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Saturday, August 15, 2020

Podcast Marketing w/Shantae Young of The Way With Jazz and Tae: Talketer Podcast EP 1

Talketer Podcast host Nick Andrews talks with Shantae Young. Shantae is the co-creator and co-star of a popular Seattle-based podcast named The Way With Jazz and Tae. Nick and Shantae discuss podcast marketing from getting started to monetization and everything in-between.


MC  0:00  
You're listening to the Talketer Podcast. Our mission is simple to make you a better marketer. Follow us on social media for exclusive content behind the scenes photos, blooper reels and more. Now, let's get this episode of talking started. here's your host, Nick Andrews.

Nick Andrews  0:22  
Wow, what an introduction. Thank you so much and welcome to the Talketer Podcast. I'm your host, Nick Andrews. Welcome to episode number one. podcast marketing with Shantae young. Shantae How you doing today?

Shantae Young  0:37  
I am good. How are you doing today? Nick?

Nick Andrews  0:40  
I'm good. And Shantae, you are the CO creator of a podcast named The Way with Jazz and Tae, it's about pop culture. And what else is it about? Tell us about your podcast?

Shantae Young  0:52  
Yeah, so my best friend and I decided to make a podcast and we talked about anything under the sun, society and culture. Politics, music, anything happening around Seattle? Of course, with the current climate, there's not much going on. But yeah, we just like to bring up interesting and fun topics and, and we like to talk to our friends about it and see, what do you think but also to give you guys our opinions on what we think about certain situations.

Nick Andrews  1:20  
That's awesome. And how long have you been podcasting?

Unknown Speaker  1:24  
Yeah, so at this point, we've been podcasting for about a year and nine months. So we're very close to two years in December.

Nick Andrews  1:32  
Wow, that's really exciting. Almost Yeah. is quite the milestone.

Shantae Young  1:38  
It's actually interesting. I hadn't really thought about how long we'd be in podcasting. And I was like, Oh my gosh, we're about to hit that two year mark, which is a big milestone for us. We kind of realized at two years, we're going to try and start monetizing. So. In the next three months, we've got a lot of work to do.

Nick Andrews  1:56  
All that that's really cool. And Shantae to have a quick icebreaker question. For you, what was the last thing you purchased on Amazon?

Shantae Young  2:04  
So the last thing that I purchased on Amazon superfan um I purchased a gray Hanes ecosmart fleece.

Good old friend. You know,

the reasoning behind that is I'm helping my mom with her printing her shirt printing business and I'm buying stuff from Amazon and having it shipped to her whenever my friends want a custom order. My friends want my friend wants the gray sweatshirt. So that's the reason for the Hanes buy.

Nick Andrews  2:35  
I'm a Hanes man myself.

So Shantae you mentioned you're almost at two years in your podcasting career. It seems to me that you're at this point where you're trying to break it to the next level kind of going from, from good to great. But can you take us back to the very beginning think about like that very first episode. You recorded from a marketing perspective, what was the first thing that you did to really market and drive awareness for that first episode of your podcast?

Shantae Young  3:10  
Yeah. So after our very first episode, I will say we definitely started our podcast as a hobby. We really didn't have a goal for it or anything that we want it to do. So while we were marketing in the beginning, it was in a very big push. So we initially started marketing on Instagram. That's where we started. And we're still on Instagram and we're like very heavy on Instagram as well still to this day, when we started on Instagram just to kind of like raise awareness and also because my co host and I have pretty big followings on our own Instagram, we figured that if we started Instagram for our podcast, hopefully we'll get some of that natural organic, some of our followers from our own personal to our podcasts. Another thing that we were doing or that I was doing a lot of research about podcasting. And like, what's the best way to market it? What should we be doing out the gate. And one thing was to add your podcast to directories. There are thousands of forums and directories out there for anything, really, but there are many out there for podcasts. And so I just started to reach out and submit our, our podcasts through different directories. And that's been another big way or like in the very beginning that we marketed our podcasts.

Nick Andrews  4:32  
What are some of those top directories?

Shantae Young  4:35  
so one that we're on currently is like dope black pods. And it caters, obviously, essentially to black podcasters. But there are also directories through some of the main podcast hosting sites like blueberry and Lisbon. There was also I found an opportunity on Twitter. There's a conglomerate of podcasts are kind of like a podcast network. Have people in Seattle and they actually made one. And they, it was called the Seattle podcasting Guild. They made their own directory. And they actually were they put a call out on Twitter. And I was like, how can we be part of it? And they're like, just by doing that just by asking. And so we got a, we got put on their directory, and it's a Google Doc that they have on their website. And it's pushed out to anybody who, who visits their website, but they also do pushes on Twitter as well.

Nick Andrews  5:28  
So you started the marketing journey on Instagram, then then it kind of moved towards these directories. Then what how is it grown and expanded from that first episode to today?

Shantae Young  5:41  
Sure. So I would say like, again, because we started off as a hobby. We were just doing the bare minimum when it came to marketing. And then I would say in August of last year, we got we were presented with an opportunity to do a live event. So summer splash, by It was in August of last year, it was essentially an event that was going to bring Seattle artists together, it was going to be a great big festival just for us by us. And they asked us to be the resident podcast team. And we were like, we have to take this opportunity. This could be huge for us. But we also knew like, we weren't ready for this, and that this could be an opportunity that could really catapult us in a different direction with our podcasts. So pretty much in August is when we kind of shifted our mindset. We were like, we could actually do something with this. And if we're actually pushing ourselves more, we're going to gain more listeners obviously. So I would say that after after slash Fest, that alone gave us this this big listenership boosts like people directly in Seattle now know about us. And we went back to kind of like old style like we've printed out business cards and we got a logo and we had a banner when we were there, so people took our business cards and then they followed our podcasts that way. So really like, out there, like word of mouth, even, you know, handing out flyers type of marketing. And from there, it was like, we met a bunch of artists they were interested in coming back on to the show, you know, to do music interviews. So that allowed us then to kind of reach into their listenership as well. So we were like, well, we'll do a review of your song. That way, it's a trade, right? So you have your music, on our podcasts and in our podcasts is international. And you know, then you just do marketing on your end on your Instagram or your other socials. However, to push our podcasts that way, you know, your interview gets listens, and that's helping us all in all all together. How did

Nick Andrews  7:56  
 How did you catch the break? Excuse me for interrupting How did you catch that break? to host that event.

Shantae Young  8:03  
We just really got lucky there. The guy who was hosting the event, Marshall hue, he's in a band called the martial law band. And he actually had been following our Instagram account and listening to our podcast. Yeah. And we didn't know. I'll be honest, we have this whole like, it's kind of like, we're shell shocked whenever people are like, yeah, listen to it weekly. And I'm like, dude, that's crazy. Thanks. So yeah, he was just like, I see what you guys are doing. You guys are doing some awesome stuff. And I am. He's really into building up the community and building up artists who are willing to work hard and work out their craft. And he saw that in us and was like, I think you should be our podcast on our podcast team. And since then, he's even given us more opportunities in different events as well which is also giving us other opportunities to kind of promote ourselves and raise awareness of who we are. Other things that we're able to do outside of just podcasting.

Nick Andrews  9:04  
So it started off as a passion project a hobby, you were just kind of promoting it to your friends on Instagram. So this it's it's this authenticity shines through your friends like it. Other people are seeing that that's really awesome. So to like talk to you about the content, obviously, the content of the podcast, must really resonate with you and your audience and just talk about like how important it is to be authentic within your content.

Shantae Young  9:33  
Absolutely. For us, that's really what it's all about. We just, Jasmine and I, my co host have a very interesting dynamic. We're almost like twins, one in the same but we also have very different viewpoints. So there are topics that we can just bring up and we'll rant about them and just get really passionate about it. And that's us. Like, that's us. We bring ourselves To our podcasts every time, and that's what it's all about. For us. I think that a lot of other podcasts, they have niches. So it makes it a little bit easier for them to come up with content. But with us, we're doing any an array of anything. It's really broad. And it's like a variety show. And I feel like there are a lot of podcasts out there like that. It so much so that it's oversaturated. So it's like, how do we differentiate ourselves and we and we do that by our our personalities, like what we're bringing to it, because we feel like there's nobody like us together. And obviously nobody like us separately. But together, we're just a very different dynamic. We bring a different dynamic to every episode. And then we also just really try in our content to talk about relevant stuff, stuff that people want to talk about. When we started the podcast. What we learned is that like, we were having these great conversations with our friends about world problems, politics, TV shows and just really opening our minds up and having Just awesome conversation. And we really, really loved that. So we were like, how can we do that with a podcast. And we, we found that like, we'll bring up topics that are happening like Kanye running for president, for instance, we talked about that. We talk about mental health a lot, because we feel like of mental health awareness and stigma around mental health is extremely important. And we want to be a part of that change and raising awareness around it. We talk about politics in general, because right now and you know, in the year of the election, that's important, and we want to make sure that we're a source of that were a source of information, good information, and maybe of the millennial viewpoint as well as a black female millennial as well. So we want to bring a voice or an experience that isn't widely spread, but also we want to make it so that our peers or the people listening can resonate with it as well and that they want to join the conversation. I would say that more than anything, that's what we really want is to foster that conversation among people. Because you know, we're not always going to not all people are going to be on the same wavelength or have the same perspective. But I think that that's important. But we should be able to come to the same table and have those difficult conversations.

Nick Andrews  12:17  
I like that a lot. And Shantae you mentioned monetization towards the beginning of the call, and what's the plan, like, how do you take your podcast from where it is now to monetization? And what what is the ultimate goal of the podcast?

Shantae Young  12:32  
Yeah. So right now we have kind of like a two year plan for monetization. We're actually doing a lot of work right now creating a media kit. I just finalized that a few weeks ago. So we've basically we went to a different format at the beginning of this year. So prior to 2020, we were actually just recovering out of our home and pushing it out when we can But now that we're on a radio, so we are actually hosted on 11:50am, which is a local Seattle radio station. And then they do all the distribution to our streaming services for our streaming platforms for us. And so ever since we've gone to that format, where weekly now, so every Thursday morning, we have a show that our listeners can expect to see. Once we did that we're like, now that we have content that our listeners know they're going to be getting this every week. It's noun of quality. And we've got a larger audience because of the radio that's giving us like, the possibility of 20,000 more listeners just from that alone. We felt like we had something more marketable and more just kind of like better to say, hey, if you were to be our sponsor, this is something you should put your money into. And with the radio, we also have advertising slot opportunities. So now that we have all of this stuff, we're building our main media came out and trying to figure out, you know what, what we think we're worth. And really for us, it's a matter of just those cold emails, reaching out to people in the community. And that's really where we want to start. Because we're so Seattle focus, we want to just kind of reach out to companies and local restaurants and local businesses that we love, who we think would be a great fit for us, but also for our listeners as well, because, of course, we don't want you know, somebody who our listeners don't resonate with or they wouldn't buy their product. And I think that that's really where you start. We've started a vendor list. So essentially, we broken it out into different categories, lifestyle, restaurants, bakeries, black owned businesses, small businesses, and then larger brands. We're building that list out just so that we have those contacts and then we plan to just kind of do like kind of like cold calls. I want to call it cold. emailing, but outreach emails pushing our media kit and showing them these, this is what we have to offer you. And detailed in the media kit is everything from our stats are in the stats are currently just for the first like eight months of this year. But we have stats, we've got you know everything about us who we are jasmine and I who the pod has is who our listeners are. And we're just really trying to show our value with that.

Nick Andrews  15:29  
And you I assume also in the media kit, you have things like the costs of of what it would be to advertise. There aren't really like a sponsorship or like a commercial break kind of thing.

Shantae Young  15:43  
We're looking for both both really. So because of the format of our show. We also have a different opportunities as well. So we're looking for advertisers if they want 30 seconds or 60 seconds that can work. But we also are offering packages for sponsors. Which would also include advertising opportunities as well as a mention at the very beginning of our show, saying that this is sponsored by this sponsor, we'd also give them paid paid advertising on our social media as well. Just again, give them that value add, we want them to know that if they're going to be our sponsor, it's going to be a mutually beneficial relationship, we're going to work as hard for them as they for us. Um, and then, because we have a we usually do a review of the week, every episode, we have opportunities, if there are companies that have products that they're pushing out, and they're like, Hey, we want you to review this or if it's a music interview, we would do it in that slot, but we're also pushing in our media kit slots for that. So we have ad hoc stuff as well. There are packages and then there are like ad hoc services that we have as well.

Nick Andrews  16:55  
What I love about your, your approach is it's it's like a hustle approach. It's something you know, you created a podcast out of out of thin air, right? Just just pure hustle. And now you're creating the pitch deck on your own. you're reaching out to people on your own. It's not like you're hiring a PR company or anything like that. It's, it's just pure hustle. And I really liked that. That's really impressive.

Shantae Young  17:21  
Thank you. That's really important to us, we definitely see that it's a lot of work. And oftentimes, they're like, they it could be so easy to outsource all of this. But I think that at the end of the day, we would we want it to be all us doing it. We want if it if it were to grow into something larger to be the CEO of our own brand. So it's definitely important to us that it's all of us doing the work.

Nick Andrews  17:48  
Well, Shantae you're very impressive, and I really appreciate you sharing your knowledge with Talketer nation. So thank you so much for joining today.

Shantae Young  17:57  
No problem. It was my pleasure. Thanks, Nick.

Nick Andrews  18:00  
Have a good one. Bye.

MC  18:01  
Thank you for listening to the Talketer Podcast. Unfortunately, this is the end of today's episode. If you're interested in being a guest on Talketer, please reach out to us on social media @TalketerPodcast. Thank you for listening and we'll see you next time be well Talketer nation.