5 Podcast Sponsorship Myths Holding You Back From Monetizing Your Show

Podcast sponsorship myths: how to push through them to make more money doing what you love.

Podcasters have a lot of misconceptions when it comes to working with brands and securing podcast sponsorships. Some of that comes from the podcasting industry setting standards that mostly benefit larger shows, and the other half is mental drama and self-doubt we place upon ourselves. As a podcast marketing coach, I guide podcasters to building authority, growing their audiences, and creating sustainable income streams. Whether speaking on stage or interacting in podcasting communities, I see the same podcast sponsorship myths holding podcasters back from monetizing their shows. In this blog post, we’re clearing the air by addressing the most common falsehoods derailing your success. Get ready to push past the mental roadblocks to start monetizing your podcast through sponsorships!

1. Don’t need 10,000 downloads per episode.

As the podcasting industry has evolved, the 10,000 downloads per episode benchmark has become a widely recognized reference point among advertisers and podcasters.

I don’t know about you, but with the average podcast gaining 125 downloads per episode within the first seven days, this feels unattainable for most.

Luckily, the podcasting industry is vast, and podcast advertising agencies and marketplaces are not the only way to work with brands.

If you are interested in building relationships with brands and ultimately charging more, there’s good news.

Even if you have less than 5,000 or even 1,000 downloads per episode, you can attract brand partners by leaning into your strengths like niche topics, audience engagement, listener loyalty, show quality and creativity.

Plenty of advertisers are considering podcasts with smaller audiences, especially if the content aligns closely with their target market.

Despite having “smaller shows,” my coaching clients make up to $5,000 on their first campaign. Not too bad, right? I share this to say the outlook is great for us!

2. Your audience isn’t too small.

Many brands are interested in niche audiences with specific interests. Do not discount smaller podcasts with engaged listeners.

While some brands are looking to partner with shows with a large listenership, smaller shows with niche audiences are driving results brands want to get behind.

Downloads are one metric but, thankfully, not the only metric brands consider.

Sponsors may also consider other factors like audience demographics, engagement, and the results of past partnerships when choosing podcasts to work with.

If you don’t already have a media kit, download this free podcast media kit checklist to start working on yours today. In one fell swoop, a podcast media kit can showcase why working with you is a worthy investment.

3. Aren’t selling out

While some podcasters worry about alienating their listeners or bombarding them with ads, many studies show listeners don’t mind podcast ads or find them helpful for introducing them to brands they want to connect with.

You can integrate sponsors into your content while maintaining authenticity and transparency.

By choosing sponsors that align with your values and selecting products or services genuinely relevant to your audience, brand partnerships enhance your content rather than detract from it.

Sponsorships should not compromise the authenticity of your content.

While some brands may impose restrictions or demands on your content, maintain creative control by setting terms in an agreement, outlining the scope of work, and setting clear expectations and boundaries from the jump.

Remember, ultimately, this is your show: you get to decide who you partner with and what those partnerships look like.

Speak up. Advocating for yourself doesn’t have to compromise your professionalism.

Additionally, only partner with brands that align with your mission and values and avoid those that do not.

If a sponsorship can potentially compromise your integrity, jeopardize your reputation, or tarnish the trust you’ve built with your audience, it’s not worth it.

Secondly, believe your listeners want to see you win. They want to see you thriving, so you can keep podcasting long-term. Listeners understand you wish to, or quite frankly, need to make money.

Sustainability is a major issue in podcasting, so most shows don’t make it past the seven episodes mark or fade away after some time.

While podcasts are free to consume, they are not free to create. The tools we use cost money, the team members we hire cost money, and there’s nothing wrong with wanting to get compensated for your time.

I decided to go all in on podcast sponsorships because I did not want to ask my listeners to support me. I rather them listen to the show at no cost, and if they choose, they can support us by clicking on the sponsor links to learn more.

Thirdly, podcast sponsors can introduce listeners to new products, organizations, initiatives, or services they may not have been aware of otherwise.

If your listeners don’t like listening to ads, they can use the skip button. It’s that simple.

Bloggers monetize by running website ads, and YouTubers monetize with ads. Why can’t podcasters? Why not us?

4. CPM isn’t the only pricing model.

The CPM (cost per mille) model is only one way to price sponsorships.

I prefer to price brand deals using the flat fee sponsorship model, where I charge a fee for a specific set of negotiated deliverables.

Last year I secured five figures in podcast sponsorships, something I would not be able to do using the CPM model due to my audience size.

Additionally, the CPM model only takes into account the audio component of your brand, leaving off the table the potential to leverage your social presence, website, newsletter, and more.

On the other hand, I understand an indie podcast that isn’t making any money off their show can start making hundreds of dollars a year using CPM. So, while I’m not a fan, do what’s right for you.

Still, figuring out what your podcast sponsorship strategy should be? Watch this video where Adam McNeil and I debate between CPM vs. Flat Rate Podcast Sponsorships on Creator Debates Podcast.

5. Brand will approach you.

Maybe they will, but then again, maybe not.

While brands may approach you, if you prefer to be proactive and take income generation into your own hands, start pitching brands and nurturing those connections.

Before I mastered the art of pitching, I was super self-conscious about my pitching skills.

I spent at least two years not monetizing my podcast because I felt I sucked at it, a huge mistake and something I encourage all of my coaching clients to avoid.

Pitching is a skill. You just need practice to feel more confident doing it.

In summary, there’s a lot of potential for indie podcasters with smaller shows to get a piece of the advertising pie.

If any of these myths are holding you back, I hope you feel empowered and encouraged to pursue brand partnerships.

Wondering how to get sponsors for your podcast?

Learn the (3) essential ways to get noticed by brands with Stand Out & Secure Lucrative Podcast Sponsorships, my signature audio training. We cover creating a podcast media kit, building a portfolio, and more. This is the only intro to podcast sponsorships course you’ll ever need.

Read Next: Common Podcast Media Kit Mistakes To Avoid or Why Podcasters With Smaller Shows Should Negotiate Flat Fee Sponsorships

6 Ways to Promote Old Podcast Episodes and Boost Downloads

As a podcaster, it’s normal to focus on promoting the latest episodes of your show. However, neglecting older episodes means missing valuable opportunities to engage new listeners and increase your downloads. Pay closer attention to older episodes for a few reasons. Firstly, your current listeners or followers may have missed it when it was first published. Highlighting these episodes shares quality content they might enjoy right now. Also, you worked hard on those episodes, so wouldn’t you want new people to find them? Lastly, by sharing older episodes with featured guests, they might share them with their audience, further boosting your reach. In this article, we’ll explore six ways to promote old podcast episodes effectively. By implementing these strategies, you breathe new life into your back catalog, attract a wider audience, and reach your podcasting goals faster. Keep reading for how to grow your podcast with older episodes!

Leverage Old Podcast Episodes For More Downloads

1. Create Spotify Playlists Grouping Similar Episodes

Since Spotify is a popular podcast listening platform, leverage its features to boost the visibility of your older episodes.

Consider creating playlists that group episodes with similar topics, themes, or a series. This allows listeners to discover and binge-listen to multiple episodes on a specific topic, increasing their chances of finding and enjoying your older content.

Promote these playlists on social media, your website, and within episode descriptions and show notes to drive more traffic to your back catalog.

As an example, I created a Spotify playlist for my travel podcast, The Thought Card — here’s the playlist for financially savvy travelers.

2. Audit and Update Episode Titles

Episode titles play an important role in attracting potential listeners. Audit and update the titles of your older episodes to make them more appealing and search-friendly. Titles should accurately reflect the episode’s content while piquing curiosity.

Increase the likelihood of episodes appearing in search results by conducting keyword research to identify relevant keywords and phrases people use when searching on Google. Incorporate them naturally into podcast episode titles, descriptions, and show notes. Consider using numbers to make the titles stand out.

By improving your episode titles, you increase the likelihood of people finding your episode, clicking through, and listening.

For best practices for writing episode titles, in ‘Write Better Podcast Episode Titles,’ learn (7) ways you can structure episode titles for maximum visibility.

3. Mention Older Episodes On Air

One of the most effective ways to promote older episodes is to mention them in new episodes.

During each new episode, I share (2) relevant and valuable older episodes that my listeners might find interesting. Highlight each episode’s key takeaways or unique aspects to entice listeners to click through and listen.

Share a brief summary of the episode and explain why it’s worth revisiting. Remember to provide episode numbers or titles to facilitate easy navigation. Add the links to those episodes in your episode description for easy access.

I recommend using universal links by Podlink so listeners can quickly listen to the episode on their preferred podcast player. If you’re curious to see how many people click on your links, use a link-tracking tool like Bitly.

4. Mention Relevant Episodes in Podcast Guest Interviews

When appearing as a guest on other podcasts, take the opportunity to mention relevant episodes from your archives.

Before the interview, prepare a list of episodes that align with the topic of discussion and mention them naturally in the conversation.

Don’t forget to share those episode links with the host, suggesting they include them in the show notes as additional resources.

This podcast cross-promotion strategy provides value to the host and their listeners and drives traffic to your older episodes from a new audience.

Read Next: 6 Ways To Collaborate with Podcasters To Grow Your Show

5. Share a Summary with Your Newsletter

Leverage your existing email newsletter to promote old podcast episodes. Craft a summary that captures the episode’s main points and highlights its value. Explain why subscribers should take the time to listen, focusing on the benefits they’ll gain or the unique insights they’ll receive.

Include a direct link to the episode via Podlink and a link to the blog post driving traffic to your website.

Also, if you have any graphics you created for the episode, include them in the newsletter to add visual elements.

Not sure what to email your list? I recommend the Email Marketing Membership by Liz Wilcox for templates you can quickly customize and send.

Create Automated Email Sequences

Another way to leverage old podcast episodes is to create automated email sequences where you drip out older podcast episodes weekly, for example. Evergreen episodes with timeless content are ideal here.

Email service providers like Mailerlite can help you quickly create automated email sequences, even if you’re a non-techy person.

Regularly featuring older episodes in your newsletter keeps your content fresh in the minds of your subscribers, no matter how long ago you originally published the episode.

6. Create YouTube Videos or Shorts

This strategy is for you if you record your podcast in video format.

Boost your reach by sharing the video versions of your podcast. If your podcast hosting platform can automatically share episodes to YouTube, ensure those features are enabled.

For example, I use Libsyn, and every episode automatically transforms into a YouTube video.

Once the YouTube video is live on your channel, look at the YouTube description and optimize it — make sure all of your links are working and encourage YouTube viewers to follow your channel or podcast on their favorite podcast player.

I use Swell AI to find the best quotes from episodes and share those quotes in video format via YouTube Shorts, IG reels, and even TikTok videos and Idea pins on Pinterest.

Pick key moments or valuable snippets from older episodes. Include subtitles to make the content more appealing and accessible.

Closing Thoughts: Promoting Old Episodes, Totally Worth It!

The riches are in your archives.

Implementing these podcast promotion ideas increases the potential of listeners finding relevant content they are interested in or are already looking for.

While most of these podcast marketing strategies don’t require a significant time commitment, they can effectively attract new listeners and increase your download numbers long term.

Older episodes contain valuable content that deserves to be discovered and enjoyed by a wider audience.

Discover more long-term strategies to grow podcasts with my signature workshop: Marketing Strategies For Long-term Growth. In this training, learn how to increase downloads using (3) proven podcast growth strategies; no social media required. If you enjoyed this blog post, you’ll enjoy the lesson where I detail even more ways to promote old podcast episodes.

Read Next: 6 Habits of High-Growth Podcasters, or watch this video for more podcast marketing goodness!

Podcast Collab Strategies: 6 Ways To Collaborate with Podcasters To Grow Your Show and Expand Your Network

How to grow your show with podcast collab opportunities; strategies for teaming up with other podcasters to expand your audience.

Podcasting has become a powerful medium to engage with our communities, share our perspectives and expertise, and build our brands. However, podcasting doesn’t have to be a solo sport, even though it definitely feels like it sometimes. In fact, much of my podcast growth over the last five years has come from collaborating with others. While podcast guesting is a popular way to partner with your peers, let’s explore five other ways to collaborate with podcasters. I know there will be something on this list you haven’t tried yet, so take notes and try these podcast collab strategies!

Podcast Collaboration Opportunities: A Sustainable Podcast Growth Strategy

1. Podcast Interviews

Since podcast guesting is one of the most popular podcast collab strategies, let’s start here.

By appearing as a guest, get introduced to a new audience interested in your ideas and work.

We know podcast guest appearances offer other benefits like leveraging the call-to-action typically at the end of the episode to promote your podcast, join your newsletter, attend a free webinar, or sign up for your challenge. Getting backlinks to your website is another search engine optimization benefit. Lastly, being a guest on other podcasts helps you build relationships with fellow podcasters, opening doors for future collaborations and opportunities.

In Grow My Podcast, Deirdre Chen, the founder of Capsho, has a fantastic episode sharing how to leverage podcast guesting to gain new clients with Chris Williams.

Over the last four years, I’ve been a guest on nearly 200 podcasts. It all started when I launched my first book, an Iceland travel guide. I used podcast guest appearances as a book tour strategy. By strategically selecting podcasts with a similar target audience, I could reach a lot of listeners in a short period, resulting in a significant boost in book sales and increased visibility for my show. Win-win-win!

2. Share Your Interviews On Your Feed

Another podcast collab opportunity is to feature your podcast guest interviews on your podcast feed. How does this work?

After conducting a guest interview, share the episode with your audience, providing them with fresh content while sharing a side of you they don’t typically see…you in the guest chair. Plus, you’re promoting the podcast you were originally a guest on.

To implement this strategy, discuss accessing the audio file and sharing the episode on your feed when accepting invitations to be a guest on another podcast.

Here’s a simple script I use when I want to bring this up:

“Would you be open to me sharing the episode on my podcast too? This will introduce my audience to your show, so it’s a great promo opp as well.”

Helpful Tip: Keeping search engine optimization in mind, retitle the episode so you can optimize its discoverability. This win-win collaborative approach lets your audience hear a different side of your story and introduces listeners to another podcast they might enjoy.

I’ve used this strategy several times; check out these episodes here:

3. Podcast Promo Swaps

Podcast promo swaps are another cross-promotion strategy that expands your podcast’s reach. This strategy involves partnering with another podcaster for a 30-60 second ad swap or exchange.

Basically, each podcaster shares a promo script with talking points they’d like to read on air. They then record these host-read ads promoting the other’s podcast. The ads run on scheduled dates you both agree to.

While one promo swap is a good first step, consider multiple episodes so listeners hear your message more than once, boosting their likeliness of taking action.

These host-read ads can be tailored to mention relevant episodes or highlight specific aspects of each podcast. To find potential collaborators, you can use resources like Tink Media’s podcast promo swaps database, which connects podcasters interested in teaming up.

4. Feed Drop

A feed drop involves featuring a podcast trailer or an entire episode from another podcast on your feed or vice versa. This collaboration strategy allows you to curate content from others that align with your show’s message.

When considering content for feed drops, pick episodes that will resonate with your audience and be relevant to your show’s theme.

This also holds true when exploring partnerships with sponsors.

If approached by a sponsor, choose an episode from their archive that provides value to your audience and complements your content. Instead of sharing the episode as is, consider adding a personalized intro so your listeners know this content is from another creator and share why you think it’s worth listening to.

Here’s an example of how I introduced my audience to Expedia’s travel podcast, “Out Travel the System.”

5. Collaborative Episodes

Creating collaborative episodes with another podcaster is an incredible way to leverage each other’s expertise and creativity. By joining forces and recording episodes, create a unique and engaging experience for listeners that will be shared on both feeds.

Collaborative episodes allow for shared responsibilities, where both hosts contribute their unique insights and perspectives. Whether it’s a single episode or a series of episodes, collaborating brings a fresh dynamic to your podcast and opens the door to new ideas and content opportunities.

The podcast docuseries Millennial Wealth Builders is an excellent example of this, where Acquania Escarne and I joined forces to create a 12-part series highlighting Women of Color building wealth. We won three grants to produce this series, and instead of us making a new podcast and starting from scratch, we decided to leverage our existing platforms syndicating episodes on both of our shows.

Read Next: 6 Habits of High-Growth Podcasters

6. Newsletter Swaps

If you are looking for how to get your podcast noticed and you have a newsletter, consider partnering with another podcaster with a similar audience, swapping mentions, or exchanging full newsletter features.

Alternatively, do the same on social media.

By promoting each other’s shows on social media, you’re essentially reminding your audience about other shows they might be interested in. Remember, when you promote other podcasters’ shows, include a link to their show, specifically, their Podlink, so it’s easy to follow on any podcast player.

In Conclusion: Use podcast collabs to grow your podcast

When it comes to podcast cross-promotion, the sky’s the limit. Whether you choose the quick route like a trailer feed drop or want to collaborate more extensively on an episode or series, collaborating with other podcasters is a powerful way to grow your audience, connect with new listeners, and create great content.

As a next step, put a call out inside podcasting communities you are parts of, like WOC Podcasters or Black Podcasters Association, and pitch your ideas. See if anyone would be interested in working with you.

Podcasters are friendly, open to collaboration, and believe high tides rise all ships, so you really have nothing to lose by putting yourself out there.

If you need help pitching yourself, save time crafting a compelling email with my podcast pitch templates. These are the exact emails I used to land on top shows like Side Hustle Nation, Do You Even Blog, and more.

Read Next: How To Create a Podcast Marketing Plan

How To Create a Podcast Marketing Plan That Works For You

Are you tired of pouring your heart and soul into your show only to feel like no one is listening? Whether you’re a seasoned podcaster looking to reenergize your show or a beginner eager to make an impact, listen closely. The key to building an engaged audience of loyal listeners lies in a comprehensive podcast marketing plan tailored to your unique goals, interests, and lifestyle. Unfortunately, most podcasters do not have a well-thought-out podcast marketing plan. Perhaps they occasionally post on social, share episodes inside of Facebook groups, wear merch, and call it a day. These are all podcast marketing strategies, but strategies and tactics do not provide direction or lead to long-term sustainable growth. While I love learning about new marketing tactics, they bring temporary results and lack long-term vision. In this article, we’ll explore how a personalized podcast marketing plan can provide structure, why relying on tactics is not enough, and how to create a holistic podcast marketing plan that takes into account the uniqueness of your show.

What is a podcast marketing plan?

A podcast marketing plan is a detailed roadmap that explains how you plan to promote your podcast, grow your show and gain new listeners long-term. Providing direction and clarity helps you determine your goals and identify the appropriate channels, methods, and timelines for implementation.

Placing a special emphasis on gaining new listeners, your podcast marketing plan will cover who, what, when, and how.

Who – Who is your ideal listener?

What – What are the action items you will take to ensure your show is growing month-over-month?

When – When do you have time to promote episodes?

How – How will you measure success?

Podcast Marketing Plan vs. Podcast Marketing Strategy

A podcast marketing plan details your podcasting goals, “how” you will promote a podcast, and “which” strategies you will use.

On the other hand, podcast marketing strategies outline “what” specific channels, activities, and tasks you’ll use to achieve your goals.

Podcast marketing strategies can include getting featured on Apple Podcasts’ top charts, sharing behind-the-scene content on Instagram reels, or growing your email list with an enticing lead magnet. Other podcast marketing tactics include guest appearances on other podcasts, collaborations, press releases, and paid advertising.

Podcasting goals can vary, such as:

  • Receiving 70 reviews on Apple Podcasts
  • Gain 100,000 downloads in one year
  • Reach 5,000 followers on Instagram
  • Join a podcast network at 10,000 downloads per episode
  • Qualifying for display ad networks by reaching 25,000 monthly page views

Do you see how each of these goals requires a different approach?

While podcast marketing strategies may come and go, a podcast marketing plan provides the overarching direction for attracting new listeners and building a strong brand.

Even when a tactic fails or becomes less effective, you can rely on your blueprint to keep you focused. Also, it helps you promote your show consistency and encourages tracking your progress so you can make informed decisions about which tactics to prioritize, modify, or replace

Review your plan at least once a quarter, as podcasting is evolving quickly, and there may be new opportunities to reach your ideal audience that wasn’t available before.

Read Next: Steal My Podcast Marketing Strategy For Launching Podcasts

Creating A Holistic and Personalized Podcast Marketing Plan

1. Define your show’s unique point of view

The first step to creating a successful marketing plan for podcasts is to define your show’s unique selling point. This is what makes your podcast different from all the others out there.

It could be your expertise, your unique perspective, your production chops, or your engaging personality. Whatever it is, ensure it’s clearly defined and communicated in your marketing efforts.

For example, I currently host (2) podcasts: my travel podcast is for financially savvy travelers.

On The Thought Card, we talk about travel and personal finance topics like saving, investing, and financial literacy. While most podcasts cover one topic, I cover both; this makes my podcast unique.

My other podcast, Women of Color Podcasters, shares the lesser-told stories and accomplishments of Women of Color in the podcasting industry, which make up less than 29% of podcast creators as of 2022. At the moment, there aren’t any other podcasts about podcasting with this niche focus.

2. Leverage your strengths

When creating a podcast marketing plan, consider your strengths and how you enjoy promoting a podcast. Additionally, you want your plan to fit into your life, framed with your time constraints and capacity in mind.

For example, I don’t enjoy posting about my podcast on social; it also doesn’t lead to new listeners or help build my audience. So instead of wasting time participating in ineffective marketing activities I dread, I spend my time on keyword research, writing podcast show notes, and creating eye-catchy pins for Pinterest.

All of these marketing tasks are built into the production of my show, so I complete them once; this is intentional.

With my hectic life as a busy mom of an infant, I don’t have the bandwidth to share videos on YouTube, for example. However, I understand the benefits and hope to expand to video one day, but likely never lol.

My strength as a podcaster aligns with writing and research, so I leverage these skills to create content that answers my audience’s questions and write blog post-style show notes that will rank in search engines like Google.

So experiment and find what works for you; make sure whatever you incorporate into your podcasting marketing supports reaching your growth goals and isn’t busy work.

3. Identify your target audience

Knowing your target audience is critical to creating a successful podcast marketing plan. Understanding who they are, what they’re interested in, and where they hang out, whether online or in-person, will help you tailor your marketing efforts to reach them more effectively.

Getting to know your audience takes time, whether you poll them on social, ask them to complete a survey, or meet them in-person at conferences and events.

Take the time to do some research, converse with your listeners, and review what other podcasters in your niche are doing to gain additional insights.

Focus on creating high-quality episodes that are informative, entertaining, and valuable to listeners. Research trending topics, invite expert guests, and share unique insights. High-quality and relevant content will attract new listeners and keep your existing audience coming back for more.

4. Monitor and analyze performance metrics

Track metrics like downloads, episode completion time, clicks, and show notes page views to determine if your content resonates and if your promotional efforts have the results you anticipated. Use data to refine your marketing strategy. Regularly analyze your podcast’s performance metrics and identify areas for improvement.

In summary, how to create a marketing plan for podcasts? With a well-executed podcast marketing plan that’s simple to follow and leverages your strengths and interests, confidently boosts your visibility and gain new listeners on repeat without feeling drained.

Today, my simple three-part podcast marketing plan includes email marketing, collaborations, and SEO (search engine optimization). Get step-by-step instruction on marketing a podcast that helps you strategically gain more downloads without ever posting on social in my self-paced workshop, Marketing Strategies For Long-term Podcast Growth.

Read Next: 6 Greatest Habits of High Growth Podcasters

Expand Your Podcast’s Reach With This Podcast Marketing Course

You aren’t alone if you are struggling with growing your podcast audience. As a full-time podcaster and podcast marketing coach, I understand the challenges of growing an audience. In today’s podcasting landscape, effective marketing is essential to attracting a dedicated audience. However, many podcasters face the challenge of limited time and resources, making it difficult to reach their target audience and build awareness for their show. If you’re a podcaster looking to gain more downloads without the need for podcast marketing agencies or a dedicated podcast marketing coach, look no further than “Marketing Strategies For Long-term Podcast Growth,” a podcast marketing course that shares a three-part podcasting marketing strategy to grow your downloads and build an engaged audience. The course incorporates real-life case studies, offering rich examples, and is designed for on-the-go learning, empowering podcasters to implement proven strategies for long-term audience expansion.

Benefits of Investing in Our Podcast Marketing Course

Unlocking growth in minimal time

We understand that time is precious. That’s why this self-paced course is tailored for busy podcast hosts who are determined to maximize growth with minimal effort. By leveraging proven strategies and techniques, you’ll make the most of your limited time and start seeing tangible results quickly.

Say goodbye to long, drawn-out videos and complicated logins. With this course, you’ll access audio training on a private podcast feed, just like any other podcast.

Listen at your own pace, cherry-picking specific lessons or binge the entire series. Designed for maximum flexibility, this podcast marketing course can seamlessly fit your busy schedule.

Other podcast marketing courses on the market offer a 21-day email course or a membership with dozens of videos you’ll likely not get through.

As a busy podcast host, I know you’re strapped for time, so I put together a foundational course that covers promoting your podcast and creating a podcast marketing plan you can stick to.

Whether you’re brand new to podcasting, dabbling with it, or you’re experienced and want to get results, this podcast marketing course is designed for you.

Watch this YouTube video for my take on creating a podcast marketing plan — a personalized podcast marketing plan that covers your show, your interests, and bandwidth.

The “Three-Part Marketing Strategy”

Our course revolves around a simplified marketing approach that focuses on three core strategies: search engine optimization, email marketing, and collaborations to expand your reach.

Say goodbye to the ineffective cliché of relying solely on social media marketing. We’ll share why it often falls short of promoting a podcast and present alternatives.

By delving into these podcast marketing strategies, you’ll maximize visibility, attract new listeners, and experience sustained growth.

We also break down our marketing process into actionable steps, ensuring you have a clear roadmap to follow. No more guesswork or confusion—each module guides you through implementing the strategies.

From optimizing your podcast for search engines to nurturing your subscribers through email marketing, you’ll develop a thoughtful approach that overcomes common challenges and drives long-term results.

Some course lessons include:

  • Why Social Media Isn’t Effective For Podcast Growth
  • Podcast Show Notes Essentials: Do’s and Don’ts
  • Ways to Grow Through Collaborations

Real-life case studies for inspiration

This course goes beyond clichéd theories, incorporating real-life case studies that provide practical examples and valuable insights. To provide practical examples and inspiration, the course incorporates real-life case studies from podcast marketing plan audits I conducted.

These case studies demonstrate how the strategies taught in the course can be applied to achieve significant growth and engagement. By learning from the experiences of others who have overcome similar challenges, you gain valuable insights that can be applied to your own show. Make informed decisions and avoid common pitfalls.

Priced at just $27, learning how to market a podcast with “Marketing Strategies For Long-term Podcast Growth’ offers tremendous value for those looking for an actionable roadmap to marketing success.

Whether you’re a seasoned podcaster or just starting, this course empowers you to take control of your podcast’s growth and attract your ideal audience. Take the first step towards improved visibility and growth by investing in the “Marketing Strategies For Long-term Podcast Growth ($27)” course today.

If you are more interested in working with a podcast coach who provides personalized guidance and support in marketing your show, let’s discuss your goals, explore how my coaching program can benefit you, and answer any questions you may have.

Schedule your FREE discovery call now.

Read Next: 6 Greatest Habits of High Growth Podcasters

Why Now is the Perfect Time to Work with a Podcast Marketing Coach

Let’s explore why investing in a podcast marketing coach can be a game-changer for your podcast’s success. 

Podcasting offers a unique platform to connect with your community and share valuable content. However, growing a podcast and reaching new listeners can be daunting. If you’re feeling stuck or struggling to build an audience, it may be time to consider working with a podcast marketing coach. 

Most of my coaching clients come to me for guidance and support when they realize their show is no longer growing. They’ve reached a plateau and want to learn how to increase their downloads, stand out, and gain visibility. 

My clients wholeheartedly believe in their show and the importance of their work, so, rightfully, they refuse to give up. Yet their current promotion strategy isn’t moving the needle, and if they don’t make a change fast, they jeopardize their show’s longevity.

My coaching clients have tried courses, read books, and attended numerous podcasting conferences. True, they learned a lot, but on their own, they implemented little. Without feedback, they end up making little progress. 

Eager to get unstuck, they work with a podcast marketing coach like me to create a custom podcast marketing plan, build momentum, and expand their reach.  

Slow growth (and no growth) is a silent motivation killer. 

If you feel like you’re spinning your wheels and struggling with attracting new listeners, here are five benefits to working with a podcast marketing coach.

5 Game-Changing Benefits of Working with a Podcast Marketing Coach

1. Gain expert insights and strategies

A podcast marketing coach brings in-depth knowledge and experience to the table, and they understand the intricacies of podcast promotion, audience engagement, and brand building. Working with a coach gives you access to proven strategies and expert insights tailored to your podcast’s needs. 

Look for a coach who offers a unique viewpoint and stays updated with industry trends, providing you with the most effective podcast marketing strategies and brand positioning perspective. 

With a proven track record, I am constantly experimenting, sharing my findings, and deconstructing the anatomy of a marketable show. I quickly identify (and set) trends, dare to push the envelope, question the status quo, and create frameworks. 

Such as…

Social media doesn’t work for podcasters. Marketing Strategies For Long-term Podcast Growth is my on-the-go audio training program that offers a three-part marketing strategy to help podcasters achieve audience growth. It covers audience targeting, content marketing, and promotion, giving podcasters a holistic approach to growing their shows. It also incorporates real-life case studies and examples. 

2. Personalized approach for podcast success

Each podcast is unique, with its own goals, target audience, and challenges. A podcast marketing coach recognizes this individuality and provides personalized guidance and advice. 

Through podcast audits and goal-setting sessions, I gain a deep understanding of client shows and help them develop a custom marketing plan and strengthen their show’s positioning. This tailored approach ensures their efforts have maximum impact and align with their vision.

These sessions also allow me to get to know them and understand how their show fits into their life and what they hope to achieve. 

From making more money through podcast sponsorships to using their show to establish authority, I work closely with coaching clients to determine what to focus on next and how to grow long-term. 

My experience working with diverse expert professionals includes nurses, wedding planners, lawyers, therapists, physicians, and more.  

3. Empowering podcasters to achieve their dreams

Working with a podcast marketing coach can boost your confidence and clarity around your podcast. Coaches provide support, guidance, and feedback, empowering you to move forward confidently. 

Your motivation will soar as you implement their strategies and see tangible results. The coach’s expertise and encouragement will help you confidently tackle challenges and explore new opportunities.

One of the most significant transformations I’ve seen in my coaching clients is their increased confidence and clarity around their podcasts. 

When we start working together, clients may question themselves, unsure of how to move forward, but by the end, they know what they want and have a list of accomplishments under their belt. 

Equipped with new skills, they’ve doubled or tripled their downloads. They are pitching brands and negotiating sponsorships. They are applying for speaking opportunities and grants; some have even launched new businesses or products. 

4. Collaborative feedback

Unlike self-paced courses or workshops, a podcast marketing coach actively engages with you and is involved in your podcast’s development. They review your work, provide feedback, and suggest improvements. This collaborative process ensures you receive valuable insights and guidance while implementing the recommendations covered in coaching calls.

I’ve helped coaching clients by reviewing pitches, website copy, media kits, podcast descriptions, speaker one-sheets, and other crucial elements for podcast success. 

Often we will go through multiple rounds of edits.

Implementation is a big part of learning, so I assign homework and am open to reviewing whatever a client needs help with. 

My role as a podcast coach is to help my clients become independent thinkers and strategists and not depend on me for results. I teach them the necessary skills and provide resources to help them continue growing their podcast beyond the coaching relationship.

5. Opening doors to podcasting possibilities

Working with a well-connected coach opens doors to new opportunities. They have an extensive network within the podcasting and creator industry, which they can tap into on your behalf. 

They can make introductions and help you creatively leverage your resources.

You can unlock new income streams and expand your podcast’s reach by thinking outside the box and exploring untapped avenues.

Wanting to break into the podcasting speaker circuit, I connected a coaching client to four speaking opportunities while working with me.

Another client, Kyla Denanyoh, started two podcasting businesses while working with me, and she secured multiple clients within a few months. In addition to learning how to market a podcast, she also learned how to market herself as a service provider and professional audio producer, thus creating lucrative income streams to support her family.

Kyla created KD Creative, a boutique agency helping creatives launch podcasts, and Skip the Boring Stuff, a podcast management company supporting busy podcasters clear out their to-do lists and focus on what they love, creating exceptional content and building communities.

As Kyla mentioned in her video, you can have a podcast for several years and never work with a podcast coach, but investing in coaching can be beneficial to accelerating your growth, improving your show, and helping you identify new opportunities.

Your podcasting dreams are within reach, and I’d love the opportunity to support your growth, explore what’s possible and help you take up more space. 

Take the step forward and book a podcast marketing audit. For a limited time, I’m offering a special rate of $997 for a comprehensive podcast audit and goal-setting session. The potential for increased listenership, greater brand position, and monetization far outweigh the costs.

Schedule your consulting session, or if you prefer to work together for an extended time, via my other podcast coaching services apply to work with me 1:1

How To Start a Podcast With No Audience: What I’d Do Differently

Insights for how to start a podcast with no audience I wish I knew five years ago.

I am coming up on the fifth anniversary of The Thought Card Podcast. While I am incredibly proud of my travel podcast, which has gained thousands of listeners worldwide and won awards and multiple grants, if I’m candid, I would do things differently. Especially when it comes to marketing and growing the podcast.

Since I started podcasting in 2018, technology has evolved. AI is helping us save time with editing and post-production, show notes creation and much more. Trends have caught on like wildfire, and many have faded into the sunset.

Podcasting over the last five years meant experimenting and investing in my professional development.

I’ve attended, hosted, and spoken at podcasting conferences and events. I’ve hired coaches and completed courses like the sponsorship course by Justin Moore, Brand Deal Wizard.

I’ve developed my podcasting marketing framework through trial and error and have supported dozens of podcast coaching clients in growing their downloads and developing authority as expert professionals.

All of these learnings inform this article today.

If I were to start a podcast with no audience, here’s what I’d do differently.

Growing a Podcast Audience From Scratch

1. Avoid following the crowd

There’s a certain extent of following the crowd we all do in podcasting, but it’s also important for us to think critically, evaluate our data, and come to our own conclusions about what will work for us and our shows.

As a new podcaster, I looked to podcasting influencers, gurus, and thought leaders for guidance. I adopted what they recommended without really understanding the reasoning behind it.

Feeling burnt out and unfulfilled, I started making changes, like taking seasonal breaks to rest and recharge, using the flat fee sponsorship model instead of CPM, and making strategic decisions based on listener data and feedback. I also followed my gut.

For example, as a new podcaster, I followed a boilerplate show notes template. It wasn’t until I leveraged my blogging and SEO skills to create comprehensive blog post-style show notes for each episode did I start to see more traffic to my website.

Listen to the gurus, filter the information you’re receiving, and implement what’s relevant to you.

Furthermore, don’t be afraid to branch out and do your own thing. Industry-standard is the benchmark; you can totally outperform.

2. Use your existing website

Despite knowing the importance of having a podcast website, I made a major mistake in creating a subdomain for my podcast.

Instead of creating a page within my existing website, I created a subdomain (subdomain.website.com) and housed all my podcast content there.

As a result, my brand became fragmented with two separate administrative logins and analytics.

Having two websites kept my main site from continuing to grow its domain authority, an important metric impacting search ranking.

For most cases, there’s no need for a subdomain. Create a page on your website dedicated to your podcast or launch a new website if you don’t already have one.

Need help building a podcast website?

Save time creating a beautifully designed listener-friendly podcast website with Podcastpage or Podpage.

Not only do these platforms have easy-to-use templates, but they require no coding experience. Additionally, there are lots of podcaster-specific features to support growth, engagement, and monetization.

3. Write detailed show notes

Speaking of show notes, I recommend creating in-depth show notes for each episode when launching a podcast with no audience.

Podcast show notes engage listeners, help attract new listeners, and can lead to sales, whether your own products or those of affiliates. However, it’s not enough to create brief show notes and expect an ROI.

Previously, I would rush the show notes creation process, but now I know show notes are one of the most important long-term focused marketing assets I can create for my show, which means I take my time and do it right.

For the best results, consider your episode description (found within the podcast players) and show notes (found on your website) as resources for current listeners but also a magnet for potential listeners who may stumble upon your content from search or social.

When show notes are brief, they may not include enough context to convince a potential listener to tune in or relevant keywords and phrases that improve search engine optimization (SEO). This can make it more difficult for potential listeners to find your show which limits visibility and reach.

When comparing episodes with brief show notes versus ones with more details, I noticed a difference in website page views, Google ranking, and subsequent downloads.

Instead of hundreds of page views a year, I receive hundreds or even thousands a month, and those top-performing blog posts usually correlate to more listens.

More in-depth show notes translate to more page views, more time spent on the page, and more listens on those episodes.

While I have a training dedicated to writing podcast show notes, some of the items I recommend for improving show notes include:

  • Transcripts
  • Time stamps
  • Links to relevant resources
  • Memorable quotes, and more.

So why does this all matter?

With the growth of my website traffic, I qualified for website ads, an additional income stream to support my podcast and business.

As a full-time podcaster, income is an important KPI (key performance indicator) I use to measure the success of my efforts, so dedicating more time to writing show notes furthers my goals.

Worried you don’t have enough time to write detailed podcast show notes?

AI-powered tools like Swell and Capsho can help you save time creating show notes, newsletter copy, social posts, transcripts, time stamps, and more. Upload your audio files and allow AI to do the rest.

4. Email marketing over social media

Five years ago, I used social media primarily to get the word out about my show. I created promotional graphics and audiograms for guests to promote their episodes on social media too. While the results varied, guests typically did not share the episode.

This can be for several reasons: my brand colors didn’t match their feed aesthetics, or they don’t enjoy posting on social media.

If I were launching a new podcast, I’d leverage email marketing to get in front of my guests’ audiences. To do this, ask guests to share the episode with their newsletter and make it very easy for them to do so.

My rule of thumb now is skip social, and use email which offers direct access to your podcast. Social is great for building community and subtly reminding your audience your show exists and is worth checking out.

Email subscribers are interested in hearing from you and checking out what you have to share, so email them information about new episodes and older ones. And get your podcast in front of your guest’s email list too. Similar to podcast guest appearances, leverage email marketing for a warm introduction to a new audience that maybe never heard of you before.

Helpful Tip: Beside sharing links to the most common podcast players like Apple Podcasts and Spotify, share your universal link via Podlink so listeners can choose from various podcast players all in one place.

5. Optimizing episode titles

Finally, when I first started podcasting, I didn’t realize how important episode titles were in promoting listenership growth.

Even thinking about my own listening patterns, I am very selective about the episodes I listen to. Based on the episode title and topic, I decide if I’d enjoy the discussion. If a title doesn’t capture my attention, is irrelevant, or is too vague, it’s an automatic skip.

Episode titles are your first impression. You only have a few seconds to convince listeners your content is worth their time.

To improve episode titles, enroll in my workshop, Write Better Episode Titles: a self-paced training for structuring clear and compelling podcast episode titles and using keyword research to maximize discovery.

As with all journeys, we learn and grow along the way, but if you are wondering how to start a podcast with no audience, these are the things I’d keep in mind.

All of these insights helped me to grow my second niche podcast, Women of Color Podcasters, and will inform any others I launch in the future, so go ahead and read this article for more podcast launch and marketing tips.

For more podcast launching resources, get access to my free audio series where I share ten mistakes new podcasters make and how to overcome them.