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How to Create Your Own Podcast to Drive App Downloads
This guest post is prepared by Timur Taepov for
About Timur Taepov Timur Taepov is Founder of JustForward.co - App Marketing Agency. He is an expert in mobile app marketing and provides services for app publishers who need organic app downloads, helping them to optimize apps in app stores, go viral and employ new traffic sources. He is also well-known as the host of the App Marketing - Growth Hacking Podcast. You can connect him via e-mail: [email protected]
AppTweak is an online easy-to-use ASO platform helping to increase your app rankings and downloads. It offers you instantly a personal and easily understandable App Marketing Report that will help you
boost the number of downloads of your app.
App marketing is getting more expensive
1.5 million apps in Google Play and 1.4 million apps in Apple’s App Store
(Image Credit: Statista)
Cost Per Loyal User Index reached $3.09
(Image Credit: Fiksu)
Cost Per Install Index reached $1.53 for iOS, $1.74 for Android
(Image Credit: Fiksu)
It’s vital to run app marketing activities very precisely and take care of user acquisition costs. And, moreover, it is time to consider other sources for app downloads.
Fortunately, there are sources that can have a huge potential to drive traffic. One of these sources is podcasting.
What is a Podcast?
A podcast is a type of media delivery which mostly typically is audio-based content.
You can listen to this audio virtually on any device you like.
Even on car’s media equipment like Apple Car Play or Android Auto.
Why is it so important to run a podcast show today?
Leverage major directories for free
525 million active subscribers on iTunes
Here is the share of U.S. population that has listened to an audio podcast in the last month from 2008 to 2015
(Image Credit: Statista)
What do you need to establish a podcast?
• Identify your podcast avatar; • Choose the content strategy and establish content
production process; • Prepare software and equipment to record episodes; • Set up media hosting provider to store episodes and
generate RSS feed; • Assign RSS feed to directories and optimize it in
order to deliver episodes to listeners.
Define your podcast avatar
What is an Avatar specifically? It is your ideal listener. It is a listener that the podcast resonates with frequently. You need to know socio-demographic data like age, job and so on. You definitely need to know their pains and obstacles.
How to establish content production process?
There are two main ways to run a podcast show: interviews and topic based.
Take care about costs of user acquisition and employ lean startup approach when you use HADI (Hypothesis Action Data Insights) and MVP (Minimal Viable Product).
MVP means that you prepare the product that has minimum functions and has the lowest cost to produce but still works.
It might be content curation topic-based show. This is the approach that we employ to produce our App Marketing – Growth Hacking Podcast.
Content curation tips: relevant, fresh and sharable articles; Scoop.it tool.
Now there are two options: record the episode yourself or outsource it. For example, on Fiverr.com a voice-over for 100 words costs $5.
Audio content allows making the show engaging using music and sound effects. And don’t forget to embed call-to-action, for instance, by announcing the short link to download an app.
Equipment does matter
Low: Logitech ClearChat - $30
Medium: ATR-2100 - $50
Premium: Heil PR-40 - $300
Free $20/mo Free
The hard side (microphone) and the soft side (recording and editing software)
Where to store a podcast?
Your media host needs to be a podcast warehouse that is reliable
Why your podcast’s title is crucial?
• It has to resonate with you and your avatar; • You must also consider using major keywords
that refer to your topic; • Take care of the visible and the invisible parts of
the title. Even though the invisible part is cut off, it is still searchable through the search engine.
For our podcast App Marketing – Growth Hacking Podcast, the major keyword phrase is
“app marketing”
(Image Credit: iTunes)
The entire title is not visible on search results though. The first thing people catch when they see our podcast in the results is “app marketing” keyword phrase.
Then, there is another hot keyword phrase: “growth hacking.” This is to ensure that this trending keyword phrase will help to drive more traffic to the podcast.
Here you can observe additional keywords that refer to app marketing
(Image Credit: iTunes)
We strongly recommend that you don’t miss this opportunity to add keywords after the visible title part.
Make awesome artwork
Artwork makes the first impression. In general, all you have to do is create one image
(Image Credit: iTunes)
The dimensions of the artwork are also critical. If you want to be featured on iTunes, for example, you have to meet their requirements. You need to have
artwork between 1400px by 1400px and 2018px by 2048px in size.
Conclusion
Podcasting is a great opportunity to reach out to new app users due to the low competition. It has a huge amount of traffic and it is not as saturated as other media channels like YouTube for example. The quality of its audience is extremely high and the costs are very low. Seems like now you have everything you need to start using this awesome organic traffic channel to drive more organic downloads to your app! Good luck!
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