Most of us want to grow our audience, increase downloads and become more influential in our niche. It is usually one of the goals I hear from podcasters. If you were to list your top three struggles with your show, would one hurdle you list be increase downloads?
YOUR HURDLES
When podcasters reach out to me for their free strategy session, they answer a few questions before we get on the call. One of those questions is, “In what ways do you need help with your podcast.”
I reviewed the last five requests I received. Four listed some form of “increase downloads” as a struggle. “Marketing and promoting the show” was on one form. One said, “Increase our audience – not sure what’s holding us back”. I heard, “Getting more listeners and paid supporters”. The fourth listed “gaining subscribers”.
Growing your audience to increase downloads is usually somewhere in our goals regardless of the length of time we have been podcasting. You’re not alone.
THE CHALLENGE
I want to help you grow your audience, but only if you are serious and ready to take action. I am launching a 30-day challenge which might turn into 60 days. As the studies show, it takes a minimum of 21 days and average of 66 days to form a new habit. We’ll see how it plays out. Get details at https://www.podcasttalentcoach.com/downloadchallenge.
It takes consistent action to build an audience. This challenge will help you take consistent action by holding you accountable in a group with the same goals.
NEW HABITS
In 1960, Dr. Maxwell Maltz said it takes patients “a minimum of about 21 days for an old image to dissolve and a new one to jell.” Dr. Maltz published that theory and his thoughts on behavior change in a book called Psycho-Cybernetics.
As with many quotes, over the years it was taken out of context. The stat was eventually quoted as, “It takes 21 days to form a new habit,” leaving out the important “minimum”.
A new study by colleagues at University College London and published in the European Journal of Social Psychologysays it takes an average of 66 days to form a new habit.
That is why consistency and accountability are important. If you want people to remember your brand, it takes frequency to the target.
BRANDING
In radio, we talk about top-of-mind awareness. Brand advertising is designed to help make brands memorable.
When Coca-Cola runs their brand advertising campaigns, they don’t expect you to drop everything you are doing and run to the store to buy Coke. When McDonald’s creates their branding commercials, they don’t think you will suddenly turn around and pull into a drive-thru. These brands are creating top-of-mind awareness.
These companies want to be the first brand you think of when you are hungry or thirsty. When you pull into a quickie mart for a drink, they want you to think Coke. When you ask your kids where they want to grab a bit to eat, they say McNuggets from McDonald’s. It is all about top-of-mind awareness.
How many brands of toothpaste can you name? Quick, off the top of your head. How many come to mind?
You can probably name the toothpaste brand you use and the one you use when your favorite isn’t available. Maybe one more. Unless you work in a grocery store, you can probably list 2 or 3.
A quick search of the internet shows there are actually 35 brands of toothpaste.
That list simply includes brands. There are multiple varieties within each brand. When I checked the Crest toothpaste website, I saw 60 different varieties available.
The only way for a brand to win is to create top-of-mind awareness. When people think of your niche, do they think of you? Are you in the top two?
YOUR BRAND
Your top-of-mind awareness doesn’t happen overnight. It takes consistent work. The same work it takes to increase downloads and grow your audience.
There are many ways to drive engagement. We have discussed many ways here on the podcast.
In our Download Challenge, we will use many of these to grow your audience. Today on the show, I want to review a few of my favorites.
ENGAGE
Leave feedback for other shows. Everybody loves attention.
The best way to grow your network is by making contact with others. Start by commenting on podcasts, blogs and discussions of influencers.
Don’t simply be a lurker, reading all the other posts. Get involved. Take action.
You want to be seen as someone who gets things done. By taking action and engaging with others, you send the message that you are active.
NETWORK
Network with other shows in the same genre. Help each other.
Find people in your niche who compliment what you do. Team up to help each other grow. Look for ways to share each other’s content.
If you know where your audience congregates, that would be a good place to look for them. There is a good chance others in your niche are talking to the people you would like to reach. Start making friends.
Start by commenting on their podcast. Send the host questions for their show. Become a familiar name.
Depending on the level of engagement the host receives from her audience, you will become a familiar name after some regular engagement.
Once you are on the radar, reach out with an introduction e-mail or message. Ask how you might help. Give first. See where it goes from there.
HELP OTHERS
Help other people. This help is intended for your listeners.
Do Facebook Live “ask me anything” sessions. Prove that you are willing to help them achieve their goals. Give them direction.
If you become the go-to resource who knows where to find the answers, you become the de facto guru in your space.
BE SOCIAL
Use social media to spread your message. Be active on Facebook & Twitter.
Consistently interact with others on social media. Avoid always asking. Offer to help. Don’t simply look around. Get involved. Be active.
Have you ever had that person in your life who would only call when they needed something? You know who I mean. They need money or they want an introduction or they need a ride. You don’t want to be that person online.
Social media is a great place to create relationships. If your activity is all one-sided, it will be very difficult to build friendships.
FIND GROUPS
Get involved in online groups. Find people who are interested in your niche and start getting involved.
Groups are a great place to find like-minded people. If you want to create brand awareness, these groups are a great place to start.
It does you very little good to be a member of a group if you are not going to actually participate. Members won’t know you are there unless you speak up.
BE CONSISTENT
You need to be consistent if you want to build brand awareness. This involves interacting online on a daily basis.
The Download Challengeis designed to get us together to share ideas and help each other. We will share our download numbers. We will share our goals. We will hold each other accountable.
Every day we will post our progress and our activity. After 30 days, we will see what has worked. We will know where to continue our efforts.
Get involved at PodcastTalentCoach.com/DownloadChallenge.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
