10 ideas for promoting your podcast

How do you get more listeners for a new podcast? Here are the best to promote your show.

Build anticipation before you launch

Your biggest opportunity to promote your podcast happens before you launch your show.

The days, weeks, or months leading up to your first episode dropping are fertile ground for building up excitement.

Create a podcast trailer episode

Your first step? Create a short audio teaser for your podcast. Here's an example from the RuPaul's Drag Race Podcast:

Your podcast's teaser should be:

  • Short – 30 seconds is good, 5 minutes max.
  • Energetic – include clips that give listeners an idea of what your show will contain.
  • Shareable – create a teaser that people will want to share: "I can't wait for this show to come out! Subscribed."

Podcast hosts, like Transistor, allow you to choose "Trailer" as an episode type.

Create a "coming soon" web page for your show

If you really want to build anticipation and build your mailing list at the same time, create a landing page for your podcast.

This page has two purposes:

  1. Build your waiting list – getting people to sign up with their email address will enable you to engage with your audience leading up to the launch of your show.
  2. Subscribe with their podcast app – if you have a trailer published in your RSS feed, folks can subscribe to your podcast in anticipation of your first official episode.

Email your waiting list!

What should you be sending your email list? People want to see behind the scenes! Share your journey as you prepare to launch the podcast. Here are some ideas for email content:

  • Show them photos of you recording the show, and your studio setup
  • If you're recording with guests, snap a photo, and send that. (Example)
  • Send audio samples from upcoming episodes
  • Tell your fans how they can spread the word

SEO (search engine optimization) for podcasts

Apple Podcasts, iTunes, Spotify, Google Podcasts: all of these podcast directories use search to help listeners find interesting podcasts. This means you need to use keywords to your advantage. 

How to optimize your show for search in podcast apps

Someone looking for the best podcasts about farming will search "best farming podcasts." 

If your podcast is called "The Farming Podcast," you're more likely to get found, as opposed to calling your show: "Steve Smith – the modern agrarian." 

Ideally, you'll want to include your target keywords in the title of your show. Many podcast apps will only index the names of the podcasts themselves (not the descriptions).

How to optimize your podcast for Google search results

In 2019, Google started indexing podcasts. This means that podcasts now appear in regular Google search results.

However, getting your podcast to be indexed by Google is tricky!

First, you’ll need to have a website for your podcast with a <link> element that points to your RSS feed. (websites generated on Transistor do this automatically).

Next, you'll also need a sitemap that you can submit to Google Search Console. A sitemap gives search engines a list of the pages on your site, so they can accurately index it. For example: saas.transistor.fm/sitemap.xml

Once your site is being crawled by Google, it generally takes a few days for Google Podcasts to find it, and index it. So be patient! (Don't confuse Google podcasts with Google Play. They're separate!)

If you've done everything correctly, your podcast's episodes should start appearing in Google searches like this:

Google is also planning on transcribing your podcast's audio in the background, so they can match search terms with things you've said in your episodes. 

In the future, expect podcasters to use the same search optimization tricks people are doing on YouTube. You'll need to think through your episode titles, the first paragraph of text in your show notes, and what you say at the introduction of the show.

Send a regular email newsletter to your listeners

Do you already have a newsletter list? Tell them about your podcast!

One of our customers, Josh, sent an email to his list about his podcast and did 3x the listens in one day:

For my show, I use MailChimp to send out an automated email every time we publish a new episode (here's how). 

Cross-promote on similar podcasts

You may have noticed podcast networks using this technique: they'll insert a teaser for a different podcast into a popular show's feed. They do this because it works!

You can find shows that have a similar audience to you:

  1. Go to Apple Podcasts, and search for your show
  2. Scroll to the bottom and find the section that says "Listeners also subscribe to"

Once you've found a podcast that might be a good fit, reach out and ask if they're interested in some sort of cross-promotion. Sometimes, this means doing an episode exchange (you post one of their sample episodes in your feed, and they do the same for you). 

Promote your podcast in online communities

You should also be engaging in communities where your audience hangs out. The purpose here isn't to spam links to your show. Instead, be an active participant on relevant Facebook Groups, forums, and Reddit subreddits. Then, when appropriate, link out to specific shows (but only if they're related to the current topic of conversation!). 

Create shareable podcast video snippets

Sharing a teaser clip of your podcast on social media is a great way to promote your show. Here's an example of one we created for Andy Mineo:

There are several 3rd-party apps you can use to create clips like this (then you can share them on Twitter, Facebook, or Instagram). Here are some apps to try:

  • Headliner.app (desktop) – this web app allows you to upload a clip, and will create an animated waveform for your audio.
  • Overcast (iOS) – this podcast player allows you to select and export clips from your podcast.
  • Castro (iOS) – another podcast app for iPhone that lets you share clips.
  • Bullet (iOS) – "create & share captioned video segments of podcasts from any podcast app."

Unfortunately, if you're on Android, your only option right now is to use Headliner on your desktop.

Go to events, meetups, and conferences

You can also spread the word in-person! Go to tradeshows, conferences, and meetups that relate to your audience. When people ask you, "so, what do you do?", you'll have a great opportunity to tell them about your podcast.

If you want to be truly memorable, print stickers and hand them out!

Build a full website for your podcast

It's not enough to just be listed on Apple Podcasts and Spotify. The easiest way for someone to find (and share) your podcast is if you have a website for your show.

Your website should have the following elements:

  • A homepage that describes what the show is about, with the ability to listen to an episode.
  • Landing pages for each of your episodes, with full show notes.
  • An "About" page that describes your show in more detail, and introduces the hosts.
  • A "Subscribe" page that enables people to easily open your podcast in their favorite app.

Here are some examples of good websites built on the Transistor platform:

If you want to get started with Transistor, you can sign up here.

Try Transistor for free

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What does Transistor provide?

Get everything you need to get your podcast on Spotify, Apple Podcasts, and Google:

  • A podcast-ready RSS feed
  • Unlimited storage and bandwidth for your audio files
  • Global CDN for your audio files
  • Customizable podcast website
  • In-depth analytics
  • Embeddable audio player
  • Support for multiple users
  • Integrates with MailChimp, ConvertKit, and Drip.
Published on June 13th, 2019
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