Coaches, consultants, trainers, and speakers are all leaders who influence and impact their target audience. They reach this audience through the combination of consistent content marketing and campaigns. Consistent content creation is easy when you use the creative campaign framework that starts with a livecast and provides you with a weekly social media storm of content across all your channels. Join Shelley and Toby live to learn the system to consistently create content to attract your target audience and convert them into clients to increase your impact and income in 2022!
Why should we do a live cast?
What’s it going to do for us?
How do we use it once it’s done?
I want to address a question that appeared in the Streamyard Facebook group, one of the gentlemen asked what is it that you guys do to promote your show? as if there was some sort of newspaper advertisement that you could create to promote your show.
The only promotion we ever do is organic. We haven’t paid for advertising.
Start With a Livecast
The approach that we use to promote our show is taking advantage of the benefits of social media distribution. We start with a Livecast to do that and then build out a couple of things that’ll be helpful in the long run.
This is the approach that we take and we recommend to our clients. It’s the approach that you would use if you had a show and you wanted to gain some traction, especially inside social media.
Facebook advertising, Google advertising, advertising on YouTube, and things like that are going to help, but not for most small operators. We’re not a million subscriber package. We have to find alternatives rather than throw money at the problem. We’re on a budget and most people we know are on a budget as well. That’s why we talk about the low-cost and free ways to do these things.
I do have a special announcement. We were presented with an opportunity to livestream on Amazon live, which we grabbed with both hands and we ran with it. We’ll teach you how to do that once we get a feel for it, now that we’ve got Influencer status with Amazon.
Part of being an influencer is being able to grow your audience. When you have a big enough social media presence, platforms like Amazon will say, since you are an influencer and you have an audience, why don’t you have a storefront? Here is an opportunity to livestream and send people to your storefront so they can buy Amazon products. You get a commission because, you’re the salesperson, obviously. That is another avenue for bringing in income as an influencer with an audience.
We started on New Year’s day and we finished up yesterday and we are going to start livestreaming on Monday, January 10 at 1:00 PM. We’ll be sharing things like video equipment, audio equipment, lighting, camera equipment, and things that photographers might need or use. It will be a great help for hobby photographers and professional photographers.
We have redesigned our storefront to reflect this change and we’ll be livestreaming and sharing the products that are in our store.
We’re going through building out some content related to how we got to this point as Amazon Influencers because it is not an instantaneous process. It took us months if not years to convince Amazon to give us the shop. We had to have a big enough social media presence on YouTube. They look for the size of your YouTube audience.
Then it took us time to apply to start livestreaming on their platform. Starting Monday at 1:00 PM MST, we’re going to have our first Amazon livestream. We’ll be livestreaming to other channels, including some of our YouTube channels, and some of our Facebook pages.
The store and channel are called Videotero Live. If you are interested in following us, please look for that on Amazon.com/live.
Live Expert Panel on Digital Marketing
On Wednesday, January 19th at 1:00 PM, we’ve got a panel with six other guests, and we’re going to talk about what is different about digital marketing in 2022. These are all experts in their various areas, and it will be a two-hour show. So join us to learn more about what to do with digital marketing to expand your presence online. Come to that live panel and ask your questions.
What is a livecast and why should I do it?
Our definition for a livecast is a livestream video that is also a podcast. You combine the live-stream and the pod-cast, into live-cast, and then it also becomes many other pieces of content for you.
We want to show you what we do so that you can get your own ideas based on where you are, what you’re doing, and what you want to accomplish and see whether some of these things apply. Some of them apply universally. What’s important is to grow your audience and build a community so you can increase your impact and income.
Be seen, be heard, and be followed.
To become an influencer, you need to become a leader. How do you do that? One way is through content creation and the second way is through campaigns. The combination of the two will grow your audience, your business, and your presence online.
You’ll become a well-known leader, and people will want to hear from you. We’re going to focus mostly on the content creation portion of that equation. That would be your live video, your podcast, and your blog, which then become other pieces of content. Once you have a system in place, you can produce that every week.
You’ll have consistent content that goes out to the same places every week. So your audience can expect it and grow to enjoy that relationship with you and that builds loyalty. Not everyone has the benefit of a partnership as we do. We can have two people attacking this problem simultaneously with common goals and common objectives. But the idea is to produce consistent content as an individual with as little time, effort, and money as possible.
We’ve learned by doing it the hard way. Over time, with investment in research of these tools and techniques, we’ve gotten progressively better at it. We still spend a little money, but it’s an investment in the tools that we require. We are working together three days a week on Tuesdays, Wednesdays, and Thursdays and that’s where the time and effort comes. It’s not an 80 hours a week job for us and we don’t want it to be for our clients either. That’s why we came up with these strategies that we’re going to share.
Campaigns are something that we will talk more about in the future. We won’t get into it much here, but it’s things like quarterly promotions and challenges that you do once or twice a year or launches of new products or services.
You want to think about doing campaigns quarterly where you focus on a particular part of your business or a product or service that you provide. For instance, a challenge might come into play if you’re a coach. You might challenge people to do the certain thing that gets them started on the path to where you’re taking them in their transformation. If you’re a business coach, have a challenge where you teach for five days about getting leads. Send out an email for five days in a row and challenge people to do certain tasks on each of those days. That would be a challenge that you would do once a year.
A launch could promote and sell a new program or a new product. Or if you do a yearly membership, do an annual launch to promote and sell that membership.
We started our planning for 2022 and we decided at the beginning of every quarter, we’re going to have a panel on a topic related to digital marketing. At the beginning of this quarter is the one I mentioned earlier, January 19th, where we’ll talk about digital marketing in 2022 with six other experts.
What’s the Benefit of Quarterly Panels?
Number one, it informs our audience. We get to deliver expertise that is not only ours alone. You get to listen to other experts and there will be different experts on every panel because every panel will explore a different topic.
In addition to that, it creates relationships between ourselves and these panel members. Many of the experts we’re inviting are livestreamers or podcasters. So there’s a chance in the future, they’ll invite us to join them on their livestream or podcast. We’re building top-level relationships that are going to result in more visibility just by inviting them to our show and having a wonderful conversation. I’d recommend that you tune in because I’m very experienced at panel moderation. It will be worthwhile watching so you can see how we moderate the panel to make sure everybody has an equal voice and that we’re getting content that’s valuable.
The third and maybe the most important benefit is that each panel member invites their audience to join us so we can cross-promote each other’s products and services. So you’re building an audience just by bringing people together to collaborate and have an informative conversation.
Consistency is Key
The most important thing about your content creation is that it’s consistent and you start with a weekly scheduled livestream video.
A scheduled livestream builds accountability and motivation. You get excited and you know you need to prepare according to your schedule every week. You can design a series that you want to do every week when you don’t have an interview scheduled. That’s what we do. Today we went back into our series and this is number nine of our series of 11 different topics we’ll fold into a book. It keeps us accountable to our audience when we say we’ll be here every Wednesday at 1:00 PM. It gives us the motivation to stay with it and keep it going when we schedule it live every week.
Long-Form to Short-Form
Our long-form livestream will turn into short-form media that we can then spread out in different places. We start with a video, separate the audio, and then transcribe it into text. This brings us three types of media that we can then use in different ways.
Livestreaming is the replacement for video recording and editing. Like all early YouTubers, that’s what we used to do and it would take hours to edit and upload our videos.
When we went to livestreaming, we cut out those hours of editing. That means the shows will not be perfect. Mistakes happen and our audience accepts them. As long as you’re producing good quality, helpful content regularly, your audience will not care about the occasional mistake.
Go Live to Build Community
To form deeper relationships with your audience or connect with prospects in real-time, livestreaming lets you communicate directly with prospects while presenting your business in a more authentic light. This is ideal for sales and leads which is why Amazon has invested and is continuing to invest in a live platform for influencers to sell products. Influencers build rapport with their audience. They continue to bring the audience back again and again and show them new products and how they work which excites the audience to buy because they trust that person.
One of the key benefits of going live is the psychological perception of vulnerability. When you go live, you’re opening yourself up to making mistakes and being judged. You may occasionally stutter or use the wrong word. That’s what happens in real life when you are not reading from a script. The people watching you are very forgiving of that weird phone call in the middle of your show. You’re going to have to deal with it, but your audience is going to understand that you have to deal with it.
We’ve had times when I didn’t have my phone turned off, and because it connects automatically to our audio mixer, we got a call right in the middle of the show. It would ring right through to the audio mixer through Bluetooth. There’s a little fumbling around as we turn it off but that vulnerability is relatable and makes you more attractive to your audience. They have empathy for you and it builds relationships. So don’t be intimidated by the livestream.
Leverage Your Livestream
The purpose of a weekly livestream creating that long-form piece of content is to leverage that livestream into many pieces of content. Then share the short pieces of content across all social media, especially those places where your clientele will hang out.
Whether that’s LinkedIn, Facebook, Instagram, or Twitter, wherever you feel your audience is you can have a presence there with your content.
One benefit of Streamyard is that it enables us to stream to all these various platforms, including Twitter, Amazon, and other platforms with an RTMP and a stream key. They do not list Amazon on Streamyard, but we got the Amazon RTMP and stream key, plugged it into Streamyard, and linked it right away.
On Monday when we’re streaming to Amazon live, we’ll be streaming to several other platforms including our personal Facebook pages, YouTube channels, and Twitter.
Your livestream can stream simultaneously to YouTube, Twitter, Twitch, your Facebook page, your Facebook group, your Facebook profile, and your LinkedIn profile. LinkedIn looks at the size of your social media following before they grant you the ability to live stream to their platform by becoming a LinkedIn Creator. Build up your social media presence in order to get to those levels.
Then the last one is the custom RTMP, which is very simple to use. All the platforms that allow livestreaming video will show you how to find that RTMP code.
You’ll need to decide where to send your stream that will provide the most value for your brand. Your Facebook page may have more value than you think. On my personal Facebook profile, I only have 42 friends, but I have 809 followers. That means there are almost 900 people following me.
You’re already establishing a social media footprint just by using Streamyard to stream video to these various locations. We take advantage of eight platforms with every livestream to build our social media presence. Not only are you creating that livestream video on various platforms, but you’re also creating an audio file and a video file. The video file we put into Descript, which is a product that does transcription for us. That enables us to create short-form audiograms and videograms, usually less than 59 seconds. These videos and audios can post to a variety of platforms that accept the short form like Twitter, Instagram, TikTok, and YouTube shorts.
Blog Posts and Newsletters
Descript will create a transcript file that goes into a WordPress blog, but you also have text-friendly platforms like LinkedIn. If you become a Creator on LinkedIn, you can create a weekly newsletter and add your blog into your newsletter to share it with all of your LinkedIn followers. If they choose to follow your newsletter, then they will get an email every time you post a new newsletter. So it’s another avenue to reach out to your connections on LinkedIn.
You’re taking advantage of that livestream and expanding your social media footprint by using that single livestream to create several other products.
For our podcast host, we use Anchor FM. It does host podcasts, but it also will distribute your podcast to 10 other platforms including Spotify. They have a new feature on Anchor FM so you can upload a video file, and Anchor FM extracts the audio and puts it in a podcast, but it feeds the video file to Spotify. Spotify will then give users the option of listening to the audio version as a podcast or watching the video.
You can also distribute your RSS feed yourself. In fact, we have a free download called Visibility for Your Podcast that lists over 40 different places where you can share your podcast, including some platforms where you can post your transcript to get additional SEO based on text. Get that free guide at AGKmedia-visibility.gr8.com.
What Do We Do to Promote Ourselves?
We distribute every livestream as widely as possible into different product forms. That includes long-form, short-form, text, audio, and video, and when you matrix of all those, that’s a lot of content from one piece.
Once we finish our livestream, we start this process. We immediately download the audio and video files. They go to Anchor FM which starts distributing them to the other podcast platforms. We load the audio into Descript and that resulting transcript goes into a WordPress blog. Then we can convert the text, video, and audio into those short-form audiograms and videograms that we can upload to other platforms.
In addition to the one hour that it takes to produce this show, we’re going to spend two to three hours getting this content distributed. You don’t want to spend the rest of your life just distributing content, right? You want to have time to work with your clients.
One of our clients does his livestream on Tuesday at 1:00. He finishes at 2:00 and by 3:00; we distribute all of his content to the platforms we agreed upon.
Long-form media is three different things, the first is a piece of writing that is between 1000 to 7,500 words. If you have an hour-long livestream, and then you transcribe that and edit it into a blog, you’re going to have 10 to 15 pages of text. It depends on how quickly you speak and how much you have to cut out to edit it into something that you want to share as a blog post.
Another long-form piece of content is a video that is longer than 10 minutes. It’s best if you can include stories to capture people’s attention. You also want to address problems and offer solutions to the problems that you know your target audience is having.
We consider a podcast that is longer than 20 minutes to be long-form. Some podcasts can go on for hours, like a play or a musical. It could be a serial where you’re telling stories as they did in the original days of radio plays. They had different players; they had scripts, and they would tell a story.
As we were aligning ourselves with Amazon live, we found out they require your livestream to be at least 30 minutes. A video longer than 10 minutes is definitely long-form, but they want you on the air for at least 30 minutes. Ideally, you’re supposed to be selling Amazon products, and you get a commission based on those sales. The vision is to be like the Home Shopping Network but more real and relatable.
People can tolerate commentary on one topic for 20 to 30 minutes in livestreams. It’s the same with a podcast. When experts are asked, how long should my podcast be? They usually say an average commute is about 50 minutes, so 45 to 50 minutes is a sweet spot for the time that you should be on the air, whether it’s a livestream video or a podcast.
Short-form media is anything short enough to hold the viewers’ attention, but long enough to get your point across in an engaging way. That could be a 30-second promo. It could be a one-minute quick tip. TikTok has a lot of short tips they do in 60 seconds. Because they are so confined they have to be very creative with the time that they’re given. It’s like Twitter being confined to how many characters you get to use. You’re required to be more creative within that time span.
What we can do is take our long-form video and find little nuggets of great information, pull that out and it could be 45 seconds long. Then we create a video, audiogram, or a quote that we can put up on social media platforms and it refers to the long-form content. When we do interviews, we cut them into short-form audio and videograms. Along with that audio/videogram, we post a link to that audio or video so people can listen or view the long-form content.
Attention span wavers in cycles. TikTok started with 15-second videos, went to minute-long videos, and now they’re up to three-minute-long videos. People are responding to them. With Twitter, at one point you were allowed 160 characters and they’re now up to 240. People like them because 240 characters offer more of a story.
We recommend audiograms or videograms that are around 58 seconds.
Short-form media options include video, audio, or text. You can also include images with your text, and you can get all of that content from your original livestreamed video.
Video platform options include YouTube shorts, TikTok, Instagram, and Twitter. There are a lot of places you can put short videos like Facebook and everywhere on social media that will accept short-form videos.
On TikTok and Instagram, you can collaborate with other creators. Once you get to a thousand subscribers on TikTok, you can go live.
Instagram has posts, stories, reels, and IGTV. Instagram provides you with a lot of options, mostly in the vertical format. If you’re creating in the horizontal video format, it’s a little tougher. I didn’t think I was ever going to get used to that vertical format. I’ve learned that you can get used to it and it’s perfectly usable when you’re creating content.
Short-form audio options include the audiogram and you can create these on Descript. They will transcribe your audio file or your video file, whichever you choose to put up there and you can create an audiogram. There’s even an audiogram button. It doesn’t take very long, just a few minutes. Then you can spread that out to wherever you want to advertise that you have a podcast or a livecast.
There are other products out there like Headliner or Audioburst that will create a nice audiogram for you with the cover and everything.
Social Media Posts
Short-form text options include your social media posts and your social media posts can contain quotes from your show.
Maybe you want to pull out a short story that you told and put it in text format so people can just read the story. You can do polls and ask questions like what do you think are the top three things you need to do to become an influencer? You can ask engaging questions like Are you an influencer? What’s your largest social media channel? Entice people to engage with you.
You can put up a listicle, like Here are the top five things that you need to know about social media influencers. Or you could do a quick tip that you can pull out of the live stream that you did. I gave a really good tip and not a lot of people know that. So I’m going to pull that out, transcribe it, and put it up as a Facebook post or wherever your audience hangs out.
In each one of those posts, link back to the video of that livestream. If the link is too long for your posts or there’s some sort of restriction, learn how to use Bitly (bit.ly). Bitly will shorten your long YouTube link or long Facebook link into something that’s just a few characters.
Social Media Management and Automation
We found the social media management tool that we use on a platform called AppSumo. Apps like these appear in AppSumo because the vendor wants it to sell quickly to a large audience so they price it reasonably. We just bought a lifetime subscription to another livestreaming product called Melon, a competitor to Streamyard, but it was only $99 for life instead of their normal $39, $49, or $59 a month subscription. That way we can learn it for our clients for a one-time $99. That’s where Shelley found our content management distribution app.
When you get to a point where you have your social media sites all set up and you’ve started a presence on each of these places, you can get an application that is going to automate the process for you. It will take content from your podcast, your YouTube channel, and your blog, and it will send it out to your social media properties. For instance, I have set up with a couple of different ones to take information from my blog, and every time I put a blog post up, it will create more posts and it will start sending them out in a drip content format to LinkedIn automatically. I don’t have to put my hands on that anymore. That is taken care of. I can post things to Facebook, Instagram, Twitter, LinkedIn, and all of my social media properties by just inputting the information one time. I let the calendar take care of it because the app itself has already figured out the best times to post in these different places. It sets it up for you and it sends things out for you so you don’t have to touch it anymore. Once it’s set up, it’s good to go. You just keep an eye on it, make sure it’s continuing to work, and that nothing breaks down and it does its thing. It’s a really great way to save time and energy and brain space so that you can focus on your own business instead of just content management.
You can still do personal posts and hang out on your sites or go to your Facebook group and talk with people and interact. That’s great if you have the time to do that. But this automation will fill in all the gaps when you’re not able to be there.
Email Marketing & Newsletters
The most important thing that you can do to build community, loyalty, and relationships is to build your email list. Sending updates to your email list weekly will keep you top of mind and foster loyalty. The things that you want to put into that weekly email, which you could call a newsletter or an update, are long-form content links and summaries. Don’t go to all the work of doing that livestream and then not tell anybody about it.
Every week we put out a newsletter that says, here’s what’s coming up this week. Please be there live to ask your questions. If you missed it last week, we talked about livestreaming apps or we interviewed this person and you can find the video here. You can find the podcast here and you can find the blog here. We put in those links so all people have to do is click on those links and they can go directly to your long-form content.
You can promote upcoming live shows and events. About a month out, if you’re having an event or maybe even two months out, if it’s a big event, start telling people, we’re having a panel coming up on January 19th! Make sure you mark your calendar. Here’s what we’re going to be talking about. Put that announcement in every newsletter and every week add a little more information about that and get them excited about attending your event.
You can share behind-the-scenes photos. We put up a lot of photos of Toby’s grandchildren, my family, what we’re doing, travel or things we’re doing for the holidays, or new hobbies that we have. We like to add pictures of people. Pictures of anything will attract attention. They like you and want to know you better, so if you put up pictures of behind-the-scenes or your family or your hobbies, that creates a relationship, and makes it more real.
Industry News is a great addition to a newsletter. We post what’s happening on different social media sites, or things you should know for LinkedIn, Twitter, or Instagram. I’ll share a paragraph or two about it, and then I’ll post the link to somebody else’s blog article that is really well done and informative. Links that go to other high-quality articles that aren’t my content give my email credibility not only to the people reading it but to Google. So if people click on that link and then go back to that other website that’s got that great information, there’s a linkage there. A relationship is being built on the internet between my business and theirs.
How Do You Build an Email List?
You can’t just pour all your contacts into your email list and start spamming them. The challenge of an email list is filling your list with quality leads and interested fans of your work. The best way to grow that list is to offer a free opt-in lead magnet. That could be a checklist, guide, mini-course, or some piece of content that people want from you that solves a specific problem for them.
We have a new guide we’re offering to help people get their podcast listed on over 40 different podcast distributors, aggregators, and directories. Our podcast visibility guide can be found at https://agkmedia-visibility.gr8.com/. When you request the guide, you are opting in to receiving emails from us. Choosing to download this guide means you are most likely a current podcaster or you want to start podcasting and that means you may someday become a client or refer somebody to us. The information we send in our newsletters is of interest to you. You are somebody we want to have on our list. The Visibility guide is a qualifying step in our customer’s journey.
When we email you that podcast visibility guide with the question of, do you want to remain on our email list? And most people do. That’s how we build our list. Shelley wrote this guide from her experience. Have we written all our guides? No, because there are sources of information called Private Label Rights (PLR) that you can buy. You can buy a PLR document on many topics, rename it because you bought the rights to it, and upload it as an ebook that you can then use to capture emails.
The most important part about building an email list is making sure that you have at least a weekly email that people can share with other people. Then you can use that as an opportunity to grow your email list.
If somebody asks how do you promote your show? Your answer should be content distribution and my email list.
That’s why we livecast and why we think it’s a great way to go if you want to be an influencer, grow an audience, and have a social media presence to increase your impact and income.
Live Stream Now With AGK Media Are you at or near retirement and thinking about launching a home-based business? Or do you want to create a legacy of wisdom you can share through live streaming or podcasting? Work with Shelley and Toby at AGK Media Studio and you can live stream videos, podcast and blog all at the same time and learn how to do it in only 5 days! Visit our website and get free training: http://agkmedia.studio/
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