Podcasts have been on a steady rise in recent years. In fact, a recent study has estimated that around 212 million Americans are already familiar with them – more than 70% of them have listened to podcasts, and about 68 million are weekly listeners.

podcasting listening

Image Source: Edison Research

weekly podcast listening

Image Source: Edison Research

Podcasting has indeed become a big marketing channel. Even big brands like Microsoft have ventured into this medium. They’re using it not only to further develop their brand, but to also connect better with their audience.

If you have been thinking about launching your own podcast, the numbers might seem a little intimidating. Current audiences already have several options to choose from as more brands and entrepreneurs launch their own podcasts.

So you might now be wondering how you can market your podcast in this saturated space. Don’t worry, I’ve got you covered.

Aside from your content, your marketing strategy also plays a great role in a successful launch. Here are 12 ways to help you promote a brand new podcast in 2020.

Distributing and Sharing Your Podcast

Here’s how you can distribute and share your podcast.

Use Anchor

Anchor is a podcasting platform that distributes your podcast across as many platforms as possible.

Anchor fm website

Image via Anchor.fm 

Start by uploading your content to Anchor.fm. It then distributes your content to different platforms such as Spotify, iTunes, and Google Podcast with the click of a button.

This way, you not only save time from uploading to each platform individually, but can also reach a wider audience from the get-go, regardless of their preferred podcasting app.

distributes your content to different platforms

Supported Platforms by Anchor.fm 

Turn Podcast Episodes into YouTube Videos

Google’s Search Engine Results Pages (SERPs) often suggest video content over audio. For example, if you search “how to start a business,” you’ll notice a good amount of video recommendations but none for audio.

For people to get podcasts in their search results, they would have to include “podcast” in the search bar – an extra step that not every user will take.

website traffic ebook

So until such time when Google equally prioritizes podcast results with video results, you can simply upload your podcasts on video platforms like YouTube in order for a chance to get discovered organically.

You have two options for your video content. First, try to do a “vodcast” – where you film while  podcasting. If you don’t currently have the resources for that, simply include a static image for your video, like your podcast cover art.

Alternatively, you can upload videos to cloud storage and then embed them on your website. This way, your visitors will have the option of seeing the videos or just listening to the podcast.

vodcast video thumbnail

Examples of Vodcasts

Examples of Videos with Static Image

Examples of Videos with Static Image 

Market to Your Existing Email List

OptinMonster graphical chart

Source: OptinMonster

OptinMonster engagement stats

Source: OptinMonster

Email marketing is far from dead. In fact, a great number of people check their emails before anything else, and emails currently have an average 22.86% open rate.

They are a great way to inform your subscribers about what’s going on with your brand. Use your existing email list and let them know about your new podcast.

You can send a monthly or bi-weekly recap of your latest podcast episodes to encourage subscribers to check them out. You can leverage email marketing tools to improve your email marketing campaigns too.

Use Optimized Audio Transcriptions for Organic SEO

Including a transcription alongside your podcast will make your content more accessible for your audience. Not only that, but it will also improve your rankings on the search engine results pages (SERPs).

This is because text will be able to provide search engines the details they need to better understand your content. Therefore, you can reach a wider audience organically.

One way to optimize your website for podcast episodes is choosing a podcast hosting provider which helps you upload episodes faster. Some even provide transcripts.

Repurpose Podcast Content for Social Media Channels

Promoting your podcast goes far beyond sharing the link. Not all kinds of content are suitable for all social media platforms. Adjust accordingly for each channel in order to maximize its features.

For example, on Instagram, you can upload a minute long teaser along with an edited photo banner.

You can also opt to share a quote from your podcast. Remember to also link back to that episode and make it easy for followers to listen if they want to see more.

upload a minute long teaser on instagram

Image via Instagram

share a quote from your podcast on instagram

Image via Instagram

Get Yourself on Other People’s Podcasts

Podcast listeners are more likely to want to tune in to other podcasts, so you’re already in a place where potential listeners are.

You can connect with a bigger audience by partnering up with established podcasters who already have their own loyal followings.

Reach out and pitch yourself as a worthy guest. Send links that prove your credibility in your field — whether it be your website, podcast episodes, or even articles you’ve been featured in.

Once you get yourself in, their current listeners might be intrigued enough to check out your podcast and become loyal fans.

Creating Shareworthy Podcast Episodes

Mention Other Businesses and Entrepreneurs in Your Episodes

If you want to expand your network and audience, you might want to include the names of other businesses or entrepreneurs in your episodes. You can use them as examples of the topic at hand.

Tag them on social media or send them the link. If it piques their interest, they might just share it with their own dedicated fanbases.

Invite More Noteworthy Guests Over Time

Having guest experts on your podcast is a great way to not only give your audience a fresh perspective but also to reach the followers of your guests.

guest experts on your podcast

Image via Instagram

Of course, if you’re starting from scratch and don’t have much of a network or reach yet, you might not be able to invite high-profile guests. But you can always reach smaller personalities first, before moving on to inviting bigger guests as time passes.

Give Podcast Guests Promotional Content for Their Episode

Conduct some outreach marketing with your guests to help you promote your podcast.

Send promotional content to your featured guest, including quote images, promo posters, and/or sound bites. This makes it easier for them to share their podcast episode with their own followers, so they don’t have to do any additional work.

Getting Featured on Podcasting Platforms

Use the Two-Week Ratings Rule

As a best practice: Frontload your content production and promotion. A good rule of thumb is to have about 8 episodes ready when you launch. This way, people can “binge” your content when your podcast is finally available across different platforms.

iTunes’ New & Noteworthy section for podcasts is also a great way to get discovered. To have higher chances of being featured, keep several episodes ready. This will set you up for more potential downloads and subscriptions, which the platform will pick up on.

let iTunes recognize

Image via iTunes

Ratings and reviews will let iTunes recognize that your podcast is gaining traction. Make use of different platforms to ask for reviews, and consider offering exclusive incentives for reviewers.

Always Include a “Leave a Review” CTA

Reviews are going to help you gain credibility and establish your brand as a podcast. Ask your listeners to leave reviews at the start and at the end of every episode.

Also, make it extra convenient for them by explaining how they can leave ratings and reviews.

Host a Review Giveaway

A review giveaway is one of the most common ways to gain reviews while still offering value. Keep the prize relevant for your audience and listeners. Consider things like gift cards for brands they might love or even your own products.

the prize relevant for your audience and listeners

Image via Instagram

Promote Your New Podcast in 2020

Podcasts are a great way to tell your brand’s story and reach more potential customers that are already fans of this media format. Use this post to promote your new podcast in 2020 and beyond. Even if you’re starting a brand new podcast, you can quickly gain a loyal following and grow your business.

If you have any questions about the methods of promotion mentioned above, do let us know in the comments section below.

Seo Marketing Consultant