S2 79. Passing the Vibe Check: Passively Marketing Your Podcast Through Your Podcast Profile
Do you think your podcast would pass the vibe check? And by vibe check, I don't just mean looking cool. I'm talking about whether your ideal listener, seeking new shows without any personal recommendation influencing their decision, will click on your show. Will they play episodes? Will it be a show they become obsessed with?
This is the episode, or should I say, the blog post for you if you’re interested in incorporating more passive marketing strategies alongside your active marketing strategies to grow your show.
Passive Marketing Success: Optimizing Your Podcast Using Your Profile
Perception is Everything
You’ve heard the saying, "Don't judge a book by its cover." But the reality is, we do. As a business owner, your podcast plays a huge role in how people perceive your brand. Often, when people launch their podcast, they overlook the perception a new listener has when they see their branding for the first time. Oftentimes, we are used to people coming to us because someone else recommended our work.
Yet, there is real untapped potential for SEO and appearing in search results. Thus, I want to focus on the elements that most people perceive, not just the vibe. So, if you are a business owner, think about how you present yourself to your community. How does your brand look and feel?
A big element we sometimes forget is how people perceive our brand in a quick, snap judgment. The five elements in your profile can be detrimental or beneficial to your brand when done right. Let’s explore these elements: the title, cover art, description of the show, episode titles, and episode description.
Chapters:
00:00 Intro: Passing the Vibe Check
00:21 Understanding Passive Marketing Strategies
00:44 Brand Perception and Podcasting
01:59 Five Key Elements to Optimize Your Podcast
03:46 Crafting Effective Podcast Titles
06:38 The Importance of Cover Art
09:29 Optimizing Episode Titles and Descriptions
13:29 Enhancing Audio Quality for Engagement
16:33 Conclusion: Continuous Improvement in Podcasting
The Power of Passive Marketing Strategies
More and more people are using Spotify and YouTube to find new shows. This means there won’t always be a gatekeeper, like a personal recommendation, saying, “This show is really cool. Check it out.” Think about the last time you saw a podcast with unattractive cover art. If it weren’t for a recommendation, you likely wouldn’t have clicked play, right?
We need to apply the same standards we hold for others to our own show. When creating a show, it’s easy to feel like we’re either making the most amazing thing ever or that it will do for now, and we move on. These elements matter, and I’ve created episodes diving deep into each one of these on The Podcast Space, which I’ll include below.
Crafting the Perfect Podcast Name
The title is crucial. I’ve noticed many podcasts replicate the formulas of popular shows. For instance, adding “Made Easy” to their podcast titles after Amy Porterfield’s “Online Marketing Made Easy.” While Amy’s show is well-established, this tactic doesn’t make other podcasts unique anymore.
Instead of using vague or celebrity-led titles like “The Ana Xavier Show,” which doesn’t convey what the show is about, choose a title that tells listeners what they’re going to get. This is an essential aspect of SEO and discoverability.
Optimizing Podcast Descriptions
Skipping cover art for a moment, let’s talk about the description. Descriptions can go two ways: either “A podcast about X” or “Hosted by [Name],” followed by a paragraph about the host. It’s essential to tell new listeners what’s in it for them. A clear, succinct description explaining what they will gain makes them more likely to click play.
Nailing Cover Art
Cover art is another critical component. The biggest mistake I see is font size. Users are often on their phones, and tiny fonts or cluttered designs don’t help. You need something clear and accessible, ensuring it meets best practices.
Canva has a feature that analyzes the accessibility of your design, checking items like contrast and font size. For my podcast, I looked at top-performing shows on Apple and Spotify to see what worked and applied those elements. You don’t need to blend in, but you do need to look professional.
Creating Impactful Episode Titles
When it comes to episode titles, avoid just using the name of the guest. Instead, make sure titles are compelling and aligned with your show’s theme. For example, instead of simply “Ana Xavier,” it’s better to have “5 Passive Marketing Strategies, with Podcast Expert Ana Xavier.”
Effective Episode Descriptions
Episode descriptions are often overlooked. Instead of a templated, three-line description, provide a clear explanation of what listeners will gain from the episode. Use keywords that will aid in discoverability on Google.
Ensuring High Audio Quality
Lastly, let’s discuss audio quality. Not everyone needs a $300 microphone. The key is to have professional audio quality, regardless of where you’re recording. Bad audio can be distracting, so ensure crisp, clear sound that retains listeners.
Conclusion
As we approach the end of the year, consider optimizing your podcast profile. Align your titles, cover art, descriptions, and audio quality with best practices to attract ideal listeners passively. It’s always worthwhile to work with a professional to accelerate your results.
Remember, share your podcast with friends because word of mouth remains one of the most impactful ways to grow. Keep creating content that's imperfect but moves you forward.
If you need help auditing your podcast and to improve these elements to attract the right listeners, visit me at thepodcastspace.com/services. I’m here to help you get the results you want before the end of 2024. Message me through the website or on Instagram at @thepodcastspace.
Resources mentioned in the episode:
Feeling stuck about your podcast’s growth? Do you have no idea where to start and want to partner up with a pro? Book a free discovery call or learn about what we do: https://thepodcastspace.com/services
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ABOUT THE HOST
Hi, I’m Ana Xavier, a multilingual award-winning podcast marketing and content strategist specialized in generating online visibility for women, multilingual, and minority impact-driven business owners.
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