Pittsburgh’s Lady of the Blues: Miss Freddye

Pittsburgh’s Lady of the Blues: Miss Freddye

Written by Eric Pursh

She’s a cancer survivor two times over. She’s a mom, a nurse, and a graduate of Peabody High School. She started with Blues Music Works in 1996, formed Blue Faze in 2002. And now, as the frontwoman in both the electric Miss Freddye’s Blues Band and the acoustic Miss Freddye’s Homecookin’ Band, Freddye Stover (a.k.a. Miss Freddye) is quickly becoming a Pittsburgh Blues Legend.

Two bands, a full-time job, lots of gigs. Sounds like a lot. How do you manage it?

I don’t know how I do it, but it’s something I’m passionate about. I ask all the time, “who wants to take over?” This has been going on for 15 years. No one wants to be “Band Leader!”

You don’t have a band manager?

No. Well.. you’re looking at her. But I love to do bookings. I would do that all day if I could. But I do have a publicity guy. Michael Stover at MTS Management. But as far as booking gigs and getting my name out there, that’d be me.

So you have a lot going on right now, including a new single...

Yes! Something to Believe In came out on April 24, 2021. It’s a cover song written by Frank Wildhorn. My producer Bryan Cole took it and re-did it and said, “I think you can do this!”

And it looks like it’s doing well on Spotify.

[Laughs] It’s so weird, those numbers go up and down. Honestly, the day I posted about it (a couple of days after its release) it was at 4,000 all-time streams. I don’t know how they actually compose those numbers! But I can tell you that the first single I released has 110,386 streams since last August, and I’m really hoping Something to Believe In does just as well!

You’ve had a lot of good publicity in a fairly short amount of time, including being voted Best Blues Band by the Pittsburgh City Paper in 2020. Aside from creating great music, to what do you attribute this success?

You know, I Googled myself the other day and was wondering when someone is going to make my Wikipedia page! [laughs]. But seriously, I think success no matter what you do - is a passion and a drive. There’s a song I covered by an artist named Eric Bibb that’s called Don’t Let Nobody Drag Your Spirit Down, and I draw from that. If there’s something that not only you believe in, but you think other people will believe in, then go for it!

It’s OK to not set that bar too high at first. When I was in my 20’s, I would set the bar too high and be disappointed if things didn’t work out the way I thought. Then I learned not to compete with others, but to compete with myself. Always be better than the person you were the day before. And that works for me. Man, that’s such a competition!

If you can set your priorities, and just stay on it, you’ll see your success start to take off. It’s the little things you do every day that makes the difference.

Gain access to the rest of this article & our collection of virtual magazines by becoming a member.

Pittsburgh Spotlight: Truss Brewery

Pittsburgh Spotlight: Truss Brewery

Written by Dana DeSantis

A brand-new brewery has opened up in Pleasant Hills, and its individuality has helped it soar through these complex conditions. Before the pandemic, Mark Larimer was on the verge of signing a lease for a 150-seat, full-service system that fell through right before the virus lockdowns began.

"It would've destroyed my family and my life. The fact that it didn't happen was like a blessing in disguise."

After Larimer's business partner backed away from the project, he chose the tiny, 1,010 square foot space at 42 Old Clairton Road to be his next destination.

What did you do before opening Truss, and why did you choose to step away to begin your own business instead?

I had spent almost 30 years in Corporate America in the foods and retail side of it. I got far away from where the rubber hits the road, and it became more about checks-and-balances and politics. As much as the organizations want to emphasize customer service and quality of the product – there is so much between the guest and me; it just became numbing. To do something became 'you can't do this because of that.' The inordinate amount of paperwork, meetings about the meetings that happened all while Niagara Falls is running - there's such a disconnect to what's essential. Food is hard to force into a format, and that's what it felt like they were trying to do.

After my business partner backing out, I wanted to find a little boutique and stay open a couple of days to see if we can get a following. And I believe we can do that. We don't have to make a million things, but whatever we do – we have to do it pretty damn good, and I feel like we're doing that.

We love this neighborhood. We love what we're doing, and I love the people—handling the food and just being able to talk. It's nice to meet people and not worry about silly numbers and all that.

We can't do anything without people. If we don't lose sight of that, I think we can do whatever we want to. I always put my team above me and then the customers above everyone, and I think that's a logical approach.

What were/still are the advantages and disadvantages of opening and running a business in the middle of COVID-19?

One disadvantage would be that there's still a percentage of people that don't want to go into public and be around other people. Also, the way it's affected people financially, they're a little less quick to draw on those impulse buys.

When we did our soft opening on the eleventh and twelfth of December, they called for a shutdown order just a few days prior. We didn't know that every food option around us wasn't going to open its doors on that Friday, but we were. There were people lined up along the sidewalk with their growlers. It was great and maybe not the safest, but I had to call people I haven't talked to in a while and ask them to '-please come chop lettuce.'

The other thing is that this place was designed, before the pandemic, to be take-out only. I didn't want to have a wait staff, 6-10 cooks in the kitchen, busboys, dish machines, and all that. It's always been about people coming in on your way home, grabbing something, putting their feet up, and having us take care of them.

Gain access to the rest of this article & our collection of virtual magazines by becoming a member.

Finding a Balance: Morgan McCoy, Adda Coffee & Tea

By Eric Pursh

Morgan McCoy is the General Manager of Growth & Operations at Adda Coffee & Tea. Morgan has the company in high-growth mode, with lots of new initiatives and plans to expand the organization and its offerings. But having always supported the nonprofit community, Adda and their GM are presented with new challenges [and opportunities] post-pandemic. I spoke with Morgan to see how she keeps things in equilibrium.

How did you come to work at Adda? 
My husband was one of the first baristas at Adda Shadyside when it opened five years ago and I briefly worked at the Northside store to help out when they first opened, so we have been friends of the owner Sukanta Nag and his wife Vanessa for some time. I was working at a commercial real estate company and reached out to Sukanta about an open space. That didn't work out, but we ended up reconnecting. He had an opening for a general manager position and I was looking for a change so the timing ended up being perfect.

Can you tell me about your role as General Manager?
On different days I'm CEO, CFO, CIO, or CMO - I take care of a lot!  There's only one other full-time employee. Luckily, we have a great staff and specialty coffee tends to draw in people with diverse experience, so even our part-time employees get involved with other projects like our events and charitable causes.


Speaking of charitable causes, I know that Partnerships play a big part at Adda. Can we talk about how that relates to your marketing?
We're a purpose-driven company. That's truly what guides us, and that mission is in our marketing. Sukanta, our owner, is the most giving person I know. From the start, Adda had programs like a monthly specialty drink and chocolate from a different country, and they'd donate to a nonprofit that operated in or for that country. Sukanta is from Bangladesh, Adda means both a conversation and a place to have it in Bengali. The name and our three main principles have guided us from the inception of Adda: conversation, community, connection.

Not all of the projects happening at Adda were sustainable, so when I got here I created an operational component. We now choose a nonprofit to focus on quarterly instead of monthly and we not only raise money, but we try to help them by promoting their work and having the team volunteer. The whole business is more programmatic and sustainable now.

In a small business, I'm guessing everybody needs to help with those types of initiatives in some way?
Our employees are very talented and not only are the baristas helping with events and projects, but I also have two wonderful marketing coordinators on team who focus on marketing for the online store, and they're working on content creation specifically for TikTok. We also have managers at each location and of course they really lighten the load. Marketing does sometimes take a backseat to operations: I am often lugging gallons of various liquids across Pittsburgh.

There are three locations, correct?
Yep! Shadyside, Northside and Garfield, and we're opening a fourth location downtown in Fall. We also have a special pop-up in the works that we're excited to announce... details coming very soon!  

Sounds like there's always something new and interesting happening - I just read about your partnership with CarbonCroc.
Definitely. We’re small and that has its drawbacks, of course, but it also lets us be super agile. We wanted to expand our sustainability practices and I happened to find CarbonCroc on Reddit when I was browsing r/startups one night. They were looking for an ecommerce business to work with. They created a Shopify app extension so we could tie-in all of our channels to their emission calculators. We ended up including the physical stores as well as ecommerce since that’s where the bulk of our business still exists.

Do initiatives like that play a big part in your marketing?
Our community work is definitely central to our messaging and marketing. But it’s also a big challenge, because sharing what we do sometimes seems ingenuous and we don't want to market that we do so much good when a) certain things should be the standard and b) overselling the value of our efforts, as major as they may be for our small business. For instance, we struggled with how to position the carbon neutral initiative for fear of “greenwashing.” I mean, carbon neutral emissions aren't solving global warming. It's more about creating awareness and getting other businesses on board so we put that foot first. For example, businesses like to tell people that they're getting rid of straws. And that's great, but most current models of strawless lids require the same amount of plastic as a lid and a straw, so if you're using those instead, it solves less of the problem than brands may lead consumers to believe. It’s a constant battle of approaching the same problems that are made by the consumption that brings your business money. I am a super skeptical consumer myself so I try to put myself on that side of the spectrum. 

Our focus has always been on people and community, and not profit. Ultimately our star KPI is whether people are proud to work here. The values we hold and the good we try to do is good for employee morale and retention, and customer loyalty and engagement. We invest a LOT in to these initiatives so it’s a sacrifice, too, but they’re ones worth making.

Contact Adda Coffee & Tea
https://www.addacoffeehouse.com
hello@addacoffeehouse.com

Adda Coffee on Facebook
Adda Coffee on Instagram

How To Make the Most of Your Google My Business Page

How to Make the Most of Your Google My Business Page

By Eric Pursh

What is Google My Business?

Google My Business is Google’s free business listing that gives you an opportunity to list your business location and appear in Google Maps and local search results. 

Your GMB page will show up in the search results on the right hand side of the screen, next to the organic results and ads.  

You can add all kinds of important information about your business, like hours of operation, contact info, and website links. You can also post links to news, press releases, articles, events and special offers that you want to promote.

Why is GMB so important?

In today’s website and SEO landscape, your Google My Business page is a necessity.While brick-and-mortar businesses may benefit the most, even if you don’t have a physical location, you should still create and maintain a Google My Business page.

The reason is that with Google being the most popular worldwide search engine, everything they do is optimized for their user’s experience. Google has set up GMB pages so that potential customers looking for the basics (phone number, hours, directions, etc.) no longer have to visit your web page. So you can think of your GMB page as a direct extension of your web site - and sometimes it’s more important than your site itself!  

What are the Main Benefits of a GMB Page?

The Map Pack 

The main benefits of the GMB page are tied to searches for generic phrases such as “mexican restaurant near me.” Whereas someone searching for your business name is already likely aware of your business (so your full GMB listing will display in their search results), a generic search result will typically show up in what’s known as the “Map Pack.” The Map Pack are the three results below the ads and above the organic search results. These results are pulled directly from the GMB page of the businesses that are listed.

Google bases its entire “local search” directory on GMB pages. So just the fact that you set up and claim your GMB page might be enough to get you displayed in the Map Pack.

Search Rankings

We’ll discuss setting up your GMB page below, suffice to say that just by providing your basic business information on your Google My Business page will add you to Google’s Local Search index. But as search rankings continue to become more geographically specific, Google is putting greater emphasis on the searcher’s location.

Additionally, Google algorithm updates are trying to figure out user intent, and if you’re in Pittsburgh and searching for “best Mexican restaurants,” Google is likely going to surmise that you want a 5-star reviewed restaurant that’s close to where you are at that moment. 

Because GMB pages are based on local search directories, businesses that have complete and up-to-date GMB profiles are most likely to show up in the Map Pack, above the organic search results. Likewise, a business that does not have a GMB page will not appear.

Reviews and Reputation Management

User Reviews on any site are critically important to a business’s success, and your GMB page reviews may be the most important of all.  The benefit of the GMB reviews are that you can manage them by monitoring and responding to them in a timely manner. Also, keep in mind that Google recruits users to be local guides that get rewarded when they rate and review local businesses, so a fully developed GMB page will be an asset as guides add their reviews.

Inform Your Customers

We’ll cover posting updates to your GMB page below, but a big benefit of GMB pages is the ability to add information like photos, special offers, coupons, menus, prices, product lists, and the types of payment that you accept.

Analytics & Data

Last but certainly not least, provides analytical data that lets you find out actionable information about your customer. Within Google Maps, you can find info on where driving direction requests came from. This intelligence would allow you to run a potential ad campaign to attract more customers from that area. 

How do I set up my GMB page?

Claim and verify your GMB page

First create a Google account or sign in to an existing Google account that you would like to use.

Go to Google My Business - Drive Customer Engagement on Google and click the “Manage Now’ button. Search for your business (by name and address), and if it can’t be located, simply fill out the form to“Add Your Business.” 

Note that even if you don’t have a physical location, you’ll still need to provide a physical location for verification purposes. If your business is online only and/or you work from home, you can easily opt out of displaying your address in your public GMB listing.

The next step is to claim your page and have Google verify that it’s your page. Here’s where to Claim Your GMB Page. You can choose how you want Google to verify your business - via email, phone, or mail. Once you get the verification code, just enter the information and you’re ready to go.

Fill out your GMB profile

Fill out your Google My Business page completely. The more information, the better! Be sure to complete the available sections that apply to your business such as Appointment URL, Business Category. Business Hours, Phone Number, Photos, Posts, and Reviews.

How can I optimize my GMB listing?

Utilize your business description

Set aside time to work on completing your GMB page in detail. Make sure it’s accurate, watch out for spelling and grammatical errors, and be sure to write a good description of your business. Your business description can be up to 750 characters. Use the same keywords in your description as you would for search engine optimization - be sure to include your most important and relevant words! 

Make Good Use of GMB Reviews

As mentioned above, Google reviews are a very important part of the GMB page, local search, and Map Pack rankings. The simplest way to encourage happy customers to write positive reviews is to ask them, and make it easy for them to do so. Here’s how to create a link for customers to write Google My Business reviews.  

Reviews tell your potential customers what actual customers think about your business. They’re the social proof and a huge factor when people are choosing which company to do business with! Setting up an email template that you can personalize is a great way to get more reviews.

One last thing about GMB reviews - make sure you respond to the reviews you do get. Whether they’re good or not-so-good (and especially if they’re on the not-so-good side), be sure you respond to your reviewers. Responding to reviews not only puts more of a “human face” to your business, but it establishes trust in your business.

Thank customers that leave positive reviews. When dealing with poor reviews, don’t get defensive, just make sure people know you take customer service seriously. Use negative reviews as a way to educate yourself on how customers feel about your product, service, or business, and make improvements based on their comments. Then let them know what you’re doing!

What Should I post?

Posting frequently is important for optimization because the content you post will show in search results and on Google Map results. It also makes for a better listing, since you can keep the content fresh and relevant. 

A post can be up to 300 words and will last for one week. Try to post consistently. Since Google does a pretty good job of reminding you to post again, you’ll have no trouble remembering! If you’re stuck for ideas, here are some thoughts on things that you can post to your GMB page:

1. Events - Add events, include the registration details, and add start and stop times. This is important because while regular posts expire in seven days, an event post will last until the day of the event.

2. Photos and Videos -  Add up to 10 photos or videos, and add new photos regularly. You probably have photos of your building, pics of your team, and a logo to post. Those are well and good, but don’t miss an opportunity to tell a story, showcase physical products, or feature a project that your team has completed.

3. Short Lists and Survey Results - When you're stuck for ideas, nothing beats a “Top 3” list or the results of a survey to add something interesting to your GMB page. Just keep it relevant to your business!

4. Inspiration - Have a favorite quote or want to feature a particular person or project to inspire your potential customers? Don’t be afraid to mix these into your posting schedule or content calendar.

5. Memes - A little (appropriate and relevant) humor can go a long way in humanizing your business and helping you connect with customers on an emotional level. A sporadic and well-timed meme can attract customers.

6. Call To Action (CTA) - There’s an option to add a call-to-action button, so be sure to utilize this if you’re making an offer or want to direct someone to a specific web page. It’s great to post photos and fun things from time to time, but at the end of the day, you want to motivate your prospective customers to act!
   

Improve your search Rankings with your GMB Page  

Your Google My Business page presents a wonderful opportunity to rank higher in searches, interact with your customers, and highlight all of the great things about your business. Be sure to claim it, verify it, and add all of the details to make an outstanding GMB listing. Be sure to check it regularly and post consistently, and you’ll be outpacing your competition in no time!

Finding Balance: How Burnt Orange Restaurant Group has Thrived Amid the Pandemic

Like many businesses, Burnt Orange Restaurant Group has survived the pandemic by striking a balance between re-opening safely and getting customers in the door. Sienna Mercato, the group’s flagship 3-tiered, American-Italian concept, is thriving. We talked with Victoriya McKay, General Manager at Burnt Orange Restaurant Group, about her role in the new normal, and how creative partnerships have helped keep things running smoothly.

Tell me about your role as GM. What does your day-to-day look like?
Well, things have obviously changed due to the pandemic. At the moment we're at 50% capacity and we're operating three days right now, Thursday, Friday, and Saturday. So that's affected my role. And like most places, we have a bare-bones staff and we're all wearing multiple hats. On Fridays for instance, I may open the restaurant, get the finances settled from the previous day, check in with the staff, act as a daytime bartender, host, or server-assistant, and then of course manage the operations - and those tasks just depend on what needs to be done. I might work on personnel issues, update the POS system and menus and cocktails, update DoorDash, meet with beer vendors... the list goes on!

Open three days a week but putting in a ton of hours?
[Laughs] I've always been bad with work-life balance, but before the pandemic, I was getting better at it. Now, and I think this is true for a lot of people, the line has disappeared. I may put in 10 or 11 hours in the building, but then I'll work from home via remote access. I can't help myself, I feel better knowing what's going on. I'm very hands-on, and I guess that comes from working on cars with my dad when I was younger and doings things like building sets for our high school musical. But honestly, I just need to let go a little bit - I know that our staff is well-trained, very capable, and great at their jobs!

Letting go a bit sounds like a good idea! Before we move on, can you explain what restaurants are part of the Burnt Orange Restaurant Group?
Right now we're operating four different American-Italian concepts - Sienna Mercato downtown (942 Penn Avenue) which includes Emporio: A Meatball Joint offering fast-casual dining, Mezzo, which is more upscale dining, and Il Tetto, which is our rooftop beer garden. We offer lighter fare there, and it has a retractable glass roof and great views of the city. And of course, we also have the Emporio Meatball Truck. We do operate a commissary kitchen at the Sienna Mercato building. And I should mention that Mezzo isn't open right now but will be re-opening sometime in 2021.

Because of the different concepts, what different types of customer traffic do you see?
It definitely differs between restaurants. Emporio is fast-casual, meaning customers typically stop-in, eat their meal, and leave. At Mezzo, it's more of an "experience." Groups will sit and have a 3-4 course meal and maybe a couple of bottles of wine. It's much more indulgent - it's an occassion. At Il Tetto, we typically see a mid-late 20's crowd that will be there after work or for special occassions. They like to get dressed up and take a lot of photos and selfies! The music will be louder and it's more of a party atmosphere. Although right now, it's reservation-only in 90-minute blocks, but you can book reservations back-to-back. Because of the COVID restrictions, you need to be seated and you'll have a server, so there's not as much movement as there used to be. Not quite as rowdy! [laughs].

What's the most popular menu item at Emporio?
It's the Beef Provolone Meatball with Marinara. That's the best seller. After that it's usually the "Ball of the Month." This month we're featuring a "Philly Cheesesteak" meatball! Our sliders are also very popular - a little meatball on a bun. Everybody loves them - they're very cute!

Do you ever get any odd customer requests?
Sure, from time to time. We were once asked to unbolt tables from the floor to accomodate a bride that wanted a particular table set-up. But when it comes to food requests, about 2 or 3 times a week someone asks us to toss their pasta in Crack sauce (buffalo/ranch mix). I think that's so strange because it's a cold sauce with hot pasta, but people ask for it all the time!

OK, to me that sounds good. But let's move on to marketing... what types of things are you doing online?
We rely heavily on social media. We're mostly on Facebook, Instagram, and Twitter. It's important to have a presence. We did lose that presence for a while, because we had a full-time marketing director pre-pandemic, but now we use an in-house team, and I'm included in that. Luckily, we were able to bring our previous marketing director back as a consultant. He has another full-time job but helps us a lot with design. There's a division of labor there - he'll create designs and I'll answer questions and respond to people online. That's worked well for us.

“It’s been
important
for us
TO stay
consistENT.”

It's also been important for us to stay consistent. For instance, we post our food truck schedule every Sunday. We found that if we post it randomly on other days, it's much less effective. We also use Mobile Nom so people can find our truck. That's worked out very well, too.

I saw that you have a ton of reviews on your Google My Business (GMB) and Yelp pages.
Is that something you focus on?
Actually, no, it's not like we go out looking for reviews. We do keep an eye on it, but we're a chef-driven concept and we let the reviews take care of themselves. Especially when it comes to food reviews. If you tell a chef a food isn't good, he thinks your mouth is broken! So any negative reviews are taken in stride. Everyone has bad days. Now if someone leaves a review that's doesn't have anything to do with the business, or if it's something egregious, or if someone has a question, we'll defintiely respond.

Do you do any offline promotions? Print, radio, billboards - anything else?
We don't do too much with print ads but we have done a little bit of radio through a trade with a beer vendor. We have some outstanding partnerships and vendor relationships! We were the Official Meatball of the Pittsburgh Penguins, and that was great because we were able to run some fun promotions like "if the Penguins score 5 or more goals, you get a free meatball!" We have a location in PPG Paints Arena, so of course we'd get a lot of post-game traffic from that.

We've also worked on some great promotions with our beer vendors. Vendors are one of the biggest resources and I feel like they're also one of the most under-utilized resources. Of course, it's good to be in a position where you can negotiate in-kind trades. We're big enough to do that, but there are opportunities for anyone, if you talk to your vendors and get creative. For instance, one of our wholesale reps talked to Stella Artois for us. We worked out a deal to feature Stella on tap and run some specials, and they in turn provided some new uniforms for the staff (featuring the Stella logo).

You had mentioned Mobile Nom earlier. Do you have any other resources that you can recommend?
Yes! I'm partnering with ChowNow, an online ordering platform, and it's truly been a pleasure to work with them. We're excited to get it launched! It's been extremely fast, so I'd recommend them to any restaurant owners that are looking to increase takeout and online ordering traffic. They have a flat rate (no commissions) and provide support, equipment, plus the software is intuitive. They also have ordering links - people can order right from a Google search, social media, your site - they've just been great.

I'd also recommend the Pittsburgh Downtown Partnership to any small business in Pittsburgh. They were very supportive with their "Spread the Love, Pittsburgh" campaign in February, and they've given us a lot of help with trying to create programs, so definitely check them out.

Victoriya: Fun Facts
Most meatballs you've eaten in a single day?
About 5 Dragon Balls - those are our 3.25 oz meatballs that taste like fried dumplings. They're amazing. You can't help yourself.

Favorite movie?
The Lord of the Rings Trilogy.

What would you name your boat if you had one?
I don't know, but if I had a van, it'd be Vandolf the White.

Any pets?
One cat, Genevieve but she goes by Fluff. She has feline vestibular disease, which is sad but it does make her looko really, really cute because she's a lilttle crooked - her head is tilted sideways and she always looks a little curious and inquisitive.

What’s the most useless talent you have?
I learned to "project" my voice in 7thgrade and now I project my voice but it's not always useful!

Would you rather have all traffic lights you approach be green or never have to stand in line again?
For sure, traffic lights. I find standing in line kinda peaceful.

Would you rather only be able to use a fork (but no spoon) or only be able to only use a spoon (but no fork)?
So, look. The correct answer is spoon. We all know that. But my personal preference would be to give up the spoon and go with a fork!

Get In Touch with Your Inner Meatball:
Website: Emporio: A Meatball Joint
Website: Sienna Mercato

The Ultimate Guide to Podcasting

The Ultimate Guide to Podcasting

Written by Dana DeSantis

So - you want to start a podcast, huh? 

“As of February 2021, there are just over 1.75 million podcasts-“ (Podcast Insights)

            How will you stand out? That’s where we come in.

We’ve compiled advice from roughly twenty reliable sources to bring you the ultimate guide to podcasting. This blog is a Podcasting 101 crash course to help beginners decipher the smoothest route to make their audio dreams sore. 

‘The Ultimate Guide to Podcasting’ answers the following questions:

What’s the definition or meaning of podcasting?

What’s the best podcasting equipment?

What should I name my podcast?

What are the best podcasting hosts? 

How do I build my podcast audience?

And more…

If you’re searching for a particular question, we suggest simultaneously pressing down on your ‘Command’ and ‘F’ keys to search for your answers.

The Background of Podcasting    

So – what is podcasting? 

Podcasting is the act of performing a series of spoken word audio episodes that users of podcast host platforms can edit, upload and release to build an audience of listeners. 

Why should you start a podcast? 

It’s the biggest untapped market online. According to Adam Enfroy, businesses in 2018 “-spent nearly $497 million on podcast marketing efforts-”. In the Infinite Dial 2020 study, it stated that “More than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly-.” As stated above, there are over 1.75 million podcasts available to tune in to as of February 2021. Comparing that to any other media platforms, that’s substantially low.

Active YouTube accounts each month? 2 Billion

Active blogs that post at least once per month? 31 Million

Active Instagram accounts each month? 1 Billion

With a low amount of active podcasts, yet a dedicated listening fanbase that’s steadily growing, the thought of starting your podcast is a no-brainer.

Even the big-wigs have been showing interest. Vulture, an entertainment-based new site, stated that in early 2019, large corporations, including Spotify and Amazon, bought into the podcasting realm. They snatched up platforms like Parcast, Anchor, and Megaphone.

If you’re not convinced yet on how a podcast can help gain you an audience - in our ‘The Power of Podcasting' article, we talk to Jason Cercone about how podcasting can bolster a brand.

"It's still relatively new, so for brands that are looking for an innovative content strategy and way to reach their audience, podcasting is the iron to strike." - Jason Cercone, The Power of Podcasting.

Before you dive in, let’s go over how to set your podcast up for its big break.

Planning the Basics of Your Show

Why are you starting a podcast? 

Identify your ‘why’ so that you can cater the way you speak to your audience to fit the purpose of your actions. 

Are you a hobbyist? A Freelancer? A business? A Marketer?

No matter what you classify yourself as - determine what it is and keep it in mind when defining your podcasts’ classifications. 

Who is your podcasts’ demographic?

To pinpoint your target audience, you’ll have to do some crucial thinking. Finding your persona helps to concretely mold your content around the audience you’re aiming to receive. We suggest making a target persona image so that you can reference it when creating your content.

If you do not already have an audience, you may feel like you’re talking into the void for some time before the listeners come flocking. Luckily for you, The Podcast Host surveyed 780 people and stated that only 37% of those individuals judge a new podcast on if they have heard of the podcaster or not.

What should you name your podcast?

It’s easy to get swept up into believing a clever name will be best, but it also comes with a few downfalls. A witty, unique name with no tie-in to what you’re trying to present to your audience. Without the topic prominent in your name, the people you’re trying to reach may have a hard time finding you during their search. Try and keep at least one keyword in your podcast name to pair with your target persona faster. 

That said, you also don't want to make the title insanely boring with a plain, descriptive name. It can help with searches, but it may not be appetizing to click on. Make sure you keep your podcast name relevant but exciting. 

How to Create Your Episodes

How long should a podcast be?

Many podcasters base their episode lengths on 'the average commute time.' This ranges anywhere from 20 to 45 minutes. Podcast Statistics for 2021 also show that 80% of listeners tune-in to most, if not all of, a podcast episode that interests them. Ultimately, your episodes should be based on the amount of content you want to present and how long your specific audience likes to listen. If you realize your listeners only tune into 15 minutes of your 45-minute podcast, cut it down and make each subject straight-to-the-point. If they’re begging you for more, give them more.

Whatever your episode length is, make sure you're consistent with it – but don't lag it on just to meet your committed timeframe.

How often should you release new podcast episodes?

The best schedule that you can put in place is one that is the most frequent yet do-able. Remember to put quality in front of quantity. Your valuable podcast episode will always do better than a bunch of unimportant content. 

Most articles suggest starting with 3-5 episodes completed before launching your podcast.

You can also always choose to make your podcast seasonal. These podcast stream types about 6-12 episodes per season and covers one topic in full detail. For example, if you're a podcast that speaks about how to start a podcast – your first season could be all about 'Planning the Basics,' season two could be 'Creating Your Episodes,' and so on.

What is the best podcast format?

It depends on what you're trying to do or have the capability to do. You also don't always have to keep the same format every time. 

If you don’t have another to chat with, a monologue-like styled show will be your forte. This style often feels like talking to yourself, but if you’re able to focus on the fact that people will be listening once it’s uploaded – it’s easy to push that intimidating aspect aside. 

Co-hosted shows allow a ton of chemistry to flow through your episodes, but it can come with many downfalls like timing issues, income splitting, and desertion, or loss of interest from a party. 

A collaborative interview format is a nice way to meet in the middle of the two. It allows chemistry without dividing ownership of the podcast. Interviewing another can bring new audiences to your podcast as well as give yourself and your listeners a chance to learn something new. This format can be intimidating to some because of the practice of professionally speaking with others. It can also be time-consuming due to scheduling interviewees, set-up to lower technological issues, and the comprehensive learning method to speak with purpose. 

There are a few other formats like Roundtable (one host and multiple guests), documentary (the host talks over interviews, clips, stories), and docu-dramas (presenting information in an entertaining/dramatic fashion). 

What makes a good podcast episode title?

Give people a reason to click and listen to your podcast. Without a clear purpose on why someone should tune in – they won’t. 

Many use the tactic of ‘How to…’ or ‘Five Tips for…’ titles. The easiest way to bring purpose to your titles is to use keyword phrases that have to do with what you'll be talking about. If your episode will be going over how to record a podcast – use phrases like podcast recording, how-to, podcast software, podcast editing, episode scripting, etc. 

Also, try and think up what your description will be during this time and what categories your podcast will land under. If you can explain your podcast episode in 140 characters or less, you've got a great understanding of your episodes' purpose. 

For some inspiration, check out this post by Podcast Insights.

What’s the best software to use to record a podcast?

There are software applications galore on the internet, so how do you choose which one will work best? Consider your computer make, quality, and useability when deciding the software that functions most efficiently for you. If you have a Microsoft computer and the software you want to use only works with MAC, it's going to be an issue. It's the same as if you have a 2013 Mac computer, and it doesn’t have the download capacity that the software requires.

Here are some of our favorites:

Audacity: FREE & easy for starters in editing

Adobe Audition: Learning curve and $20.99 USD/month

Alitu: Easiest, but $28.00 USD/month or $280 USD/year

GarageBand: FREE on Mac to download 

Hindenburg: FREE 30-day Trial, $95-$500

A few of our favorite Video Chatting software for interviews:

Zoom: FREE for two people, FREE for up to 40 minutes with more than 2

Squadcast: Price range from $20-$150 

Iris: $9-$29/month

Ecamm: Subscriptions from $16-$32/month

What is the best equipment to record a podcast?

Again – so many options. Where do you begin?! Sound quality should be the #1 priority when creating your podcast. It is an audio-based platform, after all. 

We've researched a bunch of options to answer this question with certainty, and here are the products we've seen recommended over and over: 

Audio2000 S106A microphone ($28.99)

Giant Squid microphone ($40)

Samson Q2U microphone ($69.99) suggested by The Podcast Host

Rode Smartlav+ microphone ($75.00)

Blue Yeti microphone ($96.46) used by Marketing Pittsburgh

ATR2100 microphone ($99.00) suggested by The Podcast Host

Rode Procaster microphone ($229) 

SC6 Splitter dual-audio input ($19.95)

Saramonic SmartRig+ audio mixer ($129) 

Zoom PodTrak P4 multitrack recorder ($229) 

Audio-Teachnica ATH-M50x headphones ($149) suggested by Adam Enfroy

Need some more information on podcast equipment? 

            The Best Podcast Microphones for 2021 by The Podcast Host

            A Podcast Equipment Checklist for Any Set-up or Budget by Castos

            Best USB Microphones for Podcasters by The Podcast Host

            Best Podcast Equipment (For Beginners & Pros) by Podcast Insights

How do you script a podcast episode?

This process can be a strenuous task, but we have some tips on how to make it simpler. 

After you figure out your podcast format, you'll want your script to flow well with it. If you're doing an informational solo podcast, make sure to pick one solid topic and break it into 3-5 key categories to allow easy transitions. 

For example, that script may be similar to the set-up below:

Introduction

Basics of Podcast Topic

Category 1

Category 2

(ad/sponsor break)

Category 3

Overview on Key Moments

Outro

Having a script like this will also help you later on when transcribing your content to your website. More and more podcasters are releasing text copies of their podcast so that listeners have an easier time following along or taking notes. If you're planning to start an informational podcast, we suggest checking out Scribie.

To avoid coming off like you're reading text, use bullet points instead of full sentences. This will allow your true voice to come through so that the audience can listen to the real you. Although, it's best if you keep your open and closing statements scripted, so there is the aura of professionalism integrated into your podcast. It would help if you kept all sponsorships or affiliations scripted as well. To avoid these from being dull, add your personality into it if you can.

What’s the best way to create a good intro & outro to your podcast?

The start and end of your podcast should be kept between 30-90 seconds. Scripting out what you'll say will help you keep in that timeframe. Although this rule of thumb doesn't apply during your first episode when you're first introducing yourself and what your podcast is all about - which we urge you to do. 

Make sure to include what the audience will get out of listening to your podcast, what the podcast is about, and who you are. The outro should thank your audience for listening and leave them with something to do (one call-to-action). We suggest doing multiple takes of both (intro & outro) to have different options when editing. 

If you plan to add music to this portion, make sure it is mixed well with your voice-over. Making it softer than you think it needs to be is often the best practice. To test this, try listening to what you’ve come up with on different devices (computer, speakers, phone).  

Dealing With The Aftermath 

What are the best practices when editing your podcast show?

If you've never edited audio or video before, this portion of podcasting can be the scariest. Thankfully, if you've listened to the guides above, your podcast should be a straightforward masterpiece in the making; editing simply helps you wipe the dust away. 

Linked below are some articles that may help you learn how to work with your chosen editing software: 

10 Best Free and Paid Podcast Editing Software Products

7 Best Podcast Software to Edit and Record Your Show (2021)

Best Podcast Editing Software for Podcasters of All Levels

Should you get someone else to edit your podcast?

Having another person edit your show can be costly (depending on where you outsource from). Fivver is a viable option that allows you to choose from freelancer editors at multiple different costs, but the editing quality varies. There is also Alitu that we mentioned earlier that practically does everything for you (at a price, of course). 

Should you add music to your podcast?

Heck yes – this can bring a sense of professionalism to your podcast and can be a great way to transition your podcast segments if done correctly. 

We suggest sticking to music only in the intro and outro of your podcast unless you feel confident enough in your mix & mastering skills to pull it off throughout the duration of your show.

We also encourage you always to ask permission if you're thinking of incorporating a small artist's music into your podcast to avoid legal issues. 

Here are some great places to find music tracks:

Shutterstock

Epidemic Sound

Storyblocks

Incompetech

PremiumBeat

YouTube Non-Copyrighted Music

AudioJungle

Soundstripe

Which podcast host should you choose to use?

Each media host uploads your episodes at an individual rate and distributes them to a differing number of directories (Apple Podcasts, Spotify, Stitcher, etc.). We use Anchor for our podcast, but we’ve heard great praise for Buzzsprout, Captivate, Transistor, Castos, Spreaker, Libsyn, and Blubrry.

How do you create the perfect cover art for your podcast?

Podcast cover dimensions tend to be 1400 x 1400, and max at 3000 x 3000. Apple Podcasts often change their size standards from year to year, so we suggest creating your cover art as close to the 3000 x 3000 mark as you can to spend less time in the future remaking it. These files will need to be uploaded in JPG or PNG form. 

When developing your cover look, test it out on different varieties of devices (Mobile, Desktop, Laptop, TV, etc.) – you can use OnlyPod to preview these changing dimensions. Check out the guidelines for Apple Podcasts HERE. 

You can reach out to freelancers through Fivver and hire designers at 99 Designs, The Podcast Design Company, Podcast Branding, or create your own in Canva, Adobe Photoshop, or Adobe Spark. Be specific on what you want your imagery to represent to audiences. 

Focus areas to pay attention to would be font and consistency. Your font should shy away from gimmicky styles, and two or fewer fonts in your cover art are suggested. For consistency – your cover art should not change on different platforms. Ensure that your design can transfer easily onto Instagram, Facebook, and other platforms you may use.

What are the best ways to promote your podcast?

There are multiple avenues to focus on here – but due to the pandemic, online marketing is the way to go. In Adam Enfroy’s article, it states that "According to stats, 73% of businesses feel that social media marketing via Twitter, Facebook, and Instagram has positively impacted their business.”

Let us walk you through the best way to gain traction through your promotional efforts:

Figure Out Your ‘Why’

What do you want to achieve with your marketing strategy?

How will you track your success?

What does success look like to you?

Which channels for promotion do you want to use?

What is your value proposition, and what value do you bring to the market you're reaching out to? 

Is that value clear in your messaging?

How do you want your message to come off to audiences?

Social Media Hacks

Short Video Clips

As we mentioned in our ‘Top Marketing Trends of 2021’ post, short videos are a trend that you'll want to grab onto. Record video alongside your audio and cut up the best highlights into small snippets to upload as a promo for your episode.

If you're having trouble with this, BuzzSprout has a built-in video/soundbite creator.

Email Marketing

Build your email list and send a newsletter every time a new podcast episode goes live. To build your email list, you'll most likely want to create a section on your website and urge viewers to sign-up through your podcast or posts on social media.

Promotional Images

Start teasing your upload 24 hours ahead of your release time to create buzz around your content. You can do this by creating video snippets, soundbites, quote imagery, the episode’s cover graphic, etc.

Listener Incentives

If you have the means to do so, giving your listeners gifts is a great way to get them invested in your content. This also stands for sponsorship deals – if you're able to get a discount code for your fans on a product you endorse and that fits with your podcast theme/topic, they'll feel gratitude toward you. 

Make sure that the sponsor aligns with you and is of good quality because a bad recommendation can be perceived as a money grab.

Utilize Instagram Stories

Chat about the behind-the-scenes of your show throughout its production or during the week of the release. People like to get insider tips from influencers that they admire and find wise.

Facebook Groups Will Impact Your Success

Find Facebook groups that relate to your topic and mass share your posts. Every time you upload a new episode, link it into a post with a short description so that those interested in the topic you're speaking about it can find you easier. Along with this, find any subreddit, online forum, or hangout community you can to broaden your reach.

Share Testimonials from Fans During Your Podcast

Calling out a fan's name on your podcast as thanks for their review will help build loyalty from that listener; if you can, we suggest doing this at the end of your show to increase listener engagement time.

Call-To-Actions

Don't forget to advise your audience on what to do next. Once they listened to your podcast, what's the next move they should make?

Do NOT be afraid to ask them to follow you on social media, check out your back catalog, or leave a review – if you've put on an entertaining show, the least they can do is give you a gold star for it.

Collaborate with Others

Reach out to other podcasters that cover the same topics as you do and suggest promotion swaps, content collabs, co-hosted episodes, etc. 

If you're mentioning anyone or any brand in your podcast, reach out to them with media content that you've already created (bonus points if the quote you pulled reference them) so that they can easily share your podcast with their audience.

All of that said, we encourage you to start simple. Determine if podcasting is something you want to delve into and if it will bring happiness into your life. 

 We hope that this post has given you some next steps to follow and/or think about.

If you didn’t know, we have a podcast of our own! 

            Check it out HERE and tell us what you think through a review.

 Also: What other questions do you still have about podcasting? 

                        Email dana@mktpgh.com to get your question answered!

More Fantastic Resources to Check Out:

            The Power of Podcasting

Marketing Pittsburgh spoke with Jason Cercone all about the effect podcasting can have on a brand.

            12 Months to Mastery (Podcasting Year Plan)

A stellar breakdown month-by-month to get you in the right mindset and prep you for the beginning struggles of your podcasting journey.

            How to Start A Podcast

This blog gives you more information on the background of podcasting, why you should start one, and the best practices of the audio art form. 

We Didn’t Know How to Promote a Podcast

Buffer goes over the major steps to get your podcast to the 'New & Noteworthy' section of iTunes. 

2021 in Podcasting: Now What?

This Vulture piece by Nicholas Quah does a great job at going over the changing dynamics that the integration of podcasting has brought to our current digital atmosphere.

Podcast Primer – Jason Cercone

This nine-page PDF covers the basics and breaks down the most important podcasting aspects to think about before you get started.

Top Marketing Trends of 2021

What Top Marketing Trends Should You Focus On For 2021?

Written by Dana DeSantis

After experiencing the wrath of 2020, we’re all feeling fairly hopeful that we can take on anything that comes our way in this New Year. Online Marketing trends consistently change with every passing year, so we thought a run-down of how to improve your digital presence in 2021 would be a helpful tool to reference back to. This list consists of marketing ideas from Brand Activism to Augmented Reality.

So here we go: What are the top marketing trends for 2021?

1. Authenticity & Brand Value

These past few years, we’ve seen a HUGE shift in consumers wanting to know company’s true beliefs. In the 5W Public Relations 2020 Customer Culture report, the data shows that, “83% of Millennials find it important for the companies they buy from to align with their values.” 

Alongside this, audiences want companies to hold themselves accountable for their mistakes and acknowledge their flaws. Don’t hold back on speaking up about how your brand is seen through the customer’s point-of-view. 

2. Build Real Connections with Account-Based Marketing (ABM)

ABM allows companies to collect more data about customers and better Return on Investment (ROI) through targeted and personalized interactions. People want more than just good customer service; they want a memorable experience, a company that listens to their concerns and makes the changes that they encourage. 

With younger generations specifically, without one-on-one interaction, they often find it hard to connect with businesses. If your brand is able to create a real bond to this younger demographic – they may, in return, begin to tell others about it.

3. The Art of Subtle Branding 

The best example behind the art of Subtle Branding is the legendary, family-friendly film, The Lego Movie. It’s a whole piece of content that encourages the purchase of LEGO products, without ever stating it. To the average person, this straightforward marketing can be masked by the adventurous children’s entertainment it provides. Through story telling, they’re able to sell their toys to kids and parents by selling the experience of imagination. 

4. User-Generated & Interactive Content

People. Trust. People. 

A report by Neilsen Global Trust in Advertising stated that of online that “Eighty-three percent of online respondents in 60 countries say they trust the recommendations of friends and family.“ Consumers are aware that all brands really want is for them to purchase what they’re selling, so if a company can revolve around customer recommendations and satisfaction, they’re more likely to succeed.

Plus, getting to know your audience will allow you to target your segment demographic more easily and refine your customer personas. 

5. Hope to Better Times with Nostalgia 

Many individuals are not looking for brands to pretend like everything is normal or that our current situation is creating a ‘new normal’ for us. In fact, they want businesses to be vulnerable, honest, and relevant to these sensitive times. 

The biggest joy that your company can bring to its customers this year is hope. Many brands are doing this by referencing past crises that we’ve overcome and some are focused on nostalgic memories of happiness to bring dopamine to the viewer’s hearts, even if it’s just for a moment. 

6. Boost Your Engagement through Short Form Videos 

With TikTok amounting to 800 million active users worldwide and YouTube standing behind Google as the second largest search engine, we can conclude that this content style won’t be going away any time soon. Blog articles, radio and even podcasts can be timely and boring for some due to their length and/or non-visualization. With video, those issues are washed away. 

An article by Wistia claimed that, “Videos under two minutes long get the most engagement.” By keeping your video content short and to-the-point, your customers can make a faster decision on if they can trust and rely on your company and products. 

7. Establish Better Connections by Live-Streaming

This style of content allows audiences to get to connect to the streamer in a different way then edited content does. Content like this allows trust and transparency to build since the audience is able to get clarification on whom they’re interacting with. 

8. Take Part In Micro-Collaborations

Collaborations can lead to audience growth for both parties involved, but micro-collabs bring some added advantages. Micro-Collaborations are when you partner on a project with a local business, non-profit or small creator - usually their following is below 100k.

Why go with a smaller creator, business or non-profit? 

• Increased likelihood for them to accept products over payment 

• More connected with their audience due to its compact community

• Pose less of a threat of fraud (fake/paid following - bot audience) 

9. Optimize for Keywords & Voice Search 

From Amazon Echos to Google Homes, these gadgets are switching up the search engines we’ve gotten used to optimizing. Because of this, we have to reconfigure the way we word our content. 

For example, instead of ‘Marketing Trends 2021’ – we have to switch to what the consumer of our content would be asking the device, ‘What are the top Marketing Trends for 2021?’

10. The Rise of Podcasting 

Some people love them - others just don’t get it. 

Nevertheless, podcasting is a majorly untapped content source. We highly suggest checking out this Convince & Convert, LLC article that goes over podcast statistics – one statistic stating that in 2020, 37% of Americans 12 or older listened to podcasts monthly. 

11. Augmented Reality

Yes, you read that right – Augmented Reality. And yes, it does sound scary. 

Multiple platforms have adapted this futuristic-style of filters that captures a person’s face structure and customizes their surroundings or facial features while taking a photograph or video. This was also widely explored when Pokémon Go came out allowing gamers to flick intangible pokeballs at a 3D creature on their mobile phones. 

This trend is definitely on the expensive, time-consuming side of marketing, but technology is only going to move forward from here.

We’re hopeful that the next 12 months will bring better things. Take note and implement some of these digital marketing trends, focus on your customer’s changing needs, and grow your business by improving your online presence in 2021!

Sowing Seeds of Hope with Lancashire Hemp Farms

Lancashire Hemp Farms - Caleb Kauffman, Owner
By Eric Pursh

Caleb Kaufmann, owner of Lancashire Hemp and Kaufmann’s Ice Cream, first got into the ice cream business about six years ago with his wife, brother, and sister-in-law when they refitted an old bread truck and started selling ice cream out of Penny's Ice Cream Truck. The business did well, growing to two locations (a scoop shop in downtown Lancaster, PA, and a scoop kiosk at Park City Mall in Lancaster), and the team even franchised an ice cream cart that can be booked for events. They also ended up buying a creamery so they could make their own ice cream.

But COVID put a dent into all of that. Luckily enough, Caleb was looking to begin his transition out of the day-to-day operations and management of Penny's so that he could continue to create things. He had already started dabbling in the hemp business, and today Lancashire Hemp has a growing co-op and is posied for success in 2021.

I was fortunate enought to talk to Caleb about his personal story, his transition into hemp farming, and the future he sees for the cannabis industry.

Can you tell me about how you got into hemp?
In my thirties, I was diagnosed with PTSD from childhood sexual trauma. The remembrance of that abuse actually came out of the blue, when I was in my late 20's. I was subsequently diagnosed with PTSD and at that time, we had just started Penny's, and my wife and I just had our first child. I started counseling sessions and was introduced to CBD. I literally had life-changing results.

So how did you go from there to beginning Lancashire?
I live in Lancaster County and my background was in horticulture, so I had already been working in that field for nearly ten years. I knew that CBD and hemp farming were things that I wanted to get into. When the farm bill passed in late 2018, I took my entrepreneurial spirit and love for the plant and was ready to start a hemp business.

Things really happened quickly. By March of 2019 we had a greenhouse set up and got all of our permits. It was more of a hobby or side-gig for a while. Year one was a lot of startup work. For the first crop, we planted early, harvested late summer, and in the meantime I was busy creating the brand, the packaging, labeling, and starting the ecommerce site.

During this time, around August 2019, I was also running a commercial dehydrator for a local drying facility called Keystone Agroscience. Before the end of the year, I was acting COO of Keystone. At that time they were still involved in all aspects of the process - planting, harvesting, drying, and selling. But we soon realized it made more sense for Keystone to focus on what they were great at - the drying process.

This worked out well for everyone, since Lancashire was really evolving into a co-op. When 2019 was over, we were looking to make a lot happen in the next year.

I want to ask about the pandemic, but can you first tell me about how your co-op model works?
Yes, we have about 15 farmers. As individuals, we're micro farming, which is when you're working a crop that's taking up around 5 acres. One of the main concerns initially was that nobody really had the checkbook, so to speak, and we wanted to keep things fair for everyone involved. So upfront, we all work for free, including me.

But it's still evolving. The way it works is that you pay $x per acre. I do the permitting and paperwork. I do some farming, our Amish farmers plant, tend, and harvest, Keystone dries the crop, there's an exrtaction process, and then we (Lancashire) help package, sell, and distribute. The entire process of harvesting, drying, and manufacturing takes about two and a half months.

It's a competitive industry. So we decided to focus on the smokeable market, because there are tons of oils, salves, etc. flooding the market right now. With smokeables, we get more reoccurring sales, and it's a faster sale. The going rate is around $350 per pound of product, and a percentage of each sale is distributed to each co-op member.

So what happened to the hemp business when the pandemic hit?
Well, 2020 has been a tough year because some of the outlets aren't there anymore. Things became harder because the process and extraction labs slowed... the industry slowed and investments slowed and it hit farmers. The retail side did see a small boost. But for us, the farmers, we know it's a longer term investment.

“The more you can do
and the more options
you have, the more
chances you have
to succeed.”

But this year we started to focus on wholesale accounts. We sell bulk pounds to distributors who supply the stores. We can also sell direct-to-retail, and we can do some pre-packaging for the smokeables. And next month we're moving to our own facility. The more you can do and the more options you have, the more chances you have to succeed.

So what are you looking to accomplish in the near term?
I want to get into the new facility and sell this year’s crop, and I want to build our sales outlets. We're having great conversations now, we're being recognized as good growers. You can see whats going on with THC. New jersey legalized marijuana. If PA follows suit, we may get into the THC market.

That's a good segue… for the people that don't know, what's the difference between cannabis and hemp and marijuana?
Cannabis is a genus of a type of flowering plant. Hemp is a term used to classify varieties of Cannabis that contain 0.3% or less THC content and Marijuana contains more than 0.3%. Hemp and marijuana are actually just broad terms that made there way into the mainstream.

CBD stands for cannabidiol. It's one of over 100 compounds found in the cannabis sativa species. Hemp contains a really high percentage of CBD and very tiny, trace amounts of THC. That's why CBD is extracted from hemp.

Has educating the public been an issue?
To some degree. But one of the bigger problems with the hemp industry is that it's not treated the same as other industries. It's new, and trust hasn't been established. That groundwork is still being laid, and I aim to help with that, to make it a fair playing field.

“WHAT I want people to understand is the overall spirit of what we're doing.
We're bringing mutually beneficial relationships to the hemp industry.”

Let’s talk marketing. How do you reach out to Lancashire customers?
A lot of our outreach is done on LinkedIn, although generally speaking we don't have a strong social media presence, but that's primarily due to a lack of time! My sister is a photographer, so she's been able to help us with photos for the site, and we did some SEO work with a local agency.

But what I want people to understand - our end consumers and our partners - is the overall spirit of what we're doing. We're bringing mutually beneficial relationships to the hemp industry. I also want to share my story, to help share my personal experience and how it can change people's lives.

Those are great sentiments. It's amazing to me how the themes of collaboration and trust have really come to the forefront in the past year. But I want to end with some light, rapid-fire questions for you, if you're ready.
OK, shoot...

Favorite Movie? Star Wars

Last book you read? Magic of the Ordinary by Gershon Winkler

What did you want to be when you grew up? I've never been one of those people that knew what they wanted do to… until I fell into cannabis!

What's a place you'd like to visit? Japan

Three words that best describe you? Entreprenuerial. Authentic. Kind.

Favorite thing about owning a business? The freedom that it gives you, the ability to grow as you want, the ability to create and follow your vision.

Thanks Caleb! We’re looking forward to seeing how Lancashire Hemp Farms grows in the coming year!

GROW WITH LANCASHIRE HEMP
Lancashire Hemp Online
Caleb on Linkedin

The Power of Podcasting | Cercone Consulting

Jason Cercone, Owner, Cercone Consulting

Jason Cercone was running Breaking Brews as a craft beer advocacy blog and that eventually evolved into a full-blown business that had him handling brand management for bars and breweries. Business was really taking off and Jason was focused on helping breweries get their beers into the right bars in their market. Things were going well - very well.  Then came March 2020 and the pandemic.

Because of the shutdown, Jason had to get creative on how he worked with these businesses. He quickly realized that he needed to pivot, so he began working with businesses outside of the beer industry. That's when he began to think about how he could help with something he knew quite well --- podcasting. “I've been doing it since 2015. And podcasting was - and still is - exploding, because it's a great opportunity for brands to engage with their audience.”

He’s seen a lot of companies max out on what they can do with social media and video channels, but feels there's still a lot of opportunity for podcasting.  So I talked with Jason about how he helps brands get their podcast off the ground, and how he shows his clients just how powerful of a medium it can be:

Let’s start with the basics. Tell me about what you do for would-be podcasters and industry veterans that could use some help.

My main focus is helping companies develop their brand experience through their podcasting. I host my own podcast Pod Theory, with tips, strategies, and commentary about various aspects of the art and business of podcasting.  My goal with Pod Theory is to educate as much as possible. I'll continue to build on that with some other video-based resources.

As far as services, I offer consulting on all aspects of podcasting. If customers want to take it a step further, I offer full production capabilities, which includes helping them coordinate with guests, record and edit the podcast, and manage the hosting site to make sure it gets dispersed to all of the podcast directories. I also help with marketing and social media posts, as well as adding different layers to their podcast, such as live video. If someone is looking for advice on how podcasting can bolster their brand...that's what I'm here for!

What are the barriers to entry when creating a podcast? And what should people consider when deciding if a podcast is right for them?

As far as barriers, they're pretty low and easy to overcome. In terms of equipment, you can get everything you'd need off of Amazon. You can also download great editing software and find someone to host the podcast for minimal (or even no) cost. The one thing you can't get from Amazon is time. That's usually the biggest pitfall for anybody that starts a podcast.  It can take a lot more time than people expect.

The basic timeline is a) choosing your topic, b) finding your guest, c) communicating with that guest, d) finding a time that’s convenient for them to record with you, e) preparing questions and content for the interview, f) recording the actual podcast, g) executing the editing process, h) writing the show notes, i.) promoting the show, j) publishing it, then k) then marketing it after you publish it. Then after that's all done... lather, rinse, repeat! There's definitely a lot to it.

And that's the number one piece of advice I give to people. Podcasting is a powerful medium - but consider your schedule and decide if you can dedicate the time it requires to succeed. If you can, go for it! If you can't but still want to do it, that's where someone like me comes in.

Is there a big learning curve in figuring out how to do all of this - the editing, the uploading, the distribution?

There's definitely a lot of information online, so you'll be able to find what you need to help get started, and plenty of information to guide you once you get going. I've been doing this for over six years and still find new things, new nuances, every day. The industry is constantly evolving and has nowhere to go but up.

“It's still relatively new.
so for brands that are
looking for an innovative
content strategy and way
to reach their audience
podcasting is the iron to strike.”

It's a good time to get involved and begin learning. Even though there are over 1 million active podcasts, and plenty more inactive ones, it's a small fraction compared to the number of video channels, blogs, and websites. It's still relatively new. For brands that are looking for an innovative content strategy and way to reach their audience, podcasting is the iron to strike.

Are there certain types of businesses that would benefit most from podcasting?

Any brand or business can benefit from the medium, it's just a question of determining how. That's something we talk about in my client strategy sessions - asking the why and then figuring out how.

How do you promote the Pod Theory podcast and your consulting business?

As we sit and talk, the podcast has just kicked off its fourth week, so it's still relatively new. To promote it, I've run ads on Facebook and shared it on all social media platforms in a couple of different ways. I've shot supplemental videos to help promote the podcast, taken sound clips from episodes and posted those on LinkedIn, Instagram Stories, and in the Instagram feed. Plus, every episode is on YouTube, and those videos will be supplemented by additional educational videos in the near future.

Eventually, I'll be adding graphics and pulling a tip from each show and using those as an Instagram post. Those images will be shared in my Instagram Highlights and then spread out again over social media platforms. I'll also be producing videos based on the content found within each Pod Theory episode. Because those episodes are typically less than 10 minutes long, the videos will continue to teach in a very short-form format. My goal is to try and do one interview per month, and it may even be less than that. I really want to find people that can add value to the content that already exists.

I have a Podcast Primer, which is a nine-page PDF that covers the basics and breaks down the most important things to think about before someone gets started in podcasting. You can pick that up for free at www.jasoncercone.com/podcastprimer.

Do you have a general recommendations for podcasting in general, and/or specific hardware or software for newbies?

The first thing to do is develop your plan, and that's why people should look at my Podcast Primer. Answer those questions, determine what you want to accomplish, and lay out your strategy.

Plan on things like ‘batching your content’ so you're not putting yourself in a position where you have to force content and subsequently compromise the content that you already have out there. People will be able to tell if there's a drop off. If you try to rush something, it'll stand out.

Once you get your plan in place, start looking at equipment. And with equipment, it's really about how much you want to invest. As we talked about earlier, the barriers to entry are easily overcome, and that's especially true with equipment. Type in "podcast equipment" into Amazon and you can find packages with literally everything you need to get started.

I started with some equipment on the lower end, but in my research I found most experienced podcasters recommended the Zoom H6 Handy Recorder. The one I bought was under $400 and without question, it's the best investment I've ever made for podcasting. The sound quality is outstanding, it's portable, takes up no space, fits in the palm of your hand, and you don't need to worry about being near an electrical outlet. It's fantastic. I also have a list of things that people can look at in the Podcast Primer.

Do you have any tips or recommendations for veterans looking to gain traction?

If you're not gaining traction, then you need to evaluate what you've been doing up to this point. Believe me, I speak from experience...everything that I teach has been gained from the knowledge I've received from screwing it up myself!

For me, when my first podcast wasn't working, I took a step back and took some time off. I studied. I listened to other podcasts, radio hosts, and television hosts. I figured out what I liked and didn't like. You need to focus on your delivery and create your own "voice.” That was my path. Before I released another podcast, I learned. And then when I started my new podcast, I applied what I learned…and it was successful.

But I'm also starting a new one now. So I'm not expecting huge numbers from the get-go and neither should anyone else...unless they have a large audience already built-in.

If you're a brand with an existing audience, you'll be on better footing because you have a good following. If that's the case, it’s easy to let people know, “We're starting a podcast, here's what it's all about, and here's what you're going to get from it.” It's basically an extension of everything that people know about your brand. And that's a pretty strong way to reach people. Especially when they've already bought-in to what you're doing and they want to know more about you.

Do you need to differentiate your podcast or is the podcaster the differentiator?

You need to determine the Unique Value Proposition for your podcast, and that can be an extension of the UVP for your brand. If you can define that, combine it with good personality, and have a theme for your show that's more than bragging about your company, then you can make some serious noise with a podcast. 

People are looking for solutions to their problems. If they can get that in a way where they can engage with a local brand and they can get to know that brand so they know who they're doing business with, they're going to be more prone to do business with that company than another one that they don't have that kind of access to.

There's a lot to be gained by being the differentiator yourself, but you still need to attack it with a strategy. You need to have industry-specific knowledge and relate to the people that are going to listen to the podcast. That's what makes you the authority. Then listeners are going to turn to you to learn more about the subject and learn more about your company.

CONTACT JASON
Website: http://jasoncercone.com/cerconeconsulting
Pod Theory Podcast: http://jasoncercone.com/podtheory/
Email: jason@jasoncercone.com

CONNECT WITH JASON
Facebook: facebook.com/groups/cerconeconsulting
Instagram: @jasoncercone
LinkedIn: Jason Cercone
Twitter: @jasoncercone
YouTube: Jason Cercone

A (Socially-Distanced) Inside Look: Gasoline Street Coffee Co.

A (Socially-Distanced) Inside Look: Gasoline Street Coffee Co.
Interview by Dana DeSantis

In 2016, Matthew Stark established the local fuelling station, Gasoline Street Coffee Co.

Shop manager Alex Kroll described the aesthetic of the coffee shop as, “colorful and eclectic but unified with a gas station theme, while the vibe is open and welcoming. It’s a place for people to gather that’s not work or home and it’s a place for people to just unwind and be themselves, to foster connections and community, and to enjoy a coffee while doing so.” With the mission statement, “Building community one cup at a time,” it’s easy to see how heavily this business relies on its relationships with its customers.

As Coronavirus began to devastate small businesses across the country of the United States, Gasoline Street remained in high hopes as they started to shut their doors until further notice. The switch to digital sales was able to bring new opportunities for Gasoline Street, but also brought major complications. We were able to speak with Alex Kroll to find out more through the eyes of the company.

How has the pandemic effected Gasoline Street’s staff and overall business?
“We were closed for over two months, and though we’ve since reopened, our hours are really limited compared to what they once were. Before COVID we had seven baristas, and three shifts a day - open, mid, and close - so there were plenty of hours to go around. Now there’s only one shift a day, the same person opens and closes. We close at one instead of five.

There’s still hardly anyone Downtown, compared to before the pandemic, so we just don’t see the foot traffic to stay open until five anymore. Consequently some of our employees who worked afternoons haven’t been able to come back at all. There just aren’t enough hours to go around.”

“The life of a cafe
is all about the people
who walk through
the door”

Gasoline Street’s current business hours are Monday through Friday from 7:00 AM to 1:00 PM and they’re also open every Saturday from 9:00 AM to 3:00 PM.

What was Gasoline Street’s plan to continue business as the country was in lockdown?
“We did switch to more of an online model. I stayed in touch with the owner, Matthew Stark, and the crew, always with an eye on reopening, and we eventually did reopen in early June. Stark was able to get a PPP (Paycheck Protection Program) loan and continued to pay us during a portion of the lockdown, which was huge.”

How has Gasoline Street used their online platforms to bring in income?
“We pushed online sales of gift cards, whole bean coffee, cold brew bottles, and apparel through our online presence. We were able to use those platforms and their messaging apps to communicate with customers, and receive orders, schedule deliveries, etc. Instagram is a good way to get in touch with us about ordering and delivery, and we sold digital gift cards through our website.”

How do you feel customers responded to the switch from in-person to online interaction?
“We got some new customers out of it, customers more willing to utilize those online platforms, and lost some customers, as downtown is still relatively empty, and there are rumblings that some peoples’ jobs might be switching to remote or from home fulltime. That’s a big hit for us, in a Central Business District we rely on the big office buildings for our customer base, especially in a city like Pittsburgh where we don’t really have the density of residential population that maybe some other cities have, especially around this part of First Avenue (more specifically: 643 First Avenue).

It was great that people responded to our online presence during quarantine, but the life of a cafe is all about the people who walk through the door, you could make things work online for a while, but it’s all about the people, the in-person interactions, people whose names we know, whose order we know without them even having to say anything. There’s no substitute for that kind of experience.”

What precautions has Gasoline Street put into place to keep their staff and customer’s safe and how is it currently operating?
“Everyone coming through the doors must have a mask on, first and foremost. We are also encouraging the standard six feet social distancing, have hand sanitizer easily accessible on our counter, have temporarily stopped accepting cash, and have been operating with a limited seating capacity that fluctuates as we follow local government guidelines. Also temporarily suspended is the use of customers’ personal mugs as well as our own in-house ceramic mugs, and all milks, sugars, napkins, etc. are kept behind the bar to limit the number of people touching things. The vast majority of people have been really good about complying with these efforts, and things have gone pretty smoothly here.”

Is there anything special happening with the company right now?
“We have some new fall drinks: cinnamon, pumpkin, maple brown sugar, and more in development. We’re also working on revamping our smoothie menu, and tying to figure out how to add sandwiches back into our offerings.

When restrictions are lifted and we can safely do so, we’ll hopefully be collaborating again with Pioneer Records, Point Park University’s student-run record label, for an Open Mic Night, especially after the great success of the one we hosted early in the year before COVID-19 hit. Also, Point Park and Duquesne University students receive a discount of 10% off when ordering at Gasoline Street.”

Were there any successes for Gasoline Street during these times?
“It was encouraging that so many people were able to support us online, even with the fact that there are limited ways that one can support a coffee shop online. It’s encouraging to see regular customers back in the shop since we’ve reopened our doors. To come to work every day and see that we are pushing through this, pressing on, surviving, and we’re still going to be here when the world moves past this pandemic and things get back to normal… yeah, there is a lot of pride in that.”

Is there anything that I didn’t ask that you’d like to add?
”I’d like to touch on the importance of spending money at local businesses right now. During the pandemic it’s the big guys that have profited. The rich have got richer yet. Amazon and big box stores are thriving while local independent stores, restaurants, and other businesses, have shut their doors for good, unable to compete, and lacking the funding to make the necessary adaptations for an extended time to get through the pandemic.

In Downtown, Oakland, Southside, and other city neighborhoods, prominent and culturally important businesses have had to permanently close, which irrevocably alters the fabric of these neighborhoods for the worse. I would implore everyone, especially young people and students who live downtown to think long and hard about where they spend their money and the lasting effects of those decisions. Take pride in your city and neighborhood and spend your money locally at the independent places who contribute to making the city unique.”

Get Caffeinated with Gasoline Street
Online: https://www.gasolinestreetcoffee.com/
On Instagram: https://www.instagram.com/gas_st_coffee/
On Facebook: https://www.facebook.com/GasolineStreetCoffeeCompany/