How to Drive Podcast Listeners to Your Business

Jan 15, 2021

How To Increase Podcast Listeners

You heard that podcasts are great for achieving business growth, and so you’ve started podcasting. Now you’re probably wondering how to increase podcast listeners. That’s why we want to present you with some proven strategies in podcast marketing!

How To Podcast Efficiently

The most important thing when it comes to podcasting is having quality content. Before you start promoting your show, make sure it’s a good one! Since we can’t be that objective about our own creations, check with friends and family to hear their opinion. Once you master the quality, move on to promotion: networking, social media marketing, and encouraging your audience to share. 

Improving the Quality 

Make sure you cover the technical aspects of podcasting. You don’t need expensive equipment, but you have to find a good mic so you can record clear sound. Naturally, you want to get rid of background noise. It might be a good idea to find good editing software. Luckily you can find lots of tools online that can get you started. Most programs have a free 30-day trial, and you should try them out before you purchase the one that suits your needs.

Quality doesn’t only mean improving your sound. You need to work on delivering good content for each episode. Creative ideas and great guests can help you make amazing episodes that will draw attention. You can also ask the audience what they’d like, no matter how small it might be. Responding to people’s feedback will get you exactly where you want to be. 


In the podcasting world, connections are everything. You should invest your time in networking with other professionals and building partnerships. Collaboration with other podcast hosts will allow you to reach a new audience that can become yours, too. 

Naturally, these relationships are mutual. You will benefit from the exposure and so should the other podcaster. You need to offer something in return. For example, you can help other creators make a great episode and help them promote it, too! If you’re a guest on someone else’s show, you’ll not only offer valuable insights into your niche but also establish yourself as an expert. Once you amaze these listeners, they’ll check out your show to hear more. 

Find shows in your niche with a decent-sized audience and ask the hosts if you can be their guest. Make sure your pitch is attention-grabbing and interesting. Offer value for the hosts. Why should they choose you? Some might reject your offer, but don’t get discouraged. You just need to improve your pitch writing skills

As you seek these opportunities to appear on other podcasts, you should, at the same time, invite other people to be guests at your show. You can invite other podcast hosts (who will probably return the favor), or you can invite other credible experts with a decent follower base. 

These networking opportunities can be found in online groups and forums. Reddit and Facebook are the best choices. A lot of people benefit from cross-promotion, so everyone’s always looking for partnerships. We’re sure you won’t have a problem finding good networking opportunities. 

Make sure to set the expectation in advance that guests should promote their episodes. If someone comes and doesn’t share your show with the audience, you’ll waste time and resources for a relatively weak return. 

Scale Up Your Marketing Game

Social Media Marketing

Cross-promotion isn’t enough to increase your listenership. You need to do some A-level marketing! Mix traditional marketing efforts (paid adverts, for example) with very lucrative digital marketing. Let’s go through some specific segments that will benefit you.

Podcasting Directories

You have to get your show on as many platforms as possible. You will reach more listeners that use different platforms but enjoy similar shows. Upload your podcast to at least:

  • Apple Podcasts 
  • Stitcher
  • SoundCloud
  • Spotify

Make sure to have an interesting title and good description when you submit your podcast to directories. You can’t reach everyone, so it’s best to focus on your target audience. You want to define your podcast genre and narrow down your niche, and then you’ll attract more genuinely interested listeners.

Social Media Marketing

If you aren’t active on social media platforms, do you really exist as a podcaster? You need to be active in online communities and have a straightforward social media strategy. Here are some tips to get you started:

  • Promote your episode on every channel. Tag your guests so you could get your podcast on their feeds too. 
  • Use hashtags, but don’t overdo it. Research the strategies you can use so you’ll be prepared in advance. 
  • Create audiograms – small posts (images or videos) with an audio clip from your podcast. They will drive a lot of engagement, more than text posts like “Check out my new episode,” trust us. 

Build a Website

Not only should you share your content on social media, but you also need to have your own website. You need a killer landing page, separate pages for each episode, and clearly displayed contact info. You want to seem reachable, don’t you?

Use SEO techniques to improve your website’s ratings. Choose different keywords for each episode, build backlinks to your website, optimize your show notes, start a blog, etc. Everything that helps you get found on Google is worth the investment. 

Engage Your Listeners

You’re not the only one that should promote your podcast. Ask your listeners to help! Prompt your listeners to subscribe and rate your show, maybe sharing it on their social media feeds. Ratings and reviews will hugely help you rank higher in podcast directories, so don’t hesitate to ask for them. Have a clear call to action at the end of each episode, and keep it classy.  If people really liked your show, they won’t mind taking a minute or two to review it. 

The Best Podcast Tutorials

a Man with smartphone - how to increase podcast listeners

All your marketing efforts will be in vain if you don’t know how to podcast. Luckily for you, there are lots of online resources available. Not only will you learn how to increase podcast listeners but also learn to make podcasts from scratch. Here are a few great tutorials to get you started: 

Podcast Hosting Pitfalls To Avoid

Social Media Posting Services For Business

Podcast Marketing – 12 Ways to Promote Your Show

Turning Listeners Into Customers

Social Media

Now you’re all geared up and know how to increase podcast listeners, let’s talk about turning those listeners into customers. After all, you did start the podcast to grow your business!

When you’re trying to convert listeners into customers, the first thing you should consider is their point of view. Most people listen to podcasts while they’re doing some other thing (jogging, cooking, cleaning, driving – you name it). So, how can you take them away from their activity to respond to your call-to-action?

You need to make a pitch during your podcast. Use this medium to present your product (or service) and tell people where to go. Your call-to-action should be strong and confident. Don’t just blurt “The link to my website is…”, “Download my ebook over at…”, etc. Instead, create a memorable CTA that can lead the listeners to your website’s landing page. Give them a strong reason why they should reach you. Think about what would prompt you to action and offer that exact thing to your listenership. 

Once people are on your landing page, offer them two options. First, suggest that they buy X now and download Y. The second one is to offer a lead magnet for people who aren’t ready to make a purchase yet. You’ll get them on your email list so you can nurture the relationship with those potential customers and build trust. People are more likely to get your product if they get to know you. Podcasting is a great way to connect with customers, and an email newsletter is the continuation of that relationship. 

Paper Work

Final Thoughts

So, are you ready to take the next step in your podcast promotion? It may seem like a complicated process, but work with us, and we’ll do the hard work for you! We’ll help you launch and promote your podcast, grow your audience, increase your online visibility, boost your authority, and gain more leads.

If you are still unsure how to increase podcast listeners, get in touch with us and we will tailor a strategy that meets your needs.

Get in touch with us for a podcast marketing strategy call!