When it comes to the Four P’s of Podcasting™, after you’ve put in the effort to Plan, Produce, and Publish your podcast, the time has come to focus on Promotion.
1. Start with 3 Episodes
When getting started, upload your first three podcast episodes to the various podcast directories. This will prove to your audience you’re in for the long run and you don’t plan to “Podfade”.
2. Build/Host Your Own Website
Ensure you have your own branded website to direct your audience. Cross-promote episodes within each other.
3. Submit your Podcast to all the Best Podcast Directories
Besides Apple Podcast, be sure to submit to Spotify, Google Podcast, Amazon Music, iHeart Radio, & Pandora.
4. Add a Link to Your Podcast to your Email Signature File
This is one of my favorite tips. Every email sent is free advertising for your podcast. Ensure ALL EMPLOYEES have a link! If you’ve got 10 employees sending 10 emails a day, that equals 100 podcast ads a day, 500 a week, and 25,000 a year. Every email reply and forward includes your podcast’s ad as well!
5. Share Each Podcast Episode with Your Email List
I continue to believe email is the best way to share with people who care about what you do. Each episode should be featured in newsletters or email blasts.
6. Share Your Podcast on Social Media
Keep your followers up-to-date with each new episode. Pay special to Facebook, LinkedIn, & Twitter. Instagram is also a consideration although linking to a specific podcast episode is a bit of a hassle.
7. Leverage Your Guest’s Network of Followers
Step one; HAVE GUESTS on your show. STEP two; help your guests spread the word by providing a checklist on how to share their appearance on your podcast.
8. Call-to-Actions are Important
People who do what you tell them to do, if you tell them to do it. Otherwise, they tend to sit on their hands. The host should always tell the audience where to find the show and how to stay connected. Specifically, be sure to tell the audience where to find your podcast, the URL to your website, and how to reach you with questions/comments via email. (Yes, you should have a dedicated email address for your podcast.)
9. Contest & Give-A-Ways
Create podcast-only promotions and giveaways for your audience. Encourage them to share with others. (This also is an effective audience-tracking technique as well.)
10. Repurpose Your Content
Take existing episodes and embed them on your main website. For example, if an episode provides a behind-the-scenes look at a particular product or service, embed that episode on the webpage for that product or service. Additionally, create clips for social media sharing.
11. Don’t Forget About Video!
Engagement is enhanced by video content. For podcasts produced by PodWorx for our clients, all episodes have an audio AND video version which is added to YouTube and Apple Podcast.
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