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Promoting your podcast

Promoting your podcast. Podcasts are a brilliant way to get your service or product out there and build up your client base. Let’s face it: trawling through your website’s about page isn’t everyone’s cup of tea, so why not spice things up with a podcast? Take a look at our top tips for getting it right.

Decide your audience

All good marketing of course involves understanding your target audience, backwards. This is as much about the content of your podcast as where you decide to broadcast it. Without launching into a lecture of KYC, the principle is simple: learn as much about who buys your product as possible. Which publications they read, where they find their information, and who the competition is and how they advertise. 

Use a variety of platforms

All that being said, you want your content out there, and for people who see it to be able to repost/retweet/like so that even more people see it. Build and develop a Youtube channel, and post links and snippets of podcasts on your business’s Twitter and Facebook pages. 

Host or guest?

If you are creating your own podcast or series of podcasts, chances are you’ll be the host. In order that your show doesn’t become monotonous, invite guests to mix things up. Make sure that it stays relevant and on track, such as a client recommendation, or potentially someone from another area which complements your business. Alternatively you can try and get yourself onto an existing podcast. This is a great way to attract people that your brand wouldn’t normally reach out to you and broaden your target audience.

An appropriate length

Most podcasts last from around 30 to 45 minutes. This gives plenty of time to tell the story around your brand and sell your product. Any longer than this and you risk people switching off. If you’re appearing as a guest on someone else’s podcast, you ideally want to keep your answers detailed but to the point. In the end, your goal is to keep people listening, and this is far easier to achieve if there are natural “break” points such as questions being asked, which help to make the podcast more digestible and in bitesize chunks as opposed to one long ramble. What’s more, this also makes it easier for you to reuse the content in effective ways (more on that below).

Don’t forget SEO

The last thing you want is to spend hours and maybe days of your time producing high quality content only for it not to be seen by anyone. And for podcasts to be seen, it needs to be indexed by search engines. Enter centre stage left, Search Engine Optimisation or SEO. The issue with podcasts is that like videos or other audio files, they are not crawled by Google. What makes them detectable is the accompanying text, such as the title and description. One easy way to generate some words with little to no extra effort is by getting your podcast transcribed. This not only boosts your website’s SEO and pulls in traffic, it also makes your podcast more accessible to certain groups, such as those with hard of hearing or deafness. But transcripts can do so much more than provide a written record of the podcast, they can provide the basis for other articles and content on your website. This is where structuring your podcast into bitesize parts comes in. By using these sections to create a synopsis of your podcast, you can provide another format for people to digest your content. After all, not everyone has the time to sit through a half an hour podcast, but can easily scan through a set of bullet points and quotes.

Final thoughts

Making a podcast requires a great deal of creativity, not just in producing it but in promoting it as well. The key is to widen your audience and ensure that information can be taken in different ways. Transcripts are an easy way to unlock some of these doors quickly. So if your podcast needs a push, pop over to JUST: and look at our PodNotes product


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