Learn how Heather Ivany gained new lifelong clients and a 1,261% return on investment in just 9 months.
After Heather was forced to shut down her practice, she had to pivot her offerings to online. She signed up with Podcast Connection who helped her acquire podcast interview opportunities as a guest. This, combined with a few other factors, ultimately resulted in new clients and an impressive Return On Investment (ROI).
Find out more about how Podcast Connection can also help you achieve results like these:
Timeline
Heather Ivany case study 2022
- Total time: 9 months
- Time until ROI: 6 months
Results at a glance
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PODCAST INTERVIEW OPPORTUNITIES PROCURED
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PAID 1-ON-1 SESSIONS BOOKED
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OF WHICH PODCAST EPISODES PUBLISHED
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HIGH-END PROGRAMS SOLD
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EMAIL OPT-INS
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RETURN ON INVESTMENT
About Heather Ivany
Industry
Health & Wellness
Use Case
Lead Generation & Customer Acquisition
Background
Heather is a holistic practitioner and teacher of yoga, meditation, and akashic reading. For over 20 years, she has led teacher training, mentorship programs, and retreats. She offers a combination of innovative mentorship programs designed to help the modern individual ascend and align.
As a registered ERYT 500 teacher with over 1000 hours of training, she currently mentors individuals both privately and in small groups.
You can find out more about her offerings by visiting heatherivany.com
Previous marketing & PR
Before Podcast Connection, Heather’s marketing and PR efforts mainly consisted of:
- Google Ads
- SEO
- Social media
- Word of mouth
- Email marketing
- Contributing to a meditation app called ‘Insight Timer’
How she discovered podcast guesting
When COVID hit and Heather’s studio was shut down for the third time, she knew she needed to pivot her services to an online platform. So, she started to focus more on spiritual mentorship, rather than her physical offerings (i.e. yoga, retreats, etc.), which she had been meaning to do for some time. But spiritual mentorship is much more niche and this meant she would need a better way of reaching a more targeted audience.
After many years as a practitioner, Heather found that the mainstream way of “blasting advertisements” out there (such as traditional social media marketing), doesn’t usually work for her. It just gets lost in all the noise. Plus, it doesn’t “light her up” as she would say, so it wasn’t something that she was interested in investing her money in. She needed a different approach that could give people a more authentic experience of her.
- The way that people are magnetized towards me is by having an experience with me. Whether it’s through conversation or attending a workshop and then they want to work with me further.
Then, one day, Heather watched a teacher of hers do an Instagram Live interview with another practitioner and she found the depth of the conversation between these two practitioners unbelievable. That’s when she realized that this was what she wanted to do: to have in-depth heart-to-heart conversations on topics that were meaningful to her.
However, after she had some more time to digest this realization, she then foresaw another problem: the time and energy it would take to find people to interview, would be considerable and might become unviable for her.
- I don’t really want to be placing my attention and my energy in recruiting people to have these conversations with. I want to more have my attention on the actual conversation.
Searching for another solution, she voiced these concerns to a colleague, who suggested podcast guesting to her. She hadn’t heard of the concept then but once she looked into it, she realized that it was the answer that she was searching for! It would provide her with the in-depth conversations she sought while giving her the freedom to focus on the conversations rather than recruiting.
And so, her search for a platform or service that would help her achieve this, began.
why she chose Podcast Connection
The first solution Heather tried was a podcast directory. Directories are different from podcast agencies in the sense that they are only tools or platforms – they still require a fair amount of the user’s time and energy in order to utilize them properly. There is no one actively researching, vetting, and procuring opportunities for you on a podcast directory.
- Basically you need to do the legwork to find matches by going onto the site and figuring out different podcasts or people that you want to connect with.
What Heather found with a directory was: a) it was very time-consuming; b) you’re not guaranteed to have a good fit and; c) most of the podcasts weren’t of very high caliber. So she soon realized that it wasn’t working for her..
After voicing these issues to the copywriter she was working with at the time, he then suggested Podcast Connection – a podcast booking agency. From his referral, she reached out and booked a video call with Raymond Rattey (co-founder of Podcast Connection). She signed up shortly afterwards and hasn’t looked back since.
First impressions with Podcast Connection
signing up & onboarding
After reaching out via email, Heather was met with a swift response by Raymond who wanted to jump on a video call ASAP. They then went on to meet after which Heather was sent a link to an intake form.
- What kept me was the level of clarity and professionalism when I reached out
The intake form initially took a couple of hours of her time. However, she appreciated that level of care and precision from Podcast Connection’s end, so she didn’t mind doing it.
- I knew then, that there was going to be a certain niche that I was being funneled into when I start receiving podcasts. I wasn’t going to get a bunch of random podcasters that know nothing about what I do.
Heather immediately felt like she was being very well taken care of and appreciated that the Podcast Connection team was taking the time to get to know her and understand her business. It made her feel like the opportunities that were to come would make sense and feel natural to go ahead with because of the understanding they would have of her from the start.
Level of service
During her time with Podcast Connection, Heather says that she has never felt the need to follow up with anyone. She says that she has never had to ask or follow up about any interview opportunity that the P.C. team procured for her (and that she accepted).
Heather says that the team is prompt, follows up, and makes sure she’s got everything she needs. This would include the Zoom link, correct times, an information pack about the podcast, suggested listening and more.
- It’s so thorough and so slick and so simple that it’s a no-brainer for me.
Heather feels that Podcast Connection does the work for her, allowing her to “do her thing” which is to just “get into the conversation”. She doesn’t need to put any of her attention into the background or do any of the legwork.
Additional value
Here is some additional value that Heather found from her time working with Podcast Connection:
- The Podcast Interview Checklist – available to active Podcast Connection clients only – is packed with short but useful points to remember and take note of while doing an interview including how to promote yourself effectively during an interview.
- All the podcast interviews she’s done have helped her get more clarity on her message and her work.
- She enjoys the process of doing podcast interviews with the legwork removed. She gets to be in her element – having conversations with people about topics she loves – and in doing so, she naturally builds trust and attracts people to her business.
The Result
Heather acquired the following results from interviews procured by Podcast Connection:
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PODCAST INTERVIEW OPPORTUNITIES PROCURED
0
PAID 1-ON-1 SESSIONS BOOKED (LOW COMMITMENT)
0
OF WHICH PODCAST EPISODES PUBLISHED
0
HIGH-END PROGRAMS SOLD (HIGH COMMITMENT)
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OPT-INS TO A FREE 7-DAY EMAIL EXPERIENCE
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TOTAL MONEY SPENT WITH PODCAST CONNECTION
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APPROX. BUSINESS GENERATED
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RETURN ON INVESTMENT
Since she’s signed up, Podcast Connection has procured 17 interview opportunities for Heather, 8 of which have been published so far. The remaining are either done and awaiting release, or scheduled to take place (with some exceptions of appointments falling through or being declined). From those 8 published, Heather has made her money back thirteenfold.
If you’d like to find out how you can achieve these same results, click here to learn more about Podcast Connection or schedule a free video call if you’d like to speak to one of their co-founders directly.
Other considerations
It’s worth mentioning that there was more to Heather’s success than simply doing podcast interviews. She has a podcast-friendly funnel in place that makes it easy for her prospects to take the next steps.
Her funnel is roughly structured as follows:
- A free offering to podcast listeners followed by an easy call to action
- A low-commitment service (low price and no extended obligation)
- A way to track new business coming in from podcasts
- A high-commitment service (high price and high value)
Heather’s income derives from points 2. and 4. above and, while her email experience is free to anyone to sign up for, it has been a key part of funneling prospects all the way through to these paid offerings.
Another contributing factor to her success is her attitude and intention. During each interview, her focus is on simply giving value and letting this be the way that her work self-promotes, rather than constantly trying to find ways to “plug” herself.
She also enjoys the process itself, especially being in conversation with people. This was important because it can take some time and resilience before seeing ROI with podcast interviews.
Conclusion and key takeaways
Podcast Connection provided Heather with a no-legwork solution to podcast guesting. This allowed her to focus more on the conversations and less on finding, researching, and contacting podcasts. Their service also had some unexpected bonus value for her.
Heather spent under $2k (USD) over 9 months on podcast guesting and received $22k (USD) in ROI, which is nearly 1,300%.
Some other contributing factors to her success were:
- Her attitude towards podcast guesting and the intention she brings into every interview
- She had a podcast-friendly funnel in place and a way of easing people in and building more trust beyond the podcast interview
- Her patience and endurance (long ROI turnaround time)
Heather Ivany got the return on investment that she wanted, but more than that, she enjoys podcast guesting in itself which is not only a benefit but an attribute to her success.
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