Social media marketing, SEO or email marketing are some of the most common things a person could think of, or someone who is involved in Digital marketing could think of–when Digital marketing is mentioned. But still, many people just don’t know what digital marketing is actually about. On one occasion, a friend who regularly shares content on various social media platforms, indeed  asked me what is digital marketing? 

So, what is digital marketing?

Digital marketing is nothing but a marketing campaign or promotion that is carried out on digital platforms or via the internet. It’s that simple. Digital marketing is like a wide spectrum that is branched into specific niches, so the niche can be anything from a paid advertisement, social media marketing, search engine optimization or email marketing. 

It is with the combined effect of all these branches the marketer attempts to get the attention of an audience. Having a marketing strategy, clear information about what works and what doesn’t work, as well as a deep understanding of what the audience on the digital platforms wants, always works the best when you want to increase the overall traffic and engagement. 

Let’s dive a bit deeper into these branches of digital marketing:

Social media marketing (SMM) is something we all do on a daily basis – that is, sharing content on social media. Some of us share it for strict business work or some do it casually. Influencers, podcasters, and businesses use social media to spread awareness about their products and services through posts and videos.

In SMM, the campaigns revolve around interaction. Everything, starting from your posts, stories, and even the captions, should speak to your audience and motivate them to take the action that the post suggests. 

How can you promote a podcast?

As daunting and heavy the word SMM might sound it is actually pretty simple. There are two main things you’ll need in order to create a presence on social media:

  1. Quality content
  2. A content strategy that fits your need/your audience’s needs

What counts in social media marketing is how you channel content on multiple social media platforms and redirect them to your podcast. All that you share must be valuable, so much so that your podcast listeners or social media audience will refer to your page whenever they have a doubt.

How can you create so much content every day?

It’s simple, once you air your podcast make sure you sprinkle bits and pieces of the content across all the platforms. Reconstruct them into Instagram quotes, talk about the podcast topics during Instagram and Facebook live, share podcasts in the form of YouTube videos or share them on Instagram as audiograms. 

Along with having great content you also need a solid strategy that will support your content and a plan that will ensure that all the sharing and interaction don’t go to waste. Something as basic as knowing the post timings on Instagram can save you from so many waste posts. 

If you have noticed the time patterns on Instagram you might be able to see that every day around 9 p.m. the engagement on Instagram is quite high. On Sundays, around 11 a.m. you can see a peak in engagement, too. Why is this pattern so common in all countries around the world?

It’s simple, at 9 p.m. everybody has either returned home or are relaxing after a long day before going to bed. On the other hand, on Sundays, people tend to wake up late and most of them, first pick up their phones and check for any updates.

Now, why being aware of these times is important?

There’s just one reason for being aware of the time when your audience is awake or online on social media: you get to be in front of your viewers whenever they open Instagram. This is one strategy that you can adopt for your social media, but there are other ways you can scale on other platforms and the majority of strategies revolve around the same – great quality content and perfect timing. 

SEO

Search engine optimization is vital when you are trying to create an online presence and that’s why it is the most demanded digital marketing skill in any digital marketer. Businesses and influencers always try to optimize their website so that whenever someone searched up a query, it is their website or article that pops up first. 

SEO can be useful for your podcast and here’s how.

Your podcasts appear on Google’s search engine result page. If you have the right keywords in the title of your podcast episode, it will be easy for Google to locate your podcast. 

Suppose, a person searches for a podcast on ‘How to use SEO for marketing podcast?’ and you talk exactly about that topic on your latest podcast episode but you haven’t given an appropriate title to it. The person might never end up seeing your podcast if Google can’t understand your titles and keyword selections. Again, don’t be wordy when it comes to the titles. Be simple and precise. 

Paid advertising

Paid ads are actually great to attract the desired set of an audience if it is done right. The entire paid ads on Google and other search engines depend upon the type of keywords you use. Select your keywords strategically, like don’t go for keywords that have a broad meaning, one example being the word ‘Digital marketing’ itself. These keywords will give you an audience that will have varied interests.

When people with varied interests take action on your ad, they will probably be subscribing, buying or acting on different call to actions present on your website, rather than acting on that one action you set the ad up for. 

Thus, this lead generated with a keyword with broad meaning will not be as effective as it will be with a keyword that is precise and will reach a specific audience who is interested in what you are advertising. 

Make sure you use keywords that relate to your website or ads perfectly. Let’s take a look at how paid ads can prove helpful for your podcast.

Paid ads include not just Google Adwords but also the advertisements that are carried out on Facebook, Instagram and LinkedIn. But while talking specifically about Google Adwords, you promote your website where you have all your supplementary resources to your podcast. Maybe you can write up a blog post and share the podcast episode on that post to provide an audio alternative. 

Similarly, you can promote your podcast through engaging, behind-the-scenes video posts or story ads that motivate the viewer to listen to your entire podcast. 

Another way to do this is to create a short ad that will explain about a mini-series, such as a crash course that you’re airing on your Podcast. Put this video ad on YouTube and lead viewers to the Podcast or create a crash course on YouTube and then lead your audience to the Podcast.

Email Marketing

Email marketing has been around for a long time and it is still as effective as it was before. An email updating the listeners about the new theme or series in a podcast, or sometimes reminding them about the new episode, is an amazing way to keep in touch with your listeners. Plus, email is like a letter, with a personal touch of a story or just by using the name of your email subscriber can make a connection between you (podcast) and your listener.

Sending out monthly newsletters and also just dropping in to wish them a great day will always keep them in touch with your podcast.

In the end, Digital marketing boils down to valuable content, interaction, engagement, creation of attractive visuals, and a familiar voice to which the audience can relate to. Podcasters have an extra platform of Podcasting with them where they can share their content. And according to research conducted in 2019, 50% of all U.S. citizens listen to Podcasts and more than 94% of those listeners are active on at least one platform. 

If you are a one-man army when it comes to conducting any of the above digital marketing strategies, don’t be overwhelmed. Some Facebook ads basics and a bit of practice will be enough for you to attract the desired audience. Keep on sharing valuable content, strategically and consistently!