According to “The Infinite Dial 2015,”a study produced by Edison Research and Triton Digital, researchers found that 49% of the public are familiar with the term podcasting and 33% have listened to podcasts. Moreover, Facebook is the most used social media channel with nearly two-thirds (65 percent) of people using the service.
With podcasting growing in popularity, social media can be used as a catalyst to increase your podcast’s growth. Running a social media campaign is much more than gaining organic reach.
As part of your digital marketing strategy, social media campaigns can yield results beyond the normal constraints. Gains like brand awareness, website traffic, and podcast subscriptions are just a few additional by-products.
A social media campaign doesn’t begin when you send out a tweet. Like Spreaker podcasters understand, trends drive the efforts of the most successful brands. Depending on the scale of your campaign, you should spend days, even weeks just planning.
Ready to start your social media campaign? Learn how with these four steps:
Develop Specific Campaign Goals
How you prepare for your social media campaign will determine its success.
“It always starts with [answering the questions]: What are you trying to achieve? And what are your business goals and objectives?” says Kevin Bobowski, vice president of marketing at Offerpop, an engagement marketing platform that manages user generated content.
“The other thing is: Who are you trying to reach? Is it existing customers, is it prospects, or is it people you’ve never heard of?”
Decide on specific goals for your campaign. These goals should relate back to your overarching podcast’s mission and social media goals.
In order for you to track the progress, they need to be measurable goals. Because honestly, if things aren’t going well during the campaign, you want the ability to shift your focus quickly. So, choose your metrics or KPIs and a social media management tool that can help you track the data.
Create a clear timeline for your campaign, a start date and end date, and a schedule for sending each social media message. Similar to your social media strategy, decide where you can get the most bang for your buck.
Identify your target audience. This will help you market messages based on your audience’s demographics and psychographics. Choose the social networks where promotional material will be well-received.
Here are a few ideas for your social media campaign:
Take Action: Define the purpose for your social media campaign.
Create Actionable Content
Create content that is compelling and timely. Develop content that fits into these three categories:
- Useful: How will people use your content? Will it help them save time or money? Will it teach them something new?
- Thought-provoking: Make folks think with an interesting tidbit or pearl of wisdom.
- Humorous: Laughter is golden. Be funny, but avoid any kind of vulgar humor.
Give a lot of thought to what you want to promote. You need the ability to reach through the social media channels and connect with people. If you can’t do that, it doesn’t matter how awesome your content is–no one will be reading, listening, or caring.
Offer a clear call to action. When creating messages, tell people what you want them to do. Don’t just post a link. Moreover, instruct them to “click on the link.”
Engage creatively. Give away your content, and encourage people to take action. Offer a free download or bonus materials. People like to feel compelled to do something.
Deliver your content on a regular schedule. Just like podcasting, a social media campaign requires a commitment to a schedule and an audience.
To ensure that you’ll meet the commitment, it’s helpful to establish a content calendar. Pre-plan the social media content in advance. This will help you leverage content across media and streamline resources.
Here’s a free customizable template that can help you get started:
Take Action: Create three social media messages for your campaign.
Engage Your Audience Early & Often
To effectively promote your social media campaign, build anticipation in your audience. Leading up to your campaign, contact your current podcast listeners to enlist their involvement in the campaign.
Send emails or mention the campaign on multiple episodes. Leverage your partnerships, too. Ask your fellow Spreaker podcasters to join the campaign.
Monitor and respond to your audience. Be active and present on your social media profiles. You can even set up alerts on your phone. So, when someone comments on your Facebook post, you can respond quickly.
Social media works with a healthy dialogue. Get potential subscribers learning about your podcast.
Let’s check out a few examples of good engagement:
PRE-LAUNCH & LAUNCH
Get your following excited. Set the stage for the launch of a new social media campaign.
Source: Simply Zesty
Keep your campaign’s supporters motivated with frequent updates. Share information about how your campaign is progressing and interact with people.
Engage with fans after the campaign. If you hosted a contest, post photos of the winner.
Take Action: Develop a strategy to entice people to be active.
Evaluate the Impact of the Campaign
Social media is measured in two ways: on-going analytics and campaign-focused metrics. Your analytics are how you track the overall activity on your social media accounts over a period of time. Your campaign-focused metrics help you understand the impact of your targeted marketing initiatives.
Measuring conversions show the number of visitors that actually took action as a result of your social media messages. To track conversions, you will need to turn to third-party services, like Google Analytics. Conversion metrics may include:
- Registration for content downloads
- Online sales
- Email subscriptions
- Podcast subscriptions
Be sure to link back to your website with each post. This will monitor your site activity, including where visitors are coming from.
Review your analytics report to see what worked and what didn’t. Evaluating the results, lets you know how to do better. Maybe your early morning posts received more engagement, while late-afternoon messages didn’t perform as well. Use that knowledge to adjust your tactics for the next campaign.
Take Action: Choose conversion metrics that are important to your podcast’s success.
Grow Your Podcast Today
Social media has the potential to boost your podcast’s growth. Whether you’re looking to increase podcast subscriptions or simply drive people to take action, create a plan to engage your audience and track your progress.