Podcast Marketing with Lew Weiss - 30% Growth and He Never Mentioned His Products
Lew Weiss has had a rough and tumble business career, complete with a couple of bankruptcies and a successful exit. Along the way, he saw industrial marketing as the key to opportunity, differentiation, and growth.
He leveraged Thomas Register with a "keyword" strategy before that was a thing. Then built a website early, with a mindset of continuous improvement. He embraced ISO as a point of differentiation that he marketed aggressively and converted into sales ahead of competitors. And then, almost on a lark, he launched a podcast.
Manufacturing Talk Radio transformed his business. And perhaps the most amazing part? Not once did he run an episode on his product (metals and forgings.) Instead, he gradually attracted a "faculty" of business experts with complimentary expertise and insight. Each one delivered information that was helpful to the community that was Lew's ICP (Ideal Customer Profile), and each show presented their perspectives as helpful information.
In aggregate, Manufacturing Talk Radio was a resource. And the sponsorship of the show by Lew's metals business, All Metals and Forge Group, provided the casual connection that drove 30% growth in his business.
Listen in as I chat with Lew about industrial content marketing, his career, moments of inspiration, periods of adversity - and how a video podcast changed his business.
Connect with Lew for insight into how podcasting and industrial marketing can shift the trajectory of your business.
Check out Lews's Manufacturing Talk Radio website |
Podcast Marketing and Bold, Innovative Industrial Marketing Moves - Lew Weiss on Industrial Growth Insitute Episode 52
Episode Recap
Summary
Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing.
Lew discusses the evolution of sales over the decades, his early adoption of the internet, and the significant impact of achieving ISO certification on his business.
He also reflects on the creation of Manufacturing Talk Radio, emphasizing the importance of providing valuable insights to manufacturers. The conversation highlights:
- Lew's innovative approach to marketing and his ability to adapt to changing industry landscapes
- his journey in podcasting
- the impact of his show on his business
- transition from audio to video
- challenges of monetization
- importance of consistency
- the value of educating the audience, and the need for commitment and patience in building a successful podcast.
Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry.
Takeaways
- Lew Weiss founded All Metals and Forge Group in 1972.
- He embraced innovative marketing strategies throughout his career.
- The internet revolutionized his approach to business.
- ISO certification significantly boosted his company's credibility.
- Marketing has always been more important than sales in his experience.
- Manufacturing Talk Radio was created to provide insights to manufacturers.
- He recognized the need for continuous reinvention in business.
- Lew's unique branding with the yellow jacket made him recognizable.
- He generated substantial leads through his website.
- The podcast gained significant traction, with high download numbers. Sales at All Metals and Forge Group increased by over 30%.
- Consistency is crucial for podcast success.
- Transitioning to video-enhanced audience engagement.
- Syndication expanded the reach of the podcast.
- Monetization in podcasting is challenging but necessary.
- Surprises in business transactions are common.
- Passion for the work helps manage stress.
- Understanding industry buzzwords is essential for success.
- Rewards from podcasting can be significant over time.
- Educating buyers is vital in today's market.
Takeaway Quotes from Lew Weiss
- "Consistency is key in podcasting."
- "The rewards will come back in spades."
- "Educating your buyer is of colossal importance."
Outline
00:00 Introduction to Lew Weiss and His Journey in Business and Manufacturing Talk Radio
04:26 The Evolution of Industrial Sales
11:50 Embracing the Internet Revolution
17:14 Achieving ISO Certification and Its Impact
24:53 Marketing vs. Sales: A Historical Perspective
28:11 The Birth of Manufacturing Talk Radio
34:48 The Impact of Manufacturing Talk Radio on Business
36:35 Measuring Impact and Consistency in Podcasting
39:01 Transitioning from Audio to Video
41:22 Relaunching and New Beginnings
43:12 Syndication and Expanding Reach
49:09 Monetization Challenges and Strategies
51:30 Navigating Business Transactions and Surprises
56:47 Balancing Work Stress and Passion
01:00:10 Advice for Aspiring Podcasters
01:02:10 The Importance of Commitment and Patience
01:07:11 Educating the Buyer and Market Trends
Podcast Marketing in the Context of Massive Industrial Marketing and Sales Changes
Lew was early, but even today the idea of podcast marketing as Manufacturing Talk Radio delivered for All Metals and Forge Group still feels unusual.
But buyers are changing quickly, and industrial companies need to understand how they should adapt their marketing and sales approaches.
That's what I cover in my recent paper on the secular changes that are roiling industrial sales and marketing beneath the surface. Read it here.
