The right way to promote a podcast successfully

The right way to promote a podcast successfully


Attain extra listeners

If you happen to’re something like me, you need extra listeners on your podcast. However, while you truly seek for info on how one can promote a podcast, it seems like everyone seems to be parroting the identical outdated recommendation.

Personally, I’ve been just a little annoyed with similar solutions on so many web sites. So, I did what I normally do after I need legit, actionable solutions from folks working within the business — I went attempting to find actual podcasters to steer me in the proper route.

The right way to promote a podcast

Under are a few of the sensible concepts podcasting and advertising and marketing professionals despatched my approach for how one can promote a podcast successfully and develop your podcast viewers:

  • Deal with your podcast like a enterprise and get an internet site.
  • Use honey traps and the rule of three to get extra listeners.
  • Harness the ability of TikTok.
  • Make a comic book about your podcast.
  • Suppose video first.
  • Leverage lesser-known podcast directories.
  • Use paid advertisements in case you can.
  • Don’t neglect about Pinterest.

Prepared to draw extra podcast listeners? Let’s dive in!

1. Deal with your podcast like a enterprise and get an internet site

Naresh Vissa is the Founder & CEO of Krish Media & Advertising, and the creator of the guide Podcastnomics. He says the most important downside he sees in podcasters is that they don’t deal with their present sufficient like a enterprise.

He stated, “If you happen to execute your podcast correctly, and run it like a enterprise, the advertising and marketing will deal with itself.”

However, what does this seem like in apply?

Naresh says you might want to be an early mover in a distinct segment. Certain, it’s good to go after one thing you might be keen about, however the purpose must be to concentrate on the long-tail niches of your audience — identical to long-tail key phrases.

In different phrases, don’t concentrate on finance for a podcast. As an alternative, communicate on the ins and outs of a extra slender matter, reminiscent of digital forex. The sooner you’ll be able to hop right into a hyper-focused area of interest and make a reputation for your self, the higher.

However out of all of the business-like actions it is best to take on your podcast, maybe the most important is creating an internet site that captures leads and repurposes your entire podcast episodes.

Naresh stated far too many podcasters rely on the internet hyperlink that their podcast hosts give them to advertise their present. Or they are going to say one thing like, “Discover my present wherever you hearken to your favourite podcasts.”

The issue is that this tactic prevents you from doing essentially the most important motion — getting the identify and e-mail deal with of the listener!

These folks coming to your web site to search out your newest episode must be directed to decide into your e-mail record for a couple of causes:

  • You’ll have a direct line of communication to inform them about episode releases
  • You may ask for suggestions
  • You may make provides
  • You may ask for referrals to your present

And, with an internet site, you’ll be able to repurpose each episode into:

  • Weblog posts
  • Transcripts and present notes
  • Case research (that might finally be used on your new guide or course)
  • Movies that you just additionally show in your web site

Make your web site a one-stop cross-promotion machine for all issues associated to your podcast and deal with it as a enterprise asset. As a result of in case you play your playing cards proper, it will likely be.

2. Use honey traps and the rule of three to get extra listeners

Photo of podcaster Jamie Kennedy
Picture courtesy of Jamie Kennedy

Jamie Kennedy – no, not the comic – runs Courageous Moon Podcasts, a manufacturing firm for podcasters. She informed me her promotion technique for serving to her purchasers and for serving to her personal podcast get extra listens: use honey traps and the rule of three.

She stated, “Share your episodes and use ‘honey traps’ to encourage listeners to pay attention and subscribe: Once you submit new episodes to your socials, make sure you use ‘honey traps’ to encourage listeners and ask your followers to share with their buddies. Honey traps are questions or statements that entice a listener to pay attention. For instance, ‘Do you need to know the key to getting 8 hours of sleep each night time?’ or ‘You must know these three issues about coronary heart illness.’”

Jamie went on to say, “Once you submit about an episode, comply with the rule of three and ensure to submit about each episode at the very least 3 times. It might really feel repetitive to you, however most of your followers might want to see one thing at the very least 3 times to click on on it.”

Suppose you’re attempting to get extra folks in your area of interest to hearken to your present or be a visitor in your podcast. In that case, Jamie additionally recommends collaborating in related on-line communities and boards and interesting with the posts immediately associated to your episodes.

“For instance, in case you discover a submit asking for recommendation on the perfect workout routines for robust legs and you probably did a podcast episode with the highest 10 leg workout routines, then share the hyperlink to the episode within the feedback part. You’ll get the eye of the unique poster and the eye of each different individual wanting by means of the feedback for solutions.”

A phrase of warning, although. Watch out posting your podcast hyperlinks within the communities you’re in.


A few of them have strict “no promo insurance policies.” Others solely enable sharing your podcast hyperlinks on particular days. Backside line – at all times learn your group’s guidelines earlier than sharing hyperlinks.

3. Harness the ability of TikTok

Ehan Hunagle runs SEMDeck and hosts the SwitchCast podcast with Doug Tabbutt. Their podcast primarily makes use of TikTok together with their extremely optimized web site to advertise the present. Ethan stated the TikTok web page began small, however grew rapidly to greater than 67,000 followers and greater than 1,000,000 likes on their movies.

The key sauce in line with Ethan is to create a video for each corresponding episode. Then, he repurposes the movies on his social media channels as Instagram Reels, Fb Reels and YouTube Shorts.

The movies should be brief, quick-hit fashion content material as a result of that is essentially the most helpful to market a podcast.


He additionally burdened that and not using a web site, you’re lacking out on prime alternatives to get your present discovered by your very best podcast listener.

To additional amplify the present’s attain, Ethan stated, “We publish a weblog submit each time a brand new episode is launched. We’ll embed the YouTube video in addition to the RSS feed of the podcast, add inside and exterior hyperlinks to the physique textual content of the submit, and optimize the weblog with tags, meta descriptions, web page titles, picture alt attributes, and different fundamental website positioning ideas.”

These easy steps got here collectively to convey that coveted viral consideration to SwitchCast that every one podcasters dream of!

4. Make a comic book about your podcast

A 9-frame comic strip from Christine Ink Comics
Photograph courtesy of Christine Ink

Admittedly, this was the best response I’ve heard to date to successfully promote a podcast. Christine Whitmarsh, higher referred to as Christine Ink on-line, stated she developed a comic book across the theme of her day by day podcast for authors.

She stated, “The shaggy dog story follows creator Margena and her very animated mind (a hilarious character unto itself) to indicate authors precisely how one can construct a writing behavior and change into a broadcast creator.”

As for the way she manages the creation of those comics, she makes use of an illustrator named Beena Parikh of the P66 Company.

How enjoyable is that?!

5. Suppose video first

Earlier than he started working behind the scenes serving to creators succeed, Bredan Aw hosted the Xin eSports podcast Your Life My Dream and his personal present Participant Vs World. He stated of all of the ways he sees creators utilizing to advertise a podcast proper now, video is getting essentially the most consideration and success.

Brendan says you’ll be able to’t succeed with an audio-only method anymore. By recording your present as a video first, you give your self “an [amazing] alternative for content material syndication from only one pillar piece.”

His advice is to movie each episode. After that, he says to:

  • Strip the audio to share as an audio-only podcast
  • Share clip highlights to social media
  • Edit the audio transcripts to make them extremely precious weblog articles, and
  • Hyperlink to related episodes wherever you’ll be able to (i.e. inside different weblog posts, in press releases, on social media updates – particularly in your bio, and even in your e-mail signature)

6. Leverage lesser-known podcast directories

Photo of podcaster Isaac Mashman

Isaac Mashman is not any stranger to podcasting. Not solely does he have his personal podcast and helps his purchasers get featured on podcasts, however he additionally set an enormous purpose for himself to be featured on 100 podcast interviews and get 100 article/media mentions in 2023.

His finest tip for how one can market a podcast successfully is to get your present on lesser-known podcast directories.

He stated, “Once you first launch your present your RSS host will naturally get your podcast distributed to the bigger platforms reminiscent of Apple Podcasts, Google Podcasts and Spotify, however there are a large number of different platforms which can be both lesser recognized or not historically listed.”

Just some of the locations he recommends including your present’s RSS feed to incorporate:

He additionally recommends pondering internationally. For instance, there are streaming giants in India and throughout the globe reminiscent of Gaana and JioSaavn. Podcastinc reported, “India is ranked the third in podcasting business after USA and China.”

They went on to say that round 150 million Indians are consuming audio streaming making it “an enormous alternative of development for podcasts.”

Isaac says we should always get on each podcast listing attainable so you will get your identify on the market to a plethora of individuals.

Suppose it will take too lengthy? Right here’s Isaac’s reality bomb response to that mind-set: Do it anyway!

He stated, “Is that this time-consuming? Completely! Nonetheless, when you do it the primary time you by no means have to consider it once more.

All of those platforms function with their very own particular person algorithms, assist your website positioning, set up backlinks to your web site, and make your podcast seem as if it’s the top-charting present which it’s sure to be.”

Seek for each platform yow will discover so as to add your podcast to, and benefit from the choices to share your social media profiles and web site hyperlinks wherever attainable.

7. Use paid advertisements in case you can

James Pollard runs the Monetary Advisor Advertising Podcast that includes greater than 200 episodes. He says that paid advertisements have been the sport changer his podcast was in search of to make it “one of the vital sought-after podcasts within the monetary recommendation house.”

However, he doesn’t run the advertisements to his podcast host, the truth is, they aren’t selling the podcast immediately in any respect. As an alternative, he’ll run the advertisements to monetary advisors (his very best listeners) to advertise a webinar or touchdown web page. In each webinar and on each touchdown web page, he introduces himself because the host of the podcast.

He stated, “This roundabout approach has generated tens of hundreds of downloads up to now three months alone, and I’m going to proceed doing it for so long as it really works.”

It additionally helps that lots of the questions that folks can be asking him are answered in his podcast episodes. By delivering a number of worth without cost, he’s incomes his “subscribers.”

In podcasting and in enterprise typically, giving folks a purpose to stay round, and displaying them you’re reliable is the one approach you’ll ever see a return on any advert spend.

8. Don’t neglect about Pinterest

Photo of Pinterest marketer Laura RikeLaura Rike says there aren’t sufficient podcasters utilizing Pinterest to advertise their podcasts. She extremely recommends promoted pins too as a result of these will be focused to your very best listener extra successfully and fewer expensively than Fb or Google Adverts

She stated, “Whereas many could consider Pinterest particularly for recipes and craft tasks, those that don’t use it for podcasting are actually lacking out on a chance to achieve their goal purchasers on-line. It’s truly a extremely highly effective search engine, and has focused advert alternatives. It could possibly additionally assist with familiarity and the ‘Know – Like – Belief’ idea, in case your listener goes to your website after which later sees your advert on Pinterest, too!”

The right way to promote a podcast — A fast recap

To shut issues out, right here’s a fast recap of the perfect ideas for podcast advertising and marketing methods which can be working proper now:

  • Deal with your podcast like a enterprise
  • Use honey traps and the rule of three
  • Get on Tiktok
  • Make a comic book (or at the very least specifically curated pictures) to advertise your podcast
  • Suppose video first and use video on YouTube and all social media platforms
  • Distribute your podcast to each listing you presumably can
  • Make the most of paid advertisements, and
  • Don’t neglect about Pinterest

I personally plan on utilizing all of those concepts to advertise my very own podcast higher. Whereas visitor swapping is nice, I need to depend on extra than simply borrowing different folks’s audiences to develop my very own. Optimistically, I’ll be having fun with bigger obtain numbers and monetization alternatives very quickly. Hopefully, you may be too!

New to podcasting? Try our information on how one can begin a podcast!


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