We've discussed this before but it's a point that's so important it's worth mentioning again: Where broadcasting is broad and unfocused, podcasting at its most effective is very focused and very specific. From a promotional point of view, appealing to a specific audience is a very good thing indeed. When your audience is specific, it's usually easier to find and it's almost always easier to craft an effective message. Think back for a moment on the work you did back in Chapter 2, "Guidelines for Designing a Killer Podcast," on defining your listeners. Not only was that work valuable when it came to designing your show, it's also extremely valuable now that it's time to promote your show. Based on what you know about your listeners, can you make some educated guesses about
Since you've already done a great deal of work defining your audience, the answers to these questions ought to be relatively easy. Those answers, now, will allow you to develop some specific low-cost/high-impact promotional efforts for your podcast. (For the purposes of this discussion, we're going to assume that your promotional budget is somewhere between small and nonexistent.) Let's take a look at how what you know about your listeners can translate into promotional strategies:
These are just some examples of ideas of using your listener profile as the basis for low-cost promotional efforts for your podcast. But the number and variety of opportunities are only limited by your imagination. The guiding principle for all of your promotional efforts is to earn prominence and visibility in the niche your podcast is aimed at. |