Marketing Your Podcast
Why Is It So Hard?
One of the conversations that I find myself in often is the one around how to market podcasts and get more people to listen your podcast. It can often feel like you’re shouting out into the void and no one is listening. During the month of June Podcasters Getting Paid will focus on podcast marketing and all of the actions that content creators can take BEFORE spending money on marketing. In fact, these actions will likely make paid marketing work better because you will have a better understanding of what you can do to better market your show.
Today I will be covering “How to Show Up In Your Space” I think that we don’t consider the importance of brand positioning and how it can drive organic traffic to your projects.
*In order for me to support my blogging activities, I may receive monetary compensation or other types of remuneration for my endorsement, recommendation, testimonial and/or link to any products or services from this newsletter*
Upcoming Newsletters
Jeremy Enns founder of The Podcast Marketing Academy-We talk about the ins and outs of solving one problem and how helping podcasters market their shows became his area of focus.
Mistakes People Make Marketing Their Podcasts-I share a fairly large number of mistakes that I’ve noticed people making (Including myself!)
How to Get Media Coverage in 30 Days
Want Media Coverage?
Have you wondered how to get media coverage? I’ve had a lot and I’m going to be launching a series at the end of the month about media coverage. It’s going to ROCK and for the cost of $5 monthly membership-well worth it.
Media Marketing Mastery Course for Paid Subscribers (part of the subscription-content will be behind the paywall) launches on June 26-June 30, 2023. Each day I will share tips on how to strategize your way to media coverage, what to consider and how it can grow your brand authority.
How to Get Brand Partnerships Workshop
Sign Up Deadline: THIS FRIDAY
I realized that having only one date available for my Brand Partnerships Workshop wasn’t ideal. So I’ve decided to host it one more time in-person. I won’t host this workshop again until September 2023.
The first “How to Get Brand Partnerships Workshop” went really well and I am so excited to encourage and support the hosts who attended. I’ve decided to host the workshop one more time on Wednesday, June 21, 2023 at 6:00 pm MTN/8:00 pm EST.
This will be capped at 25 attendees. I want to make sure that everyone can ask questions and participate.
Last day to register will be THIS FRIDAY, June 16, 2023 (I need to reach out to everyone prior to the workshop)
Attendees will get a recording of the workshop afterwords.
While it’s strongly recommended that you attend in-person it’s totally fine if you are unable to and need to watch at a different time.
How To Show Up in Your Space (And How it Impacts Your Marketing)
There are a number of different ways that we show up in our podcasting/content creation space related to the topic that you’re covering. Before I share those I want to share some mistakes that I’ve made marketing my content vs. what actually worked.
Avoid the following mistakes (to help your audience better market your show)
Always leading with your personal interests in every episode of your show vs. leading with what your listeners want to hear. This one is so hard. It’s very easy to lead with yourself…it’s much harder to design and create content and conversations that lean into what your audience wants and needs. There absolutely is room to share who and what you’re interested in within your show, just be thoughtful about the frequency and how it impacts or dampens listener enthusiasm for your show. If you lead with “I….” all the time…you might be losing your audience unintentionally because they may feel like the show is about YOU instead about THEM.
What works: Leaning into what your audience is telling you that they need. Schedule coaching sessions, share a free survey and just talk to people and pay attention to the patterns in what they are sharing with you.
Using your name in each podcast episode. Ask yourself the following question “Do people know about me enough to search a topic by my name?” vs. “What topic are people searching for that I cover with my show?” Using your name in the show url vs. the topic of the show may be hurting organic search to your episode.
Example: thebrandbuildinglab(dot)com/michelle-jackson-talks-about-podcasting-challlenges
Are you really going to search that? Or, would you search the next example:
Example #2: thebrandbuildinglab(dot)com/podcasting-challenges
This is what most people would search it’s about their needs vs. about Me :)
Random episode titles that make it unclear to the listener what the show is actually about. Be thoughtful about your show titles because Google is also paying attention. Don’t know or understand SEO (Search Engine Optimization)? This is something that impacts how people search for your show.
Keep show titles as succinct and clear as possible
Show titles when possible should share the key part of the topic covered
Show titles when possible should hint at solutions being shared
Entertainment show titles can follow a similar structure leaning into cannon discussions or community related issues
What Works: Thinking about how a listener would search for the episode that you just released. Type the idea into Google and see what comes up in the search bar.
Lack of show structure-These are the shows were people sign on and just start talking. That’s totally fine to do. But, if you’re trying to monetize your content or grow a community (or both) spend some time thinking about the design of your show so that people can more easily share it. Do you have:
Evergreen segments?
A core topic that you’re discussing
Seasons
An opt-in that you’re sharing
Bonus content
What works when creating a well structured episode: Designing a run of show. Having seasons when appropriate and asking your audience if they understand what your show is trying to cover.
Using Acronyms-I love acronyms as much as the next person. Please share what they mean the first time you share an acronym. Listeners might not understand what’s going on-even if they are in the same content space.
Making sure to edit your show with the medium in mind. What the hell do I mean by this? I am a huge fan of a very large show. They have ads on their show. But, their video ads are on their audio show and it’s a VERY jarring experience every time I hear those pre-rolls. It also feels lazy. Each time I ask myself-why didn’t they record an audio pre-roll so that it makes sense for an audio show vs. repurposing. This show has a team so it’s very easy for them to do.
Make It Easy
Create content that is easy for your audience to understand, share and get excited about. The minute we’re guessing, confused or something is unclear-it’s harder to get us to organically share your work.
Podcaster/Content Creator Retreat
I’m back from visiting Jackson Hole, Wyoming and Yellowstone National Park. Last week I shared how to design an impactful retreat to help you reenergize creatively and the importance of connecting with friends and supporters in your creative space. I will say this again-my personal and professional connections are the most impactful. These incredible people connect me with opportunities, resources and more. If you’ve been thinking about creating a small retreat for you and some friends-Do It!
I’m working on another post about how to plan one and will share it in the next couple of weeks. One person is missing from the picture! He was hanging out with his wife who joined us as well :)
Presenting Sponsors
Swell AI
I’m so excited to be partnering with Swell AI. This tool is the way I like AI to be used:
Generate show notes
Create social media posts
Creates transcripts for PREVIOUSLY RECORDED content!
Podcasting can be so time consuming. Save your time and simplify your process with Swell AI.
Podcast Movement Denver
I’m so excited to partner with Podcast Movement this year. I love that it’s being hosted in my hometown of Denver.
Build your social and professional network
Share your expertise (even if you’re not a speaker)
Meet industry professionals
Learn from the community
And enjoy all of the parties! I love attending Podcast Movement and know that you will too.
