20 Top Podcast Marketing Strategies

17 mins read

Even the best podcast doesn’t get an enormous following for one day. And it definitely doesn’t get a big audience at any time without lots of promotion. If you’ve never boosted a podcast before, you might not aware of what to do. That’s where our blog may help. I’ve put together this podcast marketing guide to give new podcasters a great starting point and marketing experts to update the tactics on podcast marketing. 

Before we begin on our guide to podcast marketing, let’s get over the advantages of launching the podcasts, why you’re doing well if you’re looking to start a podcast or grow one. Before we start into how to promote your company with a podcast, let’s read first about the potential benefits

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What is a Podcast Marketing?

A podcast means a recording of an audio conversation on a specific topic, like trade or HR, that can be listened to. They’re often found on special platforms, like iTunes and Spotify, but are sometimes hosted on websites. The podcasts can be a perfect tool to transfer your message and spread inspiration wherever your audience might be.

For business owners, podcasts can be an excellent way to communicate with current clients and potential customers. They may listen to you one on one, which helps to humanize your relationship in a way that your written posts can’t. Plus, delivering different ways for your users to engage with your content and your business is always a good idea.

Why Do You Need a Podcast?

If you realize the value of creating content (e.g., blogging) for your company and brand, then you realize the value of podcasting as well. A successful podcast will give you:

Better brand reach and awareness: every impression your podcast receives – your company receives.

Improved connection: podcasting is an amazing way to grow an audience because it is a great opportunity to influence them and transfer your messages.

Heightened authority: The conversation between you and clients increases the likelihood that you will be able to have an impact to take the action needed (e.g. buy your product).

More traffic: In your podcasts you can ask them to get more information on your own domain, increasing your traffic.

Advertising revenue: having an audience in your podcasts may give you an opportunity to benefit from the ads of other services or products. 

Creating a podcast allows you to advertise yourself as an authority in your industry. It helps build your audience and also makes it easier to sell your product or service since you’re a reliable source. Being seen as an influencer can help convince potential customers to buy your products.

Important Steps Before You Launch Your Podcast Marketing

Are you ready to launch a podcast? Check these important steps:

1. Build A Podcast Landing Page 

It’s becoming increasingly complicated to get attention. Creating a podcast landing page is one of the ways to win this competition. 

Special landing pages are perfect for generating a list of email addresses from people who want to listen to you or do business with you. While many people use different streaming services to host podcasts, having a landing page will set home for all your offers and podcasts.

An effective podcast landing page must include quality visuals, engaging headlines, and strong call-to-actions (CTAs).

2. Hire An Editing Team or Producer 

The next important thing is to have a great editing team or producer. Since it’s crucial to standout out, you need something very quality than an average podcast. 

Podcast Marketing Strategies

So now it’s clear what podcast marketing means and the value it could give to your business. Let’s check the marketing strategies that can help you whilst marketing the podcast itself:

1. Release multiple episodes when first launching

Having several episodes at the beginning will help you concentrate on developing and promoting your podcast as you have episodes already recorded and scheduled.

You can analyze the feedback from your audience as you continue to publish your content. To be more specific, produce at least 5-8 episodes, including the one you’re launching with — this will provide you with a steady flow of content for almost about a month. 

2. Send it to podcast aggregators and directories

You may use a podcast aggregator, called a podcatcher, is the apps that were created to play podcasts. The most popular podcatcher is Apple Podcasts, the default podcast app that comes with iOS. But there are much more, including:

  • Google Play;
  • Spotify;
  • TuneIn;
  • iHeartRadio;
  • SoundCloud;
  • Podbay;
  • Podtail and others.

This is one of the most effective podcast marketing actions you have to do.

3. Cross-promote relevant podcasts

Other podcasters may also have audiences similar to yours. Reach out to these people and ask to organize a cross-promotion. It’s easy: you have to mention them and they have to mention you. Start by reaching out to the podcasts with audiences of the same size as yours. They are most likely to collaborate with you.

Another way to keep your podcast promoted is by joining a community of other podcasters. They will give you help, support, and discuss new ways to boost your podcasts. If you dedicate yourself fully to a community, it can bring you big profits.

4. Use Influencer Marketing

In advertising a podcast, you can connect with influencers who have an audience that coincide with yours or has a similar interest. You can reach out to other companies, podcasters, or industry leaders to start a collaboration.

Read more: How Micro-Influencers Help Brands Do Better Marketing

5. Become a guest and invite a guest

Pitching yourself as a guest on another podcast is a great way to promote your content to an aligned, qualified audience. Similarly, including interesting guests on your own podcast produces more engaging episodes and adds a unique experience for your listeners. Create a podcast press kit for your guests to easily share the episode.

From HBR to Mashable: Publish Guest Posts on Major Publications with the Help of Contributors

6. Contact people you mentioned on your podcast

If you mention a person or brand on your podcast, reach out to them after you post the episode. Pull out the quote where you talked about their business and offer them to share your podcast on their social media pages.

7. Get media exposure

Another important strategy of podcast marketing is content distribution to various online publications about podcasts or on the topic of your podcast. It is very easy to order publications through PRNEWS.IO. PRNEWS.IO is a service of creating and distributing press releases, articles in credible publications all over the world. Use the catalog, filters, choose the media in which you would like to place news about your podcast, and go.

8. Customize posts to each social media channel

What works on Facebook doesn’t successfully work on Twitter. Users expect different types of content on those platforms. Facebook, for example, is more likely to boost longer posts and deeper discussions. Twitter is for short messages. Your Instagram posts will only do well if there are attractive images attached.

So don’t share the same social media posts to every platform. Edit them so they’re attractive everywhere.

9. Tease episodes with audiograms

An audiogram is a podcast marketing tactic to advertise your audio content in a visual way. It’s the combination of visuals, a soundwave, and an audio track. Sometimes it covers a transcription of the clip (like subtitles). This makes it more attractive to users who expect video content on social media like Facebook, Instagram, TikTok, and Twitter.

10. Convert your podcast into a YouTube video

Get double the awareness from one episode by customizing its content for YouTube. Be sure to include show notes, subtitles, and links to your website, subscribe links to other audio platforms, and social channels in the description.

Also, if you customize a full episode into a video, why not go back and cut shorter worthy videos 1-3 minutes long. You’ll captivate the viewers who consume longer videos and those that prefer to share shorter clips.

New users can easily check out these videos, get a sense of what your podcast is about, and decide to listen to your other videos. YouTube’s algorithm will also suggest your other videos, making it easy for users to watch more of your content.

11. Optimize your podcast website for search

A podcast website is important. From SEO benefits to being a platform you fully control, all podcasts should have their own website. But what good is a landing page if you’re not regularly updating it with your new content?

When you build a page, make sure it’s optimized around a keyword people may look for to find that kind of content. Put that keyword in the following places:

  • The page’s H1 title
  • Some of the page’s subheadings including H2, H3, H4, etc.
  • The ALT attribute of any images
  • At the beginning and end of the content
  • In the page’s meta description
  • In the page’s <TITLE> tag, if different than the page’s H1
  • Scattered throughout the content regularly, but don’t sacrifice readability

12. Place share buttons in your show notes

You want your audience and listeners to give you more exposure, so you have to make it easy for them to share your content. Share buttons will do this easily.

13. Add links to your email signature

Include links in your email signature to sources users can download or listen to your podcast. You should also try covering a link or two to your most popular episodes. This tactic doesn’t have the greatest profit, but it’s a one-time easy activity.

14. Start an email newsletter

Grow the email addresses base on your listeners on your website then send an email every time you post a new episode. If you don’t already send out an email newsletter, you should definitely do it. Your email newsletters are a perfect place to share new podcast episodes, ask your audience to join you, and more. 

15. Use influencer marketing

Influencer marketing is the practice of using influential people, bloggers, experts to expose your content to new audiences. Essentially, you just find someone who has a big audience that overlaps with your target audience, contact them, and build a mutually beneficial collaboration to promote your podcast. Every influencer has their own purpose, so be open to unique arrangements.

16. Advertise on podcast apps

If you already participate in the popular podcast apps (like Overcast or Listen Notes, etc.), think over advertising your podcast by purchasing ads. How your ads appear will depend on the app, but in most cases, the ad will place your podcast at the top of your sections list. In some cases, the ad will place your podcast in the “what’s hot” or “most popular” sections (or their equivalents).

17. Buy paid ads

Paid ads are great ways to increase traffic by connecting with your target audience. Facebook ads, Sponsored Tweets & Promoted Pins show people whose interests align with your targeting. There are two ways to work with this:

  • Buy ads that direct to your podcast’s landing page. This way is easy to create once and leave it working, but you’ll have to target a broad group, which could be more expensive.
  • Buy ads that direct to individual episodes. This way is more productive because you can target people who are only interested in that episode (often done by targeting your guest’s name), but it’s more difficult to create such an ad and you have to do it for every episode separately.

18. Buy Google AdWords ads

AdWords are simple: You purchase ads on Google for keywords people look for, like your podcast’s main topic. When users click on an ad, they are taken to your podcast website.

19. Response on every comment on your podcast

If some give you their time and attention, leaving a comment – go above and beyond to answer their question and engage. This action will snowball over time.

20. Re-upload your most engaging and popular episodes

Someone who just found out about your podcast yesterday may haven’t seen that awesome episode you posted last month. There are no drawbacks to releasing an episode onto your feed again. Just add an extra description explaining why you’re doing it.

Final Words: Podcast Marketing

Podcast promotion can be a challenging and error process. Leverage these strategies until you find the right podcast marketing mix or what works for your podcast. It requires to be consistent and dedicated to getting yourself heard by millions. 

If you have any questions about launching and promoting a podcast or any comments about this guide, please feel free to leave a comment below. 

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Daria Nartya

Hi! My name is Daria. I’m a content-manager, SMM, English, Ukrainian, Russian translator, have a master's degree in Finances, but I can't do somersaults. My copywriting goal is to help businesses get their message across to the audience and receive the most out of it. Feel free to contact me: [email protected]

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