How to Promote Your Podcast and Grow Your Listenership

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Marcelo Beilin  (Updated Apr 7, 2023 )

So, you've put in the time and effort to create an incredible podcast--you've honed your storytelling skills, invested in quality audio equipment, and developed captivating content that you know your audience will love.

But there's one crucial element left to tackle: promoting your podcast to reach a wider audience.

In today's digital landscape, where thousands of podcasts are vying for the attention of listeners, standing out from the crowd can feel like a daunting task.

But don't worry, because this comprehensive blog post is here to help you navigate the world of podcast promotion.

Whether you're a podcasting veteran or just starting your journey as a content creator, you'll find a wealth of actionable tips and strategies to help you expand your reach and connect with more listeners.

So, are you ready to dive in and discover the secrets of promoting your podcast? Let's get started on this journey and help you reach the audience you deserve!

Disclosure: Although I receive affiliate compensation at no additional cost to you to support this site that compensation in no way influences my recommendations, which are strictly informed by my 10+ years of online business experience consulting for clients large and small. My aim is to always recommend tools that offer the best return for your investment (for more details, read my Affiliate Disclosure). 

What Draws People to a Podcast?

First things first, let's delve deeper into the factors that make a podcast attractive to listeners.

A captivating podcast isn't just about the content; several elements come together to create an engaging experience that keeps your audience coming back for more, such as:

High-quality production

Listeners appreciate crisp, clear audio that's easy to understand. Investing in a good quality microphone and editing software can make a significant difference in your podcast's overall sound.

Additionally, adding intro and outro music or sound effects can help create a polished, professional feel.

Engaging content

Your podcast should provide value to your listeners by addressing their needs, interests, and pain points. Research your target audience to understand their preferences, and use that information to create content that speaks to them. Keep your episodes focused and to the point, avoiding unnecessary tangents that could cause listeners to lose interest.

Captivating storytelling

A compelling narrative can keep your audience hooked, even if the topic is complex or technical.

Develop your storytelling skills by using anecdotes, creating suspense, and making your content relatable--this will help your listeners connect with your message on a deeper level.

Consistency

Establishing a consistent release schedule is essential for retaining your audience.

Whether you choose to publish episodes weekly, bi-weekly, or monthly, make sure you stick to your schedule so that your listeners know when to expect new content.

Unique perspective

With so many podcasts out there, it's essential to find a unique angle that sets you apart from the competition.

Explore new ideas, challenge conventional wisdom, or bring fresh insights to your niche.

By offering something different, you'll attract a dedicated audience that appreciates your unique approach.

Should I Promote on My Own or Pay Someone?

Podcast marketing: how to promote a target audience of podcast to podcast listeners in podcast directories

Deciding whether to promote your podcast yourself or hire someone to do it for you can be a challenging decision.

To make the right choice, consider the following factors:

  • Budget: Hiring a professional marketing agency or freelancer can be costly, so it's essential to consider your budget. If you have limited resources, you might want to start with DIY promotion tactics and then consider outsourcing when your budget allows.
  • Time commitment: Promoting a podcast effectively requires a significant investment of time and effort. If you're already juggling multiple responsibilities, such as producing and editing your podcast or managing a day job, you might struggle to find the time for marketing. In this case, hiring someone to handle promotion might be a wise choice.
  • Expertise: Assess your own marketing skills and experience. If you're confident in your ability to create engaging promotional content, optimize your website for SEO, and manage social media campaigns, you may prefer to promote your podcast yourself. However, if you lack experience in these areas, hiring a professional could save you time and deliver better results.
  • Flexibility: Managing your own podcast promotion gives you complete control over your marketing strategy, allowing you to adapt and change tactics as needed. On the other hand, working with an agency or freelancer might provide you with access to a broader range of skills and resources that could help your podcast grow faster.

Ultimately, the decision to promote your podcast on your own or hire someone depends on your unique situation.

Carefully weigh the pros and cons, considering your budget, time, expertise, and the level of control you desire.

There's no right or wrong answer--just the one that works best for you and your podcast.

Fifteen Podcast Promotion Ideas to Grow Your Audience Fast

Ready to dive into some promotion strategies? Here are 15 ideas to help you grow your podcast audience quickly:

1. Submit to podcast listening platforms: Submit your podcast to popular listening platforms like Apple Podcasts, Spotify, Google Podcasts, and others.

This will make it easier for listeners to find your podcast and subscribe.

2. Leverage your network: Use your existing network of family, friends, and colleagues to promote your podcast.

Ask them to share your podcast with their own networks and leave a review on listening platforms.

3. Leverage your guests: One of the best ways to promote your podcast is to leverage your guests.

When you invite guests to your show, they bring with them their own followers and subscribers who may not have heard of your podcast before.

By asking your guests to promote their episode on their own platforms, you can tap into their existing audience and gain new listeners.

To make it easy for your guests to promote their episode, create shareable graphics or social media posts that they can use to promote the episode.

4. Create a website: Build a website for your podcast where listeners can find all your episodes, show notes, and additional resources.

This will also improve your search engine rankings and make it easier for listeners to find your podcast online.

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5. Promote in social media: Use social media platforms like Twitter, Facebook, Instagram, and LinkedIn to promote your podcast.

Share snippets of your episodes, behind-the-scenes content, and updates on upcoming episodes.

6. Use SEO: Optimize your website and podcast descriptions for search engines to increase visibility and attract new listeners.

To start optimizing your podcast for search engines, begin with your podcast description.

Your description should be clear, concise, and accurately reflect the content of your podcast.

Use relevant keywords that people are likely to use when searching for podcasts in your niche.

7. Leverage YouTube: Repurpose your podcast episodes into video content and upload them to YouTube.

This can help you reach a new audience and increase engagement with existing listeners.

Be sure to optimize your video titles and descriptions with relevant keywords and include links back to your podcast and website.

Encourage viewers to leave comments and respond to them in a timely manner. You can also use YouTube analytics to gain insights into your audience and improve your podcast content strategy.

8. Transcribe your podcast: Transcribe your podcast episodes and post them on your website.

By transcribing your podcast, you create written content that is easily shareable and searchable improving your search engine rankings.

Also, some listeners prefer to read instead of listen. By transcribing your podcast episodes, you make your content accessible to these listeners.

They can read your podcast episodes at their own pace and refer back to specific parts of the episode whenever they want.

9. Collaborate with other podcasters: One of the best ways to promote your podcast and reach new listeners is to collaborate with other podcasters in your niche or industry.

By collaborating, you can cross-promote each other's podcasts--which can help you both reach new audiences and grow your listenership faster.

To collaborate with other podcasters, start by identifying other podcasts in your niche or industry that have a similar target audience to your own.

Reach out to them and suggest a collaboration. You could offer to do a joint podcast episode, an interview, or even a series of guest appearances on each other's podcasts.

youtube video

10. Become a guest on someone else's podcast: Another great way to promote your podcast and reach new listeners is to become a guest on someone else's podcast.

By doing so, you can introduce yourself and your podcast to a new audience, while also establishing yourself as an authority in your niche.

To become a guest on someone else's podcast, start by identifying podcasts that are relevant to your niche or industry.

Reach out to the podcast host and pitch yourself as a guest--offer valuable insights, share your expertise, or provide an interesting perspective on a relevant topic.

11. Give interviews in local media: Reach out to local newspapers, radio stations, and TV stations to give interviews about your podcast.

This is an effective way to promote your podcast and reach a wider audience, provided that your podcast topic alligns with a story of interest they're covering.

When you're interviewed, be sure to mention your podcast and provide the audience with the name, where to find it, and a brief description of what it's about.

12. Use a service like HARO: Help A Reporter Out is a service that connects journalists with sources for their stories.

It can become an excellent tool for podcasters who want to get featured in the media and gain exposure for their podcast.

podcast website

By signing up for HARO, you can receive daily emails with queries from journalists looking for sources on various topics.

13. Create Audiograms for Your Social Media Channels: Audiograms are short audio snippets from your podcast--usually with a caption or transcript added, that can be shared on social media.

They're a great way to grab the attention of potential listeners scrolling through their feeds.

To create an audiogram, you can use a free tool like Headliner or Wavve.

Simply upload your audio file, add your caption or transcript, choose a background image or video, and export the audiogram to share on social media.

14. Leverage Your Email Signature Area: Every time you send an email, you have an opportunity to promote your podcast.

Include a link to your podcast in your email signature area to make it easy for people to find and listen.

You can also include a brief description or tagline for your podcast in your email signature to pique people's interest. For example: Listen to my podcast on entrepreneurship and get inspired to start your own business!

15. Use Paid Ads: If you have a budget for promotion, you can use paid ads to reach a wider audience.

Platforms like Facebook, Instagram, and Google offer advertising options that allow you to target specific demographics and interests.

When creating your ad, make sure to include eye-catching visuals and a clear call-to-action.

You can direct people to your podcast's website or a landing page where they can subscribe and listen.

Wrapping Things Up

As you can see, there are plenty of ways to promote your podcast and reach new listeners. This is a critical aspect of building a loyal following and reaching a wider audience.

Now, while not every strategy will work for every show, experimenting with different tactics will help you find the best approach for your podcast.

As you gain experience and begin to receive feedback from your audience, you'll start to understand which methods resonate with your listeners and which ones may not be as effective.

Don't be afraid to take risks and try new things--innovation and experimentation can lead to incredible growth.

Stay true to your vision and, with time and determination, you'll see your podcast audience continue to grow and thrive.

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About the author

Marcelo Beilin is a Digital Marketing Consultant and blogger who helps clients take their traffic and online revenue to the next level.

He also helps readers find the perfect tools to earn online income at BestTech2EarnOnline.com.

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