10 min read
People are always looking for the most convenient ways to get information while multitasking. That’s why podcasts are becoming increasingly popular: the listener can listen while doing other things (like walking the dog, commuting, or doing laundry.)
Podcasts have been around for quite some time, but now they’re increasingly becoming an important piece of creators’ marketing strategy.
I know what you’re thinking: there are so many podcasts out there that cutting through the noise is harder than ever these days. Yes, that’s true. According to Podcast Insights, there are over 900,000 podcasts and over 30 million episodes as of January 2020.
The good news is there are ways to get your audience’s attention and promote your podcast in the best light. One of them is creating a podcast landing page.
Before we dive into the how and why of podcast landing pages, let's start with the basics and talk about why podcasts should be an integral part of your marketing strategy in the first place.
Back in 2006, only 22% of the adult population in the United States was aware of the term ‘podcast’, but this figure rose to 70% by 2019. According to Statista, as of 2019 there were an estimated 86 million podcast listeners in the U.S., a number which is forecast to grow to around 132 million by 2022.
Since today’s consumers are increasingly allergic to aggressive selling, informative and relevant content in a convenient format like a podcast will help future-proof your marketing strategy. The best part is that podcasting leads to genuine engagement with listeners, as they become more loyal with time. Adweek data shows that 65% of listeners are likely to buy a product after hearing about it in a podcast.
If you’re starting a podcast or you already have one, you’re probably thinking of ways to promote it. This is where a podcast landing page comes in handy. Not sure whether you need one or not? Here are five reasons you need a podcast landing page.
No matter how popular social media is, email is still the most effective tool of communication. More than half of the global population uses email, and according to Radicati, the total number of active email users in 2019 has jumped to a staggering 3.9 billion. This number is expected to grow to over 4.3 billion by the end of 2023.
But your email efforts can only be effective if you build a solid mailing list. Having a dedicated landing page for your podcast is the best way to collect relevant email addresses from people who are genuinely interested in your podcast. Some creators even use this tactic to collect emails before they roll-out the first podcast episode, thus building an audience ahead of time.
Whenever you ask for something from people (like an email address), their question is: What’s in it for me?
Sure, having copy that reflects the value your podcast offers can get people to sign up. However, offering something extra is often what gets them to subscribe. Whether it’s a free ebook, report, or a bonus episode of your podcast, offering an opt-in incentive will help you get more listeners. With a podcast landing page, you can promote these incentives to your audience in a logical place.
To get the word out about their podcast, many creators have podcasts on popular streaming services and promote on social media. Aaaaaand that’s about it.
Going the extra mile and creating a landing page for your podcast will help you stand out from the crowd. Besides the fact that it gives you a place to include links to different streaming services where listeners can find your podcast, the landing page is also the best way to let your audience know what the podcast is about.
Think of it as a home for your podcast where you have the freedom to present your podcast, but at the same time, give listeners the information they are looking for without bombarding them with irrelevant information. Bonus: it can help you with SEO, too.
Another benefit of having a landing page is that it allows you to say thank you to your subscribers. This is way more than just good manners: smart creators use thank you pages to encourage engagement and point users to what they should do next.
Whether you use the thank you page to get social media shares or promote other types of content, this tactic is a hidden gem.
The essence of using a landing page is to get visitors to take action. If you rely on your website or your social media channels, you won’t get the same results because there are just too many distractions.
With a podcast landing page, you have relevant information, zero navigation elements, and a single call-to-action. As extreme as it might sound, giving visitors a chance to opt-in or exit forces them to make a choice, thus increasing the possibility for more conversions.
Now that we know why podcast landing pages are important, the next question is where to start.
No matter how specific your niche is, when it comes to building a landing page, these guidelines will help you create an effective podcast landing page.
You may have a great podcast with interesting content, but if you don’t have a compelling headline, your efforts might go down the drain.
Make sure to avoid hyped-up headlines and headlines that promise one thing and then deliver something else. Your end goal should be turning visitors into loyal listeners (and not tricking people into subscribing.)
Another essential part of an effective podcast landing page is good copy. Remember that landing pages should not be text-heavy. Use short paragraphs and bullet points to highlight the most important messages.
Being overly clever or too abstract can also cloud the message around your landing page copy, so be concise and make your point quickly without extra words that don’t add value.
Podcasts are audio files, so creators often overlook the importance of visuals when building a podcast landing page. However, the fact that the human brain processes visuals 60,000 times faster than text is just one reason you shouldn’t neglect visual elements.
Strong visuals capture attention and evoke emotions, and they have the power to boost conversions, too.
Whether you want to motivate visitors to subscribe for your podcast, opt-in for your newsletter, or sign up to be notified when the next podcast episode gets published, use a strong call-to-action to make readers follow through to the next step.
A powerful call-to-action is the key ingredient of an effective podcast landing page.
The four previous elements are ‘a must’ for every landing page, but this element is specific for a podcast landing page: Offer your episodes on several listening platforms to reach a bigger audience and to accommodate different content consumption habits.
After laying the foundation of an effective podcast landing page, it’s now time to spice things up with elements that will boost conversions. Here’s a list of tips for high-converting podcast landing pages plus examples to get you inspired.
Instead of waiting for the first episode to drop to start promoting your podcast, you can use a landing page to build your audience and get them interested ahead of time. This way you’ll have a solid emailing list of listeners that are eager to listen to the first episode.
Sometimes you might have the urge to say everything at once. You want to get visitors to subscribe, download your free ebook, leave a podcast review, and spread the word on their social media accounts.
However, overwhelming your visitors with different requests might confuse them. Make sure to focus on a single call-to-action. Later, you can use the thank you page to persuade visitors to take more actions.
It’s human nature to want to be liked and accepted by society. That’s why we’re always looking for social proof (or validation from others) to help us make decisions. Using testimonials on your podcast landing page is a small change that can have a significant impact. Spotlight the good things people are saying about your podcast.
Setting clear expectations upfront is a wise move. Podcasting is a long game; don’t rely on gimmicks. Make sure your podcast landing page copy reflects the essence of what your podcast is about. Your goal should be to build a genuinely interested and engaged audience that will keep coming back for more.
Podcasts create connections. Listeners connect with the content, but they also connect with the host. That’s why including an “About the host” section is always a good idea. Let people know what your interests are and why you started the podcast in the first place to build an emotional connection with your listeners, as this is the first step toward creating a loyal audience.
No matter if you look at it as an opt-in incentive or a way to get people excited while waiting for the first episode, give your audience a sneak peek to boost conversions. The best part is you can get feedback from your listeners and make refinements from these insights to improve the overall podcast and content.
Podcasting will become an important part of an effective marketing strategy in the near future, so now’s the time to focus your attention on this aspect of your efforts. Even if you’re just starting to grow your audience, a podcast landing page can help you reach your goal and present your podcast in the best possible light.
And guess what, I saved the best part for last: Creating a podcast landing page is free with ConvertKit.
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