Reach New Listeners For Your Podcast by Using ‘The Promo Swap’s Three-tier Hierarchy’

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Reach new listeners

Podcasters thrive off of the audience and community that grow around our show – it’s why we do what we do. Sure, some podcasters are happy with a small listenership and community, but most of us will admit that our fans are what keep us going. And for that, you want to grow your podcast.

Taking the time to grow your podcast and expand your audience can seem like a daunting task. Especially when you already spend so much time creating, editing, and producing. Finding the right strategy to grow your podcast will help you streamline this process.

One of the best ways to reach new communities and potential listeners is by collaborating with other podcasts, according to Dallas Taylor, the host of Twenty Thousand Hertz, now part of the TED family of podcasts. In an interview with Spotify, he talks about ‘the promo swap’s three-tier hierarchy.’

The promo swap’s three-tier hierarchy

3. Being a guest on another podcast – “That can definitely garner some movement from one show to another.”

2. Ad-roll trades. – Taylor prefers to insert this type of promo at the end of his shows. He figures that if listeners are still tuned in, there’s a good chance they’re itching for something new to discover.

And as tried-and-true, as that method is, he says another option gets even better results.

1. Feature another podcast in its entirety. “That’s the king of all swaps.”

YouTube

“In the TV world, this is called repurposing. We don’t do that enough in podcasting,” he says. “We’re seeing this in YouTubers already. YouTubers collaborate like crazy—this is why so many YouTubers will explode—but in the podcast world, we kind of silo ourselves. We’ve got to be looking for other people.”

Regardless of what your podcast is about, there are fellow podcasters out there looking to grow as well. The trick is to find podcasters with similar programs, so the content is more likely to resonate with both audiences. So you’re not just looking for partners who are only interested in collaborating but in partners that can help us find new lifelong fans.

Podcasts related to yours

One of the easiest ways to find new podcasters in your niche is, well, to see which podcasts are defined as being related to your own podcast. To do so, you can look at different podcatchers or try searching by niche on Audry.

The podcasts you’ll find probably share a certain number of listeners with you. You can think of this as a Venn diagram; you may share some listeners, but there’s a proportion of their listeners who don’t yet know about you! Podcast listeners listen to an average of 7 different shows per week (Edison Research, 2019), so you won’t have to worry that you’ll lose listeners as soon as you introduce other shows than your own. In the end, the goal is to encourage as many listeners as possible to check out both podcasts – so that you can grow together. Now the only thing you have to do is come up with a great pitch

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