After slaving away for many hours, your podcast is now live!
You excitedly anticipate seeing the hundreds of downloads and opening emails coming from new subscribers congratulating you for a job well done and thanking you for such a timely podcast.
However, weeks has gone by. Yet none of the great things you’ve heard about podcasting has happened. Your email list hasn’t grown, and no one has subscribed to your podcast. You feel frustrated and begin to question if launching a podcast was a good idea after all.
If this sounds just like you, then you’ve come to the right place. In this article, you will learn how to promote your first podcast so that your target audience take notice and listen.
The first thing you need to do before recording your first podcast episode is to understand your avatar – that one single person who represents your perfect customer. Without this, you will not be able to properly promote your podcast episodes.
One of the common mistakes first-time podcasters make is that they tend to be too general when they describe who is their avatar. That’s because they want to make sure that they maximize their reach with each and every podcast episode that goes live.
On the other hand, the avatar of a seasoned and successful podcaster would be described something like this:
“My avatar is a 35 year old man named Bill. He has been working as a manager in an assets management firm for the past 10 years. Although he is very successful, his long and often unpredictable working hours caused friction in his marriage, which ended two years ago in a bitter divorce.
He loves what he does, and he is highly praised for the advice that he gives his clients. But now that he is considering of settling down with his current girlfriend, he doesn’t want this relationship to end in another divorce.
Bill has been wanting to resign and set up his own consultancy business. He has been reading about podcasting and he has been considering it as his way of getting his name out there so that he would have already a customer base that he can offer his services. He just doesn’t know how to begin and how to do it because he is not what anyone would call a ‘tech savvy’ person.”
As you can see, a well-described avatar goes beyond demographics. You need to probe deeper that you also have an idea of what are your avatar’s challenges, weaknesses, and pain points. These would not only help you determine what kind of topics to discuss in your podcast episodes. More important, it will help you find your avatar so that you can promote your first podcast to them.
Here are some places where you can look for them:
· Networking events
· Your inner circle
Although there are some people that listen to podcast episodes to be entertained, many search for podcasts where they can find solutions and answers to their current problems and challenges. You can learn more about these things by interviewing people that resembles your avatar.
Doing this does several things. First, it shows your professionalism and willingness to help them out with whatever challenge that they are currently facing. Second, it gives you an idea of the type of content to give so you are able to deliver quality content that your avatar would be eager to listen.
Now that you understand your avatar and have created content that would eagerly consume, it’s time now to promote your podcast to him or her.
This might sound a bit cheesy. But remember, your friends and family also know people that closely resemble your avatar. Since personal recommendations are very powerful, they would be more likely to encourage those within their personal circle to tune in and listen to your podcast.
Even if you have chosen to deliver your content through a podcast, you still need to have a self-hosted website or blog for two reasons.
First, your blog or website serves as your hub on the Internet. This is where you can drive your audience at the end of each podcast episode to download additional resources in exchange for their email address. When they do that, they become part of your email list and will be kept updated when your next episode goes live.
Second, it helps you be found more easily by people that resembles your avatar. When they do a search on the Internet, search engines scour through the web and provide a list of websites and blogs that provide content related to their search. When this happens, your website or blog is now able to introduce your podcast to your target audience. As a result, your website or blog drives additional listeners and potential subscribers to your podcast.
Don’t just limit to uploading your podcast episodes in iTunes because believe it or not, there are still some people out there that don’t have access or use iTunes. Spreading your podcast episode to other audio channels like SoundCloud increases your chances of people resembling your avatar to find you.
Leveraging your podcast episode across different platforms also helps you use the popularity of these platforms on the Internet. One good example is creating a video that you can upload to YouTube. On top of having its own audience, YouTube is owned by Google, which is the most popular search engine used. Naturally, Google will prefer posting different videos in the search engine results that they give your target audience when they do a search, giving you and your podcast more exposure.
When you write your emails promoting about your upcoming podcast episode, give your email list subscribers a little insight about it. For example, you can give an overview of the topic you’re going to be talking about and what were the circumstances that led you to create this podcast. If you’re interviewing someone on your podcast, give your subscribers a little background about the person you’re interviewing.
Forums and online communities are specific to a particular niche. That means that they match your avatar. It also gives you a venue where you can continue the conversation with your listeners and further establish your authority and expertise within your niche.
Just make sure that before you begin promoting your podcast episodes here, you first actively take part in conversations presently happening. Otherwise, your account here can get suspended.
What is your favorite way of promoting your podcast episodes? Share your tips in the comments below.
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