 When it comes to B2B marketing, LinkedIn is one of the most powerful platforms for reaching decision-makers, industry professionals, and high-value clients. Unlike other social platforms where users are casually scrolling, LinkedIn users are there to network, learn, and do business — making it a prime environment for targeted lead generation campaigns. Precision Targeting to Reach the Right People One of the biggest advantages of LinkedIn Ads is the depth of targeting options. You can zero in on exactly the audience you want to reach using filters such as:
Multiple Ad Formats to Match Your Goals Whether you want to generate leads, build awareness, or drive traffic to your website, LinkedIn offers a variety of formats:
Quality Over Quantity While LinkedIn ads may cost more per click than platforms like Facebook or Instagram, the lead quality is typically much higher. You’re reaching professionals with purchasing power — not random browsers. This can mean fewer leads, but a much greater return on investment. Why Work With a Strategist Setting up a successful LinkedIn campaign goes beyond just boosting a post. It requires a clear strategy, smart targeting, compelling creative, and proper conversion tracking to make sure every click counts. I help businesses set up and optimize LinkedIn lead generation campaigns that attract the right clients and deliver measurable results. 👉 Ready to generate real leads on LinkedIn? Contact me to set up your own high-performing LinkedIn lead generation campaign. ***************************** Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. Berkley’s most recent book is “The Social Media Advantage – An Essential Handbook for Small Business” Learn about her latest books and marketing services at www.BerkWeb.com
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 Erica Strong and Lorraine Hess, hosts of The Beloved Podcast Podcasting has evolved far beyond a hobby. For many creators, it’s now a serious revenue channel. But transforming downloads into dollars requires strategy, persistence, and diversification. In this post, I’ll walk you through how you can monetize your podcast — from platform ad programs to direct sponsorships and product tie-ins — and I’ll show realistic numbers so you know what to aim for. My team helps creators not only produce podcasts, but also build out the marketing, distribution, and monetization infrastructure — so you’re not leaving money on the table. Let’s dive in.  Monetization via Podcast Platforms
Let’s look at how Apple Podcasts, Spotify, and YouTube contribute (or don’t) to direct monetization. Apple Podcasts / Apple Podcasts Subscriptions
Spotify
Direct Monetization Strategies (Beyond Platform Ads) Because platform ad revenue alone may not sustain a podcast, here are complementary (and higher-margin) monetization strategies you should layer in. Note: While the below numbers are industry averages, we have found that our niche podcasts are able to get monthly or seasonal sponsorships (rather than based on impressions or downloads) due to their loyal and engaged following. Meaning, depending on the product and audience type, a smaller, more engaged audience can be worth more than a larger, more general one. 1. Sponsorships & Host-Read Ads
How Production + Marketing + Distribution Support Helps You Maximize Revenue This is where your company’s value-add comes in. To truly monetize, a podcast can’t be “record & forget.” Here’s how augmenting production, marketing, and distribution amplifies revenue:
Tips, Caveats & Growth Levers
Conclusion Monetizing a podcast isn’t magic — it’s a layered, strategic process. Platform ad programs (Spotify, YouTube) give you baseline revenue, but the real upside often comes from direct sponsorships, audience monetization, and product tie-ins. The stronger your production, marketing, and distribution, the more leverage you have when negotiating and scaling your revenue. Ready to take the next step? Contact me to learn more. ************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com  With more people using AI and search engines to find credible, authoritative content, companies need to showcase their leaders as reliable sources of insight. Podcasts rank highly in this credibility equation because they’re harder to fake, and they build a direct, ongoing relationship with your audience." In today’s business world, people don’t just buy products or services—they buy into people. They want to know the story behind the company, the values guiding it, and the leaders driving innovation. For CEOs, there’s no more authentic way to share this than through a podcast.
The Power of Voice in Building Thought Leadership A podcast allows CEOs to move beyond press releases and carefully worded statements. It provides a platform to speak directly to stakeholders, employees, and customers in a conversational, human way. By sharing insights, lessons learned, and perspectives on industry trends, you position yourself as a thought leader—someone whose voice shapes the conversation in your space. Unlike a traditional blog or LinkedIn post, a podcast lets your audience hear your tone, your personality, and your passion. That connection is what builds trust and authority. Expanding Your Influence Podcasts are portable and personal. Your voice goes with your listeners on their commute, at the gym, or during a walk. This makes your ideas part of their daily routine—deepening influence in a way few other mediums can. As a CEO, your words carry weight. When you invite industry experts, customers, or team members as guests, you extend your network and align your brand with other respected voices. Each episode becomes an opportunity to showcase your company’s values and expertise to an ever-growing audience. Driving Brand Awareness for Your Company When done consistently, a CEO-led podcast becomes more than just personal branding—it becomes a powerful asset for the company. Every episode is a piece of evergreen content that can be repurposed across marketing channels: clips on social media, quotes in blog posts, or insights in newsletters. It also positions your company as forward-thinking and approachable. Instead of only talking about products, you’re engaging in bigger conversations about the future of your industry, leadership, and innovation. That broader narrative strengthens brand recognition and trust. A Competitive Advantage in the AI & Attention Economy With more people using AI and search engines to find credible, authoritative content, companies need to showcase their leaders as reliable sources of insight. Podcasts rank highly in this credibility equation because they’re harder to fake, and they build a direct, ongoing relationship with your audience. In a world where attention is fragmented, a podcast offers a rare chance to hold someone’s focus for 20, 30, or even 60 minutes at a time. That level of engagement is invaluable. Final Thought As a CEO, your voice is your most underutilized branding tool. By starting a podcast, you’re not just joining a trend—you’re building thought leadership, expanding your influence, and amplifying your company’s story in a powerful, lasting way. Ready to take the next step? Contact me to learn more. ************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com And 4 Ways to Start Building It Inside Your Organization  In today’s evolving search landscape, it’s no longer enough to rely solely on traditional SEO tactics. With the rise of AI-driven search tools, users are increasingly getting answers sourced from trusted, credible voices--not just from keyword-optimized content.
This shift means brands that want to stay visible and competitive online must prioritize thought leadership as part of their digital marketing and search strategies. Why? Because AI tools (and smart consumers) are looking for recognized subject-matter experts, not just companies with search engine friendly websites. By elevating voices within your company—executives, founders, technical leads—you build credibility, expand your reach, and increase your chances of being surfaced in both traditional and AI-driven search results. Here are four ways to start building thought leadership in your organization: 1. Blog with a Byline Blogging still plays a major role in organic visibility, but it's time to go beyond generic articles. Encourage your company’s key voices—CEOs, department leads, subject matter experts—to byline blog content. This adds authority and humanizes your brand. ✅ Pro Tip: Post blogs on your company website and have your executives share them on LinkedIn (as native articles or linked posts). Also, make sure your website includes detailed bios for your leadership team to support that credibility. 2. Pursue Online PR and Interviews Getting featured in third-party blogs, podcasts, or online publications adds a layer of trust that self-published content can’t. These earned media mentions help your brand gain exposure and build authority in the eyes of search engines and potential customers. ✅ Start with industry blogs, local business sites, and niche publications that accept guest contributors or feature expert interviews. 3. Develop Social Media Authority Your executive team’s social media presence matters more than you might think. Search engines and consumers are influenced by how active, insightful, and trustworthy your leaders appear online. Executives don’t need to become influencers overnight, but sharing behind-the-scenes insights, business perspectives, and industry tips (mixed with occasional personal moments) creates authentic engagement—and builds brand trust. ✅ Remember: 1 in 3 consumers use social media as part of their buying research. 4. Leverage Podcasting Podcasting is one of the most underutilized tools for building thought leadership. Whether launching your own show or getting featured as a guest, podcasts allow your team to showcase expertise in a more personal, unscripted way. And unlike social media posts that disappear in a day or two, podcast episodes have long-tail value—they’re searchable and often resurface months or even years later. ✅ Here are a few blog posts I've written on creating a successful podcast
Final Thoughts Today’s search marketing isn’t just about keywords or algorithms—it’s about credibility, visibility, and connection. Google isn’t the only place people go to find answers. AI tools, social platforms, and niche media outlets all play a role in shaping how potential customers discover and trust your brand. By investing in thought leadership and taking a more well-rounded, multi-platform approach, your business can build a stronger digital footprint—and become the trusted voice that both humans and algorithms choose to highlight. 👉 Want to position your company as an industry authority? I help businesses develop and launch thought leadership strategies that actually get results. Let's Chat! ************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com  When my partners and I began offering Podcast Production Services earlier this year, our vision was simple: help thought leaders, influencers, and business owners share their stories through powerful, professional podcasts.
With our team's diverse backgrounds—spanning content creation, editing, marketing, and monetization—we cover every aspect of launching and growing a podcast. But as we dove deeper into working with clients, one truth became crystal clear: A successful podcast isn’t just about good sound or slick editing—it’s about the person behind the mic. Even the most confident business owners or charismatic influencers can struggle when it comes to podcasting. Speaking into a mic, holding an audience’s attention, and delivering a message that feels both authentic and compelling? It’s not always second nature. It takes practice, feedback, and a team that knows how to guide talent without changing who they are. That’s why we created a “Pilot” phase for every new client. This isn’t just about testing microphones or planning episode outlines. It’s a collaborative coaching session where we fine-tune tone, pace, delivery, and message clarity—all while building the host’s confidence on-air. We make sure every episode not only sounds great but feels right for the intended audience. Yes, our team can polish the sound, enhance the lighting, and make the production look top-tier. We can get your podcast in front of the right people using digital marketing strategies and social media algorithms. But here’s the truth: The success of a podcast hinges on the host’s ability to connect. Listeners tune in because they relate to you. They stay because they trust you. And that kind of connection isn’t built with editing tools—it’s built with authenticity, preparation, and support. That's why we don’t just produce podcasts. We take it a step further. We help voices shine—and resonate. ************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com  If you’ve already tried the standard podcast promotion techniques — social media, SEO, and guest appearances — you may be wondering, “What’s next?” To stand out in an increasingly crowded space, you need fresh and unconventional strategies. Here are some more ways to promote your podcast and expand your reach.
1. Leverage Interactive Content Instead of just posting about your latest episode, create engaging interactive experiences:
Turn podcast episodes into social experiences:
People love rewards and free things:
Instead of targeting broad audiences, find niche groups:
Instead of just selling merch, make it part of your promotion strategy:
Reach potential listeners in a different format:
Go beyond traditional guest swaps and podcast ads:
Final Thoughts Standing out in the podcasting world requires creativity and adaptability. By exploring some of these additional promotional strategies, you can attract new listeners and build a dedicated community around your podcast. ***************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com  Podcasting is no longer just a trendy medium—it’s a powerhouse of influence, trust, and engagement. In 2025, the podcast industry is already experiencing exponential growth, and for thought leaders, there has never been a better time to start a podcast. Unlike social media, where algorithms and bots dilute true engagement, podcasts foster genuine human connection, making hosts some of the most influential voices in their respective industries.
If you're a thought leader, expert, or entrepreneur looking to build deeper relationships with your audience, launching a podcast could be the game-changing move you need. Podcasting Trends in 2025: 🚀 Massive Audience Growth Podcast listenership is projected to exceed 584 million people globally in 2025. As audiences shift away from fragmented social media feeds, they are tuning into long-form content where they can engage with ideas in depth. This means that your voice can reach millions of engaged, loyal listeners. 🎙 More Trust, Less Noise Unlike social media, where bots, paid promotions, and fleeting trends dominate, podcast listeners actively choose to engage with content. Studies show that 75% of podcast listeners trust their favorite hosts more than traditional influencers. This trust translates into real impact—whether it’s growing your brand, driving business opportunities, or inspiring change. 🎧 Deeper Engagement Over Vanity Metrics Social media rewards short attention spans, but podcasts thrive on meaningful conversations. Instead of chasing likes and shares, thought leaders in the podcasting space benefit from: ✅ Longer audience retention (people tune in for 20+ minutes) ✅ Higher conversion rates (listeners take action based on recommendations) ✅ Genuine community-building (your audience feels personally connected to you) 3 More Reasons to Start a Podcast 1️⃣ You Own Your Platform Unlike social media, where algorithms control visibility, your podcast is your own space. You dictate the content, the message, and the impact—without interference from big tech. 2️⃣ Position Yourself as an Authority A podcast allows you to showcase your expertise in long-form discussions, rather than fighting for attention in 15-second clips. Listeners get to know, like, and trust you—key elements for building a loyal audience. 3️⃣ Monetization and Business Growth With sponsorships, premium content, and brand partnerships, podcasts are now more profitable than ever. Even better? Thought leaders can leverage their podcast to drive book sales, coaching programs, consulting gigs, or speaking engagements. Ready to Start Your Own Podcast? If you have knowledge, insights, or a unique perspective to share, your audience is already out there waiting to hear from you. The best time to start a podcast was yesterday. The second-best time? Right now. Contact me to learn more about how we can work together to launch your podcast. ***************************** About Holly Berkley Holly Berkley is a professional Digital Marketing Consultant and author of eight Internet Marketing books. She recently joined the team at Timeless Talent Management (www.timelesstalentmanagement.com) to help produce, distribute and market podcasts for industry professionals. Learn more about Holly's books and marketing services at www.BerkWeb.com  3 Entrepreneurs all in different life stages. My son Calvin, Me and my long-time subconsultant and friend Amy With my son busy building his video production business and my long-time subconsultant busy juggling life as a new mom, I’ve been thinking a lot about the different stages of entrepreneurship. It's easy to surround yourself with only your peers. People similar in age and going through the same life stages as you. But I’ve found that doing the exact opposite, and making time to connect with fellow entrepreneurs at different stages can be critical to all our success and longevity as entrepreneurs. Here’s why: 20+ Work Hard, Try New Things, Make Mistakes I believe that your 20’s is the time when you should be working the hardest. This is the time to get aggressive about attaining skills. Sometimes you’ll work for free, just to learn, meet the right mentors and gain experience. This is the time to try many paths, and realize that each “failure” or what looks like a dead end, is actually getting you closer to where you are supposed to be. Some of the best business ideas come from a space of flow and not being ridge with how you thought things should happen. In my twenties, I started two different businesses (while working corporate jobs) before my web design company finally succeeded. During this time, I was able to work around the clock, literally knock on doors to find my first clients, and allow myself to get rejected by countless publishers before I got my first book deal. 30+ Find the Right Work Life Balance If you choose to have a family, this can be the most overwhelming time as an entrepreneur because your time is no longer only your own. In my thirties, my business grew to two offices, with full time employees. Thinking it would make things easier, I found a business partner and we merged our companies. But that only made things more busy and complicated. During this time, I wrote another book and developed an Internet Marketing class for SDSU all while raising two boys less than two years apart. This is when my health took a turn. The pace I was living proved too overwhelming. Constant debilitating migraines from the stress sent me to the hospital too often. I wasn’t able to do anything well in that state. I knew I had to take a step back. I sold my business to my partner and walked away. But entrepreneurship is in my blood. So after taking a very short time off, I built it back up again. This time, under my own name - Holly Berkley Consulting, LLC and simplified everything. I worked from home and had no full time employees. Instead, I relied on a network of subcontractors to help me get projects done. During this time, I started writing a 4th book. This one was my attempt to “solve” the work life balance issue. I was convinced there must be SOME way that working moms could juggle small children and running a business. I interviewed at least 50 professionals (doctors, therapists, working moms) looking for answers. I ended up with some solid advice. But in the end, after writing the first 5 chapters, I found the answer. At this time in my life, don’t write the book. It's such a short time when the kids are little. The book can wait. Simplify your time, life, spending, and just be in this moment as much as possible. And that is what I did - and I will never regret those mornings being able to walk the boys to school, or nights snuggling while watching Scooby Doo or reading the same books over and over. So that’s my advice to working moms in this phase of life… do what you need to do to get by, but don’t write the book. The book can wait. 40+ Reflect on The Past but Continue to Evolve I’m almost an “empty nester” now. Although I like to use the term “free bird”. As an entrepreneur in this stage of life, it's critical to keep evolving and learning. Especially in a field like mine, where my original web design company has since evolved into all aspects of digital marketing services. At this stage, I’ve learned to recognize the wrong type of clients and when to say no to certain business opportunities. I’ve learned the importance of giving back to the community, sitting on boards, and giving younger entrepreneurs a chance to help me with projects - and allow them to teach me as well. I’m sure there are many lessons still to be learned at this phase, but for now, I think the best part is learning from the past and understanding how to get things done most efficiently. Because the more efficiently you can run your business, the more time you’ll have for living the most beautiful details of life, at whatever stage you are in. ***************************** Holly Berkley is a professional Internet Marketing Consultant and author of eight Internet Marketing books. She focuses on helping all size businesses increase online sales and dramatically boost web site traffic through proven online marketing concepts. Berkley’s most recent book is “The Social Media Advantage – An Essential Handbook for Small Business” Learn about her latest books and marketing services at www.BerkWeb.com  We’ve all been there - those awful networking events you cram into your schedule. You spend your precious time small talking with strangers. Sometimes you’ll end up with a business card or two, follow them on LinkedIN, but then little comes of the shallow connection. Last week, I got invited to a different kind of business networking group - and it involved Pickleball. When I first arrived at the courts in beautiful Coronado, California I wasn’t sure what to expect. But I knew that if I got to play some fun pickleball, the experience would be worth my time. The group was created by a successful entrepreneur named Simon who’s recent illness led him to discover the healing powers of Pickleball. When the 8 of us arrived at the courts, we stood in a circle. He encouraged us to not talk about our businesses yet - but share something about ourselves. In the beginning this involved simply drawing cards with unique questions for each of us. And this led to some surprisingly deep conversations right away. As we played, we laughed and learned more about each other -while getting great exercise. Afterwards, we headed to the hotel for a round of drinks. But this wasn't like other networking events where everyone stands at the bar, wondering how long they have to talk before shoving a business card in your hand. This was more like a fireside chat. We all sat in a circle, and shared about our businesses, challenges, needs. At the very end, Simon challenged us to schedule coffee dates with eachother before our next meeting. “Whoever sets the most coffee dates will get a prize,” he smiled. I am not sure what the “prize” is, but I feel like I’ve already won something. So far I’ve had 4 coffee meetings with members of the group and learned so much from each. Each person with a very different background, perspective, journey in life, but all entrepreneurial spirits with creative minds. I recently heard a podcast with Brian Grazer who published the book “A Curious Mind: The Secret to a Bigger Life”. It was all about how he challenged himself to meet a new person everyday without any expectations, just curiosity to see where that conversation would lead. Many of the people he met became inspirations for characters in his movies or story lines in his TV shows. As a writer, this intrigued me, and I thought about doing the same for a book I’m working on. However, especially as a woman, it's a bit more difficult to invite strangers to coffee, without them thinking you are hitting on them or have some sort of agenda. That’s why I am so appreciative of this new kind of Pickleball networking experience. The whole experience feels so real, comfortable and in only 1 week, I’ve learned a lot about some new people and ideas. I have no doubt this group will grow - and hopefully more people will start similar networking groups in this way. My hope is that more of us can get out from behind the computer, into the sunshine, where we can play, connect and grow as business owners and humans. Have you had a similar networking experience? I’d love to hear about it!  ***************************** Holly Berkley is a professional Internet Marketing Consultant and author of eight Internet Marketing books. She focuses on helping all size businesses increase online sales and dramatically boost web site traffic through proven online marketing concepts. Berkley’s most recent book is “The Social Media Advantage – An Essential Handbook for Small Business” Learn about her latest books and marketing services at www.BerkWeb.com Destination Marketing Strategies: Tips to Increase Online Bookings for Unique Travel Experiences5/7/2024  As marketing director and co-owner of a remote area surfing and fishing lodge (www.theblackbasslodge.com) in Baja California, I've spent some time researching and testing various approaches to build awareness, attract new bookings, and encourage repeat business among our past guests. Our lodge is unlike your typical hotel or touristy location. In fact, we don’t even have a “real” address, so listing it on sites like Booking.com proved difficult. Marketing our unique property involves a lot of visual storytelling on social media in order to wind up in the discovery path of our very targeted audience - adventure travelers with a passion for fishing and surfing. Below are some observations and tips to get your unique travel destination in the research path of your target audience. Social Media as The New Search Platform In the past, travelers relied heavily on guidebooks and Google searches to discover new destinations. However, today, visual social media platforms like Instagram and TikTok have emerged as the go-to sources for travel inspiration and planning, particularly among the Gen Z demographic. Numerous studies have shown that 40% of young individuals now prefer Instagram and TikTok over Google for destination exploration. This shift underscores the importance of leveraging these platforms to showcase the allure of your destination through real customer photos, influencer endorsements, and compelling stories, thereby instilling confidence in potential visitors via “social proof”. Post Videos that Inspire Video content has emerged as a powerful tool for inspiring and informing travelers about new destinations. Platforms like YouTube, Instagram and Tik Tok provide an ideal canvas for destination marketers to showcase the highlights, activities, and experiences awaiting visitors - and quick 30 second videos are ideal. Post content that encourages curiosity, excitement and follow up questions. Encourage Repeat Customers Right now, our repeat customers (guests who return at least once a year) make up about 40% of our business. And each year, that number continues to grow. Social media is a great way to stay connected to them, but I find that email newsletters with special offers are also effective. Making guests feel extra special with discounts, invitations to special “owner's trips”, legacy rates, and “welcome back” gifts (something as simple as wine or case of beer when they arrive) are also great ways to encourage returning customers - and positive reviews.  Reach out to Influencers Collaborating with influencers, bloggers, podcasters and content creators further helps to reach niche audiences and tap into their engaged communities. And micro-influencers (those with a smaller but often more targeted following) tends to be more effective than the larger influencers. Everyone is looking for fresh content to share. Reaching out to these recognized industry professionals by offering story ideas of interest to their target audience (and yours) is a great way to get in the right discovery path. Experiment with Organic and Paid Social Media Strategies In the realm of social media marketing, businesses have two main avenues: organic and paid strategies. Organic social media entails the creation of non-paid content to foster brand awareness and community engagement, while paid ads offer a targeted approach to expanding reach and driving conversions. Both avenues are essential components of a comprehensive marketing strategy, each serving distinct objectives and catering to different stages of the customer journey. Test both approaches by using both social media and google analytics to track which campaigns offer the best ROI for your time and budget. Search Engine Marketing still Plays a Role Although social media is a top resource for discovering new destinations, search engines still play a role. Making sure your profiles are accurate and up-to-date on third-party platforms like TripAdvisor and Google My Business, will further help with overall exposure. And finally, making sure your own website is optimized for search engines and usability will help your guests make that final booking decision. Do you have additional insight and ideas for marketing unique destinations? I’d love to hear about it!  *****************************
Holly Berkley is a professional Online Marketing Consultant and author of eight Internet Marketing books. She focuses on helping all size businesses increase online sales and dramatically boost web site traffic through proven online marketing concepts. Berkley’s most recent book is “The Social Media Advantage – An Essential Handbook for Small Business” Learn about her latest books and marketing services at www.BerkWeb.com |
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