With more than 5 million podcasts to choose from, it’s safe to say that competition in the podcasting industry is fierce. How do you make your show stand out from the crowd?
Running a podcast is a lot like running any other business—you need to promote it so that listeners know where to find you. In this guide, we’ll show you 10 ways to promote your podcast and grow your audience.
How To Promote A Podcast
When you first got the idea to create a podcast, it was probably because you had an interesting topic in mind or wanted to explore a new hobby. But figuring out how to grow a podcast into a successful brand requires a bit more intention.
While we’ve compiled 10 different strategies you can use, you may have varying levels of success with each one. Try them out and see which ones work best!
#1. Focus On Great Content
The bedrock of any successful podcast is the quality of its content. Without engaging, informative, entertaining content, no amount of promotion will work.
Remember, the goal isn’t just to grow your audience—it's to captivate and engage them, turning casual listeners into loyal fans. Prioritize creating quality content above all else, and the listeners will follow.
#2. Learn About SEO
Search Engine Optimization (SEO) increases your show's visibility in search engine results, making it easier for potential listeners to discover your show.
Podcast SEO is not just about getting more people to your show; it's about attracting the kind of people who are likely to become loyal fans. With the right keywords and optimization strategies, your show can rank higher in search results, leading to more downloads and subscribers.
Our SEO For Podcasts guide has plenty of helpful tips about how to incorporate keywords into your show notes and transcripts.
#3. Leverage The Power of Social Media
Social media is extremely accessible with the potential to reach a vast audience, making it a perfect tool for podcast promotion.
Use social media posts to tease upcoming episodes, share behind-the-scenes content, or simply introduce potential listeners to your show. If you have a video podcast, you can also post short clips of your show on social media to give potential listeners a sneak peek.
#4. Collaborate With Other Podcasters
It’s tempting to see other podcasts as your show’s competition, but don’t forget that they can also be great for cross-promotion!
Reach out to other podcasters in your niche about creating some podcast episodes together or appearing as a guest on each other’s shows. At the very least, their loyal subscribers will be encouraged to listen to your podcast.
#5. Start an Email Newsletter
Email newsletters allow you to communicate directly with your audience, helping to keep your podcast top-of-mind. And unlike social media platforms, there are no algorithms to dictate who sees your content.
Start by offering value to your listeners in exchange for their email addresses. This could be in the form of exclusive content, special offers, or early access to new episodes. Make sure there is a clear and easy way for subscribers to sign up for your newsletter on your website or social media platforms.
#6. Run Ads In Podcast Apps
While you can't buy a loyal audience, promoting your podcast within podcasting apps can be remarkably effective at getting the word out. Since these apps already have a user base of dedicated listeners, your ad is being shown to an audience that is predisposed to engage with podcast content.
However, like any advertising strategy, the effectiveness can depend on a variety of factors, like the quality of your ad, the relevance of your podcast to the target audience, and the overall appeal of your content.
Remember, while advertising can help you extend your reach, the key factor that retains listeners is the quality of your content. Always prioritize creating engaging, valuable content for your audience.
Additional resource: The Ultimate Guide to Podcast Advertising
#7. Appear On Multiple Directories
Some podcast listeners prefer Apple Podcasts; others prefer Spotify. Therefore, you’ll get the most success from uploading your episodes to as many directories as you can.
Make sure your podcast hosting platform distributes your RSS feed to the top podcast directories.
#8. Speak At Events
If you have specialized knowledge about your particular niche, consider sharing that expertise at industry conferences, webinars, or meetups.
This not only introduces you as an expert in the field, it’s a natural way to attract listeners who are already engaged with your content area.
#9. Ask For Ratings and Reviews
Sometimes, it really is this simple! Asking listeners to leave a review helps provide social proof, showing potential listeners that your show is worth their time, and also plays a significant role in podcast ranking algorithms.
The more reviews you receive, the more likely your podcast will be recommended to new listeners. Encouraging your audience to leave honest feedback helps you understand what’s resonating with them and what can be improved, creating a stronger connection with your listeners while attracting new ones.
#10. Create a Dedicated Podcast Website
A podcast website serves as a centralized hub where listeners can tune in, learn more about episodes, buy merch, and engage with the podcast.
Podpage lets you build a beautiful podcast website in minutes. It’s designed specifically for podcasters with access to tools that assist in growing an audience, strengthening listener engagement, and opening avenues for monetization.
Every podcaster with a Podpage account gets access to in-dashboard features like:
- blog post functionality
- tools for effortless guest management
- Search engine optimization
- automated marketing integrations
- revenue tools
- other power features like blog functionality, analytics, etc.
Essentially, when you incorporate this step into your marketing strategy, you enhance your podcast's digital footprint and boost your online presence and credibility.
Preview your site for free to see if Podpage is a good fit for you!
Conclusion
Podcast growth and visibility are fostered through several strategies, and success often requires a combination of approaches. However, remember that "success" is up to you, and your definition may differ from what others regard as milestones.
Each strategy offers unique advantages. Check-in with your specific goals to see which methods are the best options for you.
