How to Create a Successful Podcast Marketing Strategy
Thinking of Hiring a Podcast Production Agency?
When it comes to podcasting, having a good podcast and having a podcast marketing plan go hand in hand. The production, dissemination, and expansion of a podcast may all benefit from a plan that has been given careful consideration. These tactics have emerged as essential components in the field of audio.
It is going to be difficult to see your show advance up the ranks if you do not have a podcast marketing plan that has been properly thought out (unless you are a star, which unfortunately is not the case for many of us).
Spending time “throwing strategies against the wall” and seeing what “sticks” without having a clear strategy or measuring plan in place might, in the end, be a waste of time. Creating a podcast marketing plan for your team may help offset a lot of issues that they may have regarding the audience development strategies being used by the podcast, and this is especially important for companies.
In the following paragraphs, we will outline a six-step method for developing a podcast marketing plan that will be enjoyed by both you and your staff.
1. Identify the goal of your podcast
You need to determine the primary purpose of your podcast series before doing anything else.
This shouldn’t be more than a phrase or two at most. If you go beyond two sentences, it’s likely that you’re attempting to accomplish an unrealistically large amount with your podcast, and it’s possible that your message will get confused as a result of all of the numerous objectives you’re trying to fulfill.
There is no limit to the number of objectives that your podcast may be striving to accomplish. Nevertheless, some of those objectives could include the following:
- Credibility/thought leadership
- Relationship building
- Lead generation
If you were to write out your objective, it might read something like this: “To create credibility and increase awareness within the fitness and wellness business.”
The goal of this project is to “develop industry partnerships with various fitness influencers that have over 10,000 followers across all social media platforms.”
This is an example of a goal that is both more general and more particular at the same time. Your show and the goals you want to accomplish through it will ultimately determine the path that you take moving forward.
2. Establish the KPIs (Key Performance Indicators) for your podcast
How do you plan to gauge whether or not your podcast is a success? The use of key performance indicators (KPIs) comes into play at this point.
If you do not establish any key performance indicators (KPIs) for yourself, you will be unable to accurately monitor the success of your podcast over time and determine whether or not it is succeeding in accomplishing the goal(s) that you established for it in the beginning.
We’ll be the first to acknowledge that establishing a goal for your podcast series isn’t always the simplest task in the world, and we’ll also be the first to confess that we’ll be the first to admit it. When it comes to stats, podcasts still have a long way to go before they can compete with other marketing media such as videos, blogs, and others. Quill has placed a significant emphasis on this, and it is one of the problems that we are now attempting to resolve for podcasters and brands.
Nevertheless, as of right now, the most important KPIs for your podcast marketing plan are as follows:
- Unique listeners
- Average consumption rate
- Demographic data (i.e., location, age, gender, musical interests)
- Social media engagement
- Website engagement
- Any sort of sign ups such as webinars, events, newsletters
- Any sort of downloads such as whitepapers or reports
The majority of these metrics may be discovered on either your hosting platform or via the listening app where your podcast resides. These metrics are numbered from 1 to 4. (Apple, Spotify, Amazon, etc.). Other technologies, such as Google Analytics and the analytics provided by social media platforms, may be used to compile the remaining KPIs.
When determining your key performance indicators (KPIs), you should strive to be as realistic as possible while still setting yourself up for a good challenge. For instance, reaching an average consumption rate of 60% would be an excellent key performance indicator (KPI) to begin with.
3. Create a list of all of your marketing tactics
In order to accomplish your goal(s) and KPIs, what strategies do you plan to employ?
Make a list of all the strategies and distribution platforms you want to use to develop your podcast audience. These might come from paid sources as well as organic sources.
The following are examples of paid platforms:
- Podcast Addict
- Spotify Advertising
Some organic platforms include:
- Social media
- Podcast guests
- Podcast directories
4. Break down each marketing tactic within your list
To ensure that you and your team have something to look back on, it is a good idea to break out each individual marketing plan that you want to use as part of your podcast marketing strategy.
Consider including elements such as:
- A description of the platform
- How you plan on using the tactic with your podcast
- Your KPIs for the tactic
This will help to keep you and your team organized, and it will also throw light on your plan in the event that you choose an excessive number of strategies and you do not have the ability to not just execute on all of them, but to do so effectively.
You might try choosing only two or three strategies out of all of your available paid and organic possibilities and begin your podcast with those strategies for the first few months to see how well they work. You’ll be able to gradually add more or switch out the ones that aren’t functioning as you establish a routine around them and get more knowledgeable about them.
5. Create an execution plan for each of your marketing tactics
Make a separate plan of action for putting each strategy into action. The actions that you and your team will need to take in order to put the strategy into action should be outlined in these execution plans and included.
Make a note of everything that may possibly be an obstacle in your podcast marketing approach, such as the budget, approvals, access to particular accounts, payment information, or basically anything else. After you have accomplished this, you should focus on clearing any hurdles that remain before you begin the execution phase so that everything may go as smoothly as possible.
The following is an example of what an execution plan can look like:
- Receive approval for $250 USD. Spotify Ad budget;
- Obtain payment information;
- Create a Spotify advertising account;
- Set targeting for Spotify Ad;
- Add all audio and visual creative to Spotify Advertising;
- Review and receive final approvals;
- Launch Spotify Advertising campaign.
Since we can already see that steps 1, 2, and 6 may include some possible sources of friction, it is a good idea to give some prior thought to the obstacles that will be presented.
6. Analyze the results of your podcast marketing strategy and adjust accordingly
And now that we’ve reached the end, it’s time to evaluate the effectiveness of your podcast marketing approach.
Some questions to ask yourself:
- Did you hit your KPIs?
- Were you under or over the KPIs you set?
- Did you identify any other KPIs that you should add to your strategy?
- Which tactics performed well?
- Which tactics did not perform well?
- Which tactics would you like to add to your strategy and why?
Make a report that addresses all of these issues and provides a case for what aspects of your podcast marketing plan should be altered and what aspects should remain the same.
Reviewing your strategy once every three to six months, depending on the frequency of your podcast, will ensure that it is up to date and that you have given each approach enough time to determine whether or not it is a suitable match for your podcast.
If you have made the decision to alter your strategy, you should first make a duplicate of the one you are currently using and then begin formulating the revised plan in a new document. Because of this, you will always have documentation and a history of your podcast marketing efforts, which you can look back on and learn from.
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VA FLIX PODCAST PORTFOLIO – PODCAST PRODUCTION AGENCY – PODCAST VIRTUAL ASSISTANTS by John Marzan
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