Podcasts are very quickly becoming one of the most popular mediums to absorb information because it is a way to have unregulated conversations led by startups who want to control their brand message.
There has been an upward trend for startups to reach their target market through podcasts. A podcast allows you to control the message that you want to convey to your target audience.
If you decide to make your own podcast for your startup, it is important that you have already developed your startup’s social proof so that people are able to find you. In order for your podcast to be a success, there are certain things that need to be included and questions that need to be answered.
1. Questions to be answered
Does your podcast have a set list of goals?
In any kind of public relations strategy, there needs to be some kind of planning and goal setting so that your startup will take off at the perfect moment.
You need to figure out the benefits that a podcast would bring to your startup. Some of them may include; building industry credibility, establishing thought leadership, social proof, and increasing exposure to various customer profiles. Think of everything that you want to put into your podcast and all of the factors that will make your startup a success.
It is important for every podcast to have a mission statement that they believe in. It basically describes what your podcast is passionate about and why you do what you do. The basic questions that need to be answered:
- What do you do?
- How do you do it?
- Who do you do it for?
- What value are you bringing?
Figure out the difference between your mission statement and your position statement. It is important to make the distinction between these two – a mission statement describes a podcast’s function, markets, and competitive advantages. On the other hand, a position statement describes how your product or brand is different from the competition and how it benefits your customers.
What is your podcast’s competition like?
It is very important to understand what your competition is doing in the market. Not only should you know what they have done, but what they will do. It is important to research because what if your competitors haven’t done a podcast before? You will have become the trend-setter in your market. However, if your competitors have beat you to it, just make sure that you are doing something that is different and keeps you unique.
2. Figure out the different podcast formats
There are many types of formats when it comes to podcasts, you just need to figure out which one works well for you and which one is unique to the market. These can include interviews, conversational, educational, and solo-casts.
Interviews have been around for quite some time. The interview format is fairly structured and it is ideal for securing guests that have experience in the industry because it allows them to not only provide information but promote themselves and the projects that they are working on. You can also invite business clients to discuss their business and yours and you can ultimately solidify your relationships with your guests.
Conversational podcasts are similar but have a more relaxed format than interviews. These types of podcasts are nice because they are a bit more relatable for everyone to understand, but they do require a great deal of subject knowledge and confidence about the topic just like everything else. The format is not as structured so you can pick a subject for each episode and you can decide how much or how little you want to share.
A solo-cast is exactly what you think, it is a “solo-act.” There is only one person talking and there are no other people to get ideas from and it can present problems if you run out of things to talk about. If you want to create a strong relationship with your clients, this would be ideal for you. This is because you control 100% of the communication you put up there. It is based on your schedule and it does not depend on outside issues.
3. Figure out your listeners
You need to decide who you are trying to sell to. Who is your target market? Use key demographics to figure out your consumer.
- Education level
4. Brand’s podcast personality
Figuring out your brand personality can take some time, but it is also something that you need to consider. Do you want to be completely personable and friendly or fully corporate and professional? There are certain things that need to be decided, but you can also work and figure it out along the way.
5. Be consistent with your podcast branding
As I mentioned before, building a brand identity is never over. Industry trends are constantly changing so you need to figure out how to not only keep what you have going but also make slight changes that keep the consumer interested.
Figure out what your sound personality will be, what your social media channels will be, and what your website might look like. Sometimes the best way to figure those things out is to get user feedback to stay consistent.
6. What resources do you need?
Resources are very important when it comes to the success of PR and a podcast is no different. Before you even get started, you need to get the right equipment and tools for podcast production and editing.
Things you will need:
- Condenser microphone
- Recording/Production software
- A quiet place
7. Good podcasting practices
- Record on a set day
It is important to set a good schedule so that people know that you are committed to your business in every which way.
- Balance quality with quantity
Develop a podcast that educates, entertains, and enlightens your clients and listeners. Do not make your episode too long, because some people may not pay attention for too long
8. What podcasting platform should you use?
There are many different types and platforms that you can use to put your podcast up. It depends on the type of podcast you are trying to create and how you would like to use metrics to measure your progress. Paid platforms generally offer better analytics compared to the free ones.
Here are some of the platforms you can use.
Paid podcasting platforms:
Free podcasting platforms:
- Google podcasts
- Apple podcasts
Finally, the thing you should also figure out is who to host your podcast depending on the size of the startup. Your host should be confident and knowledgeable about what your company is all about. They should also be enthusiastic because it is all about keeping the listener entertained and keeping them engaged.
While this article has been about you creating your own podcast and getting people to come onto yours, there’s another way to gain earned media coverage and help your PR. You can make a guest appearance on other podcasts, especially those that align with your niche. By doing this, you can reach your target market and convey your message in an effective way.
Steps to get media coverage for your podcast
STEP 1: Build your narrative using owned media
You need to make sure that your internal message, branding, and in-house content are in great condition. Once you do this, when you pitch to media outlets, it’ll seem like you know exactly what you’re doing. If the things that you are writing and posting are lacking in details and look like they have been done by an amateur, you are less likely to even care about giving you media coverage.
Make sure that you use your owned media to convey who you are, what you do, and what your values are.
STEP 2: Identify the most relevant journalists
The media coverage that you are trying to get needs to be relevant to your business. This is why it is important that you research where and how you want to win your earned media.
- Make a list of all the publications that you read and that you are aware are related to your industry.
- Use tools to find publications that your competition has put up and have gained media coverage in
- Select a few keywords that are related to your business or industry
STEP 3: Setup media monitoring
This is relatively related to the last step, it is important once you have posted or been posted that you listen to what your target audience is saying about your podcast, your competitors and anything that is related to your business.
STEP 4: PR Tactics for winning press coverage:
- Guest articles
- Press releases
- Podcast appearances
- Product Reviews Page
STEP 5: Goal setting
It is important that you set reasonable goals for yourself. Basically state things that you know you can achieve, because if you aim too high and you are not able to achieve your goals, your audience will see you as unreliable.
STEP 6: Start building relationships with the press
Make friends with the press, since you need them on your team if you want to emerge into the market. You can start building relationships through social media, connecting with them locally, and using programs like Pressfarm to find the relevant journalists and media outlets for you.
STEP 7: Pitching to media outlets
Once you have developed a relationship with your media contacts, you can start pitching to them. However, do not do it in a way that seems pushy. Find a way to connect with them on their level first and then go from there. At the end of the day, they are getting so many messages daily about people that want media coverage, so find a way to stand out and they are more likely to read through your pitch.
Provide a good hook for them to be attracted to by:
- Providing a fresh perspective
- Offering new insight
- Challenging the norm
- Breaking new ground
Media coverage is a very important part of PR, so figure out a way to be personal and different from the competition. Make sure that what you are doing is relevant to them, don’t waste your time pitching to an outlet that doesn’t accept guest posts, don’t pitch to more than one person at the same publication at the same time, and when you are trying to follow-up, don’t seem too needy or pushy.
You want them to like you and you want them to be interested in what you are trying to get media coverage for. You want to be different.
However you go about doing your podcast, figure out every aspect of it before jumping into it. Keep everything original and fresh so that people stay interested. Make sure that you have a set schedule so people will see that you are committed. By following these tips, your podcast will be a success.