Who is Your Podcast for?

Now you now know what podcasting is and why you want to add one to your digital marketing strategy. But before we dive right in, there is more planning to be done. I know, but I'll repeat this. Fail to plan. Plan to fail - simple.

You've got to plan in advance and know exactly what you want to be doing. 

So, let's look in this episode at your target audience. We'll drill down into who you want to listen to your podcast and who is going to listen to your podcast. 

We are talking business podcasts here, so think target audience for your business.

Initially. This will be really helpful. Be super clear who the podcast is for. 

I want you to take a little bit of time here and do a little bit of an exercise. 

Think of your avatar for your business. Who would you want to listen to your podcast? Who's your target listener?

What does it look like? (your avatar) What will they be doing when they're listening? Why will they be listening? What interest do they have in your company or your products and service? 

Remember here, not only current clients and customers and potential clients and customers will be listening. People who may want to work for you will listen. People who might want to partner with you will also listen and get a great sense of the business and its culture from the podcast. 

Remember, people listening are getting a real intimate experience.

You are directly in their ears. 

Don't forget competitors are listening too and have a look at what's already out there. 

Your Fairy Podmother

Transcript

Hello and welcome back to How to Podcast for Business.

Now you now know what podcasting is and why you want to add one to your digital marketing strategy. But before we dive right in, there is more planning to be done. I know, but I'll repeat this. Fail to plan. Plan to fail - simple.

You've got to plan in advance and know exactly what you want to be doing. 

So, let's look in this episode at your target audience. We'll drill down into who you want to listen to your podcast and who is going to listen to your podcast. 

We are talking business podcasts here, so think target audience for your business.

Initially. This will be really helpful. Be super clear who the podcast is for. 

I want you to take a little bit of time here and do a little bit of an exercise. 

Think of your avatar for your business. Who would you want to listen to your podcast? Who's your target listener?

What does it look like? (your avatar) What will they be doing when they're listening? Why will they be listening? What interest do they have in your company or your products and service? 

Here's a little example:

If I was doing a podcast called “Outsourcing HR” for example, your podcast is to help SMEs who haven't got an HR department to be informed and updated on all aspects of HR practice.

So, what does that listener look like? What value are you adding to them? 

Using our example again, Outsourcing HR. These SMEs are listening intently for updates, valuable information, all about HR practice to make sure that they're getting updated on everything.

You could have episodes on recruitment, onboarding, health and wellbeing at work, things like that. There could be a list of probably eight or nine episodes straight away, off the top of your head in your business, try and think of six now. 

Six titles of your first series, what would they be in your specific business, and do they work with the avatar of the person that you are targeting?

Remember here, not only current clients and customers and potential clients and customers will be listening. People who may want to work for you will listen. People who might want to partner with you will also listen and get a great sense of the business and its culture from the podcast. 

Remember, people listening are getting a real intimate experience.

You are directly in their ears. 

It could be a great recruitment tool for you. I know in the past if I've been looking for jobs or if I'm researching a company, I have a look. If they've got a podcast, I really listen to what they sound like…That's what your listeners will be doing. 

You may have a school, a college. Do you want people to come to your school and college? They'll be listening to your podcast. Are you an accountant? Are you a financial advisor? Mortgage advisor? We've mentioned HR. Are you a lawyer? Are you a Coach? You can have your exact avatar drawn out of your potential customer and directly talk to them.

Don't forget competitors are listening too and have a look at what's already out there. What do you like and dislike about other people, your competitors? How can you do things a little bit differently? 

Lots of ways to think about who your target audience is. This podcast is how to podcast for business, so it's your business target audience.

Tweak it a little bit, play around with it. Dive deep into that avatar. Even draw it out. Don't forget what are they doing, where are they doing it? Why are they listening, what value were they going to get from your podcast? 

Your Fairy Podmother