How to Grow Your Business Podcast Audience Using SEO, Social Media, and Email Marketing
Executive Summary:
Creating great content is only half the battle. To grow your audience, you need a smart distribution strategy. Here’s how to get your podcast in front of the right ears.
If you read the last chapters of this how-to series (Tip- you should) you will understand your reasons for podcasting, what turns your audience on, and how to properly produce a podcast.
Now we need to look at amplifying it, and I don’t mean playing it out loud. We need to make sure that podcast series that you worked so hard on gets some REACH!
This learning zone guide looks at:
Allons-y! Let’s go!
Step 1: Optimize for Search Engines and AI systems
It ain’t who you know its how you deal with SEO and LLMO, as no one has ever said. But the truth is, you need to focus on how the robots that run google, not to mention Chat GPT, Copilot et-al will find you and recommend them to the people searching for your wonderful podcast.
It all is making sure that there is a text trace of your podcast and all there is in it, That’s because text still rules for search online, and if you can’t find it online it may as well not exist.
Okay, here are a few suggestions:
Use keywords in episode titles and descriptions.
If your podcast is all about the future of croissant baking methods and technology, make jolly well sure that the title and synopsis of your podcast(s) mention this.
After all, how will someone google it or be referred to it by Chat GPT?
Structure your episode with intro, main content, and outro.
Any good story has a beginning, a middle, and an end. Make sure your podcast flow does too. No one wants to sit through an amphorous stream of consciousness. Well, it’s unlikely for a business podcast at any rate!
Create show notes with timestamps and links.
Thinking back to the importance of making sure there is a text twin of your podcast, why don’t you go a stage further and make a transcript available as well as links to information sources and references as well as a timestamp.
Embed episodes in blog posts for added SEO juice.
Now you have the podcast, metadata and transcript why not do a blog post combining all three?
While you’re at it, also make sure your blog post and site use schema markup, AI robots love it.
Step 2: Leverage Social Media
Social media is the way to amplify your podcast’s audience. You probably use the platforms that you can promote your podcast via. Yes, you too shall become an influencer. No fake tan needed.
Think about:
Sharing audiograms and quote graphics on LinkedIn, Instagram, and X
And make sure people have a link or easy way to get to your wonderful content once you’ve whetted their appetite.
Tagging guests and using relevant hashtags.
It makes it so much easier for people to reshare stuff and everyone who’s bean on your podcast will want to tell their friends.
Post teaser clips before release and highlights after.
Just like for your favourite show on the TV, do a little “in the next episode…” style promo.
You might not be a natural show-off, but we live in an age where shouting about it yields results. (However depressing that fact may be) So get that (metaphorical) loud-hailer out and do some quality hollerin’ !
Yee hah.
Step 3: Build an Email Funnel
Email is a great way to let people know about all kinds of things, so let it let them know about your podcast.
Here are a few tidbits you might want to try:
Create a landing page for your podcast.
Landing pages are just a fancy name for webpages that focus on getting people to do something. In this case listen to your podcast.
It’s a great idea to look up winning podcasts, see how they present themselves and RIP IT OFF !
Imitation, dear reader, being the most sincere form of flattery.
Offer exclusive content or bonus episodes for subscribers
Everyone wants to be one of the cool cats that gets the skinny on a top topic whilst the herd are blissfully unaware in their menial lives. Makes you feel special doesn’t it?
So, play on peoples egotistical vanity and give them extra stuff if they join your oh-so-exclusive club for those in the know.
Send regular newsletters with episode updates and behind-the-scenes insights.
A bit like a text version of our promos, hook them in with some juicy highlights of the latest episode where some dramatic bombshell lands.
In fairness, this might be a bit of a stretch if it’s about a subject that’s as dry as the Sahara, but you’ll just have to dream something up. I mean, I’m trying to spice this dry as the Sahara how-to-article up too.
Step 4: Encourage Listener Engagement
There is no better marketing than word of mouth, so get people who like your podcast to tell the world for you.
Ask for reviews and ratings on Apple Podcasts and Spotify.
We all spend ages looking at reviews when we buy stuff or get a flight or hotel and it’s a ***** idea to get lots of quality reviews for your podcast.
“Since becoming a devotee of Pete’s Plumbing Podcast I have sold all my worldly possessions to fund a life’s study of plumbing”
***** Hannah Plomb, Denmark
“Berties Badger Broadcast has convinced me to live in a tunnel underground, mimicking brer Badger. I have also painted myself with black and white stripes and bought some stick on whiskers so I fit in. My wife has filed for divorce, but I don’t care. It’s that good!”
***** Michael Madman, Manchester
This is the kind of stuff you’re after.
Run contests or giveaways tied to episode themes.
It doesn’t have to be a sports car, country house or summer getaway in Barbados, but it’s worth thinking about setting up a prize on your podcast. Maybe you can give people a free trial of something or a PDF download or an Amazon voucher.
In the words of the CEO of Ryanair, people will crawl stark naked over broken glass to get something for free. So, appeal to your listener’s innate cheapness.
Invite feedback and questions to feature in future episodes.
This is a great one. Everyone likes to get involved in stuff they like and inviting your listeners to help shape future content is about the best way to get people engaged in your content.
Listening to a great broadcaster on the radio is a great way to get ideas for this. Notice the amount of audience participation in your average show. This is precisely what you can do.
Conclusion
Audience growth is a marathon, not a sprint. With consistent promotion and engagement, your podcast can become a go-to resource in your niche.
It’s also great fun promoting stuff even if you’re not a natural show-off. Why let all the trashy influencers, celebs and politicians have all the fun? You’re just as deserving.
Want to know more about podcasting or ACrew4U?
Want to learn more about Podcasting?
- How to Launch a Business Podcast That Builds Your Brand
- How to Script, Record, and Edit a Professional Business Podcast
- How to Grow Your Business Podcast Audience
- How to Monetize Your Business Podcast
- How to use your Business Podcast for Thought Leadership
Find even more resources at our Podcast Learning Zone
