Nowadays, there are many ways to sell an online course. There are numerous methods available to you, such as social media, email marketing, affiliate marketing and many more. 

However, another effective way to sell an online course is to create a podcast. Podcasts have become increasingly popular in recent years, offering listeners a convenient way to consume and follow their favorite topics. But what exactly are podcasts? 🤔

What is a podcast? 

In general, a podcast is a series of audio files that are available for download or streaming over the internet. Similar to a radio program, podcasts cover topics such as news, entertainment, education, stories and much more. 📚

Unlike radio, however, they can be accessed at any time and played on various platforms such as Spotify, Apple Podcasts or Google Podcasts. They are usually longer and more specific to a particular topic and can be listened to at any time. ⏰

Podcasts are particularly suitable in situations where no other media formats can be consumed, e.g. while doing housework, driving or doing sport, and are completely flexible. 🤸🏽

Are you currently at the point where you want to start your own podcast and want to know what a podcast has to do with your online course and how you can design it so that your listeners stay tuned?

Then you've come to the right place! In this blog post, we'll show you how to create and promote your own podcast and why this ingenious marketing strategy will help you sell your online course successfully. 🌟

A podcast also means a lot of work, because - just like on other social media channels - you have to regularly produce new content, i.e. develop topics that you then have to record and edit in high quality. Perhaps you are still undecided as to whether the effort is worth it for you. So let's take a closer look at how popular podcasts actually are in Germany? 🔎

How popular are podcasts in Germany?

To understand how podcasts have become so popular in Germany in recent years, let's take a look at the latest study by Bitkom, which was published on August 4, 2022. The study surveyed 1,175 people in Germany aged 16 and over and shows that podcasts have become one of the most popular forms of audio entertainment. 😍

Let's take a look at the Bitkom statistics together to get an idea of the potential that podcasts actually have.

How many people in Germany listen to podcasts?

According to the Bitkom study, around 43% of Germans listened to podcasts at least occasionally in 2022, i.e. over 30 million people in Germany alone - that's a huge number. 🔝

The comparison with previous years is particularly impressive in terms of its development: in 2018, 22%, or around 15 million people, said they listened to podcasts. Listeners have therefore almost doubled in four years!

Also interesting: In the 16 to 29 age group, as many as 56% regularly listen to podcasts. 

So how often are podcasts played in Germany?

19% of all listeners use podcasts daily and a third at least weekly. Other users listen to podcasts at least once a month, and the remainder listen to the audio series at longer intervals or irregularly. It also depends on how often podcast listeners have the opportunity to listen to them. ☝🏽

In what situations do consumers listen to podcasts in Germany?

Around 38% of podcast listeners occasionally concentrate exclusively on the content and do not engage in any other activities on the side. However, most of them use the service alongside other activities. 

Popular situations while listening to a podcast are:

• Driving a car (39 %) 🚗
• Cleaning or tidying up (34 %) 🧽
• Falling asleep (34 %) 💤
• Sport (18 %) 🏋🏽
• Food (18 %) 🍲

The survey results show that podcasts are a flexible medium and are used by listeners in various situations.

As it is usually possible to download the content, it is also available offline, so podcast fans are not affected by a poor internet connection. 📶

This permanent availability is a huge advantage for consumers, but what else do Germans think about podcasts?

What do Germans think about podcasts?

The study shows that 76% of podcast listeners prefer podcasts to reading specialist magazines, for example. A third of listeners even say that podcasts are their favorite format compared to all media formats.

Podcasts are very flexible and as a consumer you can choose your own topics from an online library. You have little to no influence on the current radio program, as you can change the station, but the chances of finding exactly what you like are not very high or you may miss out on interesting content. This is why 30% of listeners generally prefer a podcast episode to the current radio program. 📻

Conclusion on the Bitkom study

Podcasts are growing in popularity year on year and there is no question why they are one of the most popular forms of audio entertainment. 🎶

The advantages of podcasts are obvious: they are available anytime and anywhere and offer a variety of topics and content tailored to the listener's interests. ✂️

More than half of those surveyed regularly listen to podcasts, which is precisely the reason why more and more people are using them for their marketing purposes. They hold great potential for companies, as podcasts can be used as a marketing strategy to reach your own target group even more effectively.
However, the prerequisite is that your own podcast also achieves a corresponding level of awareness. 

Logically, if nobody listens to the content, the best marketing strategy won't work. That's why you should pay attention to how you design your podcast and captivate your listeners. 🎨

How do I create a successful podcast?

You don't need a lot of equipment to start a podcast. A recording device would basically be enough to record your first content. However, there are a few things to bear in mind when recording, as podcast listeners want high-quality audio and nobody wants to hear constant hissing or other background noise. 💢
You also need to ask yourself the question:

How do I make my content good enough to use for podcast marketing?

Basic requirement: The sound quality

Your audience will only hear your content through their ears, so it is all the more important that the sound quality is flawless. So invest in a high-quality microphone and take the time to make a few test recordings. This is the only way to find the settings on your device that produce the best sound in combination with your voice. 🎵

Also remember to avoid disturbing background noises, so pay attention to your hands. Any tapping, knocking or thumping can be heard later and can impair the listening experience. 🔉

It is also important to wear headphones to ensure that you can hear everything that is being recorded. Closed headphones ensure that background noise is blocked out and you can concentrate on your voice. 🎧

To make your recording shine, you need a computer with the right software to edit and cut your content. Any modern computer should be suitable. However, you need to make important preparations for the recording, because a good concept will make you even more successful. But the most important thing is still interesting content for the start of your podcast. 

Content is king

Once the technical requirements have been met, you need to ensure that you produce content with added value. Create content that interests you and your target group so that you can present your knowledge passionately. 📣

So think about it in advance: 

• Who do I want to reach with my podcast? 🗣️
• What might interest my listeners? 🤷🏽
• How should the information be presented so that listeners stay tuned? ⛓️

Once you have answered these questions, it's time to start producing content!

Basically, it's the same as with any other medium:
You will only remain successful in the long term if you regularly deliver exciting content with added value. This is no different with podcasts, so before you go wild, you should first think about a concept that will help you reach the right target group. You also need a common thread in your podcast episode, so structure it beforehand to guide your listener through the topic. 🫂

Use familiar voices and faces

You don't always have to do your episodes alone, because a guest can also bring variety to your podcast. A good strategy to increase your reach is to invite well-known people with the same target group. You can use their familiarity to introduce listeners to the topic of your online course and therefore also your podcast. 🎯

So invite guests to an interview or a guest appearance on your podcast, through them you will also get the attention of your followers. This makes it all the more likely that new listeners will join and discover your podcast for themselves, so they will automatically become aware of your online course. You can advertise the collaboration in advance on various social media, such as Instagram or Facebook. You can do this through Instagram stories, posts or reels, which in turn increases the chances of raising your profile. 📈

Distribute your podcast on a large scale

There are now several large platforms that offer listeners a comprehensive selection of different podcasts. The best known of these are Apple Podcasts, Google Podcasts and Spotify. 🎤
Do you want to use podcasts as a marketing strategy? Then you should make your content available on as many platforms as possible to increase your reach. 

You can use several social media channels to promote your podcast and draw attention to the release of the episodes. This way, your followers are always well informed. If you have an email list, you can also use this to inform your podcast listeners about the individual episodes. However, they must also derive added value from your content, because good content means many listeners, but why should they listen to your podcast of all things? 👂🏽

Why should people listen to your podcast?

You know for sure that the choice of podcasts is limitless and that you need to stand out from the rest to gain more fans for your online courses.
So why should your target group choose you?

Quite simply: Because you provide unique content and added value! ✨

That must be your goal and your aspiration. Initially, your listeners will not come across you by chance when you publish the thousandth podcast on the topic of sustainability. 

If, on the other hand, you specialize in a niche - e.g. sustainability when shopping, sustainability with children, sustainability despite a small budget - potential interested parties will become aware of you and develop into loyal listeners. 🔗

Whether you want to launch a podcast orsell a online course, create unique content that encompasses your target audience's pain points and solves their challenges. ⛰️

Find a niche that has received little or no attention so far and become an expert in this field. You can also tell your listeners about your experiences on topics that are of interest to them, which will make you appear authentic and they will remain loyal to your podcast.

Have you ever heard of corporate podcasts ? This is an audio format that is created by a company and serves as a marketing tool to reach customers, employees or other interest groups. 📢

The decisive advantage: You have already given a lot of thought to your target group and your niche - namely when creating the online course, and you also have the opportunity to recycle the content of your online course. ♻️

The topics can be wide-ranging, from product announcements and industry news to interviews with experts or employee reports. You build a direct connection to your audience and a closer relationship. 🧲

A podcast is a valuable marketing tool that helps you promote your brand, become more visible and build a closer relationship with your target audience. By targeting your audience's interests, choosing the right topics and publishing your content consistently and regularly, you will build long-term customer relationships and increase your influence in the market.

Make sure that your listeners get added value from your podcast so that they stay tuned in and follow you in the long term. This awareness can also help you sell your online course. 🌍

What does my online course have to do with my podcast?

You have already created the structure of your online course and would now like to market it. To make it accessible and easy to use for your customers, you should make it available on a course platform .

That's where Memberspot comes into play 😉

With Memberspot, you can easily upload your online course and don't have to deal with annoying technology when creating it. Your videos are automatically copy-protected, you can specify how many devices your customer can use your course on and you benefit from clear tools for analyzing member behavior. 📊

You can also offer your customers a customized app that gives them a learning experience that is independent of time and place. No matter where your customers live, they can access your course content at any time because they are not tied to fixed dates. 🌐

You can customize the app according to your wishes and needs and determine the language and design yourself. This gives you the opportunity to take your online course to a whole new level and reach a broader target group.

You have invested a lot of time and energy in your unique online course, so of course you want to reach as many people as possible with it. You might be wondering why you need a podcast at all if you actually want to sell your online course. 🤓

The answer: You strengthen your personal brand with a podcast. 💪🏽

What is the personal brand?

The personal brand is the brand that represents you and your online course. Through your online presence on various channels, such as Instagram or TikTok - and now also through your podcast - potential customers will remember you when they hear or read your name, because you communicate your unique skills, your experience and your personality to your customers and offer them added value.‍

The focus is not only on the online course, but also on the person behind the scenes, i.e. not only your product itself should be convincing, but rather your potential customers should build trust in you and know that you are the best person to help them with a particular issue. 🤝🏽

Podcasts strengthen your expert status

Podcasts give you the stage to showcase your expert knowledge, so it's important that your content offers added value for your listeners. Anyone who takes away helpful advice or tips from your podcast will remember your name positively. If they find out that you also offer an online course, the first step towards purchasing the course has already been taken, as they will build trust through your presence on social media and in the podcast. 💭

However, your listeners must first become aware of your online course and know that it even exists. This raises the question of how to properly place advertising for an online course in a podcast. ⚙️

How do I promote my online course in my podcast?

You have certainly put a lot of effort into creating your online course and thought about the content. As you probably already know, online courses can be easily created and managed with Memberspot. Thanks to the intuitive operation, you can create a clear course structure in no time at all and without any prior technical knowledge. 🛠️

Are you currently on another course platform and would like to switch, but are worried about the enormous effort involved in moving your course content? 🔃

No problem! Memberspot offers you a completely free relocation service, you don't have to invest time in transferring content and have more resources for more important things. ⏱️

Benefit from the countless advantages that Memberspot has in store for you as a course creator, but also for your customers. Memberspot offers adaptive video streaming, which means that the quality of the video is automatically adjusted to the speed of your participants' internet connection. This means they can follow your online course without interruptions, even with a slow internet connection. 📱

Would you like to see the benefits of the tool for yourself?
Then simply click on this link and you will be taken to our free 14-day trial version. 🤗

Back on topic, your online course is valuable for your target group and offers clear added value. But how can you ensure that it is also noticed and purchased by potential customers and how can you turn your audio series into a real sales tool? 🎻

Online course and podcast combined correctly

The podcast is the perfect platform to showcase your knowledge and expertise and thus arouse the interest of your target group. With a clever podcast marketing strategy, you can use your audio series as a tool for your online course and promote it successfully.

Start or end your podcast episode with a brief mention of your online course and how it can help your listeners. Link to your online course in the episode description or link to a landing page where your listeners can sign up for the course. 💻

You can also mention your online course in passing in your podcast - if the topic allows it. Include it briefly at a suitable point, thereby providing added value for your listeners and increasing the chances of selling your online course at the same time.🎙️

You also have the opportunity to offer your podcast listeners exclusive discounts for your online course. You can use your podcast as a medium to promote the offer and encourage your listeners to enter the discount code during the purchase process. 🏷️

In any case, make sure that the advertising for your online course fits in with the topic of your podcast and avoid mentioning it without context. 🙅🏽

By promoting your online course in your podcast, you can reach your target audience in an authentic way and build a relationship that will lead to your listeners buying and recommending your courses. There are a few ways you can integrate your online course into your podcast, but you need to get the balance right. ⚖️

Advertising with measure and purpose

Important: Less is more! 💎

Surveys have shown that listeners find advertising in podcasts less annoying compared to other media, but you shouldn't advertise your online course in every second sentence.

This quickly comes across as dubious and there is a risk that your target audience will see your podcast as an advertisement for your courses rather than its own purpose. You lose the trust of your listeners this way, so it's better to save mentions and incorporate your online course at appropriate moments instead, so you find a balance. ✅

Interview podcast or just you alone?

Whether an interview podcast works better or podcasts that you make on your own depends on your niche.

An interview podcast offers the opportunity to interview experts or well-known people in your field and thus share valuable insights and perspectives with listeners. This allows you to expand your reach and network and increase your brand awareness. 👥

However, podcasts without a guest also offer great opportunities. Here you can share your expertise and experience without restrictions and give your target group an insight into your thoughts and approaches. This strengthens your own personal branding and increases the trust of your listeners. 👤

Ultimately, it is important that you make a decision that suits your skills, goals and resources. Both formats have their advantages and can be successful if implemented correctly. You can also combine them in your podcast series. 🔀

Especially at the beginning, it can be difficult to get (local) celebrities on board. However, if you get the opportunity, you should definitely go for it. You will see that your work will bear fruit and your efforts will pay off! ⭐

Is a podcast worthwhile?

Podcasts have long been part of everyday life and are regularly used by 43% of Germans according to a Bitkom study (as of 2022). 

You can sell your online course with a podcast. However, creating your own podcast involves a lot of effort, because first you have to ensure the quality of the recordings, find topics, create a plan to create a common thread and then record the episode smoothly. You can edit the audio recording afterwards, but you have to make sure that the editing is clean and natural! 🧶

Moreover, success will not happen overnight and by itself. Instead, you will have to keep thinking about how you can reach your target group and remain interesting for them. 🌙
However, your efforts will pay off if your content delivers enough added value. 

Good luck with that!

We hope you enjoyed reading it. 📚

‍

Best regards

Your Memberspot Team