Podcast Launch Playbook

PRO TIP: Don’t name the show after your company, tagline, expertise, values or the name of your show host(s) unless you want to only attract your competitors and peers as listeners. Name your show after (1) your ideal buyer’s industry and your ideal buyer’s leadership role, (2) your ideal buyer’s industry + generic leadership role, (3) how to + what your ideal buyer is responsible for doing, or (4) optimal characteristic + type of business in which your ideal buyer is specialized. Remember you should have 2 goals with this style of interview-based podcast: (1) cultivate strategic relationships with your guests and (2) attract your ideal buyers as listeners because they’re interested in hearing from your guests who are also their industry peers/competitors. When your show has a clear name you’ll be setting yourself up for success. If you can’t decide on one name, just list a bunch of words below and we’ll help you narrow it down.

PRO TIP: The show description appears on the various podcast platforms and details what listeners can expect from the show. This is also what you’ll want to highlight in your first episode to introduce your podcast and hype it up to first time listeners. It also helps your team stay on track with what topics you cover on the show going forward. Keep it short… roughly 400-600 words usually works best.

What is your show topic? What unique angle will you be taking with your show to differentiate it from others in a similar category? Are you going to do deep dives on a handful of topics? Or are you going to be drawing out quick tips from your guests on a wider variety of topics? Blend of both? Don’t worry if there are other similar shows in your category as guests are flattered by the opportunity to appear on multiple shows that position them as a thought leader in their industry with multiple speaking engagements. We focus specifically on interview-based formats that are ideally 15 minutes in length with a max of 25 minutes to keep your audience engaged. You’ll struggle to keep listeners engaged with long form shows and should consider collaborating with guests on multiple episodes if they have more valuable content to share beyond the ideal length.

Let us know if you have a dedicated social media and/or graphic design lead in-house with whom we’ll be collaborating and cross-promoting your episodes through our network. We look forward to working alongside any of your team members whom you’ve designated for these roles or lead these initiatives if you don’t have the in-house talent or additional capacity at this time.

List any marketing automation/email marketing/other platforms that you are currently using to deliver content to a list/community you’ve built (i.e. MailChimp, Marketo, Hubspot, Constant Contact, Mighty Networks, etc.). This will help us hone in on how your content will be distributed and how to optimize it for each method.

This is valuable information when defining your account-based marketing and sales strategy. Things to type down include the ideal customer company’s (1) geo location, (2) size by employee count, (3) industry, (4) kinds of technology used, (5) level of revenue, and (6) number of customers. If you serve multiple types of buyers in multiple industries, be as specific as possible to identify your MOST profitable buyer. The art of specificity here is key to honing in on a strategic plan that will help you attract the right audience, grow revenue, and scale social impact through the most ideal relationships for your business.

Ideally you should have one or two leadership titles to hone in on who are the primary decision makers for purchasing your products or services.

It’s important to focus on inviting guests onto your show that fit your ideal customer profiles within these industries so you can build momentum as an authority in this vertical.

Inviting influential vendors, suppliers and other connections within this primary industry who work closely with your ideal economic buyers can also add value to your listeners and account based marketing results.

Will you host interviews with (1) prospective buyers, (2) current customers who fit your defined ideal customer profile, (3) internal subject matter experts, (4) internal employees, (5) internal executives, or (6) a combination of multiple. You can also integrate some solo episodes that share things like (a) personal stories, (b) how to…, (c) case studies, (d) interesting data points collected through your interview research.

For our podcast, we recommend interviews via Zoom which makes it incredibly easy on our guests to show up. Their recording features are simple and it doesn’t require a heavy equipment set up. Let us know if you’re planning to record in a studio or by different virtual/in person means.