."

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The solution usually is kill the
other channels that are not doing us

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any good and focus those resources
on the podcast and the other channels

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that work well with the podcast to
get us the results that we want.

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Now, in Jane's case, I personally
believe that is gonna be LinkedIn and is

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gonna be email newsletter and YouTube.

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The reason being, none of her ideal
clients, usually people spending a

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fortune on consultancy in a pretty
highbrow space, none of these people are

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looking at Pinterest building boards.

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They are literally in their car driving
to meeting after meeting, and they've got

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podcasts playing on their car dashboard
through Apple CarPlay or Android Auto.

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They may be looking at YouTube
when they're in their house

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trying to kill some time.

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Probably less so, but there's
a more of a possibility that

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they're gonna be on YouTube than
they're gonna be on Pinterest.

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They're also gonna be answering emails,
so great, get them on your email list

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So now we've gone from Instagram,
TikTok, Facebook, Pinterest,

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YouTube, email, podcast to
podcast, LinkedIn, emails, YouTube.

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Much easier to manage and
much more increased likelihood

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that that is gonna work

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All right.

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It's time for the part of the show
where we take questions from the

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general public who get in touch
with us via podnos.co.uk/voicemail

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and ask us questions.

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If they're a founder, if they're somebody
that's working in a marketing team that

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has a podcast, this is the place to ask
those questions, and let's get to it

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This one's from Jordan in
Dublin who's a solopreneur.

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He's been recording for three months,

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Well, Jordan, here's the thing, you
don't, at least not completely ever.

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But you stop letting it stop you.

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Now, what you didn't see when I recorded
this episode is the setting up of the

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lighting, the setting up of the microphone
here, making sure that everything looks

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and sounds the way that it needs to
sound and look on the final episode, and

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that took me about 30 minutes of try,
test, no, not good, iterate, try again.

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Most people wouldn't get
past the first time of that.

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I did it four times before I got it right

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And that's a barrier which increases your
anxiety and nervousness, which prevents

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you from getting on with the thing

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Now, that procrastination,
that nervousness about getting

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it right is not a flaw.

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It's a sign that you actually care,
and those of us that actually care are

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the ones that get the better results

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Those that just get into it and
record, they're the ones that don't

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care if it lands or not, and therefore
they're not gonna get the same level

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of results as you, Jordan, who is
really taking care about what you're

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gonna do, what you're gonna put out
there, and you want it to work for you

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And of course, the more you record, you're
not necessarily gonna sound massively

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better on take three than you did on
take one, but it's just that you got more

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confidence in what you were saying because
you now know the script off by heart.

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So here's what I want you to do to try and
help with this anxiety around recording.

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Read through your script a few times
so that essentially you're treating

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it like you're going to a networking
event and you're relaying that

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information one-to-one with human
beings rather than on a microphone.

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Then commit to recording it once.

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It might not be perfect, but at
least it's gonna get the most of the

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information across and you'll get it done.

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The practice comes longer term.

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Don't use each recording session as an
opportunity to practice again and again

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and again and strive for perfection.

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Gotta tell you, perfection
is always a journey.

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It's never a destination

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Here's the thing, that nervousness,
it's gonna be with you even

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after you do that one take.

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But I tell you what, it's
no longer gonna control you.

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Good luck, Jordan

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It's time for this week's quick tip.

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Now, I'm guilty of this myself pretty
much every single week, so I'm being a

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massive hypocrite, but like the Genesis
song says, " Do as I say, don't do as I

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do." When you're publishing your podcast,
don't do it on the day that you recorded.

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Wait at least three days.

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Listen to it with fresh ears
that are in a different modality

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from when you record it.

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Because now, three days later,
you're listening to it with a

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slightly more objective viewpoint.

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You're less engaged with
it on an emotional level.

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You're listening as a listener rather
than the creator You'll then hear

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things that you didn't pick up on
the first time when you recorded it

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Sometimes it could be as simple as
something that you said in the recording

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that may not be accurate, but you didn't
pick up on it because your brain is

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just trying to get to the end of the
recording and get this thing done.

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Three days later, you will pick up on it.

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Trust me on that

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Three days later creates distance.

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Distance creates perspective
and perspective notices

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mistakes that creation doesn't

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So again, if you wanna get a hold of the
ideal client profile one-pager, then get

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yourself to podknows.co.uk/ideal-client

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Well, I hope you found
this episode useful.

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If you did, make sure that you share
it with somebody else that you know is

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creating a podcast for their business,
whether they're a founder, whether

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they're in the marketing team at a brand.

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Hopefully, they will
find it equally useful.

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And also, if you haven't done it yet,
leave us a review in whatever podcast

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app or YouTube, whatever you're
listening to or watching this in.

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Until the next episode, good luck
with your continuing quest to

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achieve success with your B2B podcast