In a recent YouTube Live event with RSS.com, podcast marketing expert Arielle Nissenblatt shared her insights on growing your podcast audience.
With years of experience in the industry, including roles at SquadCast, Descript, and Castbox, Arielle brings a unique perspective to podcast marketing.
“Marketing is fun. I promise. It’s an extremely creative field because you can constantly think about new creative ways to reach new people.” – Arielle Nissenblatt
The Foundation: Arielle’s Marketing Philosophy
Before diving into specific tactics, Nissenblatt emphasizes three core principles:
- Collaboration Over Competition: Rather than viewing similar podcasts as competitors, see them as potential collaborators who can help you reach new audiences.
- Marketing Should Be Fun: Approach marketing as a creative endeavor rather than a necessary evil.
- Borrow Existing Audiences: Leverage the fact that podcast listeners typically subscribe to multiple shows (7-8 on average).
Tip 1: Focus on Converting Existing Podcast Listeners
“It is hard to convert a non-listener into a listener to your podcast, so focus on who you can influence now.”
Instead of trying to convert people who don’t listen to podcasts, target those who already do.
These individuals know how to access podcasts. They also:
- Are actively looking for new content
- Understand podcast consumption habits
- Are more likely to become regular listeners
Tip 2: Claim and Monitor Your Podcast Everywhere
Regular maintenance of your podcast’s presence across platforms is crucial.
Arielle suggests you do the following with your show:
- Verify ownership on various podcast apps
- Claim your show on platforms like Goodpods and Castbox
- Monitor charts and rankings in your category
- Respond to listener comments and reviews
- Track where your listeners are coming from
Related: Check out all the podcast directories you can add your podcast to!
Tip 3: Know Your Niche Inside and Out
Understanding your podcast’s ecosystem is vital.
Arielle recommends podcasters:
- Follow relevant email newsletters
- Listen to similar podcasts
- Connect with influencers in your space
- Monitor social media accounts in your niche
- Stay updated with industry publications
Tip 4: Develop a Marketing Plan Early
“Marketing should not be the last thing that you think…
Click Here to Listen the Full Podcast Episode at RSS.com Podcast Hosting…