The Underrated podcast marketing strategy your mama doesn't want you to see
➡️ plus preparing for a crowdfunding campaign with Radina Popova
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In this issue: Preparing for a crowdfunding campaign with Radina Popova, an underrated podcast marketing strategy, fun links, & more!
Innovators Can Laugh
"Crowdfunding requires a lot of preparation. It's like a lot of preparation in advance so you need two to three months to really prepare the campaign, to build your audience, to engage people so that they know that on this day in this hour you're launching and their support is super important for you."
Radina Popova is the co-founder of Difold - a tiny collapsible water bottle for humans and a big first step in the Revolution of packaging. It is awesome!
Key moments in the interview you may find interesting:
15:20 - Radina shares insights into the challenges faced during crowdfunding, emphasizing the need for meticulous preparation, audience engagement, and budgeting for a successful campaign. 💰
22:30 - Learn about DieFold's strategic decision to focus on lifestyle products like the Origami Bottle before venturing into the packaging industry 💦
42:10 - Gain insights into DieFold's challenges and resilience during mass production, including navigating COVID-19 obstacles, working with factories in China, and the importance of perseverance. 🇨🇳
🎙️📺 Catch the interview on Spotify, Apple, other platform, or on YouTube.
We got our first client
We got our first client from a LinkedIn post 🔥
Why should you care?
Here is why
When writing posts that show your expertise, you have the ability to gain visibility with your target audience.
When these people get exposed to your content, they will check out your LinkedIn profile and want to learn more about your company and services.
Here are some questions I asked the head of content for a major SaaS brand that chose to work for us:
1/ how did you hear about us?
LinkedIn post 😃
2/ What’s going on at your company that made you guys consider podcast ads?
“Moved into Head of Content Marketing role, was wondering what other things we haven’t considered in the past. We’ve kind of been leveraging the old channels and ways in which we can put ourselves out there but I thought what other avenues can we tap into. ➡️ I came across your post and thought let me ask him and see what he suggests and what he comes up with. I’ve seen a couple of these big players tap sponsors in their webinar in the B2C space and am wondering if it works in B2B."
To producing content and getting the word out there about your brand 👊
If you like this, check out other fun posts I shared on LinkedIn recently.
Good Question
Fun Links
👉 Loving this guy's simple Threads lists
📺 This is absolutely amazing to turn any video into a blog post
🪝 Save these hooks (I did)
📞 If you use Instagram or Whatsapp for business, you’re going to want this
An Underrated Podcast Marketing Strategy
This little unknown tactic created a flywheel of attracting and winning new deals with large agencies for my client.
Here’s how..
Imagine you are a guest on a podcast. You hop on, give your interview, and then wait for the show to be released hoping that you attract a new audience and some customers.
But imagine if you could start attracting your ideal customers before the show is even released.
How?
Well if you are being selective about the podcasts you are guesting on (and you should be), then many of the guests on the show are potential clients. Right?
So, here is what I did when I was consulting as an evangelist at OptiMonk - a SaaS company targeting eCommerce brands and Shopify agencies.
Step 1 - Within a span of 9 months, I went on as a guest on 40+ eCommerce related podcasts to talk about the benefits and pain points OptiMonk solves.
For each of those podcasts, I looked at all the previous guests for that show. If a guest was someone who worked at a Shopify related agency or was an eCommerce owner, I would log their name onto a Google spreadsheet.
For good established podcasts that I went on, I could find 20-30 people who could be potential clients.
Afterwards, I would send them a LinkedIn connection request with the following message:
“Hey, I was recently on the [name of podcast] as a guest and noticed you were a guest too. Would love to connect with you.”
Around 90% of people I sent this connection requests to would accept.
Step 2 - A couple of weeks later, I would message the guest and ask them if they would like to be a guest on OptiMonk’s podcast that my colleague hosted. About half the people I invited would say yes.
So now they are going to be a guest on our podcast. As you can see here, they’ve gone from stranger to connection to podcast guest which is a great way to get to know them and for them to get to know us.
Now you may be thinking, oh, this is where you would pitch them. Nope. We did not pitch slap them at this stage.
Step 3 - A few days after the podcast recording goes live, I would forward them a message from my CEO that went like this:
(from Niki, OptiMonk’s CEO)
“Hey Eric, I noticed that John Doe was recently a guest on our podcast. He’s doing some pretty cool things at (name of company) and I think we would be a good fit for them.
Can you let him know that I would be happy to give him a personal demo and extend our normal 30-day free trial to 90 days if he’s open to trying out OptiMonk”
Niki
Nike would send me this message from her inbox and I would then forward the message to John with a note like:
“Hey John, Eric here. The podcast episode with you was great!
Please see the message below from Niki.
In case you are not aware, more than 40,000 brands use OptiMonk to increase website conversions and we have over 600 5-star ratings on Shopify.
Look forward to hearing from you,
Eric”
Because the recipient felt they were getting VIP treatment from the CEO of the company, they were happy to oblige and learn more about OptiMonk. Around 20-30% of people I sent this “CEO email” to would result in having a demo with Niki or myself thus creating a flywheel of high value leads. 👊
The End
Haha! Check out my face in this pic. It looks like I’m frozen in time. 😆
(I suck at ice skating and so does my son)
If you enjoyed this email, feel free to share it with others.
Stay warm, it’s getting chilly here in the Buch!
Eric M.
PS Whenever you are ready, there are a couple of ways I can help you:
The Podcast Growth Playbook: this is the exact playbook I used to help Bonjoro and Optimonk scale to over $300,000 a year.
Have 15 B2B influencers promote your brand across LinkedIn, podcasts, YouTube and newsletters via the Innovators Can Laugh podcast media network.
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