AUDIT: Keywords, Juicy Descriptions, & Pitching in Your Pod!

Hey Sis!

So, I have a podcast…NOW WHAT?!

How do I optimize this thing? How do I grow FASTER? What’s next?

Join me and my client Tricia Stefankiewicz in a LIVE PODCAST AUDIT coaching session! I take a deep dive into Tricia’s podcast, Whole Health Empowerment Project, and together go through choosing keywords, spice up her SEO, and craft a strategy for organic searchability. Listen in as I explain how to utilize keywords that TRIGGER your avatar and get them not only to click but to actually LISTEN and SUBSCRIBE to your podcast.

Learn how to craft specific, clear descriptions in your copy that will pull in cold-market traffic and convert them into curious, open-minded listeners. The goal in today’s session is to create an experience right from your podcast profile before someone ever decides to listen. In today’s saturated online space we have to STAND OUT and that begins here.

If you have a podcast, blog, YouTube channel (or want one), this episode is a MUST!

Listen. Share. Subscribe.

I pray this blesses you.

FULL EPISODE TRANSCRIPTION:

(00:00):
What’s up friends. Welcome to today’s episode, where I am doing a live podcast audit, live coaching session with my friend Tricia, and we will be discussing all things podcasting. What do you do after you’ve actually launched the show? And then how do you optimize it to make sure that your podcast continues to scale and grow organically and generate new listeners, new followers, and just be fully optimized to explode in the future?

(00:33):
We are going through all the details today of what to look for optimization in your title, choosing keywords and SEO for your show, where to plug that in how to come up with a really incredible triggering description that gets people to not only just stay, but actually listen and subscribe to your podcast.

(00:55):
Finally, we go through what you can do to pitch your paid stuff inside the podcast. How to actually sell in your show. I know you guys are going to love this episode.

(01:06):
Before we actually dig into all of this, goodness, if you need a podcast strategy session and you are a student of Podcast Pro University, you get a 30 minute call with me at a discounted price. Hit us up at support@stefaniegass.com to book your podcast strategy session or podcast audit.

(01:30):
If you are not a student of mine, you can grab a one hour call with me a strategy coaching session, and we can take a look at your podcast and we can discuss any and everything else that you need to. And if you don’t have a podcast in the world, yet girl, come on with it.

(01:46):
This is the number one way that you can grow and scale in an organic brand. Get more followers, get more leads, and show up consistently online every single week to just grow trust, just like I’m doing with you right now.

(01:59):
Okay. If you don’t have your podcast in the world yet go to podcastprouniversity.com and let’s fix that.

(02:55):
So with your prompting, I launched my podcast and I am 12 episodes in. Now I’m just kind of like, alright, where do I go from here? As I’m doing it, I have all these questions that I was hoping that you could just kind of help me with and just kind of give me some direction and some clarity. That’s the big thing.

(03:16):
Perfect. So why don’t you kind of list out for me, all the things that you want to talk about today, and then we’ll just kind of dig in and start tackling them.

(03:25):
I guess the main thing is clarity with my message. I’m just trying to figure out the next step in terms of like the information that I have, how do I move forward to monetizing a product? Plus I wanted to talk to you a little bit about titles and title generators, and then what do I do with the data that I have so far? So my guess is that information is really gonna help me try to figure out what my product is. But just kind of to talk about that too.

(03:57):
Perfect. Okay. So you know what we should do first, I’m going to share my screen with you and let’s do a podcast audit of what we’re seeing here and make sure the messaging is on point. All right. Whole health empowerment project. I see a couple of things immediately that we need to do. So the first thing is whole health empowerment project. Good. What does that mean?

(04:25):
So what we want to do is put a dash here in the title and let’s choose keywords right up here that are searchable. When I read your description here, Tricia is a mama/registered dietician/nutritionist on a mission to empower women and moms to achieve better, whole health balance by taking one tiny, consistent step every day into the journey of health, wellness, and self care.

(04:53):
That sounds good, but that does not trigger me. Right.

(04:58):
Okay. Yep.

(04:59):
So when we think about this mom or this woman, what is her biggest pain point? What is going on for her? Why does she desperately need you?

(05:11):
So I haven’t really decided if I’m going to do mama or just women in general. It’s a woman who is just not taking care of herself. Her pain point could be she feels like life is too busy or for whatever reason, she doesn’t put herself first. So that’s the pain point. Is that a beginning of pinpoint?

(05:34):
Nope. That is every woman in America.

(05:37):
I need more of a pain point.

(05:38):
Deeper. What’s happening for her because she’s too busy? What’s going on in her health? What is debilitating for her? What’s going on?

(05:52):
So I think the pinpoints within that are she’s gained weight. She doesn’t feel good. This is probably every woman in America, too. She gained weight. So I guess maybe it is than children. Although I know that people that don’t have children listen to it. She is like wanting to make a change, but doesn’t really know how to do it. She’s focused on the kids so that her own health is kind of taking a back seat.

(06:25):
What else is going on with this? So, because she’s so hyper focused on everyone by herself, because she’s too busy, she’s also making excuses for why she can’t figure out how to get healthy. Does she not understand where to start with healthy food? Does she not think she has time to exercise or meal prep? What’s going on with that?

(06:48):
Yeah. My assumption is that she doesn’t know how to get started. I’ve done this a million times. There’s going to be meal prep in there. That’s hard. She’s not making that a priority. Exercise is also not a priority.

(07:01):
Just, you know, taking any time for herself at all. So that could be five minutes to just have a little bit of time that she spends without doing it for some somebody else.

(07:16):
Good. Do you feel the difference here?

(07:18):
Yeah. Okay. This is why I’m calling you.

(07:22):
I love it. Good, good. Okay. So when we look at all of these things. How old is this mom? So let’s get clear there. I agree. It’s a mom. How old is this mom?

(07:33):
I would say she’s probably in her late, like maybe 35 to 45. So I feel like she’s me.

(07:44):
Okay. So let’s close that gap a smudge. Let’s do like 39 to 50. I really like a 10 year gap so that when you’re creating content, you’re so hyper focused on this one mom.

(07:55):
Okay.

(07:55):
You’re speaking directly to her. It doesn’t mean that someone who’s not a mom isn’t welcome. I have men that listen to my show, Tricia and I’m always talking to my mompreneur. I have people that hire me that they don’t have any kids. So people will find you and love your message, but we will not connect and create a super niche audience, especially in health and wellness.

(08:19):
I know.

(08:20):
If you’re not in it. Okay. Yup. Let’s go ahead and go there. What is her name? Just so we, you and I can get to know her even more.

(08:29):
Let’s call her Becky.

(08:31):
Becky is in the house.

(08:34):
Well, it’s so funny because I know your avatar Lola. And she does remind me of that.

(08:40):
How funny! What does she think is the problem though? I love this one. So you, and I know what’s really the problem. It’s all these things. Okay. It’s a lot of excuses limiting beliefs. It’s a lot of laziness that’s a problem. Like let’s just call it what it is. Right?

(08:58):
We get complacent. Everyone else is more important than we are. Also life change between, you know, in your 40s, that’s life change. You’re starting to get close to empty nest. Some women are experiencing pre-menopause. Your metabolism slowing down. So like life change is on you. It’s confusing. What does she think is the problem though? Here’s what she thinks. I believe. You tell me, cause you know, this woman better than I do.

(09:28):
I think she thinks the problem is the extra weight.

(09:31):
Yes.

(09:32):
How do I lose weight? I have 10 extra pounds. She thinks that’s the problem. She thinks she doesn’t have any time.

(09:40):
Yeah.

(09:40):
She thinks that’s a problem. So she thinks it’s weight, the last 10 pounds, no time. What else does she think that it is?

(09:52):
Hormones? You know, I’m just getting older. So it’s not really something that I can achieve or that’s even in the cards for me, it’s been like this for so long that it’s not even an issue like that. It can’t be different.

(10:06):
I think there’s a lot of limited beliefs. Work is too busy. She needs to sacrifice. Maybe the kids are in sports or something. So we’re basically what she thinks is keeping her is just well I’m running my kids around in sports or I’m running my kids around or on virtual schooling with my kid and I’m trying to work full time and how do I make me a priority? So then she doesn’t.

(10:30):
Good. So then when we come over here and we need three keywords that are super searchable. What is this woman typing in this box in Apple Podcasts? What is she typing in? I believe it has to do with this stuff. The things that she thinks are the problem, right?

(10:50):
Yeah.

(10:50):
This is just a starting point. If you’re like, I hate that word or that is not my brand, good. That’s fine. But let’s start somewhere. She might be looking up like weight loss and time management podcasts. She might be looking up time management, hormonal changes, and weight loss. Is she looking up like healthy food?

(11:13):
She’s probably doing something like easy meal prep. She’s probably doing something like that. Maybe how to quit exercising after 30 minutes or something like that. She’s probably looking up self care. I would think that’s another keyword.

(11:32):
I don’t think she is.

(11:33):
You don’t think.

(11:35):
I don’t think she even knows that she’s not doing it. She’s the last thing on the list. Five years ago, think of Stefanie and Tricia five years ago, if you were like, what do you do for self care? I’d literally laugh in your face and be like, are you serious? I work. I just work 24 seven.

(11:58):
I’m so busy. I can’t, there’s no time. It was a limiting belief and an excuse in my own life that was affecting my health.

(12:06):
She doesn’t know she needs self care. She thinks she needs to lose 10 pounds. Okay.

(12:12):
Right.

(12:13):
Are you getting this? We’re going to get her with what she thinks are the problems. So of these things, what do you do? What does Tricia do in these keywords that I’ve just written down so that we can plug some really great keywords up here and we could do all of these if you want. She’s searching, I think for all of these, but maybe you don’t do all of these.

(12:33):
I do weight loss and meal prep. I don’t know if I do hormonal changes and exercise, but my podcast brings people on that specialize in all those things. Yeah. The podcast is why it says whole health is because it’s me talking. Then like once a month I bring somebody in that specializes in one of these that isn’t my specialty.

(13:00):
So I really like this hormonal changes because she’s 40 to 50. I think if you really want to hyper target that niche, just bring someone on once a quarter that talks about that.

(13:11):
Yeah I can totally do that.

(13:11):
Good. So let’s take all of these words that I just wrote down here and these are going to become your keywords right here in the title.

(13:22):
I didn’t even know that I could do that. So I just put a dash and then I just write them all next to it.

(13:26):
Yep. So in Podbean go to title, right? Add a dash and then you’re just going to list all of these: weight loss, time management, hormonal changes, easy meal prep, and health hacks.

(13:35):
Okay, great.

(13:36):
Even for moms, if you want to even be more specific. Now this description is searchable and we have a one sentence here. So let’s beef this up and I’ll just riff this to you and you’ll have to transcribe it. All right.

(13:52):
So always we want to start with triggers. When we go back to our trigger list, we can put something like: welcome mama friend. I think you’re here because you know, something needs to change. You might be nearing that dreaded empty nest or stage or even feeling pre-menopause creeping up. Life is extra overwhelming right now between your kids and your life. You just feel too busy to make the changes in your health that you desperately know that you need to make.

(14:29):
I believe you’re here because you’re tired of the extra weight, and you want to get off the diet rat, race, diet, hamster wheel. You are so tired of making excuses about the limited time that you have for meal prep or exercise or shopping for healthier foods. You are ready and willing to make the changes to get your life back and your confidence back.

(14:58):
But you don’t know where to start. Hi, I’m Tricia. I’m here to walk you through whole health to empower you, to transform your life from the inside out so that you can begin the journey of ultimate fulfillment in who you are, in what you wear, and how you show up for your kids, spouse, job, friends, and your mission.

(15:31):
I’m so grateful to walk you through your journey to whole health empowerment. Welcome to your new project.

(15:42):
I love it. Good. See how that had all these SEO words in it.

(15:46):
Yep.

(15:47):
Then it took her on a journey of how are you, how she’s feeling, why she’s here, and why that’s not good enough anymore. Then we triggered her to listen. We kind of tough loved her a little bit.

(15:58):
Hey.

(15:59):
Yeah, you’re ready. So now the last thing in the description that we need is how to connect with you.

(16:05):
So I want to see email and your website. Good. All right. So now we fixed your actual things. So you can start getting some organic traffic.

(16:16):
Great.

(16:17):
Now let’s look at your episodes here for a second. I’m going to stop sharing. Can you take me into your analytics? Let’s go see which episodes are really taking off, but I can riff with you right now. Five super juicy episodes that we know she wants. So let’s start with your analytics. Let’s just glance. Tell me the first four.

(16:38):
Meal prepping made easy. The truth about alcohol use and women. Nine ways to start eating more mindfully. How do I help and challenge my picky eater?

(16:49):
So the only things I’m looking at in here, just for you to know, all I care about is am I growing? Right? If I want to see that my chart is slowly going up to the right, am I growing?

(17:01):
The other thing I want to notice is if you start taking off in any certain country, it’s kind of interesting to know that that’s happening. Do I do anything with it? No, not right now, but if I saw that I was biggest in Canada, I may change my strategy, right. To talk specifically to a certain demographic.

(17:22):
The other thing we know for sure is we’re always being heard on Apple Podcasts, which is why that’s really where I’m promoting people to listen. So that’s good to know.

(17:31):
Now here’s the most important thing of all time. What episodes do people actually care about? Right? This is what you want to check probably once a quarter. What are my top five episodes? And when you look at your top five episodes, you want to now double down and create what else can talk about that has to do with this stuff.

(17:51):
So if we go look at your top five or we did your top four, we are right on track. Look, meal prepping made easy. We specifically knew that was a trigger for them. How to eat more mindfully. Sure. Alcohol use in women. Very, very controversial. It’s spicy. Of course, they’re going to listen to this.

(18:09):
Now here’s something else you talked about the kids, which is something that we did not identify as a trigger for her, but maybe that is totally a trigger for her, right?

(18:19):
Yeah.

(18:19):
How do I get my kids to be more healthy? So I feel really great about this. This is just confirming what you and I just came up with.

(18:27):
Okay.

(18:28):
So if we were to come up with a strategy for you for the next five episodes, I mean, here’s where my brain would go. What is she dealing with?

(18:37):
Imminently the weight gain. Okay. We’ve got COVID weight gain. First of all, we’ve got stress eating because she’s distanced learning, homeschooling, or fearful that our kids are back in school. She’s got limited time now, too, with all of those issues. You have responsibilities.

(18:56):
So let’s just start listing some topics. For example, COVID weight gain got you down?

(19:03):
How do you find these titles? I try to find titles. I’m Googling titles. Is it just coming in your head?

(19:10):
It comes into my head. I know we could do this every quarter and just come up with all your titles for the next three months, I think.

(19:22):
Great.

(19:23):
So COVID waking got you down? Let’s blast those last 10 pounds, right? What I love about this when you’re thinking of titles, think about what could she be Googling.

(19:35):
She could be Googling COVID weight gain. She could be Googling last 10 pounds. If you can make something more controversial or make it a question she wants to answer you.

(19:47):
So for example, like meal prepping made easy. This is very searchable. It’s searchable, but you could spice this up. By being like, no time to meal prep? Five steps to meal prepping made easy.

(20:02):
Gotcha.

(20:03):
Alcohol use in women, again, searchable, not spicy. So here we could say something, like, worried about your drinking? The truth about alcohol use and women. Or just even adding the truth.

(20:18):
I don’t know.

(20:18):
Alcohol use in women.

(20:20):
I don’t think that’s a great one. I see what you’re saying.

(20:24):
You know what I mean?

(20:25):
So clean.

(20:26):
Yeah. So that’s it. Just come up with a question. Can I make it more juicy or triggering? Can I add in search terms? This is just with practice and it’s not something that everybody’s good at.

(20:38):
I have a lot of clients who are like I literally can’t do that. Can I just pay you to do my titles?

(20:43):
Right.

(20:44):
This needs to be a service I offer al la carte. Okay. COVID weight gain. What’s the next one? How about stress eating?

(20:51):
Stress eating. Yeah. That’s the thing. This is a little bit of my dilemma. So I’m a dietician. I’m sure I’m going to end up having to do a paid product. Right now I am not monetizing this. Right. So in the interim, it’s kind of like, do I offer weight loss counseling? Ultimately I want to have a membership site that has like all different specialties in it.

(21:17):
So I want it to be something like I had an office space, which I shared with therapists, acupuncturists, a naturopathic physician, and just specialties. A pharmacist. I want to try to mimic that online.

(21:31):
I want my membership site to be someplace that you can come and find information from different things. So in my episodes, I didn’t know how much I should focus on eating. Although that is something right now I can probably monetize more so than the membership at this point.

(21:48):
All right. Let me tell you something you’re not gonna want to hear about memberships.

(21:51):
Yeah. You’re going to tell me not to do it.

(21:54):
I hate membership sites.

(21:55):
Why?

(21:55):
I have so many clients because, Tricia, you can’t charge enough unless you have Jasmine Star’s following and you can charge $97 a month.

(22:07):
You’re showing up in a membership 24 seven. There’s no breaks. There’s no end in sight. It’s constantly communicating with each human. The amount of effort you have to put into a membership site. I have yet to see it equal the profit.

(22:23):
Yeah. I get that.

(22:24):
Hundreds of people. What I think you have right here. Look at this. If we talk about all of these things right here, you have a passive course.

(22:37):
Okay. Build a passive course that’s whole health empowerment project framework. The whole health whole health.

(22:47):
Well I have like an eating empowerment. That’s like my weight loss part of it. It is the eating empowerment program.

(22:58):
When you bring other people in, here’s another piece about memberships that is like the bane of people’s lives. I had too many clients with membership sites not to tell you the truth.

(23:08):
So then you bring other people in and then you have issues because now what are you doing? Are we paying people? Do they have ownership of certain things like super messy. Then sometimes people do it for free. Well, why did you pay that one? It’s just crazy.

(23:21):
So I think what you should do, if this was my brand and this was me. I would create one passive product, which is your empowerment eating program. As a fully passive e-course. This is an entry level product that every single one of these women need. Right.

(23:38):
Yup.

(23:39):
Great. It’s affordable. It’s under $500 and there’s a payment plan, so that it’s a no brainer purchase.

(23:46):
Okay. Okay. Then number two, I would offer private coaching.

(23:52):
Okay.

(23:53):
Can you offer private coaching with what you do?

(23:55):
Yeah. I can totally offer that. I just have to start advertising it on my podcast. But yeah. I mean, I do it every day, all day, so yeah. That’s not a problem.

(24:07):
What was your diet program called?

(24:09):
It’s called eating empowerment program.

(24:13):
Oh my gosh. Right. Then coaching. Here’s an example. Hey guys, today we’re talking about the COVID weight gain. Oh my gosh. This extra 10 pounds has got to go. How many of you have just been super overwhelmed with life? You’ve noticed that the scale is creeping up. Talk about being in, most of you in your forties or even your fifties, it’s harder to lose weight. That’s what we’re talking about today.

(24:39):
But before we dig in to today’s episode, I want to let you guys know. There are two ways that I can help you.

(24:46):
Number one, I have a self study program, the eating empowerment course that you can take at your own pace. If you’re truly ready to transform your lifestyle, get off that diet rat wheel and leap into food freedom forever. This is the program for you.

(25:03):
I am a registered dietician and nutritionist, and I’m so excited to bring this to you guys. It’s super affordable. Go to blah.com. Take a look at it. See if it’s for you.

(25:13):
Option two. I offer private one-on-one customized coaching where I can help you navigate what is going on in your life when it comes to weight loss, easy meal prep, etc. We can come up with a plan together. I’m here to support you. If you’re interested in that, email me. All right, let’s dig into the show.

(25:35):
I can do that. Then I guess my monetization would just be then creating more products that are more specific to my woman, right?

(25:42):
Not necessarily. So 60% of my income comes from one course. 60% of my entire monthly revenue comes from one product. I think that this is because we know their number one problem. I know your number one problem. You know your lady’s number one problem. It’s the weight gain. That’s what she thinks it is.

(26:03):
We’ll have this program. When we have too many offers, we confuse people.

(26:11):
I can make enough money. I can monetize this course enough. That’s what I was wondering. Cause I can keep going back and tweaking it after every time I launch it. Oh, you’re saying a passive course, so I wouldn’t even have to launch it.

(26:24):
It’s open. You promote it every single episode. And if, and when, you hear from your women, the bigger you get and they’re asking you for something specific, sure you can create that thing.

(26:38):
But when we distract people from what we are all about. Tricia, if you get known for the eating empowerment program, you now make a stand and people talk about it.

(26:48):
People talk about Podcast Pro University. They’re like, right. That’s what I’m known for. So you want to get known for your one signature program. That’s the secret sauce to making a lot of passive income. Okay. So I would focus on that for six months. Like don’t even look up.

(27:04):
Okay.

(27:05):
All right. So let’s see if we had anything super quick that we didn’t cover. We did your messaging. I gave you a new description. Okay. We talked about a monetization plan. Titles. The only secret I have is what I told you. And I think it’s just…

(27:22):
You don’t have a tool that you use, like a generator that you use.

(27:26):
I do not great.

(27:27):
Okay.

(27:28):
Then what do you do with your data? What we did today. Double down on what we know is working. Here’s a bunch of SEO keywords that you can begin to use that we wrote down.

(27:39):
Great. Thank you.

(27:39):
For your title, these are two episodes that you and I mapped out together, coming up.

(27:45):
Great.

(27:47):
I’ll give you two more episodes to get you through a month.

(27:50):
Thank you.

(27:52):
Let’s see. Especially if we can stick with this eating weight loss thing. How far are you from this program being ready?

(27:59):
I haven’t even started it. It’s just in my head and I have everything ready for it. I just have to get it out of my head.

(28:07):
So that would also be a reason for us to meet again. Once you have a full outline of your program. I can meet with you. Look at it. We may need an hour for that for me to look at it and come up with a launch. Just a soft launch strategy.

(28:19):
Yeah, that’d be great.

(28:22):
But, so it’d be great if we’re getting these people. Start talking about it. You can talk about it now. Tell them, hey, I’m going to be creating this program. I’d love to hear from you guys. What do you want me to include in it? Would you be interested in being on the wait list? Shoot me an email. Start generating some just natural buzz that you’re going to integrate in the program.

(28:43):
Can you come up with five health hacks for women in their forties?

(28:54):
I can come up with any of this, but when people decide that they want to do something, how do they get started? You know what I mean? What’s my first step?

(29:01):
How about this? Create a plan for your health with me today. Listen in, right? So you’re like, hey today, I’m going to walk you through a health plan.

(29:20):
Great. Got it.

(29:21):
How about another one? I liked that you sprinkled one in for the kiddo and we noticed that this is a top four. So let’s do another kid one.

(29:28):
It was young kids. Cause my kid is three. So it was pretty general in the episode. It was a girl who talks about picky eating and it was probably like kids under 10.

(29:38):
Yeah. I love that. What if you did one that was hidden sugars that are poisoning your family?

(29:46):
Great.

(29:47):
You got a month’s worth of content.

(29:49):
Thank you.

(29:50):
Knock this out and then let’s meet again.

(29:52):
Great. So I’ll schedule with you in a month.

(29:55):
Perfect.

(29:56):
Thank you so much.

(29:57):
You’re welcome.