How to market your podcast, part 4: Twitter tactics for exposure

Podcasting has found new favor with the marketing world. Marketers are creating podcasts left and right, but are spending so much time on creating it that they forget to market it. This series is for you, so that people listen or watch your new creation.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!


Today, let’s switch over from the strategic perspective to the tactical, nuts and bolts perspective.

We’ll start with some tactical Twitter tips for getting an episode seen or heard using unpaid and paid methods.

Unpaid Methods

First and foremost, make sure you’ve got your podcast registered with Stitcher Radio. Stitcher has a nice Twitter integration for sharing episodes.

Next, find your most recent episode:

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You’ll see the Tweet button. Hit it to get the URL for copying and pasting.

Once you’ve gotten it, you can either Tweet as is, rewrite it, or better yet, include it in scheduled Tweets. It’s a good idea to include some hashtags if you’ve got a specific topic or theme. You’ll note I included #SEO. When you tweet with a Stitcher URL, this nice player is what shows up on Twitter. Note that you can hit Play below and hear the episode right inside the tweet – even embedded on my website:

This is a nice way to show off your most recent episode. It’ll get some views and some plays, depending on how large your Twitter following is and how in tune with your show they are.

Next, go to Twitter search and type in: looking for new podcasts. You’ll see a whole bunch of people asking about new shows:

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Look carefully at their requests. For example, in the graphic above, the person asking about podcasts at work might be a good candidate for Marketing Over Coffee, since my show is a work-related show. For the other shows, don’t just blindly reply. Ask if they’re interested in your topic, and if they affirm, only then share your show with them.

If you’re operating on a zero dollar budget, stop here. The above tips will help you grow an organic audience.

Fast Cheap Good

It will not be fast, but it will be cheap, and if you do it with respect, you’ll build a good audience.

Paid Methods

If you don’t have a ton of Twitter followers but you do have some budget, not to worry. Just a few ad dollars can help fix that. Head over to Twitter Analytics at analytics.twitter.com. Click on the Tweets button:

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Scroll down until you find your most recent episode and then click View Tweet Details:

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Now all you need to do is find the Promote Tweet button in the lower left hand corner and hit it:

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And specify how much you want to spend. The tweet will be promoted to your followers and most important, to people who follow topics you mention in your tweet. Remember the hashtag you put in your tweet? This is how the ad software knows who else to show your tweet to.

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For $10, you can get some additional engagement with your show and ideally pick up some new listeners. From here, it’s simply a question of how quickly you want to grow and how much budget you have to expend. It’s fast and it’s good, but of course, compared to unpaid methods, it’s not cheap.

However, your show is more than just passive listeners. What if you want to build up the mailing list so that you can reach out when you need to? In the next post in this series, we’ll look at how to beef up the email list.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!



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How to market your podcast, part 3: Content strategy

Podcasting is the new darling of the marketing world – a genre that’s been around for over a decade, but only now is getting serious attention. If you’re thinking about starting a podcast, this series is for you, on how to market your new podcast.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!


In order to achieve your business goals, ultimately your podcast has to have an audience. No audience = no results. So how do you build a podcasting audience? That’s today’s topic.

Building audience is composed of two core components: audience strategy, the who, and content strategy, the what. In the last post, we covered the who. Let’s talk about the what.

The What: Content Strategy

Without good content, no amount of marketing is going to build your audience. Mediocre content will churn listeners as fast as you get them. Bad content won’t even accomplish that. You’ve got to have great content. More important, you’ve got to have several different kinds of content in several different formats to reach your audience reliably.

For example, many podcasts are audio. A few are video. Your audience can’t easily preview either. Thus, you need to have written content to accompany your multimedia. Podcasting old-timers call these “show notes”, but you can call them whatever you like as long as they make sense. Show notes can be literal transcripts of what’s said, or time-based outlines, as we do with the Marketing Over Coffee podcast. As an added bonus, if you’ve got show notes, you can provide additional accessibility to the hearing impaired.

On top of that, there are typically 4 additional media properties beyond the audio/video files themselves. A great podcast probably has an email list so that listeners can receive notifications when new episodes are available. Services like Mailchimp or Feedblitz do this well; simply tie in your podcast RSS feed to the service and it’ll send email every time you publish. If you want to get more sophisticated, you can send out a weekly or monthly recap email as well.

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A great podcast should build social media properties associated with it – Twitter, Facebook, and LinkedIn are good starting points. Pinterest, Instagram, Snapchat, etc. if your audience is there. If you’re not sure how to check, read the bottom of this post for a neat trick to find your audience. These social properties are another set of avenues for notifying listeners when a new episode is available for them to consume.

Podcasts focused on growing audiences will have advertising channels available to them. This can be something as simple as AdWords text ads or something as complex as media buys and placements in other podcasts. Remember that you don’t have to spend a fortune for paid promotion; things like sponsored Tweets and paid Facebook posts can cost as little as $5 to start.

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Finally, podcasts that want to be found put those show notes onto a website or blog, and that blog is kept up to date and fresh. Search engines cannot reliably index either audio or video yet. I use WordPress for everything, especially since WordPress also automatically creates podcast RSS feeds. Make sure no matter what that your website is mobile friendly.

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That’s your content strategy checklist, the assets you’re going to need: show notes, email list, social network profiles, ad buys, and website.

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Together, they’re like marketing Voltron, a whole bigger than the sum of the parts. (fun fact, Voltron was originally called Beast King GoLion in Japan)

In the next part in this series, we’ll dig into a couple of tactics that bring these strategies to life.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!



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How to market your podcast, part 2: Audience strategy

Podcasting is hot. The business world wants a piece of a huge and ever-growing audience. I’ve been podcasting for 10 years, and it’s never gotten as much attention as it is today. In this series, we’re examining how to market your podcast.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!


In order to achieve your business goals, ultimately your podcast has to have an audience. No audience = no results. So how do you get a podcasting audience? That’s our discussion topic for today.

Building audience is composed of two core components: audience strategy, the who, and content strategy, the what.

The Who: Audience Strategy

Who is going to tune into your show? Who is your audience? How are you going to find them? These are not existential questions. These are at the heart of your audience strategy. Audience strategy is composed itself of two parts – the handles and the outreach.

First, let’s talk about the handles. This is a colloquialism: putting handles on something means making an item portable, giving people the ability to pick something up. Your podcast needs handles, and that’s principally built into the name. Is your podcast’s name shareable? Without share ability, your show will not reach new audiences.

Here are two easy tests to determine your potential share ability:

Test 1: Pick up the phone and make a voice call to a friend (not a text!). Ask them to remember something but not to write it down until 5 minutes after you hang up. Then tell them the name of your podcast and its associated domain name.

Contact them in 5 minutes. If they get the name and domain name right, your show might have solid handles. Remember, you’re dealing in audio and video media – any calls to action will have to be recalled from memory by your audience. If the name of your show isn’t obvious, easy to spell, and memorable, people will not remember in order to refer your show to friends.

Repeat this test with a different friend, but wait a full hour. If you get the same positive result both times, you’ve really got something.

Test 2: Pick up a smartphone and ask Siri/Cortana/Google to go to your podcast’s domain name. If it gets the domain name right more often than wrong, you’ve got something with handles. If the robots can’t get the name right, then your show name might not have strong enough handles. Remember that podcasting is deeply tied to mobile, which means you’ve got to be findable in the ways that people search on mobile devices:

Finding by voice

Next, let’s talk about building the audience persona and outreach. This is NOT the same thing as a sales persona in which you identify a potential buyer. When you’re talking about media and growing audiences, you’re much higher up the funnel than a purchaser. Who will listen to your show? Who will gain benefit from it? If you’re not sure how to find your potential audience online, do some basic media research and find out how big the potential audience is. Google your top discussion points:

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In the search for digital marketing above, we see lots of news about the topic. News is a positive indicator that people want to hear about the topic. That’s the first step, understanding if there’s even demand.

Next, let’s look for people. Search Twitter for your top discussion topics:

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Based on this very basic research, you should be able to determine if people are actually talking about your topic, what they’re saying, who they are (by checking out bios), and how much conversation there is.

Next, look in Facebook’s free Audience Insights tool for your topic to get a sense of what the audience demographics and makeup are:

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With these free tools, you’ve now built a basic idea of your audience. You know if people are interested in the potential content idea from Google. You know if people are actively talking about it on a grassroots level from Twitter. Finally, you know what that audience looks like from Facebook Ads. If your show idea and content are still viable after this audience profile, you’ve set yourself up for potential success.

You’ve now got a good idea of what to call your show and where to start building your audience. The other half of audience building is your content. Stay tuned for the next post in the series as we discuss content basics for your podcast marketing.


Posts in the How to Market Your Podcast series:

Interested in a real-life example? Check out my marketing podcast, Marketing Over Coffee!



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