PODCAST PROMOTION:
The Complete List (2021)

This is the net’s most comprehensive list of podcast promotion tips!

I personally compiled and reviewed 104 podcast promotion tips and strategies.

Use these today to bring more targeted traffic to your podcast.

If you want to learn how to get more listeners, you’ll love these actionable ideas for promoting your podcast.

Let’s dive in.

Before launch

1. Start with the listener in mind.

Consider creating an audience persona. This will help paint a picture of your ideal listener. And this, in turn, will help you create custom content your listeners will love.


2. Identify your niche.

Differentiate your podcast from others to enjoy less competition. By narrowing your podcast’s remit, people will have a better idea of who the show is for and what they stand to gain by listening.

3. Identify your USP.

You may have an idea for a podcast and you may have identified your niche, but are enough people interested in that subject? Ask yourself – and others – whether your podcast is valuable, unique, and memorable.

4. Create a quality product.

One of the first “rules” of promotion has to be to create something worth promoting. Bringing a million people to a substandard product is an excellent way to upset a million people.

5. Pick a great title.

No pressure, but your podcast’s title is a major influence on whether or not people click to hear it. Judicious use of keywords can help get search engines serving your podcast to their users. Podcast titles for popular shows tend to be easy to understand. For some help choosing a great title that inspires clicks and confidence, look at some of your favorite podcasts and try to understand why those titles work.

6. Nail your podcast description.

If your title has grabbed the potential listener’s attention, it’s now up to your podcast description (also called a podcast summary or show summary) to seal the deal. This description of your entire podcast (not individual shows) is arguably more important than the title because it provides more information. It will typically explain what the podcast is about, who it is for, and what people can expect to gain.


7. Use a podcast logo or artwork.

Having a logo will help you stand out from the myriad of other podcasts with which you’ll compete, particularly those in the same niche as you. Professional cover art – if that’s appropriate for your brand image – demonstrates that you take pride in your work and that your podcast is here to stay. A great graphic can create a valuable emotional response fast.

8. Build your audience before launch.

Even before you publish your first episode, take steps to build your audience. Start populating an email list or another list comprising bloggers, readers, customers, and followers.

9. Pick your launch date carefully.

You probably want to avoid Thanksgiving or any national day of mourning. Also note that it may take a few days before Apple Podcasts displays your uploaded podcast episode.

10. Experiment.

While most of these tips are universal, every podcast is different and audiences respond in different ways. What works for one podcast will not necessarily work for another. Try different things and see what works best for you and your show.

11. Be consistent.

Treat podcast creation like a TV schedule or a radio slot. Get people used to “tuning in” at a specific time and day. Don’t let them down. Being consistent is essential to building trust and habits.


12. Have your branding elements ready to go.

Launch day is not the time to be getting your materials ready. Ensure you have prepared snippets, Canva assets, and shareable quotes for the big push.

13. Ensure you have an attractive, usable landing page.

Focus on your landing page to bring people from all over the web to this central location. The goal is to get people to listen to an episode. Convince them to do so with a clear description that includes the benefits of listening, testimonials, recent episode links, and a subscribe button.

14. Create a podcast press kit.

With a podcast press kit online, bloggers and reporters can learn what’s newsworthy about you and grab the information they need easily.

15. Send press releases.

Having a press kit on your website 24/7 is smart, but don’t stop there. Send press releases to relevant news outlets and networks. Tell them why your podcast is newsworthy and of interest to their readership or viewers.

On launch

16. Start promoting with five or more episodes.

People can get annoyed when they love your podcast but can’t click on more episodes. It’s good to leave people wanting more, but not yet. Satisfying their desire for more, in the beginning, will help them feel invested in what you are doing.


17. Promote hard in the first two weeks.

Your early downloads and reviews within 15 days of launch can significantly affect your ratings by providing social proof. This includes the possibility of Apple Podcasts rating your show “New & Noteworthy.”

18. Focus CTAs on leaving a review on Apple Podcasts.

Because being listed as “New & Noteworthy” can boost your traffic significantly, consider focusing your early CTAs on getting the Apple Podcast reviews that can make this happen.

19. Throw a launch party.

Whether real or virtual, a party can help you let off steam, celebrate achievements, and attract interested people.

20. Upload more frequently early on.

In addition to starting with a handful of episodes, consider doubling your podcast schedule in the first few weeks or months. This will increase the amount of content available more quickly, which is good for search engines and great for new listeners.

Tactics for the life of your podcast promotion

21. Schedule your episodes strategically

There are key times and days to publish content. Until you appreciate the nuances of scheduling content, emulate the publishing trends of content similar to yours.


22. Consider your podcast themes.

A clear theme for each podcast gives listeners a better idea of what to expect. When listeners know what each episode promises, they will be more likely to share them.

23. Send your newsletter every time you publish an episode.

The great thing about your newsletter is that you own those relationships. A new episode going live is exactly the kind of thing your audience wants to know about, so it’s a great time to reach out to them.

24. Limit promotion during your podcast episodes.

Don’t turn the content into one rambling advertisement for other episodes. When you promote your podcast during a show, keep it succinct and explain the benefits to listeners.

25. Include a CTA during each episode.

Tell your listeners what you want them to do, whether that is leaving a review, liking, sharing, subscribing, or another action. Stick to one CTA per episode.


26. Include a mailbag section.

Reading and responding to listeners’ messages or questions during episodes is an excellent way to boost listening figures and increase audience engagement.

27. Imagery helps.

Yes, your podcast is audio, but the imagery you use on your page and social media matters. Professional quality imagery can help grab attention and build trust.

28. Join a podcast network.

Try to find a podcast network specific to your niche. You should find good opportunities for information-sharing and cross-promotion. Remember that a show gaining a listener does not necessitate another show losing a listener; there are plenty to go around.

Teamwork makes the dream work

29. List in the big podcast directories.

You can list your podcast on Apple Podcasts, Spotify, and Google Play Podcasts for free. List with these big players to get automatic listings on other directories and to ensure that people can listen to your podcast whether they use iPhone or Android.


30. List with niche podcast directories.

Once you are in with the big directories, listing with smaller directories will help increase your digital footprint and help bring you additional targeted traffic. Every little helps.

31. Submit to other podcatchers.

Submitting your podcast to these apps designed to collect and play podcasts can help with discovery. After listing with Apple Podcasts, many podcatchers may then automatically list your show. For the others, submit manually. Podcatchers to check out include:

Bello Collective

Castro

IHeart

Pocket Casts

PodKicker

Podcast Addict

Podcast Republic

Podtail

Radio Public

SoundCloud

Stitcher

TuneIn

Make sure to submit your RSS to each podcast directory so that your new episodes appear automatically, attracting new audiences.

32. Leverage your professional network.

If you’ve been respectful and useful, there’s no harm in asking for something from your network every now and then. Let them know what they have to gain from doing so, even if only your eternal gratitude.


33. Leverage your personal network.

Your friends and family want you to succeed. Get your personal network involved – especially in the early stages, to build momentum.

34. Seek and mention official brand partners.

When it comes to podcast promotion, supporting another brand can pay dividends. If a brand and its audience are aligned with your podcast, featuring it on your show officially can help attract the right people.

35. Reach out to brands you mention.

If you mention a brand, let them know you did so, even if they are not your official partner. They may be pleased by the publicity and shout out to their network.

36. Seek regular sponsorship.

The right brand can become a regular feature on your show. This could lead to long-term cross-promotion, increasing your reach and strengthening your podcast’s authority.

37. Connect with influencers.

Reach out to influencers relevant to your podcast and its audience. Be prepared to offer something in return for them mentioning your podcast to their fans.


38. Got employees? You’ve got a network.

If you have a big business, your employees are a valuable resource for spreading the word about your podcast. If your staff is happy and engaged and the podcast is good, you should have an army of brand ambassadors to help promote it.

39. Leverage Facebook groups.

Join groups related to your podcast or niche. Since promotional posting is normally considered spam, you can get around this by asking group admins to share their expertise on your show. When the dust settles, they will likely share the episode with the group.

40. Comment on other podcasts.

If you post your podcast details, a CTA, and a smiley face, this is spam. Create a valuable comment by taking the time to respond thoughtfully, stimulate debate, and provide a unique perspective, in addition to leaving your podcast details.

SEO for Podcast Promotion

41. SEO applies to podcasts, too.

Google now crawls audio material. It can help to include keyword phrases during your episodes, especially toward the beginning, but be natural about it.


42. Choose your keywords carefully.

Use Google keyword planner. If your keywords are too broad, you’ll have to compete with many podcasts. Too narrow, however, and you may not attract a significant audience.

43. Craft podcast episode titles.

Use your keyword or keywords as close to the beginning of the title as possible. The episode number, for example, should go at the end of the title, not the beginning.

44. Use SEO for your podcast website.

While you must make your podcast a high-quality product, remember to lavish love on your website, too. You can attract more searchers by optimizing your description, title, and graphics. Make good use of your keywords to increase traffic.

45. Make transcripts.

Providing transcripts of each show is an excellent way to increase your website’s content, giving you opportunities to use keywords that will attract visitors. A transcript is also useful to visitors, which will help keep them coming back for more.


46. Create show notes.

Creating show notes is also useful for visitors and offers opportunities for using keywords. Be selective and use highlights to create show notes. Note that Google displays show notes information on the Google Podcast player page.

47. Turn a podcast into a blog post.

One of the great things about promotion is repurposing existing content, giving you more bang for your buck. Turn any podcast episode into an engaging blog post in its own right.

Win-win cross-promotion

48. Be a guest.

As a guest on another podcast, you get to pitch yourself. Rather than focusing on reaching out to the other show’s listeners, aim to give good value and be the living embodiment of your brand. People who enjoy listening to you will follow you back to your podcast.


49. Interview a guest.

Every guest you have on your show offers something new and dynamic to your audience and increases goodwill and word of mouth. Check out a subreddit for podcasts seeking guests r/PodcastGuest Exchange. Also subscribe to Radio Guest List and get involved with Facebook groups for podcasters.

50. Connect with your guests’ audiences.

If you have a guest on your show, be aware that their fans will be listening. Consider them as you create the episode. Make sure you connect not only with your established fans but also with the unique tastes and interests of the guests’ audience.

51. Have a guest plug your show.

Whether on- or off-air, you can ask your guest to say something nice about your show so that you can use the quote as a soundbite. A great quote from a personality can boost your social proof and set a tone of authority for your podcast.

52. Encourage your guests to promote the show.

You don’t have to leave cross-promotion to chance. Remind your guests when the episode goes live and ask them to promote it. Make it easy to do so by providing attractive, usable content, such as snippets, handy images, and pre-written text for social media.

53. Cross-promote with relevant podcasts.

Promote other shows during your podcast. Shows with audiences of similar sizes to yours are good places to start. Reciprocal plugs can boost your traffic or widen your audience.


54. Leverage YouTube.

Creating your own YouTube channel and uploading your audio is an excellent way to repurpose existing content and reach a wider audience. Convert your podcast into an MP4 and use a branded image on the screen. Include show notes, your website URL, and any other useful links.

55. Upload podcast videos to YouTube.

This is particularly engaging and excellent for shows that have guests or more than one host. Video remains hugely popular, so featuring videos on YouTube can increase your reach and add depth.

56. Chop up your YouTube video podcast recording.

Select highlights from podcast episodes to generate two-minute assets for video promotion. These snippets, each on a clear topic, will be super-targeted, making it more likely that YouTube’s algorithm will pick them up than a 40+ minute episode.


57. Throw parties.

You set the milestones, whether time-based, ratings-based, or both. Celebrate your success with your audience. Remind your audience about upcoming milestones to encourage participation.

58. Run a giveaway.

In return for a chance to win, ask for a sign-up, a like, a review, a share, or something else that helps your cause. Give away merchandise, discounts, shoutouts, or even a guest spot. Whatever you give away should be relevant to your brand. If you give away something generic, you’re more likely to get sign-ups from opportunists who may not be aligned with your brand at all.

Use social media for podcast promotion

59. Be picky where you are active in social media.

Be where your listeners are. Most podcasters would benefit from their own Facebook Group and Twitter account, but your ideal audience may hang out on TikTok, so don’t waste energy on platforms your ideal listeners don’t use.


60. Create a social media content calendar.

Using a content calendar will help you keep your podcast promotion consistent. It will also help you generate content more quickly. Consider assigning different days for different content types, such as quotes, questions, industry insights, and behind-the-scenes content.

61. Use tech to manage social media.

Apps like Buffer or Hootsuite can help you keep your social media promotion manageable. You won’t need to be at your computer to publish podcast episodes at the optimum times for your audience.

62. Use hashtags.

Hashtags are not only for Twitter. Use them on social media to help connect your posts with people who are interested in the subject matter. Choose them carefully to maximize accuracy and reach.

63. Work on your profiles.

Whichever social platforms you choose, develop solid, full profiles to establish trust, demonstrate your branding, and encourage content shares.

64. Have honest conversations that add value.

Remember that social media is great for connecting with people and having dialogues. Don’t bombard your potential audience with one-sided self-promotional posts. Instead, try to add value to lives and businesses. People follow people who help them without expectations.


65. Create a community.

Aim to take the dialogue idea further and create a community around your podcast. This means actively engaging with your listeners, including sharing, liking, and responding to their comments. A sense of community can draw crowds to your podcast.

66. Obey the 80/20 “rule.”

As a rule of thumb, aim for 80 percent of your social media posts to provide value to the reader. The remaining 20 percent can be promotional.

67. Ask open questions.

Encourage meaningful, thoughtful discussion and add interest to your podcast episodes. Consider asking one or two great questions each week to get people talking.

68. Remember that all social media platforms are different.

Social media platforms have unique audiences, quirks, post lengths, expectations, and etiquette. Tailor your messages for each platform to keep engagement high across platforms. For example, niches that benefit from visuals would do well to consider Instagram. Those catering to a predominantly female audience might try Pinterest.

69. Tease 24 hours before your next podcast episode.

Talk about how much fun it was to create the show or how excited you are to share tips. If you interviewed a guest, tell your listeners how much you are looking forward to sharing your guest’s insights. Be sure to name drop; some names help drive traffic.


70. Post updates to social media as soon as the episode is live.

Keep up the excitement levels by posting updates the moment an episode goes live. Remember to include the URL(s) so people can listen or save it straight away.

71. Create and share attractive quote graphics.

Visuals grab attention and create emotions fast. With tools like Canva or Pablo, you can promote your podcast and increase brand awareness by turning your best episode quotes into professional-looking, eye-catching graphics.

72. Share short soundbites.

Like quotes but in audio form, very short sound clips can work great to drive traffic and engagement from Soundcloud as well as Twitter.

73. Share more than once.

Remember that you can and should share more than once, as long as you find new ways to say the same thing. Share your podcast episode multiple times while it is fresh. When it’s no longer fresh, you can still refer to it as long as the topic is relevant. Most people don’t see every post in their feed (thank you algorithms), so worry less about overdoing it than most people do.


74. Post behind-the-scenes content.

This adds value to your podcast by bringing listeners into your world. Seeing how the podcast is made and who is involved can deepen the connection and turn a listener into a fan.

75. Share your YouTube content via social media.

Video remains a powerful way to share your brand online. Remember that your video is not only for YouTube. You can share your YouTube video links via social media – either with a URL or by embedding a player – to increase their reach.

76. Reference your show during relevant discussions.

Adding a link to your show can provide depth and value to an ongoing thread on Facebook. We don’t recommend you hijack threads to promote your podcast (spam) but that you authentically add value to discussions you care about by sharing your podcast content.

77. Use Overcast to create and share clips.

If you have an audio or video clip, Overcast will make it easy for you to share them across social media, despite their various formats. Fans can then share the clips, extending your podcast’s reach.


78. Use audiogram teasers.

An audiogram combines a sound clip with a soundwave and an image. It adds an attractive, visual element to your promotional posts.

79. Create a Twitter card.

This is a great place to share audio each time you publish a new episode. According to Twitter, these cards have higher engagement rates than tweets with links.

80. Post an episode screenshot on Instagram.

It’s good to remember that you don’t need to hire an ace photographer to promote your podcast via Instagram. An episode screenshot is the perfect visual reference for your podcast. Don’t forget to link back to your podcast in your profile.

81. Ask for feedback.

Directly asking for your audience’s opinion demonstrates that you care about them. Asking for honest feedback on social media is a great way to create a dialogue or discussion, and provide genuine insights you can use to improve your podcast.

82. Stand up for your values.

Seeing someone going against the flow is exciting when authentic. Don’t be afraid to stand up for what you believe. It could help you stand out in all the right ways. However, avoid controversy for the sake of it. Don’t be a troublemaker or come across as gimmicky.


83. Look out for new social networks.

New social platforms come and go every week. The successes of sites like TikTok and Clubhouse offer podcast promoters new ways to attract and engage audiences, often with less competition for attention than one might expect because the sites are relatively new on the block.

84. Keep things simple for your listeners.

A service like Chartable allows you to use a universal link that redirects users to their preferred podcast player. It also provides tracking capabilities that you may find very useful.

Long-term podcast promotion

85. Keep your head while scaling.

As you grow, you may consider scaling, change your scheduling, or tweak your format. Whatever you do, make changes incrementally and test the results. Don’t expect or demand dramatic results overnight. Continuing to produce consistent, quality podcasting and promotion will lead to results.

86. Use your email signatures.

Change your email signatures to promote each new episode. Include one or two of your most popular shows. Where appropriate, add similar signatures where you post publicly.

87. Look out for evergreen content.

Collate a folder of evergreen, shareable content to pull out and bring people into your website at any time.


88. Measure your efforts.

We can improve what we measure. Use tracking codes and other techniques to measure the effectiveness of your podcast promotion. Social media platforms have sophisticated analytics to help you understand your listeners.

89. Use your podcast analytics.

By understanding which topics resonate best, you can focus on promoting those and create more like them.


90. Make the most of Apple Podcasts analytics.

This service will offer you useful insights, including the moment people drop out of your episodes. Not only will this help you create more engaging podcasts, knowing what people like about your podcasts will guide you as to what aspects to promote.

91. Promote your back catalog.

Your podcast episodes don’t become irrelevant after going live. Refer to past episodes in new shows to keep people visiting them. This keeps your podcasts active and offers value to your listeners.

92. Keep an eye on trends and techniques.

Ensure your podcast is making the most of technology and providing the best content possible for your listeners.

93. Keep an eye on Help a Reporter Out (HARO).

By providing your services as an authority in your field, you can help out a reporter and get valuable mentions for your podcast.

94. Consider an RSS swap.

RSS feeds remain useful and one way to use them for podcast promotion is to swap RSS feeds with another podcast. By placing your RSS on their feed, their listeners get access to your content, helping new people discover your shows.

Paid ads for podcast promotion

95. Pay for ads on podcast apps.

When you advertise on podcast listening apps, you can be pretty sure that the people you target already listen to podcasts. Pay for ads to achieve highlighted positioning and the chance for more downloads and subscribers. You can advertise in Overcast, Pocket Casts, Spotify, and many more podcast apps.

96. Google AdWords.

Use this service to attract more targeted traffic to your podcast landing page. Using Google Ads is an especially good idea if your podcast answers a question. If you know your audience and your podcast answers one of their top questions, investigate Google ads. It is great for generating traffic with affordable keywords that relate to your show.


97. Advertise on Facebook.

The benefit of advertising on Facebook is that aside from having a huge user base it can also help you target a narrow demographic very effectively.

98. Keep your ads to the point.

While sensational advertising grabs attention, you want to convert. Make sure your ads are attractive but relevant so that more people who click will listen to an episode or subscribe.

Get out of your chair to promote your podcast

99. Promote offline.

While podcasts are online, not all podcast promotion happens online. Word of mouth is powerful. There’s no reason you shouldn’t start the ball rolling at parties, meetings, and walks around the park. Talk to people and explain why your podcast is relevant to them.

100. Business cards.

Incorporate your podcast into your business card design, just under your slogan or what you do. The free value a podcast offers may make recipients more inclined to contact you. They are also ideal for guerrilla marketing. Leave them in opportune places, such as public message boards or waiting rooms. Use your creativity to exploit ideal places to introduce your podcast.


101. Create and use your own merchandise.

Not all merch is for giveaways. Next time you visit a conference, event, or the store, wear a T-shirt or hat with the name of your podcast. With a catchy logo or tagline, you can get into great conversations and share your podcast.

102. Attend related conferences and trade shows.

Being noticed at an event can increase your perceived authority. It can give you something useful to post or podcast, and provide an opportunity to extend your network. Bring those business cards that include your podcast’s URL.

103. Attend local meetups.

Don’t underestimate the power of word of mouth, nor your ability to be your best brand ambassador.

104. Talk spontaneously.

You don’t always have to be strategic when it comes to podcast promotion. The important thing is to help people find your podcast. If you’re creating a podcast, talking will be your thing, so go ahead and tell people about your show wherever you are.

Before launch

1. Start with the listener in mind.

Consider creating an audience persona. This will help paint a picture of your ideal listener. And this, in turn, will help you create custom content your listeners will love.


2. Identify your niche.

Differentiate your podcast from others to enjoy less competition. By narrowing your podcast’s remit, people will have a better idea of who the show is for and what they stand to gain by listening.

3. Identify your USP.

You may have an idea for a podcast and you may have identified your niche, but are enough people interested in that subject? Ask yourself – and others – whether your podcast is valuable, unique, and memorable.

4. Create a quality product.

One of the first “rules” of promotion has to be to create something worth promoting. Bringing a million people to a substandard product is an excellent way to upset a million people.

5. Pick a great title.

No pressure, but your podcast’s title is a major influence on whether or not people click to hear it. Judicious use of keywords can help get search engines serving your podcast to their users. Podcast titles for popular shows tend to be easy to understand. For some help choosing a great title that inspires clicks and confidence, look at some of your favorite podcasts and try to understand why those titles work.

6. Nail your podcast description.

If your title has grabbed the potential listener’s attention, it’s now up to your podcast description (also called a podcast summary or show summary) to seal the deal. This description of your entire podcast (not individual shows) is arguably more important than the title because it provides more information. It will typically explain what the podcast is about, who it is for, and what people can expect to gain.


7. Use a podcast logo or artwork.

Having a logo will help you stand out from the myriad of other podcasts with which you’ll compete, particularly those in the same niche as you. Professional cover art – if that’s appropriate for your brand image – demonstrates that you take pride in your work and that your podcast is here to stay. A great graphic can create a valuable emotional response fast.

8. Build your audience before launch.

Even before you publish your first episode, take steps to build your audience. Start populating an email list or another list comprising bloggers, readers, customers, and followers.

9. Pick your launch date carefully.

You probably want to avoid Thanksgiving or any national day of mourning. Also note that it may take a few days before Apple Podcasts displays your uploaded podcast episode.

10. Experiment.

While most of these tips are universal, every podcast is different and audiences respond in different ways. What works for one podcast will not necessarily work for another. Try different things and see what works best for you and your show.

11. Be consistent.

Treat podcast creation like a TV schedule or a radio slot. Get people used to “tuning in” at a specific time and day. Don’t let them down. Being consistent is essential to building trust and habits.


12. Have your branding elements ready to go.

Launch day is not the time to be getting your materials ready. Ensure you have prepared snippets, Canva assets, and shareable quotes for the big push.

13. Ensure you have an attractive, usable landing page.

Focus on your landing page to bring people from all over the web to this central location. The goal is to get people to listen to an episode. Convince them to do so with a clear description that includes the benefits of listening, testimonials, recent episode links, and a subscribe button.

14. Create a podcast press kit.

With a podcast press kit online, bloggers and reporters can learn what’s newsworthy about you and grab the information they need easily.

15. Send press releases.

Having a press kit on your website 24/7 is smart, but don’t stop there. Send press releases to relevant news outlets and networks. Tell them why your podcast is newsworthy and of interest to their readership or viewers.

On launch

16. Start promoting with five or more episodes.

People can get annoyed when they love your podcast but can’t click on more episodes. It’s good to leave people wanting more, but not yet. Satisfying their desire for more, in the beginning, will help them feel invested in what you are doing.


17. Promote hard in the first two weeks.

Your early downloads and reviews within 15 days of launch can significantly affect your ratings by providing social proof. This includes the possibility of Apple Podcasts rating your show “New & Noteworthy.”

18. Focus CTAs on leaving a review on Apple Podcasts.

Because being listed as “New & Noteworthy” can boost your traffic significantly, consider focusing your early CTAs on getting the Apple Podcast reviews that can make this happen.

19. Throw a launch party.

Whether real or virtual, a party can help you let off steam, celebrate achievements, and attract interested people.

20. Upload more frequently early on.

In addition to starting with a handful of episodes, consider doubling your podcast schedule in the first few weeks or months. This will increase the amount of content available more quickly, which is good for search engines and great for new listeners.

Tactics for the life of your podcast promotion

21. Schedule your episodes strategically

There are key times and days to publish content. Until you appreciate the nuances of scheduling content, emulate the publishing trends of content similar to yours.


22. Consider your podcast themes.

A clear theme for each podcast gives listeners a better idea of what to expect. When listeners know what each episode promises, they will be more likely to share them.

23. Send your newsletter every time you publish an episode.

The great thing about your newsletter is that you own those relationships. A new episode going live is exactly the kind of thing your audience wants to know about, so it’s a great time to reach out to them.

24. Limit promotion during your podcast episodes.

Don’t turn the content into one rambling advertisement for other episodes. When you promote your podcast during a show, keep it succinct and explain the benefits to listeners.

25. Include a CTA during each episode.

Tell your listeners what you want them to do, whether that is leaving a review, liking, sharing, subscribing, or another action. Stick to one CTA per episode.


26. Include a mailbag section.

Reading and responding to listeners’ messages or questions during episodes is an excellent way to boost listening figures and increase audience engagement.

27. Imagery helps.

Yes, your podcast is audio, but the imagery you use on your page and social media matters. Professional quality imagery can help grab attention and build trust.

28. Join a podcast network.

Try to find a podcast network specific to your niche. You should find good opportunities for information-sharing and cross-promotion. Remember that a show gaining a listener does not necessitate another show losing a listener; there are plenty to go around.

Teamwork makes the dream work

29. List in the big podcast directories.

You can list your podcast on Apple Podcasts, Spotify, and Google Play Podcasts for free. List with these big players to get automatic listings on other directories and to ensure that people can listen to your podcast whether they use iPhone or Android.


30. List with niche podcast directories.

Once you are in with the big directories, listing with smaller directories will help increase your digital footprint and help bring you additional targeted traffic. Every little helps.

31. Submit to other podcatchers.

Submitting your podcast to these apps designed to collect and play podcasts can help with discovery. After listing with Apple Podcasts, many podcatchers may then automatically list your show. For the others, submit manually. Podcatchers to check out include:

Bello Collective

Castro

IHeart

Pocket Casts

PodKicker

Podcast Addict

Podcast Republic

Podtail

Radio Public

SoundCloud

Stitcher

TuneIn

Make sure to submit your RSS to each podcast directory so that your new episodes appear automatically, attracting new audiences.

32. Leverage your professional network.

If you’ve been respectful and useful, there’s no harm in asking for something from your network every now and then. Let them know what they have to gain from doing so, even if only your eternal gratitude.


33. Leverage your personal network.

Your friends and family want you to succeed. Get your personal network involved – especially in the early stages, to build momentum.

34. Seek and mention official brand partners.

When it comes to podcast promotion, supporting another brand can pay dividends. If a brand and its audience are aligned with your podcast, featuring it on your show officially can help attract the right people.

35. Reach out to brands you mention.

If you mention a brand, let them know you did so, even if they are not your official partner. They may be pleased by the publicity and shout out to their network.

36. Seek regular sponsorship.

The right brand can become a regular feature on your show. This could lead to long-term cross-promotion, increasing your reach and strengthening your podcast’s authority.

37. Connect with influencers.

Reach out to influencers relevant to your podcast and its audience. Be prepared to offer something in return for them mentioning your podcast to their fans.


38. Got employees? You’ve got a network.

If you have a big business, your employees are a valuable resource for spreading the word about your podcast. If your staff is happy and engaged and the podcast is good, you should have an army of brand ambassadors to help promote it.

39. Leverage Facebook groups.

Join groups related to your podcast or niche. Since promotional posting is normally considered spam, you can get around this by asking group admins to share their expertise on your show. When the dust settles, they will likely share the episode with the group.

40. Comment on other podcasts.

If you post your podcast details, a CTA, and a smiley face, this is spam. Create a valuable comment by taking the time to respond thoughtfully, stimulate debate, and provide a unique perspective, in addition to leaving your podcast details.

SEO for Podcast Promotion

41. SEO applies to podcasts, too.

Google now crawls audio material. It can help to include keyword phrases during your episodes, especially toward the beginning, but be natural about it.


42. Choose your keywords carefully.

Use Google keyword planner. If your keywords are too broad, you’ll have to compete with many podcasts. Too narrow, however, and you may not attract a significant audience.

43. Craft podcast episode titles.

Use your keyword or keywords as close to the beginning of the title as possible. The episode number, for example, should go at the end of the title, not the beginning.

44. Use SEO for your podcast website.

While you must make your podcast a high-quality product, remember to lavish love on your website, too. You can attract more searchers by optimizing your description, title, and graphics. Make good use of your keywords to increase traffic.

45. Make transcripts.

Providing transcripts of each show is an excellent way to increase your website’s content, giving you opportunities to use keywords that will attract visitors. A transcript is also useful to visitors, which will help keep them coming back for more.


46. Create show notes.

Creating show notes is also useful for visitors and offers opportunities for using keywords. Be selective and use highlights to create show notes. Note that Google displays show notes information on the Google Podcast player page.

47. Turn a podcast into a blog post.

One of the great things about promotion is repurposing existing content, giving you more bang for your buck. Turn any podcast episode into an engaging blog post in its own right.

Win-win cross-promotion

48. Be a guest.

As a guest on another podcast, you get to pitch yourself. Rather than focusing on reaching out to the other show’s listeners, aim to give good value and be the living embodiment of your brand. People who enjoy listening to you will follow you back to your podcast.


49. Interview a guest.

Every guest you have on your show offers something new and dynamic to your audience and increases goodwill and word of mouth. Check out a subreddit for podcasts seeking guests r/PodcastGuest Exchange. Also subscribe to Radio Guest List and get involved with Facebook groups for podcasters.

50. Connect with your guests’ audiences.

If you have a guest on your show, be aware that their fans will be listening. Consider them as you create the episode. Make sure you connect not only with your established fans but also with the unique tastes and interests of the guests’ audience.

51. Have a guest plug your show.

Whether on- or off-air, you can ask your guest to say something nice about your show so that you can use the quote as a soundbite. A great quote from a personality can boost your social proof and set a tone of authority for your podcast.

52. Encourage your guests to promote the show.

You don’t have to leave cross-promotion to chance. Remind your guests when the episode goes live and ask them to promote it. Make it easy to do so by providing attractive, usable content, such as snippets, handy images, and pre-written text for social media.

53. Cross-promote with relevant podcasts.

Promote other shows during your podcast. Shows with audiences of similar sizes to yours are good places to start. Reciprocal plugs can boost your traffic or widen your audience.


54. Leverage YouTube.

Creating your own YouTube channel and uploading your audio is an excellent way to repurpose existing content and reach a wider audience. Convert your podcast into an MP4 and use a branded image on the screen. Include show notes, your website URL, and any other useful links.

55. Upload podcast videos to YouTube.

This is particularly engaging and excellent for shows that have guests or more than one host. Video remains hugely popular, so featuring videos on YouTube can increase your reach and add depth.

56. Chop up your YouTube video podcast recording.

Select highlights from podcast episodes to generate two-minute assets for video promotion. These snippets, each on a clear topic, will be super-targeted, making it more likely that YouTube’s algorithm will pick them up than a 40+ minute episode.


57. Throw parties.

You set the milestones, whether time-based, ratings-based, or both. Celebrate your success with your audience. Remind your audience about upcoming milestones to encourage participation.

58. Run a giveaway.

In return for a chance to win, ask for a sign-up, a like, a review, a share, or something else that helps your cause. Give away merchandise, discounts, shoutouts, or even a guest spot. Whatever you give away should be relevant to your brand. If you give away something generic, you’re more likely to get sign-ups from opportunists who may not be aligned with your brand at all.

Use social media for podcast promotion

59. Be picky where you are active in social media.

Be where your listeners are. Most podcasters would benefit from their own Facebook Group and Twitter account, but your ideal audience may hang out on TikTok, so don’t waste energy on platforms your ideal listeners don’t use.


60. Create a social media content calendar.

Using a content calendar will help you keep your podcast promotion consistent. It will also help you generate content more quickly. Consider assigning different days for different content types, such as quotes, questions, industry insights, and behind-the-scenes content.

61. Use tech to manage social media.

Apps like Buffer or Hootsuite can help you keep your social media promotion manageable. You won’t need to be at your computer to publish podcast episodes at the optimum times for your audience.

62. Use hashtags.

Hashtags are not only for Twitter. Use them on social media to help connect your posts with people who are interested in the subject matter. Choose them carefully to maximize accuracy and reach.

63. Work on your profiles.

Whichever social platforms you choose, develop solid, full profiles to establish trust, demonstrate your branding, and encourage content shares.

64. Have honest conversations that add value.

Remember that social media is great for connecting with people and having dialogues. Don’t bombard your potential audience with one-sided self-promotional posts. Instead, try to add value to lives and businesses. People follow people who help them without expectations.


65. Create a community.

Aim to take the dialogue idea further and create a community around your podcast. This means actively engaging with your listeners, including sharing, liking, and responding to their comments. A sense of community can draw crowds to your podcast.

66. Obey the 80/20 “rule.”

As a rule of thumb, aim for 80 percent of your social media posts to provide value to the reader. The remaining 20 percent can be promotional.

67. Ask open questions.

Encourage meaningful, thoughtful discussion and add interest to your podcast episodes. Consider asking one or two great questions each week to get people talking.

68. Remember that all social media platforms are different.

Social media platforms have unique audiences, quirks, post lengths, expectations, and etiquette. Tailor your messages for each platform to keep engagement high across platforms. For example, niches that benefit from visuals would do well to consider Instagram. Those catering to a predominantly female audience might try Pinterest.

69. Tease 24 hours before your next podcast episode.

Talk about how much fun it was to create the show or how excited you are to share tips. If you interviewed a guest, tell your listeners how much you are looking forward to sharing your guest’s insights. Be sure to name drop; some names help drive traffic.


70. Post updates to social media as soon as the episode is live.

Keep up the excitement levels by posting updates the moment an episode goes live. Remember to include the URL(s) so people can listen or save it straight away.

71. Create and share attractive quote graphics.

Visuals grab attention and create emotions fast. With tools like Canva or Pablo, you can promote your podcast and increase brand awareness by turning your best episode quotes into professional-looking, eye-catching graphics.

72. Share short soundbites.

Like quotes but in audio form, very short sound clips can work great to drive traffic and engagement from Soundcloud as well as Twitter.

73. Share more than once.

Remember that you can and should share more than once, as long as you find new ways to say the same thing. Share your podcast episode multiple times while it is fresh. When it’s no longer fresh, you can still refer to it as long as the topic is relevant. Most people don’t see every post in their feed (thank you algorithms), so worry less about overdoing it than most people do.


74. Post behind-the-scenes content.

This adds value to your podcast by bringing listeners into your world. Seeing how the podcast is made and who is involved can deepen the connection and turn a listener into a fan.

75. Share your YouTube content via social media.

Video remains a powerful way to share your brand online. Remember that your video is not only for YouTube. You can share your YouTube video links via social media – either with a URL or by embedding a player – to increase their reach.

76. Reference your show during relevant discussions.

Adding a link to your show can provide depth and value to an ongoing thread on Facebook. We don’t recommend you hijack threads to promote your podcast (spam) but that you authentically add value to discussions you care about by sharing your podcast content.

77. Use Overcast to create and share clips.

If you have an audio or video clip, Overcast will make it easy for you to share them across social media, despite their various formats. Fans can then share the clips, extending your podcast’s reach.


78. Use audiogram teasers.

An audiogram combines a sound clip with a soundwave and an image. It adds an attractive, visual element to your promotional posts.

79. Create a Twitter card.

This is a great place to share audio each time you publish a new episode. According to Twitter, these cards have higher engagement rates than tweets with links.

80. Post an episode screenshot on Instagram.

It’s good to remember that you don’t need to hire an ace photographer to promote your podcast via Instagram. An episode screenshot is the perfect visual reference for your podcast. Don’t forget to link back to your podcast in your profile.

81. Ask for feedback.

Directly asking for your audience’s opinion demonstrates that you care about them. Asking for honest feedback on social media is a great way to create a dialogue or discussion, and provide genuine insights you can use to improve your podcast.

82. Stand up for your values.

Seeing someone going against the flow is exciting when authentic. Don’t be afraid to stand up for what you believe. It could help you stand out in all the right ways. However, avoid controversy for the sake of it. Don’t be a troublemaker or come across as gimmicky.


83. Look out for new social networks.

New social platforms come and go every week. The successes of sites like TikTok and Clubhouse offer podcast promoters new ways to attract and engage audiences, often with less competition for attention than one might expect because the sites are relatively new on the block.

84. Keep things simple for your listeners.

A service like Chartable allows you to use a universal link that redirects users to their preferred podcast player. It also provides tracking capabilities that you may find very useful.

Long-term podcast promotion

85. Keep your head while scaling.

As you grow, you may consider scaling, change your scheduling, or tweak your format. Whatever you do, make changes incrementally and test the results. Don’t expect or demand dramatic results overnight. Continuing to produce consistent, quality podcasting and promotion will lead to results.

86. Use your email signatures.

Change your email signatures to promote each new episode. Include one or two of your most popular shows. Where appropriate, add similar signatures where you post publicly.

87. Look out for evergreen content.

Collate a folder of evergreen, shareable content to pull out and bring people into your website at any time.


88. Measure your efforts.

We can improve what we measure. Use tracking codes and other techniques to measure the effectiveness of your podcast promotion. Social media platforms have sophisticated analytics to help you understand your listeners.

89. Use your podcast analytics.

By understanding which topics resonate best, you can focus on promoting those and create more like them.


90. Make the most of Apple Podcasts analytics.

This service will offer you useful insights, including the moment people drop out of your episodes. Not only will this help you create more engaging podcasts, knowing what people like about your podcasts will guide you as to what aspects to promote.

91. Promote your back catalog.

Your podcast episodes don’t become irrelevant after going live. Refer to past episodes in new shows to keep people visiting them. This keeps your podcasts active and offers value to your listeners.

92. Keep an eye on trends and techniques.

Ensure your podcast is making the most of technology and providing the best content possible for your listeners.

93. Keep an eye on Help a Reporter Out (HARO).

By providing your services as an authority in your field, you can help out a reporter and get valuable mentions for your podcast.

94. Consider an RSS swap.

RSS feeds remain useful and one way to use them for podcast promotion is to swap RSS feeds with another podcast. By placing your RSS on their feed, their listeners get access to your content, helping new people discover your shows.

Paid ads for podcast promotion

95. Pay for ads on podcast apps.

When you advertise on podcast listening apps, you can be pretty sure that the people you target already listen to podcasts. Pay for ads to achieve highlighted positioning and the chance for more downloads and subscribers. You can advertise in Overcast, Pocket Casts, Spotify, and many more podcast apps.

96. Google AdWords.

Use this service to attract more targeted traffic to your podcast landing page. Using Google Ads is an especially good idea if your podcast answers a question. If you know your audience and your podcast answers one of their top questions, investigate Google ads. It is great for generating traffic with affordable keywords that relate to your show.


97. Advertise on Facebook.

The benefit of advertising on Facebook is that aside from having a huge user base it can also help you target a narrow demographic very effectively.

98. Keep your ads to the point.

While sensational advertising grabs attention, you want to convert. Make sure your ads are attractive but relevant so that more people who click will listen to an episode or subscribe.

Get out of your chair to promote your podcast

99. Promote offline.

While podcasts are online, not all podcast promotion happens online. Word of mouth is powerful. There’s no reason you shouldn’t start the ball rolling at parties, meetings, and walks around the park. Talk to people and explain why your podcast is relevant to them.

100. Business cards.

Incorporate your podcast into your business card design, just under your slogan or what you do. The free value a podcast offers may make recipients more inclined to contact you. They are also ideal for guerrilla marketing. Leave them in opportune places, such as public message boards or waiting rooms. Use your creativity to exploit ideal places to introduce your podcast.


101. Create and use your own merchandise.

Not all merch is for giveaways. Next time you visit a conference, event, or the store, wear a T-shirt or hat with the name of your podcast. With a catchy logo or tagline, you can get into great conversations and share your podcast.

102. Attend related conferences and trade shows.

Being noticed at an event can increase your perceived authority. It can give you something useful to post or podcast, and provide an opportunity to extend your network. Bring those business cards that include your podcast’s URL.

103. Attend local meetups.

Don’t underestimate the power of word of mouth, nor your ability to be your best brand ambassador.

104. Talk spontaneously.

You don’t always have to be strategic when it comes to podcast promotion. The important thing is to help people find your podcast. If you’re creating a podcast, talking will be your thing, so go ahead and tell people about your show wherever you are.


Now It’s Your Turn

 

That’s quite a list, right?

Now it’s your turn. I’d love to hear from you.

What’s the best podcast promotion tip on this list?

Have I missed one of your favorite tips?

Let me know by leaving a comment below.

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