Podcast Marketing Guide: How to Promote Episodes Out in the Wild

Podcasts are now listened to by 120 million people.

How can you get ahead of the crowd, stand out from the rest and generate leads for your company?

This is what our podcast marketing guide will teach you today.

Podcast Marketing: Three Rules to Follow Before You Create a Podcast  

1. Your podcast can be used as a lead generator

You shouldn't judge success by how many downloads or sponsors you have, unless you are running your podcast full-time.

Podcasts is only one aspect of the business that consultants, freelancers and service providers can access.

If you obsess about the downloads and sponsors, it will lead to burnout and a loss of interest.

There's an alternative. Treat your podcast like a lead generation tool.

Ramli John is the host of Growth Marketing Today. Ramli John's example is unbeatable. He won $23,000 consulting contracts just three months after his launch, with 100 episodes downloaded per week.

2. Honor complementary brands  

Businesses that are self-promotional and only speak about themselves, but fail to credit customers when they're due, appear to be untrustworthy.

A better way is to do permissionless co-marketing, a strategy where you Make the initial move and promote brands that you like.

Focus on brands that are indirectly connected to yours to enable permissionless co-marketing.

Talk about Trello, your favourite collaboration tool, and how you have built it. Talk about it with your listeners and send Trello a message on social media after the episode has ended.

Trello may retweet and sponsor your next podcast, invite you to a co-marketing campaign, or even sponsor it.

Brendan Cahill is a coach consultant, host of The Coach Cahill show, and tweets about using Trello to build digital recruitment boards.

It easily scores—pun intended—a retweet from Trello as it portrays the product in a favorable light.

3. Automate repetitive tasks

Podcast hosts should be focused on building and growing their podcast.

Do not get stuck with tedious tasks like creating pages for each episode.

Automate your manual processes to get back time . 

OnPodium will automatically create a page dedicated to each episode if you submit your RSS feed from a podcast.

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Five ways to promote and repurpose a podcast episode

1. Upload audiograms

Audiograms are often seen on Instagram and Twitter.

These podcast clips highlight the most important nuggets from each episode and are usually less than a minute long.

This is an example of The Copywriter Club (TCC).

Episode 273, Three copywriters talk about their experience with The Copywriter Accelerator, the TCC's flagship program.

You can see how captions and audio graph play on the screen.

Audiogram is a tool that makes it easy to create audiograms.

You just need to choose a video clip showing a key takeaway ( tip).Choose something inspiring or feature high-level strategies, then choose a template and save it for sharing on social media.

Best part? The best part? Captions can be automatically transcribed and edited.

2. Write an accessible blog article  

Podcast episodes can be repurposed in a number of ways, including blog posts.

It's no surprise that transcripts are so popular. These transcripts are easy to make ( tip - use tools such as Rev and Otter.ai) and appeal to people who listen more than read.

You also get SEO as a bonus.

Search engines are able to index episodes because keywords have been naturally embedded in the post . This will increase your podcast's visibility on search engines and help you rank higher on SERPs.

Blog posts also allow you to promote relevant content .

Do you have an ebook, or an online webinar on the subject? These can be added to the Resources section. These links will help Google to understand your site and boost ranking.

These transcripts, however, are not perfect. It is probably obvious how difficult it can be to read these long blocks of text. It can take you a while to find the right information, even if Chrome uses its Find in Page tool.

listing the episodes' key takeaways with timestamps above the transcript is a better way to go. This allows listeners or readers to quickly navigate to the most important parts of an episode without having read through endless text.

This is a great example of Animalz's Podcast Episode 59. The site directs users to their desired section by clicking the timestamp next to key takeaways.

It is simple and effective.

3. Make a Twitterstorm

Twitterstorms are an all-time favorite. Look at how many of your favourite Twitter users have pinned them.

This quick-fire Twitter is ideal for summarizing episodes and providing valuable information .

Peep Laja summarizes the 15 common patterns found in B2B businesses that are successful for How to Win.

Typefully allows you to repurpose an episode and create a Twitterstorm. After you have finished writing your key points, hit Enter three more times to create a new tweet.

4. Design shareable quotes

Quotes are one of the most common podcast repurposing techniques. You can create a quote by selecting a template and then choosing your favorite fonts and colors.

Shareable quotes are ideal for emphasizing one-liners such as inspirational quotes and critical insight.

These graphics can be created using a tool such as Canva and published directly to social networks.

5. Other podcasts can also be plugged in

You can guest on podcasts in order to promote your podcast. It takes a lot of work.

You must pitch a new angle and prepare talk points.

The benefits can often be worth the effort. This is an effective way to reach new listeners via Sumo-lings.

Focus on podcasts that are:

• Complete your topic or business with these complementary products.
• Invite friends often and be open to receiving them.
• Similar quality in terms of social presence or listenership

Hillary Weiss is the founder of Statement Piece Studio and talks about her fearless marketing approach.

Notice: At the time #HAMYAW was recorded, it was on YouTube. Since then, it has moved to InstaLive.

It doesn't really matter if you use YouTube, Instagram or podcast. This is a great guesting strategy.

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Simple Podcast Marketing

Without a well-designed repurposing or distribution strategy, it's difficult to reach listeners and leads.

The podcasters and creators of the list have produced a lot of great episodes. However, they are still active in spreading their shows out there.

These strategies have been around for a while and are very easy to duplicate. Let us know what you think and how it works out for your business.