Podcast Promotion Strategies for Business Owners

Many businesses have turned to podcasting to revamp their internal communications and improve their public relations. The personal and intimate nature of podcasts makes them a great medium to connect with an audience and personalize a brand. But how do you get people to tune in to your podcast? 

Like many business owners, you may have started your corporate podcast but are now looking for podcast promotion tips to grow your listener base. How can you make sure it gains traction among your audience? 

Don’t worry; we won’t leave you on a cliffhanger. Read below for some best practices to help you develop your podcast promotion strategy. 

Podcast promotion: the basics 

Growing a podcast, or any content channel for that matter, involves two key things: quality content and time. Let’s take a look at both. 

Quality content 

Good content is original and engaging and provides value to its audience. Your podcast should have a purpose. Discover the purpose during the podcast planning stages and harness it to give something of value to your listeners. 

Make your show unique. Carve out a spot for yourself within your niche. Podcasts are like fingerprints: no two podcasts are identical – at least, they shouldn’t be. No one wants a replica of something that already exists; copies are unoriginal at best and copyright infringement at worst.  

Engagement-wise, your content should hold your listeners for the duration of the episode. Podcast listeners love stories, so use this to your advantage. 

Time 

We live in a fast-paced and results-oriented culture, but like the tortoise and the hare, slow and steady will get you there. Many things take time, and podcasts are no different. Be patient; the long-term results are worth it!

Post a minimum of three episodes on launch day

When you launch, make sure to publish at least three episodes. This will help new listeners know that you’re serious and your show isn’t just a one-off. More than one episode allows listeners to preview your show and provides them with enough information to decide whether they want to commit to more content or not. 

This will also help you determine which episodes get the most traction. Although we consider it too early to make any huge decisions on content or format changes, it may help you identify which topics will be the most popular. 

Publish episodes at the right time 

Timing is crucial. Your content takes a lot of time to create, so to get the best return on investment for your efforts, publish it at the right time. Try to have new episodes up during or before high-traffic times so your target audience will see it and tune in. 

According to experts, 2 am to 5 am is the peak time for podcast posting – thankfully, posts can be scheduled, so you don’t need to be awake at that time! This time often works best as it allows podcast listeners to see your new episodes in their notifications as they start their day. 

This said, depending on your niche, your audience may have different optimal posting times. University or college students who live in the city likely have a very different life schedule than middle-aged suburban moms with three kids. If you’re unsure, look around to see when others in your niche post. 

Reference old episodes

Remember your backlog! While making new episodes, remember to reference the older episodes if you think it would be helpful or if listeners ask questions about topics you have already covered. As your audience grows, encourage new subscribers to check out old episodes for related content. 

For example, if you are inviting a guest a second time, recall the first time you spoke with them, or if you’re sharing an inside joke, reference the original episode it was discussed to provide context. 

It can be jarring and annoying for a podcaster to be promoting old episodes for the sake of podcast promotion, so work it into your script smoothly. 

Also, include links to old episodes you’ve referenced to make navigation easy and accessible for your listeners. 

Network with others from your niche

Networking can provide some great opportunities for growth. Find other creators (not just podcasters) within your niche topic and network with them. Joining forces with a popular YouTuber or Instagram influencer in your sector may just be the content your followers didn’t even know they wanted.

With other podcasters, foster an environment of collaboration and teamwork to help each other grow. It may lead to exciting business opportunities or partnerships in the future. 

Invite guests and feature on other shows

In that same vein, invite guests onto your show. These guests can be experts on your topic, podcasters within your niche or even members of your listener base. This is a perfect VIP feature for members of a patron program. Think of who you have referenced on the show, both unpaid or sponsored and contact them to see if they’re interested in featuring as a guest. 

Contact other podcasters to feature on other shows. Featuring on a different show or platform can expose your brand to a broader audience who may also be interested in your content. 

Run a podcast newsletter

An email newsletter is a direct way to engage with your audience to provide them with another form of helpful content and stay relevant in their inbox. Email is a highly-effective marketing tool. Emails give you direct access to your listeners’ inboxes, and great email content can turn into clicks and conversions. 

Podbean’s embeddable players allow you to share your podcasts through email. Depending on your niche, you may also use this newsletter to refer to your other social media platforms as well. 

Join a podcast network or get sponsorships

Joining a podcast network is a podcast promotion strategy that doesn’t require much promotional effort on your part. Podcast networks will help increase your show’s visibility amongst your target audience and even broaden your reach. 

Podbean’s enterprise solution is designed to help businesses harness the podcasting medium for anything from internal comms to branded podcasts. 

Networks are also great if you’re looking to monetize your podcast and use it as a revenue stream. When you register your show for Podbean’s Ads Marketplace, our network will connect you with sponsors in your niche so you can generate revenue and grow your podcast. 

Need help with podcast promotion? Try Podbean. 

If you want to promote your business podcast, join Podbean’s hosting network today. Sign up today to start your free trial.