DVL Seigenthaler’s Minh Le joins Brandcasting to explain how catchy titles, great guests, and a surprise internal audience can help you promote your podcast and reach new audiences.
For Minh Le, the success of a branded podcast often comes down to a company’s ability to tap into the power of its existing networks. Le is the vice president of DVL Seigenthaler, a PR company that produces and promotes the award-winning Jack Daniel’s podcast, Around the Barrel.
“I think what’s important is that you don’t have to be this global brand to have a podcast,” he said. “Whatever the budget may be, I think you can find a way to do it. You can find a way to get resourceful, leverage your internal network, your external networks and leverage the resources that you have already on hand to put this thing together.”
In this episode of Brandcasting, we sat down with Le to talk about the strategies he uses to help great podcast content find a loyal audience.
Find a unique niche or angle
When Around the Barrel first launched in 2018, people had just begun to realize the power of branded podcasts. And because they arrived in the space early, the Jack Daniel’s team could distinguish their show from the competition more easily, by focusing on telling stories and fostering great conversation, rather than giving advice or solely interviewing company leadership.
“You only get to be new once, right? And so when we launched the podcast, it gave us an excellent opportunity to kind of tell that story, to be the first player in this space on the podcasting side,” Le explained.
Today, the branded podcast space is much more crowded, so you may need to work harder to find something that sets you apart. But that doesn’t mean that all is lost. Factors like snappy episode titles, a recognizable host, and great audience engagement can make a show stand out.
“We kind of think of it as an email subject line, for instance, or a news article title. You want to be representative, but how can you also capture attention?” Le explained. “And maybe that’s a clickbaity title. Or maybe that’s something with the host name or another nugget of information that, when someone stumbles across it, it kind of catches their attention.”
Feature engaging guests who will draw in an audience
By featuring an engaging guest, you can both excite your current audience and also activate a whole new set of listeners from the guest’s pre-existing fan base, Le shared.
“Whoever comes on the podcast, [make] it as easy as possible for them to share, whether that’s sending them the right link or giving them recommended post copy or images,” he advised. “Obviously, you don’t want to dictate what they can and cannot post, but if you can make it as easy as possible, a lot of times they will take your suggestions.”
After you’ve drawn in an audience, you now need to find ways to keep them. To do this, make sure you’re asking for and listening to audience feedback, as well as finding creative ways to help them feel invested in the show.
“Depending on your podcast, you know, maybe it’s doing a Q&A and incorporating that into your podcast from your social media,” Le said. “Or even asking your followers what topics they are interested in and what may or may not work, and kind of getting a feel for that.”
Leverage your internal network to promote your podcast
When Le first started working on branded podcasts, it surprised him to learn that many employees will listen to a company’s show. In fact, as Around the Barrel became more popular, he learned that many employees had been listening to the podcast as an onboarding strategy.
“A lot of times we have new brand ambassadors or brand managers who roll on to Jack Daniel’s, and as you can imagine, there’s a lot to take in and a lot of history to learn within their first couple of months,” Le said. “We’ve actually heard that a lot of employees rely on the podcast when they have downtime just so they understand the history.”
If you’re starting a new branded podcast, or looking to increase your engagement on your current show, don’t be afraid to ask your employees to check out the show and share it.
“Even if it’s 20 or 50 folks internally that can help get the word out, that’s a huge help. And who knows, those 20 or 50 could have two or three friends and that grows to hundreds and hundreds. I think that’s just how you get the snowball effect rolling,” Le explained.
Don’t miss a single episode! Follow Brandcasting wherever you get your podcasts and for more content like this, subscribe to our newsletter. Ready to build your own branded podcast? Let us help you get started with a free consultation.