Not too long ago, podcasting was a niche activity with little mass audience appeal. Now, though, there are hundreds of thousands of active podcasts. Needless to say, the competition is tough.
In this kind of environment, podcasters need to have an edge over the competition if they want to succeed. They need to leverage the power of digital marketing to expand audiences and gain loyal followings. This article will explain how to get started.
Start With a Strong Foundation
The first step to getting more podcast listeners is to develop an effective marketing plan. The plan should address all of the basics, including:
- Who the target audience will be.
- What the podcast will focus on.
- Why people should listen to it.
- When new episodes will be posted.
- Where listeners can find it.
Being able to answer all of these questions makes it easier to develop a brand identity for the podcast, which is essential to attracting listeners and building a following. It’s only after getting the basics sorted out that podcasters can start working on the individual components of a marketing strategy.
Create a Private Website
Instead of just using an existing platform, podcasters who want to really stand out should create private websites. Private websites have more shareable URLs, are more SEO-friendly, and can accommodate both larger audiences and tasks like email marketing. Be sure to include a separate page for each episode of the podcast and create some dedicated landing pages to entice new listeners.
Cross-Promote Content
Podcasters can’t just create high-quality content, post it on their websites, and expect the rest to follow. They need to develop and maintain a strong online presence to boost brand awareness, and the best place to do that is on social media platforms. Most podcast listeners use some form of social media, whether it’s Facebook, Instagram, or Tiktok, and it’s easier to reach consumers where they already are.
Social media platforms offer opportunities not just for cross-posting content but also for engaging more actively with listeners and the wider community. Don’t just post links to new shows, though. Take full advantage of what these platforms have to offer by including sneak peeks of upcoming shows on Facebook live, optimizing the brand’s hashtag strategy, and engaging in influencer marketing.
Use Paid Ads to Fill the Gaps
These days, a lot of attention is given to search engine optimization, influencer marketing, and other relatively novel means of reaching audiences. These techniques take a while to pay off, though, and in the meantime, podcasters still need to start getting themselves established. Paid ads help to fill the gap between getting a new podcast off the ground and reaping the benefits of long-term marketing strategies.
There’s no reason for podcasters to restrict themselves to platforms like Facebook, Instagram, and Google, although pay-per-click ads on these sites offer a solid return on investment if the campaigns are executed appropriately. One of the best ways to use traditional advertising is to pay for ads on other popular podcasts with similar audiences.
When to Seek Professional Help
For podcasters new to digital marketing, the whole process of establishing a brand identity, nurturing a positive online presence, and growing audiences organically may seem overwhelming. If that’s the case, there’s no shame in hiring a professional marketer to help with these aspects of making the podcast a success. If anything, doing so will give novice podcasters more time to hone their craft and create high-quality content.