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Take your Podcast to the Next Level: 6 Strategies to Promote your Podcast

Have you put a lot of work into your podcast and really love it, but somehow, it still has not taken off yet? Then it’s probably time to take a closer look at how you are marketing and distributing your podcast. In the following guide, we will show you six promotional strategies that can make your podcast more successful.

One of the unwritten rules in podcasting is: 20% of your success depends on the content and quality of your podcast, while 80% depends on marketing and distribution. After all, what does it matter that you have created the most amazing podcast out there, if nobody knows about it?

So, how should you promote your podcast? We have put together six strategies to help you take your podcast to the next level.

1. Get your podcast in directories

The most obvious strategy to distribute your podcast is to include it on special podcast platforms. These directories will give listeners access to your podcast and also allow new users to discover it.

Some of the most important podcast directories are Spotify, Stitcher, TuneIn, and especially, Apple’s iTunes. According to Nieman Lab, 70% of podcast listening happens through iTunes. So, definitely make sure that your podcast is listed there.

However, even though it is still new and not as popular, you also shouldn’t dismiss Google Podcasts. Google Podcasts allows your podcast episodes to be not only visible, but also playable in Google’s search results, which can be a big source of traffic for your podcast.

2. Email marketing

For some reason, email marketing is often overlooked when it comes to promoting podcasts. However, it can be really effective. Studies even show that, as a marketing strategy, email marketing yields the best results. There are several ways in which you can promote your podcast through emails.

For example, if you have a newsletter, make sure to always include a link to your podcast in it, or you can even include your latest episode as well. Even if you don’t send out an official newsletter, you can email your friends about your podcast.

If you mention any brands, businesses, or influencers in your podcast, you should reach out and let them know that you featured them. There is always a chance they will share the episode with their followers.

Another trick is to include a link to your podcast in your email signature. This way, every time you send somebody an email, you are also promoting your podcast—without being pushy.

3. Leverage your guests

If you had guests in your podcast episode, make sure to reach out to them after the episode goes live. Thank them for being a part of your podcast, but also don’t be afraid to ask them to share the episode with their audience. Include a link to the episode and also a few images that they can add if they want to share the link on their social media platforms. The more helpful you are, and the easier it is for them to share the link, the more likely they are to help spread the word.

Also consider giving them time to promote their business or service in your interview. That way, telling other people about your podcast also helps them.

Obviously, the same goes for you. Being on other people’s podcasts will help you to get the word out about your own podcast, so reach out to other podcast hosts to see if you can collaborate with them.

4. Create a dedicated page for your podcast

With most people accessing podcasts through their favorite podcast app, aggregator, or on social media, it might not seem obvious why you need to create a special website to promote your podcast. And while creating a website is not a must, it can help you to build a brand around your podcast. The website can help give your podcast a unified look, including a logo, and can be a source of additional information about you and your podcast for interested users.

A big plus of having a dedicated digital home for your podcast is that it will help you become more visible on search engines, and this will also bring you more listeners.

5. Promote your podcast on social media

Social media platforms such as Twitter, Instagram or Facebook are a wonderful way to tell more people about your podcast.

While you can obviously always share new podcast episodes in posts on your social media profiles, also consider using other features such as live videos or stories, which stand out more and have the potential to reach more people, since regular posts tend to get overlooked.

Facebook Stories and Instagram Stories for instance are very popular with users, and since story feeds are located at the very top of the screen, people are more likely to see a story than a post. Because stories are only available for 24 hours, they are made for up to date content like promoting news—such as telling your followers about a new podcast episode that you have just released.

There are even web tools which you can use to create stories and schedule them to be published later. This can save you a lot of time and also allow you to perfectly synchronize your story posting with the launch of your latest episode. If you want to experiment with promoting your podcast through Instagram Stories, check out Storrito. You can not only use Storrito to create and schedule stories for Instagram, but also cross-post the stories to Facebook. So, you only need one tool to promote your podcast on the two social media platforms.

6. Repurpose your podcast

There are many ways in which listeners discover a new podcast. In fact, surveys show that many users discover podcasts not only through podcast directories, but also through other online channels such as blogs, other podcasts, social media recommendations from their friends, and search engines. This means: the more ways you can come up with to promote your podcast online, the better.

So don’t hesitate to repurpose your podcast to promote it on several channels, for example, by including sound bites or relevant quotes from it in a blog post.

You could also build catchy audiograms for your website, blog, or social media profiles. Audiograms are short promotional videos created by layering images and waveforms onto an audio clip from your podcast. But don’t worry, you don’t need programming or web design skills to create one. Web tools, such as Audiocado, offer easy and fun ways to create professional-looking audiograms in just a few steps.

Promote your podcast as much and as often as you can – it’s worth it!

As you can see, there are many ways to promote your podcast. So, try out as many different strategies as you can and see what works best for you.

While marketing and distributing your podcast will take some extra time, it is definitely worth it, as it will guide more listeners to your podcast–and make your podcast more successful.

Tobias Manroth Author image
Tobias Manroth
CMO at Audiocado

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