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How to Promote a Small Business Podcast

Kayla DiPilato

Podcasts have become an increasingly popular medium and they cover almost any topic you can imagine. In addition, podcasts can be a great marketing tool for your small business. It is an awesome way you can provide value to your customers and potential customers while keeping your brand at the forefront of your mind. Sound great? Check out these tips to launch your own podcast.

  1. Define the concept and style

Before you can even think about launching your podcast, you want to have a clear vision of what it will be like. Begin by thinking about what the goal of the podcast is and then move on to define who your audience is. After you have solid answers to these questions you can begin to think about the format; maybe it will be interview style or maybe the host will discuss current events. There are many, many ways to structure your podcast, but you should choose one that plays into your strengths and helps achieve your goal.

  1. Start with at least 3 episodes

When you launch, you should already have at least three very solid episodes published; this will draw in more people because they will see that you plan to post often. Additionally, if someone likes what they hear in the first episode they can immediately move onto the second which will increase their commitment. These episodes should be pillars and contain important information you can also refer back to in future episodes to increase traffic.

  1. Leverage an email list

If your company already has an email list then you have a head start on this one! You’ll want to inform this list of your podcast, especially because they have already demonstrated an interest in your brand. Draft a few emails to send out over the first few weeks of your launch to ensure you can gain the support of your connections. If you don’t have a list, now is a great time to start one! Post on social media and consider offering a discount or other perks to those who subscribe.

  1. Host an event

Hosting an event can be a great way to launch a podcast and begin building your audience. Established podcasts often do live tapings, but this alone may not attract an audience for a podcast that is just getting off the ground. Instead, add a component like a networking hour or a giveaway to draw people to your event.

  1. Join a community

Many people who create podcasts are also big fans of podcasts themselves. Join a group for creators, such as Blubrry, to find other podcasts you might like and also to share your own. You may even find opportunities to collaborate with other podcasts through this, which is a great way to expand your audience.

  1. Post on socials

We know what you are thinking...isn’t this obvious? And maybe it is, but we can’t emphasize enough that posting a lot of great content can really help increase the number of listeners you have. To keep your posts interesting, incorporate as many different types of media as you can including images, soundbytes, teasers, .gifs, slide decks and anything else you can think of. You may even consider creating a budget to promote some of these posts to a wider audience.

  1. Stay consistent

Once you have a growing audience, the best way to keep them engaged is to stick to a regular posting schedule so that your viewers know what to expect. We recommend posting at least twice per month and promoting new episodes on social media after you post.

  1. Get yourself onto all of the major platforms

Podcasts are very easy to access and listeners can enjoy them essentially anywhere. You want to make your podcast as accessible as possible by ensuring it is on the listeners’ favorite platforms, whatever those may be. As a result, you should attempt to get your podcast up on as many different platforms as possible before your launch. You may consider using a podcast hosting site to make this even easier.

  1. Use keyword optimization

Keywords can help your podcast be found through Google and on the platforms where you post them. When you add your podcast to a new platform, make sure you add relevant tags. Then, when you post each episode make sure the descriptions are rich with keywords that will also improve the podcast ranking.

  1. Get reviews

The fastest way to grow is through word of mouth, and positive testimonials on your page will make people more likely to give your podcast a listen. In addition, more reviews on Apple Podcasts will improve your ranking based on their algorithms. Beyond reviews on the podcast platforms, you may also want to ask listeners to share your episodes on social media.

We hope these tips help you launch a successful podcast! Do you have a tip that wasn’t listed here? Share it with us on Twitter, @KuvioCreative.

Kuvio Creative is a full-service web design and development company of remote workers who collaborate with clients to provide innovative solutions to their unique needs. Learn more here.

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