How To Leverage Podcasting For Business Growth With Michelle Glogovac

balanced life business growth podcasting for business Mar 01, 2021
LOYB 9 | Podcasting For Business

Podcasting is a steadily growing industry that many experts, brands, and businesses are leveraging for growth. The question most business owners are asking now is, should you start your own podcast or pitch yourself for podcast interviews? In this episode, Crista Grasso interviews Michelle Glogovac, podcast matchmaker, publicist, and the host of My Simplified Life Podcast. Michelle shares her expert advice on how to leverage podcasting for business growth.  She guides you through figuring out whether to start your own podcast or how you can pitch yourself as a guest to other podcasts. Lean out your business with the help of this conversation as Michelle further reveals some important do's and don'ts for podcasting, especially if you want results!

In this episode, we discuss:

  • 2:10: How to know if you should be focusing on starting your own podcast or focusing on trying to be interviewed on podcasts
  • 3:30: Behind the scenes of podcast pitching
  • 5:31: How to pitch yourself to podcasts you want to be interviewed on
  • 9:10: How to repurpose your podcast content to last you a year
  • 14:10: How to leverage your podcast content to grow your audience
  • 15:07: Michelle's career journey and her shift from corporate aviation
  • 19:34: How Michelle works smarter, not harder
  • 22:54: Michelle's perspective on balance in business and in life

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How To Leverage Podcasting For Business Growth With Michelle Glogovac

[00:00:46] I'm excited to share Michelle Glogovac with you. She helped me to launch this show, and she is brilliant at all things podcasts. We're going to dive in and we're going to talk about podcasting, as well as some great stuff about leaning out your business, because Michelle is such a great example of someone who runs a lean business. Michelle, I’m super happy that you're here. Before we dive into all of the great questions, let me share with everybody a little bit more about you. Michelle is the podcast matchmaker, publicist, and host of the My Simplified Life podcast. After an eighteen-year career in corporate aviation, she discovered her passion in changing the world one voice at a time. Michelle works with entrepreneurs, authors and experts to niche down, grow their businesses and visibility, and ensure that their message reaches the masses. Michelle is a natural relationship maker, which is why her love of helping experts be interviewed on podcasts and featured in the media is successful. She's a wife, mom of two, stepmom of two. She has her BA and MS in Law, and she resides in the Bay Area and loves to share what her favorite wines are. Michelle, welcome.

[00:02:04] Thank you. I’m so excited to be here and talk to you. It's a treat.

[00:02:09] Thank you for helping me get this show launched, it was incredibly helpful. One of the questions that I've gotten consistently with my clients, and I'm getting a lot more now that I launched the show is, “Should somebody focus on starting their own podcast or should they focus on trying to be interviewed on podcasts?” I would love to hear your perspective on this.

[00:2:34] It all boils down to time. How much time do you have? A podcast will take you about four hours to produce, when all of a sudden with editing, show notes, graphics and uploading and all of those wonderful things that you now know go into a podcast. For a 30-minute episode, you need to count on about four hours, plus your interview time if you're doing an interview, to dedicate to one episode every week. If you're going to do interviews, then you have to show up, which is a beautiful thing, but you also have to research the podcast that you want to be on. You have to make sure that you're reaching your ideal audience and clients and listeners, and that in itself takes time as well. You can also farm out either of these tasks to make it work for you, which is right up your alley, to get lean.

[00:3:30] What I offer my clients is I do podcast pitching. I do all of the research on the backend and I pitch my clients to be on podcasts to be interviewed. I saved them that amount of time because you can go down a rabbit hole of searching for podcasts, and then you search for them, and you should be listening to them before you pitch yourself or have someone pitch to them. You need to find out their contact information. There's a lot that goes into that part as well, but it's less time than it takes to produce an actual podcast. They both have pros and cons. When you're having your own podcast, you're speaking to the people, you're in their ear, and that's a beautiful thing. It's an intimate thing that you wouldn't otherwise get if you didn't have your own show. It also gives people an opportunity to get to know you before working with you. You may have clients who are listening and go, “Crista is amazing. I don't need to vet her at all. I want to work with her.” It can be that simple. Whereas if you're guesting, then you're talking to someone else's audience, but it also gives you the opportunity to grow your own audience and find clients that way. It all depends on time as to which avenue you'd want to go to, but both have benefits.

[00:04:48] I worked with you also to get featured on podcasts. I can't imagine having taken the time to do that myself. It was much easier to have your support and your help with that. I'm all about simplification and leaning things out, and putting my time on my zone of genius work and letting other people do their zone of genius work, which this is yours.

[00:05:15] When you work with someone who does it like me, we've got a little black book that we can open up and scroll through and go, “This is a good match here and there.” That's what you're paying for. Not just the pitches and the personalization, but you're paying for those relationships that are already existing.

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[00:05:31] For some folks, they're like, “It makes sense. When I get started, I want to go out and I want to pitch podcasts. I want to own the whole process myself.” If that's the angle that somebody wants to take, how would you recommend that they reach out and start to pitch those podcasts?

Everyone has an important message that's going to change a life. - Michelle Glogovac Click to Tweet

[00:05:48] First, look at who their audience is and listen to the podcast. I recommend you are personal in your pitch. Don't make it a copy and paste, or as I saw on Twitter, rinse and repeat. It should never be the same thing over and over again. You want to showcase what you're going to bring value to that host. Why should they have you on? This is their platform. This is taking them hours and money out of their own pocket to put you out there. You want to showcase, “This is what I'm going to bring to you.” At the same time, you're not making it all about you. If you have a service you want to promote, you don't want to say, “I want to come on your podcast and I'm going to tell everybody about how great I am and how amazing my service is.” No, you need to come with your expertise. What is it that you're going teach them that nobody else can? Relate to them, “I'm a listener. I was listening to your interview with A, B, C. It resonated with me because.” I recommend that's how you start your pitch. I do this with all of my pitches, whether I'm relating it to my client or I'm relating it to myself. Oftentimes, since I am the listener, I'll say, “I heard this interview, and this is why it hit me because I'm going through this in my life. I experienced this as well.”

[00:07:09] I had one pitch where I was stalking the woman's website, and I read her bio and she had Irish twins. Her kids were twelve months apart. I have Irish twins. She loves wine. Her husband loves whiskey. I'm like, “She's my spirit person.” That was my pitch. I told her, “We have so much in common, so I had to reach out. By the way, I wanted to pitch my client too.” I have landed many clients on her podcast alone, including myself, all because of that pitch. It's being personable and genuine. Let them know that you are a listener, not just a blanket pitch. Even I get those, and they get deleted. You also want to make sure that you do the homework for the guest, include your links, the websites, the social media. If you've been on a podcast before, include those links, because if you give a host homework, they're not going to have you on. I don't have time to google somebody to see if they're a good fit when they've said they're a good fit, versus I can click here and see what they're about, in addition to the pitch email. Those would be the top two things to do: do your research of who this person is and don't give them homework.

[00:08:25] Within about an hour of launching my show, I got my first pitch of somebody who wanted to be on the show. It took no time at all. They were not a fit at all. There was nothing custom. There was no like, “I loved this new episode.” Nothing. Just, “Would you like to interview so-and-so on the show?” I was like, “No, thanks.”

[00:08:42] That brings up a whole other topic is they obviously didn't do the research because your first episodes are all solo. There's no indication that you have guests on your show, which is the biggest red flag there is. Make sure that they take guests. That's another big one.

[00:09:10] I want to dive into something that you're also good at that I know my readers would appreciate, because I'm always looking at helping people work smarter, not harder. One of the things that you do well that I'd love to have you share with them is how you repurpose your podcast content to make that one piece of content go far and save people time, ultimately.

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[00:09:34] This secret is something that can apply to other places, not just a podcast. The big secret for a podcast is to create show notes. From your show notes, you're going to create content for sixteen other platforms. It's appearing to be everywhere and not having to do the work to be everywhere, because we're creating posts for everything, for your Instagram, your Twitter, your LinkedIn. You don't need to be reinventing the wheel with new content. With every episode, you have enough content that can last you a year. You create show notes. I like the blog style, so you have a summary of what the show's about, you have your three main topics, then you have a summary of each of those topics. You have your links that have been mentioned.

[00:10:27] You notate some timestamps. Those are going to be between 15 and 60 seconds long because those are the length of an Instagram story. You'll identify quotes. Those should be less than fifteen seconds long because you're going to turn them into an audiogram. The show notes then become a blog post. That's one way of re-purposing it. You're going to focus on your SEO, what are people searching when it comes to leaning out your business? Look at those key words and make sure you include them in that. You're going to create a Twitter post, and you can do that straight from some of the hosts for your podcast. You're going to create your Instagram from it. From your Instagram, you're going to have graphic templates. It's a plug and play. You don't want to reinvent the wheel every single week with new graphics. Make a template because it's also then going to be recognizable to the people that are scrolling through, “Crista’s got another episode out. I know that because this is the graphic she uses.” You can see it.

[00:11:28] I've had people say, “I didn't know that so-and-so was on your show, but she posted it on her Instagram, and I knew the graphic was yours.” It becomes something that people can see and can expect. In your graphics, the square ones will be great for Instagram. You can also use it on Facebook. Your rectangular-sized ones, you can have on your Instagram Stories and your Pinterest. You can repurpose all of this onto LinkedIn if you have a business-type of podcast. I mentioned Pinterest, and that's a big one that people overlook, especially business owners and entrepreneurs. Pinterest is becoming bigger and bigger. It's not just for, “What am I cooking for dinner or what should I redo my living room?” People are searching for business tips, marketing tips, all of these things. I recommend putting it on Pinterest every week. You can repurpose your show notes onto Medium.com. That’s a simple copy and paste your web link to the show notes. You don't even have to do anything except for a few little motions that probably take you about an hour a week to put it on all of these different platforms, versus doing something new for everything else. You can also work in recording this. This can be on YouTube or it could be on your IGTV. You can have a whole series on that. You can then create guides within your Instagram. The list is never ending.

"With every podcast episode, you have enough content that can last you a year." -Michelle Glogovac Click to Tweet

[00:12:59] One of the things that we started doing too when I was a guest on a lot of podcast interviews is, JC who's my right-hand person in my business, she would listen to the episode and she would pick one thing that I talked about in the interview. She would take that and turn that into a blog post and do pull quotes. We'd repurpose the graphics and the things that the actual host would share, but we took the interview that I did on somebody else's podcast and turned it into its own many pieces of content as well.

[00:13:33] There's so much that you can do with one episode, one interview.

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[00:13:38] You guys know because I tell you all the time to work in focus blocks. This is a great thing to do in a focus block. Carve out a couple hours of time and crank through all of this, and you'll get it done quickly. Michelle, all those ideas, I'm not even doing all of the things that you mentioned yet. I feel like there are a couple more I could add to my list. I love it.

[00:13:58] I recommend choose what works for you. You don't have to do them all. I did a course where it was sixteen, and then something else came out. Instagram came in with a new feature and there were seventeen, and then Clubhouse came out and there were eighteen, but you don't have to be in all of these places. Look at where your ideal listener is and do that. At the same time, if there are places that are easy for you to copy and paste, then why not be there? You can reach a bigger audience. When people ask, “How can I grow it?” That's how you grow it. Put it out there. Don't let it sit on Apple or Spotify or iHeart or Stitcher. Put it out there, everywhere.

[00:14:36] For me, a good example of that is Twitter. I don't use Twitter much for my business. I know a lot of people do, but every time I release a new episode, I tweet the episode. I take some of the pull quotes and put it out there. It takes no time whatsoever to do, but it does broaden the reach a little bit.

[00:14:54] I'm on Twitter, I'm back at it. I took a break, now I'm back. You just have to be there for PR.

[00:15:07] I want to rewind back to your bio because, to me, your story and your career progression itself is fascinating. I've always admired the way that you've grown your business and gotten clear in what you do and who you serve. Getting to observe that journey along the way has been great. You spent eighteen years in corporate aviation, podcasting, not corporate aviation. Walk us through how you made that career switch and how somebody else can think about that. I do have a lot of people that I work with, either who have left a long-term corporate career and have started a business or who have successfully sold a business and are starting a brand-new business. Let's talk about your journey there and what they can take away from it if they're thinking about something along those lines too.

[00:16:00] I was in aviation by chance because I needed a job in college, and I could walk to the airport and didn't need a car. I stuck with it. As I got older, I had kids, I knew that it wasn't what I was passionate about doing. I was good at it because I'd spent eighteen years at it, but it didn't mean that I was like, “I love what I'm doing. Jet fuel is so fantastic.” It wasn't. While I was in aviation, I was still trying to find something that I could do on my own. I sold some wine at the time. I did some social media. I'm like, “What is it?” I was laid off in April 2018. I was forced to decide what is it I want to do. Career-wise, I don’t want to work for myself. I knew that I wanted something different. I was done traveling the country, done with nannies. I wanted to do something for myself that felt like it gave me purpose, because I felt like for eighteen years, I saved the wealthy more money. That's what I did.

Balance is about being fully present in the moment that you're in. - Michelle Glogovac Click to Tweet

[00:17:02] I was done with that. I wanted to make an impact in the world. I tried some event planning because I had done networking events before in my career, I did some social media management, but none of it allowed me the time that I wanted to spend with my family. Over the summer, it was September of 2018, a friend from my pregnancy class added me to a Facebook group of a life and business coach who was launching her podcast. It was the first time I figured out that the purple button on my phone allowed me to listen to podcasts.

[00:17:36] This is several years ago. It's scary. Throughout her episodes, it was the same theme of, “We all have a purpose. We all have a passion. You need to find it.” I was like, “I'm going to find it. I don't know what it is. I don't know how to go about it, but I'm going to find it. I would put that on my Instagram.” She approached me and said, “Do you want to pitch me to be in podcasts?” I went, “That's a thing?” “Yeah.” I started to pitch her. As that grew, she then asked me to come and produce her show. I started producing other shows and it all snowballed. When you get thrown into something, you learn all the different ways that you can do it, the ways that other people are doing it, what the best practices are. I was able to go in alignment with what I wanted to do, and that was spend more time with my family, what is it that's allowing me to do this, that also gives me a financial benefit, and I'm enjoying.

[00:17:36] It all came down to podcast pitching and PR because when you do the podcast, that's four hours a week, and sometimes you have last minute people who, “It's Monday night. Sorry, I forgot to get you this podcast episode. It is due at 5:00 AM.” You’re like, “There goes my Monday night.” That doesn't do it for me. I released that part and I said I'm going to focus on my pitching because it all comes down to relationships. I'm creating these relationships with podcast hosts. I'm now creating them with journalists and different media people. I'm growing those and landing clients to be featured in all of these different places. All of my clients, I feel have an important message that's going to change a life and a business. Somehow, it's going to affect someone in a positive way. In that way, I get to change the world and do exactly what I wanted, which I find is my purpose.

[00:19:34] My perspective is you've grown and gotten a lot of success quickly, considering that this was new to you, and it's because you keep things lean. I consistently see you keeping things lean, working smarter, not harder. I feel like you're such a good example of how to truly commit to something. Experiment, but commit and grow a business. It's been fascinating to watch. I very much enjoyed your journey. I would love for you to share with people, what is that for you? How do you work smarter, not harder? How do you keep things lean?

[00:20:13] When you have two kids, one who's a distance learner in kindergarten, you have to work smart. I am an early riser. I start my day at 5:00 AM. I know that from 5:00 to 7:00 is my working time. Luckily, I'm a morning person. I focus on those two hours of what can I get done. Usually, it's what do I not want to get done because that's what I need to get done. I have my schedule. My kids even have a schedule. They have a checklist just like I have a checklist of, “This is what needs to get done.” They're 4 and 5, but they've got little graphics and words, so if they can't read it, they can see what they have to do. We work within the time that we have. I've got alarms on my phone of when recess will start, when recess will end, and this is what I have to get done on these certain days.

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[00:21:04] I've also blocked off my calendar. Over the summer, I started reducing the availability that I gave to people. I used to, “You wanted a phone call? Monday through Friday, 7:00 to 5:00, whatever you need. Outside of that? I can do a Saturday.” No more. I started taking off Fridays and I block my calendar on Mondays. I don't do calls and interviews on those days. Fridays, I try as hard as I can to take the full day off. That is a date to do ballet and coloring. That's what we do in this house. It's about having the schedule, prioritizing what you want to do, and then also creating processes for everything. My podcast, even when it was just to myself, I have a process in place. I have a checklist. Everything's in Trello, “Know that I need to get this done when it comes to repurposing the podcast content,” then all of the checklists get done and cards get moved.

[00:22:02] When it comes to the PR side, I do the same thing. All of my clients have their own Trello board. I go through at the beginning of the month, “Who am I pitching to? What do I need to follow up on?” It's having the process and the procedures written out. I've brought on some people, at times, to write show notes, to help me a little bit with some research. I already have those processes written down step-by-step so that I can bring anyone off the street, “There you go, this is what needs to get done.” There are links included and embedded in everywhere. It makes it easy. Hopefully, as I scale and continue to grow and I'll bring on more people, that's going to be beneficial to be able to hand it off. I did have a show note writer say, “You didn't even need to have a Zoom call because all you needed to give me was that Google Doc and it was clear as day, it's done.”

[00:22:54] For the readers, systematize what you do and document your processes, that is how you work smarter, not harder, and set boundaries and create protected space. I want you to tell people how they can learn more about you, but there's one last thing I want to touch on quickly because I love your definition of balance, and I frequently quote you. I talk a lot about balance. To me, it's trying to find what are those things that are important to you other than your business and making sure you're creating the protected space for it. I like the way that you define balance in the presence piece of it. Can you share with everybody how you talk about balance? 

[00:23:44] Balance, to me, is being fully present in the moment that you're in. Whether that is working, then you're fully present working. You are committed to doing the task at hand. If you're playing with your kids, then you're fully committed to playing with your kids. You're not on your phone and playing with the kids and doing makeup and playing with the dog all at the same time. It's allowing yourself to be mentally and physically in the spot that you're supposed to be in. That can change throughout the day many times. I posted that in the morning I did some emails, and then from there, we went on a family walk. From there, I did something on the podcast. It continued to ebb and flow and change, but I was fully present in every moment that I was in. To me, that's balance, because I'm allowing myself to be in the moment that I need to be in.

[00:24:40] That's important because so often, it becomes easy to constantly be thinking of the other thing when you're in the moment. You're working and you're thinking about the stuff that you've got to do after. You're doing the stuff after, and you're thinking about this stuff you've got to be doing when you're working. I like that perspective. That does also support the working smarter, not harder.

[00:25:02] It takes practice. I come from the corporate world, work-life balance was like you turned off at 5:00, and that's it. It's taken a while to realize that's not what balance means.

[00:25:18] Tell everybody where they can find more about you and what you have going on.

[00:25:24] My website is TheMSLCollective.com. You can find me on Instagram, @MichelleGlogovac, and you can also listen to me every Tuesday on My Simplified Life. It's everywhere you listen to podcasts, including Amazon Music. Right now, what I have going on is client work.

[00:25:48] Michelle, thank you so much. I love everything that you shared now. Thank you for being here. I'm sure everybody will love this episode. We'll have you back at some point in the future to dive in and talk more about all things lean.

[00:26:01] Thank you so much for having me on, Crista.

[00:26:04] Thanks, everyone. We will see you again soon.

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How about you?  Do you have your own podcast or do you interview on other podcasts, or both?

 

by Crista Grasso

Known as the "Business Optimizer", Crista has the ability to quickly cut through the noise and focus on optimizing the core things that will make the biggest impact RIGHT NOW to grow and scale your business. As a lean business consultant, she specializes in helping businesses gain clarity and focus through strategy, planning, and lean practices. She is the creator of the Lean Out Method and the 90-Day Lean Out Planner, and is also the founder of the global accessories brand Criscara Jewelry.

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