iphone image showing user playing a podcast

How to promote your podcast

 

Anyone looking to start a podcast or looking to grow their audience is constantly looking for tip and hints. And with platforms growing all the time, knowing what the best things you can do gets harder every day. Personally I focus on two platforms only - Apple and Spotify. And in the last four months of working hard to promote the shows Spotify has had a bigger increase in audience - going from 600 to over 1,100 in that time - how did I do it? Here’s how…

 

With over 450,000 podcasts on Spotify alone finding an audience and keeping them engaged is hard work. But beyond defining what your podcast is about and creating the regular podcasts there’s a lot more work to do. Unlike music releases, that we’re used to skipping through to get a flavour of a podcast is much more about that first impression, and how well it connects with the listener.

 

Communicate who you are and what you do

 

That’s more than just adding your podcast to the right category. Your artwork is all important too. It must be eye catching, set the right tone for your podcast content, draw listeners in and be attractive at mobile screen sizes - so lots of info on a sleeve is pretty useless.

 

Perfect your elevator pitch

 

Episode descriptions and show descriptors are key information in attracting an audience. There’s two audiences to think of too. The first couple of lines (which appear in the podcast episode preview) are for new listeners who will use that info to decide whether to click play or not. Write the rest for the regular fans who want more detail. Add outgoing links to this part too - connecting to social media or your website.

 

If your podcast is a spoken one, be use to use this information within the show audio too - either as a sting or just spoken by you/the host. And don’t forget to encourage people to subscribe or follow your podcast to ensure they get the latest shows in their feeds.

 

As you’ll know I embed Spotify players in my website too - creating an ‘all roads lead to’ approach to the shows. Spotify especially has some great sharing tools, like the QR code things and links to share.

 

Promoting on social media

 

I find the share to Instagram Stories a real winner for giving people an easy link to the shows. It’s a fact people have so much choice, making it too hard to get to your show (having to find a link, copy it, paste it…) will reduce the chances of them ever hearing your podcast.

 

Be a geek

 

Both Apple and Spotify have good date behind shows - listeners, time spent listening, location, do they finish a show, which shows perform better. I tend to compare this to my website Google data and against the Facebook page insights to see what the audience is doing. For example, the website is huge in the UK and Canada but both have low listener figures in comparison - they spend more time on content like this than listening. Maybe that’s a clue to a future direction?

 

All in all, the world is into podcasts right now, longer form content and non-commercial productions. There’s never been a better or easier to time to start that podcast and grown your audience.

 

More like this

iphone image showing user playing a podcast
iphone image showing user playing a podcast

How to promote your podcast

 

Anyone looking to start a podcast or looking to grow their audience is constantly looking for tip and hints. And with platforms growing all the time, knowing what the best things you can do gets harder every day. Personally I focus on two platforms only - Apple and Spotify. And in the last four months of working hard to promote the shows Spotify has had a bigger increase in audience - going from 600 to over 1,100 in that time - how did I do it? Here’s how…

 

With over 450,000 podcasts on Spotify alone finding an audience and keeping them engaged is hard work. But beyond defining what your podcast is about and creating the regular podcasts there’s a lot more work to do. Unlike music releases, that we’re used to skipping through to get a flavour of a podcast is much more about that first impression, and how well it connects with the listener.

 

Communicate who you are and what you do

 

That’s more than just adding your podcast to the right category. Your artwork is all important too. It must be eye catching, set the right tone for your podcast content, draw listeners in and be attractive at mobile screen sizes - so lots of info on a sleeve is pretty useless.

 

Perfect your elevator pitch

 

Episode descriptions and show descriptors are key information in attracting an audience. There’s two audiences to think of too. The first couple of lines (which appear in the podcast episode preview) are for new listeners who will use that info to decide whether to click play or not. Write the rest for the regular fans who want more detail. Add outgoing links to this part too - connecting to social media or your website.

 

If your podcast is a spoken one, be use to use this information within the show audio too - either as a sting or just spoken by you/the host. And don’t forget to encourage people to subscribe or follow your podcast to ensure they get the latest shows in their feeds.

 

As you’ll know I embed Spotify players in my website too - creating an ‘all roads lead to’ approach to the shows. Spotify especially has some great sharing tools, like the QR code things and links to share.

 

Promoting on social media

 

I find the share to Instagram Stories a real winner for giving people an easy link to the shows. It’s a fact people have so much choice, making it too hard to get to your show (having to find a link, copy it, paste it…) will reduce the chances of them ever hearing your podcast.

 

Be a geek

 

Both Apple and Spotify have good date behind shows - listeners, time spent listening, location, do they finish a show, which shows perform better. I tend to compare this to my website Google data and against the Facebook page insights to see what the audience is doing. For example, the website is huge in the UK and Canada but both have low listener figures in comparison - they spend more time on content like this than listening. Maybe that’s a clue to a future direction?

 

All in all, the world is into podcasts right now, longer form content and non-commercial productions. There’s never been a better or easier to time to start that podcast and grown your audience.

 

iphone image showing user playing a podcast
iphone image showing user playing a podcast

How to promote your podcast

 

Anyone looking to start a podcast or looking to grow their audience is constantly looking for tip and hints. And with platforms growing all the time, knowing what the best things you can do gets harder every day. Personally I focus on two platforms only - Apple and Spotify. And in the last four months of working hard to promote the shows Spotify has had a bigger increase in audience - going from 600 to over 1,100 in that time - how did I do it? Here’s how…

 

With over 450,000 podcasts on Spotify alone finding an audience and keeping them engaged is hard work. But beyond defining what your podcast is about and creating the regular podcasts there’s a lot more work to do. Unlike music releases, that we’re used to skipping through to get a flavour of a podcast is much more about that first impression, and how well it connects with the listener.

 

Communicate who you are and what you do

 

That’s more than just adding your podcast to the right category. Your artwork is all important too. It must be eye catching, set the right tone for your podcast content, draw listeners in and be attractive at mobile screen sizes - so lots of info on a sleeve is pretty useless.

 

Perfect your elevator pitch

 

Episode descriptions and show descriptors are key information in attracting an audience. There’s two audiences to think of too. The first couple of lines (which appear in the podcast episode preview) are for new listeners who will use that info to decide whether to click play or not. Write the rest for the regular fans who want more detail. Add outgoing links to this part too - connecting to social media or your website.

 

If your podcast is a spoken one, be use to use this information within the show audio too - either as a sting or just spoken by you/the host. And don’t forget to encourage people to subscribe or follow your podcast to ensure they get the latest shows in their feeds.

 

As you’ll know I embed Spotify players in my website too - creating an ‘all roads lead to’ approach to the shows. Spotify especially has some great sharing tools, like the QR code things and links to share.

 

Promoting on social media

 

I find the share to Instagram Stories a real winner for giving people an easy link to the shows. It’s a fact people have so much choice, making it too hard to get to your show (having to find a link, copy it, paste it…) will reduce the chances of them ever hearing your podcast.

 

Be a geek

 

Both Apple and Spotify have good date behind shows - listeners, time spent listening, location, do they finish a show, which shows perform better. I tend to compare this to my website Google data and against the Facebook page insights to see what the audience is doing. For example, the website is huge in the UK and Canada but both have low listener figures in comparison - they spend more time on content like this than listening. Maybe that’s a clue to a future direction?

 

All in all, the world is into podcasts right now, longer form content and non-commercial productions. There’s never been a better or easier to time to start that podcast and grown your audience.