Podcasts: 10 Audio Marketing Reach Tactics

Contrary to standard perception, the typical size of a podcast is 60+ minutes primarily based on the highest 200 episodes on Apple iTunes as offered by Rob Walsh of Libsyn at Podcast Movement. Also, a mere 8% had been 20 minutes or much less! Further, none of those podcasts was out there in video format!

Why?
Because listeners can cease halfway by means of a podcast and choose it up once more later.

Actionable Marketing Tip:

Publish 10+ podcast episodes in a rolling 90 day interval to stay seen in podcast aggregators. Because an energetic podcast is a present with a brand new episode within the final 90 days and 10+ episodes launched to-date.

Why Should Marketers Care About Podcasts?

In 2022,177 million Americans aged 12+ a minimum of tried a podcast. To put that into context, that’s in regards to the variety of Americans who used Facebook final yr. (Source: Edison Research 2022)

US listeners 12+ proceed to extend

Further, podcasts add one other dimension to your content material advertising and prolong your audio advertising attain as a result of they’re a type of on-demand audio content material.

So podcasts add a human part to your model expertise. And, like different voice-first choices, they permit listeners to entry your content material when their eyes and/or arms are busy doing one thing else.

Also, podcasts have much less competitors than blogs. The ratio of blogs to podcasts is 2,350 blogs to 1 podcast. YIKES!

Podcast: 10 Audio Marketing Reach Tactics

Each of those techniques is offered as a query that will help you take into consideration the way to add podcasting to your content material advertising attain.

1. Do You Know The Why Of Your Podcast?

Have a purpose for podcasting that extends past “I think a podcast would be nice.”

Why?
Since podcasting takes A LOT of labor and it’s essential to maintain going. Otherwise you’ll have lower than 10 podcast episodes so no listeners will discover them.

At a minimal, your podcast ought to assist and prolong your model. Jack Daniels does an important job of this with their Around The Barrel podcast, now in its fourth season. Note how the visuals for the podcast prolong these of the model.

Actionable Marketing Tip:

Create a podcast mission assertion aligned together with your model. As with different types of content material advertising mission statements your goal is to make use of this content material to increase your model.

2. Who Is Your Podcast Audience?

Know your podcast viewers so you may create extra content material that can delight them.

At a minimal, create a persona to your finest listener. If you will have different listener viewers segments, develop completely different personas for them.

Also, know what content material, interviews, tales and different codecs resonate finest together with your viewers. Use a mix of knowledge and listener suggestions.

Actionable Marketing Tip:

Ask your viewers for suggestions on what sort of content material they need from you. Include the request within the physique of your podcast and make it straightforward for listeners to answer you through e mail, textual content or voice mail.
Include a request for listeners to inform their mates about your podcasts. This pertains to what Tom Webster stated in his Podcast Movement keynote. Word of mouth is the strongest technique to develop your listener base. To this finish, use an easy-to-spell and say podcast title.

3. Why Do You Need To Determine the Format of Your Podcast?

When it involves podcasts, your format encompasses greater than audio content material.

To develop a top quality podcast use these inquiries to cowl the important thing parts:

Will you be the one presenter or will you host varied visitors? If you invite visitors to hitch you, how will you discover, vet and schedule them? HINT: Calendly.com will help cut back administrative forwards and backwards.For instance, Jack Daniels chosen Lucas Hendrickson, an area voice expertise, to signify their model.
How lengthy will you make your podcast? Contrary to standard perception, the typical podcast is greater than 20 minutes!
How do you make your podcast repeatable? Include a branded intro and outro.
Do you will have an audio emblem? Do you want one and the place will you play it throughout your podcast?
Recommended Reading:
How do you convey key data throughout the first 30 seconds? This is CRITICAL! So don’t insert a pre-roll advert or it might harm your podcast’s findability.
What schedule will you determine to your podcast? Will it’s every single day, week days or weekly? What is your rationale for this schedule and the way does it jibe with the wants of your viewers? Bear in thoughts that consistency issues to construct and maintain your viewers.Don’t overlook to construct in manufacturing time to make sure that your content material places its finest foot ahead.
What is your editorial calendar to your podcast? How does it work together with your general editorial and promotions calendars?

Actionable Marketing Tip:

Consider the way to prolong the lifetime of your content material with associated metadata. This contains the way you conceptualize the data every podcast covers to make it simpler to search out and use later.

4. Why Build a Podcast-Related Website to Increase Your Audio Marketing Reach?

As with any type of content material advertising, your podcast ought to reside in your owned media (aka: your web site). Don’t lose the outcomes of your laborious work constructing a listener base to be misplaced when one other platform goes poof!

From a voice perspective, publishing your podcast in your owned media has the added worth of associating the person query with the suitable knowledge and unit of content material.

While you don’t must create a devoted web site to your podcast, it helps to make it straightforward to search out in your navigation and listing a minimum of the previous couple of episodes in your homepage. This is what Mark Schaefer does on his homepage.

Actionable Marketing Tip:

Allow your owned media readers to obtain both RSS feeds of your podcasts or emailings. Keep these notices separate out of your different content material codecs so listeners can get ONLY the podcast.
Promote your podcast content material throughout your different owned media akin to your e-newsletter.

5. How Do You Create Repeatable Workflows For Your Voice Marketing?

Since your aim is to ship constant high quality content material, develop a set of checklists to make sure everybody concerned within the course of is aware of what to do. Kate Erickson made this level at Podcast Movement .

Use these repeatable workflows to create to your podcast to make sure you enhance your audio advertising attain:

Build course of to search out, choose and schedule podcast visitors. Erickson beneficial utilizing an utility kind to prequalify the perfect candidates.
Develop an interview course of. Include an overview to maintain the visitor on monitor. Also embody post-interview observe up for any questions, further content material and share when video goes reside.
Create an interview tracker to handle interviews. It lets you handle podcasts by visitor and tracks key data like dates and occasions for later reference.
Develop a template for modifying your podcast and creating present notes. BTW, Erickson does her personal modifying so she will management the standard of the present.

Actionable Marketing Tips:

Document your processes to assist your workers to observe the identical workflows over time.
Streamline and doc your processes with easy-to-use instruments. This is especially vital for scheduling interviews and associated reminders.

6. How Do You Improve and Optimize Your Audio Content To Increase Reach?

“Edit, edit, edit.” was the massive take-away from the keynote by Edison Research’s Tom Webster.

More particularly, Webster suggested, “Edit your content to make each episode as good as it can be.”

Consider Webster’s feedback about attracting and retaining new podcast listeners:

Since listeners spend a median of 6 hours and 45 minutes per week with podcasts, they in all probability gained’t enhance their whole quantity of podcast listening time.
Instead, they’ll drop a podcast they already hear so as to add yours to their weekly listening.

Bottom line to increase your audio advertising attain:

Your podcast have to be ok to hook new listeners and higher than their present mixture of podcasts to develop into a part of their weekly must-hear listing.

Also optimize your podcast present by including a full transcript of every podcast and publish it by yourself web site.

Get authorized permission to make use of music and different audio clips since they might be copyrighted. For instance, CBS Radio licenses its older exhibits.

Lastly, the place doable create evergreen content material in order that it stays related and viable over time.

Actionable Marketing Tip:

Beyond your textual content transcript of your podcast, edit it or write a greater piece of content material. BUT—guarantee that it contains your key phrases. For instance, EB Moss creates a brand new piece of content material associated to every new podcast.
Use different content material format platforms to ship listeners to your podcast. For instance, Chris Penn creates his Almost Timely News utilizing video, audio and textual content in a single emailing so receipts can determine how they wish to devour it. He estimates that a few third of individuals take heed to it.
Chris Penn provides his viewers video, audio and textual content.

7. Why Do You Need to Include Stories In Your Podcasts?

Regardless of the format of your podcast, combine tales into your content material to make it memorable. This contains interviews by asking interviewees to incorporate tales of their responses.

Why?
Because tales make your podcast extra memorable as science proves.

Actionable Marketing Tip:

Use the Problem, Action, Result construction to your podcast tales. This helps your listeners to get the factors you wish to make sooner.

8. Where and When Do You Distribute Podcasts to Increase Audio Market?

Unlike different content material codecs, most podcasters publish their podcasts on their very own and a wide range of third social gathering platforms on the identical time.

Why?
Because listeners use completely different platforms for various types of audio.

Otherwise, you face a problem getting listeners to obtain a selected audio participant that they might not use. This provides one other hurdle to attracting new listeners.

As Libsyn’s Rob Walsh stated at Podcast Movement, “Be Everywhere!”

The Top 10 audio locations yield a attain of 1.85+ billion month-to-month customers.

Look deeper to find that podcast listeners use all kinds of platforms and apps to get their common exhibits and discover new ones. They embody:

Apple and Google Podcasts,
Spotify,
Music first locations,
Social media,
Blogs,
Audio aggregators, and
Personal apps.

Actionable Marketing Tips:

Transform your podcast content material into different codecs to increase your audio advertising attain. While solely 14 of the Top 50 Audio Aggregator Apps assist video, YouTube video is the second largest search engine. So assume by way of extending your content material to different codecs, platforms and units.
Use the TIP Method to distribute your podcast and associated content material to maintain your podcast’s finest episodes seen over time.

9. How to monetize your podcast

As with another type of content material, construct a loyal following earlier than making an attempt to monetize your podcast. Also, perceive that you simply’re competing towards podcasters who’ve constructed their audiences over lengthy durations of time.

5 Monetization Options

Increase model affinity and time spent with brand-related content material. In its fourth season, the “Around The Barrel”podcast produced by Jack Daniels has elevated model affinity.
Support gross sales of podcaster services together with books. For instance, John Lee Dumas has launched on-line programs and books to his Entrepreneur On Fire Podcast viewers.
Drive affiliate revenues. Instead of making revenues to your services, promote different individuals’s merchandise. For instance, the Actionable Marketing Guide has an associates program with its e mail supplier, AWeber. If you determine to make use of AWeber and click on on our hyperlink we’ll make a small fee.
Offer sponsorships and promoting. Depending on the dimensions of your viewers, you may add sponsors who pay you for mentions as a part of your podcast akin to “This podcast is brought to you by “BLANK company”.
Use a membership service like Patreon. Like public radio and tv, these are your “true fans” they usually’re prepared to pay a premium to get extra of your particular content material.

The key to podcast monetization success:
Diversification.

Entrepreneur On Fire’s publicly available income statements present that John Lee Dumas and Kate Erickson monetize their podcasts with sponsorships, on-line programs, internet online affiliate marketing and books. (BTW, Pat Flynn of Smart Passive Income is also clear about his revenue statements.)

Actionable Marketing Tips:

Incorporate your model persistently throughout your podcast’s audio, visible and textual content branding. Take a web page from Jack Daniels and inform tales about or associated to your small business.
Have your present host learn the sponsorships and advertisements to extend response charges. Ads learn by the present’s host carry out the perfect. This is sensible since listeners assume that it’s a part of the present. (Nielsen)
Set membership tiers. Also create annual member ranges and make particular provides with deadlines to create a way of purchaser urgency. Lastly, embody an aspirational membership tier, even when nobody pays for it.