Marketing is everything in 2021. If no one knows about your podcast, does it even exist? You’re putting so much efforts in planning and producing your podcast, so investing some time in the marketing side as well is key to make a progress!
Assuming you already know how to start a podcast and have your own podcast up and running, the very next step would be to distribute your podcast in all the major apps and directories. In this guide, we’ll focus on the final step of the process – how to do podcast marketing and grow your listener base. The ultimate guide to podcast marketing for 2021 is here!
So what is podcast marketing anyway?
It’s all the different things you can do in order to get more potential listeners aware of your podcast. It’s not just about sharing a link to your podcast on social media once in a while, there’s so much more to it! You should definitely establish a podcast marketing strategy and an effective podcast marketing plan to succeed. With that said, it’s always good to have some patience and continue to release podcast episodes on a regular basis, even if your audience size is still small.
Podcast marketing strategy
Before you dip your toes in podcast marketing, you definitely need to develop a broad strategy. If you ask yourself “how do I grow my podcast?”, well, wait no further, here are the things you should know about developing your own podcast marketing strategy:
1. Create a brand around your podcast
Building your own podcast website is one of the best moves you can do in terms of podcast marketing. You’ll have much more control on your own content, and this essentially helps you establish a brand around your podcast.
When you have your own website, you don’t need to share links to any other podcast app, bio-link, or third-party website – always share a link to your own URL. This would both help you with Podcast SEO and will help your audience remember where your podcast is located.
With a website, you can grow your organic traffic over time, and this could easily becomes your number one source of new listeners. You can even use the podcast website to monetize your podcast through ads, memberships, premium content, and many other creative ideas.
2. Find marketing channels that work
When you plan your podcast marketing strategy, you’ll need to find at least 2 or 3 separate channels where you plan to promote your podcast. There are tons of marketing channels available. You can use Social Media, Organic/SEO, Influencer Marketing, Paid Marketing and more.
We recommend that you pick a few different channels that could work best for your podcast and plan accordingly.
3. Leverage your current social media followers
If you already use social media, get your followers involved in the process. Not only you should share your podcast content yourself, but try to get your followers actively engaged in your own posts. As soon as someone shares, retweets, comments, likes your post or anything else, you get their own followers’ attention as well.
4. Leverage your podcast guests
If you regularly invite guests on your podcast, you can always try to get them to share the episodes they’re featured on with their own audience. This can help you get more subscribers and grow your podcast audience.
See how Harry Stebbings did not hesitate to ask Guy Kawasaki (1.4M twitter followers) to promote it on his social media accounts. Your guests probably do not have so many followers, but any push could help promote your podcast.
5. Don’t limit yourself to one social media platform
Twitter, Facebook, Reddit, Instagram, TikTok – there are so many platforms out there. Try to be active on at least two platforms and engage with different types of users. Make sure to share the content in the right format on the right platform as each one has its own nuances.
6. Repurpose content on a regular basis
You can repurpose your podcast to blog posts, videos, audiograms, quotes, images and much more. This can help you create more online content from the very same source, and help tremendously with your podcast marketing strategy.
This can often be automated, so you can get a better reach from the same episode without adding much work on top of that.
7. Form partnerships
Partnership is a win-win situation where you collaborate with someone else and everyone gains something from the collaboration. You don’t have to stick to other podcasts as partners. You can try working with other brands, websites, newsletters or companies that can be relevant to your podcast audience.
8. Create a community around your podcast
A highly involved community is one of those things that can help make your listeners return and even pay to be part of your podcast community. You can create a private group, a subreddit, Slack channel, or use other platforms to get your audience more involved.
9. Pick a unique name for your show
With so many podcasts, newsletters, websites, and other types of content creators and brands – it can become really confusing for your audience if you give a too broad of a name for your podcast. Make sure your podcast name is unique, and can be found easily both in podcast apps and when you search for it online.
Podcast marketing plan & tactics
- Post often on social media – For each episode you’re releasing, try to create a teaser/trailer before the episode is fully available. You can also share links to each episode once it’s published (this can be automated).
- Add your podcast to podcast directories – Optimize your podcast discoverability by using the right tags in those platforms. Make it easier for potential listeners to find your podcast, even if they do not know that it exist, by adding a good description and categories tags.
- Create a website for your podcast – A website gives your podcast so much in terms of marketing. From better branding, organic/SEO upside, and the possibility to include different types of content on top of the podcast episodes (videos, transcripts, blog posts, downloadable material, attachments and more). A website is the best investment you can make for your podcast. Your website should also include an easy way to follow your podcast, ways to connect with you, and more.
- Transcribe your episodes – While creating transcripts can be a tedious process (or an expensive one, if you hire someone to do it for you), it can really help with podcast SEO. Transcribing your podcast makes it more accessible, and can help you repurpose some of your episodes into articles or blog posts.
- Create contests and giveaways – If you have the resources, running a contest or a giveaway can help you gain a nice bump in followers. You can also be creative and provide premium content or services instead of a real “prize” that would otherwise come at a cost.
Marketing services and tools for podcasters
Here are the podcast marketing tools you should know about if you are just starting to promote your podcast on your own:
The best podcast marketing tools:
- Podcastpage.io – Create a complete podcast website in just a few clicks. Your episodes will by updated automatically and each one will get a page on the website. Add subscribe buttons and social media links – have a main online hub for your podcast.
- Wavve / Headliner – Create audiograms for your podcast episodes. These are short video clips that often include a short bit of audio from your show, along with animated soundwaves and/or subtitles. The audiograms are often shared on social media and are known to help podcasters gain more attention there.
- Duplikit – Convert podcasts and videos into blog posts. Transcribe, edit and add stock photos from their platform.
- Repurpose – Automatically convert podcasts to videos – then publish those on social media platforms (YouTube, Facebook, LinkedIn, and Twitter).
- Canva – Design posts for social media. Canva lets you create great designs easily for a post/story or other creative idea you might have. You can also connect your social media accounts and publish straight from the Canva platform.
- Descript – An audio/video editor for your podcast. You can transcribe, add speaker labels, and more. More importantly, you can edit your podcast audio by editing the text.
- Bannerbear – Automate your visual marketing. Bannerbear helps you auto-generate social media visuals and podcast videos.
- Buffer – Social media scheduled posting tool. You can use it to plan your posting schedule and set it up in advance.
- Discord / Slack / Circle – Community building tools. The first two are chat enablers. Circle is a complete community building platform that comes with discussions, membership, and more.
Podcast marketing services:
If it all sounds too much for you, you can always hire a professional marketer or an agency to do it for you. There are also great resources, and even podcasts that discuss marketing in general. You can check out the Learn Growth Marketing podcast or the Today In Digital Marketing podcast if you want to learn more about marketing.
Paid marketing is also a popular channel, and if you have the budget to create PPC (pay per click) campaigns for your podcasts, it can also help bring additional listeners. There are many platforms where you can use PPC for podcast marketing – Google AdWords, Reddit, Twitter, Facebook, YouTube and other platforms all offer PPC options which you can use to promote your podcast.
Building a decent marketing plan for your podcast is a must. You can pick almost any podcast marketing strategy mentioned in this article and succeed with it. We highly recommend to try at least two or three different methods, and marketing tools go with them simultaneously.
A podcast website is one of the most important tools for promoting your podcast and gaining new listeners. Podcast SEO has a high ceiling if you can be patient and invest in creating content for your podcast website.