In this episode, Stacy sits down with Tom Schwab, who is the CEO of Interview Valet, an inbound marketing, media agency that leverages podcast interviews to drive sales. With his “white glove” service, he helps speakers, brands, authors, and more, increase their exposure, and gain leads by turning them into podcast pros. The two discuss why it’s important not to approach marketing with the intention of making it perfect—especially in regards to podcasting and thought leadership. Tom also shares why interviews should be organic. He also discusses why it’s more important to market your interviews more, than book more interviews.
Hollywood Branded Refresher Episodes
Check out some of the past episode we’ve covered on this topic:
- EP 198: How to Get Booked On A Podcast with Andrew Allemann | PodcastGuests.com
- EP 182: 9 Steps To Get Your Brand On A Talk Show – #1 Most Popular Podcast
- EP 178: Pitching Your Podcast with Kelly Glover | The Talent Squad
Hollywood Branded Content Marketing Case Studies
The following content marketing case studies below provide even more insights.
- 4 Keys to Consider When It Comes to Podcast Partnerships
- The Top Celebrity Podcasts
- Creating Your Podcast And Mistakes To Avoid
- Pitching Your Podcast To Get Guests
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We GUARANTEE that this class series will provide you with the foundation to make campaigns successful for your brand.
Welcome to Marketing Mistakes (And How To Avoid Them). Here’s your host, Stacy Jones.
Stacy Jones (00:13):
Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones and I’m so happy to be here with you all today. And I want to give a very warm welcome to Tom Schwab. Tom is the chief evangelist officer of Interview Valet, an inbound marketing media agency that leverages podcast interviews to drive sales. With his white glove service, he helps speakers, brands, authors, and more increase their exposure and gain leads by turning them into podcast pros, and finding them the best shows to be able to appear on. Through his business he’s worked with over 700 brands, and aside from being a successful entrepreneur, Tom is also the published author of three books on podcasting and how you can do it better. Today, Tom and I are going to be chatting about approaching marketing by not making it perfect. I’m sure all of you are like, “Not perfect? It has to be perfect,” especially though around thought leadership and podcasting. We’ll learn what works from Tom’s perspective, what should be avoided, and how some businesses just miss the mark. Tom, welcome. So happy to have you here.
Tom Schwab (01:14):
Stacy, I’m thrilled to be here.
Stacy Jones (01:16):
But what I’d love to do with our guests is start off our journey together on you sharing what got you to here today. How are you this guru on all things, thought leadership building and podcast building? And you’ve spoken on over 1,200 podcasts, we were just talking about. So, this is the man, obviously. You have it dialed in. But how did you get here today?
Tom Schwab (01:37):
Well, and how do you do all of that from Kalamazoo, Michigan, right?
Stacy Jones (01:37):
Tom Schwab (01:41):
So, I started as an engineer. I was not a good engineer, but I graduated from the US Naval academy. I run nuclear power plants and it taught me systems, right? Success comes from proven systems. So, I took that. I worked in the corporate America, worked in sales and marketing, then started my own business, which was one of HubSpot’s first e-commerce case studies. Built that up and we sold that business off. And as we did that, looked at it. And one of the things that I looked at is 15, 20 years ago, the hack that we all used to use was guest blogging, right? Instead of writing a blog here, having it read by three people, thanks mom for reading my blog, we would put it on other people’s blogs, tap into their audience.
So, right around 2015, I started to think, “Wow, I wonder if you could do that same thing on podcast interviews?” We started to test it. It worked great. I’m an engineer, so I’m like, “No, this has got to be wrong.” So, we tested it on different talents, different verticals. And we found out that it really worked great. And with that wrote a cheesy little book, did a cheesy little course that I never released from beta because the people that were honest with me just said, “You know what? I want to be the guest. You take care of all the rest.” And I’m like, “Oh, that’s good copy. I’m taking that.” And so with that, Interview Valet was born. We’ve grown over seven years to be serving about 150 clients at a time. We’ve got a amazing team of 35 people in Europe and the United States.
Stacy Jones (03:27):
That’s awesome. And I’ve worked with them before because your team has actually booked quite a few guests on this podcast.
Tom Schwab (03:33):
And we’ve got quite a few mutual friends in the podcasting world. Even though it’s grown, it’s still a small interconnected group.
Stacy Jones (03:42):
It is. It’s definitely a relationship business, and it’s so interesting and fascinating because it’s a certain type of people who are really attracted to, I think, podcasting and thought leadership. And they’re very driven individuals. And having a service like Interview Valet helps a lot. We do this podcast that everyone’s listening to from our agency. We edit it. We source our guests. We do everything, the kit and caboodle. But we’re an agency and we do marketing. For companies who are not that, having a turnkey option where you can go in and actually have someone problem solve, get things lined up, help you get actually booked on other people’s podcasts is really, really important.
Tom Schwab (04:25):
And just from the same way people turn to you for the expertise, they turn to us for expertise. We work with a lot of agencies, PR agencies, marketing agencies, book publishers, because all we do is podcast interview marketing. So, we have an understanding of what works. Because it’s not just about getting on a podcast, right? That’s an ego thing. But how can you get on the right ones that really make a difference in the business and the brand? And then also, how can you have a system that moves people from being just a passive listener to an active visitor and engaged lead? And that’s something that we’ve really focused on and shared really over the last seven years on what we’ve learned.
Stacy Jones (05:09):
So, I know our topic is something a little different, but I’m very interested right now. What is it that you’ve learned? What are some of the top takeaways that you’re seeing people who podcast make mistakes on doing? Where they’re approaching this and they’re like, “I’m going to be a podcaster. I’m going to get myself booked on as many podcasts as possible.” Is that the right way to do it or is there actually a strategy, and I know there is, to be more successful?
Tom Schwab (05:39):
Yes. And that came from trial and error. And a lot of it was my error, right? People introduce me and they’re like, “Oh, you’ve been on over 1,200 podcast interviews.” To me, that’s embarrassing, right? Now, granted, this is over eight years. But originally I was just, “More, more, more.” And what I’ve realized is that more is not better. Better is better, right? So, why don’t you focus on doing better interviews? Why don’t you focus on doing more with each interview, as far as promoting it, repurposing it? Instead of some people go out there and they do it like 50 first dates, right? Is that really what you want to do? Is that how you want to be judged? Is that how you want to be seen in there? So, we’ve made all the mistakes. I always say that checklists are written in blood. Make sure it’s somebody else’s blood. Most of it’s mine.
But one of that was heresy when we first started to promote it was this idea of three calls to action, right? Every marketer knows one call to action. That’s all you ever give. But we looked at our data and we actually showed it to HubSpot, who’s been a client, and they’re like, “Yeah, that makes sense.” And it’s because it’s not digital marketing. It’s more like a digital stage. And if you were on a physical stage, you wouldn’t just tell people one thing. Send them to a squeeze page, right? Meet them where they are. And one of the things that we have seen is give people ways to say yes. Give them a small yes. Could be, come back to the website for an assessment, a checklist, something like that. Something that doesn’t take a whole lot of time.
Then when you’re on there, give a medium yes, right? It could be a free copy of the book. It could be a webinar. It could be something that’s going to take a little bit more time or money. And then for God’s sake, if somebody listens to you for 30 or 45 minutes and they’re like, “Oh, Stacy. Stacy understands us. She works with people like us. We have got a huge problem. We got to talk with Stacy.” Well, whales don’t swim through funnels and big fish don’t click. Don’t slow them down. If they come wanting to talk to the wizard and they’ve got a credit card in hand, let them talk to the wizard. So, find out ways in a podcast interview that you can give a small yes, a medium yes, and then that heck yes.
Stacy Jones (08:11):
And that is very smart. Because it’s amazing how many times, and I will say, we’ll have guests on, and we encourage… This is a platform where the goal is that you are educating our audience, and we also, though, want our guests to be able to do a shout out so our audience knows where the heck to find this person besides our show notes page, and what to actually do if they wanted to get more information. And it’s amazing how many people don’t actually come with any of that in hand.
Tom Schwab (08:40):
Or the ones that I just cringe when I hear at the end of the interview, “Well, how can people get in touch with you?” “Well, you can go to my Instagram here. You can call my cell phone here. I’m on TikTok here.” And it’s like, don’t you understand? 70% of the people listen to it sped up and they’re multitasking when they do it. So, if you give me all of these options, you’re just confusing me. I’m not going to be able to find you. Make it simple. Make it one dedicated place for them to go to. We call it a welcome page, right? Because this is evergreen content. If I tell you to go to InterviewValet.com, guess what? That page is going to change. And if you go there two years from now and I started to promote something or promise something, and it’s not there, that traffic is going to bounce. So, make sure you’ve got an evergreen page for the evergreen content.
Stacy Jones (09:42):
When I first introduced you I said that we’re going to be talking today about not making your marketing perfect, and I know that just curdles some people’s blood. You’re talking about writing things in blood. Other people are like, “No, I have to be perfect. I’m a perfectionist. If it goes out and it’s wrong, it’s going to cost me clients.” Why do you say that and what do you mean by that?
Tom Schwab (10:06):
Well, first of all, there’s no such thing as perfect. And often I will share my experience. When I try to get something perfect, it’s because I’m trying to avoid something. And it’s usually an awkward conversation or putting myself out there. And the thing that I’ve realized is that you can’t say enough of the right things to the wrong people or the wrong things to the right people. So, if someone resonates with what you’re saying and they turn you up, they’re going to be a great customer. If somebody listens to you and they’re like, “I don’t get it. Tom sounds like a… I don’t know if he’s an idiot or an idiot savant, but I just don’t get it.” That’s fine.
It doesn’t mean they’re a bad person or I’m a bad person. But guess what? They’re not going to be a great customer and I don’t want to waste their time making them a lead, nurturing them, all the rest of that. I believe in life, there’s two answers. Heck yes and no. And that’s what you want to help listeners get to, and also customers and leads. And I think there’s been this thing in digital marketing where it’s always, “You’re one funnel away,” and, “How big is your list? And, “How many likes did you get on something?” To me it’s really, “How many quality conversations did you have after the podcast interview?” And those are what’s really going to drive your sales.
Stacy Jones (11:40):
And those quality conversations after the podcast, that’s what’s so amazing about podcasting. They might not come directly upon release. That might be six months, nine months or even six years down the line.
Tom Schwab (11:52):
It is, and it’s amazing. I’ll talk to somebody and they’re like, “I heard you on this podcast,”, and they’ll mention it. And I’m trying to think, “When did I do that?” Or I think the great podcast for a podcast to go viral doesn’t mean how many downloads it has. It means when it jumps from just your ears into your conversation. And that’s always amazing. You can tell somebody that’s a reader because they’re forever saying, “I read this book the other day and they talked about this.” You can also pick out somebody that is a podcast listener where they’ll be like, “I was listening to this podcast this morning and Stacy was talking about this marketing mistake.” And all of a sudden it’s jumped from being a podcast to being a conversation. And to me, that’s where things really go viral.
And sometimes that could be very, very important. When we’ve got clients that say, “I want to talk to Fortune 100 CEOs. Can you help me with that?” I’m like, “Yes, we can. We have helped people with that.” But my bad news is there’s not a podcast called the Fortune 100 CEO podcast with a hundred downloads per episode, right? But what podcast would they be listening to? And what podcast would those people that influence them be listening to? Because I can’t tell you how many times I’ve had people say, “Hey Tom, I listened to this podcast. I think this would be great for you. Start to listen at minute 13. That’s where the good stuff was.” And so from that referral standpoint, that’s where it can be so, so powerful.
Stacy Jones (13:32):
Where do you see ways that people can be leveraging their podcasts, their guest experiences, in bigger opportunities and directions?
Tom Schwab (13:43):
Mm-hmm (affirmative). I believe exposure brings opportunity. And sometimes it’s not always, “I want to be on a bigger podcast. I want to be on a bigger podcast.” I learned this early on. So, I was on, at that time it was probably the biggest podcast I’d ever been on. And it was just a generic podcast without my ideal listeners. And it was an ego thing, right? That I could say I was on there. I got a couple of dozen leads from it, nice people and everything. And then shortly after I was on another podcast and the host came on and we were talking beforehand and she’s like, “Yeah, I get 150 downloads per episode.” All right. I don’t know if I would have been excited if I had known that, but I was just like, “These are my ideal customers,” right?
I went on a podcast that had 150 downloads per episode and I could point to 20 clients that came from that. And I looked at that and was like, “Yeah, there’s more fish in the ocean than there are in a barrel of fish, but I would much rather find that barrel and go there every time than go out on a boat, get seasick and keep dropping my line in the water and hoping I catch something.” And that’s something that I think goes against what digital marketing is telling us. Bigger is better. No, better is better.
Stacy Jones (15:14):
Yeah, especially I think with podcasting and it’s such a hard world to understand as far as where the listeners are. It’s cut and dry as far as, “Okay, this is how many downloads you get,” but the life of that and the conversation extension of that and also when people are repurposing podcasts, if you happen to be on a podcast that turns the transcript into a blog like we do, and you cut out little bits and snippets of video. And as a guest, you can be doing this too and repurposing them across your own platform, so that one podcast experience can actually turn into a beast of content.
Tom Schwab (15:51):
And you think about it, everybody that listens to that podcast has opted in. And the studies show that 70% of the podcasts, they listen to the entire episode. I remember talking to a client one time and they said, “Well, I don’t understand why I’m not heard by millions of people. I was just on a radio show the other day, and I was heard by four million people.” And I said, “Well, what radio show was that?” She’s like, “Oh, I don’t know. It was some station out of Indianapolis.” And we started to talk about that. And I’m like, No, they have a reach of four million people. That doesn’t mean that everyone within that signal was listening to you at that time. And God forbid, what if somebody was an ideal customer, but they happened to just pick their kid up from school right at that time. They can’t hit pause on the radio. They can’t go back on that.”
And it’s amazing. I think before I said it was only 150 people on this podcast. Well, I tell you what. I have gotten on airplanes, flown across country to talk to 50 ideal customers, right? And to think that we get to do this. You’re in California, I’m in Michigan and we get to do this from our homes or our offices. There’s a lot of problems in the world today, but there is no better time to be alive and no better time to be marketing your business.
Stacy Jones (17:17):
Well, that’s a really nice positive attitude. Thank you for sharing that with all of us. That was very genuine. But no, I mean, we’ll even have podcast guests that come on. I mean, they come on and they follow up after, and it’s amazing because they’re like, “I got business from it.” I’m like, “Well, isn’t that the point of why you’re actually sharing your insights, to actually lead to further conversations and actually potentially get business.” And you have these entrepreneurs and thought leaders and they’re like, “But it works.” And always there’s this sound of amazement in their voice. And I’m like, “Well yeah, my goal is not to get you business on here. My goal is to have you share your insights with our listeners who are hungry for knowledge and as a result, if you’re awesome, you get new business. Isn’t that an awesome way to make it all work?” And they’re like, “Yeah, that’s great.” And it really does work for people who position themselves well.
Tom Schwab (18:10):
My favorite tweet ever came from Rand Fishkin. If he ever puts it up with an NFT or something, that will be the first NFT I ever buy. But he wrote that the best way to sell something today is not to sell anything, but to earn the respect, awareness and trust of those who might buy. And that’s something we teach our clients, right? This is not an infomercial. If you start making a pitch and an infomercial, I guarantee you that that recording is going to get lost, right? It will never go live. But if you bring value, it’s like Doug Sandler from the Nice Guys on Business podcast once said. He’s like, “You don’t have to promote yourself. If you do a good job, I will promote you better than you ever could.”
Stacy Jones (18:56):
Yeah. And it’s true. I mean, that’s all things about thought leadership. I mean, podcasting is just one avenue. You could be a writer, but not everyone wants to write. Some people do much better, my husband is an example, way better auditorily sharing. And then taking that and turning that content into a transcript that he can then repurpose. And it could be turned into an ebook or into social media content or videos or all the different things that podcasting allows you to do.
Tom Schwab (19:25):
Isn’t it amazing that we can create in the way that’s easiest for us and then repurpose it in the way that’s easiest for everyone else, right? Because right now podcasts are listened to by 51% of the adult US population. And I remember somebody asking me, “Well, when do you think that’ll get to a hundred?” I’m not sure if-
Stacy Jones (19:25):
Tom Schwab (19:48):
I’m not sure if radio and television ever got to a hundred. 10% of the US population is hearing impaired. They’re not going to listen to my podcast, right? But you could take that. You can make blogs out of it. You can make videos. For me, writing is tough. I’m an engineer. I think English is my second language. I’m not sure what my first one is, but-
Stacy Jones (20:09):
Coding. You’re probably little lines and codes and little tiny words written next to the very detail.
Tom Schwab (20:18):
And it makes sense to me, but you can take that and repurpose it. Or the people that are great at writing, you’d be amazed how many podcasts out there, and I’m not going to mention anybody, there’s some major podcasts out there where they’re reading blogs that they previously posted. And nobody ever catches that, right? Because the people-
Stacy Jones (20:40):
I did that. No. I did that when I launched this podcast., I started writing blogs back in 2012. I’ll admit it that I did that. You’re like, “People do this.” No, I did this. And for my first trying to figure it out, it’s scary. If you’re starting your own podcast, if you’re trying to figure out what you’re going to do, whether there’s a camera or just recording, you’re like, “How am I going to be staying on topic? What do I do? Do I create an outline? Do I take something I’ve already written?” I took what I’d written and then I beefed it up and talked more about it. So, it’s an easy way to get yourself started.
Tom Schwab (21:11):
Stacy Jones (21:15):
As a segue, going into what we started off talking about, was the mistakes people make in thinking that everything has to be mistake free. And if you’re approaching instead that you have having a genuine conversation on a podcast and you’re really concerned about making sure your words are dialing in, you have an opportunity to wordsmith all that awesome content you can repurpose, right?
Tom Schwab (21:39):
You do. And you can have that conversation in almost real time, right? Because I believe that we all have opinions, right? I’ve got an opinion. You’ve got an opinion. I can hire a consultant that has an opinion. But our customers are the experts, right? And they’ll tell us what they love and what they loath. So, if you start going down this tangent and you see the host just rolling their eyes, maybe that’s good feedback, right? But if they start asking follow up questions on that… If you start talking about something on a podcast interview and it’s like, “Wow, that really resonated. There was a lot of engagement over there,” well, that’s great market feedback and that’s market feedback that I would never get if I sat in my cubicle and tried to make everything perfect, right? Because right now I don’t care what product or service you have.
It could be version 1.0. It could be the minimally viable product that you’re almost ashamed to put out there. That is the answer to someone’s prayers right now. There’s someone out there that’ll go, “Wow, I need that,” or, “I know somebody that needs that.” So, the idea that you’re going to make it perfect will not work. And I always laugh that the best piece of fiction I have ever written or read was my business plan for Interview Valet, right? Everything was up and to the right and I had it all figured out, until it got out there and the market gave me feedback. And they’re like, “Yep, we love this. We loathe that. Do more of this. Do less of that.” And so it’s that getting out those conversations where the market tells you exactly what they want and you just have to be smart enough to listen to them.
Stacy Jones (23:25):
Yeah. I think some of the best podcast guests that I’ve had have just been real and authentic, where they’re able to bring theirselves to the podcast and they’re not so in their heads that they’re trying to be like, “Oh, am I going to say the right thing here?” Or they genuinely want to laugh and they laugh and it’s fun. Or they cuss, or they do whatever it is, but it’s genuine. And I think those are the podcasts that do well.
Tom Schwab (23:48):
Isn’t it amazing? Like the word interview. Because we keep calling these podcast interviews and I understand why, but interviews are boring, right? Conversations are really interesting. And to me, podcasts are like going to Denny’s or something. You go there for breakfast. Now, sometimes it’s at 2:00 AM when the bars get out. Sometimes it’s at 8:00 AM, right? Different podcasts and everything. But if the person next to me is doing interviews, if they’re interviewing for the new bus boy, and they’re asking the same people the same five questions over and over, it’s like, “Yeah, I don’t want to listen into that.” But if it’s a heartfelt conversation, there’s something about us that are, okay, something about me that’s a voyeur, right? That I want to listen into that. I think that’s interesting. And it would be rude for me to turn around and watch them. It would be rude for me to get in on the conversation. But I think we’ve all been there where we just can’t turn it off because we want to listen in on that heartfelt conversation.
Stacy Jones (24:53):
What are other mistakes that people sometimes do as podcasters in regards to expectation management?
Tom Schwab (25:03):
Part of it is thinking that this is like radio or that they’re used to it. “Oh, yeah. I know how to do this. I’ve done television. I’ve done radio.” One of the best clients we ever had and one of the worst guests at the very beginning was a TV commentator. You could turn on national news and three nights out of the week, you’ll see Morgan Wright there. And I remember when he started to do his first podcast interviews, Morgan’s become a great friend, a great mentor, but I had to tell him, “Morgan, you got to drag these things out.” This guy is so sharp, so tight, he can give you an answer in 30 seconds that’s to the point. Well, you do that on a podcast that lasts 30 minutes, they’re going to run out of questions five minutes into it, right?
So, it was a different medium. Let’s tell stories. Let’s have a conversation. So, some people do that. Other ones maybe will think of it as radio. And they’ve got to get all their message in before news and weather on the fives. So, you hear this so often at the end. And Stacy will say, “Well, Tom, how can people find out about you?” And they’ll try speeding it up quickly. Because they think there’s a time clock there. And nobody can understand them. So, that’s one there too. The other one is to think that the interview goes from the time we hit record to the time it stops. There should be a lot beforehand. You should prepare for it. Would you get up on a physical stage in front of a hundred, a thousand people, and just go, “I’m going to wing it. Stacy, thanks for inviting me to talk on your physical stage in Los Angeles. And I’m just going to show up. I don’t look good, right? I don’t sound good. But I’ll wing it. I know my stuff.”
So, people won’t prepare for it. They won’t do the research on it. Or then afterwards we hang up and they’re like, “Okay, well that podcast interview’s over. I’m going on to the next one.” Well, no. Why don’t you follow them on social media? Why don’t you post the interview that goes on? Why don’t you tag the host, right? We’re all vain. And if you tag the host, they’re going to see it. They might tell other podcasters that, “You know, Tom was really a gracious guest.” When you tag them, all their followers see it too. So, why wouldn’t you do that? So, I think a lot of times, we talked about it at the beginning, people are so focused on, “More, more, more. How can I get on that next podcast?” as opposed to, “How can I make the most out of this?”
Stacy Jones (27:52):
Well, I will say, we have so many guests who come on and we clip things. We put them on social. We put them on LinkedIn. Not everyone. And we tag them, right? But they don’t necessarily come back. It’s not that I care. I don’t need ego-wise to be like, “Thanks, Stacy. You were a great host. I’m so happy to have been on your show.” But you would think that they would engage and come up with something pithy and say something that brings it back and that they would share that post and share the content we’re creating for them across their socials, because it gives them a validation and an expertise that they were asking us for, but they’re not running with to actually do.
Tom Schwab (28:35):
It’s the question of, “Are you focused on growing your brand and growing your business or are you focused on, ‘I just want to do another podcast interview.'” Because they’re two different things. And the best people that we’ve worked with, we’ve seen, they’ll redo an article and say, “This is the blog,” or, “This is an article from the interview that I did with Stacy Jones on the Marketing Mistakes.” Well, all of a sudden that gets picked up in a journal and they’ll mention the host in there, right? Some of that cross promotion. That is very, very powerful. We’ve had other clients that will, I don’t want to use the word target, because it sounds really bad, they will do paid Facebook ads to the community for the 30 days after the podcast drops, right? So-
Stacy Jones (29:32):
Sure. They’re smart. Targeting, advertising, specifically getting your messaging where you’re a built-in expertise thought leader, right there served up by Facebook. And that’s not a high expense at all that you can be doing on that. That’s [crosstalk 00:29:45].
Tom Schwab (29:44):
And it’s very targeted. They just heard you on a podcast and now they see your ads or you pop up on social media. That is a great way to engage them.
Stacy Jones (29:55):
Yeah. So, since this is all about providing value to our listeners, but also our listeners providing value to you in reverse, going back and forth, how can people learn more about Tom? Where should they go?
Tom Schwab (30:11):
All right. If you want to see what a welcome page looks like and how, I’ll pull back the curtain. This is how it’s done, right? So, if you go to interviewvalet.com/marketingmistakes, that’s a welcome page. And you can copy that. You can use that. And let me tell you what you’re going to see. You’re going to see Stacy’s picture there, right? Because you don’t know who I am. Stacy’s your friend. You like her, right? So, the first thing that’s going to pop up there is going to be that hero image, right? Just like in e-commerce, that trust seal. You’re going to see the logo for the podcast.
And then you’re going to see some boiler plate text welcoming you there because we’re recording this in 2021. You may be listening to this in 2023. And if you come to the homepage, I guarantee it’s going to be different. So, you’re going to see that. There’s going to be some text there. You’re going to see a picture of me. Some of you are just going to go, “Wow. I wonder what he looks like.” And you’re going to go there and find out. Go there to find out if I’m as good looking as I sound. You will be disappointed, but you’ll go there.
Stacy Jones (31:21):
No, no. Not at all.
Tom Schwab (31:22):
There’ll be the social media. So, if you want to connect with me there. And remember before I mentioned three calls to action, a small yes, a medium yes, and a heck yes? I already told you what my calls to action are. So, there’s a assessment. Podcast interview marketing assessment. 10 questions. You get a score. Will this work for you? Everybody wants to know their score. So, that’ll be there at interviewvalet.com/marketing mistakes. Stacy was nice enough to mention my books. I’m not here to sell my books. If you want a copy of Podcast Guest Profits, go there. You can get a free book. If you’re in the United States, I’ll mail you one. If you’re outside there, we’ll email it.
So, that was the small yes, the medium yes, the heck yes. Remember I said, if they’re like, “Wow, this makes sense. This resonates with me, they want to connect, well, I’ll put my calendar schedule in right there. If you want to discovery call about how you could leverage podcast interviews to grow your business and grow your brand, it’ll always all be there, and it’ll always be there too at interviewvalet.com/marketing mistakes.
Stacy Jones (32:33):
Which will also be in the show notes in case someone is driving, running, walking your dog, whatever may have you, and you don’t have the memory to remember that, which I would not. So, we have a place for you, too. And so one thing that you just said with the fact that you have interviewvalet.com/marketing mistakes, you have a custom landing page for every podcast. You are not rinsing and repeating. You are not saying, “Here, I’m going to send all the audiences on any podcast to this page.” You’re actually able to see, truly, the type of results you get because you do that.
Tom Schwab (33:15):
Yes. It’s a cloned page. So, what’s really changing is the podcast hosts, the pronoun, the podcast name, the hero images, and you always make sure that you don’t index that so Google doesn’t punish you for duplicate content. If you talk about a different offer, you’ll put that in there. But you’re right. That is the way that you can attribute track it. So, I know which podcast was a home run, which one was a base hit. And we’ve got some clients that their marketing is very, very sophisticated and they’ll tag it. And so for every email that you get for the next 30 days, they’ll mention the host. Because guess what? The host is the influencer. The host is the person that they know, like and trust. And it’s very, very powerful.
Stacy Jones (34:05):
And for any of you guys using HubSpot, we’re actually playing with this feature ourselves right now, because you can build this in your e-newsletters that HubSpot will help you target different messaging based on who is enrolled. And there’s other platforms like that too, but just a FYI. I just discovered this when our tech guru came to me to share that little insight. It’s a very good insight. So, Tom, any last words, because we have to wrap it up, we’re running out of time, of advice as takeaways that our listeners really need to pay attention to?
Tom Schwab (34:38):
Yeah. I would just challenge you. What you know could help people and it could help you also, right? What’s ordinary to you is amazing to others. And it’s never been easier to get that out as a podcast guest, as a podcast host, writing blogs, whatever way that you can do that. But I look at it, we’re all blessed to be a blessing and take what you know and go out there. Some people will say, “Well, I’m not an expert.” Well, if you look at the legal definition of an expert, it’s somebody that knows more than the average person because of their training, their experience, their life experience. You know more about your business than anybody. You know more about your industry than 99% of the people in the world. You are the undisputed expert of your opinion. So, with that, go out there and share it and share what you know, because it’ll help you and it’ll help other people.
Stacy Jones (35:40):
That’s a great note to end on, Tom. Thank you so much for sharing that.
Tom Schwab (35:44):
Thank you, Stacy.
Stacy Jones (35:45):
And again, appreciate you so much for being on the show. I think this was enlightening for many who might have been thinking about podcasting, but haven’t quite gotten up the gumption. It’s a lot easier to be a podcast guest than to be a podcast host, I will tell you, and it’s a good way to start out in this industry. I think you’d agree, Tom.
Tom Schwab (36:07):
Definitely. And I appreciate what you do. Anybody that says doing a podcast is easy has never done it or never done it well.
Stacy Jones (36:16):
So, for the listeners, thank you so much for tuning in today. I really greatly appreciate you listening to Marketing Mistakes (And How To Avoid Them). And as you know, at Hollywood Branded we are so passionate about branded content, whether that’s making your own or being in someone else’s. And we believe that leveraging influencers and celebrities and TV and film and music for product placement and integration and endorsements can really help your brand tremendously and give you the ability to highly engage, create major brand awareness, and ultimately drive your sales. So, if you ever have any questions on how to do that, remember you can reach out to myself and my team, and I look forward to chatting with you soon.
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