When it comes to growing an audience for your brand’s new podcast, tapping into your email and marketing experience is the best place to start. If you’re building a new list from scratch, you can grow your email subscriber list by utilizing your existing marketing channels to spread the word.
On the other hand, if you already have an existing database of people who love the content you create, you can hit existing relevant lists while also growing a dedicated inventory for your show!
In this post, we’ll share how you can leverage your audiences differently and give you best practices for promoting your podcast via email. Let’s start getting your podcast in front of the right folks!
Your show’s subscribers are the folks you’ll email regularly about teasers, new episode releases, exclusive content, and more. These people are highly qualified because they have opted-in to receive news about your show! We’ll cover how you can grow this type of list where your podcast lives, on your actual podcast with a call to action, and across your social media channels.
If your podcast is on streaming sites like Spotify, Stitcher, Apple Podcasts, Google Podcasts, or Overcast, you should include extra information about your show to help build a direct relationship with listeners. Profiles about the show hosts and guests, show episode notes, and full episode transcripts are just the beginning!
Including information on your website about your podcast doesn’t hurt either. Get creative and think of different ways to provide value, like with a show “starter kit” for new listeners or by including other content formats, like related videos and blogs, on the same page.
Be sure to focus on the value your show will provide your audience, and include an email collector for listeners to subscribe to stay in the loop about future releases, show news, and exclusive content.
Another great place to remind listeners to subscribe to your podcast? During your actual show! If you include a call to action at the end of your podcast, you’ll catch listeners who made it all the way to the end of your show — folks who are already super engaged and the most likely to want more. For listeners who found you on streaming sites instead of your website, suggesting the next step during your show might be the only opportunity you have to get them to subscribe directly.
For example, at the end of our new original podcast, Talking Too Loud, we say, “Listen to Talking Too Loud wherever you listen to podcasts. And hey, rate and review us wherever you listen. And check out more content from Wistia Studios at Wistia.com.”
Another example of a podcast including CTAs on their show includesHow I Built This with Guyask-people-to-subscribe-wherever-your-podcast-livesRaz. At the end of his show Guy says, “To see our full interview you can go to facebook.com/howibuiltthis. And if you want to see all of our past live interviews you can find them there or at youtube.com/npr.”
To sum it up, your CTA could be any next steps you’d like your listeners to take. Both of these examples don’t outright tell folks to subscribe, but lead people to places where they can discover more about your brand (and where they can take the leap to subscribe for more content).
You should also use your existing social media channels to promote your podcast and find listeners who could lead to new subscribers. Use clips and content teasers to give people a taste of what your podcast is about — pique their interest! Social media is a great way to drive people to where your podcast lives and entice them to subscribe to your show.
Here’s an example of a Twitter post on Wistia’s account promotingTalking Too Loud:
Some social media platforms, includingFacebook andLinkedIn, even offer direct integrations with email marketing and CRM providers. These connections make it easy to build and nurture your lists without manually exporting and uploading contacts across platforms.
While you’re building a dedicated list of raving show fans, keeping your existing database informed is also important. Whether these marketing lists exist for product updates or blog content, folks in these audiences might also be interested in your podcast’s unique content.
Your marketing automation and onboarding sequences can be a great place to start plugging your podcast — just make sure you’re not promoting your show right off the bat. Showcasing your podcast too early or too often in your email campaign could distract and take away from someone’s learning experience with your product.
Considering how many emails you and your team send in a single day, plopping in a CTA and link to your podcast in your email signature can get your show in front of an untapped audience. Of course, you don’t have to require everyone to update their email signatures — it would make the most sense for customer-facing team members to include a link to the show as they communicate with current and potential customers. It would be a shame to miss out on growing your show’s audience from these new contacts!
Here’s an example of the email signature banner we created forTalking Too Loud: