A lot of hard work goes in conceptualizing, recording, editing and post-production of each episode. When you don't see the desired response from your listeners, that's your cue to rethink your promotion strategies.

There are three important ways of promoting a podcast in 2021.

1. Creating well-researched show notes for your podcast promotion

Show notes are nothing but an additional resource for listeners. A readable format of your episode on your website. It helps you to direct the listener to your website. Here you can add extra information like links, designations, books, articles, and references mentioned during the episode by you or your guest.

Show notes are important to give the listener some extra edge about the topic that was briefly touched upon during your episode. You can write in detail about the concepts you feel might need further explanation. Or it could simply be a written adaptation of the audio. It can also be used to direct a listener to other similar articles or episodes on your website thus providing them with a wholesome experience. Another reason to make show notes is that an SEO optimized article will help your show land higher in Google rankings.

When preparing show notes, concentrate on the topics/words that serve as the main keywords of your conversation. Then optimize your article by strategic placement of these words. These simple changes will help you gain more listens in addition to loyal followers. All because you provided them with valuable content.

2. Facebook and LinkedIn groups help to promote a podcast

The best way to promote a podcast is to take it to your target audience. Facebook and LinkedIn groups are aimed to do the same. Find groups in your niche. Regularly engage in posts and queries posted in the group. Provide value to its group members but don't leave your links just yet.

Become a trusted member of the groups to the point that people start tagging you in the queries assuming information coming from you to be credible. Now is the time to drop your links and get those listens. For example, if your podcast is about social media marketing then look for groups about growing Instagram accounts, how to learn to blog, etc and cater to their needs, while becoming a trusted figure in the group.

3. Creating sound bites for social sharing and promotion

In today's times reaching thousands of people is much easier and free of cost than it was 5 years ago. All thanks to Mark Zuckerberg. Well not entirely. Social media platforms have empowered businesses to reach the masses without any middleman/ad agencies. All you gotta do is create engaging, meaningful, promotional content around your brand/product/service and people will appreciate.

Why not leverage these channels for the promotion of our services-providing content via podcasts. Having a social media presence and engaging followers is quintessential for your podcast to grow. You need to be active on at least one platform if not all to create an impact.

There are many benefits of having a social media account especially for a podcaster.

• You can target your audience on the basis of your niche.
• It can help attain valuable feedback from your followers and make amends to your show accordingly.
• Make great content and get the listens you need.
• You need not rely on your podcast host or other listening platforms to ensure listens. 1000 superfans on any social media platform are sufficient to help you grow and monetize your show.

There are no comment boxes available on any of the podcast listening or hosting platforms. If a listener has to leave a feedback or a query he/she has to be re-directed either to your website or a social media account.

Most podcast listeners aren't readers. So there are fewer chances of a listener to go to a website. But if you have a social media account you can easily connect with such listeners. So choose one platform and start growing your account by regular content creation

How can one leverage these statistics to your own benefit?

We need to understand what content is most easily consumed. Keeping the user’s attention span in mind, short bursts of information presented in an aesthetically pleasing way are sure to win the hearts of your followers. Sharing Audio snippets or Audiograms is an impactful way to promote your podcast. You can give them a tease of what’s in store for your audience.

What to add in the Audiogram

The content that goes in the audiogram is really important.  Here's a little something to help you get started. Always keep your audiograms short and impactful. Leave your audience curious and wanting for more. You can choose any of the below pointers to add in your audiograms.

• Quotes from your guest
• Hacks, tips or tricks
• Guest introduction, designation
• Episode topic introduction

There are many apps that will help you in making quick and easy audiograms in no time. Wavve, Audio Burst are some of my favourites.

The pandemic has seen a tremendous rise in the podcast industry. To such an extent that podcasts are now high in supply but low in demand. Fret not, it’s not far when the Indian population will catch up on the podcast listening trend. Until then try to reach your audience before they reach you.