Make Your Podcast Stand Out

If you have a podcast, you have a business opportunity. Here’s why: 

• 62% of consumers in the U.S. listen to podcasts in 2022, up from 57% in 2021. 

• More than half of podcast listeners pay more attention to ads on podcasts than ads on other types of media. 

• 80% of marketers who harness the power of podcasts plan to continue investing the same or even more money into podcast content. 

Podcasts have the potential to bring immense value to brands: awareness, ad revenue, and more.

As of July 2022, there are 2,464,276 podcasts on Apple Podcasts. 19,478 of those were added in just the past month. With millions of podcasts live already—and thousands launching every month—is it even possible to make yours stand out? 

Yes! You just need the right marketing plan in place. While a full podcast marketing plan is needed for best results, our tips below can help you start seeing more success right away.

1. Identify Target Listeners

A successful podcast isn’t necessarily the one with the most listeners; it’s the one with engaged listeners.

As with any offering, you have to identify your target audience in order to achieve consistent results. Given the number of podcasts listeners have at their disposal, it’s crucial that you really refine the type of people you’re trying to reach. Refine your target listeners by characteristics such as age range, location, interests, occupations, pain points, goals, etc.

When your content is targeted to a specific audience, it’s more likely to make listeners feel seen, pay attention, and give you their trust. When your audience trusts you, they’re more likely to take action in support of your brand. Favorable actions include making a purchase from a featured advertiser, joining your email list, or buying one of your offerings.

2. Keep SEO in Mind

Clarifying your target listeners is also crucial for SEO purposes. You must know the topics, questions, and keywords that your listeners search for online. Use these key phrases in episode titles, descriptions, promotional posts, hashtags, and other copy surrounding your podcast.

This is one of the simplest ways for your podcast to appear higher in your target listeners’ searches online. The more targeted your podcast’s SEO is, the more likely it is to be found and clicked on by your ideal audience.

3. Add to Podcast Directories

Another simple way to market your podcast is to submit it to multiple podcast directories. A podcast directory is a listening app, such as Apple Podcasts or Spotify. Listeners use these to search for, follow, and listen to podcasts. They can also get notifications when new episodes of the podcasts they follow go live. 

Listing your podcast on multiple directories distributes your podcast to more people. It’s crucial to distribute your show to as many people as possible so that your ideal listeners find you.

Getting listed on podcast directories is pretty simple. All you need to do is create an account on each directory and submit your show’s RSS feed. The directory will then update automatically with your episodes.

Aside from Apple Podcasts and Spotify, additional podcast directories include:

• Stitcher

• iHeartRadio

• Google Podcasts

• Amazon Music/Audible

• Podchaser

• TuneIn

• Pandora

4. Email Your List

If you don’t have an email list, now is the time to make one. In 2021, 64% of marketers in B2B brands reported that their email marketing strategy was effective in achieving business goals. B2C marketers have seen similar success. They’ve found that 50% of people make a purchase from marketing emails on a monthly basis at least. In other words, email marketing works, and is a great way to promote your podcast. 

People who opt in to receive your company’s emails typically trust you and want to hear from you. Use this opportunity. Send a thoughtful email to your list whenever a new podcast episode goes live. If you send a monthly email newsletter, you can also mention the podcast there. 

Describe what your audience will learn and be able to implement right away when they listen to the podcast. Share attention-grabbing details such as topics discussed or a featured guest’s name with a photo.  Be specific about why the podcast is worth their time.

5. Share with People or Brands Mentioned

Finally, a great way to get more exposure to your podcast is to contact any of the people or brands mentioned during an episode. Send a link via email or social media shoutout letting them know you shared their name. 

If they post about your podcast to their community, that’s more eyes on your show. If they don’t, you still stand to benefit from contacting them. By reaching out, you put your podcast and company name in their orbit, even just peripherally. As you continue to share, they may be more likely to respond, promote your podcast, and even become a guest or sponsor.