What is the primary reason that most people do not have phone landline service anymore? Most of the cable companies offer a Triple-Play option, where it's actually cheaper to get cable service if you accept the landline phone option.
Sadly, landline calls are saturated by marketing calls, scammers, and criminals. If you did have a landline phone, remember that barrage of marketing and scammer calls you'd receive daily.
Now, imagine what happens to independent podcasters. If you don't know, there is a cottage industry of people offering podcast marketing services to indie podcasters.
It's like bees around goldenrod, lavender and sunflowers.
It's a swarm.
Just like there are tens of thousands of podcasts -- most of them independent -- there exists thousands of podcast marketing companies.
Let me give you a sense of the marketing frenzy. My profile states that I am a podcast journalist. Nowhere does it state that I have a podcast. And I certainly do not advertise that I am the sole survivor of three failed podcasts. As a side note, I still mourn for my audio babies to this day. I still know the day each ended, and I know that I am to blame.
Anyway, even though I state upfront that I am a podcast journalist, I receive about 100 messages a month from podcast marketers (Most from Asia) offering me their services.
I've spoken to numerous indie podcasters who identify this time-suck issue. This inundation by podcast marketers begs the existential question for indie podcasters.
Do you need the assistance of a podcast marketing company? Please don't allow your Uncle Gene, who worked in marketing 20 years ago for Circuit City, to help you.
Even if it's free advice.
There's no doubt that independent podcasters need support. Even for people who begin a podcast with no technical or broadcast training, there are YouTube videos galore available on how to start a podcast or learn Audacity.
Danny also has an informative newsletter called Be A Better Podcaster, and he should know since he’s the Head of Podcaster Support and Experience at Captivate.fm, a growth-oriented podcast hosting, distribution, analytics, and monetization platform for the serious indie podcaster.
The existential question is for indie podcasters is: Do you need help marketing your independent podcast? The irritating answer is: It depends. Some new podcasters join the industry with marketing experience in their background and as part of their skillset. They may have a leg up on others due to that background, but most likely they will still need technical support on podcast equipment, audio quality, distribution, and analytics.
One recurring belief that many indie podcasters still cling to is that if you make a quality podcast, the audience will show up. While logic may be on your side, reality is not. The industry is overflowing with superb independent podcasts who follow that "make it, and they will come" strategy, with downloads still in the single digits.
If an indie podcaster decides to engage a podcast marketing company, how do they do that? First, be careful. There are too many people out there claiming to be podcast promotion specialists. After all, there's no certification for such a role.
One rule I would follow is that if a podcast marketer tells you that he or she is a social media whiz and that will grow your podcast, delete their contact info and run away from them as if you're Usain Bolt.
When it comes to growing your independent podcast, social media can be a component of your marketing strategy, but in no way should it be your primary strategy.
How do you find a reputable and effective podcast marketing company? The same way you find a good plumber? You ask around. Query other indie podcasters. Podcast marketing companies do not have to be prohibitively expensive. They can be, but the level of support each indie podcaster requires is different.
One of my rules is to find people who love podcasting. If it's just a business to them, pass on their sales pitch. For example, I know many of the people at Tink Media. They're diehard podcast fans. They're "poddies." They love podcasting like the Kardashians love attention. Tink even has a podcast about podcasts called Feed The Queue. One of the aspects I like about Tink is that the company calls itself a "podcast growth and discovery company." Now, the word "growth" is ubiquitous in podcast marketing lingo, but discovery is not. It's a recognition by Tink that discovery of a client's podcast is a necessary, key step before growth.
Also, search out podcast marketing firms that specialize. For example, Golden Goose Creative from Washington focuses on female podcasters. Here's their tagline: "At Golden Goose Creative, we provide the perfect nest for creative
female podcasters, like you, who need a one-stop-shop for all your
podcasting needs" clearly, they have expertise in supporting women who start podcasts.
Therefore, black, LGBTQ, neurodivergent indie podcasters should find a marketing firm that knows how to focus on their specific needs.
Back to the beginning, that marketing swarm surrounding indie podcasters is mostly white noise to be tuned out. If marketers begin by telling you all that they can do for your podcast, block them. Again, find people who love podcasting first and foremost.
For example, I met Mustafa Shaikh,
"What fascinates me most is how podcasts break barriers. They provide a platform for voices often unheard, tackling everything from deeply personal stories to groundbreaking ideas. Podcasts create genuine connections with listeners, something that’s becoming increasingly rare in today’s fast-paced digital world."
Marketers who specialize in SEO, social media, and branding aren't generally a good fit for indie podcasters. You're never going to "brand' yourself into podcast success. In addition, many times, SEO can be DOA for your podcast.
So when the marketers buzz around you, find that marketer who knows and loves podcasts, understands your budgetary limits, doesn't overpromise, plans for the long-term, and can meet your specialized needs based on gender, lifestyle, values, or background.
Even when your Mom, Aunt Rose, your roommates, and your Sorority sisters swear that your podcast is awesome, do some soul searching before hiring a marketing firm. I review podcasts for a living. My rule is that I only review and recommend the good ones. Do you know how many bad ones I listen to every week? The ones with the bad audio. The ones with a topic covered by thousands of other podcasts. The ones where the interview sounds more like an interrogation. The ones where the attempts at humor are so inane that you want to cry instead of laugh.
Finally, if you do hire a podcast marketing firm amid the swarm of marketing firms buzzing around you, try to find the one that will bring you honey. Only you can decide what "honey" is -- downloads, podcast excellence, peer respect, monetization, helping a disadvantaged cohort, or doing good in the world.
As marketing expert Seth Grodin once said, "Don't find customers for your product. Find products for your customers."
Houston Texas
I’m Mustafa Shaikh, a Digital Marketer and Entrepreneur with a passion
for helping creators and businesses thrive in the ever-evolving digital
landscape. My expertise lies in SEO, digital publishing, and content
strategy, and my mission is simple yet powerful: to amplify voices and
connect them with the audiences they deserve.
Experience
Throughout
my career, I’ve had the privilege of working with diverse clients, from
visionary authors to ambitious entrepreneurs and innovative brands. I’m
the founder of BRANDLIFTZ, a digital marketing agency specializing in
SEO, branding, and content creation. Whether it’s designing tailored
marketing strategies or crafting compelling narratives, my focus has
always been on delivering measurable results.
Why Podcast Promotion?
Podcasts
are a captivating medium, blending storytelling and education with
unmatched intimacy. While I don’t create podcasts myself, I see immense
value in supporting their growth. By employing cutting-edge SEO
techniques, data-driven paid campaigns, and creative content marketing, I
aim to ensure that exceptional podcasts don’t just exist—they flourish.
What I Love About Podcasts
What I Don’t Love About Podcasts
The
challenge of discoverability is one of the biggest hurdles. Amidst a
sea of content, even brilliant podcasts often struggle to find their
audience. It’s a problem I’m committed to solving—helping hidden gems
shine by implementing strategies that maximize their reach and impact.
How I Stand Out
What sets me apart is my relentless focus on innovation and customization. Here’s what I bring to the table:
Strategic Solutions: I dive deep into understanding each client’s vision and goals to craft strategies that work.
SEO Mastery: Ensuring podcasts rank high and remain discoverable for relevant audiences.
Engaging Content: Developing eye-catching promotional materials that spark interest and drive engagement.
Collaborative Connections: Building bridges with platforms, influencers, and communities to expand influence.
If
you’d like more specific details or have any other questions, let me
know! I’m happy to collaborate to make this article valuable and
engaging.
Comments
Post a Comment
Thank You for your input and feedback. If you requested a response, we will do so as soon as possible.