​​​Challenge

• Gain more subscribers to our CEO’s podcast

• Get more traffic to company website ​

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Solution

In addition to writing the majority of the content, I led and project-managed our team through a 15-step omni-channel process involving:

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• video

  • film full-length video podcast episodes

  • splice full-length videos into multiple mini clips

  • write headlines for each mini clip

  • post full-length episode to YouTube and podcast channels

  • post mini-clip episode to YouTube

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• website

  • write landing page copy for all full-length episodes & mini clips, adding:

    • Facebook pixel to track & retarget visitors

    • email newsletter sign-up to collect prospects' emails

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• social media

  • manage editorial calendar for all mini clips

    • LinkedIn: mini clip + long-form copy

    • Facebook & Instagram: mini-clip + short-form copy

  • create & A/B test Facebook ads

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• email

  • craft emails for each full-length episode

  • create multiple themed email drip campaigns with mini clips

  • implement chat bot campaign with mini clips​

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• testing & analytics

  • A/B test Facebook ads, including headline, copy, and audience variations

  • A/B test email subject lines & content

  • track success of various topics to inform what types of questions to ask future guests:

    • mini clip landing page views via Google Analytics

    • Facebook ad conversion rates

    • chat bot tags

    • email CTRs

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Notable outcomes

• ~30% MoM podcast subscriber growth

• reduced Facebook ad costs by $0.65 per landing page view

• 8% higher email open rate than the industry average