Grace Andrews, Marketing Director for The Diary Of A CEO and Steven Bartlett, shares insights on how they made the podcast the fastest-growing, the keys to great branding, social media pitfalls, working with Steven Bartlett, misconceptions about creators, and more in this entertaining episode.
To grow a podcast exponentially, focus on testing multiple funnels and reaching new eyes while fostering a sense of community.
Prepare and warm up your audience by consistently providing value and building a sense of community before launching a product or event.
Successful brand partnerships rely on finding micro-influencers who align with the brand's values and goals, and allowing them creative freedom to engage their highly engaged audience.
Deep dives
Building a Successful Podcast: From 6,000 to 4 Million Subscribers
Grace Andrews, the marketing mastermind behind the fastest growing podcast in the world, reveals their social strategy that took the podcast from 6,000 to 4 million subscribers. The strategy involved testing multiple funnels and emphasizing the importance of reaching new eyes and building a sense of community. She highlights the value of short-form content on platforms like TikTok and Instagram, and the need to evoke emotions and foster a feeling of connection with the audience. She also emphasizes the importance of understanding the goals of your social media strategy and constantly experimenting and analyzing the results.
The Power of Warming Up Your Audience: Preparing for a Launch
The podcast episode discusses the importance of preparing and warming up your audience before a major launch. It emphasizes the need to build a strong connection with your audience by consistently providing value and fostering a sense of community. By offering free content and establishing a why for your brand or podcast, you can create a strong desire and anticipation among your audience, leading to greater engagement and sales when you eventually launch a product or event. The importance of aligning your campaign goals with your audience's interests is also highlighted.
Successful Brand Partnerships: The Importance of Creative Control
The podcast episode explores the dynamics of brand partnerships and influencer marketing. It emphasizes the need for brands to relinquish creative control and trust the creators to communicate authentically with their audiences. The success of brand collaborations depends on the overlap between the influencer's audience and the brand's target audience. Micro-influencers who have a highly engaged following can often provide better results than macro-influencers with a larger but less engaged audience. The key is to find the right influencers who align with the brand's values and goals, and allow them the creative freedom to create content that resonates with their audience.
Importance of Trailers for Podcast Promotion
Creating trailers for podcast episodes can be an effective way to promote and generate interest in the content. By offering a short teaser that highlights the most compelling parts and ends with a cliffhanger, trailers can entice potential listeners to tune in. These trailers should be produced with high standards and creativity to differentiate from others in the industry. Constant experimentation and refinement in trailer production can lead to better results and make the brand synonymous with quality trailers. The success of trailers has also inspired other creators to adopt this approach.
The Significance of Experimentation in Social Media Marketing
Experimentation plays a crucial role in social media marketing, especially when it comes to organic reach and growth. As platforms and audience preferences constantly evolve, experimentation becomes essential for staying ahead and maintaining performance. A/B testing, for example, has allowed the podcast to optimize podcast titles and thumbnails, providing valuable insights on what engages the audience. Additional experiments include increasing the speed of feedback loops and finding new approaches to save time and improve team efficiency. It is important to prioritize learning, reading, and staying up-to-date with industry trends to succeed in the constantly evolving social media landscape.
Grace Andrews is the Marketing Director for The Diary Of A CEO and Steven Bartlett.
In this episode Grace gives us a Marketing Masterclass.
She reveals:
- How The Diary of a CEO became the world's fastest growing Podcast
- What makes a great brand
- Why your social media probably sucks
- What it's live working with Steven Bartlett
- What brands get wrong about Creators
- Loads more!
I really hope you get as much value as I did from this conversation.
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Keep Up With Grace:
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LinkedIn - https://www.linkedin.com/in/grace-and...00:00 Intro
00:57 Getting the job with Steven Bartlett
09:40 Starting to post on Social Media
11:29 Setting Aspirations
13:16 Why Nobody Cares About Your Product
13:39 Why RedBull is so Successful
15:10 Socials vs Emails
15:56 Don't Publish Your What, Publish Your Why
16:08 DOAC’s Why
18:47 Delegating
20:29 Short Form Video Breakdown
21:47 Maisie Williams
23:55 Level Up Your Short Form
26:34 Secret to DOAC Trailers
28:44 How To Make Them Care
29:32 DOAC’s Trailer Editor
30:12 Alex Hormozi
31:32 Experimentation Manager
33:06 Keeping Steven on Track
34:00 Thumbnail Tests
36:01 DOAC Growth
37:12 How to Sell a Story
39:10 Lessons for Growth
42:56 Utilising Paid Spend
46:07 Book Strategy
48:48 Start NOW
49:36 Key to Successful Brand Partnerships
51:18 Death of Influencer Marketing?
53:10 More Than a Podcast
54:49 Relationship With Steven Bartlett
55:56 The Social Climber
58:40 Hiring
01:02:25 Quick-Fire Questions
01:03:26 Mo Gawdat
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