Starting a podcast sounds exciting (and it is)—you’re getting the opportunity to share valuable insights your audience needs to hear, along with getting the passion to show up behind the mic. But, the reality is: creating the content is only half the battle.

Without a solid podcast marketing plan, even the best podcast episodes can get lost in the nearly 6.5 million already existing podcasts available today. Your insights won’t reach the people who need them most, and your business goals will remain just that—goals.

Now, I’m not claiming you need to have a huge audience to launch a successful podcast (you can have NO audience and still launch a podcast), but that’s where the plan comes in. 

What is a Podcast Marketing Plan?

A podcast marketing plan is essentially a roadmap for promoting your show, growing your audience, and achieving your business goals.

It’s more than creating a content calendar or picking out your podcast equipment (although I have an amazing Podcast Starter Guide if that’s what you’re looking for); it’s more like a comprehensive strategy that answers key questions like: 

• Who is your ideal listener?
• How will you promote your episodes?
• How will you convert listeners into clients?
• Where does your podcast fit in your marketing ecosystem?

TL;DR it’s your podcast’s guide to being, well, a podcast!

Why Your Podcast Needs a Marketing Plan (and Why You Shouldn’t Just Hit Record + Publish)

Did you know that podcasts with a marketing plan (and pretty much anything you tackle with a PLAN) get better results? Without a plan, you’re creating content and hoping it clicks with your listeners—a podcast plan means you KNOW it will. 

Having a plan also helps you maintain consistency across all marketing channels with your messaging, even when life gets busy. 

Plus, there’s a maximized ROI. Podcasting requires a bit of investment (think quality microphone, headphones, editing software, and the TIME), and a marketing plan ensures your show works as hard as possible for your business instead of hoping it will magically grow on its own.

Even getting your show to the point where it can grow on its own (like getting it to show up on Google or attract new listeners through Pinterest) takes a podcast marketing plan!

3 Things to Include in Your Podcast Marketing Strategy

Everyone’s podcast marketing strategy is doing to look slightly different—we all have different platforms we use in our lead generation and community building, different capacities and teams that help us show up, and even different publishing schedules (week, bi-weekly, monthly) for our podcasts.

But, every podcast marketing strategy should have these three components:

#1. Episode Planning

Your episode planning should always align with your overall business and content strategy. This means you have to think strategically about what topics will serve your audience while positioning you as the expert in your field. 

Start by mapping out your core topics—the subjects that showcase your expertise and directly relate to your services or products. Then, consider the different types of episodes that serve various purposes: educational episodes that build trust, behind-the-scenes episodes that humanize your brand, and strategic episodes that naturally lead listeners to your offers.

Your episode calendar should also consider seasonal trends, industry events, and your launch schedule.

#2. Launch Strategy

Your podcast launch sets the tone for everything that follows—and it’s your best opportunity to gain initial momentum and even build an audience. 

Your launch strategy should include pre-launch buzz building, where you start talking about your upcoming podcast across your existing marketing channels. This could be behind-the-scenes content on socials, email announcements to your list, and even reaching out to other podcasters for potential collaboration opportunities.

The actual launch of your show should be planned as an event, not just another Tuesday. Consider launching with multiple episodes at once, creating special launch-week content across your social platforms, and having a clear call to action that guides new listeners toward your email list or other business objectives.

#3. Repurposing 

It’s the “what comes next” of having a podcast—and potentially one of the biggest advantages of podcasting. You have so much you can create from a single episode and a solid repurposing strategy makes sure you’re maximizing every minute.

A good repurposing plan identifies which platforms your audience uses most and how to adapt your podcast content for each one. Instagram might get short video clips with text overlays, LinkedIn could get a carousel post highlighting key takeaways, and your blog could cover in-depth the episode topic.

And if you don’t want to do it all on your own, you can outsource it to a podcast repurposing agency, like us!

Making Your Marketing Plan Work

Your podcast marketing plan is an evolving thing—what works for you one month might need adjustment the next (or a few months later). Stay flexible and be willing to adapt to changes as you learn what your audience (and you) enjoy.

The most important thing is to start. A simple marketing plan that you actually implement is infinitely better than a complex strategy that sits in a drawer. Start with the absolute basics like creating clear goals, defining an audience, and picking your platforms—then build it from there.

Ready to launch your podcast and connect with your dream clients? Book a call and let’s discuss how we can help you develop and execute your podcast marketing strategy!