How far can a series of podcast episodes take your brand marketing efforts? Well, judging by the size of the global podcast audience, the answer is a long, long way. Like around the world and back. Just look at the numbers. By 2023, the international podcast audience had swelled to more than 464 million people. And, as you might expect, those figures are expected to grow. By the end of 2024, the total is predicted to exceed 500 million.
Clearly, wide exposure is in the offing for brands ready to embrace podcasts. If you’re one of those brands (or if you’ve already gotten your feet wet), consider implementing the following strategies. They can take your podcasts further than you ever imagined.
Your first objective is building an audience. But why do it the hard way? One of the most effective ways to expand audience size is to feature guests who already have a strong following elsewhere. Known in the industry as ‘Other People’s Audience’, this group often will follow a popular figure to wherever this person happens to go. If that destination is your podcast, chances are good these loyal followers will show up there, too. Obviously, a guest who pulls in robust numbers should receive many follow up invites.
Consistency is another winning strategy when it comes to podcast success. Brand marketers, therefore, should develop a regular schedule of podcast release dates and share the schedule with their potential audience. This can be done via social media, blogs, newsfeeds, YouTube videos, or whatever other communications channels work for you. Scheduling consistency is a proven audience builder, essential for both pulling in and retaining listeners.
As with many other marketing vehicles, podcast success also depends on flexibility. Don’t expect instant success (although it’s possible if you carry a four-leaf clover). In most cases, marketers must power through a trial-and-error period to determine the best course of action. It’ll be worth it. Once discovered, the course will guide you forward. But don’t get stuck in a rut. Experiment here and there. You always can improve. Remember, a podcast is a work in progress, never a finished product.
If you have questions or comments about building a podcast audience, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.