Podcasting is the hottest new frontier in marketing, but it’s not always the easiest to navigate. People start podcasts for a number of different reasons, often starting with passion and enthusiasm for a specific field or niche. If you’re considering starting a podcast or you need help growing your audience, we’re here to help by letting you know how to market a podcast.
In this guide, we’ll give you 11 tips that will teach you how to market a podcast. By the end, you should have some actionable ideas to help you build and boost your podcast.
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What is podcasting and how does it work?
Simply put, podcasts are audio files that are uploaded to different apps online for others to listen to. If you imagine a blog post mixed with digital audio, you get a podcast. A modern podcast might also use video as well.
Podcasts typically have a host or multiple hosts and each series has a number of episodes released on a weekly or regular basis. The episodes don’t have to be connected, but there should be a common theme throughout the podcast.
Take one of the most popular podcasts, The Joe Rogan Experience, in which comedian and sports commentator Joe Rogan has long-form conversations with people he’s interested in. Each episode revolves around an interview with an expert in any number of fields.
After coming up with an idea, making a podcast begins with recording audio. You’ll then edit the audio and upload it to Apple Podcast, Spotify, Stitcher, or other podcast platforms. A user can search through the platform and listen to your show.
A podcast might promote your online digital products, your company, or you personally. Some people have stand-alone podcasts, and others connect them to businesses that they run.
How to start podcasting
A podcast starts with a novel idea — just know that you’ll be competing with over 1.95 million podcasts available online. If you don’t have something special to set you apart, you’ll have difficulty getting listeners and making money.
Once you have a podcast idea, it’s time to pick up some microphones, come up with a name, and put together artwork. Apple Podcasts offers a guide that walks you through the specifics of submitting a pod to their library.
The goal for your podcast
Many people get into podcasting for the monetary potential. As you get more views, the more earnings you can make. According to Buzzsprout, podcasts with over 10,000 downloads an episode have the potential to take home upwards of $12,000 a month through affiliate links, sponsors, and other services.
This doesn’t happen in a vacuum, though. The only way you can make this much money is through a rigorous marketing approach and, ultimately, a good podcast that keeps your listeners engaged. But how do you get those listeners to begin with? That all starts with marketing your podcast.
11 tips on how to market a podcast
Before you start cashing in, you have to focus on marketing. These 11 tips can turn your podcasting hobby into a full-time job.
1. Make promotional clips
Generating clips is one of the more popular forms of marketing in the world of podcasting. Since there are so many podcasts available online, it’s important to show your potential viewers who you are, what you do, and what your show is about.
If your show is audio-only, you might consider bringing on a freelancer to make an eye-catching video to accompany your clip. You could also use a PowerPoint-like slideshow to go along with your audio snippet.
Promotional clips can be shared all over the internet. Create your promotional clip around an intriguing cliffhanger or a funny segment on your show. Be sure to tag your podcasts’ name and include the best ways to find your show and how to contact you.
2. Use social media
You’ll want to put some valuable time and attention into social media. First and foremost, you should have social media accounts specifically for your podcast. Using a handle that includes your show’s name is a good start.
These accounts should solely focus on your show and include relevant content, like promotional clips and episode teasers.
3. Prepare your launch with extra content
Don’t rush out of the gate too soon. Every show should start with at least five episodes to give your listeners a pool of content to enjoy. This is a good way to get people hooked on your show — and wanting more. Otherwise, they might forget about you the next week you drop another episode.
4. Blast your message — everywhere
When launching your podcast, don’t forget to blast your message on your website, social media, and anywhere else you can catch the eyes and ears of potential listeners.
The first few weeks of your podcast launch are critical. Apple Podcasts uses these weeks to determine how your podcast should show up on a listing. If you get a lot of attention and popularity during this time, you’ll rank high on their lineup.
A good Apple Podcast ranking will work wonders for your podcast in the long term. It makes it easier for people to find you and helps you climb above your competitors.
5. Don’t forget about YouTube
YouTube is another great place to grab listeners (and viewers). If your podcast uses video along with audio, be sure to publish every show to your YouTube channel as well.
With 2.3 billion users worldwide, YouTube is the go-to platform for video content. Within the video’s description on YouTube, you can add links and more information about your show. You’ll be able to grow your brand’s awareness by linking to your website and all of your social media accounts.
6. Include transcriptions
Transcription is when you type out the dialogue from your podcast. This not only helps hearing-impaired people but can help with the SEO of your company.
Google can’t understand audio, but it can understand written content. This means that uploading your transcriptions can help you show up higher on Google searches.
Add transcriptions to your website and in the show’s description on YouTube. You can either do this task on your own or hire professional transcriptionists.
7. Book guests that your listeners care about
A lot of successful podcasts involve guests. If you’re looking at a comedy podcast, the hosts will bring on professional comedians to join their conversations. If your podcast talks about personal finance, it would be a good idea to bring in financial experts.
Podcast guests usually aren’t paid monetarily but through exposure. Guests will also help your exposure by bringing in some of their fans to your show.
8. Be a guest on other podcasts
You can also get exposure and market your podcast is by going on someone else’s podcast. When doing so, you’ll follow whatever format and direction their show typically takes.
The idea is that you can plug your socials, personal website, and podcast to a whole new audience. Just make sure that your expertise aligns with the podcast you’re going on.
9. Set up an email marketing campaign
When people sign up for your email marketing campaign, you gain a direct line of communication with your fans. You can get feedback, make announcements, and promote different things going on with your pod.
Send your listeners weekly reminders when a new episode is up and embed promotional clips into the email.
As you learn more about your audience and gather feedback, you can improve your show. The more tailored your show is, the more connected your fans will become.
10. Share what people are saying
Another way to highlight feedback is to share what people are saying about your show. This could be direct comments, posts on social media, or reviews on different podcast platforms.
By sharing positive feedback, you can highlight what people love about your podcast. It also adds legitimacy to your show, making it stand apart even more.
11. Run ads across the internet
You can advertise a podcast just like any other good or service you might sell. In this case, you’re selling the viewer on the idea that your podcast is enjoyable and right up their alley.
Make a specific ad for your target audience. The ad can be run on other podcasts within your category or through social media. The purpose is to boost your listener count and improve the overall brand awareness of your podcast.
Get more tips on how to market your podcast
Podcasting can be a fun way to promote other parts of your business and potentially make you a decent amount of money. As your podcast grows, though, you may need to tweak and refine your marketing process.
For more detailed tips on how to market your podcast, check out The Download, our free marketing guide. It can answer your questions and help you find success with your show.