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The slow debate over when the first true podcast was created (many point to Internet Talk Radio created by Carl Malamud and launched in 1993 as the first), but the format is certainly over twenty years old, and without doubt a medium that has been especially popular in recent years; it seems like everyone and their mom are running to create audio media. According to information gathered by Gartner, more than 155 million Americans constantly listened to a podcast in 2020.
Some of these shows come from individuals who pursue passions, while others exist so that companies can create targeted marketing content, but they all face the same challenge: growing their audience. Despite the already massive and growing appetite, it is one of the biggest obstacles facing creators and producers. Podcasting collaboration platform CoHost released data this year showing its most pressing challenges. Among the largest:
• Achieve stable and regular growth (85%).
• Be discovered by those interested in listening to its content (83%).
• Understand how your show grows (or not) (58%).
Not long ago in the index of concern constantly came ideas for content, but it is clear that growth is the most critical task. From this same CoHost research: when the statement was presented, “Growing my show’s audience is one of the hardest things about podcasting,” 55% strongly agreed and 36% agreed. % agreed.
Undoubtedly, then, forming a solid growth strategy is an existential issue.
Some ways to do this:
Related: 4 Reasons Why Entrepreneurs Need a Podcast
1. Create a trailer
If you don’t have a trailer for your show (usually a short, sweet summary of why it exists), make one. You don’t need to wax too eloquently or stick to your normal podcasting format, just take a few minutes to speak directly to potential listeners. Give them an explanation of why you formed the show, what they can expect, and why they should subscribe.
2. Work in SEO
Search engine optimization is not reserved for text-based content, it also works for multimedia, including podcasting, and there are many ways to increase your program’s organic search results, such as:
• Creating a web page for the podcast.
• Use of keywords in episode titles and program descriptions.
• Promotion on social media (see tip 4).
• Includes transcripts and show notes.
3. Find opportunities for two-way guests
Guest podcasts are a powerful way to help others find you, and there are two ways to do it. The first is to find guests, and the best is to look for those who have influence and are respected by the type of people you are trying to attract. The second option is to go to other shows yourself. The guest star in this way puts you in the spotlight and gives you an instant boost of authority.
Related: How I got on 75 podcasts last year
4. Use social media
You can raise awareness of a podcast exponentially by posting, interacting, and sharing content on social media. Start by looking for the platforms most used by your target audience. Common examples:
• LinkedIn: Ideal for business podcasts.
• Facebook: Great for current podcasts.
• Twitter: Good for programs with active listeners.
• YouTube: One of the best ways to duplicate audio content on an SEO-enabled platform.
As you consider social posts, avoid being promotionally soft; mix things up by taking quotes from individual shows, making related points, and linking to a podcast to increase interest and appeal.
5. Use email lists
Email lists give you a direct link to people who have chosen to listen to something, and marketing in this way is a great way for companies to promote their podcasts. They can use their own lists to inform followers of new content, and perhaps ask them to share and value it.
And individual podcasters can also use email marketing; if they don’t have their own lists, they can take advantage of those that cater to a similar demographic.
6. Pay your way
There are many payment options for promotion. For example, you can increase a post on social media and target it to potential listeners and make a similar investment in PPC for Google searches. You can also pay directly for other programs to place ads on your content.
7. Be creative
Finally, be willing to think outside the box. The ideas listed above are infinitely flexible, adaptable to any situation you find yourself in. And you’re also free to think beyond them, to use them as a springboard to find other unique ways to promote your show. Don’t be afraid to take risks.
Related: Profitable Podcasting: How to Turn Your Podcast into a Full-Time Job
Development of a strategy
It can be difficult to use all of the tips listed above. While they are useful, trying to accept them all at once can be overwhelming and often ineffective. Instead, create a strategy that implements different techniques at various points in your growth arc. Think about starting with SEO and a good trailer, and then gradually incorporating other ideas like guest posts and social media. Whenever you feel like things are stagnating, take advantage of that creativity (and maybe a little bit of your income as well) to give it more flavor.
If you can take the time to develop a solid and insightful podcast growth strategy, it can give a new impetus to your program and have the potential to send you into the stratosphere.