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Constant Variables

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Ryan Estes

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Mixing Business with Podcasts with Ryan Estes from Kitcaster

Episode

Tim Bornholdt

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December 21, 2021

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“Listening to podcasts alleviates the drudgery of everyday tasks. I can just enjoy what’s going on.” – Ryan Estes

“Be playful. That’s how to give your best performance on a podcast.” – Ryan Estes

“We help folks prepare for interviews, so in case it gets weird, they can go to where they’re most comfortable.” – Ryan Estes

“It’s important to learn to speak definitively and create intentional pauses.” – Ryan Estes

“If you’re thinking about doing a podcast, do not be the podcast that edits out all the umms and ahhs. That will kill you.” – Ryan Estes

Article Summary 📝

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  “Mixing Business With Podcasts” Constant Variables With Ryan Estes In this episode of “Constant Variables,” Ryan Estes speaks with Tim Bornholdt. Ryan joins us on the show to discuss how entrepreneurs can use podcasting to increase their revenue. Characteristics of a successful podcast host, how to improve your listenership, and when you should and shouldn’t host your program. In This Episode, You Will Learn:
  • Why podcasts feel familiar
  • How to quantify the value of hosting your show
  • How to enhance listenership of a show
  • Tips for getting ranked on Apple Podcasts
  • How depth over breadth translates in podcasting
  • Why you should, um, keep the fillers
  • Where to start with starting a podcast and why everyone should do it
  • Which “junk food” podcasts Ryan and Tim find therapeutic
Good Question & Answer 1: Tim Bornholdt: How can you help people quantify the value of being on podcasting? Ryan Estes: You know, I’m always trying to learn. I mean, one thing about podcasting is there, there is no central database for numbers. We can have some ballpark values of, you know, the size of an audience. For example, one misconception that folks have to go on a podcast as a guest is that the more the audience listens to it, the more conversions you’ll have. And largely, we found that to be false. You know, so we spend a lot of time on the beginning to figure out the campaign’s outcomes; what do they want from these podcasts? Everybody wants prospects, for sure. But some folks wish to fundraise; many people are using podcasting right now for recruiting; you know, there’s a significant talent shortage. People are looking for personal branding, you know, brand exposure, so we spend the time to figure out what they want. And then we qualify the audience. That’s going to give them those conversions. And then, we look for the podcast that has that audience. So depending on the client, it’s a variable of like, what’s best for them. Some clients? Yeah, you know, what a massive audience, a broad-reaching kind of common person, audience is what’s best for them. And we have programs for that. But a lot of times, what it is, is we’re looking for a very niche audience. And we go above and beyond to qualify the podcast that speaks to that audience. Good Question & Answer 2: Tim Bornholdt: Now with our podcast, we’ve always recorded remotely and virtually, so everything within the global pandemic and having to work from home has made it a lot easier for us to book guests because it kind of forced people to become comfortable with pot-like broadcasting from within their own houses. So I’m curious to hear from your perspective, how did the pandemic impact you at Kitcaster? Ryan Estes: So, you know, we launched in September 2019. At the time, I was validating different products, and my wife was largely running our agency, which, from 12 years ago, was still doing well. And we were planning to transition as she was changing careers, and I was going to move towards kick casters, so I kind of, you know, bookmarked. March 2020 is the time that I would convert, you know, over to kick caster full time, which meant shutting down the agency, but you know, February 2020 comes around. I’m like, Man, this is some excellent revenue from this agency. That’s been operating for a long time; we had, you know, great clients, it, you know, there’d had for many, many years. And it’s kind of like, yeah, maybe I can do both. But, you know, COVID did solve that problem for us, at the time, pretty heavily leveraged in food and beverage and hospitality with the agency. And so, you know, we lost, I think, you know, maybe a couple of dozen clients in one day, you know, it’s like, oh, well, I guess the agency is over what’s up with this caster thank you. So both Brandy and I, you know, she also was still working her PR firm, kind of turned our attention full time to get past her and was like, hey, you know, I think this is going to work, because for the reasons you just outlined, that, like, largely, a lot of these podcasts are recorded remotely. Additional Topics Discussed:
  • Tips from the perspective of getting more people in the door, don’t listen to their podcast.
  • Other ways of increasing listenership.
  • Someone could use tips and tricks to deploy in order if you already have a show, and you’ve launched, and you’re in a decent position or ranking.
Host / Podcast Bio: Tim Bornholdt is an entrepreneur, software developer, and podcaster. Also, a co-founder and partner at The Jed Mahonis Group. They integrate with teams that lack mobile expertise to deliver creative mobile solutions that solve real business problems and are enjoyable to use. Some of their clients include Profile by Sanford Health, Great Clips, Green Mill, and USA CUP. A podcaster hosting a show called Constant Variables explains how mobile app development works to people who see themselves as “tech people.” He also edited a C Tolle Run show, where Olympian Carrie Tollefson interviews elite athletes and inspires runners to get after it. Guest Bio: Ryan Estes is the founder of Kitcaster, a podcast booking agency, through which he has helped thousands of exceptional talks come to fruition. Ryan would like to speak about the role that podcasts may play in healing our wounded culture and the responsibility of adopting ethical business practices. Kitcaster services more than 150 advertising agencies and is preparing to launch its first software product in 2021. Ryan is an expert in using podcasts for both meaning and profit. He has published several books on the subject. Resources and Links Mentioned in the Show:

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