Elizabeth Lopez Helped Grow SuperMamás Podcast Now She's Sharing 4 Best Practices For Brand Building
Liz Lopez after being recognized as a 40 under 40 honoree by the Empowerment Congress in LA.
Elizabeth Lopez joined the Super Mamás Podcast team in 2017 when the number of Latinx-led podcasts could be counted on one hand. She understood then, like she sees now, that the podcasting space was craving diversity and that the digital space wanted better representation of their stories and lived experiences. Her work with the brand helped triple its audience reach and most recently found her being honored at the Empowerment Congress' 4th Annual 40 Emerging Civic Leaders Under 40 Awards for her work elevating Latinx communities, both through the podcast and with La Guelaguetza, a restaurant she co-owns with her family.
“When Super Mamás started, there weren’t many podcasts that related to the Latina experience and I was excited to be involved in what my sisters envisioned for the brand,” explains Lopez. “Plus, I was looking to continue working in the entertainment and media space so it was the perfect match.”
While the podcast was founded by her sisters, Lopez’s interest in leading digital for the brand was rooted in her own passion for building communities online and building brands strong enough to activate communities offline.
"I wanted to be in a position where I was constantly learning and building on my skill set,” shares Lopez. “That was the huge advantage of being a part of our small team. I was able to wear multiple hats and jump into any function, but I ultimately loved working on the digital strategy and content marketing side of the business.”
While working with the mamáhood-focused brand, Lopez helped increase the brand’s Instagram following by over 15k and supported its event series, which with each event seated more and more people. It was her experience there that helped underscore how essential community-building is when you're building a brand online.
“Engage with your listeners and always ask for feedback,” suggests Lopez. “People want to feel heard and you also want to hear what they have to say…If you’re preparing for an interview, ask your followers for questions! In the past, those interviews have been amongst our most listened to and most shared episodes.”
Below Lopez shares advice on how to help your podcast grow, whether you’re running it solo or have a team supporting you.
Focus on checking off the logistics
Lopez suggests making sure your digital footprint is covered, so that your audience knows where to find you and so that you know how to reach them.
“Buy a domain as soon as possible and build out your website,” suggests Lopez. “Utilizing Instagram is great, but having ownership of your own site to further build out your brand is key. No matter what, be consistent with your episode schedule. If you’re taking a break, be sure to let your audience know. You don’t want them to forget about you. [Reaching] out to your network and [having] them share your show [is key] — a lot of podcasts [are] discovered…from word of mouth.”
Choose to surround yourself with the right support group
When you’re starting a podcast, or working to grow it, it’s important to treat it the way you would any brand by taking it seriously and surrounding yourself with those who see your commitment to it as well. Building a brand from the ground up is hard, you want the people around you to focus on constructive feedback and cheering you on.
“Surround yourself with people who hype you up,” suggests Lopez. “I deal with imposter syndrome more often than I care to admit, but I’ve been able to rely on a community who has helped me tremendously. Also, remember you make a choice every morning on how you want to feel that day. Choose happiness over anxiety (and all those other pesky feelings that come with impostor syndrome).”
Admit what you know and be open to learning what you don’t
“Do your research, network and be prepared to put in the work,” explains Lopez. “There’s nothing better than having someone on the team that understands the industry in and out and who brings more skills and connections (network!) to the table.”
The advice is applicable whether you’re starting a new job or building your podcast. Admitting what you know and being brave enough to ask for help when you need gaps filled will help make sure you stay on the right track.
Don’t be afraid of activating offline
“Once you’ve built a listenership, people want to get to know you in real life,” notes Lopez. “It’s an opportunity to build a deeper connection with your audience and grow your brand beyond podcasting.”
Lopez suggests focusing on merchandising and working your way up to in-person meet ups as a way to further connect with your audience.
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