How to Integrate a Podcast Into Your Marketing Strategy
Starting a podcast can be a great marketing move for a company. If you’re looking to expand your reach, strengthen your brand and find new customers, you should consider integrating a podcast into your marketing strategy.
This sounds easier said than done, and while it will require some work, the benefits can be long lasting and worthwhile. In this blog, we’ll talk about podcast brand strategy and how it can fit into your marketing efforts.
Create a Blog or Landing Page to Promote the Podcast
A good way to start attracting listeners is with a new blog or landing page to promote the podcast. Remember, you’re trying to get buy-in from your current and new customers. Consider your audience carefully, and make sure your podcast adds value and gives them something they’re looking for out of your brand. Your podcast brand strategy should be carefully constructed to make sure you’re considering your target demographic and giving them what they want.
As for the blog or landing page itself, you should make sure to clearly outline what the podcast is about, what your audience can expect from listening, what they’ll learn and more. Another good way to start generating buzz is to include some brief transcripts or sound clips from the podcast on your blog or landing page. This way they can see what the actual content is going to be like. Also, on the marketing strategy side, including transcripts on your page will help with SEO, since search algorithms will be able to scan these.
Include High-Converting CTAs in Your Blog or Landing Page Copy
Creating a blog or a landing page for your podcast is a great marketing strategy, but if it doesn’t have a strong pull to draw in listeners, they’re likely to just ignore it. If you don’t want your new podcast to get lost in the shuffle, make sure you have a strong, high-converting call to action (CTA) that gets your audience interested in listening. Describe the value to them in a succinct way that makes them what to tune in.
If you have a strong buyer persona outlined, you’ll know what your audience wants to hear. Just make sure your CTA reflects the wants and needs of this kind of audience.
Use Email Marketing
Make sure to take advantage of the leads you’ve already built. If you have a strong email contact list, you can use an email marketing strategy to let your contacts know about your podcast. This is also a great way to gauge how interested your primary audience is in your podcast. Since your email list is likely filled with customers and contacts who have engaged with your content in the past, positive reception to the podcast from this audience is a good sign. On the flip side, negative reception would allow you to make adjustments accordingly.
Also, don’t just send the initial podcast launch email. You can continue to send emails regularly to remind your contacts about the podcast and get them interested in new or upcoming episodes. You could even make a separate email list that your contacts can sign up for if they want podcast-specific updates.
If Possible, Invite Guests to Your Podcast
Reputable guests are going to be one of the fastest ways to get people interested in your podcast. If you can get someone on who resonates with your audience, you’ll be able to increase your listener count quickly. Getting a guest isn’t always easy, but it’s worth it if you can pull it off. Typically, securing a guest will be more difficult in the early days of your podcast. The best way to find a guest for your show is to make sure you have built up some episodes and a listener base so a guest would be interested in being on your podcast.
You can really make the most of having a guest on if they’re willing to share the podcast episode on their social profiles or include it in their blog if they have one.
Use Social Media
Finally — and this one might seem obvious — sharing on social media is going to be essential to get things rolling. You can create hashtags that relate to your podcast content and draw new listeners in. Sharing audio clips of your podcast across social channels is also an effective way of marketing your content. Also, this will be a great way to introduce the podcast to your current social media following. Just like the email marketing strategy, you should always make sure to take advantage of the audience that already engages with your content and business.
Get Started With Backtracks
If you want to start a podcast, it’s good to have tools at your disposal that will give you an edge in an already crowded market. Backtracks can be that edge. The Backtracks player lets you create a white-label, customizable player that you can easily embed on your website, in your emails and on your social media profiles.
Backtracks also offers an extremely powerful podcast analytics platform. These analytics will give you insight on your podcast audience, on your podcast ROI and much more. With the power of Backtracks behind your podcast, you’ll give yourself the surest path to success and to creating the best podcast possible.
Contact us today to learn more about our player and our analytics platform.
