In this weeks episode of Podjunction Matt and Sadaf discuss the fourth and final segment with Peter Murphy Lewis. Inspired by Peter's insights the hosts discuss how to effectively use a podcast to grow your business, particularly in less digital industries like healthcare. The conversation highlights the importance of creating resonant content, establishing credibility, and creatively repurposing content especially on platforms such as LinkeIn.

Key Takeaways: 

1. Tailored Marketing Strategies for Podcast Growth: Peter emphasises the importance of using traditional marketing techniques, such as creating specific landing pages with relevant URLs, to make a podcast more accessible and engaging for niche audiences.
2. Leveraging Existing Content for Maximum Impact: Peter discusses the value of repurposing successful content, such as webinars and public speaking events, into shorter podcast episodes or LinkedIn posts. This strategy not only extends the reach of the content but also helps in establishing authority your industry.
3. Understanding and Targeting Your Audience: Both Peter and the hosts stress the importance of knowing your audience. By understanding who you are trying to reach, you can create content and marketing strategies that resonate more deeply, increasing the likelihood of engagement and success.

Unlock the potential of your podcast today!Don’t miss out on transforming your podcast into a powerful business tool—visit Podjunction.com to discover resources, tips, and opportunities that can take your podcast to the next level. Subscribe now and elevate your podcasting journey!

Peter Murphy Lewis | Know Your Audience, Grow Your Podcast

Sadaf Beynon: Welcome to Podjunction podcast, a show for podcasters using their podcast to grow their business. I'm Sadaf Beynon and with me is Matt Edmundson.

Matt Edmundson: I didn't realize that intro was so funny.

Sadaf Beynon: It gets funnier every time.

Matt Edmundson: Wow. Welcome to the show, ladies and gentlemen. It's great to have you. Great to be with you today. How are we doing?

Sadaf Beynon: We're doing very well. Yeah. Is that

Matt Edmundson: why you've got a Kleenex?

Sadaf Beynon: Yes.

Matt Edmundson: She just said to me before we hit the record button, can you hand me a Kleenex? I'm like, yeah. So we're just hoping and praying that Matt doesn't get any kind of cold virus.

Being prepared. He's about to take a month off. All

Matt Edmundson: That wasn't easy to say.

Sadaf Beynon: No, it wasn't. Didn't quite come out. But I got there.

Matt Edmundson: You did. You kept going. I love

Sadaf Beynon: that. Second, how to showcase your, um, credibility and value. And finally, how to get creative with repurposing content.

Matt Edmundson: That was the last one.

Sadaf Beynon: Yes,

Matt Edmundson: that was the easy one.

Sadaf Beynon: That was the easy one.

Matt Edmundson: Yeah, yeah, good.

Okay, well, don't forget, keep them going.

Sadaf Beynon: Thank you.

Matt Edmundson: Well, I for one, I'm looking forward to this. Yeah, it'll be another good one from Peter. Peter's a legend, isn't he? So, um, the way this is going to work, if you're new to the show, by the way, very warm welcome to you. The way this works is we play a clip from an interview.

Sadaf Beynon: Friday.

Matt Edmundson: After this one, so if you enjoyed these last four episodes with Peter, then check out the full interview that we made live on the Podjunction podcast on Friday, which if you're listening to this, Any time after than the date comes out, I don't, it might, it might be on Friday last week.

Sadaf Beynon: Okay. You're listening to this on a Tuesday. Assuming

Matt Edmundson: you're not listening to it on a Wednesday. Yes. Okay. I'm assuming that

Sadaf Beynon: you've been, you know, waiting for this to come out. That's what I'm going on. Dun, dun,

Matt Edmundson: dun. It's here! The moment I've been waiting for. Yes! Been hitting refresh, like, for the last two weeks.

Sadaf Beynon: Let's roll vt.

Matt Edmundson: And here's the clip.

Sadaf Beynon: You've introduced part podcasting into a less digital industry such as healthcare. Mm-Hmm, . So what strategies do you use then to make your podcast accessible?

Peter Murphy Lewis: That, that's a good question and that took me a while to figure out. I think that there's a couple different ways that we have had success. Um, the, the, the first one is, the, the first one is, the first one is, you can see my son behind me.

The likelihood of you opening and clicking on something is slim to none if I can't put into the URL something that makes you feel Like, oh, this is interesting. The person knows who I

am.

Peter Murphy Lewis: In my case, what I did was I created a landing page for every convention in the state of Michigan. And then I would send in that email to you.

You go to that and then right on the landing page I say, we're coming to visit you and we want to interview you. Immediately they know podcast, they trust it, podcast already as a genre. Make [00:05:00] Sense To People, they might not know how to use it yet, but I put a very fast autoplay link in there from YouTube that they'll know right away, Oh, this person has spoken to people I know, spoken to people I trust, spoken to people I admire.

And then immediately in the landing page, we say what else I do. So I'm coming as a keynote speaker, or we do this software, or this is the solution. So they trust us because they see us. They don't have to go click and subscribe to something on Spotify that they don't know. Right. Especially in that industry.

Um, and then, and then they, they, um, we'll see what else we offer as a solution. So it connects our, our company brand, what we sell as a solution to their pain point with the podcast. The second thing that we did would, we would take my most successful. Webinars are not webinars. We did most of my successful public speaking events.

So I would make, mm-hmm, two to three events every single month. On LinkedIn and bring that over and then in that LinkedIn, we would be like, Hey, you're only seeing a 20 minute version of all the things that we teach throughout the year. Wait till you listen to this podcast that has, you know, thousands and thousands of people listen to it.

Like the average, the average thought leader, the average, Customer in my industry was 50 years old. They, they, they were, if they were using Spotify, it was because they were listening to Leonard Skinner, right? They didn't know how to subscribe to a podcast yet.

Sadaf Beynon: Yeah.

If that got you curious and you want to catch the full episode, be sure to subscribe to the show. We've got plenty more great conversations coming up. So welcome

Matt Edmundson: back. It's really, I was thinking, you know, as Peter was talking, what's really interesting having Peter do the, the podcast, uh, the, the interview is first and foremost, he is a

marketeer

So the, the, the sort of the normal default of, I'm going to go do podcasting, I'm going to do a podcast, however that is, whether it's an interview, whether it's a. I'm going to create a solo, whether it's a panel and I'm just going to throw it out on social media. I'm going to build it and they will come kind of mentality and I'll create reels and clips and I'll throw them on there.

The thing I like about what this guy does is he goes, well, that doesn't actually work that well. And so he has all of these different ways and strategies, which he's brought in from marketing. And so when he was talking about creating a landing

page with

Matt Edmundson: a relevant URL. Well, this is the eCommerce playbook.

Um, I thought was super smart. And so then he's getting all kinds of people wanting to come onto his show and, you know, know about his podcast even before he's gone to events. I'm like,

Sadaf Beynon: it's genius.

Matt Edmundson: It's fundamentally genius and I, and I love this because he is using clear marketing strategy to help grow, to hack his podcast.

And he's, he's not doing it the standard way he's using other methodology, which we know works over an eCom, for example. And he's bringing it over to the healthcare industry podcast, which I just think, yeah, good on you, man. I find it super inspiring. I really do. And I think the way he's thought about this and done this differently, I'm totally listening to the full full interview on this one.

clip.

Matt Edmundson: And then send it to you. So it's like highlighting in a book. Do you know what I mean? It's like, oh wait, and then you get all these notes sent to you and you just, this is brilliant. And then you can put it in, you know, whatever your second brain is, if you do that kind of thing. Um, for me, it's craft, but it's just, it's just great.

Anyway, all of that aside, I'm going to be snipping quite rapidly his full interview, no doubt.

Sadaf Beynon: Awesome. Um,

Matt Edmundson: so yeah, that's my introduction to post post conversation.

Sadaf Beynon: Love it. But to comment on what you just said, I

Matt Edmundson: think,

Sadaf Beynon: um, I think it's, it's an interesting point actually that you raised because podcasting, you kind of look at it as a new, um, mode of communication, right?

Matt Edmundson: Yeah, yeah. Yeah, very much. He's, he's applied the mind of a marketeer, I think, to podcasting and not many people do that. And I don't think many people do that well. And I, one of the things, I think if you start like a podcast, right, if you're, if you're If you're listening to the show and you're thinking I'm going to start a podcast because podcasting just seems, you know, genius, Peter made it work, Matt and Sadaf somehow have made it work, therefore anybody can make it work, but it's one of those where I think if you start a podcast, that in itself feels really new, it feels really cutting edge, it feels like very on trend, it feels like I am pushing the boundaries, you [00:12:00] know, I'm out the box kind of thing.

But then the way to grow that podcast and market that podcast, we, because the podcast itself is new, we just use whatever everybody else is doing in the podcast industry, because we think that's the thing to do, because we're new to it. Right. And what Peter did, I think, is he was new to podcasting, but he looked at it and went, I think we could do this differently.

They may change their mind at some point. Um, but let's assume I'm going to go back, right? So what I've done in the different conferences to meet different people is I've tried different things. Some things have worked well, some things haven't worked well. [00:13:00] If I take what Peter has said, and correct me if I'm wrong here, the way I've understood this is we create a landing page,

eCommerce

Um, I could include Dallas in there because I think it'll be in Dallas. Um, that's the URL, which takes you to a landing page on that landing page. It's like, Hey, I'm going to be at subsummit. And I could play like. The podcast that we recorded from previous sub summit visits, could talk a bit about who I am.

Um, just like, if you're on this page, then we would love to talk to you at sub summit, right? Then take that landing page, find out who all the other speakers are, who all the other brands are that I want to meet. Send them an email or LinkedIn message to that landing page, which brings all of that. Oh, Matt's a podcaster, he's been around, etc, etc.

Sub submitters are really good because they have a podcasting studio, right? They have this sort of live studio set up whereby They have different podcasters come and do podcasts from Mm-Hmm. . And they, you put chairs out and people can watch.

Mm-Hmm. .

Matt Edmundson: I almost wonder what it would be like to actually lease a space Yeah.

And set up my own podcast studio. Mm-Hmm. there and spend all day, every day recording podcast with people at the show. And whether that would be a sensible way to do it, I think I would be entirely knackered.

Sadaf Beynon: Yes. You would be. Um.

Matt Edmundson: I think if it was a podcast like this, it might make more sense because we could alternate, do you know what I mean?

But

Matt Edmundson: Just a big, I think podcasting is a great way to meet people. And so you could, you could totally do that, have some great conversations with people at the show, get them there, record it live, but yeah.

Sadaf Beynon: I guess my question is recording it live or recording it as you do now, what difference would that make?

Matt Edmundson: Uh, that's a good question. I don't know. I'd like to say I've not really thought it through. Uh, because at the moment we get at the show, we meet a lot of people that invite them to be guests on the show. Yeah, yeah, yeah. Um, and we get to follow up with those guys and record afterwards, which is great. I wonder whether there's a benefit to doing it live.

I don't know. Um, I'm not suggesting I would do this at Sub Summit because I think it's the wrong, Demographic for who we're trying to reach in some respects. But maybe there's a show in the UK we could think

about.

Matt Edmundson: Like if we went to the podcasting show.

Yeah.

Matt Edmundson: And did like something there where we just recorded.

Sadaf Beynon: Yes. Back to what Peter was talking about. I think, um, for me listening to what he was saying, it's very much as we were saying, you know, the tried and tested methods of marketing, it is knowing your audience, knowing who the people are that you're trying to reach.

And I think that's in essence, like the most important, isn't it? It's like all this, what he's talking about as far as, um, targeting your content, making it accessible. You need to know who it is. Mm hmm. Um, showing that you've got value to bring and that you're credible. Again, you got to know who that is, how to repurpose content to people who are going to actually, you know, who's going to resonate with, again, you got to know who it is.

Yeah. Um, I mean, it's a, it's, you know, it's like a sniper level kind of approach to marketing. I mean, you are honing in on a specific target rather than the shotgun approach, scattergun. Yeah, yeah. Um, but I think it's super clever. I think it is genuinely super clever. Yeah. And so I, I, I do like that. And I think actually we've talked about this before on the show, haven't we?

About different landing pages for different things that we do with the podcast. And I, I, I, I wonder actually whether creating more specific landing pages is actually going to help our cause. So for example, when we reach out to people, I don't know, you tell me what you think, but when we reach out to people say on LinkedIn, if they are a specific industry.

Sadaf Beynon: Possibly. I

Matt Edmundson: don't know. It's an interesting one. It's a question

Sadaf Beynon: for Peter, isn't it?

Matt Edmundson: Yeah. Peter, just tell us the answer. Just tell us what to do.

In fact, Peter, just come and host this show. Yeah.

Yes.

Matt Edmundson: But it's a really, it's an interesting one, isn't it? The, the understanding the target market and then creating a landing page for them. Um, even on your podcast makes sense and not just sending them generic links to Spotify, which make no sense. I think that's such a really interesting viewpoint he's put there on the magic of creating a really relevant URL, which is just a website link to the landing page.

well.

Matt Edmundson: I'm gonna, I'm gonna seriously look at what he's doing on LinkedIn. Yeah. Um, so I'm really intrigued to see what he talked about, what that looks like on a day to day basis.

Sadaf Beynon: Yeah. Yeah, I've, I've subscribed to his, um, newsletter now. Yeah.

Matt Edmundson: Oh, are you a, you're a, you're a Peter Murphy Lewis fan. Okay, if you want to join the PML fan club, talk to Sadaf.

Um, so yeah, I think I'm gonna do the same thing. I'm gonna get his newsletter in, but I also want to see some of the posts and stuff. Like he was talking about creating short form content from some of his best webinars to then connect people back in. I'm curious to see how he runs that process. Yeah, definitely.

But it was cute how he had his kid interrupting.

Sadaf Beynon: Yeah, I like that.

Sadaf Beynon: Yeah. Do you know

Matt Edmundson: what I mean?

Or a dog jumps up or something like that. Um, Oh, I'm really sorry. Do we need to cut that out? I'm like, no, not at all. That's awesome. I mean, that's totally authentic, isn't it? Yeah. In so many ways.

Yeah.

Matt Edmundson: Um, and I think that shows personality out, but it, it, uh, it was good to see. It was nice to see actually, it was lovely.

Yeah. Yeah. Anything else in your notes?

Sadaf Beynon: Um.

Matt Edmundson: You're using blue pen today, that's confused me. Normally it's green.

Sadaf Beynon: Keeping you on your toes, Matt. Um. If you're not

Matt Edmundson: a regular to the show, you'll have no idea what we're talking about.

Sadaf Beynon: So he mentioned something about options. Um.

He talked about doing the five love languages

Matt Edmundson: with clients

Sadaf Beynon: and

Sadaf Beynon: Yeah. So I'd be curious to, to, um, know how that, that worked. Yeah.

Matt Edmundson: That's a really fascinating, did you know what the five love languages are?

Sadaf Beynon: Um, quality time, gifts.

Um, that's it.

Matt Edmundson: Acts of Service.

Sadaf Beynon: Acts of Service.

Matt Edmundson: Words of Affirmation. And, well, we had Quality Time, Gifts, Words of Affirmation, Acts of Service. Everyone's screaming at the podcast radio, telling me what the fifth one is because it's obvious and it's totally slipped my mind.

Sadaf Beynon: Well, they got Spars too. So you're okay.

Oh, physical touch. Yes. There we go. That's the one, that's the one. The one that's top of every

Someone was saying that they thought effort was a love language, that actually the more effort someone put into something, regardless of what it was, whether it was a gift, whether it was, you know, quality time or whatever, they thought that was its own love language. And I have, you know, mixed reservations about that.

I'm not saying that was my idea at all. Um, but it is this interesting idea that people communicate, if you don't know what it is, This is not a marriage podcast, by the way, if you don't know what it is, this is where people communicate what matters most, I mean, as their love language, right? So for some people, that's physical touch, for some people, it's quality time.

So understanding how different people communicate and what matters most to them comes back to what you said, know your customer. But it's a really interesting idea to take something commonly known as the five languages of love, which is a great book, if you've not read it, by the way, especially if you're in a relationship, just putting that out there.

Um, but taking that concept and applying it to your clients.

Sadaf Beynon: It's really interesting.

Matt Edmundson: I would love to know how that works. Yeah,

Sadaf Beynon: me too.

Matt Edmundson: It's like, how do you I just, rightly or wrongly, I just have visions of him going to his clients and going, right, so what's your top love language, bud?

Have you seen it? I have not

Sadaf Beynon: known. I do not know. I wanted to ask and then the conversation went on and I to that yet.

Matt Edmundson: Yeah. Okay. Okay, so Peter Murphy Lewis Part Two.

Sadaf Beynon: Yeah. How do you do this?

Matt Edmundson: What is that all about? Yeah. Because that would be a really interesting thing to do when it comes to guests on the show.

What do you think? I was listening to a podcast about the U S elections coming up, right? We've had the ones in Britain's we've got the U S elections coming up. What do you think about the U S elections? And somebody might say, well, I kind of feel a little bit [00:25:00] anxious about it, or I see that there's going to be chaos or do you mean I know, and so this it's using language like If they say, well, I kind of feel a little bit anxious, you know, they're more feeling kind of people.

So you would use language more along that line. If you they say, well, I see it's going to dot dot dot, then you know, they're quite visual people. Yeah. And so you kind of have to use visual language. And so there are some things that you can do, which in effect is an LP and the five languages. Well, I don't know if they connect or not.

But there are some similarities in my very uneducated mind. I'm really sorry, Dr. Chapman, if I've just gone and screwed that right up. But I, I think it's a really interesting idea, isn't it? This people communicate in different ways, understand how they communicate and connect with that.

Yeah, yeah.

Matt Edmundson: But I'd love to know how he does that on LinkedIn.

Sadaf Beynon: Quality time.

Matt Edmundson: Second one?

Sadaf Beynon: Gifts.

No, I'm kidding. I'm kidding. Those are the two that I remember. Maybe that's why.

Matt Edmundson: Yeah. Yeah. Maybe that's why. Um, I'm going to call Jeff.

Sadaf Beynon: Acts of service, I think. I think I, yeah.

Matt Edmundson: Yeah.

Sadaf Beynon: Acts of service.

Matt Edmundson: You can't have all of them. Well,

Sadaf Beynon: I want all of

Matt Edmundson: them. Yeah. I'm equally divided between all five. Um, yes. Uh, I mean, they all sound good, don't they?

In so many ways. It's like, I don't know. Why would I not like any of them? You know, it is what it is. Anything else in your notes?

Sadaf Beynon: No.

Matt Edmundson: No. What's coming up next?

Sadaf Beynon: Next week we have a new guest. We will be introducing a new guest.

Matt Edmundson: Code for we don't know what guest we're gonna bring next

Matt Edmundson: coffee yet this morning? I have. Are you drinking water? I'm

Sadaf Beynon: drinking hot water.

Matt Edmundson: Okay. Wow.

Sadaf Beynon: Is

Matt Edmundson: there no tea in it? No coffee? No, nothing in it.

Sadaf Beynon: Just hot water.

Matt Edmundson: Okay.

Sadaf Beynon: Yes. Jared's

Matt Edmundson: a cool dude.

Sadaf Beynon: Yes.

Matt Edmundson: When I had him on the podcast, he was in, I want to say Tahiti or somewhere like uber kind of tropical because he's a surfer guy. Yeah, yeah. And he just, he runs his business in such a way that he follows the waves. Yes. And so whenever you talk to him, he's in a different part of the world, on the beach, in some hut somewhere, just live in his best life just surfing the waves and you're kind of like I've got a lot of respect for that.

Yeah,

Sadaf Beynon: that's cool.

Sadaf Beynon: Where?

Matt Edmundson: Yeah, as in where was he? Oh, he was home.

Sadaf Beynon: Oh, okay. Yeah. In Australia. Yeah.

Matt Edmundson: Okay. Yeah, I think it'd be an interesting one to see. I just wondered if it was different. But yeah, he's a super cool dude. So you can definitely want to follow him, especially if you like surfing. How do you do surfing and podcasting at the same time?

And run a business. No, I like that. But I guess that's the beautiful thing about podcasting. You can do it from anywhere in the world, right? Anywhere in the world. Anyway, all of that said, so we've got Jared coming up, so make sure you stay connected with us for that. Obviously, hit the like, subscribe and all of that sort of good stuff button, uh, to stay connected with the show.

Uh, it'd be great to see you over there. Um, we do have services for companies. If this is something that you're interested in, we have a quite unique methodology. I say unique. Is it unique?

Sadaf Beynon: Yeah, let's go with that.

Matt Edmundson: Let's go with yes. We have our methodology. It seems to work for us. So, uh, we can help you with that.

Uh, if that's something of interest, go check out podjunction. com. Other than that, we'll see you next time. Is there anything else from you, by the way? Yeah. No. Okay, good. Well, we will see you next time. That's it from us. Bye for now.

Sadaf Beynon: And that brings us to the end of today's episode of Podjunction, where business meets podcasting. If you've enjoyed the insights from this episode and want to grab the show links, head over to podjunction. com. And while you're there, we'd love for you to sign up to the newsletter too. Whether you listen while on the go or in a quiet moment, thank you for letting us be a part of your day.