Starting a podcast is a lot of fun. You record, you edit, you publish and then there’s the million-dollar question: how do you get people to listen? Many podcasters will be happy to tell you that you just need a good show. But largely, the reality is that your great podcast will be lost if you don’t promote it. 

To be clear, promotion is not about putting out links. It’s about leading people to your show and giving them reasons to listen. Promotion is how you share it with the world.

Make a Podcast Home Base

Your podcast will need a main hub - somewhere that your listeners can go to always find you. This main hub can be as simple as a website or a landing page. At the very least, make sure that you are providing your show name, description, episode list, and links to platforms like Spotify and Apple Podcasts.

Go the extra mile and offer show notes and transcripts. This not only improves SEO, as search engines can read text but not audio, but it also makes your podcast more accesible on Google. Transcripts offer more ways for your podcast to be found, and you offer your audience one more layer of value with detailed notes about each episode. Your website becomes something more than another link, it lets your audience know that it is the home of your podcast.

Use Social Media the Right Way

Simply posting “New episode out now” is not enough. You need to be posting short clips that get them engaged. Audiograms (short video clips with captions) are great for Instagram and Twitter. BTS videos and bloopers do well on TikTok. When you promote on LinkedIn think about what you learned or what insights you want to share from your episode. 

Every platform has its own style, so engage with your content on that platform. And remember, don't just post and dash. Respond to comments, ask questions, and engage in conversations. The more you engage, the more people will engage with or pay attention to your content.

Get Help from Guests and Communities

When you invite guests, you also get access to their audience. To make it easy, send them ready-to-use clips, graphics, or short quotes they can share. The simpler it is, the more likely they’ll promote the episode.

Communities are another powerful tool. Join groups on Facebook, Reddit, or Discord where your target listeners spend time. Don’t just drop links. Join discussions, offer advice, and build trust. When people know you add value, they’ll be curious about your podcast.

Build an Email List

Social media is helpful, but you don’t control it algorithms. With email, you connect directly with listeners. Use your website to collect emails by offering something extra, like a bonus episode or free resource.

Then, send regular newsletters. Share updates about new episodes, highlight key takeaways, or give behind-the-scenes notes. An email list builds loyal listeners who are more likely to stick with your show and share it with others.

Try Paid Promotion (If You Can)

You don’t need ads to grow, but they can give you a boost. Paid promotion works best when you already know which episodes are strong. For example, promote an episode with a big guest or a hot topic.

On platforms like Instagram or TikTok, you can target people who follow certain interests. Keep your ads short, visual, and always include captions. Paid ads won’t replace organic growth, but they can help more people discover your podcast faster.

Repurpose Your Episodes

Don’t let your episodes live only as audio. Turn them into multiple pieces of content:

• Write a blog post from the key points.

• Cut short clips for TikTok or Instagram.

• Create a carousel with quick tips.

• Share quotes on Twitter or LinkedIn.

This way, one episode gives you weeks of content. Repurposing keeps your podcast alive long after its release.

Use SEO and Directories

It’s easy to discover podcasts online simply by searching. If your titles and descriptions are ambiguous and unclear, it becomes difficult for them to be discovered. 

Use clear titles such as “How small shops can Market Online” rather than “Episode 7 with Tom.” Use keywords in the description so casual seekers on Spotify, Apple or Google can understand what your show entails. Submit your podcast to any and all podcast directories to cast a wider net!

Track and Improve

Don’t just promote blindly. Use analytics to see what works. Podcast hosts show downloads, locations, and how long people listen. Social media shows which posts drive traffic.

If audiograms work better than blog posts, make more audiograms. If newsletters bring more listeners, focus there. Keep testing and adjusting. Promotion works best when you learn what your audience responds to.

Promotion Is Part of Podcasting

Promoting your podcast is not something extra, it’s part of the process. Just like recording and editing, it makes sure your work gets heard.

By building a home base, using social media smartly, getting help from guests, building an email list, trying ads, repurposing content, focusing on SEO, and tracking your results, you can grow steadily.

The most successful podcasts aren’t always the ones with the fanciest equipment. They’re the ones that reach people. If you promote with purpose, your podcast can become more than just episodes it can become a show people look forward to every week.