How to grow your podcast

Podcast Distribution

It’s estimated that in the past 3 years, the number of people choosing to consume audio content in their free time has grown by 29.5%.

So the listeners are there, but how do you get them to listen to your podcast?.

This is where Podcast PR comes in. This is a set of podcast promotion strategies you can use to get noticed and grow your audience, it is is a great way to stand out.

Here are 10 ways to distribute your podcast for more growth and increase audience growth.

Repurpose your podcast into shareable content

Repurposing is a great way to maximise on content you’ve already created and you gain a wider reach to your ideal listener and target audience on different platforms. There are several ways you can do this:

• Turn key moments into short video clips or create audiograms using tools like Wavve. These clips can be shared on platforms like Instagram, Twitter, Linkedin, TikTok or newsletters.

• Write a blog post about your podcast episode.

• Create visuals of quotes or key points shared in the episode.

If you have guests on your podcast, this is also a great chance to tag them and it makes it easier for them to share on their own platforms.

Create a landing page for your podcast

Your podcast should be listed on as many podcast directories as possible. Even if you think most of your listeners will use Spotify or Apple podcasts, with so many options like Google Podcasts, Pocket Casts, and Player FM, it’s worth putting your podcast everywhere! Once you’ve listed your podcast on multiple directories, make it an easy way for your audience to find you by having a dedicated landing page or website. This page should have links to all of the directories, a list of full episodes, and maybe even a podcast trailer to draw new and potential listeners in.

Use your socials

If you already have an audience on other social media platforms, make the most of it! This could include:

• Having a link to a new episode of your podcast in your bio
• Mentioning your podcast in a YouTube video, a social media post or in your newsletter
• Tweeting podcast episodes or sharing them on Instagram stories

Communities

Don’t just rely on your audience finding you, try and find them too! There’s Facebook groups, Twitter spaces, Reddit, Quora, Indie Hackers, and other forums where you can spread the word about your podcast. The best way to do this is by providing value. For example, if your podcast is about being a writer, find relevant communities and social media channels to share your best pieces of writing advice with a link to your podcast.

Continuing to use your podcast content beyond its original release is essential to maximize impact and attract a wider audience. One effective way is to connect with your audience through interactive content. Encourage your listeners to participate in discussions, polls, or Q&A sessions about your podcast topics on social media platforms or community forums. By developing a sense of community and actively engaging your audience in the conversation, you can create an engaging and highly immersive experience that touches the audience and encourages them to  to share your content with others.

Hence by actively participating in these communities, you not only increase your visibility but also establish yourself as a knowledgeable and helpful member of the podcast community. Remember, podcast growth isn't just about numbers; it's about fostering a loyal community of listeners who are genuinely interested in your content and engaged with your brand.

Get social proof

Psychology shows that we tend to value the opinions of those who seem similar to us. This is why social proof is so valuable. It shows listeners that other people have listened to your podcast and enjoyed it, making them more likely to do the same. Ask your audience to write a review on Apple podcasts, leave feedback in on other social media platforms or email you reviews that you can share on your podcast landing page. Displaying these testimonials prominently on your podcast landing page not only builds credibility but also acts as compelling social proof for new podcast listeners.

Remember that building credibility and trust with your audience is key to establishing long-term growth and success for your podcast.

Cross-promotion

Find podcasters who have a similar niche to you and work with them in a mutually beneficial way. This could be in the form of shout outs, but a more strategic approach is to do guest appearances where you can provide value to their audience and show you’re worth listening to.

Consider teaming up with influencers or industry experts to co-create content or participate in joint promotional activities. By leveraging their existing audience and trust, you can expand your reach and attract new listeners interested in your podcast. Remember, building a strong relationship with your listeners and providing valuable, shareable content is key to driving growth and increasing listener engagement with your podcast.

This isn’t limited to podcasters- maybe you could write a guest blog post for someone in a similar niche or contribute to someone’s newsletter.

Build in public

Sharing your progress online is a great way to build trust with your audience. You might want to post a behind the scenes photo of your podcast set up, recent milestones or any struggles you’ve had to overcome.

By openly sharing your successes and setbacks, you reveal authenticity and vulnerability, which can build rapport with your audience. Encourage comments and discussion by inviting your audience to share ideas, suggestions and ideas for future events. The habit of open communication creates a collaborative relationship with your listeners and makes them feel invested in the success of your podcast. The more openly and honestly you share your journey, the more trust you will gain with your audience and the more likely your audience will grow.

For example, If you’ve had a guest on, you could even write one thing you’ve learned from them and tag them in social media posts. This will bring more people on the journey with you and pique their interest which will increase audience growth.

Get support

Join communities such as On Deck Podcaster Fellowship or Podcasters on Indie Hackers where you exchange what you’ve learnt with others. Growing a podcast doesn’t have to be a lonely journey.

Connect with your audience

Get to know your podcast audience. Understanding who's tuning in helps you tailor your content and strategy to keep them engaged and eager for more.

This could be through other social media platforms, having shout outs in your podcast episode, setting up your own community group, or getting them to send in questions which you can answer during episodes. It’s not just about getting new listeners to your podcast, you also want to build a community around it.

Growing a podcast can take some time and effort, so always remember why you got started in the first place and have fun with it!

Podcast Platforms

When picking podcast platforms, go for the ones that match your podcast strategy and speak to your target listeners. It helps your podcast find its people!

Email Marketing

Build an email list of subscribers who are interested in your podcast topics. Send out regular newsletters with updates, episode releases, and exclusive content to keep your audience engaged and encourage them to listen and share.

Improve visibility through Podcast SEO

To enhance your podcast's visibility and reach, consider optimizing your podcast website for search engine optimization (SEO). Crafting compelling press releases or pitches to relevant media outlets can help generate buzz around new episodes and attract the attention of potential listeners. Additionally, ensure that your podcast website is SEO-friendly by incorporating relevant keywords, meta tags, and descriptive titles and descriptions for each episode. This will improve your podcast's discoverability on search engines, leading to increased organic traffic and audience growth. Consistently releasing new episodes and promoting them in a podcast app and other platforms will further bolster your growth strategy and attract the idea listener. As a content creator, staying connected with your audience, engaging with feedback, and continuously refining your content based on their preferences are great ways to drive podcast growth and success for your podcast journey.

Having a clear podcast strategy is like having a roadmap for success. It guides you in creating and distributing content that resonates with your audience which leads to the growth of your podcast and keeps your audience coming back for more. Remember to apply some of the handy podcasting tips mentioned here to make your podcast shine and attract a larger audience.

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