How High-Income Podcasting Entrepreneurs are marketing

As an entrepreneur who podcasts, there is a lot of pressure to be everywhere with your content.

But the data shows that a laser focus on a few key channels is the path to success.

The data at hand is what we collected in putting together our annual State of Podcast Marketing Report which is a dedicated deep dive into how podcasting entrepreneurs are marketing and what high-income podcasters are doing differently.

Here are the main insights from this year's report with commentary from our industry experts.

The Power of Email and Your Website

Email and your Podcast Website emerged as the clear winners for driving monetization success across high-income podcasting entrepreneurs.

As Kate Erickson Dumas from Entrepreneurs on Fire, emphasized:

"Being on platforms like YouTube is amazing, but make sure to be really present in the places your listeners are already seeking you out."

That means doubling down on email and your website rather than spreading yourself too thin trying to get discovered on new platforms.

Leveraging Email Marketing

Think of your podcast as the start of an ecosystem that drives people to your email list. Give them a valuable incentive - something they value - to encourage signups during each episode.

Then nurture that list with a mix of valuable content and strategic sales prompts. It's a delicate balance, but one that pays dividends.

Kevin Chemidlin, Founder of Grow the Show, has seen clients who excel at emails skills make far more money than those who neglect this channel.

"Get your listeners onto your email list, then use email to ask them to buy your stuff."

Your email list allows you to nurture relationships with listeners and prompt them to take action - whether it's buying your products, signing up for services, or joining your community.

As Jeremy Enns , Founder of Podcast Marketing Academy, summed it up:

"Social is where you get attention, but email is where you get paid."

Optimizing Your Website

While you're at it, make sure your podcast website is set up for conversions.

As James Cridland , Editor of Podnews advised:

"Make it really easy for people to understand this is for a podcast and where to subscribe."

Display prominent and easy to use subscription buttons, but make sure to also provide written show notes that allow Google to surface your content in searches.

Colin Gray , Founder of Alitu and The Podcast Host, emphasized the importance of a strong written companion to drive traffic:

"The written content is where people find you. Create blog posts recapping each episode so you don't cut down your visibility."

Once they land on your website, offer additional value in exchange for an email signup - that's how you get them into your nurture flow.

The Social Channels That Matter

While social media may not directly drive monetization, a strategic presence on the right platforms can amplify your reach.

LinkedIn stood out as a gem for many podcasters.

As Arielle Nissenblatt pointed out,

"People interested in business podcasts are actively engaged on LinkedIn, so posts there get rewarded with engagement."

YouTube was another channel highlighted as an avenue for virality, especially through short-form content teasers.

Social Media Strategist Katie Brinkley shared this content creation tip for podcasters:

"Ask guests a hook question that you can use as a short video clip to stop the scroll and drive more listens."

The key is understanding your goals.

If your priority is building an audience, lean into the platforms where your ideal listeners congregate.

But if monetizing an existing audience is the primary aim, pour your energy into email and your website.

Final Thoughts

Ultimately, success as a podcasting entrepreneur boils down to consistency, self-discipline, and knowing your niche.

The current likelihood of podcasters making it to 100 episodes is just over 6%. So persistence is key.

But as Alex Sanfilippo , Founder of PodMatch shared, that persistence needs to be channeled in the right direction:

"If you have self-discipline in the wrong direction, it's not going to pay off. You need to know who you're serving and stay in that lane."

• Define the specific audience you want to serve and resist the urge to chase shiny objects.
• Double down on email and your website to convert your existing audience
• Choose 1 or 2 strategic social channels and deepen your relationships there

It's about working smarter, not harder. With a focused strategy, you can also turn your podcast into a sustainable revenue stream.

Which of these insights will you be focusing on implementing?

Want to get all the juiciest insights from the State of Podcast Marketing report? Download the free State of Podcast Marketing mini Summit here!

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