[00:00:00] Mia Fileman
Are you tired of empty promises and stolen ideas? Me too. Got. Marketing is a podcast for marketers and small brands who want real talk and clever strategies without the bs. Running an online business is hard, but everything gets easier when your marketing starts performing. I am Mia FileMan, your straight shooting campaign loving friend here to talk marketing, running a business, pop culture, and everything in between.
Let's dive in.
Friends, this is our 100th episode of Got Marketing, and I am pretty bad at celebrating milestones because I already have moved on to the next thing in my head, but I am going to celebrate this one because only 1% of podcasts make it to a hundred episodes. [00:01:00] It's actually a bit crazy, but 44% of podcasts stop after three episodes and 75% of podcasts only make it to 10 episodes.
So this is a milestone absolutely worth celebrating. And I'm gonna milk this for everything that it's worth. I got Marketing podcast launched in November, 2021. We had a very rocky start, so me being me, someone who likes to plan and strategize and has my marketing calendar filled out for the whole year.
I had carefully planned the launch date of this podcast, but Apple Podcasts, they were not on the same page. And it took a full seven days for the podcast to appear on Apple, which of course, throughout my entire plan, and it was a bit of a scramble. Here we are a hundred episodes later, and so today's episode is going to be a bit reflective.
I'm gonna talk [00:02:00] about what really goes into having a podcast, the highs, the lows, the learnings along the way. Let's get into it. This podcast is a labor of love. If you are the sort of person that needs to have a direct ROI before you invest in something, then I would dissuade you from launching a podcast because it has absolutely been instrumental for my business.
But it is not something that you can look at on a balance sheet and say, the podcast has made me a hundred thousand dollars. Like all of marketing. It's an ecosystem, right? It's not one thing. It's the sum of the parts. And so the podcast plays its own role within my marketing playbook, if you will. One of the biggest learnings for me is that having a podcast is not a top of funnel exercise.
I really thought that it was going to help me build my audience, grow an [00:03:00] audience outside of social media, and that's just simply not the case. If you don't market your own podcast, no one is actually going to find it. Yes, some listeners are gonna recommend it, but actually a lot of the heavy lifting with marketing comes down to you, the host.
What podcasting is sensational at though, which I learned along the way, is that it is really great for middle and bottom of funnel. So let me explain to you how this works for me. I use my social media and my email marketing, my existing top of funnel channels to promote the podcast. People listen to the podcast, which is often long form episodes up to an hour, and that really deepens the relationship between me and that potential customer.
I am literally in their ears. We build trust, we build credibility, and then the podcast works to convert them into Marketing Circle or one of my other paid offers. So if [00:04:00] you are considering launching a podcast hoping that it's going to replace social media or be top of funnel, then I'm really, really sorry to burst your bubble.
So this is season six of the podcast and it is. By far our best year yet in terms of downloads, in terms of positive comments and sharing. And we've just noticed a really big shift this year, and that happened because I was finally able to make the podcast a priority, and that happened because I was finally able to afford a social media manager.
So the first person that I wanna thank today. Because, yes, it's me here in front of the microphone, but there is a whole team of people now that help bring this podcast to life. The first person I wanna acknowledge is Elise Campbell, who is my social media manager. I know a lot of people online and in business will tell you that working with them will change your life.
But Elise has actually changed my life [00:05:00] because I was spending 10 to 12 hours a week doing my own social media for. Three years of my business and hiring Elise at the end of last year has given me back that time to be able to focus in other areas of my business like this podcast. And I've knew that there was so much potential with got marketing.
And so Elise managing the socials now I've been able to give this podcast the attention that it deserves. And so season six, we really kicked things up a notch. First thing we did is that I graduated from recording the podcast at home. And I'm now recording in the amazing studio here at Global Headquarters in Winnel in Darwin.
And we are shooting both audio and video because like I mentioned earlier, you have to market the shit out of your podcast. And that unfortunately, or fortunately, means creating video snippets to share on social media, to hook people into listening to the podcast, and that has been working [00:06:00] really well.
The other thing that we did is we recreated the artwork for the podcast. It's really fresh. It is so bold using this like Italian seaside theme. We also launched a specific. Instagram account just for Got Marketing before we were sharing, got marketing content to the campaign, Delmar Instagram. And every time we talked about the podcast on Campaign Delmar, it was our lowest performing content like so bad.
Like it tanked. And I just really couldn't figure it out because it was good content, right? And that's when I decided to test a hypothesis. That got marketing should be treated like its own brand and decouple it from the campaign Delmar brand because the people who are gonna invest $600 a month to work with me in Marketing Circle could be very different to the people who just like tuning into the podcast.
They could be full-time salaried [00:07:00] employees for all I know who use the podcast to just sharpen their marketing skills or just enjoy my salty rants. So we created a brand new Instagram account for the podcast, and it has worked really well. Now that account is growing really fast. We've just hit 400 followers.
Even though it's only been a couple of months, the videos that we share to that account are doing really well. We are getting over 2000 views on many of our videos, and it was just the right strategy to not assume that the campaign Delmar customer is. Always going to be the got marketing listener. To that end, we also created a Substack for Got Marketing, so it is a separate newsletter slash publication that we are calling the Ideal Backstage Pass to the podcast.
I send it once a week. Sometimes I. I miss a Monday, but generally it goes out on a Monday morning, and it is the ideal accompaniment to the podcast. So I talk about [00:08:00] things that didn't make it into the episode. I'm able to share the campaign films or the examples that I talk about. I can use visuals, I can add extra context in a written form that I don't necessarily get into the episode and the strategy behind this.
And I'm going to be so upfront about this, is that we are now ready to partner with brands for Got Marketing. We have been running for several years. I have a inbuilt, loyal audience. I don't have a massive audience, but they, they're very dedicated. What they, what they lack in numbers they make up for in Fortitude.
We get around a thousand downloads. Every week. And so we are ready to partner with brands and decoupling the podcast from Campaign. Delmar makes this possible because they're not competing with the Campaign Delmar brand, right? They've got the Substack, they've got the Instagram account, they've got the podcast itself to be able to let their brand [00:09:00] shine.
So that is the future of Got Marketing. We are ready to work with brands. So if you are someone who is. Equally as passionate about small business as I am and you wanna work with me, then I would love to chat with you. I'm not Brittany Saunders. I don't have hundreds of thousands of downloads every week, so this is a great opportunity for us to grow together.
All right, I wanna give you some stories from Got Marketing over the last couple of years, some of the things that didn't make it to the episodes. That were, I guess, very educational when it came to the making of this podcast. Does your marketing feel like guesswork? Be honest. Join Marketing Circle the membership for female entrepreneurs who wanna nail their strategy, boost their creativity, and create marketing that actually pays off no cookie cutter templates and broken [00:10:00] dreams.
Just practical marketing, training, mentoring, and support. To help you grow your business, you'll work directly with me, a legit marketing expert, and tap into a brains trust of clever business owners who bring their expertise, ideas, and support to. We are capped at 45 members, so apply to join today.
Alright. I was so excited to score l and DR on the podcast. They are one of my favorite brands. They have created one of. The best campaigns I've ever seen, which is we are l and DR with the tagline. No bullshit. It was just really a career highlight. The recording of that episode was an absolute shemozzle.
We had someone, me in Australia, we had someone in the uk and then I think we had someone in Canada and it was a tech disaster. I ended up with a million different [00:11:00] files. Half of the recording was cut off. Also, they hadn't done a podcast before, so there was a lot of like five minute monologues and I was quite early in my podcasting career and didn't wanna interrupt the guests.
I now do that, no problem. But we ended up re-recording it and I'm really proud of myself for reaching out to LNDR and saying, look, I'm so sorry you've already been so generous with your time, but this is just not gonna work. It was going to take us like five hours. To try to almost recreate an episode and make it work and make it flow, even though we were missing such big chunks.
So I just put on my big girl pants and I reached out to both of them and I said, look, can we just treat this like it was the practice run and can we go again and we'll just do like a short episode? And I'm so glad we did that because the second time round was amazing. One of my favorite episodes. Okay.
What else? I don't really get nervous anymore. I have [00:12:00] done a hundred episodes of this podcast. I've been in front of the camera. I've been on set for the last 22 years. I've spoken on stages. I just don't really get scared of this kind of thing. I'm terrified of rides like that, and I will never jump out of a perfectly good plane like that.
I'm not an a. Adrenaline junkie in that way. No bungee jumping for me, no skydiving for me, and this kind of work. It's not scary for me anymore because I've done so much of it. However, Jay Schon. Jay Wetson is the host of the number one marketing podcast in the us, which means he's the host of the number one marketing podcast in the world, and he was on my podcast two weeks ago, and I have never been more terrified or shitting my pants.
I. Then I can remember, like I was so nervous. I was so worried the words wouldn't come out. I hope it didn't come across in the recording and in the video, but let me tell you, [00:13:00] my heart was pounding. It turns out, which I think I already knew, Jay is. The best guy, like honestly, I am so impressed by him. He is all kinds of awesome.
He showed up on time, he had read my discussion notes, he instantly put me at ease. He delivered a freaking incredible podcast episode. So that really, really, really helped with my nerves. So my advice to you is go ahead and meet your heroes. And honestly, if you don't ask, you don't get like, I don't even know.
I mean, I do know how I got Jay Wetson on my podcast. I got him by asking. That's it. I asked, obviously there was a little bit more nuance to that. I heard him on the Target Internet digital marketing podcast. He did a great. Segment about swag. So when we released the campaign, Delmar Jumpers, I took a snippet of that audio and I overlaid it with me [00:14:00] putting on the campaign Delmar swag, and I shared it to LinkedIn and I tagged Jay Sch Wetson.
He commented saying, this is awesome. That began a LinkedIn. Relationship where he was commenting on my posts, and then I just went in with a DM and I said, Hey, what are the chances of you coming on my podcast? And he said, yes, instantly. And at that point I was still dubious, right? But then I got an email from his agent and she was like, Hey, let's book in this chat.
And we did, and then I was still dubious. I was dubious until six oh oh am in the morning when we were due to start recording, that he would actually show up. I was expecting a last minute cancellation because like if we're being honest in the like hierarchy of things that are important for this man to do in a particular day or week coming on my podcast, I can't imagine, sits in the top and there he was and I don't know it was.
A real career highlight for me. [00:15:00] All right. The episode with Dr. Pat Ard, this was one of those conversations that felt like it's late at night. You're with your closest friends, and you are having one of these. Incredible conversations where there's no fear, no judgment. You're not worried what people are gonna think or people are gonna say, you are just very comfortable chatting amongst really good friends.
That's exactly how this episode felt for me. I thought this episode was gonna tank, right? It's 45 minutes long. I was talking with a neurologist. This guy literally studies the human brain. It is the opposite to light, fluffy, surface level. It was really deep. It was quite scientific, and I thought that this was an episode for me, and boy was I wrong.
The downloads on that episode are incredible. In 24 hours, we had the same amount of [00:16:00] downloads that we would normally get in a whole week. Which tells me that smart can be sexy if you know how to market it properly, and I am just extremely grateful that I have the kind of audience that allows me to create that kind of content.
And I don't have to talk about butt plugs on this show, and Blake Lively and Elon Musk in order to get people to tune in. So thank you. That episode also helped me just be me. I look at other podcasters, they are cool. You know, they wear t-shirts, they wear hoodies. I live in Darwin. I don't own a hoodie and I look terrible in shorts and a t-shirt.
I rock a dress. I am put together. I have never in my life been a hot mess. And so I'm really glad that I don't have to be, that other people are, that I can be this. And yeah, it's taught me that that's okay too. That. That can work for us. Uh, [00:17:00] so, um, feeling really grateful for that as well. Okay. I am rambling at this point, so I'm gonna wrap this up and basically just share a couple of the takeaways from the last a hundred episodes of Got Marketing Number One.
I. This is a labor of love. Please do it because your heart is in it. If you are doing it just for the money, you are going to be that statistic of only getting past three episodes because it is an absolute gut load of work. There is the planning, there is the recording. There is the editing, there is the disseminating, there is the marketing, there is the remarketing, and then you have to do it all over again next week.
So please be very mindful of that. You can't half as it. I've seen that with this season of the podcast. We were doing well in previous years, but if we're being honest, we weren't killing it. And so fewer, bigger, better guys. That's my message to you is do fewer things and just do them better. And this year that we've been [00:18:00] able to go all in with the podcast, everything is just better and the results demonstrate that as well.
And then the last thing I wanna say is that small business owners are always looking for the answer. The silver bullet, the one thing, but it's never just one thing, it's a few right things working together. So please think beyond the shiny object and think about the whole marketing ecosystem and the role that each part of your marketing channel plays.
Okay, I have to thank a few people, so please bear with me. Definitely wanna thank Emily Lamborne, who no longer works at Campaign Del Mar, but who managed the podcast for many years. And Julian, the podcast editor who we had before Keira, who is currently editing the podcast, who is incredible. She is an essential part of Campaign Del Mar, and she does an incredible job with the Got Marketing [00:19:00] podcast.
A huge thank you to the global headquarters team for letting me take over the space Every fortnight. I record two episodes here, back to back, and if I'm prepared, I change outfits. That's how the sausage is made, and I'm so grateful for them that they let me come and go and leave like a permanent studio here.
It's like I've moved in. I wanna thank Lily Brown from my team at Campaign Delmar for helping me with the podcast research. And then the biggest thank you is to you for tuning in for the last couple of years. I wouldn't have a podcast without you, so thank you very much. So that's a wrap on the hundredth episode of Got Marketing.
Thank you so much for tuning in. It has been an absolute pleasure.
I've started a Substack as the ideal companion to the podcast. It's packed with extra insights, visuals, and nuggets that didn't make it into the episodes. Plus you can revisit past editions anytime. If [00:20:00] you want more or just prefer to read, you'll love it.
Plus, it's a place for us to connect. Want the backstage pass to Got Marketing? Subscribe [email protected]. Thank you. You listened right up until the end, so why not hit that? Subscribe button and keep the good marketing rolling. Podcast reviews are like warm hugs and they're also the best way to support a small business.
You can connect with me, Mia FileMan on Instagram or LinkedIn, and feel free to send me a message. I'm super friendly.
