Let’s start setting our winner goals for 2019 and start the year right. In order to set a goal, you have to be clear first what it is you are trying to achieve in your podcast so you know where to focus your energy. Is it to get more listeners? Is it to increase your reach across different social media platforms? Is it to attract a certain group of audience? Whatever those goals are, you know that part of Brandcaster’s goal is to help you grow. That is the ultimate goal. Tom and Tracy open their channel for general questions from anybody attending live. They discuss posts, websites, SEO building, how to touch base with your audience and all topics that will help you monetize and attain your business goal.

It is time to think about goal setting for 2019 and that’s what we thought we would talk about before we open it up to general questions. There are many different goals depending on the level you are at in your podcast that you may want to set for 2019. Some of you may have certain guest-getting goals. Although I happen to know Dustin is a master at getting guests. He probably doesn’t need a whole lot of help with that. There are different goals you can set and what are you trying to get out of your podcast or your content creation for 2019. Is it getting more listeners? Is it increasing your reach across different social media platforms? Is it perhaps monetization? Is it trying to just regenerate more from your audience listening to your show and perhaps coming to your website? There are many things to consider. We thought we’d talk about some of those goals that you might want to set and I think we should talk about what some of our goals are for 2019.

We had a content strategy for 2019 webinar that we ran. It’s a masterclass and we’re running it. You should have all got the emails. We had a lot of attendees and the questions are so much about how to get more traffic, how to get more leads and how to grow my show. I’ve also been participating in a couple of the Stitcher groups and other things that are going on Facebook to see where people are at and gauge what we should focus on. That’s my research process and trying to decide what our goal should be and where we should focus our energies. What I’m hearing is the same thing. “I don’t know how to monetize my show. I don’t know how to grow big enough. I don’t have enough listeners. How do I get more leads? It’s not generating enough business for me.” It’s all about that side of things that I hear from most people. That in and of itself is a way to set your goals to gauge what your clients, what your coaching students, whatever your customer base is and however you’re doing that and not just your listeners.

Listeners are not necessarily buying customers all the time. Make sure that you are fulfilling your business goals with that. One way is to do some research. I ask them. Some of you know that we’ve been asking you because many of you have been interviewed by Laura as you’ve got in and started your shows and things like that. If you’re brand new, you wouldn’t have yet. We’ll wait until your show launches and then you’ll have an opportunity to talk with her. Not only do we turn that into a feature, but we also get a chance to ask you some questions so we can learn some more about how we’re doing and what we need to focus on next for you. Our decision and business goals are what new features and what new things are we going to add for the services, the website features and upgrading the dashboards and all of those things. That’s all on an operational side. We also need to know how do we generate more leads by connecting better with the community and how we can help more people become podcasters and be more successful podcasters. If you don’t grow, then we don’t grow. That’s our ultimate goal there in alignment with what I would say your mission is.

You shared some of our business goals as a business for 2019. That wasn’t where I was going. I was thinking more in terms of our podcasts, which is a part of marketing our business and our business culture. One of the things that I’d been thinking about is getting us to be a guest on more podcasts in 2019. That’s one of our big goals.

We’ve already started that process because we already have a research list we’ll review. We had an outside person do this for us because we just didn’t have enough time to research what shows we would be an ideal guest for.

That’s part of our planning in which will help not only market Podetize, but it will market Feed Your Brand, the podcast for this company and getting more listeners to that show. That’s important. I have been a guest on several podcasts, but it hasn’t been an intentional marketing effort. It wasn’t a real plan that we executed. It was haphazard.

It’s usually upon request or you invite somebody on their show and they invite you on theirs. It just happens like that. On the other side of my other show, Product Launch Hazzards, it’s intentional and I do it intentionally. I only do once a month though because it’s a little too time-consuming otherwise, but I am intentionally either speaking or being on a podcast. That’s always been my goal and I have achieved that to keep in mind, do I want to amp that up next year? Was it successful for me? That’s also something that you ought to consider. At the end of the day, the numbers are the numbers. If you have got conversion from it, if you’ve got recognition, if you’ve got listeners from it, then it’s a value to continue to do. If you didn’t or you can’t measure it, find a way to measure it.

I’m all for measuring results. I’ll share a goal that another podcaster of ours had. I’m not going to call out that podcaster’s name. They’ll know who they are. We had a podcaster make it a goal to create a new website for their podcast and they were deciding they wanted to try to monetize their audience by not just their primary business but creating almost a secondary resource website for their community. I thought that idea was a good one from a brand perspective because of their particular situation. To intentionally have more resources to offer their audience and new ways to provide calls to action they could be selling things or monetizing it. It was a great plan, however, there was a bit of a flaw in the plan we discovered. I did confirm it with some experts in the field. What this customer with this client did was they decided they’ve not only made a whole new website, they decided to copy all the blog posts that we create on their website for them to the new website. This wasn’t done in a hasty way or without giving some thought and doing a little research on it because they did consult some people that they thought knew what they were talking about when it comes to website SEO. Unfortunately, they got some bad advice.

The advice was, “You could copy the post if you just write a new introductory paragraph and you put this little disclaimer on it that says this content was originally published on this other site, on this date, and that then sure it’s no problem.” Unfortunately, that’s not at all true. What I was able to do is I looked at their website analytics and how they had trended over months. I didn’t know that they’d been doing this for months already. They had been copying all the content to the other site. When I went and looked at their website analytics, their Google keyword ranking and their site traffic, it was peaking. It was going to continue to go up right until when they made these changes and then it started to fall off. That happens and this is a customer service announcement to all of our Brandcasting clients and Podetize clients out there. The content that you create for your website and the content we create for your website can only exist on one website. It cannot be put onto websites.

Be very careful of guests who do that. Sometimes the guests will do that and they’ll put their post and they didn’t get permission from you. If you find that happening, you have to shut that down.

What Google will be able to tell that it’s duplicate content and then what it does is it hurts the ranking of both sites. It is detrimental to both websites, the original site it was on. If it’s the second site it was put on, Google doesn’t care if it was originally over here like, “That site should get good credit for it and good ranking and the other site shouldn’t.” No, they take both sites down when you do that. It’s a major no, to put it mildly. I advise that you’ve got to change those posts either and there’s a way to configure them so Google will ignore them. It’s called no index, no follow so that then you can do it. What’s recommended is not to have that content on two sites. You can have a feed to it on the second site and reference to it.

You can put your podcast episodes on more than one site if you want to play the audio. That’s no problem, but the written content, absolutely not. I had this confirmed. I consulted two other resources. We know our stuff with SEO. We think very well. We certainly are in the business of doing SEO work with these posts, but I consulted two other sources that are qualified credible SEO experts and just double confirmed what I already thought that you couldn’t do that. Beware in case any of you ever think of creating a second site or an alternate site. “I’m going to fill it with all the content from my first site. That’ll help.” You can’t do that.

A reminder, that’s what we’re here for you. That’s what these coaching are every month. If you need private sessions, we’re here for you as well. A lot of web developers don’t know the content side of things so please check in with us if you’re working on those initiatives across your business.

The other little detail I might mention is I was told they believe that could take an excerpt from a post, but no more than about 30% of the text. It could be the same as what’s on another post you have somewhere and you might not get dinged for duplicate content, but it wasn’t an absolute thing. I still think it’s a little risky. I always think it’s better to write an article based on the same content and the same information on another site, but truly written differently. It’s your best bet if you want to have a post on the same content on another site, but that’s harder work. It’s easier to speak your way to it. That’s what we do here. It’s not going to be as easy as copying it, that’s for sure. That just came up and I thought that might be a value to everybody in case any of you are planning to launch a secondary website for any reason or related website. Tracy, do you have any other thoughts on goal setting for 2019?

This is where I wanted to bring Juliet on because I hear so much that your goals are to get more leads. The number one thing that I hear from people has qualified leads and how do you get them to not only come to your website and give you their email address because our ultimate goal is to attract them to your website. How can you drive them there and give them an incentive to do it and at the same time, start to screen those leads to see who’s coming? Are they looky-loos? Are they serious and everything? Juliet has a great business and has been doing these assessment quizzes. I’m going to let her tell us about it because it’s easier to let her do it. We personally have used this. I’ve used it from the stage when I did my speech in Hong Kong. While we had a little internet issue with slow internet in Hong Kong, I did get many people to filter through the quiz and mine was called The Big Brand quiz. You can check that out. It’s BigBrandQuiz.com. If you want just to see how it works, please let me know so I don’t message you back and that you were just testing it out.

It gives you an ability to assess their commitment level and do all of these things. Juliet is going to tell you that there are seven different ways you can use it, maybe even ten. One of the ways is to capture an audience and you can do it in the pre-up event, which I know Dustin would love because you’re all on doing a lot of pre-stuff before events to make sure that you’re capturing that audience. You’re going to get them to come to you, you’re going to make sure they attend your talk, but also, you’re going to know something about your audience before you get there so that’s important. You can do that way. You can do it within the talk as I did it and you can use it as follow-up after the talk. That’s a great way to capture an entire audience when you’re not allowed to sell to them.

I liked the idea of using it in a podcast. That’s something that I’d like to experiment more. That’s a new call to action.

We do have a few clients who are already doing that, who utilize Juliet system. This is a promo she’s running and we are gifting, especially to your clients, $500 of the affiliate back to you. You just get a discount. In other words, Juliet will be paying us $500, but we’re going to give it to you so you get a discount off the services. Let’s bring Juliet on.

To expand your circle, you have to step out and seek new and interesting ones. Share on X

Thank you so much for having me on. I’m excited because my podcast is coming out and I have it in an ad. The system is a self-contained funnel and it also is a way to find out more about who’s listening. What typically happens on podcasts is that iTunes has the statistics, but you don’t know who’s listening. You can give them a lead magnet or an eBook or something like that and you get an email address in exchange, but that doesn’t tell you anything about your audience so that you can continue to craft the content that they’re telling you they need. What the quiz does is it’s two to three minutes and it’s crafted around what you would want your audience to be self-reflective about to understand that they need you. When you go over to the page that Tracy just gave you, you’ll see there’s a button right up at the top that will send you over to one of my quizzes, the lead logic quiz, so that you can get a feel for what it’s all about.

What makes it unique is we have a commitment section within it. The commitment section is based on a score of three questions they answered that are usually based around do they want to solve the problem, time and money. As we all know, we can have conversations with people all day long and we can hear, “That’s great, but I don’t have the money.” We’re able to choose those people from the results that we want to be able to close now because they are interested and they’ve jumped through all the hoops. We have people that will be in a middle category that we want to nurture and then we’re going to have those people who are a very low commitment to solving the problem and we’ll want to nurture them as well. The chances are that they are drive-by looky-loos and they won’t purchase. They’re going to listen to your podcasts because it’s free, but what the system does is it starts building relationships. It starts building a conversation. These days when we have high-ticket programs, you can’t do it with a click anymore. A conversation has required a relationship. This starts building that relationship with those people.

What I like about the idea of this is that Juliet has pioneered this with authors. While they were writing their book, before they launched, they were building their platform along the way. I love this idea for podcasters who are just starting out as well. Even before you launch your podcast, you could be launching and using the quiz over social. You can use the quiz in your email list, do these things to start drawing the audience, getting feedback from them, building that relationship on what do you want me to cover and you can start building your topic list that way as well. Plus, you now have a launch email list of people who are interested in hearing this new podcast that you’re going to be coming out with. Now you have an opportunity to get ratings, reviews and a lot of those early things that a lot of you needed when you launched that podcast so you don’t have that good launch group.

I’m excited about using the quiz, in general, as a lead generation vehicle. In our case for this business, we have a couple of different people we’re trying to market to encapture and one of those is existing podcasters who are out there who aren’t getting enough out of their show. What we’ve been working on is putting together a quiz that we can use to maybe advertise on Facebook to the right target audience, use on LinkedIn and different places like that where we’re saying, “Podcaster, where do you stack up? Do you know how your podcast compares to others?” Podcasters are very obsessive about physics of how many people are listening, but they don’t know how many listens to that other podcast.

You don’t know that unless the podcaster will tell you. To have a quiz that would attract podcasters who might want to know how they stack up against other podcasters, it’s going to be a tremendously valuable lead generation tool. We can box people in. They’re do-it-yourselfers. They’re not going to be someone who’s going to purchase production services from us. We’ve got people in the middle that maybe they would, maybe they wouldn’t and then those that you can classify that are all like, “These are the hot leads if you want to follow up now.” It’s a brilliant way to lead generate so I’m super excited about it.

The episode was aired with Juliet’s interview so you can hear a lot more detail, a lot more focus and a lot more information on Juliet, in general. She is one of my favorite people to hang out with. She’s out of Salt Lake City area and we have been having a lot of fun masterminding together and holding each other accountable for getting our goals set for 2019. Juliet, while we got you in the hot seat, what are your podcast goals because you’re just starting? What are your podcast goals for 2019?

I am just starting. I haven’t set any solid goals. I’m sitting here listening to Tom saying, “I need to get some metrics out there with it.” I’ve been working a lot on getting the episode, so I’ve got some work to do. I wish I had much more intelligent answer for you.

When you’re starting a podcast, the number one thing is to make sure that you’re putting in a system in place for yourself to be consistent and constant in your production of that content. The number one thing that grows your show the fastest is being consistent about that and hitting that magic 50 to 100 episodes.

I already am very consistent. I have a blog that I’ve been doing for the past couple of years. This is just an added audio layer for those people who don’t like video and don’t like blogs. I’m excited about it.

In your case, goal setting has been like, “I’ve got to launch this show.” That’s goal number one and that’s fine. It’s an awesome goal and I’m thrilled you’re getting it done and getting out there. Initially, the goals for the podcast for you might be, “I want to add 100 people to my own email list or get 100 people to take the quiz from the call to action in the podcast. Maybe it becomes 500 or 1,000.” I’m not talking about setting goals that are in the stratosphere that are not going to be attainable, but realistic goals that are going to help move your business forward. What would be meaningful to you is where I would start it and then things are going to happen. You may get better results in your thought and then you might adjust those goals and say, “I didn’t know I could get 1,000 listeners here pretty quick. Now I’d like to double that.”

One thing that I would like to suggest to someone who’s starting a show when you review your numbers. Do not panic about your numbers in the first 30 days. Look at them, get a benchmark for where you are, but do not panic about those numbers. Check every 90 days. It’s what I recommend. Every few months, you check and you want to see that you’re organically growing. That’s more important than the spikes and maintaining that spike. You’re like, “I hit 1,000 listens in one day.” It can happen like that for very random things like, “You just had a great guest who was great about promoting it or things like that,” but trying to maintain that then. When you see those spikes, that’s hard to do organic growth over time. As long as it’s doing that, then you’re on the right path.

I worked several speaking engagements and as soon as you have the podcast ready, it’s going on the thank you page and the quiz.

Tell everybody the name of your podcast.

It’s Promote Profit Publish.

Thanks, Juliet. We appreciate you coming on.

Thank you.

We’ve been talking about goal setting for 2019. I know you didn’t hear some of the things we discussed and I don’t want to rehash it. Diana, if you have any topics related to goal planning and setting for 2019 or Dustin, if you have anything to contribute, we’d love to hear from you.

For those of you who don’t know, Diana works with Adam Markel on Pivot.

PDZ 23 | Goal Planning

Goal Planning: The content that you create for your website, the content we create for your website can only exist on one website. It cannot be put onto websites.


Juliet, I can’t honestly remember whether I was at your program or not, but Juliet came to one of our programs. I remember you from all your videos and everything that I’ve watched going back and looking at everyone’s messaging. Juliet is such a wonderful person. One of my goals is around statistics. You were talking with Juliet about what to worry about and what not to worry about when you start. We’re a year into this and I still don’t feel like I know what the best statistics are to be looking at. For us, we also had that we moved platforms. The statistics that I was getting and are now getting are a little bit different. From a perspective of not just pure statistics like, “Who’s listening,” and all that stuff, but the impact of what our podcasts are having on our website and on the traffic. What I’m more looking to is what are the important statistics that we should be looking at to set for this year of how this year went and then for next year.

The website traffic is more important than podcast plays. That’s what all the blog posts are designed to do to get organic traffic from a search on Google of people that didn’t even know you existed. They haven’t been on iTunes searching for a podcast. To me, web analytics is more important. As you’ve been talking, I’m looking at all of that.

I also want to say though that while web statistics are important, it is important to see if it’s filtering into the people who are being attracted to you after being attracted to Adam’s program and being attracted to what you’re doing there. Are you finding a way to connect directly with those listeners and pull that in? That’s why I wanted to bring on Juliet to talk about the quiz-type formats and other ways that which you can make that connection deeper. The more engagement and conversation you can start to have with someone who listened to your podcast. I have it happened all the time where people were like, “I booked an appointment with you specifically because I saw this video on YouTube, which is our podcast video. I listened to this particular episode. It resonated with me and now I want to talk about that in particular.” They put that in my booking calendar all the time. I asked them specifically about what are we talking about and why are you here. That invites that conversation in. That’s something that you may want to amp up a little bit to make sure that you understand where they come from.

I was going to say I honestly have no idea if people are coming into our business or even coming to Adam because of the podcast.

We have a few doctors that are on our platform and they clearly see an uptake in patient retention and patient interaction. That happens because they heard the podcast. Specifically, when they say who referred you, they’re like, “I heard you on a podcast.” They’re asking that question, which is why I’m recommending that as well. It’s something you could put right into the calendar booking and be able to make sure that you’re tracking that. At that same time, you’re also making them aware that there is a podcast. If they haven’t heard between now and the time of the appointment, they’re going to listen to it. That also helps warm them up and get to know Adam.

Aside from asking people that are coming in, is there any way that we can go out to our listeners at all? It just seems like there’s no way to touch those people.

You have to invite them to do something. That’s why I suggest the quiz or suggest something where you’re asking them to come back. They’re getting something from that, but it’s specifically from the podcast itself. Doing an ad spot or doing a specific call to action that is a very specific page where it’s /Podcast or /PodQuiz, whatever you might want to have. Picking something where they’re coming through that particular page to download something and you know they must have heard it on the podcast because it’s the only place that it’s mentioned.

I look forward to the replay so that I can hear about the quizzes that Juliet does because I love the idea of what you guys are doing.

There is Juliet’s link which has a discounted offer for doing the quiz, which we’re gifting you back our affiliate.

Diana, when was the big change made to your website? When did it change from the original Adam Markel website?

We moved that over the beginning of September 2018.

I’ve looked up the analytics and I’ve seen big shifts in the organic traffic coming to your website from search prior to the website change and after. After the website change from the old Adam Markel website that we started working with you on, the numbers changed dramatically.

They are going the other way.

Not in a good way. More of what I’m looking at is the traffic. The number of unique visitors coming to your site from search from Google is what changed. There was a whole mess of fiascos with the website and who she hired to create the website and their plan. For whatever reason, however, it went down and there were a lot of hiccups. We should talk about that and I can show you the numbers because I’m a big believer in data. Everybody who’s working with us knows. It’s something I do. A lot of times, I’ll share the numbers on where your website is now. As we put content out there on your site and it gets indexed, you can see how the traffic grows and the keyword rankings grow, which is what brings the traffic to your site. It’s all very measurable.

There are a couple of other things I just want to mention because website hiccups have been a recurring theme. We have had a lot of that happening from various people. It’s all over the place. If you are on Squarespace, Wix, podcast websites and any of these simpler and easy to use plug and play. That’s probably why you drag and drop. They are statistically doing much less traffic and much less ranking organic growth than any of our WordPress sites. It’s across the board happening. We see that and many of the people are converting. If you need to convert, make it your goal. Make it something you can decide to spend in your business plan. I hate for you to do all this work and put in all this effort into great content generation and have your website be constricting you and holding you back. Fix that if that’s what happened.

Most people that we work with are on WordPress.

If that’s a goal for you and if you’re in that situation, please make an appointment and call Alexandra because she’s the expert in this. She can walk you through how to switch this and how to transition it.

In this business, we didn’t set out to be web developers. That was not our goal. We ended up needing to hire and now we doubled our capacity. We have now two full-time developers as employees of Brandcasters because we’ve had enough people need website development work. They already know us and trust us, so they prefer to work with us. It’s just happened organically.

We need to know how do we generate more leads by connecting better with the community. Share on X

Another thing that we have added, and most people don’t know about it yet, is that we’ve added what we call web maintenance program. It’s a monthly fee. It’s low cost. It’s a reasonable cost. What we find is a lot of people aren’t updating their whole website. They aren’t adding press things to their press page and maybe adding a page when their book launches and they need to do a few things like that. They’re just not doing it because they hire a web developer and then they walk away. When they try to get the attention of that web developer to do these little things, it either costs too much money, it takes too long or it doesn’t happen. We put in this web maintenance program where our team is there to update things for you on a monthly basis to keep things moving. Aside from the blog, we’re keeping up those for you, but it’s for the rest of the website. We only do that for WordPress sites. I’m clear on that.

We added that because we had so many people like, “Could you just do this for me.” They weren’t getting the attention of their web developers. That’s one of the features we’ve added and we will promote. We have added that in the last half of 2018. Something else I wanted to mention, Diana, is guesting. It is also an issue. We had a big call on our Podcast Peeps Mastermind about some guest strategies and some thinking about guesting. One of the things that are commonality we find between podcasters who’ve done this for a while is that you start to find out that the higher profile is like, “I’m going to call them the podcast guests who’d make the circuit, who go from show to show.” Don’t do a good job of promoting your show for you and don’t do as good a job of promoting that they were a guest on the show and that’s not helping you.

Making sure that you’re getting people who can be both good guests and good promoters of being a guest on Adam’s show will make a big difference. Stepping outside the community. I know Adam is very involved in CEO space. When you have one faculty member on, or you have one guest on from there, if you do three or four in a row, which I know he likes to do because you catch up with them and you’re like, “Let me have you on my show. Let me book you.” When you do them too many in a row, you’re just hitting the same audience because they all have the same mail list. You’re hitting the same one again and again. Spacing them out and doing them is a better plan. Tap into different groups and expanding that maybe a better strategy for 2019. We lost Dustin. We didn’t get to ask him what his goals are.

As we got into the conversation about websites and WordPress, that doesn’t apply to him or his company because they have their own custom code website. They’re at a much different level of cooperation.

Get WealthFit! Podcast is great. They had a great launch. They’re one of the top launches we’ve had and they did a great job of getting reviews and getting listens.

I’ve never seen a launch like it. It was amazing. They got ranked in the top 200 in two different categories on iTunes within the first week and maintained that through the first month.

Dustin is a digital marketing genius.

Can they share what they did with us?

I’m happy to share the basics.

We’re going to have them on our Feed Your Brand show and talk about how his launch went and what he did so that we can benchmark that.

He launched with 25 episodes on day one on iTunes and then has been launching one per weekday every week since. The intention is to do that for the first 60 days of the show launching. They’re somewhere around episode 50 or 55. They’ve been doing one per weekday. They have very good guests and well-known, high-profile guests through context. Dustin has as well as others at his company. Everything was organic. I think Dustin is pretty well-known. They launched on iTunes and within 48 hours, I already had 44 ratings and reviews that were all five stars, which shocked me. They hadn’t sent email one promoting it out yet or done anything on social media, which then they did do after that and then quickly got up over 150 reviews before long.

In the first month, they’ve had more than 50,000 downloads of the podcast. They’ve hit it hard. I was pleased to see it was true that there was a numbers game in terms of when you get a new subscriber, when you launch with 25 episodes instead of three, eight or ten. When people subscribe they’re going to get 25 downloads and that 25 downloads raise your download numbers quicker per listener. We’ve been studying that launch very carefully and comparing it to other launches and getting a lot of good information on that. Those are going to be some deeper dives we’ll take and some future calls and future podcast because we’re learning a lot more, at least on iTunes.

We had two shows that launched at the same time and what we found was that Dustin did better because it had higher listens. The listens were playing all the way through and it had more listens to it where the other one might have more reviews.

It’s interesting to watch them both because there was a distinct difference between the two. They both had very high-profile guests and they both are pretty well-known people in their industry at least. Podcast two, not Dustin’s, episodes were significantly shorter episodes. They were ten, fifteen-minute episodes where Dustin’s was 45 to hour-long episodes. That made a big difference. We found Dustin’s podcast tracking and ranking higher on iTunes because of the length of time people are listening as well as the number of downloads. The other show has since exceeded Dustin’s in downloads, but because those episodes are shorter, there are different things that Apple at least is regarding as important and tracking and one of those is how many unique devices are listening. We’ve been looking at that and how long people are listening per device. Keep in mind that we only get that analytic detail on iTunes as opposed to the rest of the podcast listening to the world.

There’s no connection between who is listening and what devices they’re listening.

We still don’t know who it is. Apple has given more data than they used to and it’s very helpful. There still is a gap and that’s where some of these other tools like a quiz to lead generate, get people on your list, make sure you know who they are and qualify them to follow-up in different ways with different groups. All is still extremely important and is going to remain or continue to be very important going forward. You’re still not going to know who are listening on iTunes, who are listening on Spotify, who are listening on Stitcher. No channel gives you that.

We have multiple shows and overtime, what we find is that, at some point, your shows will shift and you’ll have more listens on your website and coming from Google traffic than you will on iTunes. iTunes has the biggest share out of all the players. If you added up all the players, they’d be equal.

That’s another thing we’ve been looking at. We’ve been finding with these new launches about 40% of listeners are coming through iTunes in one way or another and 60% is elsewhere.

PDZ 23 | Goal Planning

Goal Planning: You could take an excerpt from a post, but no more than about 30 percent of the text could be the same.


Eventually, you’ll find that shift happen and you’ll see that about 60% on average comes from your website first to finding you and then subscribing elsewhere after. You’ll see that traffic continue where playing is happening on the website. That’s why we love having the website statistics and podcast statistics side by side on our dashboard. It helps you see the case that is keeping up and that is a consistent benchmark we’ve seen from all of our Brandcasters shows. It’s about that. It’s about 50% to 60% coming straight from Google.

One other thing that I wanted to mention to everybody and that is as you go and thinking about how am I going to promote is having the strategy of going out and reaching out to other shows. Making sure you’re connecting in with other groups. I’m thinking about it as an expansion strategy and trying to get out of your circle. I find that people stay pretty close in their circle and they invite their friends and they invite guests on that they already know and have good connections to. The reality is it’s good to build those relationships. You have to step out of that and start seeking new and interesting ones. Having a strategy for doing that is one of the more important things you can do to expand your circle. A couple of other things to make sure, I’m running my content planning. If you haven’t registered, you can still.

This is a special webinar series Tracy’s been doing. You’ve gotten emails about.

If you register now, you’ll miss the replay from the first one. Ping Alexandra to get it if you missed it because you have that email is already gone out so you missed it, but you could get the replay from this. We had homework, but it’s simple homework. We’re going to cover topic planning in the next one after that I will be doing the guest planning. I’ll be going over a deeper dive on how to plan and how to arrange your guests in your content plan. I call it an editorial calendar. That’s what we’re going to plan for. We’re going to do that with topics and guests combined in that third session. I’ll be sending an email with a video that is just my bonus, how to take it from there and put it into social media plan for you as well and that’s a posting plan. It’s not your social media plan for growing your show and doing all that is what posting plan you can do from your content to make sure you’re utilizing it in all the ways possible. I’ll be sending out a video about how I do that so you can see that. I’ve done my social media masterclass before so a how-to version of that. I hope you join that and make sure you sign up just so you get the replays.

Thank you so much and we’ll see you next time.

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