If you want to boost your podcast’s popularity, you need a podcast marketing strategy. We all want to get more listeners to our shows, share our message, and HELP people. Sure, your Mom subscribes to your show, but I’m guessing you want to play a little bigger than that?
In this blog, I will help you understand what you can do to get your podcast the attention it deserves. I’m going to lay out the exact steps you need to take to create a podcast promo strategy that gives you MAX visibility among your target audience without having to invest $$$$.
We’re talking:
- Guest Appearing on other podcasts and events
- Repurposing your content for blogs and YouTube
- Tapping into the power of social media
- Being budget-savvy
Guesting on Other Podcasts and Speaking at Events
We’ve all heard that quote, ‘all publicity is good publicity.’ And to an extent, that’s correct (although I’m not suggesting you do anything too crazy!). Exposure is a huge element in making sure your podcast is successful. One of the most effective ways to increase your visibility is by guesting on other popular podcasts in your industry. You’re essentially borrowing an audience. I really love this strategy because it not only introduces you to a new audience but also establishes your credibility within the field.
Think about it … when you speak to a brand new audience that may never have heard you speak at all, you can give stacks of awesome value during your appearance, which will encourage listeners to head on over to check out YOUR podcast.
Collaborations are a goldmine when it comes to boosting your podcast’s visibility. Partnering with other podcasters in your niche or businesses that complement your podcast’s theme can introduce your content to a whole new range of listeners.
It’s similar when you speak live. For the longest time, I had a block around speaking on stage. I knew I wanted to do it to share my expertise; I knew people would find my information valuable, but I was nervous about taking that first step. But guess what? When I finally stepped up and started accepting all the invitations to speak live in front of 100s of people (at Podfest, amongst other events!) I LOVED it! Like, I genuinely had the best time ever!
As I got comfortable speaking, from huge events down to local in-person workshops, I had the opportunity to showcase my expertise, reach a large number of people at the same time, AND direct them to my content for more details. When you’re on stage speaking, it’s so easy to tie in your podcast naturally within your presentation to avoid sounding overly promotional because you have a way to give the audience more help – and that’s what they’re there for!
Repurposing Podcast Content for Your Blog and YouTube Channel
So, you’ve conducted an amazing interview on your podcast? Fantastic! But don’t stop there – you can share the content in other ways to reach an even wider audience. It’s all about repurposing that engaging content effectively. This is one of the podcast promotion strategies that really multiplies your efforts.
Blog Posts:
Why should you repurpose your podcast interviews into blog posts? For two key reasons:
- It caters to your audience who prefer reading
- It allows you to leverage the SEO benefit of having written content on your website
Having written content that enhances and amplifies your message is a fantastic way to boost visibility and increase your reach. When creating the blog post, infuse keywords throughout. This means intentionally using phrases other people would type into Google as they’re searching for your topic.
When their phrases are in your written content, you make it easier for your audience to find you. Create an SEO-friendly title, use relevant keywords in the body of the post, and provide links back to your podcast. This two-pronged approach not only lures in new audience members but will also improve your search engine ranking, making your podcast much easier to discover online.
YouTube
The world is going video-first QUICKLY. Did you know you can submit your podcast content on your YouTube channel? Even if your show isn’t recorded as a video, you’ve got two options.
- YouTube just implemented an RSS feed section. So, just as you submit your podcast RSS feed to Apple and Spotify and others, you can submit it to YouTube.
- You can create a simple video by laying either a static image, b-roll, or AI-generated video over your podcast audio. YouTube videos are highly shareable, increasing the possibility of a significant word-of-mouth effect.
YouTube’s massive audience provides a fantastic new channel for visibility, and it’s a great place to add your content so that people interested in the topics in your niche can find you. Then, when they’ve watched your video, they should potentially head over to find you on their favorite podcast platform and transform into regular podcast listeners.
It’s all about extending your reach and creating pathways for potential listeners to find you. By repurposing content effectively, you take full advantage of the work you’ve already done and greatly optimize your chances of podcast discovery.
Power of Social Media
Social media platforms are some of the most effective avenues you can use to promote your podcast. They offer spaces where you can actively engage with your audience, share your podcast episodes, exchange ideas, and build a loyal community of listeners.
I encourage you to tailor your content for each platform. Each social media platform (Instagram, Facebook, LinkedIn, TikTok, X (formerly Twitter), etc.) requires a unique approach tailored to its format and user base to work most effectively. Think about where you’re posting and what subset of your potential listeners are on each platform before you post. Whether it’s Instagram with its powerful visual appeal, Twitter with its snappy conversations, or LinkedIn with its professional network – each platform can be utilized in its own way to boost your podcast’s exposure and attract new listeners.
Create engaging content using relevant hashtags, share behind-the-scenes images, or even conduct live sessions with your listeners, and make sure that everything you post on your channels centers on the themes you talk about on your show. Being consistent, showing up, and engaging are THE keys to building a strong presence on social media.
High Visibility without a High Budget
Getting your podcast noticed doesn’t always mean throwing money at the problem. Maximizing your efforts and implementing strategies to bring the highest visibility possible to your podcast are the most important things to do.
Does Merch Work?
While swag like t-shirts, mugs, or stickers can be fun, the tangible impact on your podcast’s visibility and listener growth can be minimal. The costs for design, production, and distribution can quickly add up, making this approach inconvenient for those working with a tight budget. I’d say that merch is a nice-to-have but in my opinion, it doesn’t form a strong part of the visibility strategy.
There are alternative strategies that require little to no budget. Think of ways you can engage your existing audience to broaden your reach. Consider hosting listener giveaways where entry requires sharing the podcast on social media, or maybe even implementing a referral program where listeners get incentives for bringing in new listeners; these are box out-of-the-box ways to spread the word about your show.
Don’t forget those collaborations mentioned at the beginning because it’s a combination of all of these strategies that will amplify your podcast’s visibility and provide opportunities for mutual growth and learning.
Build a Community
To increase listener numbers, you need to have a plan. The strategies outlined above will enable you to share your message without having to spend your whole budget on promos. We’ve dug into the benefits of guesting on other podcasts and speaking at events and why the best ways to amplify your reach are repurposing your podcast content into SEO-optimized blog posts or YouTube videos.
Not all strategies will apply or bring the same results to every podcast. Choosing those that best align with your brand, your audience, and your overall goals is important. A well-executed promotion strategy can be the difference between a well-listened podcast and one that is barely making waves in the vast ocean of virtual content.
Podcast Promotion Strategies FAQs
Why is podcast promotion important?
Podcast promotion is crucial to attract new listeners and grow your audience. Without effective promotion, your excellent content might remain undiscovered amongst thousands of other podcasts available.
How can I promote my podcast on other podcasts?
You can promote your podcast on other podcasts by being a guest speaker. Reach out to podcasters who share your target audience, offer unique content value, and pitch yourself as a guest. Another way is through podcast cross-promotion, where you swap advertising spots with another podcast.
What does it mean to repurpose podcast content?
Repurposing podcast content means transforming your podcast’s audio content into other content formats. This could be in the form of blog posts, social media posts, videos, or even infographics. It’s a strategy to reach a wider audience who prefer different content mediums.
Why should I collaborate with businesses or podcasters in my niche?
Collaboration can widen your reach and provide your listeners with fresh content. Whether that’s a guest episode with another podcaster or a sponsored segment from a like-minded business, these partnerships can boost both your visibility and credibility in the field.
Can I promote my podcast without a high budget?
Yes, you certainly can. There are numerous low-cost and no-cost strategies to promote your podcast. Some examples are leveraging social media platforms, SEO optimization, strategic collaborations, and creating compelling content that encourages listeners to share it amongst their circles.
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