Today I am fired up to have another amazing guest on the show. I have Nick Loper on, and I am so glad that he is here. It’s been a while since I had him on the last time. He just hit 15 million downloads over on his podcast, Side Hustle Nation.
He’s been running that show for the past seven years. I thought it would be good to have him come on and talk about the ups and downs that have come with publishing regular podcasts and how he has continued to provide goodwill to his audience over the years.
As you listen, you’ll see that the biggest takeaways from today’s podcast will be the value and importance of consistency and commitment. Let’s get right to it.
Nick’s 15 Million Download Milestone
It’s been seven and half years in the making, so it’s definitely a long time coming. It took a lot of commitment and time to push through the hard times, and I’ve had to remove the word “only” from my vocabulary. It’s so easy to get caught up in the stats, but it’s important to know that there are actual people behind the stats and to know that they are listening and implementing what I talk about. It’s given me the fuel to keep going over the years.
As you enter the online space, it’s easy to get caught up in the numbers. However, it’s so important to focus on the people, as I mentioned before. They are what matter most. This is especially difficult when you’re new to the space. It’s important to find your “true fans” who support you throughout your journey.
Over time your following will grow if people resonate with what you share and will spread the news to others. The wild card in all of this is word of mouth. The goal is to create something that is too good not to share and that will keep people coming back for more.
It would be interesting to give people a value first proposition with snippets of their podcast episode on Facebook or YouTube. I’ve seen a lot of people that take this approach use the views who have watched the videos or part of the videos and create a remarketing audience from that.
How I’ve Made My Podcast More Visible
In the early days, I had an email list of eleven people that was comprised only of family and friends. I did have a Gmail archive history of people I had emailed over the past ten years and people from social media.
When I started my podcast, I opened up a new email in Gmail and started telling all my contacts about my new podcast and asking them to listen and share with anyone they thought might be interested. I discovered that if I could just give the algorithm a little nudge, it would help me a lot in the long run. If you can drive outside traffic to the platform, that will spike the algorithm.
Now I would do it a little differently and create a conversation instead of just asking for something. I would take some time to tell people about what I do and ask how they’re doing. Next, I would make it more of a conversation starter.
I have a couple of advantages that other podcast hosts don’t have. I’ve put the listener front and center and put what’s in it for them in the episode title. I want them to know from the start what they will get when they listen to me. It’s a big step to get a stranger to convert to a listener. So creating catchy titles is especially helpful for the search engines and to get people to click the download button, but at the same time, it can’t seem like click bate.
I also have some good SEO game. I can rank in Google for side hustle keywords fairly easily, and I’ll even add the names of guests into the title. Having the multi-media elements helps to build trust and show that there is more than just the text on the page.
There are two games that you have to balance. The first is curiosity and showing people what’s in it for them when you’re getting them to listen to your podcast. Your title needs to be thought-provoking enough to get people to listen. For the blog, the title will be more related to SEO and incorporating keywords to drive traffic to the page.
The Importance of SEO In Your Brand
For many years, I would neglect writing content because I wasn’t getting a lot of traffic from SEO. However, over time I spent the time studying successful people in the finance space and creating content with search intent. It’s important to think of articles as an asset. If you do it right, it can drive traffic, leads, and money for years to come. No matter what search platform you’re on, this will be beneficial.
This is especially true with YouTube. Videos that I created years ago are still racking up views, and it’s a great digital asset that has continued working for me over the years. It’s very helpful and rewarding once the videos are created, and I’ve put in the initial work.
Find Something Your Passionate About (28:58)
I had no vision when I started my podcast. I started it out of peer pressure. Then, I thought of myself as a writer first and foremost. I didn’t want to start making videos, so I thought podcasting would be a better fit. I wasn’t passionate about it at the time. Furthermore, I had no idea how to create a podcast when I started.
Over the course of the first year, I found that I really enjoyed doing it, even though I wasn’t making money at the time. There was just enough traffic to keep me motivated to move forward.
My entrepreneurial experience prior to the podcast came from when I was working a corporate job and had a side gig. I thought it would be a good idea to share with others what to expect when they start a side hustle and giving them ideas of what they could do. Now seven years later, I love talking to people about their monetization models and where their traffic is coming from. It’s really a dream job for me.
Early on, the vision was for me to be the guinea pig and going out and trying all sorts of side hustles, and reporting back on the results. I did a lot of case study posts that I enjoyed. However, it’s transitioned. I now share a lot of stories about people in my community. It has taken a lot of pressure off me however, there have been some episodes that have had some controversy.
Last spring, we had a conversation on the podcast about trading stocks that didn’t go over very well. It rubbed a lot of people the wrong way, and I lost a lot of sleep over it. I did my best to play the skeptic on the call, but it was still a rough few weeks while that blew over. So, I’ve been careful about what subjects we cover on the show.
It’s now much easier for me to find content, and I have a lot of people asking to come on the show. The most successful episodes are the most relatable, low barrier to entry, and repeatable. Something that anyone can do. It is easy to get started. People also like learning how to deconstruct a specific marketing tactic.
People are willing to pay for weekly and monthly maintenance, so there is plenty of side opportunities available, and I like highlighting that. It doesn’t take a lot of money to start a business if you’re doing a local service-based business.
I’ll keep making podcast videos as long as I have good content to pull from. This year we’re firm on creating new lead magnets. I stopped creating them for few years. I was concentrating on SEO. Now I’m working on coming up with a new system.
I want to create something that is complementary to the podcasts, providing links to outside sources related to unique side hustles that people who are listening might be interested in. It’s been working pretty well from the start.
Final Note From Scott
There you have it—what a great guy. I love Nick! He is an introvert and doesn’t always like being front and center. However, he’s pushed through that to help a lot of people in his community over the years. It goes to show that you have to commit and do things even if it’s not always in your comfort zone. You’re going to hit bumps in the road, and that’s ok. You have to stay consistent and be willing to continue to show up even when things are tough.
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Take-Aways From Today’s Episode
- The 15 Million Download Milestone (4:30)
- How I’ve Made My Podcast More Visible (18:39)
- The Importance of SEO In Your Brand (25:55)
- Find Something Your Passionate About (28:58)
“It’s important to think of articles as an asset. If you do it write it can drive, traffic, leads and money for years to come”.
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