Crow Shell Marketing consults on marketing for podcasts. Using digital marketing strategies, I help podcasters and radio producers find and grow audiences.
Crow Shell Marketing consults on marketing for podcasts. Using digital marketing strategies, I help podcasters and radio producers find and grow audiences.
Audience development requires research. Luckily, I know how to find them; in my work at AIR I grew the network 13% and lowered attrition 15% YoY. I'll work with you to:
Understand your ideal audiences and how to find them.
Implement strategies to reach and retain core listeners using quantitative and qualitative research.
Align listeners with the four steps of the marketing funnel (attract, consider, convert, delight).
Assess branding efforts and develop message mapping.
Not all digital marketing is created equal, but a digital footprint for podcasts is imperative. We'll develop and implement:
Organic & paid social
SEO
Blog posts
Email marketing
Podcast discoverability is still hard, which is why word of mouth is still the most effective way of spreading the news about your show. We'll focus on:
Cross-promotion with like-minded shows
Ad reads
Finding sponsors or underwriting
Swag!
Too many marketers think one platform, or one strategy, can be adapted to any product or service. Wrong! With podcasts, the story and its intended audience dictate the strategy and direction. Together, we'll look at your podcast, its story, and questions like these and more to develop the strategy:
Where do your ideal listeners congregate? What content do they typically consume?
Why must you specifically tell this story? Why does the world need it?
What parts of the story can we tease out digitally, and which should be audio-first
How do we make the podcast evergreen after the end of the episode run?
If you’re stumped as to how to draw conclusions about your show’s audience behaviors and find yourself asking, Bounce rates? Affinity relationships? Retention rates? What are those?, you’re in luck:
Website & Google analytics
Listener retention
Social media analytics
Using referral data to discover new markets
If you want to launch with a splash, you're going to need a press strategy. I'll help to:
Identify press outlets
Pitch journalists
Prepare press releases
Identify event opportunities