{"version":"1.0.0","segments":[{"startTime":1.176,"endTime":3.707,"body":"You're listening to Podcasting Made Simple."},{"startTime":4.908,"endTime":5.768,"body":"Hey there."},{"startTime":5.768,"endTime":7.308,"body":"I have a question for you."},{"startTime":7.349,"endTime":19.614,"body":"How awesome would it be to know that your content is being seen every day and that your"},{"startTime":7.349,"endTime":19.614,"body":"email list is growing around the clock and new listeners are finding your podcasts and"},{"startTime":19.614,"endTime":28.438,"body":"coming to your podcasts every day and tuning in all without you having to show up"},{"startTime":19.614,"endTime":28.438,"body":"consistently and continuously online?"},{"startTime":28.844,"endTime":38.861,"body":"be in stories all the time promoting and just constantly feeling like you have to push out"},{"startTime":28.844,"endTime":38.861,"body":"your podcast and promote your business all the time."},{"startTime":38.861,"endTime":50.109,"body":"And how awesome would it be to not have to worry about the algorithm changes and lack of"},{"startTime":38.861,"endTime":50.109,"body":"reach because of what's going on on these platforms because you're getting guaranteed"},{"startTime":50.109,"endTime":53.011,"body":"visibility and growth in your podcast every day."},{"startTime":53.011,"endTime":54.472,"body":"That'd be pretty sweet, right?"},{"startTime":54.472,"endTime":57.77,"body":"Well, that's exactly what I'm going to talk to you about today."},{"startTime":57.77,"endTime":69.06,"body":"I'm Megan Shields and today I'm gonna be walking you through my signature proven trifecta"},{"startTime":57.77,"endTime":69.06,"body":"ad strategy that will help you grow and monetize your podcast using low budget Facebook"},{"startTime":69.06,"endTime":70.542,"body":"and Instagram ads."},{"startTime":70.542,"endTime":82.002,"body":"So my goal here is to help you grow your show and build your audience so that you can make"},{"startTime":70.542,"endTime":82.002,"body":"the impact that you started your podcast to make and so that you can make the money that"},{"startTime":82.002,"endTime":84.054,"body":"you also want and deserve."},{"startTime":84.054,"endTime":94.997,"body":"And so this works whether or not you are monetizing your podcast through client"},{"startTime":84.054,"endTime":94.997,"body":"acquisition and selling your services, or if you want to monetize your podcast through"},{"startTime":94.997,"endTime":99.938,"body":"sponsorships, or even better, if you want to marry those two things together."},{"startTime":99.938,"endTime":108.411,"body":"So today we're going to talk about the secret weapon to proven and consistent growth"},{"startTime":99.938,"endTime":108.411,"body":"around the clock without having to constantly show up online."},{"startTime":108.411,"endTime":113.974,"body":"In this session, we're going to deep dive into the three key areas of this strategy."},{"startTime":113.974,"endTime":118.316,"body":"as well as quick tips that you can implement today to get started."},{"startTime":118.456,"endTime":130.943,"body":"So when it comes to marketing and marketing your podcast, the way I want to start this out"},{"startTime":118.456,"endTime":130.943,"body":"is that we need to change the way and how we understand that marketing works."},{"startTime":130.943,"endTime":135.245,"body":"And what I mean by that is think of the marketing sales funnel, right?"},{"startTime":135.245,"endTime":136.386,"body":"We've all seen it."},{"startTime":136.386,"endTime":140.118,"body":"You start with awareness, there's consideration, and then purchase."},{"startTime":140.118,"endTime":143.906,"body":"It's a nice little funnel where people come in the top,"},{"startTime":143.906,"endTime":147.068,"body":"and then they pop out of the bottom as clients."},{"startTime":147.068,"endTime":151.881,"body":"But here's the thing, that's the way that we used to understand it."},{"startTime":151.881,"endTime":153.742,"body":"That's not how things work now."},{"startTime":153.742,"endTime":156.474,"body":"It is not a linear situation."},{"startTime":156.474,"endTime":164.198,"body":"So just think about your own buying behavior, your own listenership behavior and how you"},{"startTime":156.474,"endTime":164.198,"body":"engage with people and brands online."},{"startTime":164.198,"endTime":165.699,"body":"It's all over the place, right?"},{"startTime":165.699,"endTime":170.466,"body":"Like one day you might see them on a Facebook ad and the next time you might..."},{"startTime":170.466,"endTime":178.478,"body":"go to their website and take a look at some things and then you forget about them for"},{"startTime":170.466,"endTime":178.478,"body":"three months and then your friend mentions them and then you go back again and now you're"},{"startTime":178.478,"endTime":186.372,"body":"back into the consideration phase and it's all over the place and maybe it takes a while"},{"startTime":178.478,"endTime":186.372,"body":"before you actually buy something or take the next step with them."},{"startTime":186.533,"endTime":191.085,"body":"That is the same case when it comes to podcast marketing too."},{"startTime":191.085,"endTime":193.055,"body":"It is not linear."},{"startTime":193.055,"endTime":199.308,"body":"And so I say all that to say that the strategy that I'm going to be sharing with you today"},{"startTime":193.055,"endTime":199.308,"body":"is going to put you in a position"},{"startTime":199.308,"endTime":205.241,"body":"where you will be consistently visible to your current audience while also gaining new"},{"startTime":199.308,"endTime":205.241,"body":"listeners."},{"startTime":205.241,"endTime":209.104,"body":"Because it's not just about acquiring somebody to listen one time."},{"startTime":209.104,"endTime":220.29,"body":"We want to build a foundation of engaged listeners, of an engaged audience, and of a big"},{"startTime":209.104,"endTime":220.29,"body":"audience that is continuing to grow and talk about us and engage with us."},{"startTime":220.29,"endTime":222.251,"body":"It's a cumulative effect."},{"startTime":222.251,"endTime":227.598,"body":"Because whether you are monetizing your podcast through clients or through sponsorship,"},{"startTime":227.598,"endTime":230.518,"body":"Higher engagement means more money."},{"startTime":230.518,"endTime":237.758,"body":"So that being said, the strategy I'm going to share with you today will be about using"},{"startTime":230.518,"endTime":237.758,"body":"Facebook ads for three key areas of growth."},{"startTime":237.758,"endTime":243.158,"body":"Social media growth, email list growth, and of course, podcast growth."},{"startTime":243.158,"endTime":251.518,"body":"So each section that we're going to talk about is going to have a quick tip at the end"},{"startTime":243.158,"endTime":251.518,"body":"that you can implement today to get started."},{"startTime":251.698,"endTime":257.292,"body":"So in this first area of growth, which is social media growth, let's talk a little bit"},{"startTime":251.698,"endTime":257.292,"body":"about"},{"startTime":257.292,"endTime":258.182,"body":"that."},{"startTime":258.203,"endTime":262.586,"body":"so social growth is hard for a lot of people right now."},{"startTime":262.586,"endTime":264.247,"body":"Reach is really low."},{"startTime":264.247,"endTime":272.353,"body":"It seems like the algorithm is changing all the fricking time and it's hard to keep up"},{"startTime":264.247,"endTime":272.353,"body":"with, especially if you run a business."},{"startTime":272.353,"endTime":276.756,"body":"And so one day you might get great reach and the next day you might not."},{"startTime":276.756,"endTime":286.562,"body":"And so when it comes to promoting your podcast on social, the other layer of difficulty is"},{"startTime":276.756,"endTime":286.562,"body":"that your podcast is probably about a specific topic, I'm willing to guess."},{"startTime":286.578,"endTime":296.881,"body":"And you can put a ton of hashtags on the content you're putting out to promote your show,"},{"startTime":286.578,"endTime":296.881,"body":"but that doesn't mean one, that it's going to be consistent, two, that those people are"},{"startTime":296.881,"endTime":305.643,"body":"going to turn into listeners, and three, that it's even going to land in front of the"},{"startTime":296.881,"endTime":305.643,"body":"people that are interested in the topic of your podcast."},{"startTime":305.923,"endTime":311.085,"body":"And so that's where Facebook ads can really make a difference."},{"startTime":311.085,"endTime":315.904,"body":"You can leverage Facebook ads because of targeting capabilities."},{"startTime":315.904,"endTime":328.021,"body":"If you have a podcast that is about having a clean, organic lifestyle, you can target"},{"startTime":315.904,"endTime":328.021,"body":"people on the platform that are interested in clean, organic lifestyles."},{"startTime":328.021,"endTime":334.604,"body":"Therefore, you are marrying your content with the people that want to see it, and it's a"},{"startTime":328.021,"endTime":334.604,"body":"beautiful combination."},{"startTime":334.624,"endTime":345.25,"body":"so doing that with your content allows you to build your audience of engaged people that"},{"startTime":334.624,"endTime":345.25,"body":"are interested in what you're talking about."},{"startTime":345.568,"endTime":353.437,"body":"And so the easiest way to do this is to repurpose content that you've already created."},{"startTime":353.437,"endTime":355.831,"body":"So you're already out there creating content."},{"startTime":355.831,"endTime":357.021,"body":"You're making the reels."},{"startTime":357.021,"endTime":358.272,"body":"You're making the posts."},{"startTime":358.272,"endTime":365.464,"body":"You are, you know, doing the best that you can to try to reach more people so that you can"},{"startTime":358.272,"endTime":365.464,"body":"make the impact that you want to make."},{"startTime":365.464,"endTime":368.785,"body":"But the algorithm just keeps kicking you down."},{"startTime":368.985,"endTime":372.982,"body":"So if you turn this content into a Facebook ad,"},{"startTime":372.982,"endTime":376.985,"body":"and then you're targeting the people that are interested in the topic."},{"startTime":377.146,"endTime":386.993,"body":"Now you're going to start seeing your engagement grow as well as probably your following"},{"startTime":377.146,"endTime":386.993,"body":"and things like that on Facebook and Instagram."},{"startTime":386.993,"endTime":395.821,"body":"And when I'm talking about this, I'm leaning a little bit more towards Instagram because"},{"startTime":386.993,"endTime":395.821,"body":"that's where most people are engaging with their audience."},{"startTime":395.821,"endTime":402.022,"body":"Facebook is a little bit different because you have your business page and there's not a"},{"startTime":395.821,"endTime":402.022,"body":"lot of activity going on on the business page."},{"startTime":402.022,"endTime":402.798,"body":"So"},{"startTime":402.798,"endTime":409.461,"body":"Typically when I'm working with my clients, we see a lot more lift and growth on the"},{"startTime":402.798,"endTime":409.461,"body":"Instagram side."},{"startTime":409.461,"endTime":416.964,"body":"So my quick tip for this section is take your current content and just turn it into an ad."},{"startTime":417.184,"endTime":418.264,"body":"It's very easy."},{"startTime":418.264,"endTime":421.686,"body":"You can do it through the engagement campaign objective."},{"startTime":421.686,"endTime":424.647,"body":"You choose an existing post you already have."},{"startTime":424.647,"endTime":429.069,"body":"And another quick tip, choose one of your best performing posts."},{"startTime":429.209,"endTime":431.83,"body":"One that has the highest engagement."},{"startTime":432.046,"endTime":441.786,"body":"one that has the most comments, not necessarily one that's reached the most people because"},{"startTime":432.046,"endTime":441.786,"body":"we all know reach is kind of a crapshoot right now, but choose one that has performed"},{"startTime":441.786,"endTime":444.496,"body":"really, really well and has gotten great engagement."},{"startTime":444.496,"endTime":452.566,"body":"And you can just put $1 a day behind that to a targeted audience and watch your engagement"},{"startTime":444.496,"endTime":452.566,"body":"absolutely skyrocket."},{"startTime":452.786,"endTime":458.786,"body":"The second component to my signature strategy is email list growth."},{"startTime":458.786,"endTime":463.318,"body":"And so if you aren't leveraging an email list as a podcaster, you're missing out my"},{"startTime":458.786,"endTime":463.318,"body":"friend."},{"startTime":463.318,"endTime":473.542,"body":"And I'm not going to dive into email list building and all the different things that go"},{"startTime":463.318,"endTime":473.542,"body":"into doing it, but I'm simply going to talk about how you can leverage Facebook ads to"},{"startTime":473.542,"endTime":474.453,"body":"grow it."},{"startTime":474.453,"endTime":480.675,"body":"So when people are building their email list, they want this list of people that are"},{"startTime":474.453,"endTime":480.675,"body":"engaged in their topic."},{"startTime":480.675,"endTime":487.69,"body":"They want this community, right, of future buyers or future listeners or maybe even future"},{"startTime":480.675,"endTime":487.69,"body":"sponsors."},{"startTime":487.69,"endTime":500.819,"body":"And so a lot of times they'll create some type of freebie or downloadable video series,"},{"startTime":487.69,"endTime":500.819,"body":"something or other that is designed to acquire people to the email list."},{"startTime":500.819,"endTime":509.545,"body":"The only struggle that a lot of people have is that in growing your email list, there's a"},{"startTime":500.819,"endTime":509.545,"body":"select few ways to do it."},{"startTime":509.545,"endTime":512.247,"body":"One is organically pushing it out."},{"startTime":512.247,"endTime":516.992,"body":"And much like what we just talked about with social growth and engagement with content,"},{"startTime":516.992,"endTime":517.942,"body":"It's the same thing."},{"startTime":517.942,"endTime":527.535,"body":"So if you're creating a post that you want to push this lead magnet to get out in front of"},{"startTime":517.942,"endTime":527.535,"body":"new people so that you can build your email list, if the reach is terrible, there's really"},{"startTime":527.535,"endTime":528.785,"body":"nothing you can do."},{"startTime":528.785,"endTime":536.748,"body":"And so sometimes it's just very up and down and there's not a lot of consistent growth on"},{"startTime":528.785,"endTime":536.748,"body":"your email list."},{"startTime":536.848,"endTime":545.006,"body":"Or if you go the route of like doing a summit or like a bundle or something like that"},{"startTime":536.848,"endTime":545.006,"body":"where it's a short"},{"startTime":545.006,"endTime":548.799,"body":"quick hit of like a lot of email list growth, that's great."},{"startTime":548.799,"endTime":556.836,"body":"Maybe you acquire like a thousand people from speaking at a summit or participating in"},{"startTime":548.799,"endTime":556.836,"body":"some sort of bundle that somebody is doing."},{"startTime":556.836,"endTime":560.799,"body":"But then after that, it usually just falls off."},{"startTime":560.859,"endTime":573.91,"body":"And so what Facebook ads can do is allow you to have the ads going all the time and"},{"startTime":560.859,"endTime":573.91,"body":"consistently getting people to join your email list every single day around the clock."},{"startTime":573.91,"endTime":582.653,"body":"And then it can work in the background while you're also doing those summits or"},{"startTime":573.91,"endTime":582.653,"body":"participating in bundles or any other way that you are organically growing your list."},{"startTime":582.653,"endTime":586.412,"body":"This will also ensure that you're just continuing to grow your list."},{"startTime":586.412,"endTime":597.777,"body":"And that way it's consistent because if you have an email list of five or 10,000 people"},{"startTime":586.412,"endTime":597.777,"body":"and you go to a sponsor and you say, Hey, not only does my podcast reach this many people,"},{"startTime":597.777,"endTime":601.134,"body":"but I have an email list that's very engaged."},{"startTime":601.134,"endTime":607.254,"body":"because you targeted them specifically, so we know they're interested in your content and"},{"startTime":601.134,"endTime":607.254,"body":"what you're offering."},{"startTime":607.254,"endTime":609.694,"body":"And my open rate is X."},{"startTime":609.694,"endTime":614.034,"body":"I want to charge X to promote you to my list."},{"startTime":614.054,"endTime":616.434,"body":"That's a huge opportunity, right?"},{"startTime":616.434,"endTime":619.804,"body":"And so don't get lost in the opportunity of an email list."},{"startTime":619.804,"endTime":622.154,"body":"If you don't have one, start one."},{"startTime":622.154,"endTime":630.754,"body":"And so a quick tip with that is that Facebook has a lead form now where if you are the"},{"startTime":622.154,"endTime":630.754,"body":"type of person that like doesn't want to"},{"startTime":630.754,"endTime":638.941,"body":"doesn't like to build landing pages, tech is not your jive, like that sounds awful to you"},{"startTime":630.754,"endTime":638.941,"body":"or you don't have something like that built out."},{"startTime":638.941,"endTime":648.849,"body":"That's actually fine now because Facebook has a lead form that they have been really"},{"startTime":638.941,"endTime":648.849,"body":"investing in over the past few years to make it easy for people on the platform to"},{"startTime":648.849,"endTime":652.592,"body":"actually take the next step with advertisers like yourself."},{"startTime":652.592,"endTime":659.822,"body":"So you can use a lead campaign and select Facebook's lead form and make your own"},{"startTime":652.592,"endTime":659.822,"body":"personalized form right there."},{"startTime":659.822,"endTime":669.802,"body":"on the platform without having to send somebody to a specific URL, without having to send"},{"startTime":659.822,"endTime":669.802,"body":"them to a funnel or anything that's super techie, then they make it really easy."},{"startTime":669.802,"endTime":677.662,"body":"And you can do this by spending five to $10 a day on these campaigns to really build your"},{"startTime":669.802,"endTime":677.662,"body":"email list."},{"startTime":677.662,"endTime":680.662,"body":"So Facebook has made it easy in that way."},{"startTime":680.662,"endTime":688.136,"body":"And then the third piece, my final piece of my trifecta ad strategy is of course podcast"},{"startTime":680.662,"endTime":688.136,"body":"growth, right?"},{"startTime":688.136,"endTime":691.467,"body":"using Facebook ads to be able to grow your podcast."},{"startTime":691.467,"endTime":702.83,"body":"So because you can target people that are interested in what your podcast is about, that"},{"startTime":691.467,"endTime":702.83,"body":"makes it super effective in gaining listeners."},{"startTime":702.89,"endTime":709.852,"body":"And another thing about this too is like people on Facebook a lot of times, and when I say"},{"startTime":702.89,"endTime":709.852,"body":"Facebook, I mean Meta, Facebook and Instagram."},{"startTime":709.852,"endTime":715.954,"body":"I've just been doing this so long that I just call it Facebook, but I mean both, is that"},{"startTime":709.852,"endTime":715.954,"body":"people are used to seeing"},{"startTime":716.142,"endTime":724.022,"body":"You know, opting in for master classes and opting in for PDF guides and downloads, but a"},{"startTime":716.142,"endTime":724.022,"body":"podcast, that's something different."},{"startTime":724.022,"endTime":726.492,"body":"It's something new and it's a low barrier of entry."},{"startTime":726.492,"endTime":730.022,"body":"They don't have to give you their information to listen to your episodes."},{"startTime":730.022,"endTime":733.902,"body":"They can follow your podcast and start tuning in right there."},{"startTime":733.902,"endTime":745.014,"body":"And so it's been a fantastic way to that I've seen to help my clients grow their"},{"startTime":733.902,"endTime":745.014,"body":"listenership and their followers by 30, 50, even 100 % in some cases."},{"startTime":745.014,"endTime":756.002,"body":"in literally a matter of weeks just by marrying their podcast to the ideal people that are"},{"startTime":745.014,"endTime":756.002,"body":"interested in that topic and chef's kiss, it comes together."},{"startTime":756.002,"endTime":759.654,"body":"So with Facebook ads, again, you're not shooting blind here."},{"startTime":759.654,"endTime":769.941,"body":"If you have a podcast about organic living, you can put your podcast in front of people"},{"startTime":759.654,"endTime":769.941,"body":"that are interested in organic living and other specific interests and things that you can"},{"startTime":769.941,"endTime":773.194,"body":"target within that realm as well."},{"startTime":773.194,"endTime":774.214,"body":"And so"},{"startTime":774.476,"endTime":776.177,"body":"That's where the magic begins."},{"startTime":776.177,"endTime":787.035,"body":"And like I said, I've seen anywhere from 30 to 100 % growth in followers and in"},{"startTime":776.177,"endTime":787.035,"body":"listenership and even in engagement and engaged listeners by just simply putting their"},{"startTime":787.035,"endTime":791.328,"body":"podcast out on this platform that is going continuously."},{"startTime":791.328,"endTime":798.203,"body":"It's continuously getting in front of new people every single day, even while you're"},{"startTime":791.328,"endTime":798.203,"body":"sleeping."},{"startTime":798.444,"endTime":802.286,"body":"So my final quick tip of this would be"},{"startTime":802.35,"endTime":806.031,"body":"Take a video clip from a solo episode of yours."},{"startTime":806.031,"endTime":808.032,"body":"Have it be real style."},{"startTime":808.032,"endTime":810.102,"body":"If it's horizontal, that's okay."},{"startTime":810.102,"endTime":819.775,"body":"You might have to make some adjustments, but take a video clip of your podcast and turn it"},{"startTime":810.102,"endTime":819.775,"body":"into an ad and then drive that ad to your entire podcast link."},{"startTime":819.775,"endTime":827.927,"body":"Let's just say your podcast is hosted on Apple, which if you're in the United States, most"},{"startTime":819.775,"endTime":827.927,"body":"of my clients, most of the people I see, like 90 % of their listeners are on Apple"},{"startTime":827.927,"endTime":829.077,"body":"podcasts."},{"startTime":829.157,"endTime":832.398,"body":"Take that video, put the link to the podcast."},{"startTime":832.398,"endTime":834.178,"body":"and then watch the magic happen."},{"startTime":834.178,"endTime":838.998,"body":"And it only takes about $5 a day to be able to do this."},{"startTime":838.998,"endTime":851.378,"body":"So now you know my secret strategy, my trifecta ad strategy to using low budget Facebook"},{"startTime":838.998,"endTime":851.378,"body":"ads to grow your audience, to build your email list and to get more listeners and"},{"startTime":851.378,"endTime":856.718,"body":"downloads for your podcast, as well as a few tips on how you can get started today."},{"startTime":856.718,"endTime":860.8,"body":"So it doesn't have to be complicated, expensive or difficult."},{"startTime":860.8,"endTime":864.993,"body":"and don't be afraid, your voice deserves to be heard."},{"startTime":864.993,"endTime":867.294,"body":"And so I hope you enjoyed this talk."},{"startTime":867.294,"endTime":870.916,"body":"Good luck, and I look forward to seeing you on my feed."},{"startTime":870.956,"endTime":874.928,"body":"For more episodes, please visit podmatch.com forward slash episodes."},{"startTime":874.928,"endTime":876.679,"body":"Thank you so much for listening."}]}