How to Grow a Podcast Audience: Proven Strategies for Success

You already know your podcast is a powerful marketing tool for your business. Now, you want to figure out how you can leverage it in a larger way so that it can have the impact that you know it can. A bigger audience means more impact, more clients and more opportunities. Am I right!?

Podcasting is booming right now, and marketing strategies are slow to catch up. If you're ready to hear what's working now to expand your podcast reach and grow your business.-- you’re in the right place.

Let’s dive into some strategies that work, quick tips for each and the game-changing strategy that we're seeing skyrocket our clients listenership by 100%.

An Oldie But Goodie: Cross-Promotion

Leverage Other Podcasts and Platforms

One of the most effective ways to grow your podcast audience is through cross-promotion. By collaborating with other podcasters in your niche, you can tap into their established audience and listener base.

Here’s how to do it:

✅ Guest Appearances: Appear as a guest on other podcasts to share your expertise and promote your show. This not only provides exposure to new audiences but also adds credibility to your podcast.

✅ Swap Promo Spots: Arrange to swap promo spots with another podcaster. You promote their show on your podcast, and they do the same for you. This mutually beneficial arrangement can introduce your podcast to listeners who are already interested in similar content.

💡Quick Tip: Be intentional with the podcasts that you engage with. Your time is valuable. Don't just be on any show or collaborate with just anyone. Know your ideal audience and listener. Make sure that the people you collaborate have your ideal folks in their audience.

Social Media Marketing: Engage Your Audience

The key to doing this right is understanding where your listener is. Don't try to be on all the platforms just to be there. Contrary to what some people say you don't have to be everywhere. Pick 2-3 that you can reasonably manage and put your focus there.

Here are some strategies to maximize your social media presence:

✅ Create Shareable Content: According to Adam Mosseri, shareable content is the new priority on Instagram. That being said, create content of podcast clips, quotes, and behind-the-scenes content from your podcast episodes. Make it easy for your followers to share this content with their networks.

✅ Engage with Your Audience: This goes without saying--I already know you engage with your audience but doing things like responding to comments, asking questions, and creating polls to encourage interaction goes a long way to pleasing the algorithm. The more engaged your audience feels, the more likely they are to become loyal listeners and share your podcast with others.

✅ Use Hashtags: Utilize relevant hashtags to increase the visibility of your posts. This can help you reach potential listeners who are searching for content related to your podcast’s topics. When choosing hashtags don't have the bulk of your hashtags be 1M + posts. This will get your content lost in the sauce. Have a variety of hashtags ranging from 100K-500K to capture that niche market!

💡Quick Tip: It can be difficult to get people over to your podcast from platforms like Instagram. Use hooks and curiosity to pique their interest in the episodes you are promoting. FOMO is real -- leverage it.

Organic SEO in Podcast Player Apps: Optimize for Discovery

Don't sleep on the power of search my friends. Optimizing your podcast for search within player apps is a powerful way to gain listeners with way less effort.

Here’s how to do it:

✅ Keywords in Titles and Descriptions: Leverage the power of search! Use relevant keywords in your episode titles and descriptions. This helps your podcast show up in search results when listeners are looking for content in your niche. Having a cute podcast name is just that, cute. But it isn't what people are searching for. Keep that in mind.

✅ Engaging (and informative) Show Notes: Tell your listener about the amazing journey they are going to embark on by listening to this episode! The more details the better. Create detailed show notes that include keywords, links to resources mentioned in the episode, and timestamps for key segments. Especially if you want your podcast to generate leads and get people to join your email list. Doing this not only improves SEO but also enhances the listener experience.

✅ Consistent Publishing Schedule: The power of podcasting is the ability to be a part of your listeners daily life. Not only does releasing new episodes regularly helps improve your podcast’s visibility in player algorithms, it helps build your relationship with your audience. Your podcast becomes part of their routine, if you aren't giving them consistent content they will fill that void with another show. When people find you and inevitably binge your show (because it's ah-mazing) they're going to want more. So, give the people what they want!

💡Quick Tip: Remember, this is cold traffic. Meaning, these people have never heard of you. Give them all the details they need so that they know they're in the right place.

New Kids On The Block (and I'm not talking about the band 😂)

Facebook and Instagram Ads: The Next Big Thing

While organic strategies are the foundation, paid ads are the next big thing. Allowing you to reach your audience around the clock these ads give you the power of leverage. A system that works for you, consistently growing your audience while you're busy recording episodes or working with clients. A business owners dream.

Facebook and Instagram ads are game-changers for podcast growth.

Here’s why:

✅ Targeted Reach: These platforms offer advanced targeting options, allowing you to reach specific demographics, interests, and behaviors. This means you can advertise directly to people who are most likely to be interested in your podcast. Cha-ching! 🛎️

✅ Cost-Effective: Facebook and Instagram ads are the most cost-effective and powerful platform out there (I know, I'm biased but hear me out). This is especially the case when it comes to the solopreneur and small business owner. You can reach thousands of people a day for pennies and get leads for less than $2.

✅ Measurable Results: You will start seeing results immediately upon running ads. This allows you to closely monitor your ads to know what's working and make changes quickly if something isn't. The dynamic nature of these ads are one of my favorite features. It's not like a billboard, if you pay hundreds to buy a billboard along a highway then the highway shuts down for construction, you can't move that badboy. With Facebook & Instagram Ads you can make changes on the fly so you aren't burning through cash.

💡Quick Tip: Don't try this alone. The fastest way to burn through cash is trying to navigate the sh*tshow of Meta by yourself. Find a professional that has options that fit for the place you are in your business. For example, we offer a course & membership for the DIY-er or full on Ads Management for the business owner that wants to outsource.

Examples of Success: How ChimeHouse Media Can Help

At ChimeHouse Media, we specialize in using Facebook and Instagram ads to grow podcast audiences. Our signature Tri-Fecta ad strategy focuses on three key areas: audience growth, email list building, and increased listenership. Here are a few examples of our success:

✅ 700 Email Subscribers in 60 days: We have helped clients acquire email leads for as low as $0.79 each, building highly targeted and engaged email lists that drive podcast growth.

✅ Podcast Listenership Growth: Our clients have seen remarkable results, with some experiencing an 86%-100% increase in podcast listenership in less than a month.

✅ Social Media Engagement: Through our strategic ad campaigns, we've boosted clients' social media engagement by 200%, creating vibrant online communities and expanding their reach.

All of these efforts work together to grow our clients' businesses, book out their programs, and scale up their launches by leveraging this advertising ecosystem in their business.

Book a Free Call with Us

Ready to take your podcast to the next level? At ChimeHouse Media, we’re experts in podcast growth through strategic Facebook and Instagram ads. Book a free call with us and let's chat about how Facebook and Instagram Ads can fit into your marketing strategy.