Many companies and professional email newsletter writers are either considering launching a podcast or have already launched one.
But they both face the same challenge: how to promote their podcast and make sure their audience is listening?
Podcasts are an unusual medium with more than one important platform and no dominant distribution method. Because of this, it can be intimidating to understand how to get the word out there.
But don't worry - this blog will give you some key, actionable insights into how you can promote and distribute your podcast - whether it's live recorded in a studio or it's being generated using AI.
Pre-launch
A successful launch begins well before your first episode goes live. Here's what you can do ahead of launch day to ensure success. You should start thinking about the launch at least two weeks before you intend to go live.
Landing Page
- Are you going to share your podcasts on Apple Podcasts, Google Podcasts and Spotify, or will you only launch on your website? You should know this ahead of time
- Set up a 'coming soon' landing page that explains what the podcast is going to be about
- Set up a link using a service like bit.ly which (currently) links to that landing page
- Make sure you have an email capture box on that page so that people can subscribe ahead of time
Use Your Existing Network
- Announce the upcoming podcast through your company newsletter. Place the link to the landing page at the top of company newsletter going out with a launch date if you have one
- Share behind-the-scenes content on LinkedIn. Post pictures of your team going to the studio or a summary of why you're launching a podcast
- Select key employees to be ambassadors. Pick people who have a vested interest in your success and ask them if they'll be happy to post on social media
Backlog Three Episodes
- Having multiple episodes ready at launch gives listeners more content to engage with immediately and helps demonstrate consistency
- You should consider backlogging more in case you need to take a week off
- One of these can be your launch episode but the other two should be 'regular'
- If you're using AI to generate episodes then you can use historic blog posts to generate these
Define your goals
- What does your business want to achieve with this podcast? Are you trying to speak to a wide audience - a bit like digital advertising? Or, are you trying to build deep relationships?
- Podcasts are especially good for nurturing rich, personal connections between the people on the podcast and the audience
- Consider the wider impact of your podcasts. This can include employee engagement, brand perception and winning business through podcast guests (rather than the audience)
Launch
Your launch day is the point at which you'll get the most traffic for a few months so it's important for it to go right. Here are our actionable recommendations:
Update your landing page
- If you're hosting on Spotify and other Podcast Services, update your landing page to link out to those sites so people can subscribe
- Make your latest episode visible on that landing page
- Consider adding an option for people to enquire about being a guest on the podcast
Check your uploads
- A good first impression is important so make sure that your backlog of episodes are listenable on the platforms where you've uploaded. RSS-based platforms (such as Apple Podcast and Google Podcasts) may show the episode when it's not playable
- Check that the image artwork and episode notes are correct
Contact pre-release subscribers
- Prepare an email campaign to the people who've already 'subscribed' on your landing page. Send them an email with links to all the major platforms
- Follow up with anyone who hasn't subscribed
Ongoing Promotion
You've launched your podcast and released your backlog of episodes. You'll now have a few subscribers but what should you do now?
Cross-Promotion
- Look for other podcasts where you can be a guest and make sure you mention the podcast and where people can find it
- Invite other podcasters onto your show and ask if they can mention your podcast
- Suggest cross-promotions to other podcasters in the space
Ask for reviews
- Reviews are important for your podcast being recommended to others and being put in rankings - especially for Apple Podcasts
- At the end of each episode you can ask listeners if they'll rate the podcast and let them know that that helps others find the show
Engage your audience
- Give out your email (or a dedicated podcast email) for people to send questions to
- When you post on professional networks like LinkedIn - ask a relevant question. This will start a discussion which promotes your content
Distribution: Beyond the Major Platforms
While listing your podcast on Spotify and Apple Podcasts is important, B2B podcast promotion requires a more nuanced approach:
Professional Networks
- Share episode highlights on LinkedIn. If the episode is under 15 minutes then you can share the whole episode - otherwise consider creating and sharing a trailer
- Create thought leadership articles based on episode insights. If you're using AI to generate episodes from your thought leadership then you'll already have this. Link the podcast episode at the top and bottom of the article
- If you have guests, don't forget to ask them to post it to their LinkedIn or X
Email Marketing
- Send episode recommendations to different subscriber segments
- Include podcast highlights in your regular newsletter
- Create exclusive content summaries for email subscribers
- You can't directly embed audio into an email
Company Website Integration
- Embed episodes in relevant blog posts
- Create dedicated episode pages with timestamps and resources
- Add podcast widgets to high-traffic pages
Trailers and Clips
- You can use tools like recast.studio to create 'audiograms' from your audio content. An audiogram is a video version of a sound recording - often with captioning or a visualiser included
- Focus your clips on specific insights or moments from the podcast
- Listeners will be most interested in information they can apply or new information. Focus on this when you're selecting clips
Maximising Your Content Investment
Smart content transformation is key to getting the most from your podcast investment:
Content Repurposing
- If you're creating traditional podcasts then you can transform episodes into blog posts and articles
- Develop video snippets for LinkedIn
- Consider turning existing written content into podcast episodes
SEO Optimisation
- Create detailed show notes with timestamps. Give an explanation of the subject material if it seems like you're being too obvious
- Transcribe episodes for searchability. There are tools which can help with this
- Use relevant keywords in episode titles and descriptions
Measuring Success
Success for a business podcast is different from retail-focused podcasts. Your number of subscribers can be a distracting vanity metric especially if you're producing specialist material for your clients and prospects.
Tools
- CoHost
- Podbean
- Spotify for Podcasts
Engagement Metrics
- % of people who read your email newsletter and subscribe to the podcast
- Listen time
- Download numbers by episode
- Website traffic from podcast links
Business Impact
- Lead generation
- Client meeting requests
- Brand mention increases
Common Pitfalls to Avoid
- Inconsistent Publishing: Establish a realistic schedule and stick to it. Weekly is the ideal cadence that will create a habitual relationship with your clients
- Poor Audio Quality: Invest in good equipment and editing, or use AI Podcast Generation. Poor quality audio will reflect badly on your overall company and potentially frustrate listeners
- Neglecting Promotion: Don't expect organic growth alone. Allocate at least as much time to promotion as you do to production
- Ignoring Content Synergies: Your podcast shouldn't exist in isolation. Look for opportunities to integrate it with your existing content strategy and transform content between formats efficiently
Getting Started
The key to successful podcast promotion is starting with a clear strategy. Begin by:
- Defining your unique angle
- Identifying your core audience
- Planning your first quarter of content
- Setting up measurement systems
- Creating a promotion calendar
Remember, the most successful B2B podcasts aren't just shows – they're content engines that drive thought leadership, generate leads, and enhance brand authority. With strategic promotion and smart content transformation, your podcast can become a powerful asset in your marketing arsenal.
