Tracy and Tom Hazzard explain why entrepreneurs should start a podcast to build authority. They compare podcasting's conversion rates to social media, email, and search, arguing it's a high-discovery channel that turns listeners into customers more reliably than other platforms.
So welcome to Start yout Authority podcast and One Day Bootcamp. I'm Tracy Hazzard.
And I'm Tom Hazzard.
And we're the co founders of Pot of Ties. And our company's name is Grandcasters. And what we're really here today is to make sure that you don't just start a podcast, that you start the Right podcast, that you start a podcast that has influence plus authority. A lot of people want to become influencers. Maybe you' that hidden expert and you want to come out from behind that hidden and get. And get your authority seen, get your expertise out there, get people to find you. Why be like us ghost designers anymore?
Right?
Get out in front of everyone. So we want to make sure that we're able to do that with you. So we're going to have discussions about how you're creating influence and how you're creating authority. There are a couple of different ways and there's a couple of different things, and we're going to talk about them over the course of time. I just want to do a little bit of a quick review on some stats and some things that you might have seen before, but really want to make sure that, because we're going to touch on them throughout the day, that they're critical foundations of what we're talking about and doing and why we do everything that we do. So not only are we going to tell you about what to do to create your podcast, we're also going to tell you about why we do it and how we do it. So everything should be in there.
Absolutely. And we're not holding anything back. Unlike other gurus that give you a boot camp or a class and how to podcast and they tell you some things but hold back others. Nothing is held back. We're sharing everything that we know.
We want you to be successful. We want you to keep podcasting. There's a difference. We don't just want you to start one, we want you to keep podcasting. So that's our goal with everything that we do today, and I promise you soon, all the way through the end, if you can, everything will be on replay and on recording. So you'll get that in the near future. So you'll be able to go back as well in case you have to miss anything and step away. But make sure you come back, because we're going to have discussions throughout the day where we open it up and answer your questions. So I want to make sure that you're there for those times. So, you know, I know A lot of you are struggling because it's what we hear every single day when we go to conferences, when we meet ups, and just the everyday entrepreneurs and business owners that we talk to. You're struggling with like, what do I do? Do I blog? Do I do social media? Do I do email marketing? Is email open rate even valuable anymore? Should I do pr? Like all of those things are coming around your head and a lot of it's circling around are the should dos, the things you should do, right?
It's really overwhelming, isn't it?
It's totally overwhelming. And the reason is that it's really hard to be seen. It's really hard to be found. Today there's 80 million YouTube channels, 800 million Instagram users, 32 million Twitter users, 40 million Facebook pages. And I think that's really low because that's only counted as company pages. And there are also lots of personal brand pages. So there's a lot of that going on. And then just a reminder on the statistics, social conversion is 1.3%. And why is that? It's because you're pushing into someone's day, you're pushing into their feed. And what do they want to look at, Tom? They want to look at dogs, animals.
Dogs, cats, kids, things like that. Social media is not the best way to organically market yourself because you only have a conversion of it. Really 1.3%.
I think that's a little high too, you know, and so, you know, especially from what we found, email conversions down around the same place. So it's not working either because our email inbox is, are just inundated with stuff. And so we just don't respond to anything that seems like promos. And many of our email programs are screening out already. So that's already working in our favor, but not in the favor of the entrepreneur who's trying to get their message out. Google conversion is higher and that's one of the things that we're tapping in here. Google conversion is 13%. And why is that? Because somebody is looking. They're out there searching for things. They're out there looking for a specific how to or what they're doing. And that's exactly the purpose of it. So they're expecting to have an answer and then when they find a relevant one, they're clicking on it. It's the same thing when we look at itunes and we look at Amazon Books, right? If you're searching for a book, you're actually looking to find a book. You're going to eventually find one. Maybe you didn't find exactly the one you wanted, but you're going to find one, and you're likely to buy one. It's the Same Thing on iTunes. You're searching for a podcast, you're likely to find one, and you're likely to click on at least and try some. You might not give it more than that, but you'll at least give it a try. So that's why we're looking at all of these things. We're always thinking about where can you get higher conversion? Where can you maximize the time and effort you put in? Those should do things to make sure you get a result out of it. That's part of why we developed everything here, and we developed higher conversations.
