How to Promote a Podcast?

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how to promote your podcast

If you want to promote a podcast in the best way possible but don’t know how, you are in the right place. Here we are going to run you through how to promote a podcast.

Just in case you stumbled upon this blog and don’t know what a podcast is. A podcast is a digital audio file which is available on the internet to be downloaded  via a device such as a mobile or a computer. A podcast exists either as a series, or as a file which can be downloaded by subscribers in form of episodes using their devices.

A succesful Podcast is defined by two key factors, quality and time.

Quality:

Quality is something that matters in many areas of life and podcasting is not exempted. For your podcast to fare well, the content and standard needs to be of a high quality. 

This means that before we talk about promoting your podcast, you have to first make sure that it is of a high quality or we will just be wasting our time.Three factors influence if a podcast’s contant is of value:

  • Is it unique?
  • Is it engaging?
  • and is it offering value?

Time:

Promoting a podcast and building a following takes time; this means that you should not be expecting to produce a popular podcast witha huge following in just one day. It takes many up to 5-6 months or more before seeing major upticks in their listenership.

What we’ll do below is take you through how to promote a podcast in the initial stages of starting out. You can use these tactics ovr and over again. 

How to promote a podcast?

Below are some tricks which solves the question ‘how to promote a podcast?

Be productive on social media before launch

Social media is one of the best platforms on which one has the ability to connect with new people and to grow an audience no matter where in the world they are. It’s a powerful tool for marketing and an extension of your podcast and personality.

Make sure you’ve got your social media channels up and running well in advance of your launch. Your aim will be to start growing intrigue, trust and likeability in order to be able to leverage those relationships into listeners when you launch. If you have a group of loyal followers ready before you launch, you’ll be in a great position to have people sharing your podcast with their own audiences from day one.

Before launching, there are a few things you can do to be both relevant and likeable.

1. Post engaging content

Don’t wait for your podcast to be recorded before you share anything on your channels. Make sure you’re creating pieces of relevant content well in advance of the record, the launch and even before engaging with other accounts. If you post a few great things on your account initially there’s a little bit more for people to have a look at. As an example, if you’re podcast is about ‘Cocktails’, then share an image on Friday of a cocktail glass with the caption “Cocktail o clock”. Make yourself seem relevant, likeable and active.

2. Join in on other podcast communities

Get involved within the communities of similar podcasts to the one you’ll be making. Join in the community conversations, promote their episodes, make yourself useful and valuable to the hosts and to the community. You may attract some of their following over to yours as well as begin a beneficial relationship with the podcasters themselves.

3. Ask opinions

This could be a valuable thing to do if you haven’t yet recorded your episodes. Try asking your audience for an opinion about the topics you’re covering. You may learn something interesting that you could include, which you know is relevant as it came directly from your followers and future listeners. Focus on them and less on yourself or your ideas.

Create a promotional content calendar

The basis of a great promotional campaign is planning your content out before hand. Going ahead and guessing your way through isn’t advised as it usually end up looking quite scatty. 

Planning your marketing campaign in advance gives you time to really digest what you are trying to acheive. It can also giving you an overview on how different pieces of content could do well in other areas you hadn’t considered initially.

This is a good way of managing your momentum towards launch, making sure your slowly ranking up the pace and quantity as the big day getts closer.

The final thing is that a content calendar doesn;t end on launch. You will need a content calander throughout the duration of your podcasting activity, for you marketing activity and your podcast activity. Doing so makes sure that you’re being consistent with your promotional activity, but also keeps you organised and not overwheled by the work.

Have a few episodes ready on launch

On the day you are to lunch your podcast, make sure to upload at least three episodes ready for the audience to browse.

Your first episode might be fantastic, but users will want more before giving you a follow. Blow them out of the water with a few episodes to fully convince then that you’re worth following.

It also gives you a chance to gather valuable feedback from more than one example in a short amount of time.

Customize posts for each social media channel

Social media plays an important role in marketing a podcast due to its ease of use and the lookalike audience it offers. Collecting a specific target audience is a lot easier on social media, and the users that follow can be converted over into followers for your podcast.

What many fail to understand is that social media content is not the same across all the different platforms. What is seen as normal on WhatsApp might not be on Twitter, a video on Instagram could be quite different to a video on Facebook.

As well as this, social media users don’t want to see the same content across all platforms, they expect to see different things.

For instance, you can post long 3-minute videos on Facebook, but people on Twitter won’t really want anything longer than a 2 second gif animation. Twitter users will be looking for short, snappy text only posts, but Facebook users would be looking for images and something offering more than text only. For Instagram, an engaging picture is all it takes, where as a platform like YouTube doesn’t even use images. 

Don’t waste your time placing the same social media post on every platform as people will notice and get uninterested. Customize them based on the platform they are for and make them very engaging and attractive.

Relevant Article: Best content for every platform

Best Content for Each Social Media Platform

Relevant Article

Keep referencing your other episodes

Make sure to always keep referring to your other episodes as your creating new episodes. Doing this will direct your audience to the most relevant parts for them, and this in turn will help you get a subscribe from them.

Whenever you talk about a topic that you have covered in a previous episode, add a quick side note with the episode number: “If you want to hear more about this, you can check out our previous episode, episode #5 where we spoke to Sarah about how to manage a busy business.” Don’t forget to link these references in the notes or comments to make it easy for your listeners to find.

Link up with other podcasters

Reaching out to other podcasters is a great way to share and gather ideas and techniques. But, not only does it give you someone to learn and bounce off, it might also lead to you being hosted or promoted on another podcast. Of course, this would be at someone else’s discretion and you should not expect a plug on their podcasts by default.

One of the easiest ways to get in touch with other podcasters is by joining a podcasting group. If you join one, you will enjoy help, support, ideas on how to best promote your podcasts. Try to get yourself fully engaged in a community as it can prove to be extremely helpful.

If you find other podcasters with similar audiences to yours, you could take the opportunity to offer to work together on something. This could be for charity, an event, a special day in the year. Whatever it is, make sure you’re both mention each other on social media and being super engaging with your relevant audiences.

Get your podcast on as many aggregators as possible

Make sure to post to as many podcast aggregators and directories as possible and not just your hosting site. These are apps or websites that plays podcasts and comes in different forms, such as Apple Podcast, Google play, Spotify, Podbay (etc).

When you create your account, make sure to submit your feed to all podcast directories so new episodes will automatically be published on each platform.

Relevant Article: Best Podcast Hosting Sites

Best Podcast Hosting Sites

Relevant Article

Reach out to people you talk about on your show

If you talked about a brand or a person on your show, make sure to get in touch with them after you publish the episode. Share your podcast with them, ask their opinion and ask if they will be willing to share your show on social media. Mind you, this will only work if what you said about them was positive!

Keep engaging within relevant online communities

Don’t be quiet in the online communities you join, promote your content. On a daily basis, more than one hundred thousand conversations occur on Reedit, Facebook, Quroa, and Twitter and what is talked about is sometimes related to your topic. Some of your episodes could add value to the discussion, so introduce the podcast within relevant contexts.

Make sure to check for groups, hashtags, forums or threads related to your podcast. If you locate some that have enough engagement, join in on the conversation and start mentioning your podcast as valuable information. This is a very tactical promotion strategy.

Although, make sure you’re not jumping in with your podcast plug straight away and make sure it comes across as natural, relevant and that it adds value. The first thing to do is to focus on being part of the conversation and a part of the community.  When the right time to promote comes along the members will be more likely to engage with a fellow contributor other than a spam link passer-by.

Convert your podcast episodes into videos

Podcasting is slowly pushing over into the video realm and platforms such as YouTube is benefiting from this. YouTube is not just for watching videos, it’s also a great place to listen to music and to listen to podcasts.

One effective and easy way to upload a podcast to a YouTube channel is by first converting it to an MP4 format. After this, add an image as the video itself, and let it appear for the duration of the video. Always add links to your website in the comment and description areas, as well as other listening platforms or social channels.

If you want to go further with your video, many podcasters film the recording of the podcast to share as a video for the podcast. One challenge you may face is that more equipment (and effort) is needed to record both video and audio content for your episode. But, the positive from doing so is that instead of watching a static image on the screen, viewers will see the host, or even the guest, talking on screen. This is definitely something to try if you interview guests or have a co-host as there’s more to see.

Furthermore, posting to YouTube is made much easier with Podbean or Castos as it makes it easier to repurpose your podcast with great YouTube publishing features. All you have to do is upload your audio files to the dashboard then they will convert and upload your file to your YouTube channel.

Always encourage your listeners to subscribe, share, and leave reviews

Make sure to always, at the very least, sign off your podcasts with your call to action. That could be to subscribe, to share or to leave comments. You can do this throughout your podcast as well, but don’t overpromote or it’ll come over as false and spammy. Many listeners will definitely forget to do this even if they like the show, so a friendly reminder will be a great prompt. Other listeners will simply do as you tell them to!

Do not give up

Promotion takes time, growing subscribers takes time; everything takes time. If you’re still on 2 subscribers after week 1, don’t beat yourself up over it! You’re constantly learning and developing your skills. 

Don’t take our word for it, go back and listen to some of your podcast hero’s first episodes. They’re probably incredibly ropey when compared with the polished episodes they’re producing now, a few months or years later.

There are many ways to promote a podcast, so don’t second guess or doubt yourself if you think you’ve found something that works. Go for it, and keep learning!

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