Should you market your podcast or not? After all, isn’t it a good example of a self-marketing platform? Well, the answer is yes, you should. The simple reason is because of the amount of competition within the industry.
A 2022 statistics on podcasts revealed that there are over 2.4 million podcasts. Regarding market share, comedy takes the top spot at 22%. Next in line is news at 21%, followed by true crime at 18%. Investigative journalism and finances tie at 13%.
So what do the figures above mean for any podcaster? Well, you must find a way to get your podcast to the masses. The dependence on good content is no longer sufficient. Indeed every other podcast claims to have the same. You must make an effort to market your platform; otherwise, you may fade into oblivion.
So what are some of the marketing tactics for podcast marketing to get more listeners?
Start With the Right Podcast Foundation
Think about your podcast as a business. If you run an online company, you would look for the best eCommerce platform to establish your business. It should have all the necessary functionalities you need. Further, it must allow for scalability and multiple ways to reach customers.
The same thinking should apply to your paid podcast subscription platform. When researching the best to sign up to, focus on factors like:-
- Content accessibility on different players
- Perks/benefits you can use to attract listeners
- Content control
- Easy subscription
- Networking opportunities and more.
Once you take care of the podcast subscription, think of an appropriate title for your show. You must also decide on branding, tone of voice, and show formats. All this will have a critical role to play in your podcast marketing campaigns.
Finally, decide on your podcast target market. Who are you targeting, and why should the listeners care to tune in?
Promote Your Podcast on Social Media
Do you know why social media is fantastic for promoting your podcast? Top of the list is that it is free and easily accessible. If you use it well, social media is a powerful and robust tool.
You first need to know which platforms your audiences use the most. There is no point in being everywhere if you’re not reaching the target audience. The next is to be consistent with your engagement. That means planning the type of content you will share.
Finally, make sure you engage the audience. Indeed the social nature of such platforms demands this. You cannot post and go silent, hoping the audience will interact with your content.
Social media also provides tons of inexpensive paid advertising avenues. Consider boosting posts to increase the reach.
Outside of social media, other platforms provide advertising opportunities. These include Google Ad Words, Reddit Ad Words, and more. Also, list your podcast subscription in the podcasts directories. You place your podcast right where audiences search for information.
Run Promotions and Use Influencer Marketing To Get Listeners
Consider setting aside a budget to run promotions. You can, for example, have a giveaway for people who subscribe within a specific time to your paid podcast.
Whatever you give out should have relevance to your podcast. Giving out car spare parts may not make sense if your niche is baby products. It should be relevant to what the listeners are most likely looking for.
Don’t ignore the power of influencer marketing for your podcast. The first step is to choose an influencer who aligns with your podcast content. That way, their followers will be more interested in what you offer.
The other point is that you don’t have to go for micro-influencers with millions of followers. Macro influences can get you the traction you need. They have more loyal fans because of closer interaction and engagement with them.
When pitching to the influencers, show how a partnership with you can provide mutual benefits. Remember, they also want to get more followers. So a chance to tap into your audience base may be a good starting point.
Market Your Podcasts through the Guests You Host
Please note that your guests can be influencers in their own right. So leverage their appearances on your podcast for marketing purposes. You can ask the guest to promote the series/show on their platform. It gives you access to new audiences without too much effort.
A good idea is to prepare a media kit in advance. That way, the guest does not have to come up with material about your podcast to share. And you get to send out information specific to what you want. The guest may be too busy to take the time to develop appropriate content on your behalf. So make it easy for them by giving them ready material.
Grow Your Podcast Community
An effective way to market a podcast is to grow your community. That means actively looking for groups to join. Social media platforms like Facebook, LinkedIn, and Slack have such networking opportunities.
Once again, we insist on the importance of knowing where your target audiences are. Get plenty of feedback from the community about your podcast. The insights will be critical in improving your platform.
Have a Separate Podcast Website
Your existing website may not be the best option for your podcast marketing. A good idea is to have one specific to your podcast subscription platform. With this, you can share content, ensure SEO friendliness and reach a broader audience.
Your podcasting website will also be critical for email Marketing. Organize your content in a way that makes it easy for visitors to access episodes. One idea is to have different pages for each episode. The other is to group like content together for easier browsing. It also doesn’t hurt to transcribe the podcast for those who may not want video content.
Also, make sure you include a landing page with a clear headline. There should also be a brief description of the show, testimonials, and links to existing episodes. Don’t forget to include a powerful call to action (CTA), including a subscription button.
You must market your paid podcast subscription platform to break above the clutter. We have shared some practical tips above. With proper implementation, you can expect to increase your listener base.