Podcast Marketing Strategy: 20 Ideas on How to Promote Your New Podcast

26 mins read

Even the best podcasts don’t gain an enormous following in one day. And they definitely don’t attract a big audience without lots of promotion. If you’ve never promoted a podcast before, you might not be aware of what to do. That’s where our blog can help. We’ve put together this podcast marketing guide to give new podcasters a great starting point and marketing experts updated tactics on podcast marketing.

Before we dive into our guide on podcast marketing, let’s first discuss the advantages of launching a podcast and why you’ll do well if you’re looking to start or grow one. Let’s learn about the potential benefits of podcasting before we discuss how to promote your company with a podcast.

 Looking for a smarter way to do content marketing?

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. Content is king!

One strategy to promote your podcast is to produce content that is relevant to your audience and brand. This way, you can attract the right audience that is highly responsive to the content that you produce. Such an audience is likely to promote your podcast within their networks.

Brett Robinson, Head of Content & Marketing for Wired Clip:

Brett Robinson, Head of Content & Marketing for Wired Clip:

A way of promoting your podcast is by demonstrating your in-depth and clearly well-researched knowledge on the podcast topics. Many podcasts have a large amount of surface-level information filling up each episode, which can often deter listeners from the get-go.

If you research your target audience and your industry topics in a huge amount of depth, and then use this to really get your first episode going with momentum, then the podcast will receive good reviews and promote itself!”

2. 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).

3. 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, which is the app that were created to play podcasts. The most popular podcatcher is Apple Podcasts, the default podcast app that comes with iOS. But there are many 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 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, and 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.

Andrew Chen, Chief Product Officer for Videeo:

Andrew Chen, Chief Product Officer for Videeo:

One excellent way to promote and market a podcast is to invite guests that have similar interests to your audience. This is especially effective by inviting people who are experts or thought leaders in the niche topics of your podcast. Perhaps you already have a network of personalities to potentially reach out to from previous endeavors. If not, no worries, social media has made it possible to connect with others quickly and easily. Send a DM to those who you feel would be great fits for your subject matter, and ask if they’d be interested to join the podcast. By inviting quality guests, you provide great content, but also bring more exposure and engagement to your podcast.

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 for creating and distributing press releases, and articles in credible publications all over the world. Use the catalog, and filters, choose the media in which you would like to place news about your podcast and go.

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

Content Marketing Platform

  • 100,000+ media publications;
  • get backlinks to your product;
  • scale work with content distribution.

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, and 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, and 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 popular podcast apps (like Overcast or Listen Notes, etc.), think about 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 section 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:

  • Run Ads on Podcast Apps: Overcast and Listen is the most popular podcast app. Other apps like Spotify, Amazon prime, and many more. Purchasing ads boost your show’s position. Your ad will place your show at the top of your relevant category list. In many circumstances, your ad will place your podcast in the “what’s hot” or “most popular” categories, and this will create a curiosity in the listener to install your podcast.
  • 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, leave 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.

Industry Experts about Podcast Marketing Strategy

Laura Rike, Pinterest Coach

Laura Rike, Pinterest Coach

As a Pinterest expert, of course, my recommendation is to use Pinterest to promote your podcast! While many may think of Pinterest specifically for recipes and craft projects, those who do are truly missing out on an opportunity to reach their target clients online.

It’s actually a really powerful search engine and has targeted ad opportunities (like I share in this blog post). It can also help with familiarity and the “Know-Like-Trust” concept, if your listener goes to your site and then later sees your ad on Pinterest, too!

Sinoun Chea, digital marketing consultant and CEO of ShiftWeb

Sinoun Chea, a digital marketing consultant and CEO of ShiftWeb

Podcast marketing can be a very effective way to reach out to new and potential customers, as well as to build and maintain relationships with existing ones. Here are some tips and tricks that can help you promote your podcast:

1. Use social media platforms to market your podcast.

Make use of popular social media platforms such as Twitter, Facebook, and LinkedIn to market your podcast. Utilize these platforms to share updates about your podcast episodes, as well as other relevant content that would be of interest to your target audience. You can also use social media ads to further boost the reach of your marketing efforts.

2. Get listed on popular podcast directories.

There are many popular podcast directories that can help increase the visibility of your show. These include iTunes, Stitcher, and TuneIn, among others. Make sure to submit your podcast to as many of these directories as possible to maximize its reach.

3. Use email marketing.

Email marketing can also be used to promote your podcast. Include links to your latest episodes in your email newsletters, and make use of other marketing automation tools to send out automatic emails whenever a new episode is published.

4. Host a contest or giveaway.

You can also host a contest or giveaway related to your podcast. This can help increase interest in your show, as well as encourage people to share it with others.

5. Use guerilla marketing tactics.

Guerilla marketing tactics can be very effective in promoting a podcast. These include holding impromptu street performances or setting up kiosks in high-traffic areas where people can learn more about your show.

Angel Martins, marketing specialist at one of the UK’s leading digital marketing agencies, Finsbury media

Angel Martins, a marketing specialist at one of the UK's leading digital marketing agencies, Finsbury media

Podcast marketing can help you reach new audiences and grow your podcast following. Yet to maximize your potential, it is essential you create a well-rounded strategy. Consider partnering with other smaller podcasts or industry influencers to promote your show and gain new followers. Along with building real relationships with your audience and delivering high-quality and engaging content, you can begin to reach new audiences and grow your podcast following.

Always take advantage of social media platforms when it comes to promoting your podcast. Be sure to share links to your latest content on places like Facebook and Twitter, while placing shorter clips on platforms like TikTok and Instagram. Encourage your followers to share your content on their feeds as well. By taking these simple steps, you can bring to reach a wider audience and generate some real interest in your podcast.

Steve Daniel:

If the podcast is filmed, use footage and cut clips to put on TikTok. In addition, you could use a segment of the podcast and cut it into 3 parts, so you would have 3 TikTok videos. I used that in the past to promote a show and 80% of the traction of the show came from TikTok (with over 2M views in a month)

Deployment strategy – This includes having a photoshoot of your guest for them to post on their social media. Tease the new episode and promote the questions and subjects that you will be talking about in the podcast.

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 being 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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Podcast Marketing Strategy: 20 Ideas on How to Promote Your New Podcast

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: smm.darya.n@gmail.com

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