There are two strategies to partake in to rightfully market your podcast and increase your listenership.
The first is to ensure that your other owned touchpoints make the podcast easily accessible for those already enrolled in your story or brand.
Link to your podcast on your website. Include it on your newsletters or reference it frequently on your blog. Post about it on social. Include a reference to it at the end of a media interview. Hit all the existing touch points.
The key here is to ensure those who have already raised their hand and said “I care about you” know that they have another way to connect with you.
The second strategy is to put the dollars you’d put behind advertising your podcast to making a better one.
Not that advertising doesn’t work, but 1. you’ll get more people to listen by creating a podcast that others tell their friends to listen to than you will telling people to listen to it and 2. those who are referred to a podcast listen to more episodes (longevity) than those who you captured with an ad.
Given the first strategy is obvious and easy, here are a few ways to make a better podcast beyond the have a good logo, include nice intro music, etc.,:
- Provide a stock email for whoever is on your podcast (as well as anyone listening to it) to share with others, recommending the episode
- Provide a Q&A portion that any listener can contribute to at any time and that you’ll answer on the next podcast (Example)
- Provide ads (yes, they enforce credibility), but the ad has to offer something generous to your listeners
- Provide additional exclusive content around each episode on your podcasts landing page
- Provide payment to those who contribute to your podcast and provide free swag/resources to existing listeners
Two simple strategies, but the point is the same: give those enrolled in your brand something worth talking about.
Stay Positive & Cast Your Net Wisely
Photo credit
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