Podcasters always want to know how to get more listeners or viewers. But you should also consider what you may be doing that is preventing you from growing your audience.
1. You have weak content
“Weak content” can take many forms. It could be that you chose a highly saturated topic (like technology and gadgets). It could be that you aren’t bringing any unique content to the field (like a TV show fan podcast mostly rehashing the episode’s events). Or your content may not be something that others care to hear (like your personal life—sorry).
You’ve heard the phrase too often, “content is king,” but it’s true. Choose content that is valuable to others.
Assume the content that fit in these titles, which seems more interesting to you? “Summer is coming up” or “10 ways to be awesome this summer”?
2. You present your content poorly
It’s possible to have amazing, dynamite content that others will want to share, but presentation is just as important (some would even say it’s more important). Learn how to present your message in a logical, understandable way.
This can mean improving your production quality, or it could mean improving how you speak.
Communicate clearly. Know what you want your audience to take away and present that as well as you can.
3. Your website is ineffective
More than half of my podcast audience comes through my website: Internet searches, links from others, internal links to my previous content, social media, and more.
Your website needs to present your content front and center, but also have a strong call to action. Get your visitors to turn into subscribers.
On way to do that is with my new Social Subscribe & Follow Links plugin for WordPress. This allows me to create awesome buttons like this:
4. You’re expecting everyone to find you
“If you build it, they will come” is among the worst marketing advice ever from Hollywood. It’s true that you need to optimize your content for searching. Stuff like writing great shownotes, using compelling titles, and coming up with a descriptive name.
But to grow your audience, you have to go find and invite your audience. This is hard work, but it pays off.
Whenever you try to market your podcast, always remember to contribute first, promote second.
Contribute to the conversation. Contribute with a solution.
Only after you’ve contributed should you consider promoting yourself, but only if it is relevant to the issue at hand.
Bad: “You can fix that podcast problem with ___. BTW, listen to my podcast about puppies.”
Good: “You can train your puppy with ___. BTW, I host a podcast about puppies with tips like this and more.”
5. You aren’t building relationships
As the old adage goes, “It’s not what you know, it’s who you know.” This is true in podcasting. But you don’t need to only know famous people. Know your audience!
Podcasting is far more personal than radio, TV, blogs, books, or almost any other medium. You’re speaking directly into someone’s ears or holding the attention of their eyes. Try to include feedback from your audience.
The most important word to everyone is their own name. So use names when you can, without seeming like a social club or a name-dropper. When you use a name, make it to lift up that person, not yourself.
Building relationships creates a community. And communities take care of each other and work together to invite others.
You can even build relationships with your “competition”!
It is possible for a podcast to plateau and reach its maximum potential audience, but I think that so few podcasters have reached that, that it’s not anything the rest of us should worry about.
Success story from Carl Valeri
Thank you for the outstanding work you have done in designing my podcast cover art, rebranding my website, and for answering all my podcasting questions. You truly have played a key role in my podcasting success. I hope you will share my story with your listeners to encourage and to make people realize that you never know what doors may open in life due to podcasting.
This year I started working for a company with a large brand name. In my first week with the company I was approached by the Vice President of Communications who said she had seen what I had been doing with social media and podcasting. Her statement at first made me nervous because I thought I was in trouble for something I said. To my great surprise she wanted me to play a role in producing podcasts and videos promoting their brand.
As you can imagine I was shocked and excited at the same time. I couldn’t believe what I was hearing.
A few months later I was asked to play a key role in conducting interviews during an event where my employer was the first company in this United States to donate in such a unique manner to a non profit organization. This led to much exposure for me among the various company vice presidents attending the event. Because of my conducting these interviews I was asked to play an even larger role in promoting their brand through podcasts, internet, and television.
When I started podcasting I did not know it would lead to this amazing career and financial opportunity. What I did know when I started my podcast was I had a passion for my topic and I was driven to help others achieve their goals.
Please let your listeners know if they are thinking of starting a podcast or have been podcasting for years it is important to persevere and to podcast with passion! You never know what doors podcasting may open in your life. As you can see my show has opened doors to incredible opportunities in my life. I have faith podcasting will also open doors of opportunity and bring many blessings in your listeners lives.
Keep podcasting with passion!
Aviation Careers Podcast
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This post may contain links to products or services with which I have an affiliate relationship and may receive compensation from your actions through such links. However, I don't let that corrupt my perspective and I don't recommend only affiliates.