Are you wondering why your podcast isn’t gaining the traction you’d hoped for? It could be because podcasting is a long-term game, marked typically by a growth curve that’s initially much slower than you might expect. Keep reading to understand the intricate dynamics of podcast growth and make informed decisions for your show.
Your Podcast Journey
The early days of becoming a podcast host can be a bewildering experience. As a beginner podcaster, you invest significant amounts of time, energy, and, often, money into creating engaging content only to feel that progress is marginal. For as long as 18 months, and especially within your first year, it feels like you’re trekking on a flat landscape, with a modest change in your audience size. Concerns begin to arise with questions like, “When am I going to reach 100 listeners?” or “When am I going to hit 1000 downloads?” This uncertainty and self-doubt is a natural part of the podcasting journey. But remember, this initial phase does not signify failure but is a testament to the perseverance required in podcasting, a domain where patience and long-term commitment are key elements of success.
The Inevitable Breakthrough Point
After the initial investment of time and effort into podcasting, there comes a notable shift around the two-year mark. This is the period when those who have been consistent with their podcasting strategy start experiencing rapid gains – a phenomenon colloquially known as ‘hockey stick style’ growth. This pattern might very well look like a hockey stick – slow and steady at first, and then shooting straight up. The post-60 episode phase pertains to the significant leap in traction, from wondering when you will hit your first 100 listeners or your first 1000 downloads to witnessing a striking increase in both. This ‘breakthrough’ usually emerges after the creation of somewhere between 60 and 100 episodes. It’s here that the benefits of understanding how to use podcasts for marketing truly begins to come to fruition. So, what does this mean for business owners and marketing managers trying to navigate the world of podcasting? Simply put, patience is key. Slow and steady progress, driven by consistency and dedication, is what sets apart those who’ll see exponential growth around the two-year mark, breaking out of the slow, steady incline of the plateau stage. Before this stage, growth in podcasting can feel mostly flat, causing many to question their strategy. However, it’s important to remember that quick results should not be the prime focus here. Rather, be guided by a long-term perspective, understanding that the true power of podcasting unfolds over time.
Podcast Success Factors
If you’re wondering how to use podcasts for marketing, look no further than the data. This data suggests that being patient and staying in the game consistently for over a two-year period could potentially lead you to success. So, what does this look like in practical terms? Consider this: the top 100 most-played podcast shows have a median episode count of 200. In decoding how to use podcasts for marketing, this data signifies the importance of starting your podcast with a clear end goal in mind. Remember, this is not a flash-in-the-pan strategy for instant results. Quite the contrary – Podcasting is a game where the creator who lasts the longest and produces the most episodes over a 2+ year period often wins. These podcast hosts enjoy thousands of followers and rack up hundreds of thousands of downloads.
Podcasting is a Long-Term Game
Podcasting is not a quick fix; it’s a long game. For those considering how to use podcasts for marketing their business, it’s essential to realize that just like any other noteworthy achievement, it requires consistency and longevity. It might be disheartening to see slow growth at first, but it’s integral to remember that each episode you produce, and every hurdle you overcome is shaping your prosperous future in podcasting. If we dive into the listener numbers of the top podcasts, we see that the hosts often have a steadfast fanbase. These loyal followers didn’t emerge overnight, nor did they gather in a span of a few months. Instead, they accumulated over years of regular content creation, a testament to the virtues of patience and perseverance. Remember, it is normal for your podcast to take over a year, sometimes even two, to hit growth milestones like 10,000 downloads. This is a test of your determination, a phase where many give up, but those who endure reap the rewards. The journey might feel steep, but the key is to continue producing captivating content, offering value to your listeners, and earnestly refining the words you use to connect with your audience. Podcasting’s rich potential unfolds over time. It’s a game of patience where the creator who displays endurance and produces consistently over the years sees the fullest fruits of their labor. Be prepared for a long game, and remember, the journey to success is not a sprint. It’s a marathon.
Using a Podcast as Your Business’ Marketing Arm
In conclusion, understanding how to use podcasts for marketing effectively comes down to a strategy of perseverance, consistency, and long-term vision. Here are some tips as you start to script the components of your show:
- Use your podcast to educate listeners about the benefits of your products/services rather than trying to convince them to purchase – listeners will see straight through the persuasive language and take the nearest exit.
- Begin hosting your podcast with the intention of creating 200 episodes. The immediate challenges won’t feel so dramatic when you begin with the end in mind.
- Consistency is essential. Before you ever begin recording or scheduling interviews, decide on a batching schedule you can maintain over the long haul. Designing your workflow with sustainability in mind will allow you to produce episodes will increase your chances of success.
- A successful podcast has 3 key factors – a specific target audience (women in business isn’t specific enough), a clear hook and promise to attract and retain those listeners, a call to action that seems simple for the listener to execute.
Keep in mind these insightful pointers on how to use podcasts for marketing your business, and remember, patience coupled with dedication eventually leads to substantial growth. Each step forward, no matter how small it may seem, takes you closer to your goal. Stay persistent and let these guidelines steer your podcast journey toward success.
How to Use Podcasts to Market a Business FAQs
What is a podcast?
A podcast is a digital audio or video file series that users can subscribe to and download or stream online (usually for free). Podcasts typically focus on particular topics or themes, allowing creators to delve deep into niche subjects, providing information, entertainment, and a sense of community to their listeners. For example, most of my clients create educational personal finance content to help their listeners build wealth.
How can podcasts be used to market a business?
By producing regular, engaging, searchable content, businesses can build a strong online presence, establish themselves as industry leaders, and forge a steady relationship with a global (or local!) audience. This intimate, consistent communication can increase brand loyalty and conversion rates.
What is the ‘hockey stick’ growth phenomenon?
The ‘hockey stick’ growth trend refers to the sudden uptick in growth that podcasters often experience after a period of relatively flat growth. Generally, new podcasts build their listener base gradually from 0 listeners to about 5,000 in the first year of producing a weekly show. Then, between 60-100 episodes, we see an exciting, seemingly exponential growth in listenership where that 5K grows to 10K, 20K, and even higher. If you’re producing a weekly show, 100 episodes is right around the two-year mark, indicating the significant role of patience and consistency in successful podcast marketing.
How important is consistency in podcasting?
Regularly producing engaging content keeps listeners hooked and improves your visibility on podcast platforms and, if you’re posting your show on YouTube and your website (highly recommended!), ranking in search engines. Research shows that most successful podcasters released new content consistently for at least two years and had a median episode count of over 200.
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