The world of podcasting is constantly growing and it is important to have a plan to grow your podcast audience. Which is why having a digital marketing strategy is crucial because it helps you work on your goals in a clear and concise way.
If you are a podcaster, keep reading to find out how you can develop your digital marketing strategy.
1. Measure your current success
In order to determine what you want your podcast to achieve, you need to evaluate where you currently are. As podcasts exist in the digital landscape most tools used to determine the podcast’s success through the various platforms analytics.
Spotify has great analytic tool that helps you analyse your content. You can see how many listeners you have and their demographics
Apple Podcast also has great analytic tool that helps you analyse your content and, audience engagement and demorgaphic.
2. Identify your Goals
Once you have evaluated your podcasts analytics, you need to set specific goals you want to achieve. You can have long-term goals (6+ months), short-term goals (0-6 months) or both. Goals need to be realistic and attainable.
Goals can either be short-term (ranging between 0-6 months), or you can have a long-term goal (6 months +).
For example, if you are starting a podcast from scratch these may be your goals:
Short- Term Goals:
- I want to have 50 new subscribers on Apple Podcast every month for the next 3 months
- In a year, I want to have 2 000 subscribers on Apple Podcast
- Within 10 months, I want to have at least one sponsor of the podcast
3. Create a Social Fingerprint
Social media is a very powerful tool to attract and engage with your audience. Posting clips from your podcast on networks like Facebook, Instagram and Twitter gives your podcast the opportunity to reach a new group of people.
4. Focus on your Unique Selling Position
All the best podcast have something in common – their unique perspective, personalities and content draw audiences back every single upload. They have a unique selling position that differentiate them from their competition.
Here is how you can find your unique selling position:
- Analyse your target audience: this can help you figure out who is listening to your podcast, their age, where they are from and where are they are engaging most with your podcast
- Find ways to get your audience involved: giving your audience a chance to take part in moulding your content gets them to engage more with your podcast. It also gives you a chance to see what your audience is interested in talking about. For example “Ask me anything” give the audience a chance to ask you questions about previous conversations or anything else they may be curious about.
- Try a visual platform: it might seem counterintuitive, but putting your podcast on a visual platform, like YouTube, will bring a different audience to your podcast
5. Research your competition
Charts don’t lie: top podcasts are at the top for a reason. Do your research and listen to a few and you might get some inspiration. Or learn something new!
Check the first results on streaming platforms: check the top results for topics you want to discuss, episode names, even find a name for your podcast.
Check their social networks: the most successful podcasts are those that expand their content beyond streaming. Have a look at their social media network and see how they engage with their audience.
6. Invest in Content
As a podcaster you understand that ‘Content is King’. The more content you give your audience to engage with, the more content your audience will want to consume.
Here are a few suggestions for content creation:
- Constancy, constancy, constancy: audiences love a podcast they can count on. Do your best to post on the same day every week, this way you can become part of your audience’s routine. This could result in loyal listeners who tune in every time you upload.
- Clips: give your audience teasers and re-uploads of clips from your podcast. This builds excitement and creates an easier sharing platform for your audience to help you promote your podcast.
Hope this helps you figure out how to build your digital marketing strategy for your podcast!
Written By: Mbali Mbamba
Digital Marketing Analyst at International Institute of Digital Marketing™