Podcasting is a rapidly growing medium. A big chunk of the active podcast listeners today in 2018 did not like, or listen to, podcasts back in 2012. Tim Paige, host of ConversionCast, the podcast from LeadPages has stated, “a podcast is a great way to develop relationships with hard to reach people.” This is true and the numbers are showing podcast listeners to be hyper-engaged as well. So, how do you build up an audience of these hyper-engaged individuals, and how do you expand that audience over time?
As part of its growing number of fans, and a host of two of my own podcasts, I have a perspective from both sides of this growth and how to achieve it. This article is for those of you whom already have a podcast, you have your concept, your equipment, editing software and structure already set up. If you need help getting started with your podcast, I recommend attending my upcoming webinar, How to Build an Audio Brand via Podcasting – Your Game Plan, where I will be teaching everything from setting up your own podcast to advertising on others. So, without further ado, here are the 3 ways you should be marketing your podcast on social media to increase your following.
The Early Bird Gets the Tweet
Start interacting with your fans and talking to them. Public figures do very well on Twitter, especially if they respond to people. If your podcast is not provoking questions or conversation, you’re doing something wrong. At the very least you should be tweeting out questions and trying to start conversations because your followers will want to join in and interact. People who listen to podcasts are listening and enjoying your company, and they would love to actually talk to you in real time. Twitter is exactly the right platform for you to have meaningful conversations with your audience and provides you with the opportunity to give them exactly what they want from your content. Others will see you’re engaged with your audience and listen to them, which will bring in more people who want to be heard or want to listen.
Instagram, Your Secret Weapon
Instagram can be your secret weapon because it’s perfect for behind-the-scenes photos and videos. I have had dozens of new Instagram followers in the last couple of weeks flock to my shows Instagram pages, follow and then subscribe to the podcast. Instagram is also a great way to interact and preview upcoming episodes. And now, with Instagram’s Live video option, you can go live for a podcast and share exclusive content that’s not featured in your podcast. Sharing this type of engaging and interactive content on Instagram is sure to ignite interest and if the podcast content is there, then you’ll build a following organically that way.
Paid Social Ads
You were probably wondering when I would mention social ads, well, that time is now. We covered two channels that are great for building your audience organically by advertising your show’s interactive nature and quality content but now let’s talk about paying to capture new followers. Facebook is not the best for Organic reach these days, this is not news anymore but in case you missed it, check out our article about it.
Facebook is great for sponsored content, as is LinkedIn depending on your type of podcast marketing goals. Facebook Ads should use an inverted Unicorn method, which means targeting the overlap between two different audiences to find a niche audience that will love that specific piece of content. For example, if your podcast episode is interviewing a Director at Nike and the show topic is about Athletes being role models for children and how big brand play a role in developing them as idols, you may want to cross people who like Nike with those who like Big Brother Big Sisters America. These Facebook Ads can do a lot to increase your visibility and give you the flexibility to test and define different audiences. With LinkedIn, focus more on targeting based on job title, these ads work especially well for networking purposes as you can target those you want to reach out to you about sponsoring your podcast, partnering, or just wanting to be guest.
These 3 tips for advertising your podcast on social media should help you put your best foot forward but if you want any more podcasting or social media insight, contact us and let’s talk.
If you want to attend our upcoming webinar on How to Build an Audio Brand via Podcasting – Your Game Plan, register here!