15 Ways to Market your Podcast
With more than 30 million podcast episodes and over 1 million podcasts, it doesn't seem easy to stand out from the crowd. But fortunately, there are several marketing strategies you can use to get your podcasts off the ground.
Over the past few years, podcasting has gained huge popularity worldwide. More than 88 million people in the United States prefer podcast episodes, while 61.1 million American families are podcast listeners. It shows you can get the most out of the box by using effective marketing strategies to promote your podcast episodes.
Below we have given 15 proven ways to market your podcast and generate more ROI.
Benefits of Marketing your Podcast
Before discussing how to market your podcast, we will highlight some benefits of marketing your podcast.
It helps your podcast show stand out from the competitors
Get the best ROI (return on investment)
Reach new target audience
Make your podcast visible among your targeted audience
15 Ways to Market your Podcast
Podcast marketing is a strategic approach to reaching your target audience and increasing the visibility of your podcast. Podcasting is a time-taking play; you can't expect to have sales spiking and a flow of listeners just after releasing a podcast series. The podcast takes proper marketing, patience, dedication, and consistency to show tailored results.
There is an array of marketing tactics you can explore to promote your podcast, but below, we have given the 15 key areas to help you get started with your podcast marketing.
Use Podcast SEO (Search Engine Optimization)
Podcast SEO is about using specific tags, keywords, phrases, and formatting to increase the visibility of your podcast and rank higher in the search engine results. Having efficacious SEO around your podcast can help people discover your podcast episodes when searching for relevant topics.
More than 61% of marketers believe that organic traffic and SEO generate more leads and conversions than any other marketing initiative. Implementing effective SEO tactics in your podcast content can help you reach your content to a higher number of people.
You can use the following ways to optimize your content for podcast search engine optimization;
Podcast Description
A podcast description is a short yet engaging paragraph that summarizes your podcast show. You can use a couple of relevant keywords in your podcast description to make it optimized for podcast SEO.
Show Notes
Show notes provide additional information about your podcast episodes. You can include relevant keywords in your show notes in the form of bullet points or bolded text. It will make your show notes optimized and skimmable for your target audience.
Episode Titles
The episode titles of your podcast shows are the best place to add relevant keywords and phrases.
Use Internal Communications
You can use the internal communication system of your podcast to get more subscribers. If you're a medium or large-sized brand, you may have considerable audience-your employees. An internal communications system can help you spread your podcast and create awareness about your series.
It would be great to run internal contests where you can add more incentives for your employees. It can encourage your employers to listen, subscribe to your podcast series and share it with others to win the incentives you're offering.
Use Multiple Platforms
You can use multiple platforms, such as YouTube and TikTok, to promote the engaging snippets of your podcast series. It would be great to convert your podcast episodes into YouTube videos and share them with your target audience.
Video clips of your podcast series can open the doors to new possibilities and help you attract the audience who prefers visual media.
Use Podcast Guest Networks
Most podcasters overlook the guest networks of the podcast. Podcast guest networks can help you get a flow of new audiences without spending any money or effort. You can request your podcast guests to share your series on their networks.
Podcast guest networks may not leverage the desired results if your guests are busy. You can provide them with a media kit to help them share your series without hassle. Your media kit can consist of;
Sample social media posts
Quote graphics Audiograms
Episode art
Podcast links
Podcast icons
The media kit will make the life of your guests easier and encourage them to share your podcast with their networks.
Utilize Community Growth
Community growth is an awesome podcast marketing tool that can help you join other communities to share your podcast episodes. You may be already involved in several communities, such as Slack groups, Facebook groups, and other in-person communities. Take proper time to identify which community group has podcast fans. Once you’ve identified your right target audience in the right community, you can introduce your series to them.
A survey reveals that people spend an average of 19.6 hours monthly on different social media groups like Facebook. So, utilizing community growth can help you find the right audience for your podcast series.
Use Audiograms
An audiogram is a strategy to get engaging audio snippets from your podcast episodes and share them with your target audience. Audiograms enable podcasters to turn their podcast episode's audio into dynamic social media content to increase their visibility and get more listeners.
Use Sponsored Ad Slots
More than 60%More than 60% of podcast listeners prefer buying something from the podcast ad. You can utilize sponsorships to add incredible value to your podcast marketing. Sponsored ad slots enable you to purchase an ad slot from another podcast. Prices of these ad slots may vary based on the size of your target audience.You must identify the following points before purchasing an ad slot from another podcast;Does it target a considerable audience size?
Is the content similar to the topics you will cover in your podcast series?
Does it offer all services within your budget?
Does it align your podcast series to match your goals and values?
Utilize Podcast Cross Promotions
It's been proven that host-read podcast ads have 50% more impact than non-host-read ads. Cross-promotion gives you a free and powerful approach to podcast audience building. You must have strong connections with the hosts of other podcasts to promote your series.Before using cross promotions, it is essential to ensure that you and your partner have the same audience size and similar podcast content.
Swaps the Podcast Episodes
The strategy of podcast episode swaps is the simplest approach for podcast marketing. It involves one podcast featuring the content of another podcast on its series. You have to be very thoughtful and cautious to keep the right balance between the content of the new and promotional podcast.
Market on Different Social Media Platforms
A recent statistic highlights that 3.96 billion social media users spend 95 minutes per day using these platforms. Podcast marketing on different social media platforms such as Facebook, Twitter, Instagram, and YouTube can give you all the perks you need to boost your podcast listeners. You can embed the link to your podcast episodes in your social media posts and ask your family, friends, and colleagues to share it on different platforms.
Organize Podcast Contests
Podcast contests can prove a productive way to boost your listeners. Adding certain levels in podcast contests, such as listening to your five podcast episodes, would be great. You can include several prizes in the contests, such as swag, gift cards, and products, to encourage contestants to complete the levels.
Promote within your Podcast Episodes
You can market your podcast within your podcast episodes. In your podcast description, you can embed the link to your previous podcast episodes and ask your listeners to share it with others. You can also request your listeners to subscribe, review, and rate your podcast.
Podcast advertising Apps
You can rely on some podcast advertising apps to market your podcast series with greater efficiency. The apps like Spotify Advertising and Podcast Addict let you set your preferred targeting parameters around the ad and get tailored results.
Add CTAs (Call-to-Action) Buttons
When writing an episode description or script for your podcast, don't forget to include a call-to-action button. It will help your listeners, and target audience takes immediate action. In these CTAs, you can ask your listeners to subscribe to your podcast and share it with their families and friends.
Start a Newsletter
The newsletter may seem an outdated marketing tactic, but it still gives satisfactory results. You can deliver a regular newsletter to your audience’s inbox to keep them engaged and updated about your upcoming podcast episodes.
Start Podcast Audience Building with Adobe Media
To reach the target audience, podcast marketing needs experimental, fun, and creative ideas. We hope our 15 ways to market your podcast will help you increase the visibility of your podcast and engage more listeners.
You can contact us at Adobe Media for professional and comprehensive podcast marketing services. Hiring Adobe Media for podcast marketing enables you to boost your listeners without having to deal with headaches
