How Can I Grow My Podcast Audience?
Podcasts are a great way to build deep relationships with new audiences. To amplify stories that need to be heard, empower individuals at scale, and share the human voice - and values - behind your brand.
Of course, the more listeners you have, and the more loyal they are, the better. But reaching the right people, and sustaining an ongoing relationship, requires a proactive, strategic approach.
Here are a few tried and true methods to grow your podcast audience.
Make the right show
There is no truly general audience podcast. For your show to reach the audience you seek, you need to make it with them in mind. This focus will shape everything from tone and content to music and sound design. These decisions get made in the creative development phase of production, which is essential for success.
Of course, it’s also important that the show is well-produced, with high quality sound, an engaging host and guests, and thoughtful storytelling. There are so many podcasts out there; quality is what makes shows sticky and keeps listeners for the long run.
Reach people where they are
No matter how good your podcast is, though, if you simply publish it to an RSS feed, or on YouTube, it’s unlikely to reach many people. The best way to reach new audiences is to get in front of people who already listen to podcasts. There are a few ways you can do this:
Guest on podcasts. Show off your personality and expertise as a guest on like-minded shows. This is the most effective way to get new listeners for your show. And it’s free!
Paid promotion. Purchase ads on podcast apps - or existing shows. This allows you to reach potential listeners directly; because these folks already listen to podcasts, they are much more likely to download your show than people who hear about it elsewhere. Plus, they’re in the mood to listen. Think about the mindset you’re in when you open your podcast app, versus, say, scrolling on Linkedin.
Cross-promotion. Once you’ve gained some listeners, reach out to other shows with a similar audience for an episode swap. You’ll share one of their episodes in your feed, and they’ll share one of your episodes in their feed. This is another great, free way to expand your audience.
Tell everyone, everywhere
Marketing wisdom says that people need to be exposed to a product several times before they decide to try it. Podcasts are no different. In order to cultivate an audience, you need to get in front of new potential listeners…and then remind them about your show. This should happen multiple times, in multiple places: Instagram, LinkedIn, TikTok, your newsletter, etc. As an added bonus, this is also how your podcast becomes a Swiss Army knife for engagement.
Here are a few tips I always share with my clients:
Make it really easy to find your show. In any social post, blog, or newsletter, clearly link to the podcast every time. I recommend including a pod.link, one link that leads to all the podcast players.
Give people a reason to listen. Don’t just announce a new episode or a season; tease out the intriguing insights, stories, and point of view that people won’t find anywhere else.
Leverage your network. For example, encourage your guests to promote the episode they appeared on. Make it easy by sharing the link, visual assets, and suggested language to use.
Bottom line: be present in as many places as possible, and always link back to the show.
Consistency is key
Whether you pay for ads, post Instagram reels, or send out a newsletter (and I would recommend all three), the most important thing to do is: be consistent. If people are aware of your show and its unique value, they have the potential to become loyal listeners. It can take time and persistence to build these relationships, but it’s worth it.
By Emily Shaw and Anna Van Dine