Before we delve into the second part of my Guide to Promoting Your Podcast, if you haven’t listened to Part 1, click here to go back and listen to the episode. In the first part, I touched upon some essential podcasting questions, which include tips and tricks about creating your own website and implementing the perfect marketing and social media strategy for your podcast.
I am focusing more specifically on DISTRIBUTION. How can you distribute your podcast to the right people?
Distributing your podcast via podcatchers
It goes without saying how fundamental good syndication is to a podcast’s success. The importance of good distribution is equally as important as creating excellent content. That is why it is imperative that podcasters distribute their content on various podcast aggregators. Also called podcatchers, these are simply apps that play podcasts.
The most well-known podcatcher is Apple Podcasts, the default podcast app that comes with iOS. Beyond the iOS podcatcher, there are dozens of other apps that collect and play podcasts.
Some of the most popular podcatchers include Spotify, Podchaser, Overcast, Stitcher, iHeartRadio, Google Podcasts, Castbox, Deezer, and Podcast Addict.
Along with distributing your content on as many podcatchers as possible, you should simultaneously be also working on creating a strong listener base. In fact, a loyal following of listeners, even before you launch your podcast, can greatly help you increase the popularity of your show by amplifying the reach of your podcast.
How? Well an audience can download and listen to podcast episodes, but they can also:
- Share latest episodes with their friends and/or family
- Share your podcast on their own social media channels or via email and/or;
- Rate and review your podcast on a variety of different podcatchers
But how do you create an audience? Well, one thing you can consider is creating an email list.
Sharing your podcast to your email subscribers
Email marketing has the best return on investment out of all the digital marketing channels. It is especially effective for promoting your podcast.
The number of active email users is forecasted to reach 4.3 billion in 2023. 293.6 billion emails were sent and received each day. Average expected ROI is $42 for every $1 you spend on email marketing. … The average open rate for a welcome email is 82%. According to Oberlo.com
It is a simple and intimate way to connect with your fans. An email list is also YOURS, unlike the audience that you create on social media channels like Instagram and/or Facebook.
As mentioned in my previous episode, if you already have a website for your podcast, you can add an exit pop-up on your website that prompts individuals to sign-up to your newsletter. And if you already have a podcast, you can collect the email addresses of your listeners on your website then send an email every time you publish a new episode.
Once people start signing up for your newsletter, you need to figure out your email flow and preferably set up automated email sequences. As part of marketing automation, email marketing automation is the practice of creating triggered, relevant, personalized emails for individual contacts to be sent based on predefined time and user action.
Explore soft promotional content
This is a type of content that can add value to your subscribers without directly promoting your podcast. This can include:
- Sharing behind the scenes footage, bloopers, or audio
- Sharing personal videos or photos
- Providing downloadable supplementary content, like templates or worksheets that might be relevant for your subscribers
- Asking for feedback or questions, which allows you to get to know your community
- Checking-in… just because
- Sharing information about you and your story, thus creating a personal connection
- Sharing interesting links or articles related to your niche
- Promoting other people’s content, including your guests’ content
Focus on distributing your content on as many podcatchers as possible, while also focusing heavily on creating a loyal audience following. Quality over quantity.
Recorded in Studio C at Channel 511, in the Brewery District, downtown Columbus, OH.
Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. With over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording and Broadcasting, the podcast consultants at Circle270Media strategically bring these strengths together for their business Podcast clients.
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