podcast marketing Archives - Creative Agency Secrets

What are the key essentials for promoting and marketing a podcast to grow listeners so you can improve monetisation? This article runs through some of the fundamentals and also asks some important questions so you can find out if a podcast is the right marketing tactic for your brand.

Brand suitability for podcast marketing

Here are some simple questions for you to review before deciding to start a podcast.

Microphone for podcast: Photo credit Neil Godding on Unsplash

Who is the target audience?
Are they are already listening to podcasts?
What does your brand want to get out of the podcast (leads, brand awareness, thought leadership etc)
Which channels to market do you already use?
What headcount / analytics are in each of the existing channels?
What will success look like?

These are all questions worthy of a full day workshop. Now, assuming you have robust answers to each of them, let’s dig into the tactics suitable for marketing a podcast.

Podcast marketing tactics

Cross-promote through all existing channels controlled by the brand
Select guests who have a large audience on the understanding they will cross-promote
Add listeners by adding podcast into existing marketing tactics e.g. record a live episode at a trade show / a conference stage
Get other podcasters to do a mutual episode with each broadcasting the same episode to their feeds
Record in video and audio so you can use YouTube as a distribution channel
Advertise
Use clips and short video as content for social sharing
Run campaigns which include the podcast e.g. contests where you have to listen to find out how to enter
Use the podcast shownotes on your website and blog as SEO

Plus take a look at all the Quora questions I’ve answered and articles I’ve written about podcasting.

Who is your podcast audience?

New Music Band for a podcast: Photo by Alex Zamora on Unsplash

What type of music, where do people find and listen to this music already e.g. live gigs, Pandora / Spotify, radio shows. Find named bands who represent this genre; find discussion forums (Reddit, Facebook, Quora) where people discuss this genre.

Create a persona for your ideal listener – age, type of music liked, why they listen, how they listen, when they listen.

Research media you can use for advertising (paid); content sharing on social (earned) and media you create like a blog or newsletter (owned).

Draw up a list of collaborators and joint venture partners.

Create a media pack for your podcast; download media packs from other media you want to use.

Plan your pre-launch; launch and ongoing marketing tactics so that you get your podcast name, branding, content in front of your ideal persona listener at a price point you can afford.

Measure what you do and the return on investment of your marketing.

In summary, you have a choice to either work it out for yourself as you go along or to buy advice from a marketing expert who understands podcasts is going to shortcut your learning; improve your outcomes and save you money in the long term.

If you scope the engagement well, you can collaborate with an advisor on the understanding that knowledge transfer is part of the project – you are being taught how to do the marketing yourself.

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