January 2, 2023 • 25 mins
This content is repurposed from episodes of Good Morning Podcasters! Episodes 9-12.Good Morning Podcasters (GMP) explores the world of podcasting with a specific focus on marketing, public relations, and social media as they relate to content creation. GMP is hosted by Fuzz Martin. Good Morning Podcasters!Good Morning Podcasters and Podcasting Sucks!: All rights reserved to Snoring Dog Media, LLC. & Jeff Townsend Media, LLC.
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Episode Transcript
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(00:00):
Ah, hi everybody, this isa Jeff Townty Media protection right. Have
you been searching for a podcast?Do you want to learn from some great
content creators. Well, you've cometo the right place, Indie podcasting with
your host, Jeff Townsend, theindie podcast father. This is Jeff Townsend,
(00:28):
and as you're aware, Indie podcasterscurrently on a break. I'm actually
tied up with a job in thepodcast industry and then a lot of other
projects that I'm working on. ButI want to continue to give you some
content that you may find helpful alongyour podcasting journey. With that being said,
I'm going to share some episodes ofGood Morning Podcasters. Yes, that's
(00:49):
right, the return of Good MorningPodcasters. Fuzz Martin and I purchased the
rights to that and podcasting sucks,So today I'll be sharing some episodes of
Fuzz Martin's Good Morning Podcasters with you. This is great information. You could
learn a lot from it to learnmore about good Morning Podcasters dot com.
Let's check out some of these episodesI'm playing. I'm back to back Good
(01:11):
Morning Podcasters. Today we're talking aboutmarketing automation and how you could use it
for your podcast. My name isFuzz Martin, and this is good Morning
Podcasters. Three to four times perweek. I bring you actionable ideas in
marketing, public relations, social media, and advertising that you can use to
(01:32):
improve your show. And of course, on every Saturday morning, Jeff Townsend
of Jefftownsend Media joins me on thisfeed to talk about things that we find
difficult with podcasting. On a showwe call podcasting sucks and actually somebody else
called it that and then we boughtit from him. Who am I to
telling about all this stuff? Well, I'm an owner at Epic Creative in
(01:55):
Milwaukee. I'm the agency's chief strategyofficer. I also used to be a
radio morning show host and program director. I spent fifteen years in the country
music game. So let's get intothis. What is marketing automation and how
can you use it for your podcast? Marketing automation is a piece of software
(02:16):
that you can use to automate yourmarketing. I'm really hitting you over the
head with really in depth details today. Tell your friends that Fuzz just told
you that marketing automation is software usedto automate marketing. But seriously, it's
software that can take your listeners actionsLet's say they fill out the contact form
(02:37):
on your website, and then thesoftware uses that action as a trigger to
do things automatically like send an email, notify the podcast host, create a
calendar, invite segment listeners into differentlists depending on what their preferences are,
ab test an email headline or acall to action, personalize your emails,
(02:59):
or even help you determine what kindof content you should be creating next.
So what are the benefits of marketingautomation for podcasters? While the possibilities of
marketing automation are endless, but hereare three quick ways you could use marketing
automation software that could make your lifeeasier and your listeners experiences more engaging.
(03:21):
Let's say someone signs up for yournewsletter. You could automatically send them an
email thanking them for their subscription,and then send them a link to download
a free gift, and then ifthe system detects that they haven't yet downloaded
the free gift, it could automaticallysend an email reminding them to download that
gift. Let's say you have abigger show that gets a lot of feedback
(03:43):
from listeners and it becomes overwhelming forone person manning the inbox, you could
set up the automation to send thelisteners feedback to a different person on your
team depending on the subject of theiremail. So let's say you could send
guest requests to the person in chargeof booking. You could send feedback to
the most you could send technical issuesto the person in charge of your website,
all without having to hit the forwardbutton. And another way is if
(04:08):
you produce all of the episodes inyour season at one time. Let's say
you have a serial style podcast ora short run podcast that's highly produced.
You could prewrite and pre produce allof your emails announcing the release of the
next episode, and then drip themeach out to your subscribers on the day
that new episode comes out, sothat you don't have to take care of
(04:28):
that each week. It will automaticallyhappen for you. Again, the possibilities
for marketing automation are nearly endless.So where do you start well. Marketing
automation runs the gamut from mostly affordableto ungodly expensive, depending on what you're
getting into. The most popular marketingautomation platforms out there right now, of
(04:49):
course, are HubSpot, par Dotalso Salesforce, Marketing Cloud, which is
kind of tied into part Dot rightnow, mail Chim Customer journeys keep which
is KAP. You may have heardthat on some podcast ads, or you
might be running those podcast ads yourself, Marketo which is owned by Adobe,
(05:11):
and sharp Spring, which is ownedby Constant Contact. Most podcasters are only
going to use a plan like HubSpotor mail Chimp. These platforms start pretty
low. Mail Chimp Standard plan,which I believe is the lowest, starts
at seventeen dollars per month, andthe HubSpot Starter plan is starting at forty
nine dollars per month. However,they jump up pretty high pretty quickly.
(05:34):
Mailchimp goes from seventeen dollars a monthto sixty dollars a month when you get
above five hundred contacts. HubSpot jumpsfrom forty nine dollars a month to ninety
dollars a month when you get abovethe first one thousand contacts. Keep in
sharp Spring are full of features,but they're about one hundred and seventy dollars
(05:55):
to four hundred dollars per month justto get started. But again they're full
of fee and the biggia's like pardot Salesforce, Marketing Cloud, and Marketo
are pretty much outrageously expensive, atleast for a podcaster unless you're a very
big network. But all those platformsare extremely powerful and we use those every
(06:17):
day here at our agency for ourlarger clients. But some are paying up
to one hundred thousand dollars a yearfor that software. So what would I
do as a podcaster? Well,if you want to try marketing automation and
you have fewer than five hundred contacts, I would definitely start with the mail
Chimp Customer Journeys. It's a greatplatform, and while the lower end setup
(06:40):
is somewhat limited. As a podcaster, you're not going to need a full
featured marketing automation platform for your show. That said, if you're going to
try that out, be sure todo the monthly payment instead of going all
in on a yearly payment until youknow that it's going to be beneficial for
your show or your business or both. If you have a slightly bigger operation,
(07:00):
you could go with the HubSpot Starteredition. It's got more features than
mail chip Customer Journeys and it ismore scalable, but again, you're going
to be starting off at a muchhigher price point. That'll do it.
For today's episode of Good Morning Podcasters. You can find links to this article
and more on good morningpod dot com. Join Jeff Townson and I tomorrow morning.
Each Saturday morning, we release anew episode of Podcasting Sucks, where
(07:25):
we talk about the difficulties of podcasting. This week, we're talking about video
podcasts and whether or not you shoulduse air quotes around the word podcast if
you're talking about a video. Ifyou subscribe to Good Morning Podcasters, you're
already subscribe to Podcasting Sucks because wepublish it right in this here feed.
(07:45):
So please subscribe and we will talkto you tomorrow morning, right here on
Good Morning Podcasters. Thanks for tuningin Good Morning Podcasters. Nothing like starting
(08:09):
your show off with a yawn toreally get people amped up to listen.
My name is Fuzz Martin and thisis Good Morning Podcasters, a semi weekly
show about marketing, advertising, socialmedia, and public relations for podcasters.
Today we're talking about pitching news aboutyour podcast to journalists. Specifically, we're
(08:31):
talking about whether or not you shouldbe pitching news about your podcast to journalists
via social media. We're going toexplore some data today from scissions annual State
of the Media Report. Scission,which sounds like the back half of the
word Decision, is a software asa service platform for earned media and public
(08:52):
relations professionals. Decision is known forits database journalists that pr pros used to
content journalists for pitches, press releases, media alerts, etc. Scision also
owns PR Newswire, pr Web,a website called help a Reporter Out,
and we'll talk about each of thoseon upcoming episodes. In their State of
(09:16):
the Media Report this year, theyhad some really interesting data regarding journalists and
the use of social media. Solet's start first with which social media platforms
journalists are using in their professional lives. According to scisions report, globally,
sixty three percent of journalists use Facebook, fifty nine percent use Twitter, fifty
(09:39):
six percent use LinkedIn, forty fourpercent use Instagram, twenty eight percent on
YouTube, twenty eight percent on WhatsApp, five percent on TikTok, and only
one percent on Snapchat. Now,if you're in the US, you may
be wondering why WhatsApp is so highon the list, Well, it's because
(10:01):
that was the global list. WhatsAppis used a heck of a lot more
in Europe and Asia than it isin the US. When we look at
the breakdown of what platforms journalists areusing here in the US, Facebook is
about the same sixty two percent versussixty three percent globally. Twitter is much
higher. It's at seventy percent inthe US and only fifty nine percent globally.
(10:22):
LinkedIn is also higher at sixty onepercent versus fifty six. Instagram is
lower thirty nine percent versus forty four. YouTube is lower as well, at
twenty three versus twenty eight, andWhatsApp in the US is only at four
percent, whereas globally, again theaverage is twenty eight percent. So now
let's talk about whether or not youshould pitch journalists via social media again,
(10:43):
should you DM a journalist your pitch? I will start by saying this,
never pitch a journalist unless you knowwhat they write about. Do your homework.
Otherwise, who might risk looking reallybad or getting blocked. Decision Report
said that ninety one percent of pitchesthat journalists receive are irrelevant to them.
And what is a DM or anemail If it's not relevant, it's spam.
(11:09):
That's what it is. Spam,And you don't want to waste your
time spamming people, So do yourhomework. Only pitch journalists that would genuinely
be interested in carrying your story.This is what Decision recommends. This is
straight from their list here. Googlethem, find out what topics they cover,
know their work, review their paststories. Look at their editorial calendars.
(11:31):
This will tell you what they're goingto be writing about coming up.
Check out their feeds. You canlook at their social media and see what
they're posting, and if the kindof story that you're going to pitch to
them fits within that kind of storythat they post, go for it.
And fifth on Decisions list for doingyour homework about journalists. Know their location
and which areas they cover. Ifyou're talking about a speaking engagement in the
(11:54):
US, but that journalist only coverslet's say India, it won't be relative
to them and you're going to justbe spamming them. So put in the
work. Only pitch quality stories tojournalists who will think that your story is
quality and it's more like online datingthan a numbers game. Okay, you
just gotta get your pitch right tothe right person. So back to the
question, is it okay to pitchjournalists via DM on social media as aerialness,
(12:20):
and Blatt has been saying lately itdepends. But here's what the data
says. The question asked in thesurvey, how do you feel about pr
pros reaching out to you on socialmedia? Only four percent said that they
approve it over any other approach.Twenty three percent said it's acceptable, another
(12:41):
twenty seven percent said it depends onthe approach they take, thirty four percent
said they don't prefer it, andtwelve percent, So that's three times as
many that said that they approve it. Twelve percent said they hate it and
will most likely block you for reachingout to them that way. It's more
than one out of ten journalists.So what does this mean to you?
(13:03):
Well, it means one, bemindful. If you are mindful, you
have done your research on the journalistand you are certain that your news is
relevant to them, and you havea well thought out pitch, you've got
about a fifty four percent chance ofthat pitch being read. That said,
you also have a forty six percentchance of being ignored or worse, blocked.
Another good idea is to check thejournalist social media profiles and see if
(13:26):
it says something like DMS open.If so, that might be your end.
All that said, journalists overwhelmingly preferemail as their method of communication,
and I would recommend just sticking totried and true email unless you already have
a relationship with that journalist and inthat case reach out to him however you
think that might work out, you'vegot their phone number, set him a
text. Just don't start cold pitchingjournalists through Facebook Messenger, your Twitter,
(13:52):
DMS, or through LinkedIn mail.So to recap journalists in the US are
using Twitter, Facebook, and linkedin the most. Be sure you're only
pitching the right journalists, and alsoconsider using email instead of social media unless
than journalist social media profile indicates thatthey like DMS. I'll link to the
(14:13):
Decision State of the Media report inthe show notes and on good morningpod dot
com so you can read more andgo dig in for yourself. There's lots
of great information in that report andthat will do it for today's episode of
Good Morning Podcasters thanks to the eightnew subscribers I got on the good Morning
Inbox newsletter this past Monday. Thisweek I give you thirty two ways to
(14:35):
grow your podcasts. Email subscribers goto GMP, dot FM, slash News.
That's GMP as in Good Morning Podcasters, GMP, dot FM, slash
News. To get the newsletter andsign up. It's free forever to anyone
who signs up before January third,twenty twenty three. Again, my name
is Fuzz Martin and I appreciate youlistening to Good Morning Podcasters. We'll talk
(14:58):
again Friday. Good Morning Podcasters.Are you putting out an episode this week?
Let's talk about podcasting and holidays.My name is Fuzz Martin and this
(15:20):
is the all new Good Morning Podcasters. It's Thanksgiving week in the United States.
That means millions of people will betraveling. Triple A is predicting that
forty eight point seven million Americans willbe traveling more than fifty miles by car
for Thanksgiving this year, another fourpoint five million we'll go through the air.
(15:41):
So are you taking a week offof posting a new episode this week?
Do you think that's a good idea? It's obviously your call, and
you deserve a holiday too. Butlet's talk about this for a minute.
According to research done by New VoodooMedia Services in May of twenty twenty two,
a link to their findings in theshow notes forty nine percent of podcast
(16:02):
listeners listen while driving. That's fiftyfive percent of millennials, forty eight percent
of Gen xers and the Gen Zkids brought the average way down because not
all of them are driving yet.While podtract does say that podcast listening does
take a dip on Thanksgiving and onBlack Friday, listenership is above average in
(16:22):
the days leading up to In thedays following the holidays, likely the time
when people aren't traveling to and fromtheir family's house and so we don't have
to do this episode again in amonth. Contracts findings are similar around Christmas
and New Years. However, NewYear's has a huge spike right after the
first of the years, so nomatter what you're doing, plan to get
new content out right away at thefirst of the years so you don't miss
(16:45):
out. I'm at Boom. Obviouslypeople are listening in the car. I'm
guessing if they're traveling with family andkids, they're listening. Habits might change
a bit. For instance, ifyour podcast contains expletives, you may see
a bit of a dip during thattravel time. If people are traveling with
family. If your podcast is businessrelated, there's a chance you could take
(17:06):
a dip as well. But let'sthink of some of the places where people
might be listening while they're spending timeoff for the holidays. Some are going
to listen while they're in the kitchencooking green bean castrole, which is,
by the way, the number onebest Thanksgiving dish, hands down, or
maybe second to stuffing. They maybe listening more in their downtime as they
go for a walk to get awayfrom screaming kids, or go to the
(17:26):
gym to walk off all that extrapumpkin pie. They might just have some
more personal time where they can dothings they enjoy, and hopefully listening to
your podcast is one of those things. Again, you are completely entitled to
time off. It's your show,your choice, but if you're on the
fence, don't squander the opportunity.Put on an episode. I'll be off
(17:48):
the rest of the way. I'mjust kidding here. We'll have two more
episodes at least this week. Ihope you'll listen while you're on your way
to or from your family's place,and I hope you have a great Thanksgiving.
Be sure to check out my latestGood Morning Inbox newsletter. This week,
I give you ways that you canpromote your podcast that aren't Twitter.
You can find me on MySpace dotcom slash fuzz Martin. Now I'm just
(18:10):
kidding. I'm still on Twitter atGM podcasters. Links to the studies and
information we heard available on Good morningpoddot com. You can also find me
now on Instagram at good Morning pod. Thanks for listening and we'll talk to
you soon. Right here on GoodMorning Podcasters Good Morning Podcasters, Today we
(18:33):
explore gen z and what kind ofpodcasts they're listening to. My daughter,
Bree is a college freshman and she'sback home for Thanksgiving weekend yay. While
we were sitting at the counter,I took the opportunity to talk to her
about what she's listening to and whather friends are listening to when it comes
(18:55):
to podcasts. Now, I wouldhave interviewed her, but our seven year
old was feeling left out and thatwas becoming a thing. So I'm just
going to relay the responses to youparenthood Emma, right. So first I
asked her what specifically she listens towhen it comes to podcasts, and she
said, these are the five showsshe listens to regularly. One Therapy Gecko
(19:21):
that shows description an unlicensed lizard psychologisttravels the universe talking to strangers about absolutely
nothing. They post new episodes threetimes a week, they stream them live
on Twitch, and they take callins from guests and apparently it's hilarious.
Two she listens to Anything Goes withEmma Chamberlain. Their description, Emma prefers
(19:45):
to share her thoughts with a microphonerather than a physical human beings, so
thank god she has a podcast recordedfrom the comfort of her bed. Emma
talks at length about whatever is onher mind every week. Anything really does
go on this podcast. Sometimes philosophy, sometimes a random story from ten years
ago, sometimes advice, and sometimesnothing at all. You never know what
(20:06):
you're going to get, but that'swhat keeps it interesting. New episodes every
Thursday. Again, that's Anything GoesWith Emma Chamberlain. Third thing Brie and
her friends listen to is the commentsection with Drew Affalo, and this one's
description is it's going down in theComments and this new weekly show from Defender
of Women on the Internet. DrewAffalo joined Drew and a new weekly guest
(20:29):
as they explore the dreaded comments sectionin their tagged videos on TikTok. Through
a candid discussion and lots of laughs, Drew keeps it real and gives in
depth advice on the issues that youcare about most. All right, two
more of these. The fourth oneis podcast but Outside, and that one
as we interview a famous person buthave no idea who they are, with
(20:51):
guests Andrew McCann and Cole Hirsch.And then finally the one that's title makes
me laugh the time. It's TheTiny Meat Gang podcast comedians Cody Coo and
Noel Miller. Noel Miller make youlaugh hopefully. So that's what my eighteen
year old daughter is listening to.I asked Bree if there was any common
(21:14):
thread to the shows that she listensto, and she said they're all funny
or they all make fun of men, and she said they're relatable, and
all of the hosts are z's oryounger millennials. It was really interesting because
later I found Spotify's latest Culture Nextreport about listenership amongst z's. One of
the points from the report said zsare more likely than millennials to describe their
(21:37):
generation as quote stressed out and quotesixty seven percent of Z's say that they're
stressed out versus forty eight percent ofmillennials. It also says they're more likely
to agree that quote their generation isunder too much pressure to fix the world's
issues end quote. And that's seventysix percent of z's versus seventy two percent
of millennials. Culture next report,which I will share in the show notes
(22:02):
and on Good morningpod dot Com.Spotify found that seventy five percent of z's
in the US say that they useaudio to understand themselves better, which is
cool. A few other points fromthe survey. It said in twenty twenty
one, Gen Z streamed more audiothan they consumed any other media, including
television, videos, and video games. In quarter one of twenty twenty two,
(22:23):
eighteen to twenty four year olds streamedfifty seven I'm sorry five hundred seventy
eight billion minutes of music on Spotify. That was the most of any demo
group and sixteen billion more minutes thanthe twenty five to thirty four year olds.
Also interesting if you're not a podcasterwho is a Z. Seventy percent
of American Gen Z kids said theylike I shouldn't say kids anymore. Seventy
(22:47):
percent of American gen Z people saidthey like listening to and watching media from
earlier decades because it reminds them ofwhen things were simpler. So that's promising
if you're running any sort of nostalgiccontent. All right, back to my
anecdotal conversation with Brea. Asked herhow she found the podcast that she listens
to, and she said that shefound most of the shows that she listens
(23:08):
to when they were snippets on herfour you page on TikTok. Almost all
of the shows she listens to alsohave YouTube versions of the show, which
she watches sometimes, and when shelistens to audio only, she listens on
Spotify, and that's mostly when she'sdriving. All of the shows were an
hour long or longer, and shelistens or watches in segments, never watching
(23:32):
the whole thing at once. Shesaid, if you want to connect with
the Z generation, you need tobe authentic, empathetic, and vulnerable,
and they don't react too well topride or bravado. This all coincides with
Spotify's findings from their report that sayspodcasts need to go beyond sheer entertainment and
service spaces for knowledge, learning andeven Catharsis again. I'll link to Spotify's
(23:55):
Culture Next twenty twenty two report inthe show notes and on Good Morning dot
Com, I want to say aquick thank you to the new subscribers to
the Good Morning Inbox newsletter, whichcomes out every Monday morning and gives you
some insight that you don't hear onthe show about things related to marketing,
(24:15):
advertising, PR, or social mediaas they relate to podcasting. Go to
GMP, dot fm, slash newsto get signed up for the newsletter.
It's free until January three. GMP, dot fm, slash news. If
you're in the US, have agreat Thanksgiving. I'm thankful for you listening
(24:37):
to be all new Good Morning podcasters. If you're not in the US,
I hope you enjoy the rest ofyour Wednesday and enjoy your Thursday as well,
and we'll talk to you again onFriday. Right here on Good Morning
Podcasters, thanks for listening, andthanks for telling a friend, but more
(25:00):
importantly, thank you for supporting independentcontent creators. If you're enjoying the podcast
or like the work we're doing inthe indie podcaster community, I ask you
to tell just one fellow content creatorthat hasn't heard of this podcast or the
work we're doing and share it withthem. But more importantly, I hope
you continue with me on this journeyas the indie podcaster. Keep being you,
(25:26):
keep being great, And the questionis do I stay here? Will
you be back? How are yougonna come back? Will you be back?
Are you coming back? Jeff countingmedia that
Ah, hi everybody, this isa Jeff Townty Media protection right. Have
you been searching for a podcast?Do you want to learn from some great
content creators. Well, you've cometo the right place, Indie podcasting with
your host, Jeff Townsend, theindie podcast father. This is Jeff Townsend,
(00:28):
and as you're aware, Indie podcasterscurrently on a break. I'm actually
tied up with a job in thepodcast industry and then a lot of other
projects that I'm working on. ButI want to continue to give you some
content that you may find helpful alongyour podcasting journey. With that being said,
I'm going to share some episodes ofGood Morning Podcasters. Yes, that's
(00:49):
right, the return of Good MorningPodcasters. Fuzz Martin and I purchased the
rights to that and podcasting sucks,So today I'll be sharing some episodes of
Fuzz Martin's Good Morning Podcasters with you. This is great information. You could
learn a lot from it to learnmore about good Morning Podcasters dot com.
Let's check out some of these episodesI'm playing. I'm back to back Good
(01:11):
Morning Podcasters. Today we're talking aboutmarketing automation and how you could use it
for your podcast. My name isFuzz Martin, and this is good Morning
Podcasters. Three to four times perweek. I bring you actionable ideas in
marketing, public relations, social media, and advertising that you can use to
(01:32):
improve your show. And of course, on every Saturday morning, Jeff Townsend
of Jefftownsend Media joins me on thisfeed to talk about things that we find
difficult with podcasting. On a showwe call podcasting sucks and actually somebody else
called it that and then we boughtit from him. Who am I to
telling about all this stuff? Well, I'm an owner at Epic Creative in
(01:55):
Milwaukee. I'm the agency's chief strategyofficer. I also used to be a
radio morning show host and program director. I spent fifteen years in the country
music game. So let's get intothis. What is marketing automation and how
can you use it for your podcast? Marketing automation is a piece of software
(02:16):
that you can use to automate yourmarketing. I'm really hitting you over the
head with really in depth details today. Tell your friends that Fuzz just told
you that marketing automation is software usedto automate marketing. But seriously, it's
software that can take your listeners actionsLet's say they fill out the contact form
(02:37):
on your website, and then thesoftware uses that action as a trigger to
do things automatically like send an email, notify the podcast host, create a
calendar, invite segment listeners into differentlists depending on what their preferences are,
ab test an email headline or acall to action, personalize your emails,
(02:59):
or even help you determine what kindof content you should be creating next.
So what are the benefits of marketingautomation for podcasters? While the possibilities of
marketing automation are endless, but hereare three quick ways you could use marketing
automation software that could make your lifeeasier and your listeners experiences more engaging.
(03:21):
Let's say someone signs up for yournewsletter. You could automatically send them an
email thanking them for their subscription,and then send them a link to download
a free gift, and then ifthe system detects that they haven't yet downloaded
the free gift, it could automaticallysend an email reminding them to download that
gift. Let's say you have abigger show that gets a lot of feedback
(03:43):
from listeners and it becomes overwhelming forone person manning the inbox, you could
set up the automation to send thelisteners feedback to a different person on your
team depending on the subject of theiremail. So let's say you could send
guest requests to the person in chargeof booking. You could send feedback to
the most you could send technical issuesto the person in charge of your website,
all without having to hit the forwardbutton. And another way is if
(04:08):
you produce all of the episodes inyour season at one time. Let's say
you have a serial style podcast ora short run podcast that's highly produced.
You could prewrite and pre produce allof your emails announcing the release of the
next episode, and then drip themeach out to your subscribers on the day
that new episode comes out, sothat you don't have to take care of
(04:28):
that each week. It will automaticallyhappen for you. Again, the possibilities
for marketing automation are nearly endless.So where do you start well. Marketing
automation runs the gamut from mostly affordableto ungodly expensive, depending on what you're
getting into. The most popular marketingautomation platforms out there right now, of
(04:49):
course, are HubSpot, par Dotalso Salesforce, Marketing Cloud, which is
kind of tied into part Dot rightnow, mail Chim Customer journeys keep which
is KAP. You may have heardthat on some podcast ads, or you
might be running those podcast ads yourself, Marketo which is owned by Adobe,
(05:11):
and sharp Spring, which is ownedby Constant Contact. Most podcasters are only
going to use a plan like HubSpotor mail Chimp. These platforms start pretty
low. Mail Chimp Standard plan,which I believe is the lowest, starts
at seventeen dollars per month, andthe HubSpot Starter plan is starting at forty
nine dollars per month. However,they jump up pretty high pretty quickly.
(05:34):
Mailchimp goes from seventeen dollars a monthto sixty dollars a month when you get
above five hundred contacts. HubSpot jumpsfrom forty nine dollars a month to ninety
dollars a month when you get abovethe first one thousand contacts. Keep in
sharp Spring are full of features,but they're about one hundred and seventy dollars
(05:55):
to four hundred dollars per month justto get started. But again they're full
of fee and the biggia's like pardot Salesforce, Marketing Cloud, and Marketo
are pretty much outrageously expensive, atleast for a podcaster unless you're a very
big network. But all those platformsare extremely powerful and we use those every
(06:17):
day here at our agency for ourlarger clients. But some are paying up
to one hundred thousand dollars a yearfor that software. So what would I
do as a podcaster? Well,if you want to try marketing automation and
you have fewer than five hundred contacts, I would definitely start with the mail
Chimp Customer Journeys. It's a greatplatform, and while the lower end setup
(06:40):
is somewhat limited. As a podcaster, you're not going to need a full
featured marketing automation platform for your show. That said, if you're going to
try that out, be sure todo the monthly payment instead of going all
in on a yearly payment until youknow that it's going to be beneficial for
your show or your business or both. If you have a slightly bigger operation,
(07:00):
you could go with the HubSpot Starteredition. It's got more features than
mail chip Customer Journeys and it ismore scalable, but again, you're going
to be starting off at a muchhigher price point. That'll do it.
For today's episode of Good Morning Podcasters. You can find links to this article
and more on good morningpod dot com. Join Jeff Townson and I tomorrow morning.
Each Saturday morning, we release anew episode of Podcasting Sucks, where
(07:25):
we talk about the difficulties of podcasting. This week, we're talking about video
podcasts and whether or not you shoulduse air quotes around the word podcast if
you're talking about a video. Ifyou subscribe to Good Morning Podcasters, you're
already subscribe to Podcasting Sucks because wepublish it right in this here feed.
(07:45):
So please subscribe and we will talkto you tomorrow morning, right here on
Good Morning Podcasters. Thanks for tuningin Good Morning Podcasters. Nothing like starting
(08:09):
your show off with a yawn toreally get people amped up to listen.
My name is Fuzz Martin and thisis Good Morning Podcasters, a semi weekly
show about marketing, advertising, socialmedia, and public relations for podcasters.
Today we're talking about pitching news aboutyour podcast to journalists. Specifically, we're
(08:31):
talking about whether or not you shouldbe pitching news about your podcast to journalists
via social media. We're going toexplore some data today from scissions annual State
of the Media Report. Scission,which sounds like the back half of the
word Decision, is a software asa service platform for earned media and public
(08:52):
relations professionals. Decision is known forits database journalists that pr pros used to
content journalists for pitches, press releases, media alerts, etc. Scision also
owns PR Newswire, pr Web,a website called help a Reporter Out,
and we'll talk about each of thoseon upcoming episodes. In their State of
(09:16):
the Media Report this year, theyhad some really interesting data regarding journalists and
the use of social media. Solet's start first with which social media platforms
journalists are using in their professional lives. According to scisions report, globally,
sixty three percent of journalists use Facebook, fifty nine percent use Twitter, fifty
(09:39):
six percent use LinkedIn, forty fourpercent use Instagram, twenty eight percent on
YouTube, twenty eight percent on WhatsApp, five percent on TikTok, and only
one percent on Snapchat. Now,if you're in the US, you may
be wondering why WhatsApp is so highon the list, Well, it's because
(10:01):
that was the global list. WhatsAppis used a heck of a lot more
in Europe and Asia than it isin the US. When we look at
the breakdown of what platforms journalists areusing here in the US, Facebook is
about the same sixty two percent versussixty three percent globally. Twitter is much
higher. It's at seventy percent inthe US and only fifty nine percent globally.
(10:22):
LinkedIn is also higher at sixty onepercent versus fifty six. Instagram is
lower thirty nine percent versus forty four. YouTube is lower as well, at
twenty three versus twenty eight, andWhatsApp in the US is only at four
percent, whereas globally, again theaverage is twenty eight percent. So now
let's talk about whether or not youshould pitch journalists via social media again,
(10:43):
should you DM a journalist your pitch? I will start by saying this,
never pitch a journalist unless you knowwhat they write about. Do your homework.
Otherwise, who might risk looking reallybad or getting blocked. Decision Report
said that ninety one percent of pitchesthat journalists receive are irrelevant to them.
And what is a DM or anemail If it's not relevant, it's spam.
(11:09):
That's what it is. Spam,And you don't want to waste your
time spamming people, So do yourhomework. Only pitch journalists that would genuinely
be interested in carrying your story.This is what Decision recommends. This is
straight from their list here. Googlethem, find out what topics they cover,
know their work, review their paststories. Look at their editorial calendars.
(11:31):
This will tell you what they're goingto be writing about coming up.
Check out their feeds. You canlook at their social media and see what
they're posting, and if the kindof story that you're going to pitch to
them fits within that kind of storythat they post, go for it.
And fifth on Decisions list for doingyour homework about journalists. Know their location
and which areas they cover. Ifyou're talking about a speaking engagement in the
(11:54):
US, but that journalist only coverslet's say India, it won't be relative
to them and you're going to justbe spamming them. So put in the
work. Only pitch quality stories tojournalists who will think that your story is
quality and it's more like online datingthan a numbers game. Okay, you
just gotta get your pitch right tothe right person. So back to the
question, is it okay to pitchjournalists via DM on social media as aerialness,
(12:20):
and Blatt has been saying lately itdepends. But here's what the data
says. The question asked in thesurvey, how do you feel about pr
pros reaching out to you on socialmedia? Only four percent said that they
approve it over any other approach.Twenty three percent said it's acceptable, another
(12:41):
twenty seven percent said it depends onthe approach they take, thirty four percent
said they don't prefer it, andtwelve percent, So that's three times as
many that said that they approve it. Twelve percent said they hate it and
will most likely block you for reachingout to them that way. It's more
than one out of ten journalists.So what does this mean to you?
(13:03):
Well, it means one, bemindful. If you are mindful, you
have done your research on the journalistand you are certain that your news is
relevant to them, and you havea well thought out pitch, you've got
about a fifty four percent chance ofthat pitch being read. That said,
you also have a forty six percentchance of being ignored or worse, blocked.
Another good idea is to check thejournalist social media profiles and see if
(13:26):
it says something like DMS open.If so, that might be your end.
All that said, journalists overwhelmingly preferemail as their method of communication,
and I would recommend just sticking totried and true email unless you already have
a relationship with that journalist and inthat case reach out to him however you
think that might work out, you'vegot their phone number, set him a
text. Just don't start cold pitchingjournalists through Facebook Messenger, your Twitter,
(13:52):
DMS, or through LinkedIn mail.So to recap journalists in the US are
using Twitter, Facebook, and linkedin the most. Be sure you're only
pitching the right journalists, and alsoconsider using email instead of social media unless
than journalist social media profile indicates thatthey like DMS. I'll link to the
(14:13):
Decision State of the Media report inthe show notes and on good morningpod dot
com so you can read more andgo dig in for yourself. There's lots
of great information in that report andthat will do it for today's episode of
Good Morning Podcasters thanks to the eightnew subscribers I got on the good Morning
Inbox newsletter this past Monday. Thisweek I give you thirty two ways to
(14:35):
grow your podcasts. Email subscribers goto GMP, dot FM, slash News.
That's GMP as in Good Morning Podcasters, GMP, dot FM, slash
News. To get the newsletter andsign up. It's free forever to anyone
who signs up before January third,twenty twenty three. Again, my name
is Fuzz Martin and I appreciate youlistening to Good Morning Podcasters. We'll talk
(14:58):
again Friday. Good Morning Podcasters.Are you putting out an episode this week?
Let's talk about podcasting and holidays.My name is Fuzz Martin and this
(15:20):
is the all new Good Morning Podcasters. It's Thanksgiving week in the United States.
That means millions of people will betraveling. Triple A is predicting that
forty eight point seven million Americans willbe traveling more than fifty miles by car
for Thanksgiving this year, another fourpoint five million we'll go through the air.
(15:41):
So are you taking a week offof posting a new episode this week?
Do you think that's a good idea? It's obviously your call, and
you deserve a holiday too. Butlet's talk about this for a minute.
According to research done by New VoodooMedia Services in May of twenty twenty two,
a link to their findings in theshow notes forty nine percent of podcast
(16:02):
listeners listen while driving. That's fiftyfive percent of millennials, forty eight percent
of Gen xers and the Gen Zkids brought the average way down because not
all of them are driving yet.While podtract does say that podcast listening does
take a dip on Thanksgiving and onBlack Friday, listenership is above average in
(16:22):
the days leading up to In thedays following the holidays, likely the time
when people aren't traveling to and fromtheir family's house and so we don't have
to do this episode again in amonth. Contracts findings are similar around Christmas
and New Years. However, NewYear's has a huge spike right after the
first of the years, so nomatter what you're doing, plan to get
new content out right away at thefirst of the years so you don't miss
(16:45):
out. I'm at Boom. Obviouslypeople are listening in the car. I'm
guessing if they're traveling with family andkids, they're listening. Habits might change
a bit. For instance, ifyour podcast contains expletives, you may see
a bit of a dip during thattravel time. If people are traveling with
family. If your podcast is businessrelated, there's a chance you could take
(17:06):
a dip as well. But let'sthink of some of the places where people
might be listening while they're spending timeoff for the holidays. Some are going
to listen while they're in the kitchencooking green bean castrole, which is,
by the way, the number onebest Thanksgiving dish, hands down, or
maybe second to stuffing. They maybe listening more in their downtime as they
go for a walk to get awayfrom screaming kids, or go to the
(17:26):
gym to walk off all that extrapumpkin pie. They might just have some
more personal time where they can dothings they enjoy, and hopefully listening to
your podcast is one of those things. Again, you are completely entitled to
time off. It's your show,your choice, but if you're on the
fence, don't squander the opportunity.Put on an episode. I'll be off
(17:48):
the rest of the way. I'mjust kidding here. We'll have two more
episodes at least this week. Ihope you'll listen while you're on your way
to or from your family's place,and I hope you have a great Thanksgiving.
Be sure to check out my latestGood Morning Inbox newsletter. This week,
I give you ways that you canpromote your podcast that aren't Twitter.
You can find me on MySpace dotcom slash fuzz Martin. Now I'm just
(18:10):
kidding. I'm still on Twitter atGM podcasters. Links to the studies and
information we heard available on Good morningpoddot com. You can also find me
now on Instagram at good Morning pod. Thanks for listening and we'll talk to
you soon. Right here on GoodMorning Podcasters Good Morning Podcasters, Today we
(18:33):
explore gen z and what kind ofpodcasts they're listening to. My daughter,
Bree is a college freshman and she'sback home for Thanksgiving weekend yay. While
we were sitting at the counter,I took the opportunity to talk to her
about what she's listening to and whather friends are listening to when it comes
(18:55):
to podcasts. Now, I wouldhave interviewed her, but our seven year
old was feeling left out and thatwas becoming a thing. So I'm just
going to relay the responses to youparenthood Emma, right. So first I
asked her what specifically she listens towhen it comes to podcasts, and she
said, these are the five showsshe listens to regularly. One Therapy Gecko
(19:21):
that shows description an unlicensed lizard psychologisttravels the universe talking to strangers about absolutely
nothing. They post new episodes threetimes a week, they stream them live
on Twitch, and they take callins from guests and apparently it's hilarious.
Two she listens to Anything Goes withEmma Chamberlain. Their description, Emma prefers
(19:45):
to share her thoughts with a microphonerather than a physical human beings, so
thank god she has a podcast recordedfrom the comfort of her bed. Emma
talks at length about whatever is onher mind every week. Anything really does
go on this podcast. Sometimes philosophy, sometimes a random story from ten years
ago, sometimes advice, and sometimesnothing at all. You never know what
(20:06):
you're going to get, but that'swhat keeps it interesting. New episodes every
Thursday. Again, that's Anything GoesWith Emma Chamberlain. Third thing Brie and
her friends listen to is the commentsection with Drew Affalo, and this one's
description is it's going down in theComments and this new weekly show from Defender
of Women on the Internet. DrewAffalo joined Drew and a new weekly guest
(20:29):
as they explore the dreaded comments sectionin their tagged videos on TikTok. Through
a candid discussion and lots of laughs, Drew keeps it real and gives in
depth advice on the issues that youcare about most. All right, two
more of these. The fourth oneis podcast but Outside, and that one
as we interview a famous person buthave no idea who they are, with
(20:51):
guests Andrew McCann and Cole Hirsch.And then finally the one that's title makes
me laugh the time. It's TheTiny Meat Gang podcast comedians Cody Coo and
Noel Miller. Noel Miller make youlaugh hopefully. So that's what my eighteen
year old daughter is listening to.I asked Bree if there was any common
(21:14):
thread to the shows that she listensto, and she said they're all funny
or they all make fun of men, and she said they're relatable, and
all of the hosts are z's oryounger millennials. It was really interesting because
later I found Spotify's latest Culture Nextreport about listenership amongst z's. One of
the points from the report said zsare more likely than millennials to describe their
(21:37):
generation as quote stressed out and quotesixty seven percent of Z's say that they're
stressed out versus forty eight percent ofmillennials. It also says they're more likely
to agree that quote their generation isunder too much pressure to fix the world's
issues end quote. And that's seventysix percent of z's versus seventy two percent
of millennials. Culture next report,which I will share in the show notes
(22:02):
and on Good morningpod dot Com.Spotify found that seventy five percent of z's
in the US say that they useaudio to understand themselves better, which is
cool. A few other points fromthe survey. It said in twenty twenty
one, Gen Z streamed more audiothan they consumed any other media, including
television, videos, and video games. In quarter one of twenty twenty two,
(22:23):
eighteen to twenty four year olds streamedfifty seven I'm sorry five hundred seventy
eight billion minutes of music on Spotify. That was the most of any demo
group and sixteen billion more minutes thanthe twenty five to thirty four year olds.
Also interesting if you're not a podcasterwho is a Z. Seventy percent
of American Gen Z kids said theylike I shouldn't say kids anymore. Seventy
(22:47):
percent of American gen Z people saidthey like listening to and watching media from
earlier decades because it reminds them ofwhen things were simpler. So that's promising
if you're running any sort of nostalgiccontent. All right, back to my
anecdotal conversation with Brea. Asked herhow she found the podcast that she listens
to, and she said that shefound most of the shows that she listens
(23:08):
to when they were snippets on herfour you page on TikTok. Almost all
of the shows she listens to alsohave YouTube versions of the show, which
she watches sometimes, and when shelistens to audio only, she listens on
Spotify, and that's mostly when she'sdriving. All of the shows were an
hour long or longer, and shelistens or watches in segments, never watching
(23:32):
the whole thing at once. Shesaid, if you want to connect with
the Z generation, you need tobe authentic, empathetic, and vulnerable,
and they don't react too well topride or bravado. This all coincides with
Spotify's findings from their report that sayspodcasts need to go beyond sheer entertainment and
service spaces for knowledge, learning andeven Catharsis again. I'll link to Spotify's
(23:55):
Culture Next twenty twenty two report inthe show notes and on Good Morning dot
Com, I want to say aquick thank you to the new subscribers to
the Good Morning Inbox newsletter, whichcomes out every Monday morning and gives you
some insight that you don't hear onthe show about things related to marketing,
(24:15):
advertising, PR, or social mediaas they relate to podcasting. Go to
GMP, dot fm, slash newsto get signed up for the newsletter.
It's free until January three. GMP, dot fm, slash news. If
you're in the US, have agreat Thanksgiving. I'm thankful for you listening
(24:37):
to be all new Good Morning podcasters. If you're not in the US,
I hope you enjoy the rest ofyour Wednesday and enjoy your Thursday as well,
and we'll talk to you again onFriday. Right here on Good Morning
Podcasters, thanks for listening, andthanks for telling a friend, but more
(25:00):
importantly, thank you for supporting independentcontent creators. If you're enjoying the podcast
or like the work we're doing inthe indie podcaster community, I ask you
to tell just one fellow content creatorthat hasn't heard of this podcast or the
work we're doing and share it withthem. But more importantly, I hope
you continue with me on this journeyas the indie podcaster. Keep being you,
(25:26):
keep being great, And the questionis do I stay here? Will
you be back? How are yougonna come back? Will you be back?
Are you coming back? Jeff countingmedia that
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