Easy methods to promote a podcast successfully

Attain extra listeners

Should you’re something like me, you need extra listeners on your podcast. However, once you truly seek for data on easy methods to promote a podcast, it seems like everyone seems to be parroting the identical outdated recommendation.

Personally, I’ve been a little bit annoyed with an identical solutions on so many web sites. So, I did what I often do after I need legit, actionable solutions from folks working within the business — I went looking for actual podcasters to steer me in the suitable path.

Easy methods to promote a podcast

Under are among the sensible concepts podcasting and advertising and marketing professionals despatched my approach for easy methods to promote a podcast successfully and develop your podcast viewers:

  • Deal with your podcast like a enterprise and get a web site.
  • Use honey traps and the rule of three to get extra listeners.
  • Harness the facility of TikTok.
  • Make a comic book about your podcast.
  • Suppose video first.
  • Leverage lesser-known podcast directories.
  • Use paid adverts should you can.
  • Don’t neglect about Pinterest.

Prepared to draw extra podcast listeners? Let’s dive in!

1. Deal with your podcast like a enterprise and get a web site

Naresh Vissa is the Founder & CEO of Krish Media & Marketing, and the creator of the e book Podcastnomics. He says the most important drawback he sees in podcasters is that they don’t deal with their present sufficient like a enterprise.

He mentioned, “Should you execute your podcast correctly, and run it like a enterprise, the advertising and marketing will maintain itself.”

However, what does this appear to be in apply?

Naresh says it’s essential to be an early mover in a distinct segment. Positive, it’s good to go after one thing you might be captivated with, however the objective needs to be to concentrate on the long-tail niches of your target market — identical to long-tail key phrases.

In different phrases, don’t concentrate on finance for a podcast. As a substitute, communicate on the ins and outs of a extra slender matter, reminiscent of digital forex. The sooner you possibly can hop right into a hyper-focused area of interest and make a reputation for your self, the higher.

However out of all of the business-like actions it’s best to take on your podcast, maybe the most important is creating a web site that captures leads and repurposes your entire podcast episodes.

Naresh mentioned far too many podcasters rely on the net hyperlink that their podcast hosts give them to advertise their present. Or they may say one thing like, “Discover my present wherever you hearken to your favourite podcasts.”

The issue is that this tactic prevents you from doing essentially the most crucial motion — getting the title and e-mail deal with of the listener!

These folks coming to your web site to seek out your newest episode needs to be directed to choose into your e-mail checklist for a couple of causes:

  • You’ll have a direct line of communication to inform them about episode releases
  • You may ask for suggestions
  • You can also make gives
  • You may ask for referrals to your present

And, with a web site, you possibly can repurpose each episode into:

  • Weblog posts
  • Transcripts and present notes
  • Case research (that might finally be used on your new e book or course)
  • Movies that you simply additionally show in your web site

Make your web site a one-stop cross-promotion machine for all issues associated to your podcast and deal with it as a enterprise asset. As a result of should you play your playing cards proper, will probably be.

2. Use honey traps and the rule of three to get extra listeners

Photo of podcaster Jamie Kennedy
Picture courtesy of Jamie Kennedy

Jamie Kennedy – no, not the comic – runs Brave Moon Podcasts, a manufacturing firm for podcasters. She instructed me her promotion technique for serving to her purchasers and for serving to her personal podcast get extra listens: use honey traps and the rule of three.

She mentioned, “Share your episodes and use ‘honey traps’ to encourage listeners to hear and subscribe: Once you submit new episodes to your socials, make sure to use ‘honey traps’ to encourage listeners and ask your followers to share with their mates. Honey traps are questions or statements that entice a listener to hear. For instance, ‘Do you wish to know the key to getting 8 hours of sleep each night time?’ or ‘It’s best to know these three issues about coronary heart illness.’”

Jamie went on to say, “Once you submit about an episode, comply with the rule of three and ensure to submit about each episode at the very least 3 times. It could really feel repetitive to you, however most of your followers might want to see one thing at the very least 3 times to click on on it.”

Suppose you’re making an attempt to get extra folks in your area of interest to hearken to your present or be a visitor in your podcast. In that case, Jamie additionally recommends collaborating in related on-line communities and boards and fascinating with the posts immediately associated to your episodes.

“For instance, should you discover a submit asking for recommendation on one of the best workout routines for sturdy legs and you probably did a podcast episode with the highest 10 leg workout routines, then share the hyperlink to the episode within the feedback part. You’ll get the eye of the unique poster and the eye of each different particular person wanting via the feedback for solutions.”

A phrase of warning, although. Watch out posting your podcast hyperlinks within the communities you’re in.


A few of them have strict “no promo insurance policies.” Others solely permit sharing your podcast hyperlinks on particular days. Backside line – at all times learn your group’s guidelines earlier than sharing hyperlinks.

3. Harness the facility of TikTok

Ehan Hunagle runs SEMDeck and hosts the SwitchCast podcast with Doug Tabbutt. Their podcast primarily makes use of TikTok together with their extremely optimized web site to advertise the present. Ethan mentioned the TikTok page began small, however grew rapidly to greater than 67,000 followers and greater than 1,000,000 likes on their movies.

The key sauce in line with Ethan is to create a video for each corresponding episode. Then, he repurposes the movies on his social media channels as Instagram Reels, Fb Reels and YouTube Shorts.

The movies have to be brief, quick-hit fashion content material as a result of that is essentially the most helpful to market a podcast.


He additionally harassed that with out a web site, you’re lacking out on prime alternatives to get your present discovered by your preferrred podcast listener.

To additional amplify the present’s attain, Ethan mentioned, “We publish a weblog submit every time a brand new episode is launched. We are going to embed the YouTube video in addition to the RSS feed of the podcast, add inside and exterior hyperlinks to the physique textual content of the submit, and optimize the weblog with tags, meta descriptions, web page titles, picture alt attributes, and different fundamental search engine marketing ideas.”

These easy steps got here collectively to convey that coveted viral consideration to SwitchCast that every one podcasters dream of!

4. Make a comic book about your podcast

A 9-frame comic strip from Christine Ink Comics
Picture courtesy of Christine Ink

Admittedly, this was the good response I’ve heard up to now to successfully promote a podcast. Christine Whitmarsh, higher generally known as Christine Ink on-line, mentioned she developed a comic book across the theme of her every day podcast for authors.

She mentioned, “The shaggy dog story follows creator Margena and her very animated mind (a hilarious character unto itself) to point out authors precisely easy methods to construct a writing behavior and turn out to be a printed creator.”

As for a way she manages the creation of those comics, she makes use of an illustrator named Beena Parikh of the P66 Agency.

How enjoyable is that?!

5. Suppose video first

Earlier than he started working behind the scenes serving to creators succeed, Bredan Aw hosted the Xin eSports podcast Your Life My Dream and his personal present Player Vs World. He mentioned of all of the techniques he sees creators utilizing to advertise a podcast proper now, video is getting essentially the most consideration and success.

Brendan says you possibly can’t succeed with an audio-only method anymore. By recording your present as a video first, you give your self “an [amazing] alternative for content material syndication from only one pillar piece.”

His suggestion is to movie each episode. After that, he says to:

  • Strip the audio to share as an audio-only podcast
  • Share clip highlights to social media
  • Edit the audio transcripts to make them extremely priceless weblog articles, and
  • Hyperlink to related episodes wherever you possibly can (i.e. inside different weblog posts, in press releases, on social media updates – particularly in your bio, and even in your e-mail signature)

6. Leverage lesser-known podcast directories

Photo of podcaster Isaac Mashman

Isaac Mashman isn’t any stranger to podcasting. Not solely does he have his personal podcast and helps his purchasers get featured on podcasts, however he additionally set an enormous objective for himself to be featured on 100 podcast interviews and get 100 article/media mentions in 2023.

His finest tip for easy methods to market a podcast successfully is to get your present on lesser-known podcast directories.

He mentioned, “Once you first launch your present your RSS host will naturally get your podcast distributed to the bigger platforms reminiscent of Apple Podcasts, Google Podcasts and Spotify, however there are a large number of different platforms which can be both lesser recognized or not historically listed.”

Only a few of the locations he recommends including your present’s RSS feed to incorporate:

He additionally recommends pondering internationally. For instance, there are streaming giants in India and throughout the globe reminiscent of Gaana and JioSaavn. Podcastinc reported, “India is ranked the third in podcasting business after USA and China.”

They went on to say that round 150 million Indians are consuming audio streaming making it “an enormous alternative of progress for podcasts.”

Isaac says we should always get on each podcast listing potential so you may get your title on the market to a plethora of individuals.

Suppose this can take too lengthy? Right here’s Isaac’s reality bomb response to that mind-set: Do it anyway!

He mentioned, “Is that this time-consuming? Completely! Nevertheless, when you do it the primary time you by no means have to consider it once more.

All of those platforms function with their very own particular person algorithms, assist your search engine marketing, set up backlinks to your web site, and make your podcast seem as if it’s the top-charting present which it’s certain to be.”

Seek for each platform you could find so as to add your podcast to, and benefit from the choices to share your social media profiles and web site hyperlinks wherever potential.

7. Use paid adverts should you can

James Pollard runs the Financial Advisor Marketing Podcast that includes greater than 200 episodes. He says that paid adverts have been the sport changer his podcast was in search of to make it “one of the vital sought-after podcasts within the monetary recommendation house.”

However, he doesn’t run the adverts to his podcast host, in reality, they aren’t selling the podcast immediately in any respect. As a substitute, he’ll run the adverts to monetary advisors (his preferrred listeners) to advertise a webinar or touchdown web page. In each webinar and on each touchdown web page, he introduces himself because the host of the podcast.

He mentioned, “This roundabout approach has generated tens of 1000’s of downloads prior to now three months alone, and I’m going to proceed doing it for so long as it really works.”

It additionally helps that most of the questions that folks could be asking him are answered in his podcast episodes. By delivering loads of worth without cost, he’s incomes his “subscribers.”

In podcasting and in enterprise basically, giving folks a purpose to stay round, and displaying them you’re reliable is the one approach you’ll ever see a return on any advert spend.

8. Don’t neglect about Pinterest

Photo of Pinterest marketer Laura RikeLaura Rike says there aren’t sufficient podcasters utilizing Pinterest to advertise their podcasts. She extremely recommends promoted pins too as a result of these might be focused to your preferrred listener extra successfully and fewer expensively than Fb or Google Adverts

She mentioned, “Whereas many might consider Pinterest particularly for recipes and craft tasks, those that don’t use it for podcasting are actually lacking out on a possibility to achieve their goal purchasers on-line. It’s truly a extremely highly effective search engine, and has focused advert alternatives. It might additionally assist with familiarity and the ‘Know – Like – Belief’ idea, in case your listener goes to your website after which later sees your advert on Pinterest, too!”

Easy methods to promote a podcast — A fast recap

To shut issues out, right here’s a fast recap of one of the best suggestions for podcast advertising and marketing methods which can be working proper now:

  • Deal with your podcast like a enterprise
  • Use honey traps and the rule of three
  • Get on Tiktok
  • Make a comic book (or at the very least specifically curated photographs) to advertise your podcast
  • Suppose video first and use video on YouTube and all social media platforms
  • Distribute your podcast to each listing you probably can
  • Make the most of paid adverts, and
  • Don’t neglect about Pinterest

I personally plan on utilizing all of those concepts to advertise my very own podcast higher. Whereas visitor swapping is nice, I wish to depend on extra than simply borrowing different folks’s audiences to develop my very own. With a bit of luck, I’ll be having fun with bigger obtain numbers and monetization alternatives very quickly. Hopefully, you can be too!

New to podcasting? Try our information on easy methods to begin a podcast!