Is Facebook Back in on podcasting?, Search on Apple Podcasts, and How to Use Cross-Promo

WEBVTT 1 00:00:10.679 --> 00:00:14.839 Welcome to my club, everybody. Benjie here, and today we're going to 2 00:00:14.839 --> 00:00:18.440 cover the news, what you need to know as a be to be podcaster, 3 00:00:18.480 --> 00:00:23.079 and I will do a member highlight and then answer a question from our 4 00:00:23.160 --> 00:00:27.239 MC club community. Let's jump into the news. The first story that I'm 5 00:00:27.239 --> 00:00:32.479 taking a look at is from pod news and they're talking about how facebook has 6 00:00:32.560 --> 00:00:36.759 just added a podcast player in its APP. What's funny about this is it 7 00:00:36.840 --> 00:00:40.880 kind of feels like the Ja Vou because it has not been that long since 8 00:00:40.880 --> 00:00:44.799 facebook announced they were getting out of the podcast game and you weren't going to 9 00:00:44.840 --> 00:00:49.560 be able to publish to facebook natively anymore. Okay, so the interesting thing 10 00:00:49.560 --> 00:00:54.119 about this is this development is going to be powered by spotify. So spotify 11 00:00:54.159 --> 00:00:58.200 and facebook they're going to introduce a mini player experience and essentially what it's going 12 00:00:58.240 --> 00:01:03.439 to do is it's going to allow you to push your podcast from spotify directly 13 00:01:03.479 --> 00:01:08.040 within facebook on IOS and Android, and the listener won't have to switch between 14 00:01:08.120 --> 00:01:15.040 APPs to take a listen. Here's my takeaway. Fantastic extra way to share 15 00:01:15.079 --> 00:01:19.280 an episode. If you have a business page on facebook, what you'll be 16 00:01:19.280 --> 00:01:23.719 able to do then is, and I strongly suggest this. Make sure you 17 00:01:23.760 --> 00:01:27.200 have a really strong caption, a description of what's covered, giveaway value in 18 00:01:27.280 --> 00:01:32.159 your in your texts right and then you can push out the whole episode on 19 00:01:32.159 --> 00:01:34.000 facebook and people, when they click on it, aren't going to just get 20 00:01:34.040 --> 00:01:38.280 a microclip, they're going to get the full episode experience and it's going to 21 00:01:38.319 --> 00:01:41.319 be in a mini player, so then while they're continuing to scroll, they 22 00:01:41.319 --> 00:01:47.120 could be listening to it and engaging with your episode. This is a much 23 00:01:47.159 --> 00:01:49.799 better play for facebook than what they were trying before. It gives them longevity 24 00:01:49.840 --> 00:01:56.159 in the podcast game and just another integration that's really helpful for us as podcasters. 25 00:01:56.280 --> 00:02:00.120 Second Story I'm taking a look at is from apple podcast for creators, 26 00:02:00.200 --> 00:02:06.640 and it they're breaking down search within Apple podcast so our first story is like 27 00:02:06.680 --> 00:02:10.520 a spotify side of things and the second story is an apple podcasts side of 28 00:02:10.599 --> 00:02:15.199 things, and what we'll do is I want to talk about how search works 29 00:02:15.280 --> 00:02:20.280 first and then how you can actually work to improve your ranking. How search 30 00:02:20.280 --> 00:02:27.199 works. When someone goes in to apple podcasts search and they go to search, 31 00:02:27.240 --> 00:02:30.599 they're going to find the best possible match to your search term and they're 32 00:02:30.599 --> 00:02:34.520 going to present the most relevant results at the top. That seems like, 33 00:02:34.560 --> 00:02:37.479 you know, a bit of a no brainer. But what are those main 34 00:02:37.479 --> 00:02:40.759 factors in showing up high on search results? What apple says is that it's 35 00:02:40.840 --> 00:02:46.840 Metadata, popularity and user behavior, and they define those by saying this. 36 00:02:46.000 --> 00:02:51.400 For metadata, it's this includes the show name, the Channel Name and the 37 00:02:51.400 --> 00:02:58.759 episode title. Popularity, meaning podcast with larger followers and plays in apple podcast 38 00:02:58.879 --> 00:03:02.800 specifically, and then user behavior, so podcasts with high engagement, such as 39 00:03:02.800 --> 00:03:07.879 those that are played or followed from search results. How can we improve our 40 00:03:07.960 --> 00:03:13.439 rankings with this knowledge? This is I'm going to read straight from them and 41 00:03:13.439 --> 00:03:16.840 then we can talk about how to apply it. But they say that the 42 00:03:16.960 --> 00:03:22.879 more listeners engage with your new show and your new episodes, the higher that 43 00:03:22.879 --> 00:03:27.199 they're going to rank for relevant search terms. So make sure to promote your 44 00:03:27.240 --> 00:03:31.080 shows and episodes on apple podcasts when they launch, and then make sure that 45 00:03:31.120 --> 00:03:36.719 your channel name, your show titles and your episode titles are specific and unique 46 00:03:36.759 --> 00:03:39.159 and that so that they can appear in relevant searches. I think this one. 47 00:03:39.199 --> 00:03:43.280 This that's the action will takeaway from me on this. Can you make 48 00:03:43.280 --> 00:03:46.080 your titles as specific as possible and as unique as possible, because they say 49 00:03:46.120 --> 00:03:52.360 to be distinctive so that you avoid using names that are too generic or maybe 50 00:03:52.439 --> 00:03:58.439 they're really similar to other existing shows. You need to avoid also using emojis. 51 00:03:58.439 --> 00:04:00.520 I'm not haven't seen the use of emojis and titles that often, but 52 00:04:00.560 --> 00:04:06.599 if you're doing that, make sure you stop and don't use repeat episode title. 53 00:04:06.680 --> 00:04:11.199 So if you would include like the same thing or maybe your company title 54 00:04:11.280 --> 00:04:14.240 or anything like that in the name of the show, stop doing that. 55 00:04:14.280 --> 00:04:18.759 You don't want repeated episode titles. Ultimately, my takeaway from this is if 56 00:04:18.800 --> 00:04:25.519 you're still newer in the podcast game and you can get some sort of listening 57 00:04:25.519 --> 00:04:29.360 base from the outset, that's going to help your new show rank higher in 58 00:04:29.399 --> 00:04:32.399 search results. The more shares, the more reviews, the better. And 59 00:04:32.439 --> 00:04:38.879 then also just hyper specific value in your titles so that people know exactly what 60 00:04:38.959 --> 00:04:44.360 they're getting themselves into before they even press play. All right, let's go 61 00:04:44.480 --> 00:04:48.040 to today's member highlight, and today I want to talk about a show called 62 00:04:48.160 --> 00:04:55.759 leveraging thought leadership with Bill Sherman. I actually know that Dan Sanchez from the 63 00:04:55.800 --> 00:04:59.319 typical host right of might club, but he's out right now and paternity leave. 64 00:04:59.399 --> 00:05:01.519 He's been on the show before I actually saw a few other MC club 65 00:05:01.600 --> 00:05:08.040 members, which was really fun to see that have been on leveraging thought leadership. 66 00:05:08.079 --> 00:05:14.360 Four hundred episodes something for all of us to applaud and just incredible what 67 00:05:14.399 --> 00:05:16.680 they're doing over there. I'll read you a brief description. I love the 68 00:05:16.680 --> 00:05:23.079 the title because it's again it's very specific, leveraging thought leadership. But the 69 00:05:23.160 --> 00:05:28.439 vision for the show is that they'd be a podcast that talks about the business 70 00:05:28.439 --> 00:05:32.680 of thought leadership. So they explore independent thought leaders and organizational thought leadership and 71 00:05:32.720 --> 00:05:39.079 they're working to uncover and discuss trends. So they're talking strategy, they're they're 72 00:05:39.120 --> 00:05:45.920 talking technology modality and then they essentially talk best practices so that it'll help you 73 00:05:46.240 --> 00:05:51.319 create value, impact and revenue through thought leadership. That's for us as be 74 00:05:51.399 --> 00:05:56.240 to be podcasters. Is probably one of the reasons why we started shows. 75 00:05:56.279 --> 00:06:00.959 For some of us it will be to build relationships with potential customers and have 76 00:06:00.040 --> 00:06:03.199 them on our show in an interview format, and for others of us, 77 00:06:03.480 --> 00:06:08.560 you know, podcasting presents a great way to hone your voice and again, 78 00:06:08.639 --> 00:06:14.240 to give away, educate a like educate the market right, giveaway information that 79 00:06:15.000 --> 00:06:19.519 then would make you viewed as a thought leader. So congratulations to Bill Sherman. 80 00:06:19.600 --> 00:06:23.839 Four hundred episodes. That is no small feet. Again, the show 81 00:06:23.920 --> 00:06:28.519 is called leveraging thought leadership. You can check it out part of the mcclub 82 00:06:28.600 --> 00:06:33.040 community and obviously on Itunes, spotify, all places, and really liked Dan 83 00:06:33.160 --> 00:06:36.319 had made a video. Dan Sanchez, before he took off her paternity leave, 84 00:06:36.360 --> 00:06:41.759 made a video just giving bill like a quick thing that they could change 85 00:06:41.920 --> 00:06:45.519 on his website for the podcast and they were on it. I check to 86 00:06:45.560 --> 00:06:49.800 they already ran with the suggestion and improved the website experience that the website looked 87 00:06:49.839 --> 00:06:56.279 really clean and those fun to see. The the interaction from over on on 88 00:06:56.279 --> 00:07:01.120 our mic club Linkedin all right. To round out this short and sweet episode 89 00:07:01.160 --> 00:07:06.199 of MC Club, I want to answer the question how podcasts can grow their 90 00:07:06.199 --> 00:07:13.120 show with cross promotion. I think this is something that we may wonder about 91 00:07:13.160 --> 00:07:15.399 from time to time, but not nowhere to get started. This is something 92 00:07:15.439 --> 00:07:21.160 I'm becoming more and more passionate about. As a way of advertising and marketing 93 00:07:21.160 --> 00:07:26.480 our shows is using cross promotion, and there's a few different ways you can 94 00:07:26.519 --> 00:07:29.560 do this. So you could do a promo swap. You could do crossover 95 00:07:29.600 --> 00:07:32.560 episode code, you could do a feed swap, and the idea here is, 96 00:07:33.399 --> 00:07:41.319 can we somehow engage a different audience but same topic? By doing so, 97 00:07:42.279 --> 00:07:47.279 bring some new people into our audience and there are already like minded and 98 00:07:47.360 --> 00:07:50.399 it can be it can be mutually beneficial, and that's what I love about 99 00:07:50.439 --> 00:07:54.079 this. So a promo swap would be just something where you go find another 100 00:07:54.120 --> 00:07:59.240 show that seems like there would be some synergy and you both just decide we're 101 00:07:59.240 --> 00:08:01.360 going to exactly what it sounds like. We're going to Promo Stat. Maybe 102 00:08:01.399 --> 00:08:07.800 you do. You know a thirty two spot, and you just each advertise 103 00:08:07.920 --> 00:08:15.439 the other show on your show. A feed swap is probably my favorite of 104 00:08:15.560 --> 00:08:20.839 the ideas, and that simply means you'd give each other a full episode to 105 00:08:20.959 --> 00:08:28.000 feature and it just shows up in in someone else's podcast feed, and that's 106 00:08:28.000 --> 00:08:31.600 going to give people a really nice idea of what you're all about, because 107 00:08:31.680 --> 00:08:35.240 you can show off one of your best episodes and it shows up to an 108 00:08:35.440 --> 00:08:39.960 entirely new audience. And again, if it's a swap, you're getting an 109 00:08:39.960 --> 00:08:43.919 episode from another show out of it as well, for that you can put 110 00:08:43.000 --> 00:08:46.120 on in your feed and you're giving away one of your best to be featured 111 00:08:46.159 --> 00:08:50.679 in someone else's feed. There's also the crossover. A crossover would just mean 112 00:08:50.720 --> 00:08:58.240 that you get together, you record together and the to podcast hosts then post 113 00:08:58.279 --> 00:09:03.679 that episode each on their own feeds, the same audio for both shows, 114 00:09:03.759 --> 00:09:07.879 and by that then you'd be able to do a little, you know, 115 00:09:07.960 --> 00:09:13.759 description of your show and mutually beneficial. The reason I prefer feed swap over 116 00:09:13.879 --> 00:09:18.679 crossover episode is just simply because it's showing off exactly your style. I recommend, 117 00:09:18.679 --> 00:09:22.799 if you're going to do a feed swap, to still record a special, 118 00:09:22.799 --> 00:09:30.720 maybe one minute intro that explains what they're about to hear and that gives 119 00:09:30.720 --> 00:09:33.720 just the right kind of context for why you're promoting the show and your feed, 120 00:09:33.759 --> 00:09:37.080 and then the same for them, why they're promoting your your show and 121 00:09:37.120 --> 00:09:45.600 their feed. All great ideas. I actually hadn't thought about a social media 122 00:09:45.759 --> 00:09:48.759 or newsletter swap, but if you have a good following, this was something 123 00:09:48.799 --> 00:09:54.320 as I was doing research about different ideas of ways you could you could promote 124 00:09:54.360 --> 00:09:58.320 your episode. This is something you could do where you just promo your show 125 00:09:58.399 --> 00:10:03.440 and someone else has on someone else's Linkedin or instagram if they'd agree to it, 126 00:10:03.480 --> 00:10:05.320 and if you're doing a swap, again, it's mutually beneficial if you 127 00:10:05.320 --> 00:10:09.399 you have a pretty decent audience and they have a pretty decent audience. Be 128 00:10:09.440 --> 00:10:13.000 careful that you don't just approach shows that have huge audiences and try to like 129 00:10:13.159 --> 00:10:18.679 think that they're going to let you do whatever you want on their show. 130 00:10:18.720 --> 00:10:24.320 It needs to be mutually beneficial in order for a swap to to truly work. 131 00:10:24.320 --> 00:10:30.679 We've all seen panels and events that help people grow their thought leadership, 132 00:10:30.679 --> 00:10:33.120 grow their audience, and so, when you think of podcasting, if you 133 00:10:33.200 --> 00:10:37.919 can think of a way to do a swap that's mutually beneficial and grows both 134 00:10:37.000 --> 00:10:43.720 audiences, why not lean heavy into this and in be to be I just 135 00:10:43.759 --> 00:10:48.000 think there's so much room, as more and more players get into the space, 136 00:10:48.240 --> 00:10:52.720 for interesting crossovers to take place and to happen and for us as podcasters 137 00:10:52.759 --> 00:10:58.759 to have each other's back. I think MC club is a great opportunity for 138 00:10:58.919 --> 00:11:03.320 us to to have some of these relationships and so never hesitate to reach out 139 00:11:03.360 --> 00:11:07.879 to others in the community and see if a crossover, a feed swap, 140 00:11:07.919 --> 00:11:11.679 a promo swap is in the cards. And maybe as a next right step 141 00:11:11.720 --> 00:11:16.480 for you. That's it for this episode of my club. As always, 142 00:11:16.559 --> 00:11:22.159 let's engage over on the linkedin group. You can connect with me, Benji 143 00:11:22.279 --> 00:11:26.960 Block, and would love to chat with you about anything within podcasting. If 144 00:11:26.000 --> 00:11:30.759 you have questions, feel free to reach out or drop them in the linkedin 145 00:11:30.879 --> 00:11:41.799 group and we'll be back next week with another episode. By everybody