Top strategies for podcast marketing [2024]

Over the past few years, podcasting has rapidly  become a powerful way of creating content that not only engages, but that can also be used as a powerful marketing tool. Given how successful podcasts like ‘The Joe Rogan Experience’ are generating millions of unique listeners every month, more and more brands are starting to invest in podcasts in order to promote their products and services.   

However, given the podcast boom, it is also becoming harder to stand out as there are thousands of content creators who are all vying to become the next big thing in their respective fields. So finding ways to effectively market your podcast really matters, as knowing how to generate unique listeners can be the difference between being a well-known voice, or one of many unknown podcasters.

Therefore, this guide will seek to provide aspiring podcasters with the most effective and up-to-date methods of promoting their shows, and for the purpose of growing their listener base; and increasing their influence. From the newest SEO tricks, to using social media and software, this article has you covered.

Let’s get right into it!

Understanding podcast marketing

In an ever-changing digital world, podcast marketing is a dynamic field that continues to evolve, adapt, and grow. Therefore, to succeed in promoting a new podcast, it's essential to not only understand effective methods and techniques, but also the reasons why these  strategies can successfully help you to promote your podcast. 

Let’s dive into the essentials of podcast marketing.

The purpose of marketing your podcast

The core aim of promoting and marketing a podcast is to increase the number of listeners, keeping an audience engaged, and sustainably building a community that is full of loyalty, and that cannot wait for each new episode. 

But it is important to be aware that podcast marketing goes beyond just increasing listener numbers, and can also be driven by a desire to become a credible authority in your field. The desire to become a thought leader is normally motivated by altruistic and educational reasons, or for the purpose of opening doors to monetization opportunities and collaborations.

How podcast marketing strategies have evolved

A lot has changed in the world of digital marketing, just like anything else that has evolved digitally. Initially, because podcasts were a novelty, this meant that simple strategies such as directory submissions and basic social media posts would be enough to grow your audience. 

But things have since changed, and now that there are millions of podcasts, these tactics are simply not enough to stand out from the masses. Podcasters therefore require more up-to-date approaches and strategies in order to compete. 

What’s more, podcast marketing methods have been further refined by smart technology and advanced analytics, as using data-driven insights helps to tailor content and promotions based on listener preferences. Consequently, pocasters have no choice but to implement technology and analytics into their marketing if they want to see success. 

Things to consider before launching your podcast

Producing a podcast is often an exciting and fun venture. But before you become a podcast host, it’s fundamental that you spend ample time on planning and preparation, as knowing the basics of the marketing and production can help ensure it takes off when it goes live.Below are some important steps that you should take before launching a podcast:

Finding your niche

Choosing your niche is like picking a destination before setting sail. It’s about finding where your passion, and your listeners' interests intersect. Therefore, your content should answer questions, bring up issues, or talk about things that challenge or interest your followers. 

A helpful exercise is to visualize your favorite podcasters not being around anymore, and filling that void with yours.

Planning your podcast format and production

Once you’ve figured out what you want to say, it’s time to figure out ‘how’ to say it. This step includes deciding whether or not your show will be more of an interview-style production, or more story-based. Each format has its own pros and cons so choose wisely! If you pick interviews, then be prepared for scheduling nightmares. But if you land on storytelling, be ready for lots of editing and rewriting. 

Either way, you should purchase good recording equipment. It doesn’t matter how many hours of work you put into making your podcast sound professional-grade, if the recording quality is poor, the listener will not have an enjoyable experience. The good news is that high-quality recording equipment can usually be found at fair prices online, so don’t skimp on sound quality in your search for affordability.

There is then the location to consider. In times gone by, podcasts were strictly confined to studios, where all participants had to be on a live set in order for the podcast to work. However, since the advent of technology, there are now software platforms that can allow for podcasts to operate on a remote basis, where all participants collaborate digitally. There are pros and cons to running your podcast in-person or online, so definitely something to carefully evaluate.

In short, success in podcasting depends heavily on foundational decisions made before the first recording session takes place.

9 effective podcast marketing strategies

As already mentioned, the competition for podcast listenership is fierce. Creating your podcast and getting it out there is just half of the equation. You’ll need comprehensive strategies that will put your podcast front and center on potential listeners’ minds.

Below are 8 effective podcast marketing strategies:

1. Create shareable content

One super effective marketing technique is actually something that can happen automatically, and that is creating content that is highly shareable. This could be anything from humorous moments, controversial/bold views, or insightful and helpful quotes; to name a few. Besides being very shareable on their own, you can further increase the likelihood of your podcast being shared by creating easy-to-share audio clips or graphics with quotes from your episodes.

In sum, shareable content increases the organic reach of your podcast, and will help to attract listeners who discover your podcast due to their network having shared it.

2. Podcast SEO

Another very impactful strategy is to incorporate long-tail SEO keywords in your Podcast’s marketing strategy. This is in order to capture niche elements of your target audience.

These keywords are longer than their short-tail counterparts, and therefore are more specific to certain users who are actively searching for them online. By targeting specific keywords in your episode titles and descriptions, you can attract a sizable amount of relevant listeners who will find your podcast organically through search engines. 

If done effectively and strategically, this approach can lead to higher engagement rates as your podcast will rank higher than competitors in the search rankings, making it easier for your show to stand out from the masses. 

3. Engaging podcast website

One of the most neglected areas in podcast marketing is building a captivating website. This is both useful for discoverability, and listener retention.

A good site will give more information about your podcast and journey, will give visitors extra details about each episode through transcripts, and offer additional content such as blogs or videos that tie into your episodes so they have something else to consume. What’s more, if you use strategic keywords in your website, then you will also be creating a great SEO vehicle.

In other words, a good website will act as your homebase for listeners wanting to learn more, and a secondary SEO tool. 

4. Email subscriber list

Another thing you cannot neglect is an email subscriber list, as it is an invaluable part of most marketing campaigns; including those within podcasting. By collecting emails from your listeners (using your landing page), you can both inform listeners of upcoming episodes and events, and also offer loyal subscribers with early access to certain perks. 

Once you have an email list, producing a regular newsletter can be a great way of recapping recent episodes, getting listeners excited for upcoming episodes, and sharing behind-the-scenes content.

This is a highly personalized way of keeping your audience invested in your podcast.

5. Host live podcast events

Organizing live events where you record episodes in front of an audience is a super effective way of generating excitement; especially if you manage to bring on special guests, or are offering giveaway opportunities. 

These can be virtual events, leveraging platforms like Zoom or Twitch, or in-person gatherings when circumstances allow. Live podcasting events create a unique, engaging experience for your audience, encouraging interaction and building a stronger community feel. What’s more, this can be a great way of getting valuable feedback from your listeners. 

When planning live events, be sure to collaborate with other relevant influencers, and make sure you utilize the right social media platforms to promote this event.

6. Collaboration and guest appearances

One of the easiest and most effective ways of generating lots of new listeners is by collaborating with other podcasters; or inviting guests who have their own following to your show. 

This strategy allows you to tap into their audience, bringing fresh listeners to your podcast. Additionally, appearing as a guest on other podcasts can introduce your content to potential new listeners. It is important to note that in order to work, you need to offer something of value to your collaborating podcaster/interviewee. For this reason, you can either wait to get an initial small (but loyal) following using other techniques, or you can offer some enticing rewards to your collaborator’s community.

As can be seen, this marketing activity benefits both parties, and increases overall audience engagement.

7. Submissions and directories

You should submit your podcasts to popular aggregators and directories if you haven't done so already. Platforms like Apple Podcasts, Spotify and Google Podcasts are essential, but don’t sleep on other platforms too. 

Niche directories that cater to specific interests around the topic of your podcast is also a good idea. Each platform will have its own submission process, so read their requirements very carefully before submitting anything. Regularly updating your information on these platforms can improve visibility and attract new listeners too.

8. Analytics

Analytics can track how listeners are discovering your content through your website or landing page. Pay attention to things like download numbers, listener retention rates, episode completion rates, and traffic sources. Keeping an eye on these indicators will give you an overall understanding as to who’s listening to your podcast, and will help you to identify which episodes resonate most with your audience, the best times to release new episodes, and where to focus your marketing efforts.

9. Social media engagement

Last but not least, leveraging social media is crucial for amplifying the reach of your podcast. 

Platforms like Twitter, Instagram, Facebook and TikTok (to name a few) are ideal for engaging with existing and new listeners, sharing snippets of episodes, and initiating and joining relevant conversations. To get the most out of this, consider using hashtags, joining relevant  groups, or encouraging your audience to do an array of different tasks that can contribute to mass exposure. 

It is why it is highly recommended to experiment with new tools and platforms, as doing social media marketing manually not only is inefficient, but doesn’t allow you to leverage community members properly. 

One prime example of a platform that can help in this regard is Tropee.

Grow your podcast with Tropee

In today's highly saturated podcast space, standing out from the masses and engaging with your audience is more important than ever. This is where Tropee, a rewards platform that can make a world of difference. By motivating your audience to engage with your marketing through gamified tasks, Tropee can turbocharge your podcast growth exponentially!

For example, Tropee enables you to create multiple tasks for your listeners such as liking and commenting on your tweets, or sharing your podcast episodes on their social media profiles. Each task completed by your listeners then earns them points, which they can cash in for exclusive giveaways and rewards such as unreleased podcasts episodes, behinds the scenes videos, shout-outs or even personal calls with you. This not only increases listener involvement, but also creates a committed community around your podcast.

Getting started with Tropee is 100% free, making it an accessible option for podcasters at any stage of their journey.

Conclusion

In the rapidly changing world of podcasting, having tried and tested marketing strategies is key to making your show stand out and resonate with listeners. The contents of this article has provided details on some of the most effective ways for promoting podcasts, whilst also presenting an amazing tool that can result in your promotional tweets going viral (for example) - all through a simple click. 

It’s important to note, however, that whilst you have everything you need to make a success of your podcast, it will ultimately be how you manage and execute these strategies that will decide whether your podcast reaches new heights. So it is strongly advisable to spend ample time understanding your niche and target audience. Once you do, then Tropee will give you all the firepower you’ll ever need.

Best of luck marketing your podcast.