Podcasting isn’t a new phenomenon, but it’s not yet as universal as it promises to become.
The latest market research suggests that 70 percent of the country is familiar with the term podcasting. That does not mean that this number of people have actually listened to, can define, or know how to access podcasts. They have simply heard the term. That same research says that while 70 percent have heard of podcasting, 51 percent of the US population has ever listened to a podcast.
So how do we convert the other 49 percent? How do we turn those people into podcast listeners? It’s easy to market your podcast to current podcast fans – simply tell them about it and they will likely be eager to add your show to their current mix of podcast programming. But what about the others?
First, I think we need to focus on WHY those people aren’t listening. These people typically fall into three main categories. 1. They don’t know what podcasts are. 2. They don’t know how to listen to podcasts. 3. They haven’t been interested enough in a particular show to be pulled into the world of podcasts.
As a podcaster, you are going to have to account for all three of these categories. Your marketing and promotion surrounding your show have to cater to each of these categories within your community in order to reach those non-listeners. So what type of messaging and strategy can you use to target them?
They don’t know what podcasts are.
This can be a frustrating category, especially now that it is 2019, but with about 30 percent of Americans not being familiar with the term, they comprise a substantially untapped market of listeners. When people aren’t familiar with podcasts it is best to remind them exactly what it is. Simply, an audio-only recording of a conversation! In explaining this audio format, it is best to point out that podcasts are FREE, easily accessible, and don’t eat up cellular data (yes this last one is a BIG concern for a lot of non-listeners). When you are creating messaging to promote your show, infusing these reminders into your language will be reassuring to this part of your audience – the part that is just simply unaware of what podcasts even are.
They don’t know how to listen to podcasts.
So what if they know what podcasts are, but haven’t listened to one, and don’t know how to begin? Make it easy for them! Walk your listeners through the simple steps of locating their native podcast app on their very own smartphone, and searching for your show. Provide them with direct links to your podcast in one or more of the directories in which it is listed. Bring them right to an embedded podcast player on your company website! Make sure that your message is clear, that it provides only one or two direct links at a time, and that it diminishes any perceived barriers they would have to be able to listen to your podcast.
They haven’t been interested enough in a particular show to be pulled into the world of podcasts.
I know you may be thinking, there are millions of podcasts, how have they not found even ONE show that piques their interest? But the problem does not lie in the options, it lies in the specificity. All they need is that one show that brings them in. When it comes to a new medium, you convert the unconverted by making your product SO valuable that they have to dive in and get their toes wet.
Think about the transition from VHS to DVD. While it confused a lot of people initially, those who were anxious to make the switch eventually did so because there was a specific movie that they wanted to watch badly enough to try out this newfound DVD we speak of. Similar to Netflix. I don’t watch Netflix because of their excellent marketing campaign, I watch it because it is the best way for me to sustain my unhealthy obsession with bingeing Friends. They have the SHOW I want, so I use them to get it. That is what non-podcast listeners need. They need to be sold on a SHOW that will force them to try out podcasts in order to get it.
So how do you do this? Well, you must make sure that your messaging doesn’t simply tell people that you have a podcast and they should listen. It needs to highlight WHY your show is so valuable. What are they going to get from your podcast that they can’t get anywhere else? What are you teaching them, entertaining them with, or exposing them to?
Answering these questions is essential to leveling up your podcast marketing campaign. The last challenge I will leave you with is to fill in the blank of this statement;
Listeners should stream my podcast, because only on my podcast ___________________________ .”
Filling in this blank will help you clarify the exact needs, wants, and values of your audience, and how to promote your show as a way to deliver them.
For more on attracting podcast listeners, check out the previous WorkforcePods post: Podcast Fans Vs. New Listeners; Building Your Audience
