#sejthinktank: how to use a podcast to build your email list by jerod morris

How to Use a Podcast to Build Your Email List

by Jerod Morris

#SEJThinkTank@JerodMorris

1. VP of Marketing for Rainmaker Digital and host of The Showrunner

2. Writer, teacher, showrunner, husband, Hoosier, and digital entrepreneur

3. I host five different podcasts4. I make remarkable guacamole and home-

made tomato sauce


About Me

1.Yes, both2. Yes podcast, but no email list3. Yes email list, but no podcast

4. No, neither


Poll 1Are you hosting a podcast and

building an email list right now?

1. Why start a podcast?


Two key questions to start:

33% of people have listened to a podcast at least once – this has

tripled since 2006Approximately 106.3 million people

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank@JerodMorris

Why start a podcast?

17% of people have listened to a podcast in the last month.Approximately 54.2 million people

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)



Gender split is exactly 50/50.

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)



Podcast consumers are:• affluent (36% make $75k/year or more)• educated (85% attended college)• highly engaged (average listener: 6x per

week)

(source: The Podcast Consumer 2015 by Edison Research and Triton Digital)#SEJThinkTank

@JerodMorris


Awareness keeps growing.Market is attractive.Impact is obvious.



In other words …


Now is still a perfect time to launch a podcast.


1. Why start a podcast?2. Why build an email list?


Two key questions to start:

The ROI is 4,300%.

(source: Direct Marketing Association)


Why build an email list?

Email is 40X better than Facebook or Twitter for acquiring customers.

(source: McKinsey and Company)



“A nurtured lead increases sales 20 percent more than a cold lead.”

(source: Entrepreneur.com)



“95 percent of those who opt into email messages from brands find

these messages somewhat or very useful.”

(source: 2014 Mobile Behavior Report)#SEJThinkTank@JerodMorris


In other words …


Now is still a perfect time to build an email list.



How to use a podcast to build your email list:

A Simple 4-Step Plan


Step 1:

Develop, launch, and run a remarkable show.

rainmaker.fm/4elements

Authentic• Know yourself• Know your audience• Find the intersection


A remarkable show is …

Useful• Educate• Entertain• Inspire



Useful• Educate• Entertain• Inspire• Offer companionship



1. Educate2. Entertain3. Inspire

4. Offer Companionship


Poll 2What do you think is the most

important objective for a podcast?

Sustainable• Show up• Show up reliably• Show up reliably over time



Profitable• Direct• Indirect• Intrinsic




Step 2:

Craft a compelling incentive and offer.

1. Something so good, they can’t say no.


What is a compelling incentive?

1. Something so good, they can’t say no.2. Something they can’t get anywhere

else.



1. Something so good, they can’t say no.2. Something they can’t get anywhere

else.(Don’t be afraid to give away your

best stuff!)#SEJThinkTank@JerodMorris




rainmaker.fm/showrunner-report

1. A free report



1. A free report2. Timely email-only

content




content3. A free course




content3. A free course4. Access to a community#SEJThinkTank

@JerodMorris



What is a compelling offer?

1. Urgency (Why should I act now?)



1. Urgency2. Scarcity (What’s

the point?)



1. Urgency2. Scarcity3. Convenience

(How do I get it?)#SEJThinkTank@JerodMorris



Step 3:

Communicate that offer consistently

“When you get sick of saying it is about the time your audience first starts paying

attention to it.” – Jonny Nastor


Communicate consistently


Step 4:

Deliver on (or exceed) your promises


Step 4:

Transform your audience.

1. Background designed by Rafal Tomal2. All other images are logos for shows I host. Used

with permission.


Image Attribution

Our designer will create a snazzy final slide with your name & the moderator’s name for the Q&A Session. It will look something like this:

#SEJThinkTank@YourTwitterHandle

Final Slide