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When you’re something like me, you need extra listeners on your podcast. However, once you truly seek for info on how you can promote a podcast, it looks like everyone seems to be parroting the identical outdated recommendation.
Personally, I’ve been a little bit pissed off with an identical solutions on so many web sites. So, I did what I normally do once I need legit, actionable solutions from folks working within the business — I went trying to find actual podcasters to steer me in the suitable path.
The way to promote a podcast
Beneath are among the sensible concepts podcasting and advertising and marketing professionals despatched my means for how you can promote a podcast successfully and develop your podcast viewers:
- Deal with your podcast like a enterprise and get a web site.
- Use honey traps and the rule of three to get extra listeners.
- Harness the facility of TikTok.
- Make a comic book about your podcast.
- Suppose video first.
- Leverage lesser-known podcast directories.
- Use paid adverts when you can.
- Don’t neglect about Pinterest.
Prepared to draw extra podcast listeners? Let’s dive in!
1. Deal with your podcast like a enterprise and get a web site
Naresh Vissa is the Founder & CEO of Krish Media & Marketing, and the creator of the e-book Podcastnomics. He says the largest drawback he sees in podcasters is that they don’t deal with their present sufficient like a enterprise.
He mentioned, “When you execute your podcast correctly, and run it like a enterprise, the advertising and marketing will deal with itself.”
However, what does this seem like in follow?
Naresh says it is advisable to be an early mover in a distinct segment. Positive, it’s good to go after one thing you’re enthusiastic about, however the purpose needs to be to deal with the long-tail niches of your audience — identical to long-tail key phrases.
In different phrases, don’t deal with finance for a podcast. As an alternative, communicate on the ins and outs of a extra slim matter, similar to digital foreign money. The sooner you’ll be able to hop right into a hyper-focused area of interest and make a reputation for your self, the higher.
However out of all of the business-like actions you need to take on your podcast, maybe the largest is creating a web site that captures leads and repurposes your whole podcast episodes.
Naresh mentioned far too many podcasters rely on the net hyperlink that their podcast hosts give them to advertise their present. Or they’ll say one thing like, “Discover my present wherever you hearken to your favourite podcasts.”
The issue is that this tactic prevents you from doing probably the most crucial motion — getting the title and e mail deal with of the listener!
These folks coming to your web site to search out your newest episode needs to be directed to decide into your e mail checklist for a number of causes:
- You’ll have a direct line of communication to inform them about episode releases
- You may ask for suggestions
- You may make affords
- You may ask for referrals to your present
And, with a web site, you’ll be able to repurpose each episode into:
- Weblog posts
- Transcripts and present notes
- Case research (that would in the end be used on your new e-book or course)
- Movies that you just additionally show in your web site
Make your web site a one-stop cross-promotion machine for all issues associated to your podcast and deal with it as a enterprise asset. As a result of when you play your playing cards proper, will probably be.
2. Use honey traps and the rule of three to get extra listeners

Jamie Kennedy – no, not the comic – runs Brave Moon Podcasts, a manufacturing firm for podcasters. She advised me her promotion technique for serving to her shoppers and for serving to her personal podcast get extra listens: use honey traps and the rule of three.
She mentioned, “Share your episodes and use ‘honey traps’ to encourage listeners to hear and subscribe: Once you submit new episodes to your socials, be sure you use ‘honey traps’ to encourage listeners and ask your followers to share with their buddies. Honey traps are questions or statements that entice a listener to hear. For instance, ‘Do you need to know the key to getting 8 hours of sleep each evening?’ or ‘You must know these three issues about coronary heart illness.’”
Jamie went on to say, “Once you submit about an episode, comply with the rule of three and ensure to submit about each episode at the very least thrice. It might really feel repetitive to you, however most of your followers might want to see one thing at the very least thrice to click on on it.”
Suppose you’re attempting to get extra folks in your area of interest to hearken to your present or be a visitor in your podcast. In that case, Jamie additionally recommends collaborating in related on-line communities and boards and fascinating with the posts immediately associated to your episodes.
“For instance, when you discover a submit asking for recommendation on the most effective workout routines for sturdy legs and you probably did a podcast episode with the highest 10 leg workout routines, then share the hyperlink to the episode within the feedback part. You’ll get the eye of the unique poster and the eye of each different individual wanting by means of the feedback for solutions.”
A phrase of warning, although. Watch out posting your podcast hyperlinks within the communities you’re in.
A few of them have strict “no promo insurance policies.” Others solely permit sharing your podcast hyperlinks on particular days. Backside line – at all times learn your group’s guidelines earlier than sharing hyperlinks.
3. Harness the facility of TikTok
Ehan Hunagle runs SEMDeck and hosts the SwitchCast podcast with Doug Tabbutt. Their podcast primarily makes use of TikTok together with their extremely optimized web site to advertise the present. Ethan mentioned the TikTok page began small, however grew shortly to greater than 67,000 followers and greater than 1,000,000 likes on their movies.
The key sauce in keeping with Ethan is to create a video for each corresponding episode. Then, he repurposes the movies on his social media channels as Instagram Reels, Fb Reels and YouTube Shorts.
The movies should be quick, quick-hit type content material as a result of that is probably the most useful to market a podcast.
He additionally harassed that with no web site, you’re lacking out on prime alternatives to get your present discovered by your ideally suited podcast listener.
To additional amplify the present’s attain, Ethan mentioned, “We publish a weblog submit every time a brand new episode is launched. We’ll embed the YouTube video in addition to the RSS feed of the podcast, add inside and exterior hyperlinks to the physique textual content of the submit, and optimize the weblog with tags, meta descriptions, web page titles, picture alt attributes, and different primary search engine optimisation ideas.”
These easy steps got here collectively to carry that coveted viral consideration to SwitchCast that each one podcasters dream of!
4. Make a comic book about your podcast

Admittedly, this was the good response I’ve heard up to now to successfully promote a podcast. Christine Whitmarsh, higher often known as Christine Ink on-line, mentioned she developed a comic book across the theme of her every day podcast for authors.
She mentioned, “The shaggy dog story follows creator Margena and her very animated mind (a hilarious character unto itself) to indicate authors precisely how you can construct a writing behavior and grow to be a broadcast creator.”
As for the way she manages the creation of those comics, she makes use of an illustrator named Beena Parikh of the P66 Agency.
How enjoyable is that?!
5. Suppose video first
Earlier than he started working behind the scenes serving to creators succeed, Bredan Aw hosted the Xin eSports podcast Your Life My Dream and his personal present Player Vs World. He mentioned of all of the techniques he sees creators utilizing to advertise a podcast proper now, video is getting probably the most consideration and success.
Brendan says you’ll be able to’t succeed with an audio-only strategy anymore. By recording your present as a video first, you give your self “an [amazing] alternative for content material syndication from only one pillar piece.”
His advice is to movie each episode. After that, he says to:
- Strip the audio to share as an audio-only podcast
- Share clip highlights to social media
- Edit the audio transcripts to make them extremely beneficial weblog articles, and
- Hyperlink to related episodes wherever you’ll be able to (i.e. inside different weblog posts, in press releases, on social media updates – particularly in your bio, and even in your e mail signature)
6. Leverage lesser-known podcast directories
Isaac Mashman isn’t any stranger to podcasting. Not solely does he have his personal podcast and helps his shoppers get featured on podcasts, however he additionally set an enormous purpose for himself to be featured on 100 podcast interviews and get 100 article/media mentions in 2023.
His greatest tip for how you can market a podcast successfully is to get your present on lesser-known podcast directories.
He mentioned, “Once you first launch your present your RSS host will naturally get your podcast distributed to the bigger platforms similar to Apple Podcasts, Google Podcasts and Spotify, however there are a large number of different platforms which can be both lesser identified or not historically listed.”
Just some of the locations he recommends including your present’s RSS feed to incorporate:
He additionally recommends pondering internationally. For instance, there are streaming giants in India and throughout the globe similar to Gaana and JioSaavn. Podcastinc reported, “India is ranked the third in podcasting business after USA and China.”
They went on to say that round 150 million Indians are consuming audio streaming making it “an enormous alternative of development for podcasts.”
Isaac says we should always get on each podcast listing doable so you will get your title on the market to a plethora of individuals.
Suppose this can take too lengthy? Right here’s Isaac’s fact bomb response to that mind-set: Do it anyway!
He mentioned, “Is that this time-consuming? Completely! Nevertheless, when you do it the primary time you by no means have to consider it once more.
All of those platforms function with their very own particular person algorithms, assist your search engine optimisation, set up backlinks to your web site, and make your podcast seem as if it’s the top-charting present which it’s sure to be.”
Seek for each platform you’ll find so as to add your podcast to, and reap the benefits of the choices to share your social media profiles and web site hyperlinks wherever doable.
7. Use paid adverts when you can
James Pollard runs the Financial Advisor Marketing Podcast that includes greater than 200 episodes. He says that paid adverts have been the sport changer his podcast was in search of to make it “one of the crucial sought-after podcasts within the monetary recommendation area.”
However, he doesn’t run the adverts to his podcast host, in reality, they aren’t selling the podcast immediately in any respect. As an alternative, he’ll run the adverts to monetary advisors (his ideally suited listeners) to advertise a webinar or touchdown web page. In each webinar and on each touchdown web page, he introduces himself because the host of the podcast.
He mentioned, “This roundabout means has generated tens of hundreds of downloads prior to now three months alone, and I’m going to proceed doing it for so long as it really works.”
It additionally helps that lots of the questions that folks could be asking him are answered in his podcast episodes. By delivering a variety of worth without spending a dime, he’s incomes his “subscribers.”
In podcasting and in enterprise generally, giving folks a cause to stay round, and displaying them you’re reliable is the one means you’ll ever see a return on any advert spend.
8. Don’t neglect about Pinterest
Laura Rike says there aren’t sufficient podcasters utilizing Pinterest to advertise their podcasts. She extremely recommends promoted pins too as a result of these will be focused to your ideally suited listener extra successfully and fewer expensively than Fb or Google Adverts
She mentioned, “Whereas many might consider Pinterest particularly for recipes and craft tasks, those that don’t use it for podcasting are really lacking out on a chance to succeed in their goal shoppers on-line. It’s truly a very highly effective search engine, and has focused advert alternatives. It could actually additionally assist with familiarity and the ‘Know – Like – Belief’ idea, in case your listener goes to your web site after which later sees your advert on Pinterest, too!”
The way to promote a podcast — A fast recap
To shut issues out, right here’s a fast recap of the most effective ideas for podcast advertising and marketing methods which can be working proper now:
- Deal with your podcast like a enterprise
- Use honey traps and the rule of three
- Get on Tiktok
- Make a comic book (or at the very least specifically curated pictures) to advertise your podcast
- Suppose video first and use video on YouTube and all social media platforms
- Distribute your podcast to each listing you presumably can
- Make the most of paid adverts, and
- Don’t neglect about Pinterest
I personally plan on utilizing all of those concepts to advertise my very own podcast higher. Whereas visitor swapping is nice, I need to depend on extra than simply borrowing different folks’s audiences to develop my very own. With a bit of luck, I’ll be having fun with bigger obtain numbers and monetization alternatives very quickly. Hopefully, you can be too!
New to podcasting? Check out our guide on how to start a podcast!
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