What was once a clunky file that took too long to download and was replete with static is now one of the most popular and useful marketing assets. We’re talking about podcasts, of course.
According to the Washington Post, podcast subscriptions have reached the 1-billion mark, and listenership is continuing to grow. What’s more, today’s “App Store” world is making podcasts easier to create, more affordable and more accessible than ever. Indeed, 2016 may be the year of the podcast.
However, creating a podcast is one thing, getting your target audiences to listen to it is quite another. Luckily, social media platforms, mobile devices and media management software like iTunes offer a variety of strategic ways for marketers and businesspeople to promote their podcasts.
Here are ten of our favorite strategies for promoting podcasts:
1. Write a LinkedIn Pulse Blog About Your Podcast Topic
LinkedIn is one of the most useful platforms for promoting marketing content. Between sponsored updates, text ads and social sharing, LinkedIn has a number of ways for you to get content in front of key audiences, and LinkedIn Pulse should definitely be on your punch list when trying to promote your podcast.
Tip: Consider posting a detailed explanation of your podcast topic. People who post long-form content on LinkedIn often have over 1,000 connections.
You can even embed your podcast right into a Pulse article. LinkedIn Pulse is a great way to expound on your podcast topic while building a social following, amplifying thought leadership and promoting your podcast.
2. Submit to iTunes, SoundCloud and Stitcher
Getting your podcast up on notable media management platforms like iTunes, SoundCloud and Stitcher checks a few boxes when it comes to promoting your content. First, you give people an accessible option for downloading or listening to your podcast. Secondly, these platforms enable you to monetize your content by collecting subscriptions. Lastly, platforms like iTunes carry big-brand weight that gives your content an air of credibility. Win, win, win.
3. Start a Slack Community
Slack is a messaging app that allows you to post and amplify content specific to groups and teams. By starting a Slack community specific to an interest area, you can build a following for your business by feeding community members engaging, relevant content – like podcasts!
4. Add Your Podcast to Your Website’s Home Page
Your “Home” page is likely one of the most trafficked pages on your site – so why not use it to generate interest and leads through your podcast? Features like sliders and Icegram overlays are great mechanisms for getting people to view content you want them to view. If at all possible, use dynamic visuals that feature people and link to your podcast – these typically gain higher engagement and conversion results.
5. Create a Blog and SEO Your Podcast
It can take some time, but you should create a dedicated blog post and embed your podcast along with a transcript of your audio to provide better user experience. This will work to increase organic traffic to your website. If you do keyword research and plan ahead, you can even rank for some higher traffic keyword strings if you SEO your podcast before you post it.
6. Promote in Popular Industry TwitterChats
TwitterChat is increasing in popularity as a tool for building relationships and sourcing potential leads. TwitterChat enables you to not only post your podcast in industry groups, it allows you to start conversations, have dialogues and engage with key influencers.
Before jumping on TwitterChat, though, make sure you’re aware of the popular hashtags related to your podcast topic or industry. You’ll use your hashtags to locate chats.
7. Launch Social Ads
LinkedIn, Facebook, Instagram, Twitter, YouTube – you name the social media platform, and you’ll find advertising tools that help you get your podcast out in the world. Remember key best practices, though. B2C companies often find more success on informal platforms like Facebook or Instagram, and ads that enable you to leverage images and visuals (like LinkedIn sponsored updates) typically get higher engagement levels. For more insight into how to promote your podcast using social ads in a B2B market, check out our blog on setting up LinkedIn ads.
8. Post Behind-the-Scenes Photos
People love a good mystery, and when promoted strategically, your podcast can capitalize on this fact. Think about it – podcasts are audio files that offer an audience nothing visual. Posting behind-the-scenes photos related to podcast interviews or Q and A’s can be a great way to generate engagement, especially if you’re leveraging visual promotional tactics like Facebook or LinkedIn ads. Does your podcast feature a key industry influencer, discuss a hot topic or is it a deadline-intensive event like an annual workshop or conference? If so, you might think about building momentum in your podcast with a few photos that give people the “inside scoop.”
9. Include the Podcast in Your Email Signature
Chances are, you already email back and forth with prime prospects for your podcast. Think about all your business contacts and existing/old clients – they have the potential to be very interested in your podcast material, or at least know other people who might be. Including your podcast in your email signature with a compelling call-to-action like “Check out our latest podcast”, or “Get the latest insight on…” is a subtle way of promoting your podcast without making direct promotional efforts.
10. Create Sponsorship Partnerships
Everyone knows that two heads are better than one – well that’s the case in podcast promotion as well. Leverage your business contacts and partners to generate interest in your podcast. Give a small mention or shout-out to a partner or complementary business in exchange for them making the effort to promote your podcast to other audiences. By doing this, you can easily double or triple the number of prospects who have the opportunity to download your podcast and get familiar with your business.
Podcasts are increasing in popularity and usage, presenting companies of all sizes the opportunity to cash-in on their effectiveness as a marketing asset. Hopefully this post has given you a few ideas on how to get your podcast into the world after you’ve completed it.