Growing and promoting your podcast is not an exact science with a formula you can crack for overnight success. But there are certain rules and best practices that will help you make sure you’re promoting your podcast as effectively as possible.
Today, we’re breaking down 10 key dos and don’ts for promoting your podcast like a professional.
So without further ado, let’s get into the list:
1. DO Optimize Your Content to Make it Go Farther
You put so much work into making your podcast valuable. So when it’s time to promote your show, focus on getting the most out of the content you’ve already created.
From one 30-45 minute podcast episode, you can create short-form videos, newsletters, SEO-optimized blog posts, and multiple long and short-form LinkedIn posts. Focus on working smarter, not harder!
2. DON’T Become Predictable
There’s a difference between recycling valuable content in interesting new formats and letting your content become stale. Your audience (and the algorithms) will start to notice if you’re posting the same static image or promoting each new episode in the exact same way. And over time, they’ll start to tune you out.
3. DO Use Video
If we’ve said it once, we’ve said it a hundred times: Always be recording video! From Instagram Reels to TikTok to long and short-form content on LinkedIn and YouTube, video is one of the top ways people are finding and engaging with podcasts.
If you want to find out more about whether adding video is the right next step for your podcast (hint: it usually is), check out this blog post.
4. DON’T Let a Lack of Video Hold You Back
No matter how much we love video, we also know that it can feel extremely daunting. If your podcast doesn’t have a video component yet — or if you’re getting ready to start a new, audio-only podcast — don’t let video be the thing that keeps you from recording or promoting your show.
Video is a valuable tool for promotion, but it’s not the only tool. Focus on other marketing formats like email newsletters, LinkedIn content, blog posts, and engaging graphics that are unique to each episode.
5. DO Position Yourself as a Subject Matter Expert (Because You Are One)
If you’re a business owner starting a podcast, it’s probably because you’re an expert who has something important to say. Don’t underestimate just how valuable that expertise can be for your audience.
And remember, self-promotion will only turn people off if you’re not promoting something valuable. When you have useful knowledge to share, the right people will want to hear it.
6. DON’T Get Caught by the Curse of Knowledge
Subject matter expertise can be a double-edged sword. On one hand, you have all this fantastic knowledge your audience can benefit from. On the other hand, when you know the information so well, you may struggle to bring it down to a level that your audience can understand.
It’s not that you need to be speaking to everyone, but you should focus on speaking to the people in your target audience who might be least familiar with the topic you’re speaking about. Ask yourself: “Am I speaking above people, or am I creating a gateway for them to enter into this knowledge I have?”
7. DO Give More than You Ask
Sometimes marketing can feel like it’s all about asking for things. But in reality, some of the best promotion educates more than it asks and gives more than it takes.
Every action your audience can take will cost them something, whether it’s the time they’ll spend writing a review, the money they’ll use to purchase your product or service, or even the attention they give when listening to your podcast. Keep those costs in mind and focus on using your asks wisely.
But with that said…
8. DON’T Forget Your Call to Action
You can be conscious of the things you ask of your audience, but don’t let that stop you from making requests! If you’re delivering value to your listeners, they’ll want to give something back in return.
Your call to actions can be anything from leaving a review, to signing up for an email list, to following you on social media, to trying out a free trial of your service. Think about your business goals and then craft a CTA that supports them.
9. DO Tap into Your Guests’ Networks
If you want to expand your podcast’s reach, try bringing on guests who have their own audiences and are willing to promote your show. Then make sure to tag those guests in social media posts, feature their headshots on graphics, and mention them by name in show notes or episode titles.
If you use Transistor, make sure to assign the guest as a speaker in their episode. That way, when people search that person’s name, your podcast will show up.
10. DON’T Forget to Make it Easy for Guests to Promote
If a guest is taking the time to come on your podcast, they probably want to share the episode. But they’ll also want to make sure any promotion is valuable to their audience, and they’re more likely to share if you make it as easy as possible to do so.
Make sure to let your guests know exactly when and where their episodes will come out, and provide all the links, graphics, show notes, and video clips they may need to promote the conversation across their various marketing channels.
Master the Art of Podcast Promotion to See Your Business Grow
Podcasts are powerful tools for growing a business and expanding your influence as a thought leader, but only if you know how to get your show into the right people’s ears.
With these ten dos and don’ts, you can take your podcast marketing to the next level and start to see your reach expand.
And if you’re feeling the podcast fatigue that comes with producing and promoting a quality show on a consistent basis, our team here at Podcircle is ready and willing to help take some of the burden off your plate. Contact us today to schedule a free consultation and learn how we can work together.
