You’ve put in the work to create a podcast. Now it’s time to make sure people hear it!
In today’s crowded audio landscape, creating great content is only half the battle. To grow your audience and stand out from the noise, you need smart, strategic podcast promotion. That’s wherepodcast marketing comes in.
To uncover what really works when it comes to marketing a podcast, we spoke with podcast producer and founder of Saspod, Bogdan Bratis. With years of experience launching and growing podcast audiences, Bogdan shares his expert insights on what separates podcasts that thrive from those that get the dreadedpodfade.
In this article, we’re diving into multiplepodcast marketing strategies to elevate your podcast. Whether you're just starting out or looking to take your show to the next level, these top tips will help you develop a podcast strategy that gets results.
What Is Podcast Marketing, And How To Market A Podcast?
A podcast is a sub-division of content marketing. Podcast marketing is the strategic process of promoting a podcast or even a business through a podcast. The aim? To leverage podcast audience growth and build loyalty around your content and business. The overall goal is to drive more business to the creator, whether that is an actual business or the podcast itself.
There’s no one-size-fits-all approach. However, successful podcast marketing strategies often share key elements: consistency, creativity, and an understanding of your audience.
Like everything else in digital marketing, podcasting can play a role in multiple digital marketing practices, making it a powerful marketing tool.
By having a podcast, you will influence the following digital marketing trends.
Personal Branding
Podcasting can positively play a role in developing your personal brand. Many of our clients at Saspod have developed personal brands as a side effect of having a podcast. Showing up every week as a host on a podcast makes you a leader in your niche. Even better, if you join other podcasts as a guest speaker, it will further strengthen your personal brand and increase your exposure.
Business Branding
If a podcast is associated with a business, it can generate business exposure and strengthen your business’s brand. You can have your own business “sponsor” your podcast. You can run ads on your own show or casually promote your services/products during conversations with guests. Using the same branding throughout your podcast and business can make it easy for customers to transition from your podcast to your business and become ideal clients.
Search Engine Optimisation
You may already have a blog in place, and your team is optimising every page on your website, but did you know that podcasting can improve your SEO marketing?
Through what we call “Podcast SEO”, you can strengthen your position on Google. We’ll get into this later in the article.
Business Networking
Yes, every time you get a guest in the studio, you are doing business networking. The best part of this is that it doesn’t feel like business networking, but more like two friends chatting during a coffee break. Connecting with your guests in the studio can be one of the most effective ways to build meaningful business relationships.
Social Media Marketing
Podcasting will impact your social media marketing. Every time you repurpose content from your podcast and share it on social media, it can positively impact your social media marketing campaigns. As a result, your brand will be more visible on all platforms.
YouTube Marketing
By having a video podcast, you directly employ YouTube marketing strategies. Since YouTube is the second-largest search engine on the internet, having your video podcast on YouTube can generate more brand visibility.
How To Promote A Podcast with Organic Marketing?
Organic marketing is a long-term strategy that yields significant returns. No money is involved in promoting your podcast. You spread the word about your podcast organically and watch it grow into a thriving show.
Your podcast needs organic marketing to succeed. We’ll go into these organic marketing strategies to promote a podcast in a few moments.
How To Advertise A Podcast with Paid Marketing?
Paid marketing, also known as paid promotion, is an extra strategy you can use hand in hand with your organic marketing efforts. You can use part of your marketing budget to create more buzz and support your organic reach. However, this is something you need to be cautious about, because if not planned carefully, it may not give you the return on investment (ROI) you’re looking for.
Paid marketing ideally needs to be planned from the beginning. Having a plan will help you determine what you’ll get back in return for investing in the podcast. Paid marketing is a risky strategy if not employed correctly. Working with podcast agencies, like Saspod, is a safer way to navigate this strategy. They have podcast marketers in the team who know what works and how to reach the desired results.
What Is a Podcast Marketing Plan?
A podcast marketing plan is a document that outlines all the required steps over a set period of time (let’s say 6 months) that an organization / person should complete in order to achieve certain desired marketing goals.
A typical podcast marketing plan will include the following:
Podcast Description, Show Concept and Structure
Podcast Quality Standards
Podcast Branding (How does your podcast look and sound)
Your Audience Avatar (Who is your ideal audience?)
Without a clear direction, even the best podcast will struggle to find its audience. Podcast marketing strategies make sure your show lands and gets the attention it deserves. Having an outlined podcast marketing strategy will help you define who you're speaking to, how you'll reach them, and what success looks like. By developing a podcast strategy, you will stay consistent and aligned with your goals. Whether you're just starting out or looking to scale, having a strategic roadmap makes all the difference.
Common Mistakes Podcasters Make In Marketing
In the last 6 years of branding and content development in the podcast industry, Bogdan has seen the good, the bad, and the ugly. Did you know that 75% of podcasts fail and don’t make it past the 7th episode? While there are many factors behind this stat, one of the biggest areas of mistakes falls under marketing.
Here are some of the most common mistakes podcasters make when marketing their podcast.
Poor Quality
Poor quality is the most common mistake we observe in the industry. Listeners are not going to invest their listening time in something that sounds rubbish, looks unfinished, and has no solid theme.
“You cannot market a podcast if the podcast is bad, you can throw money and gold at it, if it’s not good, nobody will listen.”
Bogdan Bratis (2025)
This means paying close attention to audio clarity, engaging interviews, relevant topics, and even video quality if you have a video podcast. High-quality content makes every subsequent promotion effort easier. Your listeners and guests will be more excited to share and promote a show they’re proud of.
We highly recommend investing in professional audio and video production and thoughtful editing with a reputable podcast production company. Make each episode as compelling and polished as possible!
Random Titles
As described above, SEO plays a huge role in podcasting. Please note that assigning random titles with no search or discoverability aspect is a widespread mistake made when marketing podcasts. You need to look at the bigger picture of the podcast and see it as a holistic marketing strategy. Every time you don't title your episodes correctly, you make your podcast invisible.
Podcast Brand Confusion
Another mistake we’ve seen often is what we call “Podcast Brand Confusion”. If your brand and the message of your podcast are not clear, people won’t identify with it.
What we’ve seen over the years:
The topic of your podcast is not defined, or your topic niche is not clear
Changing the name of your podcast (Rebranding) - Just don’t!
Wrong guests (Audience doesn’t identify with your guests)
Should You Use Podcast Promotion Services?
Yes, podcast promotion services are an effective way to grow a podcast, but you need to be cautious with your budget and ensure a good return on investment. Not all podcast promotion companies can generate the results you're looking for, and this can lead to disappointment and loss of revenue.
Saspod is a reputable podcast promotion agency that offers tailored podcast marketing services. We work only with podcasts that have true podcast growth potential, meaning that if we believe a podcast is not right for you or your business, we will tell you exactly why you shouldn’t start a podcast.
12 Podcast Marketing Strategies From Saspod’s Bogdan Bratis
If you’ve put your heart and time into producing a podcast, you want it to be heard. But in a world teeming with podcasts, how do you break through the noise? The answer lies in a well-crafted podcast marketing strategy.
Here are 12 top podcast marketing strategies from podcasting expert Bogdan Bratis!
1. Podcast SEO: Make Your Podcast Rank
Podcasting is essentially an audio or video form of blogging. So, just like an online article, there are certain SEO aspects to podcasting that you should be hitting every time.
Don’t just publish your audio or video podcast. Employ content repurposing strategies and get more reach by writing an article to go with the episode.
Here are the exact steps to follow:
Transcribe the recorded episode with a tool like Castmagic
Research a list of 30-50 keywords with a low KD and high volume that would fit the context of the episode. At Saspod, we love using Ahrefs for this.
Using Castmagic, prompt a command and ask the AI to create an article based on the transcription using the keywords researched. You can specify the length of your article (ideally longer than your competitor's) and the style you want it to be written in.
Format your article and make it yours. Ensure you use the best SEO practices throughout. Ideally, you want to choose a main keyword and include it throughout the body of your article, H1 heading, meta title, and meta description. Ensure that you have the rest of the keywords as secondary ones, and they are mentioned at least once.
Ensure that your blog articles don't resemble AI (even if you write them without the support of AI). Certain patterns are often used by AI and Google hates them. Use Grammarly for this
Embed the YouTube video or Spotify player of the episode in the article
Use the article title for your audio podcast and video podcast. The title must include the main keyword.
By using your transcription and the set of keywords researched as a source, you encourage AI to come up with original content based on the podcast episode instead of scraping the internet for plagiarism. This is one of the most effective ways to use AI for marketing.
Keywords are more than just buzzwords. Use your keywords at the core of your podcast marketing plan. They become the podcast episode title, episode description, social media copy, and the centre of any other content you repurpose.
Make sure the title is something discoverable. Take this title for example:
The title itself is something that people are likely to be searching for on Google. We made sure of this by analysing the keyword “The Art of Public Speaking” using Ahrefs. We discovered that the keyword is relatively easy to rank, as it has a KD of only 4, indicating low competition and a high volume of 2.1k, suggesting that around 2,100 people search for this keyword every month.
2. Build A Good Website (Not any website)
You need a central location for all your content, and that should be your website. You might believe that social media is the solution and that a website is no longer necessary in 2025. This perspective is entirely misguided and reflects narrow-minded thinking.
A website will strengthen your business and personal brand, and it will be the main source of all the information Google learns about your podcast. You can add up to 500 characters in the about section on Facebook and even less on Instagram. A website serves as a clean canvas, enabling you to present your story creatively and in as many words as you wish.
If you already have a business website, you should consider creating a dedicated page for your podcast on that website. This will give your business more authority and visibility.
3. Repurpose Content into Social Media Snippets
Using a podcast social media strategy to grow a podcast audience is a logical approach, but are you doing it effectively? Social media is a free and relatively easy method to market your podcast. You can create short, compelling podcast promo clips (video or audio snippets) to share across all social media. Like this one from The Pod Files:
Podcast trailers are also an effective way to promote your podcast on social media. These shouldn’t be long, but they should feature key moments in the podcast, finishing with a cliffhanger.
Social Media Management Platforms
Stay on top of your podcast advertising strategy by using tools like Buffer to schedule posts. This allows you to plan your whole month’s content ahead of time, automating the posting workload. Occasionally, it can be a bit overwhelming trying to manage the creation of your podcast and the social media aspects of your brand. Many people opt to outsource some of their workload to save time and energy.
Podcast Cross Promotion Strategies
As part of this, always tag your guests and ask them to share. Leverage their networks as part of your podcast cross-promotion strategy.
Make Hay While The Sun Shines
It is well known that a social media post is warm in the first few hours after posting, and if you don't get immediate engagement, your post won’t become viral.
You should be proud of what you do and not be afraid to show your work to your friends. Utilise your personal social media channels for a start to share your content as well. Chances are, you have friends and family following you and wanting to see you succeed! What about your co-workers - would they share your reels?
This will lay the foundation for your podcast audience growth, allowing the social media algorithms to recognise your worth.
Using Hashtags & Keywords In Podcast Growth Strategy
Hashtags are an important part of your digital content and podcast promotion. Hashtags allow social media platforms to understand what the content is all about. Similar to the way keywords work, hashtags are the equivalent of those on social media.
In this example, Google uses the title of the reel as the keyword.
Of course, we researched this and made sure that the competition is low and the volume is high.
This time, Google uses a part of the title and a hashtag to calculate relevancy.
The number of hashtags you use depends on the social media platform you are using to distribute and promote your podcast.
4. Cross Promotion and Guest Shares
Utilise your guests’ networks and platforms! Ask them to share the episode and any additional content you create from the recording. This will put your podcast in front of a new and larger audience.
"You should always have a step in the guest onboarding process, ensuring that your guest uses their audience to promote the podcast. You can even put that into the agreement. Because at the end of the day, you give them exposure; why shouldn't they share that stuff?"
Bogdan Bratis (2025)
And remember, the key element here is that the podcast needs to be of good quality. If your podcast is high quality, then better guests will want to join your show and be more inclined to share the episode with the world.
5. RSS Swap Strategy
The RSS swap is an intriguing podcast marketing strategy. It involves collaborating with other podcasts and hosts, building on the networking opportunities we explored above.
First, find podcasts with similar audiences. Then, reach out to propose an RSS swap, where you each publish the other’s episode for cross-promotion. This can help audiences discover new shows and can build valuable relationships in the podcast community.
One key aspect of this strategy is that you need to have a solid audience base in order to make a swap.
"You cannot do this if you don't have an audience in place. Because, if you don't have anything to bargain with, nothing's going to happen."
Bogdan Bratis (2025)
6. List Your Podcast Everywhere
Go beyond the big podcast directories and get your podcast seen everywhere possible. There is a world beyond Spotify and Apple Podcasts. Submit your show to as many podcast directories and platforms as possible, including lesser-known ones like Listen Notes, Podchaser, iHeartRadio, and BBC Sounds.
Even if you don’t run a video podcast, you can still upload the audio to YouTube Music. They have a specific podcast category, just like Spotify!
Consider listing your show on IMDb if it meets video quality standards. Again, this goes back to the core principle of needing a quality show to market effectively. The more authoritative platforms that reference your show, the more credibility (and backlinks!) you build.
This process is less about direct listens and more about increasing your podcast’s digital footprint. We want to start looking at your podcast marketing strategy as a bigger picture. It’s not just about who listens to your episodes, but also what else do you get from being on these platforms?
Each new listing is another backlink to your website. This boosts search authority and gives listeners more ways to discover your show.
7. YouTube Podcast Promotion Strategy
Like I said previously, YouTube is the second-largest search engine on the planet, after Google, of course. This means that having your podcast on YouTube is crucial for your podcast's success. What do you need to do to grow a podcast audience on YouTube?
YouTube Organic Podcast Promotion Strategy
When it comes to discoverability, YouTube and Google work in a similar way. Assuming that your podcast is valuable and worth listening to, ensure that you optimize every aspect of your YouTube channel. Use searchable YouTube video titles. Again, coming back to the same principle discussed before, use Ahrefs and find keywords that people actually search for.
Ensure your YouTube thumbnails are attractive, and any words placed on them are easy to read.
Add clear descriptions and provide as much information about the episode as possible. YouTube uses text to learn what the episode is all about.
Use the “chapters feature”, and make your show easy to navigate.
YouTube Paid Podcast Promotion Strategy
This can be controversial, but…
Paid promotion can be a tricky marketing strategy to navigate. You need to have a clear picture of what you want to achieve, and you also need the funds to back it up. Bogdan does see value in paid promotion of podcasts in some scenarios. For example, when you’re just starting out and need to get the ball rolling.
"That's exactly how podcast growth works. When you release an episode, don't just let it sit there; promote it right away, especially with some paid promotion. That gives your snowflake the momentum it needs to become a snowball, gaining listeners, traction, and reach as it rolls."
Bogdan Bratis (2025)
It is important that you don’t rely solely on pay-to-play strategies. If your podcast can not grow organically, paid promotion won’t speed up the process.
Using the YouTube Paid Promotion feature to promote a podcast can be a quick way to gain momentum. Building a YouTube channel organically can take years, so what can we do to accelerate the process?
"You can take one of your best videos and promote that with YouTube promotions. Then you can get loads of views and loads of subscribers quickly.”
Bogdan Bratis (2025)
You should budget anywhere between $100 and $300 per video. This is a good strategy for building engagement and subscribers, making your YouTube channel more appealing to potential guests, sponsors, and listeners. Better guests turn into better content and then into organic subscribers.
All subscribers are real, and once they subscribe, that becomes your audience. That new audience will later engage with your future content, helping you “make hay while the sun shines”
8. Send a Podcast Press Release
If you haven’t launched your podcast yet, this is a great strategy to consider! Using a podcast press release service to make some noise at launch is a great way to create a buzz in the podcasting world right from the start.
A podcast press release gets sent out to hundreds of different websites, all in one hit! PR services for press releases are another paid podcast promotion idea to get the snowball rolling.
And guess what? Here at Saspod, we can help you with PR services! Whether you’re at launch or have a prominent guest you want to feature, contact us today and let us help you get coverage on sites like Yahoo News, Business Insider, AP News, and 700 more.
9. Stay Connected Through Newsletters
Have you started a mailing list yet? Your most dedicated and loyal listeners want to be kept in the loop at all times. Don’t forget about them as you start to implement other podcast marketing strategies. If you start a newsletter, then keep it going! Stay consistent.
You can set reminders in your work diary to schedule newsletters at the end of each month to keep yourself accountable. Services like MailChimp make this a breeze and keep you in line with privacy laws.
10. Podcast Reviews
It’s no secret that Apple Podcasts relies on podcast reviews to measure the popularity of a show. Consider asking friends to review your show; they will most likely be willing to help.
One effective way to get more Apple Podcasts reviews on your show is to make it mandatory for your guests to get on your show. Think about it: one episode, one review.
Develop a process that allows guests to review the show without hassle.
11. Cultivate Your Personal Brand
Promoting podcasts isn’t just about the show and the guests you have. It’s also about you - the host.
We’ve touched on this already, but it’s worth highlighting again – always mention your name and your business in episode titles, notes, and social media to strengthen your brand association.
Another idea is to name the podcast using your real name. Many celebrities used this technique to strengthen their personal brand.
“The Joe Rogan Experience” is a superb example of a personal brand that works. When you hear Joe Rogan you immediately associate his name with his podcast.
It all comes together in the end. So our top strategy approach to marketing a podcast is to look at the whole process holistically.
The more popular you get as a host, the more popular the show becomes.
Bogdan Bratis (2025)
12. Guerrilla Marketing Podcast Strategies
Consider unconventional approaches. Guerrilla marketing strategies are unconventional methods used to generate a buzz.
You could host a podcast launch party and require guests to subscribe to your podcast as “entry.” 😅 How about reaching out to influencers for shoutouts?
Get creative and spread your episodes in new territories and communities.
Final Tips on How to Market Your Podcast from Bogdan Bratis
If I had only one hour to spend marketing my podcast over a week, what should I focus on?
Unfortunately, a podcaster cannot just spend one hour a week on marketing. One hour a week doesn’t allow for a holistic approach. If time is an issue, hire a company, like Saspod, to make it happen. Something that podcasters can focus on, though, is making a good-quality podcast. At least then you will have the foundations to lay out a successful podcast marketing plan. Podcast creators need to embrace a mindset shift when it comes to marketing. Podcasting is not just the recording process. There is so much more. Start to think of your podcast as a personal brand, see the holistic strategy, and perhaps you can start to become a big player.
Bogdan Bratis (2025)
Bogdan Bratis
CEO & Founder of Saspod. Podcast Producer & Digital Marketing Expert. I'm based in Glasgow, where on the side I play keyboard in function bands throughout Scotland, and I'm addicted to coffee.
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