Five Steps to Successful Podcasting and iTunes Marketing
One of the biggest avenues for a creative content producer is iTunes. With millions of users around the world, it’s available in dozens of countries, and the reach is tremendous. You can get your podcasts, video, music, books, audio and more out to the masses fairly easily. I’ve been producing podcasts for several years now, such as “Media Artist Secrets,” “Rumor Girls Uncut” and many others for various clients. The process and the steps have changed a bit, and while it is still somewhat of a mystery why some shows get featured and others don’t, there are definitely some steps you can take to help rise to the top.
Creative Expert Video Series Launches
Just a quick note to announce a new series I am doing for Millimeter Magazine (Penton Media Inc.) which is called “Creative Expert with Franklin McMahon”. Each week on the video show I will cover a range of creative tips, reviews and techniques for media professionals.
The One Secret To Keeping Your New Year’s Goals
At the beginning of each year people make a lot of plans for resolutions. I don’t believe in waiting or starting around a specific date, but the new year does bring a sense of hope and newness to many, so it can be a good time. In a few months some of these new plans never come to fruition, mainly because of one thing: no measuring. A good recipe for success is measuring progress and tracking the status. Goals need to be specific (“I will get 3 more clients this week” instead of “I’m going to try to get more work”) but they also must be trackable to allow progress to be charted.
Is Your Brand Just a Technical Service or is it Emotionally Compelling?
There is a big difference between a brand and a service, a brand is more of a story and a service is more of a task. So when you do networking with potential clients, how do you describe yourself? Do you stick to talking about the task? I have always disliked the term “freelance”, I always prefer that people position themselves as a company, even if it is just them. But freelancers, especially when they are just starting out, often stick to just describing the tasks they do. For example if they do web work, they will mention they can do all the coding, host the site on a server and maintain the site on an ongoing basis. They sometimes just stick to the technical side, just the facts. The problem is they have no leverage. Another person could describe the same exact thing. Just rattle off the list of tasks. There is no compelling reason to go with you as opposed to the other person. Even if you both do good work, it is tougher for the client to choose, and then it becomes more of a coin toss.
Sharpening the Saw – Close the Web Browser and Open Your Mind
We’re all busy, we all have lots of tasks, projects, things going on. We are focused on growing our career. This could mean networking, gaining new clients, making things happen. But what about you personally? What about your skill set? Your talents? Self-improvement and self-growth? Author Stephen Covey covered this in his book “The 7 Habits of Highly Effective People”, in fact it’s the 7th Habit, sharpening the saw. You are the saw and you are always engaged in keeping things improving, growing and sharper. This could cover many areas including your mind, spirit and physical body. Pertaining to your career, it is often essential to learn new skills, become better at things. But who has the time?
Schedule the time.
Black Belt Mindset – Interview with Franklin McMahon on PowerPOD Podcast
This week I was a guest on PowerPOD, the podcast hosted by Jim Bouchard, which focuses on inspiration and motivation by having a black belt mindset. We talked about a large number of topics, including my karaoke skills, Media Artist Secrets TV, producing podcasts for a living, celebrity marketing, social media, being in the “beam” of the spotlight with marketing and lots more.
A lot of fun! Check it out:
JimBouchard website – Black Belt Mindset
Are You Ready To Perform The “Is This Helping Me Grow My Business” Experiment?
Are you ready to try an experiment? It can be fun and it can show how effectively you may be running your own business. The truth is too often we pour enormous amounts of energy into items with little to no payoff. Take a look at your to-do list and then examine your next week, next month and someday to-do list. Chances are you may have hundreds of items. You’ll sort and analyze them at some point, but how you do that can be the difference between stagnation and success.
Interview with New Media Producer Franklin McMahon on Meetings Podcast
This week I was on the Meetings Podcast and host Mike McAllens and I talked a lot about my career, video production, podcasting, photography, Media Artist Secrets, Rumor Girls, social media, Willard Beach TV, acting, Millimeter Magazine, Maine and lots more. We also went over some of my career development tips and how to be a rock star for your business.
If you get a chance check out additional episodes of this podcast, very informative and Mike has great guests such as digital marketing guru Mitch Joel of Twist Image and Six Pixels of Separation.
Lots of fun, enjoy! (click the play button below to listen)
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Link to Meetings Podcast and Interview Transcript
How Desperate Decisions Can Destroy Your Business
One of the most powerful skills you can master is decision making, especially when it comes to your career. Many books have been written supporting the fact that impulse decisions, that is going over the facts and then deciding rapidly and affirmatively, is a good way to proceed. The argument is that even if you spend hours going over the pros and cons, ultimately the best path is the one you initially lean towards. We all know people who can decide quick and move on, who don’t second guess themselves. One of the things we hear more often is that to get better at decisions, just make more of them.
When is it Time to Stop Networking?
When is it time to stop networking? When it no longer is working for you. Networking, meaning in person, runs a spectrum from uneasy to comfy. You may attend a regular networking event for the first time and you may be a little apprehensive. Lots of people you don’t know, the location is unfamiliar, you have to make fairly cold introductions. But you get to know people and it becomes easier. In fact perhaps you attend the meet or function on a regular basis. You have now gone to it for months and you know everyone. You have made a lot of great connections, gotten new clients, but now it’s more like meeting with your friends.
Leo Laporte Makes $1.5 Million Per Year from Podcasting
Oh man I just love this! I have been speaking so much lately about podcasting, doing seminars and working with clients, and it’s so great to see one of the pioneers of podcasting step out and convey that it really is a huge market. It’s extremely lucrative for many in the industry and one of the most powerful ways to get your brand out to a global audience.
Leo has been a constant inspiration to me as I’ve built my own podcasts over the years, he’s a great guy, fantastic resource in the business and always quick to help out when you get into a technical jam. I have patterned a lot of my branding of shows and marketing on his branding and marketing techniques with his own network. Leo, as well as the Podfather Adam Curry, have been so inspirational to me and great mentors in this amazing, and relatively new, field of communications.
Great to see him enjoying continued success through podcasting!
Check out the video below as Leo reveals a lot of his strategy when it comes to podcasting.
Media Artist Secrets TV #6 – Connect and Rattle Cages
Connect and Rattle Cages – This episode we discuss making connections by rattling cages, checking in with previous contacts for new projects and clients – hosted by Franklin McMahon
This video is partially based on this blog post - How to Grow Your Business by Becoming a Cage Rattler
Watch the show in HD on YouTube or on Facebook
NEW! – Subscribe to “Media Artist Secrets TV” in iTunes
This show is all about the business of being creative, advancing your creative career and ramping up your empire. Each episode will feature creative career development advice and inspiration, cool guests, new thoughts and ideas. Join the conversation by leaving a comment, let me know what you think.
Thanks for checking it out.
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How Podcasts Can Take Your Brand Around The World
I’ve been speaking at events a lot about podcasts and it has me thinking more and more about the advantages. I mean I have always know the amazing benefits a podcast can do for your business or brand, I have been involved in producing podcasts for 4 or 5 years now, but even with the changing landscape, it still makes a lot of sense. Much of this has to do with iTunes, which is a huge content delivery system (over 150,000 free audio and video podcasts available) that goes out to over 20 countries, meaning that the show you produce hits other territories almost immediately.
It’s definitely worth thinking about a global audience.
I did a podcast about two girls from Maine (Rumor Girls) and people in the US were very interested. People in the UK? Fascinated. I did one of the first enhanced podcasts (Podmodel) back in 2005, it was one of my very first shows, which featured a series of stills of my fashion photography along with audio. Italy and France went wild for the model pictures, stats went through the roof. Who knew? Tracking the analytics, it’s fascinating and surprising to see which shows become bigger hits in which countries. Sometimes I can predict, sometimes I cannot. But what happened 4 years ago is I started thinking about the global audience for my productions. I always produced shows and thought about my city seeing it, then my state. Then around the country. Then I started thinking, what foreign country would be most interested?
Podcast Production and Marketing
Here are the slides for a presentation I gave this week at Social Media FTW Conference in Portland, Maine
(I currently speak on creative marketing, social media, creative career development, new media production, podcasting, photography, on-line video production, web technologies and on-line marketing. If you have an event coming up and would like me to cover these or related topics, drop me an email at frank@fmstudio.com)
http://www.franklinmcmahon.com
http://www.fmstudio.com
http://www.twitter.com/franklinmcmahon
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Podcast Production and Marketing – Presentation Transcript
Podcast Production and Marketing • Franklin McMahon frank@fmstudio.com www.fmstudio.com www.FranklinMcMahon.com twitter.com @franklinmcmahon facebook.com/franklinmcmahon
Podcast Highlights • Media Artist Secrets • Rumor Girls • Creative Cow • Women of YouTube • ShowGirls • Secrets of Second Life • Mary and Karla Show
• Featured on ABC-TV in Boston (Chronicle), BBC News (The Money Programme) Wired (Wired.com). • Sirius satellite radio and Computer Arts Magazine / Podcast Awards – Media Artist Secrets, ShowGirls • Franklin featured in Podcasting books: • “Podcasting Pocket Guide” by Kirk McElhearn (O’Reilly) • “Promoting Your Podcast” by Jason Van Orden • “Tricks of the Podcasting Masters” by Rob Walch (QUE)
• I produce my own productions as well as podcasts for clients – I develop show ideas and work with companies to extend their brand through podcasting • Podcast sponsors – Shell, Splenda, Marie Claire, BBC America, Tylenol PM, Sony Pictures, McDonalds, Covergirl
• Rumor Girls 5th most downloaded Podcast of 2006 • 1) ABC World News 2) Keith and The Girl 3) X-Play 4) CNN The Grist 5) Rumor Girls 6) ESApod 7) ICONS 
Democracy Now! 9) Diggnation 10) TED Talks • Most popular podcasts I produce are Rumor Girls, Women of YouTube, Creative Cow and Media Artist Secrets • Also produced Rumor Girls Uncut, Rumor Girls HD, Rumor Girls Diaries
• Podcasting is a huge market untapped by many, it is an incredible way to get your message and your brand out to thousands or millions for a very low cost
• Podcasts are the TV shows of New Media – You are the star and this is your show – best way to take your brand and business message to the masses
Podcasts • Inexpensive way to reach thousands or millions • Reach is 20+ countries via iTunes, audio or video • Best success for my clients, always outperforms YouTube, web video • Most shows I produce over time attain millions of views • Shows can be portable, more intimate
PODCAST Briefly… PRODUCTION
Pick Show Topic • What are you passionate about? • What are others passionate about? • How crowded is the market for your topic? • What show would you love to see?
Hosts • Someone to steer, someone to paddle • Add in comic relief • Avoid serious coverage of just facts • Keep it loose, fun • If it’s an information show, stay on topic (news, tech, etc.)
Production • Decide on audio or video • Don’t get bogged down with equipment choices • Some shows are shot with a small point and shoot camera, some with a full HD camcorder • It takes about 5-7 shows to get into the groove
PODCAST Here we go… MARKETING
Take aim at profitability
Take aim at profitability • Your podcast is making as much as you want it to now, no more no less • Deal with money – be comfy with it • Don’t handle revenue or sales – delegate it
Take aim at profitability • Most hosts or creators are not the sales force • Everyone wants to know how to make money at podcasting – it needs to be a mission • Making a profit helps you grow the show
Promote what separates you
Promote what separates you • Tech news, Photoshop tutorials, etc. – much more competition • Be unique • Stress your strength • Promote everywhere
Promote what separates you • How many elements does your show contain that can’t be found elsewhere? • Your strength is you – can’t get “you” on other shows • Focus on the talent as what makes the show unique
Promote what separates you • Make them love you or hate you • Windows vs. Macs – passionate fans • Don’t make it so everyone will love it • You want a show that people are passionate about or really can’t stand
Be a rock star
Be a rock star • Confidence • Have the big vision • No talent needed..just drive • Be tenacious
Be a rock star • Face forward – market everything with your image • A lot of life is luck – a visual identity will provide recognition and more encounters • Get a professional photographer – not your cousin Fred – for promo pics
Be a rock star • Humble is boring • Secret of getting anything you want in life – ASK – ask for help when promoting • Audio is very intimate – video is personal – fans are dedicated • Remember how close you are to your fans
Create a community
Create a community • It’s a family – not a show • Community will ride you though ups and downs, stats, income, etc. • A large community can be steered – a small one you are not usually steering • Your fans will spread the word
Create a community • A large fan base provides momentum you can’t get with a small group • 100 fans vs. 500,000 fans – the higher number lets you take more chances • Start a movement and rally the fans
Content before marketing
Content before marketing • Stats are like waves – keep the waves rocking – there will be ups and downs • Don’t let production weight you down • Low res is better than no res • Blog is not the best website for every show – think different
Don’t make a show, build a brand
Don’t make a show, build a brand • Do several shows – different formats – different demographics • Niche or go wide, middle ground is boring • Create a new market – a new industry – be first – be best
Don’t make a show, build a brand • Know who your market is • Positioning yourself as an expert is the best thing you can do – become the go-to person • Focus on your passion
Don’t make a show, build a brand • Podcasting is a level playing field – much like the web • Don’t always talk all about yourself unless the show is all about you • Keep on topic
Game plan
Game plan • Have a plan, what you want out of the show • No goals – no show in a year • Create benchmarks – measure your success and track it – have goals for the show • Roadmap of your empire – visualize the future of your show in a year
Game plan • Don’t just assume that if stats are up then your mission is accomplished • Define success – is it attention or money, pick one
Delegate what you are not good at
Delegate what you are not good at • Get a designer • Unless you are a graphic designer, do not do your logo • Did Charles Gibson do the ABC news logo?
Delegate what you are not good at • You are judged on your website, images, everything • Some may not even get to the show if the site is lame • You may have 30 seconds to win them over if they visit your website
Smart interacting
Smart interacting • Message board vs. emails • Once they are in your world, work hard to keep them
The Wrap…
The Wrap… • Take aim at profitability • Promote what separates you • Be a rock star • Create a community
The Wrap… • Content before marketing • Don’t make a show, build a brand • Game plan • Delegate what you are not good at • Smart interacting
Franklin McMahon • New Media Producer • Studio page – www.fmstudio.com Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com • Questions? 207.772.5724 frank@fmstudio.com • twitter.com @franklinmcmahon facebook.com/franklinmcmahon facebookmaine.com twittermaine.com linkedinmaine.com
Franklin is founder of Franklin McMahon Studio and is a New Media Producer specializing in creative marketing, social Franklin McMahon media, on-line video, podcasts, multimedia, writing and photography. With a client list that includes Adobe, FOX, Time Warner, McDonalds, Covergirl and HP, his range of work spans many industries. His on-line podcasts have produced millions of downloads in over 20 countries and he has been • New Media Producer featured on Wired.com, ABC Boston and BBC America. His podcast Rumor Girls ran weekly on Sirius Satellite Radio and specializing in creative the video version was the 5th most downloaded podcast of marketing and production, the year in 2006 according to Yahoo News. As an international photographer, his photo work has been seen in ads and audio and video, podcasts, magazines for clients such as Microsoft, and his coverage of photography, on-line video and the industry as a writer can be read in publications such as social media MovieMaker, Millimeter, DV, Res and Computer Arts Projects. Locally he has developed several Maine-based social organizations such as Portland Media Artists and Facebook Maine. His website and podcast Media Artist Secrets features • Studio page – career advice for content producers specializing in creative industries and social media. www.fmstudio.com • Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com
