As I approach my 11th anniversary in podcasting I want to share a few secrets that gain me new listeners every single day. Having been podcasting since October of 2004, this strategy has been an integral part of my podcast growth throughout the years. It is so effective that I invest nearly $15,000 dollars a year — for paying writers, attending events and more — building my audience through this strategy.
I was a blogger before I was a podcaster, not a great blogger as I always tell folks, but when I started my podcast I probably had 300 to 1,000 people a day who visited my tech site to read my spin on what was happening in the tech world, and that played a major role in my show growth strategy.
I was one of the very early podcasters and quickly grew an amazing audience. Before I was on my 50th episode, my audience was pushing 50,000 listeners per episode. The numbers continued to climb, but at a certain point the growth stagnated.
Meanwhile, I continued to pump out a lot of articles each week on technology, and even in those early days I noticed that Google was driving me more and more page views every month to those articles. Since my blogs’ beginning, my writing team and I have averaged around a 1,000 regular blog articles a year, plus another 200 to 300 interviews from tradeshows, and of course my 100 or so podcast episodes annually.
Today, Google drives 40,000 to 50,000 page views a day to my site. On each and every page of the 15,000 articles on my website there is a big, fat and juicy iOS and Android Subscribe button, and a portion of those daily visitors subscribe to the show. While not all of them stay subscribed, a portion does. That adds up to a lot of new listeners each and every month.
Let’s do a little math. Let’s use a baseline of 20,000 page views. As we know, daily bloggers can get to 20,000 Google Search views in a couple of years. Twenty-thousand page views x 30 days = 600,000 page views. So let’s say that .0025 percent of those visitors subscribed — that’s 1,500 new subscribers. Let’s assume 50 percent do not stay subscribed — that is still potentially 750 new listeners each month or 9,000 new listeners each year. I will tell you my percentages are better than .0025
I will also tell you I have never been in New and Noteworthy, but what I do have is a sponsor that recently celebrated 10 years of continuous sponsorship of my show. The question people ask all the time is how I did that. With new subscribers coming in each month, they help keep my new customer conversions at record levels.
For those of you not worried about new and noteworthy and/or your show rank in iTunes, you have an exceptional opportunity to grow your audience in the long haul by supplementing your podcast content with a written blog post.
Of course some of you need a blog, a platform and your own domain name to do this. For those of you that have your podcasts hosted on a third-party podcast site that is driving your SEO to the gutter because of the other sites on that service, maybe it is time to reconsider your strategy on building your show.
We all know building audiences is not easy, but the pay off can be big. For the first five years, I grinded out all the articles myself. As my show grew and revenue grew I was able in five years to afford to pay writers who I trusted to write for my site. Ninety-percent of the writers on my site today came from my audience.
I still write a handful of articles each month. The Google traffic value from the 15,000 articles on my website and the ongoing new articles weekly drives an incredible amount of new eyeballs to my very visible podcast subscribe link.
Every article on my site is original, no sponsored post, and/or ghost writers. Google and the rest of the search engines love original content. With more than 2,000 interviews on the site, I also have great page rank from those corporate luminaries I have interviewed who have linked to my site from theirs.
Writing one or two articles a week is probably not going to help you. You need to put up a meaningful blog post every single day, except show days. It’s a grind, but it is one of many strategies I use to build audience. Oh, and for all those folks that say blogging is dead, they can just keep thinking that.
If you want to see that strategy in action visit my personal site @ GeekNewsCentral.com