Building and growing your audience through podcast promotion
Building and Growing Your Audience Through Podcast Promotion
Starting a podcast is a creative endeavor, but the real challenge lies in building and growing your audience. You’ve put time and effort into creating high-quality content, and now it’s time to get it out to the world. Hearing crickets in response can be disheartening, but with a solid plan, you can organically increase your podcast’s listener base. In this article, we’ll explore ten easy steps to help you grow your podcast audience and gain the recognition you deserve.
1. Prep for Launch
If you haven’t started your podcast already, the best thing you can do is to prepare thoroughly for your launch. Start by understanding your target audience. Create a listener persona – a detailed profile of your ideal listener. Be specific and answer questions like:
- What age are they?
- What are their interests?
- Where do they live?
- What’s their sense of humor like?
- What kind of job do they have?
- Why will they listen to your podcast?
While it might seem counterintuitive to narrow down your target audience, trying to appeal to everyone often results in appealing to no one. Your podcast should resonate with your ideal listener, or you’ll have difficulty growing your subscriber base. Narrowing down your target audience may seem counterintuitive, but it helps your podcast resonate with the right listeners. To get more insights, you can refer to resources like Spotify for Podcasters.
2. Create a Podcast Website
Having a podcast website may not be where your listeners discover your episodes, but it serves as an essential home base for your podcast marketing efforts. Relying solely on platforms like Apple Podcasts or Spotify means you don’t have full control over your content. These platforms can change their guidelines or shut down unexpectedly, leaving you scrambling to adjust.
To understand how to create a podcast website that can help grow your podcast audience, check out Buffer’s guide on how to promote a podcast.
Your podcast website is something you own and fully control. It’s a place where you can direct your audience to explore your content, read about you, and even sign up for your email newsletter. Additionally, your website allows you to diversify your content by repurposing podcast episodes into blog posts, which can attract a broader audience and improve your search engine rankings. Check out more tips on growing your audience through websites on platforms like Riverside.fm Deals for podcast tools and features.
3. Submit Your Show to Every Podcast App and Directory
Podcast directories are essential for your podcast’s discoverability. These directories are where your audience finds, subscribes to, and downloads new episodes. Submit your podcast to popular directories like Spotify, Apple Podcasts, Stitcher, and Google Podcasts. These platforms use your show’s RSS feed to update automatically when new episodes are released.
To understand how to maximize your podcast’s reach on these platforms, refer to the resources provided on LinkedIn’s advice on effective podcast promotion and LinkedIn’s tips on how to effectively promote your podcast.
4. Leverage the Power of Interviewees
Interview-style shows are popular for a reason. Inviting guests, such as experts in your niche, other podcasters, and personalities your audience admires, can expose you to a broader range of listeners. Each guest has their own audience, and when they promote their appearance on your podcast, their fans are likely to discover and enjoy your show. Essentially, interview shows provide free marketing.
To maximize your show’s reach with each guest’s audience, set them up for success. For tips on creating compelling interviews and engaging episodes, check out Riverside.fm’s guide on how to grow your podcast. Provide each new guest with a press kit containing quotes, social media post ideas, your podcast logo, and a unique URL to your website. Streamline the process by creating shareable content using tools like Riverside’s Magic Clips.
5. Use a CTA in Every Episode
Don’t underestimate the power of your current audience. Many of your listeners are willing to take action if you ask. Every podcast episode is a chance to mobilize your audience. Include a call-to-action (CTA) in each episode, asking listeners to subscribe, rate, and review your show on their preferred podcast app. These actions help your show get discovered by other users of that app. You can also encourage them to engage on social media and join your show’s community.
6. Optimize for Search
To grow your podcast audience, make your show as discoverable as possible. There are SEO tricks to ranking higher in search results for your website, but you can also optimize your podcast itself to be more discoverable across all podcast platforms.
There’s a place for creativity, but don’t sacrifice utility for witty copy. Write an informative podcast description that convinces new visitors to try your show. Include keywords and information on the content of the episode. Reference your credentials and those of your guests, and make it easier for listeners by including timestamps for different segments of your show.
Optimizing your descriptions is essential for growing your podcast audience, as it helps your podcast become more discoverable on various platforms.
7. Maximize Your Show’s Reach With Video
While podcasting is primarily an audio medium, video podcasts can set your content apart and expand your audience. Recording videos of your host and guests during the podcast can help you share full-length episodes on platforms like YouTube, which can tap into a new audience base.
Learn more about how to maximize your show’s reach with video by referring to resources like Riverside.fm’s guide on how to grow your podcast. Tools like Riverside make adding video elements to your podcast a seamless process.
8. Network on Social Media
Having a dedicated social media presence for your podcast is crucial, but it’s more than just sharing episodes. To maximize your reach and grow your podcast, you must network and build a community online.
Learn how to effectively network on social media and expand your podcast’s reach by referring to LinkedIn’s advice on effective podcast promotion and LinkedIn’s tips on how to effectively promote your podcast. Focus on a specific social media platform when starting your podcast marketing journey, and interact with accounts related to your show. Building relationships on social media can help establish your authority in your niche, find guest opportunities, and grow your listener base. Learn more about how to effectively network and promote your podcast through resources available on Riverside.fm Deals.
9. Cross-Promote with Other Podcasts
Once you’ve built a modest listenership, don’t underestimate the power of cross-promotion. Cross-promotion is a powerful way to promote your podcast. One easy way to promote your podcast is to appear on a similar podcast as a guest. Demonstrate your unique expertise and conversational style to a whole new audience, and you may find yourself with a truckload of new subscribers.
Discover how to effectively cross-promote with other podcasts by learning from LinkedIn’s advice on promoting your podcast. Invite other podcasters in your niche to guest on your show, and they can help promote the episode to their fans. You’ll each help each other grow your audience base, all while creating unique and exciting content for your own subscribers. However, remember to offer real value to your peers’ listeners to be successful at cross-promotion.
10. Create a Repeatable Marketing Process
Promoting your show online is more manageable when following a regular post-production workflow. Create a repeatable marketing process that includes steps like turning the episode into a blog page on your website, sending a press kit to each remote interview guest, writing social media posts to promote the episode, and notifying your email subscribers and cross-promotion partners about the new episode so they can listen and share.
Building and growing your podcast audience takes time and consistent effort. By following these ten steps, you can make progress in expanding your listener base organically. As you continue to create valuable content and engage with your audience, your podcast will gain recognition and a dedicated following.
Remember, success in podcasting often comes with persistence, patience, and a genuine commitment to delivering high-quality content to your listeners.
Conclusion
Building and growing your podcast audience takes time and consistent effort. By following these ten steps, you can expand your listener base organically and gain recognition. As you continue to create valuable content, your podcast will gain a loyal following.
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