{"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\/pt\/blog\/2022\/12\/19\/podcast-marketing-how-to-get-started\/","title":{"rendered":"Marketing de podcast: Como come\u00e7ar"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Com o crescimento de redes de media como o Spotify e de plataformas como o YouTube, a r\u00e1dio de longa dura\u00e7\u00e3o transformou-se em podcasts. Esta forma de comunica\u00e7\u00e3o social tem crescido exponencialmente ao longo dos anos e provavelmente <a href=\"https:\/\/www.demandsage.com\/podcast-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">aumentar para 424 milh\u00f5es de ouvintes no pr\u00f3ximo ano<\/a>. Se quiser ganhar dinheiro com esta \u00e1rea potencialmente lucrativa, precisa de uma estrat\u00e9gia de marketing de podcast.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Estat\u00edsticas de marketing de podcasts que deve conhecer<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Antes de planear um podcast, \u00e9 necess\u00e1rio conhecer o sector e o p\u00fablico. Aqui est\u00e1 um infogr\u00e1fico \u00fatil que elabor\u00e1mos e que responde a algumas perguntas:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>T\u00f3picos populares para podcasts e p\u00fablicos-alvo.<\/li>\r\n\r\n\r\n\r\n<li>Quantos ouvintes tem de ter um podcast para ser considerado um \u00eaxito?<\/li>\r\n\r\n\r\n\r\n<li>Plataformas mais 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=\"Estat\u00edsticas de marketing de podcasts\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Modelo de marketing de podcast<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Aqui est\u00e1 um podcast a s\u00e9rio <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >marketing<\/a> modelo de plano de como planear um podcast e o seu marketing:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Decidir sobre um nome, uma premissa e uma descri\u00e7\u00e3o<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Dependendo do assunto do seu podcast, escolha um nome apelativo e um argumento de venda (de prefer\u00eancia uma frase e r\u00e1pido). Se a fun\u00e7\u00e3o do seu podcast \u00e9 promover a sua empresa junto dos consumidores habituais, pode acabar por alien\u00e1-los se for demasiado comercial (o que atrair\u00e1 apenas os especialistas da ind\u00fastria e os concorrentes), por isso \u00e9 melhor ter um nome e uma fun\u00e7\u00e3o que sejam convidativos tamb\u00e9m para os leigos.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Segmenta\u00e7\u00e3o do p\u00fablico<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decida quem s\u00e3o os seus p\u00fablicos e conhe\u00e7a as suas sensibilidades: s\u00e3o s\u00e9rios, divertidos ou en\u00e9rgicos? Construa uma <a href=\"https:\/\/promoguy.nl\/pt\/blog\/buyer-persona-customer-outreach-tips-for-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">buyer persona<\/a>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Estilo e marca<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A partir do passo anterior, crie diretrizes de marca em torno do que os seus clientes podem querer. Isto vai para al\u00e9m do design gr\u00e1fico e do texto, porque agora tamb\u00e9m precisa de uma identidade sonora. Vai ser um apresentador en\u00e9rgico com acompanhamento de m\u00fasica rock ou uma voz de r\u00e1dio de jazz suave, NPR, etc.?<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>S\u00edtio Web e redes sociais<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Preparar um s\u00edtio Web HQ e as redes sociais adequadas. Decida se quer publicar um v\u00eddeo no YouTube ou excertos no Instagram. Identifique os canais e siga o seu p\u00fablico.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Formato e cad\u00eancia de produ\u00e7\u00e3o<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decida o n\u00famero de apresentadores, a sua disponibilidade, o hor\u00e1rio semanal, quinzenal ou di\u00e1rio, etc. Isto tamb\u00e9m depender\u00e1 do seu produtor.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Or\u00e7amenta\u00e7\u00e3o<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Com base em tudo o que precede, decidir o or\u00e7amento \u00f3timo.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Plano de sindica\u00e7\u00e3o<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Decida quais as redes em que vai fazer o upload e quais as que valem o esfor\u00e7o de gerir em profundidade. Muitas s\u00e3o gratuitas, mas pode ser uma quest\u00e3o de investimento de tempo versus recompensa.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Como come\u00e7ar um podcast sem p\u00fablico<\/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=\"Marketing de podcast\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h3 class=\"wp-block-heading\">A estrutura pode ser muito importante<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Comecemos por ter bom conte\u00fado, o n\u00facleo de qualquer produto de entretenimento. Se est\u00e1 a fazer um podcast sobre um tema que j\u00e1 foi abordado muitas vezes, pode precisar de uma mudan\u00e7a de formato para o tornar fresco. Embora existam muitos podcasts sobre ci\u00eancia, o Infinite Monkey Cage encontrou o seu lugar ao convidar comediantes e especialistas para falarem sobre assuntos especializados, misturando tons informativos e ligeiros.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ent\u00e3o, o que \u00e9 que faz um bom podcast? Em termos de como estruturar um podcast, pode experimentar muitas coisas, incluindo (mas n\u00e3o se limitando a) estes elementos:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Ter uma introdu\u00e7\u00e3o e um tema de introdu\u00e7\u00e3o<\/strong>Isto ajuda a distinguir o seu podcast e a criar uma identidade. A um n\u00edvel pr\u00e1tico, tamb\u00e9m ajuda a distinguir onde acabam os an\u00fancios pre-roll e come\u00e7a o verdadeiro programa.<\/li>\r\n\r\n\r\n\r\n<li><strong>Escrever um gui\u00e3o de podcast<\/strong>: O gui\u00e3o e a estrutura s\u00e3o importantes. Embora a maioria dos podcasts pare\u00e7a uma conversa sem esfor\u00e7o, tamb\u00e9m requerem muito planeamento. <a href=\"https:\/\/castos.com\/podcast-script\/\" target=\"_blank\" rel=\"noreferrer noopener\">Aqui est\u00e1 um guia pr\u00e1tico<\/a>.<\/li>\r\n\r\n\r\n\r\n<li><strong>Planear os intervalos de publicidade<\/strong>: Quando se tem anunciantes, s\u00e3o necess\u00e1rias pausas naturais e apelos \u00e0 a\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li><strong>Forma livre vs Estrutura de bet\u00e3o<\/strong>: Alguns podcasts s\u00e3o muito livres, com uma estrutura flex\u00edvel. Outros, no entanto, utilizam segmentos espec\u00edficos que podem ser vantajosos na constru\u00e7\u00e3o de padr\u00f5es reconhec\u00edveis aos quais os telespectadores se podem ligar. Estes tamb\u00e9m podem ajudar a criar piadas no seu programa.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Marketing de podcasts e canais de distribui\u00e7\u00e3o<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O Spotify \u00e9 a maior plataforma de audi\u00e7\u00e3o de podcasts, segundo a maioria das estimativas, e o seu carregamento \u00e9 totalmente gratuito, pelo que \u00e9 sempre uma boa op\u00e7\u00e3o. O Deezer e o Pandora tamb\u00e9m s\u00e3o gratuitos. Embora o Tidal tenha podcasts, a sele\u00e7\u00e3o \u00e9 bastante reduzida e n\u00e3o est\u00e1 totalmente dispon\u00edvel em determinadas regi\u00f5es.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">N\u00e3o se esque\u00e7a de<strong> utilizar podcatchers<\/strong>\u00a0(aplica\u00e7\u00f5es que reproduzem diferentes podcasts), uma vez que estas podem dar a conhecer a sua empresa e o seu podcast. Aplica\u00e7\u00f5es como Podbay ou Podcast Addict t\u00eam audi\u00eancias distintas nas quais pode publicar (normalmente de forma gratuita). Estas aplica\u00e7\u00f5es, quando utilizadas corretamente, podem apresentar novos podcasts ao p\u00fablico quando se preenche a descri\u00e7\u00e3o e a categoria utilizando as palavras-chave corretas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para o Spotify e qualquer plataforma semelhante, lembre-se de adicionar etiquetas de categoria e subcategoria para que seja mais f\u00e1cil para o seu p\u00fablico encontr\u00e1-lo. O Spotify permite 12 categorias\/subcategorias diferentes para tornar o processo mais preciso.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Se aderir a uma rede de podcasts, eles podem fazer promo\u00e7\u00e3o cruzada do seu conte\u00fado. Do mesmo modo, encontre fontes de promo\u00e7\u00e3o com base nos interesses dos seus utilizadores ou no assunto que pretende abordar no seu podcast. Por exemplo, se tiver um podcast de not\u00edcias de neg\u00f3cios, coloque os seus an\u00fancios em blogues de neg\u00f3cios ou espa\u00e7os criptogr\u00e1ficos ou em grupos de aconselhamento financeiro.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Aceder \u00e0 an\u00e1lise<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis como pode ver quem ouve o seu podcast no Spotify:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Uma vez inscrito, clique no seu nome de utilizador no canto superior esquerdo do painel de controlo para Adicionar\/Reclamar o seu podcast.<\/li>\r\n\r\n\r\n\r\n<li>Clique no bot\u00e3o Come\u00e7ar a utilizar.<\/li>\r\n\r\n\r\n\r\n<li>Cole o URL do feed RSS do Captivate na caixa Link para feed RSS.<\/li>\r\n\r\n\r\n\r\n<li>Inicie sess\u00e3o e, em seguida, clique na arte da capa do seu podcast. Agora, pode aceder \u00e0s an\u00e1lises.<\/li>\r\n\r\n\r\n\r\n<li>Agora tem quatro m\u00e9tricas no painel de controlo: \r\n<ul class=\"wp-block-list\">\r\n<li>Come\u00e7a<\/li>\r\n\r\n\r\n\r\n<li>Fluxos<\/li>\r\n\r\n\r\n\r\n<li>Ouvintes<\/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\">O processo \u00e9 bastante simples para os podcasts da Apple:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Inicie sess\u00e3o com o seu ID Apple (certifique-se de que utilizou o mesmo ID quando submeteu o seu podcast).<\/li>\r\n\r\n\r\n\r\n<li>Em seguida, selecione An\u00e1lise de Podcast no menu pendente no canto superior esquerdo.<\/li>\r\n\r\n\r\n\r\n<li>Agora pode mergulhar nos dados do ouvinte.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Dicas de podcast e truques 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=\"Dicas de marketing para podcasts\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Antes de come\u00e7ar, precisa de <strong>o equipamento correto<\/strong>:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Os microfones feitos para vozes s\u00e3o necess\u00e1rios. Tente obter uns que tenham uma compress\u00e3o decente.<\/li>\r\n\r\n\r\n\r\n<li>Existem interfaces de \u00e1udio e gravadores feitos especificamente para podcasting.<\/li>\r\n\r\n\r\n\r\n<li>Os podcasters usam auscultadores com um bom isolamento de som para impedir a passagem para o microfone.<\/li>\r\n\r\n\r\n\r\n<li>Tenha uma mesa de som para facilitar a edi\u00e7\u00e3o e as pistas de som.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Para promover o seu podcast<\/strong> no Spotify ou noutras plataformas com capacidades semelhantes, pode incorporar um leitor Spotify no seu s\u00edtio Web e criar e partilhar listas de reprodu\u00e7\u00e3o com os epis\u00f3dios do seu podcast. No caso do Spotify, s\u00f3 \u00e9 poss\u00edvel fazer isto na aplica\u00e7\u00e3o m\u00f3vel do Spotify. Deve sempre adicionar hiperliga\u00e7\u00f5es \u00e0 descri\u00e7\u00e3o do epis\u00f3dio, colocar hiperliga\u00e7\u00f5es de afiliados e utilizar as palavras-chave corretas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Experimente a promo\u00e7\u00e3o cruzada de podcasts<\/strong>. Pode simplificar a promo\u00e7\u00e3o com servi\u00e7os de promo\u00e7\u00e3o de podcasts que, muitas vezes, v\u00eam com redes como a iHeartRadio ou a BBC Radio, que promover\u00e3o ativamente o seu programa. Estas plataformas tamb\u00e9m costumam receber pr\u00e9mios de podcast, o que pode ser uma excelente oportunidade de marketing se apresentar o seu trabalho para aprecia\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Quando fores suficientemente grande, podes tentar <strong>abordar os anunciantes<\/strong>. A melhor maneira de o fazer \u00e9 apresentar as suas an\u00e1lises, os seus <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/target-audience\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/target-audience\" >p\u00fablico-alvo<\/a>O seu perfil de anunciante \u00e9 muito interessante, pois permite-lhe obter mais informa\u00e7\u00f5es sobre a sua empresa, o seu envolvimento, etc., ao mesmo tempo que mostra que \u00e9 uma boa op\u00e7\u00e3o para a empresa deles. Quando tiver uma boa s\u00e9rie de anunciantes, ficar\u00e1 est\u00e1vel no neg\u00f3cio num instante.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Se est\u00e1 \u00e0 procura de um servi\u00e7o de marketing de podcast, talvez possamos ajud\u00e1-lo. A Promoguy fornece servi\u00e7os omnicanal <a href=\"https:\/\/promoguy.nl\/pt\/performance\/\" target=\"_blank\" rel=\"noreferrer noopener\">servi\u00e7os de promo\u00e7\u00e3o e de conte\u00fados<\/a> para ver o seu trabalho.<\/em><\/p>\r\n<p><iframe title=\"Surpreendentes conhecimentos de IA: Estrat\u00e9gias de neg\u00f3cio reveladas para o sucesso. Promoguy Talk Pills | Epis\u00f3dio 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. To get in on this field, however, you&#039;ll need a podcast marketing plan.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/pt\/blog\/2022\/12\/19\/podcast-marketing-how-to-get-started\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcast Marketing: How to Get Started\" \/>\n<meta property=\"og:description\" content=\"Podcasts have grown immensely as a defining medium of the Internet. 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