Fatima Zaidi is the Founder & CEO of Quill Inc., an award-winning production agency and CoHost, a podcast growth and analytics tool.
As someone entrenched in the podcasting industry, I’ve seen how challenging audience growth can be for brands and networks. Gone are the days when the existence of your branded podcast was enough. In today’s landscape, audience growth requires a strategic approach fueled by data-driven insights.
Over the years, I have learned invaluable lessons on leveraging data in podcast marketing strategies, and these are my top tips.
Understanding Your Listener Profile
To efficiently grow your audience, you need to understand your audience inside and out. Identifying demographic information such as age, income and place of residence allows us to tailor content and marketing strategies to our specific target audience. For example, 24% of adults ages 18-34 listen to podcasts about business. Looking at industry-wide demographics like this, as well as demographic information within your podcast analytics tools, should be the beginning of leveraging data for your marketing strategy.
In addition to demographic data, it’s essential to analyze your audience’s interests and habits. Take the time to learn what topics your listeners are interested in, what other podcasts they listen to and where they hang out online. Understanding the nuances of your audience allows you to build a comprehensive listener profile and is the starting point for creating content that resonates with and effectively reaches them.
Leveraging Data-Driven Insights
After gaining an understanding of your listener profile, it’s time to use those data-driven insights to inform your marketing strategy. Data-driven insights like engagement metrics, episode performance comparisons, demographics, and unique listeners are the pillars that support the growth of your podcast.
I’ve learned that analyzing listener data uncovers trends that guide your podcast audience growth. Using analytic tools that track key performance indicators such as the number of downloads, listener engagement and retention will provide insights that you can then action in ways such as content edits, guest invitations, promotion strategies and so much more.
Download metrics are the most commonly tracked data point, but I recommend relying on unique listeners to get the true size of your audience as well as engagement metrics to understand how content is resonating.
Establishing a routine for analyzing metrics will ensure you continuously seek new opportunities for audience growth. If your metrics indicate needing to switch up your episode formatting or topic, lean into that and keep an eye out for the data as you make changes. Being flexible to change is important to remain relevant in the podcast industry.
Making Data Actionable
I believe gathering data is only half of the battle; it’s important for podcasters to know that making the data actionable is just as important. I’ve seen countless podcasters and networks overwhelmed with data and no clear action plan. Start making your data actionable by investing in analytics tools that provide user-friendly data, insights and advice.
Create clear and measurable goals, otherwise known as key performance indicators (KPIs), to make your data actionable and provide benchmarks for the success of your podcast. Creating specific KPIs can include growing your audience by a specific percentage or increasing your listener engagement. The more specific, the better! When you align your data analysis efforts with these KPIs, you can streamline your and your team’s focus and measure of success.
You can leverage endless channels and strategies for audience growth, but unfortunately, there is no list of ones you should use for overnight success. What I will tell you is that starting with data, understanding who your listeners are and approaching podcasting in a data-driven way will help you grow your audience.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
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Podcasting is a great, creative way to share content with your clients. But what happens when you create an awesome podcast episode, and no one knows it exists?
That’s where email marketing comes in.
Even though podcast platforms notify existing subscribers whenever new episodes go live, the notifications are easy to overlook, and do very little when it comes to building up your subscriber base.
Fortunately, there are other more effective promotional channels available, such as email. In this article, we’ll show you how to email a podcast, as well as the reasons why email can be such a great way to bring more listeners to your podcast, and ultimately, more traffic to your website.
Why Email Is a Key Channel for Podcast Promotion
Email marketing is a huge force in the marketing world and important for any company to utilize for sending content. In fact, according to the 2023 Square Future of Commerce report, 86% of consumers stated that they want to hear from businesses that they frequent, and 60% listed email as their preferred method. This trend is likely to continue for the foreseeable future, since 73 percent of millennials prefer email communication from businesses over any other type of communication.
Email Strategies to Promote Your Podcast
There are a few key ways that you can leverage emails to promote and build a subscriber base for your podcast…and turn these listeners into clients for your business.
1. Podcast Episode Notification Emails
If you already have a list of email subscribers, you can set up an automated email campaign to run every time a new podcast episode goes live. These emails can be as simple as an episode title, a brief description or show notes summary, and then a link out to your website or the podcast platform of your choice.
Tip: If you use a tool like FeedOtter, this type of email can be fully automated, so you don’t have to take extra time to build and manually send out notification emails every time a new episode is released. Keep reading for a step-by-step to learn how to set up an automated email like this.
2. Behind-the-scenes footage
If you’re looking for ways to keep listeners engaged on a deeper level, you can offer exclusive behind-the-scenes footage for email subscribers, and use this offer as a lead magnet to build up your list of email subscribers and new listeners.
3. Promotional offers
When you’re trying to monetize a podcast and maximize engagement with your subscribers, it’s important to make sure that you’re constantly directing them back to your owned channels.
How do you accomplish this in a way that doesn’t come off as smarmy?
One example: if you have a promotional offer or discount code that you share in an episode, you can remind listeners to subscribe to your podcast newsletters, so they can receive the discount code directly in their inbox—no frantic note scribbling required.
How to Automate Your Podcast Email Campaigns
One of the most challenging aspects of running a successful podcast is that every episode requires a large amount of effort to record, produce, and market to the right audience.
Luckily, FeedOtter has the perfect solution for streamlining the process of automated emails for podcast episodes.
We also provide various podcast guest email templates to help you invite busy experts, fellow podcasters, and industry leaders as guests on your podcast. Here at FeedOtter, we use your podcast hosting sites RSS feed and create beautiful automated emails sent through your existing email provider.
Let me take you through creating a podcast email in FeedOtter and emailing your podcast episodes to your listeners. In today’s guide, I’ll use Zilliant, a b2b company that currently uses Marketo as their email service provider. Zilliant has a great podcast hosted on Libsyn, with a great-looking subscribe form to create an emailing list.
Step-By-Step: How to Email a Podcast With FeedOtter
Step 1: Get the RSS feed from your podcast’s hosting site
FeedOtter integrates well with all the major podcasting hosting sites including Libsyn, Anchor, Apple iTunes, Google Podcasts, and more, making it easier to collaborate with other podcasts. You will use the hosting sites RSS feed to pull your podcast episode into your FeedOtter email.
In our Zilliant example, the RSS feed comes from their podcast hosting site, Libsyn.
2. Set Up Your Email in FeedOtter
In your FeedOtter account, you’ll create want to click on New Automated Email at the top of your screen. Give your email campaign a name and choose the email service provider that you’d like to integrate FeedOtter with.
Next, you’ll set up a sending schedule for emailing your podcast. FeedOtter has plenty of options for scheduling your email sends, but we recommend setting up the schedule for shortly after you usually launch a new podcast episode.
For example, if you usually publish new podcast episodes on Wednesday mornings, you can set up the email to send on Wednesdays at 10 a.m. (If you happen to miss a week for your podcast, FeedOtter will automatically detect that there’s no new content, and won’t send an email that week.)
Then, add your RSS feed for the podcast site.
At this point, FeedOtter automatically pulls from your RSS feed and puts your latest podcast episode into a beautiful FeedOtter template.
3. Customize the email look and feel
FeedOtter has its own set of podcast email templates, or you can add your own custom template to your account. You can also customize the template by clicking on the Template tab, and change the colors and add a header or logo image.
The next step is to add your Subject To/From information. Here, you can also add the title of your latest podcast episode to the subject line, or mention an upcoming episode to generate interest.
Finally, connect your ESP through the Integration tab and click Activate Campaign in the top-right corner. You’re all set to start emailing your podcast directly to your listeners.
Happy Emailing!
FeedOtter is so excited to work with you and start emailing your podcast episodes through your ESP. You can start a free trial or schedule a demo with us and we’d be happy to get you started automating the creation of your emails.
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In this week’s episode of The Drum Network Podcast, we sit down with two leading lights from the world of influencer marketing.
Despite regular think-pieces prematurely announcing the death of the influencer, growth in the influencer marketing industry shows no signs of slowing – with estimates of its annual global value reaching as high as $24bn.
The upshot of all this money flowing around is that influencers (or creators, or whatever you like to call them) are all around: a robust and mature market of creators of every stripe, just waiting for marketers to collaborate with them. But how to navigate that richly varied landscape? How can brand marketers and CMOs move the influencer channel to the center of their marketing strategy?
Those are the questions that this week’s The Drum Network Podcast is here to answer.
We’re joined this week by Derek Goode, senior vice president at 160over90; and Natalie Silverstein, chief innovation officer at Collectively (part of the Brandtech group).
For more earworms, head over to The Drum’s podcast hub.
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This week Lee-Ann is consulting “the OG in affiliate marketing”, Spades Media CEO, Jim Banks. Having been in the industry for over 20 years, Jim is offering his unique experience and insights into the history of affiliate marketing.
Specialising, nowadays, in helping Shopify businesses grow, Jim is well entrenched in the affiliate marketing world. Listen in for all his insights on the industry.
How does affiliate marketing evolve?
Jim has an interesting take on how the affiliate marketing industry was established, saying: “We definitely exactly helped create the rule book.”
And Lee-Ann chimes in: “By breaking all the rules!”
Further in this conversation, when Jim is asked how he sees the future of affiliate marketing looking, he reiterates this point by saying: “So many people try and look back and go, ‘Oh, I made mistakes.’ We’re all going to make mistakes. And I think the more you do, the more mistakes you’re going to make and you’ve just got to accept that you make them learn from them and move forward again.”
So, there is likely a lot of stormy days in the future of the industry, but sunshine after too.
Work smarter, not harder?
It’s hard to play with the big boys, and in marketing the big boys are giants, like Amazon.
As Jim explains, “Amazon, when we were running against them, they were our biggest competitor. What we found was that Amazon were really aggressive right the way through the month until around the 20th of the month, and then they’d run out of money, so they’d stop ads at that point.
“So probably the last 10 days of most months, they wouldn’t be a competitor, and it was only by doing that analysis, we were able to understand that we had an opportunity in the last 10 days of the month.”
An industry thriving in tech downfall
In an anecdote that shows the saleability of affiliate marketing, Jim demonstrates the way affiliate marketing appears to be floating in a sea of recession worries and redundancies.
“I took a call yesterday from somebody at Tipalti who basically does the payment processing. They just raised, I think another £250 million yesterday, which I think takes their total raise now to £700 million. And you’re thinking this is like crazy money in our industry, but again, today Vodafone announced they’re laying off 11,000 people.”
Google, Amazon, Meta and other ex-employees should remember: there are always jobs in the affiliate marketing industry.
If you are interested in more affiliate and social media marketing insights, take a look at our blog for all the latest news and advice. Or for a more personalised approach, book a free call with a member of our team.
Or, for the very best advice from industry peers, register to join us for our ELEVATE Summit in July. Elevate aims to bring you the latest affiliate, performance, and partner marketing insights from across the globe and it’s all available to stream from our website.
Listen to find out more about:
- The effect of nurturing affiliate relationships
- The past of the internet and how the future of the internet will look
Key segments of this podcast and where you can tune into go direct
[5:00] – The journey in affiliate marketing that resulted in Jim’s grey hairs
[15:00] – How to play with the big boys
[25:00] – The real wealth that comes with affiliate marketing today
[35:00] – Jim’s take on the future of affiliate marketing which includes plenty of mistakes
Rate, Review & Subscribe on Apple Podcasts
“I love Affiliate Insider’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.
Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.
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Sadly, it’s the last episode of the Affiliate Marketing Podcast for this season. We will be back to discuss further insights into the affiliate marketing industry, but in the meantime, we’re looking back over this series to revisit some of the most interesting insights and the guests behind them.
Listen here to find out more about topics such as AI and ChatGPT, Word of Mouth Marketing, the African affiliate market, and more.
Marketing strategies
A lot of different marketing strategies were discussed throughout the podcast season. Everything from Word of Mouth to communities was on the table as an option.
Head of Marketing, at Guild.co – Michelle Goodall, told the Affiliate Marketing Podcast: “An online community is also known as a virtual community, an internet community, or a digital community. I’ve come at it very much from a marketing perspective and community or marketing as a definition is the management process, which is responsible for identifying, anticipating, and satisfying customer requirements properly. So, when you sort of smash community and when you smash marketing together, you’ve got this thing called community-based marketing.”
On the other hand, Mike Schmidt from Shopify Collabs stands by Word of Mouth marketing and influencers, ahem, influence on the best way to market. He says: “How do you get the product in the hand of the person that’s going to be talking about it? Why don’t you just send out a bunch of products to your favourite creators, your favourite influencers, and your super fans that happen to be creators? There are two things that’ll benefit from that. One is that you’ll get the product in the hands of the person that could potentially say some really nice things about you on social media.”
Artificial intelligence
The buzz around ChatGPT and AI tools, in general, is not going away anytime soon, and indeed it was a feverish topic for discussion throughout this season of the Affiliate Marketing Podcast.
Rob Berrisford gave his two cents, saying: “For me, this isn’t about swapping the humans out. It’s about supercharging the humans and shaving five minutes off 20 tasks a day. It’s incredible. Our parents used to do similar jobs without laptops and without computers and we didn’t reduce the need for humans. It’s just a thousand times what we could achieve in our working day. And I think AI will work in the same way that the personal computer did. Interesting.”
If you tune in to our latest episode, you will hear from Edwyn McFarlane, founder of affiliate marketing network, Coam, and his opinion on ChatGPT.
He says: “As good as the (AI) content is, it still requires an awful lot of work to make it useful, both to an end user and also from a website owner perspective. I still have to go and find the images, I still have to go and create the internal links to other pages, and I still have to go and create the external links to other sites.
“For me, it’s like a really advanced kind of assistant. It’s not yet something that I fear. Either in terms of my job or my future or anyone else’s to be quite honest.”
Adapting to new markets
One particularly standout episode was with Gilles Catteeuw, Head of Acquisition for Premier Bet Partners. Premier Bet covering an African market rather than a Western or European market has meant a lot of insights into the importance of understanding cultural differences, even when it comes to affiliate marketing.
Gilles said: “Well, you touched upon it briefly; it’s one continent. No two competencies are the same. I think board operators and affiliates need to be aware of the country level digital adoption. The cost of data, infrastructure, and smartphone adoption in general. I think that’s the biggest thing. The most actionable way of segmenting any African country within what we do, I find, is smartphone users versus featured phone users, which again is a very African phenomenon. A smartphone user is probably the most compatible with what we are used to.”
If you are interested in more affiliate and social media marketing insights, take a look at our blog for all the latest news and advice. Or for a more personalised approach, book a free call with a member of our team.
Or, for the very best advice from industry peers, register to join us for our ELEVATE Summit in July. Elevate aims to bring you the latest affiliate, performance, and partner marketing insights from across the globe and it’s all available to stream from our website.
Listen to find out more about:
- Alex Bogh and Simon Dichoe Thomassen’s take on a bright future with data transparency
- Rob Berrisford’s take on the current AI craze taking over the internet
- Michelle Goodall’s advice on infiltrating
Key segments of this podcast and where you can tune into go direct
[10:00] – Mike Schmidt’s opinion on Word of Mouth marketing
[20:00] – Gilles Catteeuw’s take on the differences in working with an African userbase
[25:00] – Cole Chapman’s advice on reaching the people in their communities
[35:00] – Edwyn McFarlane’s golden nugget piece of advice for affiliates
Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.
Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.
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556: Pricing, Podcasting, Permission to Quit, and More: 20 Questions with Nick
I’ve got another 20 Questions episode for you today, diving into the ol’ listener mailbag. As is customary on these episodes, I’ve pulled out questions from the Side Hustle Nation community from over the last few months and will attempt to answer those for your benefit and listening pleasure. This is the 14th installment of this series so feel free to check out the older ones: 498: Profitable Podcasting, Getting Clients, and $50k/mo in Passive Income: 20 Questions with Nick 451: Affiliate Marketing, Early Retirement, and Side Hustle Shifts Over 8 Years of Podcasting: 20 Questions with Nick 431: Fear of Selling, Protecting Ideas, Podcasting and More 412: Side Hustle Ethics, Charging Your Friends, the Side Hustles I’m Most Excited About, and More 365: Market Saturation, Mind Mapping, Miracle Mornings, and More 346: The Con of the Side Hustle, Beanie Babies, Affiliate Marketing, and More 320: Multiplying Money, Morning Routines, and $100k Side Hustles 291: Email, Ebooks, Platforms, and Conferences 271: Brilliant Blogging, Ruthless Productivity, and Guaranteed Success 245: Network Marketing, Imposter Syndrome, My Side Hustle Mistakes, and More 219: Growing Traffic, Monetization, List-Building, a Day in the Life, and More 198: Blogging, Branding, Book Writing, and Finding the Right Side Hustle for You 181: SEO, Affiliate Marketing, Self-Publishing, Udemy, and More A common piece of advice you’ll hear is to take audience questions and turn them into content, so here’s a meta example of that in action. We’re talking pricing, podcasting, pre-aged domains, privacy, personal growth, permission to go full time, and lots more. Enjoy! Full Show Notes: Pricing, Podcasting, Permission to Quit, and More: 20 Questions with Nick
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Information Overload Be Gone: Expert Insights on Content Selection and Stress-Free News Consumption
In today’s world, we are bombarded with information from all sides. As a result, it can be hard to know what is newsworthy and what is not.
Matt Southern and Roger Montti, SEJ’s news writers, joined Amanda Zantal-Wiener, Editor-In-Chief at SEJ, to discuss how to determine what is worth following and how to avoid being overwhelmed by the information deluge.
These experts talk about information overload, marketing, and data science to share tips on how to stay informed without being overwhelmed. Matt and Roger share their experiences with information overload and how they have learned to manage it.
If you are overwhelmed by the information, this podcast is for you. We will help you learn how to navigate the information jungle and stay informed without being stressed out.
I filter the information according to what I find interesting professionally and personally and what I think the audience would be interested in. I’m especially interested in things that are novel or under-covered but are essential for people to know. That’s one of the reasons why I started covering more of the WordPress stuff as well as Wix. –Roger Montti, 3:14
Covering John Mueller, it’s always interesting to decipher what he’s trying to say, what he wants to say…he addresses people with the understanding that they have a high level of knowledge of SEO, and that’s only sometimes the case for people who can benefit from the information he has to share. So I like to take the data he’s sharing, which is usually communicated at a high level, and distill it into smaller parts and try to break it down into a language everyone can understand. –Matt Southern, 18:01
I see breaking news as two things. The first one is the fact: “This happened.” The second part is “What does that mean and how does that impact people?”…So you must balance the speed and being out there with the news and saying, “this happened.” But then we can also revert to what happened, do an article about what it means, and bring in other people who might have interesting insights into it. –Roger Montti, 7:38
[00:00] – Meet Matt & Roger.
[01:26] – Understanding information overload.
[05:34] – Keeping content timely and relevant amidst rapid news flow.
[09:18] – How to strike a balance between reader engagement & SEO rankings.
[15:24] – Best practices for tackling inaccurate information.
[17:31] – Tips and insights for covering statements from authority figures.
[19:56] – Providing the right historical context: A key to effective writing.
[23:41] – Should you always credit who covered a topic first?
[27:15] – How to avoid falling down a rabbit hole when researching a topic.
[33:52] – How to craft compelling personas for better writing.
[40:57] – Nerdy conversations: How nerdy is too nerdy?
[44:55] – How to keep repetitive topics interesting when writing.
[49:35] – The experts’ views on the legal drama surrounding generative AI and innovation.
[56:24] – How writers are using generative AI: Matt & Roger’s perspectives.
[58:10] – What our experts are writing about right now.
There are three main factors I focus on when choosing a topic. First is audience interests. Then, industry relevance. And then, I find out where there are some content gaps. To prioritize that information, I considered the overall impact on the readers and the timeliness of how it aligns with our editorial goals. So putting all that together and understanding everyone’s needs, what we want to communicate and what the readers want to get out of it and keeping myself informed along the way. –Matt Southern, 6:04
Roger and I have a similar philosophy. We both like short, concise non-click baiting titles. That philosophy satisfies both sides of what we’re trying to balance: ranking and audience. With ranking, you want to mention the most important keyword as close to the beginning of the title as possible. If you do that, you’re also accomplishing the goal of grabbing the audience’s attention. –Matt Southern, 11:59
When I write anything, I focus on the benefit to the reader and what information is beneficial. Sometimes you have to ask how that impacts me. Put yourself in their seat…What do I do as a Content writer or as an SEO? How does that impact them? …When you write about something complicated, you have to slow it out and explain the jargon so that people can follow along can understand why it’s important. –Roger Montti, 28:38
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Roger Montti:
Roger Montti is a seasoned search marketer boasting over 20 years of experience in the field. He has built a solid reputation for expertise and effectiveness by offering site audits, phone consultations, and content and link strategy assistance.
In addition to being a Head Judge for the 2020 and 2021 U.S. Search Awards, Roger is also a publisher of award-winning websites, showcasing his multifaceted talents within the industry.
As a prominent figure in search marketing, Roger has shared his insights at various conferences, including SES, SMX East, SMX West, SMX Advanced Seattle, Affiliate Summit NYC, Affiliate Summit West, and multiple PubCon events. In addition, his writing covers various topics, such as WordPress, Facebook, Google, SEO, and search marketing, further establishing him as a thought leader.
Connect with Roger on LinkedIn: https://www.linkedin.com/in/martinibuster/
Follow him on Twitter: https://twitter.com/martinibuster
Connect With Matt Southern:
Matt G. Southern, a highly respected Senior News Writer, has been integral to the Search Engine Journal team since 2013. With a bachelor’s degree in communications, he excels at distilling complex subjects into clear, engaging content.
In addition to writing, Matt is responsible for overseeing strategy development within SEJ’s news department, ensuring that the organization remains at the forefront of the digital marketing and search engine optimization landscape.
As a trusted source of information, Matt’s work at SEJ combines accuracy, quality, and relevance. His dedication to excellence in reporting and commitment to helping others better understand search engines and digital marketing make him an indispensable asset to SEJ and the broader industry.
Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattgsouthern/
Follow him on Twitter: https://twitter.com/MattGSouthern
Connect with Amanda Zantal-Wiener, Editor-in-Chief at Search Engine Journal:
Follow her on Twitter: https://twitter.com/Amanda_ZW
Connect with her on LinkedIn: https://www.linkedin.com/in/amandazantalwiener/
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Opinions expressed by Entrepreneur contributors are their own.
Podcasts have exploded in popularity in recent years, and for good reason. They offer a unique way to engage with audiences and can be a powerful tool in every stage of the marketing funnel. In this article, we’ll discuss how to leverage podcasts across different stages of the marketing funnel and achieve maximum impact.
Related: 5 Reasons Why Brands Should Think About Creating a Podcast
Top of Funnel (TOF): Attracting potential customers
The top of the marketing funnel is all about attracting as many potential customers as possible. Podcasts can be an excellent tool for this stage as they offer a unique way to engage with a broad range of potential customers and showcase your brand’s thought leadership. By providing valuable content in the form of informative and entertaining podcast episodes, you can capture the attention of potential customers and start building a relationship with them.
To leverage podcasts in the TOF stage, you’ll want to focus on creating content that’s informative, educational, and entertaining. Consider interviewing industry experts, providing behind-the-scenes looks at your business, or offering tips and tricks related to your niche. By providing value to your listeners, you’ll establish your brand as a thought leader in your industry and create a positive association with your business.
Additionally, it’s essential to promote your podcast effectively to attract new listeners. Consider leveraging social media, email marketing, and paid advertising to reach new audiences and drive traffic to your podcast.
Related: Podcast As Marketing Tool: It Creates Value For Listeners
Middle of Funnel (MOF): Nurturing potential customers
The middle of the marketing funnel is all about nurturing potential customers and building their trust. Podcasts are an excellent tool for this stage as they offer a more intimate and personal way to connect with your audience. By sharing your brand’s values, mission, and culture through podcasts, you can build a deeper relationship with your audience and create a sense of community around your brand.
To leverage podcasts in the MOF stage, you’ll want to focus on creating personal and engaging content. Consider showcasing customer success stories, hosting Q&A sessions with your audience, or providing in-depth product demos. Doing so will build trust and credibility with your audience and create a sense of connection with your brand.
Additionally, it’s essential to create a consistent podcast schedule to keep your listeners engaged and build a loyal audience. Consider releasing new episodes regularly, such as weekly or bi-weekly, to keep your listeners coming back for more.
Related: 4 Reasons to Start Your Own Podcast
Bottom of Funnel (BOF): Converting potential customers
The bottom of the marketing funnel is all about converting potential customers into paying customers. Podcasts can play a critical role in this stage by providing an engaging and entertaining way to directly promote your products or services.
By creating podcast episodes that focus on specific products or services, highlighting their features and benefits and offering exclusive discounts or promotions to your podcast listeners, you can convert leads into paying customers more effectively.
To leverage podcasts in the BOF stage, you’ll want to focus on creating direct and actionable content. Consider featuring customer testimonials or case studies that showcase the benefits of your products or services, hosting live Q&A sessions to address any lingering questions or concerns, or offering exclusive discounts or promotions to your podcast listeners.
Additionally, it’s essential to include a clear call-to-action in your podcast episodes to drive conversions. Consider directing listeners to a landing page, product page, or contact form to make it easy for them to take the next step and become paying customers.
Related: The Basics of Podcasting and How It Can Grow Your Business
Conclusion
Podcasts offer a unique way to engage with audiences and can be a powerful tool in every stage of the marketing funnel. To leverage podcasts effectively, you’ll want to create valuable and engaging content that speaks to your audience’s needs and interests, promote your podcast effectively to attract new listeners, and include clear calls-to-action to drive conversions. By doing so, you can differentiate your brand from the competition, build trust and credibility, and reach new levels of growth. .
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Join Lee-Ann in the Affiliate Marketing Podcast to discuss trends in affiliate marketing, including WOM marketing, with Shopify Collab’s Product Leader, Mike Schmidt.
You know Shopify. Its adverts are fast-paced and all over YouTube, showing how even you can become a merchant by selling your clothes and items on the Shopify platform. Shopify Collabs, however, can help you build your business and your relationships with influencers. Find out what you can learn from Mike Schmidt when it comes to marketing your brand to this new generation, and just what has WOM marketing got to do with it?
What is WOM marketing?
WOM, or Word-of-Mouth marketing, is pretty self-explanatory but very impactful. The sad fact for marketers is that nothing will really beat word-of-mouth. We consider who gives us references and reviews on products very carefully, and at the top of that pyramid are people we know personally. On the bottom are brands, and in the middle are the para-social relationships we make with influencers.
In listening to Mike explain how Shopify works, Lee-Ann said: “It’s kind of like word-of-mouth marketing, but on steroids. This is what kind of sparks my mind when you’re talking about this influencer content-created community because everyone’s talking about Gen Z and how they interact with digital, how they interact online.”
“They’re not even going to websites anymore. They’re just going straight to TikTok. And they’re buying from people that are telling them, showing them, promoting these products as part of their lifestyle and the whole content curator community is becoming a much bigger piece of the partnership economy.”
Mike agreed, mentioning a collaboration with Moonboon: “Moonboon is a super cool company. You can see our case study on the website that they are absolutely crushing it with mom influencers. And you could say if you put Shopify Collabs plus your brand, you generate sales.”
Find the case study here.
What can brands learn from Word-of-Mouth marketing?
There are ways that you can get higher on that pyramid without being a direct friend of your customer. For example, the main lesson that Mike is taking from WOM marketing is authenticity, which is what makes Word-of-Mouth marketing so powerful.
Mike said: “Word-of-Mouth advertising is the key, but authenticity is this other piece that creators and influencers can really exploit.
“I love this too because so many brands come to me and they’re like, ‘I have this really polished material. I spent like 10 grand on this content’. I’m like, ‘You know, people want to see your content with an iPhone 6’.”
“They want to see the closeups of your packaging, they want to see what an unboxing looks like, they want to see how it’s made. Talk to your supplier, talk to the CEO [and ask] what makes these brands tick. Like making that authentic world feel a little bit more real through the advocates, the influencers, the creators that are really supporting the business.”
Mike’s take on the AI hype
There is a lot of talk around the idea of AI even since ChatGPT’s introduction in November of last year, but it seems like that’s been dialled up a notch with this new release of ChatGPT4. People are feverishly talking about it, whether it’s simply saying “Nothing will change” or “Everything will change”.
Mike, for one, seems to be taking a more middle-of-the-road approach, appreciating the merits it has now.
Mike said: “I really do think the world of machine learning is catching up to a place where it can like automate a ton of these amazing things that we can do with creators and influencers.
“That being said, a human will always be necessary to build a relationship. Amen. That being said, you can automate a ton of the nitty gritty, you know what I mean? Finding people, sending comms, reminders, etc. You can do all these really, really simple things to make it easier on both sides.”
If you are interested in more affiliate and social media marketing insights, take a look at our blog for all the latest news and advice. Or for a more personalised approach, book a free call with a member of our team.
Or, for the very best advice from industry peers, register to gain access to our Amplify Action Day. Taking place in January 2023 doesn’t mean you’ve missed it. Amplify aims to bring you the latest affiliate, performance, and partner marketing insights from across the globe and it’s all available to stream from our website.
Listen to find out more about:
- Background on Mike’s marketing career
- The rapid change in the landscape of affiliate marketing and customer acquisition
- The “disruption” of working with merchants over influencers
Key segments of this podcast and where you can tune into go direct
[10:00] – Levelling the playing field for small businesses with Shopify
[20:00] – The power of simplicity in your products
[30:00] – Key trends that Mike predicts in the affiliate marketing industry for 2023
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