#SEJThinkTank: How to Build Links Using Content Marketing & Outreach
#SEJThinkTank: How to Use a Podcast to Build Your Email List by Jerod Morris
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Transcript of #SEJThinkTank: How to Use a Podcast to Build Your Email List by Jerod Morris
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How to Use a Podcast to Build Your Email List
by Jerod Morris
#SEJThinkTank@JerodMorris
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1. VP of Marketing for Rainmaker Digital and host of The Showrunner
2. Writer, teacher, showrunner, husband, Hoosier, and digital entrepreneur
3. I host five different podcasts4. I make remarkable guacamole and home-
made tomato sauce
#SEJThinkTank@JerodMorris
About Me
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1.Yes, both2. Yes podcast, but no email list3. Yes email list, but no podcast
4. No, neither
#SEJThinkTank@JerodMorris
Poll 1Are you hosting a podcast and
building an email list right now?
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1. Why start a podcast?
#SEJThinkTank@JerodMorris
Two key questions to start:
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33% of people have listened to a podcast at least once – this has
tripled since 2006Approximately 106.3 million people
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank@JerodMorris
Why start a podcast?
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17% of people have listened to a podcast in the last month.Approximately 54.2 million people
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank@JerodMorris
Why start a podcast?
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Gender split is exactly 50/50.
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)
#SEJThinkTank@JerodMorris
Why start a podcast?
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Podcast consumers are:• affluent (36% make $75k/year or more)• educated (85% attended college)• highly engaged (average listener: 6x per
week)
(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank
@JerodMorris
Why start a podcast?
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Awareness keeps growing.Market is attractive.Impact is obvious.
#SEJThinkTank@JerodMorris
Why start a podcast?
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In other words …
#SEJThinkTank@JerodMorris
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Now is still a perfect time to launch a podcast.
#SEJThinkTank@JerodMorris
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1. Why start a podcast?2. Why build an email list?
#SEJThinkTank@JerodMorris
Two key questions to start:
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The ROI is 4,300%.
(source: Direct Marketing Association)
#SEJThinkTank@JerodMorris
Why build an email list?
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Email is 40X better than Facebook or Twitter for acquiring customers.
(source: McKinsey and Company)
#SEJThinkTank@JerodMorris
Why build an email list?
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“A nurtured lead increases sales 20 percent more than a cold lead.”
(source: Entrepreneur.com)
#SEJThinkTank@JerodMorris
Why build an email list?
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“95 percent of those who opt into email messages from brands find
these messages somewhat or very useful.”
(source: 2014 Mobile Behavior Report)#SEJThinkTank@JerodMorris
Why build an email list?
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In other words …
#SEJThinkTank@JerodMorris
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Now is still a perfect time to build an email list.
#SEJThinkTank@JerodMorris
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#SEJThinkTank@JerodMorris
How to use a podcast to build your email list:
A Simple 4-Step Plan
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#SEJThinkTank@JerodMorris
Step 1:
Develop, launch, and run a remarkable show.
rainmaker.fm/4elements
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Authentic• Know yourself• Know your audience• Find the intersection
#SEJThinkTank@JerodMorris
A remarkable show is …
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Useful• Educate• Entertain• Inspire
#SEJThinkTank@JerodMorris
A remarkable show is …
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Useful• Educate• Entertain• Inspire• Offer companionship
#SEJThinkTank@JerodMorris
A remarkable show is …
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1. Educate2. Entertain3. Inspire
4. Offer Companionship
#SEJThinkTank@JerodMorris
Poll 2What do you think is the most
important objective for a podcast?
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Sustainable• Show up• Show up reliably• Show up reliably over time
#SEJThinkTank@JerodMorris
A remarkable show is …
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Profitable• Direct• Indirect• Intrinsic
#SEJThinkTank@JerodMorris
A remarkable show is …
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#SEJThinkTank@JerodMorris
Step 2:
Craft a compelling incentive and offer.
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1. Something so good, they can’t say no.
#SEJThinkTank@JerodMorris
What is a compelling incentive?
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1. Something so good, they can’t say no.2. Something they can’t get anywhere
else.
#SEJThinkTank@JerodMorris
What is a compelling incentive?
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1. Something so good, they can’t say no.2. Something they can’t get anywhere
else.(Don’t be afraid to give away your
best stuff!)#SEJThinkTank@JerodMorris
What is a compelling incentive?
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#SEJThinkTank@JerodMorris
What is a compelling incentive?
rainmaker.fm/showrunner-report
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1. A free report
#SEJThinkTank@JerodMorris
What is a compelling incentive?
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1. A free report2. Timely email-only
content
#SEJThinkTank@JerodMorris
What is a compelling incentive?
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1. A free report2. Timely email-only
content3. A free course
#SEJThinkTank@JerodMorris
What is a compelling incentive?
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1. A free report2. Timely email-only
content3. A free course4. Access to a community#SEJThinkTank
@JerodMorris
What is a compelling incentive?
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#SEJThinkTank@JerodMorris
What is a compelling offer?
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1. Urgency (Why should I act now?)
#SEJThinkTank@JerodMorris
What is a compelling offer?
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1. Urgency2. Scarcity (What’s
the point?)
#SEJThinkTank@JerodMorris
What is a compelling offer?
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1. Urgency2. Scarcity3. Convenience
(How do I get it?)#SEJThinkTank@JerodMorris
What is a compelling offer?
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#SEJThinkTank@JerodMorris
Step 3:
Communicate that offer consistently
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“When you get sick of saying it is about the time your audience first starts paying
attention to it.” – Jonny Nastor
#SEJThinkTank@JerodMorris
Communicate consistently
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#SEJThinkTank@JerodMorris
Step 4:
Deliver on (or exceed) your promises
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#SEJThinkTank@JerodMorris
Step 4:
Transform your audience.
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1. Background designed by Rafal Tomal2. All other images are logos for shows I host. Used
with permission.
#SEJThinkTank@JerodMorris
Image Attribution
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Our designer will create a snazzy final slide with your name & the moderator’s name for the Q&A Session. It will look something like this:
#SEJThinkTank@YourTwitterHandle
Final Slide