How to Promote a Podcast: 13 Strategies + Free Checklist 

Dominika Kaminska
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Promoting a podcast is easy when you have a guide on how to do it. In this article, you will learn about ten proven marketing strategies for podcast promotion in 2023.

Podcast Marketing Strategy

Podcasting has become a powerful medium for sharing ideas, stories, and knowledge. With millions of podcasts available across various platforms, it’s crucial for podcasters to stand out from the crowd and attract a loyal audience. 

In this article, we have listed thirteen proven strategies to promote your podcast in 2023 effectively. These podcast marketing tips will help you gain visibility, grow your podcast listener base, and create a lasting impact as a podcast host.

13 Proven Strategies to Promote Your Podcast

Here are thirteen simple steps on how to promote a podcast:

  1. Start with a memorable brand,
  2. Create compelling content,
  3. Create a teaser episode,
  4. Optimize your podcast for SEO,
  5. Leverage social media,
  6. Make it visual,
  7. Collaborate with influencers and guests,
  8. Launch a podcast website,
  9. Engage with your audience,
  10. Create merchandise,
  11. Reach out,
  12. Don’t forget about reviews,
  13. Tackle launch day promotion. 

So, let’s find out more about our podcast marketing strategy for 2023:

1. Start With a Memorable Brand 

All the promotions in the world will only be successful if your podcast is brandable in the first place. So when you start a podcast take time to research the market and your competitor to create a unique and memorable podcast name. And consider choosing a name that will future-proof your podcast and marketing routes. 

MORE: What is the history of podcast?

2. Create Compelling Content

The foundation of any successful podcast marketing strategy is to produce high-quality, compelling content. Your episodes should be engaging, informative and offer value to your target audience. Each podcast episode should be carefully planned to bring as much value to your listeners as possible.

Research your niche, understand your audience’s interests and pain points, and tailor your podcast topics to meet their needs. A well-prepared and structured podcast will keep your listeners coming back for more.

MORE: How to write a podcast script

3. Create a Teaser Podcast Episode

On that note, why not create a teaser episode that will highlight the essence of your podcast and show your podcast listeners what they’re waiting for? You’re bound to draw people in with some fun podcast snippets.

Share the teaser (or podcast trailer) on your social media, or create a blog post about your podcast launch. Then, watch as people count down the minutes until the first episode goes live.

Pro Tip

Studies suggest that the best days to publish your podcast are Wednesdays, Thursdays, and Fridays. The best times to post are also between 2AM and 5AM. This means that your listeners are more likely to hear your podcast first thing in the morning. 

4. Optimize Your Podcast for Search Engines

Search engine optimization (SEO) isn’t just for websites — it’s crucial for podcasts too. Optimize your podcast SEO, such as the podcast title, podcast description, and episode titles, with relevant keywords to make it easier for potential listeners to find you. We recommend doing keyword research on platforms such as Google Keyword Planner, Ahrefs or Semrush.

Leverage platforms like Apple Podcasts, Google Podcasts, and Spotify by using relevant tags, categories, and episode summaries. A well-optimized podcast will have a better chance of ranking higher in search results, increasing your chances of attracting new listeners.

MORE: Get inspired by the top podcasters

Recommendation

Are you just starting out your journey as a podcaster? Then make sure to check our free podcast name generator where you can generate hundreds of great podcast name ideas.

5. Leverage Social Media

Social media platforms are a goldmine for promoting your podcast. A solid social media strategy is crucial to making your podcast successful. Create dedicated posts for your podcast on popular social media platforms like Facebook, Twitter, Instagram, and LinkedIn. 

For great podcast promotion, regularly post engaging content, snippets, behind-the-scenes footage, and episode teasers to captivate your audience’s attention. Encourage your listeners to share your episodes on their social media channels, effectively amplifying your reach and increasing brand awareness.

MORE: Podcast Statistics: How Many People Listen to Podcasts? 

 6. Make It Visual

In 2023, it’s all about what we can see. One of the best podcast marketing strategies is creating a visually appealing YouTube video. Although a podcast is primarily in audio format, making a visual appearance will attract many more podcast listeners. 

Set up a studio, get out your camera, and record the visuals and audio for your podcast episodes. In no time at all, you will watch the number of views increase.

Top Tip

People like to see who they’re listening to, so don’t be shy to show your face — your audience will love that. Check out our article: What equipment is needed for a podcast to find out more.

For more podcast tips, read our podcast tips guide.

7. Collaborate with Influencers and Guests

Collaborating with influencers and featuring guests on your podcast is an excellent way to expand your audience. Identify influencers or experts in your podcast’s niche and reach out to them for interviews, collaborations, or shout-outs.

When you have guests on your show, they will likely share the episode with their followers, introducing your podcast to a new audience. This cross-promotion can be mutually beneficial, helping both parties reach a wider network of listeners.

8. Launch a Podcast Website

A dedicated podcast website serves as a hub for all your episodes, show notes, and additional resources. It provides a professional online presence and makes it easy for potential listeners to discover and engage with your content. 

Include a clear call-to-action on your website, prompting visitors to subscribe to your podcast, leave reviews, or join your email list. To drive organic traffic, regularly update your website with fresh content and leverage SEO techniques.

9. Engage with Your Audience

Building a loyal community around your podcast is crucial for long-term success. Encourage listeners to interact with you by asking for feedback, suggestions, and questions. Respond to comments and messages promptly, fostering a sense of connection and building relationships with your audience. 

Consider hosting live Q&A sessions, giveaways, or contests to reward your listeners and keep them engaged. Remember, a strong bond with your audience will help you retain and grow your listener base.

10. Create Merchandise

Doesn’t everyone just love their favorite influencer’s merch? Create custom merchandise or branded products related to your podcast and offer them as giveaways or for sale. It’s a nice way to thank your audience, and who could ever say no to free stuff? Check our article on how to start a clothing line which should give you some inspiration on how to get started with your own merch.

Once again, social media posts promoting your merch will be a great way to get more attention. It could also be a good idea to consider email marketing at this stage.

 11. Reach Out

Reach out to local radio stations or podcasters with a similar audience size (or larger if possible), and see if they would be interested in featuring your podcast. Collaborating with different audiences will definitely help more people find out about your podcast.

12. Don’t forget about reviews

Getting reviews is also a very important aspect of podcast promotion. As more and more listeners engage with your work, make a note to ask them about leaving reviews. Reviews will drive more engagement towards your podcast, and they will also make your podcast look more interesting for potential listeners.

To get more reviews, make sure to leave a call to action in your podcast, such as “Remember to leave a comment if you enjoyed the podcast!”. You can also write a message in the description that encourages your listeners to leave a review.

13. Tackle launch day promotion

Launch day is going to be your most important day. Don’t forget to take the time to promote your podcast on social media, leave links on platforms like Reddit or Twitter that invite people to listen to your podcast, or even host a live show on one of your most popular social media channels. You can also have a countdown on TikTok or Instagram, which will notify your listeners when the podcast is live. 

how to promote a podcast checklist

MORE: How Much Do Podcasters Make?

Takeaway Points

Promoting your podcast in 2023 requires a multi-faceted approach that leverages high-quality content, SEO optimization, social media engagement, collaborations, a dedicated podcast website, and audience interaction. 

By implementing these strategies, you can significantly increase your podcast’s visibility, make money from your podcast, attract a larger audience, and build a thriving community of listeners.

MORE: How to brand your podcast

Frequently Asked Questions (FAQ)

To promote a podcast on social media, create eye-catching visual content and share engaging snippets or highlights from your episodes. Utilize relevant hashtags, collaborate with influencers or other podcasters, and engage with your audience through comments, discussions, and contests. Leverage the power of social media advertising to reach a wider audience, and consider cross-promoting on other platforms or your website.

Start by defining your target audience and understanding their preferences. Craft captivating episode titles and descriptions that grab attention and make listeners curious. Optimize your podcast's metadata using relevant keywords. And don't forget the power of promotion— follow the above steps and share your podcast on social media, collaborate with influencers, and engage with your audience.

Create an episode that stands out—an extraordinary story, a controversial topic, or a unique perspective. Make sure it's highly shareable and sparks conversations. Cross-promote your podcast on other platforms like YouTube or blogs to tap into different audiences. And lastly, keep creating remarkable content—because even if you don't go viral overnight, you'll build a loyal listener base that will help your podcast thrive in the long run.

Growing a podcast can be a challenging endeavor, but it's not impossible. It requires dedication, consistency, and a willingness to adapt. Building an audience takes time and effort, especially in a saturated market. It may take time to see significant growth, but don't get discouraged. Stay committed, learn from your audience's feedback, and continue experimenting with new strategies.

To grow a podcast from nothing, first define your target audience and understand their interests. Create high-quality content that resonates with them and offers value. Promote your podcast through social media, collaborations, and networking, and engage with your audience to build a loyal community. Consistency, perseverance, and a focus on delivering exceptional content will pave the way for your podcast's growth.

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