How to Use Podcasts as a Marketing Tool

Everybody has a podcast now for every topic imaginable. However, out of the 750,000 active podcasts in 2019 and counting, only a handful of them can cut through the noise and grow their business using this medium.

This post will discuss how some people use podcasts as a marketing tool and how you can replicate them in yours.

Narrow Down Your Niche

With so many things you can talk about on your podcast, there’s a lot to go around among people. However, if you want to make a dent in the crowded world of podcasting, you must find a narrowed-down topic you want to discuss on the platform.

For instance, if you’re into finance, you need to determine which aspect of finance you want to discuss in your podcast. And if you’ve decided on talking about personal finance, you could still narrow that down to mortgages, retirement planning, insurance, and more.

You want to tackle a niche that people are interested in hearing more about but have not enough podcasts talking about it.

To do this, you can use Google Trends to help you understand which among the niches you’ve decided has the highest interest from users.

A screenshot of Google Trends

From here, you can further narrow down your search until you find the sweet spot. You don’t want to go deep enough that the niche doesn’t show data on Google Trends. The fact that people aren’t searching for the topic goes to show the lack of interest in it.

Also, it’s best for your niche to have a few podcasts about it. The fact that there are people talking about it in podcast format means there’s an audience for it. It’s just a matter of creating the best podcast content for the niche.

Answer the Hard Questions

Just like any other marketing tool, the goal of podcasting is to deliver value to your audience. The more you deliver to this commitment, the faster you can keep and grow your listeners and subscribers.

And the best way to do this is by answering the most asked questions about your topic. In particular, you want to find questions that have no straightforward answers or myths and misconceptions that you must debunk. 

There are lots of ways you can do this. For starters, a quick search on Google for your topic should show you a People Also Ask (PAA) section on search results.

A screenshot of Google PAA and finding questions to answer in podcast marketing.

Initially, it will only show you four questions. But if you click on any of the questions here, it will show you new questions related to the one you clicked on.

A screenshot of how to find even more questions to answer on your podcast that is used for marketing.

Not all questions you’ll find here will be exactly related to your topic, so it’s important to pick and choose which among them are the most relevant.

Another way you can unearth questions is by searching for questions related to your topic on Quora.

A screenshot of Quora. How to find questions to answer on your podcast for marketing your business.

Refer to the followers of the question to see which among the questions in the results people are most interested in.

You can also use Answer the Public to unearth more questions about the topic.

A screenshot of Answer The Public being used for podcast marketing research.

Use the findings from both sites to create episodes for your podcast. For instance, you can dedicate an episode about a topic in your niche and answer multiple questions in it.

From here, you should be able to display your expertise in how you answer the questions and acquit yourself through the podcast.

What’s more, if you answer the questions your target market is looking for and transcribe your podcast, you’ll likely see some significant SEO gains.

Using your targeted keywords in your podcast and transcribing the audio is a huge way for listeners to find your podcast. Additionally, it allows your content to be accessible to a broader audience and caters to the hard-of-hearing.

Research the Competition

Having podcasts tackling the same niche as you is a good thing. This helps you lay down the baseline for the topics you need to discuss and people who you should target in your podcast.

A quick search on podcast platforms like iTunes, Stitcher, Spotify, and more should show you the best podcasts based on their followers that you will be going up against.

A search for podcasts about insurance on the iTunes store.

Listen to their episodes and analyze how they present their information to their audience. Also, check the respective content strategy by looking at the episode length and how they promote their content.

The goal here is to emulate the tactics that worked for them on your podcast. For instance, if the episode length is within 30-40 minutes, make your episodes just as long.

The fact that listeners are following these podcasts means that whatever they’re doing is working. So, before launching your own podcast, make sure you decide on an approach you need to take based on what your competitors have successfully done.

Interview Fellow Experts

To mix things up, invite industry and subject matter experts in your podcast to pick their brains and get your target audience to know more about them.

However, the purpose of getting a guest over is beneficial to you just as much as to your listeners.

Ideally, you must reach out to people in your industry with an established online presence. This way, you also benefit from getting them on your platform because of the potential new listeners they bring. This could be people who you met at trade shows and conferences or podcasters whom you struck a conversation or two with about your topic.

Doing podcasts with experts is also a way for you to build relationships with these people to expand your network and increase your authority.

Advertise on Online Channels

Your podcast won’t promote itself, no matter how good it is. While they might be listeners who will share it via word of mouth, it’s better to do the heavy lifting as well by promoting it to your built-in audience.

There are many ways you can do this. One is by embedding the podcast on a page on your site. In particular, create a blog post for each episode, complete with shown notes, transcripts (if possible), and your insights about the episode. In doing so, you help get the post crawled and indexed by Google so you can get it to rank for its topic or keyword.

A screenshot of Niche Pursuits.

Spencer Haws of Niche Pursuits does this on all the podcast episodes he records.

Another way to promote your podcast is by sharing it on social media. Share a tidbit or snippet of the post as part of the post and publish it on Facebook, Twitter, and other platforms.

Ideally, you should have lots of followers and fans to get the most out of your social updates. You can still tag people whom you’ve interviewed and use the most relevant and searched hashtags to increase the reach of your posts.

Finally, send an email blast to your subscribers informing them about the podcast. The fact that people signed up for your email list means they’re eager to hear more from you. Therefore, expect them to jump at the chance of hearing your latest episode.

There’s More to Podcasting than Meets the Ear!

From the tips above, you should be able to utilize your podcast to raise brand awareness and attract the right listeners to your business.

But with the advice above, we’re just barely scratching the surface. There are other factors you must consider before you can launch your podcast, such as the equipment to use, analyzing your performance over time, and more.

If you need additional help, we at Romain Berg are here to lend a hand. Fill out our contact form to inform us on how we can guide you on your way to launching a successful podcast.

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