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Table of contents:
- Start your podcast marketing by defining your audience and building a unique brand to attract and connect with listeners.
- Expand your reach by optimizing for SEO, crossposting, creating a website, and publishing on multiple directories.
- Engage your audience with social media and repurpose content to boost visibility and retention.
Let's face it: having an amazing podcast isn't enough if no one knows it exists. With millions of podcasts out there, effectively marketing your show isn't just helpful - it's essential.
In this post, we’ll look at 20 proven podcast marketing strategies to promote your show and build an audience organically, even if you’re starting without a huge following.
Start with the video below then read on for a full list of podcast marketing tips.
Podcast branding marketing
1. Create an audience persona
Creating an audience persona for your podcast can help you define your target listener’s needs, wants, and preferences. Your goal is to identify who your core listeners are so you can market your podcast specifically to them.
The best way to create a listener persona is with market research and real data about your actual listeners. But if you don’t have an audience yet, or have no idea how to conduct market research, that’s OK. You can begin with an educated guess or look at who your ideal audience would be.
Take a few minutes to jot down an in-depth description of a fictional person who is the ultimate fan of your podcast. Answer questions like:
- Age: What’s this person’s age?
- Geography: Where do they live?
- Occupation: What occupation do they have?
- Hobbies and Interests: What are their interests or hobbies?
- Preferences: How does your podcast align with others they enjoy?
- Platform: Where do they listen to podcasts (Apple Podcasts, Spotify, YouTube, etc.)?
Once you’ve developed this persona, you can create episodes and build your brand identity around their interests and values. On a deeper level, you want to answer any questions, desires, or problems they might have.
For example, if they’re just looking for a laugh or entertainment- give them that. But let's say you’re podcasting about relationships, and your audience is single men or women who can’t seem to find the right one. You need to answer this struggle and show them how they can through your guests and podcast episodes.
As your audience grows, you can refine this profile based on real listener data.
2. Build your unique brand
The best way to stand out among the crowd is … to stand out. Building your own, highly unique brand identity is key to avoiding being just another podcast about true crime, politics, or TV shows.
Ask yourself: What sets your podcast apart from others in the same niche? What is your unique angle? Incorporating these differentiators into your visuals and style should be part of your brand identity strategy.
For example, create a memorable logo, or a catchy intro and outro before and after each episode. Even small details - like a quirky but memorable podcast title or catchphrases - can go a long way in telling your audience what your show is about and why they should tune in.
For example, the creators of The Rewatchables chose a short, on-point podcast name for their podcast that explains exactly what their show is about (re-watchable movies!)
Community building and networking podcast strategies
3. Reach out to your personal network
If you’re struggling to get your podcast off the ground, don’t be afraid to reach out to all of your friends and family to let them know about your new endeavor. Invite them to subscribe and share the news with any of their friends who they think might be interested.
Encourage everyone on your podcast team to post about the podcast on their personal social media pages. Announce the show, share the podcast’s latest posts, and invite your followers to follow along on your podcasting journey.
You’d be surprised how far the news about your podcast can spread just by asking your network to share it!
4. Leverage your existing audience to attract more listeners
Once you've built an audience, there's a good chance their friends share similar tastes and will enjoy the same shows. If your current listeners start recommending your podcast to others with similar interests, your audience can grow quickly through word-of-mouth.
The more subscribers you gain, the higher your podcast will rank on platforms like Apple Podcasts, Spotify, and YouTube. As your ranking improves, your show becomes more visible to potential listeners searching for new content.
Sometimes, all it takes is simply asking your existing listeners to subscribe and, if they enjoy your show, share it with others. When you’re writing your episode scripts, don’t forget to include a short call to action (CTA) at the end of each one.
Then, encourage them to leave a review or testimonial by giving shoutouts to new reviewers. For example, “We’d like to thank Sally Smith for her 5-star review that said...”
People love being recognized, and this tactic will motivate more listeners to leave reviews. The more positive reviews you have, the more discoverable you will become on podcasting platforms.
5. Build your professional network
One great way to promote your show is to get involved in your industry network. Find ways to meet and support other podcasters, especially ones in your niche. You might be surprised at how much support and brand exposure you’ll receive in return.
Here are a few ways to get started:
- Join groups for podcasters. Find a place (or several) where other podcasters hang out, like our Conversation Creators Facebook page, Podcast Support Group, Reddit’s /r/podcasts, or LinkedIn’s Podcasting Technology Resource Group, to name a few.
- Cross-promote. Reach out to similar podcasts and suggest mentioning each other on your own shows. You can also host each other as guests. That way, you can each get exposure to a new set of listeners. Check out the iTunes listing page to find other podcasts in your niche, or use tools like Matchmaker.fm and SpeakOnPodcasts.com, which help connect podcast hosts with potential interviewees.
- Ask for shares. If you mention someone or their brand on your show (in a positive way, of course), contact them and ask if they’d be willing to share it on social media. After all, it’s a bit of free publicity for them, too!
6. Invite high-profile guests
Another way to make your podcast grow is to feature exciting and famous guests.
It can be intimidating to ask a celebrity to be a guest on your show. But you might be surprised by how many celebrities are willing to be featured on every podcast they possibly can. They may have a new book, film, cause, or product to promote.
And, of course, a high-profile guest doesn’t just mean a Hollywood celebrity! A subject matter expert or a big name in your specific industry is likely who your audience would love to hear from.
For example, if you host a podcast on running, as Marathon Training Academy does, you might try reaching out to professional runners like Sara Hall or Dean Karnazes. Most people don’t know who they are, but running enthusiasts will be excited to hear from them.
Make sure to help your guests promote and share your episode in the best and most efficient way possible. You can do this by always providing them with a media kit that includes:
- Your branded material (icons, background, episode artwork etc.)
- Episode link
- Audiograms
- A sample social media post for reference
Podcast growth marketing
7. Experiment with the best time to publish
Knowing your audience means knowing their habits too - and distributing your podcast in the way they like best. Sometimes, a simple tweak in your publishing schedule can help move the needle.
Check your podcast analytics to see what day and time your show sees the most downloads. If you see that you get the most downloads on Mondays, but not as many on the weekends, consider publishing your episodes on Monday mornings and refrain from publishing on Fridays and Saturdays.
If you’re just starting out and don’t have that many downloads to analyze yet, feel free to experiment a bit. The most popular days to publish podcasts are usually Tuesday, Wednesday, and Thursday so feel free to start there.
8. Mention your previous episodes
To get more traffic to your older podcast episodes, don’t be afraid to refer back to them when you can.
For instance, you might say something like, “We talked about [topic] back in episode 84, so be sure to go back and listen if you want to learn more!”
This way, you can entice people to listen to your most popular episodes, keeping them fresh and consistently featured in the "top episodes" charts.
9. Include links in your email signature
This one is simple but effective. Add links to your show and website in your email signature so that everyone you communicate with has an easy way to access your podcast.
10. Start a newsletter
A regular newsletter delivered straight to your audience’s inbox can help you build a community, keep your fans engaged, and notify your audience of everything from new episodes to brand announcements.
Also, a newsletter provides you with more data about your audience’s behavior, preferences, and demographics.
For instance, Dan Harris’s popular Podcast Ten Percent Happier publishes a weekly newsletter that includes both essays and updates.
11. Get active on social media
Research by Spotify found out that nearly half (42%) of listeners discover new podcasts through social media platforms such as TikTok, Instagram, and Facebook. But don’t worry - you don't need to be a social media expert to ensure the success of your show.
Start by creating profiles for your podcast or brand on a few select social media platforms. You don't need to be on every platform - just stick to one or two platforms where your target audience hangs out.
Fill in your bio, choose a profile picture, and create consistent branding, then add links to your show on your profile page.
Once you have the basics set up, it’s time to start connecting with your audience and promoting your podcast on social media. Here are a few tips.
Tip 1: Be authentic and human
People like to connect and engage with brand accounts that feel like they’re run by real people. So, share the human side of your podcast. Post behind-the-scenes photos or videos from your recording sessions. If it’s part of your brand, your fans will also appreciate being clued into a bit of your personal life, like birth or wedding announcements.
When you post to announce new podcast episodes, do it with an authentic tone. Dax Shepherd of Armchair Expert has mastered this genuine enthusiasm and excitement in his Twitter feed:
Finally, use sales pitches sparingly. It’s best to follow the 80/20 rule: only 20% of your posts should be promotional.
Tip 2: Engage with your community
Social media users want to connect with others and get a sense of community around the brands they follow.
One easy way to do some community-building, is to ask your audience to tag or @ you on your active social media platforms. They can ask you questions for a mailbag episode, leave feedback, or participate in an audience poll. Then, mention each participant by name (or username) on your show when you interact with their question or feedback.
This strategy encourages a genuine conversation, making you more relatable. It also increases your visibility as comments keep flowing.
If you need ideas for other types of content to post that could help you build a community and provide value to your audience, here are a few ideas:
- Give helpful information
- Provide a unique solution to a problem
- Make them laugh
- Start a conversation by providing your take and asking others to provide theirs
- Ask or answer questions
- Promote other accounts or brands you think your audience will appreciate
Tip 3: Create visual social media posts
When promoting your show on social media, remember that audio isn’t the best medium for attracting attention. Podcasts aren't traditionally visual, while social media platforms are optimized for visual content like written captions, images, and videos.
What that means is that you’ll need to create the kinds of content that audiences expect to see on each social platform.
“Find out what each of these centralized platforms is looking for and actually start creating content for that platform,” says Buzzsprout Head of Marketing Alban Brooke. “Don't imagine the exact same audio from your podcast episode or the exact same video from a YouTube video is going to translate one to one into TikToks.”
If you’re creating a video podcast, you can always create clips from the recording and repurpose them into social media posts. This is super easy with Riverside’s Magic Clips. You’ll tease your audience and intrigue them to watch the full episode.
For example, the Office Ladies Instagram page does this:
Here are a few other examples of how to create social media content for your podcast:
- Create visual quotes from your episodes.
- Post some artwork, sketches, or drafts of your original scripts.
- Share imagery featuring yourself alone or with some of your guests.
- Create videos or images of your behind-the-scenes.
12. Run contests and giveaways
You don’t need to be a multi-million-dollar brand to be able to host marketing giveaways. With a bit of creativity, you can run an exciting promotional event for your audience that generates a ton of buzz - and costs little to nothing.
Announce that you’re holding a contest or drawing, and require participants to leave a review on Spotify, Apple Podcasts, Chartable, YouTube, etc.
Then, offer a prize that is affordable but very appealing for your specific audience, like:
- Product discounts
- Branded merch
- Rare collectibles or memorabilia
- A mention in your next episode’s show notes
- A guest spot in your next episode
Check out this giveaway from The Comics Collective Podcast, for example:
13. Start a website
There are many reasons you should have a dedicated website for your podcast, and marketing is the first one. A website helps position your podcast as a stand-alone entity rather than something that exists only within the confines of Spotify or YouTube. It’s your show’s home base, the place where you have complete control of the look, feel, and content surrounding your creation.
A website is also a great place to communicate directly to your subscriber base, via forms, dedicated forums or mailing lists. Plus, it will increase your visibility and searchability on Google, boosting your overall podcast SEO efforts and helping you grow your podcast audience.
A website lets you:
- Post links to your episodes archive
- Sell merch
- Make announcements
- Have a central location to link back to from social media
- Launch contests and giveaways
- Ask your audience to sign up for your newsletter or mailing list
- Write a full description of who you and your team are
- Engage your audience with long-form content about your show
14. Tease upcoming episodes
If you have a particularly interesting episode coming up, such as an interview with an exciting guest, hype your audience with teasers on social media 24 hours before it goes live.
A simple teaser can increase awareness and encourage social sharing. And, if you tag your guest, they’re likely to share or retweet it to their followers.
Just don't overuse this strategy. If everything is hyped as special, your followers may start tuning you out.
15. Repurpose your podcast content
Repurposing your content is an easy way to use the content you already have (your podcast) to create other types of content. This can help you get your brand in front of more potential listeners and viewers.
Consider the following strategies:
Turn your podcast audio into blog posts
Turning your podcast into a blog post is a great way to increase your search result visibility.
Creating a transcript of your podcast will make this much easier. If you're using Riverside’s automated AI transcription, you don't even need any additional software. Riverside transcribes your audio as it’s being recorded. Then, all you have to do is download your transcripts.
And, even better, with our AI summaries, you get your show's key takeaways for an easy overview as well.
With a little editing, you can turn your recordings into a podcast blog post (or three). This will mean cutting down your content, breaking it up into smaller paragraphs, and generally formatting it to read more like a blog. Try to keep each post within a maximum of 2500-3000 words. You could even add some images to break up the text.
Create shareable clips for social media
Social media is a great place to use podcast clips to tease your viewers with irresistible key moments from your show. Many podcast episodes last 30 minutes to 2 hours, so it's natural for listeners to want to get an idea of what you have to offer before committing their time.
While you might think this will take you hours of extra work, with Riverside's Magic Clips, this can happen in seconds. Just click on the Magic Clips button, and our AI will identify highlights in your recordings and turn them into shareable clips.
You can adjust the length of these clips, or customize them with captions and your own custom background and logo.
Turn insightful facts into post-worthy infographics
Use graphic design tools like Canva to create quote graphics or infographics for social media. This is great for Instagram carousels or LinkedIn content, depending on your niche or audience. You can even turn these facts into tweets or a thread. Be sure to tag the guests you’re quoting as well!
16. Publish your podcast on YouTube
You’re probably publishing on Spotify and Apple Podcasts. But did you know that you can publish your podcast on YouTube?
In fact, YouTube has a whole page dedicated to podcasts, and this year they become the preferred listening platform over Spotify and Apple Podcasts.
YouTube gets more than 2 billion monthly users, which is a lot of potential eyes on your podcast. Plus, having your podcast on YouTube can help boost your SEO efforts, since Google favors this platform in its video search results.
While video isn’t required here, it’s recommended in order to get the full benefit. If you’re just starting out, you can keep things simple by uploading a static image to go along with your episode audio. With Riverside, you can easily record and edit both the audio and video for your podcast, then export the audio-only version for other podcasting platforms.
The popular technology podcast run by Lex Fridman is a great example of using YouTube videos to promote episode interviews:
17. Submit your show to every podcast aggregator & directory that you possibly can
An incredibly simple way to get as many eyes as possible on your show is to make sure it’s showing up everywhere people listen to podcasts. The more places your podcast appears, the more chance of new people discovering it.
Submit your show’s RSS feed manually to as many podcast directories as possible. For example, beyond Apple Podcasts and YouTube, you can try iHeart Radio, Amazon Music and TuneIn.
18. Optimize your podcast for SEO
If you want your podcast to get noticed, you need to optimize it for search results. This means using SEO best practices for your website as well as for the podcast itself.
Start by using tools like Google’s Keyword Planner or Moz’s keyword explorer to identify terms your audience is already searching for. (This is a great way to come up with new episode topics, too). These keywords should be integrated into your content, helping your podcast appear when potential listeners search for relevant topics.
For instance, below are the search results in Apple Podcasts for the search term “small business.” See how frequently this keyword appears in the titles of the shows or the individual episodes?
Use your target keyword or keyphrase prominently in each episode title, and as close to the beginning of the title as you can. Be sure to be as descriptive as possible about what the episode is about as well. This gives you more opportunity to include these same keywords, plus others that are associated with them (the so-called “semantic keywords”).
And if you have an interview podcast, don’t forget to include your guest’s name in your episode title. Something simple like “Interview with X” or “X interview” can boost your visibility, since people looking for that person’s name are more likely to find your show.
Read more in our full guide on Podcast SEO.
19. Take advantage of paid advertising
If you have the budget for it, advertising your podcast is a great way to bolster your marketing efforts.
Social media platforms like Facebook, TikTok, and Instagram offer targeted ads, which only appear on the news feeds of your specific demographic. If you have a solid understanding of who your target audience is, this method prevents you from wasting ads on people who probably won’t be interested in your show.
Similarly, you can also advertise directly to podcast listeners on listening apps like Spotify, Overcast, PlayerFM, Pocket Casts, and Podcast Addict.
Another option is to use Google advertising to appear at the top of search engine results for a specific keyphrase, as you can see here with the search term “dog training”:
20. Use podcast promotion services
If it makes you tired just thinking about handling all of your outreach, cross-promotion, and social media content creation on your own (and if you have the budget for it), you may want to consider enlisting a marketing agency’s help.
Podcast marketing agencies offer promotion services to help take some of the burdens off of your shoulders. They can help you with paid advertising, manage your social media pages, boost your SEO efforts, and much more.
Some of the most popular services include:
These companies have experience building audiences for podcasts, and they can help create a successful marketing strategy customized for your individual goals.
Conclusion
With these 20 podcast marketing strategies, you’ve got your hands full with new ways to increase your show’s following and engagement.
In the end, it all comes down to getting your show in front of as many eyes as possible, whether through social media, YouTube, podcast directories, podcaster support groups, or all of the above.
Marketing your podcast takes work, but it’s worth it. After all, your show is awesome, and everyone should know about it!
FAQs on podcast marketing
How much does it cost to put your podcast on Spotify?
Nothing. Adding your podcast’s RSS feed to Spotify’s platform is free. Simply navigate to Spotify for Podcasters and click “Get Started.” Paste the link to your podcast's RSS feed. Then, add additional information about your podcast, including its category, language, and country, and submit.
What social media platform is best for podcasts?
There is no single best social media platform that’s best for podcast promotion - it all depends on your audience. The determining factor is where your target audience hangs out. If you’re trying to appeal to professionals, LinkedIn may be your best bet. But if your target audience is Gen Z gaming enthusiasts, you may have better luck focusing on TikTok and Twitch.
How do podcasts go viral?
You’ll go viral if people who listen to your podcast get excited about it and share it with other potential listeners, who in turn also become enthusiastic about it and share it with their friends. This virtuous cycle is difficult to attain with a podcast - but it’s not impossible.
To create the best conditions for going viral, use effective branding and marketing techniques to make your show exciting and easy to share. Also be sure to track audience engagement metrics closely to ensure your content is hitting the mark.
Do podcasts work for marketing?
Yes! Podcasts are great for marketing. With more than 100 million Americans actively listening to podcasts, this is a great audience for marketers to tap into. Not only do podcast ads have a better brand recall, but they allow you to reach out to audiences in a more organic way.
If you’re new to podcast marketing, you can start by checking out how podcast advertising works. If you’re someone with expertise or a great story to share, being featured on a podcast can be a great form of marketing as well.
How do I start podcast marketing?
Before you even think about marketing your podcast we recommend you have at least a few episodes out. After all, you want your audience to have content they can actually listen to so they’ll be hooked. Once you have that lined up and have made sure your branding is all sorted, you can try one of our 10 strategies above.
How effective are podcasts for marketing?
Being featured on podcasts or adding podcast advertising to your marketing strategy is a powerful way to boost overall performance. Data shows that podcast marketing can significantly impact your bottom line, driving conversions, enhancing brand awareness, increasing website traffic, and improving overall campaign effectiveness by 21-40%.
How to market a podcast in 2024?
Marketing a podcast in 2024 requires a multi-channel approach, integrating social media, YouTube, SEO, paid ads, and cross-promotions. Make sure your show is available on major platforms like Spotify and Apple Podcasts, and use data-driven insights to continuously refine your marketing strategies.
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