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How to Promote Your Podcast on a Budget

June 12, 2024 Deciphr AI
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Starting a podcast is an exciting venture, but promoting it can be challenging, especially when you're on a budget. Luckily, there are ways to promote your podcast without breaking the bank.

Increase your listenership without spending a fortune. Here are some tips and tricks to get you started. 

  • Optimize your podcast for search
  • Leverage social media
  • Reach out to other podcasters
  • Make the most of your website
  • Create engaging visual content
  • Participate in online communities
  • Utilize email marketing
  • Attend events and conferences
  • Use podcast directories

Grab a cup of coffee, and let's dive into the world of budget-friendly podcast promotion.


So, you’ve decided to start a podcast. Congratulations! 

You’ve taken a bold step into the world of audio content creation, and that’s no small feat. You’ve picked a topic, recorded some episodes, and now you’re ready to share your work with the world. 

But how do you get people to listen? That’s where promotion comes in. 

Here's all you need to know at this point: it's possible to grow your listenership even without a huge marketing budget to throw. 

With that in mind, let’s get into the strategies.

One of the easiest and most effective ways to promote your podcast is to optimize it for search engines. When people search for keywords related to your podcast, you want your podcast to appear at the top of the results. To optimize your podcast for SEO, you should:

  • Choose the right keywords. Think about the keywords people would use to search for your podcast, niche, or topic. Include those keywords in your podcast title, description, and tags.
  • Write a compelling description. Your podcast description should accurately describe what your podcast is about and what listeners can expect to hear. It should also include your target keywords.
  • Include show notes. Show notes summarize each episode you post on your website or in your podcast feed. They should include the main points you covered in the episode and any relevant links. Show notes can help you rank higher in search engine results.

Optimizing your podcast for search will increase the likelihood that people will discover your show when they search for relevant topics. This can help attract new listeners and build your audience over time.

Leverage social media

Social media is a great way to promote your podcast for free. Most platforms have built-in tools for sharing audio content, so take advantage of them! Share links to your episodes on Twitter, Facebook, Instagram, and other platforms. You can even create graphics or videos to accompany your posts, which can help grab people’s attention.

One tip for social media promotion is to make sure you’re using relevant hashtags. For example, if your podcast is about true crime, use hashtags like #truecrime, #crimepodcast, or #podernfamily to help your posts get discovered by people who are interested in that topic.

Reach out to other podcasters

Podcasting is a surprisingly friendly and collaborative industry, and there are plenty of podcasters out there who are happy to help promote each other’s shows.

Reach out to other podcasters in your niche and see if they’d be willing to share your show with their audience. In exchange, you can offer to do the same for them. Here are a few ways to collaborate with other podcasters:

  • Cross-promote. You can agree to promote each other’s podcasts on your respective shows. This can help you reach new listeners who are interested in your niche.
  • Co-host. You can invite another podcaster to co-host an episode with you. This can be a great way to bring fresh perspectives to your show and introduce your audience to a new voice.
  • Guest on other podcasts. You can appear as a guest on other podcasts that are related to your niche. This can help you reach new audiences and establish yourself as an authority in your field.

This kind of promotion can be really effective, especially if you’re just starting out. By tapping into another podcaster’s audience, you can reach new listeners who might not have discovered your show otherwise.

Make the most of your website

Your podcast’s website is an important tool for promoting your show. Ensure you have a clear call-to-action on your homepage; encourage visitors to subscribe to your podcast. You can also create a dedicated page for each episode, including show notes, links to related resources, and even a transcript.

Another way to promote your podcast on your website is to create blog posts or articles that tie into your podcast episodes. For example, if your podcast is about personal finance, you could write blog posts about budgeting, saving for retirement, or paying off debt. These posts can help drive traffic to your website and get people interested in your podcast.

Create engaging visual content

Visual content can be a powerful way to promote your podcast and attract new listeners. This might involve creating videos, images, or other visual content that showcases your show and gives potential listeners a taste of what they can expect.

To create engaging visual content, it's important to think about what will resonate with your target audience. This might involve creating short clips from your episodes, designing eye-catching graphics, or even creating animated videos that highlight key themes or topics from your show.

Participate in online communities

There are plenty of online communities dedicated to podcasting and specific niches. Find communities that are relevant to your show and participate in them. This can include forums, Facebook groups, or even subreddits.

Make sure you’re adding value to these communities, not just spamming them with links to your podcast.

Share your expertise, answer questions, and engage with other members. Over time, people will start to recognize you as a valuable contributor and may be more likely to check out your podcast.

Utilize email marketing

Email marketing might seem like an outdated method of promotion, but it can still be effective if done right. Start by building an email list of people who are interested in your podcast. You can do this by adding a sign-up form to your website or social media pages or by running a giveaway or contest.

  • Build an email list. Start building an email list of people who are interested in your podcast. You can collect email addresses through your website or social media profiles.
  • Send episode updates. Whenever you release a new episode, send an email to your list with a link to the episode and a brief description. You can also include any relevant links or resources.
  • Create a newsletter. You can create a regular newsletter that highlights your latest episodes, shares behind-the-scenes content, and provides updates on your podcast.

Attend events and conferences

Look for events in your niche and attend them in person or virtually. You can also try securing speaking opportunities or participate in panels to showcase your expertise and build credibility.

Make sure you have business cards or promotional materials to hand out to people you meet and don't be afraid to strike up a conversation with someone you admire or respect. Building relationships in the podcasting community can be invaluable.

Use podcast directories

Podcast directories like Apple Podcasts, Spotify, and Google Podcasts can be a great way to get your podcast in front of new listeners. Make sure your podcast is listed on all the major directories, and optimize your listing for searchability.

To optimize your listing, use relevant keywords in your title and description, and add high-quality artwork that stands out. Encourage your listeners to leave reviews and ratings, as this can improve your visibility on these directories.

Final Thoughts

And that's a wrap! You now have valuable insights into how you can promote your podcast on a budget. Remember, it's not always about spending a lot of money; sometimes, it's about being creative and strategic with the resources you have.

Spread the word on social media, collaborate with other podcasters in your niche, and leverage email marketing to build your audience. And, of course, don't forget the power of word-of-mouth marketing - encourage your listeners to share your podcast with their friends and family.

And if you're still struggling to gain traction, don't worry. Just keep producing great content, stay consistent, and keep trying new promotion strategies. Now, go forth and conquer the podcasting world, one budget-friendly promotion at a time.