Creating a podcast and sharing your content with the world can be an exciting experience.
You get to talk to others about your perspectives on pop culture, politics, or share your experiences and insights about a number of topics. However, creating your podcast may be easier than promoting it and building an audience. Promoting your podcast comes down to finding the right platform, hosting special guests, releasing the right content at the right time, and leveraging social media.
Publish and Distribute on Top Platforms
Before you decide which platforms to release your podcast on, research which ones are most popular and with what types of audiences. Some popular platforms for Podcast Hosting include Apple and Spotify. According to Nieman Lab, 70 percent of podcast listeners flock to Apple. If you’re looking for mass audience appeal, major platforms are the way to go. However, that doesn’t mean you can’t target lesser-known platforms like Overcast or Pocket Cast, especially if the core audience embodies characteristics that fit well with your podcast’s topic.
Invite Special Guests
One of the main advantages of hosting special guests is you can gain the attention of your guests’ audiences. Ideally, the special guests you invite to talk on your podcast will have podcasts of their own that discuss similar topics. When your guests promote that they’ll be on your podcast, this helps garner interest with their audiences. As a result, you’ll likely gain some followers from your guests’ listeners. Your guests can also leverage their social media presence to get the word out, and other potential special guests from the same online community could express interest in your show.
Releasing the Right Content at the Right Time
When you create podcast episodes, some of the ideas you’ll get will come from your own observations about current events or your experiences with a broader topic. However, you’ll also want to look at the types of topics and content your target audience likes. You can ask your existing followers or look at the feedback they’ve provided about previous episodes. Another way to find data is through marketing research companies on specific demographics and podcast listener segments or online articles that discuss podcast audiences.
Release More Content at the Beginning
One the first day of your podcast going “live” for listeners, try releasing more than one episode. This will provide you with more content to promote on your social media accounts, any special guests’ social media accounts and help establish your presence on online search engines and within podcast distribution platforms. A good rule of thumb is to release three to five episodes within the first few days.
Leverage Social Media
Social media has become the main way to reach online and digital audiences. Use Facebook, Twitter, Instagram, and other social media platforms to promote a podcast episode that has been released or is about to be released. Include links to the podcast as well as a summary of what the episode is about. If a special guest is featured, be sure to mention the guest’s name and any applicable accolades.
Promoting a podcast is usually more difficult for creators, especially if they’re unfamiliar with digital marketing techniques. Over time, trial and error or experimenting with different methods will help you find what works and what doesn’t. The steps we’ve provided can help you get your feet wet and start to build an audience.