14 Ways to Promote a Podcast

May 15, 2023

In my last blog post, I shared a simple 10-step system for starting a podcast. Now, I want to help take you the rest of the way by sharing 14 ways to promote a podcast so you can get more listeners and followers. By leveraging these promotion strategies, you’ll be able to elevate your podcast’s visibility and expand your audience.

14 Ways to Promote a Podcast

These podcast promotion strategies are highly effective, so evaluate the list to see which may work best for you. Remember, not every method will suit every podcast or audience, so choose wisely and focus on what aligns with your goals.

1. Have Multiple Episodes Ready on Launch Day

Having 3-5 episodes ready on launch day can help you make a strong impression and engage new listeners. By offering a selection of episodes from the start, you give potential listeners a better sense of your podcast’s content and style, which will encourage them to subscribe for future episodes.

This approach also allows listeners to binge on your content, increasing their investment in your podcast and making it more likely they’ll return for future episodes. Having multiple episodes available can also improve your podcast’s rankings on platforms like Apple Podcasts, as they take total downloads into account when determining search rankings and featured podcasts.

2. Create a Landing Page for Your Podcast

A dedicated landing page for your podcast can significantly improve its online presence and help attract new listeners. This page should include an eye-catching header, a summary of your podcast and its latest episodes, and links to subscribe on various platforms.

Design your landing page with user experience in mind, making it easy for visitors to learn about your podcast and access episodes. Include a sign-up form for your email list and links to your social media profiles to engage your audience further. A well-crafted landing page can be the hub for all your promotional efforts, making it easy for potential listeners to find and follow your podcast.

3. Leverage Social Media

One of the most powerful tools for promoting your podcast is social media. You can use your existing business accounts or create podcast-specific accounts on platforms like Facebook, Twitter, Instagram, and LinkedIn to share episodes, engage with listeners, and promote upcoming content.

Start by creating content tailored to each platform, making it easy for followers to share and interact with your posts. Schedule regular updates to maintain a consistent presence and consider using social media management tools like Hootsuite or Buffer to help manage multiple accounts.

4. Collaborate with Influencers and Other Podcasters

Collaborating with influencers and other podcasters can help you tap into their audience, bringing new listeners to your show. Look for people in your niche who share similar interests and values and reach out with a proposal for collaboration.

This can include guest appearances, podcast swaps, or co-hosting a special episode. Be sure to cross-promote the collaboration on both platforms to maximize the reach and encourage new followers to check out your podcast.

5. Utilize Email Marketing

Building an email list is a valuable way to promote your podcast, allowing you to communicate directly with your listeners. Create a sign-up form on your website and encourage listeners to subscribe during your podcast episodes.

Once you have a list, send regular emails to promote new episodes, share behind-the-scenes content, or announce upcoming events. Keep your emails engaging and concise and avoid spamming your subscribers with too many messages.

If you need some help with email marketing, check out my online course!

6. Attend and Speak at Relevant Events

Attending and speaking at events related to your podcast’s niche can help you network with potential listeners and other podcasters. Look for conferences, workshops, or meetups that align with your podcast’s focus and audience.

When attending events, be prepared with business cards and promotional materials to share with attendees. Speaking engagements can further position you as an expert in your field, allowing you to reach a new audience interested in your podcast.

7. Optimize Your Podcast for SEO

Search engine optimization (SEO) is crucial for increasing your podcast’s visibility online. Optimizing your podcast’s title, description, and episode show notes with relevant keywords can improve your chances of ranking higher in search results.

Conduct keyword research to determine what terms your target audience is searching for and incorporate those keywords naturally into your content. Additionally, create high-quality, engaging show notes for each episode, and link to relevant resources and other episodes to improve your podcast’s search ranking. For more ideas, check out this article on podcast SEO.

8. Use Podcast Directories and Platforms

Submitting your podcast to directories and platforms like Apple Podcasts, Spotify, Google Podcasts, and Stitcher can increase your visibility and help you reach a broader audience. List your podcast on as many directories as possible to maximize its potential reach.

To optimize your podcast’s presence on these platforms, ensure your podcast metadata is complete and accurate, including the title, description, and cover art. This will improve your chances of being featured in curated playlists or search results.

9. Offer Exclusive Content and Incentives

Encourage new listeners to subscribe and existing ones to stay engaged by offering exclusive content and incentives. This can include bonus episodes, extended interviews, or access to members-only communities.

Consider creating a Patreon account or a similar membership platform to offer additional perks for supporting your podcast. By providing exclusive content, you can foster a loyal listener base and potentially generate additional revenue to support your podcast’s growth.

10. Utilize Paid Advertising

Paid advertising can be an effective way to reach a larger audience and promote your podcast. Research which platforms your target audience uses, and create targeted ads on platforms like Facebook, Instagram, or Google AdWords.

Your ads should be visually appealing and have a clear call to action, directing potential listeners to your podcast’s website or a specific episode. Monitor the performance of your ads, and adjust your strategy as needed to optimize their effectiveness.

11. Network in Online Communities

Join online communities related to your podcast’s niche, such as forums, social media groups, or Reddit threads. Participate in discussions, offer valuable insights, and share your podcast when relevant and appropriate.

By engaging with these communities, you can establish yourself as an expert in your field and introduce your podcast to potential listeners who share your interests. Remember to abide by community guidelines and avoid being overly promotional, focusing instead on contributing value to the conversation.

12. Request Reviews and Ratings

Positive reviews and ratings can improve your podcast’s visibility on platforms like Apple Podcasts, as they factor into the algorithms used to determine search rankings and featured podcasts. Encourage listeners to leave reviews and ratings by asking during your episodes or via social media and email marketing.

Consider running a contest or giveaway to incentivize listeners to leave reviews. Be sure to thank those who take the time to provide feedback, as this can help foster a sense of community and appreciation among your audience.

13. Create Blog Posts about Podcast Episodes

Creating blog posts about each podcast episode can help you reach a wider audience, as it allows people who may not be regular podcast listeners to discover your content. Additionally, these blog posts can improve your SEO by targeting relevant keywords and providing valuable content for your website.

Write a blog post summarizing the key points for each episode, including relevant links, resources, and embeds the episode player. This allows readers to listen to the episode directly from your website while also providing them with valuable information related to your podcast topic. You may also include a transcript of the episode in your blog post. Once published, share these blog posts on your social media channels and in your email newsletter to promote your podcast further.

For an example of how this is done, check out the page for my SmallBizChat Podcast blog posts

14. Keep Publishing Consistently

Consistency is key to building a loyal audience and maintaining momentum for your podcast. Set a regular publishing schedule, whether weekly, bi-weekly, or monthly, and stick to it as closely as possible. This consistency helps listeners know when to expect new episodes and can make your podcast a part of their routine.

By publishing consistently, you also demonstrate your commitment to your podcast and audience, which can help establish trust and credibility. If you need to take a break or change your publishing schedule, be transparent with your listeners and communicate any changes beforehand. Maintaining a consistent publishing schedule can significantly contribute to the long-term success of your podcast.

Crafting Your Podcast Promotion Plan

As you embark on your podcast promotion journey, remember not to try everything at once. Focus on a few methods that resonate with your podcast’s goals and audience, and work on nailing them consistently. As you become more comfortable and experienced, you can gradually incorporate additional strategies to enhance your podcast’s reach.

Next week, we’ll continue our exploration of podcasting from a different angle – learning how to pitch yourself to be a guest on other podcasts. This valuable skill can help you expand your network, reach new audiences, and further establish your expertise in your niche. Stay tuned for expert insights and actionable tips on becoming a sought-after podcast guest.

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