How To Grow a Podcast Audience

Published June 14, 2024 | By Matt

Growing a podcast audience takes several things, but the best advice I can give is to be consistent in your output. Nothing is more difficult than trying to grow anything without putting the work in! With that said, having a good strategy is going to make up the difference.

The strategy comes down to the TYPE of podcast audience you’re after. Is your podcast about cars, books, a particular industry, or just friends hanging out? Each one of these will take a different strategy, but you can start formulating it based on the show you’re making. Part of that equation is if your episodes will be listless conversations, or if you’re trying to convey a specific message.

How to Promote a Podcast Organically

For instance, Joe Rogan’s podcast is the largest podcast on the internet today, and it is focused on him talking to interesting people. The draw is largely on his name because he used to be on TV, he’s a standup comic, and he’s heavily involved in the UFC. People tune in to hear what Joe has to say, and what his guests have to say.

But if you don’t already have a following and you’re starting from the ground floor — how are you supposed to grow your podcast?

People Are Looking For Things And You Need To Show Up

It’s a basic concept, but it needs to be said. There are billions of searches done every day. Google says they process about 99,000 searches PER SECOND. Safe to say there are a lot of people out there looking things up.

If you want to grow your podcast, you need to somehow show up in the search results….so that you’re found.

Sure you can pay for ads, spend money in all kinds of ways, but the bottom line is if nobody sees the show in their app, you’re not going to get an audience!

So what can be done?

Find Where The Traffic Is

A great way to find traffic is to jump on YouTube and look something up — and then pay close attention to the amount of views it’s got and look at how old the video is. This is also the case on Instagram, Twitter, SoundCloud, Spotify, LinkedIn, Facebook and other social media platforms.

For instance, look up HOW TO videos and you’ll probably be shocked to see they’ve got 10,20,50, or sometimes a MILLION views.

That is because people are looking up those exact things, and somebody was wise enough to make a piece of content to match the search query!

It’s also why they go straight to the top of Google & YouTube!

This video got 59 MILLION views over the last 11 years. And it is still in the top spot on YouTube for “How to tie a tie”.

Making This Work For a Podcast

To make this work for a podcast, you need to figure out the right balance between the episode’s subject matter and making the title intrigue enough that somebody wants to hear what has to be said. It’s not easy!

If your episode involves an interview with someone and they’re talking about their experience working in New York City as the First Uber driver to sign up, you might want to title the episode something like “Ride Revolution: The Story of NYC’s Uber Pioneer” or “How One Driver Changed NYC Forever – The First Uber Ride Exposed!”.

The point is you’re trying to pepper the title with NYC & Uber — because that is what people are searching for. But if you can target the audience of would be Uber drivers, people INTERESTED in driving for Uber — that is how you can get your show found.

I hope that makes sense. But this is the basics of Search Engine Optimization, and the science of looking at data, understanding what people are looking for, and then making content to match that need. It is one of the most powerful ways to grow a podcast audience!

Let’s talk a little more about other ways to grow a podcast…

Harnessing the Power of SEO:

Optimize a Podcast Website: Get a website for the podcast and make sure it’s well-structured and easy to navigate, with individual pages for each episode, clear show notes, and embedded players.
Target Relevant Keywords: Research keywords your potential listeners use to search for podcasts like yours. Incorporate these keywords into the episode titles, descriptions, and show notes.
Submit to Podcast Directories: Ensure your podcast is listed on major podcast directories like Apple, Spotify, and Google.
Build Backlinks: Contact relevant websites and blogs to ask for backlinks to your podcast website. A great way to do this is to join a forum in your niche, or start one yourself, and then point people to the show.

Leverage Social Media:

Share Engaging Clips: Create short, attention-grabbing clips from your episodes and share them on social media platforms like Instagram, Twitter, and Facebook.
Offer Exclusive Content: Give your social media followers access to behind-the-scenes footage, bloopers, or bonus content.
Interact with Your Audience: Respond to comments and messages and converse with your listeners on social media.
Collaborate with Others: Partner with other podcasters, influencers, or brands to cross-promote each other’s content.

Building a Thriving Community:

Create a Dedicated Space: Establish a Facebook group or Discord server where listeners can connect, discuss episodes, and share their thoughts.
Host Live Events: Organize virtual or in-person meetups to foster a sense of community and connect with your audience directly.
Encourage User-Generated Content: Ask listeners to share their experiences with your podcast, submit questions, or create fan art.

Utilizing Email Marketing:

Build an Email List: Offer incentives like bonus content, show notes, behind the scenes, or early access to episodes to encourage listeners to sign up for your email list.
Send Regular Newsletters: Keep subscribers informed about new episodes, upcoming guests, and other podcast-related news.
Personalize Your Emails: Tailor your emails to specific audience segments based on their interests or engagement levels.

Exploring Paid Advertising:

Social Media Ads: Run targeted ads on platforms like Facebook, Instagram, and Twitter to reach a specific audience.
Podcast-Specific Ads: Explore advertising opportunities on podcast networks or specific shows that align with your niche.
Google Ads: Use Google Ads to display your podcast in relevant search results or on websites your target audience frequents.

Guest Appearances and Collaborations:

Reach New Audiences: Appear as a guest on other podcasts in your niche to introduce yourself to new listeners.
Share Your Expertise: Offer valuable insights and knowledge during your guest appearances to establish yourself as an authority.
Cross-Promote: Promote your podcast during guest appearances and encourage the host to reciprocate.

Repurposing Your Content:

Create Blog Posts: Turn your episodes into blog posts or articles, summarizing key points and incorporating relevant keywords for SEO.
Produce Video Clips: Repurpose your audio content into short, engaging videos for platforms like YouTube and TikTok.
Design Infographics: Summarize complex topics or data from your episodes in visually appealing infographics.

Engaging with Podcast Communities:

Join Online Forums: Participate in discussions on platforms like Reddit’s r/podcasting to connect with other podcasters and learn from their experiences.
Attend Industry Events: Participate in podcasting conferences and meetups to network with other creators and potential collaborators.