Where To Promote Your Podcast

Your podcast has an audience - it’s just a matter of finding it. And the easiest way to do so is to promote your podcast. But where do you start?

Where to Promote Your Podcast

Podcast Directories

As a podcaster, you never know where your audience chooses to get their podcasts. While Apple Podcasts, Spotify, and Google Podcasts are some of the biggest podcast directories available, listeners may choose to stream and download their podcasts from other platforms.

To promote a podcast, your podcast should be listed in as many directories as possible. This will give it the best chance of being found by your potential listeners. Podcast hosting platforms like CaptivateFM make it easy on their dashboard to submit.

Ensuring that your podcast can be found in as many places as possible eliminates barriers between your listeners and your content. This makes promoting your podcast that much easier. Submitting your podcast to the directories is the groundwork for all the other podcast promotion paths you take.

Social Media to Promote a Podcast

One of the biggest places that both podcasters and podcast listeners congregate is social media platforms like LinkedIn, Facebook, and Twitter. Platforms like these are one of the best places to promote your podcast and find your audience. The key here is choosing the best platforms for you and your audience and focusing on them.

Choose one or two platforms that you think suit you, your podcast, and your audience the best. Then focus your posting on these platforms. This allows you to craft better content for your audience and create content tailored to the platform you’re going to post it on.

Promote a Podcast with Email Lists

Using email lists to promote your podcast gets your podcast content directly in front of your audience. And helps your audience save time so they don’t have to hunt the information down.

Also, with the ever-changing landscape of social media algorithms, posts that promote your podcast often have a chance to be buried. Just because your audience follows you on social media, it doesn’t mean they will be fed your post in a timely fashion (or even at all).

Your email list gives you a direct line to your most loyal listeners. With mailing lists, you can ensure that they’ll always see your latest episodes and posts.

Email lists are also a great way to reward your loyal listeners with extra content.

Your Website

Your website is going to be the best place to bring everything together. From your directory links to your social media handles to your email-list sign-ups. Your podcast website is the number one site to link to when promoting your podcast.

Having your website act as a landing page for your podcast means that anyone who stumbles upon it will automatically have access to all the platforms and places that you’re available online.

Ways to Promote Your Podcast

Now that we’ve talked about where to promote your podcast, let’s talk about the methods you can use to promote your podcast across those platforms.

Embeddable Players

You want to remove as many barriers between your listeners and your content as possible. This is where the embeddable players come in. By utilizing these for your website, you’re increasing the likelihood of your listeners listening.

Create and Join Online Groups

There are many online groups and forums for podcasters to join and connect on. This allows you to grow a podcast community. It gives you a place where you can talk about your podcast, and find promotion opportunities.

Cross-Promote on Other Podcasts

Cross-promotion means reaching out to other podcasters in the industry who are also looking for ways to promote their podcast. The cross-promotion means promoting their content on your podcast while they allow you do the same on their podcast. If both podcasts are in the same genre, there might be some audience overlap. But a good portion of their audience, and yours, might not be aware of each other’s content. However, they are familiar with the podcast you’re guesting or you're featuring a host from. They will want to tune in to check out the content.

But remember to be genuine! Don’t reach out to other podcasts with the sole intent of being a guest on their show to grow your own audience. You don’t want to burn connections.

Offline Promotion

Reach Out to Friends and Family

Promoting your podcast to family and friends helps you kickstart a word-of-mouth promotion strategy that can begin before you start your promotion campaigns elsewhere. Studies show that people tend to take podcast recommendations more seriously from friends and family!

Attend Podcast Conventions/Meetups

There’s nothing like sitting together with a group of people in the same industry as you. They can offer advice on common issues, and understand and celebrate your podcasting achievements. And don’t forget your business cards (or podcast cards).

First Impressions Matter

Be who you are on your own podcast.

Creating a podcast means that you are now effectively the CEO of your podcast. Like it or not, being the public face of your podcast. This includes attending events in your podcast’s name, reaching out to guests/interviewees, and interacting on social media.

Any interactions a potential listener will have with you will affect their feelings towards your content. Consider how you phrase things and how you come off in your interactions with listeners, fellow podcasters, and other industry professionals.

Utilize Multimedia Tools/Platforms, like Audiograms and YouTube

Utilizing multiple forms of media to promote your podcast will widen the accessibility to your audience. Using video platforms like Youtube also helps you grow the number of places your podcast can be discovered, much like with podcast directories.

Audiograms created on Headliner are when you convert a chunk of your podcast to video, with a static background of your podcast cover or your chosen image. You are creating these with the intention of posting to social media platforms such as Instagram and Twitter. Platforms such as these benefit from shorter-form videos, which are perfect to highlight a clip of your latest episode.

Optimize Your Podcast’s SEO

SEO means “search engine optimization.” Regardless of what methods you choose to promote your podcast, it’s important to keep SEO in mind. Utilizing keywords is important, as is making sure that your podcast is easily searchable. Google makes it easy to find keywords with their “People Also Ask” results dropdown. These questions are the top questions typed in for results. So why wouldn’t you take advantage of that wording when you promote your content.

Final Words on Promoting Your Podcast

Make the best content you can! As long as you’re crafting great content, you will be able to find your podcast audience.

Podcasting is a MARATHON, not a sprint. Be patient, take action and apply yourself.

Let’s talk about what podcasting can do for your business in the next 12 months. Whether you’re B2C or B2B, we can create a content marketing strategy that will work for you.

Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com

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