While some podcasters are resistant to the idea of podcast marketing, the reality is that it’s difficult to grow a show in the beginning without getting the word out. Unfortunately, podcast apps usually recommend shows that are already popular, leaving new podcasts with little visibility.
If you don’t promote your show, you risk feeling like the project wasn’t worth the effort. More importantly, there could be a large audience out there who would love your content, but they simply don’t know it exists.
When we talk about podcast marketing, we’re not talking about expensive campaigns. We’re talking about gently letting people know your show exists and why they should listen to it.
So, what are your options?
When it comes to marketing your show, social media is probably the first thing that comes to mind. But there are so many platforms out there, it can be tempting to try to cover them all. You might hear people say things like “you gotta be on TikTok” or “you gotta be on Instagram.” But here’s the thing: none of that matters unless your target audience is actually on those platforms.
If your listeners are accountants and they’re all hanging out on some obscure accounting platform, then that’s where you need to be. Our advice is to focus on 1 or 2 platforms, create content for them, and see which one works best for reaching your audience.
There is so much information about creating social media content that it could be a course topic of its own. Just do a quick search for “how to get noticed on <social media platform>” “ with your favorite search engine and you’ll find lots of advice. But we’ll share a few important pointers to keep in mind.
The goal of your content should be to tease people’s interest so they listen to your podcast.
What do I mean by that?
Many podcasters starting out will simply post updates like “Check out my latest episode!” or “Please listen to my podcast”. But why should someone invest 30 minutes or an hour of their time in your podcast if you haven’t given them a reason to listen? Your social media updates should give people a compelling reason to tune in.
Do you have an intriguing guest? Are you sharing unique insights? Are you breaking news or telling a fascinating story? If your podcast is fiction, will listeners be transported to a magical world?
Why are you excited about the episode or show? Share that excitement.
Remember, social media is a two-way conversation. Some podcasters post their updates and then disappear until their next episode. However, the most successful social media users are those who engage with others, leaving lots of comments and likes. As humans, we’re drawn to others who like what we do, so don’t be afraid to interact with your audience.
When writing your social media update, be sure to include a ‘call to action’ – this simply means asking people to do something. The best call to action is to ask them to visit your website.
Not only can your website list links to popular podcasting apps, but you can also invite visitors to join your mailing list, and provide podcast player blocks for them to listen to right then and there.
But a website can do much more than that.
It shows your audience that you’re a serious podcaster and that you’re here to stay. A good-looking website is like a good-looking storefront. It lends to your credibility which is an attractive quality to listeners.
Additionally, having a website can boost your SEO (search engine optimization) efforts. While search engines don’t index podcasts directly, they do index websites. By utilizing the right keywords (check out our free Intro to SEO course), you can help attract people looking for your kind of content online.
Finally, consider posting show notes and transcripts to your website. These can provide valuable content for your audience and for search engines to index.
For years, a common mantra in the online marketing space has been to create as much content as possible. However, things are starting to change, in part thanks to AI.
Marketing experts predict that AI will lead to a deluge of new low- to medium-quality content. There will be AI-generated tweets, Facebook updates, and other content, all designed to grab attention and keywords.
So, how can you compete with a machine?
AI can write very good content based on available information, but what it can’t provide, at least not yet, is human insight. It can’t understand the journey that led you to become the person you are today or the path you took to fall in love with a particular topic.
That’s why it’s increasingly important to focus on writing high-quality content that showcases your unique perspective and insights, whether it’s a tweet or a longer article. It’s better to publish one high-quality piece of content per month than to generate four smaller pieces that get lost in the noise.
This approach will help you stand out in the age of AI-generated content and highlight your uniqueness in the online space.
One of the most effective ways to attract podcast listeners is through other podcasts, as these listeners are already familiar with the format and know how to engage with shows.
To get started, find podcasts that align with your content. Reach out to them with a brief message introducing yourself and your podcast, and highlight some conversation points that you can offer from your unique perspective. It’s important to focus on how you can add value and help their audience achieve something.
Submitting your podcast to a podcast platform will automatically list you in their directory. However, there are also specialized platforms out there you can explore. In fact, some businesses even curate the best shows in their niche on their own websites. Keep an eye out for these opportunities to get your content in front of the right audience.
Don’t limit yourself to audio-only content just because you’re running an audio podcast. As your show gains more traction, you might find yourself becoming a recognized voice in your niche. One way to take advantage of this is by writing guest blogs for other websites. This can be a powerful marketing tool, especially if those sites include links back to your own.
In addition to submitting your podcast to directories, it’s worth exploring websites within your niche. Consider reaching out to clubs, groups, or associations that might be interested in embedding your show on their site or using it as a weekly discussion topic.
Let’s get started by choosing your first two social media platforms. Once you’ve done that, think about your first two podcast episodes and why people should tune in. If you’re having trouble figuring that out, consider what made you choose the content and what grabbed your attention.
Next, let’s pretend you’re posting to Twitter. In 280 characters or less, write out why your episode is worth listening to. For this exercise, you don’t have to share your podcast link to Twitter or anywhere for that matter, but just make your words count! Well, make your characters count!
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