Studying methods to advertise a podcast is a positive strategy to keep forward of the fierce podcasting pageant. Even though podcasts are simply over twenty years previous, information from Concentrate Notes displays that there are over 2.7 million podcasts and 122 million podcasts episodes on-line lately.

And the stakes are excessive. Roughly 104 million American citizens elderly 12+ pay attention to podcasts per 30 days. That’s kind of 1/3 of the inhabitants, or 39% of fellows and 36% of girls.

However right here’s the article. How do you advertise a podcast successfully with such a lot pageant to overcome? How are you able to in finding your viewers some of the hundreds of thousands of per 30 days podcast listeners?

That’s what this newsletter is all about. Learn on, and we’ll duvet 17 methods you’ll use to advertise your podcast and a few guidelines that can assist you in finding, encourage, and stay an viewers long-term.

Let’s pass.

Figuring out and Attaining Your Podcast’s Goal Target audience

It’s simple to take a look at a hit podcasts like Planet Cash and Stuff You Will have to Know and put out of your mind that the podcasters at the back of them as soon as struggled to search out listeners. Nevertheless it’s true.

All podcasts get started someplace, however what separates a hit podcasts from unsuccessful podcasts? Suave advertising and sparsely constructing a faithful viewers.

So, prior to we speak about podcast advertising, let’s duvet 3 audience-building methods that allow you to create a faithful listener base from day one.

1. Construct a Listener Character to Perceive Your Target audience

Figuring out who your viewers participants are is a very powerful in attaining them successfully. That’s the place a listener profile, or listener character, comes into play.

A listener character is sort of a purchaser character, however it’s particular to podcasts. Your listener character describes your viewers through traits like:

  • Age
  • Ethnicity
  • Gender
  • Pursuits
  • Schooling
  • Location
  • Frustrations
  • Targets and motivations

Development a listener character will assist you to design nice content material together with your target market in thoughts.

To create a character, ask your viewers to fill out a survey that collects demographic knowledge. Then again, should you submit your podcast on a platform like Youtube, you might want to gather some demographic information the usage of the “YouTube Studio Analytics” tab.

Whenever you’ve accrued it, you’ll use data analysis software to search for tendencies and construct your profile round the commonest viewers traits.

For inspiration on constructing a cast listener character, check out this situation evolved through Lauren Popish from The Wave Podcasting:

A listener persona for a podcast
A listener character for a podcast (Supply: The Wave Podcasting)

There are over 2.7 million podcasts and 122 million podcasts episodes online today… which means promoting your podcast effectively is essential for success in the space🎙Learn more here ⬇Click to Tweet

2. Alter Your Podcast Content material The use of Target audience Comments

Folks gained’t pay attention to podcasts they don’t like. That’s the place viewers comments is available in. Accumulating comments out of your listeners allow you to adapt your episode lengths, display layout, content material, advert reads, and modifying for your viewers’s style.

Listed here are some simple techniques to collect comments out of your viewers:

  • Observe metrics just like the choice of downloads your podcast will get and your watch time (how a lot of each and every episode listeners eat)
  • Habits audience surveys
  • Use media tracking equipment to stick up-to-date with what listeners say about your podcast on-line
  • Learn your critiques

3. Broaden Prime-High quality Content material

In any case, be sure to put money into generating fine quality content material to interact your listeners. Despite the fact that “fine quality content material” will glance other for each and every podcast, taking a look on the most sensible podcasts displays us some basic tendencies amongst high-ranking podcasts:

  • They’ve devoted subjects
  • The hosts construct rapport with the viewers
  • There’s a transparent construction (together with a starting, center, and finish)
  • Every podcast episode has a throughline and a “raison d’être” (“explanation why to be”)
  • The episodes are lengthy sufficient to dive deep into a subject matter, however no longer see you later that folks become bored (for reference, the common podcast is 41 minutes and 31 seconds lengthy)
  • The podcast hosts are fair and unique however don’t dominate the microphone

Find out how to Advertise Your Podcast (17 Pointers)

Now that we’ve mentioned techniques to interact your listeners, let’s dive into promotional methods to develop your podcast in 2022. Listed here are 17 issues you’ll take a look at:

1. Put up Your Podcasts On All Main Platforms

Should you submit your podcast on just one platform, you’ll prohibit your visitors considerably.

Knowledge displays that 76% of podcast shoppers use 4 key platforms — Spotify, Apple Podcasts, Google Podcasts, and Pandora.

To construct the widest viewers conceivable, you will have to submit your content material onto all 4 platforms, in addition to smaller platforms like:

  • Audible
  • NPR One
  • TuneIn
  • Deezer
  • Podcast Addict
  • RadioPublic
  • Stitcher
  • Overcast
  • Pocket Casts
  • CastBox
  • iHeartRadio
  • Podtail
  • Podbay
  • SoundCloud
Podcast platform popularity
Acclaim for podcasting platforms.

Moreover, as 11% of listeners play podcasts throughout the podcaster’s web page, don’t put out of your mind so as to add your podcast for your web page with an audio player.

And, in fact, don’t focal point solely on listeners in your house nation except your area of interest is localized. Statista information displays that 49% of South Korea’s inhabitants, 41% of Eire’s inhabitants, and 38% of Spain’s inhabitants listened to a podcast final month.

If you select a localized platform, you might want to leave out those attainable listeners.

Percentage of the population who listen to podcasts monthly
Podcast per 30 days listeners

2. Put up Natural Social Media Posts

As advertising mavens mission that 3.96 billion other folks international will use social media in 2022, selling your podcast on social media channels is an improbable strategy to in finding new listeners and have interaction together with your present viewers.

Posting natural content material is helping you construct an viewers through supplying you with a strategy to proportion hyperlinks for brand new episodes with listeners and a medium to construct a neighborhood.

There are lots of attention-grabbing varieties of posts you’ll proportion on social media, together with:

  • Query and answer-style posts
  • Polls
  • “In the back of the scenes” posts
  • Infographics, images, and animations about your podcast subject
  • Person-generated content material (UGC) despatched in through listeners (this comprises fan artwork)
  • Quotes and jokes from fresh episodes
  • “Get to grasp us” genre posts about your podcasting crew
  • Episode clips
  • Information articles protecting tales on your area of interest

If you’re searching for an instance of social media content material from a a hit podcast, take a look at this Twitter submit from Swindled under.

A Twitter post from Swindled
Swindled Twitter submit

3. Get an Apple Good Banner

An Apple Good Banner hyperlinks your podcast within the Apple Podcast app. Folks see Apple Good Banners after they browse web sites within the cellular model of Safari (which accounted for 26.45% of cellular browser visitors in December 2021).

To add a banner for your web page, upload the meta tag 4. Sign up for the Podcasting Group

Networking with different podcasters allow you to support your paintings, be told from different podcasts, and make connections within the trade. All 3 of those results will building up your visitors, as the simpler your podcast is, the extra other folks will get started being attentive to it.

New podcasting communities get started up always, however listed below are one of the most sensible communities to enroll in in 2022:

Then again, you’ll in finding complimentary podcasts inside your area of interest and privately construct relationships with the hosts. Complimentary podcasts duvet identical subjects however aren’t your direct competition.

5. Post Your Podcast to Podcast Directories

Podcast directories are like telephone books for podcasts. They catalog hyperlinks to podcast episodes and kind them through style, manufacturer, playlist, and recognition.

Filing your podcast to directories is a superb strategy to building up your listener base, as they make it simple for other folks searching for a podcast on your area of interest to search out you.

Some of the well-liked directories is Concentrate Notes, which has hundreds of thousands of podcast episodes.

A screenshot of a podcast listing on Listen Notes
Podcast list on Concentrate Notes.

You’ll additionally use different directories like Podcast Index, Picasso, Charitable, Podchaser, and Podtrac.

For perfect effects, be sure to come with an in depth description of your podcast, fine quality photographs, hyperlinks to all episodes, hyperlinks for your web page, and hyperlinks for your social media in each and every list you submit.

6. Construct a Website online for Your Podcast

Even though 89% of listeners eat podcasts outdoor the podcast’s web page, constructing a web page allow you to building up your internet presence and hyperlink listeners for your podcast episodes.

Development a WordPress web page is more uncomplicated than you suppose, as you wish to have to choose a domain name, enroll with a WordPress host, and craft your web page the usage of a free or premium WordPress theme.

As soon as your web page is up-and-running, you’ll customise it to advertise your podcasts. For instance, you might want to:

  • Link listeners to your social media
  • Create a discussion board for other folks to talk about episodes
  • Percentage additional episode notes, hyperlinks, and data thru a devoted web page for each and every episode
  • Upload a plugin so other folks can apply your podcast thru RSS feeds
  • Get started a weblog to proportion extra detailed knowledge out of your podcast

You’ll additionally proportion new episodes with a podcast plugin like Significantly Easy Podcasting or PodLove Podcast Writer.

7. Spend money on Paid Advertisements on Social Media

Paid social media commercials are an reasonably priced strategy to advertise your podcast to those who are compatible into your target market, as you’ll goal your advert at individuals who are compatible into your listener character.

Many social media platforms lately be offering commercials, together with Fb, LinkedIn, Twitter, YouTube, Instagram, and Pinterest. Facebook marketing tips can all the time turn out to be useful, because the platform lets you achieve one of these huge viewers.

8. Solicit Opinions and Stocks From Listeners

This business plan might appear easy, however there’s a explanation why we integrated it: it really works exceptionally smartly.

Asking other folks to go away you a overview and proportion your podcast with others is without doubt one of the perfect techniques to draw new listeners. It’s because 79% of other folks accept as true with critiques they learn on-line up to they accept as true with a advice made through any individual they know.

To leverage word-of-mouth advertising, instructed other folks to proportion your podcast on the finish of each and every episode and within the episode description.

9. Interact in Visitor Podcasting

Visitor posting is massive within the podcasting international, because it lets you marketplace your podcast thru a complimentary podcast.

You should definitely visitor superstar on different podcasts and host visitors for your podcast. Like visitor posting on blogs, this creates cross-promotion between podcasts, so the extra you lend a hand others, the extra they’re going to assist you to.

Take a look at the subreddit r/PodcastGuestExchange or the “Podcast Guest Collaboration Community – Find a Guest, Be a Guest” Fb staff for visitor submit alternatives.

10. Marketplace Your Podcast on HARO

Lend a hand a File Out (HARO) is a provider you’ll checklist your podcast hosts as mavens on your area of interest. Then, reporters can touch you with questions on your box.

Checklist your podcast on HARO is an improbable manner to draw inbound links and unfastened promotion alternatives from the mainstream media. Those alternatives will introduce your podcast to extra other folks and spice up your credibility as a competent supply.

HARO lately has over 75,000 reporters and bloggers, together with other folks from publications like Reuters, TIME, and Refinery29.

11. Create Audiograms

Audiograms are quick and attractive clips that come with your podcast’s photographs, audio, and soundwaves. Those clips are designed to clutch other folks’s pastime and get them invested on your content material.

Audiograms are necessarily audio and video variations of highlighted quotes in an editorial. Right here’s an instance of an audiogram from the podcast episode “AI in healthcare: Microsoft’s Kevin Scott on how tech can deal with a virulent disease.”

An example of an audiogram from Kevin Scott
An audiogram from Kevin Scott

To create an audiogram, use tool like Audiocado or GetAudioGram to supply a 5 to 50-second clip. Then, create a caption on your clip that features a hyperlink to the overall episode, and proportion it on social media. You may additionally need to embed it on your website.

12. Optimize Your Podcast for Listeners and Seek Engines

This technique might appear evident, however optimizing your podcast listings for other folks and serps can building up the achieve of your podcast episodes.

To optimize your podcast the usage of search engine marketing (search engine optimization), be sure to give your episode a fascinating name with similar key phrases and come with those key phrases on your podcast’s description.

Use your podcast description to hyperlink listeners to different content material, together with identical episodes they are going to like and your social media accounts.

Or, learn “YouTube SEO: The Ultimate DIY Guide To Start Video Marketing” for Youtube-specific guidelines.

13. Construct an E mail Listing

E mail advertising is a tried-and-true promotional method with a go back on funding (ROI) of $36 for every $1 invested. In 2022, we predict electronic mail advertising to blossom in recognition, as 77% of virtual entrepreneurs were given extra engagement from it in 2021. Naturally, it’s a cast promotional method for brand new and established podcasts.

You’ll discover ways to leverage electronic mail advertising, build an email list fast and effectively, and upload an electronic mail advertising checklist plugin like Holler Box or MailOptin for your web page.

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14. Attach With Influencers

Influencer advertising campaigns have an ROI of $5.78 for every $1 spent. Therefore, partnering with an influencer may also be successful to search out new podcast listeners.

To paintings with an influencer, pay them for a social media promotion, or invite them onto your podcast as a visitor.

You don’t want to select a standard social media influencer for influencer advertising to paintings. Recognized mavens on your box make nice podcast visitors. Listed here are a few of Opposite Engineered’s visitors:

Recent episodes of Reverse Engineered
Opposite Engineered episodes

If this partnership genre isn’t what you had in thoughts, believe buying advert house on any other podcast. For instance, the brand new podcast Small The city Murders purchased promoting house on the preferred podcast Swindled.

15. Transcribe Your Podcast Episodes

Transcribing your podcast episodes lets you proportion them in different mediums, together with in articles and weblog posts. Moreover, transcribing will permit individuals who can’t pay attention to podcasts to eat your content material through downloading it from your website.

Right here’s an instance of ways McKinsey stocks transcripts and display notes for inspiration:

A screenshot of a podcast episode page from McKinsey 
A McKinsey podcast episode web page

16. Host a Giveaway

Giveaways are an effective way to get new listeners, as you’ll use them to incentivize listeners to proportion your podcast in go back for coming into into the giveaway.

Giveaways are an overly versatile method, as you’ll regulate the scope, content material, and elegance of the giveaway to fit your podcast and viewers. For instance, whilst some podcasts give away unfastened products, GirlsTalkTooMuch selected to spouse with small manufacturers and giveaway pieces that align with listeners’ pursuits.

Giveaway post from GirlsTalkTooMuch
GirlsTalkTooMuch giveaway

17. Upload Video to Your Podcast

In any case, believe including video into your podcast and streaming thru a video hosting service. Even though we generally tend to think about podcasts as audio-only, round 17% of podcasts now characteristic video.

Including video for your podcast has many benefits, because it:

  • Units your podcast aside
  • Lets you complement your content material with photographs, movies, animations, and infographics
  • Is helping you seize the viewers’s consideration

So as to add a video feed for your podcast, start a Youtube channel or use a Youtube alternative like Fb Watch, Vimeo, or DailyMotion.

Should you’re searching for inspiration on how your podcast may glance with video, take a look at how the Reverse Engineered podcast makes use of video under.

A video podcast episode with Austin Ginder
A video podcast episode with Austin Ginder

3 Tricks to To find the Proper Podcast Advertising and marketing Technique

Podcasting may also be overwhelming even for seasoned entrepreneurs and content material creators. Naturally, embracing all 17 promotional methods on this article might appear daunting.

So, we’d like to go away you with 3 guidelines that can assist you resolve which promotional methods be just right for you.

1. Check out More than one Methods

As each and every podcast is other, you gained’t know which methods paintings together with your podcast viewers till you take a look at them.

Don’t be afraid to check out more than one promotional methods without delay. Leveraging a number of strategies allow you to maximize your advertising efforts and achieve a much wider viewers (as should you prohibit your promotion to a unmarried platform like Fb, for instance, you’ll solely achieve Fb customers).

2. Monitor Your Growth With KPIs

Key Efficiency Signs (KPIs) come up with a tangible and simply quantifiable metric to trace your podcast luck.

There are lots of KPIs you’ll make a choice from, together with:

  • Collection of distinctive downloads
  • Collection of downloads in keeping with episode
  • The typical choice of new subscribers per 30 days
  • The typical choice of listeners from each and every supply (i.e., Apple Podcasts, Google Podcasts, Spotify, and many others.)
  • Click-through rate (CTR)
  • Collection of inbound links (inbound links are hyperlinks for your podcast or web page from different web sites)

For perfect effects, set SMART (Particular, Measurable, Achievable, Reasonable, and Time-bound) targets to steer each and every KPI.

Check out the layout, “through (time/date), we will be able to (metric)” to create simple SMART targets. For instance, “through the top of March, we will be able to achieve 500 distinctive downloads.”

Tip: as a result of other folks’s listening conduct alternate through the years, you will have to track and replace your KPIs long-term. For reference, right here’s how podcast listening tendencies within the U.S. modified throughout 2020:

Some podcast listening trends
Podcast listening tendencies from January to April 2020.

3. Evaluate Your Methods With A Score Scale

In any case, be sure to evaluate your promotional methods to peer which can be maximum and least efficient. Some of the best possible techniques to match your methods is to expand a subjective ranking scale that charges them according to components like:

  • Value-effectiveness
  • Effects
  • Chance for long-term enlargement
  • Ease of implementation
  • Reputation with viewers

This ranking scale provides you with a strategy to evaluate methods that look like apples and oranges or don’t proportion measurable KPIs.

For instance, chances are you’ll rating Instagram commercials 1/3 for cost-effectiveness,1/3 for effects, and 1/3 for the chance for long-term enlargement, and episode transcripts 2/3, 2/3, and 1/3, respectively.

That will display you that episode transcripts are extra aligned together with your long-term advertising imaginative and prescient.

Approximately 104 million Americans aged 12+ listen to podcasts monthly. That’s roughly 1/3 of the population! 😮 Learn how to promote yours here 🎙Click to Tweet


In line with Voxnext, podcast listens have higher through 42% for the reason that get started of 2020. And whilst COVID-19 helped spice up the recognition of podcasts, other folks’s pastime in podcasts has grown incessantly over the last few years. In 2009, 43% of American citizens had been acquainted with podcasts, and through 2019, that quantity had higher to 70%.

With such a lot pageant, it’s a very powerful to marketplace your podcast the usage of methods like:

  • Social media promotion
  • Filing your podcast to databases like Concentrate Notes
  • Leveraging video podcasting
  • Making your podcast to be had on more than one platforms

Now that we’ve shared our perfect methods for selling a podcast, we’d love to listen to your studies. Which podcast promotion methods labored right for you, and if you might want to give a brand new podcaster a unmarried piece of promoting recommendation, what would it not be?

Please proportion your solutions within the feedback under.

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