Podcast Marketing Guide

Podcast marketing isn't a one-size-fits-all game. A technique that floods numerous downloads for one show might be a sluggish drip for another.

Keep range in mind when charting out a marketing method and see what sticks. You'll need to go through experimentation at the start, determining what works and on which channels. Checking originalities, various messaging angles, and pushing yourself out of package may uncover the audience you've been looking for.

1. Release a minimum of 3 episodes on launch day

If you haven't introduced your podcast yet, create three episodes before you release. Online business coach Pat Flynn recommends posting three to five episodes at launch so brand-new listeners can binge a bit. "I actually got unfavorable evaluations from individuals who had actually listened to the very first episode and were distressed that there was only one," he says.

If you don't have a few episodes for new listeners to explore, there's a likelihood they will not end up being invested and will probably forget you.

2. Transform your podcast into a YouTube video

Get double the exposure from one episode by repurposing its content for YouTube. Developing a video possession from an episode can take a couple of types however all have the same goal: putting your podcast in front of YouTube's 2 billion around the world users.

The easiest way to submit a podcast to YouTube is to transform the MP3 audio file into a video format. YouTube recommends MP4 files. Next include a branded image to appear for the duration of the video and upload. Make sure include program notes and links to your website, subscribe links to other listening platforms, and social channels in the description.

Another path that requires more equipment is recording both video and audio material as you produce an episode. Rather than having a static image on screen, audiences will see the host talking live as they follow along. This is a fantastic alternative if you speak with visitors or have a co-host.

Castos makes it even simpler to repurpose your podcast with our automatic YouTube republishing functions. Just submit your audio files to the dashboard then we'll transform and publish it to your channel for you.

3. Cut that YouTube video into clips

We're everything about getting more out of the fantastic material we've already created. If you repurpose a full episode into a video, why not return and produce much shorter 1-3 minute soundbite worthy clips. You'll captivate the audiences who consume longer videos and those that prefer to share much shorter clips.

New viewers can easily consume these videos, get a sense of what your program has to do with, and choose to listen to your other videos. YouTube's algorithm will also recommend your other clips, making it easy for users to view more of your material.

We've all been victim to unexpectedly investing hours on YouTube, now it's time for you to profit from it.

4. Submit to podcast aggregators and directory sites

A podcast aggregator, called a podcatcher, is an app that plays podcasts. The most popular podcatcher is Apple Podcasts, the default podcast app that includes iOS. But there are plenty more, consisting of:

Google Play

Spotify

TuneIn

iHeartRadio

SoundCloud

Podbay

Podtail

Remove as numerous barriers as possible for people to find your show. Develop accounts and send your RSS feed to every podcast directory so brand-new episodes will instantly be published to each platform. This will expose you to new audiences as they browse their favored listening app for new programs to take in.

Check out your full guide on the top podcast directors where you ought to send your show.

5. SEO your podcast site for search

A podcast site is very important. From search engine optimization to being a platform you completely manage, all shows must have their own site. But what good is a website if you're not regularly upgrading it with your best material?

Each time you publish a brand-new episode and it's distributed to every listening app, develop a new post on your site too. The post must have an embedded gamer, transcriptions, and reveal notes to make the most significant impact.

When you produce a page, ensure it's optimized around a keyword people look for to discover that type of content. Put that keyword in the following locations:

• The page's H1 title
• A few of the page's subheadings consisting of H2, H3, H4, etc
• .The ALT attribute of any images
• At the beginning and end of the material
• In the page's meta description
• In the page's <TITLE> tag, if various than the page's H1
• Spread throughout the material regularly, however do not compromise readability
• SEO list

Just recently, Google started crawling audio material and including podcasts in search results page. To profit from this update, attempt targeting episodes to a few keyword expressions your meant audience often looks for. Include those very same keywords on that episode's post for double SEO benefits.

6. Prompt your listeners to subscribe, share, and leave evaluations

It may seem painfully uncomplicated, but often people require a call-to-action in order to take a step. Sometimes they don't understand what they're expected to do.

Ask your listeners to subscribe, share, and review your podcast at the beginning and end of each episode. The very best way to position these calls-to-action is to be authentic instead of aggressive. Be truthful and explain that as your podcast grows, you'll have the ability to produce better material for your audience to enjoy.

Numerous listeners depend on the psychological phenomenon of social proof to choose if they'll offer your podcast that first listen. If you have a great deal of favorable evaluations, you'll get more listeners.

Reviews are so important, in fact, that they're worth investing money on. You shouldn't buy evaluations, but you can incentivize your fans to leave them.

Run a giveaway contest where fans need to leave an evaluation to get in for the opportunity to win something free. You do not need to hand out much. Stickers, T-shirts, hats, or any type of boodle will do. If you don't have anything like that, provide something generic like an Amazon gift card.

Oh, and when you start getting evaluations, read them. Some might consist of important feedback that will help you enhance your show.

7. Add links to your e-mail signature

Include links in your email signature to places individuals can download or listen to your podcast. You need to also attempt consisting of a link or two to your most popular episodes. This technique does not have the best return, but it's a one-time simple setup.

8. Contact people you mentioned on your program

If you mention an individual or brand on your program, connect to them after you release the episode. Pull out the quote where you spoke about their product and ask if they 'd be willing to share your show on social networks.

This normally only works if whatever you said was positive.

When we asked a few of the hosts we deal with how to promote a podcast without investing a great deal of time, this was a typical suggestion. Individuals you discuss on your show are usually more than delighted to promote themselves by sharing your show.

9. Be a guest and invite a visitor

There's a reason being a guest and hosting one on your podcast makes it on every marketing method list. It works.

When we asked our clients how they started promoting their podcast, almost all of them concurred that you have to leverage other people's followings if you want to get any traction.

Pitching yourself as a visitor on another program is a terrific way to present your content to a lined up, certified audience. Similarly, including fascinating visitors on your own show produces more appealing episodes and adds an unique point of view for your listeners.

These shared benefits make working with other podcasters a win/win advertising method. As you established appearances on each other's shows, specify how you'll promote the content across your channels. Skip utilizing vague language like "let's promote each other" and enter the details.

Reach offering your guests pre-written text for social posts, image possessions, and the link you want them to share. In turn, be clear on how you'll promote the episode you appear on so you each gain equivalent direct exposure from the collaboration.

Concentrate on working with other podcasts that are within your niche and have a complementary audience to yours.

To discover appropriate podcasts to work with, try out these resources:

podcast hackers facebook group

r/PodcastGuest Exchange: a subreddit for podcasts looking for visitors. Pitch your area of competence and a bit about your program and others can ask you to come onto theirs.

Radio Guest List: register for their Visitor Demand newsletter and receive pitches from podcasts looking for guests every Monday and Wednesday.

Facebook groups: devoted podcast Facebook groups like Podcast Movement or Podcasters' Support system are terrific locations to swap guest opportunities to equally benefit both programs.

All Castos customers acquire exclusive access to our Podcast Hackers Facebook group. We make it easy to connect with other podcasters, getting you one action more detailed to discovering the perfect visitor partnership.

10. Don't ignore your back brochure

A simple way to get brand-new listeners to take in more of your episodes is to promote them with newer ones. Your back brochure is chock loaded with intriguing material and the ideal way to hook brand-new customers.

If you discuss a topic that you've covered in a previous episode, add a quick aside with the episode number: "If you wish to learn more about efficiency, check out episode # 17 where we spoke to John about managing a busy schedule." Remember to connect to them in the show keeps in mind to make it easy for the listener to find.

And don't ignore social networks. Watch Twitter for trending hashtags that relate an episode's subject. Jump into the discussion and consist of the suitable hashtags for new listeners to discover your show.

If you interview popular visitors, set Google Signals for each individual after an episode goes live. When they put out brand-new work, produce a Facebook post connecting to their job plus your previous episode.

Or try following set Instagram patterns like #ThrowBackThursday or #FlashbackFriday. Develop imagery including enticing pull-quotes or audiograms teasing a previous episode.

11. Start an email newsletter

Email marketing has the very best return on investment out of all the digital marketing channels: 4400% ROI and $44 for every single $1 spent. It's a simple and intimate method to get in touch with your fans.

Collect the e-mail addresses of your listeners on your website then send out an e-mail each time you release a new episode. OptinMonster, HelloBar, and Grow Leads are terrific apps to collect addresses on your website.

Find out more about How To Promote Your Podcast To Your Email List in our latest guide.

12. Add value on social media

Any guide on how to promote a podcast wouldn't be complete with discussing social networks.

Social network is a fantastic way to connect with brand-new individuals to grow your audience. However a great deal of hosts utilize social media is an advertising platform. They simply announce their brand-new episodes, promote their promotions, press their product, and promote for their sponsors.

That is not how individuals wish to connect with brands. They do not want to visit to Facebook to see an endless feed of what are essentially commercials. They want to engage with brands, get more information, and find value. As a podcast host, the more value you put in to social media, the more you'll get out.

Instead of announcing a brand-new episode on your preferred social media profile, open a discussion into the topic. Ask the community what they consider the topic or what else they know. Put the focus on them instead of you.

Social Network Inspector, for example, likes to ask their fans questions about present events and trends.

Part of including worth also means offering some things away. Don't worry-- you don't have to expose your episode's big secret/lesson/story, however it's clever to provide your customer's something that shows simply just how much value they'll leave the full episode. Here's a few social media posts that work well:

• Audio snippets
• Images with quotes from the episode
• Images and bios of visitors
• Points from your episode (however don't provide whatever away).
• We enter into more detail about promoting your podcast on social networks in our complete guide: How to Promote a Podcast on Social Network.

That stated, some of your material needs to be self-promotional. Aim for an 80/20 spread, 80% of material should be valuable and 20% must be advertising.

13. Add worth to online platforms.

Self promotion can feel uneasy however you need to be the champion of your podcast. There are countless conversations happening on Facebook, Quroa, Reddit, and Twitter likely around the subject of your podcast. Among your episodes might add worth to the conversation and present the show to brand-new listeners.

Browse each platform for threads and forums connected to your show. Analyze how much activity the group typically has and the number of individuals contributing to evaluate if it deserves investing time interacting with the neighborhood.

When you discover a couple of groups with adequate engagement, begin adding your worth. However be mindful. This technique takes tact. First concentrate on solely belonging to the discussion without promoting your program. Actually belonging to the neighborhood will be beneficial when a the ideal post to promote yourself does come along.

Being excessively spammy and not contributing more to the discussion is a sure fire way to be banned from Facebook groups and shut off prospective followers. Be artistic in your responses and target particular posts rather than talking about everything.

This method won't bring in 1,000 new listeners in a day. Rather, you'll highlight yourself as an idea leader on the subject, showing possible listeners why your podcast is worth their time. Acquiring a couple of faithful followers will help your long term development.

14. Get media exposure with HARO.

Help a Press Reporter Out (HARO) is a service that connects journalists with authoritative sources. By registering in the platform as a source, media individuals will reach out to you when they have questions or require remarks for posts, TELEVISION, or radio. In exchange, they'll quote you and link to your website.

15. Create a devoted podcast landing page.

If your podcast supports your side hustle or blog site, create a standalone landing page for possible listeners to check out.

Your landing page must have one purpose: to get people to listen to an episode. Fill it with details to help them make that leap, such as:.

• Conversion Cast's landing page example.
• Conversion Cast's landing page example.
• A basic, clear, benefits-based heading that describes your program.
• A few paragraphs that explain your show and the purpose it serves. Make sure to hit your listeners' discomfort points.
• Favorable testimonials/quotes from listeners or influential people about your program.
• A list of links to current episodes.
• Buttons to register for your podcast any place you're listed.
• This Conversion Cast landing page is an excellent example. Notice how it's useful, however it also drives you to listen and subscribe.

16. Network with other podcasters.

Promoting a podcast well indicates staying on top of new ideas, trends, and methods. You wish to be the first to know when there's a brand-new platform or technique that will assist you build exposure for your show.

The best way to keep yourself notified is by signing up with a community of other podcasters. They will offer you help, use assistance, and go over brand-new methods to promote your podcasts. If you invest yourself totally in a community, it can become one of your best resources.

Here are a couple of neighborhoods to check out:.

Podcast Hackers (this is our group-- join us!).

• / r/podcasts.
• Podcasters' Support Group.
• Podcasting Technology Resource Group.
• The New York Times Podcast Club.
• Podcasting (Meetup).
• Making Podcasts (Apple).
• Podcasters' Hangout.

17. Purchase paid ads.

This tactic costs cash, so ensure you walk before you run.

Paid ads are great ways to collect traffic by connecting with your target market. Google ads stand for people who particularly look for the keywords you couple with the advertisement. Facebook ads display to people whose interests align with your targeting.

There are two ways to tackle this:.

Purchase advertisements that link to your podcast's landing page. This method is easy to establish when and leave it running, but you'll need to target a broad group, which could be pricey.

Purchase advertisements that link to individual episodes. This approach works because you can target people who are only thinking about that episode (often done by targeting your visitor's name), but it's more complex to establish and you have to do it for every single episode.

The challenge with paid advertisements is that it's hard to track weather people who clicked the ad in fact listen to an episode and end up being faithful listeners. That isn't to say that the ads aren't worth their money, but you must be willing to lose a little bit of money in the beginning.

18. Publish at tactical times.

When we talked with one of our clients about how to promote a podcast, he said it's vital that you publish at strategic times. Publishing your podcast at the right time can imply the difference in between a massive fan base and total obscurity.

Your audience most likely sits down to take in podcast material at routine time. Your goal is to put your brand-new episodes in front of them at those times so you are the first thing they see. If you publish prematurely or far too late, your episode may never catch their attention.

When is the correct time to publish your podcast? If you're just starting out, take a look at similar podcasts and identify when they release. If you see a pattern, there's most likely a factor. Follow that trend until you have your own data.

In time dig through your podcast analytics to see when people listen to your episode. If you see a trend within your own audience, experiment to see if it's real.

19. Take advantage of influencer marketing.

This is an excellent tip for how to promote a podcast because it exposes you to an entirely new audience.

Influencer marketing is the practice of using influential people to expose your podcast to brand-new audiences. Basically, you simply find somebody who has a following that overlaps with your target audience and get them to promote your podcast.

How do you get influencers to promote your podcast? By connecting to them and constructing equally useful partnerships.

For instance, if there's an Instagram influencer in your niche, you would first follow them, like their posts, and add remarks. By doing this they see your name as a fan. Then reach out with a direct message or e-mail that discusses why you need to work together.

Remember that if you want to deal with an influencer, you have to provide something back also. You may need to provide a shout out on your show, totally free items, or some type of financial payment. Every influencer has their own goals, so be open to special arrangements.

20. Hacking word-of-mouth recommendations.

How did you discover the very first podcast you listened to? We'll go out on a limb and say someone advised it to you with a rave review.

Every service, podcasts consisted of, have concentrated on how to hack word-of-mouth marketing. It's one of the most effective marketing methods available however unfortunately, the trickiest to specify a winning formula.

Discovering the best places to spread your message is step one. Your audience congregates in specific locations in the real life so it's your job to find them and go to also. Research conferences, meet ups, or regional occasions in your location that associate with your podcast. Then when you go, have a plan ahead of time to make the most of the event.

Network your heart out by speaking with the occasion's participants and speakers. Don't hesitate to discuss you deal with a podcast and how it associates with why you're going to the occasion.

Next steps to growing your podcast following

Learning how to promote a podcast is a trial and error procedure. Finding the right marketing mix requires evaluating a couple of different methods to see what sticks for your show. It takes imagination and diligence to consistently chip away at.

Starting with top notch material and persistence are the two pillars when starting to promote a podcast. Keep in mind no amount of marketing dollars will grow an audience for a below average product so hang around improving your formula to produce high quality episodes.

Along the way, repeat on the techniques that regularly drive new customers and keep your eyes open for new methods for an audience to discover you.