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The Smart Passive Income Podcast

AP 0754: How Can I Grow My Podcast Audience?

AP 0754: How Can I Grow My Podcast Audience?

By Pat Flynn on

AskPat 754 Episode Transcript

Pat Flynn: Hey, what’s up everybody? Pat Flynn here and welcome to Episode 754 of AskPat. Thank you so much for joining me today. As always, I’m here to help you by answering your online business questions, five days a week.

We have a great question today from Chris, but before we get to that I do want to thank today’s sponsor and tell you about www.DesignCrowd.com. They help entrepreneurs and small businesses outsource, or what they call crowdsource, custom graphic logo and web design from designers around the world. Design Crowd has more than 500 thousand designers from over 100 countries ready to help you with any creative and design projects you might have. Check out www.DesignCrowd.com to learn more and get started today at DesignCrowd.com/AskPat for special VIP offer just for you.

Let’s listen to today’s question from Chris. Here we go.

Chris: Hey Pat. This is Chris Cate. I met you last year at Podcast Movement and then watched your podcast tutorials over and over again until I was ready to launch my own show, which I did last November. My podcast is called The ParentNormal Comedy Podcast and I feel like my show’s improved every week and that there aren’t any other shows in the kids and family category that have the quality of guest interviews that I do.

Here’s my question: After the initial bump of being on the new and noteworthy list, I don’t know how to get more people to discover my show. I feel like if more parents knew about my show that they would subscribe, but I’m at a loss on how to reach them. I’ve got a large Twitter following and a decent Facebook following, but I don’t want to spam them about my show. I thought about Facebook ads and advertising on other shows, but I don’t know if those are proven methods or even how much I would need to spend to make those strategies work. Any advice you have on how to introduce my podcast to more new listeners would be greatly appreciated.

Pat Flynn: Hey Chris, thank you so much for the questions. I appreciate it and I’m so glad that you used the tutorial. It sounds like things are going very well your podcast. You’re coming to that plateau that we all come across with our podcasts where we wonder to ourselves, “What can we do to get more people to listen to our show?” Obviously there are a thousand, billion different ways to do it. I’m going to give you some of the more higher impact ones that have worked for me and many other podcasters as well. This episode definitely going to be helpful for those who are podcasting, but even if you don’t have a podcast a lot of these strategies can carry over into the blogging and the YouTube space.

The first thing I would mention is that sometimes what your show needs is something different. I’m not saying that people are getting bored of your show, but sometimes people get into a rhythm where they’re used to hearing the same kind of thing or it’s a routine. When you can mix things up every once and awhile, you can capture people’s attention. Different kinds of episodes that are unique every once and awhile tend to work very well. I’ve done a couple that are very NPR style where it’s more storytelling with some background music and that sort of thing which did take a lot more work to edit, but I’ve gotten great feedback from that. One that I recently did that was great was I actually collected 15 answers from 15 different entrepreneurs, you may have heard this on Smart Passive Income podcast. 15 answers from 15 different entrepreneurs to one single question and that question was, “What’s one thing you wish you knew before you got started as an entrepreneur?” That one went viral, or mini viral, for a little bit which was pretty cool. Definitely the most downloaded episode in quite awhile.

The reason that happened is because, not just it was great content, which it was, but because it featured a lot of people who then shared that content because they were featured in it as well. That’s kind of a quick hack because you are interviewing 15 different people at the same time and it’s likely that because they are on the show, they’re going to be sharing it. It’s only one question, so just a couple minutes. Again, like I said, it’s going to take a little bit of time to edit those episodes, but definitely worth it.

Another thing that you might think about doing is targeting a specific type of person in your audience. I did this back in episode 96, when I targeted people who were artists, musicians, painters, people like that, actors. I interviewed somebody who could help those kinds of people, artists, make money with their craft. I had initially thought that because it was a niche down that I was going to have one of the lowest quantity downloads for that particular episode because I was like, “Only artists are going to listen to this. How would it would be helpful for other people . . . I want as many people to listen to my episode as possible and this is weeding people out right from the start. What am I doing?”

What ended up happening is that artists started listening and they started sharing it with their artist friends, and it became a viral podcast episode in the artist community. I sort of borrowed that strategy from Derek Halpern who talked about spas. He goes to spas every once and awhile. He talked about he went to a spa and he was talking to the cleric there about all the different marketing things that they could do to better improve the experience, not just for him, but for him to market their spa. He blogged about that experience and that went viral in the spa/massage parlor community. It was really cool because those people started sharing it all over and he became really popular amongst their community because of that. You can do something similar in terms of the approach to the episode that you take. Then, of course, once you create those episodes you want to get it into people who can then be in that audience and share it around. That’s another thing.

Another thing to think about is when one of these different or unique episodes comes up, or maybe you have a special guest coming on a later episode that would be really difficult to get or is very well known in your industry, make a huge deal out of it. Record it ahead of time and then spend a couple weeks actually teasing it. Take clips from it and share it on social media, on Twitter or on Facebook or on Instagram. Very Gary Vaynerchuk, where he takes bits and pieces of content that he’s already published or recorded to promote the bigger piece of content. Taking a small chuk, sharing it so that people get excited and get interested in that bigger piece of content.

Pick out the best thing that was said or funniest moment. You said it was a comedy show, I think. . .then put that out there for free even before the show comes out. Then you can tease the specific date because when that episode comes out, you want to treat it like an event because. . .Here’s the deal. To get higher rankings, you want as many subscribers, as many downloads, as many listens, as many ratings in a short period of time. If you can focus all of that energy that your audience is going to have into one particular episode, even within a few hours, to leave a review, to subscribe, to do all those things. Put all your effort behind your social media, get your network involved, all your friends, people to listen to that episode on that day around that time period and you’re going to get a lot higher rankings than you would normally. Also, you’re going to see a nice bump in the downloads as well, of course.

Those are just a few ideas to help you. There’s a lot more out there, I think. Those are some quick tip things that you could do to gather some good steam for your show. Hopefully when I’ve done these things, these new different kinds of episodes or these strategies to get myself off the plateau, you know what it does? It not only gets my numbers off the plateau, but it gets my energy levels off the plateau. For awhile I was just feeling, with the podcast, the same. It got a point at one point where I was, “Oh man, I’ve got to record another episode this week? I’ve got to do it again?” You don’t want to ever get to that because if you’re getting to that level, think of how your listeners are going to feel about it. You want to mix it up a bit and get excited, renewed energy. This is what this does and this is also what this does to your listeners too.

Finally I will say, ask your listeners to share it. Have an easy URL like whatever your URL is slash share. Say at the end of an episode or two every once and awhile. Say, “If you like this show and want to share it with people, I made it really easy for you to go to blank blank blank dot com slash share.” Use a Pretty Link or something to go directly to a click to tweet or a lead page that has all the instructions: Step one, share on Twitter. Step two, share on Facebook. People will take those steps because they listen to you, they’ve built a relationship with you over time. Through that episode or the many episodes they have listened to, they want to help you out so let them. Give them the instructions.

Thank you so much Chris. I appreciate you and I want to wish you all the best. I also want to send you an AskPat t-shirt for having your question featured here on the show. For those of you listening, if you have a question that you’d like potentially, in the future, hear on the show just head on over to AskPat.com. You can ask right there on that page.

Thank you so much, I appreciate you and here’s a quote to finish off the week by Reid Hoffman, one of the co-founders of LinkedIn. He said, “No matter how brilliant your mind or strategy, if you’re playing a solo game you’ll always lose out to a team.”

Cheers, take care. I’ll see you in the next episode of AskPat. Bye.

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