Hello! My name is Deanna and I help people create great podcasts. Every Sunday I'm sharing one tactical tip to make a killer podcast. So let’s get into it!
One of the main questions I get asked, which I’ve probably mentioned here before, is “how do I grow my podcast?” While I’m a big believer in word-of-mouth and cross promotion, the truth is that at this point, with the insane number of podcasts out there, you do want to at least consider spending money on promoting your podcast.
I’ll also be the first to admit that this is not an area of expertise for me. I’d much rather edit a podcast instead of market it because that’s just the kind of weirdo I am. Luckily, there are plenty of people out there who love marketing!
Giphy
That is 100% what it looks like when I try to do anything marketing related.
So I’m going to share a couple pieces from Podcast Marketing Magic that I think are particularly helpful for paid advertising. The first is a piece from last year on different ways you can spend money on your podcast. They cover what you can do with $100, $1000, and $5000. Some of my personal favorite suggestions from their list:
Advertise in a podcast newsletter (the actual prices will vary by publication, but I’ve looked and there are quite a few that offer ad space for roughly $100)
Invest in a paid feed drop ($1000)
This one is a bit pricey, but chances are you can start smaller with similar shows to yours. If a show isn’t interested in a promo spot, see if you can pay them to run one of your episodes in their feed. I actually think creating a separate mini-episode would work well for something like this, too, maybe just mention the usual length of your episodes so people know what to expect.
You can read the full article here.
Then, check out their latest piece on paid advertising, which goes over the when, where, and how of running paid ads. One big thing they point out, aside from the obvious of needing to have a budget, is that you need to know who your audience is.
In case you missed it, check out my recent newsletter on that as well. You really can’t run ads unless you know who you need/want to target for them. Otherwise you’ll basically be throwing money away. For what it’s worth, there will be a learning curve though, so don’t be discouraged if you don’t get it completely right the first time.
Hmm, this does have me wondering if I should apply some of this to my newsletter. I’d be willing to bet the principles are transferrable. So that’s something to consider for those of you who also have newsletters (I know there’s at least a few of you)!
If you enjoyed this newsletter and really want to level up your podcast, I’m bringing you tips from the smartest people in the podcast industry. I’m always looking for the best ways to help you grow your podcast. So be sure to subscribe and share this with a friend! And if there’s something you’d like to see covered, reply to this email.
