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Promoting Your iTunes Podcast

How to Promote your iTunes Podcast

Once you’ve uploaded your podcast episodes correctly to iTunes, it’s not yet time to breathe that sigh of relief.  In fact, your real work is just beginning – promotion.

Promotion is the magic ingredient that ensures some podcasts go viral or are at least wildly successful in their niche.  Without it, the chances of people finding your podcast are, frankly, hit-and-miss.

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Let’s look at the best (and least time-consuming) ways to promote your Podcast…

1.    Make sure you have optimized your iTunes Directory listing

Before you rush off to promote, do make sure you have:

  • Tested your feed and episodes
  • Included every optimization strategy possible in your RSS feed title, description and cover photo

Really think about your keywords too – even after you’ve selected them.  Do they have a double meaning you might not be seeing, attracting the wrong audience?  Are they weak words that detract from your stronger keywords?  Is your title packed with weak words such as adverbs and adjectives?  Are these the best keywords – that is, does your target listener actually search with these; or is there a better keyword?

Remember too that your cover photo will be small in the iTunes Directory display, so keep it as focused and simple as possible, with no clutter or background “noise”.

The best idea in ensuring you miss no vital steps:

  • Create a checklist and run through all its steps, every time you upload podcast episodes.

2-checklist for podcast

2.    Brand your Series

What’s the first thing that strikes you when you see a Pepsi Cola can in a graphic ad?  That the ad is all about cola and soft drinks, right?

And not just any old cola – Pepsi.

One of the reasons you think of Pepsi or Coke:  These two drinks are much better branded than other types of cola drinks.

In other words, the instant you see the graphic, you know which company’s product you are looking at (as well as which product it is).

Do that with your Podcasts too.  Create a signature graphic and/or color scheme that instantly makes people think of you (or your series or product, if you are branding your series or product).

Include:

  • A short, memorable series name (in the same font and colors, every episode)
  • A logo (such as the flaming earth in the screenshot below)
  • Your website and company colors
  • Your head shot, if you are strongly branding yourself (and use the same photo every time)
  • Your name, for recognizability

The result with the podcast series below?  People only have to see the colors, the name and the flaming earth log and fans immediately go from neutral to highly interested in a split-second.

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That’s what branding can do – so put it to work for your podcast!

3.    Promote your podcast on social media

Don’t just promote it the instant it’s released – start a buzz about it yourself.

Talk about the process of creation; and why you’re excited about it.  Report on progress and glitches.  (Aim this at your target followers, of course – use a Facebook or Twitter List.)

Take out Facebook ads.  Promote it on Twitter.  Create a Facebook Page for your podcast blog or network.

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But remember, in all your social media efforts, to make it about your reader – even if you are talking about your own podcast-creation triumphs and struggles.  Only report things that they can identify with.

4.    Add your iTunes podcast URL to your signature

Do you belong to forums?  Membership sites?

And of course you send out emails to your lists.

If you do any of the above, consider adding your podcast URL to your signature, wherever it’s allowed.

(Note:  You can also add an iTunes button with WiseStamp.)

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