Podcast marketing is a powerful way to reach and engage your target audience, especially if you are organizing a conference or event. Podcasts can help you showcase your speakers, topics, and value proposition, as well as build trust and authority in your niche. In this article, you will learn how to use podcast marketing to boost event attendance and achieve your goals.
The first step to using podcast marketing effectively is to choose the right podcasts to partner with or appear on. You want to find podcasts that have a relevant, loyal, and engaged audience that matches your ideal attendees. You also want to consider the podcast's format, style, tone, and reach. You can use tools like Podchaser, Listen Notes, or Chartable to research and compare podcasts in your niche.
The next step is to create a compelling pitch that convinces the podcast host or producer to feature you or your event. You need to show them how you can add value to their podcast, what topics you can cover, and what benefits you can offer their listeners. You also need to be clear about your expectations and goals, such as mentioning your event name, date, and website, and asking for a call to action. You can use templates or examples to craft your pitch, but make sure to personalize it for each podcast.
A compelling pitch is so important. As an event organiser, I see multiple pitches daily and it’s amazing how many are thrown together and not relevant in the slightest. Taking the time to create a relevant, personalised pitch is vital. And the key to being selected. Don’t waste your time pitching for every event or podcast you see. Take the time to identify the ones where you can really add value and craft a pitch that reflects that.
When you carry a topic in your heart with passion, that's the perfect pitch. Podcasts can be a game-changer as event managers already hear your voice, and if there's a video recording, they see your presence. Often, pitches get rejected not because we lack enthusiasm for a topic, but because we struggle to encapsulate it in a brief description for decision-makers. My advice is to take the time, read it to friends, acquaintances, or colleagues. Only when they, too, ignite with passion or want to learn more, do you have the perfect pitch. Keep going—sometimes the pitch is great, but the topic might not align with the summit.
The third step is to deliver a great interview that showcases your expertise, personality, and passion. You need to prepare well for the interview, by researching the podcast, the host, and the audience, and by having a clear outline of your key points and stories. You also need to be engaging, authentic, and conversational, and avoid being too salesy or boring. You want to create a connection with the listeners and inspire them to learn more about you and your event.
The fourth step is to promote the podcast episode to your own network and audience, as well as to potential attendees. You need to leverage your social media, email, website, and other channels to spread the word about the episode and drive traffic to it. You also need to thank the podcast host and producer, and encourage your followers to listen, rate, review, and share the episode. You want to maximize the exposure and reach of the episode and generate interest and excitement for your event.
The final step is to track and measure the results of your podcast marketing campaign, and see how it impacts your event attendance and other metrics. You need to use tools like Google Analytics, Eventbrite, or Podcorn to track and analyze the data, such as downloads, listens, conversions, registrations, and revenue. You also need to collect feedback from the podcast host, producer, and listeners, and see what worked well and what can be improved. You want to evaluate the return on investment and the effectiveness of your podcast marketing strategy.