How To Promote and Market Your New Podcast

Mar 22

If you don’t have a podcast, are you even in business? Though podcasts have been around since the early 2000s, the trend has surged in the last few years, so much so that as of 2021, there were over 2 million podcasts in existence, and that number has continued to grow. The number of people who listen to podcasts is also growing yearly: in 2021, it was estimated that over 100 million Americans listened to podcasts regularly (at least seven different shows a week, on average). Clearly, podcasts have become a popular way for people to consume content, and many individuals and businesses are creating their own shows. However, with so many podcasts out there, it can be challenging to get noticed and grow your audience. Marketing your podcast is essential to getting your message out to a wider audience.

As you think about and plan your marketing for your new podcast, here are some things to consider:

When should you start marketing your new podcast?

You should get at least 10 podcast episodes recorded and posted before starting your marketing efforts. While some podcasts become popular and go on for many seasons, many podcasts fail to gain traction and quit after just a few episodes. Research shows that the average podcast produces seven episodes before quitting. You don’t want to spend a lot of time marketing something that you find you don’t like doing or that fizzles out quickly. Make sure it is going to last before making a lot of noise. While podcasting can be a fun and rewarding hobby, it can also be time-consuming to produce a high-quality show – on average, around six hours per episode – so you might burn out or find that you don’t have enough time to dedicate to regular episode production. And, it will take a few episodes to find your podcast recording groove. If you wait a bit before marketing your podcast, you’ll make sure you have episodes that you can be proud of and are reflective of the content you’ll make moving forward.

Understand your audience before marketing your podcast.

Before you start marketing your podcast, you need to know who you are trying to reach and who will most likely engage with your episodes regularly. Consider their age, gender, interests, and values. Once you know your target audience, you can create marketing materials, graphics, and copywriting that will most appeal to them:

Create a catchy and descriptive podcast name: Your podcast's name is an essential component of your marketing strategy. It should be memorable, easy to remember, and accurately reflect the content of your show. A catchy name can help attract potential listeners and make it easier for them to remember your show.
Invest in a well-designed cover art image: Your podcast's cover art is the first thing that potential listeners will see when they come across your show. Invest in high-quality cover art that accurately reflects your brand and the content of your podcast. Your cover art should be eye-catching, visually appealing, and easy to read. Be sure to research the cover art of podcasts that cover similar topics to yours to differentiate your show from others in your category.
Craft a description of the show that you can deliver in less than 60 seconds: As you start talking about your new podcast with friends, family, and colleagues, they will ask what it is about. You need to be able to describe your podcast content succinctly and accurately while still making it sound interesting. In the startup world, this is called your “elevator pitch” – the thing you say about your business that can be delivered during the ride of an elevator because that may be the only chance you get to sell someone on your idea. Develop an elevator pitch for your podcast and practice your delivery.

Create a website for your podcast.

While listeners can find your podcast on their podcast platform of choice, you should also create a place where fans can find additional information and keep up with the show between episodes. A simple website with a domain name that matches your podcast name can have multiple benefits when it comes to marketing:

By creating a website for your podcast, you can provide a central location where listeners can go to find information about your show, including episode archives, show notes, and other resources. This can help you to establish your brand and make it easier for your audience to engage with your content.
By optimizing your website for search engines, you can attract new listeners to your show and increase your audience size because it will be easier for people to discover your show through Google searches when they are looking for topics that you cover on your show.
With a website for your podcast, you can eventually offer advertising opportunities, merchandise sales, and other revenue streams that can help you to monetize your show.
By creating a professional-looking website for your podcast, you can establish your authority and credibility as a thought leader in your niche. This can help you to attract high-quality guests and build a loyal audience that trusts your insights and opinions.

Establish social media handles and content for your podcast.

Social media is a powerful tool for promoting your podcast and engaging with your listeners between episodes. It can be overwhelming to try to use all the social media platforms when you are starting out, so consider picking one to start your marketing efforts, then add others as you get more comfortable and have more resources.

Pick the platform that you think will be used most by your audience. Sticking with the most used platforms to select from, you will consider Instagram, TikTok, Facebook, Twitter, or LinkedIn. Which one you select will depend on your audience’s average age, habits, and interests.
Once you select your platform of choice, plan out the types of content that you can post consistently. Content could include announcing new episodes, asking for feedback on the previous episode, showing behind-the-scenes of the podcast production, sharing clips from current episodes, providing updates on previously discussed topics, and sharing more in-depth information about topics mentioned in episodes.
If you use social media personally, remember to share the content from your podcast accounts with your personal accounts, too!
Eventually, you can also use social media to run ads targeting your ideal listener.

Build an email list and use it for marketing your podcast.

Email marketing is a great way to promote your podcast and engage your audience. You can use email to share new episodes, exclusive content, and upcoming events. Start your email list with your friends, family, and colleagues, then use your website to help you to grow your email list by offering a sign-up box prominently on the site.

Build relationships within the podcast community.

With so many people podcasting these days, the community of podcasters is vast and ripe for collaboration.

Collaboration is an excellent way to expand your audience and reach new listeners. You can collaborate with other podcasters by appearing as a guest on their show, inviting them to appear on your show, or cross-promoting each other's podcasts.
There are many online communities for podcasters, such as Reddit, Facebook groups, and LinkedIn groups. Participating in these communities can help you connect with other podcasters, share your work, and get feedback on your content.
Submitting your podcast to directories like Apple Podcasts, Google Podcasts, and Spotify is essential for making your podcast accessible to a wider audience. Most people find new podcasts in these directories, so make sure your show is listed and easily searchable.
Attending podcasting events is an excellent way to network with other podcasters and industry professionals. You can learn new marketing strategies, get feedback on your content, and make valuable connections that can help you grow your podcast.

Offer incentives to people for listening, following, and engaging with your podcast.

Offering incentives for listeners can be a great way to attract new listeners and keep your current audience engaged. You can offer exclusive content, discounts on merchandise, or early access to new episodes.

Marketing a new podcast takes time, effort, creativity, and more time. However, with the right strategy and tools, you can attract a loyal audience and grow your show's popularity. Remember to focus on creating quality content that resonates with your target audience, leverage social media and email marketing, collaborate with other podcasters, and offer incentives for your listeners. With persistence and dedication, you can achieve success in the world of podcasting.