CreatingReorganized 

for the small business owner who wants to market and sell sustainably via a video podcast

Hi aspiring or new founder, 

welcome to YOUR future of working on your own - for yourself!

Are you an underrepresented, underprivileged and underserved young talent who doesn't want to waste valuable life time in non-appreciative companies that will possibly ignore your contributions?

Are you a working mom or dad with business & leadership skills, and experiencing obstacles like being passed over for promotions since parenting openly? 

Or maybe, you are just in the middle of your life, and you don't want to work (AND live!) like you have learned from boomers before you.

If you nodded once or even multiple times, do you want to find a way to earn money in a self-determined way according to your vision of life?

Are you interested in becoming a sustainable founder of your own (side) business & creator as a runway for your better future?

Provided you know your paid services ....

do you know how you can market and sell your services to your ideal clients? 

You don't have a lot of time and no marketing strategy???

I totally get you! 

I work as a professor in the mornings, and pick up my two school children right after school around noon, spending quality time with them. 

So, I want and must run my PostdocTransformation business in a strategic effective and efficient way - and you can steal my strategies and use the same professional tools I use in my business! 

Sometimes, I get help by my student interns, but they on- and off-board as they studies allow, so I need to have a sociotechnical system in place.

Analyzing my marketing 

Theory meets practice (really an example for my bachelor and master students, LOL)

Being a professor for industrial and occupational psychology, I analyzed my marketing, and maybe that overview resembles yours, too.

It always starts with the "assignment" and who is assigned to it.

As a founder, I see marketing my services as a leadership task. 

It's very much tied to me as a person, so marketing for my PostdocTransformation and CreatingReorganized shows and paid services is also, not solely, fueled by my #PersonalBranding.

I'll break my marketing down into eight components and actual examples for each: 

1) Tasks

2) Task-related behavioral requirements

3) Interaction with machines, materials or tools

4) Work results

5) Work environment

6) Social environment

7) Methods for quality controlling

8) Requirements to perform all tasks well  

1) Tasks: 

According to my business goals and models, I derive the content of my video podcasts (foundational season 1-2, outreach-focused interview seasons 3-4, evaluational season 5, with each season ca. 10-14 episodes). 

For each season, I planned solo episodes and invited interview guests accordingly. 

I batch recorded interviews within my lecture-free time to edit as needed at least 1 week ahead of publishing date, so I could create all deliverables and get the approval of our guests in time.

I had a strong podcast branding with unique and trademarked logo since the planning stage, started to standardize templates for cover, social media carousel posts, short form video backdrop, show notes, and descriptions etc. 

But it's also my task to reach out to and to follow up with potential high calibre busy interview guests and sponsors, to ask my listeners for feedback and further career transition questions I can answer in future episodes. 

I also have created ready to paste audios like, jingle, intro, ads and outro. 

In short: whatever is recurring, I have standardized to minimize mental guess work.   

2) Task-related behavioral requirements:

I need to be strategic in terms of my marketing: How can I find new listeners, serve them valuably for free until the end of an episode, win them to come back for more episodes? 

As they come back to my PostdocTransformation show, they learn naturally and sustainably about my services, also recurrently in depth via my promotional audios, so that they are qualified and want further paid services, when they are ready to buy. 

That means, I need to understand their aspirations, pain points, how I can encourage them etc. I need to decide what information I give away for free vs. behind a pay wall. 

And because I am the founder, I can define my room to maneuver (aka social media platforms, in-person conferences etc.), and I needed to learn, how to communicate on which social media platform to reach more people where they are. 

As a working mom, always externally driven by my kids' schedules, I don't meet a lot of scientists leaving academia on a daily basis, LOL. 

So, the question really is, how I can multiply myself and present my services to them, where and when they are ready to listen?

3) Interaction with machines, materials or tools: 

Maybe not such a surprise: I am tech affine. I always embrace tools, when they help me to be more effective and efficient. 

Essentially, I need to understand what my business goal-directed subtasks are, so that I can strategically select a tool that I then integrate below the hood into my tech stack, so that the data flows across the tools to inform my strategy decision-making. 

Then I need to be able to use, control and monitor the tools. I actually watch many tutorials before selecting a tool to capitalize most on the features. After all, I pay reasonable prices and so I want the biggest ROI. And that starts with using the tools to my full strategic advantage.

Read further below my recommendations for how I capitalize on my AI-infused podcasting tools. 

This alone is a valuable free short-cut through my learning curve.

4) Work results: 

I already mentioned the obvious cover, social media carousel posts, short form video backdrop, show notes, descriptions, reaching out to potential interview guests and sponsors, asking my listeners for feedback and further career transition questions I can answer in future episodes, ready to paste audios like, jingle, intro, ads and outro.

For our #FutureOfWork theme, I created a set of questions which my experts can choose to answer. 

I also need to research the background and future outlook of a given expert, so I can ask assistive questions to let my interviewees be comfortable, happy and to shine with their thought leadership.

A lot of that is dovetailed with my skills as a psychologist. But it's really my experience as an IT strategy consultant, that pays off now. 

One key skill of a consultant is to be comfortable with playing the first and second fiddle and knowing when to play which part to reach the overarching goal. 

5) Work environment:

My time to work for my business is limited, so I need to minimum logistics, have a professional set-up at home, standardized workflows, minimal handover friction, and a comfortable space to record, edit and create, when I can (because my children are at school, at their hobbies or asleep, so I can work from home or in my car).

Let me know, if you want recommendations for my gear, LOL.

6) Social environment:

Being a professor, a working mom and a podcaster, all three have one in common. They can create a sense of loneliness, LOL. My talking is often unidirectional. I am totally OK with that, by nature, it's just seldomly something really new for me interacting with my students, children and in my solo episodes. So, I really am excited for every interview, and to be inspired and learn from them. 

But, like I said in my last mini-series of my PostdocTransformation, I returned to more solo episodes, because that's what my audience is anticipating because they know, like and trust me. 

With a podcast leaning towards interviews, my audience has often implicitly been asked to take the risk of listening to an interview that egoistically excites me as the host, but not necessarily the audience....which is really a disservice to them.  

So, in season 5 I changed my seasonal planning towards creating ad hoc a dovetailed mini-series of solo episodes.

7) Methods for quality controlling:

How productive am I with my marketing? Well, since January 2023 I published 60 PostdocTransformation show episodes (at the beginning towards 20 min and now more towards 60 min), 1 trailer of 3 min, across 5 seasons. 

We are on our way to celebrate 10k listenings (hopefully by May 1st 2025, which would be nice to kick off season 6).

I reach an audience beyond Germany and my home town, which is huge, as I choose not to travel.

They fuel thousands tiny snippets on my social media, as I post daily on TikTok, Instagram, Pinterest, YouTube, Threads and soon on Bluesky. 

And if you ask, whether that is really needed, the short answer is yes. 

You can immediately see a week of zero retention, when I was sick and could not manage our content pipeline. 

Notably, I published my most current podcast episode on November 7th. 2024.

I'll do a deepdive in my upcoming show CreatingReorganized why and how podcasting and social media complement each other.

As to errors, another measure of quality controlling: I am very much liberal. I give myself grace, either I win or l learn.

I win by posting consistently reaching my key performance indicators like amount of views, reach a new audience, high watch time, new followers, shares, likes etc, or I learn what did not work out. 

I am always testing my hypotheses (the more of this, the better that) longitudinally across many social media platforms, so errors are my friends as they keep me on my toes to up-skill in social media marketing.

8) Requirements to perform all tasks well:

These are skills, knowledge and experience. Well, the reason, why I upskill and do everything above on my own, is to understand well enough to teach it to my student intern team and to delegate it asap. 

I share my knowledge with you for free, and ideally you buy the tools I recommend, which would be my return of investment.

Theory is a great starting point, but lived experience is unbeatable and with my podcasting I bet on myself to scale my marketing efforts.

I do seasons to recharge, reflect and restrategize towards my business goals. 

Now, aspiring and new founder, are you ready for my example and my tool recommendations to really become a CreatingReorganizer?

(If you are my student in real life, this is your cue to stop reading further, unless you want to create an HR company internal podcast etc., LOL)

And tadaaa, here is our secret marketing weapon: 

we use our seasonal weekly video podcast strategically as our 24/7/365 content source for all our social media platforms, LOL!

Above is our latest PostdocTransformation show episode from 07.11.2024, so we are currently on our season break until February, but below you see our promotional social media posts daily, LOL. 

BTW, we also enjoyed an eight month content creation break over summer, LOL.

So, we actually did have escape the content creation rut AND have found a strategy and the tools to batch create and schedule social media content for our season breaks. 

If you want something similar for your own marketing, learn all my strategies and check out our favorite professional tools!

In our upcoming video podcast, the #CreatingReorganized show, we will share all the strategic business workflows of our PostdocTransformation show.

Listen to our show, so you will understand and can decide, what you can do for your own business!

We promise, there will be no gatekeeping here, as we want you to benefit from our past learning curve - 

you will want to buy the tools, that we happily use, LOL! 

Our goal-directed strategic content source is our PostdocTransformation show! I want you to think of a hub and the spokes that radiate from the hub to the periphery. Well, our video podcast is THE hub!

From every 1 hour podcast episode, we publish on Podbean, we derive countless short-form videos and posts for all our social media platforms. 

Honestly, we have more to post than you currently see, LOL! 

We want to share with you our best marketing agent. Serving our underprivileged, underrepresented and underserved audience for free, to find and qualify leads and to serve my clients is key for me, as an Asian working mom, business owner and professor in Germany. 

But I don't want to and can't be marketing and selling all the time. I have to be mindful with my own resources, according to my vision of life. 

So, I chose Podbean as my podcast hosting and monetizing provider. 

I'm on the unlimited plus platform plan for our PostdocTransformation Show and CreatingReorganized Show. 

With Podbean, your audience can inclusively listen and watch your podcast according to their visual and auditive needs.

You can also embed your customized podcast player on your external website or use one of the beautiful website templates. 

You can easily share your podcast on all major podcasting directories, which allows you to reach a huge audience on their favorite devices, including Podbean. 

It also has an ads marketplace and you can easily attract and manage sponsors for dynamic ads, which are played out depending on your audience criteria.

This way you can serve your audience for free. 

Some of them become your clients eventually but your advertising sponsors independently support you financially in each episode. 

See insightful stats per demographic and which episodes attracted most listeners so you can tailor your future episodes for your leads and clients and present suitable external ads.

If you want to try Podbean for your own podcasting, 

DM or email me Podbean so I can share my experience. 

Please check it out via my link in the show notes. 

I only got a small financial reward if you become their customer using my Podbean link.

If you wonder, how we record and edit our episodes (solo and interviews with guests), and how that fuels our social media content repurposing,

we happily use Descript, our time and energy saver. 

As a professor for industrial and occupational psychology, I also teach about the future of work. And as a former IT strategy consultant, of course I embrace AI to be a future proof podcast producer of the PostdocTransformation Show and the CreatingReorganized Show. Believe me, I walk my talk, LOL.

Descript is the video and audio podcast podcast editing tool of my choice. 

I pay for their creator plan and it's worth every dollar. 

Descript comes with an integrated professional remote recording studio for the best audio quality for your guests. 

For example, I record an hour interview with a guest or a solo, and instead of painstakingly doing a rough cut and deleting all the ums and uhs and filler words and rambling around which I did for hours, I now click on Descript AI, editing for clarity and my rough cut is done in seconds or a minute.

For fine tuning, I edit text instead of audio waves and I just insert all my pre-recorded music intro, ads and outro, like this one, in a matter of minutes. 

Descript support closed captions, fine tuned AI driven summaries, chapter markers and titles, which I feed into my show notes and podcast hosts.

Descript even suggests the best clips for social media and the video editor automatically includes the synchronized speakers, cameras, and audio captions. 

I can also include stock graphics or pre-recorded videos, and you can find all our short form examples on our Instagram and TikTok @postdoctransformation.

If you want to try out Descript for your own podcast editing, 

DM or email me Descript so I can share my experience and consult you. 

Please check it out on my link in the show notes. 

I only get a small financial reward if you become their customer using my Descript link.

If you wonder, how we find and serve new leads and customer service, we happily use Typeform!

I want to share with you my number one lead generator, and you can start that even without a podcast.

It's TypeForm and I use them to create free quizzes with open questions and multiple choice answers.

I also predefined mandatory answers so I can qualify and score leads, collect their email addresses for later nurturing.

I can brand my quizzes with my audio files, branch a given quiz based on the answers for the different target groups, and maybe sharing specific podcast episodes or other information, and automatically send them an email after submitting the quiz. 

I even include the a calendar invite for those leads who qualify specifically.

So, now I can help everyone on the surface and on a deep level for free and divert my own valuable time only to my high ticket leads and serving my clients. 

I collect all the data automatically after my initial setup as I have also integrated it with my remaining tech stack. 

If you want to try out TypeForm for your own lead generation and qualification, DM or email me TypeForm so I can share my experience and consult you, please check it out via my link in the show notes.

Again, I only get a small financial reward if you become their customer using my Typeform link.

If you wonder, how we serve our customers via our paid e-courses,

we happily use Thinkific!

If you want a relatively passive income, creating a paid e-course as your service is a great option, especially if you are like me, an experienced teacher in higher education and now want to share even more knowledge and maybe also create a paid membership with live group meetings beyond the e-course. Offering an e-course is a no brainer. 

Thinkific is an AI infused Learning Management System, which is a dream for every educator.

After setting up an e-course or membership, you also need to market and sell your e-course. And that's when lead generation with TypeForm and podcasting with Descript and Podbean can complement you well.

If you want to try out Thinkific for creating your own e-course and membership, DM or email me at Thinkific, so I can share my experience and consult you.

Please check it out via my link in the show notes. 

I only got a small financial reward if you become their customer using my Thinkific link.

So far, you have learned all my favorite marketing and sales tools. 

If you wonder, how we run our automated email marketing, build our websites, and manage our customer data, we happily use ActiveCampaign!

This is how you can bring all the data from your audience, leads, and clients together so you can serve them on a value ladder and for the long term! 

Even after multiple touch points with you, you want to remain on their mind for when they are ready to buy your service or product.

I am expanding my digital business. And I use ActiveCampaign as the centerpiece for all my services like email course, podcast, newsletter, show notes, websites, sales page, merch shop, forums, whatever it is as needed. 

As a former IT strategy consultant, I have high requirements on my tech stack and ActiveCampaign offers so many integrations to all my other tools.

I really use it daily. What you read now is what I made in ActiveCampaign.

If you want to create your own digital business with various AI driven lead magnets and funnel options, DM or email me ActiveCampaign so I can share my experience and consult you. 

Please check it out via my link in the show notes. 

I only get a small financial reward if you become their customer using my ActiveCampaign link.

If you wonder, how we can be active seemingly 24/7/365 on LinkedIn, TikTok, Instagram, Pinterest, YouTube, and all major podcast players, while I live according to my vision of life, we use Metricool to schedule all our content! 

You may think you don't have the time to post on multiple social media platforms. I totally get you. I have been enjoying weeks of social media breaks (I ended season 5 of our PostdocTransformation show on Nov. 7th, so I can enjoy the pre-Christmas time, why I serve my audience with prepared content to be scheduled out as needed (think finishing strong for SpotifyWrapped2024 and our AdventCalendar on LinkedIn and newly added Threads activities, and I soooo fondly remember my eight week summer break, LOL).

Ideally, you have just derived countless social media content from your one video podcast episode, but even without a podcast, with Metricool, you can create and schedule your own social media content in advance according to the best posting times based on your followers. 

If you want to schedule your content on social media, DM or email me Metricool so I can share my experience and consult you.

Please check it out via my link in the show notes. 

Again, I only get a small financial reward if you become their customer using my Metricool link.

If you wonder, if you have what it takes to found your own (side) business - please quiz yourself - for free (it's build on Typeform - so you can take the quiz, when you are ready - while we do other things in life!

Or do you want to check out my expertise first by signing up to our CreatingReorganized inner circle newsletter, where you can learn and apply my tactical tricks to your marketing challenges and see how business podcasting can help you strategically to reach your goals 

Sign up now:

Episode titles

8: Creating a sales funnel with your video podcast

In this episode of the #CreatingReorganized show, Prof. Dr. Eleonore Soei-Winkels guides you as a small business owner, through the intricacies of creating a successful sales funnel using video podcasts. She begins by discussing the importance of having a sales funnel and how it can convert casual listeners into paying customers. Key concepts covered include understanding the stages of the sales funnel (awareness, interest, desire, and action) and how to map out a listener's journey. Prof. Soei-Winkels also highlights the importance of tools.

Additionally, she delves into the #ElaborationLikelihoodModel to explain how people process persuasive messages, helping you understand why a well-structured sales funnel is crucial for your business. 

By the end of the episode, you’ll have actionable steps to set up your own video podcast sales funnel, learn strategies to nurture and convert leads, and know how to use psychological insights to enhance your #marketing efforts. Tune in for comprehensive guidance on transforming your #videopodcast into a dynamic sales machine.

7: Storytelling from behind the scenes for engaging your leads

In this episode of the #CreatingReorganized show, you’ll uncover the art of storytelling to engage and convert your leads. Prof. Dr. Eleonore Soei-Winkels delves into the transformative power of behind-the-scenes stories for small business owners and content creators. The episode highlights the significance of authenticity, transparency, and relatable storytelling to build trust and boost sales.     

Your will learn how you can use Bandura's Social Learning Theory for your storytelling that resonate with your audience.     

6: Free content vs. paid offers, the best mix for your video podcast

In this episode of the #CreatingReorganized show, you’ll discover the best mix of free content and paid offers for your #videopodcast. Prof. Dr. Eleonore Soei-Winkels discusses vital strategies for small business owners and content creators to maximize the value of their video podcasts. 

The episode covers key concepts, including why #freecontent is essential for building trust, how to effectively differentiate free content from #paidoffer, and strategies to balance generosity with profitability.

Prof. Soei-Winkels shares expert insights on leveraging psychological principles like #LossAversion and the #ZeigarnikEffect to keep your audience engaged and drive conversions. She provides actionable tips on structuring your video podcast to hook listeners and guide them toward your paid services seamlessly. 

By the end of the episode, you'll have a clear plan for using your free content as a #leadmagnet, setting up a #valueladder, and creating a sustainable content strategy that grows both your audience and revenue. Tune in for practical guidance tailored to elevate your business #marketing through strategic #videopodcasting.  

5: How to promote your video podcast on social media and drive traffic to your business

In this episode of the #CreatingReorganized show, you learn how to promote your video podcast on social media and drive traffic to your products and services. 

Prof. Dr. Eleonore Soei-Winkels shares her expert strategies and insights tailored for small business owners looking to capitalize on video podcasting as a powerful marketing tool. She covers everything from crafting a social media strategy and choosing the best platforms for promotion to creating engaging content and repurposing it effectively. Learn actionable tips on how to measure success. Iterate on your results based on a human or ideal client avatar centered approach. 

By the end of the episode, you'll have a comprehensive understanding of how to strategically use social media to grow your video podcast audience and convert them into loyal customers. Tune in for this invaluable advice and practical guidance to elevate your business marketing efforts.    

4: When to record, edit and publish your video podcast seasonal strategies for the small business owners to avoid burnout

In this episode of the #CreatingReorganized show, you learn seasonal strategies for recording, editing, and publishing your video podcast as a small business owner. 

Prof. Dr. Eleonore Soei-Winkels shares her insights and practical tips on how to align video podcast content with seasonal trends to maximize engagement and sales. She teaches you the importance of timing, batch recording, and using various tools like Podbean, Descript, Typeform, Metricool, and ActiveCampaign for workflow efficiency. 

The episode aims to help the founder streamline the  production processes, avoid burnout (or "podfade"), and leverage video podcasting as an effective marketing tool across years to drive sales. Additionally, Eleonore offers a business podcasting internship opportunity for interested listeners. 

The episode concludes with encouragement for viewers to prioritize their mental health and business goals over rigid content creation schedules.

3: Best ways to showcase your products or services on a video podcast to drive sales

In this episode of the CreatingReorganized show, Professor Dr. Eleonore Soei Winkels discusses how you as small business owner can effectively use video podcasts to showcase your products or services to drive sales. Drawing from her experience as a psychology professor, former IT strategy consultant, and host of the PostdocTransformation show, she covers why demonstration via a video podcast sticks more than looking at a still image or listening to a voice, key marketing concepts, storytelling and the scarcity principle, leveraging social proof, and actionable strategies to engage audiences. While she shares the making-of how she creates a demonstrational video, she dovetails psychological theories and concepts like Bandura’s social learning theory and declarative vs. procedural memory. 

With practical insights into creating engaging video podcast content with tools like Podbean, Descript, Typeform, ActiveCampaign, Thinkific and Metricool, she offers a comprehensive guide to scaling marketing efforts while maintaining a work-life balance. 

2: How to qualify leads and convert them into paying customers

In this episode of the CreatingReorganized show, Professor Dr. Eleonore Soei Winkels discusses how small business owners can effectively use video podcasts for social media marketing to convert listeners into paying customers. As a former IT strategy consultant and current psychology professor, podcast host and producer of the PostdocTransformation show, she outlines her own experience balancing professional work with family life and how she uses technology to streamline her business tasks. With practical insights into qualifying leads, creating engaging content, and using tools like Podbean, Descript, Typeform, ActiveCampaign, Thinkific and Metricool, she offers a comprehensive guide to scaling marketing efforts while maintaining a work-life balance. The episode emphasizes the importance of authenticity, consistency, storytelling, and strategic automation in building trust and boosting sales.

1: Why founders of a small business need a video podcast to build trust and boost sales

In this episode of CreatingReorganized show, host Prof. Dr. Eleonore Soei-Winkels provides a comprehensive guide for small business owners on leveraging video podcasts to streamline social media marketing and enhance sales. She discusses the advantages of video podcasting, including building trust and engagement with audiences, and offers practical advice for getting started. She shares insights from her own experience as the host and producer of the PostdocTransformation Show, detailing her strategies for content planning, equipment needs, and social media promotion. The episode emphasizes the importance of using AI-infused tools for efficient content creation and outlines steps for monetizing podcasts. You will also learn about the value of community feedback and goal setting to continually improve podcast strategy.  

If you are a new or aspiring founder of your small business and have no time to waste, or really struggle to do your social media marketing, you will enjoy our #CreatingReorganized show! 

In my day job as a psychology professor I teach my bachelor and master students in real life, how to reorganize processes in a goal-directed and future-proof way in companies. That’s what I had done for a living as a former IT strategy consultant. 

For my own career coaching business on the side, I can only dedicate a fraction of my time – because I prioritize care work for my little children. I face the same or similar challenges like all small business owners. So, I applied all my experience and knowledge to create my other video podcast #PostdocTransformation to streamline my social media marketing and to boost sales of my coaching, e-courses and affiliate products or services. 

I strategically capitalize on professional tools to scale my impact according to my vision of life. 

Listen and subscribe to this  #CreatingReorganized show, so you will learn to do the same for your own business, to build the know, like and trust factor and to boost sales of your services or products! 

Please also ask your business-specific questions, because for season 2, I envision interview episodes with aspiring and new founders like you, if you want to get your #CreatingReorganized according to your vision of life!