As technology continues to improve, it’s never been easier to
start a podcast. But it’s also never been harder to build an
audience. Bringing in new listeners is no longer just about
producing remarkable audio content. We have to find new ways to
reach and engage listeners in an increasingly saturated industry.
That’s why Hack the
Entrepreneur has put a consistent emphasis on using email as
an audience-building tool for the past four years. We use to
promote our new episodes, and we use our weekly
newsletter to provide additional value to our listeners. Email
has helped us garner 5,000,000+ podcast episode downloads, grow our
listener base, build deeper connections with our audience, and get
closer to our goal of helping 10,000 people start side
hustles and live a lifestyle of their own design. But we’re
just one podcast in one market. Let’s take a look into how other
podcasters are using email to grow their audiences.
30 Tips You Need to Know to Succeed with Email Create
conversations Alistair Clay, of Famous Business, has a
great technique that you can implement immediately: Replace your
stagnant stagnant “subscribe to my show on Apple Podcasts”
call-to-action with a supercharged CTA that triggers action. Here’s
exactly how Clay does it: “My audience is made up of small
business owners looking to get media attention. This is an urgent
problem that they need solved fast. To help them, I offer to answer
their burning questions immediately,” explains Clay. “The only
catch is they need to sign up to my email list and then hit reply!
I call this a win/win/win situation. It gets them an answer fast,
gets me a subscriber, and it also gives us a chance to make a
deeper connection.” Through email, Clay is offering quick,
personalized advice — something that most other podcasters do not
offer. His listeners get individual attention, which automatically
inspires loyalty. They’ll keep coming back to Clay, again and
again. Then, Clay can continue to communicate with his listeners
through email. Their interactions don’t just end with a podcast
episode. Related: How
to Get Your First 50 Email Subscribers in 30 Days Clay also
gains important insight from these Q&As. Their questions may
help him come up with his next podcast episode or next product
idea. “This one technique has been an essential element to the
growth of my podcast,” Clay says. Do the extra legwork In
order to grow your audience from scratch, you need to put in the
extra legwork in the beginning, according to Jane Ellen, of
Particles. That’s why Ellen solicits feedback via email as
much as possible. “I’m Googling the heck out of the topic of
each episode and sending direct emails to people who might be
interested in the episode,” explains Ellen. “My goal is to send 50
per episode. I have had people reply back – even one to be a
guest!” It’s not a long-term, scalable solution, but it’s crucial
to the initial growth of your audience, explains Ellen. That’s
because feedback is fuel. “I’m of the belief right now that ANY
engagement is good. I’m even open to hear my show stinks or my
interview style is annoying or whatever — it means someone’s
listening.” Using this intel, Ellen can react and iterate, too.
As she implements positive changes to her show based on this
feedback, she’ll be able to bring in more listeners and more guests
down the road. Follow up with past guests One of the
unspoken powers of hosting an interview podcast is the potential
connections you can make with your guests, and, by extension, their
audience. By staying in touch with past guests, you stay top of
mind and increase the chance of introductions to their network, who
may also be great guests for your show. Unfortunately, many
podcasters fail to follow up and stay in touch with their guests to
nourish and grow these relationships.
Do I Avoid the Spam Filter? Andy Wang, of Inspired Money,
builds an email list of past guests he’s had on the show and
keeps in touch with these guests. “I periodically send an email
to past guests letting them know what’s new with my podcast and
highlighting recent higher-profile guests,” says Wang. “A little PR
never hurts, especially to past guests who are the real stars of my
show. This is a way to express gratitude and keep my show in their
minds. This can also lead to an introduction to another guest.”
Syndicate your podcast When you format your podcasts for
radio, you can unleash the powers of syndication for yourself.
Jerod Morris and the team at The Assembly Call have managed to
not only syndicate their podcast on local radio, but also leveraged
it to significantly to build their email list. Radio syndication is
not feasible for all podcasts, but if your show is focused on a
specific niche (like a sports team), location (a city or
neighborhood within a city), or demographic, then this is a
possibility. To get started, you can reach out directly to your
local talk radio or sports stations and ask them about syndication.
“On The Assembly Call, we have mostly used our podcast to
grow our email list, but that changed last year,” explains Morris.
“We started syndicating our weekly news roundup on one of the
biggest Indiana University sites. In exchange for the ability to
post our content on their site, the site owner included an email
form for visitors and readers to sign up for our email list so they
could get the roundup via email. We’ve gotten 1,000+ subscribers
since this began.” Related: Your
Start-to-Finish Plan to Get 1,000 Email Subscribers Use
email to turn listeners into fans As an on-demand medium,
podcasts have the potential to connect with new people when and
where they want. But connecting with them via email is how you
deepen the relationship from a passive listener to a loyal fan.
Want to get started building your podcast audience via email today?
Create a free account with AWeber. You can try the
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4 Easy Ways Podcasters Can Use Email to Grow Their Audiences
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4 Easy Ways Podcasters Can Use Email to Grow Their Audiences