How to Optimize Your Podcasts for the Long Haul

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Podcast listeners have jumped 29.5% from 2018 to 2021, according to Buzzsprout. That needs to be no shock to entrepreneurs and types.

But as is the case with video in our growing spoken and visual world, the crowded podcast house the place manufacturers compete for listeners means entrepreneurs want to have a robust podcast optimization program past the air-it-and-forget-it method.

Here are some concerns:

Partner With Other Podcasts

Tom Wentworth, chief advertising and marketing officer at Recorded Future, mentioned his groups in its Click Here podcast look for companions in the podcast promotion division.

“One good way to get your podcast on the market in entrance of a special viewers is to associate with one other podcast and cross-promote one another,” Wentworth mentioned. “We’re doing this at Recorded Future and have discovered it to be a easy manner to attain a brand new viewers with out having to pay for promoting.”

Other podcasters’ audiences are possible to be related to yours. Contact these creators and request a cross-promotion, mentioned Lyle Florez, founding father of Easy People Search

“It’s so simple as that: you point out them, they usually keep in mind you,” Florez added. “Begin by contacting reveals with similar-sized audiences to yours. They are the ones who’re almost certainly to reply.”

Related Article: CX Decoded Podcast: Amex CX Teams Take Customer Listening to the Next Level

Develop an search engine marketing Strategy

With a podcast that’s merely posted to your traditional platforms like Apple Podcasts, Google Podcasts, Spotify, and so forth., with out another avenue into the podcast, listeners received’t have an effective way to uncover, join and hear.

“Create a written format for your podcast. It won’t solely assist in search engine marketing but in addition will permit you to attain numerous audiences,” mentioned Glen Carroll, managing director at ClicksMarketing.

Create a touchdown web page with a transcript of your podcast. It won’t solely improve search engine marketing in your podcast but in addition helps accessibility for these arduous of listening to who need to learn by way of your recordings. Transcripts are a begin, however guarantee good search engine marketing methods like subheads, key phrases, related hyperlinks, and so forth.

Further, apply search engine marketing strategies comparable to key phrases and metadata whereas writing the precise description of the podcast that lands on podcast platforms, mentioned Ronald Williams, founding father of Best People Finder. “Use key phrases which can be related to your podcast’s agenda,” he mentioned. “You can discover these phrases with on-line instruments like Google Keyword Planner.”

Related Article: The Business Case for B2B Podcasts

Convert Your Podcast Into a YouTube Video

Great podcast advertising and marketing means making the present accessible in additional locations than simply the traditional podcast platforms, Florez mentioned. “Get double the publicity from one episode by repurposing its content material for YouTube.”

“The simplest way to add a podcast to YouTube is to convert the MP3 audio file into an MP4 format,” he defined. “Add a branded picture to seem for the length of the video and add. Include present notes and hyperlinks to your web site, subscribe hyperlinks to different listening platforms and social channels in the description.”

Uploading to YouTube will improve search engine marketing as a result of you’ll be able to embrace key phrases in video titles and descriptions, serving to search engines like google and yahoo and listeners discover the podcast on-line, in accordance to Mike Perez, head of development advertising and marketing at Spacelift

Try not to simply sync the audio over a picture or background on YouTube, however attempt to create a video that provides extra to the audio, added Brandon Hopkins, founding father of DiamondLinks.

Solicit Feedback, Reviews on Your Podcast

At the starting and finish of every episode, encourage your viewers to subscribe, share and go away critiques, Florez mentioned. “The greatest manner to place these calls to motion is to be real relatively than pushy,” he added. “Be truthful and clarify that as your podcast grows, you’ll produce higher content material for your listeners to take pleasure in.”

Providing causes for the viewers to go away critiques, subscribe or share is a part of a compelling name to motion (CTA), in accordance to Mari Hutton, advertising and marketing supervisor at Bobcat Rental. “Listeners’ CTAs will assist the podcast attain a wider viewers and create significant content material in the future,” she added.

Related Article: Podcast Ad Personalization: Is It Going Too Far?

Repurpose Podcast Content

Don’t let your podcast content material go static. Repurposing your content material on social media and in different circles permits you to promote your episodes, in accordance to Hilda Wong, founding father of Content Dog.

There are a number of methods to repurpose your content material apart from audiograms:

  • Include a weblog publish together with your podcast episodes

  • Create graphics with quotes out of your episodes

  • Prepare an infographic for your episode

  • Create YouTube movies out of your podcasts

“Repurpose your audio content material to promote it on social media,” mentioned Adam Crossling, advertising and marketing advisor at Zenzero. “Add small audio clips of your podcast with a video to appeal to the viewers. Before releasing the podcast, share fascinating quotes from the episode on social media. Make infographics to spotlight the greatest elements of the podcast and publish quick weblog posts about the episode.”

Consider Pinterest as a Podcast Landing Page

Laura Rike, who supplies Pinterest consulting services, mentioned many individuals misjudge Pinterest as a easy bulletin board on-line for recipes and inspiration, however it’s so far more than that. She calls it a robust search engine with strong advert functionality. 

“An instance of a manner to be an early adopter of latest options to get extra traction in the algorithm,” Rike added, “might be to create concept pins (TikTok Style video pins) of elements of your podcast as teasers to drive individuals to your episodes.”

The Future of the Podcast 

It does not appear to be podcast development is slowing down any time quickly. Forecasts from Statista counsel that the variety of podcast listeners will develop by round 20 million this 12 months alone, with the whole variety of listeners surpassing 160 million by 2023.

As recognition round this medium swells, it is important for entrepreneurs to start optimizing their podcast methods. By implementing the concepts above, manufacturers can in the end usher in a wider viewers and drive engagement.

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