With the advancements and use of mobile and digital technologies, the once-slow medium known as podcasting has become easier to create and consume. According to Edison Research and Triton Digital, podcasting listenership is estimated at 57 million.
To put things in perspective, Twitter reported 67 million active users during the 3rd quarter of this year. The relatively small 10 million difference makes podcasting a perfect addition to your content marketing and personal branding strategy. What better way to garner a loyal following than to demonstrate your expertise through persistently broadcasting relevant information to your sphere of influence? Before you get started, check out our top 3 podcasting best practices:
#1 Set goals and establish metrics
Without clearly defined goals, your podcast can be mistaken for noise and go unheard by your target audience. A few sample goals you should strive for include:
- Improving or developing brand awareness
- Driving traffic to websites or property listings
- Converting leads into clients
- Monetization – Generating sales from podcasting
Now that you have goals, you must identify the key metrics to truly measure the impact of your podcast. CastSource says it’s important for every podcast host to monitor these 10 basic podcast stats:
- Number of downloads
- Amount of subscribers
- Strength and number of reviews
- Audience listening platforms
- Preferred listening networks
- Download trends – day, time, etc.
- Social media impact
- Traffic sources
#2 Plan your content and optimize it
With clearly established goals for your podcast, you want to plan out your content. In addition to developing a structure for your podcast from start to finish, Daniel J. Lewis of The Audacity to Podcast suggests:
- Using a calendar
- Brainstorming an episode list
- Organizing your episode ideas
- Being flexible
Once you’ve established your podcasting content strategy you’ll want to optimize your podcast for those searching for solutions. In addition to offering timely, relevant and useful information, you should also plan to:
- Include contextual keywords in the title of each episode
- Develop a tagging strategy relevant to your content
- Provide a detailed and educational description for each episode
- Use closed captions or provide the podcast transcript
#3 Establish a schedule
As a real estate professional, it’s important to maximize the time allocated to your marketing efforts. With podcasting, you have to prep and record your content, edit the recording, and post the podcast for consumption. However, you want to make sure your approach is workable and leaves time for developing other areas of your business. Being consistent in when you post will not only help you, but also provide a rhythm of expectation for your listeners. Digital Trends suggests setting consistent episode lengths and formats, developing a script, and adhering to a schedule whether weekly, bi-weekly, monthly or otherwise.
Podcasting is a great medium to engage your audience and a great ally to real estate professionals. Your audience is waiting to hear from you!
Looking for relevant local insights you can share with your potential listeners? Market Snapshot can provide you with answers to top questions such as, “How’s the market?” “How are the schools in the area?” “Is this a walkable neighborhood?” With content sourced directly from your MLS, you can rest easy knowing you’re providing your audience with the most up-to-date and accurate data.