We officially launch the with this conversation with Joan Boludawithout a doubt of podcasting on digital marketing in Spain, with his podcast internet-marketingamong several others in which he collaborates, in which he publishes dailyfrom Monday to Friday, without interruption since 2014.
With it we open a new section in : Every monday We will publish an interview in podcast format to compose, in the medium term, a broad Audio Digital Marketing Course in which we will touch, in great detail, aspects of online business strategy and the 4 Ps of marketing: Product, Price, Distribution (Placement) and Promotion, all focused on digital and looking for experts who shed light on each of the topics .
Also, as in this case, we will sometimes allow ourselves licenses with interviews with characters who, due to their career, deserve an in-depth interview to learn from their own career.
Interview with Joan Boluda (with time index)
6:15: Why 7:07 in the morning to post the podcasts?
I’ve been playing with capicua numbers since university, combined with productivity techniques…
8:10: Have you always been clear about your approach to marketing?
At ESADE, while I was studying, I set up a transactional project and with that project, which we really launched, we learned a lot. I grew much more setting up that SL than in the subject of Business Creation. Teachers started passing me clients. If this hadn’t happened, I still would have ended up at Pepsi…
14:10: When did you get fully into digital?
In 2009-2010, when we decided to go for the little one. The baby effect: Since we were going to have more expenses, they didn’t give us the accounts so I decided to set up on my own. I was scared shitless, but I knew that to start with, I could get by with 4 clients.
16:45: How was born boluda.com?
It started as a blog. They were my clean notes, without CTAs or courses or anything. I went from answering questions by email, to taking screenshots for clients… to recording videos to explain them to them… so I decided to record generic videos and thus I had them ready to send them. And that was the “aha moment”: What if I do what I do for clients for everyone? And so the boluda.com courses were born, which began as WordPress courses and then grew to what is now: more than 200 courses, it is the Netflix for entrepreneurs. It was natural, it was not something very thought out.
Boluda.com is the Netflix for entrepreneurs, with more than 200 courses for €10 per month
21.00: Sometimes you don’t need to plan so much…
This is what happens with communities. When a client comes to me who already has a stable community, he already has his homework done. Another thing is when someone has no community. There are three main paths: time, money or luck.
24:40: Can you buy just one course at boluda.com?
Is not a membership site, under subscription. It’s €10 a month, if you’re interested in one… you can always do it and unsubscribe. But there is a large percentage of people who stay because they find many more things. It is a very symbolic price, very low. I give a lot of value for little and, in return, it is by subscription.
27:45: How did you decide to enter the world of podcasting?
Podcasting was the best professional strategic decision I have ever made. I have always been an avid podcast user. podcast comes from play-on-demand, you can listen whenever you want. When I found out about this I thought: these are kill some that nobody wants them, they are recorded at home and uploaded. If they’re good, that’s what radio is for… How wrong I was! I started listening to them and I was hooked. There were days I was listening to them for hours.
Podcasters are freer, they do what they want and this is part of the magic: the listener perceives it. ANDIt’s like a radio show but more thug. And what always happens to me happened: when there is something that I like so much, I ended up saying: I have to set one up, which was in 2014, on May 16, 2014, and since then I haven’t missed a single day. The idea was to explain these concepts of online marketing in an understandable way to anyone’s ears. From there I thought that it would be my best decision… But I started to get more feedback from a podcast that had been running for two months than from a blog that had been running for 5 years.
Podcasting was the best strategic (professional) decision of my life
32:30: How much did you notice that the podcast began to give you results at the business level?
I had more ROI in 3 months of podcasting than in 3 years on the blog, hands down. Who listens to the podcast: they can be having breakfast, walking the dog, at the gym… Podcasting, like the radio, is magical, it has the grace that it is versatile and multitasking, that you do it while doing something else. And that the one who is interested purposely goes looking for it. It shows more interest than the one who sees the video, which could come from the most diverse searches. In the podcast it is someone who has expressly sought this theme: the audience that the podcast may have has nothing to do with that of YouTube. And then there is the issue of competition. There are fewer competitors than in blogs, on any subject.
37:20: What is the current health of podcasting?
In the United States he is hitting it, but strong. In Spain we are a few years away, but it is going that way. There will come a time when the whole world will know what a podcast is. This is not happening yet. Apple meant a big boom when it put the native app on the iPhone. Now the link with the car appears… We are not aware of the strength that a podcaster can get. Radio, due to its wide audience, has to remain in a generic layer, it needs a large audience. But a podcast can be niche, if you are able to monetize it, if you have a product or service for that niche. The quantity does not matter so much, it is the quality of the audience that is relevant.
41:40: Can a podcast be monetized via advertising?
It is very difficult. You can, but it is difficult. It is more feasible to have a small audience and have a product of your own for them. One route I recommend is to create premium content. A membership site For example, it gives you recurring income, that’s why I recommend it.
44:30: What are your techniques for the podcast?
You have to contribute worth: what is the listener going to take away? If it doesn’t take anything, don’t do it. And on the other hand: constancy. Do not dissapear. In equipment: the microphone of the iPhone headphones. I record with Audacity, which is free software, very easy to use: cut-paste. Important: record in a place without echo.
49:15: What is your base camp for the podcast; where do you distribute it from?
Itunes is a podcaster’s paradise. There is also Ivoox. Now he is giving her a lot of cane. But I have it on my website and from there, with my feed, I automatically move it to the audio platforms.
50:30: The alternative would be to leave iVoox, right?
Exactly, that’s very comfortable, but I prefer to stay in control: in WordPress with the PowerPress plugin.
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