How to Accelerate Community Growth with a Podcast

How to Accelerate Community Growth with a Podcast

Listening to podcasts has quickly become everyone’s favourite new pastime.

Podcasts don’t feel like the result of careful planning by a marketing team. Instead, listeners are the silent participants in a conversation they can’t wait to share with their friends. An emotional connection forms as the host’s voice reaches listeners with unedited discussions and personal stories.

While others compete for eyeballs and are quickly forgotten, you can leverage a podcast to grow an engaged community that will generate positive returns for your business. Here’s how best-in-class marketers are incorporating podcasts into their content mix to accelerate the growth of their community.

Reach podcast fans through existing audio platforms

When deciding on a podcast hosting solution, you should find one that makes it easy to distribute your episodes to podcast listeners. Audio platforms like iTunes, SoundCloud, TuneIn, and Stitcher help podcast fans easily discover and listen to your podcast. These people might have never heard of your company, and now you can reach them every day on their commute.

Plan your distribution strategy before you launch your podcast, as you would for any other piece of content. Understanding how to increase your discoverability on each of these platforms will maximize the reach of each episode. Start by searching for related podcasts to see which ones rank well and learn from best practices.

What keywords are they using in their title and description? How many ratings and reviews do they have? How do they structure their show notes? These are some of the areas you can optimize for better reach.

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Beyond the sign up form: 10 places driving new subscribers to Mypodnotes

danielle geva podcast call to action union square

Finding the right call to action for growing my newsletter took a couple of weeks to refine, but I’ve finally settled on the copy. Here’s what I decided to go with:

“Get weekly notes from the podcasts everyone is talking about”

It starts with “Get” because verbs put people in the mood to act. In this case, it encourages them to type in their email and click the subscribe button. The idea of receiving value is also more enticing than a statement about the newsletter’s content.

Then there’s the frequency to set their expectations. People who don’t have time to listen to podcasts are probably too busy for a daily email, so I wanted to eliminate their concern of being bombarded with emails. This is just an assumption, so let me know if you’d prefer to receive a daily email, an email for every new Mypodnotes post, or an email for specific podcasts. (Update: due to popular demand, daily emails are now available. Enjoy!)

The last part of my call to action appeals to people’s fear of missing out, as the final push to motivate them to subscribe. I bet while you were reading “podcasts everyone is talking about”, it immediately triggered a flashback to a podcast recommendation from your friend or a story your coworker heard in an episode you need to hear.

Your call to action might not follow the same formula, and that’s okay. Find what works for your audience by asking friends or an expert copy writer. After you’ve crafted your own call to action, here’s where to get your first email signups.

1. Website Header (Smart Bar or Welcome Mat)

mypodnotes welcome mat

2. Navigation Bar

mypodnotes subscribe navigation bar

3. Call to Action Button (Button or Widget)

mypodnotes website button

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