In his SFB Live presentation from 2016, he tells how serializing his podcast helped improve his podcast numbers.
So what am I doing more of? Serialized the emails. This is a winner. I’ve been testing this.
I’ve got a few podcasts, as you know. And actually a lot of my co-hosts are here. Taki is here, Ezra is here and Joel is here. Where is Joel? Good on you mate. Ezra is down here, Taki is over there. So I’ve got some great support here. Timbo is not here, he couldn’t make it. But what I found was sometimes it’s hard to get the consistency going there.
So I just started thinking, well, rather than set up new podcasts with people I want to talk to, I’ll just do a serialized podcast. So I did one with Andre Chaperon recently. And the test results were really good.
Just to give you some perspective, I’m getting a couple of thousand downloads of podcasts per day. And I know for a fact this is the number one marketing channel for my business. Put your hand up if you first heard about me from a podcast. So that’s a good chunk of the room. And it’s still, to this day, the very best way to find prospects, keep existing customers and to re-engage past customers, because it’s such a bond when you listen to someone.
But with the serialized podcast, what I found is that if you take the three episodes combined which were spaced two days apart, I was getting a couple of thousand downloads per episode. And if you add them up together, you’re looking at 6910 listens over one week from me and Andre talking about this specific topic and it gets shared because it’s now a higher value piece of content than just a solo episode.
And I’ve done this for the longest time actually with Clay Collins. I’ve kept bringing him back. Every time I bring him back, I make a big spike in commissions for LeadPages. So I remember, once I got some feedback: “You talk about podcasts. You mentioned the downloads, but that’s of no value unless you tell us how you make money from it.” I always have a call to action on every single podcast. Every podcast has a call to action, every blog posted is supported with, has calls to action; it has downloadable PDFs. It has a clear call to action to go and join the membership or whatever is most relevant (and that’s a keyword). Every time someone downloads a PDF, they get tagged by that relevancy category so we know exactly what conversation to have with them next.
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