Marketing » Digital Marketing » 25 Tips To Promote Your Podcast For Small Businesses

25 Tips To Promote Your Podcast For Small Businesses

Podcasting is one of the most effective content marketing strategies to promote your business to the targeted audience. 

Not to mention, how highly impactful it is on building a relationship with your audience at a much more deeper level. 

The only challenge, and the most difficult one for sure, is to get listeners! 

You might have already started your podcast for your small business. So you are more certainly past creating and launching your podcast episode. 

All now boils down to promoting your podcast and increasing your reach to a larger targeted audience. 

The very first thing you have noticed after uploading a few podcast episodes is not getting many listeners coming your way. 

And that can be really disastrous! But not to worry, as all you have to learn are these promotional tips and strategies to scale your podcast reach.

pro tips promoting podcast

 Launch Your Podcast With A Bang

How you’re launching your podcast matters a lot in the success of a brand-driven podcast. 

You need to launch your small business podcast strongly enough to create an impression amongst your target audience. 

With so much competition and content overload, it becomes evident to do something extraordinary, impactful or strong enough to bring attention. 

This can also make the first impression of your podcast,and eventually you and your business as well. 

Launching strongly also means putting continuous and consistent effort at the very beginning of the podcast journey. 

Put as much as content you can upload, however make sure it has a consistency of the quality and must be interesting. 

Your goal is to attract the podcast listeners on Google Play Music, Spotify and iTunes.  

Do encourage your listeners to give your podcast ratings, especially on iTunes as it is more dominant in podcast space.  

You have to think of this podcast launch as an event for your business where you need to create maximum buzz. 

Pro Tips For Launching Your Podcast 

  • Create social media pages for your podcast 
  • Come up with branding and marketing material such as logos, graphics etc. 
  • Pre-release the first look or announcement of your podcast 
  • Keep sharing podcast-related stuff
  • Increase your engagement with audience double fold for that period 
  • Share the story behind starting this podcast 
  • Send podcast launch information to all your subscribers to the email list.
  • Don’t hesitate to use Facebook Ads or Google Ads for promotion for the launch. 

Focus A Lot On Doing Great On iTunes 

Your top goal should be doing as great as possible on iTune as it is responsible for around 70% of the podcast listens and downloads. 

According to Nieman Lab, 70 percent of all podcast listening comes from the iTunes or other iOS podcast apps. 

Image Source: Anchor 

This is more than enough to drive your focus heavenly on acting on iTunes. 

Scott Britton even said that SoundCloud and Youtube are pretty insignificant compared to iTunes. 

Now, what does that tell you? 

It clearly sets your priorities ultimately in terms of promotional strategies for your business podcast.

Partner Up With Other Podcasts

Whether you have been running your podcast for a while or have started just now, this can really help you reach out to a more relevant audience.

At a point, you should partner up with another relevant podcast to gain new listeners. But make sure the podcasts you collaborate with are extremely relevant to your business. 

In fact, the end game here is that their listeners should be your potential buyers for your product. 

The aim of the podcast is to connect and communicate with relevant potential buyers for your product, to grow your business. 

You can also agree on mentioning each other’s podcast to the respective listeners as a collaboration. Another way to do it, is invite the other podcaster as a guest on your podcast. 

Feature Guest Stars On Your Podcast

One of the best ways to promote your podcast with potentially rapid growth is inviting guest stars to talk on the podcast.  

Interviewing guests comes with an inherent advantage where you also get their followers to discover and listen to your podcast.

Image Source: BBC  

This can be a great promotional strategy for your business, especially when you’re bringing really credible and famous personalities on your show. 

However, make sure you are also giving them high-quality and engaging content to love it more. 

You can make announcements regarding the upcoming podcast with the guests. It can help you spread the word to a larger audience. 

Even just a  single social media post from a guest star can bring hundreds of potential listeners and downloads for your podcast. 

Promoting On Social Media In Multiple Ways 

It is important to create multiple formats of content for the promotion of your podcast on social media. 

Image Source: Buffer

You can create social media posts with different formats such as soundbites, media, images, videos, graphics etc. 

Here are some multiple content promotion ideas : 

  • Create promotional graphics featuring the information regarding your upcoming episodes
  • Use short clips from your podcast with some text for the reference and share on social media platforms like Facebook and Instagram.
  • You can create 15-seconds soundbite clips and upload on Soundcloud and further share on twitter.
  • Share the teaser of the upcoming episode before 24 hours of the release. 

            Image source: Castos

  • Keep sharing your podcast episode multiple times on social media at different times and days.
  • Share behind-the-scenes of your podcast, the making of the podcast and other gossip regarding it.
  • Promote your upcoming episode teaser or announcement on the Guest’s social media accounts.
  • Create multiple video clips from your podcasts and share on different youtube channels that must be only about your podcast clips.

Distribute Your Podcast On Multiple Platforms 

It is true that iTunes and Google Play are the most popular podcast distribution channels or podcast directories. 

But never neglect the significance of multiple distributions for your podcast. It is often overlooked and came as one of the primary mistakes for new podcasters.

Promote your podcast on multiple channels such as Spotify, Overcast, Stitcher, Pocket Casts, Spreaker, Soundcloud and even Youtube. 

Image source: Codeless

There are different listeners with their own preference for the use of the platform to listen to podcasts. 

To get more exposure, you need to distribute your podcast on as many platforms as possible. 

Even if you get a few hundreds listens or downloads over a time at a particular platform, it would be worth the effort. 

Image Source: Buzzsprout

To distribute easily, you  need to create an RSS feed for your podcast.  You can use Podcasts connect to allow Apple to validate your podcast submissions. 

Make sure you have an iTunes store account and an Apple ID with  original content to share.  

Every platform comes with their own set of rules and regulations regarding the content restrictions.  So it is important to explore them before uploading. 

There are other smart distributional and promotional decisions such as sharing the podcast on Youtube and creating blog posts on your episodes. It will be discussed more in-depth further in the article.

Leveraging The Audience Of Your Guest 

Bringing guests on your podcast is one thing and leveraging their audiences is another. 

You should bring guests with big audiences and social media following. Here you get the chance to draw their audience’s attention towards your content. 

Make it as easy as possible for your guests to share and promote the podcast easily. 

Image Source: M Marketing 

The best you can do is to send them an email or note on the day when the podcast goes live. 

The more it becomes easy for them to share, the better chances you have to gain new audiences. 

To really make the best out of it, you can start promoting this before the release of the podcast. 

Create posts sharing the upcoming podcast release on the guest’s social media profiles as well as yours.

Engage With Your Audience

Engaging with your audience always helps bridging the communication gap between the creator and the audience. 

With this, it helps building a brand reputation and developing a community focussed on growing together. 

Engaging is the essence of community building that strengthen you audience base, and eventually benefiting you more sales 

If not anything, it helps you spread your brand message and promote your business around the world or your targeted audience. 

The goal is to build a loyal audience base for which communication is the most crucial factor. 

Engage with your audience as much as possible through social media, newsletters, emails and other platforms as well. 

Respond to them, be open to suggestions and constructive criticism. It shows how genuine and honest you’re with your brand. 

Make sure you put a call-to-action to your podcast to keep them engaged. Create different platforms or ways where your listeners can connect to you and to each other. 

It can be Facebook Group, Discord, Youtube, Website, Forums, Email newsletters and much more. 

Convert Your Podcast Audios Into Youtube Video

It is okay if you don’t want to create videos for Youtube, but still Youtube has many benefits in terms of distributing and promoting. 

So you might not be interested in shooting the video for your podcasts or it is too much of the work. 

Image Source: The Verge

In that case, until you’re ready or anyways, the next best thing you can do to reach out to a broader audience is convert audio into youtube video. 

The idea is to leverage Youtube to distribute your content to a larger or a different set of audience. 

Youtube videos are easy to share and have a larger audience base for broader reach for your podcast. 

You can convert .mp3 audios to video .mov or .mp4 using various tools such as iMovie. 

There are many stock footages to use to create a loop of videos featuring your podcast episode. 

The least you can do is use Canva to create a still image or moving graphics as well. 

Ask Your Listeners To Subscribe

Well, this might not seem like a big deal or just an obvious thing to do but is the most overlooked aspect of podcast creation. 

You need to understand the power of call-to-action, especially with a format like podcasting which is quite passive. 

People often or most of the time just forget to follow or save it. 

Lot of times, they like it but don’t have time to listen but it never comes up in their iTunes because they don’t subscribe or save.

The podcasters should remind the listeners about subscribing them on Apple Podcasts, formerly known iTunes. 

When they subscribe, the listeners get to know about it and it automatically get downloaded as soon as it gets published. 

Reach Out To The Right People 

Don’t hesitate to manually reach out to the people that you feel they might like your podcast. 

You can honestly mention why you would think that they might love the podcast. 

It might be the similar interest or their profession or some post they have liked similar to your podcast niche. 

It is okay to manually reachout to people and share your podcast links without being invasive or spammy. 

Even better if you engage with them on social media accounts or through comments. 

Maybe start a conversation that can make your podcast pitching more convincing. 

It is all about being honest with your approach and target only people who are relevant and passionate about your specific niche. 

Connect them on various social media profiles, send them friend requests, like their images or engage with them on their posts. 

You don’t have to always send out your links or say anything much. Just engage and be there when they are ready to check your profile.   

This always works like magic, surely not a very fast process but very organic and authentic for sure. 

Creating An Email List For Your Listeners 

One of the most intimate and powerful ways to promote your podcast directly is creating an email list for your listeners. 

You need a platform or communication where you can directly connect to your listeners, especially who are fond of your podcast. 

The email subscription can be used for informing about the new episode drop to your subscribers. 

It can be also used to make new announcements, do giveaways, share other news and stuff. 

Release Multiple Episodes On The Launch Day 

This comes from the Buffer regarding the launching of your podcast. 

According to them, one of the best ways to promote your business podcast aggressively is to release at least three episodes on the launch day. 

Well, this makes sense! Because the audience has a bigger bite of the kind of content you’re offering. 

Also, the effect of binging makes the overall experience fun and more connecting to the audience. 

Another thing is if the listener really liked your first episode, the fact there is only one episode is going to annoy them. 

Having multiple episodes at the launch day also gives weightage to your overall profile for new listeners coming in. 

Releasing three or four episodes gives you enough time to upload more while listening. 

Share Reviews &  Testimonials On The Podcast

People love to be mentioned on social media from their favourite creators and when they get featured in a podcast show, that’s just it! 

So you can use this to boost the engagement on your Podcast show. All you have to do is following : 

  • Ask your listeners to tag you on social media platforms when they want to ask a question.
  • When you mention someone on social media platforms, they are more likely to share the episode as people like to hear their name spoken online.
  • And since they share the episode, their friends are more likely to have similar interests and will check out the podcast.
  • More and more listers would want to have their name spoken on the show and also want their answer.
  • Further, you need to repeat the process. 

Get Partners To Mention You 

Your goal is to get mentioned by credible and popular personalities on social media platforms. 

The agenda here is to clearly boost your podcast or brand’s exposure to the relevant audience. 

That’s it is also important that these people on social media platforms or partners need to be highly relevant to your industry and niche. 

So how do you make this possible? 

You need to create a reciprocal effect through content marketing and high engagement. 

Image Source: Later

Mention other businesses and brands in your podcast episodes, this opens a communication gateway for these brands to connect with you. 

It can lead to your podcast to be featured or shared by these partners, be it individual or some media organization. 

Talk about the people genuinely on your podcast and try to bring more brands and people in. 

Make sure it doesn’t look forced or gimmicky in any way. It should be natural and very grounded with an honest opinion. 

Have The Transcription Of The Audio 

Many successful podcasters offer the full transcription of their podcast episodes. You can either do that or transcribe only the highlighted portions. 

The transcription is really helpful to reach a larger audience due to its SEO benefits. 

You can create transcription of the different important parts of the podcast or the except of it. 

The same page can also be used to promote your podcast and offer subscriptions through forms. 

Bring Your Podcast To Youtube

Youtube is huge today! It is not just a video sharing platform but a search engine for people looking for content of all types. 

Even if you are not much interested in the videos or video podcasting, it is essential to distribute your podcasts on Youtube as well. 

The best approach here is to convert your podcast into Youtube videos, say Video podcasts with good production design. 

Many people are discovering new podcasts or searching on Youtube only. In fact, Youtube has enough audience to scale your podcast dramatically.   

For a lot of businesses, it becomes one of the prime reasons for their success due to rapid promotion and easy customer acquisition. 

Submit Your Podcast To Aggregators And Podcatchers 

There are many platforms and aggregators which feature or play different podcasts. 

It helps you promote your podcast for larger and dedicated listeners. There are lots of such applications that aggregates and plays podcasts. 

There are dozens of apps that aggregates and collects podcasts and helps podcasts to be discovered. 

Few examples of these popular podcatchers and aggregators are : 

  • Podcast Addict 
  • Overcast
  • TuneIn 
  • Podcast Subreddit
  • PodcastLand 
  • Castro
  • Stitcher
  • Podcast Republic 
  • Downcast
  • Bello Creative 

And many more. 

If your podcast gets mentioned or linked in a relevant media platform, it can bring you a lot of views and listeners for sure. 

It is a great way to get your podcast discovered in the easiest way possible. 

You need to find the potential media firms, publishers or platforms to get mentioned or shared. 

Don’t be afraid to be approaching these media houses and asking to be mentioned in any way. 

Run a Giveaway Contest For Your Podcast 

Contest and giveaway marketing has always been a powerful tool to promote anything, especially to kickstart it at the beginning. 

The appeal in getting free stuff and discounts for the people is such a strong and powerful motivator that it makes the most promising marketing technique. 

All you have to do is give a call-to-action, tasks or set of tasks to potential listeners in exchange for giveaways. 

Image Source: Easypromos

One of the simple examples is to run a giveaway contest to leave a review on your iTunes after listening to the podcast, and offer them some giveaways. 

What and how much you can giveaway depends upon your budget for the promotion. 

There are several things you offer as gifts such as product discounts, t-shirts, some digital products based on the niche, stickers and much more. 

Apart from that with low or no budget, you can offer them to mention their name in the show or a shout out. 

Even in some cases, they can get a 5-minute guest spot reserve in the podcast as well. 

Be creative with giveaways ideas  and make sure it is well circulated on social media to get enough exposure for higher participation. 

Use Instagram to promote the giveaway campaign, tag your friends and family and encourage them to mention their friends as much as possible.

Share Graphic Posts, Short Clips & Quotes From Your Podcast

You have to understand that podcast content is lengthy and requires longer time commitments. 

Also, it is not easy to convince people to listen to your podcast without giving them taste about what you’re offering. 

Promotional content cannot really work and you need more distribution and content forms to boost your content marketing strategy. 

Image Source: Ifunny

So, the best is to create and distribute micro-content from your hour or two hours long podcasts and share on social media. 

It works like a charm! Because it is not just a social media post with information about the podcast or some promotional ad. 

It is the trial of your podcast or what the listeners can expect. 

Even if not, which should be the case for the approach here, it act a individual content itself. 

Image Source: Twitter

And this is the mantra to follow! Make it worthy to be stand alone as an engaging and helpful piece of content. 

What you can do is create graphic posts regarding the content featured in the podcast using illustration or other visual representation. 

You can also use the short clips from the podcast on a particular topic or some specific thought. 

You can even post quotes from your podcast from star guests. 

Focusing On Rating At The Initial Week Of Podcast Launch 

iTunes is more than 70% of the podcast. The platform is too significant to recognize the optimization it requires to excel. 

One of the best things you can do to get discovered more and importantly, get a good reputation and first impression is positive reviews. 

Image Source: AD

You only have eight weeks from the day your podcast launches to make yourself seem worthy and credible. 

So the first two weeks are extremely crucial for the podcast,so you need to give a ratings party at this stage. 

There are some more focussed measures you can do at this time to make your podcast more worthy. 

  • Throw a real party on the launching of the podcast. You can do that as an in-person event or virtually LIVE on facebook.
  • Consistently publish two weeks of promotional podcast-based blog content.
  • Post continuous engaging podcast-based content on the social media profiles and pages.
  • Utilize email marketing to promote the launch of your podcast by simply emailing daily to 10-20 people you know. 
  • Run giveaways for your podcast including exciting gifts.
  • If you have a star guest on your podcast, leverage their audience, especially initially to promote your podcast.
  • Just after the release, you can even use paid promotion to rapidly gain exposure.
  • Get your family, friends, teammates, employees or anyone you know to share about the podcast launch, and tweet about it. 
  • Run giveaways for your podcast including exciting gifts.
  • If you have a star guest on your podcast, leverage their audience, especially initially to promote your podcast.
  • Just after the release, you can even use paid promotion to rapidly gain exposure.
  • Get your family, friends, teammates, employees or anyone you know to share about the podcast launch, and tweet about it. 

Be a Guest On Other Podcast Shows 

You see this all the time if you pay attention! 

 There are celebrities and movie stars noticed to be popping to every popular show and platforms at a time of their film release. 

Then, you also see politicians do that by traveling around the country before an election. 

Image Source: BigThink

The reason is the same to promote their brand, business or agenda. It is a way to promote and market the product you are involved in.

With podcasts, this works quite similar. Be open to accept any invitation from the relevant podcast shows as guests. 

You can always connect to the people and even talk to them about your wish to participate in the podcast. 

Publish Accompanied Blog Post With Podcast Episodes

Whether you already have a blog for your business or not, cross-promotion is an effective content marketing strategy to go for. 

You can always publish a post accompanied with the release of your podcast episode. 

The blogpost features some of the highlights or acts as a preview for the full podcast episode. 

It helps the readers to understand what they are going for in the podcast. 

The detailed breakdown or excerpt from the podcast can convince the listeners to invest their time in the full podcast. 

Apart from that, it also guides your listeners to understand what to expect from this particular podcast. 

The best part is it increases your chance to be discovered organically on the search engines. 

If the content is SEO optimized, more and more new audiences are going to reach out to the blog for the content and discover the podcast. 

Blog on the podcast also can be your additional monetary benefit. You can also share more about your podcasts and episodes on it. It also helps you to communicate easily with your audience. 

Always Keep Experimenting & A/B Testing

One of the most contemporary and powerful tips one can give to podcasters or to any content creators to fuel their business is to keep evolving. 

No amount of strategy will help you grow if you do not evolve over time. 

And, to evolve, it is necessary to understand where you need the improvements or what more and new can be done.  

So, never stop experimenting with your content and marketing strategies to promote your podcast. 

Be creative with your approach towards content promotion and social media strategies. 

Practise and learn through your mistakes. The best thing to do is A/B testing with the content and strategies, and see what works. 

It also keep the excitement with your brand charged up amongst your listeners and followers. 

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