Producing and publishing your podcast is only part of the journey when it comes to attracting listeners. While making your podcast better through a combination of excellent podcast equipment, schedules, show notes, and more can be helpful, you still need to market your podcast to ensure audiences know you exist.
Numerous options can help you get the word out to your potential audiences. In this article, we will detail 10 of the best podcast marketing ideas that have the potential to bring new audiences to your show.
Website SEO
If you have a website, list your podcast there and regularly publish new episodes on your website. Each time you publish information about an episode, you should optimize the text, images, and other on-page factors to the keyword for the episode.
This allows people to find out information about the episode and your podcast while researching through Google or other search engines. So, if you’ve published an episode on small business tax breaks, you could optimize a page for that term and bring people to that episode, allowing them to download and listen to it.
You can even use the chance that they’re on your website to subscribe to your mailing list so you can send them information about future podcast episodes.
Guest Spots on Other Podcasts
A common way that many high-performing podcast hosts reach new audiences is to tap into the audience of those on other shows. Appearing as a guest on another podcast allows you to market your podcast. Ensure you’re talking to the right audience. So, if you’re a business accountant, talk on other business-centric podcasts.
During the episode, the host will give you a chance to talk about you and your podcast. And because you have a captive and relevant audience, you’ve got a higher chance that they will explore more about you.
Be sure to time your appearances too. If there is a big release coming up at your company, or you have some huge news coming up, ensure you’re putting effort into bringing people to your podcast before the event, not afterward. It allows for a better launch event, whatever you’re going to try to promote.
Guests on your Podcast
At the same time as appearing on other podcasts, you can get guests to appear on your podcast. This tactic allows you to get the guests to promote their appearance on your podcast through their website, email, and social media channels. These are people who will be fans of the guests and will want to see your show to listen to them.
If you produce a high-quality show, then they will want to subscribe to your show.
Carefully select guests who are active on social media, have a large following, and will actively promote their appearance on your show not just once or twice before the episode, but also afterward.
Social Media
Social media is a significant part of our lives. More than half of US adults check Facebook after waking up, and this figure can go higher for those who work with social media. Tapping into this activity can be a good way to reach new audiences, and you can build a list of loyal fans through the various networks.
There are many ways you can use social media to promote your podcast episodes. You can use podcast clips to build anticipation for past and future episodes. Or you can use text or image posts to build awareness for the podcast.
You can also use channels like YouTube and TikTok to showcase some of your current episodes, even if you don’t use them as a main distribution channel.
Paid Advertising
Paid advertising is one channel that needs to be carefully used if you want to. You can always use Facebook advertising to bring people to your page and get them to stay informed of new releases. But paid advertising can also relate to paying for a slot on a website, or through sponsored content schemes on podcast directories/distribution sites.
Paid advertising can be expensive and it can sometimes not be worth the costs in the long-term. But it might be a great way to get a few initial listeners if you’re struggling to reach audiences because you’re producing content in a crowded market, or perhaps you have a big news story that you want to maximize returns on.
Email Marketing
Email marketing is one of the best digital channels currently. For every $1 you spend, you can get a return of between $36 and $40, depending on measurement. And therefore, it is a perfect way for you to maximize audience retention of your podcast. All you need to do is to deliver an email to subscribers about new content when it is released.
You might also want to encourage listeners to subscribe, by giving them 48 hours advanced access to the general public.
Generating a large list of subscribers can also be a good revenue stream. You can show your potential show sponsors how many people will see their brand, incorporate advertising into the email, or use it as a way to generate sales for your own business.
Therefore, if you’re not yet using email marketing, you must start.
Press Releases
Press releases have several benefits for small businesses. For one, it can get your name out there into the wider public domain and get audiences interested in your brand and content. Another benefit is that it can help you build links to your website, which can have a small impact on your website’s SEO ranking, helping you to attract more users to your website.
In addition, in the immediate aftermath of a press release, you can see a significant rise in the traffic to your website/podcast.
Press releases take time. And you want to release them regularly, but not too often so you spike an interest in the brand.
Local Events
Local events can be a great way to connect with people face-to-face and build a human touch to your digital production. Local events can be something as simple as being at a local trade show or perhaps at a business network meeting.
Choose events where your primary audience is going. You want to connect with them and give them something physical (business cards, flyers, gifts) to ensure they will remember you.
Many local events are free to attend, so you can choose your investment level.
Sponsorship
Sponsorship of local events, other podcasts, sporting events, and other events can be a good way to get your name out into a wider public domain. But these can be a costly option, though the potential to improve brand awareness within a wider public consciousness can be worth it if you’re looking for a boost.
It’s important to carefully select sponsorship. It isn’t just the cost that is important to consider, but also the placement. You want to have a sponsorship deal that will reach the audience you want to attract without being too niche and costly.
Be sure that you’re setting goals for this sponsorship and that you have some way to measure the effectiveness of the sponsorship. Perhaps have a special deal on your website where you can track how many people follow up on the sponsorship announcements.
Building Word of Mouth
Word of mouth is still one of the most effective ways that you can attract new listeners to your podcast. When you encourage your audience to share your podcast with their friends, family, and colleagues, you’re not promoting your podcast – they are. And the people who they are talking to are more likely to engage with your podcast because the recommendation is coming from a trusted individual.
Word of mouth doesn’t have to cost anything. And you can simply add a couple of lines into your podcast intro/exit as well as on social media to maximize the potential word of mouth for your podcast.
It is important to thank the audience for sharing and provide them with a reason to share. Both these tactics will enhance the uptake of the request and prove to bring you more listeners.
FAQs: 10 Best Podcast Marketing Ideas
What are the best podcast marketing ideas?
No ideas are going to work for everyone. Audiences, your brand, and podcast format will all suit different podcasts. It is about trying a selection, keeping those that work, and dropping those that don’t.
Can you do any podcast marketing for free?
Numerous podcast marketing ideas won’t cost a dime. Or you can do an exchange, a spot on your podcast for a spot on their podcast. Therefore, you can keep costs down.
Are all podcast marketing ideas online?
No, some podcast marketing ideas can be local or nationally based in the physical world. Advertisements, word of mouth, and sponsorship don’t have to be based online at all.
Final Word: 10 Best Podcast Marketing Ideas
When it comes to podcasting, promotion is key to success. You can’t expect people to know you’re releasing material. That is why using some of the best podcast marketing ideas above can help you bring in new listeners, retain existing listeners, and enhance your brand’s reputation.
And not everything has to be online. Sometimes, getting out and meeting potential listeners can be a great way to build an audience.
Produce Your Podcast is a premier podcast consulting, production & marketing agency. Our team of experts provides comprehensive, full-service quality solutions for B2B clients to incorporate podcasting into their overall marketing strategy. If you’re looking for a reliable partner to help launch or grow your business-branded podcast and boost your sales and marketing goals, we’re here to help.
Click here to schedule a conversation with our team today. Let’s work together to create a high-quality podcast that takes your business to new heights!
