Everywhere you look, podcasts are a hot topic these days.
As well they should be. Every report we run across, including this one from MediaPost, details the upsurge in listeners, the uptick in new series, and methods to the madness of podcast marketing from some of the internet’s biggest marketers, including Digital Marketer, no less.
Presently, nearly one in five Americans aged 18-49 report listening to podcasts at least once a month, while nearly one in three men 18-34 do so.
Compared to the average consumer, podcast listeners are more likely to have a college or higher education, $100k+ household income, and to be early adopters in multiple categories including movies, electronics and CPG.
Podcasts are a great way to spend time with your target demographic.
Think about it – you have a captive audience who want to listen to what you have to say. Most of the time, they’re in the car, on the train, having a run or working out – they’re not going anywhere for the duration. If you make your podcast fun, interesting and a length that coincides with a specific activity, they’re likely to come back for more.
What should you include in your podcast?
That’s going to depend based on your topic and your purpose.
Most podcasts serve one of two masters – generating ad revenue for the host, or delivering a marketing message to prospects.
If you are in the first group, you’ve already decided (at least for now) on your topic, and you’re looking for ways to increase your listener base and reduce churn from current listeners. You’ll probably do interviews, run contests, and that sort of interactive content to maintain your audience.
If you’re in the second group (like we are), then you’ll want to give some thought to each episode and what you want to present to your listeners with each new episode.
Our podcast, Mobile Wallet Marketing Made Easy, breaks down one piece of the mobile wallet marketing puzzle each time, and we address the best practices and ways to avoid certain pitfalls with those marketing efforts.
What should you NOT include in your podcasts?
The biggest enemy of a good podcast is the same thing that kills a radio show, talk tv, or even a live presentation — too many ums, ahs, ohs, and too much dead air. People are listening with the limited time they have available, and with more than 300,000 podcasts to choose from in iTunes alone, they aren’t going to waste time not hearing something interesting.
Where should you distribute your podcast?
We suggest that you get hooked up with all the available portals – iTunes, Stitcher, Google Music, TuneIn. Each one offers you the opportunity to appear at no charge (at the moment), and you could go with Soundcloud or Spreaker if you wanted to pay for promotion with them.
You’ve also got to market your podcast outside of the portals; simply waiting for traffic to come doesn’t work in this day and age. Of course we’re partial to mobile wallet marketing campaigns, but then again, that’s our business and we know it works to increase your listens each week.
Search engine optimization, social media promotions, and paid advertising are all on the table when it comes to marketing a podcast. Consider it part of your user acquisition costs if you’re marketing your business via podcasts.
“It’s clear that we’re in the midst of a new podcasting boom, spurred in large part by improved accessibility via mobile and a tidal wave of rich and compelling content,” Andrew Lipsman, VP of marketing & insights at comScore, notes in the new reports.
So treat your podcast like you would any other piece of marketing collateral that you’ve produced. Make sure it’s got structure, hits home with your target demographic and sticks to the topic at hand. Don’t run overly long with them (we usually fall into the 15-20 minutes time frame), and try to push a new episode at least once a month, more if you have enough to talk about of interest.
Check out our new eBook (link above) and get up to speed with the best ways to reduce listener churn and grow your download numbers with each new episode you create and publish.