Promotion strategies:
- Pre-event series: Build anticipation with topic-related episodes
- Speaker previews: Feature event speakers as podcast guests
- Early CTAs: Promote registration at episode beginning or middle
- Post-event content: Repurpose recordings for continued engagement
Have you ever wondered how to ensure people actually show up to your business events or webinars? Your podcast might be the secret weapon you’ve been overlooking. In this guide, we’ll explore how to leverage your podcast to create buzz and boost attendance for your special events, whether they are virtual or in-person gatherings.
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Transcript:
Creating a Pre-Event Series
Think of your event promotion as a story, with each podcast episode serving as a chapter. The key is to create a series of episodes leading up to your event that builds anticipation and provides value. For instance, if you’re hosting a webinar on finance strategies, dedicate several episodes to exploring topics covered during the event. This approach serves two purposes: it helps your audience connect with the content and primes them to get maximum value from the event itself.
Why Should You Feature Event Speakers on Your Podcast?
One powerful strategy is to showcase your event speakers on your podcast before the actual event. This preliminary exposure offers multiple benefits:
- Creates excitement for the full presentation.
- Allows speakers to connect with your audience in advance.
- Gives them a platform to share their expertise.
- Provides a preview of what attendees can expect at the event.
How Do You Optimize Event Registration Through Podcasts?
When converting listeners into attendees, timing and clarity are crucial. Include event registration promotions early in your episodes, either at the beginning or middle—never at the end. Keep the registration process straightforward with clear calls to action, such as directing listeners to registration links in the show notes.
To incentivize early registration, consider offering exclusive benefits such as:
- VIP Q&A sessions
- Exclusive content access
- Free downloadable guides
- Special early-bird perks
How Do You Maintain Engagement After Your Event?
Your podcast’s role doesn’t end when the event does. Maintain momentum by:
- Sharing event highlights in subsequent episodes
- Including attendee testimonials (written or recorded)
- Thanking participants and keeping them engaged with your brand
- Creating content that brings attendees back to key moments
How Can You Repurpose Event Content for Your Podcast?
Here’s an insider strategy many successful event organizers use: Record your entire event with professional audio equipment. This content can then be repurposed in several ways:
- Offer paid access to the full event recordings for those who couldn’t attend.
- Create public podcast episodes from selected segments.
- Develop exclusive content for paid subscribers.
- Package recorded keynotes and sessions as premium content.
Key Takeaways
- Develop a content series leading up to the event.
- Feature upcoming speakers and special guests.
- Promote registration consistently across episodes.
- Offer exclusive pre-registration content.
- Record event content for future use.
Need help implementing these strategies? The Podcast Consultant specializes in helping businesses leverage their podcasts for maximum impact. Book a free discovery call to learn how we can help you create an effective event promotion strategy and keep the momentum going long after your event ends.
Our team handles the technical aspects of podcasting, allowing you to focus on having meaningful conversations and sharing your message with the world. Whether you’re planning your first event or looking to enhance your existing promotional strategy, we’re here to help you succeed.
Frequently Asked Questions
Promote webinars on your podcast by creating a pre-event episode series covering related topics, featuring webinar speakers as guests to build anticipation, including clear registration calls-to-action early in episodes (beginning or middle, never at the end), offering exclusive early-bird benefits to podcast listeners, and maintaining consistent mentions across multiple episodes leading up to the event. Include registration links in show notes and make the process as simple as possible.
Start promoting events on your podcast 6-8 weeks in advance for major events or webinars. Create a content series with 4-6 episodes leading up to the event that explore related topics, build anticipation, and provide value while priming your audience. For smaller events, 3-4 weeks of promotion can work.
Repurpose event content by recording the full event with professional audio equipment, then creating public podcast episodes from selected keynote segments, offering access to complete recordings for those who couldn’t attend, featuring attendee testimonials and highlights in follow-up episodes, and creating evergreen content from timeless presentations.
Maintain post-event engagement by sharing highlights and key takeaways in follow-up podcast episodes, featuring attendee testimonials (written or recorded), thanking participants and acknowledging their contributions, creating content that revisits important moments or discussions, announcing future events or opportunities, and using the event as a launching point for continued conversation on related topics in future episodes.