Podcast Marketing: How to Get Ears On Your ‘Cast
Podcasts have become increasingly popular.
In fact, it’s predicted that there will be around 504.9 million podcast listeners worldwide by the end of 2024!
They’re a great tool that offer brands, businesses, and individuals a unique way to engage with an audience.
Podcast creators have a bit more creative freedom than other media, which is why podcasts continue to grow in popularity.
They can also be consumed on the go, making them ideal for people who are often on the move!
But how do you get ears on your ‘cast? In this blog, we’ll discuss how to leverage podcast marketing to get ears on your ‘cast and grow your audience.
What Exactly Is Podcast Marketing?
Podcast marketing is basically making people aware of your podcast.
Especially if your podcast is new, chances are low that people will find it organically.
Content creators are able to target the audience who would most likely see value and benefit from their show…
And actively promote their podcast to these people.
This helps to increase brand awareness…
As well as helping you communicate with your audience, which establishes your authority in a specific niche or industry.
In the long run, your audience can become brand advocates who will help you reach new audiences, grow relationships, and generate leads.
But in the beginning, you’ll need to promote yourself.
Which is what podcast marketing is all about.
Why Should You Be Doing It?
Podcasts offer a platform to connect with potential customers in a more personal way than other forms of digital marketing.
Additionally, podcasts build relationships with customers by providing helpful advice or entertaining content.
Content creators can talk directly to the people who are most likely to purchase from them.
It has a big impact, especially if the content is engaging and resonates with the audience.
Personal brands can use podcasts to demonstrate their expertise…
And share valuable information that will help listeners make informed decisions about their products and services.
It helps to establish your brand or business as being more than just a business, as people hear you as a person.
The audience is able to feel a closer connection to your brand, product, or services, especially if it resonates with them.
Depending on the level of connection a listener feels, it can solidify their loyalty to your brand.
Not only can this increase your chances of converting them into paying customers, but it can shorten the sales cycle considerably!
Benefits of Podcasting
Podcasts offer a unique way to engage with an audience.
They can consume on the go, or when it’s convenient for them.
It’s an ideal content for people who are always on the move, sitting in traffic, while exercising in the gym, and yes, even while doing the laundry!
Your audience can fit a podcast into every nook and cranny of their lives, because:
- It’s a convenient way to learn new things
- It provides entertainment
- Keeps people up to date with new trends or what’s happening around the world
- To find inspiration and motivation
- The explore a range of topics, from quantum physics to stand-up comedy
- To have fun, laugh, and relax
The content you create has the potential to reach millions of people.
Just like any other form of digital or social content, it will generate impressions and opinions.
But you’ll also reap the following benefits:
- Increased brand awareness
- Increased credibility, and you can establish yourself as an expert
- Provides a more personal connection
- You’re able to reach a wider audience of potential customers
- Can increase traffic to your website
- It can generate an income stream for you through sponsorships
How to Promote Your Podcast Successfully
Nail Down Your Target Audience
The first step in promoting your podcast successfully is to identify your ideal audience.
Once you know who they are, you can target them more specifically.
Narrow it down as much as possible by asking yourself the following questions:
- Who’s going to listen to your podcast?
- What type of content do they enjoy?
- Would they be interested in your podcast?
- Which of your products and services would your targeted audience find useful?
- What age range would your ideal audience be?
- What’s their occupation?
- Where do they live?
- What would their hobbies and interests be?
- What value are they gaining from your podcast?
Do some market research so you can gain insight into your target person.
This will help you to determine what types of content will be most successful for them.
You can also use the data from your current audience and analyse user feedback.
This can provide you insight into what people like and don’t like about your podcast.
Not only will this help you create engaging content…
But it will also target the right people and ensure that your content resonates with them.
Submit Your Podcast to Multiple Directories
Submit your podcast to multiple directories…
Not just the most popular directories like iTunes, Spotify, and Google.
Using a podcast hosting service can help you to access a variety of different directories, which may include:
- Amazon Music and Audible
- Samsung Podcast app
Not only will this make it easier for potential listeners to find your show and listen to it, but it makes promoting your podcast that much easier.
Also, consider submitting your podcast to niche directories that cater to a specific audience.
This can be a great way to reach more people who are interested in your specific content.
SEO Your Podcast Descriptions
If you had to Google search your podcast, where does it currently rank?
Does it appear on the first search page results?
This is why optimising both your podcast and website content is essential.
By adding keywords to your content, Google will be able to tell if your episode is relevant to the person’s search.
If it is, then your podcast will be shown in the search results.
But it’s important to note that keyword stuffing could do more harm than good!
Google may see keyword stuffing as an attempt to manipulate the search rankings, and it’s been confirmed to have a negative ranking factor.
So how do you optimise your podcast content so people can find you without issues?
Try these SEO strategies:
SEO Your Show Notes
Your show notes give the potential listener a brief, quick-read overview of the actual episode.
Good show notes should provide the following information on the episode:
- Main talking points of the episode
- Top takeaways
- A memorable quote from the show
- Name and bios of your guests
- Something the listener will find valuable for free, like cheat sheets or checklists
- Links to your sources
- A call to action
Choose relevant keywords that you can use for your show notes.
This will require some research on the topic, content, and guests that appear on the episode.
To help with your SEO and keyword research, you can use a tool like Wordtracker.
Also, think about adding additional keywords that you may not have used in the episode but that are relevant to the episode.
For example, if the episode is about SEO, you may want to include keywords like:
- Google ranking
- Organic search
- Search engine optimisation
- How to do SEO
- How to SEO
This can help people find your podcast even if the internet search didn’t follow a natural speaking pattern.
The Podcast Summary
The podcast summary is also known as the podcast description.
This is the information you type in when you first set up your podcast on the hosting site.
For example, if you were to look up my podcast, The Lilach Bullock Show, my podcast description looks like this.
Your podcast summary should cover the following:
- Who you are
- Who your target audience is
- What your podcast is about and the kind of topics you talk about
- What value will your potential listeners get from your podcast
- When and how often you publish new episodes
- Where people can find you
It’s vital that when you put your podcast summary together that you prime it for SEO.
Your description will be seen by millions of potential listeners, on:
- Your podcast host’s page
- Podcasting platforms like Google Podcasts, Apple Podcasts, Stitcher, Spotify, etc
- Any social media profiles of your show
- Your website
- Search results for your podcast
Each podcast episode will have specific keywords relating to the topic of the episode.
Using specific phrases, words, or terms for each episode can help you appear higher on the Google search list.
For example, a listener who may be interested in starting their own business might search for “how to become an entrepreneur” or “advice for entrepreneurs”.
If the podcast episode is offering advice to people on how to how to become a entrepreneur, a keyword search would reveal the following:
- “Entrepre” is searched 2,740,000 per month
- “Entrepreneur” is searched for 550,000 times per month
- “advice for entrepreneurs” is only searched 12,100 times per month
- And people search for “entrepreneurial mindset” 9,900 times a month
This gives you a good idea of what’s worth including.
While you can’t cover every keyword, you can add entrepre, entrepreneur, and advice for entrepreneurs to help people find you.
There are a few things you want to keep in mind when crafting your episode titles.
The first is that search engines look at keywords in your description and titles.
They don’t know what content you covered in your podcast.
While you may want to craft a catchy or funny title that will catch your audience’s attention…
This may not have the desired result you’re looking for.
Instead, look at the part of your episode that offers the most value, and then create a title around that.
The title needs to be brief, concise and self-explanatory to both your audience and potential new listeners.
By effectively communicating what your episode is about, it’ll also explain why people should listen to it.
Some content creators like to include the episode numbers of their show in the title.
This isn’t necessary and it can take up valuable character space.
To be honest, most people only care about if the content of your episode is going to:
- Answer questions they have
- Offer a solution to a problem they may be experiencing
- Address any concerns they’re having
- Help them learn something new
- Provide entertainment
Episode titles that seem to do really well and that grab the attention of listeners include things like:
- Questions: Got a Burning Podcasting Question You’d Like Answered?
- How To’s: How To Create a Successful Podcast.
- Guides: The Ultimate Guide to Podcasting, 10 Steps to Achieve Podcasting Success
- Numbered: 7 Tips for…, 10 Ways to…
- (Interesting Thing) with (guest name), (guest’s job title): SEO Wizardry, with John Smith, founder and CEO of Wizard SEO Services
With limited character space, make sure that you get your relevant keywords in and avoid keyword stuffing.
This will help increase your chances of being seen when potential listeners are looking through the podcast directory.
Promote It On Social Media
Promoting your podcast on social media can help generate more interest in your podcast.
You’re able to engage with your target audience on the platforms they use.
If we look at the Datareportal global snapshot report…
You’ll find that 4.70 billion people worldwide use social media!
Social media growth is going to continue and is estimated to reach 6 billion people by 2027.
Don’t you want a piece of that?
So how do you optimise your SEO on social media to get more ears on your podcast?
The first step is to identify which platform your target audience would use the most.
If your podcast is about business, entrepreneurs, or B2B marketing, the following platforms may work best:
- Networking for Professionals
But this doesn’t mean that you won’t find listeners on other social media platforms.
Check out FaceBook, Instagram, Twitter, YouTube, Pinterest, Snapchat, or TikTok…
But if your target market doesn’t spend time there, don’t waste time on it.
One of the best ways to engage with your audience is by using audiograms.
An audiogram is like a mini video, except that it uses a still image.
This is then converted into a video file that uses dynamic graphics, audio waveform, voice, and transcriptions and can be between 30 and 60 seconds.
This is enough time for you to create a nugget of information as a teaser, with valuable insights, top takeaways, or even a memorable quote from the show.
You can be a bit creative and playful with audiograms.
One of the best ways to do this is by asking a question that’s answered in your episode.
For example, “Is SEO dying… Or can it make your blog post come alive?”
You can also record video of your podcast and use those clips to post on to your YouTube channel.
YouTube Shorts are a great way to promote older episodes in your back catalogue and drive traffic to your podcast or website.
It also provides another way for you to interact with listeners, as they can post comments and you’re also able to get real-time feedback on your content.
You can also set up polls on your social media so that you actively engage with your listeners and followers while learning more about what content they like.
Repurpose Your Audio Content
One of the biggest benefits of repurposing your audio content is that it’s another opportunity for you to boost your overall engagement.
Start with the content you’ve created that’s evergreen and that’s still relevant.
Repurpose the content across different social media platforms and expand your reach by turning your audio content into:
- Video content
- Blog posts
- Podcast transcripts
- Social media posts
- Twitter threads
Video content is an excellent tool to use for smaller highlight segments.
Make sure to use relevant hashtags, targeted keywords, imaging with alt text, snippets from your transcripts, and include backlinks and internal links to your content.
Not only can this increase your visibility, but you’ll find that it will boost your authority.
When making a podcast, you will obviously need background music. To help create engaging content, here are a few ways using copyrighted music in podcasts can be helpful.
Set Up an Email Newsletter
A newsletter is a great way to reach out to your target audience and connect with them on a personal level.
You’re also able to create engagement, as you can ask listeners to share their opinions, ask questions, and share their stories.
You can send a newsletter once a week to once a month, where you can provide updates and share new services or products.
You may even want to show a teaser to upcoming podcasts by sharing small details.
Remember to add a Call-to-Action and offer something of value to your listeners for free.
And if you’re wondering if it’s worth having an email newsletter…
Email marketing still has the highest return on investment (ROI) of all digital marketing channels.
Publish On a Regular Basis & At the Right Time
Consistency is key, especially when it comes to your audience!
By having a consistent podcast schedule, it’ll create consistent engagement with your audience.
It will also build trust with your audience, as they come to expect you to post regularly.
If they’re enjoying your podcast, it can help them to build their listening habits around it.
You’ll need to track and analyse your audience’s listening habits.
This will help you release your podcast at the right time, based on them.
Do your listeners tune in while they’re commuting to work in the morning?
During their lunch break?
Late at night when the kids have gone to bed?
If your target audience listens to your episode while commuting to work, then you may benefit from uploading it in the early hours.
Remember to let your audience know if there’s going to be a break between seasons or if your episode is going to be late.
You don’t have to give reasons, but honour their expectations and don’t miss the new publishing deadline!
Encourage Listener Engagement
Your podcast audience is like a community.
As you’re looking to grow your audience, don’t forget to include your current listeners.
There are few ways that you can create and encourage listener engagement…
Which will make them feel like they’re on this journey with you!
Try including one or a few of these ideas in each episode:
- Ask your audience to share stories, experiences, or solutions on your topics
- Run a poll every few weeks
- Share your audiences feedback on your episodes and do shout-outs to loyal listeners
- Create audience-focused episodes; for example, ask and answer their questions
- Every few weeks, have a live episode where your listeners can ask you anything
- Live stream your podcasts and get real-time feedback from your listeners
- Respond and answer any emails, direct messages, or comments your audience leaves
- Hold a contest or a giveaway
Depending on your podcast niche and the number of listeners you have, you can also consider hosting an In-Person Event.
Invite guests who will provide value to your audience and let the audience ask them questions and get real-time feedback.
You may even find that some of your listeners have been engaging with each other on social media, and your live event gives them an opportunity to meet each other in person.
Choose The Right Guests
There are certainly a number of benefits of having high-profile guests on your podcast.
But are they the right kind of high-profile guest for your show?
It’s true that a high-profile guest may be able to introduce your podcast to their wider audience and will also help you build trust and authority.
But you should only reach out to high-profile guests if they’re right for the topic at hand that will be valuable to your audience.
If you’re only inviting them on your show to grow your audience, chances are both the guest and your listeners will know.
This can have a negative impact on your podcast.
When choosing your guests, focus on the value that they’d bring to your listeners.
Your guests should offer your listeners:
- A high level of expertise that offers new perspectives on the topics your podcast covers
- New solutions to an existing problem that your listeners may have
- New levels of entertainment. They should be able to inform, entertain, and educate
- A new voice that will provide a different perspective on old issues
If your guest does happen to be high-profile…
A recognisable name or face can be a way to pique listeners’ interest.
For some listeners, it can generate excitement for the upcoming episode.
Go On Other Podcasts
Aside from having guests on your podcast, try reaching out to other creators whose niche overlaps with yours…
And asking to be on their podcast.
Now this may not be easy in the beginning. but the benefits are worth it!
Being a guest on other podcasts is one of the most effective ways of creating brand awareness, authority, and credibility.
Some of the benefits of being a guest include:
- Access to potential new and engaged listeners
- It can highlight your expertise, so you can be seen as a trusted source
- Increase your network
- You get to share thought leadership
- Optimises your SEO as you earn backlinks to your show or website
- The podcast is shared across multiple channels
- It generates more content for your own social media, newsletter, or website
Try Influencer Marketing
Influencers have large, engaged followers through their strong social media presence.
This kind of marketing is often very effective, because people trust them.
Up to 61% of consumers trust the influencers that they follow, because they see them as being credible, motivating, and authentic!
Finding influencers whose interests and audience overlaps with yours would be highly beneficial to your own business.
There are also different types of influencers.
They’re categorised based on how many followers they have on their social media platforms.
- Nano influencers have a following of 1000 to 5000
- Micro influencers have between 5000 and 20000
- Mid-tier influencers, who have between 20,000 and 100,000
- Mega influencers, who have between 100,000 and 1 million
Don’t let the number of followers for nano and micro influencers put you off.
When it comes to stats, they have the highest percentage of engagement with their followers.
Working with influencers has a number of benefits, like:
- Increases credibility and trust
- Lets you hyper-target niche communities
- Increases your brand awareness
- Reach a wider audience, including people within a specific industry or slightly outside of it
- Saves you money in the long run from advertising
- Excellent ROI, as the influencers help generate demand
There are a number of key factors to keep in mind as you go through your podcast journey, aside from growing your audience.
By analysing your podcast episodes, you’re going to be getting essential information that will help shape your content and marketing strategies.
Some of the key indicators to assess often include:
- Number of listeners per episode
- How many downloads an episode had
- The depth of engagement by seeing how much of each episode a person listens to (Consumption Rate)
- Social following and if your audience is sharing your podcast
- The amount of traffic to your website
- Podcasts reviews and rankings for each episode
- How many subscribers you have
- The number of backlinks your show is getting
By using the data from your podcast, you’re going to be able to tell if the content you’re creating is resonating with your audience.
You’ll also be able to tell how well your podcast is growing…
Which will give you insight into what your audience thinks and wants.
This can help you improve your content so that your content is relevant and engaging.
Be sure to repeat this process often.
The landscape is ever-changing!
Podcast marketing is a many-layered thing.
There are multiple ways to get more ears on your podcast…
And there’s sure to be something for every budget and every need.
Whatever you do, don’t just sit back and hope your podcast will grow on its own.
Take a proactive marketing approach and you’ll see results.
But the results will come!