Unlocking Podcast Success: 9 Proven Strategies to Amplify Your Reach

A decade ago, the biggest hurdles in starting a podcast were choosing the right podcast hosting platform and selecting suitable editing software to prepare your episodes.

Today, with the explosive growth of podcasting, the main challenge has shifted to how to stand out and attract listeners.

After all, you want your hard work to reach an audience, not go unnoticed, right?

This guide will introduce you to the most effective methods to promote your podcast in the current landscape.

Below are some of the best strategies to boost your podcast’s visibility and reach.

A highly effective method to increase your audience is by submitting your podcast to as many directories as possible.

While Apple Podcasts (formerly iTunes), Google Podcasts, and Spotify draw the most downloads, numerous other apps can help you reach more listeners.

According to Chartable, the top 10 podcast apps are ranked based on unique downloads, devices, and average downloads per device, including:

Other notable directories include Podbean, Player.fm, Podcast Republic, Downcast, Podkicker, Castro, BeyondPod, and Amazon Echo Devices. To get your podcast listed across these platforms, you’ll need to create an RSS feed that is exclusive to podcasts—your website’s RSS feed won’t do here.

Creating a dedicated podcast RSS feed is straightforward and only involves four simple steps:

Step 1. Sign up for a free RSS podcast hosting account by providing your email and creating a password.

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Step 2. Confirm your email by entering the verification code received.

Step 3. Click on the “New Podcast” button and fill in your details including description, title, website, and RSS feed.

Step 4. Add categories (up to three), cover art, author info, then click “Save and Finish”. Copy the RSS feed link provided and submit it to various directories.

Start with submitting to Apple Podcasts; once approved, your podcast will automatically be available on other platforms like Podcruncher, Overcast, and BeyondPod, among others.

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You can publish your podcast across these 13 platforms with just one approval process.

Before submitting your episodes to Apple Podcasts, you’ll need to create an Apple ID. Additionally, you must register with a podcast hosting service to store your RSS feed and audio files.

To distribute your show on Apple:

Most other directories follow a similar pattern. Initially, you sign up on their platform and choose a hosting provider. Then, you create your RSS feed, paste it into the directory, verify your details, and await approval. Keep in mind that each platform has its own requirements and review times.

For instance, Spotify requires at least one published episode on your hosting platform for approval. Applications are usually rejected if no episode is available. Some directories like Learn Out Loud may reject podcasts that don’t match their current category list, so be sure to select appropriate categories before submitting.

Heading into the next section:

Promoting your podcast on YouTube can significantly increase your reach. According to a study by the University of Florida in partnership with Futuri Media, YouTube is the main platform for listeners aged 18-54. Additionally, 45% of listeners find YouTube makes discovering new podcasts easier, while 55% turn to YouTube as their primary entertainment source.

The platform boasts a far larger user base compared to regular podcasting apps like Apple Podcasts, Spotify, SoundCloud, and Stitcher. Moving your podcast onto YouTube broadens your exposure and helps attract new listeners. Popular shows such as the Joe Rogan Experience are also available as video podcasts on YouTube.

Furthermore, YouTube is the second-largest search engine after Google, handling over three billion searches each month. This increases the likelihood that your podcast will be seen by more targeted viewers and perhaps even recommended through YouTube’s algorithms.

Some advantages of hosting your podcast on YouTube include:

One effective method to showcase your podcast on YouTube is by creating an audiogram.

An audiogram blends a fixed image, a visual waveform, your podcast’s audio, and text transcripts, turning everything into a video presentation.

Here’s what an audiogram looks like:

(Image: GetAudiogram.com)

This method is ideal if your budget is limited or you’re pressed for time.

However, for a more tailored and engaging experience that can draw more viewers, you should consider turning your audio into full video content. This could involve creating short promotional clips or trailers that entice people to listen to the full episode. Remember to optimize these videos for each platform and make some edits to suit different formats.

For example, your goal should be to capture interest within the first 10 seconds of your trailer. You can skip lengthy intros and get straight to the most exciting or important parts of your podcast episode to hook your audience quickly.

Don’t overlook YouTube’s SEO potential; it’s also a search engine. Conduct thorough keyword research to craft compelling titles and descriptions that improve visibility. Your thumbnail is crucial since it’s the first visual contact viewers have with your video. Use eye-catching images that differ from your video title to attract clicks, rather than simply repeating the same text.

Promoting your podcast on YouTube isn’t limited to trailers. You can also generate content by recording video clips during your recording sessions, capturing interviews with guests, or adding visual elements to your audio files to create videos. Recording your screen while presenting yourself or your content on camera offers a personal touch. Additionally, you can upload your full podcast episodes with custom artwork, or use integration tools from podcasting platforms to automatically post new episodes to YouTube.

While building your YouTube channel may take time, it offers several advantages. It increases your visibility, introduces your content to a new audience, and allows you to produce your podcast in multiple formats simultaneously.

Create an Apple Smart Banner.

Apple Podcasts remains a dominant platform in the podcasting world. With over 728 million iPhones in use globally as of April 2017, making it easier for iPhone users to find and listen to your podcast can significantly grow your audience. Implementing an Apple Smart App Banner on your website can help with this.

(Image: TheBusyCreator.com)

Smart App Banners appear at the top of web pages on mobile Safari and link viewers directly to your podcast, making it easier for people to listen. They can simply tap “View” to go straight to your show or dismiss the banner if they’re not interested.

These banners are unobtrusive and contain relevant keywords, helping attract interested listeners without disrupting their browsing experience. All you need to do is obtain your podcast’s unique 10-digit Apple Podcasts ID by visiting the Apple Podcasts Connect platform, logging in, and selecting your show. The ID appears under your podcast’s details and is essential for setting up the banner.

If you’re handling it yourself, add this code to your website’s head section:

Replace YOUR_APP_ID with your specific podcast ID.

If you’re unfamiliar with editing your site’ssection or lack technical skills, consider using the Smart App Banner WordPress plugin for easier setup.

You can also track your banner’s performance through Apple’s affiliate program, managed by Performance Horizon. To do so, you’ll need three pieces of information: your podcast ID, an affiliate ID, and a unique campaign tag.

Then, add this meta tag to your Performance Horizon Dashboard:

When visitors use an iOS device, they will see and click on this trackable banner at the top of their browser window. Keep in mind, Android devices and non-Safari browsers will ignore it.

Having guests come on your show broadens your reach. For example, Joe Rogan features a wide variety of guests, from political commentators to scientists. When high-profile guests like Elon Musk promote their appearances on social media, it dramatically boosts viewership.

If you can’t book celebrities, inviting niche influencers with loyal audiences is just as effective. Once they appear, encourage them to share the episode on their channels. Make it easy for your guests to promote their episode by providing them with materials such as pre-made emails, images, videos, or ready-to-tweet messages.

You can send them a prepared email template asking if they’re willing to share the episode with their email list. If they enjoyed being on your show, they might be happy to forward this message. The email should include their social media handles, a link to the episode, and possibly their promotional links. Follow up with another email containing the episode link so they can see how it turned out.

Encourage your guests to share the link across platforms like Facebook and Twitter, along with other content such as images, video trailers, infographics, quotations, and pre-written tweets. Remind them there’s no obligation, and always thank them for their participation and support.

Promoting your podcast on social media channels like Facebook, Twitter, and LinkedIn should be straightforward for your guests. Besides the initial email outreach, tag them in your posts to increase visibility. For example, the Armchair Expert Podcast’s Facebook post demonstrates how tagging guests can amplify reach.

Once your guests are notified about tagging, they might share or retweet your post directly. Including relevant hashtags while posting on Twitter can help people discover your content more easily.

Sharing on Instagram is a bit trickier because it doesn’t allow simple reshares or retweets like Facebook or Twitter. Some guests might overlook your post if it doesn’t align with their Instagram theme. Keep your guests’ branding and preferred colors in mind when creating posts for them to share.

Instagram stories offer a practical solution, as they stay live for only 24 hours and are easier to share. By tagging your guest and adding popular hashtags, your audience can quickly share your content with a single tap. Stories also enable you to add clickable links, allowing viewers to swipe up and visit linked pages—though this feature requires having over 10,000 followers.

(source: Storrito.com)

Offering giveaways in exchange for reviews and shares can be highly effective, as many viewers are naturally attracted to contests and free prizes, especially when these prizes are relevant to their interests. The key is to provide items or offers that match your audience’s preferences and your niche. For example, if your content targets young women interested in beauty routines, a light-colored lipstick would be a fitting giveaway. Besides physical products, you can consider offering stickers, branded merchandise, gift cards, discount codes, exclusive tips, or even a shout-out or guest spot in your upcoming show. These options depend on your budget, but even small gestures like mentioning winners or featuring them in episodes can generate engagement.

To promote your giveaway successfully, announce it across your social media platforms and encourage followers to leave reviews on popular platforms like Apple Podcasts or Castbox. You can also motivate your audience to follow your channels and share specific episodes.

When promoting your giveaway, make sure to use eye-catching graphics and clearly explain how to participate. Don’t forget to include a link to your podcast to drive traffic.

Using paid advertisements with PPC (pay-per-click) campaigns offers another powerful way to expand your reach. Running targeted ads can help you attract new listeners who are most likely to be interested in your content.

Many platforms on social media and search engines allow you to boost your content through paid advertising. Organic methods are effective in encouraging your target audience to discover your podcast, but paid ads put your show directly in front of potential listeners.

Pay-per-click (PPC) advertising is a great way to introduce your podcast’s content and highlight what makes it unique. One of the key advantages of paid ads is the ability to gain quick visibility, surpassing the slower process of organic growth. These ads are also budget-friendly because you only pay when someone clicks on the ad or takes a desired action, which ensures a positive return on investment. Additionally, paid ads can be tailored to reach your audience on any platform—whether it’s Instagram, Facebook, or others. If your target listeners are mostly on Instagram, you can focus your efforts there. And if Facebook dominates your niche, then running Facebook ads makes sense. Wherever your audience is, you can meet them there.

There are two main ways to utilize paid advertising for podcast promotion:
– Promoting your entire podcast by directing traffic to your main landing page, which can be costly since it targets a broad audience.
– Focusing on specific episodes by running ads that link directly to individual content, such as episodes featuring particular guests or topics likely to attract targeted listeners.

Before launching your PPC campaigns, choose striking visuals that catch the eye and attract the right audience. For example, Tim Ferris’ Facebook ad features a compelling sketch of him along with a motivating quote, encouraging viewers to click to learn more.

Some tips for creating effective PPC ads include:
– Incorporating relevant keywords.
– Using eye-catching graphics.
– Targeting specific niche audiences.
– Conducting A/B testing to optimize elements and demographics.
– Monitoring performance data to refine your campaigns.

Google Ads are another powerful tool, allowing you to target users actively searching for specific podcasts via relevant keywords. Since Google Ads rely on text, there’s no need for images, making it straightforward to set up.

7. Network With Other Podcast Hosts

From sharing blog posts and promoting your podcast to growing your YouTube channel, online networking plays a crucial role. Collaborating with other podcasters within your niche helps expand your reach and increases your visibility. Building relationships with industry experts also boosts your credibility through word-of-mouth recommendations, establishing you as a trusted voice in your field.

Effective networking tips include:
– Asking friends and colleagues to share your podcast.
– Attending industry events and conferences.
– Appearing as a guest on other podcasts.
– Joining relevant Facebook and LinkedIn groups like Podcasters’ Support Group, Podcasting Technology Resource Group, and Podcasters’ Hangout.
– Participating in Reddit’s /r/podcasts community.
– Developing connections on Quora.

Partnering with influencers from other podcasts can be highly beneficial, as long as you offer mutually advantageous incentives such as financial rewards, guest segments, or free products, helping both parties reach new audiences.

8. Harness Social Media Channels

Social media provides an invaluable platform for podcasters to connect with their audience and attract new listeners. As podcasts continue to grow in popularity, platforms like Twitter, Facebook, Instagram, and YouTube are essential tools for promotion. On Twitter, you can share highlights from your episodes, post links to new content on your website or streaming platforms, and tell engaging stories related to your subject matter. This helps foster interaction with your followers and opens opportunities to connect with potential guests.

Platforms like this serve similar purposes and are fantastic for fostering connections within the podcasting community. You can utilize them to share behind-the-scenes glimpses, post outtakes from your recording sessions, and generate excitement by releasing teaser trailers for upcoming episodes.

Many Facebook groups focus on various topics related to your podcast’s niche, allowing you to join conversations and contribute meaningful insights. This helps grow your network and attracts more potential listeners. Also, because of its visual appeal, Instagram has become an essential platform for podcasters. It enables you to showcase what happens behind the scenes, promote new episodes, or share fun clips from past shows that keep your current audience engaged.

Finally, YouTube offers an excellent platform to connect with broader audiences. Many successful podcasts now have dedicated channels, uploading weekly videos that explore their topics in more depth. This not only helps increase your reach but also provides opportunities to monetize your content through advertisements placed within your videos.

Newsletters are a powerful tool for building relationships with potential sponsors or partners, aiding in monetizing your podcast. To make your newsletter effective, focus on delivering high-quality and engaging content. Share exclusive material that your listeners haven’t seen elsewhere—be it sneak peeks of upcoming episodes or interesting stories related to your show’s themes. Making sure your emails go out regularly, whether on a consistent schedule, during holidays, or around new episode releases, helps maintain audience interest.

Consistency in your design and branding across all platforms is crucial; it helps listeners recognize your content easily, even if they forget how they signed up for your newsletter. This uniformity builds trust and familiarity, encouraging continued engagement from your audience.

You don’t need a large budget, famous celebrities, or a big marketing team to promote your podcast effectively. The key is to put your show in front of the right audience and keep them excited about it. Fortunately, there are various strategies available, including podcasting tools, targeted social media advertising, and active participation in online communities. If you’re seeking innovative digital marketing ideas to attract new listeners, give these proven tips a try. Experiment with different approaches to see what delivers the best results for your unique podcast.

What’s the most effective podcast marketing strategy you’ve come across? Share your thoughts in the comments below.