Advertising your podcast can sound a bit frightening. Because when you think of advertising, you might think about massive campaigns and tons of budget. But not all podcast advertising you have to pay for. We’ve collected four methods that are free and can easily be used to promote your podcast.
1. Bring your content in front of your audience
When you know where your audience is, you also know where to promote it. Invest a little time in researching where your potential listeners meet. Try to look for Facebook groups, Reddit threads, or newsletters about your podcast’s topic. If they are already interested in the subject you talk about, it’s easier to persuade them to listen to your podcast.
Don’t forget to pay attention when you’re researching. Because scrolling down those groups will also give you a good understanding of what other topics your potential new audience cares about. Once you’ve found the ‘sweet spot’ for your potential listeners, it’s a lot easier to reach out. Inform them about your value-adding content, which definitely will make their lives better. Write a post or a message to let them know what content you created and why they might like it.
2. Ask your listeners for referrals
We can all agree that our listeners are the best. Every episode, they’re coming back to enjoy the content you created. And we all know that listening to a podcast can be very intimate. When your listeners enjoy your podcast, they probably have a friend who’ll also like your podcast. So why not ask them directly. A way to grow your audience is to ask your current audience to refer your podcast to a friend. And maybe the friends from your listeners will become your listeners too. Word of mouth still is one of the most effective ways to grow your podcast.
3. Have your guests spread the word
If you invite guests to your podcast, always make that you agree on a social media post to promote the podcast. Set, for instance, a date where you both will talk about the podcast episode. Your guests are experts in their field, and their followers follow them for precisely that reason. Spreading the word about appearing on your podcast might result in new listeners and an entirely new audience. Let them share the info, and some of their followers will become yours too.
Try to make it as easy as possible for your guests to post about the show. Prepare ready-to-publish images, audiograms, or videos about the episode. A short MP3-snippet can also help.
4. Collaborate with other podcasters (in your niche)
Bringing your content in front of potentially interested audiences to grow your audience has been working for years across different media such as YouTube and blogging. As a podcaster, you can do this by collaborating with other podcasters.
When you start searching for potential partners, it is essential to understand your podcast’s niche. It makes your life a lot easier. Try to write down a few essentials you’re searching for in a partner, such as the topic of their podcast, location, episode duration, listens. After that, decide if you’re looking to be a guest on another podcast, do a promo-swap with one-another, or just a simple shout-out. It makes sure that you won’t surprise each other afterward. In the end, make sure that you both benefit from the collaboration.