You can create the greatest, most informative and value packed podcasts in the world, but if nobody is listening you’re just wasting your time.
So, it’s essential that you focus on growing your listener base. In fact, if you’re determined to succeed with podcasting, you need to spend the majority of your time promoting your podcast.
Of course, you need to spend time creating high value podcasts that your listeners will love. But if you don’t promote your podcasts and grow your audience, why waste the time putting out the very best material?
Experts recommend that you spend around 30% of your time on podcast creation and the other 70% on promotion. You can never have enough listeners, so this is something that you need to work at all the time.
This article will help you get started!
Identify your Strengths and Weaknesses
First things first, we must identify just what exactly you contribute to this process and where your podcast currently stands. If you have a small audience that aren’t always sticking with you they aren’t spreading the word for you. A loyal vocal listener base, even a small one, can help your podcast grow on social media.
If your podcast isn’t keeping your few current listeners engaged, you need to make an honest assessment of your strengths and weaknesses. And you’ll want to make some positive changes to your podcasting style or format. After all, growing your audience is important, but if your current content doesn’t keep them interested, you’re just wasting your time on promotion for the time being.
Ask yourself the following questions:
- What do I do really well?
- What assets do I have?
- What are my weak areas, and how can I address these?
- What are my listeners saying about my podcast on social media?
If you have a lot of competition in your podcasting niche then you need to think about how you can really stand out from the rest. Are you really connecting with your listeners? Are your podcasts boring and uninspiring?
Are you Targeting a Specific Niche?
It is far better for you to have a smaller listener base that really engage with your podcasts than a larger audience who do not really engage that much. The engaged listeners are far more likely to spread the word about your great podcast and leave you positive reviews.
Choosing the right niche is essential to podcasting success and audience growth. If you go too broad then you will not engage as well as if you go narrower. Do your homework here and find out the demand for your niche by using the Google Keyword Planner to identify search volumes for related keywords on Google.
Do Your Research & Get To Know Other Podcasters
Don’t see your competitors as the enemy – they’re not. In truth, they’re part of your community. Look at them as an opportunity to network and grow your listener base. Be prepared to network with these people to your mutual benefit. See these people as your mentors and learn from them. Follow them on social media, occasionally share their posts and even mention them (organically and infrequently) in your own podcasts. Everyone appreciates free plublicity even podcasters that are already successful.
When you connect with other podcasters, take the opportunity to ask for tips on what has worked well for them when growing their listener base. Become a consistent listener to their podcasts and engage on their social media accounts with other listeners. Avoid plugging your own podcast – your profile will do that for you.
Use Professional Cover Art for Your Brand
Professional cover art is essential. It’s highly recommended that you use stunning and appealing cover art for your podcast. This is the visual depiction of your podcasting brand itself, so put your best foot forward. Potential listeners will decide whether to give your podcast a try within a second, and 90% of them will base their decision on your cover art. Make it count!
Once you have stellar imagery for your brand, you’ll also use those same images on the podcasting directories, website and social media accounts. Consistency is what defines and creates branding.
If you’re not an expert with Photoshop or Canva (very easy to use and inexpensive), hire a professional from UpWork.com or Freelancer.com. The investment you make today in professional artwork can pay dividends for years as they attract a wider audience.
To learn more about designing unique and distinctive artwork for your podcast, read this article from Podcast.co.
Upload to the Podcast Directories
There are many podcast directories where potential listeners search for new relevant content. The most popular being iTunes, which accounts for around 70% of podcast listeners.
Besides iTunes, you’ll also want to upload your podcasts to the following directories:
- Google Play
- Spotify
- Stitcher
- TuneIn
- SoundCloud
Invite Guests and Leverage their Following
Identify guests for interviews or as a guest co-host that can add value to your podcasts. This is mutually beneficial marketing, as it extends your audience (by attracting your guest’s listeners) and builds the guest’s brand. Don’t start out by targeting fellow podcasters with large followings – start small (micro influencers) and grow from there. After all, your main objective is to grow your own audience. If a large podcaster introduces 100,000 listeners to your podcast in a week, but your content isn’t strong enough or your style isn’t like what they’re accustomed to and find comfortable, you’ll never get them back.
Contacting a podcaster with a guest offer isn’t complicated. Follow the podcast or individual on social media and reach out in a direct message. Make sure your content is similar, as you need your listening audience (and niche) to overlap.
There’s simply no point in inviting a crafty mompreneur as a guest on your craft brewing podcast. Her audience and your audience are too different.
Agree to be a Guest on Other Podcasts
This starts with networking with other podcasters. Once you have developed a relationship, then you can raise the subject of being a guest on their show.
Podcasters are always looking for new guests and fresh content. So make the most of your networking efforts and get invited to be a guest on as many podcasts as you can. Do your research, listen to their most popular guests and take some notes, so you know what is expected of you as a guest. You want to be the best guest you can be.
Remember to Use Social Media for Podcast Promotion
Whatever you think of social media, it is a great way to get the word out about your podcasts. If you have your own social media accounts, then make a post about each of your podcast episodes and encourage your family and friends to listen to them and leave you positive reviews.
If your social media following is fairly small, consider running a Facebook contest to gain more followers and promote your podcast at the same time. People love the chance to win something valuable. Your giveaway doesn’t need to be expensive – just perceived as valuable. Perhaps it’s a Zoom call with you.
Identify the social media channels that best match your target audience. Instagram and Snapchat are for younger audiences, whereas Facebook and Twitter tend to appeal to older audiences. If you are in a B2B niche and want to get the attention of businesses, then you must use LinkedIn to promote your podcast.
And don’t ignore TikTok, it’s not just for teenagers anymore. In fact, the fastest growing user segment of the social platform are over 30 with spendable income.
Focus On Getting Positive Reviews
Reviews can make or break a podcast (or just about any business these days). And few people waste time reviewing podcasts.
If you have no reviews for your podcast, fewer people will even consider giving it a try. When you first start out, ask your family and friends to leave you a positive review on the different podcast directories.
Once you have, even just, a few dozen loyal listeners, reach them on social media and ask for reviews. Include a link to your podcast listing on each site to make it easy for them. Don’t ask for “positive reviews” as that violates most terms and conditions of the podcast directory sites. Keep it simple and ask for a quick review and explain how helpful they are in building your audience.
