In the last couple of years, podcasts have become a mainstream media format. Six out of 10 people know what a podcast is. 40% of the American population – 115 million people – have listened to at least one. 67 million are monthly consumers.
What’s more, 63% of listeners made a purchase based on something the host recommended. So it makes no sense for marketers not to give it a try.
Most people find new podcasts on iTunes. It is responsible for as much as 70% of a podcast’s listens and downloads. So you need to think of iTunes as the key channel for growth and attention.
Here are 7 ways you can promote a new podcast:
1. Release Multiple episodes on launch day
When you first launch, publish at least three episodes. The more the merrier. If people listen to more than one episodes when you lunch, you increase your chance of hitting the New and Noteworthy section of iTunes.
2. Leverage your guest’s audience
If your podcast has an interview format, this one is for you. Interview popular people & ask your guests to share their podcast episode with their followers. Make it as easy as possible for them to share your podcast. When their episode goes live, send them pull-quotes, images & links to that episode.
Here’s the email the guys at Buffer sent to Rand Fishkin when his episode went live (copy it):
3. Promote on social media
When an episode goes live, share the link on your social media profile. Pin the post so that it stays on the top. Create quote images. You can use photoshop or Canva. Next day, share these images with a link to the episode. Create multiple quote images & reshare the episode couple of times. Create 30-45 seconds clips. Upload it to SoundCloud & share it.
4. Transcribe your podcast
Many successful podcasts offer a full transcript of the show. Transcripts are great for SEO. It can also be a good place to collect leads. Just add a lead capture form in the middle of it. You can use a service like Rev.com (costs $1/minute) or Fiverr ($5) to transcribe your podcast.
If you are not willing to spend money, you can transcribe it yourself. But only highlighted portions. This way you’ll save money but also get most of the benefits.
5. Run a giveaway
You have 8 weeks to get your podcast in the new & noteworthy section on iTunes. One way you can get into that section is by getting a lot of downloads & positive reviews.
You can run a giveaway contest to get more reviews. Ask people to write a review on iTunes as part of the entry requirements for the giveaway. This will boost the profile of your podcast & hopefully iTunes will notice.
If you have some budget, you can give T-shirts, stickers or product discount. If you don’t a budget, you can make a guest spot on the podcast or a shoutout at the end of the show the prize.
6. Find partners podcasts
Find podcasts in similar niches. Reach out to them and ask them if they’d be willing to mention your podcast on their show. You’ll also mention them in your show. If you reach out to enough people, you’ll find some willing to do it. Since you are just starting out & don’t have many listeners, don’t target popular podcasts. Only reach out to smaller ones.
Read this post to learn how you can send cold emails & get success.
If you mention any business or brands on your show, reach out to them when that episode goes live. Give them the good news of being featured. They may mention your podcast on their social media accounts.
7. Make guest appearance on other people’s podcast
Finding good guests regularly can be quite a challenge. So if you reach out to other shows & offer to be a guest, they may appreciate it. If you manage to become a guest, it will be a great promotion opportunity. To find podcasts on your niche, visit the iTunes listing page. It has thousands of podcasts in dozens of categories.
You can also do many minor things to promote your podcast. Include a link to the podcast on your email signal. Email all your friends and tell them about it. Get your friends to tweet about it.
If you have any tips to share on how we can promote a new podcast, let me know in the comment.