It’s one thing to start a podcast. It’s another thing to grow it.

People often act like starting a podcast is incredibly difficult. And when you’re doing it, it might feel that way! But after you’re consistently producing episodes and things are going smoothly…what now?

The truth is, in my opinion, starting a podcast is not the hard part. It’s harder to grow a podcast and connect with a larger audience. But I know how - and I can give you some of my favorite growth hacks to help you make it happen.

In this week's episode of The Podcast Trapper, I'm discussing podcast growth tactics and marketing strategies that I feel are not talked about enough. As a podcast founder and marketer, I've worked with 25 to 50 podcasts in a given two to three months, and I've seen some tactics that work across the board. In this episode, I'll be sharing some of those tactics, including the importance of social media, being a guest on other podcasts, promo swaps, feed drops, and apps. I'll also be providing links to apply for features on Apple Podcasts, Stitcher, and other apps.

So, if you're looking to grow your podcast, this episode is for you!

Why is no one talking about podcast growth?

Talking about starting a podcast is easy! Anyone can recommend the right equipment. Growth is not one-size-fits-all. Every podcast is unique, and their strategy needs to fit the goals and audience. Deciding on what growth strategies will connect best with your niche is the real secret sauce.

If you want to read more about the power of niching your podcast or how to make money from podcasting, check out my previous episodes on those topics!

Mythbuster: Social media is not the #1 growth hack. Here’s why…

You might think that social media would be number one on my list, but it didn’t even make the cut. Why? Because it’s not a common strategy that works!

Not just anyone can start a podcast, jump on instagram and promote a podcast to thousands of eager listeners. Social media is a tool to connect with people, sure, but it’s not specifically for podcast growth.

The one exception is if you already have a large audience who connects with the topic your podcast is about. In this case, yes - promote your podcast on social media! For example, if you are a fashion influencer and you start a podcast about fashion, definitely use your social media to get the word out about your show.

Growth Hack #1: Be a Podcast Guest

We’ve seen this one before, and it really works. Be a guest on another podcast to connect with an audience who already loves what you love. If you’re a true crime podcast host, appear on another podcast about the true crime genre! If you’re in the business of leadership and personal development, appear on a podcast about that topic sharing your top 5 tips for personal development, and mention your podcast.

Wondering how to choose a podcast to appear on? I suggest that you do some digging. What podcasts cover similar topics, but might not have the exact same listeners? Make a list and reach out to those hosts with a press kit. You never know - many podcasters love interviewing new guests.

Growth Hack #2: Feed Drop

I love this growth hack because when it works, it really works.

The idea is that you take your episode and drop it into another podcaster’s feed - by paying them a nominal fee and discussing strategy with their team first.

A great way to do this strategically is to do a feed swap. Let’s say you connect with a podcaster who covers American history, and you podcast about European history. Both of your audiences love history, but they are likely to be different people! Keep in mind: This only works if your podcasts are about similar things. You and your podcast friend can drop one anothers’ episodes in your feeds, promoting your shows to the other’s audience. It’s a great idea to do this once in a while - but not too often. Use this strategy sparingly, because audiences are expecting the content they signed up for. It can be jarring if there are too many changes.

This strategy is popular with bigger, corporate clients. Independent creators can be intimidated by this, but I am here to encourage you! Once your podcast audience is growing consistently, try this out - and make note of what happens.  

Growth Hack #3: Run Ads in Podcast Directories

Podcast apps have a way of featuring podcasts, and you could be next! Check out the apps for Stitcher, iHeartRadio, and Google Podcasts.

This choice can be complicated, so I suggest that you hire a company to help you navigate this option effectively to see results.  This option can also be more expensive than other growth methods, but it’s also a great choice if you’re serious about scaling up your podcast. Look into this option if you’re ready to take your show to the next level.

I have had great success helping our clients here at Adode Media use ads in podcast apps to grow their audience. When done with thought and intention, it works wonders!

Ready to be featured in podcast apps? Click the links to apply for a promotion in Stitcher, Apple Podcasts, Spotify, and Castbox.  

Growth Hack #4: Partner with Blogs

Being seen by the same audience as another creator can happen via their feed, on their show, or on their blog. Blog features can help grow your podcast in a major way!

This is the same concept as dropping into their feed or being a guest on someone else’s show. You’re connecting with another creator’s audience - in a similar niche as yours, giving the audience more content to get excited about! 

Make a list of the blogs that discuss the topics you cover on your show. Who are the most popular bloggers in your niche? This can have a ridiculously large reach. Reach out to them and ask about being featured on their blog. You can also strategize cross-promotion; Mentioning their blog on your show in exchange for the blog feature.

Growth Hack #5: Be Seen in Podcast Newsletters

You might be like - Ona, does anyone read email newsletters anymore?

Yes!

They do, and I am one of them. Seriously, I consume several of these every week as a podcast producer. Getting in front of the right audience can happen in their email inboxes, and newsletters are a great way to make this happen. If your people read these, you need to be featured!

Okay, so on to the how.

Let’s say you produce a show about gardening. Your show is all about the art and science of gardening - and you want more gardeners to tune in! These people are very likely to be reading a gardening society newsletter. Reach out to gardening societies that put out newsletters and request to be featured. Let them know the value of your show and how much their readers would enjoy listening to it while out in the yard!

You could also connect with organizations that meet to discuss gardening…

Growth Hack #6: Join Social Clubs

Clubs and mixers are a fantastic way to get the word out about your show. You can attend events either in-person or virtually that you will genuinely enjoy, and other attendees will get wind of your show and how great it is!

You can also take on an active role and organize mixers and parties catered to the audience you’re trying to reach. Back to those gardeners again - where are they meeting and how? How can you create community and bring people together about gardening? This really works because it’s a lasting, personal connection - and they’re sure to mention it to their friends.

Growth Hack #7: Use MeetUp

I love this one. Have you tried the MeetUp app? It’s amazing and so underrated.

MeetUp was bigger before the pandemic, and it’s coming back in a major way. People are out, they’re meeting, and they’re talking. Hopefully about your podcast.

MeetUp groups organize around just about…anything. Every topic seems to have a MeetUp group. Seriously, check out groups in your area and tell me you’re not amazed!

One of my clients had some big success with this growth hack. They host a podcast with a weekly high-value digest of things to do in Atlanta! They reached out to a MeetUp organizer in Atlanta with a 50k+ email list and asked to be featured in the newsletter, and voila! Growth magic! Their audience loves this podcast. It’s a great way to build community and keep it local, and the audience looks forward to it every single week. This requires some work upfront to research and connect with the right organizers, but the payoff is major!

Get growing…

Get out there and grow your podcast! And if you get overwhelmed or need strategy and support, I’m dropping some shameless promo in here - connect with us here at Adode Media.

That’s all for today’s episode!

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