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Ep. 27 - How to Start a Business Podcast

By Frank Klesitz on Sep 30, 2017

Did you know we run a podcast for you at Vyral Marketing? It's included in your fee. Your videos are available on iTunes as your own business podcast. A podcast can be audio or video. However, if you wish to publish only audio, we can do that for you. We'll interview you on the phone, and then edit your audio into a beautiful podcast to be fully promoted on iTunes, your blog, by email, on social media, and with Facebook. Hosting your own podcast is a great way to meet referral partners, sponsors, vendors, and new clients by inviting them to be a guest on your "talk show". It's a brilliant way to get an appointment with someone important. On this episode you'll learn my best tips to establish the purpose and mission of your podcast, the benefit to your guest, how to get the best audio quality, how to conduct an interview, and how to promote it all for results (which is our core Vyral Marketing Plan, just audio instead of video). If you've ever been interested in starting your own business podcast, this show is for you.

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Full Episode Transcript

Frank Klesitz:

Welcome to episode 27 of the Vyral Marketing Show. Today, you're going to learn how to start a business podcast.


Welcome back to the Vyral Marketing Show. I'm very glad to have you here watching this with me today. I want to let you know, today, we're going to talk about how to record a business podcast. It's actually something we do for you here at Vyral Marketing. It's a part of our core program.


We don't have to do a video. We could do audios as a podcast. I'll talk more about that here later on the show, but the mission of our show, just so you know, if you're new to watching this, is we're all about helping you attract business, not chase it, but attract it by publishing helpful, educational content online, a video, which we're mostly known here for at Vyral Marketing or it could be a podcast with audio or it could be even education articles.


By getting that expertise out of your head, answering commonly asked question by your ideal prospects and your current customers and point it online so people get to know you and they see you as a trusted expert, an authority figure, the preeminent expert and advisor in your niche, so people trust you or contact you.


This is huge for professional services. If you're having difficulty building your stream of business, certainly, you're prospecting, you can reach out, call to people, but we recommend you complement that and, eventually, someday get so good where you can replace that where people are contacting you.


It all starts by staying in touch first and publishing your information to your number one business asset. That's your database. That's going to be all the people you have in your Gmail of your email account. It's going to be all the people that you know, all the people in your CRM, all the people in your phone, anyone who might be interested in getting information about solving problems that you're going to publish.


If you're interested about getting started online and maybe you've neglected your database, you're not communicating with like you should be, that's the number place that I'd recommend you start. Go to our website. It's our official video marketing plan on our homepage, Getvyral.com, and you could download the official video marketing plan that solves the problem of how to reconnect with your number one business asset, an often-neglected asset, your database that you have to warm back up and published educational information out to increase sales and get new business. I recommend that you go download that.


Today, on the show, we're going to talk about how to start a business podcast. All right? There's lots of podcasts out here. We're going to talk about a business podcast specifically. All right?


On the Vyral Marketing plan and with Vyral Marketing, if you check us out, we've been all about getting yourself on camera, starting with a webcam, which is very simple, you need a beautiful webcam to record your videos into, simply ... maybe, somebody, upgrade to a camera like I'm using ... I'm using a Canon 5D ... it's what I used to record this show on, get you comfortable talking in front of the lens.


Sometimes, depending on the application of how you're going to use the content, maybe video isn't the best, isn't the easiest, and you may decide, depending on the situation and your audience, that you may want to do just audio, and that's certainly fine. On the official video marketing plan that you can go download on the homepage of our website, we'll show you that you should start out by publishing two educational videos a month and the whole promotion strategy to promote those two educational videos a month, but you could just as easily create two audios a month or two podcasts. All right?


Now, I want to kind of clear up a little bit of language here. A podcast is just access to either audio or a video content on iTunes. You could actually have a video podcast where you could download videos on iTunes, and actually that's what you get as a client of Vyral Marketing. All of our clients, you actually get your videos syndicated to a podcast as a video cast, let's say.


Rather, today, we're going to talk about just using audio to syndicate as a podcast. You could use video or audio as a podcast, if that makes sense. A podcast doesn't just have to be audio. I want to clear that up.


Let's say that you're interested or you spoke to us and you're thinking about starting an audio podcast, a traditional podcast that you would think of that you go to the iTunes Store, you search for it and there's your podcast, all your downloads. People could download and listen on their phone at the gym or on their way to work and listen. For a business podcast, which is usually ... A business podcast, really, I want you think about it as helping people solve problems, helping people in your niche solve problems. That's usually what a business podcast is all about.


Let's talk about first the purpose and the mission of your podcast if you're starting about think one. All right? One of the things you have to ask yourself is, "what's in it for the audience?"


let me just give you an example. For this show, this show is available on a podcast. You can go to iTunes and check out the Vyral Marketing Show, and the purpose is to help you attract business by publishing educational content for professional service providers or maybe a small business. That's the purpose of it, and we put that in the description of iTunes up online for you.


We have a client that is a coaching firm. They sell coaching and training to real estate professionals, and they wanted to start interviewing their customers, interviewing their top clients about what they're doing to be successful, implementing the models and systems they teach, so we're starting a podcast for this coaching company where they will be interviewing twice a month or maybe even every week a top coaching client or customer that is using their content to solve problems in their business. They'll be interviewing their clients to get their stories of how maybe they were in a mess or with challenges, and they found the coaching firm as a turning point and, now, they have success using the models and strategies they teach.


We actually have a couple other podcasts online that we run in other industries. This is for us here at Vyral. We have the entrepreneurial wealth manager podcast. We have the entrepreneurial chiropractor podcast. We also have the entrepreneurial mortgage professional podcast. This is where we interview influencers in those industries to build a presence in that industry where we're seen as experts where we can guide you and we can help you grow your business, but, also, it's a great opportunity to meet people.


When our PR firm, so contract out someone else how to reach out to individuals with the PR opportunity to be on our podcast, that books an appointment in our calendar to interview somebody. It's so much easier to get an appointment with somebody under the veil of like, say, a podcast than it is maybe if you're reaching out to them trying to sell them something.


By starting these podcasts in different industries, we've been able to do I think over 80 maybe even 100 episodes where we've had influencers in the industries, people that we can partner with, potential clients come on as guests to our show because they want the PR opportunity and they want to maybe promote that podcast to their database, because we're creating a piece of marketing content for them. We book 80 to 100 appointments with influencers. We would never get those appointments if we were reaching out and saying, hey, some telemarketing pitch.


Does that make sense? Reaching out under the veil of podcasts for PR opportunity positions you well and gets you appointments. Starting a podcast is a wonderful strategy to secure appointments with people, if that's something you're interested in.


I talked about this in a previous podcast or a previous show, Vyral Marketing Show, that if you're a mortgage professional, mortgage professionals are looking to secure relationships with top real estate agents in their market that can refer them business.


If you're trying to get an appointment with a top agent, you either show up as, "Hey, I'm just another mortgage professional. Here are some donuts. Can I talk to you about mortgage at your team meeting?" or you could show up as, "Hey, I'm the publisher and the producer of," let's say, "the San Diego Real Estate Journal, and I have this PR opportunity where I want to interview you about what's going on in the market. I'm going to publish it out to my audience in my list, and you can certainly use the podcast to go out to your database to market you. When can I come no out to do an interview? I'm the journalist of the show."


Much easier to get an appointment that way, isn't it? Check it out in one of the previous episodes. I'm not sure which one, but I talked about how to secure referral partners as a mortgage professional. That's a great purpose. All right?


As you could see here, what's in it for the audience is they're going to learn how to solve problems in their business. That's pretty much the mission of your business podcast.


What's in it for the guest? They get free PR publicity, and they could use the podcast in their own personal marketing. Plus, there's a human element to this. Like people love talking and being interviewed and sharing their stories.


We started our podcast because we were brand new in the industry. We're like, "Would anybody actually book an appointment with us?" because we had no audience yet. "Would all these influencers and all these big names in the industry show up on our podcast when, like, it wasn't even, really, even launched yet?" That was a big limiting belief to overcome, and the answer is yes, because I think people will just want to be interviewed. It's cool. They don't get that opportunity. Does that make sense?


Finally, what's in it for you? Obviously, it's a platform for your published content. Audio is maybe a little bit easier for some than video. They like to joke, if you have the face for radio, a podcast might be better. It's kind of the joke if you don't like yourself on camera, let's say, but it's a great way to meet people.


I like to call it podcast prospecting. It's a great way to set appointments by someone reaching out as your PR firm, let's say, to book people on your show, and you could do that interview either in person or you could it over the phone. We're going to talk about that.


The first step in starting a business podcast is to establish your purpose and your mission of the podcast. What's in it for the audience? What's in it for the guest, and what's in it for you?


The second step, let's move on, once you establish the purpose of this, we need to schedule an interview with your guest. The very next step is we have to schedule an interview with your guest. Who are you going to interview? Or if it's just a monologue like this where you're just going to talk and share your ideas, you just schedule a time with yourself to record it.


Here's a couple of things to think of. You're the publisher of the podcast and you're also the host of the show, or you could say you're just the reporter, and then the counterparty, the person you're interviewing is the guest. All right?


How do you record this? How do you record yourself or how do you make it easy to interview a guest for the show? Let me give you two options. First is I live Uber Conference, Uberconference.com. You can go to Uberconference.com. You get a free conference call line, and you just call in and they call in, and it's recorded and it's emailed to you. How easy is that? You just tell the guest to call in to this number. You call in to the number. Do your thing. Once it's done, mp3, it's an email to you, and it's free. All right?


The other option, I'm not sure if it's free or not, but Zoom audio and video conferencing, I believe you go to Zoom.US. You could use their conference line through a Zoom system. What's super cool about Zoom, this is a little geeky editing tip that you or your producer might like to ask to actually edit this, you will actually record each side of the interview on a separate audio track.


If your guest has audio problems, you can go in there and edit just that track while you keep yours the same, as opposed to both tracks being on the same thing. It really helps with the editing, so, if you have the option, I'd probably recommend Zoom so you can record both tracks separately. It allows you to do that using Zoom to record your podcast, just a little "insider tip" on that.


Now, a couple other things, when you're interviewing your guest, if you're going to do it through a conference call lines, let's say, they're at a location, you're not physically in front of them, anywhere in the world really, this is very important, make sure you call in on the landline. If they're on their cell phone and you're on your cell phone, it's going to sound really bad. The audio quality is really low, let alone they can't be driving on their car or they can't have kids screaming in the background.


You need to let people know you need to be in a quiet place and both parties need to be on calling in on a landline connection. It's very important. All right? If you want to step up your game a little bit, instead of you calling out with, say, just like a regular phone into the conference call line, go download Skype. Go buy yourself about $5 to $10 of credits. All right?


Then what you can do is get a microphone like this. This is like a $120. It's called the Yeti microphone, the Yeti Blue. You actually just plug this into your computer, and you can actually interview people this way. This sound, coming through Skype, because you just call in to the regular conference call line through Skype, you will sound amazing like you're on like a real podcast. Not necessary, but I just want to let you know, if you want to have that podcast audio feel, check this out, but not needed. You can certainly call them through a landline. All right?


Now, if the goal is to kind of meet people in your local market for potential referral relationships or co-marketing relationships, and that's kind of one the benefits to you of starting this podcast, you might want to go out and just interview them in person, not over the phone. Right? It's like an excuse to go meet someone at their office to get some face time, right, because you're doing your show, but it might turn into a business later, which is fine.


Just use your phone. Your smartphone has a wonderful audio recording option. Just turn on the audio recording. Put your smartphone down on the table and just sit across them and do the interview. I would recommend you use like a shirt or something that you put the phone on top, so, if you guys tap the table or anything, you'll not hear any noise. A little inside tip.


That's number two. That's the second step. You have to schedule the interview, and that's how you want to go about doing it for your business podcast. All right, we're almost done. Once the interview is done, you now have an audio file, and it should sound good and it's strong. You've asked great questions and you've figured out how to solve problems for the audience, and it's just 100% raw content. You're going straight into the interview. The interview is done.


Don't worry about like the intro and outro, because now we have to produce it, and that's step number three. Step number three is you have to produce the podcast, and this is not that difficult. You come back with the audio file from the interview and then go hop on your computer. Pull up your Yeti mic or just use a microphone out of the computer. Okay? You're going to record the intro and the outro of the podcast, and then that interview with your guest or the monologue with yourself goes right in the middle.


Here's kind of how the intro will go. Like, "Hey, everyone, welcome to our weekly, uh, marketing podcast. I'm Frank Klesitz, your host, where it's our mission to help inform you to solve problems in your business. Today, on the show you're going to hear a wonderful interview with Bob Smith, and Bob Smith is going to share this, this, this and the other thing. Check it out. If you have any ideas or if you have any questions about the podcast, feel free to reach out to me. Let's listen in."


Got it? There's lead-in, comes the podcast, and then you have your outro. An outro goes something like this. "So thank you so much for listening to the podcast. Again, I really love the section where we talked about this. I really love this section, and this is really a key nugget I want you to take away from the interview. I think that's a really profound statement that Bob said. If you like to subscribe, here's how to subscribe. Here's how to follow up. I look forward to hearing you next time." There's a good example of an outro.


You record those mp3 to your computer. Record that mp3 to your computer. You have the mp3 of the interview, and then you use audio or even a video editing software, if you're following me here. Put those files in the editing software. Bring them together. Maybe add a little music that builds up in the beginning, a little music at the end. Boom. You have your podcast.


You can use lots of different editing software. Audacity is a free audio editing software that gets the job done just fine or, if you want to do some more professional stuff to it, you might see a lot of professional people using Adobe Audition. That's the professional's version of recording audio, Adobe Audition. All right?


A couple things on the production, two little fun points. If you want to advertise, if you want to run advertisement on your podcast, I recommend that you put it at the very beginning. If you listen to a professional podcast, the advertisement is at the very beginning. All right?


Let's say, for example, you're a mortgage professional. You'd say, "Hey, welcome to the ... this podcast. We're going to talk about what's on in the market or how to get a home financed. Listen to this person." You have your three sets, your intro, your middle interview, and then the outro, but, at the very beginning, guess what you could start off the podcast with?


"This podcast is brought to you by this mortgage company where we really help you do this, this, this and the other thing. Contact us today," then it goes to the intro, the body and the outro. If you advertise on your own podcast, you certainly can by doing like your own live read or having someone else do it, or you could sell advertising spots right at the beginning.


If you go listen to some of the top podcasts on iTunes, you'll hear the same format, the advertisement at the beginning, with an intro, body reveals the interview or the content, with some type of outro. That's how you structure a business podcast. All right?


Step number four, we're almost done, we have step four and five. Step number four, now, you have a fully edited podcast. It's an audio file. You press play, and it sounds awesome. They're just sitting there on your desktop or in the folder you saved the editing program. What do you do with it? It's time to on iTunes, and it's a lot simpler than you think. Two options that I recommend. There's lots of options, but let me give you two that I think would be a great direction for you.


First, I love a service called SoundCloud. SoundCloud is like the YouTube of sounds. Now, I know they've been having some financial difficulties, but if anything happens, someone will come in and buy them. I'm not too worried about that. Go to SoundCloud. You can actually start a podcast right on SoundCloud. I think they charge you a little bit of money every single month. Upload your audio to SoundCloud. Put a title. Put a description. Put a picture. Boom. It's on SoundCloud, and it automatically syndicates to iTunes, all the forms.


How easy is that? That way, you can embed the SoundCloud audio wherever you want. It' syndicates right to iTunes. It's easy.


Another service, that is if SoundCloud maybe isn't for you, I don't know why not, but what we use here at Vyral Marketing, because we use video, which you can't use on SoundCloud, we use Libsyn, which is short for Liberated Syndication. A lot of professional podcasters use Libsyn.com. You could just create a Libsyn account. Upload your audio to Libsyn. Put a title. Put a description. Done. It syncs right to iTunes. All right? It will walk you through how to do everything.


There's not much time really to be spent on that. Just make sure, with your podcast, you have a good, strong title that explains exactly what they're going to learn, because someone's got to sort through probably 50, 100, hundreds of podcasts, even thousands someday to find what they're interested in. Make it a very specific title, and then give it a good description, one paragraph, four, five, six sentences that explains like specifically what they're going to learn and why someone should listen. All right?


Then, finally, step number five, we're all done if you made it this far with me, it's time to promote it. The promotion is no different than the core Vyral Marketing plan. It's exactly what we do here for you at Vyral Marketing. You send this in the video. You send this in the podcast. We, obviously, after it's edited, do the editing for you here. If you're a client watching this and you just want to send in your audio files, we will edit and produce the podcast for you as opposed to editing your video. It goes up online. It goes on your blog. Write an article to go with it. It gets emailed to your database. It gets promoted on Facebook and online.


The same promotion strategy that you have with the audio, we handle all that here for you at Vyral Marketing. That's the promoting of it, and you just want to go to our website. Go to Getvyral.com. Click "How It Works" so you can see our core service. Just click the "Monthly Membership," because that's what we do for you for the promotion, which is actually the marketing plan I want you to follow regardless of whether you hire us or not with your podcast.


Let's go over the steps again to start a business podcast and review real quick. First, establish the purpose and the mission of your podcast, what's in it for you, why are you doing it; what's in it for them, the audience; what's in it for the guest. If you answered all three of those, you're golden.


Next, get right into the podcast. Don't worry about creating it. Just go interview somebody either in person or over the phone. I gave you a couple of tips for that. Next, once you have the audio, we have to produce it. We have to get it sounding good. We'd add the intro. We're going to add the outro. Maybe you want to add and advertising at the beginning with a little bit of music. All right? A good place to find some podcast music is to go to Premiumbeat.com, and you could find some inexpensive, non-royalty or royalty-free music that you can add in the editing, and we'll do that for you here at Vyral.


After it's produced, you want to publish it on iTunes. I showed you. You just basically get a podcast account on SoundCloud or Libsyn and just follow the instructions, and it's done for you. They will charge you a small hosting charge. If you were a client of Vyral Marketing, we have a way around that with the blogs that we create where there is no hosting charge. It's included in your fee, because we use Amazon servers for the hosting. We'll take care of the podcast for you at Vyral at no additional charge if you're a client.


Then, finally, step number five, promote the podcast using the same exact plan that we recommend for your two educational videos a month, which, if you're interested what that plan is, you can go to our website under "How It Works." Take a look at the Monthly "Membership." That should work when you do.


You made it. Congratulations. You go this entire show with me on how to create a business podcast. I hope you learned something good. Check us out. I want you, too. I got more shows. We have more shows at Vyral Marketing Show. Check it out. It's all up on YouTube. You can also go to our website to watch more of the shows, or else, we write a weekly message, and or you can also subscribe to my newsletter. Every week, I publish a newsletter out for all of our clients and all of our great subscribers, you guys watching this, with some tips to help you get more business from your database with educational content. All right?


You can sign up for our VIP list. We're also, obviously, on YouTube, iTunes, Facebook. Check us out on those platforms. If you're interested in hiring us or working with us, go to our website and request a free strategy session. We'll talk to you, listen to your needs, listen about your business. We'll figure out if something like this make sense for you. All right?


We can even give you a 30-day no-risk trial. If you want to test this out and you're unsure, we'll give you all your money back because we want to get you on camera or at least get you on audio for a podcast and see how this works. It works if you do it. All right? You'll get good at it over time where you can sit here and go for, I don't know, 20-or-so minutes in front of the lens and communicate with somebody. It really helps you scale.


Thank you so much for watching. If you have any questions, reach out to me. We'll see you next time.

Frank Klesitz

Written by Frank Klesitz

Frank Klesitz is the CEO and co-founder of Vyral Marketing

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