BlogPodcastsUltimate Guide To Podcast Promotion

Ultimate Guide To Podcast Promotion

podcast promotion

You decided to start a podcast, and you got listed on podcast directories. That’s great! But what’s next?

Podcast promotion is an important part of building your audience and expanding it later. Your podcast listeners would love to see you on social media, and newcomers would probably find you through a podcast website. These actions are important for podcast promotional strategies.

This article will walk you through tips for successful podcast promotion.

Preparation is key for podcast promotion

If you want to ensure an influx of new listeners, you should start from the beginning. Make sure your podcast name and format reflect your content. Make it easier for people to find your podcast by describing it correctly.

Check out How To Find Podcast Music!

Choose the right podcast format

Podcasts come in a variety of formats. The most common are:

  • Interviews
  • Panel discussions
  • Conversations between co-hosts
  • Solo/monologue podcast format
  • Non-fiction storytelling
  • Fictional stories

Of course, you can create a unique format that will make you stand out from the crowd. However, if you want to steadily build an audience, you should choose one of the above styles. Most podcast listeners are familiar with them, and it will be easier for them to

How do you choose the right format? First, consider the aims of your podcast and imagine what a typical listener would look like to aid you in determining the best format.

podcast promotion

Come up with a catchy podcast name

We’ve covered the topic of podcast names, but it’s a crucial part of podcast promotion. If you want your content to be recognizable, you should think hard about your title.

It’s critical to keep your podcast title short and sweet. Listeners will be confused if your title is overly lengthy or complex. If you already have a well-known brand, you may use a catchy phrase instead of your brand name as long as it’s brief and simple.

You should try to incorporate your main keyword. It shouldn’t be hard since your main keyword is your topic. However, don’t sweat about it, and don’t sacrifice creativity for the sake of SEO.

Check out Podcast Names – How To Choose a Podcast Name?

Be descriptive about your titles

To help podcasts appear in search results, you should conduct further keyword research. Once you have created your podcast title and the main topic, you can search for related keywords. It will also help you come up with topics for your episodes.

Think about the topics related to your podcast your target audience would search for. Google your guesses and create a list of keywords. Then, try to incorporate them into your podcast episode titles and descriptions.

Podcast production tips for podcast promotion

Promoting your podcast starts with production. There are a few things you can do while producing your podcast episodes to improve their position in SERPs. These tips also make it simpler to optimize your podcast for SEO and market it after it’s live.

Speak loud and clearly

If you want people to listen to you, you should work on your voice. Then, you will sound more appealing, but you won’t strain your voice as much.

A good microphone with a pop filter, on the other hand, will ensure that your podcast recording has no unpleasant noises.

Create quality content

It’s a waste of time to market an awful product. No amount of money or creative marketing approaches will improve a bad podcast. So, before you start trying to solve the riddle of podcast promotion, make sure it’s up to par.

What makes a good product? But, first, it has to hit these three qualities:

  1. Valuable: The value of your podcast is what listeners gain from the episode. The show should level them entertained, satisfied, or rich in new knowledge.
  2. Unique: Your podcast should add something new to your niche. Focus on refining what differentiates you from similar podcasts to yours.
  3. Sticky: Your podcast has to captivate the audience’s attention. If your existing audience doesn’t listen to your episodes fully, focus your efforts on the content better.

The greatest long-term podcast marketing strategies are the ones that give value. Gimmicks and shortcuts may help you achieve success immediately, but they won’t last.

Focus on providing value through solid relationships and high-quality material rather than jumping on the newest marketing fad.

Add relevant keywords

Google crawls your podcast in terms of relevant keywords. So be sure to add them to your podcast description and episode titles.

However, beware of keyword stuffing, which means adding your keyword repeatedly. Google and human listeners won’t find it appealing.

Using your target keywords is also important for episodes because they are the search results that pop up on Google. Include the keywords your audience is searching for in your episode titles. 

Dan Misener, a podcast marketer, did some research on how long they should be when it comes to podcast descriptions.

Using Apple Podcasts only, he discovered that shows have an average character length of 243 and a notable increase at 600 characters.

Remember to keep your description short and concise. For example, Google shows between 155 and 160 characters of a podcast description, and other podcast apps display between 70 and 150 characters.

podcast promotion

Reference other podcast episodes

If you’ve been creating your podcast for a while, don’t forget to include previous episodes. Potential listeners may find your podcast if one of these episodes focuses on a subject that interests them. Additionally, having additional downloads for prior episodes contributes to your listener statistics.

Stay on top of podcast trends

When creating a podcast, you should pay attention to current podcast trends. The most recent significant shift in podcasting is the 2019 Google algorithm upgrade, which began indexing podcasts to appear in search engine results pages (SERPs).

That makes prospective listeners find podcast episodes by what they are putting in their search queries. And podcast hosting platforms are more focused on SEO when creating their algorithms.

Here are a few trends to keep an eye on in the podcast industry:

  • Podcast hosts gain authority and credibility with their listeners.
  • Podcasts are drawing advertising funds away from traditional TV and radio spots.
  • The 50+ age demographic has started listening to podcasts more often.
  • Reaching new podcast listeners will depend on data.

Podcasts provide significant marketing opportunities and a captive audience eager to pledge their devotion to your program if you provide high-quality material.

Optimize your content for podcast promotion

Optimize your podcast’s length

How long should a podcast be? On average, podcasts are 36 minutes long, but your show might be better suited to a shorter or longer duration. For example, a program covering industry news probably wouldn’t last as long as an interview-based podcast. You’ll have to choose which length works best for your format and audience, but keep in mind that most listeners don’t want to invest hours upon hours listening to podcasts.

Here are podcast lengths and formats that are the most popular for them:

15 – 30 minutes: This length is great if you’re focused on current events, trends, and stories on a regular basis. It’s also ideal for a single-host podcast.

30 – 60 minutes: Choose this length if you conduct interviews, reports, commentaries, and narrative storytelling. Shows with two hosts or guests can also last about an hour.

60+ minutes: If you have numerous guests, a panel discussion, or a live show on your podcast, it might last more than an hour. Rather than having a solo presenter, have multiple people participating in your podcast to make it more effective.

Create podcast website

On your site, you should set up a landing page for your podcast. On your landing page, make sure to include a list of all of your episodes so that listeners may find them easily.

Many podcast hosting services provide you with a website as part of your package, making it considerably simpler to manage. Having a location for your podcast besides a podcast directory will significantly improve discoverability.

After you create a page, you should optimize it for a keyword that searchers use to discover the content of that sort. Place the term in the following locations:

  • The page’s H1 title
  • Some of the page’s subheadings (H2, H3, H4)
  • The ALT texts of the images you add
  • In the first and last paragraph of the content
  • In the page’s meta description
  • If the title tag is different than the page’s H1, include it there.
  • In the content, but make sure it’s still readable.

Include a transcription

Your podcast website should include transcripts for each episode. Although voice search is emerging, Google is still better at finding text keywords.

Google’s search engine is able to index text much more quickly than video, so using keywords in your content increases the likelihood of it showing in search results.

You can use a tool like Descript or Otter.ai to help you make the transcript, and then you can clean it up. Convert it into a blog post along with the link to your podcast episode.

A great strategy is writing a blog post for your podcast episode, including the main takeaways. Make the post more interesting for readers by adding bullets, shortening paragraphs, creating sub-headings, and incorporating images.

Publish at strategic times

To optimize your podcast even better, it’s essential to publish your show at the right times. Your current listeners probably have preferred times of day for podcast listening. You want to take advantage of that as much as possible.

Look at similar podcasts and notice when they release to determine when you should publish your own. If there’s a pattern, it’s probably for a reason. Keep track of the trend until you have your own data.

After you’ve gathered some data, go through it to see when people most frequently listen to your podcast. Examine your episode analytics to determine when people listen to your program. If there’s a pattern in your own audience, check whether it’s accurate.

Experiment with time of day publishing to see if one works better than the other.

podcast promotion

How to promote a podcast? Podcast promotion essential tips

If you follow the advice above, you can make additional tweaks to your podcast marketing strategy. Below we present the tactics that will help you further promote a podcast.

Submit to as many podcast directories as possible

Adding your podcast to the most popular directories like Spotify and Apple Podcasts will drastically improve your discoverability.

These two are the biggest but make sure to get listed on as many podcast directories as you can, such as:

  • Google Podcasts
  • TuneIn
  • iHeartRadio
  • SoundCloud

Podcast listeners who use podcast apps are already devoted to the format, so they’ll be more likely to give your show a try if they come across it.

Listing your podcast to a directory is a crucial step in reaching your target audience.

Check out Podcast Directories -How to Submit Your Podcast!

Convert your podcast content into a YouTube video

Repurposing content is a great way to promote a podcast. You may convert your recorded MP3 file to a MOV file for use in a YouTube video.

You may not be able to use real-time video, so look for stock footage that is tied to your subject. Or, include a thumbnail with your podcast logo and a photo of your guest if you have one, as well as links or cards throughout the film.

Create an account on social media platforms

Having a website for your podcast is helpful, but you should also establish social media accounts for it. In your social media posts, you can notify your audience about new episodes or ask them what they want to hear next.

If you want to go a step further, you can also publish teasers of your latest podcast episode using audiograms.

Take out 30 seconds excerpt from your episode and add it to a simple graphic video with captions. The captions help attract attention because most social networks play videos with the sound off.

Collaborate with other podcasters

As your podcast keeps growing, it should be easier for you to network with other podcasters. Collaborating with other shows helps both of you gain exposure. To network with other podcasters who have similar shows, join podcast networking groups.

These groups might be used to invite yourself as a host on someone else’s podcast or to request guests for your own.

Being a guest on another podcast allows you to cross-promote. When you appear as a guest, plug your show, then promote that podcast on social media platforms. You may introduce your audience to a new show that appeals to them while also taking advantage of the other podcast’s fan base.

Set up an email newsletter

The most cost-effective form of digital marketing is email marketing, which has a 4400 percent return on investment and $44 for each $1 spent. It’s a simple and personal method to interact with your fans.

Get the email addresses of your audience on your website, then send an email to each subscriber every time you release a new episode.

OptinMonster, HelloBar, and Thrive Leads are excellent tools for gathering contact information from visitors to your site.


Podcasting is a great way to reach your target audience with valuable content. The essential tips in this article will help you create a successful podcast marketing strategy.

By submitting your podcast to directories, converting content into videos, and establishing social media accounts, you’ll be well on your way to reaching more listeners.

You can also promote your podcast by collaborating with other podcasters and setting up an email newsletter. With these tips, you can successfully promote your podcast and grow your audience of loyal fans.

Do you have a podcast? What tips do you have for promoting it? Let us know in the comments!​


Professional B2B copywriter with an SEO background. Zuza is obsessed with great-quality content that ranks on the first page of search engines.

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