Last year all of us were thrown out of our comfort zone. We were pushed into another year of a pandemic, an unpredictable work-from-home schedule, an uncertain social calendar… and yet, something good came from a year of change, too. We all grew. We became more resilient, we took the time to listen and to reflect.
And as a company, we know we couldn't have grown without you.
Here are 5 tips that will help you grow your podcast, too.
1. Speak to the press.
Media coverage always helps and in 2021, our shows saw their best year yet! Finding Natasha reached you through ringing endorsements by The Week, The Mirror, Daily Express, Daily Record, The Guardian, Ok Magazine, FT and BBC Radio 4 and we cannot wait to see what next year brings as we continue to focus on finding new listeners across different platforms.
Our tip: Spend at least 60% of the time you spend on production on your marketing. Marketing your podcast is a big job, but trust us, the results are worth it.
2. Submit your podcast to awards.
Official recognition gives your podcast authority on the subject. We loved working on Untold Killing with Remembering Srebrenica that won the ‘Best Commercial Partnership' and 'The Impact Award' at the ARIAS 2021. Same goes to our partner Buffer and the Built to Last podcast that was honored at the Webby Awards. Thank you for voting, we are beyond grateful for your support that allows us to make shows we genuinely love.
Our tip to you: ALWAYS submit your show to awards. It helps to keep a calendar of all the times different awards open for submission and you will never regret being recognised for your hard work!
Do you need a marketing boost for your podcast?
We can help – check out our Amplify package that will get your podcast’s audio ad on the world’s most popular shows.
3. Be proud of your numbers but don’t focus on them.
What matters more is the community you build around your podcast. We are very proud that Conflicted has now reached over 1 million listeners worldwide, but we certainly could not have reached that number without the community we built. The community is what grew our numbers and we invested heavily into building that bond.
Our tip to you: Remember that social media is a great way to engage your existing audience but not always the best way to find a new listener. Engage the listeners you already have and they will bring you the numbers that you aspire to see in your analytics.
4. Build trust.
The reason why most of us love podcasts is because they are very personal. The act of listening to someone through your headphones feels intimate and for people to listen to you, they need to trust you. Through our diverse slate of shows and media coverage, we have made some incredible friends in audio. In 2021, we produced podcasts with Audible, amongst many other companies, and their trust in us is the greatest compliment.
Our tip to you: Don’t be shy about showcasing what you made. The quicker people can recognise your show, the more trust they will have. Shout about your podcast from the rooftops and then let your listeners do the talking for you.
Do you want to get your message heard?
Find out more about how we work with top brands to make their podcasts and reach out now to get started on yours!
5. Keep going!
The Edison report that just launched its UK Infinite Dial this year reported that the UK has completely caught up with the US in its listenership. This is huge news, and it means podcasting has so much potential. The industry is booming and the best thing you can do right now is to keep your podcasts going.
“41% of the UK population (16+) listens to podcasts every month - around 23m people. The data is directly comparable to the US (41%), Canada (38%) and Australia (36%)"
Our tip to you: If you have a long-running show, why not split it into seasons? This will help you catch a breath and give you space to include any of your listeners’ feedback into your feed.
Thank you again for growing with us this past year, and we cannot wait to see podcasting further grow as an industry in 2022!
Want to start working with Message Heard to grow your podcast? Find out more by getting in touch today.
