Mastering Podcast Growth: Automation, Engagement, and Marketing Insights with Alex Thoric

Unlock the secrets of keeping your podcast top-of-mind with the wizardry of marketing automation, as we unfurl innovative strategies with our guest, Alex Thoric. As a Taekwondo master and marketing guru, Alex brings a unique perspective on building systems that work tirelessly for you, blending his passion for martial arts and soccer with his acumen for business growth. Our conversation is a goldmine for content creators looking to strike the perfect balance between their craft and their marketing efforts, ensuring their voice resonates with audiences well beyond the air date.

Step into the realm of effortless podcast promotion, where the right tools and tactics make all the difference. From the nuances of Zapier simplifying your podcast distribution to the wisdom of focusing on a single social media platform, this episode is brimming with actionable advice. We also tackle the importance of content repurposing to amplify engagement, setting the stage for a growth spurt in your podcast's reach. And if you're itching to jump into the podcasting fray or eager to suggest a guest who could enrich our discussions further, reach out and join the vibrant community we're cultivating. Follow our journey on LinkedIn and Twitter for the freshest updates, and never miss a beat in the podcasting world.

Alex Thoric is the founder of  a marketing agency Thor Marketing and Co-Founder of a marketing agency called Thor Marketing, and Co-Founder of  Building Income on Demand.  A digital marketer that had a great experience working with different industries such as spa, gyms, coaches, consultants, real estate, and restaurants and helping them grow their customer list. He's a big sport fan. Holder of a 2nd Dan black belt in Taekwondo, practicing it for the last 14 years and even had his own school. His goal is to help local businesses create marketing systems and automations as well as help create content to make business owners life easier and more fulfilling than it is right now.

Connect with Alex
Website
https://buildingincomeondemand.com/
LinkedIn
https://www.linkedin.com/in/alex-thoric/
Instagram
https://www.instagram.com/alexthoric/
Facebook

Chapters

• 0:04 Podcasting and Marketing Automation Strategies
• 6:09 Maximizing Automation for Podcast Growth
• 18:19 Podcast Promotion and Engagement

Transcript

Speaker 1: 0:04

Welcome to Communication Connection Community, the podcaster's podcast. This podcast takes a deep dive into modern day communication strategies in the podcasting space. We chat with interesting people who make the podcasting and speaking spaces exciting and vibrant. We also dive into the podcasting community with news updates, latest trends and topics from this ever-evolving space. So strap in, it's going to be one amazing ride. Let's dive into today's episode.

Speaker 1: 0:35

And today we're doing a deep dive into something in the podcasting space that I didn't even consider looking at until after I launched my podcast, actually until I was probably about year three or year four into my podcast. But you might want to consider doing this before you get into the podcasting space or as you are getting into the podcasting space. And that was how do you take that show of yours where you have these episodes you've created and in most cases you have promoted them once, sometimes twice maybe and then they just sit there and you pray. You do what every podcaster does you pray that someone will find your stuff. It doesn't always happen by magic.

Speaker 1: 1:20

There's a better way to do it to ensure that there's Alex Thorik, who is the founder of a marketing agency Thor Marketing and the co-founder of Building Income on Demand, a digital marketer that had a great experience working with different industries, such as spa gyms, coaches, consultants, real estate and restaurants too, helping them grow their customer list. He's a big sports fan have to ask him about that. He's the holder of a second Dan Black belt in Taekwondo I'll have to ask him about that as well. Practicing Taekwondo, by the way, for the last 14 years, and even had his own school dedicated to it, so that's pretty cool. His goal is to help local businesses create marketing systems and automations, as well as help create content to make business owners' lives easier and more fulfilling than they might be right now. Alex Thorke, welcome to the podcast. Thanks a lot, thanks for having me.

Speaker 1: 2:14

It's a thrill to have you here. So you're a sports fan, I am Hockey.

Speaker 2: 2:19

Not really. It's more soccer.

Speaker 1: 2:20

Okay, so I'm not the only quote Canadian, then that doesn't. What are the sports you?

Speaker 2: 2:25

enjoy. I would say it's mostly soccer, that's the main one. And then taekwondo is part of my life. As I mentioned, I've been practicing it for the last 14 years, so it's the way of life for me.

Speaker 2: 2:35

That's pretty cool as far as soccer goes, though, are you a fan, or are you a player, or a bit of both? I would say a bit of both. So I'm cheering for a German team Bayern Munich Okay, and then, when there is a World Cup, I usually cheer for Germany, but then now, two World Cups in a row they can't even get out of the group.

Speaker 1: 2:53

Oh okay, koreans somehow.

Speaker 2: 2:54

Koreans and Japanese somehow beat them All right, which doesn't really make any sense.

Speaker 1: 2:58

I don't follow it From what I understand, correct me if I'm wrong. Canada actually. I mean, we didn't do phenomenally, but we made some strides in the last World Cup. Yeah, we actually made it to the World Cup. We actually made it there. That was the big thing. We made it. We made it there. Anything hockey related we can make it pretty much anywhere, but it was pretty impressive to see that. The only sport I have to admit that there's only one that I really play on a regular basis and I'm really bad at it, and from people who play it they'll probably agree with me oh yeah, they're bad at it too, and that's golf.

Speaker 1: 3:31

Some people say golf isn't a sport but to which I say wait a minute, I'm going out. There's fresh air, there's physical activity involved, especially if you're not very good and you end up, you know, hacking away at the green half the time. It's work.

Speaker 2: 3:45

It is. Yeah, it's a lot of strategy and techniques and working out whether it's physically or mentally. I mean, look at Tiger Woods.

Speaker 1: 3:53

Oh, yeah, for sure. And there's a guy who turned around and came back, you know, after a serious accident. So great to see that. Tell me a little bit very quickly, before we jump to the theme of our show today. Tell me about Taekwondo, because that's been 14 years of your life and you're doing very well with it, from what it sounds like.

Speaker 2: 4:08

So yeah, in case of Taekwondo, I started when I was a kid, when I was six or seven, back in Moldova, eastern Europe, and then we moved to Canada. So I got my red belt. I went up to the red belt and then my dad was always telling me you need a belt, so the next belt is black. And he didn't really want me to pass the black belt because he would always tell me you need a belt to hold your pants. The belt doesn't really show anything, so you need to know yeah, you really need to know the techniques, you really need to. It's kind of a show me, don't tell me, thing. Right, and then when we moved here so I went back, I was like, okay, now I'm ready, I want to get the black belt. So I started doing that.

Speaker 2: 4:43

And then at some point so I was 20, 21, 22, maybe I started thinking about going to Olympics. So I would train six, six days a week. I was going all into that. But then I was also going to school, to college at the same time, and then we also started the side hustle business and I was like, well, what should I do? So I figured I focused mainly on business, but I was still practicing Taekwondo, and then throughout the next five, six years. That's when I got a chance to have a Taekwondo school at Concordia University and then COVID came and everything got shut down, and you know what happens next.

Speaker 1: 5:21

And you pivoted and it sounds like you're doing some amazing work, so congratulations on. You know love of sport, but also love for Taekwondo. That has been a part of your life and, I'm assuming, still is, just not maybe in the forefront like it used to be. Let's shift, though, and talk about marketing specifically, let's talk about this automation thing as it relates to podcasting, because I know numerous podcasts out there that they're in the grind all the time. They're creating content. They've maybe hired an agency like ours to help them do all the backend work, the editing and getting it set to go out there. They release their episodes. Their loyal fan base might be a little bit smaller than they'd like, but they keep releasing great content and it's not getting the reach they want it to get. But you figured out that well, automation can help with this. Talk about that a little bit.

Speaker 2: 6:09

Yeah. So when it comes down to automation, I mean in today's world, for some reason, business owners, people in general, are not using automation when it's right there in front of us and there's this hustle culture when in reality you don't really need to hustle because you can set up systems once and let them work for you. I mean, you still have to work hard and work smart at the same time, but then let that automation work for you. So when it comes down, let's say, to the podcast, you could use all sorts of applications that would help you with that. So let's say, you could definitely use Zapier.

Speaker 2: 6:42

I'm sure people have heard of it. It really depends on the number of tasks that you need. It's not too expensive. But when you have, let's say, maybe 2,000 to 3,000 connections and then you have one automation with 10 zaps and at some point it becomes quite pricey. So if you don't want to do that, you either need to overthink how you could shorten the process or you could use something maybe like high level. So that's the software that we use for ourselves, and then within the high level they have pretty much everything.

Speaker 1: 7:15

And, by the way, the links that the two pieces of software or programs that Alex is talking about. We're going to make sure those links are in the chat later on or in the show notes rather later on, as well as Alex's information. But I want to go back to the. You know why aren't people doing this? Because, do you think, in some ways, it's because number one, they don't know the how. But number two, one of the reasons I find why people don't even launch podcasts to begin with is it's too techie and it's too confusing. So do you think those two things combined throws up the okay. I can't do this mentality for a lot of people.

Speaker 2: 7:50

I would say, yeah, yeah, it's a mix of both and, let's say, when people decide to start the podcast or the business itself, they know why they're doing it, but then they don't necessarily know how to do it and how to do it more productively, because, again, there are so many different ways how you can do it these days and people get overwhelmed with information and then you see this option and that option and they're like what really works? You don't even know.

Speaker 1: 8:14

We see so many things in the marketing space, too, that can be a distraction. I remember it was a couple of years ago where I mean I'm active on Facebook, I'm active on LinkedIn, I'm getting more active on TikTok, which I just signed into my account after not being active for a while, but I'm on Instagram and I'm on all these platforms. All of a sudden, somebody comes along and says, well, you should jump into Clubhouse and check that out. There's just one more thing that can just be a bit of a distraction. So, in your experience, getting into the automation space even if we know it's good for us, we know it's good for our branding, our business in general do we sometimes think it's going to be a distraction? It'll just take us away from other things that we should be focusing on.

Speaker 2: 8:53

So, as I mentioned, in case with social media platforms, I would say the best option for you would be to focus on one platform, okay, to be known on that platform only. I know that some people say it's important to be omnipresent. We also say it, but then if you have the resources to do that, that's when it's good to be omnipresent. But let's say, if you're doing it by yourself or you have a little team, just focus on that one platform and then, after that, you can repurpose your content to all the other platforms, because each and every platform has its own style and different type of content that you post there. So the podcast that you have, you would need to, let's say, if you do both audio and video. For the video side of things, you could definitely use, let's say, shirt clips one minute long and then post them as YouTube, shirt, instagram and Facebook reel.

Speaker 1: 9:43

So in that case it does work, okay. So, getting back to the automation piece, then you can set this up, and you should set it up firstly on the one platform. Let's stick with what you just said about pick one that you know is going to work for you, where your prospects, your clients, you know they're there, your raving fans are already there. Stick with that one and then you can expand beyond that. But this is part of the sequencing. This isn't just I'm going to throw my podcast up there and see what happens. This is okay. I have a podcast. It goes out to all the podcasting channels and now I have to do the marketing piece and Zapier, or the other one that you mentioned, we'll pick it up and redistribute it, or whatever, to those platforms. Am I understanding that correctly?

Speaker 2: 10:19

Yeah, so in case with high level it will not do it exactly, but in case with Zapier it will definitely do that. So there's, a way for you to do it with Zapier and then link it to Slack. If you've heard of Slack before, yep, okay.

Speaker 1: 10:31

So yeah, do it that way, because most of the times in today's online world, people would use Slack as a platform to communicate with the team internally, so those automations could go let's say to those specific people what are some results that people can expect once they get into the automation sequencing, once they figure that out, because I think that, again to set something up, I think people want to know okay, if I do this, what am I going to get out of it? In your experience, can we expect a huge amount of traffic volume increase? Is it a little bit? Does it depend on the size of my network? Explain that a little bit.

Speaker 2: 11:09

So it does depend on the size of network, it depends on the number of following that you have.

Speaker 2: 11:14

But let's say, if you will be repurposing your podcast and especially if you have a video. Maybe you do only audio, but maybe you could have your phone filming you on the side and then edit those kind of short clips and then redistribute those throughout your automation, because YouTube, instagram and Facebook they're promoting shorts and reels these days, since TikTok became a huge competitor and they want to make sure that they get their market share back. You will reach even more people than the number of following that you have currently, and especially with Facebook Reels. Facebook Reels is at a level where Facebook fan pages were back in 2016. Now you can get tens of thousands of views from those Facebook Reels, even though, because most of the times, let's say, if you have 1,000 followers on your business Facebook page and you post something, only 4% of people see it Because Facebook wants you to pay for it. Pretty much Right, that's how they make money, right. But then, in case, with this Rails, they help you promote it even more because it's a new feature and they want people to use it.

Speaker 1: 12:15

Okay, there are a lot of people that only have audio podcasts and they're possibly listening to this going okay. Well, I don't have video components readily available, so can I use my RSS feed then to put that through the automation sequencing through Zapier.

Speaker 2: 12:30

You could do that, but in case, with those shirt clips, that wouldn't necessarily work the same way.

Speaker 1: 12:35

Can I plug my RSS feed, which is usually connected to my host site? I use Buzzsprout, so, for example, but but some people might use pod bean or Lisbon or some of the other sites. Can I plug in my RSS feed to that and say, okay, well, here's my RSS feed for my show. Okay, facebook, linkedin, whatever. Will that still pick it up? I guess so.

Speaker 2: 12:55

So in that case they'll not promote it as much because you're bringing people out of the platform. So they don't really want that to happen, unless you create the content that I'd say that's native to the platform. Maybe you can take out that audio clip and then add captions, okay, and post it as a reel. It doesn't have to be a video, but then if it's an audio and if there are captions, in that case you can get those views and build that awareness. And people are going to see the logo, they're going to see the name of the podcast, so they're going to go and look for it.

Speaker 1: 13:26

So I can utilize. If I do have an audio podcast, only I can use clips. I can create an audiogram which technically is a video right Pretty much and use that as the tool. Okay, that's good to know, because, if not the full episode, I think that the key is, with a lot of people and my branding, podcast solutions made simple. We don't want to reinvent the wheel every single time we do something we don't want to get so far into. For example, I have a podcast that I started speaking of speaking. So not this podcast, but the other one, and I started that back in 2019.

Speaker 1: 13:58

I'm not saying the automation sequencing didn't exist then, but it's probably a little more slick and user-friendly now. Plus, I didn't know I could automate my podcast. I just didn't know, and you don't know what you don't know, but I use audiograms all the time. So for people who are listening to this going okay, well, I've already been doing a show for a year, two years, ah, geez, you know what? All I have is audiograms. Right now, you're saying that I can use those or take content and use an audiogram creation platform such as Headliner or some of the other ones, and that's to my advantage if I want to do the automation sequencing through Zapier Yep, 100% Awesome.

Speaker 2: 14:34

Let's say, if you want to do it with YouTube, because I know that some people take their podcast and then they upload to YouTube channel just as an audio. So for you to use it as a shirt, make sure that it's under one minute long, because if it's going to be one minute and one second, youtube will classify it as a standard video and you will not get as much reach as with YouTube shirts as a standard video and you will not get as much reach as with youtube shirts.

Speaker 1: 14:58

Oh really, okay, it has to be exactly under one minute, so one minute or less, and better to be less than right at a minute, just in case, because yeah, like 59 seconds.

Speaker 2: 15:05

We've noticed the best performing.

Speaker 1: 15:07

Well, in this case we're doing videos, but the best performing ones are about 35 seconds long that's good to know because I know for the longest time youtube was was all about long form content and they still are.

Speaker 2: 15:17

It's just this new shirt. They did for two reasons, of course to create a competition for TikTok and also to help creators grow their channels, because all the big channels are getting all the attention and the new people that are creating accounts and creating channels.

Speaker 1: 15:32

They don't really have any motivation of recording of those videos and those podcasts and posting them on YouTube and not getting any views and there were a lot of people who I know were in the short form content creation space, be they, you know, shorter podcasts or whatever and they just were not getting the traction that they were expecting from YouTube, because YouTube sort of decided at some point that, well, if it's not X amount of minutes long, it's not going to get the traction you want.

Speaker 1: 16:03

So this is all good to know, especially now that they are playing in the short form content space. So if you're listening to this and you're wondering, well, I only want to do an audio podcast, I understand that. But four or five years ago I would have been totally in the same headspace. But, recognizing the value of the video, it's not just like Alex said, it's not just about putting it on your YouTube channel yes, that's part of it, but it's about how you can now utilize it better for the automation sequencing which is going to get you the downloads, the likes, ticks, whatever it is that you need. So anybody listening to this? Alex? How can they get started? Where can they get information, more information about this?

Speaker 2: 16:38

Well, they can Google it, I guess.

Speaker 1: 16:40

first of all, or they can get ahold of you too right. To answer any more questions right.

Speaker 2: 16:45

They can find me on Instagram at Alex Thoric T-H-O-R-I-C, or they can check out our page at buildingincomeondemandcom.

Speaker 1: 16:53

Okay, and we're going to make sure, as I said, that those links are front and center in the show notes. So Alex knows his stuff. He's a great guy. You can also have a conversation about soccer or taekwondo with him as well, so that's kind of a double bonus. So reach out to him for sure. And, alex, it's been a pleasure chatting with you today. Any final words of wisdom about automation, sequencing for podcasting or marketing, before I turn you loose onto the world to make the world a better place.

Speaker 2: 17:22

Keep doing what you're doing, keep putting out content and keep testing, because you know how it is. Marketing is all about testing. I'm sure you know, mr Biz, I saw this video where they were talking about thumbnails, where they're paying I'm not sure if it was $1,000 or $10,000 per thumbnail Wow, yeah, and they test a lot. Yeah, so in the beginning, when they were coming up, they would post a video on YouTube and they would change their thumbnail every couple of minutes just to see how they perform. Wow.

Speaker 1: 17:47

Great insights. Alex, I'm so glad we took the time to chat. I probably won't see you on the soccer field or in the Taekwondo studio, but if you ever want to go to a round of golf I'm not very good, but we can do that and thanks for taking the time to chat with us today. Sounds good to me. Well, thanks a lot for having me and thank you for joining us today. Special thanks to our producer and production lead, Dom Coriglio, our music guru, Nathan Simon, and the person who works the arms all of our arms, actually my trusty assistant, Stephanie Gaffour.

Speaker 1: 18:19

If you like what you heard today, leave us a comment and a review and be sure to share it with your friends. If you don't like what you heard, please share it with your enemies. Oh, and if you have a suggestion of someone who you think would make an amazing guest on the show, let us know about it. Drop us an email, askcarl at carlspeaksca. Don't forget to follow us on LinkedIn and Twitter as well. You'll find all those links in the show notes, and if you're ready to take the plunge and join the over 3 million people who have said yes to podcasting, let's have a conversation. We'll show you the simplest way to get into the podcasting space, because, after all, we're podcast. Solutions made simple. We'll catch you next time.