Learn how to podcast and blog to establish thought leadership, extend your brand and engage your target market

Effective marketing is about getting the right message to the right market (potential listeners). When identifying your market, it’s important to remember that often less is more. Narrowing your target market to smaller, more carefully selected niche usually produces better results.

You will have the best success in marketing your podcast if you carefully choose your target listeners. The more you know about your niche, the better you will be at creating the right message and knowing how to get that message to them.

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We’ve discussed how it is just as important to keep your current listeners as it is to find news ones. One thing that will keep your audience listening is their attachment to you as a person. Don’t be afraid to infuse your own personality into your podcast. Make yourself a trusted source of entertainment/information that your listeners want to come back to again and again. Use your personality to bring people back.

NOTE: Decide in advance how much personal info you want to share and be careful about giving out things like your address, your phone number, etc.

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OK. I admit. I’m stretching for an entry for the letter X. Have you seen how few ‘X’ words there are in the dictionary? Despite my weak attempt to be clever, this tip is valuable all the same.

Let’s say you have a podcast on knitting. You could make up some flyers about your podcast and visit yarn stores. Ask if they would let you place some flyers by the cash register. If you need, you can offer to mention the store in your podcast in exchange for leaving flyers. Hang a flyer in the window as well. You could even arrange for them to place your flyer in their shopping bags.

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There are a number of ways to attract new listeners by writing short articles that relate to the topic of your podcast. These articles should deliver valuable information, but they only need to be 500-1000 words long. Here are two ways to use this kind of supplementary text content to attract new listeners:

1. Post it on your own site to attract search engine traffic

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Viral marketing is an effective and economical way to spread the work about your podcast. The first thing you have to do to instigate viral marketing is to offer quality content. Then invite your listeners to share your podcast with other people who would find it interesting. Invite them to forward your podcast to their friends and colleagues.

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Can you write a describe your typical listener? Can you answer the following questions about him?

• What are his interests?
• How old is he?
• What kinds of sites does he visit online?
• What kind of magazines does he read?
• Why does he listen to your podcast?
• What kinds of things does he buy?
• What keeps him coming back for more?

It’s important to have a well-defined target audience in order to create the best podcast you can and market it effectively. Spend some time brainstorming and researching about your typical listeners so you can make the best decisions about how and where to market to them.

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Social media, such as podcasting, result in constant waves of new content hitting the Internet. The amount of information is staggering. How can an individual find something of interest, let alone get his own content noticed by others? Many web users have adopted a method of categorization called tagging, an informal and collaborative way for web users to categorize information on the Internet.

Millions of content creators and consumers freely choose words to describe photos, web sites, blog posts, podcasts and more. The idea is to allow the people who create and use the content to label it anyway they want. Many social networking sites use tagging for sharing and indexing web content. 

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Clicks from search engine results pages are one of the most sought after sources of traffic on the Internet. This traffic is free and tends to produce well-targeted visitors. There’s a good chance that someone who clicks to your site from Google wants something that you have. This is called organic search traffic to distinguish it from paid search listings, such as the ones that appear on the right side of Google’s search results.

The goal of search engines is to serve up the most relevant information when someone searches for a given phrase. The engines give top search placement to web pages that they think offer the searcher what she’s looking for. Your goal is to get ranked as high as possible in search results for phrases that are relevant to your podcast’s topic. To get one of the top positions you need to provide content that the search engines see as on topic and good in quality.

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Your audience will only grow with consistent effort. Do at least five things every week to promote your podcast. This is the rule of five. There are over 100 tips in Promoting Your Podcast for you to use in your ongoing promotional efforts.

Quotes from your listeners are very powerful marketing tools. When you get an email or audio comment praising your show, ask for permission to use it in your marketing. There are a lot more ways to use testimonials other than just playing/reading them on your show. Here are 4 ways you can use listener testimonials to market your show:

1. List them on your site for visitors to see
2. Create a promo using a collection of audio testimonials submitted from your audience
3. Use them in your show description
4. Quote them in your media kit

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