So, you've probably been hard at work creating
a lot of content for your blog or your video channel
or perhaps your podcast.
No matter what it is, one of the hardest things to do is
there's not very many people on the other end
who are consuming it.
So, we've got a question in today from Ben,
who is asking about just this.
- Hey, Pat, Ben here.
And my wife and I have a podcast called Breaking Espanol
where we talk about our journey learning Spanish.
We've been doing it for about a year
and one of the challenges we struggle with
is how do people find podcasts
and what can we do to kinda maximize
and make sure anybody interested
in learning Spanish and those kinds of things
finds our podcast?
- So, it's great that you're creating content.
But, how do you get found?
Well, for podcasting specifically there's a number of ways
that discovery happens.
Number one, iTunes, just like Google,
just like Youtube, it's a search engine.
So, making sure that the content you create
does include keywords in the title
and in the description of those things
will insure that, down the road, when, you know,
the algorithms play in your favor,
you will get discovered for those keywords
related to what people are searching.
Now, in terms of what keywords to include
and what content to create,
always make sure you're trying your best
to answer people's questions
wherever they might be putting those in.
So, you can do some research into forums.
You can do some research on Google
to find what kind of related keywords people are typing in.
You might even also use sites like Answer the Public
which actually gives you a database of all of the questions
that people are typing related to your particular topic.
So, that's Search but let's think
about how other ways you might be discovered.
What else might a person be doing
right before they discover your show?
Well, they might be scrolling through
some sort of ranking system
or, you know, some library of a bunch of other shows
or videos, or blogs that are similar to yours.
So, you're gonna have to ask yourself,
well, what's gonna stop a person from continuing
and scrolling beyond your show or your video.
So, for podcasting specifically, think about it.
So, even before people actually listen to your show
they first see the graphics, the cover art for your show.
And that's gonna be really important.
So, you might wanna do some research to make sure
that in the space that you're in
and the categories that you actually place yourself in.
You wanna make sure your artwork stands out.
In addition to that, it's obviously the title of the show
and also the description that people see and read
before they actually listen.
On Youtube it's very similar.
Think about it.
It's the thumbnails, typically,
that capture people's attention.
Which is why so much of the work that is put into
a great video is actually what lives on that thumbnail.
So, we talked about search
and we talked about visually what things look like
to stop people while they're scrolling through.
Really important, you also need to utilize your own website.
A lot of websites don't actually do a great job
of sharing the other kinds of media that they have
beyond their blog content.
So, if you have a podcast you also have a responsibility
to let people know on your website
that you have this podcast.
If they join your email list, let them know it exists.
On the sidebar of your website,
at the bottom of your blog post, for example,
you need to be promoting your podcast too.
They're there, they like the content.
Give them another way to consume what you have to offer.
Now, all that stuff we just talked about is great
but probably the biggest thing you can do
that'll get you the most viewers or listeners or subscribers
in the shortest period of time
is to utilize other audiences that already exist
by building a relationship or connecting with
in some way, shape or form the influencers
who have already earned the trust of those audiences.
So, then for example, your Spanish-speaking podcast,
you might wanna try and be a guest on another language
related podcast that's out there.
You might have some really interesting insights
that you and your wife have
learned through this learning process
that you can offer for them and their audiences.
So, it's not just you getting exposure
from getting on the show but it's also you offering value
in exchange for having a little bit
of exposure to their audience.
Now, starting with other podcasters
since you have a podcast yourself,
is gonna be great because those audiences already know
the podcasting world and they can
easily subscribe to your show too.
But that's that, you don't have
to just stick with podcasting.
Maybe you can be a guest on another person's blog.
You can do a guest blog post.
Or, perhaps you can on another person's video channel
if you have that capability.
Now, a lot people who are getting into
the podcasting space are also experiencing with advertising.
So, they're using Facebook, for example
to highly target audiences that are of their audience type.
So, you can get very specific with the kind of ads
that you can do.
And there's a few things that actually work.
You can, perhaps, have a guest on your show
and then target people who you know follow that guest.
So, if it's sort of an A-lister or influencer in your space
and you know that a lot of people follow this person
you can even target them to show ads for that podcast
episode where you interviewed that person
because they like that person, they're gonna go listen
and it just so happens that you're
the one who interviewed them.
A lot of podcasters are also doing the opposite.
So, perhaps if you become a guest on influencer's show
you can pay that influencer to
boost those posts on Facebook.
And, again, you're utilizing the trust that they've earned
with their audience and the reach that they have
and because they are promoting their show to their people
you are likely going to be listened to a little bit more
than if you didn't do that.
So, another group of influencers that you can reach out to,
which is smart because they're less likely
to be reached out to and are more likely to say yes
are forum or group owners.
Meaning, Facebook group owners or Linkedin group owners,
for example and think about it,
if you go to Facebook and type in, for example,
Learning Spanish, you're likely going to see a number
of communities of people who are together
and staying together to learn Spanish, right?
And to keep each other motivated
and hold each other accountable for that.
There are admins to those groups who you could find
just simply by clicking into those groups.
You don't even have to join them yet.
Reach out to those people.
See how you might be able to feature them in some way
or feature their community because when that happens
and you make them look like a hero, for example,
they're gonna be more likely to share that episode
to those communities
who they've already earned that trust with
and that way you're able to get in front of communities
that already exist through the trust of the admins
for that group.
And, finally, and you've all heard this before,
no matter what kind of content you create,
create epic content.
Stuff that people can't help but talk about and share.
Because, guess what, word-of-mouth,
is the most powerful form of marketing.
As Mark Zuckerberg says,
"There's no better recommendation than
one that comes from a friend."
Right?
And, so, when a person listens to your show
and it's so great and they've learned so much from it,
for example, they can't help but share that somebody else
who they know has the same problem
or wants to accomplish the same goals.
So, make great stuff, which I'm sure you are, Ben
and I'm sure most of you who are watching this are.
But, just as a reminder for you,
create great stuff because when you offer that
word-of-mouth happens and that's how you continue to grow
and you build raving fans over time
and you're gonna build this long lasting business
that will continue to grow and serve you
and have you serve them too.
So, final piece of advice.
Beyond the stuff that just should be done,
the foundational stuff,
such as the cover art, the description, the titles,
having keywords in there, search engine optimization,
et cetera, once that's all taken care of
what I would recommend is for these other strategies,
these reach outs and connecting with other people,
pick one strategy to focus on and just focus
and master that.
You could drive yourself crazy doing all these
different things but only putting half effort
into each of them.
Put your full effort into one of those channels
or strategies and you're gonna see results.
Hey, and really quick, if you wanna hear more interaction
between me and people in my audience,
people like you, head on over to askpat.com.
You can listen to my podcast there
where once a week I coach somebody
through a pain or problem they're having in their business
and it's all open, you can hear it all.
And, so, subscribe today, askpat.com
And, again, thank you so much for watching.
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