With an ever-increasing number of tools, tricks, and platforms at our disposal, podcast marketing is becoming more sophisticated every day.
These days, it’s not enough to share your episodes on Twitter and call it a day—more and more, listeners are expecting intriguing podcast marketing tactics from brands, so it’s never a bad idea to get creative and think outside the box.
How to market your podcast
As of 2023, there are over 5 million podcasts with over 70 million episodes between them – meaning it’s never been more important to do things that help you stand out from the crowd and draw in audiences.
Although there’s always room for experimentation, there are a few non-negotiables for podcast marketing today.
Here are 8 tips to get you started and boost the growth of your show:
1. Know your podcast directories
When it comes to connecting with listeners, it’s essential to be in the know about podcast directories (also known as listening apps). Recently, Spotify surpassed Apple Podcasts as the number one most popular podcast directory, but it’s still a close call.
A podcast directory refers to either an app or website that gathers podcast RSS feeds and organizes them based on categories. These directories also serve as podcast players and search engines.
Being featured in prominent podcast directories offers several advantages, including:
- Drawing in fresh listeners
- Garnering additional ratings and reviews
- Keeping subscribers informed about new episodes
You’ll want to make sure you have all your bases covered by featuring your podcast on as many podcast directories as possible, especially on Spotify and Apple Podcasts.
Check out our list of the top podcast directories for a run-down of the top platforms.
2. Craft the right materials
When it comes time to market each new episode of your podcast, there are a few materials you or a freelancer will need to craft in time for launch. For example, you’ll want to ensure you’ve pre-drafted social media posts for the most popular platforms like LinkedIn, Twitter, and Instagram. Also, consider website copy and stakeholder emails if you’re planning on distributing the episode link to your network.
You may consider creating other promotional materials like audiograms, creative graphics, quotes, blogs, etc. There are really no limits here—just be sure to upsell the episode so people will be tempted to take a listen.
3. Ask and you shall receive
Once you’ve crafted all the necessary materials to hit “go” on launch day, don’t be afraid to ask your network (personal and professional) to share your podcast.
If you’re really feeling organized, create a spreadsheet of relevant contacts including their name, email address, and relationship to you or the guest so you can simply blast off when the time comes.
If the episode has relevant or helpful information, chances are they won’t mind sending out an email or a Tweet about it to spread the word. This is especially true if you’ve already pre-drafted a package for them containing emails and social posts as it will save them time and energy in the process.
4. Multimedia sharing is your friend
Although podcasting is an audio-only medium, that doesn’t mean you’re strictly prohibited from only using sound clips to promote new episodes. Get creative and think outside the box when it comes to marketing by trying multimedia strategies like still graphics (which we’ve already discussed), TikTok videos, or YouTube videos.
YouTube currently boasts 2 billion logged-in users and only continues to grow. On top of that, recent statistics reveal that 43% of monthly podcast listeners have enjoyed podcast content on YouTube within the past year.
Here are a few reasons more podcasters are adding video elements to their shows:
a) Humans are inherently visual creatures:
Humans possess an innate inclination towards visual stimuli, with approximately 30% of our brains dedicated to processing visual information. Faces offer a plethora of data and convey more than verbal language alone. By integrating video elements, podcasters can deliver enhanced value to their audience, forging deeper connections.
b) Reach a broader audience:
YouTube, the second largest social media platform, serves as a gateway to an extensive pool of potential fans. For instance, Andrea Raquelle, the producer and content provider of the "Hey Frase" podcast, observed stagnation in podcast downloads at 10,000 until the introduction of video recordings. However, once video was incorporated, the downloads surged, reaching 35,000 within a span of two months.
c) Video is more conducive to social media:
Autoplay videos without sound are a common feature in social media feeds, meaning social media platforms are optimized for video content rather than audio, leading to higher reach and engagement.
5. Throw a party
There’s nothing better than using a good old-fashioned party as a marketing tactic. If you’d like to eliminate the geographical barrier, holding a virtual get-together or a webinar discussion to let people know what your show is all about is also a great option.
By creating a vibrant and immersive experience, you can generate buzz around your podcast, attract new listeners, and strengthen the connection with your existing fanbase. Here are some ideas and strategies to consider when organizing a party to promote your podcast:
Invitations:
Craft intriguing invitations that convey the excitement and purpose of your party. Consider using podcast-related imagery or incorporating your show's branding. Send invitations to your existing listeners, collaborators, friends, and influencers in your niche. Also, leverage your podcast's social media channels and website to spread the word about the event.
Interactive elements:
Plan interactive activities that tie into your podcast's content. For example, you could set up booths or stations where attendees can participate in games, trivia, or challenges related to your show. This will entertain your guests and provide opportunities for them to engage with your podcast's topics and share their experiences.
Live podcast recording:
Take advantage of the event to record a live episode of your podcast. This will create a unique and exclusive experience for your audience. Consider inviting notable guests, conducting interviews, or hosting a panel discussion on a relevant topic. Ensure you have the necessary equipment and a suitable area for recording, with proper acoustics and minimal background noise.
Collaborations and sponsorships:
Seek collaborations with other podcasters or influencers who have a complementary audience or share similar interests. Co-hosting the event with another podcast can help expand your reach and introduce your content to new listeners.
Remember to capture the highlights of your party through high-quality photos and videos and share them on your podcast's social media channels, website, and other promotional platforms.
A successful podcast promotion party is not only about having a great time but also about creating lasting connections with your audience and expanding your listener base. By providing a memorable experience, fostering engagement, and showcasing your podcast's unique value proposition, you can generate excitement, increase awareness, and ultimately drive more listeners to your show.
6. Join online groups and forums
Social media can be a chaotic place, and sometimes, even our best posts can get lost in the noise. A great way to up the ante is by joining an online group or forum where people consistently engage in discussions about your topic.
Try sharing new podcast episodes in these online settings (of course, always in a respectful and non-intrusive way) and see the kind of response you get. Here are some of our suggestions:
Provide value:
When participating in these communities, focus on delivering value to the members rather than solely promoting your podcast. Share your knowledge, answer questions, and contribute insightful comments. By establishing yourself as a helpful and knowledgeable member, you build credibility and trust, which can lead to organic promotion of your podcast.
Engage authentically:
Engage in discussions genuinely and authentically. Avoid overly promotional language or spamming your podcast links. Instead, focus on building relationships, connecting with fellow members, and offering thoughtful insights. People are more likely to take an interest in your podcast when they perceive you as an active and trustworthy member of the community.
Share podcast-related content strategically:
While you should avoid constant self-promotion, there are opportunities to share podcast-related content strategically. For example, if someone asks a question or seeks recommendations related to your podcast's topic, you can mention your podcast as a resource. Respect the community guidelines and only share content when it adds value to the ongoing conversation.
Remember, building a presence and promoting your podcast through online groups and forums is a gradual process. Consistency, patience, and genuine engagement are key. Over time, your participation in these communities can significantly contribute to the growth and success of your podcast.
7. Run a podcast giveaway
When in doubt, give away some free stuff! Because let’s face it, who doesn't love free stuff?
In all seriousness, a giveaway is an excellent tactic for boosting your social media following and the number of subscribers/downloads on your podcast. With gift cards, tech, or cash as the prize, a giveaway is a surefire way to increase your ratings and raise the profile of your pod in a pinch.
If your giveaway involves user-generated content, showcase the entries and winners on your podcast or social media platforms. This not only acknowledges participants but also serves as social proof, enticing others to engage with your podcast.
Similarly, after the giveaway, analyze the results to measure their impact. Assess metrics such as increased downloads, website traffic, social media followers, engagement, and listener feedback. Evaluate the success of your giveaway against your initial goals and make adjustments for future promotions.
8. Podcast metrics matter
So, what’s the point of putting all of this effort into marketing your podcast if you don’t know the impact?
That’s where analytics comes in.
Podcasters can understand their audience, track growth, optimize content, and make informed decisions to enhance their overall marketing strategy by measuring various metrics. Here are some examples of how:
Audience understanding:
Metrics help you understand your audience demographics, such as age, gender, location, and interests. This information allows you to tailor your content, promotions, and advertising efforts to resonate with your target listeners. With a better understanding of your audience, you can create more engaging and relevant podcast episodes.
B2B Analytics: Companies and Industries:
Equally important for B2B brands is knowing what companies are listening to your podcast, so you can attribute marketing leads and justify ROI. To further nurture your podcast marketing initiatives, CoHost’s B2B Analytics provides an exportable list of companies tuning into your podcast to identify valuable prospects and boost lead generation efforts.
Performance evaluation:
Metrics enable you to evaluate the performance of your podcast episodes. Key metrics like total downloads and unique listeners provide insights into the popularity and reach of your podcast. Tools like CoHost get granular and break down these metrics on an episode basis as well, so you know exactly which content is resonating most. By tracking these metrics over time, you can identify trends, determine the impact of specific episodes, and make data-driven decisions to improve future content.
Engagement assessment:
Metrics such as play duration, completion rate, and listener feedback help gauge audience engagement. Monitoring these metrics allows you to assess whether your podcast episodes captivate your audience's attention and deliver value. You can identify which segments resonate most with listeners and use this knowledge to refine your content strategy
Conversion tracking:
Metrics play a vital role in tracking conversions and downloads. For example, by using unique tracking links, you can track how many listeners converted into customers or subscribers and see what sources your podcast downloads are coming from so you know which marketing channels to nurture and which to place on the back burner.
Metrics act as a feedback loop, allowing you to iterate and improve your podcast marketing strategy over time. By comparing different metrics, experimenting with different promotional tactics, and analyzing the results, you can make data-driven decisions to refine your marketing mix.
Are you ready to take your podcast marketing to new heights?
Effectively marketing a podcast is crucial for its success and growth in today's competitive digital landscape. By implementing these 8 essential tips, podcasters can significantly increase their reach and engage with a larger audience.
If you’re interested in learning more about the analytics behind your podcast and your podcast marketing strategy, reach out to our team!
