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In this episode we cover show notes, automated vs. manual transcriptions, episodic promotion using audiograms, and how to ask for a rating and review.
FullCast’s Client Centric Mission
We help results-driven business owners who excel in their industry and are committed to leaving a lasting legacy. We will help them by launching, producing, marketing and supporting their authority-building podcast, while allowing them the freedom to focus on their genius.
The change we want to make is that business owners stop trying to do it all themselves, empower a supportive production partner, and focus on creating compelling and inspiring podcast episodes. We will know we are successful when we are seen as the organization that can help any business owner create consistent, quality podcast content and feel 100% supported and guided through every step of the process at all times.
Past clients have included Olympic medalist Samantha Peszek, K-Swiss, Dun and Bradstreet, MediaMath, Claremont Graduate University, Dr. Stephanie Estima, Taki Moore, Danny Morel. Harry is also a Founding Advisor to the SquadCast team and works in an advisory capacity with PodCave, Headliner, Glystn and Vurbl.
FullCast.co/pod15 - Book your free Podcast Brainstorm today
FullCast.fm - How to Start a Podcast For Your Business
Podcast Junkies - A podcast about podcasting, since 2014
RateThisPodcast.com/bizcast - Leave a Rating and Review for this show
Better Click to Tweet - Wordpress plugin for creating clickable quotes on your site
Rev - email service provider
Scribie - email service provider
Otter - email service provider
Headliner - audiogram creation tool
Canva - Browser-based design service
Descript - audio transcription and in-browser editing tool
Rate This Podcast - make it easy for listeners to rate and review your show
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Welcome to How to Start a Podcast For Your Business. I'm Harry Duran. And since 2014, I've been the host of Podcast Junkies. I'm also the founder of FullCast where we've been helping business owners successfully launch, produc, and market their authority building podcasts.
Welcome to Episode Six. How to Promote your business podcast. So far, you've learned how to Plan and Position, pProduce and Publish your episode. Now you’re ready to put on your marketing hat and get to promoting all the hard work you've accomplished so far. We're gonna cover show notes, transcriptions, episodic promotion, and ratings and reviews. So let's get into it!
At the very least, once you've published an episode, you should have show notes written. And these can be a simple paragraph summarizing what was covered, but if possible, it's best to go above and beyond.
Here are the recommended sections I like to include in well-produced show notes. At least a one or two paragraph summary of the episode. This lets listeners quickly glance and see if it's a topic that's going to resonate with them or a guest that's of interest. Include 5-7 timestamps or takeaways of important points highlighted during the episode for reusing in marketing.
Also, see if you can pull 3-5 quotes from the host and or the guest. These are going to be great for repurposing into social media posts during the promotion phase. Bonus Tip. There's a WordPress plugin known as Better Click to Tweet and it will display the quotes on your website as clickable tweets. Also, you want to capture any links mentioned during the episode. This is a great opportunity to use your Amazon Affiliate account as well if you have a book or product link that's being mentioned.
Once the show notes are written and formatted, you'll want them posted to your website. And you'll also want to make sure you include the embedded media player from your podcast host. This is important so that visitors to your site can play the episode on your show notes page. And regardless of the podcast host, those plays will count towards your downloads.
OK, you have the show notes published on your site. Now let's talk transcriptions. This is an optional step, but there is value in having an accurate transcription of your podcast episode. And at the very least, you can think of including the transcription on your website at the end of the show notes.
For complete accuracy of the audio, you'll need a manual transcription. There are services like Rev.com, and another service we recommend called Scribie. Scribie is a bit cheaper, it's 80 cents per minute and we'll include the link in the show notes.
For automated options, there's two great solutions and these will help if you're looking for a solid first pass to adjust later, or you're just happy with the transcript that'll be about 80 to 90% accurate. I've been really impressed over the years how the quality of these automated transcriptions are getting better and better and more accurate.
My two favorites are Otter for fast and very accurate transcriptions, I can't recommend it enough. And as of this recording, it includes 600 minutes of transcription free per month, we'll provide links in the show notes.
Descript was actually created by the original CEO of Groupon, Andrew Mason, and it provides an automated transcription that can be edited using the text provided by the tool. If you haven't seen it, it's really fantastic. It allows you to edit audio by editing the actual text on the screen. And it also allows for collaboration. If you want to step it up and for some real next level magic, they have an OverDub upgrade that allows you to create ultra realistic text to speech of your own voice. So we'll also provide a link to that in the show notes and you'll get your first 100 minutes free.
Now moving on to episodic promotion. As you think about the plan for uploading your episodes each week, you want to put some thought into creating promotional media specifically for the podcast. And why is this important? If you're gonna be sharing your episodes on all your social channels, you want something other than your static cover art.
Think about it. If you've got 10, 50 or 100 episodes, and all you do is share that same cover art week over week, month over month, year over year, people will start to get used to it and it won't have the same impact. Now ideally, you created your cover art using a tool like Canva and you have the original artwork as your template. What I recommend is using a modified version of that for promotion of individual episodes.
Typically that means you shrink the image and the writing and include a photo of your guest and if possible, the title of that specific episode. This is also great because it highlights your guests and gives them more of an incentive to share the episode that they're on. To keep it more engaging, we also recommend creating audiograms. This is one of the easiest ways to create a video with captions and our favorite go-to tool is Headliner.
Animated audiograms will capture the viewer's attention when posted to your Instagram, Twitter, Facebook or LinkedIn accounts. Some of the hosting companies have Headliner integration built in which makes this even easier now and other hosts like Simplecast provide a built-in tool, called Recast, which serves the same function and gives you a nice way to promote the episode as an animated graphic.
One thing to keep in mind when you're using a tool like Headliner is to make sure you're including the captions when you're creating the audiogram. This has the added benefit of letting people read along to the audio in case they have their audio off, which a lot of people do by default.
Okay, lastly, we're going to cover ratings and reviews. Now you want to ensure you're letting your listeners know how much you value their feedback. The problem is that most podcasters mention, in passing, without any clear instructions, saying something along the lines of “it helps people find the show”. My recommendation is to sign up for a profile at RateThisPodcast.com. It's a great service that is constantly updating all the best practices for podcast listeners to rate and review your show.
Best of all they provide listeners with easy to use step-by-step instructions with screenshots for every single platform. What's best practice here, what I like to do at the beginning of podcasts on these is say,
“If you're enjoying the show, please leave us a rating or review at ratethispodcast.com/bizcast. We'll be sure to read them out on future episodes.”
I like to say that at the beginning of the episode, during the intro, and also at the end. The other thing you can do, as you start to receive these reviews back from Rate This Podcast, you can start to read them out on the episode during your intros.
This is a bit of a flashback for me, as I remember back in the days of calling into radio stations, and the DJ would play the song that I requested. It sort of has that same effect on me, but I might be dating myself there!
OK, so we covered the importance of show notes, why it's important to have transcriptions, and how to have them manual or automated, depending on your needs. Also, why you should use a combination of static graphics and animated audiograms to promote individual podcast episodes. Lastly, make sure you have a system for not only capturing ratings and reviews, but making time to read them out on your show.
Now that the show has been promoted, we're going to look at a few ways to think about monetizing and profiting from your show.
Thanks for listening to this episode of How to Start a Podcast For Your Business. To read the full show notes, download a full transcription and review any links or resources mentioned in this episode, go to fullcast.fm. If you're enjoying this episode and found the content valuable leave a rating and review at ratethispodcast.com/bizcast.
And remember, the world needs to hear your voice!