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Debate rages as to when the first true podcast was created (many points to the first being created by Karl Malamud and Internet talk radio launched in 1993), but the format is certainly twenty-plus years old, And without question there is such a medium. It has been particularly popular in recent years – seemingly everyone and their mother is rushing to create audio media. According to information gathered by Gartner, more than 155 million Americans Listened to a podcast consistently in 2020.
Some of these shows come from individuals pursuing passion, while others exist so that companies can create targeted marketing material, but all face the same challenge: growing their audience. Despite an already overwhelming and growing appetite, this is one of the biggest hurdles that producers and producers face. podcasting collaboration platform CoHost released data Showing off their most pressing challenges this year. In the largest:
• Achieving steady, regular growth (85%).
• To be discovered by those interested in hearing their content (83%).
• Understanding how their show is doing (or not) (58%).
The concern was constantly coming up with ideas for content on the index, but clearly, development is the most important task. From the same CoHost research: When presented with the statement, “Growing my show’s audience is one of the hardest things about podcasting” 55% agreed strongly and 36% agreed.
Without question, creating a solid growth strategy is an existential matter.
Some ways to do this:
related: 4 reasons why business owners need podcasts
1. Build a Trailer
If you don’t have a trailer for your show (usually a short and sweet summary of why you’re there), create one. There’s no need to talk too much or stick to your usual podcasting format, just take a few minutes to speak directly to potential listeners. Give them a lift pitch about why you made the show, what they can expect and why they should subscribe.
2. Work on SEO
Search engine optimization isn’t reserved for text-driven content—it also works for multi-media, including podcasting—and there are a number of ways you can Boost your show’s organic search resultssuch as:
• Creating a website for podcasts.
• Using keywords in episode titles and show descriptions.
• Promote on social media (see Tip 4).
• Including tapes and show notes.
3. Find Two-way Guest Opportunities
Guest podcasting is a powerful way to help others find you, and there are two ways to go about it. The first is to find guests, and it’s best to look for people who have clout and are respected by the kind of people you’re trying to attract. Another option is to go to another show yourself. This way guest-starring puts you in the limelight and empowers you instantly.
related: How I Got Myself on 75 Podcasts in the Last Year
4. Wipe Social Media
You can quickly increase awareness of podcasts by posting, interacting and sharing content on social media. Start by looking for the platforms most used by your target audience. Common example:
, linkedin: Great for business podcasts.
, Facebook: Excellent for the occasional podcast.
, Twitter: Good for shows with an active audience.
, youtube: One of the best ways to copy audio content on SEO friendly platforms.
Avoid the hype as you come up with social posts – mix things up by pulling quotes from different shows, making related points, and linking to podcasts to boost interest and appeal.
5. Use Email Lists
Email lists give you a direct link to individuals who have chosen to listen to something, and marketing this way is a great way for businesses to promote their podcasts. They can use their own lists to inform followers about fresh content, and perhaps ask them to share and rate it.
And individual podcasters can also use email marketing; If they don’t have lists of their own, they can tap into other lists that cater to a similar demographic.
6. Make Your Payment
There are several payment options for promotions. For example, you can promote a social media post and target it towards a potential audience, and make similar PPC investments for Google searches. You can also pay directly to put ads in the content of other shows.
7. Be Creative
Finally, be prepared to think outside the box. The ideas listed above are infinitely flexible – adaptable to whatever situation you find yourself in. And you’re free to think beyond them, too—to use them as a springboard to come up with other unique ways to promote your show. Don’t be afraid to take risks.
related: Podcasting for profit: How to turn your podcast into a full-time job
Getting used to each of the tips listed above can be daunting. While they are useful, trying to embrace them all at once can be overwhelming and often ineffective. Instead, create a strategy that applies different techniques at different points in your development. Consider starting with SEO and a good trailer, then gradually adding other ideas like guest posts and social media. Whenever you feel like things are stabilizing, tap into that creativity (and maybe even a little bit of your income) to spice things up.
If you can take the time to develop a strong, practical podcast development strategy, it can give your show new momentum, and has the potential to send it into the stratosphere.