Live Session! SEO, Content Mapping & Messaging In Your Podcast

Ladies,

SEO MATTERS! I’ll explain why we care about embedding search terms into naming your brand, podcast title, and episode titles. Figuring out which content to create so that it resonates with your avatar and helps with messaging and more is in this podcast strategy session with Jenn Murray!

Come be a fly on the wall. Enjoy Lola. 

I pray this blesses you!

FULL EPISODE TRANSCRIPTION:

(00:00):
Hello, sunshine, happy day. I hope you’re ready for an amazing strategy session with one of my students, Jenn Murray, and we really dig into what her podcast strategy is going to be about. We go through the four tiers of brand creation, titling SEO description, and content road mapping.

(00:20):
This one is so cool because it’s all about creating events for entrepreneurs. So I think you guys are really going to enjoy what we actually talk about as well as the coaching to help Jenn bring her podcast strategy to life. So let’s do this number one.

(00:35):
Number two, if you are ready to leap on starting your own podcast in this new year, come and join the hundred plus women that are having massive success in launching their shows over in Podcast Pro University. Check it out at podcastprouniversity.com. See if it might be right for you. If you have any questions, I am such an open book it’s ridiculous.

(00:58):
Y’all send me a voice DM on Instagram. I will answer any question that you have about podcasting because I, as you know, promise not to get on my soapbox right now, but I am so fiercely obsessed with using podcasting as the growth catalyst for an online business and brand. You know what it’s done for me.

(01:18):
I’m not going into it, but let me tell you something. Listen to me, Linda, if you’re struggling to find the catalyst to find the compound growth in audience building, in creating engagement, and seeing conversion from whatever content you’re putting into the world.

Ultimately closing on sales and selling stuff, or getting coaching clients, you are probably missing the vehicle of growing trust, which is podcasting.

(01:50):
Podcastprouniversity.com we want you there join us. The sisterhood, the membership community portion of it is beyond so many women working together, doing review swaps, doing interviews on each other’s shows. It’s the most beautiful sisterhood I couldn’t even ever imagine it would turn into something that it has.

(02:11):
I go live once a month. Sometimes more answer questions from you guys. There’s just so much added value in there. For right now, you get it free, but not for long. So let’s go, let’s do this.

(02:31):
Let’s start with, what is your main goal for today? I know in your notes, you said the name and focus of your podcast, right?

(03:19):
Yes.

(03:20):
Anything else?

(03:20):
No, just those two.

(03:22):
Okay. Let’s start with the focus. So you had put in here that you’re an event planner for entrepreneurs, you’re doing the mastermind retreats workshops, and you’re kind of starting out in that arena. Tell me about the vision for the show, how it lines up with that.

(03:39):
So I want it to be well, okay. This might help too. I will interject and say that I’ve done some of the homework in the course.

(03:45):
Cool.

(03:46):
So like I’ve written out the podcast mission. I’ve written out the topics I’ve even like written out my first 30 episodes.

(03:54):
Okay.

(03:54):
Based on the categories. So I don’t know if you want me to just go down that or if you just want me to answer your question.

(03:59):
Read me the mission.

(04:01):
To provide events and community building tips to women entrepreneurs, to inspire them to hold events, cultivate community, and be true to their unique self and brand, to equip them with knowledge, tips, and strategies to hold successful events and up level their business.

(04:14):
Okay. So basically your podcast is going to be focused on the woman that’s ready to go and do her first event, right?

(04:23):
Yes.

(04:24):
The entrepreneur woman.

(04:26):
Yes.

(04:27):
Cool. Talk to me about a couple of your ideas for episodes. Your first five, just so I can get a vision for kind of what you’re thinking.

(04:35):
So past the first, because you gave us like the first four to intro. So the first five, after that was, let’s get real. How do you know when you’re ready to do events? I figured that would be a good one to start off with.

(04:46):
Yes.

(04:46):
The magical world beyond algorithms and referrals. So talking about why events can be a good alternative to that, right? Because you’re not fighting the algorithm.

(04:55):
Next one is strategy. Your ultimate secret weapon. These three mindsets will kill your event, stall your business growth. Don’t follow the crowd. Be brave, be yourself. So basically that one be talking about like, just be unique, true to your brand when you do events and you do marketing.

(05:11):
When you say event, what do you offer on a coaching level for this?

(05:15):
So I don’t do coaching as much as I help them actually plan their event.

(05:20):
So an event planner.

(05:20):
So, anything that’s client focusing. Masterminds, retreats, conferences, intensives, anything that they want to do that is in that arena. Workshops. That’s what I help them plan.

(05:32):
Are you a wedding planner? Where you charge a fee and then you’re setting everything up or are you strategizing with them?

(05:39):
So I have it set up. So the first step of working with me is what I call the invent your event strategy consultation. That’s where I just focus on strategy with them.

(05:53):
It’s like, what are your business goals? How much do you want to make out of this event? What do you want people to take away as far as your brand? How are we going to cultivate community? What value and content are you going to provide?

(06:02):
So it makes them focus in on what are your goals and the strategy for the event. At the end, I give them like a documented blueprint so they can take that and then just go find the venue, do all the detailed stuff, or they can roll the cost of that strategy consultation into an activate your event package.

(06:21):
Where I then go in and find the venue, help them do the schedule, help them do the gift bags, all of that logistical stuff. So it’s strategy first. So we know what we’re doing and we’re making wise decisions.

Then it’s the let’s go take care of all that stuff based on the strategy we’ve played out. Does that make sense?

(06:38):
Yes.

(06:39):
Okay.

(06:39):
I love that. So first of all, the focus for your podcast is very clear and I think you’re doing great. I love everything you’re saying to me, because if let’s say I was your perfect market. I want to do a small event here locally. You know, I’m probably your ideal avatar, right?

(06:55):
She’s got a small following and a podcast. I want to help Stefanie do that. If I went into iTunes and I started searching for a show on event planning, right? So we want to really think about those key terms that I would be searching for.

(07:09):
When you have your podcast titles here, I think this is great. How to start an event, event planning, event cost, strategy for event events, events for entrepreneurs. Those are all things I’m going to Google.

(07:21):
So I think the fact that you have all of those embedded in your podcast descriptions, it’s beautiful. I think I love that you’re so niched in to specifically events for female entrepreneurs.

(07:34):
It’s not like I want to say no to a guy. It’s just it’s most of our market is women. So that’s what you end up targeting.

(07:42):
I think that your show focus is really great.

(07:44):
Cool. Because the five categories I had was like one was event tips smiths. So basically how to do your event successfully. The next one was cultivating community and relationships. So that could be about events, but it could also just be about entrepreneurship in general.

(07:59):
The next one was the power of strategy. Because again, I start with strategy and I do things in a strategic way. The next one was bravely bringing your unique brand to life. There’s this all we’re seeing as far as examples of events right now is the six or seven figure entrepreneur in Mexico, somewhere in a five star resort.

(08:18):
I want people to understand that they don’t have to be that in order to do their own event, but that can also go into other topics too. My last category is going against the grain. I have topics like let’s listen a little more and speak a little less. When putting out content, things like that.

(08:33):
So I did a spreadsheet for my topics and my episode titles. It’s not like one episode is focusing on just one thing. It’s kind of like the categories overlap. If that makes sense.

(08:43):
No, I think that’s fine. I love that four of them are really event related and that fifth one is, but you’re an entrepreneur. So let’s talk a little bit about something that’s in that wheelhouse. I think that’s okay.

(08:54):
Okay. I didn’t want it to be like so niched into events that that’s like all you hear. I wanted something that could also touch into other topics that kind of circle around it. So it’s not the same.

(09:03):
I like that it’s only 20% of the time. You want to get known. You want to be a superhero in the event space or entrepreneurs and do that. When that’s exploding, yay. Now we also talk about this, but until, we don’t want to be too broad.

(09:22):
But it’s okay because you don’t want to be boring either. So I love that it’s just a tiny splash. That’s great.

(09:27):
Okay, cool.

(09:28):
So I had an idea, obviously in the future I would bring on clients of yours and do event evaluations, live on the air. You know, today I brought on Derek. We planned a mastermind event.

Derek, what was your biggest fears about hosting mastermind live? What were the things that kept you from leaping forward?

(09:47):
Talk to me about our work together. Was there something that I did that really helped you navigate this space? The beauty of it is it gives Derek publicity for what he doing and then it showcases you as an event planner, right?

(09:59):
Yeah.

(10:00):
So that would be so cool to do in the future. Once every fifth episode you have an event spotlight.

(10:07):
I love that.

(10:09):
Me too. That’s super fun because we teach, teach, teach, but people are like, show me the juicy. I want the behind the scenes. I want talk to about the failures. Talk to me about the flops and what we could have done differently and what you learned. That’s what I want to hear about.

(10:24):
I can go Google how to have a mastermind, but I want to know what do people really need and what are the failures that people have had with mastermind and what does it really cost? All those juicy topics. I think you should talk about that stuff.

(10:40):
Yeah. I think that’s such a great idea.

(10:43):
Good. Event spotlight. I love that so much. It drives your business so much and it’s cool because if you have people in all different realms, I have Derek and we just set up a mastermind for him. I have Stefanie we just did a retreat.

(10:58):
I just had a live speaking gig for blah, blah, blah. I had a four person mini event. It’s so cool because it’ll show your diversity. Until you have that, you could ask people that have hosted an event to just come on and talk with you.

(11:12):
Oh, okay.

(11:13):
Do an open Q and A with them. Do you wish you would’ve used an event planning service? Would you mind sharing what you spent on this or that? Did you have to pay speakers if they did a small intimate event? Why did you choose to do that versus an online thing? When did you start the process?

(11:28):
Just picking their brain on all things events.

(11:32):
I know so much who are going to be doing some this year too. Ones that I have a relationship with that if I ask them, they would probably just say yes and it would be a good fit.

(11:42):
People love publicity. It’s crazy. Just send them a DM and be like, I’m starting a new show. Tell them what you’re doing and be like, would you give me 30 minutes of your time? Of course I’ll promote you on my show and you have an evergreen spot as one of the first interviews.

(11:59):
The podcast is evergreen. So forever your episode will be here as we grow. I very rarely have someone said no to me unless they were like very big.

(12:10):
Yeah, no, I love that idea. That is such a good idea. I don’t have to wait until I’ve gotten like a ton of clients before I can start bringing people on the air for those kinds of conversations.

(12:21):
Any other questions on that arena? The focus piece?

(12:25):
No, I just wanted to get like, you know how you can’t see the forest through the trees after a while? You have more experience in this than I did. So I just wanted to run what I had by you just to make sure that it didn’t seem like offkey or there are any red flags or anything. So cool. Yeah. I’m glad that I was able to nail that out.

(12:45):
You know what else? You’re welcome. You know what else just came through for me was like along the lines of when you said, what if you posed your episode titles or you it through the top burning questions about events as the first couple of episodes first 10?

(12:59):
For me, here’s what I would think about when am I ready to do events? What type of event should I start with? How in the world will I afford doing an event?

Should I put this event on myself? Should I hire somebody? What type of event are most successful? When do I start promoting an event? How to get over your fear of hosting an event, how to get free speakers at your event, how big should your following be before you do an event?

(13:27):
Those are all the questions that would come through to me that I think you could even potentially title your show those things because that’s what people are going to be Googling.

(13:36):
Oh yeah. Okay. Do you like what, like the first five, 10, and just talk about those kinds of questions?

(13:44):
Yeah. If you can get some people on to do event spotlights with you every fourth or fifth episode stellar. The inside scoop on events. I think that’s, what’s so juicy and cool. I love when people do episodes on their shows about their events. It’s like my favorite.

(14:00):
I think every entrepreneur dreams of having some type of event at some stage in their business, whether it’s the retreat or the big event. You know, everyone is always thinking, could I do that? So to hear people openly talk about it is what gets you to see yourself in their shoes.

(14:18):
Yeah. I want that too, because again, I said, it’s what we mostly see online is like the six or seven entrepreneurs doing like the big fancy sort of events. We don’t have examples of just like people in other stages or other different kinds of brands that are doing events.

(14:32):
Even though people definitely want to. I mean, that’s how I felt into this was I was doing work research for another business idea and then realized that this was a lot of people are wanting to do this.

They just don’t know how. Because nobody is really filling that space. It’s like the go to. Let me help you plan events for online entrepreneurs.

(14:49):
So that to me makes so much sense if I did that, that way because SEO. Right off the bat, I’m addressing some of their common concerns.

(14:59):
I’m also going to have a minicourse that’s coming out in the next few months. So that would also make sense for that. I could drive people to the minicourse. So, that was right. There was totally what the prices is called.

(15:16):
Right. Just wait for it. Because we’re going to name this thing. We’re going to come on with tagline in the next 15 minutes girl. We going to get it.

(15:26):
Okay.

(15:27):
So let’s talk about, do you have any ideas for a name?

(15:30):
I didn’t get that far quite honestly and I wasn’t sure because again, I was like, I know it should have probably say something about event planning just for SEO, but it’s like if I name it that, is that going to be too niche? Or would people think it’s going to be straight up just not boring, but like tips like every single episode.

(15:46):
Whereas I’m going to have those other topics circling around it. Do you know what I mean?

(15:53):
So I really think it is an event show though. Don’t you? It really is for the book she or he they’re ready to have an event of some kind. That’s what they’re going to hire you for. They’re not going to hire you for entrepreneur tips.

(16:07):
Right? It’s like, those are nice to have, but they’re just icing. The cake is, you know, events. You’re going to help them know events. You’re going to give them inside scoop on events. You’ll have courses on events and coaching on events and then you can actually help them plan events. I think you should claim that space.

(16:24):
Okay. Yeah. You’re right.

(16:26):
Then you can always grow from there. I did events and now I coach other people on how to become event planners. There’s always ways you can grow and scale something that’s in the same wheelhouse once you’ve blown that up.

(16:40):
That’s very true.

(16:41):
You could always segue off. You could always rename it in the future. But I think today what you’re trying to build and what you’re trying to do, it would benefit you more to be so clear.

(16:51):
Yep. I agree.

(16:52):
So, in that case I’m going to be boring because that’s what’s going to get you listeners and that’s what’s going to get you organic fines and searchability is so much more important than like that flashy, vague name that makes no sense.

(17:09):
Right?

(17:10):
The rose petal. The event planning company. It’s like what rose petal mean?

(17:18):
I don’t know if I wanted to be that vague. For me it would be a gerbera daisy, because that’s my favorite flower. I’m not about.

(17:25):
There you go. So, oh my gosh. This is so good. When I just put into that iTunes’s search bar events for entrepreneurs, there is one podcast that comes up and it’s not called that by the way. What if I’ve been event planning for entrepreneurs? Same one podcast comes up. Oh two, here we go.

(17:52):
Then it gets into wedding industry stuff. They’re really niche into wedding. There’s one dude here. I won’t say it. Well, the Smarter Event Planning Podcast and then the Savvy Event Planner Podcast. Both of them have planning in the title.

(18:08):
So because I was thinking something like that event show for entrepreneurs or events for entrepreneurs, event strategy for entrepreneurs, the event show, that event podcast. I think you really want to be clear it’s for entrepreneurs.

(18:25):
Yeah.

(18:27):
We don’t want to be like wedding planning, birthday planning.

(18:29):
No. Cause I specifically say my marketing, I was planning our events as entrepreneurs is not like planning a wedding, a graduation party. We’re trying to make money and all that good stuff. So we have to approach it differently.

(18:40):
So yeah, I think we definitely want entrepreneurs in the name. So you said what was that again? That event show for entrepreneurs?

(18:48):
That event show and then it would be dash. For example, let me see. So there’s nothing called that event show. It’s so basic, but it’s like, that’s how you get found. So for example, it’d be that event show strategy and event planning for entrepreneurs, right? Or that event show – for entrepreneurs all in the title.

(19:12):
For example, holy smokes. Anytime somebody put in an entrepreneur event, yours would be the first one to come up. There’s nothing. It’s crazy.

(19:19):
It blew my mind when I stumbled upon this niche. I’m like, how is there nothing filling this need? So many people everywhere I go, they’re like, I want to do events, but I don’t know how.

(19:29):
They’re going too big. I think people are saying, or if they’re doing events, they don’t have a podcast about it, which is like, duh. So I love like if you claim something so clear like this like events for entrepreneurs – the podcast, holy smokes. Your searchability is number one. You’re like the first podcast that would come up.

(19:48):
Yeah. I like that too. I like the event show for entrepreneurs and I like events. Would you should say, events for entrepreneurs – the podcast.

(19:55):
Yep. Or even just events for entrepreneurs, event planning for entrepreneurs. The only reason I like events for entrepreneurs is there’s two e’s. Planning is like a little bit throws it off. It’s not just planning because you’re also teaching them community relationships, event strategy. It’s not just event planning.

(20:14):
I think I really like events for entrepreneurs because people, like you said, they can use events for networking, for growth, for small events, intimate events, big scale events.

So I think events for entrepreneurs leaves it open enough to where I’m going to go ahead and read your tagline and if your line promises me something good, I’m reading that description and then I’m listening. Right?

(20:36):
Yeah. I agree. I like that.

(20:39):
So if like let’s roll with for a second events for entrepreneurs, that was like the name of the podcast. That tagline for me because we want to promise something in six words or less. Events for entrepreneurs. So I would think of something like event strategies, systems and planning for entrepreneurs or all things events for entrepreneurs. I don’t know. I like the first one better.

(21:04):
Strategy planning and systems for entrepreneurs.

(21:06):
Yeah. Don’t you?

(21:07):
Yeah. I mean that pretty much nails it. Yeah.

(21:11):
Strategy planning and systems.

(21:12):
Planning and systems.

(21:13):
But I think event needs to be in there. Right? So it’s events for entrepreneurs and then event strategy, planning, and systems for entrepreneurs that way it’s like it all comes back to an event of some kind.

(21:29):
Right. Makes it extra clear just in case.

(21:32):
Then when I go into like, okay, I mean, pretty much if I want to host an event, I’m going to binge listen to your podcast done. There’s nothing else to listen to. Amazing.

(21:40):
Also, everything I Googled was a man.

(21:47):
Are you serious?

(21:49):
Yeah. So like if you want to get micro niche, just saying, you could be like events for the girl boss, but that’s totally up to you. You don’t have to do that, but just a thought.

(21:59):
Yeah. I think staying with entrepreneurs, I think from an SEO point, that probably makes more sense for you.

(22:04):
Yeah.

(22:04):
So yeah. Let’s just do like events for entrepreneurs. Yeah. The podcast. I like that. I like how it literally is the podcast.

(22:17):
You know what else? When I think about this, when I think of channel art, Jenn, I think of big, huge letters. You’re not you’re not on there. I love when somebody’s going to teach me a specific topic, it’s not really a branded show to you. The Jenn show. This is about events. Let me help you transform events. I really like just big, bold words on a really vibrant square.

(22:43):
Okay. Yeah. I have a web graphic design background. So I was already like thinking ahead to the cover. I think I saw somewhere in your materials, you were like female photos or you’re looking off to the site works best, but I literally have like a very limited amount of professional stock photography.

(23:00):
So like the fact that you just said it would make more sense for me not to go that route, I think would make the cover art easier. For the reasons, it’s about the topic. Stand out more when they bring that up in a search.

(23:14):
It will. Remember she’s on there to solve a problem right now. I might want to do some type of event, but I’m scared I’m going to poop my pants.

But if she comes on your show and it’s like, for me, if I’m searching for an Enneagram podcast, I don’t care about the woman’s face on that meme. I just want to learn about the Enneagram.

(23:31):
But if I’m going to a specific show because of a person that I follow, I might want to see her face. Right? So it’s a difference of if you’re teaching a topic where you are the brand, I think it’s important that you’re there, but that’s not the case here.

Yes, you are going to become part of the brand because they’re going to hire you. But the brand is really event planning.

(23:52):
Right. This for me is like the beginning of the funnel. One of the reasons I’m doing this I wanted something out there that was like not subject to an algorithm, like it’s sitting out there all the time. It could be found by SEO, which apparently from research will not be that hard.

(24:06):
Then once they get into and learn about the topic, then they form that relationship with me and then hire me. So that doesn’t really need to have me on the cover, it just needs to get their attention saying, Hey, here’s this topic I’m going to solve the problem like you said.

(24:18):
A hundred percent.

(24:19):
That makes perfect sense. Yeah. I totally agree with that.

(24:22):
Okay. So the next step for us is that a description? So let me just riff to you and then you can take that and play with it, make it your own. But I think this will help you get clear on embedding SEO into that description. Right.

(24:38):
Okay.

(24:38):
It’ll be recorded. Cause I won’t remember what I said.

(24:42):
Me trying to type.

(24:44):
Okay. So something like, so you’re considering an event, but you’re terrified. I totally understand what that feels like. No matter if you are thinking about a small intimate mastermind, a getaway destination event, or a large scale speaking event, let me take out all of the confusion, overwhelm, and stress for you.

(25:15):
Because events, they’re magical. Events not only help you explode your brand and business, grow and cultivate amazing meaningful relationships, have a ton of fun getting together with your community, and there’s so much easier than you think.

(25:36):
Dig into this podcast, starting with episode one, to get every single one of those burning questions answered. I’m also going to be bringing on people and event spotlights, where you get to hear the behind the scenes, the truth, the reality, the good and the bad about hosting events. I can’t wait to dig in with you, Jenn.

(25:56):
Holy crap. That was awesome. You just riffed that? That was amazing. I was super excited when I heard that. That was great.

(26:09):
Good. See how like I embedded in those words that they would be Googling and also I made it relatable and fun. It’s not like, hi, welcome to the boring event show. It’s like, this is going to be juicy.

(26:26):
I love you.

(26:28):
Yes. I’m pumped. I would totally listen to this show because there’s so many things about events that are exciting to me, but then 60% of it is but that’s a lot of work and it’s probably really expensive. Is my community even big enough?

(26:44):
So I can totally see a huge need for this. Of course, if somebody’s listening to this Jenn, and then they hear your commercial in the beginning or end where you do that little intro or whatever.

You’re like, listen, if you love today’s topic, but you’re still feeling overwhelmed. I want you to shoot me an email because I can help you simplify this process.

(27:03):
I’ve got a mini course for you on getting your event launched and into the world. Or I can literally take over for you. So wherever you are on the stages of event planning, let me hold your hand and navigate this process with you. You can get in touch with us over at, you know, jenn@theeventshow.com or whatever it is. Right?

(27:22):
Right.

(27:22):
You pitch yourself in every episode.

(27:24):
This is going to be so good. I’m like a thousand times more excited than I already was. That was a lot of excitement. So yay. Oh my gosh.

(27:35):
Okay, hold up. Can we talk about the clarity that just happened right now? Sometimes having a huge aha moment is simply having a conversation with a mentor or a coach or somebody in your sphere of what you’re trying to do, what you’re trying to create.

It was there all along and now Jenn has the clarity. She has the copy. She has the verbiage that she needs to go do the dang thing.

(28:00):
Not to mention she has Podcast Pro University to teach her all of the actual how-to steps of launching her podcast into the world. Amazing. You guys got to go check out her show, Events for Entrepreneurs. I know you’re going to love it.

(28:15):
Leaving you with a prayer. Now my beautiful, amazing friend.

Today I’m praying for your bravery. I want to lift you up and ask that God would wrap you in his incredible courage, that you would feel really brave and confident over the next week as you go out and you pursue the thing that you are focusing on.

(28:36):
That God reminds you step one is simply step one. You don’t have to know all the things all you have to do is be courageous enough to move your feet and do the first thing.

Then he will show you the second thing and so on and so on. But ultimately it starts with us having immense bravery, even though we don’t know the how, even though it might feel overwhelming or confusing today.

(28:58):
That God has got this and he’s got the roadmap for you if you’ll just trust him. I’ll meet you back here super soon. As always, love and light, Stef.