Growing Your Audience

Podcast Promotion Template: An Actionable Marketing Plan to Grow Your Show

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Looking for a podcast promotion template to help you market your show?

One thing we see over and over when we work with podcasters is that they don’t know how to promote their podcast. They get everything up-and-running, but fail to adequately tell the world about their show.

We dive deep into growing your show in our podcast marketing guide, but in this post, we offer a simple and actionable podcast promotion template to help you promote your show.

Podcast Promotion Template for Launching a New Show

It’s a good idea to put many of your marketing assets in place before your podcast launches. The goal is to create a repeatable promotion workflow for each episode so you can spend more time creating great content. 

Here are the 10 key steps of our podcast promotion you should take before launching your show. 

1. Build a podcast website

A podcast website is your show’s “home base,” a platform that you control completely. Listeners can explore new episodes, find show notes and transcriptions, and learn more about your brand. A podcast website also makes your show discoverable on the web when potential listeners search for terms related to your show.

Your website should have a blog-style section so episodes can be posted on unique pages. You should also have lots of links to your podcast on the major social media listening apps. 

Furthermore, your podcast website should have some way for visitors to opt into your email list. This will allow you to notify them whenever new content is available. Email subscribers are often a podcast’s most engaged listeners.

With Seriously Simple Podcasting, you can manage your podcast and create episode pages right inside your WordPress dashboard. Visitors can listen to your show right on your website.

Learn more in our full guide on podcast websites.

Tip

Castos creates customizable podcast webpages for you automatically. Every episode is available in one place and you can update the look and feel to match your show’s branding.

2. Set up your social media channels

Facebook and Twitter are essential to expose your show to the world, but there may be other platforms that are relevant to your audience. For interest, a podcast about organization and managing the home would probably want a presence on Pinterest. 

3. Prepare an email newsletter template

You’ll want to notify your audience whenever a new episode publishes, so an email list is key. Open an account with an email marketing platform, such as Drip, Convertkit, Mailchimp, or MailerLite

Inside your email platform, design a simple and accessible template to use each time you publish new content. Here’s a great example from A24. It’s a single column with logo, episode title, featured image, a brief comment about the episode, and links to listen. 

Newsletter template for podcast promotion template

4. Prepare at least three episodes

You may want to publish that first episode, but that’s rarely a good idea. When you listeners explore your show, they may want to check out several episodes. Don’t disappoint them by not having enough available. 

We recommend publishing your first three at once. Five is also okay, but no more than that. You don’t want to overwhelm them with an enormous amount of episodes up front. If you were to publish 10 episodes at once, for example, five of them would never be played. 

In each episode, make sure to ask your audience to rate and review your podcast on whichever listening app they prefer. Getting ratings quickly is a key way to convince those listening platforms to push your show higher in their category listings.

After your first three episodes, settle into whatever publishing interval you like, such as once a week, twice a month, etc. 

5. Submit RSS feed to podcast directories/apps 

A big part of building an audience is making your content available where they prefer to listen. Once you have your podcast RSS feed configured, submit your show to all of the major podcast directories. Each platform takes a few days to approve your show, so it’s important to do this well ahead of your official launch day. 

Check out these guides to submitting your show to the major listening apps:

Then go through this guide to submit your show to all of the smaller apps: 28 Podcast Directories to Upload & Post Your Podcast Shows.

6. Identify key hashtags for your niche

Using hashtags in your social media content is a great way to expose your content to potential listeners who enjoy that subject. It’s smart to use a handful of hashtags in every post, no matter the platform.

Take some time to research some hashtags that make sense for your show. Some hashtags are obvious, but others aren’t intuitive. For instance, if you have a podcast about women leaders, you might use #entrepreneur and #business, but you should also include niche-specific and culturally impactful hashtags like #girlboss, #bosslady, and #girlpower. 

podcast promotion template hashtags

Here are some useful resources to find hashtags related to your niche:

7. Create a short slide deck for your show

A slide deck is a simple document that you send to other podcast hosts, potential guests, advertisers, and anyone you hope to work with. It’s similar to a media kit, but shorter and quicker to read. (It’s sometimes called a “one-sheet” or “one-pager,” but it doesn’t have to be one page.)

A slide deck does not replace a pitch. When you speak with collaborators or cross-promoters, find sponsors, or request to be a guest, you’ll still need to put a proper pitch together. 

When you create a slide deck, try not to overthink it. The goal is to convey a lot of information in a concise manner. Don’t pack it full of what you think the reader wants to see, just be yourself. Here’s what your slide deck should include:

  • Your headshot
  • Your name
  • Name of the podcast
  • Podcast website
  • Topics you cover
  • What you’re an expert on
  • Who is your audience?
  • Social media and email contacts
  • Audience stats
  • Production schedule
  • Scheduling link (Calendly, Savvycal, etc.)

Want to see an example of a podcast slide deck? Check out our slide deck for one of our podcasters, 3 Clips. (Click here to see the full slide deck.)

3 clips slide deck

8. Notify your personal network

Your friends, family, and colleagues are excellent sources of new listeners. They may not love your content, but they will listen because they care about you. This is a great way to start sending positive signals to the podcast listening apps so they boost your ranking.

When you notify your personal network, ask them very clearly to rate and review your podcast. Don’t be coy here. Explain the significance of this system and this system and how important a 5-star rating and a good review can mean for your show. Beg them if you have to. Offer to help them move or something. Whatever it takes.

9. Post something on your blog

Create a blog post on your website announcing the launch of your show. Include lots of information about your topic, your personal experience, and what your audience can’t expect from your show. Craft this piece well because it’s a great resource to share on social media.

10. Notify your email list

If you have an email list already, you’ll want to let them know that you’ve started a podcast. Don’t be afraid to send a few emails as you get close to launching your show. Then send the following email on the day your episodes are live. 

Hi NAME,

We’ve got some exciting news today!

We just went live with our newest podcast, <<podcast name here>>.

<<insert cover image here, linking it to your podcast website>>

This show is all about <<what the main value prop of your show is>>.

In the first few episodes we cover:

  • <<topic 1 – with Guest_1_Name>>
  • <<topic 2 – with Guest_2_Name>>
  • <<topic 3 – with Guest_2_Name>>

We also have a bunch of other great episodes already planned out with guests that you and I both know well from our industry.

Check out the podcast here:

<<button linking to your podcast website>>

If you’re enjoying the show we just ask that you share it with someone who you think would enjoy it as well.

Cheers,

<<your name>>

Grow Your Audience with Castos

Castos gives you all the tools and expert guidance you’ll need to create an incredible podcast that will make a lasting impression for your brand.

Podcast Promotion Template for Promoting Individual Episodes (Ongoing)

Now that your show has launched and you are consistently producing content, you’ll need to promote each new episode. The following is a basic podcast promotion template for each episode. This is a generic podcast promotion template that’s suitable for most podcasters, but you may find unique ways to promote your own show. 

1. Let your guest know the episode is live

The first thing you should do is notify your guest that the episode is live. The sooner you tell them, the sooner they can promote the episode to their audience. Here’s an email template that you’re free to use, just make sure to customize it to your needs.

Hi NAME,

Thanks for being on the podcast. It turned out awesome and I know our listeners will eat it up 🙂

Reply here if you want any links added to the show notes and I’ll get them up ASAP.

I also have a couple of requests…

First, would you mind giving the show a quick review on iTunes? 5 stars and a quick comment go a long way. Here’s the link: <<link to your show in Apple Podcasts>>

Second, you mentioned when you booked our recording that you could help the episode get a bit of visibility. I’m hoping you could do the following:

  • Share the episode on social media.
  • Mention the episode to your email list.
  • Add the episode to the “featured on” area (or anywhere else relevant) on your website.
  • Share the episode with your online community, Slack group, Facebook group, etc.
  • Embed the YouTube video somewhere on your website.

I will attach some marketing assets to this email that you’re free to use, such as images, videos, and audiograms. If you want help writing social media posts or email copy, let me know. 

Thanks NAME! 

Cheers,

<<your name>>

3. Publish each episode to your website

Create a new post on your podcast website for the episode. Each post should include the title of your episode, an interactive media player for visitors to listen to the episode, and your show notes. It should look something like this:

podcast promotion template episode page

Ideally, you should also include a complete transcription of the episode. This is a great way for non listeners to enjoy your content and for search engines to use to rank you.

With a tool like Seriously Simple Podcasting, you can do this in minutes. Our WordPress plugin creates a custom post type for Podcast episodes. You can upload your episode directly to your Castos account through the WordPress dashboard. This streamlines your workflow and saves time so you can focus on producing the best content possible.

3. Post actively on social media

How often you post on social media is really up to you, but we recommend posting often. Some of the most popular shows are quite aggressive on social media. 

Here’s a posting schedule we think works for most podcasters. Feel free to customize this podcast promotion template for your needs. Make sure to use those hashtags you collected earlier. 

Day 1 (publish day):

  • Tweet x2, morning and afternoon.
  • Post on LinkedIn around mid-day.
  • Publish your full-length episode on YouTube (or through Castos YouTube Republishing)

Day 2:

  • Tweet x2, morning and afternoon.
  • Post on Instagram and/or Facebook in the afternoon.
  • Post clips on YouTube Shorts or Instagram stories in the evening.

Day 3:

  • Post on LinkedIn in the morning, your impression of the episode or feedback you’ve received from listeners so far. (This should be a discussion.)
  • Tweet in the evening. 

Day 4:

  • Post on Instagram and/or Facebook in the afternoon.
  • Post clips on YouTube Shorts or Instagram stories in the evening.
  • Tweet in the evening. 

Furthermore, it’s always important to consider the nature of your content. You may plan to post three clips from each episode, but if one episode has four great clips, share them all! 

If you want to be aggressive on social media, checkout CoSchedule’s proposed schedule.

What kinds of content should you publish? We have more information in our guide on promoting a podcast on social media, but here are some content ideas:

  • Link to the episode on your site. Use the synopsis as the text. 
  • Image post of you and your guest.
  • Image post of something that relates to the episode (e.g. if you talk about the Statue of Liberty, post a picture of it).
  • Image post of guest with overlaid text of something interesting they said. 
  • Audiogram of guest speaking (something captivating).


Here are some more resources you might find helpful

4. Send an email newsletter

Once your episode is available on your site and the listening apps, send an email blast to your entire list letting them know about the new content. Use the analytical tools in your email marketing platform to determine the best time to send this notification. 

In your email, use the template you created earlier. Be sure to include the episode title, a brief synopsis, the guest’s name (if any), and links to your website and the major listening apps. Some podcasts like to include their show notes in the email body, especially if you have clickable timestamps. 

MailChimp Presents is the perfect example. Notice how this email is simple, clean, and straightforward.

email example

5. Engage with your private community

If you have a private community, such as a Facebook group or a membership website, it’s important to notify Those people as well. Like your email subscribers, these listeners are highly engaged with your show, so you don’t want to leave them out.

Fortunately, there’s not much to do here. You can use the images, videos, audiograms, and language that you created for your social media post and newsletter. If possible, make sure this audience is notified with a push notification.

Once the episode is published, this group will undoubtedly have questions and comments. Reply to them in a timely fashion. Remember, these are your biggest fans so they deserve special treatment.

6. Notify influencers, brands, and anyone mentioned in the episode

As a content creator, you should always be looking for ways to expose yourself to new audiences. An easy way to do that is to reach out to anyone you mention in an episode.

For instance, suppose that you mention a popular health and fitness influencer in an episode and compliment their downloadable workout routines. Once your episode is live, send a tweet or a quick email to that influencer letting them know about the shout-out. If they like what they hear, there’s a good chance they will share the episode with their followers, thereby exposing you to new potential listeners.

To be fair, however, this only works if you speak positively about the influencer influencer.If you criticize them or their work, they probably won’t share it with their audience. Nor will they share if your content is completely unrelated to their niche, so make sure there is some overlap. 

If you find this tactic especially useful, consider sneaking names, brands, or products into your podcast in order to get more exposure.

7. Ask for lots of ratings and reviews

If you want your podcast to be successful, you need lots of high ratings and positive reviews. Potential listeners are more inclined to try your show if it has lots of glowing recommendations, especially if you get into the New & Noteworthy section on Apple Podcasts. The sooner you get ratings and reviews, the faster your listenership will grow. 

How do you get ratings and reviews? Ask for them! Each episode should include a verbal call-to-action that asks your listeners to rate and review the show right now. 

Additionally, it’s smart to include a call-to-action in each email you send to your audience. Link them to the page on Apple Podcasts, Google Podcasts, and Spotify where they can leave their review. Say something like this:

Help our show grow! Please leave a five-star review on your favorite listening app. 

8. Check your notifications often

A key part of promoting a podcast is interacting with your audience. As you publish new episodes, post on social media, and send email newsletters, your listeners will undoubtedly reply. Be prepared to join the conversation. Like and share where appropriate.

Your interactions with people in your community are also great ways to develop content for your show. Use their questions and comments as jumping-off points. For example, if several of your listeners ask for more detail about a particular subject, you might decide to address it in yoru next episode. 

Make Your Own Podcast Promotion Template

This podcast promotion template is merely a starting place. It will work for most shows, but you’ll want to customize it over time depending on your needs. 

For instance, if you discover that your audience uses Tik-Tok, and you might start promoting there instead of LinkedIn. If you publish an episode with the “top 5 headlines of the week,” you might include those links in your email newsletter.

The point is to use this podcast promotion template in the beginning and then modify it over time as you learn more about your topic, your audience, and marketing.

Action

For a more detailed look at podcast promotion, check out our full guide: How to Promote a Podcast: The Ultimate Podcast Marketing Guide.

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Dennis is a content marketer and web developer with years of experience helping startups and small businesses build their online platforms. He lives in Connecticut with his wife and daughter.

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