There are millions of podcasts out there, but most of them struggle to get listeners. It’s not because the content isn’t good. It’s because people simply don’t know the show exists.
Figuring out how to promote a podcast separates the shows that get buried from the ones that build an audience. The good news? You don’t need a huge budget or a famous guest to make it happen.
With a clear plan and consistent effort, you can get your podcast in front of the right people without relying on luck. Here’s how.
1. Start with a Strong Foundation
Before you begin even thinking about how to promote a podcast, you need to make sure your podcast is worth promoting. That starts with nailing your niche and knowing your target audience. Who is your podcast for? What specific problem does it solve, or what unique perspective does it offer? The more focused you are, the easier it’ll be to attract (and keep) the right listeners.
Next, have a content strategy in place. That means planning your episodes ahead of time, ensuring consistency, and deciding on the format that works best for your audience—whether it’s interviews, solo episodes, or panel discussions.
Other key things to get right before promotion:
Quality audio: You don’t need a pro studio, but clear sound is a must. Bad audio = instant turn-off.
Solid branding: A strong podcast name, eye-catching cover art, and a great description make a huge difference.
A solid first impression: Launch with at least 3-5 episodes so new listeners have more to binge.
Create a podcast trailer: a podcast launch strategy should include a short (30-60 second) preview introducing your show, giving potential listeners an easy way to see what it’s about. You can also use it for marketing on social media and podcast directories.
💡 Pro Tip: Think of your podcast like a product. Before you market it, make sure it’s something people want to listen to. Great promotion can attract people, but great content keeps them coming back.
2. Create/Update Your Podcast Website
Your podcast website is your home base where listeners can find everything about your show in one spot. A website gives your podcast long-term visibility and improves your chances of being discovered through search engines.
But here’s the good news: you don’t have to start with a full website. A simple landing page is enough to establish your presence.
A landing page is a single-page site designed to give visitors only the most essential information about your podcast in one place. It’s quick to set up and easy to maintain. Think of it as a digital business card for your podcast. It’s straight to the point with no extra distractions.
A website, on the other hand, is multi-page and has more to it, allowing you to offer additional content, better organization, and more ways for visitors to interact with your podcast.
If you choose a landing page, focus on:
Your podcast name and description: clearly explain what your show is about.
Links to listen: make it easy for visitors to find your show on Spotify, Apple Podcasts, and other platforms.
Your host bio: a short introduction about you and why you started the podcast.
An email sign-up form: capture emails to notify subscribers about new episodes and exclusive content.
If you choose a website, you can expand with:
Show notes and blog posts: helps with SEO and provides extra value to listeners.
A dedicated episode archive: this organizes past episodes in an easy-to-navigate format.
A contact page: simple for listeners, potential guests, or sponsors to reach you.
A merch store or donation page: if you monetize your podcast, your website can be a hub for selling merch or accepting listener support.
If you’re not tech-savvy, platforms like Podpage, Wix, and Squarespace make creating a landing page or website easy without coding. Start small, and you can always expand as your podcast grows.
3. Optimize for Search (SEO)
If people can’t find your podcast, they can’t listen. SEO (Search Engine Optimization) helps new listeners discover your show through search engines and podcast directories.
Start by using keyword-rich titles and descriptions. Your podcast title, episode titles, and descriptions should include words people search for. Tools like Google Keyword Planner, Ubersuggest, and Ahrefs can help you find relevant keywords for your niche.
Adding detailed show notes or transcriptions can also help with your podcast SEO. Search engines can’t process audio, but they can index written content. A blog post summarizing your episode, key takeaways, or a full transcript can improve search visibility.
Your podcast website also plays a role. Make sure your site is structured well, optimized with relevant keywords, and includes clear episode pages. Using alt text on images, proper meta descriptions, and internal links can improve visibility.
Finally, use tags and categories in your podcast hosting platform. The better your show is categorized, the easier directories can recommend it to the right listeners.
💡 Pro Tip: Optimizing for search takes time, but even minor improvements can lead to more organic listeners.
4. Leverage Social Media
Social media platforms are a powerful way to promote your podcast, but you don’t need to be everywhere. Go where your audience already is. If your listeners are professionals, they’re probably on LinkedIn. If they love video content, Instagram, TikTok, and YouTube are better bets. Podcast communities thrive in Facebook groups, while Twitter (X) is great for discussions and networking.
Creating content that fits the platform is essential instead of just dropping links to new podcast episodes.
Wondering how to promote a podcast on social media? Here are some ideas:
Short video clips: Use teaser snippets from your podcast for Instagram Reels, TikTok, and YouTube Shorts.
Behind-the-scenes content: Show your recording setup, bloopers, or what goes into making an episode.
Polls and Q&A sessions: Ask your audience questions, get their opinions, and encourage engagement.
Repurpose episode highlights: Turn key takeaways into carousels, Twitter (X) threads, or blog posts.
If you're just starting, pick one platform, master it, and expand. Creating social media posts everywhere can be overwhelming, especially if you’re a one-person team.
Investing in Paid Ads
Paid ads can be a great tool to speed up audience growth. Platforms like Facebook, Instagram, TikTok, and YouTube allow you to target specific interests and demographics, ensuring your podcast reaches the right people.
One of the easiest ways to use paid ads is to boost content you’ve already posted. Instead of creating separate ads from scratch, look at what’s already resonating with your audience and amplify it.
When boosting, choose content that grabs attention fast—something that stops the scroll within the first three seconds: short, snappy video clips, bold visuals, or an intriguing quote from an episode works best. If you’re using video, try to include captions, since many people watch without sound. The goal isn’t just to promote your podcast, it’s to hook new listeners with content that makes them curious enough to check out the whole episode.
Paid ads aren’t necessary for success, but if you have the budget, they can help expand your reach faster and get your show in front of the right audience.
5. Build an Email List
Social media is great, but algorithms control who sees your content. Your email list? That’s yours. It’s a direct line to your audience without distractions or competition from a crowded feed.
Growing an email list starts with offering value. People won’t sign up just because you ask, they need a reason for it.
Some ways to get subscribers include:
Exclusive content: Bonus episodes, behind-the-scenes insights, or early access to new releases.
Lead magnets: A free resource related to your podcast’s niche, like a checklist, guide, or PDF summary of an episode.
Simple sign-up forms: Make it easy. Add an opt-in on your website, link it in your show notes, and mention it in your episodes.
Once people subscribe, keep them engaged. Instead of just sending episode links, share personal insights, highlights from recent episodes, or even ask for their input on future topics. The more personal and interactive your emails are, the more likely people will stick around and actually listen.
No budget? No problem. Free email platforms, such as ConvertKit’s free plan (up to 1,000 subscribers) or Mailchimp’s free tier, make it easy to get started.
6. Create Merch for your Listeners
Podcast merch can be a powerful promotion tool. When listeners wear your hoodie, sip from your mug, or slap your sticker on their laptop, they spread the word about your show without you lifting a finger.
Create merchandise your audience wants. Consider inside jokes from your podcast, memorable quotes, or visuals representing your niche. If your show has a strong community, merch allows them to feel part of something bigger.
You don’t even need an upfront investment. Platforms like TeeSpring, Printful, and Bonfire let you sell merch on demand. That means no inventory nor risk. Just upload your designs, set your prices, and let them handle the rest.
Mention your merch in your episodes, emails, and social media, but keep it natural. Instead of a hard sell, talk about how a listener sent you a pic rocking your hoodie or share behind-the-scenes footage of the design process. The more organic it feels, the more likely people will want to grab something for themselves.
7. Encourage Listeners to Share Your Show
Word-of-mouth is one of the most effective ways of promoting podcasts. The key is to make it easy for listeners to spread the word.
Ask them to share your podcast with friends, post about it on social media, or send an episode to someone who’d enjoy it. You can even create pre-made social media graphics or short clips they can share with one click.
The simpler you make it, the more likely people are to share your podcast. Every new listener brings the potential for even more growth.
8. Cross-Promote Your Show on Other Podcasts
One of the best podcast promotion strategies is tapping into an audience that listens to podcasts. Instead of relying solely on social media or ads, cross-promotion puts your show in front of people already in the habit of listening.
Ad Swaps
An ad swap is when two podcasters agree to promote each other’s shows by running short ads in their episodes for free. This works best when both shows have similar audience sizes and niches. The ads are typically 30 to 60 seconds long and can be placed at the beginning (pre-roll), middle (mid-roll), or end (post-roll) of an episode.
You can either record a short promo or provide a script for the other podcaster to read. A strong ad should:
Introduce your podcast and what it’s about
Highlight why their listeners would love it
Give a clear call to action (where to listen and subscribe)
Content Collaboration
Ad swaps are great for quick exposure, but content collaborations build deeper connections with new audiences. Instead of just trading promos, you’re actively creating content together, which means more engagement and better chances of converting listeners.
Here are just some ways to collaborate:
Guest Appearances – You guest on their show, they guest on yours.
Co-Hosted Episodes – You record and release an episode on both podcasts.
Roundtable Discussions – Feature multiple podcasters in a shared conversation, exposing all participants to new audiences.
The secret to a successful collaboration is alignment—make sure your audience, style, and topics complement each other. A good partnership feels seamless and natural, making listeners more likely to check out your show.
9. Be A Guest On Other People’s Podcasts
Instead of trying to convince social media users to start listening to podcasts, you’re speaking directly to an audience that’s already in the habit of listening. A built-in audience is much more likely to check out your show.
When Guesting, you must be intentional about where you appear. Here’s how to do it right:
Find the right podcasts: look for shows with a similar audience but a slightly different focus. Tools like Podchaser, MatchMaker.fm, and Podcast Guests can help you find opportunities.
Pitch yourself effectively: don’t send generic emails. Explain why you’re a great fit, what value you can bring to their audience, and what unique insights you offer.
Be a great guest: Prepare, share actionable insights, and provide value. Don’t just promote your show—make it a conversation that listeners genuinely enjoy.
Make it easy for listeners to find you: mention your podcast naturally and provide an easy-to-remember link (like a simple domain that redirects to your show).
Share the episode: once live, promote it on your social media and email list. This will strengthen your relationship with the host and increase its reach.
Being a guest on other podcasts is one of the most organic and effective ways to grow your audience. It puts you in front of engaged listeners, builds credibility, and makes it easier for people to discover your show, making it a must-use tactic in how to market your podcast effectively.
10. Invite Guests to your Show
Bringing guests onto your podcast is a win-win. You get fresh perspectives, interesting conversations, and, most importantly, a built-in audience when your guest shares the episode. If you choose the right people, this can be one of the most effective ways to grow your podcast organically while building valuable industry connections.
The best way to promote podcast guest appearances:
Choose guests strategically: look for people with an engaged audience that aligns with your niche. The more relevant they are to your listeners, the better.
Make the invitation personal: a cold, generic request won’t get you far. Instead, mention why you want them on, what you admire about their work, and how their insights would benefit your listeners.
Make sharing easy: once the episode is live, send your guest everything they need to promote it: graphics, social media captions, and direct links. The easier you make it, the more likely they’ll share.
Leverage cross-promotion: If they have a podcast, too, suggest swapping guest appearances or doing a joint episode for double the exposure.
Guests bring great fresh content and they get new listeners. When done right, guest episodes introduce your podcast to a new audience, helping it grow without paid promotion.
11. Work with Influencers and Content Creators
Partnering with influencers can be an effective podcast marketing strategy, whether you pay for promotion or find creative ways to collaborate.
If you choose paid influencer marketing, set clear expectations with a contract outlining deliverables, posting schedule, and key messaging. Decide on the type of content—whether it’s an Instagram post, a TikTok clip, a YouTube mention, or a full episode feature—and ensure the promotion feels natural to their audience.
If you don’t have a budget, consider alternative collaborations. Some influencers may be open to cross-promotion, guest appearances, or access to exclusive content instead of direct payment. Smaller influencers with engaged followings can be as effective as big names, especially if their audience aligns with your podcast’s niche.
When considering where to promote your podcast, focus on platforms where your ideal listeners are most active. The key is to build genuine relationships, ensuring the promotion feels organic rather than just another ad.
12. Advertise in Podcast Newsletters
If you’re wondering how to advertise your podcast, industry newsletters are a great option. Many, like Podnews, Hot Pod, and The Podcast Host, offer ad placements or featured listings that put your show in front of engaged listeners already looking for something new.
You don’t need a huge budget, some newsletters have affordable options, and others accept guest contributions. A well-placed mention in the right newsletter can attract highly targeted listeners who are likely to subscribe.
13. Sponsor Relevant Events
If you have the budget, sponsoring events can be a powerful way to get your podcast in front of the right audience. But don’t assume you need to spend big on a booth at a massive conference—think smaller and more strategically.
Where does your audience spend time? Instead of a big-ticket sponsorship, consider local or niche events that align with your podcast’s theme. For example, if your show is about wellness, sponsoring a Pilates or yoga studio event could be more effective than a giant industry expo. A co-working space meetup might be the perfect fit if you cover entrepreneurship.
Sponsorship can mean more than money. You could offer prizes or giveaways or even record a live podcast at the event. The key is finding your listeners and meeting them there.
14. Utilize Podcast Directories
While platforms like Apple Podcasts, Spotify, and Google Podcasts are a given, many listeners find new shows through smaller directories that cater to specific interests.
Some directories to submit your podcast to include:
Podchaser: Like IMDb for podcasts, allowing listeners to rate and review shows.
Listen Notes: A podcast search engine that helps new audiences find your show.
Pocket Casts: Lots of podcasts right at your fingers
Overcast – Popular among dedicated podcast listeners with Apple devices.
iHeartRadio – Great for expanding reach, as it also airs podcasts on live radio.
TuneIn – Often used for radio and live streaming but also has a strong podcast directory.
Castbox – A platform with built-in recommendation features.
Goodpods – A social podcasting app where people share and recommend shows.
Deezer – A music streaming platform that also features podcasts.
Most of these directories allow you to submit your RSS feed for free, and some podcast hosting platforms even make the process easier by letting you distribute your show to multiple directories with just a few clicks. The more platforms your podcast appears on, the greater your chances of reaching new listeners. It’s a good idea to take advantage of every opportunity to get listed.
15. Advertise on Podcasts
Instead of targeting people who may or may not listen to podcasts, you're reaching an audience that loves audio content.
If you’re wondering how to advertise on podcasts, here’s how it usually works:
Find the right podcasts. Look for shows with a similar audience but a different focus. You want listeners who would be interested in your podcast but aren’t already hearing the same conversations.
- Decide on the ad format. Podcast ads typically come in three spots:
Pre-roll (before the episode starts)
Mid-roll (in the middle, when engagement is highest)
Post-roll (at the end, when fewer people are listening)
- Choose how the ad is delivered. You can either:
Run a host-read ad: the podcast host reads your ad in their own voice, making it feel more natural.
Use a pre-recorded ad: you provide a polished, professionally recorded ad for them to insert.
Buy ads through a network or directly from podcasters. You can purchase ads through platforms like AdvertiseCast, Podbean Ads, and Podcorn or reach out to podcasters directly.
The best part? Since you’re advertising inside a podcast, listeners can’t skip past it as quickly as they would with social media or YouTube ads. If you pick the right shows, this can be one of the fastest ways to introduce your podcast to a highly relevant audience.
Final Thoughts: How to Promote Your Podcast
Podcast marketing tips aren’t one-size-fits-all, but the more places you put your podcast, the easier it is for new listeners to find it. Whether through content marketing, cross-promotion, or paid ads, the best marketing strategies are the ones that fit your audience and your style.
If you’re figuring out how to market a podcast, start small, test different approaches, and focus on what brings the best results. Promotion is an ongoing process but, with the right strategy, your podcast won’t just reach more people; it’ll keep them coming back.
