Podcasts – from sports and true crime to education and entertainment – the broadcast medium has evolved and expanded since its early aughts inception. Podcasts cover a wide range of topics with something for just about everyone. Looking to learn a language? There’s a podcast for that. Want to dissect your team’s win with the pros? There’s a podcast for that. Want to hear about scary things that move in the shadows? You guessed it, there’s a podcast for that. Many, in fact.
But how do podcasts make their way into the “New & Noteworthy” category among a sea of audio content, and how can you do the same with your podcast once it’s time to hit the publish button? Whatever your subject matter—broad or niche—marketing your podcast successfully is the key to being discovered by listeners. Read on for five tips on how to promote your podcast and ensure people are tuning in episode after episode.
Submit Your Podcast to Aggregators
Get started by exposing your podcast to new audiences via a podcatcher—an app designed to “catch” and play podcasts. You’ve seen the purple icon with a microphone on your iPhone; that’s one of dozens of distributors. Other popular options include Google Podcasts, Overcast, Spotify, Breaker, Castro, Stitcher, Acast, TuneIn, and more.
Promote Your Podcast on Social Media
Set up social pages for your podcast and post snippets teasing new episodes and upcoming guests. Create key art using free design tools like Canva, and post when a new episode drops with a link directing fans where to listen. Have guests promote on their own pages and tag your podcast. Start conversations with your community of listeners on platforms such as Facebook, Instagram, Twitter, and even TikTok—the options for self-promotion on social are truly endless.
Invite Guests (And Be a Guest)
Guests come with their own built-in fanbase—widen your audience and invite people with interesting perspectives on the topic at hand for a fresh take. Love talking about football? Invite players, coaches, hardcore fans, and fellow sports podcasters to your show, and create a press kit for them to promote and share the episode across their own channels easily. On the flip side, volunteer to be a guest on podcasts within your area of expertise, as you’ll likely share an audience and gain a few listeners along the way.
Network with Podcast Professionals
As with any other industry, network, network, network. Join dedicated groups, attend events and chat with other podcasters to seek support and discuss what’s working for them. Marketing is no one-size-fits-all approach; you may learn about a new tactic from someone who’s been in the podcast game longer than you. Plus, this could be an excellent opportunity to find new guests.
Ask Listeners to Subscribe
What’s that you hear at the beginning and end of nearly every podcast? “Subscribe to my podcast, share, and leave a review!” Ask your listeners to subscribe and leave a review if they love your content, as it can help boost discoverability and lead to future podcasts created by you and your team. Plus, nothing sparks a popularity fire like word of mouth—both on and off the apps.