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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Yugo’s Instagram account feed, featuring tips and tricks, the firm’s managed properties and content made by residents. Image courtesy of Yugo
While marketing student housing properties isn’t much different from marketing traditional multifamily communities, it still requires an individual approach tailored for the younger generation. The rise of digital media, and more recently AI-driven tools, allows you to get creative.
Nowadays, students seek amenity-rich, modern and community-centric communities, and that’s exactly what you should showcase in your marketing efforts. Students are no different from other residents in multifamily—they want it all and they want it fast!
READ MORE: Secrets of an Award-Winning Multifamily Marketing Campaign
“When it comes to student housing, competition can be fierce as students have numerous options to choose from. Simply providing information and giving tours may not be enough to stand out,” Jessica Nix, chief marketing officer at Campus Life & Style, said. “To differentiate themselves from competitors, student housing providers need to create a lasting impression. This can be achieved by offering something bold and memorable.”
Whether it’s a community pet mascot, surprising elements to be discovered by students, or an outrageous piece of décor, you can capture their attention by going beyond the ordinary, Nix added. So, what will make you stand out? What should you focus your efforts on?
Get to know your target audience
Campus Life & Style’s Instagram post of free coffee giveaway for students at San Diego State University. Image courtesy of Campus Life & Style
Successful marketing is all about understanding and recognizing the needs of your target audience. When it comes to student housing, things might get tricky, as every single one of them might be interested in different things. Try to learn about what they want. Is it a focus on sustainability or inclusivity? Do they want affordable options, proximity to universities, or modern amenities?
Try to customize your marketing campaigns to address the specific needs of students and their variety of preferences and priorities. “At Yugo, we ensure we’re continuously understanding our target audience, and this is why every year we research thousands of students on a variety of topics which feeds into how we communicate with them,” mentioned Abby Bentley, global brand and marketing director at Yugo.
“In addition, over 25 percent of our workforce is made up of our students—we’re listening daily about our students’ needs and desires,” Bentley added. Yugo, GSA’s property manager operator, is currently managing student housing properties in 34 cities across the U.S. and the firm’s marketing approach encompasses its values: bold, true, real and open, focusing on all aspects students might be interested in.
Follow the trends
Yugo’s Barbie-fied contest also includes three prizes for a shopping spree at a home decor store of students’ choice. Image courtesy of Yugo
Student jump on trends quickly. That’s why, when thinking about your strategy, you need to appeal to their interests and needs. Think about showcasing trends such as eco-friendly living, wellness amenities and technology-driven features. Besides aligning your properties with the current trends, think about showcasing that into your marketing strategy to show that your company is forward-thinking and keeps pace with the market.
For instance, you can take advantage of new pop culture trends, just as Yugo did in its latest campaigns with the Barbie movie. The firm launched the “Yugo Barbie Dream Pad Makeover” contest, challenging students to design their Barbie-fied space, whether through 3D design, sketches or mood boards. Or there’s always the opportunity to give students a Barbieheimer moment.
“To achieve online growth, it is crucial to implement efficient tactics that resonate with the target audience. To do this, it’s helpful to draw inspiration from trending themes on popular platforms like YouTube, TikTok, and Instagram. By aligning your key messages with these trends, you can create content that captures attention and generates traction,” said Nix.
However, Nix advises marketers to consider the students’ short attention span. “This means content can quickly become stale, so it’s essential to dedicate time daily to experiment with different content production to generate quality options for publication,” she added.
Engage with students and give them a voice
Campus Life & Style’s “12 Days of Giveaways” marketing campaign. Image courtesy of Campus Life & Style
We all know that user-generated content is king, especially for student housing. You want to create a sense of community and show existing and future renters that people have a say in their living experience. Besides listening to their needs, try to create an engaging space for them to share their journey, struggles or speak about what they believe in.
Think about it as social media ambassadors, but they’re the people living in your communities. Bentley believes that the content you post needs to be relevant to your audience to have an impact and that it can be achieved by posting authentic content, such as behind-the-scenes videos, that builds trust and make student feel connected.
“Leveraging student ambassadors or influencers who have a strong connection with their community and are trusted by students can significantly enhance marketing efforts,” Nix added. “Authenticity is key, so it’s essential to collaborate with individuals who align with the brand’s values.”
On another hand, creating special programs where students can advocate for your brand might prove effective for your strategy, as well. “We’ve also recently launched our Yugonauts program, which turns every student participant into Yugo advocates,” said Bentley. “This select group of student brand ambassadors are invited to share their experiences of the Yugo lifestyle on social media and in return they receive training from professional marketers and agencies, to help them develop their content creation skills.”
Leverage social media more now than ever
Yugo’s post on Instagram on World Earth Day, which included some tips for students to be more eco-conscious and live greener. Image courtesy of Yugo
When it comes to social media, the possibilities are truly endless, but remember that your content will define your brand. Aim for a certain color and design style that aligns with your brand and make content that is both aesthetic and engaging. Students are all about the aesthetic, aren’t they?
Depending on the platform, try to customize your content as much as you can. For example, you can use Instagram to post easy tips or updates about your communities, share photos of your residents (bonus points if you share pictures of their pets!) or highlight events. At the same time, you can use TikTok for posting virtual tours, behind the scenes, or videos about the lifestyle at your properties.
“Social media platforms such as TikTok, Instagram, and Facebook are ideal for reaching and engaging with students,” Nix said. “It’s crucial to maintain consistent posting schedules, build a recognizable brand, and actively participate in student and parent groups while practicing social listening.” For its social media platforms, Campus Life & Styles has separate accounts for each community and posts pictures and stories about updates, contests, resident events, or lease information.
As for Yugo, the company uses a colorful and playful graphic design, similar to its brand identity and posts tips & tricks, updates about its communities, reels created by students and contests. “Today you’ll see the highest engagement is on TikTok and Instagram for eyeballs on your product,” Bentley said. “They are platforms people have fun with, so engage with consumers where they want to be engaged with and in the format they prefer.”
Optimize your website
Your website is usually the first point of contact between your company and students considering your communities. That’s why, you need to create a user-friendly, seamless experience for anyone who checks out your website. There are some simple ways to make your interface faster, more interactive and also SEO-focused. Nix believes that it’s mandatory to provide students with a fast, intuitive, mobile-optimized and clean interface and that you should be consistent with your logos, colors and photos across all platforms. She also mentions that you need to make sure reviews are up-to-date and cohesive.
“Additionally, providing high-quality virtual or video tours allows students to visualize the space without physically visiting the property,” Nix added. “Simplifying the process for booking tours through tools like BetterBot, which can be integrated into social platforms, further enhances the user experience. The presence of a bot or LiveChat feature also contributes to a seamless user experience, as it enables immediate interaction and support.”
Unlocking the power of easy-to-implement marketing tips
It’s true that highlighting your company on social media channels is currently one of the most effective strategies, but it all comes down to the content you post and how you interact with students. Here are some other effective ways to appeal to them and make sure your marketing efforts are effective.
- TikTok and Instagram are the channels where you will see the most engagement on, as it allows you to post different types of content and interact with students directly.
- As part of its marketing strategy, Yugo focused on the use of more video content across several platform, which leads to increased click-through rates, mentioned Bentley.
- Bentley also believes that Google Search is the best platform for sales conversion, but “it comes down to serving relevant ads at the right point in time to the right consumer.”
- Nix thinks that internet listing services and university websites might also be beneficial for your strategy. However, you need to analyze the performance of each website before using them for all properties.
- Email marketing is not dead! According to Nix, it can be a powerful tool for reaching prospects. “Crafting engaging headlines, providing direct links to the website, and using email lists sparingly ensures a seamless experience and avoids overwhelming recipients,” she said.
- Lastly, regardless of the channel you choose for marketing student housing, it all comes down to one simple aspect—fostering a sense of community. “Participating in campus and community events like housing fairs and sports games allows student housing providers to engage directly with students and create positive associations between their brand and the overall school experience,” Nix said.
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To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzed reviews to verify trustworthiness.
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