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18. Maximizing Your Podcast: A Deep Dive into Marketing Strategies with Stacy Reed
Episode 18 • 24th January 2024 • Podcast That Pays • Angie Jordan
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Want to maximize your time and effort you are putting into your podcast?

This is the episode for you. In this episode we have special guest Stacy Reed, a marketing and Facebook ads expert who has been using her podcast as an anchor for her entire marketing system.

We talk about how Stacy maximizes her podcast content and uses it in every way in her business to get leads and drive sales, we dive a little into her Facebook ads strategy she uses with her podcast, and we chat about why looking at the BIG picture of your marketing is so important and why including your podcast in that is crucial to your success.

You can check out Stacy's work here:

website: https://stacyzeal.co/

facebook: https://www.facebook.com/StacyStyle03

instagram: https://www.instagram.com/stacyzeal.co/


If you are ready to create a podcast that pays for your business, head over to www.podcastthatpays.com

Follow me on Instagram @angiemjordan

Join us over in my Facebook Group- Launch Grow Explode Your Podcast.

Music credit: Mavericks by Harrison Amer. A Podcast Launch Bestie production

Transcripts

Speaker:

So if you're wanting to maximize what

you're doing with your podcast and you

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want to learn how to make it work for your

business and not you always working for

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your podcast, this is the episode for you.

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So today I have on a really special guest.

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Stacey Reed.

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She is a marketing expert, Facebook

ads expert, and we are going to talk

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about how to incorporate your podcast

into your existing marketing strategy,

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why you should, why not doing that is

why a lot of people quit podcasting

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and fail at what they're doing.

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And what you can start doing

right now to think about your

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podcast in a more strategic way.

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So I'm glad that you're here.

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Stay tuned.

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We have a great show up for you today.

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Okay.

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So welcome Stacey Reed to podcast that

pays the podcast, that helps you to,

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use podcasting to grow your business,

sell your offers, be a part of your

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marketing, all that, all that good stuff.

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So welcome Stacey.

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I am so happy to have you here.

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Just jump right in, tell us a little

bit about who you are, what you

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do, who you help, how you help them

jump right in and tell us that.

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Yeah.

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Awesome.

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Thanks so much for having me.

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I'm excited to be here.

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Um, so yeah, my name is Stacey

and I am a Facebook ads expert

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and marketing strategist.

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Um, and the way that I work with

clients is that when clients come to me,

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typically they have a really big vision.

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, they're not a marketer, but they

really want to understand what is

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it going to take for them to take

their business to the next level.

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So they're usually around that six

figure mark and are trying to figure out

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like, how do I get to that seven figure?

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How do I get to, um,

get to that next level?

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And so that's how I help people.

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Um, I have been.

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In marketing for 11 years, I led

paid social examples and generated

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150 million with Facebook and

Instagram ads specifically.

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I've worked on all of these different

social platforms as, as far as like the

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advertising side of things, as well as

the organic side throughout my career.

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And I've really started to kind of take

all of that knowledge that I have and

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package it into courses and workshops and

different kinds of things and different

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ways to help brands who are scaling to

do what they're doing more efficiently.

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So that's what I do.

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Yay.

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Welcome.

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Okay.

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So, , speaking of like you, you're a

marketer, I'm a marketer, and I know

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this is something that we have talked

about before, , I had a sales call

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just yesterday and I was amongst my

like 50 calls I had yesterday, but

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I had a sales call thrown in there.

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And one of the things that I.

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You know, told her was, I was

like, you know what, there's this

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hill that I will die on like my

thing when it comes to podcasting.

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And I think the thing that really

differentiates me because there's

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a lot of people that will.

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Produce a podcast where you find,

you know, worried about audio, you

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know, like can do that side of it.

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But for me, the thing that differentiates

me and the hill I will tie on is using

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podcasting as a marketing tool in your

business . And so , I'm curious what

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your take is because you also have a

podcast, when you were beginning your

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podcast, you know, journey, or you

started your podcast, how did you

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approach it from a marketing standpoint?

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What did you, what were your thoughts

around how is this going to work overall

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for my marketing, for my business?

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Why did you feel like it was like an

important thing for you to do at that?

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You know, at that time or that you

still continue to do, cause you're

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very consistent with your podcast.

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So talk to me a little bit about that and

kind of what was your purpose behind that.

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Yeah.

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Um, so really when I started to think

about there's so much marketing out

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there that you can do so many options.

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Um, and when I started to really think

about how do I connect best with people.

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Um, one of the things I had to realize

was that I connect best with people

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when I get to talk to them or when

the people get to hear my voice.

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Um, I'm really good at being

able to close sales calls.

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Um, I'm really good at just talking

to people, building relationships.

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I am someone who will

just talk to anybody.

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And so when I started to think

about, you know, how do I.

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Incorporate marketing that also

aligns with my strengths, something

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that I enjoy doing, um, and something

that I would say is relatively

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easy for me to be able to do.

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Podcasting was one of those things

that was just like right there.

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And it was just so easy for me to

kind of gravitate towards podcasting.

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I'm also been an avid

listener of podcasts.

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So I've listened to podcasts for years.

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Um, and when I started to really kind

of, so that's really what led me to it

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is thinking like, what are my strengths?

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How do people need to best consume me in

order for them to want to work with me

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and to continue on and to buy from me?

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How can I best use, um, a piece

of long form, long term context?

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That's an other thing is that a lot

of times people try to build their

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businesses all on social media.

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Um, Or just between social

media and their email list.

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Um, but you're not thinking about

things like blogging and, you know,

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long form video and podcasts to be a

really kind of space where somebody

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can come listen to you for 10, minutes,

whatever it is, and consume what it

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is that you do get some information,

but then still feel like they're

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building that relationship with you.

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And so that's really what led me there.

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Like it, it aligns with my strengths.

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It's something I love to do.

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It's something that's

relatively easy to me.

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And honestly, if you're looking at

stats, podcasting has taken off also.

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And so there's, there, there's that

piece of it as well, where it's like,

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you know, like I said, I've been

listening to podcasts for years,

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but now I feel like in the last

year or two, it's had its big boom.

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Like everybody's starting a podcast.

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Everybody wants to start a

podcast, um, or be on podcasts.

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And so it's really.

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a great time for it, but

then it also aligns with my

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strengths in how I communicate.

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I love that.

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I think that's really important.

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And there was another person, Genevieve,

when I interviewed her, um, for this as

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well, like one of the things that she

said and that she recommended to everybody

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was, you know, if that is, if this is

something that has nudged you and that

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you feel like is, Again, aligned with your

marketing and a lot of people find that it

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is because a lot of my clients and people

who are listening to this, like they love,

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like they are so good at what they do.

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They are not great at marketing.

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They are not great at, you know,

they look at social media, they feel

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like it's a little performative.

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They feel like they have to do

this like horse and pony show.

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And I love doing the horse and pony show.

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Like I could do that.

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Like, I was like, Hey, but,

but again, that gets tiring.

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And it's like, At the same time, if I

don't show up there, then nothing is

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happening, you know, in my business.

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Whereas when you have this long form

content, then it can still happen.

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Things are still happening

in your business.

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People are still being nurtured

by you from this content.

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Even if you don't produce

it, even if you take a break.

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I had a, uh, one client who,

uh, Came to me for production.

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And she's like, okay, I

don't know what to do.

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I had this old podcast

and I haven't touched it.

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And I think it might've been a

couple of years, to be honest.

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And she was like, do I go back to that?

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Or do I start a new podcast?

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And I was like, let's

pull up your old podcast.

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Like, let's pull up the stats.

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Let's see, you know, like what, how

many followers you had, whatever.

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Um, we pull up her stats and this

woman is getting like a hundred.

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downloads a month on a podcast

she hasn't touched in years.

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Yeah, that stuff.

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That is so true.

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Like I literally, so this is my podcast.

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I have now roadmap to 1 million.

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It's actually my second podcast.

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The first podcast I had is called high

on self care and I haven't recorded that.

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And, oh, it's been more

than a year for sure.

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And we went like super hard, like,

you know, for that first year.

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And it's all about like

cannabis and self care.

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So we went to a really

super niche environment.

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Wasn't a whole, not a whole lot of,

you know, black, black women leading

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podcasts talking about cannabis.

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So we had a really,

really kind of good niche.

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Um, but we grew that to 10,

000 downloads in a year.

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And even now I still get the reports.

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Cause I have, like I said, I haven't

recorded an episode in a year.

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Um, and over a year, actually,

we still get the reports and

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it's still getting downloads.

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And one of those things I would, and my

site is still getting traffic because

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I post my podcast show notes there.

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So that's SEO.

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So that, that traffic, that site is still

growing, even though I haven't touched it.

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And it's only thing that's

housed there are my podcasts, the

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podcast, it still gets downloads.

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And so, yeah, that's, that's

definitely spot on that.

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It is a very longterm, um, you

know, staple in your marketing.

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Yeah.

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And listen, the other day I, I

literally took my podcast transcripts

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and I told chat GPT, Hey, turn

this into a blog post for me.

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And then turn this into, turn

this into 20, uh, snarky.

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I'm even 20 funny

Facebook posts with this.

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Like, like, I'm like telling

it like turn it into this.

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And it did it in a really

pretty, pretty good way.

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I was like, um, yeah, you know,

like, there's like no excuses.

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That is such a great idea to take the

transcript and put it in a chat GPT.

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The transcript and put it in

chat GPT, and then it will

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write all kinds of shit for you.

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Okay.

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And even if like, I love it's like pro

tip, always take the transcript anyway.

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Because look at your transcript and you

are going to see things that you said that

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are like little quotable moments or like

things you can pull for yourself, or if

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you've got a team that can be content,

because one of the biggest things, again,

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the hill that I will die on is using this

for marketing, but also incorporating it

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with what you're doing in your business,

which is like, you know, So important to

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do and not just have this like separate

thing over here like a lot of people do

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but that's the that's that those are the

people who I see burnout on podcasting.

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Those are the ones who don't those

are the ones who don't make it who are

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like, okay, I got my business here and

then I got this podcast over here, but

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it's not like They're not connected.

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Right.

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So how do you keep that?

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How do you approach podcasting

as this like holistic thing

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that works for your business?

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And that is your overall part

of your marketing strategy.

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How does that fit into

your marketing strategy?

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Tell us how you do that.

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Yeah.

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So I look at my podcast as a way to

nurture my audience and to stay top

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of mind and until they're ready.

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Um, and so is it a lead generator?

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Yeah, . Now I've, we'll talk about,

you know, how I'm using it as a lead

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generator for with advertising, but.

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The way that I approach it generally is

like, okay, this is the kind of content

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that my audience is going to listen to.

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It's going to help to build

that know, like, and trust.

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Um, and they're going to be able

to consume content until they're

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ready to actually buy from me.

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And so I send my podcast.

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I also, I kind of look at it

as my anchor piece of content.

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I have one like anchor piece of content

or some people call it a hero, you

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know, hero content, something like that.

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And so this is where I, I approach it for

like, okay, I'm nurturing my audience.

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I'm moving them to the next

step, which is either watching

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my webinar or buying my course.

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Um, and then just using it as a way

to get a stay on top of my email list.

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I send my podcast out to my email list.

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I use it for SEO.

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So like I post the show notes

as a blog post to help to, you

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know, get more traffic to it.

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And so really it is the anchor, like kind

of like the centerpiece of our content.

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And then we use all of our social

channels and all of our other channels

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to drive people to the podcast.

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So like my email list is

driving them to the podcast.

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My social channels are

driving people to the podcast.

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And so that's really kind of how I

approach it as it's my, my anchor piece

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of content is the thing I'm going to do.

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If I don't do anything else that

week, I need to get a podcast episode

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out, um, that week to make sure

that I am staying in front of my

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audience and I'm staying top of mind.

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I love that.

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And I just want to point out for

you people, for you people who

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are listening, that Stacey said,

if she don't do shit that week,

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she gonna do her podcast content.

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And I'm telling you, so many people have

this In reverse, like so many people

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put this as the thing that they will

do when they get to it versus the thing

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that everything else can come, can,

can come from this anchor content, the

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content that's like, that's what you do.

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And then all this other

content comes from that.

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Like you said, your email list shit, you

can send to your, uh, You know, on your

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social media, you're at least sharing

this, you're nurturing those people.

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And something that I really love

about, you know, about my podcast as

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well as like, I can decide not to

send my podcast out to my email list.

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Matter of fact, I think like the last

one that I did, I didn't send it to

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my email list because I was like,

mid launch and doing something else.

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And the people who are following my show.

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Are listening once people follow

you, you don't have to tell them,

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you know, to listen to each episode.

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Cause like, I know for me, it's

like how I consume podcasts.

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I listened to a lot of

podcasts when I'm driving.

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And so soon as I'm like walking to

the car, I'm pulling out my podcast

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app, downloading whatever's there.

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And then I kind of just go through to

see what topic I want to listen to.

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So that host doesn't even have to

tell me, Hey, I have an episode out.

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Nope.

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You know, because just as a consumer,

that's already kind of how I, how I do it.

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And so I think, you know, that's

one of the things that makes

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podcasting so unique other than

like blogging and stuff like that.

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It's like, yeah, can you, you know,

you can follow somebody's blog and

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get a notification, but for the most

part, like you either need to be on

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their email list to see that they have

new, you know, new stuff coming out.

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Or you stumble upon it

on, you know, from Google.

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Um, so you're not, so unless you're

like really kind of like buying into

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that actual person and what they have to

say, you know, and I would say like even

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YouTube is similar to podcasting where

it's like you follow somebody on YouTube,

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you're going to get all their videos

as soon as you get on YouTube anyway.

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Um, you know, and so it's nice to

be able to have a platform where

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it's like, I just need to focus on

getting people to follow my show so

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that they can continue to get it.

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And I do, you know, I do

see a spike in my downloads.

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When I sent out to my email list, we've

kind of built that into our workflow now.

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Cause again, like, you know, repurposing

is the name of the game for us.

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Cause we use our show

notes as emails as well.

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Like we'll just take once we,

once the show notes are approved.

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They become an email, they

become a blog post, we pull

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captions and stuff out of it.

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We do put it into like, you know,

chat GPT and some of these other

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AI tools to help us to create, you

know, posts and stuff like that.

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So it really is, I would say

the anchor of my business.

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And I'll even say, even go on to say

that, like, you know, when I have a

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podcast coming out that week, cause I

got my podcast comes out on Tuesdays.

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On Mondays, I always go live.

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And so I'm always kind

of looking at a topic.

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I'm pulling maybe a subtopic from the

podcast that I've done the week before

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and going live and talking about that.

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And then when I go live, you know,

people jump on there, but then I

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repurpose those lives into reels.

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And so I use those to drive, you

know, traffic to the podcast.

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Um, and so it really does.

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I would say like, if I was like,

you know, I had a whiteboard and

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I could put everything onto a map

and see how everything connects.

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Podcasting is definitely in the center.

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And then all of the other

marketing channels kind of

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like feed into the podcast.

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Yeah, I love that.

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And something you said about

you use it for people, you know,

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to stay top of mind for people.

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And I know that we were talking about

this, um, in another, in another interview

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about how you had listened to me and you

saw like what I was doing and you were

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just like, Reminded and stay top of mind

because not only did you see it like

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in the podcast and then you're seeing

my ads reinforce it like it's like what

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I want people to get from that is this

is a part of an ecosystem when you look

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and begin to look at your marketing as

a In totality, like this, all of this

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together versus this, this thing isn't

working or this thing isn't working.

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And I would say the same for,

you know, social media when

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people are like, the reels aren't

working or this isn't working.

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I would just challenge your

thoughts on what's working and

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what's not working because.

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The truth of it is, is that people

need to see you, they need to see

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your message a lot of times and

they, they might not engage with it.

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They might not share your reel, that you

might not get like all these accolades

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and you might not go viral, like.

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You might not, but it's those

things that are working together

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that keep you top of mind, that

keep you in front of your people.

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So when they're ready to

buy, you're there, right?

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You're, you, they have access to you.

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They know that you're still

offering the thing that they want.

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So how are you using your

podcast for lead generation?

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I know that you've been, you know,

testing some things and testing

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some things with Facebook ads.

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Like, tell us how you're

bringing in new leads into your

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business, uh, with your podcast.

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Yeah.

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So one of the main things, as I

mentioned, like, you know, originally

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with my podcast, I really was

focusing on it being a nurturer.

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And so I wasn't necessarily, I

was focused on growing it, but

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it wasn't the top priority to

like, you know, get leads from it.

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It was like, I just want more of

my audience to consume my podcast.

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But then I started to think

about one, how much great content

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I've created on my podcast.

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And I, you start to realize that like,

if you're looking at your analytics and

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stuff, Realizing that you may have an

episode that, like, really brings in

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a lot of people and you have a spike.

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Um, but then that kind of be, you

know, it can kind of get to be a

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little, um, up and down sometimes.

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And so I really kind of think about,

like, I have all this great content.

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I need to do something with it.

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Um, and so one of the

things I started doing.

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Well, so I have a podcast episode

that's called why now is the

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perfect time to run Facebook ads.

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And I, that episode is showing in

my analytics that it was growing.

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It was growing slowly, but it

was still growing over time.

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So I'm like, okay, people are definitely

interested in this kind of content.

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I was looking at my Google analytics

and seeing like, okay, this podcast

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:

episode is definitely getting a lot

of, you know, getting a lot of traffic.

350

:

What I did was I took that as a

data point and said like, okay, this

351

:

podcast episode is already getting a

lot of traffic and a lot of downloads

352

:

and it's having the staying power.

353

:

Let me start to use it more effectively.

354

:

And so what I did was I, as I mentioned,

all of our show notes go onto the

355

:

blog, go onto our website as a blog.

356

:

What I did was I put some lead, you

know, some lead generators, some

357

:

lead kind of forms on that blog post.

358

:

And so I decided to run some

Facebook ads to that podcast episode.

359

:

Um, and even in my ads, it says

that it's a podcast episode.

360

:

It says, listen, now it says, you know,

go, go listen to the podcast or whatever.

361

:

And so when people get to that landing

page, though, they also see a pop up

362

:

that's like, Hey, Watch my workshop.

363

:

So, because that's the next step for

me is like getting people to get into

364

:

my world by listening to my podcast,

hearing my voice, seeing who I am,

365

:

starting to get familiar with me.

366

:

And then I'm moving them to the next

step, which is watching my workshop.

367

:

And then from there, the workshop

sells them into the course.

368

:

And so really, it's been

really effective to be honest.

369

:

It's been, it's been more effective.

370

:

I've jumped into it just as kind of

an experiment because it's something

371

:

that I know that A lot of the

people in my course have podcasts,

372

:

um, and we want to grow them.

373

:

But I was just like, you know,

how can we use this as piece

374

:

of the lead generation puzzle?

375

:

Because there, there, there is that piece.

376

:

And so that's really what I started to

do is like, I use the piece of content

377

:

as like, okay, You want to come listen.

378

:

This is kind of like a freebie.

379

:

If you think about it, like, you

know, people are coming in, they're

380

:

listening to the podcast for free.

381

:

They don't have, you know, any kind of

sign up for anything or whatever, kind

382

:

of like how you, if you would drive

traffic to a blog post per se, right?

383

:

Like we'll just go, they get

the information they need.

384

:

And if they're interested and they

are, um, You know, and liking the

385

:

content, then they're also going

to see my lead magnets on there.

386

:

So I have like some, you know, place

throughout the blog posts where you're

387

:

going to go sign up to watch my workshop.

388

:

I have a pop up that's

really, really effective.

389

:

Um, and I know people would kind

of like hate pop ups sometimes,

390

:

but they are very, very effective.

391

:

Um, and so yeah, that's how I'm

using it as lead generation.

392

:

So I started with that.

393

:

And one thing I'll also add is that I'm

also running this to my warm audience.

394

:

Um, so I have an audience of people

who have engaged with me on Instagram,

395

:

engaged with me on Facebook, who follow

me, that kind of thing, or who visited

396

:

my profile, something like that.

397

:

Um, and that is then this ad for the

podcast is being mostly targeted to them.

398

:

And so I'm also using it as a

way to kind of, to, to move those

399

:

warm people from just being like

watchers on Instagram to actually

400

:

getting into my marketing ecosystem.

401

:

Um, so actually consuming the podcast,

actually getting onto my email list.

402

:

And so really just being

able to, to kind of like.

403

:

Use this content as a way to not only

get in front of new audiences, but to,

404

:

to get in front of, you know, people

who have shown you on social that

405

:

they're interested, but they haven't

actually gone and, you know, signed

406

:

up for your lead magnets or got on

your email list or anything like that.

407

:

Um, so, so far it's, it's, it's

actually performing pretty well.

408

:

It's my lowest cost per lead right now.

409

:

Um, and so, right.

410

:

So, so because I've used that as a data

point, my next step is like, okay, I have

411

:

this podcast series that I'm, that I'm

in the middle of launching right now.

412

:

The next episode launches next week.

413

:

And so I'm going to take that whole

series and just reuse, use that

414

:

as a lead magnet and just run ads.

415

:

To like, I'm, you know, creating a

single page on the site for the series.

416

:

It's like, it's called a streamline

and streamline and scale series.

417

:

And so I'm going to create a page that

has all four podcast episodes there.

418

:

That has some information there to make

sure I have these lead magnets there.

419

:

Um, and then I can even also like,

once that audience size gets big

420

:

enough, then I can even start

retargeting them with webinar X.

421

:

Where I can say like, okay, these are

all the people who've gone to that page,

422

:

they're listening to the podcast, target

anybody who hasn't signed up for my lead

423

:

magnet yet and show them directly like

ads that are saying like, Hey, watch this

424

:

webinar because I'm trying to get people

sold on the effectiveness of Facebook ads.

425

:

Like I think, well, honestly, I think a

lot of people already kind of like, are

426

:

like, Oh yeah, Facebook ads are effective.

427

:

But they're not sure if

the time is right for them.

428

:

They're not sure if they're ready yet.

429

:

And so this is a question that I

get from my audience all the time.

430

:

It's like, how do I know if I'm ready?

431

:

And so that kind of question leads

directly into why now is the perfect

432

:

time for you to start running ads.

433

:

And I kind of go through why, um, and then

the next logical step would be like, okay,

434

:

I feel like now it is the time for me.

435

:

Now let me watch the workshop to

figure out the strategy behind it and

436

:

what all goes into it and to learn

my frameworks and that kind of thing.

437

:

Yeah.

438

:

So I love that you said, you know,

a couple of things that you said

439

:

was like with a marketing ecosystem.

440

:

I definitely want to, I definitely

want to like put some emphasis

441

:

on that and make sure that if

you're listening, you understand

442

:

that like, It all works together.

443

:

Marketing ecosystem, me and Stacey, like

we have a very similar marketing mind.

444

:

And so you can see that we both

approach podcasting from a, from

445

:

like a very much a marketing way.

446

:

Like, how are we using this?

447

:

And I teach my clients literally the

same exact thing when it comes to

448

:

like how you're creating your series.

449

:

And so one thing I would say, if

you, You know, listen to that and

450

:

think that that's interesting,

something else that you can do.

451

:

And what I teach my clients is to

go into your shit that's already

452

:

existing and figure out how you

can group this old content together

453

:

to basically have the same effect.

454

:

So like, let's say we're talking

about, um, specifically, like if it

455

:

was on my, on this podcast, you know,

and so there's three episodes that

456

:

are like really talking about like

conversions and like selling from

457

:

your podcast and what to do in that.

458

:

I could group those together as a

series on a separate blog page and

459

:

all and use that the same way, like,

like I'm using it as an opt in.

460

:

And so I love that you brought

that up because that is.

461

:

Literally how you have to start

shifting your mind when you're

462

:

looking at podcasting, if you want

to podcast for your business, if you

463

:

want a podcast to get results, if

you want to generate leads, like you

464

:

have to start thinking, like, how am

I strategically using this content?

465

:

Not just like.

466

:

What am I going to talk about tomorrow

and put my pod to put my head like how

467

:

can I use the content already have how

do we maximize the shit that I'm doing.

468

:

Um, I know we, we've both talked

about before to where using your,

469

:

your podcast content in your welcome

sequence in a closing sequence and like.

470

:

In the, in email sequences, like where

people are getting to know you, how

471

:

do you strategically use that content?

472

:

I think that's a big part of how we

create this ecosystem, how we can

473

:

maximize what we're doing in a podcast.

474

:

And, and the importance of that is that.

475

:

Number one, it creates for us an ease

in our marketing systems because we, we

476

:

know how everything is working together.

477

:

We're using our content

more than one time.

478

:

We're, you know, we're, we're funneling

people through and people are seeing us

479

:

and keeping, keeping them top of mind.

480

:

Right.

481

:

And then it's also like, like

it makes it easier for you.

482

:

It makes it easier for you.

483

:

So when you're thinking about your

podcast and you're thinking about

484

:

how you're using it in your business,

like a thousand percent, you need

485

:

to be strategic with what, with what

you're doing for your marketing.

486

:

And, um, another thing I want to bring

attention to, or want to ask you is when

487

:

you're, when you're doing your Facebook

ads, um, you're doing them specifically.

488

:

To one episode and not

to the entire podcast.

489

:

Correct.

490

:

Okay.

491

:

And so what's the like thinking behind

that or the testing behind that?

492

:

Like, why not send, why not do one that's

like, here's the whole podcast or like,

493

:

what, or will you do it like that also?

494

:

Like, what's the, what's your,

what's your thoughts on that?

495

:

Yeah.

496

:

My thought on that is that I think one of

the things I was thinking about is kind

497

:

of like looking at the whole funnel or

the whole customer journey that I want

498

:

someone to take and the what I want is

for to attract people who are interested

499

:

in Facebook ads because I do have

like, you know, content on my podcast.

500

:

It's like, oh, you know, it's More

like, you know, marketing focused

501

:

or like, like marketing tools

that I use, those kinds of things.

502

:

And those are more affiliate

plays with my podcast.

503

:

Cause I was like, you know, I've

created some affiliate kind of

504

:

agreements and stuff like that.

505

:

And so I have some episodes

that are specifically dedicated.

506

:

That's the goal is specifically

to drive affiliate sales.

507

:

Um, and so with this, when I was

thinking about what do I want the

508

:

sales cycle to be, or what do I

want the customer journey to be?

509

:

It was, I want to attract people who

are already considering Facebook ads.

510

:

And so that's why I decided to use an

episode that was directly speaking to

511

:

people who are considering Facebook

ads, because I wanted to start to

512

:

eliminate people who are on the fence.

513

:

Like I wanted to eliminate people

who are just kind of like, you know,

514

:

Facebook ad haters or who are just like,

I don't want to do Facebook ads at all.

515

:

Like I'm not, I'm not in the, in the,

in the position of, especially with

516

:

advertising, I think I'm not trying to

convince people that they have a problem.

517

:

Um, like I'm not trying to be just because

somebody knows they have a problem.

518

:

Does that mean that they're

ready to act on it yet?

519

:

And so I'm trying to pick out the

content from my podcast that's going

520

:

to really speak to those people who are

on the fence of like, I think Facebook,

521

:

like I'm kind of sold on Facebook ads.

522

:

I have colleagues that say Facebook

ads work, but is it right for me?

523

:

Is it, is it the right time?

524

:

How does it work?

525

:

And so I'm trying to answer those

questions that people have been asking me

526

:

that I come up like as I do presentations

and stuff like that, people always ask.

527

:

Is it the right time for

me to run Facebook ads?

528

:

And so I'm like, okay, if my audience

is telling me that this is something

529

:

that they keep asking me this and

there's probably a lot of people out

530

:

there that have the same question.

531

:

Um, and so that's why I really decided

to go with something specific because

532

:

I wanted to attract people who were on

the fence about Facebook ads already

533

:

and not in a place where they're

like, well, what, you know, why would

534

:

I, you know, what are Facebook ads?

535

:

Why would I even invest in that?

536

:

Blah, blah, blah.

537

:

I wanted to talk to people who

were already on that fence of

538

:

like, I can see the effectiveness.

539

:

Is it going to work for me?

540

:

Yeah.

541

:

And so, and I was thinking

about the end result.

542

:

The end result is for

them to buy my course.

543

:

And so my course is on Facebook ads.

544

:

And so Elevate and just kind of trying

to get people to listen to my podcast.

545

:

I, you know, just a general message.

546

:

I feel like I would attract people

who weren't necessarily already ready

547

:

for Facebook ads who weren't sold

on Facebook ads yet, who weren't

548

:

even considering them, right.

549

:

They're just looking for

marketing information.

550

:

Um, and so while that's fine, you

know, growing your podcast numbers

551

:

and all that kind of stuff is fine.

552

:

The purpose of these ads is

to drive leads for my course.

553

:

And so I wanted to pick something

that was very specific to a question

554

:

that people have before they would

even consider buying my course.

555

:

Um, and I guess you can kind of frame

it as like taking those objections

556

:

that people have and kind of like, you

know, Helping them to overcome that

557

:

objective before objection, before

they even watch my webinar, like before

558

:

they even go to watch the webinar

on how to add Facebook ads to their

559

:

Instagram, to their, to their strategy.

560

:

I want them to be kind of in that

mind frame of, yeah, right now is the

561

:

perfect time for me to run Facebook ads.

562

:

Like I don't need to wait six months.

563

:

I don't need to wait

till the end of the year.

564

:

Like now is the time.

565

:

And I really think that that

episode was very impactful in

566

:

helping people to understand.

567

:

That the longer they delay their,

that they wait for it to run

568

:

Facebook ads and the more they're

going to delay their success.

569

:

And so I wanted them to come into

the workshop already understanding

570

:

like, yeah, now is the right time.

571

:

Now my question, my question is no longer,

is it the right time or am I ready?

572

:

My question is now what

do I have to do next?

573

:

What do I have to do to actually like,

you know, bring this to fruition?

574

:

To life.

575

:

What are the steps, what's the framework?

576

:

So really that's kind of why I was

approaching it and being very specific.

577

:

Um, yeah, I feel like there may be

a, there may be a time when I am very

578

:

much, I'm like, I just wanna grow

my podcast and just like, you know,

579

:

start to get people into my world.

580

:

'cause I am doing a summit in September

that's gonna be more marketing focus.

581

:

It's also gonna be selling my course.

582

:

But that may be a time where I'm like,

let me get a lot of people onto my

583

:

podcast because I'm gonna be using that

podcast to do a lot of pre-launch content

584

:

and launch content for the summit.

585

:

Um.

586

:

So there may be a time when I

do that, but I think now when

587

:

I'm thinking about advertising.

588

:

Um, I wanted to get, reach a very

specific person, a person who was in a

589

:

very specific place on their journey.

590

:

Um, not people who were just kind of like

looking for general marketing information.

591

:

Yeah, I love that.

592

:

And, and something I really

want to highlight in, in all of

593

:

that is that it's very smart.

594

:

For what you're doing, but it's because

it's not just like, that's the only

595

:

way to do it because I run it to my

entire, um, to my entire podcast.

596

:

And I also, like, there's reasons why

I do mine to my entire podcast and

597

:

eventually when I completely build

out my strategy, I will have them to

598

:

individual episodes as well for some of

the same reasons as you, but what I want

599

:

to highlight about all of that is that.

600

:

What you do is so intentional, how

you use, how you think about like

601

:

what you're doing with your podcast

is so specific, so intentional.

602

:

And this is what I want people to

really take from what you said.

603

:

It's like, I don't want them to

take whether you should run your

604

:

Facebook ad to, to one thing or

to, you know, to the whole, to the

605

:

whole thing, or just to one episode.

606

:

But it's like, I want people to take that.

607

:

This is a, not like a

personal, like it is, it's an

608

:

individualized to your business.

609

:

There's no right or wrong.

610

:

It's just, what are your goals?

611

:

And if you don't know what you're

trying to do, so you know exactly

612

:

who you're trying to get, what you

want them to do next, you know what

613

:

you're trying to accomplish by this.

614

:

And that is like one of the biggest

pieces that people miss, even when so.

615

:

With my clients, where we start with this

and the goals is like, even in creation

616

:

of your fricking podcast, it's like,

let's get specific of what your goals are.

617

:

And so I love that you said.

618

:

In September, I'm doing this summit.

619

:

And so I may shift that.

620

:

And that's exactly what you, how

you should be thinking about what

621

:

you're doing with your podcast.

622

:

It's like your content can shift.

623

:

Your content can shift based

on what you're selling.

624

:

Your content should shift based on like

what's going on in your business, how

625

:

you use that content should, you know,

should shift, you know, like talking

626

:

about what you're using as lead magnets.

627

:

If we know that we've got, Um, an offer

coming up in August that we're selling

628

:

that has to do with Facebook ads,

then like right now, of course, let's

629

:

put the Facebook ads lead magnet out.

630

:

Let's put those highlight the Facebook

ads episodes for those people who

631

:

are going to be more ideal for that.

632

:

And so now we're being really strategic.

633

:

So I think that's like.

634

:

A really huge point is I talk about it

a lot in the creation of your podcast,

635

:

but I don't talk about it as much in the

like, now, what are your specific goals?

636

:

In your overall marketing of your

podcast, how are you, how does

637

:

that play into everything else?

638

:

So I love that.

639

:

Uh, but I do want to

shift gears a little bit.

640

:

I mean, it's not really shifting

gears, but we've been talking a lot

641

:

about the marketing ecosystem, how

to use your marketing, you know,

642

:

how to use this overall, uh, which

I love because it's like the, the

643

:

thing I like do we're both marketers.

644

:

So we could like talk about

marketing all day long.

645

:

We love it.

646

:

But I was like, I had another

idea popped in my head when we

647

:

went through what you just said.

648

:

Yeah, like we can go back and forth.

649

:

I have an episode that's dedicated

and directly to that lead magnet.

650

:

Yeah, it's exactly.

651

:

So many things you can do.

652

:

It's so many things that

you can do and be creative.

653

:

That's why I think that's why we

both love marketing is because you

654

:

get to, it's, it's a creative thing.

655

:

You get to be creative.

656

:

And so it's cool, but.

657

:

So you were talking about Facebook

ads and how you want people,

658

:

you know, who are on the fence.

659

:

And, you know, now you need

to kind of tell like, is this

660

:

right for me, blah, blah, blah.

661

:

So I want you to talk to people who

are here, who have podcasts, who are

662

:

struggling with their podcast growth,

who, um, Are considering because that's

663

:

one of the biggest questions I get

is how do I grow my freaking podcast?

664

:

It's like, I can get it

launched, but how do I grow it?

665

:

So I think number one, before you

answer this, I want, I want to note

666

:

that if you are looking at your

podcast in the entirety of your like

667

:

marketing ecosystem, you would be less.

668

:

It's focused on just arbitrary

numbers of growth for your podcast,

669

:

as you should be just number one.

670

:

But then number two, if we were

thinking about it, we're on the

671

:

fence, like what would you say

to someone who's a podcaster?

672

:

Like what criteria, what things

should we have in place if we're

673

:

thinking about running ads?

674

:

What, where do we start?

675

:

How do we even begin to

wrap our heads around this?

676

:

Because it does feel like

a super daunting thing.

677

:

So how do we, how do we start and

process and wrap our heads around

678

:

it, running ads to our podcasts?

679

:

Yeah, that's one.

680

:

That's a great question.

681

:

And one of the things I will say

is you want to start with what

682

:

the end result is going to be,

um, and map and work backwards.

683

:

And so, like I said, like the end

result from, you know, people from

684

:

what I'm doing is people buying my

course before people buy my course,

685

:

they likely have to watch my workshop.

686

:

Before they go watch my workshop,

they likely have to get to

687

:

know me a little bit, right?

688

:

Like because there's everybody's running

a workshop and I was even, you know,

689

:

I had ads running for that are just

going directly to my workshop, but I

690

:

found it was more effective and my,

my cost per lead has been a lot lower

691

:

since I decided to kind of put this.

692

:

piece of content first.

693

:

So people can start to get to know me.

694

:

They can hear my voice a little bit.

695

:

They can, you know, kind of, kind of

just build that know, like, and trust.

696

:

Like they can start to say like,

okay, I like what she has to say.

697

:

I like how she, I like

how she approaches things.

698

:

I like how she teaches.

699

:

Let me go ahead and watch this next step.

700

:

And so if you're thinking about,

okay, what is the end result?

701

:

Like, what is the thing

that you want to happen?

702

:

Like, if it's, if it's a brand

partnership, for example, Then you

703

:

may want to just focus on growing

your downloads for your podcast and

704

:

just, you know, getting people to

just download and follow the podcast

705

:

because then you can show these

brands how many downloads you have.

706

:

But if it's to make sales, which most

likely if you're listening to this

707

:

podcast is to like sell your offer

somehow, you have to start to think

708

:

about what are the touch points that

people have to have with you in order

709

:

before they're going to buy from you.

710

:

Um, I, it's really like about

mapping out that customer journey.

711

:

That's the first thing I would definitely

say is like, what is the end result?

712

:

Like, what do you want them to buy?

713

:

What, and what are the touch points

that people need to have before

714

:

they're actually going to buy from you?

715

:

Most of the time it's going to be

a lot of different touch points.

716

:

So it's going to be someone listening

to your podcast, then listening, you

717

:

know, getting your emails, them seeing

the ads, them going, you know, watching

718

:

your lives and following you on social.

719

:

So a lot of these kinds of things

you can build into your workflow.

720

:

So like you have your, your, your

automated emails that are going

721

:

to go out because everybody that

comes through your funnel is not

722

:

going to convert the first time.

723

:

So you make sure that you're selling them

in your emails and that kind of thing.

724

:

But so that's one of the, that's the

first place I would start is figuring

725

:

out like, what is the end result?

726

:

What are the touch points

that people need to have?

727

:

Now that you understand that now

you can start to look at some of

728

:

your episodes to say like, what

are the most popular episodes?

729

:

And not in a sense of downloads, I would

say, but in a sense of what are the most

730

:

popular episodes that are actually driving

people either to buy something from me?

731

:

To book a call to do something, not just

something where people are like, Oh,

732

:

this topic is really, really exciting.

733

:

I listened, you know, your, your

downloads may have spiked, um, but

734

:

then nobody listens to it anymore.

735

:

People kind of have moved on.

736

:

Um, but so thinking about like looking

at all of your content to figure out

737

:

like, what are the actual episodes

that do move people to the next step?

738

:

Then after you do that, you want to

make sure that your podcasts are on

739

:

your site, because that's another

thing, like, I'm, you know, when I first

740

:

started running ads, I was thinking

like, do I run episodes, do I run

741

:

ads directly to the podcast player?

742

:

Do I, you know, do you

like run it to Apple?

743

:

Like, what do you do?

744

:

And what you want to make sure that

you're doing is you're running all of

745

:

your traffic to your own website, because

when you're running your traffic to

746

:

your own website, then your pixel is

going to be able to pick up that data.

747

:

Um, and a Facebook pixel is just

essentially if you think about the

748

:

pixel, the pixel is essentially like a

bridge between Facebook and your website.

749

:

Um, so Facebook is sending people

there and then it's also, you know,

750

:

tracking what those people are doing.

751

:

And it's kind of like, you know,

passing those signals back and forth.

752

:

And so when you're running, when

you have your, your, your podcast

753

:

episodes hosted on your website, then

you can start to run traffic to it.

754

:

But then I would even say, also,

you want to make sure that you

755

:

have lead mag, like you have lead,

um, lead forms on your blog posts.

756

:

Because at the end of the day, like

I mentioned, we've already mapped

757

:

out what we want people to do.

758

:

We want people to become leads and

get on our email list so they can

759

:

start to get our sales sequence.

760

:

Um.

761

:

But in order for them to do that,

I have to give them a lead magnet.

762

:

I may have to place that,

you know, the form there.

763

:

Um, and so that's what you want to

definitely want to make sure you're doing

764

:

like running ads to your site, posting

your podcast on your site so that that

765

:

pixel data is picking it up, making sure

that you have lead forms properly placed.

766

:

So like exit intent pop ups.

767

:

Pop ups for when people first get their

lead forms that are embedded into the

768

:

actual blog posts that are telling

people what the next step is, right?

769

:

So it's not just saying like, Hey,

get on my email list or, you know,

770

:

did you like this podcast episode?

771

:

Join my newsletter.

772

:

It's really telling them like,

okay, you've had this for this first

773

:

piece of content was the first step.

774

:

The second step is to go deeper.

775

:

So then that's what you want people to do.

776

:

You want people to sign up for.

777

:

So give them a lead form to sign up for

something that takes them a little bit

778

:

deeper, like takes them to the next step.

779

:

And so that's why it's important to

map that journey out first, because

780

:

then you know, what the, you know, what

steps, you know, what are the touch

781

:

points people need to have with you.

782

:

Um, and then you can start to really kind

of facilitate your ads to be that way.

783

:

And then once you figure all that stuff

out, then it's like, okay, now it's

784

:

like messaging and ads and figuring out

like, what does the creative look like?

785

:

You know, who am I targeting?

786

:

That kind of piece, but I would

definitely say in this kind of

787

:

sense, you would start with the

end result mind and work backwards

788

:

in order for you to be effective.

789

:

I love that.

790

:

And so just a question when it comes

to creative and figuring out like how

791

:

you're targeting your ads, like what

is, are those things that you are

792

:

covering in your Facebook ads course?

793

:

And like, Would your Facebook ads

course be something that would apply

794

:

to people who have podcasts and who are

wanting to run ads to their podcasts?

795

:

Yeah.

796

:

So my course definitely gives you, so,

so it's funny because like, I'll see

797

:

people running ads and stuff saying

like, Oh, here are 200 audiences

798

:

to try with your Facebook ads.

799

:

And I'm like, you don't

need 200 audiences.

800

:

You just need one or two, one,

two, three good core audiences.

801

:

Because some of these audiences have

millions of people in it, right?

802

:

Like, so let's be realistic.

803

:

Like, you know, millions of people

in these audiences, you do not need

804

:

to run 200 different audiences.

805

:

Um, and so in my course, I tell people

like, Here's like, here are the top

806

:

10 to 20 audiences to pick from.

807

:

So I give you a list, pick a couple

of these, start writing some ads to

808

:

them, read the data and see, you know,

and kind of see, see what that works.

809

:

And as far as my course

for podcasting, yeah.

810

:

So I actually am releasing a, so

with my course, I have my, my,

811

:

my course that has like all the

information is like tech set up.

812

:

How to run lead generation

campaigns, how to create ads,

813

:

all that kind of good stuff.

814

:

So it has foundational stuff there.

815

:

But then one thing I'm creating

things I'm working on are playbooks

816

:

and the playbooks are specifically

for each individual niche.

817

:

And so one of the playbooks that I'm

working on now is for podcasters.

818

:

And so it's like, okay.

819

:

Now that I have the fundamentals

of how to build the campaign, how

820

:

to set the pixel up, how to create

the ads, all that kind of stuff.

821

:

This here is the actual

recipe for a podcaster.

822

:

So if you are using your podcasts to

generate, you know, sales for your course

823

:

or your digital product or whatever

it is, here is the strategy for them.

824

:

And so making it so

that it's very specific.

825

:

So that way, if you're like, Hey, I'm

a podcaster, this is what I need to do.

826

:

If I'm an e commerce brand, another

playbook I'm working for is a, is

827

:

an e commerce playbook where it's

like, okay, I'm an e commerce brand.

828

:

Here's all the things.

829

:

Um, and I wanted to use my podcast as

a test dummy first to test out these

830

:

strategies that I had because I've run

a different test to figure out like,

831

:

you know, what works and what doesn't.

832

:

And so now I'm in a place where

I'm figuring out, okay, this is

833

:

this strategy is working for me

and it's driving me low cost leads.

834

:

Now, how can I expand upon the strategy?

835

:

How can I add a couple of things?

836

:

How can I do this better?

837

:

But now that I've seen it is working.

838

:

I definitely am creating a playbook

for podcasters specifically so you can

839

:

just see the whole formula of like run.

840

:

These are, these are the ads

type of ads you need to run.

841

:

These are, you know, what you need

to, what you need to focus on.

842

:

This is how to figure out what

podcasts to pick to run in your ads.

843

:

This is how to make sure what are

the checklists to make sure that

844

:

you have on your landing page.

845

:

Make sure you do have your

leads, your lead magnet set up.

846

:

Um, make sure you do have your welcome

email set up and all that kind of stuff.

847

:

So that way really you can

just see like top to bottom.

848

:

Now that I understand the whole

ecosystem of how Facebook ads

849

:

work, this is the, this is the

exact playbook for a podcaster.

850

:

Yeah, I love that.

851

:

So, okay, so I want to, um, wrap this

up and I want to, there's so many

852

:

juicy things that we talked about.

853

:

You know, today.

854

:

Um, so I'll just want to

recap them really quick.

855

:

Number one, being really intentional

and having goals when it comes to what

856

:

you're doing with your damn podcast.

857

:

Like that's where everything should start.

858

:

That's where your content should start.

859

:

That's where like thinking about

your marketing and how you're using

860

:

your content other places like

needs to come from having specific

861

:

goals and being intentional.

862

:

In how you're using this

in, in your business.

863

:

And then that leads to the next part,

which is, this is a larger ecosystem.

864

:

This is a part of this whole

ecosystem that is creating for you,

865

:

like, like all these touch points

that your people are, are in.

866

:

That is going to maximize, you know, your

cells, your leads, your efforts, you're

867

:

nurturing your people because they're

seeing you in all these different places.

868

:

And so it's all working together.

869

:

And I want just like that perspective

shift for, for some people, I think,

870

:

I think some people really need that

perspective shift instead of looking

871

:

at this as like an isolated thing.

872

:

And then the last thing is.

873

:

You know, if you are planning on,

if you do want to use, you know,

874

:

Facebook ads or something like that,

like I love everything that you said

875

:

about how you need to be prepared

and start with the, with the results.

876

:

In mind.

877

:

That's where you, that's

where you start at.

878

:

And so I love it.

879

:

I think it ties in beautifully and

talking about the customer journey and

880

:

knowing your audience and knowing, like,

you know, like knowing what your offer

881

:

is and what these people need from you

and how much they need to hear from

882

:

you and what actually moves the needle.

883

:

Like, it's just, it's just about

testing and kind of learning

884

:

that journey and your audience.

885

:

And so if you, so obviously I love

what you're doing with the, yeah.

886

:

With your, with your course.

887

:

I love the playbook idea for podcasters.

888

:

So people can, um, you know, if you're

listening to this and you're interested

889

:

in working with Stacy, she's going to

tell you how to work with her and like

890

:

her course and something that we talk

about too is you need to stop just hiring

891

:

people outright to do your ads for you.

892

:

You need to have knowledge.

893

:

You need to know at least you need to

know the basics of ads before you hire.

894

:

It's like copywriting.

895

:

You need to know the basics

of you need your voice.

896

:

You need to know about good

copywriting because if you don't,

897

:

then when you do hire someone, you,

you have no idea whether they're

898

:

being effective or not effective.

899

:

Like, and so you need, it's

the same with Facebook ads.

900

:

So tell us, and I love what

you're doing with your course.

901

:

I think you're super smart.

902

:

Um, where can we You connect with

you, find you, come and buy your shit.

903

:

Obviously I'll put links in the show

notes to, um, you know, your course

904

:

and where people can connect with

you, but tell us what's the next steps

905

:

to, uh, you know, working with you.

906

:

Yeah, definitely.

907

:

So you can, uh, follow my podcast

roadmap to 1 million on all

908

:

your faith pockets at platforms.

909

:

Um, I show up there weekly,

you know, post a lot of great.

910

:

Content and, and I, I love

podcasting to be honest.

911

:

I really do love, I really

do love creating my podcast.

912

:

Um, so yeah, so you can follow me there.

913

:

You can head over to stacyziel.

914

:

co it's s t a c y z e a l.

915

:

co And that's where you'll

find links to all my stuff.

916

:

So like my links to my workshop,

if you want to watch it.

917

:

Um, so really kind of go in deep about.

918

:

How do I actually layer Facebook

ads into what I'm already doing?

919

:

Um, cause like you were saying

with podcasting, like some people

920

:

would treat Facebook ads the same

way where they're treated as a

921

:

separate piece of their business.

922

:

Uh, but really everything

should be working together.

923

:

So if you want to learn more about that,

you can head over to my site, Stacyzeal.

924

:

co and slash max, M A X, and then

you can actually watch the workshop.

925

:

But otherwise I'm all

over these social streets.

926

:

You can find me on Instagram,

Facebook, all the places at Stacyzeal.

927

:

co.

928

:

Um, and yeah, I look forward to connecting

with y'all, feel free to jump in my DMs,

929

:

send me information, you know, listen

to the podcast, let me know what you

930

:

think, all those kinds of good things.

931

:

Yay.

932

:

Well, yeah, y'all go follow

Stacey and learn all the

933

:

goodness that she has to offer.

934

:

Thank you Stacey for being here and I

will see all you guys in the next episode.

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