Together Digital Power Lounge, Women in Digital with Power to Share
Digital is a demanding and competitive field. And women are still grossly underpaid & underrepresented. But we are not powerless; we have each other. Together Digital Power Lounge is your place to hear authentic conversations from women in digital who have power to share. Listen and learn from our amazing guests along with host Amy Vaughan, Owner and Chief Empowerment Officer of Together Digital. Together Digital is a diverse and collaborative community of women who work in digital who choose to share their knowledge, power, and connections. To learn more, visit www.togetherindigital.com.
Together Digital Power Lounge, Women in Digital with Power to Share
Podcast Strategies For Business Revenue | Molly Rulland | S3 E11
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THIS WEEK'S TOPIC:
When Molly Rolland, the visionary behind Heartcast Media, graced our studio, we didn't just chat—we embarked on a journey through the soulful side of podcasting. Molly's narrative isn't your everyday success tale; it's a profound reflection on finding joy in our work and the magic that unfolds when we align with our true values. From her multimedia origins to pioneering Heartcast Media, she imparts wisdom on the potency of purpose-driven content creation and strategic marketing that goes beyond typical advertisement noise.
Podcasting isn't just about the numbers game—the real jackpot lies within authentic connections and strategic relationships that outshine any download stats. I opened up about an epiphany from a women's retreat, a lesson in active listening that reshaped the way I approach relationship building through my podcast. Molly and I dissect the importance of selecting impactful guests and how investing in resonant communities can foster partnerships, enriching not only your professional endeavors but also the tapestry of your life. This episode peels back the layers of the podcasting industry, revealing the heart and strategy needed to cultivate a podcast that thrives on genuine interactions.
Content is king, yes, but authenticity is the crown jewel—especially in the world of podcasting. As we navigate the creation of compelling narratives and master the art of guesting, the discussion turns to the significance of maintaining your unique voice amidst a cacophony of social media. Molly and I share actionable insights on honing your pitch, the art of guiding a conversation back to relevant topics, and the power of a clear call-to-action. We also gaze into the crystal ball of podcasting's future, contemplating its potential to deepen our connections and share our multifaceted personal brands with the world.
LINKS
Heartcast Media
Molly's LinkedIn
Molly's Website
What is Pirate Radio?
Book with Heartcast
What is Parasocial Relationships?
Sponsored by: COhatch
COhatch is a new kind of shared work, social, and family space built on community. Members get access to workspace, amenities like rock walls and sports simulators, and more to live a fully integrated life that balances work, family, well-being, community, and giving back. COhatch has 31 locations open or under construction nationwide throughout Ohio, Indiana, Florida, Pennsylvania, North Carolina, Georgia, and Tennessee.
Welcome to our weekly Power Lounge, your place to hear authentic conversations from those who have power to share. My name is Amy Vaughn and I am the owner and Chief Empowerment Officer of Together Digital, a diverse and collaborative community of women who work in digital and choose to share their knowledge, power and connections. Join the movement at wwwtogetherindigitalcom. Let's get started. Today. We are going to help you all learn how to make a little moolah while making you guessed it a podcast. How meta of us. Right? Join me in welcoming Molly Rowland, the visionary force behind Heartcast Media.
Speaker 1:As the CEO and founder, molly has revolutionized branded podcast production, driving revenue and meaningful connections for businesses With experience in podcasting, booking and contact creation. Molly generously shares her insights as a sought-after speaker, now a proud sponsor of the Power Lounge podcast. Super exciting Molly's unwavering belief that listening is the revolution guides her leadership. From the serene landscapes of Costa Rica, for those who are listening live can see the lush greenery behind her, where she resides, with her three furry companions nestled to a majestic volcano. Molly, welcome to the Power Lounge podcast. Thank you so much for being here with us today. We're excited to chat with you today.
Speaker 2:Thank you, Amy. It's really great to be here. It's always nice to see you.
Speaker 1:Same same. So Molly was introduced to us at the beginning of the year. She helped to host a masterclass. So, members, if you're listening, you need to go back and take a listen to an extended version of this conversation where we're talking about how to create content for a branded podcast. It is a deep dive into this conversation. Molly's knowledge is so impressive. Within the first 20 minutes of our introductory conversation she gave me so many ideas and so much inspiration and it's just kind of like boomed not just bloomed but boomed into this great partnership. And, like I said in the introduction, molly is now and Heartcast Media is now a proud sponsor of the Power Lounge podcast. So you're going to be hearing and seeing more of Molly and her team and Heartcast Media. But, molly, let's dig into you and your story and a little bit more about your journey. Could you share with our listeners about what led you to this kind of journey, in this path of branded podcasting and ultimately creating Heartcast Media?
Speaker 2:For sure. Thank you so much. I'm really excited. I'm really excited to be a sponsor of Together Digital. I think it's such a great community, so I'm really excited for what's next for all of us. So thank you.
Speaker 2:So my journey is I've owned a multimedia company for the last 24 years and in 2018, I had a company where, from the outside looking in, it was successful, but it was just me pushing a giant boulder uphill, and the second I stopped pushing it, it was going to roll back on me and I was pouring from an empty cup. I was devaluing myself constantly. I mean, it was, you know, looking back, it's it's. You know the leadership mistakes I made, the, the revenue driving mistakes that I mean. You know, I'm very passionate about helping people with that, because I went through it, you know, and I I had an incident that just really changed my life, and so I I Marie Kondo'd and Oprah'd my life, so I got rid of everything that didn't bring me any joy, you know.
Speaker 2:And and just what? What do I like about what I do and what do I not like about it? And so it was like, okay, I like being behind the camera, I like branding, I like marketing, I like strategy, but like I don't like the people that I'm doing it for right now. I don't like this, and so I closed that company, formed a new one, and then the Oprah-ing, if you will, if that could be a verb I just recognized that I wasn't responsible for anybody and it was like you got to go and you got to go and I'm not responsible for any of you, you know, and that was such a huge moment in my life because while I thought I was empowering all the tools and you make them available for people and they don't do anything because they don't want to farm, they want the end product.
Speaker 2:And so I thought I was doing all these amazing things, and I was. I was helping a lot of people, but it was at my own expense, and so that's when I just said enough is enough. The universe sat me down. It wasn't necessarily like, oh, let me take some cues. The universe was like sit down or die. That was basically the lesson, and so I just decided I am not ready to go. Things that I really like doing, which is strategy, helping people, fixing things, cleaning things up and then creating world-class marketing plans that actually work. You know that involve people and messaging and not just. You know Facebook ads and you know this empty noise. So that that that was my journey. It was a. It was a hard stop, yeah.
Speaker 1:Yeah, I mean, what a way to take the way, to take the trauma and the hard lessons of life and turn it into something good for yourself. And I think this is why we vibe so hard, molly, because I literally this is what's on my whiteboard for something this morning that I've been kind of mulling on that may turn into another book or workshop or something is this idea of authentic ambition and this constant question of asking myself, the older I get is why am I doing everything else for everyone else? Why am I doing this for everyone else? How often are we kind of spending our time and our energy building, creating things?
Speaker 1:You know positions, titles, salaries, and it's really just for the sake of everyone else's approval. Or you know accolades, salaries, and it's really just for the sake of everyone else's approval, or you know accolades and things like that. So I can relate so much to that and I'm you know, and you are clearly in a space where you're in your zone of genius, I feel you know, in serving and doing the kinds of work that is so right for what you know you are so brilliant at.
Speaker 2:So yeah, so great.
Speaker 1:So great and I'm so envious every time we get on the call and I'm just seeing, like the greenery behind you and the breeze and the sunshine. I keep just saying it someday I'm going to become, I'm coming down to visit you in Costa.
Speaker 2:Rica. We're going to be there hanging out on that back porch. That's right. Plot twist the podcast might we both might have this background sooner than later. You never know.
Speaker 1:Absolutely, absolutely. And also in your bio you had had this phrase listening is the revolution, and I really love that phrase. I would love for you to kind of dig into that a little bit more and explain to us what does that mean to you and how does this philosophy shape the work that you do?
Speaker 2:For sure. So I've always been kind of obsessed with like pirate radio and, you know, no, no censorship. You know this idea of like free airwaves, you know, sticking it to the man if you will, and I just feel like you know where we're at in the world. So I'm obsessed with podcasting because it's like the ultimate pirate radio, right Like, you have this voice and I just think that where we are in the world right now is, you know, if we don't start listening to each other, we're really going to be in big trouble because, you know, it's this lack of empathy, you know. And so podcasting was a really natural transition for me, because it gives people an opportunity to talk and have deeper conversations and it gives people an opportunity to listen.
Speaker 2:The thing about a podcast no matter how much it pisses you off, you can't respond in the moment. Right, you just got to listen. And I think that we all need to get more comfortable with just listening, right, Like I just went to a women's retreat and we did exercises where, you know, I would talk for four minutes and the other person's job was just to listen and not respond or problem solve, and then we would switch, and that is shockingly hard to not respond, especially if you're someone who is an innate problem solver, and I think that's really where the magic happens. So you know, it's a, it's a, it's a bigger message and a literal message.
Speaker 1:You know, with the work we do, into podcasting for businesses, which is kind of what we're here to talk about today. That landscape in podcasting in general obviously is constantly changing and evolving, and there's a lot of it out there. What are some of the biggest opportunities as it pertains to businesses leveraging podcasting for specifically for revenue generation?
Speaker 2:So what?
Speaker 2:The first thing I would say is ignore everything that you're seeing, because none of that has anything to do with you. Right? If you're not trying to be the next, you know Joe Rogan or Breakfast Club, or you know Brene Brown, whatever, right? If that's not your goal, then downloads don't matter. If that is your goal, that's a totally different conversation. You need a marketing firm and a PR company and a whole lot of advertising dollars, right? But I don't think anybody in this conversation is really trying to do that, right? That's a totally different track. So I would say ignore everything going on in the podcast industry, because whether Spotify is closing studios or Meghan Markle got another deal or somebody got robbed by podcast one has absolutely nothing to do with your business and bottom line. So forget all of it and ignore all the advice that you're hearing online, because it's all bad. Right, they're going to say do a weekly podcast, make audiograms, blah, blah, blah, blah, blah. Nobody listens to audiograms, right?
Speaker 2:Every time I do a speaking engagement, I, right, every time I do a speaking engagement, I say how many times, how many people in the room have ever clicked on one of those play buttons with a sound, wave, static image in the back. No one raises their hands, Right? So the data is there. They just don't work, right? So this, this idea of like volume, reps, reps, reps that's not it. Podcasting is all about building relationships and business development. It is not about downloads. Downloads don't close deals, Relationships. Do you know? If you really look, you can even look in your own accounting software. It'll tell you who your number one customers who have spent over the lifetime of your business, right? That didn't happen because they listened to your podcast. That happened because you have a relationship with them, right?
Speaker 2:And I think that in 2024, especially, you know it's hard to get business out there. It is not 2021 or 2022 anymore. My, my people. It is not. It is a hard, hard road out there. A lot of money is funny. Budgets are tight, it's an election year. It is not the same landscape, and your business revenue is going to be based on the relationships that you maintain and that you create. And so this idea of like volume, turn and burn, get them through the door, focus on the next episode, that's not it. You know. That's not it at all, and I think our relationship is a true testament to that.
Speaker 2:Right, you approached me about being on a masterclass. I came in. I saw so much value in the community. I did another thing with you and then I approach you saying I want to continue to build into this community because this is the kind of business community for women that I appreciate being in and I want to invest in that, right, because I care and I know that ultimately I will meet my people and we will do business together and it'll be for the right reasons, because they've heard me talk, they see the work that I do, they like me, they resonate with me and that's how we're all going to do better this year is like fostering the relationships we have.
Speaker 2:So I would say, ignore everything that you're hearing and just focus on who are 12 people this year that I could interview that would move the needle in my business. Who are 12 aggregators right, like I want to work with, like startups and tech companies. So I'm approaching VC companies because they have a hundred portfolio companies under their belt and I could get 30 contracts at one time instead of one, right, and so just really thinking about using your podcast. As you know, for me, I meet a lot of people standing in line for a cup of whiskey at the networking events? Right, yeah, I always. My people and I are always like on the fringe, maybe talking a little smack, because that's why, right.
Speaker 2:Social anxiety manifests in different ways when you're irish right and sarcasm are my my go-to, but I always meet somebody that I'm like oh man, you know, you're my new bestie. Like we speak the same language, right, like that's, that's where it's all where it's at, that's how we're all going to survive in this crazy market that we're in is relationship building. You know, relationship building so, um, I think, focusing on who, who can you interview who? Who do you want? Who do you want to spend time with this year?
Speaker 2:Because I also think that the quality of your life is a hundred percent dependent on your relationships personally and professionally, maybe more so professionally, because personally, they're not going to say you did a bad job at this or I'm not going to pay you. Your friends and family don't have as much control over the your general stress as your clients do. And when you have great clients, you feel empowered, you feel excited to see them. When you have clients that are bad, there's a topic of every, every employee meeting. They drain you, they make you feel devalued, unseen, unheard, unvalued, right. So net, you know, more important than ever before, like get to know the people and form really solid relationships, and a podcast is just like the cheat code to getting that done.
Speaker 1:Yeah, it's so true and I think it again, when you're looking at something like podcasting, which does feel like it's an oversaturated platform at times. I was on another other people's podcast. I was on another podcast yesterday as a guest and we were talking about this even in membership platforms, is. You know? I was talking about quality versus quantity and sort of like our philosophy at Together Digital and growth and membership, and she was like, yes, small is the new big and I think it makes sense. It's not just about you know, it's smarter, it keeps your sanity, it allots for the right sorts of resources and it just it feels it's a lot less anxiety inducing, it's a lot less taxing on your resources and, again, strategically, it just makes a lot more sense when you kind of look at the grand scheme of things and the landscape out there in podcasting and, again, relationship building, like you're saying, I think that if you're looking at it more from a long tail standpoint to the return on investment, while the lead might be a little bit longer, the return on investment is probably going to be much stronger as well. So I do think this is great fodder and conversation, because I do feel like those who are listening are probably listening and are listening from two fronts or a couple of fronts.
Speaker 1:One, they are a business themselves that are looking at creating a podcast, or they have a client, right, who's like we have to have a podcast and we need so many downloads and we need an episode every week, and there's just all this pressure on these sort of vanity KPIs to say that this is what it takes to create a successful podcast. And I love that you're kind of pushing against that grain and saying no, it's really about building and creating relationships and putting your clients up on a pedestal and or finding this as a way to sort of court potential clients, right, and you know, find, is this a great way to sort of find? Are we simpatico? Are we going to be able to build something together and become partners in the future as well? So I don't know. This feels like a much better way to go, in my mind as well. So I love, love, love that answer. And, to your point, even from a philosophical standpoint, this idea of listening is their new revolution again still fits very much within your values and philosophy there as well.
Speaker 2:Thank you, yeah, absolutely.
Speaker 1:And then my next question for you is if you could highlight some critical strategies on creating compelling content that resonates with audiences or potential sponsors. Because, obviously, as you're kind of sitting down and starting to think through and decide and define, you know I mean I know you're kind of sitting down and starting to think through and decide and define. You know, I mean, I know you're we're talking about creating a podcast for the sake of relationships, but, you know, for something like us, you know, together digital. This podcast exists to help empower women who are in the digital marketing and tech space. We want to attract potential new members. This is all about creating awareness. So obviously we're considering our audience. What kinds of advice and strategies would you recommend there?
Speaker 2:I would say really dial in on what you know. What you know and what you love. If you have a business about graphic design, don't start a podcast about failure. Okay, you know what I mean. Like yeah, Okay.
Speaker 1:Yeah.
Speaker 2:You know, forget what people want. Forget what people right now speak to your target audience as far as, like, you're looking for women in business who want to be in this community and they want to learn about other. You know what I mean. That makes a lot of sense, right, but you're talking, you're giving, like, really good information, you're having an abundance of information. You got the masterminds, the podcast. You know you're really delivering a lot of value. So this is a little different. Now, like a person who's a coach, let's say, right, their podcast would be a little bit different. Like they should really dial in on like, are you a grief coach?
Speaker 2:Talk about grief you know, talk about the thing that you're really passionate about and that you have experience in thing that you're really passionate about and that you have experience in and you know I was. I was on Instagram this morning and this woman was singing this really powerful song and it was just saying, like part of the problem is like us and we all fall for it. You're scrolling through Instagram, you're watching these reels. These women are doing these amazing things and you think to yourself I could do that, and then maybe you start doing it. But it's like, but what is that? Like, your clients are not on Instagram on reels, and if they are, they're doing it shamefully in their beds, like the rest of us. They're not hiring people. You know what I mean. Like, yeah, it's this trap. And it's like we're just feeding into this machine. That's like low key killing us. So it's like like, don't, don't worry about like, you know if it's gonna get likes or not.
Speaker 2:Like, for example, I produce this podcast for this company. That's like um security, like in the intel, and just like computer worlds and get mapping and 3d mapping and github and all the stuff that I don't understand. Right, we've been doing their podcast for years. They have a very narrow audience, but they are an uh an enthused audience because they love geo satellite. Set mapping right, that's a jam right they got a five million dollar contract because of that podcast.
Speaker 2:It's amazing like they get like 100 downloads an episode.
Speaker 2:Man, yeah you know five million dollar contract. And then two days ago I was recording a podcast for a client and it's two guys trying to get some money, or one guy trying to get some money and another guy trying to help them and they mentioned this podcast and I said, well, we've actually been producing that podcast since it existed, I'll make an intro and you can have them on your podcast. So now what you know what's going to happen, like some big money contracts are going to get fulfilled and it's not because that podcast is so popular, but it's so niche and narrow and specific. So again, you're gonna be like why am I only getting 50 downloads an episode? It doesn't matter. If you had 50 people in a room every tuesday waiting to hear what you had to say, you would be an important dude yeah, it's a great point 50 people's a lot of people yeah, you know.
Speaker 1:Yeah, don't devalue those 50 years. That's the years 100. I agree I need to also make mention for our live listening audience. Don't forget, use the chat. You can ask questions and we will either ask those mid-conversation, if they kind of make sense at the time, or we'll save them for the end as well.
Speaker 1:I know so you had some reactions as you were talking about the loki being killed by Instagram. I think some of us were feeling that, molly, as you were sharing, I mean, it's true, and it's like that old adage right, write what you know. I think it is. It's really hard. I think we get overly influenced and spend so much time comparing ourselves to everything that we see on social media and YouTube and out in the world by influencers that it is really hard to not want to kind of stick in our lead and niche down, but it does make a lot of sense. Let's talk about podcast booking, because I think, outside of content creation, that's another really actually smart strategy that I don't think businesses often think about or consider and, as you call it, opp other people's podcasts. So, as an expert podcast booking agent, what advice do you have for businesses or individuals looking to secure guest posts or guest spots sorry, podcasting to help amplify their message.
Speaker 2:Well, my first advice is hire an agency to do it, and the reason why is I've been in the booking game for a long time. I've been in multimedia 24 years. Having other people say your name in rooms that you're not in has tremendous amounts of value. Yeah, even if that person doesn't respond, even if you don't get a yes, somebody else saying how amazing you are has more value than you. The head of a media company saying you have more value has. You know what I mean? Yeah, having that representation makes a big difference. It puts you in a different echelon.
Speaker 2:Number two it's insanely time consuming, insanely time consuming. You have your. It's like direct mail. It's like a 2% return on outgoing it's. It's something that you would want, like a VA, to do, do, except you would never want them to do it because they could never speak the right language. So it's like all this copying and pasting and admin work. But then it needs to be like a real message, and so it's a real conundrum there, because it's not worth your time or your best person's time, but you can't punt it to the va because I can't tell you how many requests I get. That still has like the parentheses in it. That's like insert relatable content here. I'm like dude you copy and pasted this and didn't even fill in the blank where you were supposed to mention my show and make it personal.
Speaker 2:It's like that's not going to work. Ai written pitches are just not going to work Right. So, starting from there, quality podcasts are produced most of the time and are not cheap. And if you want to get in front of a really good audience and a well-produced podcast, they're not going to accept you. You know what I mean If you're not coming with your best a game. So having a microphone, really creating a list of podcasts that you want to go on, and not just because you like that, but like I love Lisa Bill you, it doesn't mean that I'm the right fit for her podcast. You know what I'm saying. Like you know, and it's not all about numbers, sometimes a small audience podcast, if it's exactly the right audience, can be more beneficial than one with big, big numbers. Right, so doing research, making sure the podcasts are active, making sure they have more than 15 episodes Most podcasts don't make it past seven, even less make it past 10.
Speaker 2:So don't even waste your time going on a podcast with less than 15 episodes because most likely it's never gonna see the light of day. Don't go on podcasts with hosts that don't have microphones. I know a lot of people are really thinking to themselves oh, it doesn't matter, go on, go listen and I know we've all done this. Where we've listened to a podcast and the intro is like welcome to Molly's podcast, and it's super produced and it sounds really good, and then the host comes on. It's like it's like a clip.
Speaker 1:It's like what happened.
Speaker 2:It's like a clip, it's like, like what happened?
Speaker 1:it's like are you okay, man? Do you need me to call an ambulance or something?
Speaker 2:are you trapped under something? Are you in a basement in philadelphia, like what is happening? And so you know, if you know, if you want quality content, you want quality guests and you got to show up with quality right.
Speaker 2:So getting first impression yeah, you know exactly, and so getting booked on other people's podcasts is a great cheat code to accessing their audiences. But you gotta do it the right way. Build a good list, create a custom pitch, really research those, send a personalized. Hey, three weeks ago on the podcast with molly, you were talking about basements in Philadelphia. I'm a Philadelphia basement expert. But make it personal because podcast hosts are getting hammered with those all day long, right, so like, make it real. But going on other people's podcast is a great way to, number one, solidify your CTA. Most people's CTA is not great find me here, do this, you can check me on.
Speaker 2:No, no, no, molly rulingcom forward, slash free stuff, whatever your seat. Like one point of contact so that so you can track it. And then also getting better at an extended elevator pitch, getting really good at like sticking to the point and always driving the conversation back you know so it's like if somebody is like oh, why do you love communication? Well, it reminds me of podcasts. You know like I will always find a way to bring it back in a way that's like organic and non annoying.
Speaker 2:Right but you got to get good at that Right, like we. We did a podcast for NATO and Terry Schultz was the host and I've never seen anybody control a conversation the way she does. She could interrupt people so seamlessly without it being offensive or rude or talking over them. She could control the conversation, adjust her conversations on a whim. Now she's been doing this 30 years, so we can't all be Terry Schultz. But now you need to have like the 10 things you're always ready to answer, the five topics you're always ready to talk about. You need to, you need to always be good at looping it back in, and the only way you get good at that is practice. Yeah, so I would say go on some crappy podcasts at first and work it out a little bit. Listen to yourself, listen right. Yay, worst hour of your life. You know what I mean. Worst hour of your life hands down right like for sure, but you know you're gonna get much better.
Speaker 2:You're gonna. You know you're gonna get a lot better at your presentation. You're gonna recognize where you're repeating yourself and saying um, all of these things. So it's a great way to really like, you know, really reform your pitch, dial in your cgas and get really good. You know, one of my old companies I used to, at every staff meeting, go around the room, make everybody say the elevator pitch, yeah, and it was wild to me because I'm like we don't do that. Where are you getting this from? You know, I had to really like, over and over and over and over, like are you really clear about representing? Oh? Oh well, you know, we do. You know, like we build websites, we do audio books, we produce podcasts, we do podcast booking. But what I say to people is we produce podcasts that drive revenue and create strategic relationships.
Speaker 1:That's what you need to know about.
Speaker 2:You know, you don't need to know all those other things, we'll talk about those later. Let me make it really really clear right, we produce, not I help. We produce, we create. You know, we generate, you know action item words, right.
Speaker 1:So going on other people's podcasts is a really great way to like hone that Because it gives you the opportunity to kind of test and learn and get that feedback right. I think that's one thing I've learned over time. It's funny because people will say, oh, you're so good at this. I'm like you know what. It just kind of came with making mistakes and learning and doing it like hundreds and hundreds of times. Honestly, um, I was a part of a cohort where that's how we had to start every morning was a 30 second pitch of our, of our business, and if we it was so funny because the very first class, the cohort lead, would scream stop If we went over time. And just I was probably one of the few who didn't. But I had the benefit of having done things like this over and over and over and over again, and my cohort mates maybe not so much, but I loved it because by the end of the cohort in 14 weeks, every single one of us nailed it in 15 seconds.
Speaker 2:Exactly Because that's all you get.
Speaker 1:Nobody went even close to 30.
Speaker 2:That's all you get. 15 seconds is just, I mean. Think about the attention span of all of us.
Speaker 1:What is it like?
Speaker 2:I know right at this point the fact that if you can keep somebody's attention for 15 seconds, that's the Olympics of attention. You know honestly. So, and it's called the elevator pitch, because you're only going a couple floors and you only got a couple of seconds and if you don't make it abundantly clear what you do, they're not getting off the elevator with you. You know what I mean? It's not. You know. There's a reason why it's called that, right, it's clear, concise, you know.
Speaker 2:And then the third wave of that is like other people talking about you on LinkedIn is always great, you know because, if you go on as many podcasts as you can for 90 days, then the rest of the year episodes will be popping up right when you've forgotten about it Always great. I sat down with Molly, talked about, and then what happens is, in all these other arenas in the life coaching arena, in the women's community arenas I'm saying the same thing Interview people you want to do business with, create strategic relationships, lean in on them, create authentic. So, no matter whose podcast you see me on, I'm saying the same thing.
Speaker 1:Yep, yeah, it's consistency and it's credibility. That's building trust and reputation, which I think are major tentpoles of reputation, brand reputation. I love that, molly, that's great. Yeah, you're building street cred. And I also was thinking, by the way, kaylee so kindly dropped the link to Molly's website as well, because she does do podcast booking. If those of you who are interested in looking for help and support there, I think one other reason why it's helpful to find somebody to help do the podcast booking, outside of just the innate amount of work involved, is that you're being shielded from the nose Because you know what it's not. It's just not fun to be told no all the time. Let somebody else take the nose for you and you just sit there blissfully unaware and you just get told when you're you're going to be on a podcast and it's great.
Speaker 2:Oh you know, I am adding that to my marketing. It's true.
Speaker 1:Yeah.
Speaker 2:You know, and and we do a recap at the end, you know, just to keep people a little bit humble where we say okay, we pitched you on 47 podcasts, we sent 598 emails on your behalf, you were approved by 12 and you were rejected by 19. Yeah, you know, because it also lets them know hey, we were. You know, you might have only seen the 12 approvals, but trust us, we were, we were cranking on the back end and.
Speaker 2:but even that no has value, because now somebody else said your name in that room but you don't necessarily need to see it. I don't want to see everybody who swipes left on me on Tinder you know what I? Mean, what's his problem? You know like what?
Speaker 1:was it about me.
Speaker 1:Reading your unsubscribes on your mailing list like don't do that, Don't do it, Don't go down that rabbit hole. Please Don't go down that rabbit hole. Cohatch is a new kind of shared work, social and family space built on community. Members get access to workspace amenities like rock walls and sports simulators and more to live a fully integrated life that balances work, family, well-being, community and giving back. Cohatch has 31 locations open or under construction nationwide, throughout Ohio, Indiana, Florida, Pennsylvania, North Carolina, Georgia and Tennessee. Visit wwwcohatchcom for more information. I love it. And then I wanted to ask you really quickly too, because you were talking about your CTA for those who are kind of, you know, getting the opportunity to be on other people's podcasts, what would you say are some of the kind of requirements or best practices for a good call to action when you're on other people's podcasts?
Speaker 2:Well, you know it's funny because I keep telling people this and I don't have one myself. But I would create a forward slash like free stuff page on your website something that's static, not a pdf.
Speaker 2:Yeah right, that has maybe a course on it or a link for a discovery call. Like it's not your website, you know what I'm saying. It's like a page that you say from the stage or from podcasts. That way you can track how many hits are on it and you can put something special on there that other people don't get. Maybe you create a duplicated course and you put it on there for free.
Speaker 2:Okay, and then anybody, and then because now they're in your email loop, but give them something valuable. You know what I mean. And if you do a webpage, then you can change it. Yeah.
Speaker 1:Yeah, yeah, I've seen people at conferences doing that and I think that's always super, super smart. Again from a, even just from a measurement and metric standpoint.
Speaker 2:I think that makes a whole lot of sense. You can see, like, what they're clicking on right Like. I have a program that I use that like records people's screen when they're on my website which is wild.
Speaker 1:Yeah, I love it. It's a little creepy, but it gives you input Every week.
Speaker 2:I go and I watch and one time I found a video that had sound on it on my website. I was like what is this 1994? Like holy crap, how'd that get through? But watching people, how they move on the website, what they pause on, what they hover over, what they just I mean, speed race right on by.
Speaker 1:I'm like I took two days to write that content. They're like I know it's so hard. As a writer I've I have just come to terms with the fact that I know people don't read, but it's okay. I know it sucks, it is what it is.
Speaker 2:you know it is, but having a clear CTA is just makes it really easy and something easy to remember, because listen, nobody needs I don't need to tell people how to find me on LinkedIn. Just put my name in on LinkedIn, you can put my name into Google, you'll get all those links too, right? You know which side of me do you want? What I really want you to do is join my email list so that I can communicate with you regularly.
Speaker 2:So if I make that really easy from that CTA link. And then it's also not so messy when you're going on people's podcasts it's like yeah, you know, heartcastmediacom forward slash, free stuff. I'm gonna make that today actually yes you know what?
Speaker 2:what am I doing here? So, um, but that to me, is the easiest way, because you can also get caught up and trying to make a pdf and then it's not even branded the rest of your business and then it's outdated and you haven't looked at it and like who's opening p opening PDFs on their phone? You know what I mean. Like come on, man.
Speaker 1:Right.
Speaker 2:Like, let's make it as easy as possible for people to get your information.
Speaker 1:Yep, remove those barriers. All right, let's talk about a little bit of authenticity in creating branded podcast and production. How can businesses maintain their brand voice while providing valuable content? I think this might actually bleed in. I might tie this question in with one of our questions, if you don't mind, from one of our live listening audience guests. They're building a mindfulness app for children ages three to five. I love this and their parents. This actually might be two questions. So sorry, molly, should I create content for the parents? I'm planning on a. I'm in the planning stage now, so I will need to plan on how to build an audience.
Speaker 2:so this is kind of two questions for you well, the parents, ultimately, are going to be the ones that are downloading the app, right.
Speaker 1:So that's exactly three to five is a little young for yeah, I mean they.
Speaker 2:I've seen them on iPads.
Speaker 1:It's wild, but they're not very young, right, they're downloading stuff maybe, but not intentionally.
Speaker 2:Exactly so I would say you know, aim at parents. Um, you know I, you know a podcast for you would be really smart, you know, uh, you know it would be really smart for you. Uh, I would probably do a very short solo podcast if I was you, like 10 minute episodes and bash them and do them weekly like one topic at a time. You know is your three-year-old freaking out every time you need to go to daycare. Here's a tip for you, you know, know, one tip at a time kind of a thing. Give, give parents an arsenal of you know tools and tips they can use and then have, like, really great opt-ins. It's just a nurture campaign like originator, right, because now you've got an episode going out every week, you can do a newsletter around it, you can do social media posts around it and you're aiming at parents.
Speaker 2:So I would create an avatar, right? Like, are you, if it's three to five year olds? It's like, are you completely overwhelmed by having kids in daycare right now? Like, speak their language, not kids, right, because kids with people, with teenagers, is a very different conversation than people with kids three to five, right? So I would aim, you know, create that avatar and aim directly at them. And then, in regards to the authenticity, like, be yourself, be yourself, right. Like, if you're from Long Island and you're kind of sassy and you drop F-bombs probably not on your mindfulness app then be that way in your podcast. Don't fake punk. Be who you are, because for every there's also other parents from Long Island who drop F-bombs, who need help with their five-year-olds, right. So, like, don't shy away from who you really are. Be yourself, because then you're going to get people who resonate with you and want to work with you.
Speaker 1:Yeah, you're going to attract the right kind of customer, the kinds of customers you want, and attract the ones, honestly, that you don't want. I think that's great advice. Yeah, I could totally see that whole podcast and campaign coming right away. And since the username says iPhone for whomever's logged in I don't know if you're a Together Digital member or not, but if you're working on this app, I could totally see how our moms channel would be a great space for you to get and collect these instances.
Speaker 1:Exactly, we've got a lot of moms who talk about and share all kinds of instances and things that they're struggling with with their kids, and we've got, of course, moms in all age ranges and we've got a lot of moms with young kids who are kind of dealing with a lot of different instances, with things like that, and I just I'm a huge fan of mindfulness as well, so so grateful that you're creating something like this and, yeah, we need that podcast. I could totally see that, like where you're driving to and from work and you're just like on your way and you're like, oh my gosh, I know I'm going to be dealing with this when I'm going to home tonight, like. So my daughter was suffering and dealing with sleep anxiety between these ages. So if I had like a 10 minute podcast to listen to on the way home to pick her up from daycare oh my goodness, we need this.
Speaker 1:So, yeah, keep up the good work. That's amazing. All right, and I'm with you on the role of authenticity and branded podcasts. You know you've got to have not just like that tone of voice. But I always say don't have just a TOV, have a POV, have a point of view about things in the world. That's what people want from you. They just don't want like this consistent voice of things. It's like you have to have a point of view, a perspective on the world, otherwise you're just kind of a robot.
Speaker 2:All right, and having a solo podcast is a great way to do that, because anybody listening to this could take their business and think of 56 tips, as long as you separate them. I have to do a tip about how to use your microphone properly.
Speaker 2:I could do one about how to choose a microphone properly right, yeah, one thing at a time one tiny little bit at a time, 10 minutes or less right and then it's like, wait, that's actually easy to do because then you could also batch those, you could create your outline for the first six months based on what programs you have, what courses you have, what webinars, retreats, the launch of the app, whatever, and and put a hierarchy of what's most important and now you gotta outline. Okay, today I gotta talk about you know, uh, how to how to deal for your with your kids, with love, when you're, you know, the 90s rat baby and you want to like shake them right. You know, because I feel for parents who are like going through their own struggle and they have to be this beacon of like mindfulness and perfection, and it's like really they got their own trauma right.
Speaker 2:So, like really dialing in, you know, one episode at a time and you can pass those if it's 10 minutes or less. You could get into a zone, take your, your cappuccino, you know, and sit down and crank out 10 of those.
Speaker 2:I love it, you've got two and a half months worth of podcast episodes ready to go, so it could be very, very manageable, and a lot more manageable, actually, than doing interview podcasts. Yeah, if you don, you don't really have that bandwidth because you could do 10 episodes in the time you can do one.
Speaker 1:Yep, yep, you've totally given me a whole nother ideas. Okay, all right, this is great. All right, keep the questions coming, folks. If you've got them, molly, we've got a few more questions here for you as well. What are some common misconceptions about podcasting as a revenue generator and how do you address them in the work that you do at Heartcast Media?
Speaker 2:Well, you know, I see it a lot in these like Facebook groups and stuff. They're like how do I monetize my podcast? And it's like.
Speaker 2:Your podcast is the money. You're not monetizing it. It's not. That's not how this works. It's a rookie mistake in question, right? Your podcast is the money, your podcast is the brand, your podcast is the tool to create relationships.
Speaker 2:This idea of getting a bunch of downloads or making ad revenue it's like if you're not getting 5,000 downloads, an episode like that is not for you. It's not for you, it's just not. It's like if you make reels and stuff on Instagram, you get a couple hundred views. You're not getting paid thousands of dollars a week because you don't have the views. It's just it's it's. It's like radio, I mean, we see it all the time. The music business, where people are like I'm Jay-Z and I made one hundred dollars from my Spotify streams last year. It's like it's a complete misnomer, right, and it takes a lot of money to get those kinds of downloads. So I would say you know, just really focus on on the content. Um, and the money is in the relationships. The money is in the business, the money is in the. What do they say? The riches are in the niches and the riches are in the follow-up right. The money is sending the email to your host, your, and the riches are in the follow-up. Right. The money is sending the email to your host, your guest, two days later, the hey tom, thanks for coming on my show. I really appreciate it.
Speaker 2:Would you mind making that introduction to suzy, you know, hey, would you, can I? I would love to get a meeting with you to pitch that product I mentioned. Go for the ask, right, because if you do a really good job with your podcast, you know, and you introduce them really well, right, the secret sauce is the intro. Every single time you do a really good intro, like an intro that you wrote, that you researched, of stuff that's like how did they even know that I didn't give them that? Yeah, they go into that conversation completely. They like you and the gift of reciprocity is super real. You do a great interview and then you follow up the next day. They go oh, molly, their face lights up, they're happy to see my email, sure, I'll make that introduction.
Speaker 2:And you, you kick that can all the way down the curve. You kick the ball into the goalposts and what's happening is people, you know, kick the ball halfway down the field and you just go for another ball. Man, you got to take that thing to the finish line. That is a relationship that you need to nurture. That's where the riches are. It's not in the downloads, it's not in the forward-facing stuff at all. To get 5 000 downloads and episodes is that herculean after, yeah, yeah, herculean. You know where you're not a business owner anymore, you're a podcaster.
Speaker 1:Yeah, like full time, like all the time, nothing else.
Speaker 2:And I'm pretty sure none of us want that Right.
Speaker 1:Yeah, exactly so. Is there anything else that you would throw into that mix then? That would you that you would kind of use to quantify what would be a successful like that you would use to measure to say this is a successful branded podcast beyond, like we're saying, those listener numbers and downloads and all that jazz that everybody else seems to think is so important.
Speaker 2:Um, well going a little old school. Is your phone ringing? Are you getting discovery calls? Um, there's a lot of collateral benefits. Right, it's a banking term, but I think it's really relevant for podcasting. When you're at a convention, does anybody say, oh, I listen to your podcast? You're like, oh, you must be one of the 17 people. Thank you, you never know, right, you never know.
Speaker 2:One of my clients said Molly, I have made the best hire for the company yet who listened to the podcast and reached out to me and said I value your ethos and the way you do business and your integrity and I want to work with you. Exactly, no one ever talks about using a podcast to source excellent employees, which is a very hard thing to do, you know. So there's a lot of, and it usually isn't related to the downloads at all.
Speaker 2:It's like did you get a speaking opportunity? Did somebody see you on a podcast and reach out to you, right? You know what I mean. You just never know who's gonna resonate right like someone like you might see me on a podcast and go oh my gosh, she's funny, she'd be great for this.
Speaker 2:We gotta get her in here like that's how all that stuff works. It's not like oh, I'm getting a check from spotify, it just doesn't work that way. Like even Theo Vaughn, who's like one of the big, like mini Joe Rogan guys, literally, is owed like a half a million dollars by podcast one. So even when you get there, even when you're getting millions of downloads, you're still not making money sometimes. So you know, don't go there, measure it by. Are you getting more discovery calls? Are you getting invited to networking things? Are you asking to be on panels? Are you getting more emails from people you don't know? The podcast is working, you know if, again, as long as you're marketing it the right way too, making sure you're telling people about it, making sure you're using those assets and not just on to the next, on the next, on to the next, you know it's like whoa, slow down. Do a little marketing before the episode, do a little after. You know, because all you're doing is just telling the world. Hey, I know, amy, I'm cool enough to sit with Amy.
Speaker 2:You know what I mean, but also email Amy and say thanks for having me on your show. What can?
Speaker 1:I do.
Speaker 2:How can I support?
Speaker 1:you know, whatever the mission, the mission is but nurturing that relationship, and I don't think people talk enough about that at all.
Speaker 2:Yeah, I agree, I agree, I agree, I've had go ahead.
Speaker 1:No, go ahead. I was gonna say I've had very few people that have been on the show kind of come back and sort of try to re-engage. I definitely try to re-engage with them oftentimes, but yeah, it's very, it's very, it's very interesting. And then I also I'm pointing fingers, but I'm also guilty of the same, you know, of not reaching back out after. So, yeah, it's one of those things you just don't think about right.
Speaker 1:It just kind of it happens and you're excited about it and it records, and then it comes out and you're like, yeah, it's live, it's in the world and maybe you'll share it, and then you forget about it. Life kind of just goes on. So it's such a good point, you make such a good point.
Speaker 2:And and podcast hosts. Think about how many people you know. Think about how many people you know need websites. Think about how many people you know need podcasts. Think about how many people you know the things that I do Right. How many people you know the things that I do Right. So when you go out there in the world going on other people's podcasts, like that person is a gatekeeper to potentially change your business, and so you should show up with a microphone and dress properly and with your dogs inside so they could be as least annoying as possible. Really respect the time Right and then nurture that relationship. Thanks for having me on the show. You know what I mean. Like how can.
Speaker 2:I help. You know, or would you mind making an introduction if they like you and you showed value and you cared right, because you know, if you work with us, you're paying us to produce your podcast, right? And so if these people are spending $450,000, $650,000 an episode and you're showing up on your cell phone or yes, oh my gosh, thank God, nobody.
Speaker 1:Cell phone or? Yes, oh my gosh, thank god, nobody's ever done that on this show. I have heard nightmares from other friends who do podcasts. Some guy got on a podcast from the dentist chair that was me, that was one of us, that was like he said, hang on, I gotta spit, I was like you guys I might have had somebody else tell me the same thing then too, because I was like I don't remember being you guys, but that's like, oh my gosh, what the what, the heck.
Speaker 2:Wild. So it's like don't disrespect that host right.
Speaker 2:Because if you're the host, you're putting so much effort into it, you're paying the company and if you're not, you're paying yourself and time spent on creating all that stuff, which you should not do. But right, it's still. Time is money, there's money involved, and then you're just going to show up without a microphone and show up. You know what I mean. It's like, come on, man, you know what I mean. Like, because that person knows lots of people who might want to hire you and if they like you, yeah, they're going to be more compelled to make those introductions when you ask, but nobody is going to. I really like molly, who was on my podcast three weeks ago, let me make make this intro no, no, no, no.
Speaker 1:You got to follow up.
Speaker 2:Hey, don't forget about me. The one who wants intros, the people who need X. Yeah, and by the way, here's how I can sweeten the deal for you.
Speaker 1:Yeah, yeah, I've definitely seen. It's been really cool to see and I think you know, having our live listening audience here has always been such a wonderful thing and this used to be a webinar and moving it to a podcast and make it more accessible for more women, it's been fun. I've been at other events and had women come up to me and be like I love your podcast, I listen every week and it's like it's kind of fun. I'm like, oh cool, you know, and it's this whole, this whole phenomenon of parasocial relationships where they just have this sense like we are, we are friends. By the way, listeners, friends, we are friends.
Speaker 1:I consider you all part of the community together, digital members or not, because they do, they listen and they, they, they learn and we grow together and I think that's amazing, that that we have that ability to sort of be that and there for each other in that way. I think it's really really cool, but also very strange. But it just goes to show you, like you said it is, it's doing what it's supposed to do, it's building relationships, it's extending the brand, the trust, it's it's completing our mission of empowering women, professional women who are in the space. So, yeah, yeah, I've got one more question for you, molly, but really quickly I wanted to ask um. One of our live listener questions. Marilyn's asking um. She's a data analysis and she would love to know how she might get to market um her skills on a podcast um on her own podcast or on other people's podcasts, I guess um, my guess is possibly on other people's podcasts.
Speaker 1:If you don't mind just dropping into the chat, marilyn, if you were trying to say on your own podcast, possibly your other people's podcasts.
Speaker 2:And I can kind of start to answer.
Speaker 1:Sure go ahead.
Speaker 2:Dial in on what are the keywords that really describe the things that you are intelligent and experienced in. So it's not just like data, it's like technology. If you're the president of the company, maybe it's leadership. If you're a solopreneur, maybe it's entrepreneurship. You're a woman in business, so it could be a woman in business based podcast.
Speaker 2:There's a lot of arenas, right, like you're not just one thing. It could be mom in business, mom in C-suites, right Like there's a lot of different angles for you to go and when you're going on other people's podcasts. There is benefit in diversifying yourself and being in lots of different arenas, because you just never know who's listening right, who's looking for exactly you. So I would say get really clear on what are 10 questions you're always ready to answer. You know how is AI impacting data management in 2024? I don't know. Like just 10 things. You're always ready to answer.
Speaker 2:So when you pitch yourself, you can say, hey, I'm a data analyst and this is why I think you should book me. I have a microphone, I have a decent camera. Here's 10 questions I'm always ready to answer. Here's five topics I'm excited about and here are my 10 keywords. And then they know exactly how to place you and how to create an episode for you and what questions to ask you. So I would just say, think of yourself as like a multifaceted person, because you are right, you know like I'm somebody who lives in another country right, I'm an immigrant.
Speaker 1:You know, people call themselves expats. But yeah, I think that's it. I'm like you, never called a mexican an expat, so I'm gonna. I never thought about that. Oh my god, that is so elitist. Oh my gosh. Okay, that's like a whole other conversation that's so true, that's a we could start a whole podcast, let me tell you. But you know like I'm an expat.
Speaker 2:I'm like that's so fancy special.
Speaker 1:I'm like I'm an immigrant. That's so fancy.
Speaker 2:It's special Pat myself on the back. I'm like I'm an immigrant. That's a cool word. I don't got a problem with that, it's not a dirty word. Like anyway you know, I get it, I get it so, but that's another element of like somebody who's living abroad, who owns a business. That's a whole other audience of people that I can put myself into right. So all these different ways, you know what I mean.
Speaker 2:And then getting yourself booked on those Cause. It's really just about triangulating. You just want to be popping up on LinkedIn and creating those relationships. You don't want to go anything. That's completely farfetched, you know, unless it's maybe in the very beginning to just get better at it.
Speaker 1:Well, I like it, though, because I think it creates this like well, it makes you more authentic, like from like a personal branding standpoint. It sort of exudes your intersectionality, which I think makes you more interesting to potential podcast hosts, because I mean, I don't know, when I'm looking at guests, I'm always wanting to, I always want to see diversity of like thought, age, background, race, socioeconomic status, things like that, because that makes for a more interesting conversation and guest, you know. So I think that that's a really interesting direction. I love that. I hadn't really thought about that in the sense of like keywords. Usually, you just kind of always think about those keywords from like a professional angle, right? You don't think about this other, more nuanced type of thing. So, marilyn, hopefully that answered your question properly. If you have any additional questions or things that you want to clarify there, feel free to drop them in the chat. We've got just a few minutes left. Molly, what excites you the most about the future of podcasting and where do you see the industry headed in the next few years?
Speaker 2:What excites me the most? I think just the the opportunity for truth, you know, the opportunity for uncensored conversations, yeah, and longer form conversations. I think we really we need that, like everything is so nuanced in life and it can't be explained in a tweet or a hashtag, or you know I felt like you're right and I like how it's like really become a global marketplace.
Speaker 2:You know like I'm sitting in costa rica right now. I'm talking to you. You know like that's awesome, right, and that wasn't always the case. So, um, I I like that part of it, I think. As far as the industry, I don't know if I'm being completely honest I think the industry is kind of terrible because it's a lot of white dudes in their basement being jokes about a lot of things. I mean, if we're really being honest, it's like yeah unchecked companies making millions of dollars.
Speaker 2:Yeah, so the industry from. It is kind of like oh well, forget the industry. Let's talk about building personal interpersonal relationships in business development. Talk about building personal interpersonal relationships in business development that's what excites me so much more and using that medium to do so because, it's gonna have its flaws and problems, but none of that really matters to us, right like I don't care about Meghan Markle's deal, right her drama yeah, that has nothing to do with me, right?
Speaker 2:so I think it's great that it's not going anywhere, right? Like, if anything, people are like, oh, podcasting, is we missed the boat? I'm like, no, you did not, it is just getting started. And for all the podcasts out there, like so many of them, are not active, so it's not nearly as big of a pond as people think it is you know, it's just untapped and it's not going anywhere.
Speaker 2:Like everybody is starting podcasts. Huge companies have, abc has a podcast. I mean, you know, it's just, it's where we're going, and so I think it's smart to understand it now and use it to benefit your business personally, you know, and don't don't worry about the headlines and the stuff that you see coming out of the industry, because it doesn't matter.
Speaker 1:Yeah, I do think the one thing that has really impressed me in the journey of kind of creating and growing and building a podcast and whatnot has been how accessible and how I don't want to say easy, but, like you know, accessible it has been and I'm excited to kind of take it to the next level with, with your all, support and sponsorship and production and everything as well. But I do, I want to see more like diversified content out there and some more of these like authentic conversations happening out there, because, you're right, it is that kind of a platform that should be allowing for that and enabling that. If it can allow for that on one extreme spectrum, then it should be allowing for a lot more. So I definitely would love to hear, like you said, that the whole listening as the revolution can get behind that as well. So, molly, thank you so much for joining us today. This has been such a fantastic conversation. I hope you all got a lot out of it. Marilyn, thank you so much, molly. Just by the way, in case you didn't read the chat, she said you've answered my question from an angle I had never thought about. So well done, awesome. Well done.
Speaker 1:Any of you who are listening again who are members. You can feel free to jump into Slack. Molly is there if you want to chat with her, if you have any additional questions, or you can jump into the channel that is our Digital IQ Masterclass channel, and we'll also have the links to Molly's past recording to her masterclass. Or, if you have questions, feel free to DM me and I'll send it to you as well. But that's all we have for you guys today. It was wonderful hanging out with you. I hope you all have a fantastic Friday, excited to see you all next week. Until then, keep asking, keep giving, keep growing, take care. Happy Friday, excited to see you all next week. Until then, keep asking, keep giving, keep growing, take care. Happy Friday, bye-bye.
