Podcast is the hottest type of content today. More and more people are jumping in the podcast bandwagon. There are the people who are creating podcasts, there are the people who are listening to podcasts and let’s not forget about the companies who are creating podcasts.
It doesn’t matter if you are a big or a small company, you can have your own podcast show.
Also let’s not forget about the YouTube king, Casey Neistat who has recently launched a podcast show called Couples Therapy with Candice and Casey.
What I really want to say… is that it doesn’t matter if you are a doctor, a content creator, a producer, a small company CEO, a venture capitalist, an author or a school teacher. You can have your own podcast.
I’m not saying that everybody should have a podcast. No. But it really depends only on you. Because let’s get real about this, a podcast show is not only about recording a voice and publishing it. To be honest, a podcast takes time, energy, resources and also some marketing strategies and techniques.
I’m saying this because I know. I have my own local podcast show and I struggled solving these issues and finding the best solutions.
So in this article I want to point out a few important common sense things a podcaster should know today.
1. A creative brand
Yes, branding is very important for your podcast. Branding is important because this is the point from which you will start your own show before even recording your first episode. So there are a few things you must think about before you sit down and write your first name:
1. Will it be a personal podcast?
That means that if you are the host you can call it by your name. Something that Tim Ferriss, Tai Lopez or Kevin Rose are doing. They just put their names followed by the “Show” word. So now you have: The Tim Ferriss Show, Tai Lopez Show or The Kevin Rose Show. Simple, right? Yes, you can use this one if you are a well know person in your area or you want to build your personal brand. Or you can think about Tony Robbins with the Unshakable podcast or This Is Your Life with Michael Hyatt.
Putting your name in your podcast is not something new, but can help you spread the word better.
2. Will it be a company’s podcast?
For example if you want to create a podcast for your company you obviously can’t name it after yourself. You have to come up with something similar with your company, or just something that might be in the same area with your company.
For example, Buffer has its own podcast called “The Science of Social Media” and the media company One37PM has the podcast “ONE37pm, Live From The Bar Cart” or as I mentioned before, Netflix has its own podcast called simple: “We are Netflix”.
3. Do you want a creative podcast name?
When I first heard that Seth Godin was about to launch his weekly podcast I thought that it will have a podcast named something around his brand, but guess what? His podcast name is called Akimbo. And this is only a simple example that can inspire you to call your podcast however you want. Think about the podcasts like: Planet Money, Startup, HBR IdeaCast or 99% invisible.
That’s why having a good name is important for your podcast. Think about it as a TV show or a radio show. You have to brand it, you have to market it, you have to work to spread the word about it. So if you will have a boring name, it will be difficult to do the marketing strategy and job.
Now that you know about your podcast name, let’s go to the next step.
2. A good website
Yes, you need a website. I don’t care that you are streaming via Apple Podcast, Anchor, Google Play, Spotify, SoundCloud or others.
If you want to have a professional podcast you must have a website.
You can create a page on your personal podcast and publish the episodes over there or you can create a dedicated website for your show.
For example, if you already have a website you can just create a category or a page called “Podcast” and publish your content over there. That’s what Gary Vaynerchuk is doing with his podcast called “The Gary Vee Audio Experience” where he promotes his podcast, the categories in his podcast and also where you can listen the show.
Another good example is “The Jordan Harbinger Show” who has done the same, only that he is publishing his podcast as a new podcast with key points of the podcast. Here’s an example of what he done with Simon Sinek and how wonderful he put out the episodes show, with important links, worksheet and other interesting facts you should check out.
Take for example Marketing School with Eric Siu and Neil Patel. They have created this simple website where they are promoting their 5 minute daily podcast in which they talk about business, online marketing and entrepreneurship. What I really love about this website is that its very brief designed. You know from the very first view that this is a website dedicated only for the podcast show.
There are tremendous reasons why you should have a website for your podcast, but I will point out a few of the most important things you should think about:
- Drive listeners on your website so you can capture e-mails and have control on your own audience.
- You can grow your website traffic creating not only the audio content but also writing down the episodes show or doing the audio transcript.
- Not everybody is using a podcast streaming app, so why not make it easy for them. I thought that many of my listeners are listening through Apple Podcast or Spotify but my website was in top of the places where people listened to my podcast.
- You can interact with your community via comments on your show. And guess what, you have control on these comments on your website.
- If you are serious about it, you must have a website. Because it gives you the freedom to create more around your podcast. You can create an ebook, a webinar, articles, a press kit or just market yourself so people can know more about you and your show.
3. Create Your Own Press Kit
The word “podcast” is getting a lot of coverage lately. And according to Google trends, podcast is something more and more people are searching and talking about. But that doesn’t mean that everybody knows what a podcast is, right?
For example, I have friends who don’t know what a podcast is. When I launched my podcast I had to explain what I did in their own words. So I told them that a podcast is something like an online radio station, but you can listen to it whenever you want, wherever you want. The only thing you need is an internet connection. (Most apps let you save the podcasts you want to listen to, and then you can do that offline.)
Having a press kit can help not only your friends and family to understand your podcast project, but can also help the press or other media outlets connect easier with your podcast.
According to Wil Williams, a press kit is a document (web page, downloadable PDF) that contains all the necessary, up-to-date information and visuals about something that you are producing or selling, no matter what industry you’re in.
What should your podcast press kit have?
- An introduction – what is your podcast about
- Where can the listeners find your podcast (list all the streams where you submitted your podcast)
- Link to your own website (here’s another reason why you should have a website)
- Press coverage (if there are some journalists who interviewed you, listed your podcast in their articles or mentioned your show, just write them down)
- Contact information (e-mail, phone number, address)
- Statistics (talk about how many downloads you have / episode)
- Images in various sizes (if you have a podcast artwork you can present it in various sizes or you can post here your hero images)
- Audio trailer of your podcast
(I took this list from Wil’s article about press kit, but if you want to know more about this topic, check our her article)
These are only a few points you should remember about your press kit. Think about it as an “about page” of your podcast.
Present it to your audience, maybe to your next sponsors or to whoever you want to get into better knowing you and your podcast. It will help you a lot.
4. Visual Content Strategy
I strongly believe in visual content strategy. That’s why you can read about visual content tools, visual content strategy and also what is trending in visual content. But I’ve also noticed that people’s first reaction with an audio content is through a visual content.
For example, when I started promoting my podcast I had an idea in my mind. Create the kind of visuals people will recognize in the first moment. So I used a powerful color in my podcast artwork and I used duotone colors for every person I interview in the podcast.
That’s why when I’m launching a new episode I’m just sharing the duotone color featured image and people know that it’s from me.
So when you promote your podcast episode, make sure you have a strong visual strategy. Take for example Andra Zaharia’s podcast. She is promoting the podcast with her branded visual content on social media while also using her guest as a hook to click on the link.
Another great example is coming from Louis Granier who has the “Everyone hates marketers” (btw, that’s another awesome podcast name) and uses branded quotes and visuals to promote his podcast episodes.
Doesn’t matter if we talk about audio content, podcasts, online radio or music playlists,
you have to create a certain hook that will attract new visitors to your website/podcast.
5. Creative advertising
Podcast represents an online audio content. It doesn’t matter if you have an interview type of podcast, a solo podcast, a serial podcast or other kind of shows. You create content for the online industry. And I believe that one of your purposes about your podcast is to get as many listeners as you can.
So you are doing the organic promotion, you create SEO content on your website, you are doing Google Ads or Social media ads such as Facebook, Instagram or others. Your podcast is submitted to different online podcast streamers. But what’s next? What about promoting your podcast in a different way, such as a billboard, a magazine or an event.
Stephen Wilson, who is working in the marketing department at Apple Podcast, just tweeted out some photos in which The New York Times is shown promoting their own podcast via billboards.
I know there investing in outdoor advertising is a lot of money, but that doesn’t mean that you can’t use this strategy. What if you go to a local coffee shop and tell them that you will create a weekly music playlist for their shop if they will let you play daily one of your episode and use flyers in the shop? Also you can mention the coffee shop as a featured sponsor of your podcast. Or you can do a deal with a taxi company that can promote your podcast, and you can promote their taxi company or your show in exchange.
You can’t measure precisely how many of your listeners will come from these outdoor advertising ideas, but you put another brick on your podcast brand.
These are only a few short ideas about some common sense marketing strategies a podcaster should know today. I know there are plenty of great ideas and also awesome case studies on how to promote, how to market, how to build a brand from a podcast, but these are only a few things I believe that you must do right now.
Now back to you. What other marketing strategies that worked for your podcast can you share with us?
Waiting your ideas, struggles and examples in the comment section below.