What if you could create a platform that allows your leads to qualify themselves? What if you could build trust, prove value and affirm authority by creating a piece of audio that you can repurpose all your marketing from? This is the Podcast Marketing MasterClass and in this session you will learn how to be creative with your podcast while attracting the right clients to your business.

1. Ronsley Vazronsley@amplifyagency.media
CHIEF EXECUTIVE OFFICER
AMPLIFY
SYDNEY, AUSTRALIA ~ AUGUST 22 - 23, 2018
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Podcast Marketing
Master Class
MASTERCLASS

3. Why Audio
Stats, Studies & Slides
Audience Builder 2.0
Podcast concept
ROI

4. ★ the world’s first audio marketing agency
★ the Southern Hemisphere’s first podcasting conference
★ Australia’s first agency to partner with Amazon Australia
★ podcast audience of 8,000 - 12,000 per day
★ published book on the framework to create marketable audio

5. Deep
Easy
Shallow
Hard
BUY MY STUFF
VIDEOS
BILLBOARDS
RADIO ADS
BOOK
AUDIOBOOK
BRANDING
VIDEOS
INSTAGRAM
IMAGES
STORIES
TWEETS
AUDIO
AMPLIFIED AUDIO
the effort accelerates business growth
the message creates renewable assets

6. Before 2018 15 million Amazon Echos shipped … projected to hit 244 million by 2022
Earcon is to the ear as an icon is to the eye
3D audio - Binaural headsets by Sennheiser
Interactive audio … like Fedex’s interactive SoundTrack
Audio based Experiential Brand Activations - Search Nike VaporScape
Electric vehicle engine synthesis - Electric vehicles grew 641% from 2013-2016
Audio Renaissance - Consumption stats mean GE, NASA, Tinder, McDonalds,
MasterCard are podcasting
Retail audio environments … music keeps customers for longer
Playlist marketing … streaming audio accounts for 41% of music consumption (2017)
CK, Reebok, Bacardi, Volvo are advertising on Spotify Ad Studio

7. Around 67 million people listen to podcasts each month
85% of people who start a podcast listen to all of it
Podcast advertising was up 85% from 2016 to 2017

16. Loud
Clear
Weak
Vague
WASTED
the effort has no ROI
the message is ignored
HOPEFUL
the effort is expensive
the message is annoying
CONSTRAINED
the effort can’t scale
the message doesn’t
develop trust
EFFECTIVE
the effort returns on
investment
the message builds trust
AMPLIFIED
the effort accelerates business growth
the message creates renewable assets

17. • Number of blog posts written per day: 59.3 million
• 300 hours of video are uploaded to YouTube every minute
• Podcasts with only 7 or less episodes: 93%
• Authors with books in their garage: A LOT
• Do you know how many abandoned blogs, video & audio
channels are there?

18. it is really about digital marketing

19. KNOW LIKE TRUST
INTRODUCTION FIRST DATE DATING PERIOD A RELATIONSHIP
BUY
ATTENTION ENGAGEMENT SALES A CLIENT
when does someone…
visitor subscriber prospect client/customer/member

20. KNOW LIKE TRUST
INTRODUCTION
FIRST
DATE
DATING
PERIOD
A
RELATIONSHIP
BUY
ATTENTION ENGAGEMENT SALES A CLIENT
when does someone…
visitor subscriber prospect
client/customer/
member
public loyalist

21. KNOW LIKE TRUST
INTRODUCTION
FIRST
DATE
DATING
PERIOD
A
RELATIONSHIP
BUY
ATTENTION ENGAGEMENT SALES A CLIENT
If you solve a
headache
visitor subscriber prospect
client/customer/
member
public loyalist
If you remove an
obstacle
If you address
an aspiration
If you help
pursue a desire

22. Start recording audio

27. KNOW LIKE TRUST
INTRODUCTION FIRST
DATE
DATING
PERIOD
A
RELATIONSHIP
BUY
ATTENTION ENGAGEMENT SALES A CLIENT
If you solve a
headache
visitor subscriber prospect
client/customer/
member
public loyalist
If you remove an
obstacle
If you address
an aspiration
If you help
pursue a desire
Automate this
1. Your people are
on their own
timeline
2. You create once
- use many times
3. Conversions
happen in
conversations
4. You develop
TRUST
5. You prove
VALUE
6. You help them
qualify
themselves
7. They don’t feel
pressure
8. They know how
awesome you
are

30. Familiarity with the term “podcasting” has grown from 72% to 78% in Australia.
This represents twice the year-over-year increase that the US saw in 2017, and shows that podcasts are more widely known in Australia than in the US
13% percent of Australians have listened to a podcast in the last week, up from 10% in 2017.
More Americans know what a podcast is than know who the Vice President is.
When it comes to smart speaker ownership, 5% of Australians own them, compared to 17% of Americans and 8% of Canadians.
14% percent of weekly podcasts are by Australian radio stations or radio personalities.
An average of 5 podcasts are listened to each week by those who are weekly podcast listeners.
Australian listening audiences are growing, but they’re a few years behind US audiences.

35. Content as a conversion source

41. topic
and, would love less of this…
for who? because they want this…
If we create a podcast that… This podcast will sound like this
and the listener will be compelled this delivers ROI because And, one final thing…
My Podcast Concept…

45. thank you :)