In this episode of Rock the Podcast, Jessica interviews Jess Lorimer.
Jessica Lorimer launched her business, Smart Leaders Sell, in 2014 and rocketed it to a multi-six figure coaching and consultancy business in less than 3 years. She was ideally placed to share her experience after a corporate career as one of the industry’s highest performing sales people, with a stack of company awards to show for her success.
Eric D. Brotman, CFP®, AEP®, CPWA® is passionate about providing investment, retirement, estate, insurance, and comprehensive financial planning services to families, professionals, executives, and business owners. He began his financial planning practice in Baltimore in 1994, and founded Brotman Financial Group in 2003. Eric is a champion for financial literacy education and volunteers for Junior Achievement of Central Maryland and the Eastern Shore.
Eric’s most recent book, Retire Wealthy: The Tools You Need to Help Build Lasting Wealth – On Your Own or With Your Financial Advisor, was published in 2014 by AuthorHouse.
He appears regularly on television on 11 News Sunday Morning on WBAL in Baltimore, and was interviewed by WMAR Baltimore / ABC2 News on a segment regarding the effects of Brexit for investors.
Eric was named as one of the “Maryland Power Players” by The Gazette of Politics and Business in 2010 and one of the “Very Important Professionals” by The Daily Record in 2011.
Goals for Podcast Interviews:
Eric met Jessica and Margy at FinCon 2017 where they were exhibiting for Interview Connections. At the time, he literally didn’t even know what a podcast was but he had a goal to expand his brand and ‘move the needle’ in his business.
Eric began his podcasting journey by appearing as a guest expert on a couple dozen leading finance and business podcasts in 2017.
In 2018, he flew to Providence, RI for a VIP Strategy Day with Interview Connections owners, Jessica Rhodes and Margy Feldhuhn to map out the launch of the second phase of his podcasting journey; hosting the show, Don’t Retire, Graduate!
Jessica and Margy worked with Eric to map out a strategy so his interview appearances on other shows, and his own podcast would ultimately lead to more clients in his financial planning firm in Baltimore, Maryland.
Eric has seen a 400-500% return on his investment with Interview Connections. One of his podcast interview appearances went viral and led to over 20 new clients in his firm.
Eric has also added over 2000 people to his email list by creating a landing page with a specific lead magnet that Jessica and Margy helped him create at his VIP Strategy Day in Providence.
In order to maximize your impact as a podcast guest and achieve the highest return on investment, it’s crucial to put some basic systems in place within your own team for tracking your interviews. This will help you more effectively nurture long term relationships with hosts, promote your appearances and track your results.
Stacey Brown Randall, an expert in how to generate referrals without asking, is an Interview Connections client who has gotten amazing results through podcast interviews. Stacey uses an assistant to help schedule and organize her podcast interviews. She has a simple and easy to use system in place for booking, scheduling, and promoting her interview appearances that you can implement in your business, whether or not you have a team.
How can podcast guests keep all their interview connections with hosts organized?
For Stacey, her process is the same whether it’s managed by her or an assistant. She believes in processes and workflows that are super simple. By keeping systems simple, there is less of a possibility for mistakes. She adds that the best CRM for your business is whatever one you’ll actually open up in the morning.
Use a Master Spreadsheet
Stacey tracks all of her podcast interviews in Microsoft Excel in one master spreadsheet. As soon as she is connected with a podcast host, she schedules the recording right away or forwards the connection email to her assistant to schedule. Since most podcast hosts will ask the same kinds of questions when scheduling a guest, Stacey keeps a spreadsheet with those answers to make it easy for her and her assistant to complete the booking. Once she secures a date and time for her recording, the podcast is added to her spreadsheet.
Enter The Right Info onto the Spreadsheet
When adding a podcast interview to her master spreadsheet, Stacey will include the podcast name, host name, and date of the scheduled interview. This helps her track when her interviews are occurring for each show (interviews are also being tracked in her calendar). Once the interview is recorded, Stacey will add to her spreadsheet the live link (which most hosts will send), the episode number, and the host’s mailing address. Stacey recommends asking the host for their mailing address so you can send them thank you cards, holiday cards, and anything else that will help nurture this new relationship.
Nurture Your Relationships with Podcast Hosts
Having a great connection with a podcast host during an interview can also lead to organic leads. Hosts will often reach out after hearing her on a podcast, or through the recommendation of a host asking her to be a guest on their show! She tracks these interviews on the same spreadsheet, keeping a separate tab for these organic leads in the same format she uses for the shows we book her on.
Download this Spreadsheet Template!
Stacey was generous enough to share this spreadsheet template with our listeners to make it easy for you to track your interviews!
Offering a free gift to the podcast audience is a great way to drive traffic to your website and build your email list. This is something Stacey did a lot when she first started working with Interview Connections to get booked.
IC052: Podfest Multimedia Expo with Chris Krimitsos
On today’s episode, Jessica interviews the creator of Podfest Multimedia Expo, Chris Krimitsos, about the upcoming event and what attendees can expect. Podfest 2019 will be held in Orlando from March 7-9 and we hope to see you there!
Jess discusses how she first got started booking people on podcasts and how at the time, she was the only one sending out pitches. Margy and Jess also talk about what sets Interview Connections apart from all the other podcast booking agencies that are in existence today. To work with and learn more about us, visit InterviewConnections.com.
Jessica talks with Interview Connections client Arlene Cogen about working philanthropy into financial and estate planning and how to decide how much to give back. Click here to check out Arlene’s book, Give to Live.
Top 4 Benefits of Going on Shows a Second (Or Third) Time
Many of our clients at Interview Connections have become seasoned interviewees. If you feel like you’ve been on every podcast in your niche, but don’t want to stop getting booked, you should know there are huge benefits to being a repeat guest on a show you’ve already appeared on.
Here are the top 4 Benefits of going on shows for a follow-up interview:
Rapport with the Host
The ice has been broken! If you were a friendly and engaging guest (and we know you were!) the host already knows, likes and trusts you so your second interview will be even better. Also, in second interviews, hosts will reference back to the first interview, motivating listeners to go back and listen to your original appearance!
A podcast that has been publishing content consistently for a year or more is going to have a bigger and more engaged audience now than it did during your first appearance
Returning for a part 2 will remind old listeners of who you are, and introduce you to new listeners!
The Rule of Seven
It takes 7 “touches” for prospects to take action. Listeners who heard your first interview will be more likely to take action and connect with you after hearing you for the second time.
Don’t go on a show for a second time to answer the same questions. That would be silly and repetitive. When we pitch you to a “repeat” host, we’ll showcase what NEW content you can share with their audience. Sharing a new book, project, or topics you didn’t get to in part 1 will ensure the content is fresh is valuable for old and new listeners.
Live from FinCon Orlando 2018, Jess and Margy talk with John Lanza about teaching kids money sense. Congratulations on your raise, Nathan Rhodes. If you want to teach your kids about money, check out Money Mammals.
IC048: Podcast Interviews for Coaches and Consultants
On today’s episode, Jess and Margy explain why coaches and consultants are great candidates for being interviewed on podcasts.
Benefits of Podcast Interviews for Coaches/Consultants:
This is a high end networking strategy! Each host who interviews you is a potential client. Before anyone hires a coach or a consultant, they need to trust that person and podcast interviews are a great way to build trust with people.
Exposure for your business – The more you get interviewed on podcasts, the more well known you’ll be to your target market. For example, if you’re a coach for women entrepreneurs leaving corporate, we’ll book you on podcasts that that kind of female is listening to. When they see you popping up on a bunch of shows they like, they’re more likely to want to work with you.
Search Engine Optimization – When you are interviewed on podcasts, you will get a link back to your website in the show notes. The more backlinks you have to your website, the higher up your site will be in Google search results.
How to get Coaching Clients from Interviews
Focus on the host – When we work with coaches and consultants at Interview Connections, we get super clear on who their ideal coaching client is, and we find shows that are hosted by that kind of person. Build a great relationship with the host and they’re the most likely person to want to hire you as a coach.
Create a community and invite listeners to join. In my experience and opinion, people hire coaches/consultants for the communities they have created. We became a coaching client of Ali Brown because she’s created a community of 7 figure women entrepreneurs and that is who we want to network with and learn from. Our client Heather Dominick has created the Highly Sensitive Entrepreneurs community and people become a coaching client of hers because they want to be around other HSEs. Heather has been a client for over a year and every month she sees people join her community who heard her on a podcast.
GIVE IT TIME – Be patient and manage your expectations. You need to stick with this strategy for at least 6 months to know if it’s working for you.
Click here to listen to Jessica’s episode of Marketing Speak.
In this episode, Jess and Margy share some tips for getting a paid sponsorship for your podcast. Getting clear on your target audience, knowing what products or services your listeners need recommendations on, putting together a media kit about your show, and knowing how to price and structure packages are all things you can benefit from when seeking a sponsor. To order some really cute tops, visit CarlyJeanLosAngeles.com