podcast marketing

Podcast Marketing for Startups

Are you a startup and in need of podcast marketing help? Are you still asking the same BIG question such as, “How can I create great content and start my podcast?” The answer is finally here. Read on and learn.

Digital marketing is the idea of driving customers and prospects to your website. And one potential tool used in this field is podcast marketing. 

This type of marketing is almost similar to marketing on radio and TV. The only difference is it uses the Internet instead of airwaves.

Startup owners struggle to fully utilize the capability of podcasting as a tool in marketing. It offers so much liberty. Hence, startups fail to realize its power.

However, when promoting your business through podcasts, it allows for more authentic engagement with listeners. It is a unique approach in marketing that offers a different avenue for a captive audience when done properly.

Podcasting is one way to start building online credibility. If you are new to podcasting, let’s learn the basics first.

What is Podcast Marketing?

Let’s have a trip down memory lane.

The term podcast emerged because users listen to these audio contents with their iPods years ago. Today’s podcasts are continuously evolving. Every episode is made available in both audio and video format. And it is accessible with any portable Internet-ready devices.

Yes, the broadcasting process evolved. Still, podcasts are all about sound and information. It comes in all shapes and sizes. Its length varies according to the niche. It has different styles—narration, interviews, storytelling that all are educational and entertaining.

With that, podcast marketing refers to the production of audio and video content. These files are then shared on company websites and different social media platforms. It is used as an infomercial and getting traffic that leads to potential customers.

marketing my podcast

Podcasting made easy 

Keep in mind that your podcast is your show. With a tight budget, you don’t need a fancy setup. You can start with a microphone, computer, and audio editing software

As a startup, you don’t need a huge production staff. You can have a small team that will work on different roles, e.g., an audio expert and a writer.

Next, you need to research your startup’s podcast elements. According to a Nielsen survey, the average podcast downloads will double by 2023. Here are five elements to consider for your podcast:

  • Set your tone
  • Practice authenticity
  • Establish the message
  • Manage the frequency of uploads
  • Create good content structure 

Remember we are working with sound and our goal is to let our listeners glean from every episode.

Using podcasts without planning leads to disorganization and a lack of interesting content among startups. Here are some podcasting tips and strategies on leveraging the advantages of podcast marketing.

Know your audience

As a startup business, you already know your niche. Thus, you already know who your potential audience is. Just like a sales call, you need to capture your listeners in the first two minutes.

This is not rocket science, but every listener expects relevant information and a pinch of entertainment. You will lose 90% of your audience if you have so many fillers. Thus, be direct and concise.

You can start your podcast and understand your audience in the process. Here’s how:

  • Encourage your audience to interact via email, comment, etc.
  • Reward your listeners by giving away freebies, discounts, incentives, and others.
  • Establish a following on social media and examine the common denominator among your audience.

The more you know about your audience, the more likely you are going to improve your content.

Create great content for podcast marketing

Your content is directly proportional to your online credibility. Podcast marketing provides powerful information that could generate thousands or even a million followers.

Here are some tips on how to create great content:

  • Create a script to avoid incessant babble.
  • Incorporate experts as guests or a co-host.  
  • Include relevant information, great images, and static texts.
  • Understand and learn your niche, and be an expert.
  • Observe the length of your podcasts and avoid fillers.

Even if at first, you don’t feel confident, stick to the script. But remember, the listeners don’t like monotonous conversations. In dealing with guests, prepare properly constructed and relevant questions.

Along the way, you will learn the process of creating great content. But the best content is when you talk and act like an expert. Nowadays, audiences looking for experts is one of the trends in podcast marketing services.

Podcast marketing platforms

So, you already created your series of podcast episodes, but you still have few listeners. How to increase your reach?

Two platforms that help podcast owners get more listeners:

  • Podcast Directories
  • Social Media

For starters, you need to distribute your content to podcasts directories. People who are interested in podcasts subscribe to these platforms. Make sure that you are not left behind.

Here are the top podcast directories:

  • iTunes/Apple Podcasts
  • Spotify
  • Google Podcasts
  • Stitcher
  • TuneIn
  • Spreaker
  • Google Play Music
  • Blubrry
  • Digital Podcast
  • iPodder
  • Podcasts Alltop

Everyone has a social media account. You can upload and share your podcasts to gain more listeners and followers.

  • YouTube
  • Facebook

Expand your network

There are two ways to expand your network.

  • Virtual connections
  • Physical connections

Achieve virtual connections through online presence. On the other hand, here are some examples of using physical connections:

  • Be a guest on other podcasts
  • Attend conferences, seminars, forums, etc.
  • Join communities and introduce your podcast, e.g., developers community

On producing a good show, don’t be afraid to promote your show. Whether physically or virtually. Engaging with fellow podcast producers is helping audiences discover other shows that they like.

Expand your network and learn additional podcast promotion strategies along the way.

Start Podcast Marketing Now

The Internet is changing the way we promote businesses. It offers the best podcast marketing tools that provide endless opportunities to share your product or services.

Listen to Startup Hustle podcast where our CEOs Matt DeCoursey and Matt Watson, share their thoughts and expertise on software development and startup management.

If you want a professionally produced podcast, then we’d like to help. Full Scale offers result-driven podcast promotion services with our team of video and audio experts, graphic designers, and content writers.

Our marketing team ensures the success of your podcast endeavors. If you’re ready to expand your marketing efforts, talk to us.

Contact us now to start building your team!