Podcast Marketing

by Chaitra Enuguri  |   April 15, 2022    |   3min read

Hello all, in the last blog we have gone through the process of how to publish a podcast. We hope that blog helped you to ease the process of podcast publishing. Today let’s dive into the topic of podcast marketing. You wanted to start a podcast, so planned it, recorded it, edited it and published it. It’s now the time to promote it.

In this guide on podcast marketing, we hope to give you all the information about podcast marketing and the best practices to do it.

Podcast Marketing refers to the strategies a podcaster employs in order to advertise and raise awareness of their podcast. In simple terms, it is like an advertisement for a podcast show. It tells the audience to listen to the show in many different ways. Competition in the podcast industry is heating up, there are about 850,000 active podcasts available across multiple channels and platforms. Gone are the days where we could rely on a cool new idea and well-executed show to propel us into stardom. So we’ve got to put a bit more effort into marketing to avoid our show getting lost in the continually expanding sea of podcasts. Below are some of the best practices for efficient podcast marketing

How does this service work?

1. The Fundamentals

You need to get the essential components of your podcast right. This includes everything from your podcast title and artwork, to individual episode titles and descriptions. For more on these topics check out our other blogs. You need to make clear to the audience why they need to click on the play button. As it should be attractive, eye-catching and informative at a glance.

2. Podcast Launching

If you haven’t launched your show, this would be a great piece of advice for you. A good roll out is the perfect way to build up momentum and get to people interested in your podcast before your first episodes drop. You can also create a podcast trailer, which is becoming increasingly important. The trailer should be a quick and to the point video that gives potential listeners a quick summary of your podcast, and a taste of what’s to come. This can act as an elevator pitch for your show. This trailer should be dropped ideally a week before the podcast release date. This gives the audience time to build up a bit of interest and get people ready for the episode. Spotify features trailers prominently within their feeds so that lots of new listeners will check them out. Releasing more than one episode on launch day will give yourself a boost. This will help you perform better, as it should increase the number of initial downloads you get.

3. Using calls to action

The existing audience can be a powerful tool to bring in new people. You need to let your audience know exactly how they can support your podcast. Word of mouth referrals are one of the most effective ways to get more listeners, so you need to make your audience share the podcast with their family, friends and others. These can be simple as saying in your outro, “ if you liked this episode, make sure to hit the subscribe button and to stay up to date with the latest releases. There are many ways to make these calls exciting. From giveaways to prizes to setting goals and rewards, theirs is no limit to how creative you can get. One of the most significant factors in driving a podcast up the charts is the rate at which you collect downloads and positive reviews in the first couple of weeks, so this period is especially crucial. Publishing podcast themed blog content, running giveaways, getting your teammates and company execs to post and tweet about it, and others.

4. Repurpose your content

Creating a podcast takes a lot of time and effort, as it requires lots of research. So why can’t we get the most out of it? You can turn this podcast into YouTube videos, Audiograms, converting transcripts to blogs, live videos, and others. This not only lets you reach your audience in the other channels they frequent, but it also front-loads more content ideas for your marketing calendar.

5. Create a dedicated podcast site or an Email Newsletter

By giving your podcast a home in the digital space, you can curate all your episodes and content in one streamlined place. Your podcast page or site should contain all the important information that interested listeners need to be able to hit subscribe.

6. Promotion on social media

This media is one of the most powerful tools at your disposal. All you need to know is how to use it efficiently. The key is to create content that’s interesting and useful to your potential listeners. You need to add value to people’s feeds and capture their interest. You need to make 80% of your content useful or entertaining and the rest is for promotional content. We should make sure that we know how each site functions on both mobile and desktop, and get our heads around features like stories on Instagram and stuff. You don’t need to be present on all social platforms, rather you should know where your target audience is likely to spend most of their time and should focus your efforts there instead. You can use stories to show your audience some behind the scenes extras, to give an insight into your writing and recording process. posting regularly will build up trust between you and your audience, as they know they can expect great content from you. Try to get your listeners involved, by asking them questions and reading their answers using social media channels and you could also ask your audience for questions they would like to ask some of your upcoming guests and make sure you do your best to include audience questions when your guests come. This will help build a sense of community around your show, and trust in you as a presenter.

7. Optimize for SEO

The only way to get your podcast episodes to rank on Google is to convert them into blog posts, to publish them as detailed show notes around 400 to 500 words long to your website. These posts are much more likely to do well if you pay attention to SEO. Even if people have never heard of your podcast, optimising your podcast for search engines makes sure you can reach potential audiences who might be looking for content like yours. The easiest way to optimize for search is optimising your podcast title and episodes to include keywords, your target audience will use when looking for new podcasts or episodes. Use a keyword planner like Google’s to help if you want some inspiration. This will tell you monthly impressions for specific words – that’s how many people you could reach if you target those keywords. Search algorithms can’t ‘hear’ your episodes. So they need to be able to ‘read’ them instead.

8. Invest in paid ads

The Final way you can get ahead in your postcast marketing game is to invest in paid advertisements. Of course this is budget dependent, so it won’t be feasible for everyone but if you’re able to put some money behind your episodes there are plenty of options. The key is to focus on your target audience. Social media is perfect for this. You can make specific Facebook ads that appeal to relevant demographics. For example, if your guest was a food Blogger, put ads mentioning this in social media groups related to food blogging. Targeting the communities you or your guests are a part of, whether based on a school or university, an industry or hobby, or a hometown is a great way to get your show in front of the right audience. Make sure your ads are engaging and memorable at a glance. The thing with paid ads is that they are usually recognizable as ads, so many people will simply scroll past them. So we have got to really stand out to make an impression. That means it’s worth putting some thought and time into them. Consider using videos rather than just pictures and text, as they are more likely to get peoples’ attention on social media.

Tips

  • Your guests are your best promoters
  • Build your target audience
  • Be consistent with your schedule
  • Try to promote your podcasts using different channels
  • Your content needs to be timely and relevant
  • Employ the power of conversation and exchanging opinions between people instead choosing to give monologues to your audience
  • Find partners to mention you

These are some of the tips which one can use to promote their podcast efficiently. No matter which strategies you use, podcast marketing takes time. You need to be consistent, and you’re going to need to arm yourself with quite a lot of patience. These things take time to build up momentum. Experiment, track and make sure your actual content is as good as it can be. Hope this work helps you to understand the importance and different ways of podcast marketing. Do subscribe to our email listing for updates and watch out this space for more such tips and suggestions on podcasts.

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