How do you market a podcast? 11 podcast advertising ways

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Podcasts (spoken phrase, audio-only, or video-complemented on-line exhibits centered on a selected theme or subject) have change into ridiculously in style.

Proper now, there are greater than 2 million podcasts (not episodes, podcasts) out there worldwide.

That’s a formidable quantity, however what number of might you identify? Beginning a podcast is the straightforward half. Getting individuals to seek out you and truly hearken to it? Not a lot.

Podcast advertising is a really explicit set of expertise and ways that only some podcast hosts will actually grasp.

On this information, you’ll learn to develop these expertise and uncover 11 podcast advertising ways that would imply the distinction between a handful of listeners and a cult following.

Use the hyperlinks beneath to leap to any part that catches your eye:

What’s podcast advertising? 

Podcast advertising is the method of selling your present and rising your podcast viewers. It entails a wide range of methods and ways to launch your present, have interaction your current viewers, and proceed to seek out new podcast listeners.

Right here’s the place issues get a little difficult.

Podcasts are additionally used as a robust type of digital advertising in and of themselves. That is particularly widespread in B2B circles, the place entrepreneurs use free podcasts to develop model consciousness, clear up buyer challenges, and construct authority within the business.

(And sure, we’ve obtained one too!)

screenshot of the activecampaign podcast page
ActiveCampaign’s podcast web page

However, even in the event you’re seeking to construct a podcast to assist an current enterprise (fairly than making a podcast present as a income generator), you continue to have to promote it.

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How do you market a podcast? 11 podcast advertising ways 

Recording podcast episodes is the straightforward half. The onerous half is getting individuals to seek out you. With this in thoughts, let’s discover 11 highly effective podcast advertising ways to develop your viewers and interact your listeners.

1. Launch with a minimal of three episodes 

First rookie mistake: launching your podcast with just one episode.

Podcast advertising is all about getting individuals hooked. To attain this, that you must perceive a bit about listener psychology and preferences, and the very first thing that you must know is that in 2022, individuals like to binge!

While you launch with only a single episode, new subscribers who hearken to your first (and solely) episode will likely be craving extra however might want to wait every week (or longer, relying in your schedule) earlier than they get one other episode.

Throughout this time, you possibly can rapidly lose their consideration.

Remedy this drawback by launching your present with a minimal of three episodes. Extra is healthier (3-6 is the candy spot), however you additionally have to be sure you can sustain a daily cadence.

Let’s say you need to drop a brand new episode every week.

The best scenario can be to report 5 new episodes earlier than taking your podcast to the world. You’ll launch with three reside episodes and maintain two extra within the pipeline for the subsequent two future episodes.

While you report a brand new episode every week, you’re working a few weeks prematurely, taking the stress off the manufacturing and providing you with a little bit of leeway if issues don’t go in line with plan throughout recording and enhancing.

2. Set your sights on New & Noteworthy 

Your primary aim must be to get on the Apple Podcasts New & Noteworthy record when launch day comes round.

screenshot of apple podcasts new & noteworthy page
Apple podcasts new & noteworthy web page (Supply)

No, not everybody will get there, however it is a surefire technique to increase your viewers numbers proper originally.

Getting on New & Noteworthy is a bit like rating on Google. There’s no concrete secret sauce, however there are a number of finest practices to observe that provide you with a robust shot:

  • Generate hype and an viewers round your content material earlier than launch (Apple Podcasts is momentum as an element right here)
  • Be sure to have high quality cowl paintings
  • Have not less than three reside episodes (see!)
  • Launch with high-quality audio content material (possibly apparent, however you’ll be shocked what number of novice podcasts fail to chop out clicks, pops, coughs, and sniffs)
  • Drive overview on Apple Podcasts proper out of the gate (prepare with reviewers earlier than launching)
  • Maintain publishing persistently
  • Encourage listeners to price, overview, and subscribe

3. Leverage directories and aggregators 

Subsequent, that you must take into consideration how and the place persons are really going to hearken to your podcast. This will really feel slightly overwhelming as a result of there are a ton of choices:

  • Spotify
  • Apple Podcasts
  • Overcast
  • Castbox
  • Google Podcasts
  • iHeartRadio
  • Overcast
  • Stitcher
  • PodcastAddict
  • Pocket Casts
  • TuneIn
  • Pandora
  • Podchaser

And the fact is, try to be on all of them. However don’t stress, you don’t have to add your podcast episodes to each listing or aggregator individually.

In truth, you don’t really add your episodes to a listing in any respect; you employ one thing referred to as a podcast internet hosting platform.

Buzzsprout is a well-liked choice right here. They’ve some fairly inexpensive pricing choices and will help you with different options like podcast mastering, transcription, and listening analytics.

screenshot of the buzzsprout pricing page
Buzzsprout pricing web page (Supply)

When you’ve obtained your internet hosting arrange, you’ll get an RSS feed. It is a direct hyperlink to the place your present episodes are hosted.

Share this RSS feed with every of the podcast directories listed above, after which each time you drop a brand new episode, they’ll pull it instantly out of your feed and present it on their platform.

4. Be a visitor on one other podcast 

One of many nice issues concerning the podcasting group is that it’s extremely collaborative.

Podcasts are recurrently searching for visitors for their very own exhibits, and this may be an effective way to construct new connections and concurrently develop your viewers.

Let’s say, for example, that you’ve got a podcast about electronic mail advertising ways. There are a ton of different subjects the place overlap exists:

  • Copywriting 
  • Gross sales outreach
  • Database administration
  • Lead nurturing
  • Ecommerce gross sales and promotions
  • Constructing an electronic mail record

Little question some podcasts exist that talk about every of those subjects. Put a listing collectively of exhibits that really feel like a great match, and attain out to the podcast hosts to see in the event that they’d be open to having you on as a visitor.

This tactic permits you to get in entrance of an current viewers and promote your self and your viewers (plus, it provides you much more expertise and perception into the podcasting world).

Take this tactic a step additional. Ask them to look on an episode of your podcast, too. This has the potential of attracting their listenership over to your present!

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5. Repurpose and distribute 

Your final aim with podcast advertising is to develop your listener base. To do that, that you must attain extra non-listeners.

One of the highly effective methods is to publish persistently on social media platforms. In fact, you possibly can’t simply throw your entire podcast episode up on Twitter.

It’s good to edit and repurpose your content material (in a way that’s related for the platform) after which distribute it persistently.

For Instagram, brief video clips work properly, as do excerpts of episodes became picture carousels.

screenshot of jordan peterson's instagram page
Jordan Peterson’s Instagram web page (Supply)

For Twitter distribution, use brief audio clips to construct intrigue, then hyperlink out to the total episode.

screenshot of a podcast snippet shared on twitter
Podcast snippet on Twitter (Supply)

6. Make it simple for podcast visitors to self-promote 

In case you’re having visitors in your podcast (you don’t must, by the way in which), you’re doing it for 2 causes.

The primary is for the content material itself. However you additionally need to deliver on visitors who’ve an viewers you could possibly faucet into.

Make it simple for visitors to advertise their look by offering them with repurposed content material that they’ll distribute (clips, quotes, picture carousels, and so forth.).

For example, when Buffer featured Rand Fishkin (SparkToro CEO) on their podcast, they adopted up with a thank-you electronic mail that included some social photos Fishkin might share along with his viewers to advertise his look.

screenshot of an email from buffer to rand fishkin
An electronic mail from Buffer to Rand Fishkin (Supply)

7. At all times publish on YouTube 

Although podcasts are largely audio-only (that’s definitely how they began out), many present house owners incorporate video as a part of their providing.

It is a highly effective technique to attain a wider viewers (some individuals discover it simpler to interact with content material once they have one thing to look at). It’s additionally rather a lot more durable and dearer to provide video podcasts than it’s to stay with audio-only.

However right here’s the factor: you possibly can (and will) publish to YouTube even in the event you’re not doing video.

Why?

As a result of the viewers potential is enormous in comparison with the trouble required to add, so it’s a no brainer.

You’ll want some form of imagery to go along with your audio, in fact, and it’s perfect if it’s a transferring video, even when it’s one thing easy like a waveform and your podcast emblem.

screenshot of an audio podcast on youtube
An audio podcast on YouTube (Supply)

8. Don’t overlook your podcast web optimization 

web optimization isn’t only for written content material, neither is it only for Google.

It’s for search engines like google, and guess what? YouTube, Spotify, and Apple Podcasts all have search engines like google.

web optimization for podcasts is a large subject all by itself, however listed below are a number of finest practices to set you on the fitting path:

  • Select a podcast identify that makes it simple to seek out (actually embrace what your podcast is about within the identify)
  • Use web optimization instruments like Semrush or Ahrefs to establish key search phrases, then embrace these in your podcast episode names
  • Use podcast transcriptions and present notes to maximise your written content material rating alternatives and to supply accessibility (or higher but, flip every episode right into a weblog publish)

9. Shout out related manufacturers and companions 

Savvy podcast entrepreneurs leverage the audiences of manufacturers they don’t even have as visitors on their present however that they speak about and suggest.

For instance, possibly you’ve gotten a podcast about inside gross sales ways, and in your newest episode, your visitor discusses how their staff makes use of Gong to research demonstration calls and perceive the perfect phrase tracks to make use of.

As a part of your repurposing and distribution, you must edit slightly snippet of this dialog, publish it, and tag Gong in your publish.

This can make it easier to get in entrance of a few of their viewers, and also you would possibly even be capable to get them to repost it on their pages for extra attain!

10. Spend money on paid promoting 

Rising your viewers by means of natural social media content material is an effective transfer, nevertheless it does imply that that you must develop your social media channels as properly!

Paid promoting could be an effective way to bypass this course of and get in entrance of potential listeners from the get-go.

You’ve obtained a number of choices right here. Your normal promoting choices (digital banners, sponsored social media posts, PPC) all work for podcasts, however you can even promote on different podcasts!

Make a listing of exhibits that debate comparable subjects (and thus have related audiences), and see in the event that they’d be open to operating an advert spot to advertise your podcast.

11. Be a part of a podcast community 

Maybe among the finest methods to develop your community, discover new alternatives to broaden your viewers, and meet potential visitors, is to affix a podcast community.

A podcast community is a gaggle of podcasts that work collectively to develop one another’s audiences by means of cross-promotion, visitor spots, and podcast takeovers.

There are a number of totally different choices right here.

The primary is an in-house podcast community, which is when a enterprise has a number of podcasts (for instance, YMH Studios).

The second is a bit more informal. A bunch of associates who every have their very own podcasts can get collectively and create a podcast community to collaborate and cross-promote.

Then, there are skilled podcast networks like:

  • Gimlet
  • Earwolf
  • Wondery
  • Radiotopia
  • PodcastOne

These networks include some important advantages (improved advert income, assist with manufacturing, business networking alternatives), however you must also keep in mind that you could be lose some artistic management, and the community is more likely to take a reduce of any income in alternate.

Conclusion 

Podcast advertising takes lots of time and effort funding, and there’s much more to podcasting than recording a few episodes and throwing them up on-line.

To maximise your attain and your capacity to develop an viewers, you’ll need a profitable podcast advertising technique.

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