Podcasts: they’re like comfort food for your ears.
The industry’s growth is slowly but surely rising, and there’s never been a better time to start your own show.
Once you’ve acquired your gear, all you have to do is hit record and start talking, then watch the dollars roll in. Well, not quite.
You’ll need more than that. For one thing, you’ll need to learn how to get the word out about your awesome new show, which isn’t always as easy as it sounds.
But we’ve got your back! Here are nine tips on how to promote a podcast that we promise will actually work.
1. Learn from Your Favorite Podcasts
Your plan for podcasting world domination begins with one simple task: Listen to a ton of podcasts!
Yes, really. If you’re already listening to podcasts on a regular basis, then congrats, you’ve been researching all along.
With that said, you’ll want to change up how you listen. Start paying close attention to how your favorite podcasters advertise their shows.
- What channels are they utilizing the most?
- How are their ads different than anyone else’s?
- What made you start listening in the first place?
Make note of your answers to these questions and think about how you can use these strategies to promote your own podcast.
2. Write Better Show Notes
We need to talk about your show notes.
That clever little write-up about what happens on the episode is a great start. And it might even be enough to interest listeners.
But you’re still not doing everything you could be to promote your podcast.
Channel your inner Don Draper and start looking into digital marketing techniques. Namely, search engine optimization, or SEO.
SEO determines where your show or website shows up on search engines. So, as you might have guessed, it’s pretty important.
Use keywords, add links to your website and social pages, and above all else, make your notes fun to read.
3. Make Your Ads Interesting
It isn’t uncommon for podcasters to advertise their show via another podcast. As long as you share a similar audience or podcast network, you might even be able to save some cash on your ad.
Still, you’re going to need a great hook to bring in new listeners, so drop the sales pitch and get creative.
While your advertisement should sell people on your show (duh) that shouldn’t necessarily be the focal point. Use this as an opportunity to introduce people to your voice and podcasting style.
The podcast Hollywood Handbook has more or less cracked the advertising code. Their ads take on ridiculous, multi-episode narrative arcs where the products are still prevalent, yet take a backseat to the silliness of the stories.
4. Use Social Media Often
Facebook, Twitter, Instagram, Snapchat, and Reddit. They’re good for more than sharing ironic memes and going on long political rants.
Social media should be an integral part of your marketing strategy, too.
The best way to promote your podcast via social media is simply by sharing each episode and encouraging each host and guest to do the same. But that’s only the beginning.
You’ll want to keep an active social presence, too, to keep your name in your audience’s mind. Include your podcast in your bio, so every time someone clicks on your profile, they see your association with the show.
There are over 700,000 different podcasts according to estimates, so using your social channels to establish your brand and host identity is a must if you want to set yourself apart.
5. Tease via Tweet
Now that you have a social media strategy ready to go, let’s talk about how you can promote each episode.
Remember how we talked about writing great show notes earlier? Here’s where that comes in handy.
Make your show notes shareable and include a brief teaser for each episode.
6. Book Well-Known Guests
Whether you’re working on a narrative-based podcast (time for a cheap plug) or an episodic, interview-style podcast, the right guests have the potential to put your pod in the spotlight.
Aim high and reach out to your dream guests. We’re willing to bet that Marc Maron never thought he’d interview President Obama in his garage when he started “WTF,” but sure enough, it happened.
You might not be able to book every single one of your ideal guests. But it never hurts to ask.
7. Encourage Reviews
On the subject of asking for things, don’t forget to ask your listeners to leave a review at the end of each episode.
Reviews are a great way to build your show’s clout and go a long way toward improving your overall SEO ranking.
If you feel weird about asking your audience to rate your performance, make it fun. Thank specific listeners for leaving reviews and share the best ones on social media.
Your audience will love the recognition, and you’ll love the sweet, sweet, five-star ratings.
8. Partner with Other Podcasters
It’d be great if there were more than 24 hours in a day. But there’s only so much time a person can spend listening to podcasts.
And, as harsh as it may sound, any amount of time your audience spends listening to another podcast is time taken away from your show. But you can’t expect to be the be-all-end-all.
Instead, take a diplomatic approach. Form partnerships and, dare even say, friendships, with other podcasters.
Plug each other’s shows and aim to be a guest on their show.
You’ll have a lot more success if you don’t see every other podcast host as an enemy.
9. Prioritize iTunes
It seems like there’s a new podcast platform springing up all the time.
It’s worth looking into as many platforms as possible. However, your first goal needs to be iTunes.
iTunes accounts for more than 50 billion episode downloads, making it the biggest platform out there.
How to Promote a Podcast like a Pro
There you have it, your nine-step plan to take over the world via podcast promotion!
Now that you know how to promote a podcast, why not give ours a listen? Be sure to check out The Podcast of No Return’s latest episodes. And if you have any feedback or questions, feel free to get in touch!