Over the last 20 years, podcasting has experienced very strong growth. So much so that it has become an essential part of corporate communication strategies. But with tens of millions of Podcasts online all over the world, it’s hard to stand out from the crowd. So promoting your podcast is just as crucial as the quality of the content you offer. So what are the best marketing strategies for promoting your podcast? Brandy Sound reveals its 6 tips for raising the profile of your corporate podcast.
1. Defining your target
One of the first steps before creating your own podcast is to define your target audience. You can even create a “listener persona” that describes your audience in terms of characteristics such as age, gender, interests, education or life goals…
Understanding the demographics, behaviours and interests of your potential audience will enable you to adapt your promotional strategy and build loyalty with the right audience.
Our advice:
- Carry out audience surveys
- Adapt your podcast to listeners’ comments
- Ask your audience to subscribe to get a better ranking
- Offer quality content to keep your listeners interested
2. Create a website for your podcast
To broadcast your podcast, you have probably chosen platforms such as Ausha, Soundcloud or Podomatic. These specialist platforms allow your listeners to hear you directly. Creating a website is a great way of increasing your online presence. You can use it to share information about episodes or new content with your community.
Make sure you optimise the site for search engine optimisation to improve visibility.
Our advice:
- Share never-before-seen content, bonuses or extra episodes
- Link listeners to your social networks
- Create a blog to go into even more detail about your podcast
3. Collaborate with other podcasters
Collaborating with other podcasters can be beneficial for your promotion. Look for additional Podcasts in your niche and propose partnerships. This could include interview exchanges, cross-promotions or special collaborative events. You can also use this community to create real events, such as episodes recorded with an audience.
Our advice:
- Join podcasting communities(Example 1 – Example 2)
- Create events
- Send your podcast to podcast directories to increase your listener base(Listennotes for example)
4. Optimising your podcast for search engines
It may seem obvious, but search engine optimisation also works for podcasts. It increases the reach of your episodes. By moving up the rankings of podcasting platforms and search engines, you increase your visibility and brand awareness. To optimise your podcast using search engine optimisation (SEO), everything hinges on the use of keywords.
Our advice:
- Give your episode an engaging title with associated keywords
- Include keywords in the description of your podcast
- Use your podcast description to link listeners to other content
5. Harness the power of email marketing
Building a list of subscribers through email marketing is an effective promotional strategy. According to a study by Hubspot, 77% of digital marketers got more engagement from it in 2021. So it can be a solid promotional technique for new podcasts.
Our advice:
- Create a newsletter and encourage your listeners to subscribe
- Send out exclusive content
- Introduce special offers
6. Multiply the platforms
The more platforms your podcast is present on, the more your traffic will increase. The 4 main platforms are Google Podcast, Spotify, Apple Podcast and Pandora. But if you want to reach an even wider audience, there are smaller platforms such as Audible, Soundcloud Deezer and Podcast addict.
Our advice:
- Add your podcast to your website
- Expand your audience with non-localized platforms
Effective podcast promotion is not just about the quality of the content. It also requires a well thought-out marketing strategy. By following these tips, you can maximise the visibility of your podcast and build a loyal audience. At Brandy Sound, we can advise you on the strategy you need to adopt before and after broadcasting your podcast. Let’s talk about it together?
