What is a podcast?
Podcasts are one of the most popular content delivery channels. Most folks have a favorite podcast show and would actively take any opportunity to describe why they love podcasts and why anyone should listen, too.
According to stats, there are about 1.75 million podcasts and 600 million blogs across the internet. Apple Podcast is the world’s most popular podcast, with 43 million episodes available on the platform. Podcast Promotion is essential to get any podcast in front of more eyes and ears.
So how do we promote podcasts in an engaging way that encourages more audience to listen? Here is a list of effective strategies to promote your podcast to reach a larger audience; choose the effective marketing strategy that suits your niche.
1.Upload Podcast on iTunes
According to reports, 70% of all podcasts listeners use Apple Podcast to discover various podcasts. If you want to be discovered by millions of podcast users out there, then you need to gear yourself up and make the top of the podcast lists. Put your podcast episodes on Apple Podcast and make them available across this channel.
Podcasters widely use Apple Podcast because many podcatchers use Apple's podcast directory to list all the available podcasts in their application. This way, podcasters can reach large potential listeners through various podcatchers out there.
- Apple's Podcast Connect handles the Apple Podcasts submission.
- iTunes Podcast has about 224.7M visits a month
How to publish your Podcast on Apple Podcast
1. Sign up with Apple Podcast Connect. Users can sign in with their Apple ID or create one afresh.
2. Search for the Apple Podcast Connect Dashboard and click on the '+' button at the top left of the page and enter your RSS feed in the provided text box.
3. Click on the validate button to view the preview where the user can check if everything is okay in the preview and edit if anything seems out of order, then click on the submit button once done.
Podcasts submitted to Apple go through a moderation process. It takes up to a few hours to 10 days for a feed to be uploaded online.
2.Leverage your guests' audience
Are you going to feature high profile guests on your Podcast? Leverage this and make their podcast listeners your own. Influencer marketing is a podcast marketing strategy that gives you access to a vast audience that is most likely to bring you more listeners.
If you are new to podcasting, you can probably increase the podcasts' reach by featuring famous influencers on your show. Invite podcast guests on the show and make their audience your own. Talk about the things that might interest your audience and allow your guest to share their expertise, this type of interview shows will attract other famous podcasters too.
Send them an email when the Podcast launches with a universal link to your show and the episode on iTunes, and give them the content they could use to let their audience know about it.
When you share the podcast link with your audience, tag your guests and allow them to share what you have posted by reposting the content quickly. While dealing with high-profile guests, if you notice that they haven't shared the Podcast yet, follow up but not be a pest.
3. Podcast Guesting on other shows
People already listening to other podcasts are the easiest group to get listening to your episodes. Be a guest on other shows with a similar audience, get exposed to new audiences, and make new connections. Share your expertise with others and drive them to your show.
Another way to get in front of other podcast audiences to grow awareness of your show is to appear on relevant shows as a guest. Also, appearing on other podcasts as a guest is excellent PR for your brand. But, discovering suitable hosts and pitching yourself as a podcast guest can be a challenge.
4. Promote on Social Media
Podcasters can use social media as an advertising platform to promote their episodes. You can simply announce your new episodes, promote podcasts, push merchandise, and also advertise for sponsors.
Instead of just promoting your shows on Facebook, interact with the audience in a Facebook community, discuss the topics, provide insights, and create hype for new episodes.
Facebook is a popular and one of the most affordable paid platforms for promoting a campaign. Social media platforms like Facebook, Instagram, YouTube, Twitter, LinkedIn act as a medium to promote your podcasts with minimal marketing efforts. Share clips, teasers, audiograms across the internet. Podcast Marketing can be essential in various ways to attract a new audience to your show.
5. Release at least three episodes on launch day
Before expecting a large audience, make sure to have enough podcast content to promote. Make sure you start your podcast series only when you have at least three episodes ready to go live.
If you don't have a few episodes for new audiences to explore, there's a possibility they won't become invested and will probably forget about you.
According to Pat Flynn, an online business coach, posting three to five episodes at launch will allow new listeners to binge a little.
6. Submit To Podcast Directories
Podcasts are on multiple platforms and applications to reach millions of audiences. A Podcast Aggregator simply called a Podcatcher is an application that plays podcasts.
The most popular podcatcher is Apple Podcasts, the default podcast application for iOS.
But there are plenty of other Podcast Platforms, including:
- Google Podcasts
Create an account and submit the RSS feed to each podcast directory so new episodes will automatically publish on each platform. Streaming across various podcatchers will expose you to new audiences as they browse their preferred podcasting application for new shows to consume.
7. Share Reviews & Testimonials
Who doesn't want to be on their favorite show? A simple podcast tactic might create a virtuous cycle of new engagement.
Interact with your existing audience, get reviews from people, build conversation, encourage them to share your Podcast with their friends and families, and drive your show's engagement.
Here are the steps:
- Ask your audience to tag or mention you on social media while asking questions; this engages a new audience.
- Everyone likes social attention while interacting with influencers. While interacting, mention someone from your subscribers; they will share those individual episodes across their network.
- Tag your podcast listeners in tweets, social media posts and grow your social network.
- Their followers and friends are likely to have similar interests and might want to check out the show.
- Some listers will want to have their questions said aloud and get answered online.
- Repeat this and drive engagement on the Podcast. You can see the results for yourself.
The most natural and easiest way to get engagement without any cost, though it takes time to grow your network across social media channels.
8. Create a Website
Most Podcast hosting providers like Wix Podcast offer a basic website to their users. Having a website and a dedicated podcast landing page is crucial if you want to grow your audience across various channels.
Build a blog to provide transcription for readers, add social media links, comments section, questions, and answers sessions, online form, survey, call to action buttons, and other features that will enable listeners to interact with you.
There are several reasons why:
- Easy to share: It's easier to share a blog article as a direct link on social media accounts instead of an iTunes Connect link or Google podcasts link.
- SEO: Search Engine Optimization plays a vital role in the Google ranking of your website. Write SEO friendly contents, identified keywords, SEO images, links, and more to improve website traffic.
- Multiple audiences: By publishing a blog and a podcast, you attract new audiences along with the overlapping audience. You'll reach a huge audience by publishing a transcript and Podcast.
- Email: Build an email list and send emails on launching new episodes.
Also, websites allow you to embed a podcast player on the blog posts or display a podcast playlist on a page about your shows so people can listen to them on your website. Enable downloads with Podcast Categories filter on your website.
9. Do A Giveaway Or Contest
The great way to get more reviews for your show is to run a giveaway contest, where listeners can earn prizes in return for leaving a review on iTunes.
For example, Chris Winfield of the Deconstructing Success launched his Podcast with a podcast reviews giveaway. He offered about $1,200 in prizes to the audience who reviewed on iTunes for his show. This way, he achieved a significant spike in the initial launch on iTunes and likely ending up in the "new and noteworthy" section, thereby making it easy for new listeners to browse and discover your show on the iTunes store.
The giveaways are always a great tool to build a potential audience and get more reviews. First, set up a giveaway contest where the winner gets something related to your brand or startup.
For instance, if your Podcast is about productivity and habits, the give away can be 30 minutes of consulting time. Do not reward something generic like coupons or an Amazon gift card; otherwise, you may end up with too many sign-ups from the audience who don't care about your brand. Applications like Wishpond, KingSumo, or Woobox to manage the giveaway contests.
10. Apple Smart Banner
Smart App Banners widely improve a users' browsing experience compared to other promotional methods used for podcast marketing. Tapping the smart app banner redirects the users to the app store to find the relevant application; if installed, it directly opens the podcast link. It does not redirect users to third-party advertisements, thereby building trust among the users and brand.
But this feature shows up only on the mobile version of Safari. When users click to view, it takes them directly to your show on Apple Podcasts, and clicking the 'X' button, will dismiss the ad.
To implement a Smart App Banner, include the following <meta> tag in the <head> element of each page where you want this to appear.
<meta name="apple-itunes-app" content="app-id=myAppStoreID, app-argument=myURL">
Also, Buzzsprout automatically embeds the code in their new podcast websites for you.
11. Create an Email List
Creating an email list is a great way to drive engagement to your show. Enable call to action buttons on your websites where people can join your email list for updates on new episodes, email newsletters, giveaway contests, and more.
To create an email list, you'll need your website or blog and an email marketing provider like ConvertKit.
12. Add links to your email signature
Include podcast links in your email signatures that directs the user to a website where they can download or listen to the Podcast. Email marketing services have the best return on investment (ROI) out of all the digital marketing channels.
You can also collect the emails of your audiences on the website and send email notifications. OptinMonster, HelloBar, and Thrive Leads are great applications to collect email addresses on your site.
13. Convert your Podcast into YouTube video
The advantage of using podcasts is that users can repurpose them in as many ways as possible. To upload a podcast to YouTube, just convert the MP3 audio file into an MP4 video format. Make sure to include show notes, social media links, website links, podcast feed, quote, and social channels in the description.
Podcast creators can use the videos as short clips for promotional purposes on social media. YouTube is the second largest search engine, and Google ranks first among the search engines. Having a Podcast channel on Youtube enables listeners to find you in your niche. You can upload behind the scenes videos, interview podcasts, and build a strong relationship with your social network.
14. Leverage your Word of Mouth advertising
Word-of-mouth advertising is the most effective podcast marketing strategy available. Talk about your Podcast in meetings, conferences, meetups, local events and share it in-person with your podcast friends. Ask them to share, subscribe, review and share it with their team, friends, and followers.
Word of Mouth is a powerful way to increase your audience, but you have to keep reminding them to share your Podcast across social media networks.
15. Podcast Community or Podcast Network
Podcast Network - A collection of podcasts produced, distributed, or made available to advertisers through a single company or network.
Promoting a podcast means staying on top of new topics, trends, and techniques. A great way to keep yourself informed with the latest information on podcasts is by joining a podcast network or community of other podcasters.
The podcast network benefits include guiding new podcasters, offering support, advice, and discussing new ways to promote your shows.
Here are a few podcast networks to explore:
- Podcast Hackers
- Podcasters' Support Group
- Podcasting Technology Resource Group
- The New York Times Podcast Club
- Producing Podcasts
- Podcasters' Hangout
Discovering the effective strategy to promote any podcast is a trial and error process. Finding the perfect marketing mix requires a lot of testing on different strategies to see what works for your podcast. A podcast's success depends on the quality, tone, and consistency of the content.