Marketing To Podcasters Versus Marketing To Your Audience - The Podcast Report

Marketing to the podcaster versus marketing to the audience. It's the podcast report, episode 128. Show notes, links, conversation and more at the podcastreport.com 1 2, 8 I'm guilty of this. I've shared it before. You're probably guilty of it as well. We all want to be recognized. It's human. We want to be known as the best podcast, the hall of famer. We want to be on that list. But here's the thing. The future of podcasting is in focusing on audience, not on podcasting. Now, I've done versions of this before. I've riffed on this before. You've heard me chat about this before. But I've got seven things for you that are about your next audience, your future audience, that next new batch of listeners. I'm going to go through them. There will be a bit of controversy, there will be a bit who disagree, but that's okay. That's the nature of this show. You, the podcaster, looking to do real business with your podcast. You want to know where your next audience is coming from. And we've got it on today's episode. Today's episode is brought to you by how to podcast training@howtopodcasttraining.com if you want a masterclass on podcasting, howtopodcasttraining.com See, the future of podcasting is focusing on the audience, not podcasting. I have spent a lot of time focusing on podcasting. Heck, I do a podcast about podcasting. I've got a book about podcasting. I've got a membership site masterclass about podcasting. I tend to think in terms of that. So do you. Our next step is to specifically market the people who don't listen to the podcast. We need to focus on them. Here's a list. 7 truths about your future podcast audience. There will be some disagreements, there will be some arguments, there'll be a bit of controversy, but that's okay. Number one, your future podcast audience is not going to look to itunes for ideas. I know it feels like it's the big magazine, it's the big list. It's the big place. It's where everybody goes. No, only podcasters go there. Every day. I talk to people who love podcasts and I ask them, where do you hear about podcasts? Well, from my friend or a radio show that I listen to is now available by podcast. Never have I heard anyone ever say, I go to itunes and search. And if you think about it, it makes sense. Why would anyone do that? They're not Going to itunes. That's not where your audience is going to. Now, I've got a big launch coming up. I've got a big launch coming up. I've got a client who's just going to blow it up. I'm calling a number one position in iTunes, legally, legitimately, with a real audience. And at the end of this, I'll have some numbers that I've never had before. I will certainly share them with you if anything changes, that's fine. I promise you. I'll tell you. But here's the thing. They're not looking to itunes for ideas now. Some of them are searching. Some of them have a certain topic, have a certain interest point, have a certain thing they're trying to find. And itunes is a legitimate place to search for it. But they're not going to itunes for ideas. They're not going for lists. They're not going for inspiration. We need to realize that. Number two, your future podcast audience wants to know that their time will. Won't be wasted. Set that up at the beginning. Tell them exactly what you're getting into. As you heard at the beginning of this episode, I told you exactly it. Marketing to podcasters versus marketing to your audience. I said what the topic was about, and anyone who's made it this far wanted to go on this journey with me. But I guarantee you this, there are those who listen to the show just like you, who have their minds set on the space, either see me as great or see me as totally wrong. But either way, I don't need to hear Paul talk about it again. So they hung up. They stopped. The future podcast audience wants to know their time won't be wasted. Set that up at the beginning. Let them know that you got their backs, and they will go on the journey with you. If you're going to go long, go long. Last week I had an episode that went almost an hour. I told you that at the beginning. You do the same. By the way, this episode is going to be short. Your future podcast audience wants to know what they're getting into. This is where social proof of reviews and episodes make sense. If I'm going to start a podcast, if I'm going to start a relationship and there's one review and lousy artwork and two episodes, maybe I'll wait. But when I see the reviews and I see the artwork and I see the episodes and I see the history, I know what I'm getting into. I like that. This is really why you hear on all the podcasting shows that you need to Be predictable that people need to know when the next episode's coming out. I getting on a plane very soon, heading out to Phoenix for some of these larger clients, if you will. But I know I had to get this episode out and so I'm taking the time to record it before I jump into the Uber because they want to know what they're getting into. They want to know that we're predictable. Number four, Your future podcast audience doesn't understand the tech or the benefits of of a podcast. I've always loved podcasting because of the tech. It's one of my biggest downfalls. Check it out. RSS feed enclosures, MP3 bitrate, data encryption or data compression. No, that's not it. The benefit of the podcast is my content anytime, any place, anywhere. And that's why your audience is listening to you. And that's definitely where your future audience is going to come from. They don't know the power. They just heard about you. They just maybe found the link, maybe clicked, maybe heard you on another show. But they don't know the power of podcasting. They don't have someone to say, hey, by the way, we do this every week. Let's spend this time together every week. Make sure you subscribe to the show. Head out to the podcastreport.com iTunes thepodcastreport.com Google the podcastreport.com Go Stitcher. Let them know the power of podcasting. They might like podcasting, but they might not know the power. The press they read, the press they see. They might get it wrong. Big news today about the ABC sitcom based on startup. The podcast about podcasts. Oh, the information about podcasting is going to get worse and worse. It's going to get lamer and lamer and lamer. Yeah, your future podcast doesn't understand the tech. They don't understand the benefits. I've got a Google home here. There'll be more on Google Home. There'll be more on getting your podcast inside of the A L E X A. If I say her name, the tube will pop open and start interacting with me. They don't even necessarily know how to do that. The funny thing is, if you think of all the ways to get a podcast in the Google home, believe it or not, the best phrase is listened to. Doesn't have the word podcast. Doesn't have the word subscribe. Interesting. Number five, your future podcast audience is looking for a long term relationship. If they want one offs, if they wanted single pieces, they wouldn't be looking for a podcast. They're looking for something to take to work. They're looking for something to take to the gym, they're looking for something to take with them on the journey. And you want to be there for them. It's a long term relationship they're looking for. Let them know that they're in the midst of a long term relationship. Yes, somebody might have just jumped into the whole marketing to podcasters versus marketing to your audience bit, but they heard that it was episode 128. Wow. Paul's been doing this for a while. I'm in this for the long term relationship. You want to do the same. Number six, your future podcast audience is not going to put up with wonky tech. As I spoke earlier, more on Google Home, more on Amazon, Alexa, some news coming soon, some reports, some examinations, some different things. But I'll tell you right now, it's pretty wonky. Don't do that to your audience yet. The apps are the same. We've got some apps for our podcast that will make sense to a certain demographic, but they won't make sense to another demographic. And even outside of the big guys like Google Home and Alexa and apps, there's even funky platforms broadcasting that your show is on iHeartradio. But then letting people, requiring people, mandating that people get a login and password before they ever listen to you is absolutely ridiculous. Don't give your audience the wonky tech, especially the new one, they don't want to put up with it. And then finally, and this one's real, you might not fully grasp it, but I'm going to offer it to you. Give it a week, give it a two, might come back to you. But your future podcast is looking to redeem their tech. You know, there are the numbers about what the top platform is for phones and it's not iOS. But here's the thing. The top client for podcasting is iPhones. Most of you are listening to this on iPhones and I know I'll get some hate mail for the Android types, but the fact of the matter is most people are looking on an iPhone and most people paid a good chunk of change for the iPhone. And most people want that iPhone to redeem itself. They want it to be worth the value. Maybe they are doing the iPhone watch and they do the breathing app. Or maybe they put the phone in their pocket and they're doing the pedometer. But many of them have said, I'm going to listen to podcasts, I'm going to make myself a better person. I'm going to leverage this Tech to do better things. Whoa. When you speak to that and when you work to that, see, you can be listening to this show wherever you want. You can be listening to this in the car. You can listen to this on a run. You can be listening to this anywhere. You don't have to have the newsletter. You don't have to be watching a YouTube video. You can listen to the show at the time and the place and the device of your choosing. And that is the power of what I have for you. So your future podcast audience is looking to redeem their tech. This is the future content. Anytime, any place, anywhere is it? And as they look to how do I legitimize my phone, how do I legitimize my device, how do I legitimize my data plan, how do I legitimize these things? They're going to look to the tech to redeem the content. They're going to look to the content to redeem the tech. And this is going to be a unique opportunity for you. So again, your future podcast audience, it's not podcasters marketing podcast to podcasters, but it's a future podcast audience that doesn't look to itunes for ideas. It's a future podcast audience that doesn't want their time to be wasted. It's a future podcast audience that wants to know what they're getting into. It's a future podcast audience that doesn't understand the tech or the benefits of the podcast. It's a future podcast audience that's looking for a long term relationship. It's a future podcast audience that isn't going to put up with wonky tech. And it's a future podcast audience that is looking to redeem their tech. If you play to this, if you follow this, you will see a bigger audience in the future. If you serve them always the theme of this show, that audience will grow, there'll be more money and you can do more of the real business of podcasting. This is Paul Calligan. This is the podcast report. This has been episode 128. Show notes are@the podcastreport.com 128 do subscribe to get this sent to your device on a regular basis. I don't care what platform, statistically speaking, you're going to be on the iPhone. So thepodcastreport.com iTunes but if you're one of those Google types thepodcastreport.com Google if you're one of those smart types thepodcastreport.com overcast or you can even head out of the podcast report and see the RSS feed. I don't care how you listen to the show, I just care that you subscribe to it, that it comes on a regular basis. If you want to interact in social, you can go to thepodcastreport.com128 for this episode. You also go Facebook or Twitter if you want to do the social thing. Thank you so much. We'll chat next week. Bye.