How Chloe finds her guests and how she uses podcasting for business

How Chloe finds her guests and how she uses podcasting for business

Evaldas: That’s right. Very interesting, the way to utilize them. It’s the first time I heard about that, it’s good to know. Alright. You mentioned a lot about business and how it’s released to your podcast, maybe can you touch a little bit more — do you find clients for your podcast? I know that you’re also doing books also, so you can do some book promotions. Can you maybe tell how you approach this kind of business in podcast relation?

Chloe: Yeah sure. We’ve basically taken the decision that we’re not going to put any sponsorship on the podcast for the time being. We’re just going to keep it pure, although if we do bonus on occasions, so we do a regular weekly one, and then on occasion we would a series of extra information, generally kind of monologues, just me talking about something. Those ones we are willing to sponsor if the right content and the right sponsor comes along, but we’ve taken a decision that this year we’re definitely not doing anymore sponsorship on the podcast. We just want to go with the message. So that then raises the question, “You spend so much time and effort on the podcast, how else are you going to make it work for you?”

The podcast kind of works for us from a business perspective in a number of angles. So firstly, it’s amazingly powerful at positioning. So prior to launching the podcast, I’d written for magazines, I’d been named one of the top 10 eCommerce commentators in the world, I’d published book so I got to number one on Amazon, but within a month of the podcast going live, the reputation I had with people, even with the same people just kind of went up, upper level. Because it’s a broadcast medium, it just seems to lift you and give people a very different perspective on you. That’s had an impressive impact from, in terms of the opportunities when I’m being given to speak and to write, and it’s also bringing us in some really interesting client inquiries as well and we use it to grow the list as we got pop-ups on the website, we’ve got the transcripts people can download and so on and so forth.

We’ve got full on sales sequences following up from those email sign ups. Basically there’s kind of two ways we’re using it. A third way would be that I’ve then — using the content of the podcast to make everything else I produce better. If you see me speak on a stage at the moment, you will find that most of the case studies I’m talking about are businesses who’ve been on the podcast, because I’ve been able to find that from them what I want. The problem with doing what I do is most of the conversations that I have with retailers and eCommerce people is off the record, it’s all hidden. But if they told it to me in a podcast, then it’s already been broadcast. They knew that it’s going to be broadcast, they’ve also shared what they’re willing to be shared. I use a lot of the podcast content in talks. I use it in blog post. I use it in these case studies in the new book. The new book is just full of examples of how the guests we’ve had on had been using the concepts of customer manipulations. So influencing your customers to buy more and the importance of doing it ethically. The book is just full of podcast, to the point that my proofread is keep on saying, “Can we please remove some of these references to the podcast?” It’s just a bit much. One of my jobs in the next week is to — because we’re recording this before the book goes live and this will go out once the book’s live. So one of my jobs between now and when this goes live is just to double check that there’s not podcast overkilling the book.

It raises how people see me. It brings us traffic data and customers, and it’s enabling all the content I put out there to be of a higher standard. So it’s essential now to the business, I think. I think it’s worth every minute we put into it, and we put a lot of time into the podcast.

Evaldas: Yeah, it’s interesting to hear how you use it in so many different ways, like building your own, like expertise to create and give you the content you want, probably to learn and then you use it in eBooks and speaking just ever, I guess.

Chloe: It’s a fantastic resource to have. From the beginning, it’s just been brilliant to enable other people to experience those conversations that I’ve always got to have with people. I’ve always been lucky enough to experience with people and to be able to bring that to a wider audience is great, and I know my audience really enjoy it.

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About Evaldas Miliauskas

Evaldas Miliauskas is the founder of CastSource - a startup that provides transcriptions designed for podcasts. He is a passionate podcaster listener, host, and a entrepreneur.

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