In 2023, there was a record-breaking rise in podcast consumption as reported by Edison Research in their Infinite Dial Report. The findings revealed that 31% of the US population listens to podcasts on a weekly basis.
Approximately 89 million individuals are included in this figure. It’s a remarkable statistic, but with the rise in podcast listenership, podcast hosts must put in extra effort to ensure their target audience tunes in. To accomplish this, effective podcast marketing tactics are necessary.
It is crucial for any podcast host to grasp the most efficient marketing techniques for podcasts in 2023, as the number of podcast listeners continues to grow, in order to extend their reach and develop a more involved audience.
Effective Podcast Marketing Strategies for 2023
1. Take advantage of social media
Using social media platforms as a channel to promote podcasts is a must for podcast hosts in 2023. It is an undeniable fact that social media has a strong influence in enhancing the visibility of podcasts and reaching out to a larger audience.
Twitter, Instagram, LinkedIn, and TikTok (depending on your intended audience) present an amazing chance to exhibit the one-of-a-kind tone of your podcast, establish a committed following of listeners, and network with other individuals who share similar interests.
Utilizing these social platforms allows you to implement inventive promotional techniques, such as teasing upcoming episodes, posting exclusive behind-the-scenes material, and conducting live Q&A sessions. Furthermore, interacting with your viewers through comments and direct messages can establish a feeling of togetherness and devotion, resulting in increased referrals and endorsements.
Main Point: Keep in mind that it is not necessary to use all social media platforms. It is more fruitful to choose the channels where your intended audience is most engaged and concentrate your marketing tactics there.
2. Utilize video content
For an audio medium like podcasting, adding a video component can be a really effective way to market your podcast.
Launching a video podcast is not a prerequisite. However, if you possess the resources and ability, it can serve as an impactful marketing technique. For this particular situation, our recommended podcast marketing tactic is incorporating a form of video content into your podcast.
Small video segments can provide an enticing preview of an upcoming intellectually stimulating conversation, acting as a tantalizing snippet of a captivating tale to be highlighted on future podcast episodes. These brief clips not only offer a dynamic and enlightening approach to draw in your audience, but they also serve as a means of attracting fresh listeners to your platform.
It’s an interesting fact that video content is among the most captivating and powerful forms of media, due to its high shareability. Creating videos related to your podcast and promoting them can be a successful way to market your podcast in the year 2023.
3. Make a trailer
We strongly advocate for producing an excellent podcast trailer as it serves as an effective means to market your podcast. You can generate audiograms or videograms of your trailer and distribute them across your social media platforms, share them through your family groups or email newsletter.
Your trailer will be a crucial marketing tool in 2023 if it effectively highlights all the aspects of your podcast and is attention-grabbing.
4. Strive for that personal connection
Incorporating this strategy into our podcast marketing plan will always be pivotal. Building a personal bond with your listeners is essential for creating an engaged fanbase for your show, just as all prosperous podcasts have done. Your podcast would also benefit from this approach.
To make a podcast successful, having a committed and responsive audience is crucial. This can only be achieved by creating a personal bond between you and your listeners. Interact with them on social media, provide them with recognition on your episodes, or establish a connection via a weekly newsletter.
Put effort into building and maintaining a connection with your audience to ensure a strong relationship.
5. Collaborate with other podcasters
In 2023, another successful approach to market a podcast is to seek out chances to team up with other podcast creators. Make contact with those who produce podcasts in your field and explore creative and genuine methods of collaborating for mutual promotion.
Collaborating with other podcasters can significantly broaden your audience and increase the visibility of your show, hence it is a major advantage.
When you connect with podcast creators in your niche who are willing to participate in cross-promotion, you’re not just accessing their valuable expertise and tools, you’re also taking a crucial step towards expanding your podcast’s reach by appealing to your intended audience.
There are various podcast collaboration ideas that you and your fellow podcasters can consider. You may exchange guest appearances, create episodes together, and offer mutual shoutouts during your shows. These approaches can help increase your audiences and extend the reach of both of your podcasts.
6. Make use of podcast marketing tools
The last tactic in our 2023 podcast marketing plan involves leveraging podcast marketing tools. These tools serve as a powerful resource for engaging your audience and expanding your listener base. They’re tailored to amplify the influence and outreach of your podcast.
Podcast marketing tools provide an ideal mix of innovative technology and creativity, resulting in amplified reach that takes your podcast to new heights. With features like analytics, scheduling, and social media promotion, these tools are essential for positioning your podcast as the leading source for engaging conversations within your niche.
As we consider podcast marketing strategies for 2023, we have compiled a list of our preferred podcast marketing tools.
7. Create a brand around your podcast
Creating your own podcast website is a smart strategy for promoting your podcast.
Establishing a brand around your podcast can be achieved through having more control over your content. Owning your own URL/Domain would increase your podcast’s authority and you could use it to directly send people to your website or use it for marketing campaigns. Sharing a direct link to your own URL or domain can help with Podcast SEO and aid your audience in remembering your podcast. A website can also help in growing your organic traffic over time, resulting in it becoming your number one source of new listeners. Monetizing your podcast through ads, donations, memberships, premium content, and other creative ideas can also be accomplished through your podcast website.
8. Find marketing channels that work
To devise an effective podcast marketing plan, it is necessary to identify two or three distinct channels to promote the podcast. There are numerous marketing channels to choose from, including Social Media, Organic/SEO, Influencer Marketing, Paid Marketing, and other options.
To effectively market your show, experiment with various marketing channels and monitor their performance. Continue to share your content on these channels and ascertain which ones yield the greatest results. Subsequently, focus on creating more content for the most effective channels.
9. Leverage your current social media followers
When considering marketing strategies, social media is likely to be one of the first options that come to mind. If you are currently utilizing social media, it can be beneficial to engage your followers in the marketing process.
In addition to sharing your podcast content, actively encourage your followers to engage with your posts. Whenever someone shares, retweets, comments, or likes your content, their own followers will also take notice. To learn more about this aspect, check out our guide on “Social Media” for podcast growth.
Social media can be one of the biggest growth engines for your show, especially if your podcast is dealing with current events or can be viral for any reason. You can also share clips or shorter pieces of your podcast directly on social media, build up anticipation for future episodes etc.
10. Leverage your podcast guests
It is beneficial to encourage guests featured on your podcast to share the episode with their own audience, as it can lead to an increase in subscribers and expand your podcast audience. Assistance from external sources for marketing is always appreciated.
Observe how Harry Stebbings fearlessly requested Guy Kawasaki, who has 1.4 million Twitter followers, to endorse it on his social media profiles. Although your invitees may not have a massive following, any form of support could contribute to promoting your podcast.
It can be quite beneficial to create profiles for show hosts, guests, and other participants such as composers, producers, editors, etc. if you own a website.
By default, Podcastpage comes with this functionality and allows you to generate a Guest Intake Form which enables you to receive inquiries from potential guests to feature on your podcast website – an advantageous situation for both parties.
After witnessing their episode featured on your website, complete with a distinctive profile page or image, links, and bio, your guests will be further motivated to spread the URL and advertise the episode.
11. . Don’t limit yourself to one social media platform
There are numerous platforms available such as TikTok, Discord, Instagram, Reddit, Facebook, and Twitter. It is advisable to participate in a minimum of two platforms and interact with diverse individuals. It is essential to distribute content in the appropriate format since each platform has unique quirks and styles.
Encouraging listeners to leave comments or incorporating social/community features can transform your website into a social hub.
12. Repurpose content on a regular basis
By repurposing your podcast, you can generate additional online content such as blog posts, videos, audiograms, quotes, and images. This tactic can enhance your podcast marketing strategy and save you time as it can often be automated. While some podcast episodes may be time-sensitive, you can still extract short segments and reuse them indefinitely. With the ability to create up to 30 pieces of content from each episode including quotes, audiograms, and screenshots, there’s plenty of opportunities to leverage your existing content.
13. Create a community around your podcast
Having a dedicated and engaged community can increase the likelihood of your listeners returning and even paying to join your podcast community. You have several options for achieving this, including creating a private group, a sub-reddit, or a Slack channel. It’s important to remember that your loyal fans can be a powerful marketing tool for spreading the word about your podcast. With so many available platforms, building a community is easily achievable. However, it’s important to keep in mind that managing a community takes time, so be sure to commit fully before taking the plunge.
14. Pick a unique name for your show
It can be overwhelming for your audience to navigate through various content creators and brands like podcasts, newsletters, and websites. Therefore, it is essential to give an appropriate name to your podcast that is specific and easily searchable on both podcast apps and online platforms.
Selecting an appropriate name for your podcast plays a vital role in its success – one that is distinct and unforgettable can significantly enhance your podcast’s reach and audience. Neglecting this crucial step may result in marketing becoming more difficult for a poorly chosen name.
