The hardest part is over after you order the equipment, right? From there it’s all downhill?
Unfortunately, this is rarely the case. Buying the equipment and choosing a subject are actually the easiest part of the process and the most difficult parts…SURPRISE! Happen to be the marketing end of the project.
However, the good news is that podcast marketing doesn’t have to be difficult, complicated or messy. In fact, podcast marketing can actually be a lot of fun if you have the right tools, knowledge, connections and platforms.
We’re going to dive a little deeper into what podcast marketing on social media really IS and what it requires, as well as how you can get from zero viewers to a constantly growing network in a matter of months.
Let’s get the party started.
Podcast Marketing on Social Media: Choosing a Platform
If you’re of the mind that joining as many social media platforms as possible is the right avenue, we’re here to tell you that it’s not worth it.
Instead, narrowing down the 2-3 platforms that your audience uses THE MOST and then using that as your main platforms will allow you to:
- Spend more focused energy on making your presence on fewer platforms better,
- Will allow you to learn more about each platform and use that knowledge to your advantage
- It’ll give you an opportunity to speak more directly with your audience and make authentic connections without feeling stretched between too many possibilities.
Choosing the perfect platform goes back to what demographics your listeners will most closely relate to, as well as how niche your audience really is. Most podcasts will do well to spend the majority of their time on Instagram, Facebook, Twitter and LinkedIn, but if you will have a very specific, niche audience, it may be worth a brainstorm and branching out into more unknown territory.
Podcast Marketing on Social Media: Strategically Building Your Profile
Long before your podcast hits the stage and before the promotion efforts are going full-steam ahead, it’s important to make some quality time with your brand’s social profiles.
Most networks will feature platform-specific fields that you’ll want to fill out, but the majority of them will be the same.
We created a little cheat-sheet below so you can be sure you don’t miss anything.
- Upload a brand or personal profile photo
- Upload a cover photo
- Add your website, (if applicable)
- Create a tagline
- Fill in the “about” section.
- Include any certifications and awards (where applicable)
Filling out this information is crucial because it helps social networks bring you the right kind of listeners and helps interested listeners find you.
Podcast Marketing on Social Media: Content Creation and Direction
Yes, your podcast is creative material, but you can’t expect people to listen without knowing what they’re getting into. Not to mention that if you’re looking to experience growth, you’ll have to build out specific content around your podcast to keep people engaged, sharing and listening!
#1 Use Quote Graphics to Your Advantage
This one is powerful because it’s so shareable and relatable.
Did you have a special guest on your podcast that you can highlight with a particular quote? Was there something particularly enlightening or exciting about the information you shared in a recent podcast? This is the time to highlight it and get people interested in listening through colorful, relevant, informative content.
#2 Strive to be a Problem-Solver
If in any way you can provide information that saves people a headache, this is the time to do it. Making your listeners lives easier through shared information, tactics and tools is a great way to build loyalty with your audience and attract more listeners. AND it makes great content!!
#3 Leverage Popular and Trending Content
If you can find relevant, trending and popular content that’s easy to work into your podcast social content, you’ve hit a gold mine. Re-tweeting, sharing, re-purposing...it’s all game as long as you give credit where credit is due and DO NOT try to force something that doesn’t naturally relate.
#4 Giveaways Go A Long Way
Everyone loves an opportunity to win something. Get your name out there and host a contest or giveaway. You’d be surprised at just how effective it can be for building engagement, (which helps your other content!) and the only rule is to be careful how often you perform them.
You don’t want followers who are only there for the free stuff. 😏😉
#5 Get Creative on Each Platform
If you made the decision to execute your podcast marketing on multiple channels, it’s important not to get sucked into the “same content, same copy, different platforms” bandwagon.
You want to make sure your content sizing, wording and targeting are specific to the audience and platform, not specific only to your brand.
Get creative! There are ways to re-purpose the same images with different copy or vice versa.
#6 Create a Social Media Content Calendar for Your Podcast Marketing
If you’re making an editorial/content calendar for your podcast, then you already know how important and helpful they can be when it comes to content planning, organization and analysis.
A podcast social media content calendar will allow you to stay consistent by giving you a structure to work from so quality content can flow naturally and the content that IS published can be complimentary.
One of the best ways to quickly create a social media content calendar is to plan things out according to days of the week. We’ve created a sample podcast marketing social media content calendar below so you don’t have to waste time creating one yourself!
Even if you don’t want to choose a “theme” for each day of the week, creating social content in advance is the key to future success. It saves you time, saves you stress and helps you stay accountable to keeping things fresh, consistent and aesthetically pleasing throughout your feed.
Sample Podcast Social Media Content Calendar
Because sometimes brainstorming themed content is just too much, right? We’ve got you covered.
1. Monday: Post a quote graphic/sound byte/video from your podcast
It builds hype. It’s fun. It’s fast and it’s easily consumed content, which sounds like a green light to me.
2. Tuesday: Ask a question- get people involved
Asking questions and responding to questions is one of the best ways to build brand engagement and foster loyalty with your audience. Take advantage!
3. Wednesday: Share some relevant industry news
Who doesn’t love a little inspiration? Just make sure you keep it industry relevant.
4. Thursday: Inspirational quote
If your audience will find it interesting or informational, it’s worth sharing. Plus, it’s content you don’t have to worry about making!
5. Friday: Something about YOU, a guest/speaker/employee spotlight
Sharing something about yourself and your life puts a human dimension into your brand and cultivates loyalty. Even if it’s just a selfie, your audience wants to see the real YOU so make it happen!
6. Saturday: A behind-the-scenes glimpse
Who doesn’t love getting a glimpse of what’s happening behind the scenes of their favorite TV shows?? The same is true of a podcast. Giving your audience a glimpse of your studio or taking a picture of your brainstorming snacks are a great way to connect with your audience and let them feel like they’re a part of the action.
Of course, you don’t have to stick to this as a rule, but this should give you some wildly effective and engaging ideas to use for your own podcast marketing social media content calendar.
P.S Our team loves Sprout Social for content planning and scheduling.
Podcast Marketing on Social Media: Engaging With Your Audience
Magnet podcast social media communities exist because the social media manager created an inclusive, insightful, value-filled community where anyone could chime in, all questions mattered and the audience felt HEARD.
But how do you go about creating a magnetic community like that?
The answer is simple: engaging with your audience.
This can mean re-tweeting content and reviews, commenting, answering questions, asking questions, doing shout-outs, that type of activity. Your audience will EAT IT UP.
Live Q&As are particularly insightful and helpful for boosting brand awareness, driving engagement and traffic, and even helping bolster support for your podcast.
It’ll take time, but when you begin building a value-filled community, the rewards are endless. Your audience will see your brand for what it is and not just self-promotion which will often turn an audience cold faster than you can think.
A good rule of thumb is to make sure your audience:
✅Can do more than just see or read your content- they WANT to engage! And they want YOU to engage right back!
✅Can chat and talk freely with you, whether that means asking questions or voicing concerns.
✅Knows you care about them. Even just liking comments can go a LONG way, so be thoughtful and caring about the way you approach your audience!
Podcast Marketing On Social Media: Staying On Topic
There is nothing more revolting than a podcast channel using their platform as a personal soapbox. Don’t do it. However much you want to, it’s NEVER a good idea and it costs much more than it’s worth for five seconds of emotional fame.
YES you do want your podcast to be your podium, but only for things that are RELATED to your podcast. If your podcast is about politics, then go full steam ahead chatting about who you’re voting for and why, but absolutely don’t bring religion, politics or any other particularly sticky situations into the podcast unless it is 100% relevant to your brand.
That being said, when it comes to important topics like Human Rights, supporting the people who need us the most is far more important than anything else, so stand up and stand strong! I can guarantee that in the end, your audience and conscience will thank you.
Podcast Marketing on Social Media: Promoting Your Podcast
When it comes to promoting your own podcast on your page, ANYTHING goes, so long as you’re not TOO promotional. The key is finding a balance between announcing new episodes, recapping old episodes and hyping future episodes WITHOUT taking away from the community feeling built on the overall value that you are striving to provide as a podcast creator.
Social Media Podcast Promotion Tips for Success
If you’re ready to knock your podcast promotion out of the park, we’ve got you covered with all the best tricks. 🎬
#1: Building Hype
You know that feeling you get when your favorite TV show announces a brand new season? What about your favorite band? Maybe even YOUR favorite podcast has gotten YOU hyped up in the past with a perfectly timed creative all about the upcoming episode and who they’ll be featuring.
You can do the same thing for your upcoming episodes!
Posting quick sound byte teasers and announcements about future guests can be really exciting for your audience, especially as you continue growing and value-packing every podcast episode.
Sharing quotes from upcoming guests as well as snippets of the recordings are always great ideas, but use your imagination! Creative sneak-peeks are always exciting. 😍
#2: Utilize Hashtags
When it comes to bringing in new listeners and introducing your brand and podcast to the world, hashtags are an incredibly powerful tool for podcast promotion.
But don’t overdo it. Stick to industry relevant hashtags as well as a few specific, branded hashtags so you don’t come across as spammy or irrelevant. Or, you know. Both.
#3: Don’t be Afraid to Share More Than Once
After all, most people don’t pay enough attention to their feeds and end up missing a lot even after scrolling for a significant amount of time.
Posting a teaser a few days before, then a release post and then a follow-up post for those that missed it is generally the best plan.
#4: Partnerships are Key
If you have the opportunity to do so, leveraging someone else’s audience for your podcast can be an extremely powerful podcast marketing and promotional tool.
If you’re a brand new podcast without a very large following, it can be even more powerful. All you have to do is work with another content creator whose audience overlaps with your own. PSA they DO NOT HAVE TO BE FELLOW PODCASTERS. Any kind of content creator will do.
And then all you have to do is give a little to get a little.
Ask for promotional content in exchange for promotional content. It’s easy. It’s effective. And did I mention it was easy?
Podcast Marketing on Social Media: Measuring Your Results
So you’ve created a podcast, found your target audience, created a podcast website, started promoting your podcast on social media and promoting your show in the most epic way possible.
Analyzing your podcast marketing and promotional podcast efforts are ALMOST more important than the promotion itself.
Because not analyzing your efforts could be potentially extremely fatal for your brand. How will you know what’s working and what isn’t if you’re not regularly making an analysis of the situation and making “show notes” about what to change, what to keep the same and what to delete altogether?
Your podcast marketing strategy is the lifeblood of your business and it goes beyond uploading a great podcast and sharing it on social media. A big part of it is just simply analyzing your efforts across social channels and your paid ads where applicable.
As soon as you begin tracking your efforts, you can begin to adjust with the wisdom of KNOWING what truly needs to be adjusted and what just needs to go.
You can do this by measuring podcast to podcast, month over month, or even week over week, whatever works best for you.
Every social media platform has a built in analytics tool, so in the beginning you don’t have to worry about purchasing any special tools or software. Just make sure to keep track of what’s happening!
If there’s any one rule for analyzing your podcast promotion, it’s just sitting down and taking the time to do it.
Frequently Asked Questions
Phew, you’re almost an expert.
Okay, but seriously. This section is just for you. It’s every question you really want to ask, but don’t know who to talk to.
How to Downloads Compare to Audience Ratings?
Audience ratings are subject to error quite frequently because they’re based on samplings from the general populace, hence why downloads, as a first-party data that reflects real user behavior is a much better way to measure success.
Are Podcast Ad Campaigns Effective?
Your ad platform will tell you what listeners are generated via ads and which are generated via organic posting and podcast marketing. As this is a case-by-case question, we would say YES they can be effective, but it depends heavily on your audience, the quality of your ads and the platforms in question.
What Are the Best Practices for Winning Podcast Ad Campaigns?
As a general rule, long campaigns usually have better results than shorter social media campaigns.
Test the waters with a short segment and see how your audience responds.
Use engaging ad copy and images! Probably the most important part.
Let Us Help You Take Your Podcast Marketing Game to the Stars
We’ve helped several brands take their podcast over the top with incredible results and we want to give YOU the same opportunity for success.
Our creative team will analyze and create the ideal social media strategy for YOUR podcast and help you promote, grow and take the entirety of your brand to a whole new level of success.
Are you ready to take the jump? We’re ready when you are. Click down below for details!