How to Market Your Podcast: 13 Effective Ways

How to Market Your Podcast

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So, we heard you have a handful of podcast episodes that are ready to be released. Hold up! Before you submit the link to the RSS feed, check out these effective marketing strategies that will help you launch with a bang. 

You never know how your podcast will perform in the first weeks of its release. But, if you plan ahead and consider what to do next, chances are you’ll do great! An effective marketing ???? strategy will help your podcast perform better than the sea of others on the internet today. Do yourself a favor and check out our list of the best podcast hosting sites on the market right now.

Don’t know where to start? We’ve got you covered. Here are a few highlights for your perusal.

  • Understanding ???? your analytics is key to developing the perfect strategy.
  • Expand your reach, literally and figuratively.
  • Marketing can only do so much, so make sure your content is already appealing as it is.

How to Market Your Podcast: 13 Effective Ways

1. Launch Strong

Launching strong ???????? puts your dominant foot forward with speed- and momentum-boosting gears that will propel you into the race as soon as you start. 

You’d want to prepare as many episodes that you can produce, but with the quality on par with that quantity. Generally, getting three to five 5️⃣ episodes ready is enough to launch your podcast.

podcast launch strong

Don’t discard the not-so-good ones. Just keep them in a separate folder and listen to them once in a while. Once you’ve found inspiration to work on them again, who knows? Maybe one of them is a diamond ???? in the rough.

Before your podcast goes live, tell the closest people around you about it. Better yet, go big and let another group know about your brainchild ????. You’d want to make sure that you have an engaged audience that will help you attract new ones as your podcast grows.

2. Invest in Your Presence

Once you’ve released your episodes into the world ????, you need to invest in your presence. Do you know that more and more people spend time on their phones and on the internet? Take advantage of that. 

If you haven’t got a Twitter, Facebook, or Instagram account yet I suggest you go ahead and make one ASAP. 

podcast invenst in your presence

Tagging accounts in social networking sites works wonders in the algorithms. For example, if you’re on Twitter posting five to fifteen tweets a day, then your account is more likely to be picked ⛏️ up by the algorithms. You’ll know that you have successfully optimized your presence on this site if you appear on the Top Tweets or the “In Case You Missed It” sections of Twitter’s timeline. 

Speaking of what to post on your social media accounts, spend time creating attractive thumbnails and eye-catching titles. That extra hour sitting on your chair to add those in might be exhausting now. But, if you think that the new input can spice things up, isn’t it too early to get up from your chair? 

Something new may or may not break your bank ????. But if you can, then maybe consider investing in a new piece of equipment. Say, a microphone? There are so many options in the market right now and I’m sure you can find one that suits your budget. Investing in a new microphone can attract more listeners, especially if your voice is worth hearing loud and crystal clear. 

There’s a multitude of podcasts available for everyone to listen to and you don’t want yours to be just another fish in the sea. Allow your imagination to go wild and make your podcast stand out.

3. Collaborate and Host Guests

One of the surefire ???? ways that can make your podcast more engaging is through interviews. These are more relatable and can help forge real personal connections between you, your guest, and your podcast community. 

You can either host or collaborate with guests. Either way, a podcast guesting will be challenging for both parties involved. 

podcast collaborate

If you are the guest, imagine having to condense a huge volume of information, knowledge, and experiences into an audio recording that lasts 20 to 40 minutes. Will it be possible? For the most part, yes. But will it be easy? Well, anything that takes time, energy, effort, and a few drops of blood, sweat, and tears is nowhere near the definition of easy

But, this strategy has proven effective over time. In fact, more and more podcasters are actively seeking guesting gigs to market their podcasts. Why? Well, for quite a few reasons. 

First is for the exposure to a new audience. Nowadays, it’s not surprising to hear someone from the fashion ???? industry become a guest in a podcast about bees. If you’re wondering why and how that happens, then you should hear from the host of the podcast. 

As the host, you should do extensive research and a thorough background check on your guest. By doing so, you can lead the conversation with ease and apply pressure at strategic points to make the episode juicy and controversial. 

Collaborating with guests is also a good strategy for podcasters in the same niche. Aside from spicing up your content with someone else’s point of view, you can benefit from the pre-existing audience of your guest and vice versa.

Pray ???? and hope that their listeners find your content interesting enough to tune in to your podcast even without your collaborator. Even if they do not, you can still gain from the increased dwell time, reviews, and of course, the admission fees. 

The frequent collaboration or guesting gigs can also help you earn trust badges which could eventually make you a sought-after guest. 

4. Leverage Your Guest’s Audience

Adding notes to the previous tip, collaboration and hosting people on your podcast will require email ✉️ invites, social media posts, and tags. Using these publicity materials, you can leverage your guest’s audience. 

You might want to include snippets from your podcast that they can view, listen to, or follow in these materials. Just be sure to consider the personality of your guest when you’re sending such media. Your inventions might leave a bad taste to both the collaborator and their audience. 

As they say, birds of the same feather ???? flock together. If you and your guest’s audience have common interests, they are more likely to be intrigued about your podcast and keep listening to you after the guesting gig. 

There’s also a chance for organic growth by word-of-mouth, if your new audience decides that your content is worth sharing to other people in their network. This growth may not happen instantly but it will surely pay off some time in the future. 

5. Apply the Pareto Principle for Promotion!

To put it simply, 20 percent of what you do to market your podcast will give you 80 percent of the results you want. So, unless you’ve determined which marketing strategy attracts the highest volume of traffic ????, your current promotional activities can only amount up to 20 percent of your desired results.

What you need are data points. How do you get them? Simple. Just go ahead and experiment with the different marketing tricks available. You could try:

  • Submitting to podcast directories and aggregators
  • Repurposing content a.k.a. splintering ????
  • Optimizing your analytics and doing more research on your market
  • ???? Leveraging the work of your guests and the feedback from their audience
  • Creating a website and mailing lists

Once you’ve figured out which one works best for you, then you’ve determined your 20 percent. Keep doing and working on that 20 percent for the most part. 

Then, spend the rest of your marketing time educating, informing, and entertaining your audience. Basically, don’t stop letting people know that you’re the coolest ????. But leave the direct promotion to your 20 percent.

6. Ask for Reviews

Be brave and ask for reviews. Sure, there will be a few negative ones because let’s face it, you can’t be everybody’s cup of tea ????. But, criticism in any form will establish the credibility of your podcast. It means that you are gaining traction., Some listeners might be looking for something else but that’s not your fault. 

You’d want to have all the reviews that you can get to help your new listeners know what to expect from your podcast. 

podcast ask

Ask for feedback towards the end of an episode when the listeners who are more likely to take action are still tuned in. Better yet, incentivize people to say something about your podcast. Make it a requirement for joining contests. Give them bonuses or discounts for leaving a few words, whether good or bad. 

Essentially, make the favor easy and appealing so they are more likely to do it. It’s a win-win situation. But don’t stop ✋ there, read through the reviews and improve in areas that you can. More importantly, keep your feet grounded if you get overwhelmingly positive reviews.

7. Repurpose Content

Your content can also be published in avenues other than your podcast such as vlog or blog posts. This isn’t to divert people’s attention from your podcast, but the other way around. In the other forms of your content, you can incorporate direct links ???? to your podcast episode, where they can listen to or even download the whole thing.

For example, people might stumble upon a visual or reference to one of your podcast episodes. The direct links would come in handy ???? when the post piques their interest. 

If you’re feeling a little extra, you can even use your transcript and make a long-form blog post. There might be potential subscribers out there on the world wide web that seeks your content but enjoys a different format at the moment. 

Audiograms are also appealing to audiences, especially if they contain highlights or key ???? notes about the episode. Use these as a content teaser. 

Or maybe, you can turn your camera on while recording an episode with a special guest. Get some snippets of the episode’s highlights and place them on your website and social media platforms. 

All these efforts can improve your SEO rankings. Why? Because even though each content form comes up as an individual search, the direct links embedded in them can still divert traffic to your podcast RSS feed.

If you don’t have the time, but have the money ????, you can ask other people to do these for you. Work smart, not hard.

8. Optimize Using Analytics

Optimize your analytics based on your audience, traffic sources, content and goals. There are no magic ???? metrics in analytics, but you can manipulate future results by taking action on your weak points.

Your audience might be growing steadily, but at what rate? The numbers are looking great if you start targeting new markets to propel your podcast’s growth. If you can, go global and unleash your full potential.

podcast analytics

Attribution models, Behavior and User Flow are related analytics that can also help you visualize the connections between your site and other channels. You might want to try various models and determine which one provides you with the data you need. Reevaluate  your traffic ???? sources too—should you stick with organic or paid traffic?

The optimization techniques mentioned above are audience-based, therefore, your course of action would be reactive. If you want to be proactive and take action on things you can control, focus on your content and goals.

Make each new episode the best ever by creating content based on the most visible keywords by SEO. On the contrary, deliberate on posts or episodes that were unable to keep your audience engaged. Study ???? them and try to look for a trend that explains why visitors leave. Maybe it’s the keyword? Go ahead and check.

Remember, your analytics are just reports. They can only do so much to help you market your podcast. What’s important is improving on your shortcomings by continuously tweaking your inputs. 

9. Submit To Podcast Directories and Aggregators

Get your podcast out in a larger space by submitting to podcatchers or podcast directories and aggregators. Not only will it make your life easier during publishing, but it will also attract new listeners who scroll ???? through the catalogs looking for the perfect show to listen to. You can also check out podcast directories that feature a podcast each month based on user votes.

Apple has built-in apps like Podcasts and iTunes that you can leverage for exposure to over one billion active iPhone users as of writing. If you can only submit to one directory, Apple ???? Podcasts is the perfect choice. Almost all of the new aggregators pull out their listings from Apple Podcast, so really, it’s a no-brainer.

podcast directories

Your second choice would be Spotify. As it caters to both iOS and Android devices, part of your market can be iPhone users who aren’t fans of its built-in app. Spotify will surely help you spread the word about your podcast, especially in countries where the Apple ecosystem does not dominate. 

There are more than a handful ???? of other podcatchers that can support you. But before you submit, make sure that you have complied with every requirement. This will save you time and can make the wait for approval bearable. 

10. Create A Website

Creating a website for your podcast might be tedious but I assure you that it would be worth the labor for three main reasons. 

First, it’s easier to share a link that will land the listeners on a specific page with content supporting your podcast. You’ll encounter less proprietary hassle when sharing ???? a blog post rather than a podcast link from Apple or Google. 

podcast create website

Second, written ✍️ text is still the best trigger for search engine optimization. While that’s still the case, go with the flow and write about your podcast. If you’re feeling a bit lazy, you can even upload the whole transcript on your site. I mean, that’s your content and you can choose whatever you want to do with it. 

Third, a website will help you build an email list to send out invites every time you release a new episode. As a bonus, you might even attract a new audience from your blog to your podcast. 

While these reasons are compelling, there’s no hiding the fact that creating a website is daunting. Lucky for you, there are lots of website hosting providers that you can choose from. Find the one that matches your skills and work on improving the website as you go along. This is one way to invest ???? in your presence.

11. Create An Email List

An email list ???? is one of the best avenues to invite more traffic to your podcast. 

If you already have this, that’s great! If you haven’t already, we recommend that you go through the painstaking process because it will definitely benefit you in the long run ????‍♂️. 

In your website, you can put opt-in forms that pop out for every visitor. They may not want to be included on the list the first time. But, if they go to the site frequently, chances are, they eventually opt-in. You can even let it stay visible in a little area on the website, just in case visitors decide to join mid-way through looking ???? around. 

So, what would you send to your email list? For starters, you can write them a welcome message. You know, the cheesy bits of gratitude and appreciation. Let them know you’re ecstatic about them joining the community you’re building and how they can communicate with you.

Next, make a newsletter that is relevant to your dear subscribers. It’s important to decide on the frequency, type of content, and product personality. This might also take a while to create but sending the first one should keep the marketing ball rolling.

Soon enough, you could be sending freebies like workbooks or worksheets ???? to your email list, which is another form or promotion. Baby steps, you’ll get there.

12. Paid Ads

Before you consider purchasing paid ads for the long term, evaluate whether it actually gives you significant results. Otherwise, you could be spending dollars ???? on the wrong marketing tool. To reiterate, apply the Pareto principle.

If paid ads do work for your podcast and you have the monetary resources, this tool ???? is truly worth investing in. Different types of ads are offered by different platforms. Some might overlap, but the selection is based on the nature of your chosen avenue. 

For example, Discord directs you to the Advertise Your Server page for promotion in lieu of other ad types. Do you want high-quality visuals as ads? Then, Instagram would be the perfect choice. If you want more options, check out Google Ads because it has the most number of offerings. 

Whichever works best for you, choose wisely because not only are you spending monetary resources but also time and effort. Make sure to go with paid ads that suit your niche, audience, budget, and preference. 

13. Most Importantly, Always Provide Value Consistently ⭐

Last but definitely not least, always provide value consistently in each episode. Great content will require long hours of revision, practice ????, and patience. If you know you have something great to offer the podcast universe, work hard and keep at it. 

Without a doubt, some podcasts fail because of self-sabotage and overthinking what the listeners want them to create content about. But, the key to providing valuable, quality content is finding a balance between what you want to do and what your audience wants.

podcast value

Yours doesn’t have to fail ???? and drown in the sea of other podcasts like the others. Be proactive in dealing with glitches and other unsuspecting issues that you may encounter along the way. Just like the frustrating small rock in your shoe, getting rid of them will be very satisfying.

Get your audience active and engage them in your episodes. Speak ????️ up about your opinion and hear them out when they voice theirs through their comments, reviews, and reactions. But don’t let them pester you towards becoming just another podcast

Final Verdict

Try out every strategy on the list ???? and figure out which one works best for you. If possible, implement as many as you deem effective but as few as you can realistically handle.

Choose quality over quantity, always. Conserve your energy and resources for the ones that actually give you positive ???????? results. 

podcast listen

You can see the interrelationship among the tips I have mentioned, so you can mix and match them accordingly. Just make sure that the core ⭕ of your content will not be affected when you’re marketing them. 

If there’s a single tip that you should follow, it is to provide value consistently.

Common Podcast Marketing Questions

  • How do you market a podcast?

You know how you’re more likely to remember something by saying it a few more times? We’re doing that now so you can retain what I have imparted to you, so far. 

To reiterate, here are the 13 effective ways to market your podcast, real quick.

  1. Launch strong.
  2. Invest in your presence.
  3. Collaborate and host guests.
  4. Leverage your guest’s audience.
  5. Apply the Pareto Principle for promotion.
  6. Ask for reviews.
  7. Repurpose content.
  8. Optimize using analytics.
  9. Submit to podcast directories and aggregators.
  10. Create a website.
  11. Create an email list.
  12. Paid ads.
  13. Most importantly, always provide value consistently.
  • Are podcasts good for marketing?

If you want a marketing strategy, don’t look too far and just go with podcasts. This platform increases traffic into your website and adds more versatility to your marketing because of its content and delivery.

  • What is podcasting in digital marketing?

Podcasting is a form of blogging but on a different medium. While vlogs and blog posts use visual images to convey information or tell a story, podcast episodes rely on audio aesthetics. Aside from being an income-generating service itself, it’s also a digital marketing tool that boosts your audience.

  • How do podcasts make money?

Advertising and sponsorships are probably the first things you think of when looking to monetize your podcast. But, there are other ways to earn money aside from seeking external funding. If you have physical products to offer, consider marketing them through your podcasts. 

  • What pays more YouTube or podcast?

Undoubtedly, podcasting has a higher cost per thousand (CPM) than YouTube. More or less, you can earn $50 for two advertisements in a single episode with 1,000 listens. While for YouTube, you could only make $10 at most for an equivalent video.

  • How many listeners do you need to make money on a podcast?

The number of podcast listeners helps you establish your credibility for sponsorships ????, advertisements, and affiliate marketing. They usually require 5,000 to 10,000 listeners before they decide to work with you. With this number, you can start thinking about optimizing the methods of advertising your podcast. 

You Might Also Ask

  • What is a podcast and how do they work?

Podcasts are audio recordings of rants, interviews, words of wisdom ✨, and any discussion under the sun. It’s an older sibling of video and writing blogs, which also comes in series of episodes. 

  • How do I find podcasts?

Categories of podcasts in 2021 have been divided into society and culture, business, comedy, health, news ????, and politics. Check them out on these directories:

  • iTunes or Apple podcast
  • Spotify
  • Google Podcast
  • Stitcher
  • TuneIn
  • Spreaker
  • Google Play Music
  • Blubrry
  • Digital Podcast
  • iPodder

You can also find some podcasts via social media platforms like YouTube, Facebook, and SoundCloud.

  • Why do most podcasts fail?

Like any other undertaking, you can lose interest in your podcast if you are not actively doing something to keep it appealing. If you lose sight ???? of your North Star, or the reason you created the podcast, it’s easier for you to get tired of it. Anticipate your self-sabotage, folks.

  • Why are podcasts so popular?

Audio content allows the listener to multitask. Not everyone will make time to finish reading ???? this article. But, if this was read to them and all they had to do was listen, the chances of someone finishing this post are much higher.

  • How much do podcasters make?

Podcasters aren’t typically transparent about how much they earn from doing their craft. But, The Atlantic revealed that it costs ???? $25 to $40 per advertisement in some of the popular podcasts with a thousand listeners. So, if you have one million listeners then you can earn $25,000 per episode. 

I hope you were able to take notes on which actionable tasks you can do to improve your podcast.

Some podcasters simply want to let their ideas be heard. But, it won’t hurt if you want to market your podcast for whatever purpose it may serve you. 

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