Podcast marketing

What are the key essentials for promoting and marketing a podcast to grow listeners so you can improve monetisation?  This article runs through some of the fundamentals and also asks some important questions so you can find out if a podcast is the right marketing tactic for your brand.

Brand suitability for podcast marketing

Here are some simple questions for you to review before deciding to start a podcast.

Microphone for podcast: Photo credit Neil Godding on Unsplash

• Who is the target audience?
• Are they are already listening to podcasts?
• What does your brand want to get out of the podcast (leads, brand awareness, thought leadership etc)
• Which channels to market do you already use?
• What headcount / analytics are in each of the existing channels?
• What will success look like?

These are all questions worthy of a full day workshop.  Now, assuming you have robust answers to each of them, let’s dig into the tactics suitable for marketing a podcast.

Podcast marketing tactics

1. Cross-promote through all existing channels controlled by the brand
2. Select guests who have a large audience on the understanding they will cross-promote
3. Add listeners by adding podcast into existing marketing tactics e.g. record a live episode at a trade show / a conference stage
4. Get other podcasters to do a mutual episode with each broadcasting the same episode to their feeds
5. Record in video and audio so you can use YouTube as a distribution channel
6. Advertise
7. Use clips and short video as content for social sharing
8. Run campaigns which include the podcast e.g. contests where you have to listen to find out how to enter
9. Use the podcast shownotes on your website and blog as SEO

Plus take a look at all the Quora questions I’ve answered and articles I’ve written about podcasting.