Browsers to Buyers: Three Ways to Attract an Audience That Converts
Podcasting is an incredible tool to solidify authority and brand, with many creators diving into this medium, hoping to reach thousands, if not millions, of listeners. But I've observed a common misconception among many podcasters: they're chasing numbers instead of targeted growth.
The Illusion of Massive Viewership
It's a thrilling thought: you pour your heart and soul into creating a podcast episode, and in return, you expect tens of thousands of downloads. This dream of vast viewership is indeed a commendable goal. But the real question is, does this massive audience translate into genuine engagement? Does it convert?
A Lesson from the Broadcasting Industry
To illustrate this point, let's dive into an example from the broadcasting world. A friend in the industry once shared a report with me about the nightly news ratings:
"ABC World News Tonight was the No. 1 evening newscast for the fourth and final quarter of 2022. According to Nielson's live plus same day data, ABC's evening newscast averaged 8.34 million total viewers and 1.40 million adults 25-54 in Q4."
At first glance, these numbers seem impressive. But here's the catch: out of the 8 million viewers, only 1.4 million belonged to the 25-54 age demographic. The rest, a whopping 6 million, were above 55.
Broadcast networks aim to attract the largest audience within a specific demographic to offer advertisers maximum value. While many believe the target demographic is 25-54, it's more accurate to say it's between 35-54. Why? Simply put, this age group has the highest purchasing power. They're in the prime of their lives, making significant purchases ranging from homes and cars to baby clothes and soccer camps. In 2021, Generation X (born between 1965 and 1980) spent an astounding $83,357, the highest among all U.S. demographics.
Redefining Audience Growth
The takeaway? It's time to shift our perspective on audience growth. It's about amassing a vast audience and reaching the right audience. Your ideal listener might be a mid-30s individual, with two young children, on the brink of leaving their 9-5 job to embark on their entrepreneurial journey.
Three Steps to Targeted Growth
If you're looking to expand your podcast audience effectively, here's a three-step strategy:
Define Your Specific Target Audience: Understand who you want to reach. It's not about everyone; it's about the right ones.
Discover Their Hangout Spots: Once you know who they are, find out where they spend their time. Is it on specific social media platforms, forums, or communities?
Address Their Concerns: Understand the challenges and obstacles your target audience faces. Addressing these issues, you position your podcast as a valuable resource, helping them achieve their goals.
In conclusion, as you venture into podcasting, remember that numbers don't solely define success. It's about making genuine connections and providing value to a specific group of listeners. Focus on targeted growth, expand your audience, and create a loyal community around your podcast.
And of course, if you need help defining, finding where they are, and solving their problems, we are here to help you with every step in the process! Reach out and schedule a one-on-one to talk about your goals!
About Dave Lawson
Dave Lawson
Host of the Content Marketing Daily Podcast
dlawson@digitallegendmedia.com
Dave Lawson is a seasoned professional with over 20 years of experience in the broadcasting industry. He began his career as a morning personality at various radio stations before moving on to network radio, where he served over 30 stations nationwide. In 2016, Dave transitioned to Content Marketing, focusing on Podcast Strategy for busy business owners seeking to establish a professional-sounding audio and video podcast to build their business through digital content.
Drawing from his extensive experience in traditional broadcasting, Dave teaches his clients how to capture and retain audience attention and create content with a clear purpose. He is based in the Minneapolis area, where he balances his busy career with a family life that includes a wife and three kids. When he's not working, Dave loves staying fit, playing disc golf, and keeping up with the latest developments in AI and how they will impact the ever-changing world of content marketing. It's an exciting time to be alive, and Dave is eager to help his clients take full advantage of the opportunities presented by this rapidly evolving field.
