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MAY 2ND, 2023 hosted by Glenn Bottomly

Ep: 46 - Podcasting Power: A Mighty Medium for Marketing Ops

Posted by Glenn Bottomly on May 2, 2023 10:28:05 AM

Why did we start a podcast? It wasn’t just because it’s fun (even though it is).

We did it because it works.

And it can work for you, too.

In this episode, Lindsay Tjepkema CEO & Co-Founder at Casted, shares why podcasts are such effective tools for marketers and the secrets to finding success with one in your business.

Join us as we discuss:

  • How podcasts help establish credibility and build trust with your audience
  • The B2B podcast maturity curve and why it’s essential to understand before you launch
  • Why Marketing Ops leaders need to prioritize activities based on the business model and customer motivations

“The most significant, special, and different thing about podcasts is how intimate they are and how uniquely they create meaningful human connections.” — Lindsay Tjepkema

Podcasts help you establish trust and credibility

Lindsay struck the right note from her very first words: Podcasts are intimate.

Every episode that features an interview or conversation is a first-hand account that allows listeners to determine whether their personal ideas of trustworthiness are present in the speakers.

It could be something like answering a deeply technical question correctly, providing a new perspective on an age-old concept or simply being truthful about one’s own opinions — podcasting highlights the value propositions of hosts, guests and companies.

The human need for deep meaningful connection

In describing the human condition, Lindsay says, “Humans are connective beings. We’re hard wired that way and it’s a basic need.”

Because it’s a human need, connection is a business need. After all, a business is simply a group of people who come together to work toward a common goal.

By listening to a human conversation, a deep-rooted human need is being met; there’s a sense of interaction and it stimulates the mind.

Podcasting’s unique value lies in the fact you can be doing anything else — exercising, cooking, folding laundry or relaxing on your couch — and still gain from listening.

“It's a really great way to ask questions, learn a lot, and then share those learnings directly with others.” — Lindsay Tjepkema

Do you know what you’re really signing up for?

While podcasting offers a unique kind of value, it’s also similar to other parts of your marketing operation.

It takes time (and several iterations) to build a loyal and engaged following.

“Start with conversation,” Lindsay advises.

Experiment in your early days and find what works for your audience. Iterate, keep improving and seek that understanding of what resonates with the right listeners before shifting your thinking towards revenue and listenership.

Working with content creators

It’s easy to get distracted by the appeal of certain influencers, whether they’re inside your business or external consultants.

You could have your sales representatives, executives, marketers or product designers host your show — until you experiment and examine the data and feedback from your audience, you’ll never know which is the right profile for a host, guest, panel member or moderator.

Your social landscape will evolve

Podcasting is a great channel for networking.

Your team is going to interact with a variety of guests and obtain diverse opinions, insights and a wealth of knowledge and expertise through your podcasting conversations.

It’s important to understand that someone will need to be responsible for initiating, developing and maintaining relationships.

In Lindsay’s own podcasting journey, she has gained contacts who now fill various roles in her personal network:

  1. Partners
  2. Customers
  3. Employers
  4. Recruiters
  5. Investors

She goes on to reinforce the benefit of keeping up to date on industry activity by connecting with all kinds of people for the purpose of podcasting.

“It's not just about the conversation, it's about all the different things you can do with it.” — Lindsay Tjepkema

Why customers and business models need to take priority for Marketing Ops leaders

As Lindsay mentions, it is more progressive and rewarding for a business to focus on the “critical few” rather than the “trivial many.”

Everyone is juggling a high volume of responsibilities and tasks all at once — across their personal, professional and social lives.

By cutting out the noise of “all” the things that need attention and routinely focusing on the few things that absolutely must happen and be executed by very specific people, you can move the needle further, faster.

Which information holds more weight when making decisions?

Many Marketing Ops leaders are drowning in platform data and often forget that their own intuition and instinct is in fact also considered as data.

Your experience can and should guide your decisions and priorities.

The role of Marketing is to help your ideal customers find your business. If your marketers know your higher margin offering and easiest solutions to deploy, their campaigns can steer the market toward discovering those specific products and services first.

Ultimately how you prioritize your marketing activities feeds directly into your company’s bottom line.

Want to learn more about leveraging podcasting for business growth? Listen on Spotify, Apple Music, or wherever you find your podcasts.

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