Tips for Creating Paid Ads to Promote Your Podcast
- Choose the Right Advertising Image. Podcasts may be audio, but people are attracted to PPC ads because of images.
- Target the Right Audience. Test PPC ads to narrow down your target audience.
- Test Your Ads.
- Monitor Your Podcast Ad Results.
How do I promote my podcast with ads?
Podcast Promotion: 13 Marketing Tactics To Get More Podcast Listeners
- Ask People To Subscribe.
- Submit To Podcast Directories.
- Leverage Existing Assets.
- Share Reviews & Testimonials.
- Create A Website.
- Apple Smart Banner.
- Create An Email List.
- Be A Guest On Other Shows.
Are podcast ads worth it?
It’s obvious that advertising on a podcast is worth it for your brand. Pairing strong ad copy and a good spot position, your podcast ads can generate sales and new customers for your business.
How much do ads on podcasts cost?
As mentioned in the terminology section, CPM stands for “cost per mille,” or cost per 1,000 impressions. Balter says that the cost of a standard ad in a podcast usually costs between $10 and $50 with more popular podcasts also charging a premium.
Can you pay to promote your podcast?
Paid ads provide a fast and effective way to promote podcasts and increase brand awareness. Unlike content marketing, which takes a ton of time, paid ads can quickly grow your audience in a matter of weeks.
How do podcasts go viral?
- Become an early mover in a niche.
- Release frequent content.
- Use all distribution networks.
- Create a separate website that captures leads and makes the podcasts available.
- Grow your mailing lists.
- Interview guests and send them links to their episodes.
- Send guests links to their episodes.
How do I advertise my podcast for free?
- Convert your podcast into a YouTube video.
- Cut that YouTube video into clips.
- Customize posts to each social media channel.
- Tease episodes with audiograms.
- Record a tagline with your guest.
- Add value on social media.
- Run giveaways on social media.
Can I advertise my podcast on Spotify?
Advertise your podcast on Spotify Spotify Ad Studio lets you create and manage audio campaigns in minutes, with options for different sized budgets. Submit a script and pick a background track, and we produce the ad complete with a recorded voiceover.
How do I promote my podcast on Instagram?
7 Tips to Market Your Podcast on Instagram
- Craft a Bio That is On-Brand. The first place to start is right in your bio.
- Take a Classic Selfie.
- Create An Audio Story Highlight.
- Feature A Quote From Your Guest.
- Post An Audio Snippet.
- Creative A Visually Appealing Feed.
- Follow Other Podcasters and Influencers.
Do podcasts pay their guests?
Typically, podcasts do not pay their guests. Their “Payment” comes from exposure to the audience as well as highlights to their services, e-books, products, etc. Offering gratitude and other forms of payment can go a long way to form a lasting partnership. Something of which could benefit you more in the long run.
How do I grow my podcast audience?
6 Tips to Increase Podcast Listeners
- Create a Podcast trailer.
- Use Call to Actions.
- Promote your Podcast on social media.
- Repurpose your Podcast content.
- Podcast SEO.
- Invite guests and star as a guest.
How much does Joe Rogan make per podcast?
Rogan is also known for being the host of his own podcast, The Joe Rogan Experience. He earns $100,000 per episode.
How do I promote my podcast 2021?
If you’ve never promoted a podcast before, you might not know where to start. Let’s dive in!
- Understand Your Why.
- Create Great Content.
- Take Time to Craft Your Titles and Descriptions.
- Launch With a Few Episodes.
- Start or Update Your Website.
- Optimize for SEO.
- Start an Email Newsletter.
- Submit to Podcast Directories.
How & Where to Advertise Your Podcast: paid campaigns to massively fuel podcast growth
When you first started your podcast, you were well aware that it would need a significant amount of effort and devotion. To be able to grind out episode after episode while feeling like you’re stuck in a hamster wheel and not progressing as quickly as you should can be depressing, to say the least. Before you have a huge audience, it’s important to start gently and get as much learning as possible out of the way. But soon, you realize that your material is on point, and you realize that your listeners enjoy it and look forward to each episode – albeit it would be wonderful if there were more of them, wouldn’t you agree?
A smart place to start is the locations where people listen to podcasts and seek for podcasts.
Why you should advertise your podcast
If you’ve exhausted all of your organic marketing options, it’s time to consider paid audience acquisition and advertising for your podcast. The beauty of this is that once your podcast has developed a little further, you can attract more attractive sponsorships and utilize the revenues to re-invest in advertising to obtain even more downloads, hence boosting the prices you can charge your own sponsors. If you are one of our clients who is podcasting for your company, promoting your podcast helps you to get in front of the people who are interested in your product or service.
In other words, the more effective your advertisements are, the faster your podcast will grow, the faster it will begin to climb the charts and attract new listeners, the more money you will earn from monetizing your podcast (whatever podcast monetization looks like in your business), and everything continues to snowball.
Best way to advertise podcasts: paid promotion
Assuming you’ve exhausted all of the free and organic channels we’ve explored thus far and that you have some funds to spend on promoting your podcast, let’s move on to some of the most effective paid channels available to you.
Podcast app display ads
Podcast players such as Overcast, Stitcher, and others provide the option for advertisers to add banner advertisements within their apps. On a dollar-per-subscriber basis, Overcast in-app display advertisements are one of the most effective channels we’ve evaluated. This is a fantastic and successful channel for a number of important reasons:
- Users are already in the habit of listening to podcasts and are eager for fresh material. It is possible to reach the ideal audience at the optimal time and place
- Because they are already in their chosen listening app, the friction to pushing the subscribe button and becoming a regular listener is at its lowest possible level
Overcast advertisements have done really well for us. The only drawback is that once you’ve found a creative that works, you can’t scale it up to a larger audience. There is only a finite amount of stuff to purchase, and there is only a certain amount of audience to reach with it. This is a worthwhile endeavor, anyway.
Booking ads for your podcast in Overcast:
Each category has its own pricing structure, which is determined by the number of slots that are available at any particular moment. Because popular categories like Business may fill up quickly and carry a significantly higher fee, carefully consider the ideal category for your program as well as any related categories that you believe your target listeners would be looking for.
Also, be sure to run A/B tests on your ad copy. In addition to the artwork for your podcast, you have a very restricted selection of characters to choose from. So use them judiciously and examine what works best in different categories to see what works best overall.
- Tips for writing a podcast description: don’t spend characters on needless terms such as “podcast” or “show”
- Instead, concentrate on explaining the value of your podcast concisely.
Again, keeping in mind the importance of reaching podcast listeners where they are, the podcast search engine Listen Notes is a fantastic tool for discovering new podcasts. As a result, it is ideal for purchasing banner advertisements to market your podcast to viewers who are actively searching fresh material. Wenbin Fang, the site’s founder, sells banner advertisements over the whole site. He cautions that it is not a good fit if you are aiming to drive short-term subscriptions, but it is a terrific alternative to consider as a long-term branding strategy.
- In the case of calls to action or transactional tasks, such as seeing an ad and immediately clickingbuy products, or seeing an ad and instantly clickingsubscribe to a podcast, website banner advertising are not very successful.
- Mobile advertisements (such as those seen in podcast applications or in Facebook/Instagram feed ads) have the potential to be far more successful than website banner ads.
- The goal here is not to get them to click on something.
- If a podcast is only interested in purchasing one and only one advertisement, it should not be a website banner advertisement.
- -Wenbin Fang, the company’s founder Take Notes While Listening
Paid podcast promotion on social media
Before committing to bought social traffic for your podcast, it’s crucial to consider your goals and objectives. Another alternative is to run advertising campaigns on social media platforms such as Facebook, Twitter, and LinkedIn. In terms of methodology, there are variances across the various platforms, and I’ll go into particular methods to each in another piece. However, there are some fundamental considerations to keep in mind when employing purchased social traffic to grow your podcast listenership.
- You have the ability to be quite specific about who sees or hears your advertisement
- With Facebook advertisements, you can create lookalike audiences based on individuals who interact with your content the most
- This may be useful for a variety of reasons more than simply growing your audience. It is cost-effective and may be scaled up or down based on your needs.
- Because the viewers you’re targeting with your advertisements aren’t expressly looking for long form audio material, you have two things to sell: first, the notion of listening to a podcast in general, and second, listening to your program in particular. On social media, users are in the mode of little bite-size content consumption rather than deep engagement or learning
- Context is essential. Except when utilizing SmartLinks, once you transfer your user to their preferred listening platform – whether it Apple Podcasts, Spotify, or whatever – you will no longer be able to follow their movements anymore. As a result, attribution might be difficult
It has been our experience that Facebook, Instagram, Snapchat, and Twitter advertisements can have a significant impact on your listener numbers in the short term – it is a shortcut to as much traffic as you are able to afford to buy. However, once these traffic sources are turned off, the download statistics plummet like a rock. So, for every hundred people who click on your ad and listen to one episode of your podcast, only a small number of them will really subscribe and return for more. Once again, this is primarily determined by the situation in which they find themselves at the moment of the advertisement’s delivery.
It is also not always effective.
Afterwards, you may utilize that list to help advertise your podcast. However, there are several considerations to bear in mind if you want to utilize paid social media advertising to promote your podcast:
- Incorporate Chartable SmartLinks into your website or route visitors to a landing page on your website. In the case of Apple Podcasts, for example, you will have no means of knowing who has really listened to your content! SmartLinks (which we’ll cover in more detail later on) will allow you to track where your traffic is coming from and who is listening in on your conversations. You will be able to more closely manage the user experience if you route visitors to your own podcast website. You will also be able to construct your Facebook pixel data for remarketing and lookalike audience generation, as well as even better tracking. To find out what connects most with your audience, experiment with your ad creatives – still photos, audiograms, and other video material – to discover what works best. We have discovered that, rather counter-intuitively, audiograms perform a little worse in terms of the amount of clicks they generate, but that those who do click the link result in a greater number of downloads. Put those assumptions to the test. Test a few different platforms – Twitter, Facebook, Instagram, and so on – to discover which ones work the best for your event.
Using Google Ads to target relevant intent-based searches for your podcast might be a fantastic PPC approach for your show. This is our favourite method of pay-per-click advertising since it allows us to target far more intent-based visitors. It is possible to set together a campaign that targets potential listeners while they are actively searching information on your chosen subject by carefully picking relevant keywords (for example, “best cryptocurrency podcast” or “cryptocurrency resources”).
As I’ve previously stated when discussing cross-promotions, presenting your show to current podcast audiences is one of the most effective strategies to attract new listeners to your program. For those who are just getting started and have a small following of their own, or for those for whom cross-promotion partnerships do not make sense for whatever reason, sponsoring a podcast is the next best thing to doing nothing at all. If you want to manage the process yourself, you may either work with an agency or just develop a shortlist of relevant shows and negotiate the negotiations yourself.
- Cross-promotion of podcasts on similar-typed shows is a wonderful and effective marketing technique for podcasters looking to build their podcast audiences, according to our research.
- One of the most important aspects is to make the call-to-action as straightforward as possible, which might be as simple as — simply search for (program name) on your preferred podcast player.
- Gumball.fm is another another venue for reserving sponsorship opportunities.
- The website allows you to explore shows with accessible inventory by category or demography, and it also allows you to manage all of your campaigns in one place.
- Following the booking of your advertisement slots, it is critical to spend some time chatting with the show’s host in order to express properly how the advertisement should sound.
- While you must be upfront about the fact that your message has been paid for, you may collaborate with your host to develop a script that seems as natural and genuine as possible.
As a result, we attempt to encourage show producers to create something that they are comfortable with, and then make modest modifications and recommendations to guarantee that our customers’ programs come across the way they were intended to.
Programmatic audio advertising
It is possible to reach existing podcast audiences through programmatic advertising if you don’t have the time to find shows to sponsor and secure sponsorship deals (which can be time-consuming). If you want to reach existing podcast audiences through podcast advertising at scale, programmatic advertising is an option. Advertisers may use platforms such as Acast and AdsWizz to run highly targeted ad campaigns across a wide range of podcasts and networks, distributing their expenditure in much the same way they would with pay-per-click advertising.
- A genuinely well-written, professionally produced, and specifically targeted creative piece is therefore vital if you want to generate a positive reaction.
- A “spray and pray” technique will not get you very far in this situation.
- You will need to achieve higher numbers in order to make a major difference because engagement is lower than with a host read.
- If you have a large enough budget to invest, this may be a very profitable channel.
Spotify Ad Studio – not yet
Unfortunately, Spotify Ad Studio does not currently provide the same capabilities to podcasters as it does to musicians who use the platform’s advertising services. At least, none that I’m aware of anyhow. As things stand right now, musicians may use Spotify advertisements to specifically target fans of a certain artist and push those followers to their own tracks or albums, which can all be found directly on the Spotify platform. This is something I’d want to experiment with for podcasts, but it’s not a possibility for the time being.
You could use your 30s ad to target listeners of the Tim Ferris podcast, and those listeners would be routed to your program with a single click.
Alternatively, you could create an ad that sends traffic to your SmartLinks (which would loop the user out of Spotify and then back in), but I haven’t tested this yet and hence cannot advise you on it.
Other sponsorships – newsletters, communities, Slack groups
Online communities are another excellent medium to consider when developing your podcast advertising strategy. Email newsletters, Facebook or LinkedIn groups, Slack channels, and other forms of communication are examples of this. Even while we haven’t seen them convert at the same rate as other channels, they are a fantastic choice in terms of building brand recognition and establishing a long-term presence in your selected community.
That non-digital, tactile item is still functional as well;)
Conferences and events
It is not only possible to meet a large number of individuals in your business and corner them for an interview on your show (! ), but it is also possible to meet new listeners at conferences. Including a link on your business cards, include it in your presentation slide deck if you’re giving a presentation, and encourage people to take their phones out and subscribe straight away during networking events if possible. Despite the fact that it is a digital medium, face-to-face connection is still the most effective way to motivate people to take action.
Physical mailers and print
Another analogue classic, and one that is difficult to scale without a substantial budget. Physical mailers, on the other hand, may be an excellent marketing tool if you are targeting a very narrow set of people. For example, our customer, Softcat, sent branded cassette tapes with QR codes that directed listeners to the podcast to their most important client relationships. It performed quite well in conversion!
This is another analogue classic that is difficult to scale without a substantial expense. Physical mailers, on the other hand, may be a really effective strategy if you are targeting a very narrow set of people. In the case of Softcat, they sent branded cassette tapes with QR codes that directed their major customer accounts to the podcast. It performed really well in the conversion process.
A large part of the formula for promoting a podcast is being familiar with various platforms, performing as much A/B testing as possible, identifying what is working, then doubling down on that strategy. After that, there will be more testing, more doubling down, and so on and so forth. But that’s not all there is to it. Focusing on what’s working but also keeping the door open to new advertising platforms is critical to ensuring that you’re not only on top of things now, but that you’re also on the cutting edge of whatever becomes the most effective method to market podcasts in the future.
The good news is that a lot of the methods, ideas, and split-test findings that you learn along the way will be applicable, at least in part, to other advertising routes down the road (at least sometimes).
This means that you’ll have a significant head start, and you’ll be able to devote your time and attention to developing content rather than worrying about how to advertise your podcast.
Podcast Advertising 101: How to Grow Your Show through Paid Ads
Congratulations on the launch of your podcast! The most difficult phase, which was just getting started, is now complete. Now it’s time to get down to business by developing a marketing strategy and cultivating a devoted following for your show’s premiere. Advertising, like any other component of a well-rounded marketing plan, may be a critical piece of the jigsaw. To be sure, there are several organic methods for growing your program, like email marketing, social networking, podcast SEO, and so on.
Furthermore, with over 30 million podcast episodes already available, it might be challenging to break through the clutter and establish a foothold in the market.
If you have the cash, sponsored media might be an excellent alternative for you.
There are many different approaches to utilize advertising to promote a podcast, so we’ve divided down the most common methods for attracting new listeners into categories.
We’ve sorted the channels on the list according to how probable it is that someone may “convert” into a new listener from each channel. Of course, it’s critical to experiment with multiple distribution channels and to invest in the ones that are most effective for your program.
Understanding your audience
The first stage is to identify and understand your target audience or audience members. What are their areas of interest? What motivates people, whether emotionally or professionally, is important to understand. What methods and locations do they frequently use to obtain information? What city do they reside in? What are their ages? What jobs do they have and where do they work do they have? These are the kinds of questions that can assist you in determining where to market your event and who to advertise it to.
- By gaining a better knowledge of our target audience, we can design our content to appeal to them on the channels where they spend the most of their time, as well as the sorts of material that they are most likely to consume.
- These tech executives often hold c-level positions or director positions, and they are between the ages of 28 and 44 years old, on average.
- Your show’s development strategy should include audience development from the start of its planning process.
- If you can answer those questions early on, you’ll be able to determine who your show’s target audience is and what they want to see.
- Occasionally, the information will be tailored to a certain group of people rather than to the whole public.
- Occasionally, the information will be tailored to a certain group of people rather than to the whole public.
- Summary of each episode: If you can figure out what the basis of each episode is, you’ll be able to narrow down your targeting even further. Establish an understanding of the industry that will most likely be listening to this episode. Keywords: Identifying keywords might assist you in further segmenting your target audience. Specific Interests: Is there anything in particular that you think your target audience would be interested in? By way of illustration, through Talking Too Loud, we hope to attract people who are interested in business and podcasting.
You may also take use of the metrics provided by your podcast provider as well as the many distribution outlets available. This is an excellent activity to go through in order to see how well your target audience corresponds with your real listener audience’s expectations. Tip: Check out SparkToro for additional in-depth information on audience intelligence and other marketing topics.
Also consider using the metrics provided by your podcast provider and the various distribution channels.
In order to determine how well your target demographic corresponds with your actual listener audience, this is a terrific activity to go through. Recommendation: Check out SparkToro for additional in-depth information on audience intelligence.
- In television, a pre-roll advertisement is an advertisement that is stated at the very beginning of a broadcast. A commercial that appears in the middle of a show is referred to as a mid-roll advertisement. a commercial that plays at the conclusion of a show
- The Baked-In/Native advertising are read by the podcast host, making them feel like they are a part of the broadcast. Dynamic Insertion: These advertisements are pre-recorded and then inserted into the broadcast with the use of an ad server.
Interested in learning more about audio advertising? Take a look at these podcast examples from The Podcast Exchange. Cost per thousand listeners (also known as CPM) is typically used as the pricing approach. CPMs for 30-second ads average $18 per thousand impressions, while CPMs for 60-second ads average $25 per thousand impressions, according to AdvertiseCast. These figures are frequently proportional to the size of the audience; for example, a podcast with fewer listeners may have a lower CPM, whereas a podcast with a larger audience may have a higher CPM (though this is not always the case; it truly depends on the program).
True third-party advertising, on the other hand, might create a significant void for brand shows that do not support third-party content.
Working with current partners on a co-marketing agreement or having thought leaders from your firm appear as guests on other shows are both effective ways to increase your show without spending money on advertising.
“Pay per click” advertising is the type of advertising that is most closely related with search engine optimization (SEO). You’re using keywords (i.e., the words people put into the search box) to activate ad results in the search engine optimization space particularly. Google Ads is the world’s largest search advertising platform, and it is powered by the world’s most popular search engine. When developing a podcast promotion strategy, it is critical to consider the behavior of your target audience.
- Is it the result of a referral from a colleague?
- These natural interactions are significantly more effective in attracting new listeners than any other method.
- Brand targeting and non-brand targeting are two ways to search advertising that are often used in the industry.
- So, for our program Talking Too Loud, we could decide to bid on the word “talking too loud wistia” as a way of raising awareness.
- In addition, the organic webpage or podcast Channel on your website should rank #1 for these sorts of searches as well.
- When people search for podcasts, Google often displays a carousel of podcasts.
This is regarded as an organic experience, and there is no way to purchase your way onto the waiting list for this one. As a point of caution, we should mention that while running sponsored search advertising is a tactic you may experiment with, it is not very usual for podcasts.
Text, picture, and video advertisements that appear on a website are referred to as display advertising. This is normally accomplished by encouraging a website user to navigate to a landing page and complete a conversion activity (in this case, subscribe to a show or listen to an episode). Display advertisements can be run through a specific ad network, such as Google Ads, or through a specific third-party, such as a website that your target audience visits on a consistent basis. The majority of display campaigns are billed on a cost per click (CPC) basis, however many third-party providers bill on a cost per thousand impressions (CPM) basis.
According to WordStream(yikes!
All of this is to imply that display advertising might be a viable option if you want to cast a wide net and raise exposure for your program without putting too much emphasis on metrics such as viewer engagement.
Spend your money carefully, and remember to evaluate and enhance your results as you go!
Podcast Promotion: 13 Marketing Tactics To Get More Podcast Listeners
Text, picture, and video advertisements that are presented on a website are referred to as display advertising. This is normally accomplished by encouraging a website user to navigate to a landing page and complete a form (in this case, subscribe to a show or listen to an episode). Ads for display can be run through a specific ad platform, such as Google Ads, or through a specific third-party, such as a website that your target demographic visits on a regular basis. Many third-party providers, however, charge on a cost per thousand impressions (CPM) basis, which differs from the cost per click (CPC) premise used by the majority of display advertising campaigns.
According to WordStream(yikes!
As a result of all of this, display advertising can be a viable alternative for those who want to cast a wide net and raise exposure for their event without putting too much emphasis on interaction metrics.
Consider how you will spend your money, and remember to test and optimize your results along the way!
Ask People To Subscribe
Although it may seem obvious, new subscribers are the most crucial aspect in achieving a higher rating in Apple Podcasts (formerly iTunes).
It also implies that new episodes will be downloaded immediately by listeners as soon as they are released.
Submit To Podcast Directories
However, Spotify and Google are fast gaining pace as the go-to places for finding and listening to podcasts. Apple Podcasts is still the dominant player, but Spotify and Google are swiftly gaining momentum as the go-to places for finding and listening to podcasts. A podcast listing should be in as many locations (and as many different sites as feasible) as possible (all of which are free). Here are the specifics on how to submit your show to the most prestigious online directories.
Leverage Existing Assets
Mozilla promotes their podcast, IRL, on their homepage, which receives millions of visitors each month: If you already have a website or an email list, they are excellent avenues for informing your existing audience about your podcast. More information on how to get started may be found lower down this page if you do not have one of these items.
People like hearing their names called out on their favorite television show! This is a straightforward strategy that results in a virtuous circle of fresh participation. The example below employs a Q and A section, but it is equally as easy to create a similar effect with reviews or testimonials. The steps are as follows:
- When individuals ask questions on social media, invite them to tag or @ you so that your friends and followers may discover you and learn more about what they’re asking. People enjoy hearing their names mentioned online, so if you mention someone’s name, they will be far more inclined to share that episode with their friends. Their friends are likely to share similar interests and will be interested in seeing the concert. Other listers will wish to have their question read out (and, of course, to receive a response to it)
Even while it may take some time to get traction, there are several advantages: it is a natural and simple approach to increase interaction, develop your podcast audience, and grow your social media channels – all at the same time!
Create A Website
I understand that many podcast hosting companies give a simple website, but if you truly want to expand your program, launching a blog is the best course of action. There are a variety of causes for this:
- When it comes to shareability, it’s still simpler to share a blog article rather than an exclusive Apple or Google podcast link. SEO – the written word (for example, blog postings) is still king on Google, according to the company. While this may change in the future, you must write for the time being. Many different audiences – there isn’t necessarily much overlap between your podcast audience and your blog readership. This implies that by posting both written and spoken information, you will be able to reach a large number of new individuals. If you want to establish an email list, you’ll need a website to which you can direct your subscribers.
In order for people to listen to your podcast on your website, you may embed a podcast player on individual articles or show a playlist player on a more general page about your podcast (see examples of both here). For those of you who need assistance getting started with WordPress, here is a guide on how to do so. When you join up for hosting, you can also acquire a free domain name (the.com) – look for it here: the.com. Please provide your domain name. Please confirm that you are not a robot by entering your email address.
Apple Smart Banner
If you already have a website, this is a rather simple task. It is only visible on Safari’s mobile version of the browser. It leads viewers directly to your program on Apple Podcasts when they click on the ‘View’ button. If they choose to dismiss it by clicking on the ‘X,’ they will never see it again. There is only one line of code that has to be added to the head of your website: meta name= meta description> “apple-itunes-app” content=”app-id=1337151390, affiliate-data=at=1000ltXT, affiliate-data=at=1000ltXT, apple-itunes-app” ct=safari-smartbanner” The structure is as follows: meta name=”apple-itunes-app” content=”app-id=ID-NUMBER, affiliate-data=at=AFFILIATE-ID ct=CAMPAIGN-NAME, affiliate-data=at=AFFILIATE-ID ct=CAMPAIGN-NAME” Simply replace the portions in all uppercase with the information you want to use.
If you’re using Apple Podcasts, your podcast ID number may be located at the end of your Apple Podcasts URL: You just require the portion that has been highlighted.
Create An Email List
The use of an email list is a terrific method to inform people about new episodes, urge them to subscribe, host a giveaway, and other activities. Create your own website (as described above) and sign up with an email marketing service provider to get started building your email list. ConvertKit is my go-to email marketing solution for podcasters, and it’s free.
Be A Guest On Other Shows
The use of an email list is a terrific method to inform people about new episodes, urge them to subscribe, host a prize, and other things. Create your own website (as described above) and sign up with an email marketing service provider to get started building your email list! It is with great pleasure that I recommend ConvertKit as an email marketing platform for podcasters.
Have Guests On Your Show
An email list is a wonderful method to inform people about new episodes, urge them to subscribe, host a giveaway, and other activities. Create your own website (as described above) and sign up with an email marketing service provider to begin building your email list. ConvertKit is my preferred email marketing provider for podcasters.
Do A Giveaway Or Contest
As part of the introduction of thePodcasting Simplified Podcast (formerly known as the Set Sail Podcast), I offered a gift in exchange for individuals subscribing to the show. Are you beginning to understand how all of this relates to one another? I just asked individuals to snap a screenshot of their subscription page and tag me on Twitter or Instagram once they completed the process. The items you give away should be related to your presentation in some manner, so that you attract the right audience (I gave away a microphone and podcast hosting).
Creating audiograms is a popular method of sharing brief segments from your program with your audience. Wavveis my preferred method of accomplishing this. Headliner is another another popular online application for creating personalized films. Some podcast hosts include the option to make video clips as part of their service. Simplecast and Buzzsprout both make it simple to cast a message. And, most recently, Overcast released a new clip sharing function that is integrated into the app:
You may target people on Facebook based on the type of mobile device they are using. This means that you can send folks using iOS directly to Apple Podcasts, and you can send those using Android directly to Google Podcasts. In addition, you may target those who are looking for certain sorts of programs using Google Ads. There are a slew of folks seeking for performances. For example, the phrase “best hockey podcast” receives 880 searches per month, whereas the more broad phrase “hockey podcast” receives 3,600 searches per month.
If you want to conduct host-read advertisements or dynamic ads (or both), you may do so through networks like as Midroll or by negotiating directly with the podcast. Overcast also offers a straightforward advertising platform that allows you to target certain audio categories with a modest banner ad.
Join relevant Facebook Groups or forums to assist others in their endeavors. Including a reference to an episode that is relevant to a subject someone has asked you might be quite helpful in providing a satisfactory answer.
Quora is another excellent resource for folks who are searching for assistance. What methods do you use to market your podcast? Do you have any additional approaches that have proven to be successful? Please share your experiences in the comments so that we may all benefit!
Grow Your Podcast By Advertising in Podcast Apps
You should consider which asset you have more of when it comes to promoting your podcast: time or money, while planning your promotional strategy. Spending money on sponsored ad spots may be an effective technique for marketing podcast content and increasing the number of subscribers if you have the financial resources. However, when it comes to purchasing advertising space, the platform you pick makes all the difference. Because, despite the fact that many sources offer advertising space, not all of these platforms have the appropriate audience for podcast marketing in general, nor do all of these platforms result in new subscribers, which is the ultimate aim of a campaign.
Podcast listening applications such as Overcast andPodcast Addictsell advertising space to podcasters in order to assist them in getting their program in front of an audience interested in the specific content they are promoting.
Traditional digital ads vs. podcast apps
As previously said, there are several options for purchasing ad space online: you might conduct a Facebook ad campaign, disseminate a sponsored promotion via Instagram, or acquire ad space on Google, to name a few options. Furthermore, while social media networks may be a wonderful method for podcast hosts to establish a following and promote their material, putting advertisements on these platforms isn’t always the most efficient strategy to gain more listeners for their shows. Here are a few of the causes behind this.
1. Not the right audience
Even if you create a Facebook ad that is tailored to your target market, the majority of people on social media are scrolling to see photographs of their friends and family, not to receive a podcast recommendation for an episode that may last 30 minutes or an hour. Even if you purchase a Google ad to ensure that your podcast appears in search engine results, consumers are more than likely seeking for a short solution to their issue, rather than a whole podcast episode on the subject matter. People who use third-party podcast applications, as opposed to those who use social media platforms, are more likely to be committed podcast listeners who are in the correct state of mind to watch an advertisement for new podcast material.
2. Complicated to use effectively
Even if you create a Facebook ad that is tailored to your target market, the majority of people on social media are scrolling to see photographs of their friends and family, not to receive a podcast recommendation for an episode that may be 30 minutes or an hour in duration. Even if you purchase a Google ad to ensure that your podcast appears in search engine results, consumers are more than likely seeking for a short solution to their query, rather than a whole podcast episode on the subject.
Individuals who use third-party podcast applications, as opposed to those who use social media platforms, are more likely to be regular podcast listeners who are in the correct state of mind to watch an advertisement for new podcast episodes.
3. Difficult to track subscribers
When tracking a digital advertisement, the success of the campaign is often determined by the number of clicks or traffic it generates. While more subscribers are the ultimate aim of podcast promotion and digital marketing, it is not always more visitors to your podcast website or landing page that is the final goal. Because these advertisements aren’t targeted particularly at podcasters, it’s impossible to determine how many new listeners you’ll get as a result of a certain campaign. Podcast applications, on the other hand, make it simple to observe how many new listeners your advertisement produces, as well as enabling people to subscribe to your podcast and keep up to speed on all of your new episodes.
The best podcast apps to promote your podcast
While these third-party applications are comparable to Apple Podcasts and Spotify in that they are both podcast players and podcast directories, they frequently include enhanced usability and search tools that assist podcast listeners restrict their search. The top podcast apps that run podcast ad campaigns are listed below, and while they are each unique in their own way, they all operate in a similar manner: you pay the platform a certain amount, and they place your ad (which is typically in the form of an image with a short, written description) within their app, which you can then view.
The key differences between these sources are their ad pricing, the sorts of advertisements they run, and the length of time they run the campaign.
In terms of podcast promotion, Overcast (iOS) is one of the most popular podcast applications available. All of their advertisements run for 30 days from the date of purchase and vary in price depending on the demand and saturation in a certain category. Overcast viewers will see a photo of your artwork featured on theirNow Playingscreen and theirAdd Podcastdirectory when you run an advertisement through the service. Listeners may press the ad to get a brief explanation of your podcast, after which they can decide whether or not they want to subscribe to it.
- Overcast does run out of ad places at times, however you may choose to be notified when new slots become available if your category is sold out at the time of your request.
- So, if there are no spots available in your category, please be patient and wait till there are.
- With this podcast, we’re demonstrating the outcomes of a podcast in the leisure category that had an ad run that lasted a whole month.
- As soon as you purchase an advertisement, the Overcast team examines your podcast and typically accepts requests within 24 hours of receiving the request.
Note: Even if the ad is no longer running after 30 days, the site is still collecting information from the campaign, and you will most likely see a change in your data a few days after the ad has been turned off.
Podcast Addictis a great alternative for Android, PC, and iOS users, and it works in a similar manner to Overcast in terms of setup. Because of this, Podcast Addict has two sorts of ad placements available: those that display on the main page where users search for new podcasts and those that appear within a specific category to reach a more specific audience. Following a user’s click on the ad, they are directed to a description of your podcast, where they may subscribe, browse episodes, and read customer reviews.
Once you’ve entered your RSS feed, Podcast Addict will display the categories that are acceptable for your podcast, allowing you to select the campaign that is most relevant for you.
You can get in touch with for further information.
If you’re a creator who needs a little assistance getting seen, Pocket Casts (available on iOS, Android, and desktop) provides sponsored ad space in theirDiscoversection. Pocket Casts, on the other hand, is a more expensive alternative, with one-week advertisements costing $2,000. To be eligible to post an ad, you must have at least two episodes and artwork that complies with Apple’s (previously iTunes’) image specifications. The site also recommends that you make any necessary modifications to your overall quality before submitting your ad, since this will have a significant impact on the success of your ad run.
Podbean (iOS and Android) is one of the most popular podcast applications available in the Apple Store and Google Play Store, and it can be used in conjunction with Amazon Alexa. Although Podbean does not provide a self-service ad placement option like Overcast or Podcast Addict, after you upload your podcast to the site, you may contact the Podbean staff for information about ad pricing. Podbean requires that your material be acceptable for all ages and that it be reviewed by the company’s team, which typically takes three business days.
The advantage of using Podbay(iOSandAndroid) is that you do not have to purchase a 30-day campaign like most other services. Unfortunately, the daily fee is greater than what you’d spend each day to run a month-long ad on an app like Overcast, which is a disadvantage. However, if you don’t have the funds to run a protracted campaign, Podbay allows you to acquire daily ad slots for $25 per day. In addition to being prohibitively expensive, spending $25 a day on advertising is unlikely to provide any significant benefits after only a few days of running the ad.
If you’re looking to test the waters of podcast advertising, this is a better option than a month-long campaign, but it’s not the only one to consider.
Other apps that will promote your podcast
These apps include a variety of promotional options and ad placements to help you increase your listenership; however, they operate a little differently than the apps described above and need either an application for approval or that you contact their staff through email for additional information.
Castbox(iOS,Android,and desktop) offers advertising possibilities such as being included in their Editors’ Picks or receiving a banner feature position on their homepage to promote their products and services. In fact, they have certain target and content standards, and they only accept a tiny percentage of the proposals they receive. Castbox requires that you upload your own podcast to the service and declare ownership of it in order to be considered for a promotion. You must also mention Castbox in your Twitter bio, and you must have a Castbox badge and embedded player on your podcast website in order to be approved.
You must have at least 1,000 subscribers on Castbox alone in order to be considered for a banner highlight placement.
Following your submission, you should hear back from Castbox within two weeks with information on the next actions to take.
For Android users, Podcast Republic(Android, desktop) is a popular podcast listening application that is designed exclusively for them. You may contact the guys at Podcast Republic once you’ve added your podcast to their directory in order to have it promoted on their website and Android app. Again, the Podcast Republic website does not go into depth about their advertising approach, but you may contact out to them at to find out more information.
As a result of its specialized search engine capabilities and the fact that they give ad slots to podcasters, PlayerFM(AndroidandiOS) is an excellent directory for increasing podcast visibility. You can contact out to the PlayerFM staff for further information if you don’t find much information on their website regarding how their ad slots function right now.
PodLP is a podcast application for theKaiOS operating system, which is the third most prevalent operating system in the world. It is possible to get your podcast in front of people in countries where it may not be available via iOS or Android by submitting it to PodLP for consideration. Once you’ve been listed, you may contact PodLP to inquire about running an ad campaign. It’s important to remember that this isn’t a mainstream podcast audience, but it is a fantastic tool for increasing your presence in other regions of the world.
More podcast marketing strategies
There are, of course, limitations to what podcast applications can accomplish. In other words, even if you have unlimited funds to spend on advertising, it will not go you very far unless you have excellent content and you will not be able to purchase a devoted podcast audience. As is usually the case, true love and interest in the subject matter of your podcast is the most significant factor in achieving success in podcasting. However, utilizing podcast applications to promote your show is an excellent method to get your material in front of a new audience and attract listeners who are in your target demographic.
The top 50 marketing methods used by podcasters for their own programs are available on the internet if you’re looking for the definitive guide to podcast marketing.
Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 2022
Even the most popular podcast does not gain a large audience overnight. And, without extensive marketing, it is unlikely to garner a large following at any point in time. If you’ve never advertised a podcast before, you might be a little unsure about where you should begin. It is at this point that we come in. We’ve put up this podcasting marketing guide to serve as an excellent starting point for novice podcasters and a refresher or update for seasoned podcasters on the topic of podcast marketing.
Podcast Marketing: The Ultimate Guide to Promoting a Podcast in 2022:
Podcasts are popular among consumers mostly because of their educational value. It is estimated that over 75% of podcast listeners in the United States do so in order to learn new information (Statista 2019). There are a plethora of podcasts to pick from as well. Approximately 850,000 podcasts have been created, with more than 30 million podcast episodes having been broadcast as of January 2020. (Podcast Insights, 2020). When you consider that there were only 500,000 active podcasts in February 2018, this is a significant increase in the number of podcasts.
The number of people who listen to podcasts has increased by 51 percent in the United States since 2012.
This is a significant increase from the 44 percent of podcast listeners in 2018 and a more than doubling of the number of podcast listeners from a decade earlier.
After hearing an advertisement for a business on a podcast, around 54 percent of podcast listeners indicate they are either somewhat or much more inclined to consider purchasing from that brand in the future (eMarketer, 2019).
Podcast Marketing Guide for 2022
While there is no “one size fits all” strategy to podcast marketing, there are a number of podcast marketing tactics that you may use as a starting point to expand the reach of your podcast and its audience. Before we get into the 19 podcast marketing tactics that we think will be successful in 2022, there are a few things to bear in mind. First and foremost, regardless of any podcast marketing methods you choose, your primary focus should be on your target audience. Second, make testing a part of your routine.
Who Are You Trying to Reach?
Not everyone is going to enjoy your podcast, and that’s perfectly acceptable. Instead of attempting to reach a large number of people, concentrate on attracting more high-intent listeners who will derive the greatest value from your material. No doubt, you want as many listeners and subscribers as possible, but if those listeners and subscribers aren’t contributing to your bottom line in some way, whether it’s through purchases from your affiliate marketing relationships or by purchasing your products and services, they aren’t worth your time and effort.
What websites do they frequent on the internet?
So, what kinds of products and services would they find beneficial? With a clear understanding of who you’re attempting to reach, it becomes much simpler to design and market podcast episodes that are both educational and entertaining while also motivating your listeners to take action.
What’s Working and What Isn’t?
Podcast marketing, like everything else in the marketing world, is not something that can be set and forgotten. You must test, evaluate, adjust, and optimize your podcast in order to ensure that you are providing your podcast subscribers with exactly what they desire. Everything should be tested, and your podcast marketing methods should be adjusted as a result of your findings.
19 Podcast Marketing Strategies for 2022
All of the many strategies to advertise a podcast may be the subject of a whole book in itself. We selected 19 podcast marketing methods that we believe will be effective in 2022 and beyond for inclusion in our podcast marketing guide. Let’s get started!
1. Understand Your Why
It’s critical to understand why you’re starting a podcast or creating a new podcast episode before you get started. What is the purpose of this podcast? What is the significance of this episode? Determine the need you’re attempting to satisfy and the metrics by which you’ll evaluate your accomplishment. Are you going to measure your success in terms of the amount of downloads, backlinks, and purchases you generate through your affiliate marketing campaigns? Investing the time to determine what you want to achieve and how you will know when you have done it will result in a more unified and targeted podcast and podcast episodes.
2. Create Great Content
Don’t forget about the podcast statistic we mentioned before. There are around 850,000 podcasts available. That is a significant amount of competition. Creating excellent podcast material and promoting it effectively are essential if you want to gain more listeners and expand your audience. But what really goes into making outstanding content?
- Equipment. It is recommended that you get a competent microphone, editing software and call recording software (for visitors) as a bare minimum. Stories elicit biological responses in our brains, resulting in feelings of empathy for the storyteller and the characters in the narrative. Furthermore, they are easier to recall
- CTA. Make it clear to your audience what they should do next by using a strong call to action. This will assist you in moving them through your marketing funnel.
Despite the fact that there is much more that goes into making a successful podcast episode, following these three guidelines will get you off to a fantastic start.
3. Take Time to Craft Your Titles and Descriptions
When it comes to podcasting, your episode names and descriptions are the first thing your target listeners see, and they are what will determine whether or not your podcast is right for them. Your podcast title should give listeners a general idea of what your podcast is about. It should not be too long or too short. Then, in the description of your podcast, you may elaborate on the sort of information that listeners can anticipate to hear. For instance, here’s an excerpt from Chalene Johnson’s podcast, Build Your Tribe: Aside from that, it’s critical to provide each episode its own title and description.
This doesn’t provide any information to listeners about what will be covered in the episode.
4. Launch With a Few Episodes
If you’re just getting started with a podcast, you should put out a couple of episodes as soon as you can. Aim to debut with between five and 10 episodes, according to most podcasting experts, in order to increase your chances of attracting listeners. If you just have one episode accessible, listeners will have no incentive to subscribe to your podcast. Furthermore, if people do not subscribe, they will not be notified when new episodes are released.
Customers will be more inclined to subscribe if you have a limited number of episodes accessible so that they do not miss any future episodes if you have a few episodes available. Furthermore, if your podcast has more than one episode accessible, it appears to be more serious.
5. Start or Update Your Website
It’s a good idea to put out a few episodes of your podcast right away if it’s your first time launching one. Aim to debut with between five and 10 episodes, according to the majority of podcasting experts, in order to increase your chances of attracting listeners. Customers will not subscribe if you just have one episode accessible for download. They won’t know when new episodes are released if they don’t subscribe, and they will be disappointed. Customers will be more inclined to subscribe if you have a few episodes accessible so that they don’t miss any future episodes if you have a few episodes available.
6. Optimize for SEO
Your website’s title and description, as well as those of your podcast, may be optimized for search. While it comes to podcast SEO, one of the most straightforward methods is optimizing your podcast episode names and descriptions to contain the keywords that your target audience is most likely to use when looking for the subject you’re discussing. It is extremely similar to YouTube SEO to learn how to write better podcast episode descriptions, and you can learn how to write better YouTube video descriptions by applying these strategies to write better podcast episode descriptions.
7. Start an Email Newsletter
With a return on investment (ROI) of 4200 percent, email marketing outperforms all other digital marketing mediums. In other words, for every $1 you spend on email marketing, you have the potential to make $42 in revenue. If you are not currently sending out an email newsletter, you should consider starting right now. Your email newsletters are a great location to publish new podcast episodes, solicit new subscribers, and more. You’ll want to take efforts to increase the size of your email list, as well as select the finest email marketing solution for your company, in order to obtain the most return on your email marketing investments.
8. Submit to Podcast Directories
An additional quick and simple method of promoting your podcast is to submit it to podcast directories and aggregators, which are available online. There are a variety of podcast directories and aggregators to pick from, including the following:
- Google Play, Apple Podcasts, iHeartRadio, Stitcher, Spotify, SoundCloud, TuneIn, Podbay, and Podtail are just a few of the services available.
Your new episodes will be automatically published to each of these platforms if you register accounts on each of them and submit your RSS feed. This will help you to reach a larger audience more quickly.
9. Publish New Episodes at the Right Time
It’s critical to choose the optimal time to post on social media, and it’s as crucial to publish podcast episodes at the appropriate time. In order to find out when new episodes of comparable podcasts are released, you may look at other podcasts that are similar to yours. That’s an excellent place to begin. Using your own statistics on when people listen to your podcast episodes, you can start releasing content that is more in line with that time frame.
10. Engage Your Listeners
Although podcasting is a one-way communication medium, this does not imply that you should neglect your listeners. If you want to create a successful podcast, you must engage your audience on a consistent basis. Provide your listeners with calls to action at the end of your podcast so that they know what to do after listening to your podcast. This may be asking them to subscribe to your podcast, share it with their friends, or leave a review on iTunes.
However, you cannot just inquire. You must make it advantageous to the person who is listening. So, why should people subscribe to your podcast, share it with their friends, or write a review (hint: this helps your podcast grow and allows you to generate even better material over time)?
11. Schedule Guests
Even if you have a dazzling personality, your listeners will almost certainly want to hear from other specialists in addition to your own. You have the option of inviting guests onto your podcast if it makes sense for your audience. This not only helps to create trust and social proof, but it also allows you the opportunity to gain access to the guest’s audience if they decide to share the episode with their own audience. As your podcast grows in popularity, you will be able to invite more prominent guests onto your show, providing your audience with access to their knowledge while also providing your guest with access to your audience.
12. Appear on Other Podcasts
It is possible to earn money by appearing on other podcasts as a result of bringing guests onto your show. The opportunity to reach a new audience and develop relationships with other thought leaders, experts, and influencers can help to improve your reputation in the process. Don’t just sit around and wait for people to come to you. Investigate podcasts that have an audience that is similar to yours and pitch them a handful of themes that you think their audience might be interested in. Include any compelling arguments for why you should be invited as a guest to demonstrate to them that you can add value to their audience in your pitch.
13. Host a Giveaway
Giveaways have the potential to become viral, making them a fantastic way to promote your podcast and get new listeners. It’s possible to give away almost anything, but it’s better if your giveaway is related to your company’s brand and the products and services it provides. Suppose your podcast is about establishing or growing a new business. You might provide a free consultation in exchange for listening to your podcast. While it may be tempting to give away something as extravagant as an Amazon gift card or a trip, it is preferable to stay with freebies that are in line with your company’s image.
We recommend utilizing an online giveaway platform such as Rafflecopter, Gleam, or RafflePress to quickly and simply build your online giveaway.
14. Leverage Influencer Marketing and Partnerships
Influencer marketing is the technique of promoting your podcast to new, relevant audiences by enlisting the help of social media influencers. Look for an influencer that has a following that overlaps with your target demographic and reach out to them to discuss your project. You may also reach out to other brands to see if they would be interested in working together. While reaching out to podcasters who cover similar themes may seem contradictory, it’s crucial to realize that podcasts may be consumed at any time—just because someone is now listening to a different podcast doesn’t imply that they’ve missed out on your podcast.
There are a variety of methods to work with other podcasters, including promo exchanges, content cooperation, co-hosting episodes, montage episodes, and other types of episodes.
15. Reach Out to People and Brands You Mention
You should reach out to someone if you’re going to mention them on your podcast and let them know. You should send them a link that they can post on their social media channels so that they can simply share the episode with their followers. This is a simple method of obtaining a mention from well-known individuals and companies in your industry or area.
16. Promote Your Podcast on Social Media
Social media is an excellent tool for spreading the word about your podcast episodes and generating more interest in your show. However, you are not permitted to simply walk in, provide a link to your most recent episode, and go. After all, social media is just that: social. In order to do so, you must actively participate on the platforms where your target audience spends their time. Yes, you may provide a link to your most recent episode on social media, but you must also engage with your audience and share other relevant information.
Unlike a text-based excerpt of your podcast, audiograms are short films that are far more engaging: Aside from that, you should personalize your postings for each social networking platform.
17. Repurpose Your Podcast Content
Your material may be repurposed to promote your new episodes after they have been released on various social media channels. In addition to audiograms, there are various more methods you may reuse your information, including the following:
- In order to complement your podcast episodes, write a blog article. Use the greatest quotations from your episodes to create visuals for your website. Create an infographic to summarize the most important aspects of your episode. YouTube videos may be created from your podcast episodes.
18. Use Your Back Catalog
Your podcast episodes will continue to grow in number with the passage of time. When it comes to attracting new subscribers and encouraging listeners to participate with more of your podcast material, these are gold mines. Remember to provide the episode number and a brief description of why your listeners should have a listen when you mention a topic that you’ve discussed in a prior podcast episode when you mention it. Then, in the show notes, include a link to the episode.
19. Run Paid Ads
The podcast marketing strategies we’ve discussed up to this point are terrific methods for attracting organic attention to your show. There will be a delay in this process. If you want to increase the popularity of your podcast as quickly as possible, you might want to explore using sponsored advertisements. While your organic efforts are taking hold, running advertisements is a terrific approach to boost business rapidly while you wait for your organic efforts to take root. When it comes to conducting sponsored advertisements, there are several possibilities.
That’s all there is to it! This podcast marketing guide will assist you in taking your podcast from a fledgling endeavor to a must-listen destination. It’s vital to remember that podcast marketing is a process that involves testing, tweaking, and analyzing.
Start by using only one or two of the podcast marketing methods on our list and paying close attention to how they perform before implementing further strategies. Soon enough, you’ll have a successful podcast that expands the reach of your business while simultaneously increasing its profitability.