Promoting Your Podcast to Gain More Listeners

Updated on: 17-05-2022 by WEB-ROI

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You’ve taken the plunge and started a podcast for your business – and that’s fantastic! Podcasts are a valuable tool in a digital marketing strategy which help you reach a broader audience, establish yourself as an industry expert, and connect with your audience on a new level.  

Now that you’ve taken that first step, it’s time to build a podcast promotion strategy to market your new podcast. Your goal is to gain more listeners and subscribers and maybe even have your podcast go viral! Let’s talk about where to advertise your podcast and general digital marketing tips for success with your podcast. 

1. Submit to the Leading Podcast Platforms 

There are a handful of popular podcast platforms that most listeners use to get their podcast fix. Ensuring that your podcast can be found across these platforms is the first step to gaining a larger audience – there’s no sense in missing out on listeners simply because you’ve overlooked a main platform. 

The more platforms you work with, the more potential listeners you have to reach. It’s that simple! Here’s a list of the top players in the game right now, where most listeners can be found. The clear frontrunners in podcasting are Apple Podcasts (formerly iTunes), Google Podcasts, and Spotify. Make sure that, at the very least, your podcast promotion strategy includes any of these podcast giants. 

2. Encourage People to Subscribe 

It seems simple because it is! Not only will listeners, who have subscribed, automatically see your new episodes as they’re published, but new subscribers are an important ranking factor to help you reach a wider audience within your podcast platforms. 

Listeners are great; subscribers are better. By simply encouraging your listeners to take a second to subscribe to your podcast, you’ll be doing wonders for your podcast’s promotion.   

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3. Promote to Your Existing Audience 

Starting a podcast is well and good, but it’s much better when people know about it. Use your company’s existing channels to promote your podcast, and make sure that you don’t overlook your existing audience when promoting your new show. 

Use your social media accounts to introduce followers to your new podcast and make posts announcing new episodes. Consider installing a link or internal player to your company’s website so that web visitors to your site learn about this other tool in your arsenal. You’re doing all of the work of writing and recording your episodes – make sure that they reach as many ears as possible! 

4. Network Within the Podcasting World 

If you’re a fan of podcasts, you likely know that hosting guests is a very common occurrence, especially within professional podcasting. By networking in this way, you can solidify your name in the world of podcasts, increasing your authority while also reaching a much wider audience. 

Invite other podcasters to be a guest on your own and be open to acting as a guest for other podcast hosts. Taking part in an episode of another podcast allows you to reach their entire audience of listeners and subscribers. If you’re qualified to be a guest, their listeners will probably be interested in what you’re saying on your podcast, too.  

5. Consider Paid Ads 

Like you might use paid ads in your standard digital marketing strategy, they can be a useful tool when promoting your podcast, 

Using paid advertisements to promote your podcast can help you teach potential listeners who may not have stumbled across your content otherwise. Consider social media ads, Google Ads, or even ads on podcasting platforms like Spotify Ad Studio. GoogleAds especially will help you teach users searching for podcasts similar to your own. 

 6. Rely on Marketing Experts 

With the prevalence of podcasting continuing to rise, strategic podcast promotion is only becoming more important. Just like with the other aspects of digital marketing, it can be a very good idea to enlist the help of industry experts to make sure that your efforts are reaching their full potential.  

WEB ROI can lend you that expertise. With tons of experience in digital marketing and a strong grasp on the niche of podcast promotion, the team of professionals at WEB ROI can help you to reach as many ears as possible! Contact us today to set up a consultation.


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