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6 Podcasting: The Referral Engine Multiplier

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Ben Krueger – Enjoy!


photo credit: HarryLeaks

When all the dust settles, marketing is about exposure and engagement.  Who has heard of your brand, and what opinions have they formed about your offering?

Your mission as a marketer, then, is finding and leveraging these opportunities to spread your message to new audiences and connect with them.

Imagine you have the good fortune to showcase your products and services to a crowd of your target customers, but you have a choice.  You can choose between a crowd of 10 people, or a crowd of 10,000 people…

Assuming you’re ambitious, you want the crowd of 10,000 people right?

But what if the crowds were similar in size, and now there are other marketers competing for their attention.  To one crowd, there will be only yourself and four other marketers.  To the other crowd, you are just one of 800 marketers all clamoring for the same group’s attention and business?

The answer is clear right?  Why then do so many small businesses insist on only blogging and ignore the opportunity presented in podcasting?

There are currently over 4 million active blogs all publishing competing content to the world while there are only 25 thousand podcasts vying for that same attention.  You may notice, this is the same ratio as the 800 vs. the 5 marketers example above.

While the sheer numbers add up to a win for marketers, I must say that podcasting isn’t for everyone and every brand.  It’s a calculated art that only produces results with a solid strategy, valuable content to your audience and a commitment to developing listeners into customers and lifelong brand ambassadors.

Who Has The Most To Gain From Podcasting?

Let’s explore for a moment who stands to gain the most from podcasting. In my experience,  I’ve discovered a few key attributes that position a business to take maximum advantage of the opportunity in podcasting.

An Existing Audience Of Customers, Readers or Followers

Though not entirely necessary, launching a podcast with an existing audience of any size will help your show get maximum exposure.  The first 8 weeks of a podcast’s life are crucial for showcasing your podcast to a new audience of potential listeners, particularly in iTunes’ featured New & Noteworthy section.

For the first 8 weeks only, your show can be featured on the podcast homepage of iTunes.  Getting there requires some initial listeners, downloads and reviews which is where your existing audience comes into play.

A Topic Your Customers Are Passionate About

Let’s say you have a small bakery that specializes in cupcakes.  People aren’t exactly going to flock to a cupcake podcast.  However, perhaps your most profitable customers are event planners.  You could launch the podcast reveals the best methods for getting high paying clients and inside strategies for running a seamless event straight from the mouths of the best event planners in the industry.  Think that might grab their attention?

When your audience of event planners is lining up a cupcake supplier for their next gig, who do you think is top of mind? Consider who your most profitable customers are and how you could provide value to them with a podcast.

A Value Gap in The Marketplace

Examine other podcasts in your industry to determine what’s missing.  If there are already many different shows that listeners love in your market and they seem to have covered all the angles, gaining steam with a podcast won’t be easy.

If you see there are a few shows in your industry, but perhaps they aren’t very well organized or valuable to their audiences.  Maybe they’ve missed a particular niche in the marketplace or you have a new type of information or value for them.  This is your chance to seize the opportunity.  Imagine seeing a year from now your closest competitor with all the attention because they developed a thriving and loyal listener community of your target customers, simply because they took action when you didn’t.

The more of these attributes your market has, the better positioned you are to become the go-to source for your target customers.  What will you do with the opportunity?

Ben KruegerBen Krueger is the Chief Podcast Strategist and founder of Authority Engine, a full service podcast agency with a focus on designing, building and optimizing podcasts that turn prospects into paying customers.  Our free guide: Planning the Perfect Podcast is designed specifically to help you discover if podcasting is right for you, and how to get the results you desire through podcasting.

29 How I Podcast and Why I Think You Should

John Jantsch talks about podcasting

Podcasting is making a comeback thanks to a growing consumer demand for content. If you’re not listening to podcasts, or better yet, producing your own audio content, you better reconsider.


photo credit: Bill Selak via photopin cc

I’ve been publishing the Duct Tape Marketing Podcast since 2005. I got into podcasting as a way to create content and unlock opportunities to get in front of leading authors and industry experts.

Back then, podcasting was new, iTunes had just burst onto the scene and an army of podcasters embraced this new RSS driven way to syndicate content. But then social media came along and things like Twitter and Facebook made podcasting seem so last decade. (Heck, people even starting suggesting that blogging was dead!)

But then, a funny thing happened on the way to the evolution of all things digital. People started to rediscover podcasting as a tremendous way to package and deliver content in a new and intimate way. All of a sudden, everyone had a podcast listening device in their pocket (otherwise known as a smartphone), and the new iPhone even came with the iTunes Podcast app preloaded. As a result to the easy access, podcast listening again began to surge.

Some people still shy away from the term “podcast” much like they did “blog.” Here’s the deal, just like a blog, forget what you call it, creating audio content is a great way to tap the fact that people want to listen to content on their most personal device – their phone – and why wouldn’t you work your tail off to get invited into that place.

How I podcast

There are dozens of ways to podcast and I am by no means an expert on every aspect of the technology, but I will share what seems to work for me.

Blue Yetti USB Mic – This a high quality microphone with lots of professional type settings and will set you back about $100, but the quality sound is worth it.

Skype – I do all of my interviews over Skype as my guests are from around the globe. I use a SkypeIn 9 didget phone number so my guests can call from a phone if they like but more and more people connect directly via Skype these days.

I also use a Skype add on called Call Recorder so I can record directly in Skype and it also lets me split the tracks so I can edit them independently.

Garage Band – I edit on a Mac and Garage Band does a great job. I level the sound, add music, and edit some things out before saving to iTunes.

Libsyn – I use Libsyn to host and stream my podcast. I pay about $10 a month for this and it keeps my podcast separate from my web hosting.

Blubrry PowerPress – This WordPress plugin creates a player for my blog and handles the RSS technical stuff including passing the podcast to iTunes. I run my podcast on my regular blog and use the category RSS feed to splice those posts off.

Rev.com – Sometimes I will transcribe my podcasts as a way to essentially take one form of content and make another. Rev.com is fast and very affordable.

If you want to learn more about the technical aspects of podcasting, check out Podcast Answer Man – Cliff Ravenscraft.

Want to get booked on podcasts? Check out PodcastBookers to get yourself in front of podcasters looks for guests.

My personal listening list

2012 became the year that a number of very well-known content producers embraced the podcast format, producing and distributing audio content in a very big way.

The following podcasts have become very popular in iTunes and offer tremendous content for those inclined to consume their content while driving, working out or simply hanging out plugged into a pair of earbuds.

Seth Godin’s Startup School: Recently launched on the Earwolf network, the Startup School podcast features highlights from a workshop Godin conducted with 30 up-and-coming entrepreneurs.

Social Media Marketing Podcast by Michael Stelzner: Social Media Examiner’s Michael Stelzner helps your business navigate the social jungle with success stories and expert interviews from leading social media pros.

The Human Business Way by Chris Brogan: Business with a soul. Improve your impact. Be brave. Tell bigger stories. Discussions and more with today’s top authorities on sales, marketing and much more than just business.

The Work Talk Show: The Work Talk Show is a weekly podcast hosted by DJ Waldow & Nick Westergaard featuring a talk show format along with crazy smart guests who operate outside the lines of what work has traditionally looked like.

This Is Your Life by Michael Hyatt: This Is Your Life with Michael Hyatt is a weekly podcast dedicated to intentional leadership. The goal is to help you live with more passion, work with greater focus and lead with extraordinary influence.

Pat Flynn Smart Passive Income: Reveals all of his online business and blogging strategies, income sources and killer marketing tips and tricks so you can be ahead of the curve with your online business or blog.

Online Marketing Made Easy with Amy Porterfield: “Facebook Marketing All in One for Dummies” co-author and online entrepreneur Amy Porterfield shows you exactly how to monetize your online marketing and blogging efforts using her own tested, ACTIONABLE lead generation strategies

Duct Tape Marketing: And of course, I’m partial to my own podcast full of small-business marketing tips, tactics, resources and interviews with some of today’s most inspiring authors, leaders and thinkers.

Download the iTunes Podcast App or Stitcher app and start filling your head with the sounds of content in the form of podcasts.

3 Review the Duct Tape Marketing Podcast

I’ve been podcasting now for several years and I love it. It gives me an excuse to access some of the brightest, funniest and giving people on the planet.

I’ve not done this before so excuse me if it comes off a little to forward. If you don’t listen to my podcast I would like to invite you to subscribe via iTunes (click the link and it does the rest for you)

If you do listen to my podcast, I’d like to ask you to post a review. All you do is click on this link and once iTunes opens and takes you to my podcast, scroll down in the window and you see a link that says “Write a review.” That’s it. Now of course I want glowing, but honest reviews. I’ve had good shows and bad shows, issues with technology and the like, but I have a blast doing it and I hope you get some real value.

I have some great shows in the can for the next few weeks including international chess and Tai Chi champ Josh Waitzkin and Tim Sanders, author of Love is the Killer App.

6 Influencing The New Influencers

Marketing podcast with Paul Gillin (click to listen, right click and Save As to download)

The New InfluencersPaul Gillin has written about technology and now social media’s influence on it, for years. Recently he stopped by to talk about his book The New Influencers on the Duct Tape Marketing podcast.

For many a PR firm the concept of bloggers, podcasters and other social media publishers as the new breed of journalist is a challenging one. Heck, the fact that anyone with a computer can now go directly, as a media channel, to its public has radically changed the media and PR landscape forever.

Marketers need to find new ways to tap into the power of this new breed of influencer and PR folks need to clue in and develop strategies to do the same or risk seeing entire chunks of their industry become obsolete.

Hint: You don’t get results by press release spamming with traditional media folks and you won’t get it with new media folks either.

23 They don't use social media in my industry

Brown’s LuresMany small business owners still think they can take a pass on the power of online social media tools, particularly if they reside in seemingly low-tech industries like plumbing, fishing, or lawyering. I want to share a quick interview I did with Jason Brown, 23 year old co-founder of Brown Lures. That’s right, they sell fishing lures to guys and gals that probably don’t call hanging out at Web2.0 conferences a good time. (I’m just guessing on that though.)

Brown credits his blog with changing the way people find him, he created a podcast that gives him great “fishing stories” and loyalty from guides up and down the Gulf coast, he uses RSS and content tagging to automatically produce fresh blog content, and email marketing to blow his competition away at trade shows.

Using social media in industries that are still slow to adopt it is the killer competitive advantage.

In Brown’s words:

“We have been running waiting lists for products for about a year now, and no one has any clue how we are doing it without spending big advertising money. I love this stuff . . .”

Alas, I can still here the cries from the cynics – We don’t need no stinkin social media, we just need more sales.

Care to share your “social media in a low-tech” industry success stories.

23 One way to podcast

John Jantsch podcastA reader and subscriber to the Duct Tape Marketing podcast asked me recently to reveal the tools, techniques and software I use to create, edit and publish my podcast. My system is hacked together through a couple of years of trial and error and is by no means the textbook way to podcast, but like most of what I do it’s simple and practical. So here’s an under the hood look at the Duct Tape Marketing podcast.


All of my episodes are recorded phone conversations. This presents a real quality challenge as phone lines don’t produce good audio signals. I tested a few solutions and landed on a decidedly low tech approach at the suggestion of a radio station technician.

Using a very retro cool Blue Snowball USB mic and WireTap Studio software I place the guest on speaker mode, lay the mic down by the phone, hit record and conduct the interview. My voice and that of the guest are captured directly into the recording software as an mp3 file. (Audiophiles may be cringing at the sound of this, but it produces decent quality, level sound between my voice and the guest, and eliminates a couple steps in the process.)


On a Mac I have found that Garage Band does a nice job. (Audacity is a great PC option) In Garage Band I can add the sponsor messages, music clips from a library and edit anything out of the recorded interview. Once I’m happy with the results I export to iTunes and convert back to mp3 format. This seems to produce a nice balance between audio quality and file size.


Since mp3 files can get pretty big and benefit from a media server for streaming I use Libsyn to host and stream my files. I get all the bandwidth I need (even with thousands of downloads per episode) for less than $10 per month.

I use a blog created just for the podcast to post show notes and publish the RSS feed. I’m moving this to a WordPress blog eventually and have heard nice things about PodPress for this function.


You must make sure that your podcast is listed in iTunes and that people can easily subscribe. I would also suggest seeking out and submitting your feed to a host of podcast directories.

There you have it, my podcasting secrets laid bare. Any other podcasters out there care to share their podcasting success secrets?

4 Talking About The Dip with Seth Godin

Seth Godin joined me for a special live taping of the Duct Tape Marketing podcast (we had about 500 callers listening in.) to talk about marketing and his new book: The Dip – A Little Book That Teaches You When to Quit (And When To Stick)

I first picked up this book thinking, from clues in the title, that it was more about quitting things that weren’t going anywhere – and I guess it is, but I couldn’t help thinking that it was more about being realistic before and when you started about what it really takes to be the best in the world at something.

I found the book to be more inspirational than really instructional – and I mean that in a very positive way. I read too many strategy books and not enough books that remind me what why I do what I do. I told Seth that I thought he had written a self-help book and he flatly denied it. I need lots of self-help, so I meant it as a compliment.

What does it mean to be world class? How do you know when to stick and when to quit? Do you need a niche to be first? When is the worst time to quit? Hear the answers to these and more.