🎤 Your Podcast Marketing Foundation (Issue 106)  December 9th 2022

How to Write a Social Media Bio for Your Podcast

The reality of the world we're living in right now is this ... many people are exposed to your podcast for the first time via social media. And this means they're reading about you or otherwise consuming content that isn't your podcast.

You want these people to listen to your podcast and ultimately subscribe. But how do you transfer them from social media to your podcast?

A solid social media bio can help. And this article advises that your social media bio contain the following elements:

• Who you are
• The services or products you provide
• Your brand’s personality or vibe
• Where you’re located (if you have a physical location)
• The industry or niche in which you operate
• Links to your website (at minimum) and any other relevant online real estate
• A clear call to action (CTA) that helps visitors decide what to do next
• Keywords that help people find your brand via search

I think this is a lot for a podcast and arguably overkill. But do take a look at your current social media bios and, at the very least, include these three elements:

1. Your podcast's personality or vibe
2. The industry or niche in which you operate
3. A clear call to action (CTA) that directs people to your podcast to hear more

Where do you send people? Since most social media is comsumed via mobile devices, I recommend a mobile-friendly subscription page. (Feel free to swipe the copy on this one to make your own.)

If your podcast is attached to a business or you're in the "content creator" niche, here's a second version that includes options for people to reach out to you in other ways and lets them know content in addition to the podcast is available.

Want to make this process easy on yourself? Either of these pages can be made with a tool like TapBioLink.

sproutsocial.com

The Only 4 Sections Every "About" Page Needs

You need three things on the website for your podcast:

1. Your podcast itself –This sounds obvious, but it's easy to skip, thinking that people will simply subscribe to your podcast and listen to it elsewhere – they won't. So make sure you have, at the very least, a simple-to-use player that can play your podcast via the web.
2. A way to subscribe to your podcast – I have this on the main page for my podcast as well as a dedicated "subscribe to my podcast" page and both include four options to make it easy for people to do this – an iPhone link that goes to Apple, an Android link that goes to Google, an RSS link (for the hardcore podcast fans), and a QR code that is easy to scan via phone and moves the entire experience to a mobile-first subscription page that works on both iPhone and Android.
3. An "About" Page – Here's an example.

What goes on the "About" page? This article recommends four things:

1. A clear value proposition that lets listeners know what they're going to get.
2. A list of relevant achievements that lets listeners know why you and your podcast matter.
3. An engaging story that keeps listeners reading and makes you and your podcast memorable.
4. A simple call-to-action that encourages listeners to do something, such as "subscribe to this podcast."

How did you do? Reach out to me via Twitter or Mastodon.

Not yet on Mastodon? Here's an invite to a server just for podcasters.

ghost.org

Grow Your Podcast Audience with "Old School" Marketing

This is what's working to grow audiences right now ...

1. Direct Mail
2. Blogging
3. Email (even COLD email)

I'm going to take you way back on this ... In the early 90s, I was playing in an alt rock band based out of Memphis. I don't have a photo handy, but if you want to see me with bleach blonde hair, I've got you.

We were doing a gig opening for this guy who was absolutely killing it when it came to building his fanbase and getting people to his shows. I asked him how and he told me he'd send out a monthly postcard letting people know where he was playing that month.

But the trick was ... a handwritten note on the postcard. Just something like, "Hi, David!"

So we started doing it too. We'd print four to a sheet at Kinko's (Under 40? Google it!), cut the sheet into quarters using a guillotine paper cutter, write a note on each, and send them out.

And it worked!

It still works ... maybe better than ever. Why? Because there's less mail to compete with – you may very well be the only piece of mail in somebody's box.

But how do you get addresses? You can ask. Or you can get them when you sell merch. But here's an even easier way to do it, which will also help get the word out about your podcast and get people used to getting mail from you.

Go to StickerMule (this link has a $10 credit for you), print some stickers for your podcast, and offer them to listeners who send you an address.

Then, every couple of months, or even more often, send a postcard to let people know what you're doing and keep that relationship going.

You don't need an excuse ... just a cool design. Get Canva (it's free) if you need help with that.

Of course, if you want an excuse, any holiday is great. Birthdays (including yours) are great. Even new episodes work.

This will cost you less than you think. Most podcasts can do it for $20 or less, simply due to not having a lot of addresses. But these are your top fans, so it's worth the time and effort to keep them engaged with you.

As far as the second and third things on this list ... You should have some kind of blog attached to your podcast, even if it's just episode notes. Here's the Big Podcast blog, to give you an example.

And email? You're reading one now! :)

Want to start your own newsletter? This $49 software is a good way to jump in and see if it works for you.

Any questions? Reach out to me via Twitter or Mastodon.

Not yet on Mastodon? Here's an invite to a server just for podcasters.

studioid.com