Social media is the destination of choice for podcast hosts to grow their listenership. The problem is that social media, as we use it, does not help with growing a podcast audience or gaining more listeners. But this doesn't have to be the fate of your social media efforts! In this episode, Katie Brinkley explains a simple social media strategy you can implement that will grow your podcast listenership using social media! Get ready to unleash organic growth for your podcast by using social media correctly!
MORE ON THIS EPISODE: https://PodPros.com/267
Takeaways
Social media should be used to build a community around your podcast, not just for self-promotion.
Understand your audience and tailor your message to each platform.
Use the four post strategy to create a variety of content that engages and attracts listeners.
Focus on building relationships and having conversations with your audience.
Chapters
00:00 Introduction
00:42 The True Intention of Social Media
02:11 Understanding Your Audience
03:08 Different Platforms, Different Strategies
05:04 The Four Post Strategy
08:02 Building a Community
09:27 Actionable Posts
11:48 Conclusion
MORE ON THIS EPISODE: https://PodPros.com/267
Social media is the destination of choice for podcast hosts to grow their listenership. The problem is that social media, as we use it, does not help with growing a podcast audience or gaining more listeners. But this doesn't have to be the fate of your social media efforts! In this episode, Katie Brinkley explains a simple social media strategy you can implement that will grow your podcast listenership using social media! Get ready to unleash organic growth for your podcast by using social media correctly!
MORE ON THIS EPISODE: https://PodPros.com/267
Takeaways
Social media should be used to build a community around your podcast, not just for self-promotion.
Understand your audience and tailor your message to each platform.
Use the four post strategy to create a variety of content that engages and attracts listeners.
Focus on building relationships and having conversations with your audience.
Chapters
00:00 Introduction
00:42 The True Intention of Social Media
02:11 Understanding Your Audience
03:08 Different Platforms, Different Strategies
05:04 The Four Post Strategy
08:02 Building a Community
09:27 Actionable Posts
11:48 Conclusion
MORE ON THIS EPISODE: https://PodPros.com/267
You're listening to Podcasting Made Simple. I'm your host, Alex Sanfilippo. For this episode's guide and resources, please visit podprose.com slash 267. And now let's get to the episode. I hate to break it to you, but nobody's going to Instagram or Facebook or LinkedIn to listen to your podcast. No one opens up their social media in order to listen to a podcast. If they want to listen to a podcast, they're going to head on over to Spotify or to Apple podcasts or whatever podcast player that their preference is, but they're not going to go on over to social media in order. to find your show and listen to you. My name is Katie Brinkley and I'm a social media strategist. I've been helping businesses with their social media strategy since the days of MySpace. Yes, I started back in the early 2000s helping bands connect with their ideal clients and their ideal listeners on MySpace. And I've always had a strong passion on how social media can be an incredible tool for growing your show, growing your listeners, growing your business, but- We've kind of turned away from the true intention of social media. We've gotten to a spot where turning on social media, opening up those apps have turned us into just consuming. It's no different than turning on the television. How can you show up online and build a community around your business, around your show? And that's where my four post strategy comes into play. Like I said, nobody is going to Instagram. or to Facebook to listen to a podcast. And one of the biggest mistakes I see so many business owners, podcasts hosts, doing on social media is that they don't know who they're talking to and they're putting out the same message on every single platform. You have to know who it is that you're creating the post for. You have to know what the goal for the post is. My best friend, Chelsea, I'm so lucky. My best friend lives across the street from me. And when we first bought our house around 10 years ago, We have a huge yard and my husband said, oh man, look at this. Look at the garden. We're going to be able to have such a huge garden. We'll grow so many vegetables. I was like, oh man, that looks like a lot of work. And we tried. I shouldn't say we. I tried. I planted some tomatoes. I planted lettuce. I planted strawberries. I planted all the things. And the only thing I really was successful in growing was weeds. And so I chalked it up to, well, hey, I'm planning this. I'm, you know, it gets plenty of sunshine. I'm watering. Must be bad soil. And when my best friend moved in across the street about four years later, I told her, I'm like, ha, good luck growing anything here. Soil sucks. And she has an incredible garden. She has flowers. She has like farm fresh flowers. She has corn. She has literally any type of vegetable and fruit that you can grow in Colorado. She has it all. And she has an abundance of it all. And I was sitting in her backyard one day as she was picking one of her many beautiful flowers that she grew by hand in her backyard. I said, I need to get some, where'd you get the soil? Where'd you get your dirt from? She goes, Katie, stop saying that it's the dirt. It's not the dirt. You can't just turn on the sprinklers and expect that. to work for growing your entire garden. Each of these garden beds has a different watering schedule. They all have different sunlight schedule. Right now I'm picking the flowers when I'm pruning. You can't just turn on the sprinklers and expect to have an abundant garden. And I share this story because that's what we're doing with our social media. We're just turning on the sprinklers. All of these social media platforms have a different way of taking care of them, a different way of watering, a different amount of sunlight. You can't just turn on the sprinklers and expect to have massive results on all the social media channels. All of them require different care. So I want you to take a step back and think, what platforms do I enjoy showing up on? And what platform is my ideal listener on? Should be on two platforms. You can maybe be on one. Two platforms, that's it. And then as time allows, you start understanding your audience more, then you can start adding in more. I get it. It's really easy just to hit the toggle on Instagram or Facebook so that they share to each other. Stop doing that right now. It's not the best way to create content and share content. You can't just spew it out by hitting a toggle. All of these have different ways of showing up. So the first thing I want you to do is think about what two platforms do you enjoy being on for your listener and for you to create content? Because you have to show up a variety of ways. Not everyone consumes short form video. Not everyone likes a carousel post. Not everyone reads a LinkedIn article. You have to show up on these platforms a variety of ways so that you can touch all the different ways that your audience best consumes content. So let's get into my four post strategy. You can show up on social media three or four times a week using this strategy on two social media platforms and have more reach, more business, and more listeners for your show. The first post that you wanna do is an awareness post. So on each social media platform, it's gonna be a different way of creating that content. On Instagram, an awareness post is going to be that maybe a real. And on Facebook, it's gonna be the Facebook caption with a different colored background. Over on LinkedIn, it could be a LinkedIn poll. And think of these awareness posts as you're just trying to throw a net out and get as many people in to just see what you have to say. Now, what does this have to do with your podcast? So for example, Let's say I have a podcast. I'll wait. You have to stay until the end. Then you'll see what the podcast was for. And I do a reel. Let's say one of my platforms is Instagram. And so I do a reel. And I say, these three tools save me five hours every week. And then I point to the screen and say, you know, Metro Cool, Cap Show, and Flick. And that's it. Notice I didn't say anything about my podcast. I didn't say anything about going to listen to the show. I just told them three tools that I use that save me time. The next post that you're going to do is going to be that tip or tutorial post. So elaborating off of what that problem was that you made people aware of. So let's say I wanna go into do a deep dive on CapShow and the beginning of the post will be a carousel post and it'll say those are the swipeable images on Instagram. And let's say I'll say how CapShow saves me two hours of my work week. And then I can swipe through and be like, it creates blog posts, it does quotables, it helps me with transcription, you know, swiping through, people are learning more about this time-saving tool. And then the third post is going to be that community builder. So for me, let's say on Instagram, I chose to have a picture of me and my daughter. And I said, how Capshaw allowed me to become my daughter's softball coach. I had wanted to be my softball, when my daughter expressed an interest in softball, I was elated. I grew up playing softball and I played softball in college. And up until this year, my daughter showed zero interest in playing softball. But then she showed an interest and I wanted to be a coach. I was exhausted at the end of the day. It wasn't until I learned about Capshow and I was able to save two hours every Wednesday, two hours that I'd been spending editing and creating additional content for my podcast from. So now I leave the office at one o'clock, I go home, recharge and have some downtime. before I go out onto the field and coach those 11 girls on how to play a sport and a game that I love. So I brought people in to how I use those two hours back by using this tool. I shared a story with them and I allowed my listeners, my people on social media to say, oh, one, I didn't know she played softball, two, that's cool she has a daughter, or three, man, what would I do with two hours back every Wednesday? I would leave early too, or I would get this done. I've made myself relatable. And I want you to notice that this is three posts now, and not one of them have I said, go listen to the podcast. And that's where the fourth post, the action post comes in. So with these action posts, they're kind of the wild cards. You could go live, you could do a single image, you could do a carousel, you could do a reel. It's up to you. But this is where you get to ask people to actually leave social media to go and listen to your show. How can you do this? Well, let's say I chose a reel from mine and I say, what's the number one thing you would do at two hours of your week back? That's the question that I asked Deidre, the CEO of CapShow on this week's episode of Rocky Mountain Marketing. She talked to me about how she was struggling with getting all of the possible content created from one podcast. She's seen some users save over 10 hours a week by utilizing CapShow into their workflow. Listen to the full episode by commenting podcast below. Again, I've kind of made it so that everybody throughout the week is interested in learning this time-saving hack and this tool is sounds so great and a holy cow. Now she's talking to the CEO. Well, I've got to hear that whole episode. And by me saying comment podcast below, instead of listening to the link in my bio or anything like that. I've now opened the door up for a two-way conversation. With podcasting, we don't know who's on the other side of the screen or on the other side of the ear hole. We don't know who's there. But when you say comment podcast below, you can now say, oh, this person publicly said it was okay for me to DM them. You can then have a conversation with who your listeners are and say, hey, here's the link to the episode. I'd love to know what you think about it. Or what was your biggest takeaway? You now have the opportunity to talk to your listeners and see how many people are interested in certain topics. If everyone loves that episode with Deidre, I'm gonna bring her back on and we can figure out a different way to talk about CapShow. So this is a great way for you to have less posts. You're not sharing the same content, the picture of the riverside of YouTube on the screen or you talking into a microphone. It allows you the opportunity. to really connect with your audience and build out a fan base of people that see you as the thought leader, especially if you have an interview show. It's important for you to build out your community. You're the one that's bringing these amazing guests into your audience. And it allows you that opportunity to have that two-way conversation with them. You don't need to be on social media so much. You don't need to be sharing every single clip that you're doing. from your podcast, and I know there's tools out there that make it so easy. But if you're looking to build a community around your show and connect with your audience in a whole new way, on a whole new level, the four post strategy is going to help you with your content creation process and help you with your community building around your show. Thanks so much for checking out my session. Again, my name is Katie Brinkley, and I hope that you will be posting less on social media. If you enjoyed this episode, please visit podprose.com slash 267. Then share the link with one person that you believe it would add value to. Until next time, thank you for listening.