You’ve recorded your podcast and now you’re interested in growing your audience. You might be wondering, “How do you promote your podcast?” The following post will outline the various ways to promote your podcast and attract new listeners.
Start with the Basics
Before we dive into how to promote your podcast, it’s important to first begin with the basics. First and foremost, you have to begin with a high quality product that people will want to listen to.
Your podcast should:
- Be available on the major podcast directories, including Apple Podcasts, Spotify, and Google Podcasts. Also include directories such as Stitcher, TuneIn, Castbox, etc. Your podcast should be available anywhere people listen to podcasts.
- Have clean, clear cover art.
- Utilize a strong intro to hook your listeners and a Call to Action (CTA) in your outro.
- Use optimized episode titles and descriptions.
Social media is one of the easiest (and cheapest!) ways to promote your podcast. You can post direct links to episodes on Facebook, behind the scenes photos on Instagram, episode quotes on Twitter, or links to corresponding blog posts on LinkedIn. However, there’s no need to be on every single platform. When you’re starting out, we recommend choosing one platform to focus on and adding more as you become more comfortable. As in most areas of podcasting, focus on quality over quantity when promoting your podcast on social media.
Social media is not only a great tool for promoting your podcast, but also for engaging with your existing audience. By engaging with your existing audience, you can turn casual listeners into loyal fans that are more likely to share your podcast with their own audience. Plus, you can gather valuable feedback about what your audience likes about your podcast and ideas on what could be improved.
Email marketing has the highest return on investment of any marketing channel. It’s even more effective than social media, and can be a great tool for promoting your podcast. You can send out a weekly email announcing your new episodes, or you can send a monthly email giving a recap of your most popular episodes. Always make sure to include a strong call to action as well as links to listen to your episodes.
If you don’t already have an email list, it’s never too late to start. Some options for Email Service Providers include:
Being a guest on other podcasts is a great way to gain exposure to a new audience. Mention your own podcast within the episode, and let listeners know where they can find out more about you. When the host promotes your episode, they will likely tag you. Be sure to express gratitude for the host, and practice being a good guest by promoting the episode to your audience.
The same goes when you have guests on your own show! Your guest may promote the episode via their own social media or email list, and encourage their audience to tune in to the episode. Practice being a good host by tagging your guest in posts about their episodes and linking to their pages in your show notes, and always express gratitude for their participation. If you want to increase the chances that your guest will post about the episode, make it super easy for them to do so by sending them an email when the episode releases that includes an image and copy for them that they can simply paste and post. The easier you can make it for your guest to promote your show, the more likely the will!
Friends and Family
Never underestimate the power of your friends and family when it comes to promoting your podcast. Don’t be shy! Your support system wants to see you succeed, so let them know about your podcast and encourage them to subscribe and share with a friend.
Nurture Your Existing Audience
When seeking out new audiences, it can be easy to overlook your existing audience. As we mentioned earlier, you want your audience to be not only subscribers, but loyal fans. Don’t underestimate the power of word of mouth and a solid recommendation from a friend. Show your appreciation for your audience by saying a simple thank you. Engage with them when they comment on your social media. If they email you, send a reply! Taking steps to show up for your audience is not only a good way to increase the likelihood that they’ll share your show; it’s also just a good practice as a podcast host. Afterall, a huge piece of podcasting is connection, and it’s important not to lose sight of that.
There are a number of places you can pay for advertising for your podcast. Facebook can be highly effective for driving traffic to your website and even to your podcast. However, many podcasters find that Facebook ads are not the most effective for subscriber conversions.
Overcast is a podcast player app that allows for in-app ads, which can be more effective because users are only one click away from subscribing to your podcast. Overcast is appealing because by being on a podcast player app, users interacting with the ad are guaranteed to be interested in podcasts. Overcast ads can be effective for gaining subscribers, however they often come with a high acquisition cost. When considering advertising with Overcast, it’s a good idea to first determine how much money you’d be willing to spend per subscriber, and then make an educated decision from there.
Audio advertising on Spotify or other podcasts is another option, which again can be effective because the ad is delivered to people that are likely delivered to podcasts. However, podcast listeners often tune in while multi-tasking: driving, on a walk, cooking, cleaning, etc. Because of this, you may have to rely on listeners remembering your ad and making a note to check back later, which they may or may not do.
Generally speaking, we recommend focusing on organic ways to promote your podcast before exploring paid advertising for your show.
When promoting your show, it’s crucial to begin with a high quality podcast that people want to listen to. Invest your time and energy into creating the best podcast you possibly can, and then focus your energy on nurturing your existing audience and promoting to new audiences. For actionable guidance on all of the above, check out our courses!