6 Podcast Marketing Strategies to Grow and Scale an Audience

Launching a podcast is an exciting journey, but growing a loyal audience requires strategic marketing. With global podcast listeners hitting 546.7 million in 2024 (a 7.85% increase from last year) the potential reach is enormous–but standing out takes more than just publishing great content.

Whether you’re looking to promote a podcast for your agency, or support your clients on their podcasting journey, a successful podcast starts with the right strategy.

We’ve put together a list of proven podcast marketing tactics guaranteed to help you promote a podcast (whether yours or your client’s), connect with a wider audience, and build lasting listenership.

What Is Podcast Marketing and Why Does It Matter?

Podcast marketing strategies are designed to attract as many listeners as possible and increase a show’s visibility. With podcast listenership on the rise, the rewards of an effective podcast marketing strategy are well worth the effort.

When it comes to podcast marketing, it’s important to remember that growth doesn’t happen overnight. It’s a long game, but if you do it right, you’ll set yourself up for long-term success.

Frequent podcast listeners tend to be high earners, with many making over $100,000 per year, holding advanced degrees, or having senior job titles like CEO and director.

By 2027, podcast ad spending is forecasted to reach $5.03 billion.

Beyond granting access to an audience of valuable and influential people, podcasts also open doors to partnerships with like-minded brands.

Collaborating with brands whose offerings align with the podcast content and target audience can be a great podcast marketing opportunity, facilitating greater audience engagement and giving access to new listeners. It’s a win-win that expands the podcast’s reach and builds brand credibility.

Beyond expanding reach, podcasting fosters community and loyalty. Listeners often form an emotional connection with hosts, making them feel personally connected to a brand.

We share knowledge freely very often with blogs, courses, resources, podcast appearances, guest lecturing, public speaking, etc., so potential clients can see a glimpse of the real expertise we have. 

Lane Anderson, Founder & CEO, London Road Marketing

This trust means that when a new product or service is introduced, listeners are more likely to engage. Over time, these strong relationships lead to lasting support and future business growth.

For clients across myriad industries, launching a podcast is an effective strategy to generate leads and convert more customers.

6 Podcast Marketing Strategies

Now that you’ve convinced your team–or your client–of the importance of investing in podcast marketing, let’s take a look at some tactics for effectively promoting a podcast and growing a listener base. 

We are big, big, big content producers. That's one of the things that really separates us from other automotive marketers. We do a lot of teaching all across the industry. We go to all of the conferences and trade shows. We’ll be at 10 this year, and so we put on classes and trainings. Then we do our blogs. We have a podcast that's going very, very well, that people tend to follow. And so we just try to be a magnet, right? Attract those perfect shops. That's how we expand and grow our pipeline.

Kim Walkers, Co-Owner, Shop Marketing Pros

By applying these strategies, you’ll boost podcast visibility, cultivate community engagement, and drive growth.

1. Understand the Target Audience and How To Reach Them

The first step in podcast marketing is understanding exactly who’s tuning in and how to connect with them.

Knowing who the ideal listeners are makes it easier to craft content that corresponds to their needs and interests. It also helps your agency refine your approach to style, tone, and messaging. The way you would communicate with an audience of 50+ business professionals would likely look different than if your target audience is 18-22-year-olds who are tuning in for the latest scoop on celebrity gossip.

In an initial discovery meeting with a client, you might start by asking:

• Why are you starting this podcast?

• What are you deeply curious or knowledgeable about?

• What topics can you discuss in-depth over the long term?

• What unique insights or experiences can you bring to the table?

Having a solid understanding of the audience will help your team determine what topics to cover, how to create quality content that resonates with listeners, brainstorm potential guest appearances, and find opportunities to monetize the podcast and grow the audience.

Does the audience prefer a podcast that is audio-only, or are they more inclined to watch YouTube videos? Understanding the formats and platforms that the audience prefers helps to further refine budget allocation decisions.

Once you know who the potential listeners are, you’ll have an easier time designing podcast episodes that will appeal to them. This is the first step to gleaning valuable insights that will help to attract listeners.

2. Use Social Media To Find New Listeners

Whether you’re marketing your own podcast or helping a client expand their reach, building a strong social media presence is a must.

Social media platforms like Instagram, TikTok, Facebook, and LinkedIn can be used to connect with an existing audience and attract new listeners from the target audience.

Each social media platform has a unique vibe, so be sure to tailor your social media strategy accordingly.

Instagram Podcast Marketing Strategies

Share podcast clips from upcoming or past podcast episodes to give listeners a taste of the content. Pair these with relevant visuals to make social media posts eye-catching and engaging.

Including a Linktree in the bio directs followers to the podcast on Spotify, other social media channels or podcast apps, and related links—all in one click.

TikTok Podcast Marketing Strategies

With Gen Z discovering podcasts at more than twice the rate of other age groups, TikTok offers massive potential for reaching younger listeners.

Try using trending sounds, duet features, and creative takes on culture or events related to your podcast content to connect with viewers. Post behind-the-scenes content, like the podcast production process, to build a relatable brand.

LinkedIn Podcast Marketing Strategies

For more in-depth engagement  LinkedIn is ideal. Starting a LinkedIn newsletter is a smart way to share episode takeaways, extended interviews, or downloadable resources that enhance the content.

You can also create a group for listeners to discuss podcast episodes, share feedback, and dive deeper into topics.

Rather than trying to go viral, focus on meaningful interactions through LinkedIn’s Live Events, Newsletters, and Groups features, and use LinkedIn’s analytics to fine-tune your posting cadence for maximum reach.

By using each platform’s strengths, you’ll expand podcast reach, build community, and ultimately bring more listeners to the podcast.

3. Leverage Paid Advertising for Podcast Marketing

Paid advertising is a powerful tool for growing a podcast’s audience quickly and effectively. By investing in targeted podcast ads, social media ads, and even Google ads, you reach potential listeners who align with the show’s content and values. Here’s how to get started:

Podcast Ads

Running ads on other podcasts is highly effective for reaching an engaged audience. Partner with other podcasters that produce similar podcast content, where listeners are already tuned in to similar topics.

Choose from pre-roll, mid-roll, or post-roll placements, depending on your budget and goals.

Not only do these ads give you direct access to a relevant audience, but they also position the podcast alongside trusted hosts, building credibility by association.

We complement our efforts with targeted paid advertising campaigns (such as Google Ads or Facebook Ads) to drive immediate traffic and conversions. These campaigns are closely monitored and optimized to maximize ROI.

Omar Muñoz, Co-Founder, REInvestor SEO

Google Ads

Appear at the top of search results when people look for topics related to the podcast.

This is particularly helpful if a podcast covers niche subjects or industry-specific information, as it connects searchers directly to the content.

Create campaigns that target specific keywords, phrases, or topics, so the podcast ad reaches people who are already interested in the focus of the podcast.

Social Media Ads

Social media platforms like Facebook, Instagram, and TikTok provide opportunities for highly targeted advertising, which will help you reach audiences that match the podcast’s listener demographics.

With features like lookalike audiences, it’s easy to serve ads to users who have similar interests to current followers.

Social media ads also allow for creative flexibility—whether it's a quick audio snippet, a behind-the-scenes YouTube video, or eye-catching graphics, these ads provide a taste of what the podcast offers.

Optimize Ad Content

Ads should be curated and in line with the podcast's style. Incorporate audio clips, visuals, or teasers that highlight the unique elements of the show. Brief, compelling messaging that invites users to “Listen Now” or “Subscribe Today” can drive immediate action.

Incorporating paid advertising into a podcast marketing strategy lets you tap into multiple channels, attracting listeners across podcast platforms and boosting a show’s visibility.

4. Integrate Search Engine Optimization (SEO)

Behind every successful podcast is a solid SEO strategy.

Before diving into podcast SEO, it’s helpful to understand how the search process works: Podcasts depend heavily on metadata like podcast episode titles, show titles, and descriptions to be discoverable.

Optimizing these key elements makes a podcast easier for listeners to find, whether they're searching directly within a podcast platform, through a social media platform, or using Google search.

By refining show and podcast episode titles, descriptions, and even website copy, you’ll ensure they reflect exactly what the podcast offers, helping to attract the ideal audience.

Here are some prime opportunities for optimization:

Podcast Titles and Descriptions

Use relevant keywords in the podcast title, episode titles and podcast description to increase the content's searchability across podcast apps like Spotify, Google Podcasts, and Apple Podcasts, along with the likelihood that it will be found by the right people. Make podcast titles intriguing and informative, clearly indicating the episode’s focus.

Show Title and Overall Description

A show’s title and description are the first impression listeners get. Incorporate keywords naturally to communicate your podcast’s niche and attract those searching for related topics.

Create and Tweak the Podcast Website

Be sure to build a website for the podcast, and optimize the copy on landing pages, show notes, and blog posts with keywords. This additional content gives search engines more ways to connect podcast listeners to the show.

By using SEO best practices, you’ll improve podcast visibility and connect with listeners via social media or the podcast website who are searching for similar content.

5. Collaborate With Other Podcasters

With millions of podcasts vying for listeners, podcast hosts are increasingly looking for ways to stand out and grow their audiences. Rather than seeing other podcasters as competition, view them as resources to build a supportive network.

Connecting with like-minded creators of other podcasts will expand reach and bring value to both audiences. Starting a podcast on marketing? Check out these marketing agency podcasts you should be listening to.

Give fellow podcasters a shoutout on social media or mention them in the episodes—many will likely return the favor, helping both parties grow their podcast audiences.

To get started with cross-promotion, try some of the following tips:

Join Podcasting Communities

Participate in podcasting groups on social media platforms like Facebook, LinkedIn, or Reddit. These communities are rich with networking and collaboration opportunities, making it easier to find creators of other podcasts who may be open to cross-promotion.

Reach Out Directly

Send a friendly email or social media message to creators whose work you admire. Introduce the podcast, explain why a collaboration would be mutually beneficial, and propose specific cross-promotion ideas, like a guest spot or co-hosted content.

Create Collaborative Content

Team up with other podcasters to co-host a special episode or produce a mini-series. Collaborative content not only introduces each podcast to a new audience but also keeps new episodes fresh and engaging.

I have a whole list of topics and things that I want to talk about. I love doing podcasts. I think it benefits the client. I think the positives outweigh the negatives so, just talking about why behind it I think is really important.  

Cori Kohlmeier, Owner and Co-founder, Advantage Marketing

By fostering these connections, you’ll tap into new listener bases and boost podcast promotion opportunities.

6. Curate Guest Appearances

Selecting the right guests is a crucial skill for any podcast host. Thoughtful guest curation not only showcases an understanding of the existing audience but can also provide new ways to expand a podcast community.

Here’s why featuring guests enhances a podcast:

Audience Connection

Inviting guests who resonate with listeners indicates that you understand their preferences and interests. This connection fosters loyalty and keeps the audience engaged.

Cross-Promotion Opportunities

Guests often bring their own followers, allowing you to tap into new listener bases. When they share their appearance on a podcast, it introduces the show to their audience, amplifying reach.

Enhanced Promotion

Guests can actively participate in promoting their episodes through their own channels, further expanding visibility. Their unique insights and expertise also add depth to podcast content, making the podcast more appealing to a broader audience.

By carefully selecting guests, you’ll significantly boost a podcast’s appeal and reach.

How To Measure the Success of Your Podcast Marketing Strategy

To effectively promote a podcast, you first need to understand what's working—and what's not.

Knowing the important podcast metrics to be tracking and determining the key performance indicators (KPIs) is essential for understanding a podcast's performance, and ultimately guiding your marketing strategies. While there are a ton of metrics to choose from, here are our top picks:

Downloads

This metric indicates how many times episodes have been downloaded, providing insight into the podcast's overall reach and popularity.

Subscribers

Tracking the number of subscribers helps you understand the audience's loyalty and interest in the content. A steady increase in subscribers often signifies that a podcast is resonating well with listeners.

Rankings

Keeping an eye on the podcast's rankings across various platforms (like Apple Podcasts and Spotify) will help you gauge its visibility. Higher rankings usually lead to increased discoverability and listener growth.

Reviews and Ratings

Positive reviews and high ratings not only build credibility but also influence potential listeners. Encouraging the audience to leave feedback will provide valuable insights into what they enjoy and what can be improved.

Engagement

Assessing listener engagement through comments, social media interactions, and email feedback will reveal how well the content resonates. Engaged listeners are more likely to share a podcast on social media and become loyal fans.

Pick the Right Podcast Marketing Strategy for a Successful Launch

Whether you're spearheading your own agency podcast or managing one for a client, the secret to success lies in understanding and tracking key metrics. This data will empower you to make informed decisions about your marketing approach and content direction.

Feeling overwhelmed by the myriad of metrics associated with your podcast? AgencyAnalytics provides a comprehensive solution that tracks vital metrics and presents them in visually appealing, automated reports—allowing you to focus on more of the fun stuff.

Sign up for a free 14-day trial and take the first step toward optimizing your podcast marketing today.