Leverage Offline Marketing Channels to Expand Your Podcast
- Podcast

How to Leverage Offline Marketing Channels to Expand the Reach of your Podcast

Videos are often the primary choice for most marketers when choosing a digital marketing strategy. However, podcasts have emerged as a viable alternative in recent years.

To reap maximum benefits from your podcasts, you need to know how to use podcasts effectively. And this is regardless of whether you use podcasts as a tool for marketing your business or even just promoting the podcasts you create. Of course, online channels are the most popular way of promotion by brands and businesses. However, offline channels can still do wonders! 

Continue reading this article to learn how to leverage offline marketing channels for podcast promotion and to equip yourself with key things you need to know about podcast marketing. 

What is a podcast?

A podcast is a series of audio episodes focused on a specific theme, and podcast marketing is a digital marketing strategy used to grow your podcast’s audience and awareness.

With podcast marketing, you can either have the podcasts as the focus or use them to promote your other business or brand, just like how you use different marketing strategies.

If you want to create podcasts without using them for marketing a product or brand, you have to determine a niche to focus on, define your target audience, and create a brand image.

Promoting a brand or product has to correspond with what you are promoting and target the right group.

How does podcast promotion benefit you?

At least 41% of Americans listen to a monthly podcast, and the numbers are still growing!

With people trying to escape the screen for a change, podcasts can offer the best-focused listening experience they need. This data means that podcasts have a wide reach that can be very beneficial for brands, businesses, and influencers when adequately utilized.

You can only benefit from the many advantages of a popular podcast if and when you promote it correctly. 

Benefits of podcast promotion for brands, businesses, and influencers

Here are a few benefits that you can get from creating and promoting podcasts successfully:

  1. Builds credibility: Podcasts allow you to share your expertise frequently, ensuring more people trust your brand or you as an influencer. Trust builds credibility and makes you an authority in your niche.
  2. Reach a new audience: While many people will spend much of their time online searching and reading stuff, some prefer to listen to the radio and podcasts. Creating and marketing your podcasts can help you reach a new audience that you would otherwise miss out on.
  3. Podcasts enable you to create connections: Most blog posts will hardly go beyond 2,000 words, limiting the amount of information you can share. With podcasts, you get more time and space to squeeze in a lot of information in one episode, which can help you build a deeper connection and understanding with the target audience.
  4. Improve conversions: Podcasts make building rapport with the target audience easy, improving your conversions. Building a connection with the listeners makes them want to try out your products or interact more with your business.

Podcast promotion strategies for getting more listeners

Good-quality podcasts with engaging content that people find helpful are a sure way of getting more listeners.

But, given the high competition in the podcasts market, this might still not be enough, so you have to get more innovative to win more listeners. Here are some podcast promotion tactics that can help you get more listeners.

  • Create and release new podcasts regularly.
  • Make sure you publish the podcasts at the right time.
  • Submit all your podcasts to directories like Google, Apple Podcasts, and Spotify.
  • Create a website to increase shareability and reach more people.
  • Feature as a guest in other podcasts with a similar audience to your target audience.
  • Run giveaways and contests to attract and engage more people.
  • Keep promoting your podcasts on multiple social media platforms.

How to leverage offline marketing channels to expand the reach of your podcasts?

Online marketing channels are now the most popular way of promoting anything, given the increased internet access and the number of mobiusedices in use.

However, there is still a place for offline marketing channels in this digital era. By leveraging offline marketing channels correctly, they can be highly beneficial in increasing your podcast’s reach and making it easier to track. 

You can also use offline marketing channels to direct people to your online campaigns. With such a strategy, you benefit from both online and offline channels. An excellent example is including QR codes on billboard ads to direct people to an online landing page. 

There are several offline channels that you can use for your podcast marketing strategy, and here are some of them: 

  • Print ads 
  • Billboard ads, 
  • Direct mails 
  • Meetings
  • Live shows and demonstrations. 

These methods will have their merits and demerits but will be suitable for promoting different types of podcast campaigns. For example, paying for billboard ads can be pretty expensive and will only reach people in a particular area. Billboards are hence ideal if your target audience is in a specific location.

Benefits of using offline channels for podcast promotion

  1. Variety of marketing channels: Offline channels will give you more options for promoting your podcasts, and you can combine multiple channels for even better outcomes. 
  2. Expanded market reach: Although most people have an online presence, there is still a significant group that is hardly online and has a strong online and offline presence. Offline marketing channels can ensure you reach this market. For example, many senior citizens spend little time online but interact with print media and direct mail.
  3. Stand out from the crowd: Using offline marketing channels for podcast advertising can help you get the best of online and offline marketing. It will be easy to stand out from the crowd as most of your competitors will concentrate more on digital advertising. Not just that, offline marketing channels can open up some of the most creative paths for you to market your products and services. Whether billboards, print media, or live interviews, offline marketing can go above and beyond online marketing in many ways. 
  4. It stays with the target audience for longer: A billboard ad for your podcast will remain in place for as long as you want it or can pay for it, and the target audience can continue to interact with it as compared to online channels such as messages or emails that can get drowned easily in your inbox.

How to get started with offline podcast marketing and promotion?

Successful offline podcast marketing will require proper planning and research. And although there are many ways of approaching it, and how you choose to do it largely depends on your specific goals, there are a few basic steps that you will need to follow.

  1. Informed decision on podcast hosting

Before anything else, you need to decide on the podcast hosting service. A podcast hosting platform stores your audio files for distribution and download. Your choice will affect how easy it will be to distribute the podcast and the user experience, so you cannot afford to go wrong.

Tips for choosing the right platform/podcast host

    • Look for a platform that offers high storage and bandwidth limits.
    • Make sure you get powerful analytics tools to understand the audience better.
    • A platform that easily integrates with your website is ideal.
    • Make sure it is easy to use and provides good customer support in case of difficulties.
    • Pay attention to media player capabilities and functions.
    • Go for a paid service, as it will typically offer better features.
  1. Use live interviews to amplify the reach.

Podcast tours are very similar to traditional press but not the same! Podcast tours can help you gain more listeners and followers through multiple podcast interviews on several popular podcasts. 

But if you want to leverage offline marketing channels for your podcast advertising, then host live interviews with influencers or people who already have some authority in your target niche. 

Having other podcasters as guests to your live show is an excellent idea as it allows you to leverage their existing audience.

  1. Leverage offline PR to increase the visibility 

It also pays to leverage offline PR to increase visibility for your podcasts. You can do this through speaking engagements, paid or free magazine publications, radio shows, etc.

However, ensure you craft the message carefully to engage more people and remain consistent, making your podcasts and brand more visible.

  1. Keep the business cards handy.

Good old business cards can be handy for marketing your podcasts offline. Make sure you design some visually appealing business cards with all your basic information to make it easier for the audience to reach you. 

You can include a link to your podcasts or even have a simple QR code, as business cards with QR codes are gaining popularity and set you apart from regular business cards. 

Speaking engagements, meetings, and live shows provide the perfect opportunity for sharing your business cards with the people you encounter.

  1. Podcast promotion through collaboration

An easy way to gain an audience for your podcasts is to collaborate with other already established podcasters with a significant following.

These collaborations will give you access to an audience that would otherwise not be accessible and help increase your podcasts’ visibility.

Collaborations also allow you to learn from other podcasters and gain more experience that you can use to improve the quality of your podcasts.

Integration of offline and online marketing strategies for podcast promotion

Marketing a podcast effectively sometimes will require you to use online and offline strategies together. However, it would help if you still chose the right offline and online podcast promotions strategy.

Examples of integrating online and offline podcast marketing channels 

One of the best examples of integrating online and offline podcast marketing channels is leaving links to your podcasts on business cards or direct mail. The link can be to a website promoting the podcast or directing people to the full podcast.

Also, you can join your online analytics and offline CRM data to create a comprehensive customer profile. And once you integrate the online and offline data, you can use it to develop a marketing strategy.

Another example is using one to promote the other, such as TV and radio ads, to push your offline audience to an upcoming podcast publication or live event.

Key factors to consider during online and offline marketing channel integration

  1. Cost – Consider whether integrating the two channels will be more cost-effective or make your podcast marketing more expensive.
  2. Audience response – How is your audience likely to respond? Is your target audience/podcast listeners used to one channel, or are they okay with both? Again, a proper understanding of the audience is necessary here.
  3. Consistency – Your online and offline marketing strategies should remain consistent to be effective. Make sure you plan to ensure consistency as you integrate your strategies into your podcast marketing.

Top mistakes to avoid while promoting your podcast through offline marketing channels

While there are many ways to promote your podcasts both online and offline, there are some common mistakes you need to avoid. 

These mistakes can easily undo all your marketing effort and prevent you from enjoying the success you worked hard to attain. Here are some of the mistakes that you need to look out for to avoid: 

  1. Failing to cater to the need of your target audience

Like with all offline marketing strategies and when promoting anything else, the needs of your target audience should come first.

Doing thorough research to understand your target audience’s needs is essential. Also, if your podcast hosting provides analytics tools, you should use them to understand the audience better and give them what they need.

Asking for feedback and reviews for your podcasts can also help you understand the audience better.

  1. Not establishing a partnership with the renowned names

It does not matter how good you are at making podcasts or how good your marketing skills are; you must partner with others for better success. 

Failing to partner with renowned podcasters and influencers in your niche means you will miss an opportunity to reach an already established audience and learn from some of the best.

  1. Inconsistency in podcast marketing

Podcast marketing is not a one-off thing that you do and forget. It would help if you constantly market and advertise for good and long-term results.

No matter how much success you realize from any marketing campaign, it is crucial to remain consistent by producing and marketing new podcasts.

  1. We are not creating shareable assets for furtherance.

Soliciting reviews and shares from your listeners is a highly effective marketing strategy for your podcasts. However, people will only be able to share your podcasts if you make it easy for them by creating shareable assets like audiograms and blog posts.

Creating an audiogram with a caption and a link to the full podcasts makes it easy for the audience to share, which increases shareability.

To sum it up

Increasing the reach of your podcasts to a certain level can be achieved through the right podcast marketing strategies. Ensure to produce good quality and engaging podcasts, and you can be sure of getting a more successful campaign.

Don’t forget that consistency is key and remember to choose the right strategy to leverage offline marketing channels for podcast promotion to the fullest.

Author Bio:

Clarion has an unceasing curiosity about what brands do to create personalized experiences for their customers. A welter of examples has made him realize that customer retention is key to profitability, and technology has a huge role in it. So lately, he’s been exploring how digital business cards can create these personalized experiences.

How to Leverage Offline Marketing Channels to Expand the Reach of your Podcast

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