Why make a podcast? At Purposeful Podcasts we like to talk about the four “P’s”. The P’s all stand for different aspects of the benefits that podcasting can bring.
The four “P’s” are:
Publicity
Profile
Prestige and…
Popularity
We’ll talk about the other three “P’s” in other blog posts, but let’s focus on “popularity” for now. Everyone wants to build an audience when they make a podcast. If you go to all the effort of putting your content out there, you’re going to want people to hear it.
When it comes to popularity, it’s not just about the numbers of people listening. What you really want to do is to create a community. About a year ago, I stopped saying ‘podcast audience’ completely, and started trying to say ‘podcast community’ instead.
Whatever business you’re in, it’s going to be a massive benefit to you if you’re able to grow an audience that thinks of your business as something that helps them. If you can build a group of people around your product or service, that means that you’re helping them and giving them the opportunity to improve their life in some way. And that is a community.
A community of podcast listeners are truly engaged with your content, and by default, your business.
A podcast community is made up of listeners that keep coming back, week by week, to hear what you have to say. They’re in it for the long-haul. We consistently revisit our favourite podcasts because they make us feel connected to a wider group of like-minded people with common interests.
Having a strong community, rather than simply having a lot of followers, can create more conversion in the long run. So, how do we go about building our podcast community? Here are four ways to do just that:
Deliver Valuable Content
Through consistently delivering value to your listeners, you build a relationship that is built upon intimacy, connection and trust. And once this relationship is established, it’s then that your podcast can be used as a vehicle to promote your products or services.
But what is valuable content?
Shareable podcast content that offers entertainment and solves problems is always valuable to your community and is sure to create a ‘buzz’ surrounding what you have to say next. Have a good think about what problems your brand can solve, and then generate valuable content that communicates this in an entertaining way. Then, deliver this to your community consistently.
Consistency is Key
Uploading podcast episodes regularly creates trust between you and your podcast community and builds on your relationship. If you remain consistent, you are likely to become part of your listeners’ routine. For my podcast, Everyday Positivity, I post daily – obviously – which is really key for the kind of content I’m producing. But for a weekly podcast, it’s still that regular contact with your listeners that really creates a community.
You might even want to do something else in between episodes that touches base with your community in a particular place, like an Instagram live, or in a Facebook group. More on that coming up. Creating a space that people can return to, at the same time or location, whether that be in person or online, really strengthens the community surrounding your podcast and facilitates connection.
Establish Authentic Connections
To foster a truly genuine and authentic connection with your listeners (which in turn helps to build a community surrounding your podcast) you need to get ready to be vulnerable and open. Just be human! When you are speaking to your audience, they hear YOUR voice, and therefore want to know the real you behind the podcast.
Community means supporting others. Establish yourself as a podcaster who cares about their audience and wants to help their community thrive. Answer your listener’s questions, show that you appreciate their engagement, and participate in community discussions. That’s when a podcast really comes into its own.
Maintain Two-Way Communication
Stimulating two-way discussion between you and your listeners is crucial when aiming to build a podcast community. Through answering questions on the podcast itself, replying to messages on social media platforms, and even hosting live events, you can make your audience feel connected and involved. You could integrate a regular segment where you focus solely on your podcast community or dedicate entire episodes to answering listener questions.
Creating a space outside of your podcast is a fantastic way to stimulate this two-way communication with listeners. For Everyday Positivity, we have a Facebook group. It’s the best platform for this particular podcast and it has allowed us to develop a community surrounding it. Your audience can interact and share their thoughts with each other, building relationships with not only you, but the rest of the community.
Listeners also help me out by telling me what they are dealing with and what has helped them in a safe and open-minded space. It doesn’t have to be a Facebook group by the way, have a think about which platform works best for you, like a mailing list or another social media platform. Ultimately, two-way conversations are a win-win! They allow your podcast community to feel valued and heard, meanwhile, you can improve your content and tailor it to your audience through listening to their feedback. It’s a no-brainer.
To sum up…building a strong community can only benefit your podcast and your business. Not only can it help make your listeners feel valued, but it can also make you feel supported on your podcasting journey. It’s all about producing valuable content, delivering it consistently and providing a space to nurture these relationships. Here, you can build an authentic relationship with your listeners, your clients and your future clients. What is it that they want to know? And how will they understand you better?
It’s not about you pointing outwards. It’s about you opening your arms and inviting your community in.