Social Media Strategies for Podcasters: Connect with Your Audience

Social Media Strategies for Podcasters
Connect with Your Audience
Andre Piazza
/in/andrepiazza | @apiazza

Who’s this presentation for?
Podcasters, Influencers and Thought Leaders that want to grow audience
listeners
followers
engagement, contact and
impact
by using social media.
Social Media Strategies for Podcasters - Andre Piazza | @apiazza
numbers
but above all
quality

Situation
You’re an influencer creating digital content (audio, video, blogs, etc)
Problem
It no longer suffices to simply produce content and wait for the audience
to find you and engage with you. Rarity these days!
A Solution
Bring your content to someone else’s life: educate, entertain, inspire,
solve problems… and social is the perfect place for that connection to
happen

The Goal: Viral Growth for Your Podcast
Source: Nick Loper | SideHustleNation.com
Side Hustle Nation: 1.9m downloads in 3.5 years My podcast
launch today

The Goal: Viral Growth for Your Podcast
Source: Nick Loper | SideHustleNation.com
Exponential Growth is Possible!
my podcast’s performance in 11 months
Source: Octanage.com
launch today
in scale
Ask me how to accomplish a
similar growth trend for
your podcast

The catch
This list is your podcast’s marketing core.
If you don’t have these things in place, promotion and engagement are
unlikely to create any sustainable growth:
● your digital home: website
● your email list
● your podcast distributed widely across apps and platforms
● pick one social platform to focus on
● develop a mentality of experimentation

Before we start
You should know:
my podcast is in Portuguese, marketed to a Portuguese-speaking
audience around the world
The strategies that follow
work in any language, any country
Yet the samples presented are all in Portuguese
I trust you’ll get the message the same

1. Engage Relentlessly
2. 10 Types of Content Every Podcaster Should Post
3. Run Lives… as You Go by Life
4. Automate Social Cross-Posting
5. Manually Promote Your Content based on Interests
6. Grow Your Audience with Facebook Ads using Facebook Pixel
7. Exercise: Mirror Influencers in your Field

1 | Engage Relentlessly
● Audience
○ Ask Questions
○ Respond to Comments
○ Deliver value: Gratitude | Generosity | Support
● Connect with Influencers in Your Field
○ Create value: “What can we do / create together?”

2 | 10 Types of Content Every
Podcaster Should Post
1. Your Episodes
2. Audiograms
3. Quotes
4. Your Lifestyle
5. Your Guests
6. Draw Your Audience In
7. Your Offers
8. Audience-Generated Content
9. Your Brand
10. Your Podcast Channels

10 Types of Content Every Podcaster Should Post
1. Your Episodes
Episode launch “Evergreen” episode posts Instagram Stories Spotify on Stories:
Clickable content for
immediate audio
delivery

1.
2. Audiograms

1. Your Episodes
2. Audiograms
3. Quotes: Narratives, Mindset, Lessons, Inspiration, Education, Entertainment
Theme Series: familiar yet always new

1. Your Episodes
2. Audiograms
4. Your Lifestyle (in the context of the podcast): Events, Accomplishments, Expertise, Lives
5. Your Guests
6. Drawing Your Audience In: safe to Ask Questions, Provide Feedback, Suggest Guests
7. Your Offers (products, ebooks, promos, etc)
9. Your Brand

1. Your Episodes
2. Audiograms
4. Your Lifestyle (in the context of the podcast): Events, Accomplishments, Expertise
5. Your Guests
9. Your Brand
Beyond promoting the episode, flatter your guests so they want to share / repost with their own audience

1. Your Episodes
2. Audiograms
5. Your Guests
6. Drawing Your Audience In:
Safe to Ask Questions,
Provide Feedback,
Suggest Guests
Case Study: I’ve started a
business relationship with a
neurosurgeon based on this
capability and message
WhatsApp is the go-to messaging app in many countries.
Find what works for you: Messenger, Telegram, etc

1. Your Episodes
2. Audiograms
5. Your Guests
7. Your Offers:
Products,
Books / eBooks,
Promotions, etc
New book became an Amazon
Brazil best-seller. Here, shown
w/ previous book.
Quotes from the book Promise: all eBooks free for a
day if a candidate gets elected
Fulfillment: lost $3.9k in 3 hrs!

1. Your Episodes
2. Audiograms
5. Your Guests
9. Your Brand
A guest recommended a book on a
given episode. A follower bought the
book and posted comments about it
A humorous tyrade cross-posted from
Twitter to Instagram

1. Your Episodes
2. Audiograms
5. Your Guests
9. Your Brand
Audience has a natural curiosity:
who is my host? ANSWER IT.
Our format: two alternating hosts
interviewing guests.
Establishing a podcast brand around a
vibe: a cozy conversation around campfire.

1. Your Episodes
2. Audiograms
5. Your Guests
9. Your Brand
A BIG challenge for podcasters is: how to deliver audio to a platform relevant to the user from a single
click.
A solution: educate users on podcasting - why, how and where to listen to you… besides your website

Content Creation Tools I Use and Recommend

1. Your Episodes
2. Audiograms
3. Quotes
4. Your Lifestyle
5. Your Guests
6. Draw Your Audience In
7. Your Offers
9. Your Brand
Fair amount of work in designing a
content strategy, creating these posts,
and then posting them… let me know if
you need help!
See this in action:
@OctanagePodcast

3 | Run Lives… as You Go by Life
I’ve done a far amount of
Instagram Lives at this point. Let
me know if you need help in
getting started… or looking for a
guest.

Instagram Live - Case Studies: User Engagement
Emojis; Asking questions
about problems discussed
during Live
I like to follow you… how do I
start my own podcast?
Love your Lives! Correction to your Live:
book you mentioned is
available!
On Stories: “Who’s coming
to the Live today?”
User reply: ME
1 2 3 4 5

4 | Automate Social Posting
Nature of Each Platform + Differences in Audience

4 | Automate Social Posting
Social Scheduling
For Instagram
Cross-Post / Automation
Ask me for a list
of must-have
automations for
podcasters in
social media

5 | Manually Promote Your
Content based on Interests
Permission by and Relevance to Each Audience

5 | Manually Promote Your
Content based on Interests
Permission by and Relevance to Audience

6 | Grow Your Audience with
Facebook Ads using Facebook
Pixel

Lookalike Audiences: extrapolate to audiences similar to your
visitors / email list
Facebook Ads and the Rise of Facebook Pixel
1. Your Episodes
Facebook Ad… well targeted?
Custom Audiences: Website traffic or Email Lists...
Partial Targeting: Interests +
Demographics
As audience for your ads ⇒ Custom-designed Buyer’s
Journey
Facebook Pixel takes targeting to the next level
Let me know if you need
help installing Facebook
Pixel in your properties...
… or getting started with
Facebook Ads, Custom or
Lookalike Audiences

7 | Exercise: Mirror Influencers in
your Field
1. Choose one social platform
2. Identify Influencers in your field in that platform
3. Mimik their content / visuals / style adapting to your voice / audience
4. LEARN: watch the results
5. Rinse and repeat
If you do this right, you’ll
identify influencers,
learn from them and
their audience, and gain
relevance and edge with
each new post

FREE Tools I Use and Recommend
Even though they are FREE, there’s a
learning curve to use these tools. Let
me know if you need help in getting
your podcast content in motion.

This presentation on
slideshare
slideshare.com/apiazza
How’s your podcast performing?
/in/andrepiazza
@apiazza
André Piazza

Social Media Strategies for Podcasters: Connect with Your Audience

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