Podcast Marketing Strategies: How to Get Your Show Heard and Grow Your Audience
You put in the work. You developed a killer podcast concept, nailed your format, and finally hit publish. But here’s the thing no one tells you when you’re starting a podcast: creating the podcast is only half the job. The other half? Marketing it so people actually listen.
Whether you're DIY-ing or thinking about hiring a pro for help, marketing your show is what turns casual listeners into a loyal community. And the best part? You don't need a massive budget or a PR team to do it well. You just need strategy, consistency, and a few audience-first tactics.
A great podcast without listeners is basically a group chat with yourself, so let’s fix that.
Why Podcast Marketing Matters (Even Before You Launch)
Most people think podcast marketing starts after episode one drops. But the truth is, it starts way earlier. The way you develop your show is your first marketing move.
When you’re crafting your concept and format, you're also laying the groundwork for how your show will be positioned, discovered, and shared. That’s why I always say podcast marketing begins with messaging.
You want to create a show that your ideal audience is already looking for. Start by defining who you’re talking to, what they need, and how your podcast will meet that need. If you need help getting clear on that, grab my free Podcast Vision Framework Worksheet.
Dialing In Your Podcast Messaging
Your messaging is your marketing. The more intentional you are with how you describe, position, and talk about your show, the easier it is for people to find and connect with it.
That means:
Choosing a clear, searchable podcast title and description (and don’t use the word “podcast” in there- we already know it’s a podcast)
Using keywords your audience is already searching
Making sure your episode titles and show notes aren’t overly clever — they're easy to discover and tempting to share
When you bake audience-first messaging into your show from the start, you’re already ahead of most podcasters.
Building Your Pre-Launch Hype
If you’re still in the planning phase, your podcast marketing starts now.
Ways to build pre-launch buzz:
Share sneak peeks of your cover art or first guest
Drop teaser clips or behind-the-scenes reels
Launch a trailer episode and encourage early subscribers
Start to build an email list if you don’t have one yet
Get your email list excited and involved in your process
The goal is to create momentum before you officially launch so your first episodes don’t drop into the void.
Promoting New Episodes Consistently
Once you’re live, the marketing doesn’t stop. In fact, this is where consistency matters most.
Some of my go-to episode promo strategies:
Create audiograms, quote graphics, and video snippets
Repurpose content across Instagram, LinkedIn, Threads, and your newsletter
Tag guests, collaborators, and other podcasters
Encourage listeners to share and leave reviews
Every episode is an opportunity to grow your reach.
Community Engagement & Two-Way Dialogue
Here’s what too many podcasters miss: Podcasting works best when it’s a conversation, not a lecture.
Your super fans want a way to talk back, connect, and contribute. And that’s not just good vibes, it’s smart marketing.
Some ways to build listener engagement:
Invite feedback through comments, emails, or DMs
Set up a voicemail box so listeners can submit questions or reactions
Host live Q&As or virtual meetups
Create a community space like a Substack chat, Patreon group, Discord server, or subreddit
When you make space for your audience to engage, you deepen their loyalty and create a sustainable feedback loop that will help you continue to improve your podcast. You’re also opening the door to alternative monetization streams that honor your time and your listeners’ investment — whether that's bonus content, membership communities, or listener-supported subscriptions.
How SEO and Searchability Play a Role
Podcast discovery is heavily influenced by search, so a solid SEO strategy is part of your marketing toolkit.
Here’s how to make your show easier to find:
Optimize your show description and episode titles with relevant keywords
Write detailed, value-packed show notes for each episode
Add transcriptions to improve accessibility and SEO
Use alt text and metadata when uploading episodes to your website
You want to make it as easy as possible for people searching your niche-specific topics to stumble across your show.
Using Analytics to Refine Your Marketing
Your podcast metrics aren’t just numbers — they’re a map. Dig into your analytics to see:
Which episodes get the most downloads
How long listeners stick around
Where your audience is located
How many people are coming from social, search, or direct links
Then, adjust your marketing strategy based on what’s working. Give people more of what they clearly love.
When and Why to Hire Help
If you’re feeling stretched thin trying to manage production, promotion, and content strategy, it might be time to bring in some support.
That could look like:
Hiring a podcast producer to take editing and publishing off your plate
Working with someone (like me!) for Strategy & Content Support to help you grow and stay consistent
You don’t have to do all of this alone.
Final Thoughts
Podcast marketing isn’t about going viral or racking up vanity metrics. It’s about building a community of people who love your show, share it with their friends, and stick around for the long haul.
If you want help creating an intentional, audience-first podcast strategy, let’s talk. Or, if you’re still in the early days, grab my free Podcast Vision Framework Worksheet to start shaping your show’s message and marketing from day one.
Your podcast deserves to be heard. Let's make sure it is.