My Top 7 Podcast Promotion Techniques!

Hey everyone,

This week, I’m excited to dive into a topic that’s crucial for anyone looking to grow their podcast: promotion. Creating great content is just the beginning of a successful podcast journey.

Now it’s time to ensure that it reaches as many ears (and/or 👁️) as possible.

Many new podcasters believe that if they produce quality episodes, the audience will naturally find them. While content is undoubtedly king, it’s not enough to simply put your podcast out there and expect it to gain traction on its own. To truly grow your podcast, you need a well-thought-out marketing strategy.

The Reality of Podcast Discoverability

With over 2 million podcasts in existence and more launching every day, discoverability is a significant challenge. The sheer volume of content makes it difficult for new shows to stand out. This means that without a strategic approach to marketing, even the best podcasts can go unnoticed. Podcast directories like Apple Podcasts, Spotify, and Google Podcasts are essential platforms for your content, but simply uploading your episodes and hoping for the best isn't enough.

Why Marketing Matters

Marketing is how you create awareness, build an audience, and drive consistent growth. It’s the bridge between your content and your potential listeners. Even if your content is exceptional, it won’t reach its full potential without listeners who are engaged and invested in your podcast.

Marketing helps you to connect with your target audience, build a community, and encourage word-of-mouth referrals, which are crucial for organic growth.

7 Stategies I Use To Promote My Podcast:

To effectively market your podcast, consider these key components:

1. Understanding your audience: I've spoken about this in previous newsletters and it is VITAL to make time for this. Who are they? What are their interests, pain points, and listening habits? The more you know about your audience, the better you can tailor your content and promotional efforts to meet their needs.
2. Optimising your podcast for SEO: Use keywords in your podcast title, description, and episode titles to make it easier for people to find your show when searching for relevant topics.
3. Leveraging social media: Social media platforms are powerful tools for promoting your podcast. Share clips, episode highlights, quotes, and behind-the-scenes content to engage with your audience. Platforms like Instagram, X, Facebook, LinkedIn, and TikTok allow you to reach different segments of your audience in unique ways - but you don't need to use ALL of these platforms - find out where your audience like to "hang out" and focus on those first.
4. Creating short-form content: One of the most effective ways to promote your podcast is by creating short-form clips from your episodes. These can be 30-second to 1-minute highlights that capture the essence of the episode and intrigue viewers to listen to the full content. Short-form clips are perfect for social media sharing, where attention spans are shorter, and they provide a teaser that can drive traffic back to your full episodes. You will have seen a lot of this from my podcast here on LinkedIn!
5. Collaborating with other podcasters: Guest appearances on other podcasts and hosting guests on your own show can introduce your podcast to new audiences. Networking with other podcasters can also lead to cross-promotional opportunities.
6. Email newsletters: START an email list for your community! This is one of the most valuable pieces of advice I could give you today!!!! (I'll do a separate newsletter on this soon). Regularly send newsletters to your subscribers with updates about new episodes, behind-the-scenes content, and exclusive information. This keeps your audience engaged and reminds them to tune in to your latest episodes.
7. Engaging with your community: Build a community around your podcast by interacting with listeners through comments, messages, and social media. Creating a space where listeners feel heard and valued encourages them to stay loyal and share your podcast with others.

The Power of Short-Form Clips

One of the most impactful strategies I have used for promoting your podcast is leveraging short-form clips. In a world where attention spans are shrinking, these bite-sized snippets of your episodes can serve as powerful teasers that entice potential listeners to check out the full episode.

Why Short-Form Clips Work:

• Captures Attention: Short clips quickly showcase the best moments from your episodes, making it easier to grab your audience’s attention.
• Shareable Content: These clips are perfect for sharing on social media platforms like Instagram, TikTok, X, and LinkedIn, where brief, engaging content thrives.
• Highlights Value: By selecting the most compelling parts of your episode, you can highlight the value and insights your podcast offers, encouraging new listeners to tune in.
• Versatile Use: These clips can be repurposed for various platforms, including Stories, Reels, and even YouTube Shorts, increasing your reach across multiple channels.

How to Create Effective Short-Form Clips:

1. Identify Key Moments: As you edit your podcast, identify moments that are insightful, funny, or emotionally resonant. These are the moments that will captivate your audience.
2. Keep it Concise: Aim for clips that are 30 seconds to 1 minute long. This length is ideal for social media and ensures that your audience can quickly engage with your content.
3. Add Captions: Not everyone listens with sound on, especially on social media. Adding captions ensures your message gets across, even without audio.
4. Brand Your Clips: Include your podcast’s logo, episode number, and/or any other branding elements to make your clips instantly recognisable.
5. Include a Call to Action: Encourage viewers to listen to the full episode by including a call to action at the end of your clip. Something as simple as “Catch the full episode on [platform]” can drive traffic to your podcast.

Final thoughts...

Promoting your podcast effectively is all about consistency and creativity. By utilising short-form clips and other promotional strategies, you can expand your reach and attract new listeners.

Remember, growing a podcast takes time, but with the right promotion strategies in place, you’re setting yourself up for success.

If you have any specific strategies that have worked well for you, I’d love to hear about them!

And as always, if there’s anything you’d like me to cover in future newsletters, feel free to reach out.

Happy podcasting!

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Thank you for being a part of this journey, and we hope you enjoyed this week's newsletter.

If you have any success stories to share, comment below because we would LOVE to hear about them.

Anisha & Sunjay

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👊 Discount: Sunjay used to spend (waste) ages looking for free royalty free music on the internet. If you’ve ever tried to find images, music or video that is unconditionally 100% free, you’ll know how difficult it is.

He now use Audiio for all his music whether its client work or for our own projects. Use this link to get 70% off your first year of Audiio pro!

🚀 Check out our Amazon storefront dedicated to podcasting gear! We will keep adding/reviewing the list but there’s a selection of microphones, audio interfaces, and more to help you elevate your podcasting game.

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