4 Ways to Market Your Podcast
So you have a podcast, you've registered it with every major platform, and you finally finish editing season one. Now what? Now it’s time to start marketing your podcast and getting it in front of your ideal audience. Luckily for you, content marketing is the fastest way to grow your listenership!
Your future audience needs to know that your podcast exists to be able to listen to it. Especially if you already have a curated community of followers that is interested in your area of expertise. You as the host now need to get yourself, or your team, into a marketing mindset and spread the word. The key is creating a personalized content marketing plan and sticking to it. And I’ll show you how. Here are four ways to market your podcast and how to integrate it into your current content strategy:
Templatized Social Media Graphics
Social media graphics are a great way to let your audience know that you published a new episode. Your graphic should include the episode number, your title, your headshot, and your guest’s headshot if you have one. Make sure this graphic is easy to read and easily recognizable. Use your company's colors and fonts to make sure that your content fits in seamlessly with your brand 👩🏾🎨
Integration: Most podcasts go live somewhere between 12 AM and 5 AM, so post your graphic around 12 PM that same day to remind people the new episode is scheduled to be released.
Podcast Episode Newsletters
Newsletters are a crucial part of your marketing strategy. Many brands and businesses depend on Facebook, Twitter, and Instagram to spread the news about their business, but none of those platforms are in your control. If those websites go down, so does your communication with your audience. Which is why you want to prioritize creating your own community and building communication systems that you can control.
Your core community of loyal followers is expecting your newsletters and would love to hear about new (and free) content they can enjoy. Whether you have a weekly or monthly newsletter make sure to include your latest episode.
Integration: Shamelessly plug your podcast 🔌 You could even add a Podcast News section in your newsletter that’s strictly for podcast news. This section can include new episode announcements, live events, and special guests.
Blog posts and Embed Codes
The back end of podcasting is not always podcast host friendly. Sometimes you’ll post an entire season of your podcast and still only get single-digit listeners. That’s because there’s no real algorithm for podcasting. Apple, Spotify, and Stitcher are just platforms. You as the host need to bring your audience to your podcast. These platforms are not going to do it for you.
But there’s a simple remedy for that. To make sure that your core audience is aware of your podcast and every single new episode that drops, you want to create a new blog post for every episode and add an embed code for them to listen to each episode on your website. This may sound like a lot of work, but the organic traffic and boost in loyal listenership is so worth it!
Or if this sounds like too much to add to your already busy schedule you can always outsource this process. You could outsource the entire podcast marketing process if you’d like. There are professionals who will dedicate their entire day to your podcast so that you can sit back, relax, and enjoy the fruits of your labor.
Integration: When you’re in the back end setting up your podcast episodes on hosting platforms like Libsyn, Acast, or Megaphone, take the time to set up a page on your website on a blog-style web page. Plug in your episode graphics, show notes, audio embed link, and a few self-promotion links if you have any.
Related Blog Posts
Reusing and recycling your content is a great marketing strategy that keeps your audience informed and keeps you from burning out. Most people need to see the same promotion at least 7x (!) before they take action. So if you wrote a blog post that can be linked back to your podcast then do it. Chances are there’s somebody in your audience who’s going down a You rabbit hole and going through all your blog posts at 2 AM. When they’re done you want them to know that they also have a podcast they can listen to in the morning.
Integration: When you’re planning out your blog posts think of at least three podcast episodes that are related and can be linked. That way when you’re writing it you can seamlessly promote it without it being distracting 😁
Podcasting is way more than sitting in front of a mic and speaking your truth. While that part is amazing and I encourage more women to do so, there is work to be done behind the scenes to make sure that your podcast reaches your ideal audience. You want people to hear what you have to say and you want to help people in your community with your expertise. Follow these steps and I guarantee your audience will hear you!
Are you interested in outsourcing your podcast marketing strategy to professionals?
Then check out our podcast management services! We handle internal organization strategy and back-end implementation. Whether you’re launching a new podcast, bulk ordering an entire season, or need support managing your current podcast we’ve got you covered.