From Kelly Forst 4th August 2021
If you’re a podcaster, building your audience is the first step in increasing your sales.
Podcast consumption is increasing.
As of April 2021, there will be over two million active podcasts.
Insert the jaw drop here.
In addition, advertisers are willing to spend more on the medium, with podcast advertising spending expected to hit $ 1.33 billion in 2021. What’s even more amazing is that that number will climb to $ 2.7 billion by 2025.
So if you want to take advantage of all of this growth, you need to grow your podcast audience.
7 tips to grow a podcast audience
Amazing content alone isn’t enough to make a living as a podcaster (although it is important). Monetizing your podcast is possible with sponsorship, listener support, and even affiliate marketing.
But before you do anything, you need to have a loyal audience. Here are 7 ideas to help you grow your podcast audience.
Understand your current audience
The best way to grow your audience is to understand your current audience first. Understand why they like your podcast and what sets you apart from other options about your show.
You can get this feedback by:
- Ask your audience questions on social media
- Include a survey in an email
- Request for ratings and reviews
Knowing what problem you are solving for them and why they keep coming back to you can help you create amazing marketing content that will grow your audience.
Create a Podcast Using Email Marketing
For podcasters, email marketing is an incredibly powerful tool. It’s a direct link to your fans through a channel that is yours. No algorithm can take that away from you.
But the numbers speak for themselves – email marketing has the highest conversion rates of any marketing channel. In fact, email is 40 times more effective at acquiring new customers than Facebook or Twitter.
Also, one of the best ways to make money from your podcast is by promoting a paid product (either yours or an affiliate product that you earn a commission on), service, or sponsorship opportunity.
How to Build a Podcast Using Email Marketing:
- Share show updates
- Tease upcoming episodes
- Promote meetups and exclusive events
- Sell products and merchandise
- Request feedback from listeners
And while we’re talking about email marketing, you can …
Send a newsletter
A newsletter is a great way to share your story and build deeper connections with your listeners. Take them with you on your behind-the-scenes journey with pictures and view notes.
Don’t be shy about who you are. They already like you – or they wouldn’t be listening to your show all the time. A newsletter is a perfect way to create a personal connection with your subscribers and get them to come back for more podcast episodes.
Ask your subscribers to forward the newsletter to a friend if they can use it to drive further engagement and growth.
Just be careful not to be too promotional before building a relationship with your subscribers. They want your first series of emails to be incredibly valuable so that your readers will continue to open up and interact with you and your content.
Podcaster Sean Howard of the Fable and Folly Network shares the value of newsletters for marketing his shows:
“Most podcasters focus on their feed numbers – how many downloads they have. But what you really need to consider is how many subscribers your email list has. Every show on the Fable and Folly Network has a newsletter. The newsletter is the mechanism we send out to get people to act: shop in our patron shop or become the patron of the show. ”
Fable and Folly Network podcaster Sean Howard.
Collaboration with other podcasters
By working with other podcasters through guest appearances on each other’s shows, you can tap into each other’s audiences.
Network with show hosts covering podcast topics similar to yours. Invite them to be guests on your show and give them promotional materials – such as pictures of their headshot, audio clips, and video excerpts – so they can share the episode with their audience.
Create a landing page for your podcast
Good news! You don’t have to spend a lot of time and money building an expensive website for your podcast.
Building an online presence with a landing page is probably all you need. A landing page is a single web page that leads a visitor to take a specific action. Unlike a website, which encourages visitors to navigate through different pages and learn more about you, a landing page is more focused and generally only contains the information a visitor needs to act.
You can use a landing page to collect subscriber information so that you can email them updates on shows, promote episodes, and sell memberships or merchandise. Or, you can use a landing page to promote a lead magnet (we’ll get to that in a moment).
Also, embed the trailer of your show on your landing page to give new listeners who come across your site a little foretaste.
Set up a landing page – like this one – to promote your podcast and easily gather subscriber information.
Would you like this template? Copy it into your AWeber account and customize it with your podcast information!
Use a lead magnet
One of the best ways to grow your podcast audience is to provide something of value – also known as a lead magnet.
A lead magnet is something your new subscriber receives in exchange for providing their email address. It can be anything your unique audience finds valuable: a tip sheet, e-book, free recipes, or even an exclusive podcast episode.
The Fable and Folly show “Civilized” is promoting a bonus podcast episode that is only available if you sign up for their newsletter.
“I’m not just telling people to listen to my podcast or to add my name to my email list. I invite you to get a bonus episode of my interactive adventure series. In my thank you email I will include a link to access the bonus material. “
Sean Howard, Fable and Folly Network podcaster
Get involved on social media
I bet your future listeners are on social media.
Attract new users by using some of the following social media engagement tactics:
- Use relevant hashtags to target the right audience
- Publish audiograms to highlight important parts of your podcast
- Ask questions and encourage engagement
- Post educational content and encourage people to bookmark it
- Hold a competition or giveaway to increase awareness
- Network with other podcast hosts and see if you can promote each other’s shows
- Create video snippets of your podcast for YouTube
- Reply to comments and participate in conversations
You can even promote your lead magnet or newsletter on social media. Include a link on your bio to attract social followers to your email list and give your followers an easy place to find all the relevant links, like on the following page:
Promote your podcast using email marketing
Are you ready to take the next step in building your podcast with email marketing? Check out our free guide – podcasters only – and learn how to get your show off and grow faster.