100: Leveraging the three buckets of podcast growth.

Interactive Transcript

spk_0 What's up pod pals that you buddy Adam and you're listening to podcast launch tips

spk_0 Episode 100 we made it

spk_0 Only five percent of podcasts make it to episode 100 and this pod pals is my third show

spk_0 That I've taken to 100 episodes very proud of that

spk_0 To celebrate episode 100 where you are talking about leveraging the three buckets of podcast growth

spk_0 So once you launch

spk_0 You can lean on these principles to have steady and sustained growth

spk_0 After your launch all right, so the first bucket and in my opinion the most powerful and important bucket of them all and the most organized

spk_0 most overlooked I should say bucket of them all is organic

spk_0 discoverability SEO

spk_0 podcast SEO I call that organic discovery organic discoverability what happens in that search bar and apple and

spk_0 Spotify and people say they type in a phrase we want to show up when they type the phrases and keywords that are important to our brand

spk_0 All right, that's organic discovery. So there are three really important

spk_0 zones over organic discovery

spk_0 The first is your podcast name your podcast name has the most SEO and organic discovery power

spk_0 We have to strategically name our podcast not creatively name our podcast if you have a cool catchy

spk_0 funny sounding name it will not work

spk_0 uh if you want to follow my perfect podcast naming formula

spk_0 Make sure you listen to episode 71 of podcast launch tips and that will set you up

spk_0 The next zone of organic discovery is the podcast art

spk_0 We the name is kind of the first part of a two-stage relay race

spk_0 And people search our keywords great now run their phone with 10 15 20 other shows

spk_0 And we want to win that finger is hovering. I want to click on that show

spk_0 That's the battle that we want to win with your podcast art

spk_0 We need to look at things like the text the text needs to be the star of the show needs to be easily readable those keywords

spk_0 They can be big and bold and very easy to read do not put a big picture of your face on there

spk_0 Optimize for text first then find those open spaces to put a headshot or a microphone image or

spk_0 You know a boxing glove or whatever that you want all right once the text is optimized

spk_0 I really don't care so if you're with my full optimized podcast art protocol check out episode number 72 of the show podcast launch tips now

spk_0 The next zone of organic discovery that we need to optimize is your podcast host description

spk_0 It's that little blurb about your show

spk_0 When people discover it they see the art they see the name and there's a little blurb that talks about what the show is about

spk_0 I've got a two-phase strategy with that we got to get keywords in here keywords are important all right

spk_0 so

spk_0 We want an initial paragraph that's about you about the show and put as many of your brand keywords and your niche specific keywords

spk_0 In there as possible again keywords that are specific to

spk_0 What people are searching for on apple and Spotify in that search bar all right

spk_0 Now if you want

spk_0 All of the deep dive on that it's episode 80 of podcast launch tips. I'm gonna give you a bunch of episodes by today by the way

spk_0 You're gonna get a lot of homework. So episode 80 has my full

spk_0 podcast host description optimization breakdown and then the last zone of organic discovery is your individual podcasts episode titles

spk_0 All right episode titles we need keywords

spk_0 uh AI is not great at that yet. AI is really getting creating

spk_0 um really catchy really marketable

spk_0 episode titles

spk_0 Really intriguing, but we got to get people to those episode titles

spk_0 And if we have at least one keyword in there that's niche was niche specific

spk_0 Then uh that's gonna help it's on

spk_0 So as far as keywords go we need those we need those in the podcast name

spk_0 We need those in your podcast host description

spk_0 And we need those in your individual episode titles

spk_0 Where keywords don't matter where a lot of people think they do is the show notes

spk_0 The show notes have no SEO or organic discovery factor whatsoever

spk_0 Specifically we're talking about spotify. We're talking about apple podcasts

spk_0 And those search algorithms youtube is a totally different thing. You know, that's

spk_0 Video stuff that's that's a little bit different

spk_0 But when it comes to audio podcast specifically

spk_0 Those descriptions do not count as far as SEO goes

spk_0 Uh, we still want them to be good. There's different strategies for that

spk_0 Um, but when we talk about organic discovery

spk_0 We were really looking at the name of the show the podcast art

spk_0 The podcast host description and the episode titles. All right. That's the first bucket of podcast growth

spk_0 That we're going to optimize for and the reason I consider that to be the most important bucket

spk_0 Is that once that's all optimized

spk_0 That bucket will help you

spk_0 And your ideal fit listeners connect while you sleep 24 seven and it is 100% free

spk_0 All right

spk_0 That's important next bucket of podcast growth is effort-based marketing

spk_0 So this is obviously free again

spk_0 But now we're putting in work. We're putting in consistent week to week effort. These are things like

spk_0 Social media problem. You know, we create art we create

spk_0 Instagram carousels

spk_0 We create

spk_0 TikTok videos and Instagram reels and Pinterest pins and threads and ex posts and things like that

spk_0 To promote our show and to promote specific episodes

spk_0 um

spk_0 That is effort-based marketing

spk_0 The next thing an effort-based marketing is email promotion

spk_0 newsletter

spk_0 We can leverage that uh, you know

spk_0 I'm a big fan of a weekly newsletter if you guys aren't on my email list

spk_0 Make sure you head to my website podcastingbusiness.school get on that

spk_0 Podcasting business school newsletter. I write it every single Thursday and I've done that every week since 2018

spk_0 So I'm as much of a newsletter writer as I am a podcaster

spk_0 Fun fact. I have more people

spk_0 Reading my newsletter each week than I do listening to all my podcast combined

spk_0 So a lot of people don't know that very powerful medium to build your email list

spk_0 And we want to be talking about our show and our core content topics within email as well. So that's effort-based marketing

spk_0 Another

spk_0 effort-based marketing technique

spk_0 Is gassing on other people's podcasts all right

spk_0 If you want to learn how to be a great guest on other people's podcasts make sure you check out episode 98 of this podcast podcast launch tips

spk_0 And we will unpack that

spk_0 But when I'm I mean when I'm working with somebody inside my my consulting programs or like inside the download growth club

spk_0 We talk a lot about gassing on other people's podcasts

spk_0 And I think

spk_0 If you're serious about growth you need to be on someone else's show at least once a month like 12 per year

spk_0 if you are

spk_0 Really really serious like really getting after it and needs to be two to four per month like almost one a week like 50 shows a year

spk_0 It doesn't have to be every single week maybe

spk_0 You know you have a week where you do three and one week and then you know whatever the numbers will work out but

spk_0 25 to 50 shows a year if you're really getting after it all right as far as being a guest on other people's podcasts

spk_0 But starting off

spk_0 average of one a month

spk_0 10 to 12 a year that's a great starting goal with

spk_0 being able to

spk_0 Beyond someone else's podcast

spk_0 Scoop up some other audience and again episode number 98 just a couple weeks ago

spk_0 I put out that episode great strategies there for optimizing that opportunity

spk_0 Then the last kind of part of the effort-based marketing bucket is audience engagement

spk_0 So we are looking to connect with our audience. We are looking to

spk_0 I can get them so excited about our brand and our content and our show

spk_0 They're gonna share it with somebody else. So when that topic comes up

spk_0 The oh you gotta listen to this show

spk_0 Adam's always dropping tips in there every single week. You gotta check it out. It's really really good

spk_0 You know word-a-mouth marketing as a part of effort-based marketing and

spk_0 It's great like it's great when your people are so fired up by your content. They share it with somebody else

spk_0 one of my

spk_0 Things about my brand that I'm so proud of is that this happens a lot now

spk_0 So that's a sign that you're on the right track

spk_0 You're you're striking a chord with your content with your audience members if they are willing

spk_0 It's not only consume it but to share it

spk_0 All right, so that's another great benchmark and we're gonna facilitate

spk_0 That as much as possible

spk_0 You know by creating connections with our audience and keeping them engaged now

spk_0 The last bucket of podcast growth is paid marketing

spk_0 So this is one that a lot of newer podcasters shy away from

spk_0 But there's some really cost effective ways. It's not like I dropped 30k a month on IG ads, bro

spk_0 Like doesn't have to be that at all

spk_0 So really there's three ways that we can pay

spk_0 One would be paying for ads on other people's platforms

spk_0 So maybe you pay for an ad on someone else's podcast maybe you pay for an ad on someone else's

spk_0 Email or newsletter, all right, that's a thing and that can be pretty cost effective

spk_0 You know the next time you have a guest on

spk_0 That has a podcast or has a newsletter inquire about sponsoring their show and what that looks like

spk_0 As far as doing a promo for your show. So that's something to consider

spk_0 We do have the standard Facebook and Instagram ads. I

spk_0 personally

spk_0 Do not I run Facebook and Instagram ads. I spent $30 every single day

spk_0 I do not run ads to anything other than my newsletter. So I do not run it to my show

spk_0 Just because I'm trying to get people on Facebook and Instagram

spk_0 They may not be podcast listeners. I've got a better shot that they are probably

spk_0 They have an email address basically like most people have it

spk_0 I have social media have an email address and I like to run ads to my newsletter

spk_0 And I'll get you know

spk_0 10

spk_0 15 20 new people my email list every single day

spk_0 With a $30 ad spend and then once they're on my newsletter

spk_0 I will get them addicted to my podcast. I found that to be a much easier

spk_0 Leap than just promoting like a specific episode and things like that

spk_0 So that is something to consider because maybe when I can spend $30 a day

spk_0 Promoting an episode but what if people don't like that topic?

spk_0 I can spend $30 a day getting them on my podcast in business school newsletter

spk_0 They're interested in the overall concept of

spk_0 You know using a launching a show or making money by leveraging a show to get clients things like that

spk_0 I have a better chance and it's more cost effective for me

spk_0 To run paid ads to my newsletter and then newsletter to podcast or or even just newsletter into becoming clients

spk_0 So that's my personal Facebook and IG ads strategy, but I know that there's a lot of people out there running ads to their show and they do pretty well

spk_0 All right

spk_0 The last thing is the podcast player app banner ads like overcast FM

spk_0 This is again not many podcasters know about this was this is this is one of my favorite things again. I run

spk_0 A banner ad pretty much every single month and this strategy works extremely well for me. All right

spk_0 I did a full breakdown in episode 97 of how to use

spk_0 paid marketing strategies and I dive into overcast quite a bit there

spk_0 With that strategy so don't

spk_0 Just because you're getting started. Maybe you're on a small budget still learn about these strategies

spk_0 I would definitely check out episode 97. That's a great anchor point for knowledge

spk_0 Still learn about them because all sudden you get your first client or you get your first sponsor and you got 500 bucks in your pocket

spk_0 What am I gonna do with that because the tax man's coming for whatever percentage of that if we can

spk_0 Divert some of that into another expense like ads

spk_0 Then you know, I'd rather buy ads than and grow my email less or whatever get more listeners than just hand that money over to the tax man

spk_0 so something to consider

spk_0 With the paid ad strategies all right pod pals those are the three

spk_0 buckets of

spk_0 Podcast growth and hopefully once you get your show launched

spk_0 You can leverage these and with those deeper dives, you know, obviously you got a lot of homework here four or five episodes

spk_0 To dive into

spk_0 On top of this one episode

spk_0 100 of podcast launch tips all right pod pals

spk_0 I appreciate you. I'm really excited that we got this show you've got 100 episodes dive into and I think this is a great resource

spk_0 So I'm gonna shout you all out and send you out into the world which you health happiness and many downloads

spk_0 And

100: Leveraging the three buckets of podcast growth.

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