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Scenario: Charles, Oliver, and Mabel run the successful podcast Only Murders in the Building. As their popularity mounts, they find that their own unfamiliarity with running an online business has become a detriment, resulting in losing ratings, subscribers, and merchandise and ad revenue.

Problems: Charles and Oliver are not web savvy. They allow Mabel to run the marketing side of their business. Though a brilliant digital artist, Mabel does not have formal training with web design, SEO, marketing, etc. They have lost subscribers as users have trouble finding and navigating their site. The trio cannot afford an outside company to manage their web presence. There is sometimes an issue with their online merchandise ordering system - orders get lost, do not process, etc. Sponsors have pulled their ads due to a decrease in subscribers. What is the soultion?

1 answer

To address the issues that Charles, Oliver, and Mabel are facing with their podcast's online presence, they can take the following steps:

1. Education and Training:

  • Online Courses: Enroll in affordable online courses focused on web design, SEO, digital marketing, and e-commerce. Platforms like Coursera, Udemy, or LinkedIn Learning offer a variety of options. This will empower Charles and Oliver to better understand the digital landscape and enable Mabel to improve her skills.
  • Workshops and Webinars: Participate in local workshops or free webinars that cover digital marketing and e-commerce best practices.

2. Improve Website Usability:

  • User Experience Audit: Conduct a quick audit of the website to identify pain points in navigation. Tools like Google Analytics can help pinpoint where users are dropping off or having trouble.
  • Website Redesign: If feasible, consider using template-based website builders such as Wix, Squarespace, or WordPress with pre-designed themes. These options often come with built-in SEO tools and user-friendly interfaces.
  • Mobile Optimization: Ensure that the website is mobile-friendly, as many users access content via their phones. This can enhance overall user experience and potentially boost subscribers.

3. Streamline E-commerce Operations:

  • Choose Reliable E-commerce Platforms: Consider switching to a user-friendly e-commerce platform (like Shopify or Big Cartel) that is well-integrated with payment systems and known for reliable order processing.
  • Testing and Feedback Loop: Set up a testing process whenever implementing new systems or changes, encouraging listeners to provide feedback on their ordering experience.

4. Enhance Marketing Strategies:

  • Content Marketing: Develop a blog or a newsletter to engage the audience further and share behind-the-scenes content, episode highlights, or exclusive merchandise offers. This can also improve SEO.
  • Social Media Engagement: Increase activity on social media platforms to maintain and engage their listener community. Regularly interact with followers to keep them informed and solicit feedback.
  • Collaboration & Guest Appearances: Collaborate with other podcasters or influencers to tap into their audiences and cross-promote.

5. Explore Funding and Networking:

  • Crowdfunding Options: Consider platforms like Patreon or Kickstarter, which allow fans of the podcast to support their work in exchange for exclusive content or merchandise.
  • Networking with Other Creators: If possible, join podcasting communities or forums to share insights and learn from others who have navigated similar challenges.

6. Regular Assessment and Iteration:

  • Monitor Performance: Continuously assess website analytics and subscriber metrics to identify what’s working and what needs improvement.
  • Adapt Strategies: Be prepared to pivot marketing strategies based on the performance of various campaigns or user feedback.

By taking these steps, Charles, Oliver, and Mabel can improve their web presence, enhance user experience, and ultimately regain subscriber interest, increase merchandise sales, and attract sponsors back to their podcast.