Podcast marketing is the process of using audio content, distributed through an RSS feed to market a product or service. If you, the marketer... are able to create content that your ideal customer wants to listen to, then you have their attention. Once you have their attention, you can market your product or service.

First you need to understand who your ideal listener is... based on that you can determine their challenges and desires. You then need to produce audio content that helps this person with their challenges and supports their desires. Once produced, you then simply need to get the attention of your ideal listener and invite them to listen to your podcast.

There are two parts to a podcast marketing plan: the launch and then the ongoing promotion. The launch strategy is simple: TELL EVERYONE.

The ongoing promotional plan will hinge around content syndication... how can you break down the content from those episodes and distribute on social channels to generate engagement? If you do this right... you can generate a stream of new subscribers to your podcast for free.

Haha - good question. We do have internal processes and templates and are in the process of formalising these and packaging them up to release on our blog :)

We focus on B2B podcasts, this allows us to generate an ROI from a podcast not just from the listeners of the podcast... but also the guests. If you have a guest conversion strategy AND a listener conversion strategy, then podcast marketing can be very effective. This blog post outlines 7 strategies you can use to market your podcast effectively...

The first step is to ensure that your podcast is support your ideal listeners with their challenges or desires, if you're not doing that... then you need to go back to the drawing board. If you are... then growing your audience will be simple: you just need to get the attention of more of your ideal listeners!

The best (and cheapest!) way to do this is to syndicate the content from your podcast into other forms and distribute it onto social platforms to generate engagement, then link back to your podcast.

We have spent years honing our podcast promotion process, we like to call it the 7 Pillars of Podcast Promotion:

👉 Pillar 1: Video/Audio/Written SEO
👉 Pillar 2: Content Syndication
👉 Pillar 3: Guest Sharing
👉 Pillar 4: Partnerships/Communities
👉 Pillar 5: Paid Platforms
👉 Pillar 6: Paid Podcasts
👉 Pillar 7: Cold Email
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