I have become a morning walk companion for people I may never meet.
How is this possible? They wear me on their headphones while streaming my podcast, Build a Better Agency
It’s a wonderful sign of things to come for marketers looking to venture into the podcasting universe. Once a fringe platform, podcasts are now surprisingly popular.
Not only do marketers need to be aware of these stats, they should also leverage them in their own campaigns. Add to that fact the staggering statistic that 63 percent of podcast listeners made a purchase based on something the host recommended, and you’ve got a real gold mine.
Even if you’ve never been in front of a microphone before, you can chart the first phase of solid podcast programming. From there, you can branch out.
Create a checklist to keep yourself busy
I asked myself a lot of questions repeatedly before committing to podcasting. They included everything from the audience niche you wanted to reach to whether hosting a podcast was a short-term fad or a long-term interest. I also considered what style of podcast I preferred to offer to the public, including a show prep and publishing schedule.
Obviously, your checklist will be individualized, but make sure it includes a section on technical elements..
Set up your basic show format.
Each interviewer prefers to run their podcast in a particular way. Many podcasters ask guests the same questions, but as a listener, I find that it quickly becomes stale. My commitment was a 4 to 1 ratio of interviews to solo broadcasts.
He was reasonably sure he could have a few questions on hand and then start a conversation on the go from there. A big risk? Maybe. But I thought I could handle a 45-60 minute conversation without a safety net.
Track your downloads.
Rob Walch was one of my most recent guests to the podcast who offered an important consideration for any podcasters: you have to be aware of your downloads. Rob’s suggestion is to hit at least 500 downloads per episode to be sure you’ve broken the cycle of only people in your inner circle tune in.
What is a reasonable download number for your, budget, “success”? Only you can determine, but it helps to keep an eye on the numbers. Starting to see a downward trend in viewership? Get back to where you started and ask those tough questions again so you can spin before your podcast loses traction.
Prepare to become a podcast promoter.
Your target people won’t find your podcast without a little help, so promote it like your life depends on it. I used our company’s email list, my personal social channels, and a myriad of other platforms. Also, I requested that each guest promote their episode.
We were lucky enough to get iTunes New and Noteworthy, ranking in the top five of several of their specific track charts during our first month.
Learn how to monetize your podcast.
Lastly, it is important to figure out how to earn income based on your podcasting. If you have a limited audience that lacks depth or breadth and you just can’t sell ads or endorsements, you can still make the numbers work in your favor.
Sound like hard work? It is, but it’s worth it if you strategize. Two years after presenting my first episode, we have 110 five-star reviews and episodes are downloaded in more than 125 countries. I’m happy to say that we also got a presentation sponsorship from HubSpot. Podcasting has not only been a feed for the business, but also a phenomenal marketing opportunity.
Have you thought about taking the step to podcasting? The water is a bit choppy at first, but there is plenty of room for another swimmer!
