Starting a podcast can feel impossible with so many out there (over 3 million by the way). The key? A smart marketing plan. Don't just throw your podcast out there and hope for the best. You need a strategy before you release your first episode. That's podcast marketing.
It's not about getting a ton of downloads just once. It's about finding your people – the ones who will love your show and keep coming back for more. So, how do you find them?
- Know your ideal listener (like, really know them)
Marketing 101: understand your audience. While reaching everyone seems appealing, it's actually more effective to focus on attracting listeners who genuinely resonate with your podcast. Think long-term subscribers, not just temporary spikes.
Instead of guessing, create a "listener persona." Imagine your perfect listener – their age, location, job, hobbies, even why they'd love your podcast. Where do they hang out online? What are their pain points?
This exercise helps you tailor your episodes and brand to attract the right people. No more generic content; you're creating something specifically for them.
- Don't just post, engage on social media
Social media is non-negotiable for podcast growth, but it's not about spamming your latest episode link. Choose one or two platforms where your ideal listeners hang out (no need to be everywhere!).
Complete your profile with a compelling bio, eye-catching image, and links to your podcast. Then, focus on building a community. Share engaging content related to your podcast's niche, interact with followers, and participate in relevant conversations.
Think of social media as a way to connect with potential listeners, not just broadcast your episodes. Be authentic, be valuable, and watch your audience grow organically.
Here are a few tips on how to build up a social media audience:
- Tip 1: Humanize your social media (robots need not apply)
No one connects with a robotic voice. Infuse your social media with genuine enthusiasm – think Dax Shepherd's infectious energy on Armchair Expert's Twitter.
Sprinkle in some personality! Think inside jokes from your podcast or clever nods to your theme – just like the pros over at Binge Mode. It's a great way to make listeners feel like they're in on the fun.
- Tip 2: Build a community, not just a following
Social media thrives on interaction. Encourage listeners to engage by tagging you in questions, feedback, or poll responses. Feature them on your podcast – a personal shout-out goes a long way in fostering loyalty.
- Tip 3: Easy on the sales pitches (seriously)
Listeners can smell a hard sell a mile away. Follow the 80/20 rule: only 20% of your posts should be promotional. The rest? Provide value!
- Tip 4: Share valuable content (make it worth their scroll)
Think beyond self-promotion. Offer helpful tips, solve problems, share a laugh, spark conversations, or highlight other creators your audience might enjoy. Become a valuable resource, not just another podcast vying for attention.
- Tip 5: Visuals are really important (catch their eye)
Audio alone won't cut it on visually-driven platforms. Repurpose your podcast content into eye-catching images and videos. Think pull quotes, behind-the-scenes snippets, or even short, engaging clips. Tailor your visuals to each platform – what works on Instagram might not fly on TikTok. Take a cue from Office Ladies' Instagram, which cleverly uses video to connect with listeners:
- Get listed everywhere
Think of podcast directories like a massive library – you want your book on every shelf. Manually submit your RSS feed to every directory imaginable, from giants like Apple Podcasts and Spotify to niche platforms. This ensures your podcast pops up in relevant searches, maximizing discoverability.
- Get your podcast on YouTube
With billions of monthly users, YouTube is an amazing place for podcasting, as it gets more than two billion monthly users. Repurpose your episodes into videos – even a simple static image with your audio can attract new listeners.
Ever heard of Pod Save America? They're a popular political podcast that knows how to make the most of YouTube. They're all about connecting with their audience, and they do it by promoting their episode interviews with engaging videos on YouTube.
- Content repurposing: work smarter, not harder
Stretch your content further by repurposing it for different platforms. Transcribe episodes into blog posts, create bite-sized social media clips, or transform data into shareable infographics. This multiplies your reach without creating entirely new content.
- Don't forget the call to action (CTAs)
Empower your listeners to become your advocates. End each episode with a friendly, non-pushy CTA. Encourage subscriptions, reviews, social shares, or word-of-mouth recommendations. Make it easy for fans to spread the love.
- Optimize your release schedule (timing is key)
Don't just guess when your listeners are tuning in. Analyze your podcast host's analytics to identify peak download times. No data yet? Start with Tuesdays, Wednesdays, or Thursdays, popular podcasting days.
- Revive older episodes (give them a second life)
Don't let past episodes gather dust. Reference relevant older content in new episodes, providing links and encouraging listeners to explore your back catalog.
- Network, network, network
Connect with fellow podcasters, especially in your niche. Join online groups (Facebook, Reddit, LinkedIn), cross-promote each other's shows, and collaborate on guest appearances. Tools like Matchmaker.fm and SpeakOnPodcasts.com can help you find potential collaborators.
- Podcast SEO: Get found in the search
Optimize your podcast for search engines. Use relevant keywords in your episode titles and descriptions. Tools like Google Keyword Planner and Moz Keyword Explorer can help you identify what your audience is searching for. Bonus points for including guest names in interview episodes.
- Build an email list (yes, really)
Newsletters are still a powerful tool for connecting with your audience. Share updates, behind-the-scenes content, and of course, new episode announcements. Take inspiration from Dan Harris's Ten Percent Happier podcast, which uses its newsletter to build a loyal community.
- Sneaky link sharing: Optimize your email signature
Every email is a marketing opportunity. Embed podcast links in your signature for effortless promotion with every message.
- Spread the word to your inner circle (friends and family)
Don't be shy – rally your personal network! Ask friends and family to subscribe, listen, and share with their contacts. Encourage your podcast team to spread the word on their social media too.
- Run giveaways
Generate buzz with simple, affordable giveaways. Offer product discounts, branded merch, or even a shout-out on the show. Tie entries to actions like leaving an iTunes review for extra promotion.
- Tease new episodes (build anticipation)
Drum up excitement for upcoming episodes, especially interviews with exciting guests. Post teasers on social media 24 hours before release, tagging the guest for potential sharing.
- Turn listeners into advocates (word-of-mouth marketing)
Your current listeners are your best ambassadors. Encourage subscriptions and reviews, offering incentives like giveaways or on-air shout-outs. Positive reviews boost your podcast's ranking and visibility.
- Create a podcast website
A dedicated website is crucial for podcast growth. It's a central hub for your episodes, show notes, merchandise, announcements, and more. Use it to collect email addresses and build a deeper connection with your audience.
- Having a big name on your podcast can really help
Boost your podcast's appeal by featuring famous guests. Think beyond A-list celebrities – who are the influential figures in your niche? Target guests with a relevant audience and something to promote, creating a win-win scenario. Marathon Training Academy, for example, smartly features prominent runners like Sara Hall and Dean Karnazes.
- Consider letting the pros handle your podcast marketing
If managing promotion feels overwhelming, consider outsourcing to a podcast marketing agency. Companies like True Native Media, Frqncy Media, Seattle Podcast Company, and Podfly can help you develop and execute a tailored marketing strategy.
- Paid advertising: Reach a wider audience (strategically)
If budget allows, explore targeted advertising on platforms like Facebook, Twitter, and Instagram. Focus on your ideal listener demographics to avoid wasted ad spend. Consider Google Ads for keyword-based search results and podcast app advertising to reach dedicated listeners. Remember, knowing your audience is key to effective paid promotion.
Case study: Bonjoro's podcast marketing success
Bonjoro's aggressive podcast guesting strategy, featuring their CEO and CMO on over 200 shows, generated impressive results.
They gained over 40,000 users and $28,000 in monthly recurring revenue (MRR), demonstrating the long-tail power of podcast marketing. Even after pausing their efforts, podcasts remained a top referral source, highlighting the enduring value of strategic guest appearances.
Bonjoro's Podcast Booking Secrets
- Find hosts' addresses
Ditch LinkedIn and prioritize email outreach. Bonjoro used ListenNotes (paid plan) to access podcasters' email addresses, spending around $140 for 200 contacts.
- Target the right shows
Focus on high-quality podcasts with engaged audiences. Bonjoro saw a 50% response rate increase by sending fewer, more targeted pitches.
- Use a company domain
Boost credibility by pitching from a company email address. Use impactful titles (CEO vs. Intern) to increase open rates.
- Remember that results take time
Don't expect overnight success. Bonjoro saw significant results only after reaching saturation within their target audience.
- Cross-Promote
Go beyond simply appearing as a guest. Promote the episode to your audience, and consider paid promotion for even greater reach. Most guests don't think to do this, but it can be huge. Cody Schneider, for example, used ads to promote his appearance on Greg Isenberg's YouTube podcast and saw his videos skyrocket in popularity (he got in the top 4 popular videos on YouTube).
Bonjoro also actively encourages hosts to cross-promote episodes.
Key takeaway: Bonjoro's success highlights the importance of strategic podcast guesting. By focusing on quality, targeted outreach, and leveraging cross-promotion, they achieved remarkable results.
Conclusion
Creating awesome podcast episodes is just the beginning. You've got to get people listening! Think of it like throwing a party – you wouldn't just make amazing snacks and not tell anyone, right? This guide gave you the tools to find your perfect listeners, connect with them on social media, and spread your word organically.
Now go out there and make that podcast you've always dreamed of! The world is waiting to hear what you have to say.
