5 Important tips for promoting your podcast

5 Important tips for promoting your podcast. Podcasts are a brilliant way to get your service or product out there and build up your client base. Take a look at our top tips for getting it right.

Decide on your audience and keep it interesting

Without the KYC lecture, obviously good marketing  involves understanding your target audience – their typical goals, challenges and interests This is as much about the content of your podcast as where you decide to broadcast it. The golden rule is keep it interesting! Your Podcast should keep the listener engaged, rather than trying to sell anything. 

Use a variety of platforms to drive an audience to yours

All that being said, you want your content out there, so you will start with big players like Apple or Spotify.

But don’t forget that you should always have a web page for each episode – one that has comprehensive show notes with bios, episode highlights, linked resources and subject tags. 

Highlights are particularly important – you should look at around 10 or so. Not only do do they improve listener conversion, they can be used in social shorts.

If you have a back catalogue of podcasts, tags can be useful at keeping your old content relevant. 

Host or guest?

If you are creating your own podcast or series of podcasts, chances are you’ll be the host. In order that your show doesn’t become monotonous, invite guests to mix things up.

Make sure that it stays relevant and on track, such as a client recommendation, or potentially someone from another area which complements your business.

Try and get yourself onto an existing podcast.  This is a great way to attract people that your brand wouldn’t normally reach out to you and broaden your target audience.

The right length

Don’t be tempted to follow long form content to start with – this is produced in the main by celebrity hosts with huge production budgets.  Most podcasts last from around 30 to 45 minutes. This gives plenty of time to tell the story. Any longer than this and you risk people switching off.

If you’re appearing as a guest on someone else’s podcast, you ideally want to keep your answers detailed but to the point. In the end, your goal is to keep people listening, and this is far easier to achieve if there are natural “break” points such as questions being asked, which help to make the podcast more digestible and in bitesize chunks as opposed to one long ramble.

What’s more, this also makes it easier for you to reuse the content in effective ways (more on that below).

Don’t forget SEO

The last thing you want is to spend hours and maybe days of your time producing high quality content only for it not to be seen by anyone. And for podcasts to be seen, it needs to be indexed by search engines. Enter centre stage left, Search Engine Optimisation or SEO.

The issue with podcasts is that like videos or other audio files, they are not crawled by Google. What makes them detectable is the accompanying text, such as the title and description. But for SEO to be effective, you need at least 600 words. As mentioned before, comprehensive show notes boosts your website’s SEO and pulls in not only new web traffic, but repeat visits as well.  

Yes they take time, but good show notes can provide the basis for other articles and content on your website. This is where structuring your podcast into bitesize parts comes in. By using these sections to create a synopsis of your podcast, you can provide another format for people to digest your content.

After all, not everyone has the time to sit through a half an hour podcast, but can easily scan through a set of bullet points and quotes.

Final thoughts

Making a podcast requires a great deal of creativity, not just in producing it but in promoting it as well. The key is to widen your audience and ensure that information can be taken in different ways.

Show Notes are time-consuming, but the only way unlock some of these doors quickly. 

PodRecap is an AI driven show note creator that automatically generates a podcast overview, a guest bio, sponsor details, time-stamped highlights of your episodes, resource links and optional full transcript. 

Click below to take a look.