How to Gain Referrals and Grow Your Network Through Podcasting with Dr. Jeremy Weisz

Dr. Jeremy Weisz is the Co-founder of Rise25, a company that helps B2B businesses generate more ROI, referrals, and clients through done-for-you podcasts. Dr. Weisz is also the Founder and CEO of InspiredInsider, where he hosts interviews with top business leaders, including the Founders of P90X, Atari, Baby Einstein, and many more.

After meeting his business partner and gaining countless clients and referral partners through his own podcast, Dr. Weisz is a firm believer in the power of podcasting. In addition to running Rise25, Dr. Weisz is also a chiropractor who owns and operates a chiropractic and massage facility in downtown Chicago.

Here’s a glimpse of what you’ll learn:

• Dr. Jeremy Weisz talks about his done-for-you podcasting service at Rise25
• The different types of podcast episodes — and some top podcasting strategies for agencies
• How often should you incorporate thought leadership content into your podcast?
• Why downloads aren’t the most important metric for tracking your podcast’s success
• Should you opt for video when creating your podcast?
• Dr. Weisz’s tips for optimizing your podcast on social media

In this episode…

Are you looking for a fun and engaging way to generate consistent ROI, referrals, and clients? Have you thought about launching your own podcast — or improving your existing podcast — but don’t know where to start? If so, Dr. Jeremy Weisz is here to share his expert tips for creating a successful B2B podcast.

Dr. Weisz has been podcasting for over 10 years, and he knows the ins and outs of using a podcast to boost your business’ success. According to Dr. Weisz, your focus shouldn’t be on your number of downloads, but rather on the connections you make through each podcast episode. When you focus on the people part of podcasting, you can foster lifelong relationships, gain invaluable knowledge, and build a collaborative network within your industry.  

In this episode of Agency Journey, Gray MacKenzie is joined by Dr. Jeremy Weisz, the Co-founder of Rise25, to share his top podcasting strategies. Dr. Weisz discusses the unexpected benefits of B2B podcasting, why downloads aren’t your most important metric, and how to leverage a podcast to build your network and generate referrals. Stay tuned!

Sponsor for this episode…

Oribi:

This episode of Agency Journey is brought to you by Oribi, an all-in-one marketing analytics tool. Say goodbye to Google Analytics.

To start your free trial, visit oribi.io/agencyjourney. Use the coupon code agencyjourney and get 20% off any plan.

ZenPilot:

And be sure to check out ZenPilot, where we help agencies optimize their operations using our proven systems and processes.

ZenPilot knows that you are tired of wasting time on trial-and-error — that’s why we provide tried-and-true solutions that will help you grow and scale quickly and sustainably.

So, what are you waiting for?

Go to zenpilot.com to learn more.

Resources Mentioned in this episode

• Gray MacKenzie on LinkedIn
• ZenPilot
• Dr. Jeremy Weisz on LinkedIn
• Rise25
• Inspired Insider Podcast
• Gray MacKenzie on the Inspired Insider Podcast
• Jonathan Jacobs on the Inspired Insider Podcast
• John Corcoran on LinkedIn
• Joey Gilkey on Agency Journey
• Jordan West on Agency Journey
• Oribi

Episode Transcript:

Gray MacKenzie 0:12

As we’re diving into today’s episode of Agency Journey, let me tell you real quickly about our sponsor Oribi, Oribi is a super cool on one marketing analytics tool. They’ve got Google Analytics squarely in their sights right now. And I can remember setting up Google Analytics as a sophomore in college and thinking this was just the coolest platform. And as it’s matured, it’s still super powerful, but it’s become so complex to deal with. And Oribi has a value prop totally aside from this. But what I absolutely love about my experience plugging Oribi into ZenPilot is I didn’t have to mess around with setting up what events I wanted to capture and tracking all my changes. And if I messed up with view, then it would, it would delete all the data that I had. I just plugged it in a crawl that captured all our all of our events made it super easy to see our funnel. And it just works a living. You’ll see for example, how many people read the Definitive Guide to click up for agencies a blog post that I wrote, I don’t know six months ago, see where those folks come from how that influences the buying process, the funnel the way that it works out. So super excited to have Oribi as a sponsor, you check it out, go to oribi.io/agencyjourney, it’s all one word. If you spin up a free trial there, use the coupon code agencyjourney, same thing all one word that’ll give you 20% off any plan, which is super generous of them. Remember, they can track all of our conversions. So check them out. That’s oribi.io, we appreciate their sponsorship. And let’s get on with the episode. All right, welcome into another episode of Agency Journey. I’m Gray MacKenzie, here from ZenPilot. I’m really excited to have Jeremy Weisz, Dr. Jeremy Weisz from Rise25 on the podcast, Jeremy, thanks for joining me today.

Jeremy Weisz 1:46

Thanks for having me. My pleasure.

Gray MacKenzie 1:48

So this, it’s been fun to get to know you a little bit more over the past six months or so since we initially connected but we share a couple of clients. And you guys are in the podcasting space. Is it fair to call you like a done for you? Mostly podcast

Jeremy Weisz 2:05

provider? Yeah, yeah, I mean, fully done for you. I mean, even to the fact of, um, sometimes we’ve been host people shows for them. So I mean, it’s totally hands-off.

Gray MacKenzie 2:18

What What started so you guys will do everything from finding the guests booking the guests getting them in, during the interview itself during the post production during the promotion, the whole and obviously, I would assume there’s the show setup part, as well that you guys are doing.

Jeremy Weisz 2:33

Yeah, it’s kind of like, I if you compare it to ZenPilot, it’s like the one of the most important pieces, is the strategy, the foundational strategy of why are you doing the podcast? How do you set up the podcast? What kind of guests do you have on the podcast before he because people, you know, anyone can hit record in post something online. Right? But setting and just like anyone could probably sign up for click up and create a board by they’re going to do it properly, that’s going to make sense for their business. And so the the first part of everything is the strategy, making sure it’s on point. And then we do ongoing, just like you do, like support and strategy, because there’s always optimization to be done. I mean, when are we not, you know, trying to nurture and give to our relationships in our business. Like, it’s an ongoing process. And so we feel like, I feel like I’ve been podcasting for over a decade, and helping podcast for over a decade. And the last thing I would ever stop doing, because it’s a way that I can give to my relationships, and, you know, just profile them like yours, like you do as well. And so with that comes the, the strategy piece, but then the execution piece, which is like, okay, as a business owner, in my opinion, you know, you should be building relationships and running your business and not doing anything else. So in our process, very simple. Like, we create a portal for someone upload the file, like after they’re done with using zoom. And people ask about technology setup, which we can always get into because people like to hear like, they ask questions like, what microphone do I use? How do I get downloads and subscribers? Like those are the common questions like we can answer that in 30 seconds, right? This is a Blue Yeti. I think I’ve had this for about 10 years. I have a one over there. And this is a you know, $100 $120 and then it’s a USB mic, you plug it in the computer, it’s done. And then I have an ATR 2100 over there, which is like $70 It works great. Plug it in there in your computer. And yeah, I used to use Skype, like years ago with ECAM Call Recorder. And now zoom is just so easy. Everyone’s on zoom, we’re on zoom. So you could literally just use zoom. So, you know the the process is very simple. They upload that folder or that file, get it to us and then they’re done. So we basically And do all of the writing. We have developers that go into the someone’s website to post it, we distributed across all the channels. And the key point is we were talking to us before we hit record is making people you making your guest aware that it’s live making people aware that it’s out there is key, like people drop the ball. It’s like they’re on the one yard line. And like, they never even somebody will never even form the guest. It’s live or give them an asset for them to make it easy for them to share. You know?

Gray MacKenzie 5:35

So where did the so I want to come back to that in a second. But where did hosting podcasts come from? Was that something you guys wanted to do? Because you love it so much? Or I would assume that maybe came from clients?

Jeremy Weisz 5:46

Yeah, I mean, listen, it’s recommended. So when we are working with someone, one of the things and I could talk about this, there’s, I consider those kind of five types of episodes when you’re looking at content for your, for your podcast, okay. There’s one of them is thought leadership episode. So your internal thought leadership was just not external guests, what I find with thought leadership, but you can, you know, where you can turn the mic and start talking about, you know, how to have a smooth onboarding process and everything. But the thing is, it’s more engaging to have a conversation. So when we’re working with clients, we actually interviewed them for the thought leadership episode. So we map out and of course, we’ve helped people create hundreds of courses. So, you know, there’s clients that we will record with them, they end up turning that into a course, or even turning that into a book or something like that. So we want to structure the thought leadership piece. So we will be the guest. Interviewer. So we’re not hosting the show for those pieces. For so those are the thought leadership kind of types of episodes, you know, it’s important, because then you have a lot of good webinars out there, and it shows your authority expertise, and people can learn from you and get value from you before they even talk to you. So it’s really powerful. And then the other pieces are, you know, having on potential referral partners, just relationship that you want to really give to you in you people you admire, companies you admire, like, that’s why I had you on because I really love what you guys are doing in you know with ZenPilot and helping agencies. And so you get referral partners, collaboration partners, you could have, you could profile your clients, you could profile potential clients, you know, you could profile other authorities in the space who are speakers authors. And maybe they have communities of people that would, you know, get value from your expertise. And so under those ones extra interviews, yeah, like, it’s not, I recommend someone from their team is hosting their show, obviously, because they’re building the relationship. But there are people like, Listen, Jeremy, you guys have done 1000s of interviews, I don’t even want to show up. You know, you handle it. And then in that case, we will, you know, that’s not the norm, I would say maybe it’s like 10% of cases where, you know, we will actually be the host of their show as well. And right. And then we just, you know, pass that relationship back off to the company go, Hey, you know, you guys chat about XYZ from the interview. So

Gray MacKenzie 8:27

that’s interesting that it seemed strange, to me at first, and then I was like, Oh, yeah, I guess that like, it’s a huge time savings. But

Jeremy Weisz 8:35

if you think of TV shows, you know, like, they all have different hosts. There’s different hosts on the news. I mean, it’s not like the head of NBC is like hosting these different channels. I mean, so it’s done in other mediums as well. It’s just not as common in the in in the podcasting. Yeah, sure.

Gray MacKenzie 8:54

So we’ve got a couple of shared clients who are agencies, obviously, that’s who we work with, you work with all kinds of folks, what in and talk through, what percentage of your client base is kind of an agency space? But what are the things that agency? So if you’re mapping out, what’s the most common strategy is the short way of the question that I’m trying to get to? Is it primarily we’re bringing on our target prospects? Or we’re trying to bring on the influencers of those podcasts if you had to start one place for an agency?

Jeremy Weisz 9:28

Yeah, so there’s a long-term and short-term approach, right? So, um, one, you know, a way to give to your current. Sometimes we go to the new and shiny I want to have this huge authority in the space and we so I break it up into warm and cold, right. And so what I think a mistake people make is they kind of chase these newer, shiny or maybe bigger name people in an industry and we have some amazing relationships, so why not just feature the year the people you know, and the people who know like, and trust you, so featuring current clients, you know, I basically feature my, our clients all the time on the podcast, and I get to profile what they’re working on. And I get to also it helps me just ask them or co ask more questions and learn more about their business. So I think, you know, having your current clients on, right, you know, obviously, they’re gonna be on like, Oh, my God, it was amazing to work with grey, like the onboarding. I mean, I was interviewing someone the other day, and I didn’t ask them to say anything nice about me. But like, Oh, my God, the onboarding was so smooth has been great working with you. I’m like, Yeah, thank you. And this was all it’s on the podcast. So it’s, you know, again, the podcast is all about their story. And now not about me. But to answer your question. low hanging fruit is like, why not have clarifiers? With you? Or, you know, then there? Yeah. And then the so you have, you’re saying Do you have partners, potential clients authority. So, like, for me, I prefer, like, a longer-term approach is to have, like, my favorite people, collaboration partners, strategic partners, collaboration partners, because it’s a two-way street people, when they think about this, we are looking at our, our list of guests. And maybe, let’s say like, 60% of them, let’s say, have referred us someone or have become a client. But on the flip side of that, probably, you know, 50% of our clients, we become their client. And we refer them clients. So, because I mean, that’s what a collaboration is, like, we refer people to them. So, you know, you think about it, you know, there’s people in their mind, and by the way, it’s table stakes, that the content is going to be good, right? Because if you have people experts in your industry on, they’re going to know what they’re talking about. You have someone who’s been an industry, like agency industry for 10 years, they’re gonna know what to do. Like, you know, I know, you had Joey Gilkey on who’s a mutual friend, and, and again, like, he’s been in the space a long time, he knows a lot of people. He also is a master at sales. So he’s going to produce great content, but he also probably knows people who should be doing clickup integrations, right. You know, so it’s just, it’s like this, when you think of that kind of Venn diagram thing. It’s, you know, you have a great collaboration partner. Okay. And that person, that person, the coalition partner, for you may also become a client, like, joy for for all I know, is thinking about doing click up, and he could become a client exam pilot. And then the third piece is amazing content. Right. And he’s going to be able to because he’s been in the space along has been able to give some tips on how do you close more sales or training salespeople or whatever it is. Right, right. Yeah, that makes sense. So I go for the longer-term approach. And yeah, you know, which is you can have potential clients. I mean, I had someone a couple months ago, say, Jeremy, this person wants to start a podcast, you should talk to him. And I go, hey, let’s not even have that conversation. Let’s, why don’t you just they were amazing entrepreneur. I go, let me just have him on the podcast, like, forget about. So it’s almost like, I don’t know, if you, it’s, it’s I don’t know, if it’s like dating. It’s like, let’s say you’re dating and a girl wants to, you know, you know, kiss you or something like that. Right? And then you back off, you’re like, Listen, no, let’s take it slow. Let’s take it slow. Let me take you on another, like fine dining date. And so just taking it slow in delivering value first. And so I go, yeah, just have a month, just don’t worry about the sale. You know, totally. We’ll talk about that after the podcast. So I was able to so that’s in the case of a potential client. And that was even an incoming referral. And I just took a step back and said, let me deliver value to you, before we even I know you’re even interested in it. Yeah, let’s do that. And then we can have that conversation afterwards. So you can definitely have potential clients on

Gray MacKenzie 14:14

as well. That makes sense. So what’s kind of going through my head is I’m thinking of the person who’s listening who’s either thought about starting a podcast or Hey, that might be a, you know, obviously, someone’s still tuned in. They’re probably considering it, or they already have a podcast. And so some of this is just kind of a look, if I have a podcast right now, but there’s things that need to rethink internally. For us. I’m just finishing up revamping our podcast processes so that we actually get consistent with the podcast and it’s not on me to do the production and any of that stuff.

Jeremy Weisz 14:49

Yeah, it’s not a good use of your time.

Gray MacKenzie 14:51

And it’s not it’s not the best use of my time. Do. I like it? You know, it’s not that I don’t enjoy doing the work for it. But yeah, it’s not the best, best place for me. spend my time. So the reason I asked about strategy, where do you start there? What How do you approach it is maybe that maybe there’s a place in this space for more internal thought leadership versus guest-based interviews where maybe we should rethink how we’re doing guests. Is there any mix that you have or that you would recommend most people as far as one out of every four episodes, I’m sure there’s no sign maybe a science of this, there’s probably more things we realised but a one out of every four episodes, you should do internal, like thought leadership piece, or the podcast real isn’t the place for that people come here? Because they expect interviews? And so keep it consistent?

Jeremy Weisz 15:39

That’s a good question. I think some people go on both ends of the spectrum. Like, there’s one that I’ve seen that all of their, almost all of them are just their thought leadership. And I’ve seen the opposite where none of them are, we try and do about one a week. I mean, again, like we’re not normal in the sense of, you know, we have to pot so john like Corker, my business partner has also been podcasting for over 10 years. So he puts out two to three episodes a week, I put out two to three episodes a week. So as a company, we probably only put out four to six episodes per week. Okay, so when I say we do want some people only do one a week, some people only do one a month, right? Which I recommend doing at least one a week. But we probably every week, I would say on average, do so it’s about 25%. Yep, you know. So it’s like one a week is a thought leadership piece.

Gray MacKenzie 16:37

I think I think that’s helpful. I think that’s one thing that Andrew and I have kicked around, is when we do very little of our own, we’ve got a lot of good stuff coming up that we should probably be sharing back in a more active way than something that’s on the blog.

Jeremy Weisz 16:51

I would, I would encourage people like, Listen, the way we do it, because it gets you’re busy. And then probably by the time you guys are doing your separate things, by time you come together and talk, you probably have 150 things that you need to discuss. And we found it’s really simple. It’s like we just schedule and block an ongoing block the same hour every single week. And we know that you know, it’s an hour, so the podcast will be 30 minutes. And we know we will have a buffer time to discuss whatever discuss but even if you got Oh, you know, giant, something really important we got to go is like no, this is blocked off or this episode, after we’re done with this. We can talk about this. So it’s just you have to be disciplined about it. And then you show up and you have to it’s already blocked out, you know, it doesn’t matter. Right?

Gray MacKenzie 17:40

Alright, I’m going to ask you two questions that you’re gonna hate me for? Because this is impossible to answer. I’ve heard this question a handful of times, though, what is good? Or and people are thinking about metrics, don’t watch a podcast that three months into it, everyone’s frustrated on it, it downloads an episode, right? Which is in reality, probably beyond where most podcasts are at three months in if people are just organically if you just take the average podcast off the shelf? Do you have any benchmarks? If you’re looking at it, and you’re saying, I know, obviously downloads is not the ultimate? That’s not the ROI number that comes from it. Yeah, totally think about it. Think about that, or have that conversation with folks who are wondering if the podcast is gonna be worth it?

Jeremy Weisz 18:22

Yeah. It’s a great question. I, you’re gonna be disappointed in my answer, maybe. But like, it’s, it’s ultra simple. And I was having a conversation with someone who, you know, people often come to us not only are starting, but they want to actually get ROI from their podcast, because most people don’t stop podcasting, guys, you know, because of poor audio quality. They stop because they’re not getting the return that for the energy and time and money that they’re spending on it. And so I had someone come to me, they were getting they had over a million downloads, okay. And they were not getting ROI. And someone, they’re like, What do I do? Should I talk to someone to talk to Jeremy like, Okay, I get on the phone with them.

And

so in their situation, this is like, not a normal situation, right? They have a ton of downloads, but my point is, they were not getting ROI. Even with a ton of downloads. people like Oh, the Holy Grail, I just need more downloads. There’s not a holy grail is vanity metric. So So what so you have a million downloads, so what like, let’s say 10 million people listen to ZenPilots’, podcast Agency Journey. I mean, you’d be able to command some sponsor dollars. That’s cool. But let’s say you couldn’t get a sponsor, right? probably less than 1% of those people are actually agency owners who could use your service. So does it really matter? That a million people are listening for your business? It doesn’t matter unless you’re it most people that’s what they think they’re gonna monetize the podcast. So the first thing is they think they’re gonna monetize the podcast through sponsorship. Okay. And so like the companies we work with have an actual business, you know, and so to you, it’s typically a b2b type of business. So they have a higher client lifetime value. So for them to get one or two or three clients for the year, like, pays for us for five years, right? So the metric is very simple. I mean, the metric is, I’m getting into conversations with your referral partners, collaboration partners, and having them have a vehicle for them to refer to you. Like, it’s so much easier for people to refer to you with a podcast. Oh, talk to Joey Gilkey. He’s awesome. You don’t Joey may may not be looking for clickup right now, he may have clients looking for though maybe not right now. But so let’s grab a coffee, let’s do it. I mean, it’s, you can make that conversation and deliver value a lot more when you have that podcast. So back to your question on metrics. You know, the metric I look at is very simple. Okay, cuz I also had someone come to me go Jeremy, you know, we have this opt-in box is opt-in, and we offer this free opt-in and we’re trying to figure out x number of percentage of people get this opt-in and, and you know, after that it converts to our court, whatever. I’m like, that’s so complicated. Okay, very simple. Look at your podcast, let’s like if I pulled up Inspired Insider right now. And I said, who has recommended, and I, my metric is like who’s like just an amazing champion of me and recommends guests to me, you know, it’s up to them. Once they are, let’s say, on my show, they hear about what we do, I mean, I don’t need to throw it in someone’s face, people already know what you do, right? It’s like, you don’t have to, like hit them over the head with that. You have a relationship with that person, it’s about creating real relationships. So I can look at my guest list and go who’s referred me guests that are awesome. And maybe they even referred clients, and maybe they even became a client. You know, your,

Gray MacKenzie 22:02

his you guys look at this, and maybe you don’t do any type of active reporting, but I’m just I’m coming at us from the agency framework where we’ve got a retainer service for somebody, they’re gonna ask for some type of or expect some type of monthly reporting, I’m running your Facebook ads, here’s your monthly report of whatever it was. Do you even give that out? Assume podcasters have access to see the download numbers or whatever, if they want 100%?

Jeremy Weisz 22:23

I haven’t looked at my dollar numbers in probably six years. I mean, I have no idea if you said, Jeremy, I’m gonna give you a million dollars. If you give me exactly what your downs are today, I could not tell you because it’s not a metric that I care about.

Gray MacKenzie 22:39

So okay, is there any ROI tracking that you do? Or is it It sounds like it’s more and this is the field? Like, are you getting referrals? Are you getting in, you know, where my brain is? Like, I’m very data-oriented. I want to break it down and figure out okay, I

Jeremy Weisz 22:53

mean, I could look, let’s say, let’s take your podcast for like, my metric is very simple. I could go on ZenPilot.com. Well, right now I’m on topic sales. So I’m not on your podcast page.

Gray MacKenzie 23:06

blog, and then the interview topic.

Jeremy Weisz 23:08

Okay. So I can go to ZenPilot.com/blog and go to the interview topic. So it’s very simple. metric, right? So I can click on so I’m seeing Jordan West here who, that’s a mutual. No, Jordan, he’s awesome. But I can look and see your list, who is referred to someone? Yep. Who has become a client who has referred you guests. Okay. So that’s a trackable thing that’s new, you don’t need some like fancy automation or database, like I can look through the past, you know, 50 guests you’ve had and tell you, okay, this person is actually a client, this person has become a client, this person referred me a client, or guests. And it’s a very simple metric in for you, if you get what I mean, my opinion, if you get one or two clients for the year, it’s, you have a higher client lifetime value, so it’s going to be worth it. And it’s just your one, year two, year three, if you’re having these strategic, let’s say I have, you know, 52 people on this year, and 10% of them refer me one person that’s only five people but that doesn’t matter. Then your to your three or four I have another five people, another five people and other five people. So you don’t need big numbers. It’s not like a you know, CPG company, if you’re running Facebook ads, do you need to generate like 1000 sales at $32 to make it worthwhile, you know, and again, like that’s a real ROI base people. people thinking Yes, you want to get ROI but like I think of relationships, who are these people have actually become like really good friends. I’ve become friends like you have Joey on there. I talked to my once a month. I mean, if it weren’t for the podcast maybe would have never talked. And we’ll talk at least once a month. And just chit chat about, you know, from a personal development or professional development standpoint, he’s given me some really key sales advice, because we’re friends like that’s, that’s invaluable. Like the one piece of advice he’s given me on that is worth doing the podcast for the year, right. And so people want to see ROI, but, but also there is metrics that aren’t tracked, it’s like, you may have given me one thing, like we talked about one thing in the podcast about time tracking, in tracking time to projects. And I go back to John, like, you know, Gray mentioned this amazing, like, we need to be doing this time tracking. So it’s granular, How valuable is that going to be to our business when we implement that, right, that’s invaluable that could be worth five years of me doing the podcast because of that one tip that you gave. So there is a professional development standpoint, you get to come on. Right now we are having this conversation. You go, you could ask me any question you want to how to improve your podcast right now. And so you’re getting advice from people? Typically, you’ve been doing something for decades, right? Well, that’s another, you know, again, I think in relationships, not like dollar signs, typically. So for me, that that relationship, and it’s not like a warm and fuzzy like, thing, it’s real, a real thing that I can call on my network whenever I have an issue or have a problem,

Gray MacKenzie 26:30

right? Well, I think I think the takeaway, obviously is, how are you looking at that you may, depending on how people are wired, they may or may not want to have that tract. And another way internally, in our clickup, we’ve got a database for who our partners who our strategic partners are. And you know, that’s a recurring task, where depending on how close we are with somebody, we’ll touch base with Joey. And we’ve also got shared clients back and forth, and we’ll touch base with them on on a monthly basis, at least, if it’s someone else, who maybe were not as as tight where they were more loosely affiliated with touch base on quarterly basis. So we’re probably more organised or built. Like there’s, there’s more intentionality, a system behind it, than maybe the average person is, but I think so people have different tolerances for how they want to measure that or how much tracking they want to do that, but

Jeremy Weisz 27:20

let’s say, let’s say you got no clients out of the podcast,

okay.

But let’s say I mean, you are having like a hiring question, and you basically had on the top hiring experts on your podcast to get advice on it. I still think it’s 100%. worthwhile, right? To have a podcast and a lot of people I know, who are successful with a podcast and do it have been doing it for a long time would say I do it if no one was listening, right, just for the professional development.

Gray MacKenzie 27:52

Yeah, piece. In the fun. It’s It’s fun to talk to interesting people who know way more than you do about I love being in those situations where you’re literally like this conversation, I’m clearly the dumbest person off the call. And it’s Yeah, I

Jeremy Weisz 28:07

don’t know if that answers your question. It’s maybe it wasn’t what you expected. But

Gray MacKenzie 28:12

I’m not I’m not. I mean, I’m the common. I think feedback will come, hey, what’s your industry? What’s a client worth, you know, if you’re targeting clients who have a LTV, that’s $1,000, you need a lot more downloads, you need a lot more people listening or a lot more referrals or more, more stuff coming in. And if you’re targeting 100, in case any of your Joey situation, if their LTV is substantially higher than that, then you need either be fine with 10 downloads, if it’s right to download. You guys do video on all your podcasts?

Jeremy Weisz 28:46

Yeah, I’ve been doing video for like 10 years.

Gray MacKenzie 28:50

You’re ahead of the curve. I remember using Skype and you can call recorder and at the time had really crappy internet when we started ours. And so video off was like a mandate just so that we could have clean audio coming out of it. How do you guys leverage the video in a way that makes it worth the work?

Jeremy Weisz 29:05

Yeah, I mean, also, I was using ECAM Call Recorder. And I remember at the time, the PCs, like you could really the the files are so big. So I bought a Mac specifically at that time, because it was just better files but and I always recorded video with people and now it’s normal, more normal, because people are on zoom. But then I had to kind of be like, No, I did like walk them through get a Skype account, whatever. But um, why do video versus not video and actually, I was talking about this with a client the other day and they we’ve been working with them for a while they’re like Jeremy I’m thinking of adding video. Right? And so I sometimes just try and talk people out of spending money with us if I don’t think it’s going to serve them. So I said, Well, let me let me argue for video let me argue against video and you could decide if we should be doing video and You know, because ultimately you’re already already producing it with zoom. And so we are just thinking, what what’s the benefit? That’s what you’re asking. Okay? So, I mean, there’s long-term benefits and short-term benefits. Okay? Now the the, not the benefit of not doing it, the disadvantage of doing it is, obviously, it takes more time to produce, if we’re helping someone, it’s a push button thing, so they don’t have to worry about that. But if we are doing it, it’s gonna cost additional money to do it. And typically, when we’re doing it, we will just take it, we will clean up, you know, make it look nicer, lower third, upper, all that will go into their YouTube channel, posted there, put the description stuff and then embedded in the blog post. So it’s totally hands off, but there’s an extra cost. So the The downside is extra costs for our clients, because they don’t have to do any extra work, really, the upside. So if you’re, if you’re producing yourself, obviously, there’s a time involved in in doing all that and teams time, whatever. The upside, video, and this is why I do video. And I will say as people even if you’re only is you do like if you’re only producing the audio, you’d still record it the video you’re still doing on video because it is more personal when you’re talking to the person you can see them. But why you should do video is also more a longer-term approach. Because as we know, Google owns YouTube, right? So all the videos and things you’re putting on YouTube start to rank. I mean, I’ve, there’s people on my podcast, if you search their name, I am for search results on the first page of Google Yeah, for their name. On the sec I did, I was looking up someone today, I’m the second. I’m the fourth. I’m a second for my website and sport Insider. On the fourth because of a podcast channel, I am further down because my YouTube video shows up in the first page. So there’s a SEO benefit. And I am by no means an SEO expert, I know enough to be dangerous, but there’s an SEO benefit to having it and you start ranking for I’ve ranked for other people’s names their company name, so people are searching for them, they find me. Um, I think, and I don’t think that’s necessarily the the number one reason to do it. But that is a big benefit. The second one is, it’s just more personal. Even if someone doesn’t watch the video, like if you go to, you know, one of my posts on inspired insight and you click on it, or, or someone shares it on social media and they go to the post, when you go to the post, it has a nicely written paragraph, it’s got a video thumbnail, it’s got a video there. And you can see me even if someone only listens to it, there is a personal connection there was seeing someone was seeing me, do you look at I just post Jonathan Jacobs, who’s also an agency owner. He runs Digital Natives Group, and you go on there my pick, you know, there is a big embed code and you can see my face, you could scroll right past it, and then click the the audio embed or look it up just read the post read the bullets or whatever. But you see me there and there’s that personal connection. And that’s for me, it’s more about that personal connection than like SEO or SEO,

Gray MacKenzie 33:29

or us taking those in any cases and chopping those. I mean, that’s the common reason that I see people advocate for it is hey, we can take those, we can chop it up. And if you’re a massive company, if you’re the ringer, and you’re producing content, and then you want to take a snippet out of a podcast that was a this pieces social media where they now we’re gonna share it out.

Jeremy Weisz 33:50

Yeah. Have you guys played with that at all at this point? Yeah, we do that. And we do that for clients too. Or we’ll take one of our writers, because they’re writing the post, look at what is a good section. So they’ll pick out like a 30 to 60 seconds section. That is, you know, more profound, because there’s a lot of stuff like in a 30 to 40 minute interview, they’ll pick out that section. And then we will take a clip and create like a dynamic audio from that. And then we’ll actually post it on social media. So we do those personally for all our episodes, and then clients who want us to do that. The thing is with that also, I would say the same thing about doing the podcast. Well, it’s a way to attract, you know, if you’re putting it on LinkedIn or wherever the case is engagement, but I don’t do you know, that’s not predictable, right? I can’t if let’s say like I have 15,000 LinkedIn connections and you have 500 Well, is it worth doing it? If you have like 250 connections? And I would say yes, because I’m not going I’m not basing it off of downloads during you know, engagement I’m going off of this is a piece content that the guests that you have on is going to be proud of sharing that you can now just another way of giving to your guests. So just my audience is giving to grit. Like, if no one listens to podcast Gray, I still will make introductions for you. Because you’ve been on my show, and I will put it on the my, you know, one will come out. Have you have that? short clip? Yep. So I mean, it makes that relationship go further. And of course, you’re gonna have a side benefit of the engagement and makes it easier for you to share. Oh, cool, Jeremy put out this like 32nd clip and you can easily share it on your social media.

Gray MacKenzie 35:38

What you had to really tackle questions on that one is, are you guys just doing the audiograms? Or are you actually taking the video from the podcast as well captions over that,

Jeremy Weisz 35:47

um, we do both. But most people don’t do video.

Gray MacKenzie 35:52

So primarily,

Jeremy Weisz 35:54

so it’s mostly a, you know, kind of a dynamic audio, there’s not a video piece. And even people love video. The you know, I still sometimes just recommend doing the dynamic audio. We’re like, yeah, we could do the video part. But like, you know, when you have 36/62 clip, we can just accomplish the same exact thing without using the video also. So I don’t think you need video for those. That make sense.

Gray MacKenzie 36:23

Well, yeah, use video. Just because so much of that stuff gets consumed on mobile, you want to throw captions

Jeremy Weisz 36:29

over it has to be captured. Exactly. And someone may be we talked about this. John, and I talked about this. We did a LinkedIn live that will be a podcast episode, we talked about this very thing, which is keyed out of the captions, because you may be at work and you don’t want the sound blaring like. Or you may be in bed at night just scrolling through and people consume it. Right. Yeah.

Gray MacKenzie 36:50

As you as you’re using the windows clips themselves, are you sending the actual video files is really technical. But are you actually sending the video files to the guests? Are you just posting those and making?

Jeremy Weisz 37:01

No, we we posted in tag them so they can share it?

Gray MacKenzie 37:04

You Let Them download and re up?

Jeremy Weisz 37:05

I mean, we’ve had Yeah, we’ve had I mean, it’s rare, where someone’s like, Hey, can I have that file to share it on mine? And of course, I’m like you sure? Of course. I mean, people have asked for the interview. Like, can I share it on my wall? And they’ve created? I’m like, Yeah, of course. It’s fine. But most of Yeah, it’s it’s 99% of time, it’s just shared on ours, and then make easy for them to share on there as right. Awesome. Well, this

Gray MacKenzie 37:30

has been really helpful. I appreciate you going deep. And let me let me pick your brain on where this goes. folks want to learn more about Rise25, obviously you got Insider, or Inspired Insider, as well but give us real quickly links, best places to go to speak more to reach out to you. If someone’s looking at either taking their podcast next level or starting a podcast.

Jeremy Weisz 37:54

Yeah, you can go to Rise25.com. We have a video on there. We talk about, you know, how do you get ROI with the podcast and you can always there’s a contact page in or you can go to InspiredInsider.com And check out some of the interviews and there’s a contact page there where you can just email me. Awesome. I’m happy to answer any questions.

Gray MacKenzie 38:16

Yeah. Thanks for coming on, Jeremy. I appreciate it.

Jeremy Weisz 38:18

Thank you