Dr. Jeremy Weisz | Q&A About B2B Podcasting: How do I get Podcast Downloads?

Dr. Jeremy Weisz is John Corcoran’s business partner with whom he co-founded Rise25 Media which helps B2B business owners connect with their ideal prospects, referral partners, and strategic partners through a done-for-you podcast service. Dr. Weisz has been involved in podcasting for 11 years and was a senior producer for one of the early business podcasts where he helped to put all of their systems in place and helped them add volume, feature, and edify various business leaders. 

Dr. Weisz has also been running his own podcast, Inspired Insider, since 2011. He has been featuring top entrepreneurs in video interviews in his podcast including the founders/CEOs of P90X, Atari, Einstein Bagels, Mattel, the Orlando Magic, and many more. He continues to run his own chiropractic and massage facility in downtown Chicago and has also founded a nutritional supplement business. 

In this episode, John Corcoran and Dr. Jeremy Weisz answers some of the top questions they get about using podcasts and content marketing to grow business networks, get ROI, and connect with high caliber referral partners, clients, and strategic partners.

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Here’s a Glimpse of What You’ll Learn:

  • Question #1: How do I get downloads and subscribers for my podcast and grow a podcast audience?
  • Why focusing on downloads only leads to disappointment
  • Why you don’t need many downloads to get great guests and why quality matters more than quantity
  • Question #2: Isn’t it time consuming to do a podcast?
  • Question #3: What tools, technology, recording software and equipment should I use?
  • Where to learn more and connect with Dr. Jeremy Weisz

Resources Mentioned:

Sponsor: Rise25

Today’s episode is sponsored by Rise25 Media, where our mission is to connect you with your best referral partners, clients, and strategic partners. We do this through our done for you podcast solution and content marketing. 

Along with my business partner Dr. Jeremy Weisz, we have over 18 years of experience with B2B podcasting, which is one of the best things you can do for your business and you personally. 

If you do it right, a podcast is like a “Swiss Army Knife” – it is a tool that accomplishes many things at once. It can and will lead to great ROI, great clients, referrals, strategic partnerships, and more. It is networking and business development; and it is personal and professional development which doubles as content marketing

A podcast is the highest and best use of your time and will save you time by connecting you to higher caliber people to uplevel your network. 

To learn more, go to Rise25.com or email us at [email protected]

To learn more, book a call with us here

Check out Rise25 to learn more about our done-for-you lead generation and done-for-you podcast services. 

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Episode Transcript

Intro  0:10  

Welcome to the Revolution, the Smart Business Revolution podcast where we ask today’s most successful entrepreneurs to share the tools and strategies they use to build relationships and connections to grow their revenue. Now, your host for the revolution, John Corcoran.

 

And I’m excited because we’re actually turning around the tables here and I’m interviewing my business partner Jeremy. Jeremy has been featuring top entrepreneurs with video interviews since 2011, including the founders and CEOs of p90x, Atari, Einstein, bagels, Mattel, the Orlando Magic, and many more. He has his own Chiropractic and massage facility in downtown Chicago, also, the founder of a nutritional supplement business, also created one of the top chiropractic jobs websites on the web, and has been working with podcasters since 2009, including one of the early successful business podcasts. He’s also one of the most giving humans that I know and most well connected humans that I know, in large part due to doing the podcast for so many years. So we’re gonna be diving in In this quick live episode, talking about some of the top questions that we get around. Using podcasts and content marketing, to grow your network to get ROI, to connect with high caliber referral partners, and clients and strategic partners and all that kind of stuff. 

But first, before we get into that, look, I don’t need to tell you that the world has changed. We all know that the next question is what to do about it. And in this economy, it’s more important than ever to be able to connect and build strong relationships with clients, referral partners and strategic partners, even if you can’t be face to face, and at Rise25 we have 20 years of experience in the b2b space connecting and building profitable relationships with clients, referral partners, and strategic partners. Using a podcast we have hundreds of b2b businesses who are getting more clients and referrals and landing collaborations with dream clients. Thanks to the work that we do, and it’s really fulfilling work. You want to learn more about it and how you can benefit from b2b podcasts go to rise25Media.com or you can email us at [email protected] We’re always happy to connect with you. 

 

Alright, so Jeremy, let’s dive In here, and we’ve got three or four questions, and just about enough time to dive into these questions. And so first, let’s just jump right into it. Question number one, how do I get downloads and subscribers for my podcast? How do I grow my podcast? Audience? Probably the most common question we get. How do you tackle this one?

 

Jeremy Weisz  3:19  

First of all, thanks for having me. And I didn’t know what you’re doing. You just told me to show up. So. But yeah, that is the probably the most common question we got, which is how do you get downloads and subscribers? And we take a very polarizing view on this and you are more I guess, intricate in your answer. And my initial response is always Who cares? I mean, that’s kind of where we draw a line in the sand. And then people who pull downloads matter, like what do you mean, can’t you you know, so You’re you’re better at articulating this a more nuanced stance. Yeah, you’re nuanced. Yeah. And what I mean by that is because I always overemphasize that piece. Yes, downloads are great, and downloads will happen. And when you create them, you get amazing guests who are referral partners, strategic partners and people in your industry, you’re creating amazing content, and they’re going to spread it and you’re going to get downloads and viewers. But what’s more important is who’s listening to your podcast? You know, I told someone the other day, you know, they help, let’s say, b2b manufacturers, I go if you get a million downloads, and you or you want someone who’s a manufacturer, how many of those people are actually manufacturing companies? Do you really care if you get a million downloads,

 

John Corcoran  4:50  

so it’s more about the caliber, it’s the caliber

 

Jeremy Weisz  4:52  

of the people listening, but more importantly, when we talk about is the actual game You have on is the most important part. That’s the biggest relationship you want to give to. And what we’ve seen over the past decade is we’ve seen no better way to give to our relationships than to have a podcast. And so yes, download subscribers are great with subscribers for specific your industry, what’s better is making a really amazing connection and giving to them when you have them on your show. You know, and that’s really where the foundation starts, having amazing guests that are going to serve the audience with great content and are going to serve your business and serve relationships, your relationships.

 

John Corcoran  5:45  

And I think another way that I like to say it is it’s really not just about the downloads, a lot of times people fixate on that one piece and that’s one of 100 different ways in which a podcast can be really valuable to people. And so we just try and get people to see the vision that there are additional ways in which you can benefit regardless of the downloads are another way to put it is if you ask most people who’ve been doing a podcast for a period of time, like a number of years, they will tell you they would continue to do it even if no one was listening. So yes, of course we value downloads, listenership, that sort of thing.

 

Jeremy Weisz  6:17  

Actually, I don’t. I mean, I really don’t, you know, and the funny thing is, I don’t, you’re, you’re more, you know, better at. I feel like if you don’t draw the line in the sand, you’re not polarizing, and people don’t listen. So yeah, like, I really have not checked my stats in five years. Like, I don’t look at downloads at all, like I haven’t looked at it in five years, John, because it does not matter to me, I don’t care so much about downloads, I care about giving to the person on the other end and featuring them and that will happen organically.

 

John Corcoran  6:52  

But anyway, I feel like I’m kind of like the, you know, the Obama interpreter and sketch a key and deal. So I’m going to be the Obama interpreter here. Hear me saying here that he does value his listeners. It doesn’t sound like he’s saying it but he actually does.

 

Jeremy Weisz  7:06  

I know the listeners, but I don’t care about downloads, like I value the listener that’s different. That’s a different story. I want to be amazing content for the listener, but I don’t track downloads like to me that’s not important.

 

John Corcoran  7:19  

Yeah, that’s a good point. So before we move on to the next question, a couple other points that I think we should point out is, you know, it’s if your focus is just on just on downloads and not thinking about the other advantages to it, oftentimes, it leads to disappointment because there are larger media companies with big budgets. And the only way they have to monetize their business is through downloads and advertising. And so they will throw a lot of money at this, ESPN, NPR, that kind of thing. They will do advertising spend that sort of thing in order to get downloads because they’re monetizing with ads, whereas you the b2b business owner has got other ways to monetize the business and to make it profitable. for you. And so we don’t want people to get disappointed by getting too focused on that. So I also haven’t checked my downloads in a long time. I’m not quite as afraid of them as Jeremy is here, but I just don’t check them because I know that they rarely are what you want them to be, you know, and it doesn’t matter. And by the way, the other point is that the other reason that people think downloads are important is because of getting guests. They might not articulate it this way. But they think you need to get a lot of downloads in order to get good guests. But the truth is one there isn’t great transparency about downloads, Apple’s about half the downloads out there, and they don’t publish download numbers. So people don’t know what your download stats are. It’s not like you have to reveal them to anyone. And if you position it right, when you approach big name guests, you won’t have trouble getting larger name guests. Because what you do is you stair step your way up, you get others that they may respect or no and get them as guests. So by the time you go to a subsequent person, you list some of the other guests you’ve had. And they’re not asking about your download numbers because they’re like, Oh, you’ve had that person on as a guest, then I’ll be a guest. So I think that’s another nice social proof element. Yeah. But I think that’s one of the reasons people ask about downloads, even if they don’t realize it, but that’s one of those things over which you overcome that challenge? Yeah,

 

Jeremy Weisz  9:19  

exactly. Let me you know, john, let me give you an example. Let me just clarify, okay. Like, if you could get lots of downloads, that’s awesome. But what I mean by quality over quantity, right, I care more about giving to the guests. So let’s give an example. I had Kevin Thompson on the podcast the other day. And I don’t check downloads. So I don’t know how many people it is going to reach but what I care about is how individual people should be listening to Kevin’s message. So when the episode is on, you know, we did a live stream and Facebook. So there are certain people who you know he’s running tribe for leaders. And I’m like, there are certain people I know in my network that should probably check out what he’s doing. So all I did was I simply tagged them in that interview post and said, Hey, Eric, Hey, Joe, he talked about you and some really high level entrepreneurs I tagged in that post, to give to Kevin, I didn’t need to wait to publish it even to iTunes to get a bunch of dollars subscribers to give to him for the interview. So I think it’s just important that I look at more important things. How do I, you know, filter specific people to my guests that would be valuable for them? And yeah, that’s where my mind goes, is really how do I give to them?

 

John Corcoran  10:42  

Yeah. And that really adds up over time. The other thing is when you do that, just with discipline for the episodes that you do, then you’re leveraging a lot of relationships over time, it really starts to snowball and accumulate. Let’s move on to the next question. Next question. Isn’t it really time consuming to do a podcast? Like how do you create a podcast when there’s so many other things that you need to do? How do you find the time? Yeah,

 

Jeremy Weisz  11:09  

Yes, it is. That’s why we create it. We did. But like, you know, in the very beginning, John, both of us would do everything. Yeah, we would do absolutely everything. And I want a mistake. I wanted a big head against the wall. And over time, we put a team in place to take all the pieces off of our table, and I always tell people there are two things we want a business owner doing when it comes to podcasting. One is building the relationship. Two is running their business. And that’s it. And we have, you know, a team that we’ve delegated everything else to and in for a number of years, John, people like Jeremy, you helped me launch mine. I’m like, no, it’s so much work. I don’t want to do it. And then after, you know, four years, are like okay, we put together an already rock solid team, we have the systems down. And now even then I’m like, we’ll take on a few people just to see how this is like a lot of you know how much work this is. And so, so the answer is, if you do it right, it’s not time consuming at all. Because anything

 

John Corcoran  12:16  

go further than that, I say I firmly believe a podcast saves you time, if you do it right, if you delegate the pieces that you should not be focusing on, so you can focus on the highest and best use of your time. I have for young kids, you have young kids as well. And the reason I’ve continued to do a podcast for 10 years is that I know if I were to quit doing my podcast, everything would be so much more time consuming. It’d be so much more time consuming to connect with high caliber people and be so much more time consuming and deliver value to my existing client base and referral partners who I can feature and edify on a podcast. It’d be so much more time consuming to speed up the client sales cycle and onboarding process by creating content that like we All right now, that goes on to my podcasts that I can share over and over again, that people can consume and people can find me from even years into the future. And so I know that a podcast actually ultimately, if you do it, right, the way that we do it is a huge time saver, not an additional time burden.

 

Unknown Speaker  13:20  

And that,

 

Jeremy Weisz  13:20  

you know, john, the other thing is, you are already having conversations with people in your industry, your best referral partners, your best strategic partners, your best clients. So it doesn’t take any more time. And if you’re not, you should be right. So in a given week, if you have three, four or five conversations with your partners, partners or clients or past clients, well, you can actually record that.

 

John Corcoran  13:46  

Yeah, absolutely. So it’s already in your schedule. Right, exactly. I mean, I think people don’t appreciate that. How many conversations they do have, that you could be using, then that’s why I say when you do a POC Guess you have to integrate it into what you’re doing already. So you’re already doing business value, you’re already talking to people, referral partners, clients, past clients, that sort of thing integrated into that process. So it doesn’t take any additional time. We’ve got a couple more questions here. Before we wrap up. I know you have to go in a second, Jeremy. So another question people frequently asked is what tool should I use? What microphone? What recording software kind of a technology and equipment question, you know, your thoughts?

 

Jeremy Weisz  14:23  

I mean, that’s also a big question. And we can answer it in you know, 30 seconds. Because we really, really want people focusing on who are the best people to feature in how do you give to those people? And so the answer is really simple. I mean, the technology is going to change, right? When we started podcasting, we tell people to just keep it simple and use whatever you use now to do meetings and do recordings. That’s it. And what you know what’s gonna people are going to use in a week, six months what we were using 10 years ago. is not what we’re using today. And what we may use in six months may not be what we use today. So whatever you’re using, like if you meet a certain conference line, video conference, audio conference, they have a recording feature and just use it and people say, well, is audio quality going to be good enough?

 

John Corcoran  15:18  

And my response to that is, look, no one ever quit doing a podcast because their audio quality wasn’t good enough. They quit because they didn’t get a return. And so that’s really what you need to focus on. Now. I do believe like, you don’t want to do it. You don’t want to be in an echoey kitchen. You don’t want to be out on a busy street. When you’re recording these podcasts interviews, there needs to be a certain baseline of quality. We recommend buying a microphone,

 

Jeremy Weisz  15:42  

all you need is a USB microphone, a USB microphone that literally plugs into the computer like I mean, I’ve used this Blue Yeti mic we’re looking at right now for 10 years.

 

John Corcoran  15:54  

Yeah, and I’m using an audio Technica ATR-2100, which I’ve used for 10 years as well. Yeah, but I mean it drives me crazy, because I see people sometimes in forums talking and they’re like, you know, I’ve been doing this podcast for a year, two years, and I’m not really getting a lot out of it. I think I need to buy a new microphone. It’s like, if you think that’s gonna solve your problems, that is not the solution. new recording software like that is not going to tell you it’s

 

Jeremy Weisz  16:19  

similar to this, right? It’s if you take, you’re playing basketball, and you’re like, my games have been off, I think I just need a new pair of shoes. No, you just need to practice, you need to do the right things to make it make the most impactful, right. It’s not the shoes, or maybe Michael Jordan would beg to differ but whatever.

 

John Corcoran  16:40  

Yeah. Well, I think we’re running short on time here. I do want to shout out to Gloria Chou, who’s here, Gloria, good to see you here. Gloria, who recently connected with one of our clients, Stephanie Sims through the podcast, which is amazing. They’re doing a webinar together, which is coming up pretty soon. So go check her out, look her up on LinkedIn, and you can see the web They’re doing about how to get free PR which is really cool. Jeremy, where can people go to learn more about you, connect with you and learn more about podcasting?

 

Jeremy Weisz  17:08  

Go to rise25.com. People said they like our video because we’re like an old married couple bantering. So you can watch that on the homepage and you go to this rise25.com/about or contact us if you have questions about podcasts and we’re happy to answer them. Anytime. So [email protected] For any questions you have about podcasting, we’re happy to answer them.

 

John Corcoran  17:31  

Alright. Thanks, everyone. Have a great day.

 

Intro  17:34  

Thank you for listening to the Smart Business Revolution podcast with John Corcoran. Find out more at smartbusinessrevolution.com and while you’re there, sign up for our email list and join the Revolution. And be listening for the next episode of the Smart Business Revolution podcast.