May 4, 2022 | By:

5 Podcast Promotion Tips to Widen Your Reach

Audio content is so compatible with today’s modern, fast-paced life that social audio has been on the rise. In fact, during the pandemic, there was a surge in the usage of social audio such as live audio conference rooms and especially podcasts.

Podcasts can be viewed as internet radio shows. They are audio recordings that usually span several episodes and can be accessed through streaming services, such as Apple Podcasts, Google Podcasts, Pandora, and Spotify for Podcasters

The Value of Podcasts to Brands

Podcasts offer a number of benefits to both listeners and creators. For listeners, it’s convenient, portable, and can seamlessly be integrated into our busy lifestyle.

For creators and brands, it’s easy to create and it only requires minimal investment. In addition to that, podcasts can:

  • Widen your reach: The number of podcast listeners is increasing: From 57% of consumers who actively listen to podcasts in 2020 to 62% in 2022 — and that’s in the US alone. The age range of listeners is also quite wide, beginning from age 12 to the older generations.
  • Drive sales and conversions: In a study, brands that advertise their products/service through podcasts saw that customers’ purchase intent increased by 14%, leading to more sales and conversions.
  • Cultivate brand awareness: The same study found that 69% of listeners discover and are made aware of a brand’s product/service through podcast ads.
  • Be an effective way to advertise: Another study revealed that 55% of podcast listeners actually pay attention to ads in podcasts, which is 10% more than those who listen to ads on radios. The study also found that when ads are seamlessly integrated into the podcast script, listeners tend not to skip ads.

How to Effectively Promote Your Podcast

With all that’s been said, it’s certainly a missed opportunity for brands not to include podcasts and other social audio content in their digital marketing strategy. Creating an engaging podcast is the first step, but your efforts won’t be as effective if your target audience isn’t aware of it.

Here are some tips to effectively promote your podcast and widen your reach:

1. Promote on social media

Social media is one of the best and most cost-effective ways to promote your content. The key here is to strike a balance between timing, being promotional, and offering something of value to your target audience.

Before podcast
Create teasers such as soundbites, audiograms, and video content weeks or days before the event. There is no set rule as to how much time, but typically, a teaser post at least two weeks before is preferable. Spur the excitement even further by posting another reminder three days and one day before the podcast launch.

Here’s a short guide for the suggested teaser formats:

  • Soundbites are short-form audio clips that you can post on Facebook. Soundbites can be up to 5 minutes long.
  • Audiograms are a combination of a soundbite and a video. It’s also short-form and the video is usually a simple visualization, such as a soundwave or a still image.
  • Videos are popular content on visual-centric platforms like Facebook and Instagram. Use this to your advantage.

After podcast
The days after the release of your podcast episode/s is critical as well, since this is a good opportunity to drive more engagement and build anticipation for your next episodes:

  • Create behind-the-scenes (BTS) content: Leverage Facebook and Instagram Stories to show BTS footage while making your podcast, outtakes, and other candid content. Audiences will feel much closer to you if you show the “human” side of your brand.
  • Repurpose your podcast: This is a practical way to use your resources and to maximize the opportunity to boost engagement. Podcasts can be repurposed into video format, blog content, quotable quotes content, etc.
  • Transcribe the podcast or include show notes: Transcripts are word-for-word scripts of your podcast, whereas show notes are the highlights and are usually in bulleted format. Both are helpful for audiences who want to listen/read to your podcast after its launch. It also helps with SEO and web accessibility.
2. Build an email list

Over 4.3 billion people worldwide actively use their email every single day — and the numbers are expected to rise to nearly 5 million in the next few years. This is why email marketing is still an indispensable marketing tool despite all the other channels available.

Way before you launch your podcast, it’s a good idea to build your email outreach first, if you haven’t already. Begin with your social media followers and existing product users, and create a dedicated landing page for your email opt-in. This is important for legal and ethical reasons.

Then create a campaign to promote your podcast. You can also make things special for your email list by offering exclusive content to them.

3. Release multiple episodes on launch day

In a study by Buffer, they found that a podcast is more successful if you publish 3 to 5 episodes during your first launch.

The multiple pilot episodes are intended to leverage audiences’ tendency to binge. Otherwise, when you just post one episode, you run the risk of your audiences losing interest in you.

Offering more content to listen to will increase the chances of them becoming invested in your content, and they will also be more likely to be excited about your next podcast episodes.

However, Buffer recommends that after the launch, you can lower the number of episodes to two afterward.

4. Submit your content to podcatchers

Podcatchers are another term for a podcast client, directory, or aggregator.

Aside from letting users stream and download podcasts from their platform, it also allows them to subscribe to creators. When you submit your content to podcatchers, subscribers to your RSS or XML feed will be immediately notified, increasing your exposure.

The most popular podcatcher is Apple Podcasts, which comes out-of-box with iOS. However, we mentioned other streaming services before, such as Google Podcasts, Spotify for Podcasters, and Pandora.

Other options include:

  • Castbox
  • iHeartRadio
  • TuneIn
  • Podbay
  • SoundCloud
5. Network and leverage guestings

Networking with other creators and/or business owners is valuable not only for marketing but also for increasing your credibility as a podcaster/content creator. It’s also an effective way to promote your podcast and create business partnerships as well.

Guestings can also go both ways: You can invite guests to your own podcast to enrich your content, or you can pitch yourself as a guest to other shows too. There are online communities where you can find relevant podcast creators:

  • Radio Guest List: When you subscribe to their newsletter, you can receive pitches from podcast creators who are looking for guests.
  • Find Radio Guests: This works similarly to Radio Guest List
  • r/PodcastGuest Exchange: This is a subreddit for podcast creators seeking to find guests.

Create Engaging Content for Your Brand

Podcasts are among the many kinds of content you can put out to boost your marketing. The catch is that constantly producing engaging and relevant content can be a huge struggle, especially if you’re a new business with limited resources.

If you need any help with any of your content marketing needs — be it podcasts, videos, blog content, graphic design, and more — Ilfusion is here to take the burden off your shoulders.

Send us an email at [email protected] or give us a call at 888-420-5115 to get started!

Tags: , , ,

Categorized in:

Featured Articles

February 1, 2018 | By: Ilfusion Team

How To Start an SEO Campaign in 6 Steps

Starting a Search Engine Optimization (SEO) campaign can be tricky for any digital marketer. How do you begin? What is the most important element to implement? How do you know if it’s working? Don’t be overwhelmed, though. Starting an SEO... view more

September 26, 2017 | By: Ilfusion Team

5 Signs You Need to Hire a Marketing Agency

Marketing is a crucial part of your business strategy. It’s what keeps the gears turning and the driving force of your company’s sales. For small businesses, marketing is important in getting the word out there that your company exists and... view more

September 21, 2017 | By: Ilfusion Team

Key Advantages of Video Marketing for Your Growing Business

There has been a rise in the use of mobile devices to access the internet, and there are no signs of it slowing down anytime soon. In this era where most people thrive on living on the go, video marketing... view more

September 13, 2017 | By: Ilfusion Team

5 Things You Need to Know: Image Optimization for SEO

If you’re a company whose content strategy relies on images, or if your business blog is image-heavy, it’s high time for you to think about optimizing your images for SEO — if you haven’t done so already. While there isn’t... view more

August 2, 2017 | By: Ilfusion Team

Tips on How to Choose the Best Keywords for Your Website

When you have an SEO or PPC campaign, it all starts with one basic element: keyword research. Keywords are the driving force that enable web crawlers and indexers to find your page through the throngs of websites in the world-wide... view more

July 26, 2017 | By: Ilfusion Team

Top 3 Search Ranking Factors You Should Know About

Landing on the first page of Google’s search engine results is one of the ultimate marketing goals of many website owners. While Google is keeping mum on what exactly gets you to the top of their SERPs, there are factors... view more

June 28, 2017 | By: Ilfusion Team

The Importance of Social Media in SEO

Nowadays, social media has inarguably become an indispensable tool in any marketing strategy. SEO, of course, is also one of those tools that have evolved with the many trends and changes that has occurred through time. This leads marketers to... view more

April 27, 2017 | By: Ilfusion Team

5 Ways to Dominate Google’s Search Results in 2017

Here’s how to place your website at the top of search engine results. Creating a website that doesn’t rank well in Google’s search engine results page (SERP) doesn’t translate well to your overall business effort. In recent years, Google has... view more

July 2, 2015 | By: Ilfusion Team

Let’s talk about “The Fold”

We hear it a lot; client feedback that is focused on what content is and is not “above the fold”. To be perfectly honest, this old newspaper term can be a cause of frustration when it comes to good user... view more

June 3, 2015 | By: Ilfusion Team

The Turbit

This crazy ol’ world of ours is spinning faster and faster everyday. Not literally, as we would all be slung to our spacey-doom. I mean figuratively we are all moving more quickly and filling every moment with some bit of... view more

May 6, 2015 | By: Ilfusion Team

How Your Website Can Survive Mobilegeddon

Think your website is mobile friendly? Think again. Google’s new functionality changes have created a frantic need for websites to be optimized for mobile. Mobilegeddon is upon us, and your website could be at risk. See infographic below.

April 23, 2015 | By: Ilfusion Team

Website Cost: A Day at the Ballpark

A question that I get on a regular basis (read: every day) is, “How much will my new website cost?”. To which I typically say something like, “Well, that varies based on the amount of work that’s required to complete... view more

April 7, 2015 | By: Ilfusion Team

Are you a Webspammer?

SEO practices are very different today than how they were even just a few years ago. The number one key to ranking well in search engines today is to create unique quality content. First post it on your website or... view more

March 25, 2015 | By: Ilfusion Team

Social Media Happenings

Ilfusion loves to bring you news on the newest social media functions and trends. Recently, there have been three major happenings in the social media world. Meerkat, a new app that has risen to fame due to the 2015 music... view more

March 12, 2015 | By: Ilfusion Team

The Big Picture

Whether you’re laser-focused on a specific project, or taking a comprehensive approach to your marketing efforts, one aspect doesn’t change: always look at the big picture. Companies often shop at least a few agencies when they’re considering engagement with an... view more