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Debate is brewing about when the first true podcast was created (many people point to Karl Malamud creating and launching the first internet talk radio in 1993), but the format is definitely more than 20 years old , there is no doubt that this is a genre that has become especially popular in recent years – it seems that everyone and their mothers are racing to create the audio medium. According to information collected by Gartner, Over 155 million Americans Been listening to podcasts in 2020.
Some of these shows come from individuals chasing their passions, while others exist so that companies can create targeted marketing content, but all face the same challenge: growing audiences. While the appetite is already huge and growing, it’s one of the biggest hurdles creators and producers face.Podcast Collaboration Platform CoHost publishes data This year presents their most pressing challenge. The largest of them:
• Achieve steady, regular growth (85%).
• Discovered by those interested in listening to content (83%).
• Understand how their programming is (or not) growing (58%).
The worry index is closely followed by constantly coming up with content ideas, but clearly, growth is the most critical task. From the same CoHost study: When the statement “Growing my show’s audience is one of the hardest things about podcasting” comes up, 55% strongly agree and 36% agree.
So there’s no question that forming a solid growth strategy is a matter of life and death.
There are several ways to do this:
related: 4 Reasons Business Owners Need Podcasts
1. Create a trailer
If your show doesn’t have a trailer (usually a short and sweet summary of why you exist), make one. Without being too eloquent or sticking to your normal podcast format, just spend a few minutes talking directly to potential listeners. Tell them why you formed the show, what they can expect and why they should subscribe.
2. Do SEO
SEO isn’t reserved for text-driven content – it also applies to multimedia, including podcasts – and there are many ways to do it Improve organic search results for showslike:
• Create a website for podcasts.
• Use keywords in episode titles and show descriptions.
• Promote on social media (see tip 4).
• Include transcripts and presentation notes.
3. Find Two-Way Guest Opportunities
Guest podcasting is an effective way to help others find you, and there are two ways to do it. The first is to find guests, preferably those who are influential and respected by the kind of people you want to attract. The second option is to attend other shows on your own. Cameo in this way puts you in the spotlight and gives you an instant boost of authority.
related: How I found myself on 75 podcasts in the past year
4. Use social media
By posting, interacting, and sharing content on social media, you can multiply your awareness of your podcast. Start by looking for the platforms that your target audience uses most often. Common example:
• LinkedIn: Great for business podcasts.
• Facebook: Great for feature podcasts.
• Twitter: Suitable for programs with active listeners.
• YouTube: One of the best ways to replicate audio content on an SEO friendly platform.
When you’re posting socially, avoid bland publicity — mix things up by pulling quotes from individual shows, making relevant points, and linking to podcasts to add interest and traction.
5. Use an email list
Email lists give you direct links to individuals who choose to listen to certain content, and marketing in this way is a great way for businesses to promote their podcasts. They can use their lists to inform followers of what’s new, and perhaps ask them to share and rate.
Personal podcasters can also take advantage of email marketing; if they don’t have a list of their own, they can take advantage of others who cater to a similar demographic.
6. Pay your way
There are many paid promotion options. For example, you can boost and target your social media posts to potential audiences and make a similar PPC investment for Google Search. You can also pay other shows directly to place ads in their content.
7. Be creative
Finally, be willing to think outside the box. The ideas listed above are very flexible – applicable to any situation you find yourself in. You’re also free to go beyond them – 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 Podcasting into a Full-Time Job
It’s hard to take advantage of every trick listed above. While they’re useful, trying to embrace them at the same time can be overwhelming and often ineffective. Instead, create a strategy that implements different techniques at different points in your growth arc. Consider starting with SEO and a good trailer, then gradually incorporate other ideas like guest posts and social media. Use that creativity (and maybe a little of your income) to spice things up whenever you feel like things are getting stagnant.
If you can take the time to develop a strong, insightful podcast growth strategy, it can give your show a fresh boost and potentially propel it into the stratosphere.