{"id":9632,"date":"2022-12-19T08:56:25","date_gmt":"2022-12-19T08:56:25","guid":{"rendered":"https:\/\/promoguy.nl\/podcast-marketing-how-to-get-started\/"},"modified":"2024-09-25T20:28:49","modified_gmt":"2024-09-25T20:28:49","slug":"podcast-marketing-how-to-get-started","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/es\/blog\/2022\/12\/19\/podcast-marketing-how-to-get-started\/","title":{"rendered":"Marketing de podcasts: C\u00f3mo empezar"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Con el crecimiento de redes de medios como Spotify y plataformas como YouTube, la radio hablada de larga duraci\u00f3n se ha transformado en podcasts. Esta forma de comunicaci\u00f3n ha crecido exponencialmente a lo largo de los a\u00f1os y probablemente <a href=\"https:\/\/www.demandsage.com\/podcast-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">crecer\u00e1 hasta los 424 millones de oyentes el pr\u00f3ximo a\u00f1o<\/a>. Si quiere sacar provecho de este campo potencialmente lucrativo, necesitar\u00e1 una estrategia de marketing de podcasts.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Estad\u00edsticas de marketing de podcasts que debe conocer<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Antes de planificar un podcast, hay que conocer el sector y la audiencia. He aqu\u00ed una \u00fatil infograf\u00eda que hemos elaborado para responder a algunas preguntas:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Temas populares para podcasts y p\u00fablico objetivo.<\/li>\r\n\r\n\r\n\r\n<li>\u00bfCu\u00e1ntos oyentes debe tener un podcast para considerarse exitoso?<\/li>\r\n\r\n\r\n\r\n<li>Plataformas m\u00e1s populares.<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9649\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Podcast-Stats-700x990.png\" alt=\"Estad\u00edsticas de marketing de podcasts\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Plantilla de marketing de podcasts<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Aqu\u00ed hay un podcast adecuado <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/es\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >marketing<\/a> Plantilla para planificar un podcast y su comercializaci\u00f3n:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Decidir un nombre, una premisa y una descripci\u00f3n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Dependiendo del tema de su podcast, elija un nombre pegadizo y un discurso de ascensor (preferiblemente de una frase y \u00e1gil). Si la funci\u00f3n de tu podcast es promocionar tu empresa entre los consumidores habituales, puedes acabar alej\u00e1ndolos si eres demasiado empresarial (esto solo atraer\u00e1 a los conocedores del sector y a la competencia), as\u00ed que es mejor tener un nombre y una funci\u00f3n que inviten tambi\u00e9n a los profanos.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Segmentaci\u00f3n de la audiencia<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decide qui\u00e9n es tu p\u00fablico y hazte una idea de su sensibilidad: \u00bfson serios, divertidos o en\u00e9rgicos? Construya un <a href=\"https:\/\/promoguy.nl\/es\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">persona compradora<\/a>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Estilo y marca<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A partir del paso anterior, cree directrices de marca en torno a lo que sus clientes pueden desear. Esto va m\u00e1s all\u00e1 del dise\u00f1o gr\u00e1fico y el texto, porque ahora tambi\u00e9n necesitas una identidad sonora. \u00bfSer\u00e1s un presentador en\u00e9rgico con acompa\u00f1amiento de m\u00fasica rock o una voz suave de jazz radiof\u00f3nico, NPR, etc.?<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>P\u00e1gina web y redes sociales<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Prepara un sitio web HQ y las redes sociales adecuadas. Decide si quieres publicar un v\u00eddeo en YouTube o fragmentos en Instagram. Identifica los canales y sigue a tu p\u00fablico.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Formato y cadencia de producci\u00f3n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decida el n\u00famero de presentadores, su disponibilidad, el horario semanal, quincenal o diario, etc. Esto tambi\u00e9n depender\u00e1 de tu productor.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Presupuestos<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">En funci\u00f3n de todo lo anterior, decide el presupuesto \u00f3ptimo.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Plan de sindicaci\u00f3n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decide en qu\u00e9 redes vas a subir y cu\u00e1les merecen el esfuerzo de gestionarlas en profundidad. Muchas son gratuitas, pero puede ser una cuesti\u00f3n de inversi\u00f3n de tiempo frente a recompensa.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">C\u00f3mo empezar un podcast sin audiencia<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9650\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/microphone-338481__340.jpg\" alt=\"Podcast Marketing\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h3 class=\"wp-block-heading\">La estructura puede ser muy importante<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Empecemos por tener un buen contenido, el n\u00facleo de cualquier producto de entretenimiento. Si est\u00e1s haciendo un podcast sobre un tema que se ha tratado muchas veces, puede que necesites un cambio de formato para darle frescura. Aunque hay muchos podcasts de ciencia, Infinite Monkey Cage encontr\u00f3 su surco invitando a c\u00f3micos y expertos a hablar de temas expertos, mezclando tonos informativos y desenfadados.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entonces, \u00bfqu\u00e9 hace que un podcast sea bueno? En cuanto a c\u00f3mo estructurar un podcast, puedes probar muchas cosas, entre ellas (sin limitarse a ellas) estos elementos:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Tener una introducci\u00f3n y un tema de introducci\u00f3n<\/strong>Esto ayuda a distinguir su podcast y a crear una identidad. A nivel pr\u00e1ctico, tambi\u00e9n ayuda a distinguir d\u00f3nde terminan los anuncios pre-roll y d\u00f3nde empieza el verdadero programa.<\/li>\r\n\r\n\r\n\r\n<li><strong>Escribir el gui\u00f3n de un podcast<\/strong>: El gui\u00f3n y la estructura son importantes. Aunque la mayor\u00eda de los podcasts parecen una conversaci\u00f3n sin esfuerzo, tambi\u00e9n requieren mucha planificaci\u00f3n. <a href=\"https:\/\/castos.com\/podcast-script\/\" target=\"_blank\" rel=\"noreferrer noopener\">He aqu\u00ed un manual pr\u00e1ctico<\/a>.<\/li>\r\n\r\n\r\n\r\n<li><strong>Planificar las pausas publicitarias<\/strong>: Cuando tienes anunciantes necesitas pausas naturales y llamadas a la acci\u00f3n.<\/li>\r\n\r\n\r\n\r\n<li><strong>Forma libre frente a estructura de hormig\u00f3n<\/strong>: Algunos podcasts son muy libres y tienen una estructura poco r\u00edgida. Otros, sin embargo, utilizan segmentos espec\u00edficos, lo que puede ser ventajoso para crear patrones reconocibles a los que los espectadores se puedan apegar. Tambi\u00e9n pueden ayudar a crear chistes recurrentes en el programa.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Canales de distribuci\u00f3n y marketing de podcasts<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Spotify es la mayor plataforma de escucha de podcasts seg\u00fan la mayor\u00eda de las estimaciones y es totalmente gratuita, por lo que siempre es una buena opci\u00f3n. Deezer y Pandora tambi\u00e9n son gratuitas. Aunque Tidal tiene podcasts, la selecci\u00f3n es bastante reducida y no est\u00e1 disponible en determinadas regiones.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Recuerde<strong> utilizar podcatchers<\/strong>\u00a0(aplicaciones que reproducen distintos podcasts), ya que pueden dar a conocer su empresa y su podcast. Apps como Podbay o Podcast Addict tienen audiencias distintas en las que puedes publicar (normalmente de forma gratuita). Estas apps, si se utilizan correctamente, pueden presentar nuevos podcasts a la audiencia cuando se rellena la descripci\u00f3n y la categor\u00eda utilizando las palabras clave correctas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para Spotify y cualquier plataforma similar, recuerda a\u00f1adir etiquetas de categor\u00eda y subcategor\u00eda para que a tu p\u00fablico le resulte m\u00e1s f\u00e1cil encontrarte. Spotify permite 12 categor\u00edas\/subcategor\u00edas diferentes para que el proceso sea m\u00e1s preciso.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Si te unes a una red de podcasts, pueden promocionarte de forma cruzada en sus otros contenidos. Del mismo modo, encuentre fuentes de promoci\u00f3n basadas en los intereses de sus usuarios o en el tema al que se dirige su podcast. Por ejemplo, si tienes un podcast de noticias empresariales, pon tus anuncios en blogs de negocios o espacios de criptomonedas o en grupos de asesoramiento financiero.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Acceso a los an\u00e1lisis<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A continuaci\u00f3n te explicamos c\u00f3mo puedes ver qui\u00e9n escucha tu podcast en Spotify:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Una vez registrado, haga clic en su nombre de usuario en la parte superior izquierda del panel de control para A\u00f1adir\/Reclamar su podcast.<\/li>\r\n\r\n\r\n\r\n<li>Haz clic en el bot\u00f3n Empezar.<\/li>\r\n\r\n\r\n\r\n<li>Pegue la URL de su fuente RSS de Captivate en el cuadro Enlace a fuente RSS.<\/li>\r\n\r\n\r\n\r\n<li>Inicia sesi\u00f3n y haz clic en la car\u00e1tula de tu podcast. Ahora, puedes acceder a las anal\u00edticas.<\/li>\r\n\r\n\r\n\r\n<li>Ahora tiene cuatro m\u00e9tricas en el panel de control: \r\n<ul class=\"wp-block-list\">\r\n<li>Inicia<\/li>\r\n\r\n\r\n\r\n<li>Corrientes<\/li>\r\n\r\n\r\n\r\n<li>Oyentes<\/li>\r\n\r\n\r\n\r\n<li>Seguidores<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">El proceso es bastante sencillo para los podcasts de Apple:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Inicie sesi\u00f3n con su ID de Apple (aseg\u00farese de haber utilizado el mismo cuando envi\u00f3 su podcast).<\/li>\r\n\r\n\r\n\r\n<li>A continuaci\u00f3n, seleccione Podcast Analytics en el men\u00fa desplegable de la esquina superior izquierda.<\/li>\r\n\r\n\r\n\r\n<li>Ahora puedes sumergirte en los datos de tus oyentes.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Podcast Consejos y trucos de marketing<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9653\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/marketing-5187244_960_720-1.png\" alt=\"Consejos de marketing para podcasts\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Antes de empezar, necesitar\u00e1s <strong>el equipo adecuado<\/strong>:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Se necesitan micr\u00f3fonos para voces. Intenta conseguir unos que tengan una compresi\u00f3n decente.<\/li>\r\n\r\n\r\n\r\n<li>Existen interfaces de audio y grabadoras espec\u00edficas para podcasting.<\/li>\r\n\r\n\r\n\r\n<li>Los podcasters llevan auriculares con un buen aislamiento ac\u00fastico para evitar que el sonido se filtre al micr\u00f3fono.<\/li>\r\n\r\n\r\n\r\n<li>Disponga de una caja de resonancia para facilitar el montaje y las entradas de sonido.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Para promocionar su podcast<\/strong> En Spotify u otras plataformas con funciones similares, puedes incrustar un reproductor de Spotify en tu sitio web y crear y compartir listas de reproducci\u00f3n con los episodios de tus podcasts. En el caso de Spotify, s\u00f3lo es posible hacerlo en la aplicaci\u00f3n m\u00f3vil de Spotify. Siempre debes a\u00f1adir enlaces a la descripci\u00f3n de tus episodios, incluir enlaces de afiliaci\u00f3n y utilizar las palabras clave adecuadas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Pruebe la promoci\u00f3n cruzada de podcasts<\/strong>. Puedes agilizar la promoci\u00f3n con servicios de promoci\u00f3n de podcasts que a menudo vienen con redes como iHeartRadio o BBC Radio, que har\u00e1n una promoci\u00f3n cruzada activa de tu programa. Estas plataformas tambi\u00e9n suelen acoger premios de podcast, lo que puede ser una gran oportunidad de marketing si presentas tu trabajo a concurso.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Cuando crezcas lo suficiente, puedes intentar <strong>acercarse a los anunciantes<\/strong>. La mejor manera de hacerlo es presentar sus an\u00e1lisis, sus <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/es\/blog\/vocabulary\/target-audience\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/target-audience\" >p\u00fablico destinatario<\/a>El objetivo es que los anunciantes se sientan c\u00f3modos, se comprometan, etc., al tiempo que demuestran que encajas bien en su empresa. Una vez que tengas una buena serie de anunciantes, te estabilizar\u00e1s en el negocio en poco tiempo.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Si busca un servicio de marketing de podcasts, quiz\u00e1 podamos ayudarle. Promoguy ofrece servicios omnicanal <a href=\"https:\/\/promoguy.nl\/es\/performance\/\" target=\"_blank\" rel=\"noreferrer noopener\">servicios de promoci\u00f3n y contenidos<\/a> para conseguir ojos en tu trabajo.<\/em><\/p>\r\n<p><iframe title=\"Perspectivas sorprendentes de la IA: Estrategias empresariales reveladas para el \u00e9xito. Promoguy Talk Pills | Episodio 9\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/Ou1TdvJa9XU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>","protected":false},"excerpt":{"rendered":"<p>With the growth of media networks like Spotify and platforms like YouTube, long-form talk radio has transformed into podcasts. This form of media has grown exponentially over the years and will probably grow to 424 million listeners next year. If you want to cash in on this potentially lucrative field, you&#8217;ll need a podcast marketing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12793,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,14],"tags":[196,197],"wl_entity_type":[47,54,51],"class_list":["post-9632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-trends","tag-podcast-marketing","tag-start-a-podcast","wl_entity_type-article","wl_entity_type-faq-page","wl_entity_type-news-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Podcast Marketing: How to Get Started - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Podcasts have grown immensely as a defining medium of the Internet. 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