Anybody can start a podcast with just a laptop, but marketing a podcast? That’s a whole different ball game.
Some podcasts only last a few months before the content creator gives up. Among the ones that get to enjoy longevity, only a handful of podcasts grow to be successful money-making businesses.
So what makes the difference?
It’s all in the marketing – getting the word out to the right people and at the right time.
If you are not promoting your content, you are missing every opportunity to get potential listeners on your side. Your podcast will get lost in the endless noise that is the internet.
Marketing your podcast is the only way to get it to grow. Successful podcasters with high rankings and noteworthy referrals can usually monetize their podcasts through advertising.
It is also possible to get sponsorships through your podcast once you attract enough attention.
This article has everything you need to know about marketing your podcast.
This post has been updated in September 2021.
Get it Right from the Start
You won’t have much to market if you don’t set up your podcast well.
What do we mean by this?
Your titles need to be catchy, the episodes transcribed, and the website easy to find and navigate.
Have you chosen the right podcast name?
Do you know how to write podcast show notes?
Who are your Listeners?
In marketing, everything revolves around your audience because they are the end consumers of your products or services.
The good news is that everybody loves a good podcast, which is why there are so many.
The best podcasts target specific audiences so the content feels more personal. It only makes sense that you would study your listeners before trying to sell them something.
It’s essential to have a central structure and idea around your podcast. This makes it easier for your listeners to find you.
Marketing your podcast, however, is not just about getting people to notice it. Engagement is a great long-term strategy to build a loyal customer base. Let your audience know who you are and what you are about.
Here are some strategies for starting strong:
- Publish at least 3 episodes when you first launch your podcast. This gives listeners a chance to feel your content out before deciding to subscribe.
- Design a great website and embed your podcast. Dont forget to optimize your content.
- Consistently publish high-quality and engaging content.
- Make use of the second-largest search engine; YouTube.
Marketing your podcast is not just about getting people to notice it. Engagement is a great long-term strategy to build a loyal customer base. Let your audience know who you are and what you are about.
Listen to (and Use) your Audience
It’s natural for podcasters to receive suggestions from their listeners. These requests vary from asking for a special guest to asking for a change in the entire format of the podcast.
You need to find a balance between your brand vision and the suggestions from the consumers.
Don’t let the discomforts of your listeners deter you from achieving your goal. If you decide to listen to outside voices, you might never give your podcast a chance to grow.
And don’t be afraid to disappoint your listeners.
Starting a podcast is not about going with the flow. The best podcasters contribute something unique to the conversation, however little.
It’s important to listen to your audience and take their suggestions into account, but don’t lose the identity of your podcast in the process.
Podcast Reviews
What do your past listeners have to say about you?
Genuine opinions from people who have interacted with your content can convince potential listeners to hit subscribe.
It’s all about establishing credibility and social proof.
Word-of-mouth marketing has been around for ages, and it works. It’s easier to get reviews thanks to social media, and you should encourage your current listeners to drop a comment whenever they can.
Starting a podcast is not about going with the flow. The best podcasters contribute something unique to the conversation, however little.
If you are wondering whether podcast reviews are still relevant, here is something to consider;
There are over 2,000,000 podcasts in existence today. It can be hard for listeners to find exactly what they are looking for, which is why reviews come in handy.
Consumers trust other consumers, and while this can be good for your podcast, it can also hurt your business.
Negative reviews are never good, and some listeners may not want to give their opinion even if they like your episodes.
But the pros outweigh the cons.
You can get helpful insights to improve your podcast from customer reviews. Make sure to make the process as simple as possible, and include a call-to-action at the beginning and end of each episode to remind listeners to rate and review your content.
It’s always a good idea to offer incentives such as e-books and exclusive access to get listeners more interested.
You can also try doing review swaps with other podcasters, but be wary of generic reviews like ‘Awesome Podcast.’ Enough of these and people may start to think that you are buying complements.
Lastly, you should read out the reviews that stand out.
It’s a great way to engage with your listeners and make the reviewer feel special. By doing this, you will encourage other listeners to leave detailed and authentic reviews as well.
And remember, you can always turn around a negative review by owning your mistake and responding with empathy. Never take it personally, and if necessary, apologize to the listener.
Market your Podcast on Multiple Platforms
Get the word out there as much as you can!
There are so many ways to get people to notice your podcast. However, one of the biggest challenges that new podcasters face is consistently getting a high number of listens and downloads.
The trick is to market your podcast as much as you can.
Here is how:
Make Connections…
…with noteworthy guests, businesses, and other people in your industry. Mention them once in an episode once in a while, and now comes the most important part;
Remember to actually reach out and make the connection.
Don’t wait for them to find your episode – shoot an email or send a message on social media and let them know about the episode.
Who knows, they might decide to share your podcast and give you a chance to expand your listener network.
When conducting interview episodes, get expert guests to give their opinions. Your listeners will thank you for it, and your episode will also reach a wider audience.
If you can, give away merchandise like hats, shirts, or pens to your guests to further help market your podcast.
And also remember that connections work both ways.
Get yourself invited to other podcasts with the goal of promoting your content to other people’s audiences.
Finally, get on all the distribution networks
Don’t just stick to the largest podcast platforms like iTunes. Spread your wings and distribute your content on other platforms like SoundCloud, TuneIn, Stitcher, PodBean, Spreaker, and many more.
Email Marketing and Paid Ads
Marketing never stops, which is why you need to engage your audience outside your podcast. A great way to do this is to create an email newsletter and prompt listeners to subscribe through your website.
You can use email service providers like MailChimp, Salesforce, or AWeber to get started on your mailing list.
Not everyone will want to give away their email. You can give them a little push by offering something of value in return, like an e-book, free trial, or access to an episode.
Collecting new email leads means offering your listeners something of value in return for their information.
Podcasters swear by Facebook Ads. You can target specific listeners for your episodes using paid ad campaigns, and the results can really make a difference.
Bonus Podcast Marketing Tip: Consistency
Don’t give up even when the road seems bleak.
Podcast marketing is a continuous process, and you need to stay dedicated to your goal. Publish good content on a consistent basis and trust the marketing strategy you choose.
For instance, if you decide to answer questions on Reddit in an effort to promote your podcast, remember to add tracking codes to any links you provide. This allows you to measure the effectiveness of your marketing strategy, but you need to use a channel long enough to establish a presence.
Don’t change tactics along the way because you feel like your efforts are in vain or because of your gut feeling.
Follow what the numbers say and give your podcast time to establish roots and grow.
Ultimately, marketing your podcast to success involves producing high-quality and timely content for your listeners to enjoy.
But consistency doesn’t mean sticking to the same old methods that don’t work.
Craft a path for yourself and trust that your unique voice has a place in the podcast world. Audiences love creators that keep trying new things. Nobody likes a predictable show after all.
There is only one secret to consistently producing great content on your podcast:
Use the marketing data you collect to get inside your audience’s heads and speak to their struggles, hopes, and fears.
Here are more podcast promotion strategies you can employ.
Are you Ready to Market your Podcast?
Marketing a podcast is a full-time job. You have to keep up with the website, social media platforms, as well as distribution platforms.
It can be a lot to handle, especially for first-time podcasters.
Even with the right strategies at hand, building a successful podcast still takes hard work and time. The good news is that we are here to help.
From voice-over artists and transcribers to podcast creators, we have all the talents you need to create and market your podcast.
Start your own Podcast today with Bunny Studio. Submit your project with us today!
