How Important Is Defining Your Audience in Podcasting, and How Do You Find Yours?
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These days, it seems like there is a podcast for everything. There will be a podcast for whatever you are interested in, no matter what your interests or hobbies. Every day, new podcasters join the ranks. You might have thought of hosting a podcast ,, but what would it be about? Who would listen to it and why? Before you launch your podcast, it is important to consider who you are talking about.
Related: The 10 Commandments of Podcasting
The importance of defining your audience
You may feel overwhelmed when you first decide to start a podcast. The world is your oyster and you can choose any topic to be the subject of your podcast. A podcast is only as successful if you know your audience.
Your chosen audience will determine the tone and parameters of your podcast. If you go too broad, it can be difficult to limit the topics that interest you. Even though you are trying to reach as many people as possible, you could lose your audience.
A podcast that has a defined audience will be more successful in gaining devoted listeners HTML1. Not only will the specificity of the audience draw the interest of people who share your affinity for the topic, whatever it may be, but it will also set your show apart from the numerous other podcasts out there.
If you are starting out without a gaggle of social media followers or a strong influencer presence, having a defined audience is even more critical. Podcast hosts with a large following can be more specific about their topics. People who value authenticity and other content are more likely than others to listen to their podcast, no matter what topic. More likely than not, you’ll be starting from scratch and will need to define who your audience is as well as what you’re going to talk about.
Related: How to Grow a Loyal Podcast Audience
How do you define your audience.
As a podcaster and producer myself, I’m constantly looking for new ways to learn how to better define audiences or the best podcasting practices in general. I learn a lot by listening to podcasters and podcasting experts such as John Lee Dumas or Kevin Chemidlin, while also sharing my own experiences as a podcaster and radio broadcaster.
Once your podcast idea is decided, the next step will be to identify the people you are speaking to. How do you find them? Although many people are aware of what they are passionate about or are knowledgeable in the subject, it is not common for them to realize that their interests are too broad to be addressed by a specific audience.
Here are some steps to help you define your audience to ensure you know who you’re talking to when you record your amazing content.
1. Know thyself
Yes. Socrates had a point. Knowing yourself is really the starting point of this exercise. You might ask why? How is it possible that defining my audience and the person I’m speaking to has anything to do me? It all has to do with you. It is important to know who you are as a creator and person before you can decide what your podcast should be about. What are your main interests? What are your main interests? What is the idea you can’t put down and that keeps you awake at night? Make a broad list of possible podcast topics and begin analyzing them based on your own preference, knowledge and credibility.
2. Well-defined and narrow is better
Also, once you have a list of topics you are interested in, you might want to narrow it down. Some ways to do this is to actually ask three people whose opinion you trust and who you know will be 100% honest with you. For example, let’s say you want to host a podcast about starting a business. Although this idea is a good starting point, “business” is a broad topic. Asking your friends and family about the unique skills you have in business is a way to narrow your interests. When my clients are about to launch, I often ask them “What can we talk about so easily without even having to think about it?” It would be comparing coffees from different countries and morning routines. It’s something I could talk about every day without thinking about it, and without coffee!
3. Defining your listener
I’ve learned so much in my training and as a producer to help you define your listener. The truth is that defining your listener is a way to get closer to your community.
Defining your ideal listener avatar is like designing your ideal client avatar. Think about the person you are talking to, what they care about, and what would be of value to them. As entrepreneurs, we do this on the daily when we think about our businesses and our customers, and this exercise is no different.
Think about where your listener would be if they listened to podcasts. Is it at the gym, commuting, or doing housework? So that your listeners feel like real people, you can start to create a picture of your ideal avatar. My listener avatar for The Ginni Show was Sally. Sally was a late 20-something office worker who was in a 9 to 5 job and had a creative side hustle. Sally loved to meet up with friends for brunch, sharing ideas and inspirations, and learning tools to help her create the life she envisioned. She loved learning and connecting with others. Sally was a great help in creating the content for The Ginni Show’s first few seasons. Sally was a great starting point for me, but I realized that I needed to be more specific.
I took a masterclass with Kevin Chemidlin about defining your listener and growing your podcast, and he taught something really valuable. Your audience can be defined as “someone who’s something and someone else.” It’s too broad to say it’s only for female entrepreneurs. Kevin’s formula of “female entrepreneurs returning to work after having children” is a better way to define your podcast audience. My example shows that I now define my audience to be “curious spirits” and “dreamers who are open to learning, growing, and entertaining through stories of adventure and travel.” Now, get clear about your audience.
4. It’s about what makes you different
Finally, you are the secret to podcasting success. Your podcast’s success depends on your voice, opinions, and perspective. When defining your niche, think about what makes you different. Why are you the right person to address this topic. Your unique energy will draw listeners to your niche topic.
Ensure that the niche you choose is enjoyable for you. If you are excited about the topic, you will enjoy podcasting more. Your enthusiasm for podcasting will wane if you choose a niche that doesn’t bring you joy.
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