Redefine Podcast Distribution: Turning Your Podcast into a Revenue-Generating Tool
If you’re a podcaster, you know how much work goes into creating and producing each episode. From planning and researching to recording and editing, it can be a time-consuming process. But what happens when you release your podcast, and it feels like you aren’t reaching your ideal listener? Perhaps it feels like you could be doing more to grow your listenership? What if you aren’t sure if people are finding the show? That’s where distribution comes in.
Gone are the days when you could simply upload your podcast to a hosting platform and expect it to be discovered by a large audience. Today, you need to have a distribution strategy in place to grow your listenership, convert your audience into leads and sales, and ultimately, generate revenue.
Here are some key strategies for distributing your podcast and building your audience:
Connect Your Newsletter Audience to Your Podcast
If you have an existing newsletter audience, make sure your podcast isn’t being kept separate from them – after all, this is an existing, warm audience who has already demonstrated they are interested in what you have to say. We generally like to see the latest podcast episode towards the top of the newsletter, if you usually include a variety of topics. Other options include sending a round-up of recent episodes or even ‘fan favorite’ episode recap.
Then, make it easy for them to listen. If there are hidden links, or you never actually ask your subscribers to click to listen, it is more likely they will keep scrolling. Be simple, clear and direct – tell them what the episode is about, how it will benefit them, and give a link to listen. Remember, a confused mind will always say no. Be clear with the action you want them to take!
Promote Your Podcast on Social Media
Social media is a powerful tool for promoting your podcast, and according to the data released from 2022, it’s the third most popular way people find new shows. Share links to your latest episode on all of your social media platforms, including Facebook, Twitter, Instagram, TikTok and LinkedIn. Use relevant hashtags to reach a wider audience, and consider creating social media graphics to promote your podcast visually. If you have guests on your podcast be sure to tag them and share any assets created for the episode with them for their own social media platforms. Don’t forget to promote older episodes. Your following is always growing and promoting your back catalog is a sure fire way to increase downloads.
If this tip seems oversimplified, consider this: after thousands of episodes produced, hundreds of shows launched and countless podcast audits – inconsistent promotion across social media platforms is one of the most common discoverability mistakes we see. If you haven’t actually audited your social media, and your marketing at large, in the last 90 days – it’s worth taking another look. With shorter attention spans these days, posts get lost more easily and different platforms are rewarding different formats of content – even different from this time last year. It could be time for a refresh!
Update Your LinkedIn Profile
Your LinkedIn profile is a great place to promote your podcast, especially if your podcast is related to your industry or niche. Make sure your profile includes a link to your podcast and share your latest episode in your feed or in LinkedIn groups. Linkedin Newsletters are also a great way to share your podcast. Check out our post “Do You Need to have a LinkedIn Newsletter for your podcast?”
LinkedIn is making several updates to be a more podcast-friendly platform. Consider submitting your podcast to the LinkedIn Podcast Network. With 875 million members on the platform, you have an opportunity to gain visibility in front of a sophisticated, business oriented audience.
Bonus tip: We mentioned our podcast audits earlier – another common “miss” we see in these is the podcast host not mentioning the show on their profile. Consider using your LinkedIn banner to promote the show as well as your profile headline. There are many places you can strategically mention your show so new and existing connections see it with ease.
Collaborate with Other Podcasters
Collaborating with other podcasters in your niche can be a great way to grow your audience. Consider guesting on other podcasts, hosting guest episodes on your podcast, or creating joint episodes with other podcasters. This can help you reach a wider audience and cross-promote each other’s podcasts.
Remember, any time you get in front of new, warm audiences there is a benefit and now you have the social proof of that show’s host, who already has the trust of their audience. Make sure you get the links and assets from your episode once it goes live – promoting your episode will go a long way in building rapport with the host who interviewed you!
Bonus tip: Ask the host for your permission to re-release the episode on your RSS feed as a new episode. The host gets double the promotion and you get an easy bonus episode to share with your audience.
Monetization With Integrity
In addition to these strategies, it’s important to have a clear monetization plan in place for your podcast. This can include sponsorships, merchandise sales, or offering exclusive content or services to your listeners. Choosing a monetization strategy that aligns with your brand’s values and your audience’s interests is crucial.
Always be transparent with your listeners about any sponsored content or affiliate links in your podcasts. This reflects integrity and can also prevent you from any potential legal ramifications.
The right distribution strategy and monetization plan can turn your passion for podcasting into a successful business.
Looking for More Support?
If you’re struggling to implement these strategies or looking for more in-depth guidance on how to turn your podcast into a revenue-generating tool, we have the program for you. Our Growth Accelerator Program is the only one of its kind on the market and offers unparalleled support for businesses looking to optimize their podcast for growth.
Produce Your Podcast is a premier podcast consulting & production agency providing a comprehensive, full service high quality solution to incorporating podcasting into B2B and B2C clients’ overall digital marketing strategy. If you are looking for a partner to help launch your business branded podcast, or feel your show could be doing more to support your sales and marketing goals – our teams can help.
Visit Produceyourpodcast.com/team to schedule a conversation with our team.
