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32% of Americans listen to podcasts monthly. (Comparing to 26% in 2018)
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22% of Americans listen to podcasts weekly. (Comparing to 17% in 2018)
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54% of Podcast listeners are more likely to consider buying an advertised product.
Client
The client is an owner of Podcast Booking company that connects business people who want to empower their personal branding with various podcasters, providing both with a high-quality support. There are 2 main services they deliver:
- Help business people to appear on a popular podcast as a guest.
- Help podcast owners to find respectable guests to appear on their podcast.
Considering the rapid growth of podcasts as a medium, these services are extremely useful in a B2B environment, which couldn’t do but influence how the Lead Generation campaign went.
Challenge
The client has contacted us with a need to generate qualified leads for his services. Considering the popularity of B2B podcasts, it was obvious that their target audience is present on LinkedIn.
Our Client tried to contact people by himself and even had some success. However, it was an extremely time-consuming and unscalable process. That is why he made a reasonable decision to use our LinkedIn Lead Generation service.
Solution
Profile optimization
Because Client has considerable experience in building a personal brand, no wonder why his LinkedIn profile was also optimized properly. That is why we were able to skip this stage (usually, we make our clients’ profiles look all-star before starting a campaign).
Target audience setup
Considering the specificities of Podcast Booking services, we had to reinvent our approach to creating LinkedIn search filters because of several reasons:
- Prospects’ industry was not as crucial as it is during other LeadGen campaigns simply because there are a lot of professionals from different industries, who might be interested in running a podcast.
- Instead of companies, we had to focus on individuals who need to develop their personal brand.
- We had quite a vague buyers’ persona that included Coaches, Authors, Entrepreneurs, Influencers, SAAS product owners, etc.
That is why we needed to pay special attention to the prospects we would like to connect in order to make sure they might be an interesting guest for podcasters to invite. Basically, we had to find people with decent personal brands and to offer them an opportunity to empower their brand even more.
Message script preparation
When creating a message script, we relied on the Client’s expertise and communication manners. All the messages were written in a friendly, easy-to-read style, introducing the concept of Podcast Booking and inviting a prospect to book a call with the Client.
Outreach
Results
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The overall Acceptance Rate was 27%;
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While the Reply Rate was 29%
Our Podcast Lead Generation campaign resulted in generating 173 hot leads who either asked for more details or were interested in further communication with Rob.
Conclusion
This project had such an unprecedented success that Client had to reinvent the whole onboarding process. He is now looking for some solutions to automize it because processing such a flow of leads manually is extremely time-consuming.
Usually, there is a delay (3–5 days) between the moment we send invitation it gets accepted. Due to this delay, there were, even more, leads generated by Client’s profile after we have sent our last report. The overall number of leads was 230 but we do not count them because they were connected after the campaign was finished.
This project is prominent evidence of the idea that cooperation between a company and a marketing agency is the major key of a successful Lead Generation.
The Client knew exactly who to target, as well as what messages to sent in order to provoke prospects’ interest. Besides that, Podcast Booking services are extremely useful for the people he was reaching out.
Combine all these factors and you will receive a Lead Generation campaign that brings more than 10 leads daily.
