Growing a Podcast? Make Sure You’re Doing These Two Things
Getting your podcast in front of potential listeners (and getting them hooked) is one of the biggest challenges of podcasting.
We asked two hosts from HubSpot’s podcast network to share their top tips for growing your audience.
- Market to people who already listen to podcasts.
Phill Agnew hosts Nudge, the No. 1 marketing podcast in the UK on Apple. His show has 70k listeners and experienced 5x growth over the last year.
Phill tested loads of marketing avenues for the show and found many disappointing. For example, he spent $5k on TikTok marketing and collected 11k followers, but that only brought in 10 new podcast subscribers. So what was the problem?
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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