Before there was TV, you got your drama, your mystery, your comedy, and your news from a big talking box in the living room—and you loved it. And while things have evolved a bit since the reign of the radio show, the value of audio content remains solid; if anything, technological advances have only grown its potential and purpose. That’s why starting a podcast could be your best business move yet—and yes, you can do it! Here, we present some essentials for success.
Find the right niche.
According to marketing intelligence company Demand Sage, there are more than 2.4 million active podcasts in the world today—meaning you’d be hard-pressed to identify an industry or topic that’s not represented within the sphere. That’s why it’s critical to narrow your focus through market research before jumping in.
In the case of podcast planning, “market research” doesn’t have to be as formal a process as it may sound. In fact, one of the best and most basic strategies is to simply poke around. Find existing podcasts through industry blogs, social media channels and public forums like Quora, starting with a simple keyword search on Google. Explore ones relating to your subject matter and get a feel for their following.
To further narrow your niche and help ensure an initial audience, consult your most valuable resource: your customer base. The results of an eblast request or social media survey could inspire the kind of podcast your public wants to hear.
Solidify the who and why.
In conjunction with topic tailoring, you’ll want to identify the objective of your podcast as well as the listeners you’d like to reach. For example, your general goal might be to inspire travel buffs, advise parents of young children or entertain college students. Determining these factors will help you plan your podcast’s format, schedule, content and tone.
As your vision takes shape, you can start to sharpen it with strategies for standing out. Think about stories you can tell and guests who might join you. Plan for interactive elements, such as “food for thought” questions, that will encourage your audience to contribute ideas. The creative possibilities truly are limitless.
Leverage technology, learn techniques.
Unique, engaging content is key for any kind of media, but production-based formats require added layers of quality control. The right equipment, software, space and skills matter to ensure a successful podcast recording and an effective product. Think about ways to incorporate music and even sound effects as appropriate. Once you’ve found your footing, consider boosting the excitement with a regular or occasional livestream.
On the topic of tech, keep in mind that podcasts embody both audio and web elements. Given this hybrid nature, it’s also important to follow SEO practices—such as including keywords in your episode titles and descriptions—to increase your visibility and traffic.
Promote your presence everywhere.
You’ve started a podcast—get the word out! Spread the news on your website and social channels, through email marketing and with digital ads, if possible. Then, repeat; prioritize the promotion of every episode, including date, title and topic, within your overall marketing plan. For livestreams or other special events, go a little bigger by increasing frequency and reach.
As podcasts continue to claim a substantial slice of the audio-streaming pie, now is the time to get on board—and from concept through creation, we can help. Contact us to learn more. Like your future audience, we look forward to hearing from you.
