Powerful Podcast Promotion

You don’t need much to start a podcast - just some good quality recording equipment and a concept idea. Podcasts are also highly in demand - according to Statista, there are around 15.6 million podcast listeners in the UK.
Promoting a podcast

You don’t need much to start a podcast – just some good quality recording equipment and a concept idea. Podcasts are also highly in demand – according to Statista, there are around 15.6 million podcast listeners in the UK. And their popularity is hardly surprising! Podcasts can be listened to while you’re doing just about anything, from driving to simply relaxing at home.

Because podcasts are so popular, they are a great way to connect with your audience. They can also demonstrate that you’re an authority in your field, helping you gain an industry reputation. Many businesses are now making their own podcasts, while others are starting up the process.

A few months ago, we discussed creating podcasts for business in a previous blog, and explored the various advantages of podcasting. Perhaps by now you’ve started making your own! The next step is to begin promoting your podcast, so that each episode gets the highest possible number of listeners. The last thing you want is to spend hours creating fantastic content, but have a very limited reach. (Perhaps just friends and family…) So how do you go about promoting your podcast? We’ve outlined some of the best ways to boost your podcast listenership below!

promote podcast

How to Promote Your Podcast

One of the first things you need to do in terms of promoting your podcast is get it on the right platforms. According to NiemanLab, who are a journalism analysis organisation, around 70% of podcasts are streamed via iTunes. So if your podcast isn’t on iTunes, make sure you start uploading it immediately!

There are many other podcast platforms too – examples include Podbean, Buzzsprout, and Captivate. It’s worth researching which ones cater to your target audience the best. And you may wish to embed your podcast episodes on social media channels as well – people can listen to podcasts directly via Twitter for instance. It’s easy to get this feature set up through audio distribution platforms like SoundCloud

Once you’ve uploaded your podcast across a few platforms, you can usually pay to advertise your podcast there, or get it featured at the top of certain lists. Perhaps see what similar podcasts are doing to get listenership, and emulate their tactics!

join podcast network

Join the Podcast Network

You’ve probably used guest blogging to expand your reach before – you can tap into someone else’s audience, and they can gain followers from your audience. The same theory applies to podcasting. Try and find podcasts with a similar theme to your own, and get in contact with the creators. You can then either collaborate on an episode, or simply reference each other’s podcast during a recording. Just make sure you include an interesting talking point in your proposal, like new developments in your sector or recent industry statistics.

Another way to approach guesting on a podcast, or asking someone to join an episode of yours, is to reach out on social media. You can find lots of podcast groups on Facebook, and following #PodcastGuests on Twitter is bound to get you some traction! There are also a few websites dedicated to podcast guests, like PodcastGuests and RadioGuestList.com.

You may also wish to consider mentioning a particular (relevant) brand on your podcast. You can essentially become a brand ambassador, and in return the business could agree to promote the podcast episode they feature on, via social media or other channels.

read all about it

Another simple way of promoting your podcast is to write about it. Mention your new podcast venture on your website and blog as well as your social media platforms. Basically, shout about your podcast just about anywhere you can! In your blog posts, it’s often a good idea to transcribe parts of one of your favourite podcast episodes, and then use some of the background research you did to explore the topic in more depth.

People will also want to read reviews of your podcast, especially on platforms like iTunes. If you don’t have any reviews, most people will assume it’s because your podcast isn’t worth listening to. An easy way to get reviews is to incentivise people through a giveaway. People love free stuff, and if you include a few branded items in the prize, you’re getting additional exposure. 

Overall, podcast promotion is fairly similar to advertising any other product, except you’ve got more mediums to work with! You don’t have to limit your promoting efforts to words and images – you can feature on other podcasts, or even use video to get your message out there. Keep experimenting to see what works best for you!

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