In a recent YouTube Live event with RSS.com, podcast marketing expert Arielle Nissenblatt shared her insights on growing your podcast audience.
With years of experience in the industry, including roles at SquadCast, Descript, and Castbox, Arielle brings a unique perspective to podcast marketing.
“Marketing is fun. I promise. It’s an extremely creative field because you can constantly think about new creative ways to reach new people.” – Arielle Nissenblatt
The Foundation: Arielle’s Marketing Philosophy
Before diving into specific tactics, Nissenblatt emphasizes three core principles:
- Collaboration Over Competition: Rather than viewing similar podcasts as competitors, see them as potential collaborators who can help you reach new audiences.
- Marketing Should Be Fun: Approach marketing as a creative endeavor rather than a necessary evil.
- Borrow Existing Audiences: Leverage the fact that podcast listeners typically subscribe to multiple shows (7-8 on average).
Tip 1: Focus on Converting Existing Podcast Listeners
“It is hard to convert a non-listener into a listener to your podcast, so focus on who you can influence now.”
Instead of trying to convert people who don’t listen to podcasts, target those who already do.
These individuals know how to access podcasts. They also:
- Are actively looking for new content
- Understand podcast consumption habits
- Are more likely to become regular listeners
Tip 2: Claim and Monitor Your Podcast Everywhere
Regular maintenance of your podcast’s presence across platforms is crucial.
Arielle suggests you do the following with your show:
- Verify ownership on various podcast apps
- Claim your show on platforms like Goodpods and Castbox
- Monitor charts and rankings in your category
- Respond to listener comments and reviews
- Track where your listeners are coming from
Related: Check out all the podcast directories you can add your podcast to!
Tip 3: Know Your Niche Inside and Out
Understanding your podcast’s ecosystem is vital.
Arielle recommends podcasters:
- Follow relevant email newsletters
- Listen to similar podcasts
- Connect with influencers in your space
- Monitor social media accounts in your niche
- Stay updated with industry publications
Tip 4: Develop a Marketing Plan Early
“Marketing should not be the last thing that you think about after you develop the show and record the show.”
Consider marketing strategies during the show’s development.
Here’s what this could look like in practice:
- Plan guest selection strategically
- Budget for promotional materials
- Create episode-specific artwork
- Prepare social media assets
- Design individual promotion strategies for each episode
Tip 5: Become the Podcast Authority in Your Space
Position yourself as the go-to podcast expert in your niche.
Arielle does the following, and recommends you do it too:
- Contribute to industry newsletters
- Offer podcast recommendations in your field
- Write guest posts for relevant publications
- Share expertise on social media
- Network within your industry
Tip 6: Don’t Over-Rely on Social Media
“Don’t spend all your time and money on social media and then get upset when the conversions are low.”
Remember that social media is not always the best conversion tool.
If you are going to use social media though, Arielle says you should:
- Focus on providing value
- Remember that social media works better for building awareness
- Make social media part of a larger strategy
Most importantly though, Arielle says you shouldn’t let social media consume all your marketing time! There are much better ways to get attention for your show.
Also see: How to Promote Your Podcast on Social Media and Attract New Listeners!
Tip 7: Give Collaborations Multiple Chances
When trying collaborative marketing efforts Arielle recommends testing different formats. For example, promo swaps, feed swaps, and guest appearances.
She also recommends:
- Trying various placements and timings
- Adjusting calls-to-action
- Experimenting with different partners, and
- Allowing time for results
Tip 8: Personalize Your Outreach
“Individualize all of your asks/pitch messages. We can tell when it’s a mass email.”
When reaching out to potential collaborators, never spray and pray! Instead, you should:
- Research their show thoroughly
- Explain why the collaboration makes sense
- Reference specific episodes or content
- Focus on mutual benefits
- Build relationships before making asks
Tip 9: Perfect Your Visual Packaging
Ensure your podcast’s visual elements effectively communicate your show’s content.
To do this you should:
- Create clear, compelling cover art
- Design a professional website
- Choose an descriptive title
- Test branding with potential listeners
- Maintain consistent visual identity
Related: How to Create Great Podcast Cover Art
Tip 10: Create a Strong Listener On-Ramp
“You need a trailer and an on-ramp for listeners. When they find your show, what is their journey to becoming a loyal listener?”
Develop a clear path for new listeners.
It could be as simple as taking these steps:
- Create an engaging podcast trailer (30-90 seconds)
- Explain your show’s value proposition
- Make it easy to start listening
- Provide clear calls-to-action
- Guide listeners to your best content
Making These Tips Work for You
Remember that not every marketing strategy works for every podcast. Test different approaches and track what works best for your show and audience.
The key is to be consistent, authentic, and focused on providing value to your listeners.
