So, you want to start a podcast. You’re in good company!
Podcasting is on the rise with a growing 32% of Americans tuning in to a show at least once a month.
With a projected increase of about 20 million new listeners each year, podcasting is quickly growing to become a preferred form of entertainment by the masses, as we thrive in a smartphone-driven world. With technology and statistics on your side, the promise of creating a thriving podcast is an exciting one. However, there are many steps involved in the proper management of a podcast- not to mention a successful one. Arguably, one of the most important steps, promoting your podcast! Without the right marketing strategy, formulating the right content and designing the perfect cover art won’t be sufficient in reaching a broad enough audience to keep your podcast afloat. But, no worries! We’re here to help your podcast flourish.
First and foremost, start with submitting your podcast to Apple Podcasts.
Not only are they the leading platform for podcast listeners globally, with a whopping 52% of listeners utilizing Apple Podcasts, they also pave the way in podcast discovery. Hint, hint, this is exactly the kind of information you should be taking advantage of in promoting your podcast! Apple Podcasts is used as the primary index for many other podcast apps, including Podcast Guru. If your podcast isn’t in Apple podcasts, it may also be missing in other apps – with the potential for automatically generated links to your podcast to break in these apps. So, protect those links and boost your podcast discovery with Apple Podcasts.
Next step, ask your listeners to use in-app sharing.
It’s probably obvious how important it is to get your listeners to “rate and review”. Often overlooked is how important it is for listeners to share your show on social media including Twitter, Facebook, and Instagram. Sharing is easy to do from inside most podcast apps, and is the simplest way for you to promote word-of-mouth advertising. Additionally, in-app shares are a signal to apps and websites that listeners are engaged in your content. They can help drive SEO and influence how your show is featured in the app.
Promote, promote, promote!
Promoting other podcasts and podcasters can lead to guest appearance offers and other opportunities for cross-promotion. Are there hosts that influenced you? Shows your listeners would also enjoy? An episode where listeners can learn more about a topic you just touched on? Make the connection. Just make sure to call out their accounts so they see the mention and if they reply, keep the conversation going! Also, be sure to add links to those shows in your show notes. Which brings us to…
Write effective show notes.
Your primary tool in enabling listeners to discover your show, show notes help listeners find your show by telling them what your show is really about. More importantly, they tell search engines what your show is about. When composing your show notes, try to include “high value” keywords and phrases. What are people searching for that should definitely lead them to find your show or this episode in particular? Include links to make it easy for listeners to take action. Knowing your show notes have links to take the next step helps listeners remember to keep coming back – especially when they want to check something out when they’re back at their computer. Be sure to remind listeners that links are in the show notes.
Last, but not least, be sure to promote brands related to your subject matter!
Tweeting at the social media accounts for those brands is an effective way to let them know they got a shout out in the latest episode. The same rules apply as when interacting with other accounts for other podcasts- connect and keep the conversation going! Don’t forget the links in the show notes. Also, take the time to reach out directly to small podcast apps like Podcast Guru. Typically speaking, they have more incentive in promoting your podcast as well as a vested interest in your success. We, at Podcast Guru, offer cross-promotional marketing opportunities- such as Featured Placement– to help small podcasts thrive.