So you've recorded your first episodes and uploaded them to your hosting platform. The hard part is done, right? Not quite. Now comes the crucial phase of letting people know your podcast exists.
Get Listed Everywhere
Don't just stop at Apple Podcasts and Spotify. Submit your show to every directory you can find. Stitcher, TuneIn, Amazon Music, Pocket Casts—the works. Study podcasting trends every few months.
Most directories have simple submission processes. A few hours spent submitting your feed URL to these platforms can dramatically increase your potential audience. The indie podcast "Sleep With Me" started on just a couple of platforms but expanded to every available directory, which helped it grow to tens of thousands of listeners in just a few months.
That said, the core-problem theme of the podcast that thousands of people can easily relate to, cannot be overstated as a key factor in its success.
Tap Your Network
Before you start dreaming about thousands of strangers discovering your show, look closer to home. Your existing network is your first audience.
Tell your friends, family, colleagues, and social media connections about your podcast. Be direct—ask them to listen and leave honest reviews. Those initial reviews on Apple Podcasts aren't just ego-boosters; they signal to the algorithm that your show deserves attention.
Don't be shy about this step. People generally want to support their friends' creative ventures. Give them a chance to help you out.
Once your traffic starts, you can then start to expand by looking for platforms and places to reach out to your target audience.
Leverage Your Website
If you have a blog or website, use it as podcast headquarters. Write companion posts for each episode. Include embedded players so visitors can listen directly from your site. Add show notes, key takeaways, and links mentioned in the episode.
If you don’t have one, you can consider building your own website rather than relying solely on your hosting platform's free page. Your own website gives you complete control and ownership. If you ever switch hosting providers, you won't lose your online presence.
A dedicated website also opens up SEO opportunities. Episode transcripts, for instance, make your content searchable and accessible to people who prefer reading over listening.
There are a whole host of website building platforms that you can use to easily build your own website.
Connect With Influencers
Influencer marketing works for podcasts too. Find people with engaged audiences in your niche and see if they'd be willing to mention your show.
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Look beyond follower counts. A micro-influencer with 5,000 deeply engaged followers can drive more listeners than someone with 100,000 passive followers. Check their engagement rates (comments, shares) to gauge their true influence.
The true crime podcast "Crime Junkie" grew exponentially after several crime writers with dedicated followers shared it with their audiences. The key was finding influencers who genuinely enjoyed the content.
Invite Expert Guests
People love sharing content they're featured in. When you interview an expert, you're not just getting great content—you're potentially tapping into their audience too.
Make it ridiculously easy for guests to promote their episode. Send them a link once it's live, along with pre-written social posts they can use. Personalize these templates with their name and key quotes from the interview.
Thank them sincerely for their time and expertise. Many will happily share with their followers, especially if they felt the interview went well.
Consider Paid Promotion
If you have room in your budget, paid promotion can accelerate growth. Facebook and Instagram ads allow precise targeting based on interests, demographics, and behavior.
Podcast networks like Acast or Midroll offer advertising spots on established shows, putting your trailer in front of confirmed podcast listeners.
Whatever platform you choose, target carefully. Blasting ads to random audiences wastes money. Focus on people who already listen to similar podcasts or have expressed interest in your subject matter.
Be Patient and Consistent
Podcast growth rarely happens overnight. The most successful shows built their audiences gradually through consistent quality and smart promotion.
Keep producing great content while implementing these promotion strategies. Track what works and double down on those channels.
Remember that every episode is a new opportunity to attract listeners. Each time you publish, you're giving yourself another chance to be discovered.
Key Points:
- Submit your podcast to all available directories, not just the major ones
- Ask your personal network to listen and leave honest reviews
- Create a dedicated website with episode show notes and transcripts
- Collaborate with relevant influencers with engaged audiences
- Interview experts who can share episodes with their followers
- Consider targeted paid promotion to reach potential listeners
- Be patient—podcast growth typically happens gradually over time