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Podcast Marketing: How to Promote & Grow Your Podcast in 2023

Podcast Marketing How to Promote Grow Your Podcast in 2023
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The term podcast marketing is incredibly broad, it encompasses all the different things you can do to reach more potential listeners or get more people aware of your podcast. The second piece of advice from this guide to podcast marketing is to make sure you have an audience you can grow from, both by building upon that audience and bringing new audiences into it.  

Paid advertising on social media is a cost-effective way of getting your podcast out there for people that fall within your target demographic since you can target your ads at people that match your listening persona. You can promote every episode across social media platforms and link to your podcast website, which can help boost engagement with potential listeners who might have never heard of you. Suppose you are unsure what to do on social media after posting your episode on the publish date. In that case, you will enjoy this part as you build up your library of assets for creatively marketing your podcast every time your new episode comes out.    

If your social media is a part of your podcast marketing efforts. In that case, you will want to think about a system that will do this work with as little resistance as possible. Hence, as a digital marketing agency we will guide you to the podcast entrepreneurs’ main marketing channels to promote and grow their shows, increase their audiences, and differentiate themselves from a crowd-filled space.

  1. What is Podcast Marketing?

Podcast marketing is a form of audio content marketing that uses podcasts to increase brand awareness, lead generation, and sales and build customer loyalty. Podcast marketing is a tactic that involves marketing and selling your products or services using audio content.    

Podcast marketing is marketing yourself, a product you are selling, or your services through creating and sharing unique audio content. Just like how you may use Facebook Ads or Facebook Groups as part of your content marketing strategy to promote and share your content, you will use Podcast Marketing to promote your podcast content. To build an effective podcast marketing campaign, begin by identifying your target audience and determining which types of content will most benefit them.    

To reach more listeners and increase your reach, you must produce great podcast content and market it well. With these benefits in mind, the best way to think about podcasting in content marketing is as a new channel for content marketing. Podcast marketing helps engage a new audience, tell the brand’s story, establish credibility, and drive word-of-mouth marketing. 

It is not rocket science: It is about creating awesome content and getting your show in front of the perfect audience, no matter where they are. The term podcast marketing is incredibly broad: It encompasses all the different things you can do to reach more potential listeners or get more people aware of your podcast. 

  1. Benefits of podcast marketing for your business to scale

1. Create a podcast for your business. You can create a loyal group of listeners eagerly waiting for your next episode. The more quality episodes you produce while podcasting for your business, the more your listeners will remember you and remain loyal. Listeners love podcasts because there is an element of availability and trust with the hosts. If you can tap into this authentically, you can grow your show and make money, no matter how small the audience is.   

2. Whether you are trying to gain new business or keep existing customers, a podcast gives you a way to stay connected with your audience and connect with them without being pushy or too aggressive. Podcasting allows your marketing efforts to reach an entirely new audience that may have been untapped. Like any content, podcasting helps you to attract a new audience to your company while building familiarity.   

3. Podcasting is one of the lowest-leverage ways to generate new content; that is just one reason it is a natural fit with your content marketing strategy. No matter your business, you should include podcasts as part of your SEO and content marketing strategy. Podcasts can even work with other types of content to create a stronger, holistic content marketing strategy for your company. 

  1. Optimizing Your Website for Podcast Growth

In that sense, Podcast SEO is a strategy for optimizing your podcasts to increase their visibility on the Search Engine Results Page (SERPs). A good podcast SEO strategy can boost your website’s and podcast episodes’ traffic. To help your podcast rank better in search results, ensure your episodes are optimized for the right keywords.  

Suppose someone searches for a particular topic on Google, and your podcast episode keywords are relevant. In that case, we as digital marketing service providers can help you to appear your  episodes near the top of Google’s search results. As you optimize your podcast, and your show gains more authority and increases in ranking in Google’s eyes, you will see episodes jumping up the first page of the Google search results, which allows new listeners to discover the show. Because they are indexed on Google, you can search for a specific podcast, find a few episodes on SERPs, and consume them immediately.  

Pragmatically speaking (and beyond a basic title and description), I would advise including the host(s) and also the time the episodes were released, links to various platforms that can find podcasts on SERPs, as well as some bling as to what the podcast is all about and what services it provides, to provide a little context to Google search. Including metadata and keywords in the description of your podcast and episodes will help it stand out even for search engines and give your listeners more insight into what listeners can expect to hear from you. Sam says that because your podcast may come up in search, the shorter your episodes, the better chance that someone will listen. 

  1. Ways to promote your podcast effectively.

It would be best to consider which of the following podcast advertising strategies is most likely to put you in front of your target audience and which might be a waste of time. At the conclusion of each of your episodes, however, is one spot where you will undoubtedly find your target audience. Your strongest supporters are those devoted individuals who patiently listen through to the very end; if you simply ask politely, they’ll be happy to assist you.

Here are the different ways by which you can promote your business-

4.1 Social Media Promotion

A simple yet effective way of advertising your podcast on social media is by creating posts that focus on each new episode. One of the best ways to promote a podcast on social media is by working with other content creators to tap into their audiences.  

If you have a special guest join you on your podcast, make a graphic for social media for you and the guest to share to promote their episode. If you use a social media platform that does not have built-in analytics, keep track of how you share content and promote your podcast.   

Using a content calendar can help you keep your head in the game and track what episodes should be promoted to what social media channels, particularly if you are marketing other offerings besides your podcast. A social media calendar helps you plan what you will share on all platforms so that you have a bird’s eye view of how your promotions will look over time.

Each new podcast episode you release is an opportunity to share new content across social media and increase your visibility in the podcast marketplace. There are many different ways to promote your podcast, but one of the best is through social media. As it turns out, podcast listeners are heavy users of social media.

4.2 Community Growth

One of the best ways to market your podcast on social media is by working with other content creators to tap into their audiences. One of the fastest ways to reach an audience and get your podcast in front of new people is via social media.    

If you are using a social media platform that does not have built-in analytics, keep a close eye on how you share content and promote your podcast. If you have a website or email list, these are good ways to tell existing audiences about your podcast. There, they can learn more about the podcast hosts, why you are doing your show, the schedule of episodes, and links to social media outlets or your email list.   

The idea is similar, as you would expose yourself to the dedicated listeners of the other hosts, and could advertise your podcast on a different channel. Each new podcast episode you release is an opportunity to publish new content to social media and increase your visibility on the podcast marketplace. Plus, the more your content is teased out on social media, the more posts you can share surrounding all those episodes, and the better your podcast will rank. 

4.3 Internal Communications

You could use podcasting for internal communications, boosting the visibility of specific emails or fact sheets. This once again highlights just how important your internal podcast is and reinforces to employees that they should engage and interact with content. Learn how you can use internal communications software to monitor the engagement of your podcasts’ engagement and any other content you send out through emails.   

Another way to gather feedback about your internal podcasts is by telling employees who will host upcoming episodes, and asking them to submit their questions or comments. Use regular podcasts to update the team of employees on executive communications, product launches, sales updates, and updates from the remote office. You can also use an in-house podcast to address employee concerns, feature new team members, or distribute messages straight from the CEO.   

For some companies, though, this might be the ultimate solution to engagement among employees, making employees feel like a more authentic part of the team. It may be for your employees, but if you can make it an experience as great as listening to your favorite true-crime podcast, your team members will binge-watch each episode. 

4.4 SEO & Google Search for Podcast Promotion

We have put together 22 tips and strategies for podcast promotion that will help you increase exposure and promote your podcast to new listeners. With marketing experts predicting 3.96 billion people will be using social media globally by 2022, advertising your podcast on social media channels is an awesome way to reach new listeners as well as connect with your existing audiences. Plus, there are dozens of ways to promote a podcast, including social media, setting up a custom website, and doing guest spots on other shows.  

One tactic you can use to help your podcast reach new listeners is search engine optimization (SEO). One of the most important SEO fundamentals to implement for your podcast is using targeted keywords to ensure your podcast shows up when prospective listeners are searching for the subject. One of the easiest ways to perform podcast SEO is by optimizing the titles and descriptions of your podcast episodes to include keywords your target audience will likely use when searching for the content you are covering.    

Here are five SEO strategies for improving your podcast search rankings, which will increase the visibility of your podcast and reach more listeners and potential clients. Forty-three per cent of podcast listeners consume content on Spotify, so getting your show listed on Spotify is crucial for engaging new listeners. Apple Podcasts is the biggest player, but Spotify and Google are rapidly taking over as the top places where people discover and listen to podcasts. 

4.5 Podcast Cross Promotion

Take advantage of cross-promotion for your podcast, using social media as well as other forms of content like blog posts. Find shows with a similar target audience as yours, and contact them offering a cross promo – i.e., recommend the other persons’ podcasts to their respective audiences. Cross-promotion allows you to market your show to qualified audiences because they already listen to the podcast.  

Podcast cross-promotion involves working with other podcasters in order to advertise one another’s shows. Podcast cross-promotion can range in scale from simply mentioning one another on an episode or social media to being guests on another podcast or hosting episodes together. Like blog guest posts, it builds cross-promotion among podcasts, so the more you help others, the more they will help you.   

Another way of doing cross-promotion is by creating content together for one episode and having that episode appear in the streams of both podcasts. A simple system to help podcasters connect with others looking to promote their shows — like a Promo Swap. From promo swaps, heartfelt recommendations, and episode drops, there are myriad ways for podcasters to boost their shows while getting audience exposure from the other podcasters’ listeners. 

4.6 Sponsored Ad Slots

Hosted by Ed Gamble and James Acaster, this provides an excellent example of a major podcast being able to promote an established brand using programmatic pre-roll ads. In addition to pre-roll ads, the ability to utilize live readings, in which the podcast hosts will improvise a promotional message specifically related to the topic of the podcasts program, is also available. Because podcast listeners tend to remain more engaged, podcast ads have the potential to create higher levels of brand awareness than nearly any form of advertising, surpassed only by television, digital videos, and paid social. 

Suppose the podcast producers can demonstrate evidence that advertisers are making more money than they spend on advertising slots. In that case, it shows that ads in this podcast could succeed. Premium Sponsorship is a mix of ambassadors and auto-ads, offered to podcasters with a higher level of listener engagement so that they can read sponsored ads on their own. 

In addition, you get to choose what devices your ads run on. E.g., an iOS/Apple products podcast will not want to spend money advertising to Android users. Qualifying is done because the podcast advertising sales process is still entirely manual, involving sales reps who sell individual podcasts to agencies and advertisers. 

4.7 Podcast Advertising Apps

After recording your episode, you both get to share your podcast with listeners through social media, emails, and any other platforms you use to promote your podcast. You can use your channel to tease your upcoming episodes and share your latest podcast several times. Take your episode one step further and offer it up as a guest post on a site with an audience overlap with your podcast.   

Find shows that cater to similar target audiences to yours, and pitch to them offering a cross-promotion – i.e., recommend the podcast of the other to their respective audiences. Paid advertising on social media is a cost-effective way of getting your podcast in front of people who match your target audience since you can target ads at people who match your listener persona. Spotify ads are played between songs or podcast episodes for listeners using Spotify at its free tier.    

Promos work well because you listen and are listening to podcasts already, so we know you love podcasts; here’s another podcast you should check out. Podcasts of a similar size covering a similar (or similar) subject matter could benefit from exchanging brief promo teasers that would be played during one another’s episodes.

4.8 Email Marketing

Email marketing for your podcast is important, as it allows you to establish relationships with subscribers on your email list, which helps grow your audience. Automating podcast email marketing means your email marketing tool sends out a welcome email as soon as the new subscriber signs up to join your email list. Email marketing can help you stay engaged with your listener base once they sign up for your newsletter or podcast feed.   

Suppose your subscribers signed up for an Interview checklist. In that case, Your Podcast Email Marketing can then send them a set of emails that contain links to episodes from your podcast that teach them specifically how to do great interviews. If you have several podcasts, only email subscribers listen to this show. Once someone signs up for your mailing list, you can keep up the momentum by sending them an automated series, which includes emails welcoming subscribers to your email list and sharing more of your podcast’s best content.   

A welcome email increases your number of contact points with your listeners and shows your appreciation for their time. Brute force will not cut it since you will send emails keeping listeners up-to-date on your activities, sending updates on your podcast, or sending links to episodes. 

  1. Podcast Marketing Strategies for 2023

By combining the podcast marketing strategies discussed above, you can improve your visibility, reach a wider audience, and create a dedicated following for your podcast. In this post, we look at some proven podcast marketing strategies and practical tactics to market a podcast and organically grow your audience, even if you are starting without a massive following. Unless you are especially keen on talking your way into the void for the near future, please look at our battle-tested, marketing-ready list of podcast marketing strategies you can implement now to promote and grow your show.   

We as a digital marketing agency can assist you with planning out your podcast marketing strategy, you will want to come up with at least 2 or 3 distinct channels that you will be pushing your podcast. These podcasts will offer insights, tips, and actionable tactics you can utilize in email marketing. Whether you are a newbie or a seasoned marketer, Social Media Marketing podcasts provide actionable tips and strategies to help you achieve your goals.

The Social Media Examiner podcast is another weekly marketing podcast that focuses on maximizing interviews with experts in the field while providing listeners with the latest working strategies. The Influencer Podcast, hosted by Julie Solomon, is great for those looking to learn more about growing their business, social media marketing strategies, and how to shift your beliefs and master your mindset. The Call To Action podcast provides high-level content marketing tips via interviews with thought leaders.    

From understanding your customer’s needs to creating content that resonates with your audience, The Marketing Millennials Podcast provides valuable insights on the business side of things and tips that will help you succeed in your marketing efforts. These are just some of the questions leading online marketing strategists to help you get answers to on the fun, casual, yet extremely actionable podcast 

Email is Not Dead is all about how marketers can send emails better, which will maximize email deliverability and keep subscribers engaged. You can promote each episode across social media platforms and link back to your podcast site, which can help boost engagement with prospective listeners who might have never heard of you. You can set up accounts with podcast directories and aggregators, and send in your RSS feed so that your new episodes are automatically posted on each platform, which allows you to reach a wider audience.  

This will create a virtuous cycle between your podcast and social channels, keeping your listeners returning for more. Repurposing can help you generate more content on the web from the exact same sources, which will be of great benefit to your podcast marketing strategy. Asking will earn you more reviews, increasing your social proof for the podcast and getting iTunes to notice.

Conclusion

This podcast marketing guide will help you establish your podcast as a must-listen and provide you with a wealth of ideas and advice for creating your marketing plan. You’ll be well on your way to running a successful podcast if you combine these strategies with producing excellent, original content. Get imaginative while expanding your audience. Don’t be scared to try out new concepts because podcast marketing is meant to be enjoyable and adventurous. Yet, as your podcast gains popularity, you might need to adjust and improve your marketing strategy. If you want to grow your business with podcast marketing, contact us right away for your business growth.

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