👩🏼🏫 4.5 MORE things everyone wants to know about podcast marketing💎
🤸♀️Podcast marketing: let's have some fun. 🌈
Last week we shared answers to 4.5 podcast marketing questions commonly asked during Lauren and Arielle’s Podcast Therapy sessions. Read that here. We promised you 4.5 more, and here they are! But first…
Stats from last week:
Subscribers: 1,691
Views: 2,547
Open rate: 59%
Click rate: 8%
🥇 If you take one thing from this newsletter 🥇
When we’re thinking about who we want to partner with, we think topically. If we have a climate change podcast, we swap with other climate change podcasts. Challenge yourself to think more deeply about your show. Who is a good partner, tonally? What feels like a good fit? Podcast listeners contain multitudes—they like all sorts of different types of shows. Reach out to a show that is thematically different than yours, but one that you just have a hunch your listeners will like. Maybe it’s just because you like it, too.
Now, let’s get to it!
Should I be on [insert social media platform here]?
YES! You should be on social media. But start with one platform and take it from there. When it comes to picking which platform - honestly, choose this based on what you enjoy the most. If you enjoy sharing information and engaging through text, Twitter is the place to be. If you prefer creating videos, TikTok could be for you. Or, if you love a bit of both, Instagram it is!
What should we be doing on [insert social media platform here]?
As to what you should be doing there, it’s quite simple - engage authentically. Start by resharing and reposting fellow podcasters whose work you resonate with. One of the worst things you can do for your podcast is to mindlessly plug in your show everywhere; this is an instant turn off. If you’re able to share other creators’ work do that instead. And if you share your podcast when the time and context is right, you’re more likely to see the positive impact.
Even if you plan to spend most of your time on Twitter, still make a profile on Instagram (or vice versa). Add at least a few starter and introductory posts so that it doesn’t look completely abandoned. Then come back to it when you have time or something new to share. Why do this? Because it acts as a mini-landing page so your show still has a presence on that platform. If you’ve got a helpful link in the bio (i.e. something like Linktree), then when other people want to post about your show they are able to tag you! Make it easy for others to talk about your show.
How do I know what kind of shows to work with (i.e., subject matter and size of the audience?)
You can collaborate with shows on promo swaps, feed drops, social media shoutouts, and newsletter inclusions. When looking for shows to work with, a simple rule of thumb is:
We, typically, make podcasts we’d love to listen to. So consider which podcasts you’d love to listen to! That’s always a great filter to yes or no a podcast to work with.
Now, consider:
Subject matter – No matter how new or old your podcast is, you’re sure to have some picture of who your audience is. When collaborating with other shows, consider what kind of subject matter this audience will or won’t enjoy. If you’ve got some audience, you can even ask them about what they enjoy.
Size of the audience – This is a tricky one. While size of the audience of the show you want to work with does matter, it really comes down to if there’s an actual alignment. It is ideal to work with shows that are of similar or slightly larger audience size but if you find subject matter alignment with a show that’s smaller, go for it.
Branding – Be careful who and what you align yourself with. Research the host(s), network, and podcast itself before reaching out for collaboration. You want to make sure there’s no bad or unhealthy PR floating around this podcast before you hitch your wagon to theirs.
How can I work with these shows?
Once you identify who to work with, here are some collaboration options you can offer them:
Promo Swap - a promo swap is when two podcasts exchange a 30 to 60-second promo to place into each other’s episodes. Typically, a promo swap stays up for a pre-decided amount of impressions. Tip - if you can, you usually want to keep a promo up for at least 20k impressions for it to have an impact.
Feed Drop - when podcast X drops an episode into podcast Y’s RSS feed. This episode is usually a gateway episode into podcast X, such as the best or the first episode of the show. Tip – be very careful about what you post on your own feed. Make sure that the audience and subject alignment is very high.
Social media/newsletter swaps – if a podcast has a newsletter to along with it, pitch your show to be included in there. If you have a newsletter of your own, that’s a swap opportunity! A social media shoutout or review is also be a potential way to go.
Resources on finding podcasts to work with
We’re not going to just leave you with sage advice on collaboration. Here’s how to actually research podcasts to work with:
Browse podcasts that are in the same genre as yours, on Apple Podcasts or wherever you listen to podcasts.
Create a list of 50 shows that seem like they may be in the same or adjacent genre to yours.
Use tools like Rephonic and Chartable to find podcasts by genre.
Remember those newsletters we mentioned above? Keep an eye out for recommendations from them.
Existing podcasts can benefit from asking their listeners what else they’re listening to and reaching out to those shows for collaboration.
TINK has a podcast promo swap database which you can submit your show to and see what other podcasts are looking for collaborators.
How do I inspire more engagement from my audience?
Different things work for different creators but we have found some common themes in what does work.
Be:
Curious - about who your listeners are and what matters to them. Give them a chance to talk about themselves. Then listen and incorporate them into your work.
Consistent - stay true to your promises to them. When you show up for them consistently, they will show up for you by listening.
Authentic - be real. They’ll know when you’re not, honestly. Note: podcaster burnout is a real thing and sometimes keeping up with a consistent schedule is hard AF. So when you can’t, let your listeners know. They’ll appreciate it.
Accepting – be open to their feedback. Sometimes they might not enjoy what you think they will. This is hard to hear but practice being open to it. You never know what you might learn.
If I have $5,000 to spend on advertising, how should I spend it?
First of all, if you have an extra $5000, make sure there’s nothing you need to do to improve the content and production of your show. Spending money on the actual show is always more valuable than spending on advertising.
With that out of the way:
Consider placing ads on podcasts with high audience alignment and large listener size; podcasts that would not typically do a promo swap with you.
Explore sponsorship options with newsletters that are popular in your niche. These needn’t be podcast-specific newsletters.
Tip - do not jump to spending on social media ads or promoted posts. Organic growth on social media is more sustainable than ads, especially in this case. However, if you have a clearly defined funnel for the listener, this could be an option for you.
🪄 More Magic 🪄
💌 The newsletter edition about pitching podcasts to newsletters 📬
💰Case study: What's your collateral?🥬
💁♀️ Growing a Weird Show to 100K Downloads Without Buying an Ad 📈
🗃 From the Desk of Tink ✏️
This week we’re highlighting one of our clients Woke AF Daily with Danielle Moodie, a show that critically analyzes the political landscape from the perspective of cultural connoisseur Danielle Moodie. Danielle and her guests bring a fresh and honest perspective to the many facets of what it actually means to be "woke" in our modern life. Danielle shines light on pressing that are often overlooked in other media outlets, and has sharp conversations with people who will help you better understand them.
 | A guest post by
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