Running a Podcast for your business can be brutal, here's why you should still start one - Teacher: Alex Stennett

Now with podcasting, there's no gatekeeper. There's no barrier. There's no one to tell you that you can or can't do something.

There's no one to give you a shot or, or not give you a shot. You have all the keys, on your tool belt to make, a successful podcast. 

This is Paul Stennett, co founder of podcasting agency Listeners to Clients, who has helped his podcasting clients get over 3 million downloads and hundreds of thousands of views On YouTube. in this lesson, we talk with Paul about how he helps his clients who are mainly business owners, succeed with their podcast.

you have to fall in love with the process, and if you don't love the process, get out now, because it's gonna be a very brutal journey 

We learn why podcasts are one of the best ways to build relationship with potential clients, 

find based on what the data is showing us, that podcast listeners are several times more engaged buyers than other forms of media. 

,

why YouTube wants you to create a video podcast. 

YouTube's main goal is to get people to spend time on their platform. And if your podcast gets people to spend two hours or, or three hours, or one hour on their platform, your podcast is gonna get all the views on YouTube. 

Why It's important to test and prove your podcasting tactics before you implement.

It's easy to sell when you know what you're selling actually works for somebody. I'm not the kind of, fake it till you make kind of person. I wanna have a conviction that comes from, I've done something and it works. 

And he shared something that made me say this.

you just described like the most difficult thing to do, 

Let's make useful content. Hello and welcome to the Useful Content Podcast and today we have a new teacher in our useful content classroom. Paul StanNet. Hi Paul. 

Hey, Juma, what's up?

I am good man. I'm good man. It's, it's good to have you on today and, um, you know, I've been trying to get more people from the Caribbean on the podcast, and it's an honor to have someone like you who, who is a podcaster himself, and not just for yourself, but for other people.

So, Paul, could you share with the people what you do and how you help your clients make useful content?

So I am a podcaster and I help my clients who are business owners. To create podcasts that benefit their business, meaning, you know, they're getting their message out there, they're getting the reach with that, and they're also getting clients in the backend from them talking about their business, building a relationship with their listeners, and then selling and with them products and services on the backend.

So you are taking over what part of the process exactly. The entire thing, or do you help people who already have podcasts? I.

So I mainly work with people who have podcasts. We do launch podcasts, but primarily work with people who have podcasts. Usually comes, customers come to us who have been struggling with their podcasts in the past. They haven't been getting the views or maybe the views are not converting into clients. I. So we usually take it at that point, and we do everything from, you know, concepts to all the post-production, to all the, the promotion and publishing across like social media, getting them like viral clips for TikTok, Instagram reels, et cetera. So really kind, kind of like the full gamut from like start to finish of our, of our podcast episode.

And so that means you're actually involved in producing other pieces of content as well, like short form content.

Short form content, um, full length blog posts, uh, videos for YouTube, also the audio that goes on, Spotify, et cetera, everything. So really it's uh, a lot of, a lot. We do a lot for them.

when I think about podcasts these days, I initially, in my brain, I had podcasts as audio, my business partner and I, when we wanted to start our podcast, which is in the process by the way, is not this one. We were both thinking, we were having a discussion and we were both saying

The same word, but it meant different things to him. It meant by default video to me, it meant by default audio. And I know last year you made a transition from doing just audio into video. Could you explain what drove that transition?

It's been something that we've wanted to do for a while. Um, but most of our clients at the time were just audio clients and, and we were just really primarily focused on, um, getting ex exceptional audio quality. I. We saw more and more clients were thinking about ROI return on investment. How can I not just have great audio quality, but how can I get more outta my podcasts?

How do I get more listeners? How do I have it have a more impact on the bottom line on my balance sheet? And video was something for me when I started my podcast early back in 2017. That was a big unlock for my, my podcast growth. 'cause you know, we were in Jamaica and Jamaica wasn't a very, wasn't a huge podcast destination.

There weren't all of us of podcasts. So for me to get my podcast to, to, to, to Jamaican, um, people and, and also international people. I used, I used, um, video as a way to short circuit that, or, or, or make a shortcut to growth. And that was very effective for me. So. I've been, I've been just kind of working with that behind the scenes and it wasn't until, you know, that's 2022, that I said, you know, there are some clients who have been talking about they want more ROI, let's actually try to use video for them. And for me personally, this is my personal philosophy, all I've ever wanted to do was to have a basis or have confidence that comes from conviction. Meaning I'm not the kind of, you know, fake fake, fake it till you make kind of person. I wanna have a conviction that comes from, I've done something and it works. So anything that I can talk about now on this podcast and anything, anything that I, I, I help tell my clients or anything I talk about on social media, it's not from like theory, knowledge, something that I've done, I've experimented with, I've seen results from, and I'm talking from that, that, that perspective.

So. You know, just practicing video in 2022 and then coming up really big in 2023. I was able to see a lot of gains from my clients and, and helping to get views and, and also get some viral clips across social media. And I can do, I can dive into that, you know, how we do that or how someone can, can replicate that for themselves and stuff like that.

But yeah, that's, that's, that's those kind of like my journey into video and how I've, um, progressed through it.

Yeah, you sound very, very similar to, to me and my mentality. \ I have this philosophy where . You have to put your hands in the thing and, and do it. You, you can't just stand outside of it. You have to put your hands in the, in the thing and massage it

to find out what it's, what it's made of, to get a sense of how does this thing actually work.

And, uh, and that's the best way for you to tell someone so people, and tell me if this, this is true about you and your company. So people get the best of you because you've done only work for yourself.

Yes. 

When it comes to selling, like I, it's easier to sell when you come from a place of conviction. It's easy to sell when you know what you're selling actually works for somebody. And it might make it, you know, for you and for me, it might make it a bit slower for us to get, get moving, get clients or, or, or, or get the growth that we want because we really have to prove it out for ourselves. Like, you know, I've, I've seen, I've seen and I've received, um, advice from people further ahead, the journey from me where it's like in your first X amount of years in business, your main priority is selling. After you've reached a certain revenue point, then your main priority should change the product. But that has never sat well with me because I'm not gonna sell something that I don't believe works. So it may be, it may be slow that I'll get the clients, but the clients that I'll get will know that I can deliver on what I promise. I know that I can deliver on, on what I promise and what I live, what I deliver on, what I promise. It's, it's exceptional because I put in the work to to, to get to that point.

Yeah. Yeah, yeah. I agree with that. I agree with that. I like that approach. Uh, it doesn't, it's not the fastest . But it does give quality when you actually give, give something that's good. And today we we're gonna dive into video podcasting. How and why a business Should Start a Video Podcast. And this is something that of course, your company provides and you believe that businesses are leaving money on the table or maybe not, not being as profitable as they could be by not adopting a podcast.

Strategy you also believe there's nothing better than that to build relationships. Why do you believe that?

So let's talk about where I believe podcasts fit in terms of like a marketing hierarchy, right? Because that's kind of like the question that most people would ask. Like, okay, um, you know, I, I know about a paid a strategy. I, I know about social media, but how does a podcast fitting with all of that? Is this just, this is just more time and effort into something that may or may not work, or most likely may not work, you know?

So let's talk about where market, where our podcast fits. So I, I believe a podcast fits in kind of like at, at multiple levels, but where it really shines in is where it's deepening the relationship with a potential customer. So, at the top level, there's a tension. You know, you, you, whether you put out an ad or you put out a billboard, or you, you write a book or something, you do, you put something out there on social media or otherwise 

to get someone's attention. And then based on that, what do you, what do you do to attention once you get it? You could move directly into a sale, and there's some people who want to, who want to move immediately and, and, and make a purchase. But then what happens to the 80% of the people or 95% of people who aren't ready to buy? How do you deepen that relationship?

How do you key them, key them in, in your, in your ecosystem for a very minimal amount of effort? So you can write newsletter, you can write blog posts, but then you're gonna have to start from zero again, getting that attention again. Or you can funnel that attention that you already have into a podcast. And then week over week on autopilot, you're deepening the relationship with, with, with that listener. 

And we find based on what the data is showing us, that podcast listeners are several times more engaged buyers than other forms of media. Now, imagine if you, if you are putting out a week or an episode three times a week, so it's someone you do three or my favorite podcast, post an episode two to three times a week.

That is two to three hours a week. That is more engagement than that. That person may have with their significant other. Think about that. So that person may, may be going to their job nine to five. They come home in the evenings and they kind of like, get through the night, maybe watch Netflix fixing and go to bed.

They're prob they're, they're, they're talking to their, their significant other less than they're actually listening to a podcast because they're listening to the podcast on their way to work on the run, maybe in their lunch break for three hours. Imagine how that compounds over years when that person is now so engaged.

That what, when, when you put on an offer, when you make a call to action, they're gonna respond to it. I see that from my experience and I see it for my, for my client's experience as well. just to summarize everything, it's really in deepening that relationship. And then how we take it a step further is we take that podcast and when we repurpose it, we can now talk about using that podcast itself and clips from that podcast to get attention. The podcast is there in the middle to nurture that relationship and then we make call to action on a podcast that get people in to make a sale.

So really it can potentially have exist at all levels of the marketing funnel.

Yeah. A couple things that you said there that stood out to me. the first thing is that, uh, the time spent with you, the, those three hours, if you're having, let's just suppose you're releasing a podcast three times a week. It's a one hour podcast. That means the person is listening to you for three hours a week.

Uh, there's, there are psychological studies that say, in order for your relationship to work well as you and your spouse. You have to spend at least 90 minutes of quality time per week. So, so you're right. I.

I didn't know that I'm gonna, I'm gonna use that. That's very good. That's very good.

Yeah, that's the thing. I mean, I could probably find it somewhere, but when I was doing my own research about content, that was something that came up. 'cause I'm big on relationships as well, and we used to shoot weddings back in the day, so that was something that was on our radar. But 90 minutes I think is a minimum, minimum amount of quality time you can spend with your spouse per week for a healthy relationship.

Um, so that, so that's the first thing. The second thing. You said, I wanna push back a little bit on this. You said that it's, it's easy or simple or you said that it's, it's not hard. You, you referenced it and made podcasting song easy. Many people would disagree with that. What is your, uh, what, how do you tell someone and show them that, and not necessarily try to change their mind, but if they want to do a podcast, how do you describe it to them in a way that makes them know that this is possible?

Yeah. Um, so the difficult, all right, it's possible to do a podcast. Let's talk, talk about right that right away, because there's no barrier to entry right now. So, you think about traditional forms of marketing, so you, let's say for example, you have a business and your business, put your business as ice cream. If there was no podcast, if there's no traditional, if there's no social media, what you'd have to do is to get your business out there, is to put out an ad in the newspaper or to put out an ad, um, and put out a billboard or something like that, or, or a TV commercial, radio commercial. Those are done by, you know, if 10 people are competing for that at that a slot, the price is gonna be, is gonna be increasing significantly. That might price you off the opportunity to put your out there. To get your business to be business visible,

Mm-Hmm.

you just can't afford it, and your new business just can't afford it. Now with social media, now with podcasting, there's no gatekeeper. There's no barrier. There's no one to tell you that you can or can't do something.

There's no one to give you a shot or, or not give you a shot. You have all the keys, um, in your, on your tool belt to make, make a successful podcast. And even though today, and even with video, um, it's even if it's even more. possible to get found. To get seen. Because algorithms are just giving out engagement.

They're just giving out views. And so the difficulty is in, can you identify who you're talking to

and can you talk to them in a way that's engaging to them and makes them want to listen to you more? It makes them want to resonate and then that makes them want to buy. So

those two things, I think are the most difficult parts. Is highly figureoutable.

All right. I get you saying, not saying that the, 'cause people often think about the technical part. Somehow people go to the technical part of things, which is the easiest part to do, and they don't think about, well, who's my ideal customer? And, you know, what is my, what is the, the strategy behind this thing?

And, What do I want to say? What are the pillars behind those things? They don't think about the actual things that move the needle. They think about, oh my God, I don't have a good mic, which you, you need to have. But they don't necessarily go immediately into, uh, what are the fundamentals of marketing that I need to apply to this in order for us to get the clients that we want.

And, and I could, I could see why that might be a big, big challenge, uh, for some, some people. But it's definitely something that that can get done. That's what you're saying? Yeah.

That's what I'm saying. Yeah.

All right, so good. So, so we know podcasts can be done. We know you do that for them. One of the things about podcasts and I, I guess particularly video podcasts too, that's, that you talk about is the way in which it could be repurposed endlessly.

Now I am a, as we say in Trinidad and Tobago, a repurposing banton, and um, I'm very big on that. Explain to us why that is an important thing about video podcasts. 

To record a video is the ultimate unlock because you can use that content so much more. let's say you're getting audio only. Your only possibilities of your personal content is making show notes for a blog post, and then maybe making a video where it's where you just do. Like b roll on top of the audio. Um, but when you do video, you, you have so much more versatility. You can still do the B roll if you want, over the video, over, over the audio, but you can also use a video so people can see your face and see your expressions. And then you can, you can, you you can take one clip, just one clip, one 32nd clip. Turn it into several pieces because you might change the order in which the content is delivered. You might add something in the beginning, or, and so you, you can have several different permutations that, of that one clip. Imagine if you have recorded an all along podcast, how many possibilities you have now, just run one episode alone get your content seen in front of people.

That's what I mean when I say it's like it's, it's endlessly repurposable. So not only can you do all those clips. And you can do the full video, which goes up on YouTube or goes up on Spotify or whatever. You can then also do, you know, your blog posts and you can do your audio stuff as well. So they're just constant, um, several potential avenues to get your stuff seen from, from people who, maybe I'm a li, I'm a audio listener only, or maybe I'm a, I'm a, I'm a reader.

I can't learn by listing, I can't learn by reading, or maybe I'm a visual. I have to see something on YouTube. You, can meet them at anywhere they are and capture that attention.

So are you saying it's important that businesses consider that their audiences consume content in different ways when they are approaching creating their own video podcast?

Absolutely. Absolutely. Yeah. You want to, you want to exist in as many platforms as you believe your ideal listener is. You're ideally, this not is a human like anybody else, so they're probably gonna be scrolling TikTok or Instagram. They're probably going to be searching for things on Google. They're probably going to be, um, looking for long form answers to their questions on YouTube or entertainment on YouTube. And you can pop up there at every single place. They are, they are. And the more touch points you have, the more that person sees you, the more that they're gonna be inclined to see. And it's actually getting harder. Now you have to have more and more touchpoints now. A few years ago. So if you can hit all those touch points, you're gonna get that person who's gonna be okay as C around Now I wanna find out more.

Boy, lemme actually listening to your long, long form content. 

I wanna say capture that long form content. They're hooked 

Right. And so creating this podcast and being able to repurpose all of these different pieces of content actually lifts the standard of your marketing, exponentially. Uh, so it's not just approaching this from one channel once you discover who your ideal clients are and where they live.

And you take the main podcast, right? And you turn that into other forms, it, it then now lifts your marketing. What opportunities can people expect to see when they start to approach their marketing in in that way? I.

Yeah, so I find it's, it's an easier path. to get into your marketing, your business, or your production services by using a video podcast. Let's say for example, you are, you want to create content for your, for your business, and so you have your phony camera or maybe a approach, a marketing company. You now have to say one, I have to script it. So I have to know what's, what, what's the script that I'm, that I'm gonna, I'm gonna be delivering on this thing. And it has to be a very good script that's gonna get external views. And so there's, there's all that time and effort to work, to work, to workshop that script. Then I have to know, perform on camera.

You know, I have my camera there, I'm performing. And then know, I have to know every, everything that, that, that goes with it. It's standard. Right? So one workshopping your script to make sure it's good enough. Two, I. I know I'll have to perform on video. I have to write the right clothing. I have to look at, have the right camera angles, look at the camera the right way, all that stuff performing versus if you're doing a podcast, for example, I might just be sitting here talking to a guest or talking to my cohost or talking to or talk or talking or just talking, I have a camera filming me. That's only difference I'm doing, whatever I'm doing. That camera is filming me. I'm not performing. I'm just talking just like, just like you and I are talking right now. And that podcast can be clipped or someone can see that and they can resonate with your message. You, you're not, you're not performing or putting anything on you're, you're not writing a script per se to say, I'm gonna deliver these lines. You're just, you're just having a conversation about. You, your story, your motivations, your values, or I'm just talking to you as, as we're doing on this podcast, telling you about telling you about what I do and, and why I think it's important.

Why I think it's really fun and relevant in the world and in that content no lives here and can live on. So that, that's it's why I say it's easy and it's also a very good to slide into online marketing or slide into marketing and marketing and social media because as you put out more content. You're getting better and better at public speaking without you even being, without you even knowing it or being intentional about it. You're just talking. But as you, as you do more of it, you are crystallizing your message. You're distilling it down even further. You're getting better at your st at your story.

You're getting better at conveying emotion. All those things are improving just by you sitting here having a conversation. And I have my camera recording it.

So I, I think I'm getting what you're saying now. You're saying that the easy part about it is not necessarily, uh, let's just put aside the technical things and all that stuff for the time being, and let's think about, you're just having a conversation. You're just talking about things you would talk about everyday, except.

What you're doing now is recording it and you can take those things and then tune it into something public facing that will benefit and target the pe, the people, the ID clients that you want. Is that what you're saying?

That's exactly what I'm saying. exactly what I'm saying. And, and it all you kind of really have to do is start and not stop. You know, we, I see a lot of people do

Oh.

I'll see other people do, do seasons. Uh, all of people, people may, they may, they may start and They just get discouraged because, oh, it's not getting the views, or I'm not, I'm not getting the listeners or whatever, and they stop. But they don't realize that like, one, everybody has been through this, this part, it's everybody just, everybody has to put in the time, put in the effort, and eventually something will happen.

I mean, there are things that you can do. You might get a viral hit from a clip and that drives, that drives people in and all that stuff. Um, but the, if you focus on the craft of it.

Mm-Hmm.

focus on getting a little bit better at each, each time, and that's what you focus on now, you put your effort, time, and effort into, you're gonna be surprised when you look up a few months from now of doing it and how, how much better you are and the results that you, that you can look at and see the tangible result you can look at and see as a result of it to your business. Just by, just start and don't stop.

Yeah, listen, I, I think that's the most, well, first of all, I know that, that you are a guy who you don't really believe in seasons for things, right? , I, I know that, that you don't believe in that. I don't know. I always thought that that could be useful. But, uh, put it, putting that aside, that is, you just described like the most difficult thing to do,

Yeah.

which is to continue.

Yeah.

What that, that's all you need to do is continue. that is the most difficult thing to do. How do you prime somebody's mind around that as someone who helps them to produce this piece of content that is critical for their business? And what can a business owner do to prepare themselves for the junior head in creating this podcast so that they don't fall off after seven episodes?

So I would say seven episodes is a good, is a good test case to see if. It's something that you actually want to do because at some point in the process you're gonna have to fall in love with the journey. And if you've been doing it for a while and it is not falling in love, then you may not, you may need to hop out of it.

You may need to try something else. Because my favorite podcast, for example, is 'cause it's, it's called My First Million and I saw them for the first time and I fell in love with the podcast the first time when they were two and a half years in. If they gave up after seven episodes, they would, I would not know who they are.

Two and a half years in, they wouldn't be anybody. Two and a half years in, they wouldn't be now making millions of do millions of downloads. They just celebrated a hundred million downloads in LA for last year. I. If they stopped two, um, seven, seven episodes in, they would never have gotten to that point. And they got to the point that they are in because at some point in the process, they pivoted onto their phone format that they liked, and they just kept doing it because they loved the format. And so,

you know, podcasting is not for everybody's. So I, I would say take your seven episodes, do it, see if you feel it, see if you love it, if you like the process, but something just doesn't feel comfortable, pivot. I pivoted several times. When When I was doing my podcast. My podcast was called a Transformation Blueprint, 

but there, there was a podcast I had called Time to Freedom and all, and all, all these other things I was doing at the time that never nothing ever came up with it. You, you'll never see an episode of that. But I pivoted until I found something that I really liked that I could stick with, and I, and I just kept doing it. And so that, that's what I said to people, like, you have to fall in love with the process, and if you don't love the process, get out now, because it's gonna be a very brutal journey. to, to to keep going. Suddenly you don't love. But if you do go through with it, the results and the personal fulfillment you get from it will be something you've never experienced before and you're gonna be so addicted to it.

that's true. That's true. It's hard. It's rough, but rewards are immense.

Yeah.

Uh, the rewards are immense, and I like that you're scaring away the people who just fly by night.

Yeah. Yeah, because I, I mean, I can tell you like, for my clients, um, for them to go somewhere and be, be identified on the street is not uncommon for them. And, you know, for them to be approached by publishers to, to, to have a book published, um, because they have built up an, an audience of people who love them, is not uncommon for them to be invited or to be in the same league with people who were their idols in the business coming up. It's not uncommon thing for people who, people who can say to them, I was randomly on a webinar about someone talking about here are, here's how to make a successful podcast or whatever, and she was com she was like, these are the top people in my niche in the podcast space and one of the people that she's mentioning was my client. It's just like, that's something that that you can experience. But just through the process of like falling in love with it and keeping going, deteriorating each time, getting better at it, and, um, and having a, having strong, a strong team and, and putting a lot of effort into into the work that you're doing.

Yeah, very important. That's good. That's good. That's an encouragement for people who are thinking about starting, and I haven't just kind of crossed over the line as yet. Maybe this might be the clarion call to do something about it. And, and that's a good segue 'cause I want to, I want to kind of focus on one thing that you said, and in our discussions before you pointed this out, that now is the time to start.

Because saturation is coming. Uh, why do you think that saturation is coming and why should someone start, start now?

Yeah. So the podcast, so why, why is the saturation is coming? Like it's, this is, this is the best time to do it because. Literally last year, just literally last year is, when YouTube rolled out podcasting on their platform,

literally last year. Like you see, this is the starting point for a lot of podcasters and right now the pod, the market has a lot of celebrities on the space and people and like, you know, celebrities, infants are taking it seriously, but. Business people are gonna be, are gonna be starting to take advantage of them. We are, we're seeing that now. So you're really, now is really the best time to get onto the platform, make your mistakes, find your audience, and build your moat around your, around your work. Just have that, but time, time and attention in the market. Start putting your content out there before new, before you know the, the, the newcomers come in who are not the early, early adopters. I. Who know the people who are gonna come down, who don't hear this, and they wait a few more years and come in, they're gonna be looking at you and saying, boy, I can't catch up.

Like they've already cornered the market. They're already doing. They're already doing everything. They're already putting out what's great content they already have all the views. They already have my, my target. Our target audience. Because you start to know, and you, you did all stuff in the shadows to, to make all the mistakes and then come out in, in public, much larger. And with, with, with an audience. I'm ready. Ready to listen to your message.

So, uh, so you mentioned YouTube. Can we talk about YouTube a little bit? I know you started doing video podcasts last year, and I suspect that your main platform for video podcasts is YouTube.

Yeah. 

Okay, great. So maybe we could talk about YouTube a little bit because I'm, I'm curious to find out about how this works.

So I know YouTube, well Google the company, maybe Alphabet, I don't know how high up they go. They are Sunset or maybe they have sunsetted Google Podcasts. Is that true?

That's true. Yeah.

Okay. So does that mean they'll not be adding any more new podcasts to the platform?

There won't be any new podcasts to Google Podcasts, but if you have YouTube music, um, or if you pay for YouTube premium, you can listen to podcasts on your, on YouTube. Directly on YouTube. But that's separately apart from me being, being able to just watch, watch podcasts on YouTube and why I think YouTube is, is, is gonna be. A game change of a podcast online. And what we're seeing today is all the things that you get with, with, with YouTube currently apply to podcasts now. So very robust analytics, a very strong algorithm that literally is there to serve you and serve your content. A lot of people talk about all YouTube. The algorithm works against them, but it doesn't. YouTube's main goal is to get people to spend time on their platform. And if your podcast gets people to spend two hours or, or three hours, or one hour on their platform, your podcast is gonna get all the views on YouTube. That's just how the algorithm works. So how can you get attention? And this is why I love YouTube, um, video podcasts.

More than I love, more than, than, than the Standard Audio podcast is because you can know. Use a thumbnail, which is just like the, the, the little image that people use to, to find your video. You can use a title, you can use the description and get so much more discoverability for your podcast, because right now, Spotify, apple Podcasts, et cetera, aren't very discoverable for new, for, for, for podcasts. And so you have to rely on strong SEO. You know, apple, SEO, Spotify, SEO, um, Google, SEO to get stuff to get to get listeners for your podcast. Now with YouTube, you can use, you can use thumbnail title description to get, um, listeners for your podcast. can, um, create chapters. For your podcast, and in those chapters, if they're SEO friendly will get picked up in Google and get shown at the top of search results. So there's literally an endless no, um, possibility for your podcast to be discovered if you're, if you're taking advantage of the right of it, the right way. So for me, I work on my, on my, on my clients videos, if I make a something on a title and I put it out there. If the, if the first or has passed it hasn't gotten good views, I'm changing the something unentitled and I'm, I'm doing that every or on the, or until I, until I feel comfortable or until I see that the, the trend, um, the, the, the rising trend of the podcast I to open to the right. So, okay. We're, we're on a good path. It's this view is gonna get, it's gonna get views and sometimes there's some videos that, that don't get views for six months. But then all of a sudden it just skyrockets. Get 10,000 views, like in, in the next, in the next 90 days. Like, and, and what I want people to see is what's the advantage of all of that, right? When some, when someone watches your video and they love what you're doing, and they have the description on the bottom and they scroll on NCA. Come to my free masterclass or get my book or get this freebie that I have for you. They now click that and they enter your funnel. And the better you are at making content, the more likely you'll have people to make to that call to action and becoming clients. That is the end game. that is why I do all that I do. Is, I mean, I'm, I'm not, I'm focusing on views, but at the end of the day, the views drives the cause to action, which drives the purchases. And that's what I, that, that's, that's where I think all the, all the, all the great greatness is. So you take that video, take the audio, put it on Spotify, apple, everything. You put the video on YouTube. Titan thumbnail, add chapters, then make clips for that video and put it on Instagram, put it on LinkedIn, put it on TikTok every, everywhere, and it all works. That one video all works as a, as an ecosystem. And you take a video, again, you embed it onto your website. You, you add your, add your show notes for a, your blog post show notes, and then you have Google working for you. You have YouTube working for you. You have Instagram working for you, TikTok working for you. Your website, like your website, Spotify, apple, like LinkedIn, all working for you. And you know, you know,

we're, we're experimenting with t with Twitter as well, but we don't have any, anything to share yet. We're still experimenting. I don't have any confidence from conviction about Twitter yet, but it's coming.

Oh, that's good. As a really good, uh, synopsis and breakdown of how you can, can do much more if you approach it not just from, let me just put it one place, but let me take this core piece of content. And then use it across all these relevant marketing channels, but start in video. And particularly for you, it starts in on YouTube.

'cause that is the place for video podcast right now.

Um, I have a question. you have to do anything special when it comes to that or is a a podcast video just like a regular YouTube video?

You can create Noah, a podcast on YouTube, and there's a whole section for it, and then you can add videos. basically creates a playlist on YouTube. I. Then you add the videos as you create them to that podcast playlist where it's tagged as a podcast. So there's a whole section now called youtube.com/podcast, which only shows podcasts. And so, you know, if you are, if you're logged in, if you are a member of the, of that target audience, um, YouTube's gonna serve that content to you. So if you, if you go to podcasts and you're in your, into the type of content you're gonna see. The podcasts that, that are being created by the people who, who want to reach you.

That's good. That's excellent. So we have to remember to. Put it in that section if we wanted to get recognized as an actual podcast. That's, that's good information because, 'cause from what you described earlier, it seems that some of ways in which you treat with a podcast is very similar to a regular YouTube video.

Like for example, you were describing, I. Using the like testing thumbnails and testing titles until it hits. And that's something that any, any seasoned YouTuber would do. They would test thumbnails, they'll AB test them and see which one picks up. And then when it starts to pick up, they say, okay, well that's probably the one.

And so you'd often see, if you look at a video that's just released, you'd see what one thumbnail, and maybe you'll come back in 15 minutes and there's a different thumbnail. But you're saying put it in the podcast section, but treat it like a YouTube video and you should get results.

That's right, and it creates this feedback loop. So why, why analytics is so powerful. It creates this feedback loop because now you know, you say you found a winning format for your video, it's going out, there's getting tens of thousands of views. You can now take that title and update Spotify, and now Spotify is gonna, is gonna get more downloads because no

People are now, people are now resonating with, with that title more because of how well it did on YouTube. It, it creates a good feedback loop as well.

Right. Excellent. That's good. That's good stuff.

I'm so happy about how you framed everything, moving us from why a business should have a podcast, all the way down to the nitty gritty details of video podcasting and how that applies to YouTube. Um, are there any final things that you would love to share with the people in terms of getting their video podcast up and running?

Yeah. Um, so look at. What other people are doing in the space. So you want to identify one who's in your space and performing at a high level, meaning that they're, they're getting views, they're getting subscribers. What are they doing? How are they creating thumbnails for their, for their, for their videos? And use that as inspiration. You can also take a look at search like say for example you do an episode about changing wheel bearings on your bicycle or something. Um, you can do a search on YouTube and see what comes up and use the top results, the ones that get the most views as inspiration for your thumbnails as well. When you're just starting out, you're gonna be, you're gonna be playing a different game from the people who are currently champions. So you look at like DI of a CEO by Steven Bartlett or Joe Rogan podcast or Heman Lab, they can just put their faces the thumbnail, it's gonna get views. You don't have the same dog because no one's gonna identify your click on your face and a thumbnail 'cause they don't know anything about you.

So you have to play a different game, start to go. Um, and yeah, and, um, you know, you want one thing that we've tested out and we found out what, what works because look at retention graphs and we found that your first 30 seconds really impacts how long people watch the video. If you can get people through your first 30 seconds, they're gonna watch a video for much longer than if you didn't give them something that grabs their attention in the first 30 seconds. So really think about, are you, can you do a clip from the, from the podcast itself, from that captures an engaging moment. Can you put that at the beginning so that they watch that be like, okay, now what? I want to know what the show is about. So that's something that we've, we've tested and we've, we've found, so he, he, your first 30 seconds, um, with a, with a, with a clip or excerpt or, or intro of some kind. Then you want to hit them with a, with a, something about your podcast. No more than three seconds. Maybe you wanna flash your logo up or something more, not, no more than three seconds. And then get into the main content of your episode. Don't do too much preamble and back and forth banter. You can do that. You can keep that for the audio part of the podcast, but for the video part of the podcast, when you're just starting out, you really are competing on value. More than personality. There is enough time in the future to to deliver on personality. And as people listen, you want to deliver personality, but when you're just starting out, you want to hit them immediately with value. So, 32nd clip of, of a interesting episode or intro. Three second thing about your show, and then jump into the main content, deliver value right away. And do that for, you know, a number of epi episode, a number of episodes, and you're gonna start to see. Comments come in and you're gonna start to see, likes go up, you're gonna start to see subscribers go up. Those would be your key lead indicators that you're on the right path. And that's something that, that's something that you, again, that's something that you just don't get with audio podcasts. You might see numbers go up, but you don't see likes, comments, shares, any of that stuff. So we use other tools like YouTube analytics, like Instagram Analytics and TikTok and and and, and YouTube shorts analytics to see if we're on the right track.

That's great. That's great. So thank you so much. Thank you so much, Paul for, for sharing with us today how and why businesses should start. A video podcast after going so much into detail at the end there about how it applies to YouTube and the, some of the things that they should do. I appreciate it. So people might be interested in, in getting in contact with you, could you please share with the people how they can find you online?

So you can find me on Instagram at. Paul Student Live. That's P-A-U-L-S-T-E-N-N-E-T-T live. Or you can go to listeners to clients.com. That's my website. You get all information there as well.

Right. Why did you stop with amazing gains?

Uh, I still, I still have amazing gains. That's, that's the registered company name and that, that's, that's the name of the company, uh, on the, on the website as well. But we're gonna be changing that now. Listens to clients, listeners, to clients, just feels a lot more aligned with, with what we do on a daily basis.

So, and that's, that's what our website is, listens to clients. It is just very directable who we are and what we do. So we're gonna make that soon, the, the, the identity of, of the, of the whole, of the whole company. Or disarm of the company. At least

Oh, arms. We talking about arms now? Okay. I wanna see, I, I wanna see what will happen in the future. Uh, that'll be interesting,

Yeah, man.

Alright. Excellent. thank you so much students for joining us in the useful content classroom, and I hope you got great value from what we share today.

Useful content classroom dismissed.

We clear?

Wow.

Ooh. Yeah. You know, something I wanted to mention is that it dawned upon me while we were talking, um, about thumbnails and I'm saying, hold on. I know they have custom thumbnails now in some of these audio platforms. I could just make one thumbnail and use it across the platforms.

they, they wanna use a YouTube, just make a square thumbnail and just do something different and just use it across,

oh,

yeah.

that might be a thing. 'cause I'm making a thumbnails anyway. Uh, who knows? Who knows?