How to build a profitable podcast.
OK so you've:
Yep you feel like all your hard work has gone to waste as you only generated 74 downloads on launch day (which is a great start by the way!).
You're now not sure whether to continue your show, as it is a LOT of work, but it doesn't seem like people are actually listening to what you have to say.
Now this makes sense...
You probably have better things to do than waste your time creating audio content if no one will listen.
But before that, please do yourself a favour and learn a little more about how to promote a podcast before you give up.
Back in 2006, you could probably launch a podcast and get a shed load of listeners... not any more. You need to know how to promote.
To help solve this problem for you, we went to podcasters that have an audience... to ask them how they built it.
So sit back, grab a black coffee and scroll through the promotion ideas and strategies in this post.
We hope that this will give you the inspiration to continue your show, build an audience... and make the world a better place.
When we asked Mark De Rijk from SME Business Podcast about the strategy that helped him to get more downloads, this is what he had to say:
So Mark is capitalising on SEO value through transcription and them pushing out that content to social media... nice Mark.
Mark De Rijk runs the SME Business Podcast, giving a voice to founders of small and medium businesses.
Check out his show here: SME Business Podcast
Julie Alberding from Macro N Cheese shares what's working for them: hosting the show on their own domain.
This meant that people that wanted to listen to the show would land on their site and often check out their business.
They create custom cover art for every podcast and then add this along with their embedded bCast player, their guests social links and show notes for every episode. This also allows listeners to comment, allowing them to connect and gain feedback from their audience.
Here is what Julie has to say:
You can listen to the podcast here: Macro N Cheese
Serhat Kaya, from The Growth Show, also shared details on how to promote a podcast and get more downloads. Their podcast is actually about growth... so it kind of makes sense ;)
Here is what Serhat Kaya shared with us:
The summary of their approach:
You can listen to the podcast here: The Growth Show
Carissa Andrew is the founder of The Author Revolution Podcast, and she gave the credit of more reach to her shift from Libsyn to bCast.
Here's what she thinks about her podcast's reach after switching to bCast:
Sometimes podcast growth can be a simple as switching podcast host ;)
Check out Carissa's podcast here: The Author Revolution Podcast
Our founder Tom Hunt wanted to chime in with what has worked with his podcast: Confessions Of A B2B Marketer...
Subscribe to Tom's podcast here: Confessions Of A B2B Marketer
Akeel Jabber from the SaaS District told us how to promote a podcast for free AND for the long term. They SEO optimised YouTube video versions of their show and then gained exposure on social media through cutting down and sharing clips.
In his own words:
You can listen to Akeel's podcast here: SaaS District
The more people that can relate to the situations, circumstances, and experiences that you discuss on your show... the greater emotional connection they will feel.
Elena Yemelyanova from U Radio shared that their show: U Talk grew once they started doing this.
The show shares stories from Canadian's with diverse ethno-cultural backgrounds about their struggles and experiences.
If you can connect with people emotionally, they will keep listening to you... this means more downloads ;)
Check this out in action here: U Radio/ U Talk
Hans van Gent from the User Growth Podcast also shares some wisdom...
Hans emphasised that the recipe to get more downloads is to syndicate the content from your show into every possible format.
He shared his complete workflow:
And if your podcast is new:
You can listen to Han's podcast here: Growing Your Business Through Digital Marketing
Frank Mandolini of Last Minute Wrestling Podcast also believes in the power of social media for promoting a podcast
He believes that his podcasting journey wouldn't have come so far if he had ignored social media.
The second thing Frank did that worked was to:
You can listen to the podcast here: Last Minute Wrestling Podcast
Here is what Phil thinks will help you grow your show:
You can listen to Phil's podcast here: Who Needs Sleep?
The correspondent from the Wrong Term Memory team shares that Twitter can be massive for getting more downloads...
It allows them to connect directly with their audience, getting feedback that helps them improve their show.
You can check out their podcast here: Wrong Term Memory
Heather shares three approaches to getting more downloads:
So there are three more for you to test ;)
You can listen to the podcast here: Hey, Heather!
Sarah's advice is simple but very powerful... she states that their best episodes have been spread through word of mouth:
If you make great audio that connects with listeners... you will grow your show through word of mouth.
You can listen to the podcast here: Ruining Your Childhood
Søren leverages Linkedin.
He cuts small parts from his podcast episodes and posts those natively to LinkedIn. These cuts are thoughtful and deliver important points in a very short period of time. He also adds subtitles to these for people without sound on.
And, he then links back to the full episode in the comments.
In his own words:
Check out Soren' show here: Beyond Hours
Vaishali Badgujar shares that a simple technical tweak can lead to more downloads: reducing audio file size.
In Vaishali’s own words:
Check out the show here: Running Remote Podcast
Luke of Loose Leaf Cannon likes to periodically email his complete email list with links to his best episodes.
If you're creating great content... it really is a simple as that...
You can listen to the podcast here: Loose Leaf Cannon
If you don’t have superpowers yet still want to succeed at anything, you just need to be consistent:
"Consistent action creates consistent results"
Don Grant swears by this. He has been consistently creating great content that his audience loves. This naturally leads to downloads.
And then of course he repurposes everything social ;)
You can listen to the podcast here: Three Interesting Things
Leah Marks from The Voiceover Social shares her strategy: communicate and involve your audience as much as possible. Don’t miss any chance of getting feedback, comments, answering their questions and building a connection.
The results will be surprisingly great: again, word of mouth will build slowly over time.
Leah connects with her audience, and then the audience does the rest of the work ;)
Check out how Leah does this here: The Voiceover Social
We hope that we have convinced you of the need to invest time into promoting your show.
And we would like to finish on what we believe to be the most powerful method of promotion: creating audio that connects.
Regardless of the power of the strategies shared above, if your audio doesn't connect with your audience, you won't grow.
So before implementing ANY of these approaches, please go back to the drawing board and make sure your audio content is adding value to/connect with your audience.
Happy bCasting ;)