It’s one thing to start a podcast, but it is quite another to learn how to build your audience.
How do you get noticed among all the podcasts that already exist and the thousands more being uploaded to iTunes daily?
A few weeks ago, one of our clients for our podcast-done-for-you-services, asked me to share with him our podcast promotion process.
When I went to type up our process for promoting the Shareable Podcast, I realized that our podcast promotion was less of a process and more of my haphazard attempt to throw a bunch of content at the wall and see what stuck.
After taking a closer look at what we were actually doing and why, I decided that before I could share our process, I needed to define it.
So I reached out to several podcasters in search of their best promotion processes and asked them, “What is your #1 podcast promotion tactic and why does this one reign above all others?”
Jeremiah Staes from the Daily Detroit Podcast immediately hit on one of the cardinal rules of promotion that I knew I was guilty of breaking, “…spend at least as much time promoting as you do producing.”
Jeff says the ratio should be every one hour it takes to create something, you should be spending at least three more promoting it.
Dave Jackson of The School of Podcasting took it further and broke it down to these six steps:
1. Know your audience
2. Go to where they are
3. Make friends and notes
4. Make a podcast based on the thing’s you heard/seen
5. Tell them about your podcast
6. Repeat steps 2-5
So I tried to distill my own process into actions like Dave’s, but with a little more detail. Here’s what I came up with:
Create high-value show notes.
Don’t miss an opportunity to provide your listeners with value. Whether your notes include links to every reference you and your guest made during the show or even time-stamped markers in the conversation where your guest made a really strong point, however you chose to do them make sure that your offering your listeners additional context or information in one convenient location.
This will also help you increase your rankings on Google and allow listeners to find your show through your notes.
Create an email list and send out a weekly update.
Again, this is all about providing value to your listeners. Use your email list as a way to let subscribers know about new episodes, share bonus content, and keep them in the loop.
Reach out to your existing network.
Let them know that you have a podcast.
While they may or may not be your target audience, the people who love you will help get the word out in the beginning.
Sarah Steel of Let’s Talk about Sects said,
“Something that worked pretty well for me on launch was getting a bunch of friends to sign up for a Thunderclap. It really got the word out much further than I could have done on my own, so I’d recommend giving this a go if your show is fairly general interest.”
Have social media accounts for your show.
How do you know what social media sites to be on? What content goes where and when?
Like Dave said, “Know your audience, and go where they are.”
For example, Doug Sandler of the Nice Guys on Business podcast spends a lot of time on Twitter, “…staying connected to our community’s questions and comments and taking an active role in building our show’s audience one community member at a time.” P.S. they have 1 million listeners.
Or Matt Ward of FBA Allstars Podcast said, “I share my business focused podcast on LinkedIn. I’m hearing more and more feedback coming from there, along with more guests.”
So do the research. Figure out where your audience is. Go there and TALK to them. You have to talk that’s kind of the whole thing.
Make a promotion schedule.
Based on whatever day a week you release new episodes, your posts should include details about where to find your new episode, who will be on it, links, upcoming episodes, etc.
I’ve found that making a weekly content schedule helps me stay on top of our social media and even get ahead of myself.
I use tools like Canva to create nice looking graphics to help grab attention and add that extra layer of professionalism.
Once you know where your audience is and have a promotion schedule, automate it.
Repurpose your episodes into other pieces of content.
For Shareable, I take quotes from our guests and create graphics that I share daily on social media.
Hani Mourra founder of Repurpose said, “Create a video version of your podcast and publish it to YouTube and Facebook so people can discover your content on platforms other than iTunes/Google play.”
This includes both being on someone else’s podcast and bringing guests with their own audience on to your show. This exposes you to their entire network.
Reach out to people. One to one.
If you take nothing else away from this article, please pay attention to this:
Connecting with people one to one was overwhelmingly at the core of all of the advice I’ve gotten on the subject of promotion. No matter where their audience is, no matter what platform, podcasters that are having the most success promoting their show and getting new listeners are engaging with people one to one.
Nicole Holland of the Business Building Rockstars Podcast puts it best, “It’s been effective mostly because of the personal interaction. People appreciate you taking an authentic interest in them and asking questions before pushing your own agenda.”
And since I certainly do not have all the answers, here are some other awesome resources about podcast promotion.
Jeremy Enns of Ascetic Podcast Production shared these two articles with me:
Seth Resler of Digital Strategist of Jacob’s Media and 20-year broadcasting veteran shared this:
This article really digs into why each of these strategies work The 7 Best Podcast Promotion Strategies (And How to Use Them)
This one’s a bit more broad, but might include some ideas you haven’t heard before 101 Tactics To Promote Your Podcast (The Definitive Podcast Marketing Guide)
All right podcasters, that’s all I’ve got for now. Hopefully this post helps ya’ll promote your podcast and build your audiences.
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If you’d like to chat more about podcasting with me, you can email me firstname.lastname@example.org or find me on Twitter @CarolineTesone. I’m obsessed with the medium and always willing to share what I’ve learned with this community.
True Voice Media is now offering a Podcast-Done-For-You service where you bring the talent and we bring all the professional production value.
And if you’re local to Philadelphia and looking to do it yourself, we also have time slots available at our recording studio. Click to here to inquire about booking.