11 methods to market your podcast in 2020 – Outbrain

Are you thinking of starting a podcast? In this blog post, we’ll show you why this can be a great channel for your marketing campaigns, then we’ll walk you through 14 of the best strategies to market your podcast for 2020 and beyond.

Why start a podcast

According to current data, there are approx. 850,000 active podcasts in total available across multiple channels and platforms.

Compared to the 31 million channels on YouTube, this positions podcasting as a great marketing channel for your business – and so are podcast listeners allegedly more educated and wealthy, with nearly half of all podcast listeners being college graduates and earning $ 250,000 net annual income.

For your company, this means a market that is able to appreciate and recognize your expertise in your niche and at the same time be more willing to invest in your products or services.

Though there are far fewer podcast marketers than there are Video marketer, the challenge of building an engaged and highly converting audience remains. So how do you successfully market a podcast in 2020 to grow your business?

Let’s take a look at these 11 best strategies.

The 11 Best Strategies for Marketing Your Podcast in 2020

1. Create a dedicated podcast site or page
2. Distribute your podcast across so many platforms
3. Optimize for SEO
4. Convert content into videos, pictures and blog posts
5. Turn podcast episodes into YouTube videos
6. Update your email marketing templates
7. New podcast? Use the two week scoring rule
8. Mention other companies and entrepreneurs in your episodes
9. Over time, invite more notable guests
10. Give podcast guests promotional content for their episode
11. Get into other people’s podcasts

Create a dedicated podcast site or page

By giving your podcast a home in digital space, you can curate all of your episodes and content in one streamlined place. Your podcast page or site should contain all of the key information that interested listeners need in order to click subscribe.

While many podcast listeners use smartphone apps to access episodes, it’s best to host your individual episodes along with some search engine optimized show notes. If you’re using WordPress you can either find or develop a topic This will ensure that your audio content is in the foreground, as in the example below.

Turn each episode into a blog post of its own that highlights your audio.

Distribute your podcast across so many platforms

As podcasts became more popular, several podcast platforms have emerged. Some popular podcast streaming services are Apple Podcasts, Stitcher, and now even the mega music streaming service Spotify. To make sure you reach as many of your target customers as possible, the best thing to do is to publish your podcast episodes on as many platforms as possible.

One easy way to do this is by using Anker.fmthat automatically distributes your content to several different platforms at the same time.

List of supported podcasting platforms by Anchor.fm for one-click distribution function

Optimize for SEO

Even if people have never heard of your podcast, Optimizing your podcast for search engines ensures you reach potential audiences who may be looking for content like yours.

The easiest way to optimize for search is to tweak your podcast title and episodes to include keywords that your target audience might use in their search for new podcasts or episodes. Include specific keywords in your episode descriptions and show notes.

An example of results for the search term “small business” in Apple Podcasts

Convert content into videos, pictures and blog posts

Actively promote your podcast episodes after their release on various platforms by using Reuse your content. This way, not only will you reach your audience on other channels they visit frequently, but it will also provide more content ideas for your marketing calendar.

Here are a few ideas for reusing podcast episodes:

• Turn remarkable quotes into social media quote graphics
• Create a short blog post on a recently published podcast topic
• Create infographics that highlight key points in your podcast episodes
• Cut entire episodes into soundbites and post them as social media videos

Turn podcast episodes into YouTube videos

We mentioned SEO in the previous sections, but this step takes your search engine strategy even further. While Google is currently implementing To make podcasts easier to find in search, it is important to note that video will still be preferred over audio when a user enters a certain keyword phrase.

So if the user does not include “podcast” in their search query, your podcast may not appear as a search result. One way to make the most of Google’s passion for videos is to turn your podcasts into videos that you upload to YouTube.

Image source: The edge

Update your email marketing templates

If you’ve already started Building your email list, make sure your audience knows about your podcast by updating your email templates to link to your show.

So even if you send out newsletters that don’t promote new podcast episodes, there is a button or a dedicated section that you can use to promote awareness.

Link your podcast in your email footers. (Image source: Hook agency)

New podcast? Use the two week scoring rule

If you haven’t started your podcast yet, you have a great chance of reaching a wide ocean of listeners by checking out the New and Noteworthy section of Apple Podcasts.

To be featured on this page, you need to show Apple that your podcast is growing, even if it’s brand new – and for Apple, that means you’ll get a ton of downloads in the first two weeks that your podcast goes live and get reviews.

To get the most downloads and reviews in the first two weeks:

• Upload 4-8 episodes for your podcast start. This allows users to listen to more than one episode that demonstrates their expertise, which increases your chances of getting more subscribers and downloads instantly.
• Do each CTA to leave a review on iTunes. You can incentivize your existing audience by offering a giveaway or benefit for them to leave a review once your podcast goes live.

Mention other companies and entrepreneurs in your episodes

Sometimes well-known people in your niche can call you for free by talking about them or their brand on your podcast. You can email them or send them a link on their social media accounts letting them know exactly how you used them as an example for your podcast. If you liked what you said, you can just share the episode on your network.

Over time, invite more notable guests

Over time, you want to invite guests to your podcast who can add great value to the listeners. This is a win for everyone: you gain access to your guests’ audience when they share their interview on their network, your guest can reach your audience, and listeners can hear your podcast from extremely knowledgeable people.

Give podcast guests promotional content for their episode

As best practice, if Do outreach marketing and standing in front of other people’s audiences make it as easy as possible for your podcast guests to share their episode.

Share with them your social media posts, picture quotes, relevant links to listen to, view notes, and even optional copies to share on their own email lists or social media.

Get into other people’s podcasts

Try getting interviewed on other people’s podcasts to expand your reach and build your following. Here are a few things to prepare when pitching to get on someone else’s podcast:

• Suggest 1-2 topics to discuss in your episode. If the topic is similar to another episode the presenter did earlier, explain what makes your episode different.
• Promote yourself. Podcast hosts need to know why you’re worth being a guest. Show them your website, notable features you’ve performed, and link to any video or podcast interviews you’ve already done so they can get a feel for how you are speaking and delivering.
• Make it easy for them to reach you. Consider adding a link to your calendar or asking for their calendar when you can book your recording session together.

Always add a “Write a Review” CTA

As your podcast grows, encourage new listeners to leave a review by mentioning this on each episode. Explain how leaving a review will help your show be discovered by more people in need of help in your niche, and even consider promoting reviews through a competition or an exclusive giveaway.

It’s your turn

If you’re ready to become one of the top podcasters in your niche for more leads and sales, look no further than this guide to marketing your podcast in 2020 and beyond. But remember, your content comes first. So most of all, focus on producing high quality episodes. Once you’ve done this, you can be sure that the ROI of your podcast marketing strategy will scale on its own.