Listener Journey: Four steps to make your podcast really take off

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Listener Journey: Four steps to make your podcast really take off

Word of mouth is by far the best way for getting a podcast off the ground. But for John to recommend your show to Peter, John needs to come across it, he has to want to listen to it, he has to like it and finally, he needs to take the time to send it to Peter. In short, that's a lot of steps and a lot of opportunities for things to derail...๐Ÿ™„

June 7, 2021 โ€ข About 6 min. read

At Ausha, we don’t like leaving things to chance. So to keep you from simply crossing your fingers and hoping that your podcast will just work out, ๐Ÿคž we found a method to help turn your listeners into podcast ambassadors: the Listener Journey.

The Listener Journey: what is it?

The Listener Journey is a process comprised of four steps you lead your listeners through with the goal of winning their loyalty. Once these steps are completed, your listeners naturally start to spread the word and your podcast will take off.

The four main steps of the Listener Journey are the following:

  • Awareness ๐Ÿ‘€: discovery of your podcast
  • Activation ๐Ÿš€: getting that first listen
  • Retention ๐Ÿ’œ: gaining loyalty and the beginning of word of mouth
  • Analysis ๐Ÿ“ˆ of communication operations and optimizing the stages of the Listener Journey

At each stage of the Listener Journey, a certain percentage of your target audience will drop out. But the good news is that the remaining audience becomes more and more relevant. The goal is to measure the efficiency of each step, to analyze and optimize them to the extent possible in order to limit the number of abandons and to reach your overall objectives.

1st step: Awareness

Goal: To make your podcast visible everywhere

The goal of this first step is to make your podcast visible to everyone. You can make the best podcast in the world, but if you don’t do everything you can to make it known, you won’t get more than five listens…(including your mother!) ๐Ÿ‘ฉ )

So, of course, a a podcast’s visibility comes down to an attractive cover, a catchy title and a well-written description. But that’s not all!

The first thing to do to increase awareness of your podcast is to make it visible everywhere by broadcasting it widely on all listening platforms, including Youtube. โ–ถ๏ธ

The meta descriptions of your show and episodes (tags, categories, title, etc.) must be carefully thought out since they’re what allow you to achieve top rankings in search engines.

What about the Google search engine? Let’s talk about that! ๐Ÿค”

The SEO referencing of your podcast is another visibility lever you shouldn’t neglect. You can launch a website or a blog where you can transcribe your episodes or expand upon your subject. Or you can also create social network accounts dedicated to your podcast to further optimize referencing.


An Ausha added benefit: When you upload your episodes on Ausha, a web page dedicated to your podcast is automatically generated. It has been designed with the goal of getting your podcast as optimized as possible on search engines.


2nd step: Activation

Goals: Encourage people to listen to your podcast Enrich the listening experience for your listeners

Once your podcast is visible everywhere comes the teasing step. The goal here is to give a preview of your episodes to encourage listening. ๐Ÿ˜€

And what better way to give a taste of your podcast than with a trailer ?

As with a movie, you can select excerpts from your episodes, describe your concept around these excerpts and select music that represents your universe. In short, in a few short minutes, you’re making your listeners want to listen to your show. ๐Ÿš€


A little tip: When uploading your audio file, you can identify it as a trailer. It’ll then be promoted as such on listening platforms like Spotify, Apple Podcasts or Deezer.


Social networks are your best allies for encouraging first-time listens to your show. Video excerpts from your podcast, quotes from your guests, photos taken during interviews…the sky’s the limit! Use your imagination! ๐Ÿ˜

Finally, share a unique link (Smartlink) to your show or your new episode which connects to the various listening platforms containing your podcast. By making it easier to listen, you’ll gain an audience. ๐Ÿ’ช

3rd step: Retention

Goals: Make your podcast addictive Keep your listeners coming back to your podcast

How do you get one-time listeners to become lifelong listeners? In other words, how do you get them hooked on your podcast? ๐Ÿค”

By structuring your show into seasons (with specials, for example) or playlists, you’re encouraging your listeners to keep listening to your podcast. “Feux Croisรฉs” by Julie Alibaux & Virginie Bioret and “Superhรฉros” by Julien Cernobori are, for example, masters of the cliffhanger. From the beginning of the first episode, we want to know what happens next, thanks to a very well-controlled element of suspense. ๐Ÿ˜‰

To reward your listeners for their loyalty or to thank them for their financial support via your Patreon, you can also offer them exclusive audio content through private playlists. ๐Ÿ”’

To convert your listeners into repeat listeners, they need to know that a new episode of your podcast is online. ๐Ÿ“ฃ To accomplish this, social networks (Facebook, Instagram, Twitter and even LinkedIn) seem to be the ideal communication channels. โœจ Schedule your posts (automatically or manually) as soon as your episode is released and let your community know. ๐ŸŒˆ


A little tip: If you want to take it a step further, a newsletter is also a way to quickly inform your subscribers on the release of an episode and turn your listeners into fans.


4th step: Analytics

Goal: Build an audience profile in order to better communicate with them.

By the time a listener reaches the final stage of the Listener Journey, he or she has become an ambassador for your podcast. You’ve achieved your goal! Bravo! ๐Ÿ’ช ๐Ÿ’ช

Keep in mind, however, that each step just described is a filter. For each phase of the Listener Journey, there’s a variable dropout rate that needs to be minimized.

This is why analyzing the actions you’ve put in place for each of the previous steps is essential. ๐Ÿ˜ƒ It allows you to optimize them and minimize the risk of abandonment along the way.

Podcast impact analysis

Who are the people listening to you? Where do they come from? Which platforms do they tend to listen to you on? How long do they listen to your episodes? This information will allow you to establish personas which allow you to better address your audience through your podcast. ๐Ÿ’ช

By following this step-by-step Listener Journey, you’ll increase your chances of spreading the word about your podcast and increase your audience. ๐Ÿš€ This framework also helps you build an effective communication and marketing strategy to get your podcast off the ground. Now it’s your turn!

by Emma
June 7, 2021

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