In today’s never-ending cascade of digital content, podcasts have emerged as a powerful medium for connection, education, and entertainment. Much of the appeal in the medium is in how it seems like anyone can do it, but simply launching a podcast isn’t enough. According to Podcast Industry Insights, there are at least 4.3 million total podcasts indexed; however, only about 423,000 of those shows are active. Even with that, you’re still fighting for a seat at the listener’s table. Like anyone, they can only donate a finite amount of time and attention to their hobbies and interests.

For a podcast to truly thrive, you need a strategic approach rooted in marketing and branding. Otherwise, you’re screaming into the digital media void. Thankfully, we have a roadmap that works.

Three basic things you can do to grow your show’s reach:

1. Consistency: The Cornerstone of Audience Building

When it comes to growing a podcast, consistency is king. When can listeners expect your show to be released? Do you have a basic show format? What is the tone you’re aiming for? You need to stay aware of these things to continue growing your show. 

Here are a couple of key things to consider: 

• You need to establish an upload schedule. A predictable release cadence is crucial. Whether it’s weekly, bi-weekly, or monthly, adhering to your schedule allows listeners to anticipate your content. This consistency fosters a sense of reliability and encourages habitual listening. Think of it as building a regular appointment with your audience.
• To grow your audience, you need to leverage your social media presence. Your social media accounts should never be an afterthought because they are an extension of your podcast brand. Use it to engage with your audience, share snippets of episodes, and build anticipation for the next episode. One thing to keep in mind is that habitually posting to social media accounts is not enough. Those posts need to be strategic.

As we talked about with Taylar Fetnzer on We Built This Brand, fostering authentic connections and engagement is paramount. You have to understand your social media audience and create content that resonates with them. Know which platforms your audience frequents and tailor your content to each. For example, a witty tweet might work perfectly on Twitter/X, while a visually engaging story might be best suited for Instagram.

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2. Audience Engagement: Share, Share, Share

Effective marketing of your podcast is about maximizing exposure. Getting people to share your podcast strategically can significantly expand your reach. While there is no secret sauce, there are some basics that can help you thrive.

As we’ve mentioned, you need to know your audience’s preferred platforms. You can’t reach your audience on social media if they don’t exist on that platform. Understanding where your listeners prefer to spend their time posting is essential for effective promotion and audience engagement. For example, if you running a podcast focused on business development, LinkedIn is ideal. If your show is centered around pop culture, TikTok might be best suited for entertainment or lifestyle content (and great social clips). Tailor your content and messaging to align with the platform’s demographics and trends. If you post it, and it’s relevant to where your audience is browsing, they will come.

If you feature a guest on your podcast, make sure they’re helping share their episode. They already put in the effort to show up and record with you, so encourage them to actively participate in promoting it. The easiest thing you can do is to provide them with a press packet. This packet should include key information about the episode, promotional materials (such as social media graphics and pre-written posts), and links to your podcast on various platforms. 

This makes it easy for your guests to share the episode with their followers, expanding your reach exponentially. Their face is already attached to your product, and their endorsement only adds more credibility to the quality of your work.

3. PR: Strategic Positioning and Outreach

Want to take your show’s coverage a step further? Take the public relations route. Don’t fear throwing your name out there. It’s worked for HumblePod in the past when promoting shows we’ve produced. The benefits far outweigh the anxieties of whether your outreach email will rot in someone else’s inbox.

But before you hit send, determine who is most likely to cover your podcast. Identify journalists, bloggers and even influencers who cover topics related to your podcast. Remember, you shouldn’t be pitching coverage of your true crime show to an outlet that specializes in Christian living. Think about where your listeners are consuming content adjacent to yours. Launching a podcast about Taylor Swift? Don’t be afraid to reach out to publications, websites or influencers who talk about music and pop culture.

You should also look for people with a track record of covering content similar to yours and capitalize on it. Proactive outreach is essential for securing media coverage. Craft compelling pitches that highlight the unique value of your podcast. Personalize your outreach and demonstrate how your content aligns with the interests of the media outlet or influencer.

You can even the deal by offering them exclusive content or interviews to incentivize coverage. I mean, what media outlet doesn’t love an exclusive? Once you get your foot in the door, build relationships with those contacts to establish long-term partnerships that will help your show continue to grow.

By implementing these marketing and branding strategies, you can transform your podcast from a passion project into a thriving brand. Remember, Rome wasn’t built in a day, and Stuff You Should Know didn’t blow up out of the gate. Patience is a virtue, and by keeping these three things in mind, you’ll slowly but surely grow a listener base.

Considering starting a podcast? The Fletcher team worked with Humblepod to launch and produce the award-winning MsInterPReted: Public Relations Demystified podcast. Check them out, and listen to some episodes of our podcast while you’re at it.