How to Talk to Your Podcast Target Audience
There has been a boom in listeners and podcast makers over the past few years. Right now, there are over 2 million podcasts available to download and stream – certainly more content than anyone could ever listen to in their life.
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And yet, that hasn’t stopped people with interesting ideas and strong conversational skills from continuing to create their own podcasts.
It shouldn’t stop you either.
But, with so much content to choose from, you have to stand out in one way or another. Being able to market your podcast is crucial, and it starts with knowing your target audience. In the world of podcasting, there is more to marketing than banner ads and advertisements. You have to learn how to speak to your target audience through the podcast itself.
If you’re struggling to find your target audience and produce content that interests them, we’ve got you covered. Let’s discuss the ins and outs of podcast listeners and how you can connect with those who might be most interested in what you have to say.
old radio broadcasts from the 1930s-1940s. The concept is the same, in many cases – with people spreading play stories around the world. Some podcasts are informative, some are communicative, and some are fictional. So when it comes to who is actually listening, the audience is large.On the surface, you might think of podcasts the same way you think of
According to Forbes, half of all podcast listeners are 12-34 years, so the main demographic is younger, but that has a lot to do with how and when podcasts first became popular. They only really started to shine in the last decade or so. So it makes sense that the general public is younger. Over time, these numbers will increase as the demographics age.
One of the cool things about podcasts is that they provide a sense of private comfort. Most people listen in their homes or cars, and most consumers listen to at least 80% of each episode.
As a podcast producer, that’s a huge goal. You want your audience to listen to your show as much as possible and tune in regularly. It starts with choosing your target audience from the wide range of listeners.
How do you find the right demographics? It begins by examining the distribution of existing audiences. For example, in 2019, 51% of podcast listeners in the United States were women and 49% were men. It’s not a huge difference that you need to worry about, so you don’t need to focus all of your marketing efforts on attracting a certain sex.
But, you can focus your podcast marketing on smaller groups. If you need help defining who your audience is, follow these steps:
- Continue to restrict your audience to a specific group of people
- Consider your niche
- Find out who your current listeners are
- Ask your listeners about themselves
At the end of the day, remember that your podcast is a business. If you want to make money as a podcaster, you need to have a large base of listeners. For example, one of the most effective ways for podcasts to make money is to advertise on the show. We’ve heard them all – the classic, “this episode is sponsored by …”
Your goal as a podcaster is to get your listeners to visit this website and redeem your code. A part of the most lucrative podcasts that use ads understand:
- This American life
- The Joe Rogan Experience
- Chapo Trap House
For these actors to earn the money they make, thousands of listeners need to tune in every week. But, it also requires that these listeners be interested in the commercials that these shows share. Shows know how important it is to understand their audience and demographics and to deliver ads that interest them.
Use the tips above to find your audience, even if they’re starting out small. This will allow you to take the next creative steps to find out what your audience wants, so your audience will continue to grow. It will mean more ad revenue for you.
Once you’ve narrowed down your audience, the next step is to create content that interests them. Your content should be relevant and easy to understand while retaining entertainment value. Think of your casting as a presentation every time you go to record. In this spirit, there are steps you should take to make it successful, comprising:
- Identify your goals for each episode
- Creating an outline
- Keep it simple
- Build a story
While planning is important, the key step listed above is building a story. No matter how long each podcast episode is, your audience should stay interested and engaged. Word of mouth marketing is just as important and effective in podcasting as it is anywhere else. Creating the right content will get your audience to share your distro with others.
Confused about how to constantly develop interesting episodes that will bring people back? Your main goal should always be to stay true to your identity. Once you’ve found your niche, all of your content should fall below, because that’s what your audience expects. Beyond that, keep in mind some of the following tips:
- Talk about things that interest you
- Think about things that will interest your audience
- Share personal stories
- Introduce different guests
- Ask your listeners questions
- Share the answers in the next episodes
- Stay on topic
Most importantly, be yourself when you broadcast. Like any other form of marketing, people crave authenticity. If your podcast seems rigid or stale, your listeners won’t stay interested for long. If you want to be a great host, be prepared and professional, but allow yourself to be comfortable. When you do this, your content will flow more freely and sound more consistent throughout the episode.
If you know your target audience and have a plan for your content, there’s a bigger step to talking to that audience: being accessible.
It looks different to everyone, depending on the type of podcast you are broadcasting. If your casting is on international news, it will sound a little different than an entertainment podcast on a ’90s TV show. But, the purpose remains the same.
People want to be able to connect with podcast hosts. They should feel like they are included in the conversation, rather than listening from afar. As the host, it forces you to be approachable, even if you’re the only one in the studio.
One way to do this is to go “out of script”. We have already talked about the importance of planning and having a plan. But that doesn’t mean every part of your broadcast has to be fully scripted. Let your personality shine with an “invisible script”.
An invisible script is, in essence, a more structured outline or map that will help the overall narrative and flow of your podcast. It will help you be more understandable and less formal with your words. It’s something every cast should have, but also something that will be different for everyone. Yours may contain things like:
- A welcome message
- An open “conversation” with your audience
- An overview of what you will discuss
- Request for comments comments
- A call to action
Having this invisible script in mind during each episode will allow you to get things done without getting stuck or stagnant. If done correctly, your listeners won’t understand that you are doing the same thing week after week. Instead, they will find solace in familiarity.
Finally, once you have a better understanding of your target audience, be sure to practice inclusiveness.
Podcasts are unique from other forms of media in that they are often more fluid. There is no time limit except the one you set for yourself. There is more flexibility. It’s the perfect platform to cover a variety of topics, regardless of your target audience. With this in mind, consider it your responsibility be an advocate for diversity and inclusiveness with your words. You have the opportunity to talk about social issues, injustices and changes that need to be made in society. No matter what your show is about, there are definitely ways to approach these themes and really resonate with your audience. Podcasts are great for breaking down big issues and bringing them to light. If you can do it in a way that appeals to your audience, you’ll have a bigger impact than you probably think.
Speaking directly to your audience should always be a priority when creating a podcast. Keep these suggestions and steps in mind to understand who your audience is and how to speak to them in an accessible and accessible way. It may take some time to familiarize yourself with your role as a web host. But, looking at things from a marketing perspective and letting your personality shine through, it will be easier to speak to your interested audience.
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Last updated August 12, 2021.