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Six strategies for building your podcast brand

Apr 29, 2022

The popularity of podcasts continues to explode. Today, there are nearly 2.5 million active podcasts worldwide offering up some 64 million episodes. According to Podcast Industry Insights, nearly 500 new podcasts get added each day and there is no sign that the trend is slowing. 

Why are podcasts so popular? The simple answer is that they can be big moneymakers.

Generating serious income from your podcast requires you to build a strong, recognisable brand. Building a powerful podcast brand involves creating great memories, positive attitudes, and deep connections with your show in the minds of your target audience. Forming these deep relationships requires effort and definitely takes time. These six strategies will help speed up the process of building your podcast brand.

1. Concentrate on Your Target Audience

The first place to start when creating a podcast brand is with your target audience. You need to get to know your target listeners and create well-crafted messages that resonate with them. Knowing your target audience is the bedrock of building a strong brand.

The fastest route to failure in podcasting is trying to be all things to all people while attempting to please everyone. Narrow your focus and determine the perfect listener for your show. Study the habits and lifestyles of your audience and create a picture of your ideal listener in your mind. Target the specific type of person most likely to listen to your podcast and focus on building a brand identity they recognise and connect with.

Use social media platforms like Instagram to hunt for the ideal audience for your show. You can even monetise your Instagram once you have a solid following, and there are tons of resources on the web to help you make that happen.

2. Develop a Clear Vision and Mission for Your Podcast Brand

Building a successful podcast is labour intensive, but a well-defined mission and vision will increase your odds of success. You need to have a clear purpose and set definitive goals about what you are looking to achieve with your show. Your mission statement should define what you hope to achieve, your core values, and the opinions that you want others to form about your show.

This brief statement should highlight the value that your show will bring to your listeners. Make your mission statement the foundation of every key decision. Ensure each guest you invite and every conversation that takes place on your show is aligned with what you’re aiming to accomplish.

3. Create a Unique Voice for Your Brand

Creating a unique podcast brand voice is instrumental in building a brand personality that will set you apart from other shows out there.

Every podcast has its own unique style, so you need to find ways to innovate and position your show as something special and different. Be sure to personalise everything that happens in your show, allowing your brand voice to stand out. Your podcast brand voice should be reflected in everything associated with your show, from your website, content, the products you market and even the memories you create in the minds of your listeners. Come up with a brand language that your target audience will relate to and be sure to use it consistently in everything associated with your brand.

If your target audience is in a foreign country, you have to make sure that your website reflects your uniquely designed brand, keeping local customs and culture in mind. Localising your website will garner you an exceptional online presence, and create organic traffic. Some basic SEO training can make this all possible. However, if you feel like this is not part of your expertise, you can always hire an experienced company to design and implement your local SEO strategy.

4. Be Consistent

You need a consistent brand voice in order to cultivate a solid relationship with your listeners and assure that they can rely on you for new, high-quality episodes.

Consistently producing podcasts that offer value is the most effective way to develop trust among your listeners. Nurturing that trust is a huge step toward building a loyal audience.

5. Promote Your Podcast Brand

Along with being consistent, you also need to build a strong presence for your show. You can promote your show by appearing on other podcasts, creating feature pieces for prominent blogs, or even by investing in Instagram influencer marketing.

Keep in mind that affordability and the ability to target audiences accurately are some of the reasons why Instagram influencer marketing works.

6. Deliver the Best User Experience

The way you treat your listeners can make or break your podcast. Make sure your listeners can access and interact with your show as seamlessly as possible. And once they are there, make sure you give your listeners an enjoyable and highly engaging show. Offering a quality user experience allows you to build a strong connection with your audience and shows that you care about their needs.

Some reliable ways to deliver the ultimate user experience include launching a personalised podcast app, keeping in touch with your audience via emails and social media networks and offering them exclusive content.

The podcast marketplace is becoming more competitive every day with the entry of thousands of new players. Strategies that worked before the podcast space gained such immense popularity may not work today. You need to be innovative and adopt the right strategies to transform your show into a powerful brand.

This post was originally published on 20 October 2020 and was updated on 29 April 2022. 

Story by Ninna Minaj

Ninna is a business consultant with 10 years of experience. Ever since she was a child, she loved writing, drawing, and designing, and that's what she does in her free time. Right now she is focused on sharing her expertise with a wider audience through her writing and keep doing what she loves.

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