18. Maximizing Your Podcast: A Deep Dive into Marketing Strategies with Stacy Reed

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So if you're wanting to maximize what

you're doing with your podcast and you

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want to learn how to make it work for your

business and not you always working for

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your podcast, this is the episode for you.

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So today I have on a really special guest.

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Stacey Reed.

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She is a marketing expert, Facebook

ads expert, and we are going to talk

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about how to incorporate your podcast

into your existing marketing strategy,

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why you should, why not doing that is

why a lot of people quit podcasting

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and fail at what they're doing.

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And what you can start doing

right now to think about your

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podcast in a more strategic way.

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So I'm glad that you're here.

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Stay tuned.

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We have a great show up for you today.

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Okay.

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So welcome Stacey Reed to podcast that

pays the podcast, that helps you to,

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use podcasting to grow your business,

sell your offers, be a part of your

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marketing, all that, all that good stuff.

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So welcome Stacey.

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I am so happy to have you here.

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Just jump right in, tell us a little

bit about who you are, what you

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do, who you help, how you help them

jump right in and tell us that.

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Yeah.

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Awesome.

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Thanks so much for having me.

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I'm excited to be here.

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Um, so yeah, my name is Stacey

and I am a Facebook ads expert

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and marketing strategist.

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Um, and the way that I work with

clients is that when clients come to me,

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typically they have a really big vision.

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, they're not a marketer, but they

really want to understand what is

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it going to take for them to take

their business to the next level.

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So they're usually around that six

figure mark and are trying to figure out

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like, how do I get to that seven figure?

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How do I get to, um,

get to that next level?

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And so that's how I help people.

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Um, I have been.

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In marketing for 11 years, I led

paid social examples and generated

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150 million with Facebook and

Instagram ads specifically.

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I've worked on all of these different

social platforms as, as far as like the

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advertising side of things, as well as

the organic side throughout my career.

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And I've really started to kind of take

all of that knowledge that I have and

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package it into courses and workshops and

different kinds of things and different

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ways to help brands who are scaling to

do what they're doing more efficiently.

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So that's what I do.

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Yay.

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Welcome.

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Okay.

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So, , speaking of like you, you're a

marketer, I'm a marketer, and I know

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this is something that we have talked

about before, , I had a sales call

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just yesterday and I was amongst my

like 50 calls I had yesterday, but

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I had a sales call thrown in there.

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And one of the things that I.

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You know, told her was, I was

like, you know what, there's this

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hill that I will die on like my

thing when it comes to podcasting.

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And I think the thing that really

differentiates me because there's

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a lot of people that will.

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Produce a podcast where you find,

you know, worried about audio, you

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know, like can do that side of it.

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But for me, the thing that differentiates

me and the hill I will tie on is using

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podcasting as a marketing tool in your

business . And so , I'm curious what

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your take is because you also have a

podcast, when you were beginning your

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podcast, you know, journey, or you

started your podcast, how did you

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approach it from a marketing standpoint?

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What did you, what were your thoughts

around how is this going to work overall

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for my marketing, for my business?

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Why did you feel like it was like an

important thing for you to do at that?

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You know, at that time or that you

still continue to do, cause you're

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very consistent with your podcast.

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So talk to me a little bit about that and

kind of what was your purpose behind that.

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Yeah.

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Um, so really when I started to think

about there's so much marketing out

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there that you can do so many options.

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Um, and when I started to really think

about how do I connect best with people.

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Um, one of the things I had to realize

was that I connect best with people

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when I get to talk to them or when

the people get to hear my voice.

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Um, I'm really good at being

able to close sales calls.

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Um, I'm really good at just talking

to people, building relationships.

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I am someone who will

just talk to anybody.

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And so when I started to think

about, you know, how do I.

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Incorporate marketing that also

aligns with my strengths, something

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that I enjoy doing, um, and something

that I would say is relatively

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easy for me to be able to do.

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Podcasting was one of those things

that was just like right there.

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And it was just so easy for me to

kind of gravitate towards podcasting.

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I'm also been an avid

listener of podcasts.

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So I've listened to podcasts for years.

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Um, and when I started to really kind

of, so that's really what led me to it

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is thinking like, what are my strengths?

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How do people need to best consume me in

order for them to want to work with me

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and to continue on and to buy from me?

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How can I best use, um, a piece

of long form, long term context?

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That's an other thing is that a lot

of times people try to build their

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businesses all on social media.

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Um, Or just between social

media and their email list.

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Um, but you're not thinking about

things like blogging and, you know,

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long form video and podcasts to be a

really kind of space where somebody

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can come listen to you for 10, minutes,

whatever it is, and consume what it

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is that you do get some information,

but then still feel like they're

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building that relationship with you.

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And so that's really what led me there.

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Like it, it aligns with my strengths.

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It's something I love to do.

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It's something that's

relatively easy to me.

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And honestly, if you're looking at

stats, podcasting has taken off also.

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And so there's, there, there's that

piece of it as well, where it's like,

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you know, like I said, I've been

listening to podcasts for years,

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but now I feel like in the last

year or two, it's had its big boom.

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Like everybody's starting a podcast.

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Everybody wants to start a

podcast, um, or be on podcasts.

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And so it's really.

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a great time for it, but

then it also aligns with my

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strengths in how I communicate.

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I love that.

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I think that's really important.

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And there was another person, Genevieve,

when I interviewed her, um, for this as

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well, like one of the things that she

said and that she recommended to everybody

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was, you know, if that is, if this is

something that has nudged you and that

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you feel like is, Again, aligned with your

marketing and a lot of people find that it

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is because a lot of my clients and people

who are listening to this, like they love,

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like they are so good at what they do.

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They are not great at marketing.

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They are not great at, you know,

they look at social media, they feel

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like it's a little performative.

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They feel like they have to do

this like horse and pony show.

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And I love doing the horse and pony show.

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Like I could do that.

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Like, I was like, Hey, but,

but again, that gets tiring.

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And it's like, At the same time, if I

don't show up there, then nothing is

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happening, you know, in my business.

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Whereas when you have this long form

content, then it can still happen.

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Things are still happening

in your business.

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People are still being nurtured

by you from this content.

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Even if you don't produce

it, even if you take a break.

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I had a, uh, one client who,

uh, Came to me for production.

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And she's like, okay, I

don't know what to do.

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I had this old podcast

and I haven't touched it.

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And I think it might've been a

couple of years, to be honest.

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And she was like, do I go back to that?

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Or do I start a new podcast?

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And I was like, let's

pull up your old podcast.

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Like, let's pull up the stats.

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Let's see, you know, like what, how

many followers you had, whatever.

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Um, we pull up her stats and this

woman is getting like a hundred.

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downloads a month on a podcast

she hasn't touched in years.

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Yeah, that stuff.

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That is so true.

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Like I literally, so this is my podcast.

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I have now roadmap to 1 million.

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It's actually my second podcast.

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The first podcast I had is called high

on self care and I haven't recorded that.

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And, oh, it's been more

than a year for sure.

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And we went like super hard, like,

you know, for that first year.

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And it's all about like

cannabis and self care.

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So we went to a really

super niche environment.

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Wasn't a whole, not a whole lot of,

you know, black, black women leading

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podcasts talking about cannabis.

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So we had a really,

really kind of good niche.

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Um, but we grew that to 10,

000 downloads in a year.

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And even now I still get the reports.

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Cause I have, like I said, I haven't

recorded an episode in a year.

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Um, and over a year, actually,

we still get the reports and

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it's still getting downloads.

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And one of those things I would, and my

site is still getting traffic because

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I post my podcast show notes there.

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So that's SEO.

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So that, that traffic, that site is still

growing, even though I haven't touched it.

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And it's only thing that's

housed there are my podcasts, the

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podcast, it still gets downloads.

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And so, yeah, that's, that's

definitely spot on that.

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It is a very longterm, um, you

know, staple in your marketing.

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Yeah.

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And listen, the other day I, I

literally took my podcast transcripts

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and I told chat GPT, Hey, turn

this into a blog post for me.

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And then turn this into, turn

this into 20, uh, snarky.

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I'm even 20 funny

Facebook posts with this.

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Like, like, I'm like telling

it like turn it into this.

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And it did it in a really

pretty, pretty good way.

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I was like, um, yeah, you know,

like, there's like no excuses.

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That is such a great idea to take the

transcript and put it in a chat GPT.

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The transcript and put it in

chat GPT, and then it will

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write all kinds of shit for you.

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Okay.

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And even if like, I love it's like pro

tip, always take the transcript anyway.

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Because look at your transcript and you

are going to see things that you said that

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are like little quotable moments or like

things you can pull for yourself, or if

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you've got a team that can be content,

because one of the biggest things, again,

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the hill that I will die on is using this

for marketing, but also incorporating it

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with what you're doing in your business,

which is like, you know, So important to

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do and not just have this like separate

thing over here like a lot of people do

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but that's the that's that those are the

people who I see burnout on podcasting.

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Those are the ones who don't those

are the ones who don't make it who are

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like, okay, I got my business here and

then I got this podcast over here, but

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it's not like They're not connected.

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Right.

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So how do you keep that?

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How do you approach podcasting

as this like holistic thing

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that works for your business?

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And that is your overall part

of your marketing strategy.

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How does that fit into

your marketing strategy?

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Tell us how you do that.

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Yeah.

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So I look at my podcast as a way to

nurture my audience and to stay top

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of mind and until they're ready.

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Um, and so is it a lead generator?

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Yeah, . Now I've, we'll talk about,

you know, how I'm using it as a lead

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generator for with advertising, but.

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The way that I approach it generally is

like, okay, this is the kind of content

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that my audience is going to listen to.

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It's going to help to build

that know, like, and trust.

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Um, and they're going to be able

to consume content until they're

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ready to actually buy from me.

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And so I send my podcast.

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I also, I kind of look at it

as my anchor piece of content.

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I have one like anchor piece of content

or some people call it a hero, you

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know, hero content, something like that.

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And so this is where I, I approach it for

like, okay, I'm nurturing my audience.

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I'm moving them to the next

step, which is either watching

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my webinar or buying my course.

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Um, and then just using it as a way

to get a stay on top of my email list.

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I send my podcast out to my email list.

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I use it for SEO.

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So like I post the show notes

as a blog post to help to, you

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know, get more traffic to it.

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And so really it is the anchor, like kind

of like the centerpiece of our content.

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And then we use all of our social

channels and all of our other channels

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to drive people to the podcast.

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So like my email list is

driving them to the podcast.

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My social channels are

driving people to the podcast.

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And so that's really kind of how I

approach it as it's my, my anchor piece

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of content is the thing I'm going to do.

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If I don't do anything else that

week, I need to get a podcast episode

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out, um, that week to make sure

that I am staying in front of my

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audience and I'm staying top of mind.

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I love that.

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And I just want to point out for

you people, for you people who

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are listening, that Stacey said,

if she don't do shit that week,

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she gonna do her podcast content.

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And I'm telling you, so many people have

this In reverse, like so many people

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put this as the thing that they will

do when they get to it versus the thing

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that everything else can come, can,

can come from this anchor content, the

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content that's like, that's what you do.

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And then all this other

content comes from that.

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Like you said, your email list shit, you

can send to your, uh, You know, on your

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social media, you're at least sharing

this, you're nurturing those people.

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And something that I really love

about, you know, about my podcast as

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well as like, I can decide not to

send my podcast out to my email list.

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Matter of fact, I think like the last

one that I did, I didn't send it to

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my email list because I was like,

mid launch and doing something else.

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And the people who are following my show.

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Are listening once people follow

you, you don't have to tell them,

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you know, to listen to each episode.

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Cause like, I know for me, it's

like how I consume podcasts.

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I listened to a lot of

podcasts when I'm driving.

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And so soon as I'm like walking to

the car, I'm pulling out my podcast

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app, downloading whatever's there.

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And then I kind of just go through to

see what topic I want to listen to.

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So that host doesn't even have to

tell me, Hey, I have an episode out.

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Nope.

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You know, because just as a consumer,

that's already kind of how I, how I do it.

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And so I think, you know, that's

one of the things that makes

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podcasting so unique other than

like blogging and stuff like that.

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It's like, yeah, can you, you know,

you can follow somebody's blog and

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get a notification, but for the most

part, like you either need to be on

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their email list to see that they have

new, you know, new stuff coming out.

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Or you stumble upon it

on, you know, from Google.

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Um, so you're not, so unless you're

like really kind of like buying into

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that actual person and what they have to

say, you know, and I would say like even

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YouTube is similar to podcasting where

it's like you follow somebody on YouTube,

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you're going to get all their videos

as soon as you get on YouTube anyway.

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Um, you know, and so it's nice to

be able to have a platform where

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it's like, I just need to focus on

getting people to follow my show so

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that they can continue to get it.

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And I do, you know, I do

see a spike in my downloads.

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When I sent out to my email list, we've

kind of built that into our workflow now.

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Cause again, like, you know, repurposing

is the name of the game for us.

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Cause we use our show

notes as emails as well.

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Like we'll just take once we,

once the show notes are approved.

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They become an email, they

become a blog post, we pull

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captions and stuff out of it.

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We do put it into like, you know,

chat GPT and some of these other

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AI tools to help us to create, you

know, posts and stuff like that.

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So it really is, I would say

the anchor of my business.

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And I'll even say, even go on to say

that, like, you know, when I have a

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podcast coming out that week, cause I

got my podcast comes out on Tuesdays.

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On Mondays, I always go live.

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And so I'm always kind

of looking at a topic.

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I'm pulling maybe a subtopic from the

podcast that I've done the week before

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and going live and talking about that.

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And then when I go live, you know,

people jump on there, but then I

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repurpose those lives into reels.

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And so I use those to drive, you

know, traffic to the podcast.

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Um, and so it really does.

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I would say like, if I was like,

you know, I had a whiteboard and

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I could put everything onto a map

and see how everything connects.

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Podcasting is definitely in the center.

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And then all of the other

marketing channels kind of

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like feed into the podcast.

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: 00:15:44

Yeah, I love that.

300

: 00:15:45

And something you said about

you use it for people, you know,

301

: 00:15:50

to stay top of mind for people.

302

: 00:15:53

And I know that we were talking about

this, um, in another, in another interview

303

: 00:15:59

about how you had listened to me and you

saw like what I was doing and you were

304

: 00:16:04

just like, Reminded and stay top of mind

because not only did you see it like

305

: 00:16:10

in the podcast and then you're seeing

my ads reinforce it like it's like what

306

: 00:16:14

I want people to get from that is this

is a part of an ecosystem when you look

307

: 00:16:20

and begin to look at your marketing as

a In totality, like this, all of this

308

: 00:16:26

together versus this, this thing isn't

working or this thing isn't working.

309

: 00:16:30

And I would say the same for,

you know, social media when

310

: 00:16:33

people are like, the reels aren't

working or this isn't working.

311

: 00:16:36

I would just challenge your

thoughts on what's working and

312

: 00:16:41

what's not working because.

313

: 00:16:43

The truth of it is, is that people

need to see you, they need to see

314

: 00:16:48

your message a lot of times and

they, they might not engage with it.

315

: 00:16:54

They might not share your reel, that you

might not get like all these accolades

316

: 00:16:58

and you might not go viral, like.

317

: 00:17:01

You might not, but it's those

things that are working together

318

: 00:17:05

that keep you top of mind, that

keep you in front of your people.

319

: 00:17:08

So when they're ready to

buy, you're there, right?

320

: 00:17:12

You're, you, they have access to you.

321

: 00:17:14

They know that you're still

offering the thing that they want.

322

: 00:17:18

So how are you using your

podcast for lead generation?

323

: 00:17:22

I know that you've been, you know,

testing some things and testing

324

: 00:17:26

some things with Facebook ads.

325

: 00:17:27

Like, tell us how you're

bringing in new leads into your

326

: 00:17:31

business, uh, with your podcast.

327

: 00:17:35

Yeah.

328

: 00:17:35

So one of the main things, as I

mentioned, like, you know, originally

329

: 00:17:39

with my podcast, I really was

focusing on it being a nurturer.

330

: 00:17:41

And so I wasn't necessarily, I

was focused on growing it, but

331

: 00:17:43

it wasn't the top priority to

like, you know, get leads from it.

332

: 00:17:47

It was like, I just want more of

my audience to consume my podcast.

333

: 00:17:51

But then I started to think

about one, how much great content

334

: 00:17:56

I've created on my podcast.

335

: 00:17:58

And I, you start to realize that like,

if you're looking at your analytics and

336

: 00:18:01

stuff, Realizing that you may have an

episode that, like, really brings in

337

: 00:18:05

a lot of people and you have a spike.

338

: 00:18:07

Um, but then that kind of be, you

know, it can kind of get to be a

339

: 00:18:09

little, um, up and down sometimes.

340

: 00:18:11

And so I really kind of think about,

like, I have all this great content.

341

: 00:18:14

I need to do something with it.

342

: 00:18:15

Um, and so one of the

things I started doing.

343

: 00:18:19

Well, so I have a podcast episode

that's called why now is the

344

: 00:18:22

perfect time to run Facebook ads.

345

: 00:18:24

And I, that episode is showing in

my analytics that it was growing.

346

: 00:18:28

It was growing slowly, but it

was still growing over time.

347

: 00:18:30

So I'm like, okay, people are definitely

interested in this kind of content.

348

: 00:18:33

I was looking at my Google analytics

and seeing like, okay, this podcast

349

: 00:18:36

episode is definitely getting a lot

of, you know, getting a lot of traffic.

350

: 00:18:40

What I did was I took that as a

data point and said like, okay, this

351

: 00:18:43

podcast episode is already getting a

lot of traffic and a lot of downloads

352

: 00:18:45

and it's having the staying power.

353

: 00:18:47

Let me start to use it more effectively.

354

: 00:18:50

And so what I did was I, as I mentioned,

all of our show notes go onto the

355

: 00:18:54

blog, go onto our website as a blog.

356

: 00:18:57

What I did was I put some lead, you

know, some lead generators, some

357

: 00:19:00

lead kind of forms on that blog post.

358

: 00:19:03

And so I decided to run some

Facebook ads to that podcast episode.

359

: 00:19:07

Um, and even in my ads, it says

that it's a podcast episode.

360

: 00:19:10

It says, listen, now it says, you know,

go, go listen to the podcast or whatever.

361

: 00:19:14

And so when people get to that landing

page, though, they also see a pop up

362

: 00:19:18

that's like, Hey, Watch my workshop.

363

: 00:19:20

So, because that's the next step for

me is like getting people to get into

364

: 00:19:23

my world by listening to my podcast,

hearing my voice, seeing who I am,

365

: 00:19:27

starting to get familiar with me.

366

: 00:19:28

And then I'm moving them to the next

step, which is watching my workshop.

367

: 00:19:32

And then from there, the workshop

sells them into the course.

368

: 00:19:34

And so really, it's been

really effective to be honest.

369

: 00:19:37

It's been, it's been more effective.

370

: 00:19:39

I've jumped into it just as kind of

an experiment because it's something

371

: 00:19:41

that I know that A lot of the

people in my course have podcasts,

372

: 00:19:45

um, and we want to grow them.

373

: 00:19:47

But I was just like, you know,

how can we use this as piece

374

: 00:19:51

of the lead generation puzzle?

375

: 00:19:52

Because there, there, there is that piece.

376

: 00:19:54

And so that's really what I started to

do is like, I use the piece of content

377

: 00:19:58

as like, okay, You want to come listen.

378

: 00:20:00

This is kind of like a freebie.

379

: 00:20:01

If you think about it, like, you

know, people are coming in, they're

380

: 00:20:03

listening to the podcast for free.

381

: 00:20:04

They don't have, you know, any kind of

sign up for anything or whatever, kind

382

: 00:20:08

of like how you, if you would drive

traffic to a blog post per se, right?

383

: 00:20:11

Like we'll just go, they get

the information they need.

384

: 00:20:13

And if they're interested and they

are, um, You know, and liking the

385

: 00:20:17

content, then they're also going

to see my lead magnets on there.

386

: 00:20:20

So I have like some, you know, place

throughout the blog posts where you're

387

: 00:20:23

going to go sign up to watch my workshop.

388

: 00:20:24

I have a pop up that's

really, really effective.

389

: 00:20:27

Um, and I know people would kind

of like hate pop ups sometimes,

390

: 00:20:29

but they are very, very effective.

391

: 00:20:31

Um, and so yeah, that's how I'm

using it as lead generation.

392

: 00:20:35

So I started with that.

393

: 00:20:36

And one thing I'll also add is that I'm

also running this to my warm audience.

394

: 00:20:40

Um, so I have an audience of people

who have engaged with me on Instagram,

395

: 00:20:44

engaged with me on Facebook, who follow

me, that kind of thing, or who visited

396

: 00:20:48

my profile, something like that.

397

: 00:20:50

Um, and that is then this ad for the

podcast is being mostly targeted to them.

398

: 00:20:55

And so I'm also using it as a

way to kind of, to, to move those

399

: 00:20:59

warm people from just being like

watchers on Instagram to actually

400

: 00:21:03

getting into my marketing ecosystem.

401

: 00:21:05

Um, so actually consuming the podcast,

actually getting onto my email list.

402

: 00:21:09

And so really just being

able to, to kind of like.

403

: 00:21:11

Use this content as a way to not only

get in front of new audiences, but to,

404

: 00:21:16

to get in front of, you know, people

who have shown you on social that

405

: 00:21:22

they're interested, but they haven't

actually gone and, you know, signed

406

: 00:21:24

up for your lead magnets or got on

your email list or anything like that.

407

: 00:21:27

Um, so, so far it's, it's, it's

actually performing pretty well.

408

: 00:21:30

It's my lowest cost per lead right now.

409

: 00:21:32

Um, and so, right.

410

: 00:21:34

So, so because I've used that as a data

point, my next step is like, okay, I have

411

: 00:21:38

this podcast series that I'm, that I'm

in the middle of launching right now.

412

: 00:21:42

The next episode launches next week.

413

: 00:21:44

And so I'm going to take that whole

series and just reuse, use that

414

: 00:21:47

as a lead magnet and just run ads.

415

: 00:21:49

To like, I'm, you know, creating a

single page on the site for the series.

416

: 00:21:53

It's like, it's called a streamline

and streamline and scale series.

417

: 00:21:56

And so I'm going to create a page that

has all four podcast episodes there.

418

: 00:22:00

That has some information there to make

sure I have these lead magnets there.

419

: 00:22:03

Um, and then I can even also like,

once that audience size gets big

420

: 00:22:06

enough, then I can even start

retargeting them with webinar X.

421

: 00:22:10

Where I can say like, okay, these are

all the people who've gone to that page,

422

: 00:22:13

they're listening to the podcast, target

anybody who hasn't signed up for my lead

423

: 00:22:16

magnet yet and show them directly like

ads that are saying like, Hey, watch this

424

: 00:22:20

webinar because I'm trying to get people

sold on the effectiveness of Facebook ads.

425

: 00:22:26

Like I think, well, honestly, I think a

lot of people already kind of like, are

426

: 00:22:28

like, Oh yeah, Facebook ads are effective.

427

: 00:22:30

But they're not sure if

the time is right for them.

428

: 00:22:32

They're not sure if they're ready yet.

429

: 00:22:34

And so this is a question that I

get from my audience all the time.

430

: 00:22:36

It's like, how do I know if I'm ready?

431

: 00:22:38

And so that kind of question leads

directly into why now is the perfect

432

: 00:22:42

time for you to start running ads.

433

: 00:22:43

And I kind of go through why, um, and then

the next logical step would be like, okay,

434

: 00:22:48

I feel like now it is the time for me.

435

: 00:22:50

Now let me watch the workshop to

figure out the strategy behind it and

436

: 00:22:52

what all goes into it and to learn

my frameworks and that kind of thing.

437

: 00:22:56

Yeah.

438

: 00:22:56

So I love that you said, you know,

a couple of things that you said

439

: 00:23:00

was like with a marketing ecosystem.

440

: 00:23:03

I definitely want to, I definitely

want to like put some emphasis

441

: 00:23:07

on that and make sure that if

you're listening, you understand

442

: 00:23:11

that like, It all works together.

443

: 00:23:13

Marketing ecosystem, me and Stacey, like

we have a very similar marketing mind.

444

: 00:23:20

And so you can see that we both

approach podcasting from a, from

445

: 00:23:23

like a very much a marketing way.

446

: 00:23:27

Like, how are we using this?

447

: 00:23:29

And I teach my clients literally the

same exact thing when it comes to

448

: 00:23:34

like how you're creating your series.

449

: 00:23:36

And so one thing I would say, if

you, You know, listen to that and

450

: 00:23:40

think that that's interesting,

something else that you can do.

451

: 00:23:43

And what I teach my clients is to

go into your shit that's already

452

: 00:23:48

existing and figure out how you

can group this old content together

453

: 00:23:54

to basically have the same effect.

454

: 00:23:56

So like, let's say we're talking

about, um, specifically, like if it

455

: 00:24:01

was on my, on this podcast, you know,

and so there's three episodes that

456

: 00:24:05

are like really talking about like

conversions and like selling from

457

: 00:24:09

your podcast and what to do in that.

458

: 00:24:11

I could group those together as a

series on a separate blog page and

459

: 00:24:15

all and use that the same way, like,

like I'm using it as an opt in.

460

: 00:24:19

And so I love that you brought

that up because that is.

461

: 00:24:23

Literally how you have to start

shifting your mind when you're

462

: 00:24:25

looking at podcasting, if you want

to podcast for your business, if you

463

: 00:24:29

want a podcast to get results, if

you want to generate leads, like you

464

: 00:24:33

have to start thinking, like, how am

I strategically using this content?

465

: 00:24:39

Not just like.

466

: 00:24:40

What am I going to talk about tomorrow

and put my pod to put my head like how

467

: 00:24:45

can I use the content already have how

do we maximize the shit that I'm doing.

468

: 00:24:49

Um, I know we, we've both talked

about before to where using your,

469

: 00:24:55

your podcast content in your welcome

sequence in a closing sequence and like.

470

: 00:24:59

In the, in email sequences, like where

people are getting to know you, how

471

: 00:25:03

do you strategically use that content?

472

: 00:25:05

I think that's a big part of how we

create this ecosystem, how we can

473

: 00:25:10

maximize what we're doing in a podcast.

474

: 00:25:12

And, and the importance of that is that.

475

: 00:25:17

Number one, it creates for us an ease

in our marketing systems because we, we

476

: 00:25:23

know how everything is working together.

477

: 00:25:25

We're using our content

more than one time.

478

: 00:25:28

We're, you know, we're, we're funneling

people through and people are seeing us

479

: 00:25:32

and keeping, keeping them top of mind.

480

: 00:25:35

Right.

481

: 00:25:36

And then it's also like, like

it makes it easier for you.

482

: 00:25:39

It makes it easier for you.

483

: 00:25:41

So when you're thinking about your

podcast and you're thinking about

484

: 00:25:43

how you're using it in your business,

like a thousand percent, you need

485

: 00:25:47

to be strategic with what, with what

you're doing for your marketing.

486

: 00:25:51

And, um, another thing I want to bring

attention to, or want to ask you is when

487

: 00:25:58

you're, when you're doing your Facebook

ads, um, you're doing them specifically.

488

: 00:26:03

To one episode and not

to the entire podcast.

489

: 00:26:06

Correct.

490

: 00:26:07

Okay.

491

: 00:26:08

And so what's the like thinking behind

that or the testing behind that?

492

: 00:26:12

Like, why not send, why not do one that's

like, here's the whole podcast or like,

493

: 00:26:17

what, or will you do it like that also?

494

: 00:26:19

Like, what's the, what's your,

what's your thoughts on that?

495

: 00:26:23

Yeah.

496

: 00:26:23

My thought on that is that I think one of

the things I was thinking about is kind

497

: 00:26:29

of like looking at the whole funnel or

the whole customer journey that I want

498

: 00:26:32

someone to take and the what I want is

for to attract people who are interested

499

: 00:26:38

in Facebook ads because I do have

like, you know, content on my podcast.

500

: 00:26:41

It's like, oh, you know, it's More

like, you know, marketing focused

501

: 00:26:44

or like, like marketing tools

that I use, those kinds of things.

502

: 00:26:47

And those are more affiliate

plays with my podcast.

503

: 00:26:49

Cause I was like, you know, I've

created some affiliate kind of

504

: 00:26:51

agreements and stuff like that.

505

: 00:26:53

And so I have some episodes

that are specifically dedicated.

506

: 00:26:55

That's the goal is specifically

to drive affiliate sales.

507

: 00:26:58

Um, and so with this, when I was

thinking about what do I want the

508

: 00:27:02

sales cycle to be, or what do I

want the customer journey to be?

509

: 00:27:05

It was, I want to attract people who

are already considering Facebook ads.

510

: 00:27:08

And so that's why I decided to use an

episode that was directly speaking to

511

: 00:27:11

people who are considering Facebook

ads, because I wanted to start to

512

: 00:27:15

eliminate people who are on the fence.

513

: 00:27:17

Like I wanted to eliminate people

who are just kind of like, you know,

514

: 00:27:19

Facebook ad haters or who are just like,

I don't want to do Facebook ads at all.

515

: 00:27:22

Like I'm not, I'm not in the, in the,

in the position of, especially with

516

: 00:27:25

advertising, I think I'm not trying to

convince people that they have a problem.

517

: 00:27:29

Um, like I'm not trying to be just because

somebody knows they have a problem.

518

: 00:27:33

Does that mean that they're

ready to act on it yet?

519

: 00:27:35

And so I'm trying to pick out the

content from my podcast that's going

520

: 00:27:38

to really speak to those people who are

on the fence of like, I think Facebook,

521

: 00:27:41

like I'm kind of sold on Facebook ads.

522

: 00:27:43

I have colleagues that say Facebook

ads work, but is it right for me?

523

: 00:27:46

Is it, is it the right time?

524

: 00:27:48

How does it work?

525

: 00:27:49

And so I'm trying to answer those

questions that people have been asking me

526

: 00:27:52

that I come up like as I do presentations

and stuff like that, people always ask.

527

: 00:27:57

Is it the right time for

me to run Facebook ads?

528

: 00:27:59

And so I'm like, okay, if my audience

is telling me that this is something

529

: 00:28:02

that they keep asking me this and

there's probably a lot of people out

530

: 00:28:05

there that have the same question.

531

: 00:28:06

Um, and so that's why I really decided

to go with something specific because

532

: 00:28:10

I wanted to attract people who were on

the fence about Facebook ads already

533

: 00:28:14

and not in a place where they're

like, well, what, you know, why would

534

: 00:28:17

I, you know, what are Facebook ads?

535

: 00:28:18

Why would I even invest in that?

536

: 00:28:20

Blah, blah, blah.

537

: 00:28:20

I wanted to talk to people who

were already on that fence of

538

: 00:28:22

like, I can see the effectiveness.

539

: 00:28:25

Is it going to work for me?

540

: 00:28:26

Yeah.

541

: 00:28:26

And so, and I was thinking

about the end result.

542

: 00:28:28

The end result is for

them to buy my course.

543

: 00:28:30

And so my course is on Facebook ads.

544

: 00:28:32

And so Elevate and just kind of trying

to get people to listen to my podcast.

545

: 00:28:36

I, you know, just a general message.

546

: 00:28:38

I feel like I would attract people

who weren't necessarily already ready

547

: 00:28:41

for Facebook ads who weren't sold

on Facebook ads yet, who weren't

548

: 00:28:44

even considering them, right.

549

: 00:28:45

They're just looking for

marketing information.

550

: 00:28:48

Um, and so while that's fine, you

know, growing your podcast numbers

551

: 00:28:51

and all that kind of stuff is fine.

552

: 00:28:52

The purpose of these ads is

to drive leads for my course.

553

: 00:28:56

And so I wanted to pick something

that was very specific to a question

554

: 00:29:00

that people have before they would

even consider buying my course.

555

: 00:29:05

Um, and I guess you can kind of frame

it as like taking those objections

556

: 00:29:08

that people have and kind of like, you

know, Helping them to overcome that

557

: 00:29:12

objective before objection, before

they even watch my webinar, like before

558

: 00:29:15

they even go to watch the webinar

on how to add Facebook ads to their

559

: 00:29:19

Instagram, to their, to their strategy.

560

: 00:29:20

I want them to be kind of in that

mind frame of, yeah, right now is the

561

: 00:29:24

perfect time for me to run Facebook ads.

562

: 00:29:25

Like I don't need to wait six months.

563

: 00:29:27

I don't need to wait

till the end of the year.

564

: 00:29:28

Like now is the time.

565

: 00:29:30

And I really think that that

episode was very impactful in

566

: 00:29:33

helping people to understand.

567

: 00:29:35

That the longer they delay their,

that they wait for it to run

568

: 00:29:38

Facebook ads and the more they're

going to delay their success.

569

: 00:29:40

And so I wanted them to come into

the workshop already understanding

570

: 00:29:43

like, yeah, now is the right time.

571

: 00:29:45

Now my question, my question is no longer,

is it the right time or am I ready?

572

: 00:29:50

My question is now what

do I have to do next?

573

: 00:29:52

What do I have to do to actually like,

you know, bring this to fruition?

574

: 00:29:54

To life.

575

: 00:29:54

What are the steps, what's the framework?

576

: 00:29:56

So really that's kind of why I was

approaching it and being very specific.

577

: 00:29:59

Um, yeah, I feel like there may be

a, there may be a time when I am very

578

: 00:30:03

much, I'm like, I just wanna grow

my podcast and just like, you know,

579

: 00:30:06

start to get people into my world.

580

: 00:30:07

'cause I am doing a summit in September

that's gonna be more marketing focus.

581

: 00:30:11

It's also gonna be selling my course.

582

: 00:30:13

But that may be a time where I'm like,

let me get a lot of people onto my

583

: 00:30:16

podcast because I'm gonna be using that

podcast to do a lot of pre-launch content

584

: 00:30:19

and launch content for the summit.

585

: 00:30:22

Um.

586

: 00:30:23

So there may be a time when I

do that, but I think now when

587

: 00:30:25

I'm thinking about advertising.

588

: 00:30:27

Um, I wanted to get, reach a very

specific person, a person who was in a

589

: 00:30:31

very specific place on their journey.

590

: 00:30:33

Um, not people who were just kind of like

looking for general marketing information.

591

: 00:30:37

Yeah, I love that.

592

: 00:30:39

And, and something I really

want to highlight in, in all of

593

: 00:30:43

that is that it's very smart.

594

: 00:30:46

For what you're doing, but it's because

it's not just like, that's the only

595

: 00:30:52

way to do it because I run it to my

entire, um, to my entire podcast.

596

: 00:30:58

And I also, like, there's reasons why

I do mine to my entire podcast and

597

: 00:31:04

eventually when I completely build

out my strategy, I will have them to

598

: 00:31:08

individual episodes as well for some of

the same reasons as you, but what I want

599

: 00:31:13

to highlight about all of that is that.

600

: 00:31:16

What you do is so intentional, how

you use, how you think about like

601

: 00:31:22

what you're doing with your podcast

is so specific, so intentional.

602

: 00:31:27

And this is what I want people to

really take from what you said.

603

: 00:31:31

It's like, I don't want them to

take whether you should run your

604

: 00:31:34

Facebook ad to, to one thing or

to, you know, to the whole, to the

605

: 00:31:38

whole thing, or just to one episode.

606

: 00:31:40

But it's like, I want people to take that.

607

: 00:31:44

This is a, not like a

personal, like it is, it's an

608

: 00:31:49

individualized to your business.

609

: 00:31:52

There's no right or wrong.

610

: 00:31:54

It's just, what are your goals?

611

: 00:31:57

And if you don't know what you're

trying to do, so you know exactly

612

: 00:32:01

who you're trying to get, what you

want them to do next, you know what

613

: 00:32:06

you're trying to accomplish by this.

614

: 00:32:08

And that is like one of the biggest

pieces that people miss, even when so.

615

: 00:32:14

With my clients, where we start with this

and the goals is like, even in creation

616

: 00:32:19

of your fricking podcast, it's like,

let's get specific of what your goals are.

617

: 00:32:25

And so I love that you said.

618

: 00:32:27

In September, I'm doing this summit.

619

: 00:32:30

And so I may shift that.

620

: 00:32:32

And that's exactly what you, how

you should be thinking about what

621

: 00:32:36

you're doing with your podcast.

622

: 00:32:37

It's like your content can shift.

623

: 00:32:39

Your content can shift based

on what you're selling.

624

: 00:32:42

Your content should shift based on like

what's going on in your business, how

625

: 00:32:46

you use that content should, you know,

should shift, you know, like talking

626

: 00:32:51

about what you're using as lead magnets.

627

: 00:32:53

If we know that we've got, Um, an offer

coming up in August that we're selling

628

: 00:32:59

that has to do with Facebook ads,

then like right now, of course, let's

629

: 00:33:04

put the Facebook ads lead magnet out.

630

: 00:33:06

Let's put those highlight the Facebook

ads episodes for those people who

631

: 00:33:10

are going to be more ideal for that.

632

: 00:33:12

And so now we're being really strategic.

633

: 00:33:14

So I think that's like.

634

: 00:33:16

A really huge point is I talk about it

a lot in the creation of your podcast,

635

: 00:33:21

but I don't talk about it as much in the

like, now, what are your specific goals?

636

: 00:33:27

In your overall marketing of your

podcast, how are you, how does

637

: 00:33:31

that play into everything else?

638

: 00:33:32

So I love that.

639

: 00:33:34

Uh, but I do want to

shift gears a little bit.

640

: 00:33:36

I mean, it's not really shifting

gears, but we've been talking a lot

641

: 00:33:39

about the marketing ecosystem, how

to use your marketing, you know,

642

: 00:33:43

how to use this overall, uh, which

I love because it's like the, the

643

: 00:33:48

thing I like do we're both marketers.

644

: 00:33:50

So we could like talk about

marketing all day long.

645

: 00:33:53

We love it.

646

: 00:33:54

But I was like, I had another

idea popped in my head when we

647

: 00:33:57

went through what you just said.

648

: 00:33:58

Yeah, like we can go back and forth.

649

: 00:34:01

I have an episode that's dedicated

and directly to that lead magnet.

650

: 00:34:04

Yeah, it's exactly.

651

: 00:34:05

So many things you can do.

652

: 00:34:08

It's so many things that

you can do and be creative.

653

: 00:34:11

That's why I think that's why we

both love marketing is because you

654

: 00:34:14

get to, it's, it's a creative thing.

655

: 00:34:15

You get to be creative.

656

: 00:34:17

And so it's cool, but.

657

: 00:34:19

So you were talking about Facebook

ads and how you want people,

658

: 00:34:24

you know, who are on the fence.

659

: 00:34:26

And, you know, now you need

to kind of tell like, is this

660

: 00:34:29

right for me, blah, blah, blah.

661

: 00:34:32

So I want you to talk to people who

are here, who have podcasts, who are

662

: 00:34:37

struggling with their podcast growth,

who, um, Are considering because that's

663

: 00:34:43

one of the biggest questions I get

is how do I grow my freaking podcast?

664

: 00:34:47

It's like, I can get it

launched, but how do I grow it?

665

: 00:34:50

So I think number one, before you

answer this, I want, I want to note

666

: 00:34:55

that if you are looking at your

podcast in the entirety of your like

667

: 00:34:59

marketing ecosystem, you would be less.

668

: 00:35:03

It's focused on just arbitrary

numbers of growth for your podcast,

669

: 00:35:07

as you should be just number one.

670

: 00:35:10

But then number two, if we were

thinking about it, we're on the

671

: 00:35:13

fence, like what would you say

to someone who's a podcaster?

672

: 00:35:15

Like what criteria, what things

should we have in place if we're

673

: 00:35:19

thinking about running ads?

674

: 00:35:20

What, where do we start?

675

: 00:35:22

How do we even begin to

wrap our heads around this?

676

: 00:35:23

Because it does feel like

a super daunting thing.

677

: 00:35:26

So how do we, how do we start and

process and wrap our heads around

678

: 00:35:29

it, running ads to our podcasts?

679

: 00:35:32

Yeah, that's one.

680

: 00:35:33

That's a great question.

681

: 00:35:35

And one of the things I will say

is you want to start with what

682

: 00:35:39

the end result is going to be,

um, and map and work backwards.

683

: 00:35:43

And so, like I said, like the end

result from, you know, people from

684

: 00:35:48

what I'm doing is people buying my

course before people buy my course,

685

: 00:35:52

they likely have to watch my workshop.

686

: 00:35:54

Before they go watch my workshop,

they likely have to get to

687

: 00:35:56

know me a little bit, right?

688

: 00:35:57

Like because there's everybody's running

a workshop and I was even, you know,

689

: 00:36:00

I had ads running for that are just

going directly to my workshop, but I

690

: 00:36:04

found it was more effective and my,

my cost per lead has been a lot lower

691

: 00:36:08

since I decided to kind of put this.

692

: 00:36:10

piece of content first.

693

: 00:36:11

So people can start to get to know me.

694

: 00:36:12

They can hear my voice a little bit.

695

: 00:36:14

They can, you know, kind of, kind of

just build that know, like, and trust.

696

: 00:36:17

Like they can start to say like,

okay, I like what she has to say.

697

: 00:36:19

I like how she, I like

how she approaches things.

698

: 00:36:21

I like how she teaches.

699

: 00:36:22

Let me go ahead and watch this next step.

700

: 00:36:25

And so if you're thinking about,

okay, what is the end result?

701

: 00:36:27

Like, what is the thing

that you want to happen?

702

: 00:36:29

Like, if it's, if it's a brand

partnership, for example, Then you

703

: 00:36:33

may want to just focus on growing

your downloads for your podcast and

704

: 00:36:36

just, you know, getting people to

just download and follow the podcast

705

: 00:36:39

because then you can show these

brands how many downloads you have.

706

: 00:36:42

But if it's to make sales, which most

likely if you're listening to this

707

: 00:36:44

podcast is to like sell your offer

somehow, you have to start to think

708

: 00:36:48

about what are the touch points that

people have to have with you in order

709

: 00:36:51

before they're going to buy from you.

710

: 00:36:53

Um, I, it's really like about

mapping out that customer journey.

711

: 00:36:56

That's the first thing I would definitely

say is like, what is the end result?

712

: 00:36:59

Like, what do you want them to buy?

713

: 00:37:01

What, and what are the touch points

that people need to have before

714

: 00:37:03

they're actually going to buy from you?

715

: 00:37:05

Most of the time it's going to be

a lot of different touch points.

716

: 00:37:08

So it's going to be someone listening

to your podcast, then listening, you

717

: 00:37:11

know, getting your emails, them seeing

the ads, them going, you know, watching

718

: 00:37:14

your lives and following you on social.

719

: 00:37:16

So a lot of these kinds of things

you can build into your workflow.

720

: 00:37:20

So like you have your, your, your

automated emails that are going

721

: 00:37:23

to go out because everybody that

comes through your funnel is not

722

: 00:37:25

going to convert the first time.

723

: 00:37:26

So you make sure that you're selling them

in your emails and that kind of thing.

724

: 00:37:30

But so that's one of the, that's the

first place I would start is figuring

725

: 00:37:32

out like, what is the end result?

726

: 00:37:33

What are the touch points

that people need to have?

727

: 00:37:35

Now that you understand that now

you can start to look at some of

728

: 00:37:38

your episodes to say like, what

are the most popular episodes?

729

: 00:37:40

And not in a sense of downloads, I would

say, but in a sense of what are the most

730

: 00:37:44

popular episodes that are actually driving

people either to buy something from me?

731

: 00:37:49

To book a call to do something, not just

something where people are like, Oh,

732

: 00:37:52

this topic is really, really exciting.

733

: 00:37:54

I listened, you know, your, your

downloads may have spiked, um, but

734

: 00:37:57

then nobody listens to it anymore.

735

: 00:37:59

People kind of have moved on.

736

: 00:38:00

Um, but so thinking about like looking

at all of your content to figure out

737

: 00:38:04

like, what are the actual episodes

that do move people to the next step?

738

: 00:38:08

Then after you do that, you want to

make sure that your podcasts are on

739

: 00:38:12

your site, because that's another

thing, like, I'm, you know, when I first

740

: 00:38:15

started running ads, I was thinking

like, do I run episodes, do I run

741

: 00:38:18

ads directly to the podcast player?

742

: 00:38:20

Do I, you know, do you

like run it to Apple?

743

: 00:38:22

Like, what do you do?

744

: 00:38:23

And what you want to make sure that

you're doing is you're running all of

745

: 00:38:26

your traffic to your own website, because

when you're running your traffic to

746

: 00:38:29

your own website, then your pixel is

going to be able to pick up that data.

747

: 00:38:33

Um, and a Facebook pixel is just

essentially if you think about the

748

: 00:38:35

pixel, the pixel is essentially like a

bridge between Facebook and your website.

749

: 00:38:39

Um, so Facebook is sending people

there and then it's also, you know,

750

: 00:38:43

tracking what those people are doing.

751

: 00:38:45

And it's kind of like, you know,

passing those signals back and forth.

752

: 00:38:48

And so when you're running, when

you have your, your, your podcast

753

: 00:38:51

episodes hosted on your website, then

you can start to run traffic to it.

754

: 00:38:55

But then I would even say, also,

you want to make sure that you

755

: 00:38:57

have lead mag, like you have lead,

um, lead forms on your blog posts.

756

: 00:39:02

Because at the end of the day, like

I mentioned, we've already mapped

757

: 00:39:04

out what we want people to do.

758

: 00:39:05

We want people to become leads and

get on our email list so they can

759

: 00:39:07

start to get our sales sequence.

760

: 00:39:09

Um.

761

: 00:39:09

But in order for them to do that,

I have to give them a lead magnet.

762

: 00:39:12

I may have to place that,

you know, the form there.

763

: 00:39:15

Um, and so that's what you want to

definitely want to make sure you're doing

764

: 00:39:17

like running ads to your site, posting

your podcast on your site so that that

765

: 00:39:22

pixel data is picking it up, making sure

that you have lead forms properly placed.

766

: 00:39:25

So like exit intent pop ups.

767

: 00:39:27

Pop ups for when people first get their

lead forms that are embedded into the

768

: 00:39:31

actual blog posts that are telling

people what the next step is, right?

769

: 00:39:34

So it's not just saying like, Hey,

get on my email list or, you know,

770

: 00:39:37

did you like this podcast episode?

771

: 00:39:39

Join my newsletter.

772

: 00:39:40

It's really telling them like,

okay, you've had this for this first

773

: 00:39:43

piece of content was the first step.

774

: 00:39:45

The second step is to go deeper.

775

: 00:39:48

So then that's what you want people to do.

776

: 00:39:49

You want people to sign up for.

777

: 00:39:51

So give them a lead form to sign up for

something that takes them a little bit

778

: 00:39:54

deeper, like takes them to the next step.

779

: 00:39:55

And so that's why it's important to

map that journey out first, because

780

: 00:39:58

then you know, what the, you know, what

steps, you know, what are the touch

781

: 00:40:01

points people need to have with you.

782

: 00:40:02

Um, and then you can start to really kind

of facilitate your ads to be that way.

783

: 00:40:06

And then once you figure all that stuff

out, then it's like, okay, now it's

784

: 00:40:09

like messaging and ads and figuring out

like, what does the creative look like?

785

: 00:40:12

You know, who am I targeting?

786

: 00:40:14

That kind of piece, but I would

definitely say in this kind of

787

: 00:40:16

sense, you would start with the

end result mind and work backwards

788

: 00:40:19

in order for you to be effective.

789

: 00:40:22

I love that.

790

: 00:40:23

And so just a question when it comes

to creative and figuring out like how

791

: 00:40:29

you're targeting your ads, like what

is, are those things that you are

792

: 00:40:34

covering in your Facebook ads course?

793

: 00:40:36

And like, Would your Facebook ads

course be something that would apply

794

: 00:40:42

to people who have podcasts and who are

wanting to run ads to their podcasts?

795

: 00:40:48

Yeah.

796

: 00:40:48

So my course definitely gives you, so,

so it's funny because like, I'll see

797

: 00:40:53

people running ads and stuff saying

like, Oh, here are 200 audiences

798

: 00:40:56

to try with your Facebook ads.

799

: 00:40:58

And I'm like, you don't

need 200 audiences.

800

: 00:40:59

You just need one or two, one,

two, three good core audiences.

801

: 00:41:03

Because some of these audiences have

millions of people in it, right?

802

: 00:41:05

Like, so let's be realistic.

803

: 00:41:06

Like, you know, millions of people

in these audiences, you do not need

804

: 00:41:10

to run 200 different audiences.

805

: 00:41:12

Um, and so in my course, I tell people

like, Here's like, here are the top

806

: 00:41:16

10 to 20 audiences to pick from.

807

: 00:41:18

So I give you a list, pick a couple

of these, start writing some ads to

808

: 00:41:21

them, read the data and see, you know,

and kind of see, see what that works.

809

: 00:41:25

And as far as my course

for podcasting, yeah.

810

: 00:41:27

So I actually am releasing a, so

with my course, I have my, my,

811

: 00:41:31

my course that has like all the

information is like tech set up.

812

: 00:41:34

How to run lead generation

campaigns, how to create ads,

813

: 00:41:37

all that kind of good stuff.

814

: 00:41:37

So it has foundational stuff there.

815

: 00:41:39

But then one thing I'm creating

things I'm working on are playbooks

816

: 00:41:42

and the playbooks are specifically

for each individual niche.

817

: 00:41:46

And so one of the playbooks that I'm

working on now is for podcasters.

818

: 00:41:49

And so it's like, okay.

819

: 00:41:51

Now that I have the fundamentals

of how to build the campaign, how

820

: 00:41:54

to set the pixel up, how to create

the ads, all that kind of stuff.

821

: 00:41:56

This here is the actual

recipe for a podcaster.

822

: 00:41:59

So if you are using your podcasts to

generate, you know, sales for your course

823

: 00:42:03

or your digital product or whatever

it is, here is the strategy for them.

824

: 00:42:07

And so making it so

that it's very specific.

825

: 00:42:10

So that way, if you're like, Hey, I'm

a podcaster, this is what I need to do.

826

: 00:42:12

If I'm an e commerce brand, another

playbook I'm working for is a, is

827

: 00:42:15

an e commerce playbook where it's

like, okay, I'm an e commerce brand.

828

: 00:42:18

Here's all the things.

829

: 00:42:19

Um, and I wanted to use my podcast as

a test dummy first to test out these

830

: 00:42:24

strategies that I had because I've run

a different test to figure out like,

831

: 00:42:27

you know, what works and what doesn't.

832

: 00:42:28

And so now I'm in a place where

I'm figuring out, okay, this is

833

: 00:42:31

this strategy is working for me

and it's driving me low cost leads.

834

: 00:42:35

Now, how can I expand upon the strategy?

835

: 00:42:37

How can I add a couple of things?

836

: 00:42:38

How can I do this better?

837

: 00:42:39

But now that I've seen it is working.

838

: 00:42:41

I definitely am creating a playbook

for podcasters specifically so you can

839

: 00:42:45

just see the whole formula of like run.

840

: 00:42:47

These are, these are the ads

type of ads you need to run.

841

: 00:42:49

These are, you know, what you need

to, what you need to focus on.

842

: 00:42:51

This is how to figure out what

podcasts to pick to run in your ads.

843

: 00:42:55

This is how to make sure what are

the checklists to make sure that

844

: 00:42:58

you have on your landing page.

845

: 00:42:59

Make sure you do have your

leads, your lead magnet set up.

846

: 00:43:02

Um, make sure you do have your welcome

email set up and all that kind of stuff.

847

: 00:43:05

So that way really you can

just see like top to bottom.

848

: 00:43:08

Now that I understand the whole

ecosystem of how Facebook ads

849

: 00:43:11

work, this is the, this is the

exact playbook for a podcaster.

850

: 00:43:15

Yeah, I love that.

851

: 00:43:16

So, okay, so I want to, um, wrap this

up and I want to, there's so many

852

: 00:43:23

juicy things that we talked about.

853

: 00:43:25

You know, today.

854

: 00:43:27

Um, so I'll just want to

recap them really quick.

855

: 00:43:30

Number one, being really intentional

and having goals when it comes to what

856

: 00:43:35

you're doing with your damn podcast.

857

: 00:43:37

Like that's where everything should start.

858

: 00:43:40

That's where your content should start.

859

: 00:43:41

That's where like thinking about

your marketing and how you're using

860

: 00:43:43

your content other places like

needs to come from having specific

861

: 00:43:46

goals and being intentional.

862

: 00:43:49

In how you're using this

in, in your business.

863

: 00:43:51

And then that leads to the next part,

which is, this is a larger ecosystem.

864

: 00:43:56

This is a part of this whole

ecosystem that is creating for you,

865

: 00:44:02

like, like all these touch points

that your people are, are in.

866

: 00:44:07

That is going to maximize, you know, your

cells, your leads, your efforts, you're

867

: 00:44:12

nurturing your people because they're

seeing you in all these different places.

868

: 00:44:15

And so it's all working together.

869

: 00:44:17

And I want just like that perspective

shift for, for some people, I think,

870

: 00:44:21

I think some people really need that

perspective shift instead of looking

871

: 00:44:25

at this as like an isolated thing.

872

: 00:44:27

And then the last thing is.

873

: 00:44:30

You know, if you are planning on,

if you do want to use, you know,

874

: 00:44:34

Facebook ads or something like that,

like I love everything that you said

875

: 00:44:38

about how you need to be prepared

and start with the, with the results.

876

: 00:44:43

In mind.

877

: 00:44:44

That's where you, that's

where you start at.

878

: 00:44:46

And so I love it.

879

: 00:44:47

I think it ties in beautifully and

talking about the customer journey and

880

: 00:44:51

knowing your audience and knowing, like,

you know, like knowing what your offer

881

: 00:44:56

is and what these people need from you

and how much they need to hear from

882

: 00:44:59

you and what actually moves the needle.

883

: 00:45:01

Like, it's just, it's just about

testing and kind of learning

884

: 00:45:05

that journey and your audience.

885

: 00:45:06

And so if you, so obviously I love

what you're doing with the, yeah.

886

: 00:45:10

With your, with your course.

887

: 00:45:12

I love the playbook idea for podcasters.

888

: 00:45:15

So people can, um, you know, if you're

listening to this and you're interested

889

: 00:45:19

in working with Stacy, she's going to

tell you how to work with her and like

890

: 00:45:23

her course and something that we talk

about too is you need to stop just hiring

891

: 00:45:28

people outright to do your ads for you.

892

: 00:45:30

You need to have knowledge.

893

: 00:45:32

You need to know at least you need to

know the basics of ads before you hire.

894

: 00:45:37

It's like copywriting.

895

: 00:45:38

You need to know the basics

of you need your voice.

896

: 00:45:41

You need to know about good

copywriting because if you don't,

897

: 00:45:45

then when you do hire someone, you,

you have no idea whether they're

898

: 00:45:49

being effective or not effective.

899

: 00:45:50

Like, and so you need, it's

the same with Facebook ads.

900

: 00:45:52

So tell us, and I love what

you're doing with your course.

901

: 00:45:55

I think you're super smart.

902

: 00:45:57

Um, where can we You connect with

you, find you, come and buy your shit.

903

: 00:46:04

Obviously I'll put links in the show

notes to, um, you know, your course

904

: 00:46:08

and where people can connect with

you, but tell us what's the next steps

905

: 00:46:12

to, uh, you know, working with you.

906

: 00:46:15

Yeah, definitely.

907

: 00:46:16

So you can, uh, follow my podcast

roadmap to 1 million on all

908

: 00:46:20

your faith pockets at platforms.

909

: 00:46:23

Um, I show up there weekly,

you know, post a lot of great.

910

: 00:46:26

Content and, and I, I love

podcasting to be honest.

911

: 00:46:29

I really do love, I really

do love creating my podcast.

912

: 00:46:32

Um, so yeah, so you can follow me there.

913

: 00:46:33

You can head over to stacyziel.

914

: 00:46:35

co it's s t a c y z e a l.

915

: 00:46:37

co And that's where you'll

find links to all my stuff.

916

: 00:46:41

So like my links to my workshop,

if you want to watch it.

917

: 00:46:43

Um, so really kind of go in deep about.

918

: 00:46:46

How do I actually layer Facebook

ads into what I'm already doing?

919

: 00:46:50

Um, cause like you were saying

with podcasting, like some people

920

: 00:46:52

would treat Facebook ads the same

way where they're treated as a

921

: 00:46:54

separate piece of their business.

922

: 00:46:56

Uh, but really everything

should be working together.

923

: 00:46:58

So if you want to learn more about that,

you can head over to my site, Stacyzeal.

924

: 00:47:01

co and slash max, M A X, and then

you can actually watch the workshop.

925

: 00:47:06

But otherwise I'm all

over these social streets.

926

: 00:47:07

You can find me on Instagram,

Facebook, all the places at Stacyzeal.

927

: 00:47:12

co.

928

: 00:47:12

Um, and yeah, I look forward to connecting

with y'all, feel free to jump in my DMs,

929

: 00:47:16

send me information, you know, listen

to the podcast, let me know what you

930

: 00:47:19

think, all those kinds of good things.

931

: 00:47:21

Yay.

932

: 00:47:21

Well, yeah, y'all go follow

Stacey and learn all the

933

: 00:47:24

goodness that she has to offer.

934

: 00:47:26

Thank you Stacey for being here and I

will see all you guys in the next episode.