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Marketing a Podcast That is Geographically Limited

Marketing a Podcast That is Geographically Limited
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As podcasters, we spend our time finding our niche. But often, geographically, our audiences reach much farther than a local city or region. Sure, there are many instances where your podcast will work for a specific audience, but do your marketing efforts differ?

In this podcast snippet, I have taken the question from the episode with Matt Medeiros on his hyper-local podcast. Matt has a podcast that is listened to globally and also one that is based on business in a specific region of Massachusetts. Listen in on what he has learned.

How Do Marketing Efforts Vary with a Hyperlocal Podcast?

The biggest challenge for me, and it has been for seven years, is also the number one piece of advice I give people when they want to start a podcast. Have that goal. What is the goal that’s going to make you continue podcasting?

What the New Podcaster Anticipates

You and I both know, Bob, that when you start a new podcast, you’re like, hey, this is great. It’s fresh new material. I’m going into new direction. But then like by episode 10, you’re like, ugh, what am I doing? Right?

Anybody who’s ever done a podcast, they’ll be charged up for like a dozen episodes. Like, this is awesome. And then, you know, reality sets back in and they’re like, I’ve got a job. I have all this other busy work that happens. And then all of a sudden you’re like, I have to edit the podcast. I have to schedule people.

Marketing is Measuring the Success of Your Podcast

So defining something that’s attainable has always been, to measure the success of a podcast, has always been difficult for me. Even for The Matt Report. For me, it was how do I talk to people. It’s a very difficult thing to measure and I want to hear stories. For example, as you said, I helped you get into the podcasting space. That’s how I measure this.

There’s other people like Devinder from Smart Web Creators. He hadn’t done a podcast until he came on mine. He didn’t think he had the confidence to do it. Once he did, he was glad he had started one. Those are the ways that I’ve measured success with The Matt Report.

For South coast.fm, I need to build up an email list. Can I get 250 people? Right? Can I get 25 reviews on iTunes? I’m taking baby steps too.

Marketing a Podcast Can Be Different

Marketing, it’s funny, you know, running an agency for a decade and always being a proponent for WordPress. People looked at me as, hey, he’s the WordPress guy, right? You know, you get those emails, right? Say so and so who wants to open up a new store. They needed a website. They said they’re going to use WordPress and call Matt Madeiras cause he’s the WordPress guy, right?

That’s how I’m known in the local coworking spaces, the local community. And after two episodes, I was in my local coffee shop and somebody came up to me and they’re like, hey, you’re that guy that does the podcast.

I said, yeah, The Matt Report.

And they’re like, The Matt Report? No, I heard you on some other thing, though. The We Are Here podcast.

Now how did that already happen? Two episodes? Nobody comes up to me after seven years of The Matt Report and probably almost a million downloads and says, hey, I know you from The Matt Report. If that does happens, maybe it’s at a WordCamp.

The Local Opportunities

So it is interesting to see the opportunities in local, I think they can amplify a whole heck of a lot faster than if you were to just jump into the general pool of podcasting on the internet. So not a direct answer to your question, but you know, it’s the roundabout way.

I’m making short, small goals for myself. I am not looking critically at it. But I will say that I do want to have it monetized really soon and that might be just for like $25 for an advertiser or something like that. I might just look at it like, can I get $50 an episode just to know I have advertisers, a goal? I have people listening and I have people wanting to pay me a little bit of money just to keep myself going. I will know why I’m motivated.

You can listen to the full episode here: Spinning Up a Hyperlocal Podcast with Matt Medeiros