Reverse engineer your marketing strategy

Start with the end goal in mind

Photo by Vadim Sherbakov on Unsplash

There’s no such thing as an objectively good or bad tactic.

  1. All the tools and tactics you found online, your competitors can find too.
  2. A tactic that’s the main driver for your competitor might completely fail for you. And vice versa.

Start by reverse engineering

(A) Generate leads

  • Pick a topic that’s interesting for your actual buyers/customers (not the broader industry)
  • Discuss common challenges and advice
  • Pick something spiky enough that people will share with others in the industry
  • Make the topic niche to target your specific leads
  • Determine whether or not you need guests on the show
  • Number of leads per week or month
  • Number of conversations in the pipeline
  • Number of new top of funnel leads

(B) Keep in touch with existing customers

  • Make sure existing customers know about your podcast
  • Use the podcast as a conversation starter to re-engage former clients
  • Don’t worry about hitting huge download numbers from strangers because that’s not the point
  • Conversion rate for whether existing/former customers listen to the podcast
  • How many customers reply to your text/email about the podcast
  • How many customers mention the podcast in conversations about other stuff

(C) Expand your network (a reason to reach out to interesting people)

  • Start with the guests you most want, then pick a podcast topic you think they’d be eager to join for. This is the OPPOSITE of what most people do. Most people pick a topic, then find guests. If your goal is to get in touch with certain target people, the actual topic of your podcast is secondary.
  • Choose a topic and use heuristics/semiotics that make your podcast something that the interesting people you’re targeting would feel proud to be affiliated with. If they think being on your show will be embarrassing, they won’t come on the show.
  • If it’s for reaching out to interesting people, do a guest-driven show.
  • Whether your target people reply and agree to be on the podcast
  • Whether target people reply and are glad to hear from you (even if they decline joining the podcast)

(D) Establish credibility

  • Make sure the design reminds people of a popular podcast
  • Write good episode titles and summaries (knowing people will skim but not actually listen)
  • Choose topics that show you have breadth and depth
  • Conversion rate for successfully getting picked to speak at conferences
  • Conversion rate for being accepted in publications
  • Increase in inbound referrals
  • Increase in people who mention the podcast when they introduce you to strangers (a sign that they believe the podcast is a credibility indicator worth mentioning)



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Wes Kao

Marketing | Product | Strategy | Prev: altMBA, Seth Godin HQ, Flite (acq by Snapchat), Gap Inc. @wes_kao |