Why is 7 the magic number in marketing and why you should care
You’ve heard us say it over and over – ‘we see podcast marketing as a mix of marketing touchpoints’ – and that has not changed. If anything, since the company’s launch, we have realised that the more (well-crafted) marketing touchpoints you have, the better off your podcast will be.
But Why the Number 7?
The marketing number 7 is by no means a novel concept. It has existed way before podcasting ever came in the picture. But it DOES work for podcasts too, so you should absolutely use it. The reason behind the number is simply that it has been shown to be an average number of touchpoints that people need to see before they interact with a brand or answer a call to action. Some say that the number now is actually a lot higher, closer to 13, as we are seeing more and more options and way more competition across every marketing avenue from socials to billboards.
So What Are the 7 Marketing Touchpoints in Podcasting?
Annoyingly, that depends. All of your marketing should always be geared towards your audience. Before you jump into generic marketing plans, think about where your audiences are – do they spend all of their time online? Or do you find yourself growing the most through live events? What age demographic are they in?
Once you have answered these questions, the best marketing touch points will come into focus. Some are going to resonate more than others, but all are there to serve one purpose: teach people about the podcast.
Below are some touchpoints you might want to consider as part of your marketing mix that we have split into organic/owned, earned and paid opportunities.
ORGANIC — organic ways that your audiences might find you and interact with you include the places you own and run yourself that help find audiences ‘in the wild.’ Here are some examples:
- Your Artwork — That’s right, your artwork is the first marketing touchpoint that your audiences recognises as your show. Make it pop, and make it unique — but also make it VERY easy to recognise as yours.
- Video – Obvious, but possibly the most important for most shows. Video can help your audiences be reminded of what the podcast is about, who is the host, where you are based, what you talk about and so much more.
- Social Media Channels – Having a presence on socials is great for most podcasts but do always put your audience first. Which channels are they on? What do they want to see? How do they interact with you?
- Newsletters – Newsletters and mailing lists are a good way to remind your existing fans of your show and in return and to commit your listeners to hearing more about your podcast when they sign up. Cross-promotion across your own media is a fantastic way to keep your audiences coming back for more.
- Live events — If you are hosting live events, then this is also part of your marketing mix. People might come to the show, then follow your socials and eventually click subscribe on the podcast app
EARNED — Earned are the channels that you do not have control over and serve to promote your podcast through endorsement. These include:
- Press — Reviews, interviews, guesting across other shows — these are the earned chances for your show to shine and find new listeners.
- Awards — Winning something for your podcast is a fantastic way to put yourself on the map. If possible, try to apply for as many awards as you are capable of and can put in sufficient time and effort into. This recognition never goes amiss.
- Shoutouts on other pods — Industry chatter is a great push to get you up the charts as people trust other podcast listeners and creators.
- Word of Mouth — The hardest to achieve but word of mouth is a powerful tool. The only way to guarantee this one is by just making a great podcast with a solid marketing plan, so just keep up the good work!
PAID — These opportunities are all about putting in spend to amplify your show. These are just as important as others to give you that ‘takeover’ effect, so if you do have the budget — don’t neglect these opportunities:
- Podcast Ads — Audio ads are a great way to let others listening to a podcast that there is something else they can listen to next. Make the ad punchy and relevant to your listeners — we tend to recommend 30 second ads related to episodes.
- Host Reads — hearing your favourite podcaster talk about another show means a lot. People trust others, so do invest smartly in host reads.
- Performance Marketing — here we are talking about a sampling audience for your podcast that can then convert to a fanbase. This includes display ads and any paid-for opportunities that run on guaranteed minimum numbers.
- Billboards and Offline Ads — Ads out here in the real world can be an interesting way to promote your podcast, so do think about it if budget is no issue!
- Social Media Ads — Similar to billboards, these investments are really great ‘nice-to-haves’, they alone won’t convert viewers to subscribers but are fantastic as part of your mix.
There you have it — those are the options to figure out YOUR marketing mix. To figure out which touchpoint should be on your must-have marketing to-do, think about your audiences and your goals. Or, reach out to us and we can help you as well.