How to Build Your Podcast Promotion Toolkit

If a podcast launches into the wild without a strong promo plan, is it ever even heard? 

Probably not.

You may be thinking: but wait, it takes so much energy to produce my podcast and it’s really good. Can’t I bask in the glory of that?

Again, nope.

Podcasts, like any other formidable piece of content, require a rock-solid promotion plan. As you’re choosing your podcast format, platform, editing software and microphones, you should be building your toolkit.

Your Promotion Plan Will Make Or Break Your Show

If you’re not sure where to get started, take a look at this sample podcast-promo toolkit and think about how you can leverage each aspect for your own show and its goals. This is based on the toolkit my team and I use for our podcast NothingWasted!. 

Email – Spread the word! And do so regularly. In our case, this simple strategy has helped build a sizable audience over a relatively short period of time; the podcast goes live on Monday mornings at 6am, and the weekly email follows around 11am.

Article – If you’re fortunate to have a content arm like our organization does, you can also write a weekly article based on the podcast, which deploys in your brand’s newsletter and is placed on your website. If not, you can still repurpose the podcast as a Q&A blog post for your site. The written form (as you know because you’re reading this) pulls in the avid readers out there and others who stumble upon it, giving you a wider net. It also gives you additional fodder and formats for your social shares.

Social images – Variety helps show a different side of each podcast. We like to do two quote images for each episode, which allows us to switch up what we post on different social networks. This way, you’re not blanketing each network with the same image and post (we all know that’s not the best strategy for social).

Soundbites – Grab a good 30-60 second sound file from the episode and build a scroll-stopping soundbite. It immediately tells prospective listeners what they’ll hear from your resident guest expert(s). This is third-party validation at its finest.

Make guest sharing as easy as 1, 2, 3 – You’re going to have some guests who are savvy and share like it’s second nature. But, others may not be as forthcoming. Remember the basics of tagging them on your social posts, giving them the social images you’ve created and post examples. It may seem basic, but it works.

Guest thank you gift (screenshot) – Mind your manners and send that thank-you note. We send a small gift of thanks with a handwritten note from the host. It’s a sustainable branded water bottle, sticker and note. These guests are busy and thanking them should be a no brainer. But, don’t let budget hold you back, and never underestimate the value of a handwritten, sincere note.

In addition to the weekly turnkey pieces, you’ll want to have some evergreen elements to use in social advertising, digital advertising, at live events, and more. Here are a few other tips to load up your toolkit for success.

Social advertising is a must – Soundbites have gained the most traction for us in terms of social advertising. What better way to have a guest tell their own story? But, whatever you do, test, test and iterate.

o   Social advertising and the use of look-alike audiences are proven ways to raise the awareness of your podcast and expand your audience.

Remember: print works  – In a world of digital, print still has a place and is even having a resurgence of sorts. It’s a great place to get your podcast promo seen. If you go to events, consider signage, postcards, and ads in the directory, and more. 

Transcribe your episodes – Transcription services are low-cost options for giving your audience another way to view your podcast content. It can also give your SEO efforts a boost. It’s a win-win option all around.

 Producing a good podcast requires thoughtful planning and execution in order to deliver content that your audience wants and needs—but don’t let your efforts stop there. Without a promotion toolkit in place, your podcast will reach only a fraction of the listeners that it deserves. 

The most important thing to remember is to make it easy for both new and repeat listeners to find you—and convey what makes each episode worth their time. Regularly leverage your website, social channels, and other platforms to share key takeaways, sound bites, and other inspiration from your podcast guests. 

And watch, you’ll grow your listenership in meaningful ways. Good luck. 

If you need any advice or help, please let me know.