How do you balance the frequency and quality of your social media posts for your podcast?

It's so easy to get caught up in the excitement of social media and want to start posting right away. But before you do, it's important to take a step back and think about what you really want to achieve. Once you have a clear idea of your goals, you can create content that speaks directly to your target audience and resonates with them. By tailoring your content, tone, and platforms to your specific goals, you'll be able to create a strong presence on social media and achieve the results you're looking for.

Today, a lot of my audience (and potential audience) lives on LinkedIn. Other podcasts I produced in the past, the audience lived in Facebook/Meta. I have found it challenging to drive downloads through LinkedIn. I think it builds awareness and engagement for your brand, but doesn't yield the downloads most people expect. I do think a social media presence is helpful for a podcast and adds to credibility and discoverability, especially for products and services you can offer and promote alongside your podcast.

Understanding your target audience is crucial for creating content that truly speaks to them and inspires them to engage with your brand. By getting to know who they are, where they are, and what they're interested in, you can craft messaging that really resonates with their needs and wants. By taking the time to really understand your target audience, you'll be able to create content that truly connects with them, build strong relationships, and ultimately drive business success.

When you're creating a podcast, it's really important to plan out your content ahead of time. Once you've figured out what you want to achieve with your podcast and who your audience is, you can start thinking about what kind of content you want to produce. This includes deciding on the frequency of your episodes and when you want to release them. Overall, planning out your podcast content is a big part of building a successful show. So take your time, get creative, and have fun with it!

I have found it helpful to promote the podcast with a short video (could be a true "short" of less than 60 seconds or a video up to around 2 minutes on the day the podcast posts, along with information and directions on how to find the entire episode. If possible, creating a similar teaser video to post a few days ahead of time also builds awareness and/or doing one or more videos after the episode has posted to remind people of it. You can repurpose the content from a single episode once a month for years in the form of video, quotes, and referencing back to the individual episode.

To promote your podcast on social media, it's important to engage with your followers. Encourage feedback, ask questions, and respond to comments. Create a sense of community by hosting live sessions or creating a hashtag, group, or challenge. By engaging with your followers, you can build trust and turn them into advocates for your podcast.

Tracking and analyzing your social media performance is crucial for the growth of your podcast. It allows you to gain valuable insights into how your social media efforts are impacting your audience's engagement, conversion rates, and retention. By comparing your results with your goals, you can determine which strategies are effective and which ones need improvement. Ultimately, by using tools and metrics to measure your social media performance, you can gain a better understanding of your audience's needs and preferences. This information can then be used to create content that resonates with them, ultimately leading to increased podcast growth and success.