Struggling to promote your podcast without social media? Hi, I'm Jamie Kennedy of Brave Moon Podcasts. Today, I’m sharing five effective strategies to boost your podcast’s reach beyond social media. As someone who finds social media validation addictive (thanks for nothing, therapy!), I understand the challenge of stepping away.
Whether you're a social media enthusiast or prefer a different approach, these tips are for you.
Discover how leveraging word-of-mouth can expand your listener base, and learn methods to enhance engagement through personal interactions. Collaborating with fellow creators can open new opportunities, while email marketing helps maintain a direct connection with your audience. Encouraging reviews can also improve your podcast’s visibility and credibility.
These strategies are crucial for growing your podcast's audience and fostering a loyal listener base. Explore practical tips and actionable insights to enhance your podcast promotion beyond the realm of social media.
In this episode, we talk about...
How personal recommendations can dramatically increase your podcast’s visibility and listener base.
Tips for making your listeners feel valued and building a supportive community around your podcast.
The benefits of teaming up with other podcasters to reach new audiences and create exciting content.
Transcribed Podcast Episode
I hate social media. As a perpetual people-pleaser and an unwavering need for external validation no matter how hard I try to get rid of it in therapy, social media is like a drug to me. Every like or comment I get is a validation and boost to my ego that I said something right. Every decrease in follower count or lower engagement is like a needle through the heart, shattering my ego. It’s honestly really bad. I’m saying all of this because I sort of hope you may have a similar experience with social media?
If you don’t and you have a million followers and get really good engagement and all of this happens without your ego being inflated or deflated, what are your secrets? Please share. I clearly need your wisdom!
Besides the point… what I want to say is that yes, I am on social media still. In fact, it feels absolutely necessary to be on those social media channels. How else am I going to promote my services? How else will any of my dream clients find me?
It feels like this catch-22.
I should also mention that I spent my 30s as a social media manager so honestly? Social media might as well be my bread and butter. But there’s something about posting someone else’s content that I was able to compartmentalize my feelings about it all. Now that I spend my days promoting my business and my podcast, it is way harder. And I feel like you may be in the same boat? If you’re listening to this episode, I feel like we might be agreeing on this.
So that’s exactly why I have decided to do an episode about this exact topic. Because even though I’ll probably not get off the social media train anytime soon, I still really want to solidify my thoughts on what other options are out there and how we can get more listens, get more dream clients without social media. Or should I say, in addition to social media.
So get ready to go off the grid with me. If you’re on a walk, pick up the pace and know that the show notes will have the resources you need to review after. If you’re on the couch, grab a notepad and pen because this could get juicy. And also a taco, because I love tacos; they’re the best. Or if you’re on your commute, smile big because this episode could be a game-changer for you.
But first… you should know who the heck Brave Moon Podcasts is and a little about me. I'm Jamie Kennedy (no association with the washed-up comedian from the Jamie Kennedy Experiment and the movie Scream). And yes, I am a podcast expert and producer behind Brave Moon Podcasts. Today, I'm excited to let you in on some behind-the-scenes magic and spill the beans on how I make podcasting dreams come true, all from the cozy comfort of my home.
You see, my little podcast haven is nestled in the back corner of our apartment, which I share with my husband, our adorable yet extremely rambunctious rescue dog Riggs. And guess what? Podcasting from home is totally achievable! You don't need a fancy studio or a bank-breaking budget. The equipment I'm using right now cost me less than $400, and the software and programs I rely on to create, record, edit, and publish my podcast are less than $30 a month.
Everything you hear today is a result of countless hours of research and experimentation, so I can handpick the best tools and techniques for you. No guesswork involved! I'm all about setting you up for podcasting success, whether you're a busy creator, small business owner, or a wellness 'preneur. I'm here to make your podcasting journey smooth and enjoyable.
So, how can you dive deeper into this podcasting adventure with me? Hop onto my website and grab my free Start-a-Podcast guide. It's a treasure trove of wisdom, featuring a comprehensive start-a-podcast checklist and my top-notch recommendations for audio equipment, podcast hosts, and recording platforms.
When you download the guide, you'll also join my email crew, where I send you fast, fun, and free updates on the latest podcast news and industry tips. But hey, you can unsubscribe anytime, no hard feelings.
In every episode, I dish out a treasure trove of product and software recommendations that I swear by. Don't fret if I talk a mile a minute and forget to mention the links—I've got you covered! Just head to my show notes, and you'll find all the juicy details and helpful links waiting for you there.
Now, I know you're eager to explore and discover the tools you need to kickstart your podcasting journey. So, what are you waiting for? Visit those show notes and get started!
Ok so I'm a big believer in taking the road less traveled. Getting brave and testing the waters. Sure, social media is a super powerful tool for podcast promotion - and I’m not even saying ditch it because frankly, like I said at the beginning of this podcast, social media is a catch 22 because it works. It sucks, but it works. But now we’re going to explore other avenues that don't involve endless scrolling, ego-busting tactics or cat memes (although I do love a good cat meme).
So here’s my 5 hacks aka alternatives to promoting your podcast on social media.
Hack #1
The most overlooked, yet most important promotional tactic in the podcast world, is word of mouth.If you want to see your podcast spread like wildfire, there is nothing quite like one friend sharing to another friend a podcast.
In fact, did you know that people trust recommendations from their friends and family more than any other form of marketing? According to a study by Nielsen, 88% of consumers trust recommendations from people they know, more than any other form of marketing. This is because people are more likely to believe that their friends and family are giving them honest and unbiased opinions.
So what does this mean? Encourage your existing listeners to share their favorite episodes with their friends, family, or even random strangers at the yoga studio. How do you do this? There are a couple ways: #1 speak about it in your episode. And #2 call it out in your show notes. So like, right now, I’m going to ask if you will share this episode with a friend or colleague who dreams about starting a podcast. No really, please do. Hit that share icon on your screen and send the link to anyone who dreams about starting a podcast! Even someone who already started a podcast would work. And you’re totally going to find this request in my show notes, too.
And I’ll just mention here that 66% of people have shared a podcast or podcast episode they love with someone else. So don’t feel like what you’re asking will be met with deaf ears. If your listeners are tuning in, more than likely they like you and are ready to be supportive and helpful. After all, the more people they get to listen to the episode, the more episodes you’ll be able to make! It’s a win-win situation for everyone involved.
Hack #2
The second hack I’ll mention is engagement. Interact with your listeners like they're your best friends at game night playing Exploding Kittens and drinking too much wine. Respond to their emails, reviews or carrier pigeons (hey, it's an option!). Make them feel valued, heard, and part of the podcast family. A little extra TLC goes a long way in building a supportive community around your show.
So don’t be afraid to add your email address to your show notes, or links to a poll or your website and verbally encourage people during your podcast episode to reach out.
I’ll just share a quick example, especially because she’s probably listening right now. Kim from Los Angeles sent me an email talking about how my podcast inspired her to start her own podcast. She’d been sitting on the idea for years but when she heard my first podcast episode, ‘Start before you are ready’, something clicked and she decided to jump in head first. You bet I replied with the warmest, most emoji-filled message ever! Now I feel like we’re email pals, which I absolutely love! I seriously can’t stress enough how important it is to value your listeners and show up for them as much as they show up for you.
Hack #3
Why take the podcasting journey alone when you can join forces with fellow creators? Seek out podcast buddies who share your vibe and audience but aren't direct competitors. In fact, if you’ve done your due diligence and chosen a niche that really stands out, you don’t have to worry about competitors. For example, let’s say you’re a nutritionist and your podcast is about nutrition. But because you took the time to pick a strong niche (like you used my podcast niche brainstorming worksheet from my website!), your nutrition podcast is specifically for women who battle IBS issues. What this means is you can easily reach out to any nutritionist out there, who has a podcast or not, to join you. Because even though you may be in the same field, you have set yourself apart as the leading expert for women with IBS issues. More that likely, your dream client won’t align with many other nutritionists out there, giving you ample opportunity for collaboration over competition.
And I should just point out, I hate the concept of competition anyway. If you find a nutritionist out there who has the same niche as you, why not find a way to collaborate anyway? Maybe create an episode together that you share on both podcasts. Maybe you write a cohesive blog article with your unique thought leadership on the subject you both love. There are amply opportunities to put down the sword and give each a pat on the back.
But beside the point, choose experts in your general field who have podcasts or do speaking events or offer courses and then collaborate! Collaborate on special episodes, cross-promote each other's shows, and introduce your listeners to new content they'll adore.
Hack #4
Whether you have an email list or you don’t have an email list… you need an email list. Something I didn’t mention before about social media is that these social media channels we rely on to gain followers and capture the attention of dream clients? They can go bye-bye in a heartbeat. Sorry to say but like, Twitter/Z is a perfect example of this. Remember not long ago when everyone was half-jokingly saying goodbye Twitter as there was a mass exodus out the door after what’s his name took over?
Obviously we know now it didn’t shut down but channel or the man, it was close.
Or how about the time Kylie Jenner complained about Snapchat, posting a story on her Instagram account complaining. She said that she was "over" Snapchat and that she was "not going to use it anymore." This led to a significant drop in Snapchat's stock price, as investors worried that Jenner's departure would lead to a loss of users.
Snapchat responded to Jenner's complaint by releasing a new update that addressed some of the changes that she had criticized. However, the damage had already been done, and Snapchat's user base continued to decline.
In the years since Jenner's complaint, Snapchat has made some efforts to improve the app. However, it has not been able to regain its former popularity. As of 2023, Snapchat is still a popular app, but it is no longer the dominant force in the social media landscape.
So imagine those people who had built a significant following on one of those apps. What happens if the app shuts down? Or what happens, like in Snapchat’s case, where your followers get off the app? It’s honestly sort of a nightmare-scenario isn’t it?
But there’s one thing you do own and can rely on more so than any social media platform. And that’s emails.
Email marketing is the most effective way to acquire new customers. According to a study by McKinsey, email marketing is 40x more effective at acquiring new customers than Facebook and Twitter combined. Also, email marketing has a 17% conversion rate. This means that for every 100 emails you send, 17 of them will result in a conversion, such as a sale or a lead.
My tips for promoting your podcast via your email list.
First and foremost, give people a reason to opt-in to your list. And it better be good! I don’t know about you but I’m super protective over my Inbox. I hate getting emails that just want to sell to me. So you better give me something of real value in order to get my email address.
So give them something of value that will help them on their journey and ask for them to sign up for your email list in exchange. For me, that’s currently my Start-a-podcast guide, which really is packed with a ton of great value for my listeners. You may choose to change or update it, which I have done and will continue to do. But nevertheless, give people a reason to join your email community.
Once they’ve joined, just keep providing them more free value. I’m going to stress this; don’t show up in their Inbox only when you have something to sell. If you’re doing this, you’re asking to get unsubscribes and you don’t want that obviously.
I’d recommend sending a weekly or biweekly email, making sure you’re providing easy, free tips and advice related to your niche. And always include a link to your latest podcast episode. Why not? After all, that’s fun, free value for your subscribers too! Some more ideas: send out personalized updates and stories of the week, quotes or news stories that may be of interest to your subscribers, behind-the-scenes stories, and exclusive sneak peeks to keep your audience hooked and eagerly awaiting every new episode.
Hack #5
Ever hear the phrase "sharing is caring"? Well, in podcasting terms, "reviewing is caring"! This is similar to word-of-mouth but instead of a trusted friend, people are trusting other listeners of the podcast. So encourage your listeners to leave heartfelt reviews on platforms like Apple Podcasts and Spotify.
Positive reviews boost your podcast's visibility by helping you rank higher in search results, because Apple Podcasts and Spotify often rank their podcasts in the search results by star rating. Positive reviews also help you build trust and credibility, because people are more likely to trust that your podcast is good and worth listening to. In fact, a study by Convince & Convert found that podcasts with 5-star reviews have a 130% higher conversion rate than podcasts with 4-star reviews. Even that extra star can make a difference!
Alright, my friend, you're now equipped with some alternative promotional options that don’t involve Facebook, Instagram, TikTok, Twitter, you name it…
One last tip straight from the formula we use here at Brave Moon Podcasts for successful podcasts: authenticity is key! Stay true to your podcast's unique flavor, and success will follow like a well-timed punchline.
Before we wrap up, I want to hear from you! What creative promotion tactics have you tried? Share your ideas and stories with me directly via email or on my Instagram (ugh, gross, I know). And if you found this episode helpful, don't forget to spread the love and share it with your fellow podcasters.
Until next time, keep on casting those pods and embracing the journey with a hearty laugh and a taco in hand!
For You, On Us
Ready to refine your podcast’s niche and name? Download our free Podcast Niche and Name Generator. This comprehensive guide is designed to help you carve out your unique space in the podcasting world. It provides a structured brainstorming exercise to assist in identifying a suitable niche and an engaging name for your podcast. Take advantage of this free resource to set a solid foundation for your podcasting journey.
Happy podcasting.
