You have an amazing podcast. You take steps to create great content by carefully outlining every episode and posting every week. Your friends and family call you often to tell you how much they enjoy your episodes.
But there’s one problem.
They’re the only ones listening.
Take heart in the fact that, similar to starting a business, a project from the ground floor takes time to build. You’re not going to rocket into a massive audience on your second episode.
You might even reach your 50th episode before you see any traction in your number of followers. That means you need to have patience and enjoy the small victories while trusting your process so you don’t give up before that 50th episode.
To ensure your process represents your values and amplifies your brand, you should spend time clarifying your branding elements, growing your presence, and keeping your existing audience.
YOUR PODCAST’S BRAND
This section is a bit of housekeeping because, ideally, you figured out essential branding considerations before you shared your first podcast episode.
However, since branding in all forms of content creation and marketing is so important, here are some key branding points to solidify your podcast strategy.
MESSAGING
To figure out the overarching message and value behind your podcast, ask yourself these questions:
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Who are you?
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What topics do you cover?
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Why should people care about you or your podcast?
Uncover your unique voice and then weave those concepts into your episodes, social media, and website.
CHANNEL ART
Your channel art is the first thing your audience will see when they come across your podcast. Research your competitors to see what they’re doing and then see how your brand could differentiate from the pack. Get creative with some eye-catching colors or a graphic that is easy to read on small screens.
TARGET AUDIENCE
The fact that you started a podcast means you have the desire to communicate and connect with people authentically and naturally.
One crucial element to communicate effectively is to pick out a target audience that will gain the most value from your message. Then you can tailor your episodes to that audience. Even if you’ve said, “Well, everyone could relate to ___,” you should still find your specific niche because if you try to appeal to everyone, you won’t appeal to anyone. So, when you’re trying to narrow down your niche, ask yourself, who is my ideal guest, and then who would resonate with that person?
GROWING YOUR AUDIENCE
EXPAND YOUR REACH
You can catch more fish with a wide net. Expand the presence of your podcast by sharing it anywhere you can. Don’t stop with the major streaming channels like Spotify, Apple Podcast, and Google Play. You can also use hosting media like Buzzsprout, Libsyn, and SoundCloud.
GET FEATURED
While it might be easier said than done, guest hosting on another person’s podcast or blog could have the potential to bring more ears to your show. Join different social media groups to get better acquainted with content creators in your niche. This will help you build relationships that could result in multiple features and collaborations.
However, as a word of caution, don’t spam strangers inboxes asking for a feature unless you have something of great value to offer them as well.
GO VISUAL
Some people are fine with a podcast that is strictly audio, but filming your podcast could appeal to those who prefer visual entertainment. This also allows you to break into other platforms like Youtube, so you can expand your reach even farther. If you don’t have the right equipment to record your podcast, you could hire a creative service to do the heavy lifting for you.
STRATEGIZE YOUR POSTING PLAN
Recording and posting every episode willy nilly might seem fine and dandy when you start your show, but in the long run, you run the risk of inconsistent content. Inconsistency could force your audience to lose interest in your show if they don’t know what to expect.
Strategize what your shows are about. If a holiday or an event is coming up, see if you can talk about it through the lens of your niche. Then schedule a consistent date and time that your episode goes live.
KEEPING YOUR AUDIENCE
If you have a small listener base to work from, make sure you’re always giving them a consistent show and not chasing the next new thing that might bring you more viewers.
For example, if your podcast is about improving mental health through gardening and you acquire listeners interested in that topic, don’t throw them away by transitioning into physical health/bodybuilding because you think it’s more popular. Unless, of course, you genuinely have a passion for protein powder and lifting heavy objects.
Trust the topic you’re most passionate about, and your tribe will find you. But, here are some ways to potentially attract new listeners while keeping your existing fans happy.
CREATE A COMMUNITY THAT YOUR AUDIENCE CAN CONNECT WITH
Encourage engagement on your website and social media platforms by giving your audience the incentive to leave comments or ask questions. Your audience will feel they are connected with you and that they can trust you and your show.
BE AUTHENTIC AND HAVE FUN
Create content that is fun and interesting to you. Think outside the box by hosting a variety of guests with different perspectives and voices. If you create space for unique conversations that are entertaining and authentic, your audience will look forward to every episode.
GET ADVICE
If you need help with your podcast, contact your local creative agency. They can help with content creation, recording, and editing to ensure that you produce a quality show worthy of a big audience. Never be afraid to ask for advice if you want to put your best audio foot forward.
THE SKINNY
Starting a podcast is easy. Building a community where people want to listen to what you have to say is hard. But, with a consistent brand, growth strategy, and passion for your topic, you might be surprised by the number of people that want to hear your voice.
