September 08, 2022
If you have ever tried hosting a podcast, you will know that a podcast does not automatically grow. Instead, work is involved in promoting your podcast to a level that will allow you to find suitable sponsors and effectively promote your brand.
So, how to grow your podcast? How do you boost your audience, subscribers, and episode downloads?
In this blog post, we will discuss five effective podcast promotion strategies that will help you reach a wider audience. These strategies include social media promotion, interviews, websites, and more.
Implementing just a few of these strategies can help take your podcast to the next level!
1. Share Your Podcast on Social Media
It's no secret that social media can be a great way to connect with new listeners for your podcast. So sharing posts on your socials promoting your podcast can help build up those valuable subscribers.
Here are a few things to keep in mind when sharing your podcast on social media:
Pick the right platform:
Not all social media platforms are created equal. Consider where your target audience is most likely to hang out online and focus your efforts there.
Bledsoe Said So is a conspiracy podcast focused on pop culture and alien conspiracy theories. They chose to promote their podcast episodes on Instagram and Twitter.
Source: @Bledsoesaidso Instagram
They are not active on Facebook. However, they are very active on TikTok, experimenting with content unrelated to the podcast. They probably realized that their podcast clips were not doing too well on the platform.
Share interesting snippets:
A great way to get people interested in your podcast is to share snippets of episodes on social media. Give potential listeners a taste of your show, and let them know where they can find more.
The Blitz Growth Podcast (featuring our very own Jack Paxton) regularly uploads snippets taken from full episodes. In addition, they share their snippets on TikTok and Instagram Reels.
These snippets have an opportunity to go viral and create massive exposure for the host, guest, and podcast.
Use engaging visuals:
Visuals are always a great addition to any social media post and can be particularly effective when promoting a podcast. Share images or video clips along with your posts to really capture people's attention.
Source: @MindUnderPod Instagram
The Mind Under Matter Podcast does an excellent job of using images and videos that ‘stand out’ with eye-catching colors. As a result, users will quickly notice these posts when they eventually do show up in their feeds.
Wait! There’s more:
- Create social media share buttons on all of your podcast episodes. This is a no-brainer if you have a website or blog that features your podcast episodes. People who visit your show can share your podcast with their social media followers.
- Use hashtags to discover a larger audience on your socials.
- If you regularly have guests on the podcast, tag them in your social posts.
Want to know how you can make money on TikTok?
Visit our TikTok Monetization Guide Now to learn more.
2. Submit Your Podcast to Directories
With the recent boom in podcasting, making sure your show is easy to find is more important than ever. One way to do this is to submit your podcast to directories.
Podcast Directories are platforms that host podcasts. They are platforms/apps that people use to discover and listen to podcasts.
For example, many iPhone users will use the Apple Podcasts (iTunes) app to get their podcast fix. Android users will use the excellent Google Podcasts app. So, submitting your podcast to these two directories is a must if you want to be featured on these platforms.
That being said, having your podcast on Apple or Google podcasts won't guarantee iOS and Android listeners. Many people use other apps like Spotify, Deezer, Overcast, and even Amazon to listen to podcasts.
Source: StatisticsAndData.org
Podcast Platforms
To avoid missing out on listeners, submit your podcast to as many directories you can find. Here are a few more notable sites:
- Stitcher
- Blubrry
- Tunein
- iHeartRadio
- Podchaser
- Pandora
Its also recommended to upload your podcast episodes to video and audio platforms like YouTube, Facebook, Soundcloud, and Mixcloud. Especially if podcasts similar to yours have already found success on these platforms.
For Example, it is essential for Electronic musicians and DJs to use platforms like Soundcloud, Mixcloud, and Apple Music to host their podcasts.
Source: @adambeyer Soundcloud
Adam Beyer is a Swedish DJ and Musician. His podcast consists of weekly DJ mixes performed either by himself or other techno DJs in his industry.
Most platforms do not allow this kind of podcast format due to licensing limitations. However, platforms like Apple Podcasts, Soundcloud, and Mixcloud allow DJs to upload their mixes.
Adam Beyer makes excellent use of these platforms and has built a massive following for himself by consistently using these platforms.
One Click Distribution
It can be seriously daunting to look up and submit your podcast to each individual podcast directory. The good news is that services like Podcast.co allow you to easily manage and distribute your podcast.
One Click Distribution is an awesome feature of Podcast.co. Simply set up your podcast on their website and they will automatically list your podcast on all major podcast directories.
There are more podcast management services that are similar to Podcast.co. It is definitely worth checking out these services before you start submitting your podcast to directories.
3. Get Interviewed by Other Podcasters
As a podcaster, one of the best ways to grow your audience and expand your reach is to get interviewed by other podcasters. Going on as a guest on another podcast will allow you to share your message with a new audience.
Being a podcast guest also helps to build credibility, allowing you to establish yourself as an expert in your field. Oh, and of course, you get to promote your own podcast to a new audience when you are on another podcast.
Source: @Flagrant YouTube
Logan Paul was a guest on Andrew Schulz Flagrant podcast. Logan promoted his own Impaulsive podcast on the show to Andrew’s well established audience.
Podcasters going on as guests on other podcasts is extremely common today. This alone tells you how successful this strategy is in promoting your podcast.
Another example is Pat Flynn, a successful marketer with several popular podcasts of his own. Pat regularly appears on other marketing podcasts to display his expertise while also promoting his own podcast and websites.
Source: We Study Billionaires - Apple Podcasts
This strategy helps Pat to become more discoverable within the marketing niche. A niche that he wants to excel in.
Being interviewed by other podcasters is a strategy that works really well with every niche. However, be cautious when appearing on podcasts that are not within your niche or expertise. You could attract the wrong audience or look like you are out of place.
Of course, landing a guest spot on a popular podcast can be tricky. Here are a few tips to help you get started:
- Research the podcasts that would be a good fit for your message and target audience.
- Reach out to the hosts and pitch yourself as a potential guest. Be sure to include information about why you would be a valuable addition to their show.
- Once you land an interview, preparation is key. Before the recording, take some time to familiarize yourself with the format of the show and the host's style. This will help you feel more comfortable during the actual interview.
- Finally, don't forget to promote the episode once it goes live. Share it on social media and encourage your fans to tune in.
4. Create a Website for Your Podcast
A website is a great way to promote your podcast and get more listeners. It's a place where people can go to learn more about your show, and it's also a great way to connect with your audience.
The Blitz Growth Podcast created a website just for their podcast.
The site is used primarily to introduce listeners to the podcast and promote new episodes. Such a site is also used to introduce potential guests to the podcast.
They also collect email addresses to build an email list of listeners. So, when a new episode is out, the team over at Blitz Growth emails all the listeners on their email list.
Getting More Out Of Your Podcast Website
Kevin Smith built a simple website to promote his podcast - Smodcast. He later started more podcasts that he now features on the same site.
Source: Smodcast.com
The site has now grown into a massive hub, home to everything Kevin Smith-related like live shows, merch, videos, and new podcast episodes.
Kevin also uses the website to promote new movies and other projects he is working on. He also created a membership for paying fans who want access to exclusive content.
Smodcast.com is an excellent example of how a simple podcast website can become a massive revenue opportunity.
Shaun Attwood is another podcaster that uses his own website to promote his True Crime Podcast.
His website is the home to all of his work, which includes his books, blog, events, and podcasts. New and upcoming podcast episodes are regularly promoted on his site.
There are a few things you should keep in mind when you create a website for your podcast:
- Make sure the website is easy to navigate and has all the information people need to know about your podcast.
- A professional website that reflects the style of your podcast is essential.
- Keep updating the website regularly so people can always find the most recent episode of your podcast.
5. Record a Promo Video for Your Podcast
If you're looking to promote your podcast, one of the best things you can do is record a promo video. A well-made promo video can introduce potential listeners to your show, and it can be a great way to build anticipation for upcoming episodes.
Source: @TrueGeordie YouTube
True Gordie's 'The Next Episode' video documents the rise of his podcast in a very inspirational manner. You can't help but watch his podcast after witnessing his journey to where he is now.
Of course, recording a promo video is easier said than done. Here are a few tips to help you make the most of your podcast promotional video:
- Keep it short and sweet. A 1-minute long video is great and will work on platforms like Instagram and TikTok. True Geordie chose a long video because his podcast and channel are already well established.
- Start with a hook. Just like with your podcast episodes, you want to start your promo video with a hook that will grab your viewers' attention and make them want to keep watching.
- Be yourself. Viewers should get a sense of your personality from the promo video. Don't try to be someone you're not - just be yourself!
How to Grow Your Podcast Q&A
Where should I promote my podcast?
Social media, email, websites, forums, and other podcasts (similar to yours) are excellent places to start. So, building a social following or email list will benefit your podcast promotion efforts.
Traditional media like magazines, TV, or radio can also work well, depending on your audience.
Can I promote my podcast on Reddit?
Most comedians with podcasts like Joe Rogan, Joey Diaz, and Andrew Schulz. While promoting a podcast on Reddit may work for these comedians, this same strategy may not work for other podcasts (like a marketing podcast or a crime podcast).
Know your niche by researching what other podcasts in your niche do, then experiment with platforms like Reddit, Discord, or TikTok.
Does promoting my podcast guarantee more money?
Podcast promotion does not translate directly into income. Instead, the goal should be to promote your podcast to acquire more subscribers and downloads. Once your podcast has grown substantially, you can seek out more significant sponsorship deals or other monetization options.
TL;DR: How To Grow Your Podcast
Podcasts have been around since the mid-2000s and have recently gained serious popularity. Celebrities primarily use podcasts to give their fans something more while building their brand image.
As the podcasting platform grew, sponsorships and revenue also grew alongside it. This allowed more people to launch their own successful podcasting careers. These amazing podcasters achieved success by effectively promoting their shows.
Podcast promotion efforts vary according to a podcaster's preference or niche. We see podcasters sharing shows on social media to gain exposure. These podcasters also seek maximum exposure by discussing their shows on other podcasts, submitting their podcasts to every directory, and building websites for their podcast.
We hope you learned a few new ways to promote your podcast today in this guide. Please let us know which is your most successful method of promoting a podcast.