Ways to Sell Your Podcasts to Other Websites

By Sumi Olson

While paying for advertising can bring your podcast new subscribers and build your following, it makes sense to first develop strategies that don't need any financial outlay. This article looks at ways that you can build your audience and let your podcasts be featured on other websites and podcasts.

One of the ways you can promote your podcasts is to send promos to other podcasters. These are audio clips that describe your show which other broadcasters can slot into their own show. This enables you to boost your profile to a wider audience who would otherwise be unaware of you and your broadcasts.

Choosing the right podcaster to partner your promos will take some research as you want to work with partners who are already broadcasting to your target audience. Listen to podcasts made by publishers who are successfully engaging with your target listener group and make note of those who are in tune with your own ethics and approach. You will have a stronger appeal to a like-minded audience as long as you make clear how you will offer value.

Don't be afraid to approach podcasters and ask them if they would be willing to feature your promo. You'll increase your chances if you've been able to build a relationship with them in some form, or if you're already a subscriber to their material. Partnering with sympathetic podcasters is that they will be more likely to work on a reciprocal basis. Well-matched relationships with fellow podcasters can result with interview collaborations and other opportunities.

Working as collaborative partners can help all parties as it allows each to build relationships with a wider audience base than they could reach on their own. A connection with leaders who are complementary and sympathetic to your approach, will provide what is known as "social proof" to your community that you are someone to be trusted. Aligning with success can help your own reputation and status within your niche - you demonstrate that you are in touch with influencers in your field and are working from within its "inner circle".

Notice what sort of promo style features within their podcasts so that you can create ones in keeping. You'll want your promos to be of similar length and style. Your promo will also need to contain your contact details (including the URL from which the listener can subscribe to the RSS feed), a call to action, and branding features such as the signature music that you use in your own broadcasts.

Your promo script needs to have real resonance and impact with the audience - you have a limited amount of time in which to persuade people that your podcasts are something that they should be listening to. Focus on what matters to your audience - what are they seeking answers to, what worries them, or moves them, or supports them? What do they enjoy? How do they like to be entertained?

Really understanding the motivations and desires of your audience is key to both delivering a podcast which will build a loyal following but will also help you craft a compelling promo. Focus on the benefits, solutions, or pleasures that you offer. Your audience will be willing to invest their time on your material if it's clear what it will be worth to them.

The average person tends to remember three key points when presented with a raft of information, so focus on the key three things that really make your content stand out. This should be the value you bring, how they can reach you, and what they should do next (i.e. subscribe). You'll have usually under a minute to deliver all this so using a script and practising running times will help you to keep on track.

Once you've recorded your podcast promo, you'll own another marketing feature which you should use across all your online platforms. Your podcast is an opportunity for potential new members of your network to come to know, like, and trust you - if they are made aware of your podcasts whenever they come into contact with you, then you increase the chances of gaining another subscriber.

Add the link to your main website homepage and blog. If you've not done so already, create a separate section on both your blog and your home site which provides more details about your podcast. In these dedicated pages, include extracts from your podcasts as well so that potential subscribers get a taste which will induce them so sign up for more. Make it easy to subscribe by making the RSS feed clearly visible.

Add the promo link to your social media platform profiles such as Twitter, Facebook, YouTube, and LinkedIn. Schedule regular marketing tweets which include the link to your promo - if you have linked your Twitter account to your other online platforms, this will also appear in your home feeds automatically. Include the link in your email signature as part of your keep-in-touch details and include it in your newsletters, articles, press releases, and other content.

Integrating your promo within your marketing and promotional work gives weight to your role as a podcaster. Highlighting your value to potential podcasting partners and to their audience, will guide them in making a decision. If you give them a chance to listen to your content, read about you, and see what you do, they can build a picture of you as an individual and as a content publisher that they'd be happy to promote.

Sumi Olson (author of the Amazon five-star rated, "How to Manage Your Social Media Marketing in 30 Minutes A Day"), is an author, speaker, diamond-rated article writer, consultant and trainer on social media, content creation strategies, and business development.

With 25 years' experience in book publishing, business development, online selling, sales & marketing, Sumi is committed to reducing overwhelm and turning insights into implementation. Through speaking events,books, programmes & workshops, she helps you further your publishing or writing aspirations, meet sales, marketing & management objectives, or master social media & online branding.

As a working mother herself, she's passionate about helping people create a great work-life balance so that they can spend more time on the things that matter in life - hobbies, friends, and family.

Connect with her on Twitter (@sumiolson), LinkedIn http://uk.linkedin.com/in/sumiolson or visit http://www.learningbusinessskills.com to sign up for her free fortnightly newsletter.

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