Starting a podcast requires consistency and you must be in it for the long haul. In this episode, Tracy Hazzard interviews author and money confidence coach Jen Hemphill about her show, Her Dinero Matters, a podcast that’s meant to boost your confidence, make money matters simple and create conversations around money that’s hard to have. Jen also provides proven strategies on podcasting and shares the lessons she learned in the podcasting industry. A proven expert on podcasting, Jen reveals her strategies to increase listenership as well as offers some advice for those who are thinking about starting a podcast.
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Podcasting Strategies: Growing Your Show And Increasing Your Listenership With Jen Hemphill
I’ve got Jen Hemphill. She is a military spouse and proud bilingual Latina. She helps the busy career-oriented women become the reina of her money or the queen of her money and love her dinero more. She is the money confidence coach, an AFC, Accredited Financial Counselor, an author, speaker and host of the Her Dinero Matters podcast. I’m so excited to talk to another Latina. I think this is a growing community. We’ve been hearing lots about that. The Latinx community in general and podcasting is growing. I love that we’re featuring someone who has such strength and depth in the community. She’s been featured in publications like Forbes, Clark Howard, USAA. She’s also been on other winning podcasts like So Money and The Stacking Benjamins. Jen, thanks so much for joining me.
Thanks so much for having me, Tracy. I’m excited to be here.
She Podcasts has given me so many great diverse women to talk to. I’m getting brand new stories and exciting things. I’ve been looking forward to talking with you because you are only my second Latinx podcaster. I’m building them up now. What made you decide to start podcasting?
I started podcasting a few years ago and prior to that I started building a business online. I’m a coachable person and I was told to start a blog. I got my website set up and I started a blog. A year later I realized that blogging wasn’t for me. I realized I’m looking at the blog posts I had where I didn’t even publish twelve. I realized this is not serving me nor is it serving the audience that I’m trying to build because I was trying to build an audience. If you don’t have content out there, they can’t see what you’re about, your personality. They can’t get a grasp of who you are.
How long did it take you to write those blogs?
Over weeks like I’m the perfectionist.
I asked this question on stage all the time. I’m like, “How many of you have a blog?” There would be these hands slowly raising up like they’re loathed to admit it. I’d be like, “How long does it take you to write those blogs?” It’s 4, 8, and 24 hours. The hands start slowly going back up again. It’s crazy how long it takes to write. I’m a writer and I know how long it takes to write. It’s so hard. Why was that the business advice back then?
I don’t know. That was the time where you wrote a blog and there were YouTube videos. I tried some of those but at that time I’m a military spouse. We were living in what I call the North Pole or it’s known as North Dakota. It was winter almost year-round.If you don't have content out there, people can't see what you’re about. Click To Tweet
You had a lot of time on your hands.
Getting the lighting right, I didn’t like how it was coming out. I’m like, “I’ve got to do something else.” I was introduced to podcasting and I’m thinking, “I love to talk. I get together with my friends. We’ll just talk and talk. I think this could be it.” Before I started, I decided to do a little more digging because I wanted to make sure that it wasn’t like a blog post that I started and then who knows how long it would take me to publish it. I wanted to make sure that the consistency was there which wasn’t with blogging. I decided early on to outsource editing. That was a priority for me because of my perfectionism. If I learn how to edit, I can go down the rabbit hole of editing and who knows how long it’ll take me to get just one episode edited.
You realized that was going to be your hang up. You know what it is for so many people because they don’t anticipate how long it will take them.
I knew right off because I had done a little bit of video editing with that YouTube experience. It can be fun and everything, but I’m like, “No, if I’m here three or four hours, it’s not worth my time.” I know other people can do it better and faster than me. I’m a money person so I look at my business expenses and make sure that I incorporated editing into my budget because that was a priority.
Because your time is more valuable. I love that you thought about that from the beginning. You started a few years ago and it was harder to start a podcast. There were pieces of information everywhere but the courses and the other things that were out there, even the hosting platforms weren’t as easy as they are now to use.
Podcasting has evolved and gotten easier, but I don’t know if I came at a time where I was trying to build my audience. I didn’t know what I did. I just went for it. I made mistakes along the way. I’ll never forget, I recorded that intro for the first episode and I knew this was going to be edited. Why did I decide to rerecord the whole sixteen to fourteen-minute piece ten times just to get it right? Nowadays, I still mess up and I pause and he knows that this is where he needs to edit.
That’s the great part about a great editor. I’m like, “I screwed that up so I’m going to do it again.” I pause and then they do it. It’s one of my favorite parts about having a great editor.
I joke around when I make those mess up. I’m like, “Here’s for you, real love mess up.” I’m sure he laughs at the other end.
We have a puppy in our office and no matter what I do I can’t get her to not bark during some podcast. They’re like, “That’s hard to get out because she almost invariably barks right when you’re speaking.” I’m like, “I know, I’m so sorry. We’ll just go with it.” You have transitioned your show. You started out Her Money Matters and now it’s Her Dinero Matters. At some point in there you also shifted the style of how you did it. You created these transition episodes for your listeners.
I started Her Money Matters and essentially the podcast was to serve that professional woman that was good in all the things but needed a little help in boosting her confidence around money. My podcast is meant to boost your confidence, make money simple and create those conversations around money that’s hard to have. I did that and then I realized along the way that they knew I was a Latina. I started inserting Latino music at the beginning of the show. Little by little I was thinking, “Why am I not serving Latina women?” In the world finance or with the different groups of women, Latinas have the largest wage gap amongst all groups.
It got to me and I’m like, “Why am I not serving this population? A mirror of who I am, a Latina.” My audience is not the Latina that immigrated to the US because how you teach finance is completely different. You have to teach about the system and all those things. The person that is a mirror of me are those who has been here for a while or Americanized from their Latin American countries. We know the system but that woman may need a little push, a little boost in confidence and cheerleading to make her financial life better because she’s very smart.
It is the case when we see wage gaps happening in industries where it shouldn’t be happening. There’s an obvious wage gap in C-Suite. When we get up to the CEO levels and there’s not only a wage gap but there’s lack of women in there so that exacerbates that. When we see that in middle management and we see that in tech jobs, there’s something wrong there. I always look at that and say, “Let’s talk about confidence.” I agree with you on that. That’s a significant part of it. One of the things my dad taught me early on is what you negotiate and what you get from the first moment you walk into a job dictates the pay scale from that point forward. I always thought that was such odd advice until I went in and negotiated my first job. I realized all pay is based on that. All raises are based off of that. Everything’s a percentage scale. If you start out badly, you start out badly. I love what you’re doing with it, but how has the shift gone? Have you been finding a large Latina audience that has been excited for your show? Have you found it a little slower growth?
It’s hard to say yet in the downloads because I use the same feed. That was another decision that I was like, “Should I use a whole new feed? Should I use the old feed? What do I do?” I engage with some of my listeners and I let them know ahead of time, “This is what’s going to happen. I know I may lose some of you but it’s still going to be mainly in English, just with a little more Latino flair.” They were like, “We’ll still listen to you” so I decided to keep it on the same feed. It’s hard to say, with the summer time, the downloads sometimes tend to go down. There’s been a lot of opportunities since I’ve made the shift that has happened. It’s hard to say where it’ll go. It definitely will grow more than I have grown it because of the shift and more of a narrow focus. Even though some other podcasters that I’ve spoken to were like, “You shouldn’t be so narrow. You should be broad but narrow enough.”
I’m going to give a little lesson to our audience and reinforce what you did there. From a technical side, that very first feed that you have has subscribers on it. If you were to start a brand new feed, a brand new show, separate it. You would have to start your subscriber base all over again. That would have been a huge mistake. Using it and shifting your show on the current feed is a very smart strategy because you’ve kept your subscribers in. If the show’s not right for them, they will unsubscribe eventually. Why worry about that? This is what your core listeners and your active listeners want. Their communicating back with you and they’re happy about your shift. That works for everybody. Technically you preserved the subscriber base in your show and now you’re just going to build off of that and grow your show more.
That was a difficult decision because in my mind I’m like, “How will I gauge? If I start completely new, I won’t know 100% if they’re all Latina or primarily Latina but I can just guess.” That was the decision I was going to make. Should I keep my subscriber base? Should I make them hop over to another feed? All those things and I’m like, “Let’s just stay with the current path.
It’s the smartest path. How many episodes have you done in the new format in Her Dinero Matters?You should consider putting yourself in the guest's shoes. It's not that they don't want to promote, but they have other things going on. Click To Tweet
I started back in June and I do a weekly episode. I don’t know how many but more than the twelve.
Here’s my suggestion to you. We designed this into our Podetize platform because of this reason. One thing most people don’t realize when they start podcasting is when you hit 300 episodes, iTunes starts dropping your episode one. When you hit 301, your episode one is gone and that’s your intro episode. That’s not a good plan. Whenever that happens, make sure you do new intro episodes. That happens and so what do you do? There’s a lot of people who do volume one so they take a whole 100 episodes and they move it over. That way you have another 100 to play before you tap out on and hit 300 again on iTunes. They keep rolling over 100 into an earlier volume. Some call it Classics. We have clients who do that too. You roll that over.
That’s my suggestion for you. When you hit 25 because that’s an entire list on iTunes, then you can take the earlier episodes and roll Her Money Matters over into a separate feed. On Podetize, you don’t have to pay for the separate feed. It comes with your whole. You’ll get five feeds. You could think about doing that. You could separate the feed, keep the cover of Her Money Matters and keep the show intact. You could do a final episode like your transition one but explain it’s now a new separate feed to swap out that transition episode. Your new Her Dinero Matters all now keeps moving forward and going through. Because you’re still keeping your very original existing feed, you have not lost your subscribers. Chances are go od now, when somebody searches for you on iTunes, they’ll see you at two shows and so they’re more like, “I want to listen to both.”
That is a good thought. I didn’t think of that. That’s a good strategy.
Some of the things that we invented in our Podetize platform, we invented because we’re podcasters and we hit these problems. We were doing a show that did five days a week so we hit 300 really quickly. We’re like, “This is ridiculous. We’re going to lose our shows on iTunes. What do we do about that?” We figured out a method and most people make the mistake of starting a new feed. We said, “No, shift your old to the new feed.” That’s how it works. You do hit 25 and then separate them and that will serve you well. It’ll make you feel consistent with what you’re doing and offering people. You’ve been podcasting for a while. Has it gotten easier for you? Do you feel like you settled in and gotten more confident in what you do?
Yes, it’s gotten easier and I’ve gotten more adventurous.
In what way?
When I started, I knew I was going to do solo episodes and interviews. I’m still doing those but then with the new technology out there, I’ve been using SquadCast to record which I love. You are able to record as a panel. I’ve been doing some panel interviews which I’ve gotten tremendous feedback that people love. That’s been a new add-on to the show. Because I’ve been doing this so long, sometimes you’re wanting to challenge yourself and I literally want to take it to the streets. Maybe just add on a new episode a week. I don’t know what it would look like, but I’d have to buy the equipment to do some fun little short snippets on the streets of talking to some people about money.
It does incorporate a little video live stream. You’ve got a little bit of video but it’s not intensive video so you don’t feel like it’s overwhelming to you. Let’s touch on the panels because not too many podcasters that I’ve spoken to in the Center of Influence series that I’m doing here do panels. Have you found that there is a great boost benefit from having multiple people on that are sharing the show so those shows get higher listener shift?
I haven’t seen that yet. What I’ve seen is pretty much my shows get about the same number of downloads per 30 days. One thing that I always say and what other podcasters say, especially those that come to me or when I’ve spoken at conferences about this, when I started podcasting, one of the mistakes I made was thinking that if I had that one big guest, my downloads were going to skyrocket and I would make it. What I realized is that you need to rely on your own work. Your own promotion. Your guests are your bonuses.
That is the cherry on top or the gravy on top, whatever you want to call it. I’ve been in those shoes where I’ve been the guest on someone’s show and you don’t know when it’s going to come out necessarily depending on the podcast. You get the email, “Your show is live.” You’re excited but then maybe you have a promotion going on or you have all these things going on so you don’t give that show that attention that you should give it. You should also consider putting yourself in the guest’s shoes. It’s not that they don’t want to promote but they have other things going on.
They’re so busy. That’s why we have some episodes on Feed Your Brand. I’m going to invite our readers to go check them out. It’s the one called ego bait. I called it that because I would write these articles for Inc. Magazine and the higher the value celebrity, the worst their sharing was. It frustrated me because there’s a PR firm involved here. Why aren’t they sharing this? It should be their job to share it. What I realized over time is it’s their job to get them placed on the show and it’s somebody else’s job to share it in social media. I started to do these fabulous follow-up emails with embedded codes, all the links and images and everything. You’re going to see these when you’re done with ours. That finally got people to share it because it was so foolproof. Making it easy for them like that is important. The larger the celebrities sometimes, the worst the share.
I found that if they have smaller audience, sometimes those are the best because their audience is engaged. I agree that you have to make it easy on your guests. I try to do that with giving them some copy and some images because it’s easier to do and they don’t have to do much thinking.
The other thing that I want to mention because I want to make sure that other people when they go back and are listening to your show and want to go back to listen to another show. I did an interview with Paul Vogelzang, The Not Old – Better Show. It targeted age 50 plus and his show ended up getting massive downloads. He had these famous celebrity guests almost all the time, but he started getting massive downloads when the AARP Magazine picked him up. Sometimes a publication, when they mentioned, “These are the podcasts to listen to,” that can be a better way to get listeners because they’re not always focused. You’re not competing, you’re already in the media.
Another thing that has happened to me, sometimes they just come out of nowhere. For example, my podcast is about finance. Who would have thought that a true crime podcast would mention me? A few years ago, My Favorite Murder, a very popular podcast. They have live shows. Things that I want to do. They recommended me. Georgia, one of the co-hosts recommended me and with that, my downloads definitely spike. Not only that, it also brought me clients which was amazing. She continues around on the website. I continue to see traffic from their website because here I am, they had their favorite podcasts that they recommend. Here are all these true crimes.
I want to tell people why I think it is. I always ask everyone, why do you think your show is bingeable? I’m going to tell you why I think your show is bingeable, because you have a very personalized touch and you haven’t glossed over the complexity of it. I think it was maybe three or four episodes ago, you did one where you were talking about having discussed money matters with your parents. I thought this is the complexity of what you’re dealing with. You’re not glossing over that like that doesn’t matter or it’s not important. You’ve raised it right to the forefront. At the end of the day, we can be confident and we can say all of that but we still have baggage.Having a smaller audience is sometimes the best because the audience is engaged. Click To Tweet
One of my pillars with the podcast is simplicity. It’s not dumbing down but making things simple. Finance and money were created by man and we’re women. We view, perceive and see money differently. I simplify it and I try my best, it’s always a work in progress, to make it relatable. I tell my audience of my mistakes because just because I’m a money person doesn’t mean I don’t mess up. I’m very upfront with that because all they’re wanting to do is to connect. Your listener is wanting to connect with you in some way, shape or form, or even with your guests. Once you have that connection, they trust you more.
With that trust has come some authority building things in your business. You were mentioning that business has come from that show. What else has come? You’ve been getting more speaking engagements. Tell us how some of that has changed from when you first started your business.
When I started my business, I was just trying to build an audience and I’ve built an audience. Due to the podcast I got speaking engagements. I was approached by a traditional publisher to write a book. I’ve published a book. Long story short I self-published because things didn’t work out with our traditional publisher. Essentially those and working on having talks to potentially work with brands because that’s been in my vision. I love my coaching clients and coaching is very rewarding. That’s how I’ve been building my business. It only will take me to a certain point, a level in business and I’m ready for more. Being ready for more is definitely the speaking and working with brands.
It helped you build that authority and give you the credibility you need to be able to do that shift in your career. Every time I do a Center of Influence interview, I have to go through and ask these five questions because we want to hear everybody’s different viewpoints. We’re tracking and watching them. I’m going to put out a statistic-based white paper on this. What are some of the lessons you’ve learned and the great ways to book great guests?
Some of the lessons that I learned is podcasting is not a one and done. It’s a marathon. Don’t expect to start podcasting and you’ll experience success. Another thing that I’ve learned over time is that podcasting alone is not enough. You have to create community because when you’re podcasting, you and I are speaking to the listener. The listener, if they’re speaking back to us, we’re not hearing that. You need to trade that conversation. You can do it through your email list, Facebook group, whatever way you feel.
One of the questions I’m going to get here is encourage engagement. Tell me a little bit about that since you just touched on that. How do you encourage them to talk back to you?
In my community or in my email lists, I have the social media and social media strategies are not going to consider that community. We’ll just talk email list and the Facebook group. In my Facebook group, I create conversation starters. I share the podcast every week, but I create conversation starters that are geared around what are they focusing for the week. I’m all about, not creating these huge goals, but taking those baby steps and accomplishing a small goal and then building up on that. I have those conversation starters to create that conversation. Another thing that we’ve been doing that has been helpful or people have loved is I recognize on the podcast, I used to get what’s called shout outs.
Now, I have included the listeners to submit who they feel should be recognized for reina or queen of the week because my big thing is confidence, simplicity and to become the reina of your money or queen of your money, which exudes confidence. That’s something as well. Instead of me just going through the Facebook group and seeing what conversation starters I’m going to recognize which people absolutely love. They get so giddy about it. It’s amazing just something as simple as that. Having them submit a nomination, it’s not necessary for someone in the community, but maybe a friend, maybe a co-worker. It doesn’t have to be anybody on the podcast. That’s something that we’ve started as well.
The community itself is pushing that up but I’d love the conversation starters. That’s great way to put that encouraging engagement through that. How do you book and find your great guests?
When I was doing Her Money Matters, our first guests, I had to reach out. It was people that I wanted to talk to that I thought would have an interesting story, those guests. Eventually, as the podcast grew, things to convert meaning people were pitching me and continued to pitch me, “Would you consider having this person as a guest? We think they’d be good for it because of A, B, C or D reasons.” That was good in a sense because it provided me an ongoing flow of guests. The con for me is that it didn’t allow me in a sense to do the podcast my way because I wanted to create monthly themes. In order to create monthly theme, if I had recorded, because I would have ten to twenty interviews already recorded, then I wouldn’t necessarily be able to touch upon that theme within the interview. That created a problem.
I went with it because I’m like, “Maybe I’ll do themes later.” With the Her Money Matters podcast, the amount of guests was endless. With Her Dinero Matters, we’re just getting started, I’m reaching out to different Latinas in the community because the idea is to highlight as many Latinas as possible. Granted, you don’t have to be a Latina to be on the show, you just want to be able to talk about Latina issues. That’s my ask. Now, it’s reaching out. Depending on the theme because now I have monthly themes. I look at my network and see who would be a good person to talk about this that could touch upon this theme. I look at the theme first and then look at my network to see who would be a good fit for that.
You’re tying it in. That’s a very different theme-based podcasting. We haven’t thought too much about that. That’s an interesting way to do it. It’s working for you as well because you do four episodes on it. It’s giving you a greater depth on it. How have you found ways to increase listeners?
It’s being on other podcasts. Personal and in-person networking. In-person network is crucial in business but not making sure that you don’t throw up on them, “Hey listen to my podcast.” It’s the first three words that you mentioned because that drives me nuts. I don’t like doing that but if it makes sense to insert it in the conversation and if it’s about being helpful to that other person, absolutely. In-person networking and being on other podcasts. Even though I don’t do a lot of guests’ blog posts, but I have done those.
If you’re like me and you’re like writing a blog post you want to run away from, especially if you’re starting, you want to do whatever it takes to be visible in all avenues and in all aspects. Those pretty much are the primary things. For me, I always ask my listeners at the very end of the episode to share with someone. If they found value in that episode, if they had been finding value in the show, I always ask them to share with a friend, a co-worker, a stranger. That works because people come into the group and they’ll say, “I’m here because such and such told me about you.”
You produced it in a professional way. You use a professional editor but is there anything else that you do that you think has helped to make the show more professional for you?
For me, having an open mind and having a group or a mastermind. I’m in a mastermind of podcasters. Being able to listen to each other’s shows and see like, “I think you can improve upon this” That’s been helpful as well. Just being open to choose growth and being open to how can I make this better.
We talked about encouraging engagement, but have you been able to monetize your show?Your listener is wanting to connect with you in some way, shape, or form. Once you have that connection, they trust you more. Click To Tweet
I have had podcasts sponsors. I have monetized it that way, not consistently. I was working with an agency and I wanted to have feedback from how did that campaign go and I didn’t get it. I didn’t feel comfortable to continue working with them. I haven’t done anymore because I’m not going to just take a company’s money just to take the money. I value my work. I value what I do.
You’ve got to value your audience. If your audience isn’t benefiting from it, then what’s the point?
That’s the other thing. I don’t want to promote some product or some company just because. It definitely needs to align with who I am and who my audience, and like you said, it has to benefit. What I have monetized indirectly is with my coaching, with my services and my membership. That’s how I’ve monetized my podcast.
You’ve gotten a lot out of your show already. What’s in the future? Are you going to expand? Are you going to do some more? We talked about the live stream but is there any other plans for now that you’ve shifted your show and you’re feeling you’re settling into Her Dinero Matters?
I’ve taken it to the streets. I’ve been thinking about that, but I have to figure out how can I make it simple and how can I be consistent. As I mentioned, adding on another episode. That will help with growth because the people that might get tired of listening to me might listen to a short snippet of the extra episode of that week. It’ll attract a different part of the audience as well. Adding that extra episode is important. One other thing that I’m starting which is nice is I’m being reached out to potentially help with the company’s shows, so potentially co-hosting. I like that because I love podcasting. When people introduced me as a blogger early on, I would want to run away. If people say she’s a podcaster, I am all there like, “Yes, I am and I am proud of it.” As I mentioned with speaking, I definitely speak about money but I’ve been speaking about podcasting as well.
What advice do you have for someone who’s thinking about starting a podcast or maybe just started one?
You want to make sure to know that it’s for the long haul. Make a plan to be consistent. You will never run out of ideas.
I get that question a lot. People are afraid but I did 560 episodes on 3D printing and I’ve probably done 1,000 episodes on other things. You don’t run out of ideas.
When I get overwhelmed, I take a step back and I always ask myself, “How can I make this simple?” If you feel overwhelmed that you don’t know if you should do this podcast, take a step back and ask yourself, “How can I make this simple?” See what comes to mind. It’s about making this doable for you so you can be consistent and so you can achieve the results you want to achieve.
Jen, thank you so much for being on the show. I love your viewpoint. I love your show. That’s one of my favorite parts about getting to interview so many diverse people here. I get to listen to all these shows that I wouldn’t normally pick up on my own and go, “That one is really great.” I have now people to refer to.
I appreciate it, Tracy. This has been a blast.
Jen, I look forward to seeing you. When we do a recap, I will be sure to recap on you and all the other She Podcasts great women that I have interviewed.
Thank you for having me. I’ve enjoyed this conversation.
I love what Jen and others are doing. There’s so much going on in podcasting. There are so many ways to make it your own and personalize that. That’s what I think is the trend and what Jen Hemphill has exposed with the Her Dinero Matter shifts that she did in her podcast. I think that you’re looking at a time and a place where authenticity matters more. The audience stays with you and they’re coming forward. There’s new audience joining and you’re finding that sweet spot to speak to them.
It’s not following so much formulated podcasting where there were so many groups of people who are teaching podcasting in such an old school way. I’ve called them out on it. When I speak on stage about it, I call it the good old boys podcasting method. I remain a little sexist on my part. It was all men teaching it back then and it was very ego-driven. We have a different way and I’m seeing new coaches and new programs emerging. I love that we’re working with so many of these women. I love that we’re connecting with them at events like She Podcasts and other places.
I can’t wait to bring you a recap of the event and of meeting all of these wonderful Center of Influence women that I will have to meet in person but I’ve been speaking to you here and you’ve been getting introduced to over the last few months. I’m looking forward to giving you a recap of what they’re like in person, what they’re like on-stage and how things are going. I’m looking forward to that upcoming episode. I would love for you to send me some of your favorite podcasters, the ones that you’re listening to. Your podcasters, the podcasts that podcasters listen to matter to me because those are truly the Center of Influence. Make sure you’re sending them to us and you can do that on our website FeedYourBrand.co or on social media @Feed_Your_Brand.
- Her Dinero Matters
- So Money
- The Stacking Benjamins
- She Podcasts
- Feed Your Brand
- Paul Vogelzang – previous episode
- The Not Old – Better Show
- My Favorite Murder
- @Feed_Your_Brand – Feed Your Brand Instagram page
About Jen Hemphill
Jen Hemphill, a military spouse & proud bilingual Latina, helps the busy career-oriented woman become the reina (queen) of her money and love her dinero more. She is a Money Confidence Coach, an AFC® (Accredited Financial Counselor), author, speaker and hosts the Her Dinero Matters podcast.
She has been featured in publications such as Forbes, Clark Howard, and USAA and award winning podcasts like SoMoney and Stacking Benjamins.