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Podcast Marketing: Building an Effective Promotional Strategy

High-quality content requires time and care, and B2B podcasting is no exception. Not even the best podcasts can grow a huge following overnight. But even over a longer time period, a podcast will not earn a huge following without proper promotional tactics.

Even after you create a podcast, there’s still lots of work and coordination that need to be done. With the right marketing plan and tactics, your promotion can capture a new audience and nurture them into customers. But first, you need an overarching promotional strategy.

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Role of Promotion

Having a solid promotional strategy for your podcast can guide you toward your goals, by allowing you to see where you are and what needs to be done. Not only is strategy key to how you’ll execute the plan, but it’s important for when you face obstacles as well.

A promotional strategy revolves around three main areas:

  1. Target audience: Who are you selling to?
  2. Budget: How much are you willing to invest?
  3. Plan of action: What strategy are you adopting?

There are also different kinds of promotional strategies for reaching out to your target audience and gaining awareness from prospects and customers. The one you choose depends on your expected outcome.

Effective promotional strategies help:

  *  Build brand awareness
  *  Foster interest
  *  Generate demand
  *  Induce prospects to take action

Remember the Essentials

Before exploring all the different podcast marketing strategies, keep two things in mind. First, when promoting your podcast, you should always tailor your outreach to center around your audience. Your podcast won’t be for everyone, and that’s okay. Knowing who you are targeting and understanding what motivates them to engage with your podcast or video series can help you create content and employ strategies that interest them.

Secondly, you always want to be monitoring and testing your strategy to know what’s working and what needs improvement. With a podcast or video series, you need to consistently measure engagement, monitor effectiveness, and evaluate for further optimization. Without regular evaluation, your campaign may not hit the goals you had originally set out to achieve, but if you make consistent monitoring a part of your process, you’ll give yourself the opportunity to improve sooner.

Tracking performance plays a huge role in the success of your content marketing strategy. With our Insights platform, it’s easy to get to know your audience and deliver content that converts.

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Podcast Promotion Strategies

A huge question today's content marketers ask themselves is "How do I market my podcast successfully?" Creating the best podcast marketing for your brand can be overwhelming, especially if you don’t know where to start. So let’s dive into some strategies you can use for your next podcast or video episode.

Release Multiple Episodes on Launch Day

If you haven’t yet launched your podcast, it is a good idea to have multiple episodes ready to be released on that first day. Offering a variation of content demonstrates what your show may cover and give listeners a better sense of what your show is about. A good rule of thumb is to release at least three episodes on launch day and give your audience a greater chance to become invested in your podcast.

Make It Shareable and Downloadable

Allow your audience to listen to your podcast anywhere! Ensure that you’ve selected a podcast hosting platform that gives your audience an opportunity to download full episodes to listen to on a flight or long train ride.

Audience expectations have changed, and more people are consuming videos. You want to make it easy for listeners to share and promote your latest episode. Creating short soundbite-worthy clips can help drive your audience to consume longer and shorter episodes and videos.

Promote on Social Media

Sharing your podcast on social media is a great way to connect with new audiences and attract attention, but it's not always clear initially how to promote a podcast on social media. Don’t just post a link to your episode — post anything you can think of that your audience may find interesting. Use an old podcast as a starting point for a conversation. Post teasers and snippets. Get creative with these posts! There are many things to consider when building your social media content, but remember your strategy should align with your business goals.

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Collaborate with Other Podcasters

No matter how much your audience enjoys listening to you, they may benefit from hearing from other experts as well. Having guests on your podcast is a great way to produce more engagement and add a unique point of view.

Don’t just have guests — be a guest! Pitching yourself to appear on other podcasts is a great way to introduce yourself and your content to a qualified audience. Not only does this build trust with your listeners and viewers, but it gives you a chance to form an association with other experts and influencers that can help increase credibility.

Submit to Podcast Directories

You spend a lot of time and effort creating your podcast, so your show should be available no matter which app your audience happens to be using. Adding your podcast to popular directories, networks, or podcatchers will improve discoverability. People who use these apps already listen to or view podcasts and might be more interested in consuming more when they stumble across your show.

Transcribe the Audio

Not everyone consumes content the same way. One major advantage of a transcript is it provides an opportunity for those with hearing impairments and non-native speakers to consume your content in their own way.

Posting a transcript of an episode you already worked hard to produce is not only a great way for others to consume your content, but it also offers lots of benefits for your brand. For example, including certain keywords in written content can help increase your podcast's searchability. Plus, readers can skim to the content they find most interesting, rather than having to listen to or view the entire podcast.

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Repurpose Old Content

Part of your promotional strategy should include repurposing content you’ve already created. This is an easy way to maintain a consistent content cadence without having to go back to the drawing board every single time. Those who already read your blog or visit your website may not be aware of your podcast if you don't post about it. Think of it this way: Repurposing your content is like casting an even wider net into the ocean of listeners, viewers, and customers.

Let’s Wrap Up

Promoting a podcast or video series takes as much work as a recording and editing the episodes, if not more. No matter how you craft your promotional strategy, it is important to focus on your target audience and how your product or service can benefit them. Marketing your podcast is meant to be fun and experimental. Some tactics might work better than others, but podcasting is all about testing.

If you're looking for a podcast marketing company to help you get started, take a look at Casted. Our platform allows you to publish creative podcasts and video content, which can be easily broken down into smaller clips that can be amplified across different channels. Use key metrics to understand your audience and how content influences revenue. Book a demo to see how Casted can be the solution to all your podcast and video marketing needs.

To learn more about how Casted can help make promoting your podcast or video series easier, sign up for our newsletter today.
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