January 30, 2025 • 25 mins
Are you looking to elevate your marketing strategy and attract more clients to your business? Podcasting might be the secret ingredient you're missing. In this episode of Imperfect Marketing, I sit down with Carrie Saunders, host of the E-Commerce Made Easy podcast, to explore how podcasting can be a powerful tool for business growth.
Expand Your Reach and Showcase Expertise
- Connect with a wider audience
- Demonstrate your industry knowledge
- Build trust with potential clients
Boost Your SEO and Online Visibility
- Improving search engine rankings
- Creating valuable, searchable content
- Driving traffic to your website
Create Meaningful Connections
- Fostering a more personal connection with your audience
- Leveraging storytelling to make your message memorable
- Humanizing your brand in an increasingly AI-driven world
Convert Listeners into Clients
Carrie shares practical tips for turning podcast listeners into leads:
- Crafting effective calls-to-action
- Designing user-friendly landing pages
- Building trust through consistent content creation
We also discuss common podcasting pitfalls to avoid and the importance of embracing imperfection in your marketing journey. Whether you're a podcasting novice or looking to refine your strategy, this episode offers valuable insights to help you harness the power of audio content for your business.
How to Connect:
Carrie Saunders
Website: https://scalewithcarrie.com/
LinkedIn: https://www.linkedin.com/in/carriesaunders/
Ecommerce Made Easy Podcast : https://www.ecommercemadeeasypodcast.com/
Ready to take your marketing to the next level with podcasting? Tune in and learn how to make your brand's voice heard.
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello and welcome back to another episode of
Imperfect Marketing.
I'm your host, kendra Korman,and today I'm really excited to
be joined by Keri.
Keri and I today are going tobe talking about how a podcast
can help draw new people to youand your website and then how to
convert them once they're there, which part of why you're doing
all of this effort right is toconvert them and bring them into
(00:22):
your business.
So welcome, keri.
Thanks so much for joining Keri.
Thanks so much for joining metoday.
Thanks for having me, kendra.
So talk to me a little bitabout how you got into
podcasting.
Share a little bit about yourpodcast and how it helps your
business.
Speaker 2 (00:38):
So I just had this nudge for probably over a year,
honestly to start a podcast,because one of my core things
about me is I just love helpingothers.
It's just core to my nature.
I just absolutely love helpingothers and I knew I could reach
more people with a podcast thanI could like one-on-one client
work.
So and I love helping peoplefrom anywhere from startups to
(01:02):
full-blown you know, been inbusiness 10, 20, 30 years and I
felt, like you know, been inbusiness 10, 20, 30 years and I
felt, like you know, a podcastis going to help reach
especially the newbies or theones like doing it themselves,
and so I wanted to reach themtoo and help them, because I
would have loved to have hadthat help when I started our
business.
So that's really why I startedit and I finally got the bravery
(01:22):
to do it and launched mypodcast on May of 23.
So I've been doing it for alittle while now.
Speaker 1 (01:28):
That's awesome.
Yeah, you're up.
You're over 85, almost 90episodes by now.
Speaker 2 (01:34):
Yeah, I'm getting close, yeah, yeah, about 86 at
the time of this recording.
Yeah, that is so cool.
Speaker 1 (01:39):
So talk to me.
What is your podcast called andwhat is it about?
Speaker 2 (01:48):
Well, it is called e-commerce made easy, and it's
all for online businesses,whether you're a course creator,
a coach or a traditionale-commerce.
It's all about helping simplifythe tech simplify email
marketing, social mediamarketing.
I like to try to make thingssimple and help people be more
productive rather than spinningtheir wheels trying to churn all
the things.
So that's what it's mostlyabout, okay so I really like
(02:09):
that.
Speaker 1 (02:09):
I like that angle.
We can probably talk for hoursabout all those different parts
of the topic, because I am anemail marketing crazy lady, I
love podcasts and I love makingthings easy.
So we've got a lot in common.
Now let's go ahead and jumpinto talking about podcasting.
So how do you see podcastinghelping business owners or
(02:30):
brands attract new listeners orpotential clients to their
website?
Speaker 2 (02:34):
Well, I feel like podcasting is a really great way
, and especially if you make theprocess simple, which it
totally can be.
If you make it that way, it's agreat way to showcase your
expertise, especially like B2Cor even way it's a great way to
showcase your expertise,especially like B2C or even B2B
people.
You can really showcase yourexpertise on a podcast, and
people will usually realize thatpart.
But what they don't realize inaddition to that is it can
(02:57):
actually help your search engineoptimization as well, for your
actual website too.
So if you have show notes andagain you can make this simple
you can use AI.
I'm sure you can give themgreat tips about this too, about
using AI to simplify the thingshere.
But you can use the show notes,too, to bring people into your
website, and especially thetranscriptions too, because then
that's searchable by Google andall the major search engines.
(03:20):
So it not only can bring peoplein from just listing, but then
you can also get people in viasearches on the web, and it's
also a great way to send out,you know, make people aware of
freebies or some call to actionsand how they can work for you
too.
So it can.
There's just several differentways you can use it to really
(03:40):
bring people in that you mightnot think of, especially that
search engine optimization part.
I think that's usuallysurprising to people that it can
create more content for yourwebsite.
We actually take our podcastand make a blog post from it as
well, so you can kind ofrepurpose it.
It's not the exact same contentbut it's on the same topic, so
you got a couple of differentways you can like repurpose
(04:02):
things to make it more rich foryour marketing efforts and
you're not creating new contentfor every different thing.
You can repurpose one thing andmake it multifaceted across
different ways that peopleconsume material.
Speaker 1 (04:16):
I love repurposing content because it can save you
so much time, right so, creatinga blog post, taking the show
notes, the transcript, you didall of that right, you did 90%
of the work and you just have totake it over the finish line.
I used to joke with people Istill joke with people about
websites and I'm like, yeah,it's 90% done.
(04:37):
We only have 60% left, and it'slike it's that it sounds funny,
but it's that getting over thefinish line and wrapping up that
last piece, that is just soimportant and I think that
that's really good.
So one of my previous guestsgave me a tip on search engine
optimization and that was to doa Q&A format or Q&A schema.
(05:00):
When you were interviewingsomebody, that you could take
their interview and actually putthat into a Q&A schema.
I guess my question for you isif somebody is looking to drive
some search engine optimizationwith their podcast, how do they
know what keywords to optimizefor?
Because that's always like thehard part, right?
Speaker 2 (05:19):
Yes, it can be, but it can be simple too if you try
to make it simple.
So you really just got to getin the minds of your listeners
what are they?
What questions are they alreadyasking?
And then you need to have thosequestions be in the podcast, be
in the repurposed blog post orbe in the show notes.
You know what specific thingare they searching for and
(05:41):
that's going to help you.
And so if you're getting stuckon brainstorming, you can use
things like AI to help youbrainstorm and you can just
simply search Google and if younotice, when you search Google,
more suggested questions come upas you're typing your question
into Google, and that can giveyou some other perspectives of
what other ways to ask that samequestion are, and you can even
(06:04):
search the thing that you'rethinking of.
You know how to make more salesonline.
I don't know.
I just pick some random phraseand then you can search for it
and then scroll down to thebottom of Google and it'll give
you related searches based uponthat too.
So you can just use this littlebit of mining and really kind
of pulling it apart and puttingyourself in your client's shoes
is really the best way to do.
(06:25):
It is just think like them.
Think like you're a new personin that industry, not you, who
knows more about things already,so you got to put yourself in
the newbie's shoes, basicallyone of my favorite concepts you
do not want to share what youhave to share.
Speaker 1 (06:43):
You want to share what other people are thinking
and meet them where they're at.
Otherwise they're notinterested, right?
That's just so key.
So, yes, what questions arethey asking?
What words are they using?
That's really key toidentifying how to optimize and
pick the right words.
So, thank you very much forthat.
Optimized and pick the rightwords.
(07:07):
So thank you very much for that.
Let's talk about podcasting andmixing that with other forms of
marketing, because I know thatI get people all the time.
They're like oh, I listen toyour podcast all the time and
they feel like they know meright, because they see me, they
talk to me, they hear me,they've got all the senses going
.
So how does, how doespodcasting really create those
relationships in addition toother marketing tools or beyond
(07:29):
other marketing tools?
Speaker 2 (07:30):
Well, I think podcasting and YouTube videoing
to go hand in hand here, or evengoing live on social media.
It just brings the human to thematerial, because you can
either see or hear or both theperson and it's more like you're
in the room with them andthey're talking to you, not at
you.
Because I feel like sometimes ablog post it can be like when
(07:52):
you're reading it's more likeyou're being talked at rather
than talked with, or two feelslike more of a one way street.
But with podcasting, withmaking videos from the podcast
and putting them on YouTube, forexample, it's more of a
conversational and it's morelike you're having coffee with a
potential customer or apotential business best friend
or something like that, and soyou really get to hear the
(08:14):
inflection in their voice, get abit more of their personality
from it.
It really creates that morehuman connection.
Plus, you can do storytelling,I feel like, more effectively
with voice and video.
When you're trying to dostorytelling with words, unless
you're a really good creativewriter, it's really hard to
convey that story, I feel like,in a blog form.
(08:37):
But with words and with audioyou can really create that
storytelling and make it moremeaningful.
You can hear the emotion in it.
You can hear, you know, all theups and downs of more
meaningful.
You can hear the emotion in it.
You can hear, you know all theups and downs of the story and
it really kind of brings it alltogether and makes it again a
lot more human.
Speaker 1 (08:55):
I feel like with doing podcasting and doing
videos with your podcast too,well, and I think human has
gotten even more important now,with AI and all the blogs coming
out all the time at every turn,the people are just AI
generating some junk at times,right, and so we're losing a
little bit of that humanconnection.
And I think again, I love AI,don't get me wrong, but I feel
(09:18):
like that human connection needsto be there.
And, yes, you can AI generate apodcast, but I don't recommend
it because you miss out on that,that key connection piece.
Now I want to go back to onething that you had said, which
was storytelling.
I love storytelling.
I really think that peoplelearn from stories and are
interested in stories, right,more than just storytelling
(09:43):
regular facts and things thatare dry.
How do you either use it inyour podcast or encourage your
clients to use it in theirmarketing?
When it comes to storytelling,I will admit for our topic.
Speaker 2 (09:55):
Storytelling is hard.
It is really hard for me toweave storytelling sometimes
into the Commerce Made Easypodcast just because I'm talking
tech typically and I'm tryingto make it easy.
So sometimes storytelling ishard, but sometimes I will try
to equate it to something we canrelate to, like the website.
Traffic is like the cars on thehighway on the interstate
(10:18):
highway, and the more cars youget to go drive by your
billboard, the more visibilityyou're going to get.
So I try to do something likethat, but I will say stories a
little bit harder on my topic,and I am actually creating a new
podcast that will be easier forstorytelling.
It's a side thing.
This is Brown Sealy.
I would kind of talk about thisa little bit before we jumped
(10:38):
on the call.
So I feel like storytelling isgoing to be easier there.
But I feel like for mostbusinesses, though, storytelling
is a lot easier than from atech business perspective.
It could be my mindset too, andI just need to figure out how
to work it in.
But I also have to be carefulof our clients.
I can't tell too many specificclient stories for their, you
know, for their privacy.
(10:59):
But yeah, no, I feel likestorytelling definitely can
happen, can we happen?
And if it's harder like mine,you know relate it to something
that you experience in life,like the highway, in the cars or
making breakfast or somethingyou know.
You could maybe make it moreabstract if you need to to still
(11:20):
make it resonate with them.
And there is a lot of humanproof that stories help people
remember things so much better.
We listen and pay attention tostories a lot more than we do
those facts and figures.
They can just go in and out ofour heads, whereas stories you'd
be like.
I remember that person told methat maybe somebody remembers
that I told them that I'm celiac, right, so they're probably
(11:42):
going to remember that, maybemore than some of the facts we
might have on this podcast today.
But then they might be like ohwell, I need to go relist that
podcast it was.
It was about you know how to dopodcasting with business and
that was very helpful.
Now I remember that because Iremember she had Celia.
You know, it could be just somerandom fact that you throw in
there, could even be like alittle short story like that
still brings them back and helpsthem remember back and help
(12:04):
some, remember.
Speaker 1 (12:04):
So I want to say thank you for saying it's hard,
it's not easy, like I think weneed to say.
Yes, we want to keep things aseasy as possible.
You and I love simplifyingthings for our listeners and our
viewers and our clients.
But I think it's hard and we'reclose to it.
So, yeah, it's really hard foreach of us to try and weave in
stories, especially when we'reso close to our own stock right.
(12:27):
So the further removed we are,I think it feels easier at times
, like I can come up withstories for my clients all day,
and then I'm like for me, I'mlike, so I am the
same way, yeah.
So thank you so much for sayingthat, because I really want to
note that, because, again, thisis what you do for a living.
You're building brands online,you're building e-commerce
(12:50):
brands, you're drivingconversions and you're helping
your clients.
You've got a podcast and youstruggle with it too.
So, again, it's not as easy asa lot of just do storytelling.
It's like no, that can just dostorytelling.
We have to think about it.
So I think that that is just soimportant.
So thank you so much for sayingthat, because, again, I think
(13:11):
we sometimes try to oversimplifyit and oversimplify the effort
that it takes, and that's justnot fair to us or to anybody
that's trying to do it Right.
So that's that's very cool.
So somebody connected with you.
They connected with the story.
They went to check out yourshow notes or your blog because
(13:33):
they found you on search.
Whatever path they happen totake, they end up on your
website.
Speaker 2 (13:42):
How do you convert?
How do you make them a lead ora client?
That's a really good question.
So I feel like the best way tomake them a leader client is
having specific call to actionsper podcast episode if possible,
like that's kind of ideal,because you want to take them to
, really ideally, a specificpage on your website For one.
You know you can make it simple, let's make it be your show
(14:03):
notes because you want to takethem to a familiar place on your
website.
If you transition somebody offof a platform podcast, social,
etc and you take them to yourwebsite and the page that you
take them to is jarringlydifferent from what you either
heard on a podcast or saw onsocial media, they're going to
(14:24):
be confused and probably leave.
So, first off, we need to makewherever we're taking them
familiar.
So, whether it's your brandname and what you're already
talking about, the topic couldbe like a related blog post,
something like that.
It's got to be similar innature so they feel comfortable
and they feel like more trustonce they're there, and then you
(14:44):
want to continually build trustwith them on their website.
I like to talk about thisactually in our course that we
have about converting yourwebsite better and more of a DIY
way of doing it, and you needto make sure that you're really
building that trust.
When they first land on thewebpage, you need to have a
clear way to contact you, areally easy way to find more
(15:04):
information about you, somesocial proofs and testimonials.
Those are things you want toadd in after you land them on a
familiar topic or something thatthey can relate to based on
where they came from.
And then you need to add inthose familiarities and those
you know.
I find that a lot of people missthe easy way to contact you.
(15:25):
Like that's like a showstopper.
If I go to somebody's websiteand there's not an easy way to
contact you, like that's like ashowstopper.
If I go to somebody's websiteand there's not an easy way to
contact them, I don't care ifit's just email, I don't care if
there's no phone available, Iwant an easy way to contact them
.
And if they don't have that,then why would I trust that
business or why would I trustyou know working with them if I
can't contact them easily?
So that's like number one ishaving that contact.
(15:46):
You know, I like to harp onthat one a lot because people
miss it.
I'm like how?
Speaker 1 (15:52):
do I get a hold of it ?
Speaker 2 (15:53):
Because I'm bought from places I know.
Speaker 1 (15:55):
I'm bought from places that I couldn't find.
Yeah, I've had people I've beenlike.
I've been like, okay, look atmy website and tell me if it's
easy to do business with me.
And they're like, yeah, no,I've got no idea where I'm
supposed to go, what I'msupposed to hit.
They're like it's reallycreative and pretty, but that's
about it.
And I'm like dang it.
So, yes, if you're not sure, ifyou have that easy way to build
it, I'm like phone a friend,have them take a look and say is
(16:18):
it easy to do business with?
Speaker 2 (16:20):
Yes, and one call to action too, per page if possible
.
Like too many options, aconfused mind says no, make it
make.
Each page has a focus.
That's very important.
It's so easy to try to put allthe things on a page that you
could ever possibly think aperson might want or need, and
it's and I admit it.
We have pages that we need toredo because there's too many
(16:42):
things on it.
Completely, we'll admit that.
We've got a website that'sgrown for over 22 years.
It needs to go through.
Making sure it's got one callto action per page is really
important to converting thatperson.
Whether you want them to signup for your newsletter, download
your freebie, just one thing.
Maybe you have your newsletterat the footer.
If they really trust you haveit at the footer.
Speaker 1 (17:29):
They will maybe do that too, but you know, don't
bombard them with's in a totallydifferent brand and totally
different information and atotally different person.
So think that through whenyou're doing it.
I love the one call to actionbecause I have 75 things that I
want to share with people on anygiven time and place, and so we
have to pick and choose what isthe most helpful thing for them
at that point in time.
Where can we send them?
There's a woman that I'm a bigfan of.
Her name is LaShonda Brown andshe has a great YouTube channel,
(17:50):
if you want to check it out.
But she had a very strong callto action that drove everybody
to her tools page and that'swhere she sent every single
person.
So she was able to like, reallydo that.
That streamlined piece with onecall to action that took her to
, took them to their tools andthen they could pick what they
(18:10):
wanted from there.
But again, it was all stuffthat made business easy and
affordable to do.
I think that that clean andclear one call to action really
simplifies so much of yourmarketing and it's really
important to think through that,so I love that that's what you
should do.
What are some of the mistakesthat people make along the lines
(18:31):
, of course, other than like 800calls to action?
Speaker 2 (18:35):
Right.
Well, for one, it's no cleargoal.
Each page should have a goal,and that kind of alludes back to
the call to action.
But really each page shouldhave a goal.
What are you trying to do witheach page?
It's like going on a new datewith a new person.
They just verbally vomit theirlife at you, like you're going
to be, like you're out the doorand you don't even eat your
dinner.
Right?
You need to, like you know, onetopic per page, one topic per
(18:58):
moment in time, if we go back tothe date, right?
So we need to make sure that wehave that clear goal per page.
And another thing I find ispeople will, like not publish
something very often Say youhave a blog If you haven't put
anything on that, and like evenas little as three months, I'll
(19:21):
be wondering if you're inbusiness still and especially,
like if it's been six months ora year, you're going to
definitely wonder if they're inbusiness.
And I really encourage on mypodcast too, that you have a
piece of content monthly, onenew piece of content monthly,
(19:42):
whether it's a short blog orwhat.
A new piece of content monthlyshows that you're active.
One to your customers and twoto the search engines when they
see new content on your website,they're going to think that
you're paying attention andmaintaining your stuff and
they're going to see you as moreimportant than if your
website's been stale for, youknow, six months or a year.
They're going to start pushingyou down in search engine
(20:02):
rankings as well, as it buildscustomer trust seeing that
you're still active and doingthings.
So you know, lack of publishingsomething consistently is also,
I feel, like something thatpeople miss a lot and that's
kind of like the main thing isthat you just that helps build
the customer trust is having newstuff.
(20:24):
And social media is the same way.
You know, I'm not saying youhave to be on social media every
day, but it's a really goodidea to post on your
professional pages once a weekat minimum.
You know, don't have to be onall the socials, but at least
post once a week.
Once a day would be better, butonce a week at least still
shows that you're pretty active.
So just making sure that you'reconsistent on your publishing,
(20:46):
whatever it is, and make it easyon you.
Don't feel like you have to doall the things.
It could be, you know, a simple, you know three paragraph, you
know blurb or something you know.
But make it simple, don't betoo hard on yourself.
Speaker 1 (20:59):
I love that.
Make it simple but beconsistent, because consistency
builds trust.
Make it simple but beconsistent, because consistency
builds trust, and I think thatthat's so true.
I mean, do what you say you'regoing to do and deliver on it.
And I mean that's just businessbasics, and so many times we
forget that when it moves overinto the world of marketing and
(21:21):
social media and all the thingsright.
So I really think that that'simportant to share and to be
cognizant of.
But I love how you said itdoesn't have to be overly
complicated, right.
It doesn't have to be perfect.
It can grow with you.
If you don't have a ton of time,that's okay.
Take a little tip and buildthat out into three paragraphs.
(21:41):
Have time for like three linesof text.
Have AI help you supplement it.
You know, again, there's amillion ways to do this
effectively and efficiently, butyou gotta be doing, and I think
that that's so important.
So I love the fact that you areencouraging that consistency
because it is just so, so, soimportant.
This has been an awesomeconversation.
(22:05):
I love how simple you makethings.
So definitely everybody who'slistening or watching will have
links in the show notes toCarrie's podcast and, of course,
her website.
So definitely check all of thatout.
But before I let you go, gottaask you the question that I ask
all of my guests.
This show is called ImperfectMarketing because marketing is
anything but a perfect science.
(22:25):
What has been your biggestmarketing lesson learned?
Speaker 2 (22:29):
I would say, always learning and trying what my
heart and my gut tells me to do,just like creating the podcast.
And I will admit with me,creating this secondary podcast
is kind of on the side in apersonal podcast Reading that
has been so hard, even thoughI've already done a podcast
before, because I'm worriedabout being perfect with it.
(22:51):
So I'm having to tell myself wedon't have to be perfect on the
first episode because I'vealready done a podcast before.
Right, I need to do itimperfectly and just get it done
and get it out there so I canhelp other people with celiac.
And it's the same thing I didwith the e-commerce made easy
podcasts.
I just knew I had to do it.
(23:12):
My mentor told me I worked withsomebody who helps people do
podcasts and get them launched,and she was like you're going to
go back to episode one andbeing like that wasn't that
great, but you still got to doit so that you can get better
and get to that you know, 10th,15th, 20th episode and be like,
oh, that's okay, now I kind oflike this, now I'm doing all
right.
(23:32):
So you really just got to jumpin with what you want to do and
just do it, and do itimperfectly, and don't be afraid
and follow your gut and learn,always learn.
Speaker 1 (23:44):
I love that.
Yes, if you go back and listento episode one of Imperfect
Marketing, I would beembarrassed, so don't go back
that far.
You can't watch it because Iwasn't recording on video, but
it was very different.
You know I evolve as I'velearned and as I've done
different things.
But, yes, be progress overperfection all the time.
(24:04):
And I love the fact that youknow you're struggling a little
bit with that perfection becauseyou have a podcast.
So it should be better rightthe second time when you launch
another podcast.
But it's a whole new podcast,it's a whole new angle, it's a
whole new audience and there'sso much for you to share there.
So, oh my gosh, keri, thank you, thank you, thank you.
No-transcript.
Hello and welcome back to another episode of
Imperfect Marketing.
I'm your host, kendra Korman,and today I'm really excited to
be joined by Keri.
Keri and I today are going tobe talking about how a podcast
can help draw new people to youand your website and then how to
convert them once they're there, which part of why you're doing
all of this effort right is toconvert them and bring them into
(00:22):
your business.
So welcome, keri.
Thanks so much for joining Keri.
Thanks so much for joining metoday.
Thanks for having me, kendra.
So talk to me a little bitabout how you got into
podcasting.
Share a little bit about yourpodcast and how it helps your
business.
Speaker 2 (00:38):
So I just had this nudge for probably over a year,
honestly to start a podcast,because one of my core things
about me is I just love helpingothers.
It's just core to my nature.
I just absolutely love helpingothers and I knew I could reach
more people with a podcast thanI could like one-on-one client
work.
So and I love helping peoplefrom anywhere from startups to
(01:02):
full-blown you know, been inbusiness 10, 20, 30 years and I
felt, like you know, been inbusiness 10, 20, 30 years and I
felt, like you know, a podcastis going to help reach
especially the newbies or theones like doing it themselves,
and so I wanted to reach themtoo and help them, because I
would have loved to have hadthat help when I started our
business.
So that's really why I startedit and I finally got the bravery
(01:22):
to do it and launched mypodcast on May of 23.
So I've been doing it for alittle while now.
Speaker 1 (01:28):
That's awesome.
Yeah, you're up.
You're over 85, almost 90episodes by now.
Speaker 2 (01:34):
Yeah, I'm getting close, yeah, yeah, about 86 at
the time of this recording.
Yeah, that is so cool.
Speaker 1 (01:39):
So talk to me.
What is your podcast called andwhat is it about?
Speaker 2 (01:48):
Well, it is called e-commerce made easy, and it's
all for online businesses,whether you're a course creator,
a coach or a traditionale-commerce.
It's all about helping simplifythe tech simplify email
marketing, social mediamarketing.
I like to try to make thingssimple and help people be more
productive rather than spinningtheir wheels trying to churn all
the things.
So that's what it's mostlyabout, okay so I really like
(02:09):
that.
Speaker 1 (02:09):
I like that angle.
We can probably talk for hoursabout all those different parts
of the topic, because I am anemail marketing crazy lady, I
love podcasts and I love makingthings easy.
So we've got a lot in common.
Now let's go ahead and jumpinto talking about podcasting.
So how do you see podcastinghelping business owners or
(02:30):
brands attract new listeners orpotential clients to their
website?
Speaker 2 (02:34):
Well, I feel like podcasting is a really great way
, and especially if you make theprocess simple, which it
totally can be.
If you make it that way, it's agreat way to showcase your
expertise, especially like B2Cor even way it's a great way to
showcase your expertise,especially like B2C or even B2B
people.
You can really showcase yourexpertise on a podcast, and
people will usually realize thatpart.
But what they don't realize inaddition to that is it can
(02:57):
actually help your search engineoptimization as well, for your
actual website too.
So if you have show notes andagain you can make this simple
you can use AI.
I'm sure you can give themgreat tips about this too, about
using AI to simplify the thingshere.
But you can use the show notes,too, to bring people into your
website, and especially thetranscriptions too, because then
that's searchable by Google andall the major search engines.
(03:20):
So it not only can bring peoplein from just listing, but then
you can also get people in viasearches on the web, and it's
also a great way to send out,you know, make people aware of
freebies or some call to actionsand how they can work for you
too.
So it can.
There's just several differentways you can use it to really
(03:40):
bring people in that you mightnot think of, especially that
search engine optimization part.
I think that's usuallysurprising to people that it can
create more content for yourwebsite.
We actually take our podcastand make a blog post from it as
well, so you can kind ofrepurpose it.
It's not the exact same contentbut it's on the same topic, so
you got a couple of differentways you can like repurpose
(04:02):
things to make it more rich foryour marketing efforts and
you're not creating new contentfor every different thing.
You can repurpose one thing andmake it multifaceted across
different ways that peopleconsume material.
Speaker 1 (04:16):
I love repurposing content because it can save you
so much time, right so, creatinga blog post, taking the show
notes, the transcript, you didall of that right, you did 90%
of the work and you just have totake it over the finish line.
I used to joke with people Istill joke with people about
websites and I'm like, yeah,it's 90% done.
(04:37):
We only have 60% left, and it'slike it's that it sounds funny,
but it's that getting over thefinish line and wrapping up that
last piece, that is just soimportant and I think that
that's really good.
So one of my previous guestsgave me a tip on search engine
optimization and that was to doa Q&A format or Q&A schema.
(05:00):
When you were interviewingsomebody, that you could take
their interview and actually putthat into a Q&A schema.
I guess my question for you isif somebody is looking to drive
some search engine optimizationwith their podcast, how do they
know what keywords to optimizefor?
Because that's always like thehard part, right?
Speaker 2 (05:19):
Yes, it can be, but it can be simple too if you try
to make it simple.
So you really just got to getin the minds of your listeners
what are they?
What questions are they alreadyasking?
And then you need to have thosequestions be in the podcast, be
in the repurposed blog post orbe in the show notes.
You know what specific thingare they searching for and
(05:41):
that's going to help you.
And so if you're getting stuckon brainstorming, you can use
things like AI to help youbrainstorm and you can just
simply search Google and if younotice, when you search Google,
more suggested questions come upas you're typing your question
into Google, and that can giveyou some other perspectives of
what other ways to ask that samequestion are, and you can even
(06:04):
search the thing that you'rethinking of.
You know how to make more salesonline.
I don't know.
I just pick some random phraseand then you can search for it
and then scroll down to thebottom of Google and it'll give
you related searches based uponthat too.
So you can just use this littlebit of mining and really kind
of pulling it apart and puttingyourself in your client's shoes
is really the best way to do.
(06:25):
It is just think like them.
Think like you're a new personin that industry, not you, who
knows more about things already,so you got to put yourself in
the newbie's shoes, basicallyone of my favorite concepts you
do not want to share what youhave to share.
Speaker 1 (06:43):
You want to share what other people are thinking
and meet them where they're at.
Otherwise they're notinterested, right?
That's just so key.
So, yes, what questions arethey asking?
What words are they using?
That's really key toidentifying how to optimize and
pick the right words.
So, thank you very much forthat.
Optimized and pick the rightwords.
(07:07):
So thank you very much for that.
Let's talk about podcasting andmixing that with other forms of
marketing, because I know thatI get people all the time.
They're like oh, I listen toyour podcast all the time and
they feel like they know meright, because they see me, they
talk to me, they hear me,they've got all the senses going
.
So how does, how doespodcasting really create those
relationships in addition toother marketing tools or beyond
(07:29):
other marketing tools?
Speaker 2 (07:30):
Well, I think podcasting and YouTube videoing
to go hand in hand here, or evengoing live on social media.
It just brings the human to thematerial, because you can
either see or hear or both theperson and it's more like you're
in the room with them andthey're talking to you, not at
you.
Because I feel like sometimes ablog post it can be like when
(07:52):
you're reading it's more likeyou're being talked at rather
than talked with, or two feelslike more of a one way street.
But with podcasting, withmaking videos from the podcast
and putting them on YouTube, forexample, it's more of a
conversational and it's morelike you're having coffee with a
potential customer or apotential business best friend
or something like that, and soyou really get to hear the
(08:14):
inflection in their voice, get abit more of their personality
from it.
It really creates that morehuman connection.
Plus, you can do storytelling,I feel like, more effectively
with voice and video.
When you're trying to dostorytelling with words, unless
you're a really good creativewriter, it's really hard to
convey that story, I feel like,in a blog form.
(08:37):
But with words and with audioyou can really create that
storytelling and make it moremeaningful.
You can hear the emotion in it.
You can hear, you know, all theups and downs of more
meaningful.
You can hear the emotion in it.
You can hear, you know all theups and downs of the story and
it really kind of brings it alltogether and makes it again a
lot more human.
Speaker 1 (08:55):
I feel like with doing podcasting and doing
videos with your podcast too,well, and I think human has
gotten even more important now,with AI and all the blogs coming
out all the time at every turn,the people are just AI
generating some junk at times,right, and so we're losing a
little bit of that humanconnection.
And I think again, I love AI,don't get me wrong, but I feel
(09:18):
like that human connection needsto be there.
And, yes, you can AI generate apodcast, but I don't recommend
it because you miss out on that,that key connection piece.
Now I want to go back to onething that you had said, which
was storytelling.
I love storytelling.
I really think that peoplelearn from stories and are
interested in stories, right,more than just storytelling
(09:43):
regular facts and things thatare dry.
How do you either use it inyour podcast or encourage your
clients to use it in theirmarketing?
When it comes to storytelling,I will admit for our topic.
Speaker 2 (09:55):
Storytelling is hard.
It is really hard for me toweave storytelling sometimes
into the Commerce Made Easypodcast just because I'm talking
tech typically and I'm tryingto make it easy.
So sometimes storytelling ishard, but sometimes I will try
to equate it to something we canrelate to, like the website.
Traffic is like the cars on thehighway on the interstate
(10:18):
highway, and the more cars youget to go drive by your
billboard, the more visibilityyou're going to get.
So I try to do something likethat, but I will say stories a
little bit harder on my topic,and I am actually creating a new
podcast that will be easier forstorytelling.
It's a side thing.
This is Brown Sealy.
I would kind of talk about thisa little bit before we jumped
(10:38):
on the call.
So I feel like storytelling isgoing to be easier there.
But I feel like for mostbusinesses, though, storytelling
is a lot easier than from atech business perspective.
It could be my mindset too, andI just need to figure out how
to work it in.
But I also have to be carefulof our clients.
I can't tell too many specificclient stories for their, you
know, for their privacy.
(10:59):
But yeah, no, I feel likestorytelling definitely can
happen, can we happen?
And if it's harder like mine,you know relate it to something
that you experience in life,like the highway, in the cars or
making breakfast or somethingyou know.
You could maybe make it moreabstract if you need to to still
(11:20):
make it resonate with them.
And there is a lot of humanproof that stories help people
remember things so much better.
We listen and pay attention tostories a lot more than we do
those facts and figures.
They can just go in and out ofour heads, whereas stories you'd
be like.
I remember that person told methat maybe somebody remembers
that I told them that I'm celiac, right, so they're probably
(11:42):
going to remember that, maybemore than some of the facts we
might have on this podcast today.
But then they might be like ohwell, I need to go relist that
podcast it was.
It was about you know how to dopodcasting with business and
that was very helpful.
Now I remember that because Iremember she had Celia.
You know, it could be just somerandom fact that you throw in
there, could even be like alittle short story like that
still brings them back and helpsthem remember back and help
(12:04):
some, remember.
Speaker 1 (12:04):
So I want to say thank you for saying it's hard,
it's not easy, like I think weneed to say.
Yes, we want to keep things aseasy as possible.
You and I love simplifyingthings for our listeners and our
viewers and our clients.
But I think it's hard and we'reclose to it.
So, yeah, it's really hard foreach of us to try and weave in
stories, especially when we'reso close to our own stock right.
(12:27):
So the further removed we are,I think it feels easier at times
, like I can come up withstories for my clients all day,
and then I'm like for me, I'mlike, so I am the
same way, yeah.
So thank you so much for sayingthat, because I really want to
note that, because, again, thisis what you do for a living.
You're building brands online,you're building e-commerce
(12:50):
brands, you're drivingconversions and you're helping
your clients.
You've got a podcast and youstruggle with it too.
So, again, it's not as easy asa lot of just do storytelling.
It's like no, that can just dostorytelling.
We have to think about it.
So I think that that is just soimportant.
So thank you so much for sayingthat, because, again, I think
(13:11):
we sometimes try to oversimplifyit and oversimplify the effort
that it takes, and that's justnot fair to us or to anybody
that's trying to do it Right.
So that's that's very cool.
So somebody connected with you.
They connected with the story.
They went to check out yourshow notes or your blog because
(13:33):
they found you on search.
Whatever path they happen totake, they end up on your
website.
Speaker 2 (13:42):
How do you convert?
How do you make them a lead ora client?
That's a really good question.
So I feel like the best way tomake them a leader client is
having specific call to actionsper podcast episode if possible,
like that's kind of ideal,because you want to take them to
, really ideally, a specificpage on your website For one.
You know you can make it simple, let's make it be your show
(14:03):
notes because you want to takethem to a familiar place on your
website.
If you transition somebody offof a platform podcast, social,
etc and you take them to yourwebsite and the page that you
take them to is jarringlydifferent from what you either
heard on a podcast or saw onsocial media, they're going to
(14:24):
be confused and probably leave.
So, first off, we need to makewherever we're taking them
familiar.
So, whether it's your brandname and what you're already
talking about, the topic couldbe like a related blog post,
something like that.
It's got to be similar innature so they feel comfortable
and they feel like more trustonce they're there, and then you
(14:44):
want to continually build trustwith them on their website.
I like to talk about thisactually in our course that we
have about converting yourwebsite better and more of a DIY
way of doing it, and you needto make sure that you're really
building that trust.
When they first land on thewebpage, you need to have a
clear way to contact you, areally easy way to find more
(15:04):
information about you, somesocial proofs and testimonials.
Those are things you want toadd in after you land them on a
familiar topic or something thatthey can relate to based on
where they came from.
And then you need to add inthose familiarities and those
you know.
I find that a lot of people missthe easy way to contact you.
(15:25):
Like that's like a showstopper.
If I go to somebody's websiteand there's not an easy way to
contact you, like that's like ashowstopper.
If I go to somebody's websiteand there's not an easy way to
contact them, I don't care ifit's just email, I don't care if
there's no phone available, Iwant an easy way to contact them
.
And if they don't have that,then why would I trust that
business or why would I trustyou know working with them if I
can't contact them easily?
So that's like number one ishaving that contact.
(15:46):
You know, I like to harp onthat one a lot because people
miss it.
I'm like how?
Speaker 1 (15:52):
do I get a hold of it ?
Speaker 2 (15:53):
Because I'm bought from places I know.
Speaker 1 (15:55):
I'm bought from places that I couldn't find.
Yeah, I've had people I've beenlike.
I've been like, okay, look atmy website and tell me if it's
easy to do business with me.
And they're like, yeah, no,I've got no idea where I'm
supposed to go, what I'msupposed to hit.
They're like it's reallycreative and pretty, but that's
about it.
And I'm like dang it.
So, yes, if you're not sure, ifyou have that easy way to build
it, I'm like phone a friend,have them take a look and say is
(16:18):
it easy to do business with?
Speaker 2 (16:20):
Yes, and one call to action too, per page if possible
.
Like too many options, aconfused mind says no, make it
make.
Each page has a focus.
That's very important.
It's so easy to try to put allthe things on a page that you
could ever possibly think aperson might want or need, and
it's and I admit it.
We have pages that we need toredo because there's too many
(16:42):
things on it.
Completely, we'll admit that.
We've got a website that'sgrown for over 22 years.
It needs to go through.
Making sure it's got one callto action per page is really
important to converting thatperson.
Whether you want them to signup for your newsletter, download
your freebie, just one thing.
Maybe you have your newsletterat the footer.
If they really trust you haveit at the footer.
Speaker 1 (17:29):
They will maybe do that too, but you know, don't
bombard them with's in a totallydifferent brand and totally
different information and atotally different person.
So think that through whenyou're doing it.
I love the one call to actionbecause I have 75 things that I
want to share with people on anygiven time and place, and so we
have to pick and choose what isthe most helpful thing for them
at that point in time.
Where can we send them?
There's a woman that I'm a bigfan of.
Her name is LaShonda Brown andshe has a great YouTube channel,
(17:50):
if you want to check it out.
But she had a very strong callto action that drove everybody
to her tools page and that'swhere she sent every single
person.
So she was able to like, reallydo that.
That streamlined piece with onecall to action that took her to
, took them to their tools andthen they could pick what they
(18:10):
wanted from there.
But again, it was all stuffthat made business easy and
affordable to do.
I think that that clean andclear one call to action really
simplifies so much of yourmarketing and it's really
important to think through that,so I love that that's what you
should do.
What are some of the mistakesthat people make along the lines
(18:31):
, of course, other than like 800calls to action?
Speaker 2 (18:35):
Right.
Well, for one, it's no cleargoal.
Each page should have a goal,and that kind of alludes back to
the call to action.
But really each page shouldhave a goal.
What are you trying to do witheach page?
It's like going on a new datewith a new person.
They just verbally vomit theirlife at you, like you're going
to be, like you're out the doorand you don't even eat your
dinner.
Right?
You need to, like you know, onetopic per page, one topic per
(18:58):
moment in time, if we go back tothe date, right?
So we need to make sure that wehave that clear goal per page.
And another thing I find ispeople will, like not publish
something very often Say youhave a blog If you haven't put
anything on that, and like evenas little as three months, I'll
(19:21):
be wondering if you're inbusiness still and especially,
like if it's been six months ora year, you're going to
definitely wonder if they're inbusiness.
And I really encourage on mypodcast too, that you have a
piece of content monthly, onenew piece of content monthly,
(19:42):
whether it's a short blog orwhat.
A new piece of content monthlyshows that you're active.
One to your customers and twoto the search engines when they
see new content on your website,they're going to think that
you're paying attention andmaintaining your stuff and
they're going to see you as moreimportant than if your
website's been stale for, youknow, six months or a year.
They're going to start pushingyou down in search engine
(20:02):
rankings as well, as it buildscustomer trust seeing that
you're still active and doingthings.
So you know, lack of publishingsomething consistently is also,
I feel, like something thatpeople miss a lot and that's
kind of like the main thing isthat you just that helps build
the customer trust is having newstuff.
(20:24):
And social media is the same way.
You know, I'm not saying youhave to be on social media every
day, but it's a really goodidea to post on your
professional pages once a weekat minimum.
You know, don't have to be onall the socials, but at least
post once a week.
Once a day would be better, butonce a week at least still
shows that you're pretty active.
So just making sure that you'reconsistent on your publishing,
(20:46):
whatever it is, and make it easyon you.
Don't feel like you have to doall the things.
It could be, you know, a simple, you know three paragraph, you
know blurb or something you know.
But make it simple, don't betoo hard on yourself.
Speaker 1 (20:59):
I love that.
Make it simple but beconsistent, because consistency
builds trust.
Make it simple but beconsistent, because consistency
builds trust, and I think thatthat's so true.
I mean, do what you say you'regoing to do and deliver on it.
And I mean that's just businessbasics, and so many times we
forget that when it moves overinto the world of marketing and
(21:21):
social media and all the thingsright.
So I really think that that'simportant to share and to be
cognizant of.
But I love how you said itdoesn't have to be overly
complicated, right.
It doesn't have to be perfect.
It can grow with you.
If you don't have a ton of time,that's okay.
Take a little tip and buildthat out into three paragraphs.
(21:41):
Have time for like three linesof text.
Have AI help you supplement it.
You know, again, there's amillion ways to do this
effectively and efficiently, butyou gotta be doing, and I think
that that's so important.
So I love the fact that you areencouraging that consistency
because it is just so, so, soimportant.
This has been an awesomeconversation.
(22:05):
I love how simple you makethings.
So definitely everybody who'slistening or watching will have
links in the show notes toCarrie's podcast and, of course,
her website.
So definitely check all of thatout.
But before I let you go, gottaask you the question that I ask
all of my guests.
This show is called ImperfectMarketing because marketing is
anything but a perfect science.
(22:25):
What has been your biggestmarketing lesson learned?
Speaker 2 (22:29):
I would say, always learning and trying what my
heart and my gut tells me to do,just like creating the podcast.
And I will admit with me,creating this secondary podcast
is kind of on the side in apersonal podcast Reading that
has been so hard, even thoughI've already done a podcast
before, because I'm worriedabout being perfect with it.
(22:51):
So I'm having to tell myself wedon't have to be perfect on the
first episode because I'vealready done a podcast before.
Right, I need to do itimperfectly and just get it done
and get it out there so I canhelp other people with celiac.
And it's the same thing I didwith the e-commerce made easy
podcasts.
I just knew I had to do it.
(23:12):
My mentor told me I worked withsomebody who helps people do
podcasts and get them launched,and she was like you're going to
go back to episode one andbeing like that wasn't that
great, but you still got to doit so that you can get better
and get to that you know, 10th,15th, 20th episode and be like,
oh, that's okay, now I kind oflike this, now I'm doing all
right.
(23:32):
So you really just got to jumpin with what you want to do and
just do it, and do itimperfectly, and don't be afraid
and follow your gut and learn,always learn.
Speaker 1 (23:44):
I love that.
Yes, if you go back and listento episode one of Imperfect
Marketing, I would beembarrassed, so don't go back
that far.
You can't watch it because Iwasn't recording on video, but
it was very different.
You know I evolve as I'velearned and as I've done
different things.
But, yes, be progress overperfection all the time.
(24:04):
And I love the fact that youknow you're struggling a little
bit with that perfection becauseyou have a podcast.
So it should be better rightthe second time when you launch
another podcast.
But it's a whole new podcast,it's a whole new angle, it's a
whole new audience and there'sso much for you to share there.
So, oh my gosh, keri, thank you, thank you, thank you.
No-transcript.
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