The 5 Essential Podcast Guest Promotion Strategies to Maximize Your Reach.
January 6, 2024
Getting invited on popular podcasts provides incredible opportunities to get your voice, expertise and brand in front of highly engaged new audiences. But simply recording your episode isn’t enough - you need an impactful promotion plan in place before, during and after your appearance to maximize visibility with potential new followers.
Implement these essential podcast guest promotion best practices to expand your reach:
1. Promote Your Upcoming Episode Across Owned Channels
As soon as you confirm your interview booking, break the news on your website, email newsletter and social media profiles. Share key details like:
Podcast name and host
Niche topic focus
Projected episode publish date
Link to subscribe
For instance, entrepreneur Guy Raz promotes his upcoming appearance on The Diary of a CEO podcast for founder Steven Bartlett: Driving early awareness and encourage subscriptions or tune-ins from your existing audience establishes a baseline level of interest.
2. Generate Visibility Leading Up To and During Recording
To spark broader visibility, leverage social media actively before and while you record your episode.
A few days prior, start tagging promotional posts with relevant hashtags like the podcast name, niche topics, host handle and your brand so they appear in target listener feeds.
Then share real-time updates as you sit down behind the microphone. Post photos, short videos and commentary about the experience from the studio or recording environment:
Giving fans an inside look helps them feel connected and fuels anticipation.
3. Capitalize on Photos, Clips and Highlights
Visual and video content tends to drive the highest engagement across platforms like Instagram, YouTube and TikTok.
During the session, capture compelling photos with the host you can publish after. Once the episode goes live, edit and share 15-60 second excerpts of your best moments.
To take this a step further sports commentator Erin Ashley Simon records video clips and collates them to upload and promote from her podcast feature. Example below.
This expands your digital footprint and surfaces your commentary to new viewers.
4. Prominently Promote the Published Episode
When your interview officially airs, shift focus to driving listens of the full episode itself.
1. Email your subscriber list announcing its availability.
2. Embed or link directly to the published podcast so it’s instantly accessible.
3. Share the news across your social channels as well, highlighting intriguing talk points or quotes that will catch viewer attention and inspire them to tune in.
5. Extend Your Reach Via Cross-Promotions
Collaborating with the host after recording can further amplify your visibility.
Explore options like:
Swapping promotional posts or videos to each other’s audiences
Guest posting an excerpted written version of your interview on their site
Participating in a follow up YouTube Live discussion
Opportunities for cross-pollinating your audiences and content are powerful.
Consistently implementing small but mighty promotional activities before, during and following your podcast interview is crucial for converting appearances into meaningful exposure, engagement and new followers.
What other guest promotion strategies have you found effective? Let us know in the comments!
Cam is the CEO of Drop Station, an ex-host on the 803am Club podcast. He has also worked with multiple industries to grow their fan base and audience from the English Premier League and tech, banking and insurance companies. Now he dedicates his time to helping podcasts create sustainable growth and reach a wider audience.