Thinking of Podcasting? Ensure You Consider These Important Promotional Details


Thinking of Podcasting? Ensure You Consider These Important Promotional Details

The curtains are drawn on this year’s Australian Podcast Awards, the winners are celebrating, and podcasters everywhere are patting themselves on the back for a bumper crop of top-shelf shows hitting the Australian airwaves.

I’ve been fortunate enough to act as one of the judges for these awards since its inception, and on reflection, I’m once again committed to the role that podcasting has to play within the marketing space for businesses across the globe.

Overall 78% of people interviewed during a recent study in Australia have admitted they are familiar with the term podcasting. Yet, looking at the number of individuals or businesses that create podcasts in Australia, well, let’s just say, there is still a big opportunity for you to add a podcast to your marketing mix.

So, what are the high-level things you need to consider if you’re thinking of adding a podcast to your marketing strategy?  

Well, apart from making sure you consider your niche, your listener avatar and the frequency you plan on releasing your show, there are actually other details that will also affect your promotional efforts overall that you might like to consider. These are:

1. The cover art you choose for you show.

When your audience is scrolling through iTunes or Google Play (or any of the other podcast platforms) often the first thing that will catch their eye is your podcast cover art. Keep it simple. Include the name of your show and if the show is a profile build for you, then consider adding a headshot. Choose a font that is easy to read and colour(s) that will ‘pop’ off the page as people are scrolling past.

2. Your podcast show name.

The name you come up with for your podcast should ideally contain the main keyword (or phrase) that you want to be known for. Don’t try to get too smart; if people need to think about it, it could become a barrier to downloading. When it comes to choosing your name, see if you can also secure the domain name and the social media pages. Even if you don’t plan on using them, once your show is a success you don’t want anyone else to get hold of them.

3. Voice Overs.

Think about any show you’ve ever gone to see. Chances are the person (or people) you are there to see do not introduce themselves, they’ll have someone else do that for them. It’s often referred to as a ‘rock star intro’. Make sure you get your own rock star intro recorded. It makes your podcast immediately stand out from the crowd.

4. Think about your guests.

Assuming your podcast is going to involve you interviewing people it’s time to get a little strategic. Look for guests who have larger databases or can offer good partnership opportunities for you. Remember why you’re considering doing the podcast in the first place, and make sure that anyone you bring into your podcast ecosphere is able to assist you in return.

5. Hosting.

Before you launch your podcast, you’ll need to get audio hosting. It allows you to keep your website free for an increase in traffic without concern that the site will slow down or crash. When considering the many audio hosting options out there make sure you find one that will offer you good metrics. Look for things like the number of downloads, how long people are listening to your episode, where people are listening from (geography) and what kind of device they listen on. You’ll not need the stats straight away but looking for sponsorship or monetising your show at a later stage you’ll be looking for hard data.

6. Repurposing.

Any podcast needs show notes in order to load the episode to iTunes or other podcast platforms. Where podcasts really come into their own though is through the amount of marketing leverage they offer. From transcriptions to assist with your search engine optimisation to creating blogs, videos, social media snippets or slide decks. The options are only limited by your imagination. Make sure you’re taking full advantage of what you’ve created.

The point is; however, you choose to do it, now is the time to up your podcasting game, and by following the steps above it’s actually a lot easier than you think. And if you are feeling a bit lost, or if you just want to discuss how podcasting can really work for your business, there are plenty of podcasters, groups and professionals that can assist you in navigating the way.

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  • Amy

    Nice one Tracey, thanks

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