Welcome back to the Follow-Up Media podcast. My name is Christian Lee. I am the CEO and founder of Follow-Up Media. Uh my VP of sales, Riley Austin, sitting next to me. He's my kind of ride or die here. He's a very integral part of our business model which is outreach. It's identifying um particular businesses um

clients that we think that we can have a drastic effect on their digital presence and their content creation and marketing as a whole. So, you know, we talk about identifying these people and Riley has the non unwavering just, you know, followup pitbull mentality with um not in a creepy way. No. You know, um with

with you know, the outreach program to you know, have a conversation. So, the truth is most businesses, if you have a podcast or you're thinking about one, you think, "Ooh, I'm going to focus in on the downloads. How many downloads or how many views did I get?" which is not the only KPI, if you're wondering what

that is, key performance indicator that you should be paying attention to because we have to take that and put it into context of like how many um subscribers do you have or, you know, do you have an active mailing list that like a um a newsletter that you're consistently already reaching out to

your existing book of business? So there's just a lot of factors to consider before putting so much weight and value on the download. You know, we can go in in a further episode as to what even qualifies as a download and that could be based on your hosting platform and how they evaluate exactly

what a download is or a view if you're looking on YouTube, you know, and that thinking is kind of ass backwards to be honest with you. And I've dealt with clients who have you could show them so much success and how everything is working and they still want to bring up well I've got no downloads or I've got

10 views or whatever. The truth is you don't need a million downloads. You need a clear path from the episode to the inbox or to the consult or the sale. The mistake is that no call to action, no value ladder, no conversion mechanism exists. And the reality is podcasts aren't just content.

They're a trust building touch point that's in your sales funnel. Podcast builds trust at scale. Here's the game changer. Your podcast gives uninterrupted access to your brain for about 20 to 30 minutes. That's longer than most websites or maybe even ads or emails. That's where the trust builds or

people can hear your voice. They can see like they can honestly see if it's not just audio, if it's if it's video and they can see how much or they can hear how much you truly care in your in your tone of voice. It feels like more of a conversation. Even if it is only one-sided, you just talking to them.

They're buying into you long before you ever even contact or you ever even get in contact with them. I I think that's a good point. They're definitely buying into you long before they ever contact you. You know, you are having that moment with them, you know, which is that authentic connection build, right?

Um you know, here are the stages of podcast and building a funnel. Okay, we'll call it the podcast funnel. Let's talk about that. And this is how you're going to actually structure your podcast like a funnel. And we're going to break it into three stages, okay? There's attraction, there's engagement, and

there's conversion. We attract by using hookie titles that solve a specific pain point. We put in strong episode artwork, SEO descriptions, and we promote that on all platforms with contextual headlines.

Example, why most realators burn out before 40 and how to fix it. Huh. If I'm an agent, I'm like, oo, I'm interested because I don't want to burn out before I'm 40. And then we engage. We deliver actual value. We're not going to give fluff. We teach, we share, and then we solve. We bring guests who reflect ideal

customer values in that industry. And then we tell stories that connect back to your services. It's not rocket science. Hence, I'm wearing this nuke Mars shirt from SpaceX, right? Um, and then we're going to convert. And how do we do that?

Every post, every episode will have strong and natural calls to action. Not just follow us. If this hits home, schedule a 15minute strategy call. No, we are going to use CTAs that work.

We're going to use links that take them to the action that you want. So, it's really, really simple. And we help brands by doing this every day. And you know, we're going to use landing pages tailored to the podcast episodes with short track trackable and specific links.

Now, let's talk about automation, Riley, and content stacking. You can build a whole funnel around it, starting with transcribing it into a blog post. SEO boost. We've talked about SEO on on multiple of the Well, it's funny.

Everything that we do now, um, whether it be the episode description, which is a very SEO, I call it fertile soil. Yeah. Um, you know, you know, every episode, you know, for your podcast description is like fertile ground. Um, it's very SEO reactive. You can get these promo clips when you can cut it

into four or five, what do you call them? Little things of gold. Little golden nuggets. Nuggets of gold. promo clips. There are many names for it, snippets, and you put it into the correct out like you you follow the correct algorithm of each individual cuz like you said on the other podcast, the

Facebook, Instagram, LinkedIn, they all have different algorithms and different call to actions that you need to have. So when you cut those, you got to know what you're doing. You can't just throw them out there and throw a hashtag on there. Well, cons I mean, you can just throw them out there and a lot of people

do and a lot of marketing um departments for companies um you know and I'm not knocking those people. You need to um really have an idea otherwise you are just throwing it out there and you know we like to put in the people that are experts in certain areas and departments in our company that know more than you

and I know. We're constantly getting educated because you don't know what you don't know. And I don't have time to dive into every single platform and every single thing that you know um these platforms are changing in regards to their algorithm. If you don't have a call to action, where do they know where

to go? They don't know. No, you're not asking them to do anything and providing them a quick and easy way for them to take action. You know, these days we are so spoiled in we want everything and we want it now. You know, that doesn't mean they're going to follow that same buyer's journey into doing it now, but

um you want to give them the right length, the right source or path to get in contact with you, to fill out that form, to give you a call, you know, on it's almost like a psychological thing.

You had a lot of engagement. You could see the tone like what I was talking about earlier. you can see that they care then and you want to reach out. You hear that call to action. That's a psychological thing where, oh shoot, I need to go to find that website. I need to go follow what he's saying because I

want to learn more. Absolutely. And speaking of call to action, follow us on all of our platforms. You can hit us up. We're available on all podcasting platforms. Hit the subscribe button if you're watching this on YouTube. If you want to join the show, we encourage it. Um, we want to help,

um, answer any questions you have about marketing, whether it be podcast, video production, anything like that, you know, feel free to hit us up at followupdia.com. I'm Christian Lee, my co-host as always, the wellspoken, handsome, young, agile individual, Riley Austin. Yes, sir. Peace out. Follow up

FU Media.