Episode 4: If you do an interview podcast, how frequently do guests share the episode to their networks on social media? Probably, it’s not often enough.
NOT GETTING ENOUGH SHARES?
You created a stellar episode. You thanked your guest and provided her with marketing assets — pretty graphics, a quote card, and audiogram. That’s a good start but a lot of friction remains for a guest to take an image, write a blurb, and share it.
Willie Mandrell, who was on my show a couple months ago, created his own graphic and just shared it on Instagram. It was a marketing epiphany for me.
View image at https://www.instagram.com/wjmandrell
Look at what he did! Willie shared his podcast appearance; but even better, he raised his own profile by featuring himself alongside other high profile guests who have appeared on my show. This is great publicity for him and me.
SOCIAL CURRENCY
In 2014, Taylor Swift wrote an article in the Wall Street Journal. In it she wrote:
I haven’t been asked for an autograph since the invention of the iPhone with a front-facing camera. The only memento “kids these days” want is a selfie. It’s part of the new currency, which seems to be “how many followers you have on Instagram.” -Taylor Swift
Let’s break down what Willie did because he went through a lot of effort. He searched my podcast back catalog for guests, saved show art, and created a new graphic. His audience may not know my podcast, but if they know Ryan Serhant and Chris Hogan, Willie just used social currency to get more value for the time he spent on my show. He created a powerful “selfie!”
He also proved the problem isn’t too much friction. We need to give guests a reason to share. What’s in it for them?!
As podcasters, we can copy Willie’s idea and supercharge a graphic with social currency. Create a template with a couple big guests from your show and drop in your current guest, front and center. Make something that’s worthy of sharing.
Let’s use social currency to increase the chances of a guest sharing our podcast. This simple twist on a graphic puts your guest first and gives him/her more reason to share it. Sharing can be a win-win. Thank you, Willie!
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