Podcast Promotion Tactics in 2022

Inspired by a staff member of one of our shows, thank you, Anna-Maria, I wanted to talk again about promotion as, without it, you cannot make money from your show.

You’ve created a podcast that you love, hopefully with KOPUS ( start a profitable podcast in minutes) shameless plug.

You’ve taken the time to create podcast episodes that you’re proud of, and now you want to share them with as many people as possible.

How?

If you want to grow your podcast’s audience, you need to understand podcast promotion. 

Many tips, tricks, and strategies you can find online today are outdated and ineffective, it's why we have people and software, KOPUS, to solve this.

The tips below are only non-paid, as I have never ever paid for marketing or promotion for a business and podcast so why should you?

It all starts with a regular schedule and sharing on social media and posting regularly.

Publish on a Regular Cadence

Again, this is something that you should put into practice when it comes to any type of online content. And, if you’re just getting started and haven’t published a podcast yet, we recommend launching your podcast with at least three episodes.

This type of launch will grab listeners' attention and give them more to listen to right away if they enjoyed your first episode.

You can decide the cadence you’re comfortable with.

At a minimum publish once a week.

You can play around with your schedule to see what works for you. The important thing here is to pick a cadence and stick with it.

Consider sending out an email newsletter every time you release an episode to alert fans that there’s something new to listen to. This works incredibly well, we create these inside KOPUS, and then help to promote your show weekly to your audience, using LinkedIn's newsletter service ( the one I am using right now as you read this) is a great tool.

Podcast Syndication (Apple Podcasts, Spotify, Google, etc.)

You need to know where your listeners are before you can start to promote your podcast to them.

Spoiler alert: they’re EVERYWHERE

But start with Apple Podcasts. Apple’s podcast platform is the second biggest in the world, with over 880,000 active podcasts to choose from.

Podcast listeners download billions (yes, billions) of podcast episodes per month via Apple. Users tune in on the web and via iOS.

Apple’s iTunes podcast platform sadly does not blow Spotify out of the water but I will explain why apple another time but it does blow Google Podcasts out of the water by a longshot.

But that doesn't mean there aren’t an ample amount of listeners there, too or on any of the other directories, be everywhere.  

You should make sure that you release your podcast on nearly every platform available.

Another interesting hack is to record a video of yourself when recording the audio for your podcast.

You can create a YouTube video to give yourself even more visibility.

SECRET TIP

DO NOT POST THE WHOLE EPISODE<

Just post a teaser and send the traffic to the podcast, use YOUTUBE for what it's best at, the world's second-biggest search engine. Don't look at views, as we don't need them we just need the description part at the bottom and a tase of what they will find on the podcast.

A great example is The Propcast see below, yes again KOPUS will create scripts for you from your episode to explain what to say in these clips ( with the right package).

These clips work the same as the trailer you should be making at the start of every season by the way.

Short commitment is needed from both you and the audience to get a commitment of a listen and subscription.

Your Company's Existing Media Channels

If you want to use your podcast to direct listeners back to your company or business, feel free to utilize the media channels you already have set up.

Best of all, simply sharing on social media is completely free.

Email List

You can include a link to your podcast in an email newsletter if you send one out. If you send out a newsletter then it means you also have access to a list of emails. As mentioned, simply include a link to your latest podcast episode in each newsletter to drive more traffic to it.

Remember to add your new episodes as soon as they come out.

You can also craft a one-off newsletter to announce that you (and your company) started a podcast and share it that way. 

You could also choose to send out an email alert every time you release a new episode. While it’s true that we all receive dozens of emails a day, a quick reminder can drive more traffic to your show.

Social Media Accounts

Along the same lines, you can use existing social media accounts connected to your company to promote your podcast. Many businesses' social pages boast larger audiences than personal ones. You’ll reach more people if you post via your biz. This rule applies to Facebook groups, too.

Encourage Your Team Members to Share on Their Social Accounts

If they’re open to it, ask your team to share your podcast on their social pages.

You never know who will see it. It’s another way to make sure that your podcast circulates amongst a large group of people.

More exposure means more potential listeners.

5-Star Reviews on Apple Podcasts

The more 5-star reviews you have, the better. You can gather them by asking your listeners to leave a review at the end of each episode. Sometimes they need a little reminder, no matter how much they love your show.

You can then turn the spotlight around and read one at the end of each episode. This shows your fans that you read and appreciate their reviews. People who want a shout-out will be more likely to leave an inspired comment.

Contests with prizes are also a good idea. A simple prize (it could be connected to a product or service that you sell) can also incentivize listeners to leave a review.

Consider your own habits when you look around for a new podcast. You’re more apt to listen to one with a lot of great reviews, right?

This is another of our clients, and when people see her 263 5 star reviews, they know her content must be el fuego 🔥

Ask Your Team to Leave Reviews

This is a somewhat controversial hack as some people will say it’s cheating. We say it’s not cheating as long as your team genuinely likes your podcast. If your podcast isn’t interesting enough to your team, you should relook at what kind of content you're producing.

If the podcast is well-researched, targeted to the correct audience, and recorded with quality equipment, your team should naturally want to promote it.

Audiograms and Quote Cards

Audiograms are the latest rage in podcast promotion. An audiogram is a static image that’s been turned into a video. These videos feature audio from your podcast, a waveform, and a background image. Yes, you can make these with KOPUS.

Audiograms are everywhere on social media these days so you’ve likely already seen one.

And as for quote cards - choose a few of your favorite quotes from whatever episode you’re promoting.

Here is one, we made earlier, always wanted to say that, for Unbiased

Get in the habit of creating these after you record each episode.

You can reuse them on your social media channels, in email newsletters, and more.

Just like Col Sanders, we have a secret recipe for making HIT SHOWS

These are only a few of the 21 secret promo strategies and tactics we use at KOPUS to make hit shows, that create fans and money.

If you want to get on the waiting list for the next batch, yes we only take a handful of clients at a time, please register 👇👇

https://www.kopus.com/contact

Let me know which of the above is your favorite, what we may have missed or hidden in our secret 21, and what you would like to hear more of in coming newsletters on podcasting and making hit shows for your business or brand.