Podcast Marketing 2018 Ultimate Guide

Grow your podcast audience with these podcast marketing, advertising, and promotional tips.

The information and ideas below were collected from online forums, Facebook groups, Reddit posts, discussions with podcasters, attending podcast conferences, reading books, and more. We hope you find it useful in helping you grow your podcast listening audience.
Why are marketers going so crazy for podcasts

Content is King

  • Create engaging content. Do something that interests you or something you're passionate about. This will keep your enthusiasm high and will prevent you from podfading.
  • Ideally create a show on a niche topic. Podcasts with general topics like pop-culture or comedy have a lot of competition so you're better off niching down. The deeper knowledge you have on that topic or the greater access to guests you have in that space will help to determine your podcast success.
  • Make sure your content provides value, is informative or is entertaining.
  • The more episodes you can produce the better. Each episode you produce creates new possibilities of reaching a new audience. But don't water down your content just to increase your publishing frequency. Always make sure your content will be engaging.
  • Consistency pays off. Make sure to publish new episodes on the same day each week or same time each month. Your audience is depending on you and will expect new episodes to drop on those days This builds trust with your listening audience.
  • Give it time. Ideally publish 20+ episodes and try to commit to it for at least 6-months. Any less time and you probably won't see results.
  • Create the right format for your show and automate. Once you figure out the show format and outline that works best for you, stick to this and batch process. Batch Process! Many podcast pros will record 5-10 episodes during one day.
  • Find the right length for your show and stick to this. Don't publish one episode that's 15 minutes in length and another that's over an hour. Your listeners have set aside the right amount of time and don't want any surprises.
  • Create a catchy intro and outro. But don't make these too long, 10-seconds is plenty long.
  • If your show allots for it, create a mailbag segment. Listeners love hearing listeners' questions and of course love the possibility of their question being answered. This segment can increase engagement and gives you a chance to interact with your audience.
  • Having popular guests on the show is a great way to increase exposure. Be sure to have the guest promote the episode to their social media following. Even better, create a shareable link and send it to them so they can instantly share it.
  • And of course your audio quality should be good. Check your sound levels and use a professional microphone that will give you optimal results. You can find pro grade microphones on the market these days for less than $100.
Why are marketers going so crazy for podcasts

Quick Wins That Really Work

  • Spruce up your album art. Think your album art is great? Ask a few of your friends for feedback. There are a ton of resources to help you find a graphic designer to help you design your album art. Check Fiverr, Design Pickle, 99 Designs, Podcast Forums, and other resources.
  • Tell your audience to rate and review your show on iTunes. Provide a gift or select a winner each month from an iTunes review. Read a few of your iTunes reviews on air. People will be encouraged to leave their own review to hear it read live on your show. The whole point of getting more reviews on iTunes is the fact that Apple rewards the shows with better rankings. The more positive reviews you receive, the greater likelihood Apple will feature your podcast. This will also increase your keyword search rankings within iTunes.
  • Ask your audience to share your show with others. Referrals are still one of the most popular ways people discover new podcasts.
Why are marketers going so crazy for podcasts

Marketing Tactics

  • Mention keywords or guest names first in episode titles. These perform better in Apple's Podcast keyword search results. For instance Tim Cook with Apple - Episode 50 is a lot better than Episode 50 - Tim Cook with Apple.
  • Try tweaking your keywords in your podcast title. Make sure to use specific keywords or phrases you want to capture in iTunes. But note these keywords or phrases shouldn't be too broad or too specific. Ideally somewhere right in the middle. You could use a keyword planner tool like Google's that will tell you how many monthly impressions a specific keyword or phrase has.
  • Write great episode titles and headlines that will attract new listeners. For instance: Top Hacks by Podcast Pros to Grow Your Listening Audience will outperform Great Ways to Grow Your Listener Base.
  • Mention your podcast name and website link in the signature area of your emails and posts.
  • Publish your episodes to all major podcast platforms including iTunes, Spotify, Google Play, and Stitcher.
  • Repurpose your audio on your YouTube Channel. The goal is to get your content everywhere.
  • Get some business cards printed with your podcast information on them. Leave these in public bathrooms, doctor's waiting rooms, mall cafeteria tables, windshields of cars in parking lots, public bathrooms, etc. Get the word out!
  • Implement an Apple Smart Banner on your podcast website. It's surprisingly simple just add the following tag in your site's <head>: <meta name="apple-itunes-app" content="app-id=XXXXXXXXXX"> Where XXXXXXXXXX is your show's unique numerical ID.
  • Use a tool called SmarterQueue to help schedule posts so you can spend less time trying to come up with content on the spot. This tool also saves you time when it comes to promoting via social media.
  • Make sure your podcast shows up in Google search results. Google recently updated search results for Android users that allows users to listen and subscribe to podcasts right within search results. This is a great way for you to get discovered from Google search results. Learn More
Why are marketers going so crazy for podcasts

Paid Advertising Works

  • Advertise on Overcast. Our friend David Kadavy went into great detail on how this works in his blog post.
  • Promote your podcast on Facebook. Choose an audience that matches your target listener base and run a test campaign.
  • Advertise on Google Adwords. Find cheap keywords or phrases that relate to your show and perform a campaign on these.
  • Run ads and target groups and people on LinkedIn that may be interested in your content.
  • Grow your audience by having similar podcasts recommend your show to their audience. Check out our new growth promo plans.

Ready to Grow your Audience?

See Growth Plans
Why are marketers going so crazy for podcasts

Ask Others

  • Reach out to Facebook groups and hit up the moderators. Ask them if they would be interested in being a guest on your show. More than likely they will take you up on the offer. After the episode airs, see if they would be so kind to share it with their Facebook group. Works like a charm!
  • Invite guests in your niche that are not super popular or celebrity status. They will do a better job promoting the episode on their social channels than a popular celebrity. This will lead to more exposure for you. Make it easy for them by tweeting it out and mentioning them within the tweet.
  • Find people that are experts in your field. This content will be instantly engaging.
  • Give your audience 1-2 post-roll calls-to-action. The key here is to make the call-to-action super easy to remember. This can be done by sending them to a memorable URL or having them text a short code to a number that will instantly send them information.
  • Ask your audience what topics, guests, or show ideas would interest them.
  • Visit online places where your audience goes. Find web forums, online hangouts, Facebook groups, subreddits, and get involved here. Join these communities and build trust.
  • Find podcasts similar to yours and ask the host if they would be open to cross promoting each others' shows. Find similar podcasts to promote your podcast. You can also try using AdvertiseCast to facilitate this.
Why are marketers going so crazy for podcasts

Utilize Social Media Marketing

  • Engage with your audience or community on all social channels. This includes your Facebook page, your Facebook timeline, your Facebook story, Twitter, Instagram, LinkedIn, and more.
  • Create a Facebook group that allows you to interact with your audience.
  • Create a Twitter account that gives you an outlet to share things you're doing and also interesting things going on in your space. Share the audio of the episode on a Twitter card.
  • Follow similar shows or people/businesses in your space on Twitter. Retweet their content. Make sure your Twitter profile has your podcast info and link.
  • Post a screenshot of each episode to your Instagram feed. Then link to your podcast from your profile.
Why are marketers going so crazy for podcasts

Build out your Personal Brand and Website

  • Create a home (website) where new listeners can find you. Most probably won't discover you from a podcast app/player, they will find out about you from a web search or referral from a friend. This means it's important to have multiple sources of content or repurpose your content for audio, a blog/episode show notes on your site, and even a video you can place on YouTube. The more exposure you have across multiple channels, the better chances new people will discover you.
  • Post detailed episode show note pages on your website. This is great for SEO and great for attracting new subscribers.
Why are marketers going so crazy for podcasts

Other Ideas

  • Attend trade shows that relate to your podcast. You could go so far as getting a booth or sponsoring the event. This works great for attracting new listeners.
  • Run contests or giveaways for people that subscribe or call-in.
  • Attend local meetups or events in your niche to raise awareness of your show.
  • Join a podcast network that specializes in your content niche.
  • Submit press releases to local media sources. Local newspapers and TV networks love to feature stories like this. The space is new and hip and they want to cover it.