Give the People What They Want!: How to Know if a Podcast is Right For Your Audience
You’ve figured it out. You want to connect with your clients, fans or customers, grow your audience, increase your follower count, get your message/product/service out there, and ultimately grow your venture. After poring over the pros and cons of every option, you’ve decided on the perfect way: a PODCAST.
A podcast is the perfect fit for you: you’re a verbal communicator who makes the deepest connections through conversation. You’re a HUGE podcast fan and know how much you like and trust your hosts (they’re practically your besties). Plus, you know yourself well enough to accept that you’re just not going to sit down and write a blog, and the idea of learning how to edit video makes you want to take a nap. You something to say, and what better way to be heard than to actually SAY it?
All of these are fantastic reasons to make a podcast – so much better than “Well, everyone says I should make a podcast so…I guess I’ll make one?” (I have nothing but eye rolls for the marketing gurus who say “Just make a podcast! It’s easy! You can do it on your phone! JUST MAKE A PODCAST!”)
But YOU, dear Podster, are only half of the equation here. The other half is your audience. The clients, followers, customers, or fans you want to transform into listeners. A podcast may be the best fit for you, but is it the best fit for them?
Atticus Finch: lawyer, philosopher, zaddy.
Before you invest in creating a podcast, do your best impression of Atticus Finch and put yourself in their shoes (Gregory Peck voice required). Think about the ways in which it is and isn’t the best way to reach them, and ultimately, the best way to be of service to them. If you already have a show, consider these questions and see if there might be adjustments you can make to be an even better fit for your listeners. For more ideas on how to make the best show you can without all the usual headaches most podsters go through, check out my free pdf guide “Avoiding the Top 5 Podcasting Pitfalls.”
First and foremost: do they listen to podcasts?
Your intended audience should already be regular podcast listeners, or at least familiar with them. This might seem super obvious, but it’s too important to skip. No matter how good your show is, you’re not going to get people who’ve never listened to a podcast to adopt a whole new way of receiving content. I cannot tell you how many times I’ve had to explain what a podcast is to someone, show them where the podcasting app is on their phone (which was there all along and they’d never even noticed it), explain how to find my show, etc., knowing that there was zero chance they were going to go back and actually listen to it. You’re selling people on YOUR podcast, not the concept of “podcasts” in general. If they are already podcast lovers, then you’re giving them more of what they love! And if you don’t know whether they are or not, just ask.
Keep this target group in mind when creating content!
Are podcasts a match for their lifestyle?
For some people, the best way to get their entertainment and edification is through audio. Here are some of my favorite examples of a perfect podcast-listener fit:
An owner of several successful pet care businesses who coached people on professionalizing their pet sitting or grooming side hustles. Who better to make a podcast for than someone who walks dogs all day long!
Moms with young kids have told me that podcasts help them feel less isolated. I’ve heard from new moms that they like to listen when they’re up all night with a baby. Some of the most special feedback we got on my show Every Day is a Food Day was from moms who said that listening to me and my co-host Lia banter made them feel like they were hanging out with their girlfriends, which they missed.
People with hobbies that aren’t screen friendly – they require visual focus like woodworking, or being on the move, like running. I spoke to one quilting instructor who interviewed other quilters on her show about how the craft had gotten them through tough times and the ways it passed down tradition in their families. It was a perfect show to listen to while sewing.
There’s one group that’s NOT a good match for a podcast, which may surprise you: other podcasters. Those of us who listen to podcasts for work or our own projects have limited ear time to spare regularly for other shows. I know if I’ve been editing, listening to or consulting on clients’ podcasts all day, when I’m off the clock I’d rather listen to music. Or, honestly? Nothing. Just sweet, sweet silence…
How much does your content rely on visual elements?
The quilting podcast I mentioned above was successful because it focused on the role and significance of quilting in its subjects’ lives. A podcast meant to teach a newbie how to quilt, or covering advanced sewing techniques, could be less successful because you couldn’t see the host demonstrating what they were teaching. A show discussing a videogame’s storyline and characters makes total sense, but one that’s supposed to show you a complex way to beat a level may not work. You could supplement your podcast by creating visual components, like video demonstrations. That might be an easy add-on for you, but might also defeat the purpose of doing audio.
How big of a jump will a podcast be for your audience?
Already having an audience to offer your podcast to is a huge leg up, but depending on what kind of content they are used to from you, podcasts could be a huge jump in terms of length or format. Will they be willing to make that jump? If you’re TikTok famous, congrats! But moving your bajillion followers to audio may not be a given. If a follower is used to seeing you in 90 second videos, you need to think about how realistic it is that are they going to embrace long-form, non-visual audio content. If your videos are are mostly you talking and your followers get deep into conversation, they might LOVE a podcast from you. If they’re mostly visuals, it might be a tougher sell.
We all know how awesome it feels to see someone’s face when they open the PERFECT gift we gave them. But we also know what it’s like to have them open it, pause a little too long and say, “Oh….thanks…That’s….nice,” and set it aside. Ouch. After taking time to think about these questions, you’re much more likely to hear “It’s exactly what I wanted!!!”
What do you think? How have you created a podcast that fits your audience, or known it was right for them? Email me your thoughts at avv@vanvalin.llc, or DM me on Instagram!
