How to Promote a Podcast for Coaching Business Success

how to promote a podcast

It’s no secret that the sales process for online coaches is taking longer than it has historically. For that reason, you may be among the surge of coaches launching their podcasts for more powerful nurturing opportunities.

Whether you’re sharing exclusive recordings of your coaching sessions or giving a behind-the-scenes look at your story, podcasts are an incredible way to build connections with potential coaching clients, extend your reach to millions of ears, and become a thought leader in your niche.

But publishing great podcasts and getting the right people to listen are two COMPLETELY different things.

But don’t worry! Today, we’re sharing everything you need to know about how to promote your podcast across various platforms for ultimate reach and impact, including: 

  • How to create a podcast promotion strategy to grow a podcast
  • How to promote a podcast on Instagram
  • How to promote a podcast on Facebook
  • How to promote a podcast on TikTok
  • How to promote a podcast on Spotify
  • How to grow your podcast podcast audience organically with Google

Ready to up-level your podcasting game?

How to Create a Podcast Promotion Strategy to Gain Podcast Listeners

As of October 2023, there are 4.2 million podcasts on the internet and nearly half of Americans have listened to a podcast in the last month – an over 30% increase in the last decade. 

This immense growth signifies that an effective podcast promotion strategy is no longer optional but essential.

A well-crafted marketing plan can help you reach your ideal listeners, increase downloads, and exponentially grow your online coaching business. 

But where in the world do you begin when you want to start to promote a podcast? 

Let’s break it down:

1. Figure out your listener persona

Who are your ideal podcast listeners? In the podcasting world, this is called your listener persona. 

Where do they hang out on social? What brands do they love and engage with? Where do they live? How much money do they make? 

Use this data and factor it into everything you do, from the platforms you stream to what content you put in your episodes to what social platforms you promote your podcast. This is the most important step! 

2. Create engaging content

Next, it’s all about that content. 

You’ve done the work to determine what really resonates with them, their struggles, and what topics they’re interested in. Use that to provide valuable insights on those subjects.

For instance, if you’re an anxiety coach and your ideal clients want to hear about true stories of people overcoming their anxiety, you should look for these types of stories to tell on your podcast.

3. Promote on social media platforms

Take that epic content and promote it across whatever platforms are most important to your audience. Share episode snippets or teasers to entice potential listeners! 

One incredible example of the power of social media to grow a podcast is the New Heights podcast by Travis and Jason Kelce. 

We all have a front-row seat to the budding romance between Travis and Taylor Swift. But did you know the relationship has led to over 300,000 new listeners for the New Heights podcast? 

And, likely, most Swifties didn’t go out searching for a football podcast to listen to. 

However, the snippets and teasers the Kelce brothers post on the New Heights TikTok expertly mention Swift to pique Swiftie’s interest. 

4. Leverage SEO techniques

Organic search isn’t dead – and it’s not limited to Google. Each unique platform has its own SEO magic that allows you to plug in keywords you want to rank for. 

Learn and leverage SEO techniques for better discoverability by optimizing show notes with relevant keywords and linking to previous episodes and guest websites where appropriate.

Taking the same example from above, look what happens if I look for “anxiety podcast” on Google:

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Several options show up, one of which is The Anxiety Coaches Podcast. This is great for this coach since listeners may find their group coaching programs!

5. Cross-promotion with other podcasts

Cross-promotion with other similar podcasts can also be beneficial – this could involve interviewing each other or simply giving shout-outs during episodes.

Look at podcast directories to find other coaches who have a podcast – you can even pitch yourself to appear as a guest on their show!

To grow a successful podcast, you must have a strategic approach backed by consistent efforts and patience. Take all these concepts and put them into a podcast marketing plan.

So, now that you have the basics of creating a podcast promotion strategy, let’s dive into the nitty-gritty of the best ways to promote a podcast on each unique platform. 

How to Promote a Podcast on Instagram

Instagram is the preferred platform for social media users ages 16-34, and 85% of users are under the age of 45. If your listener persona is within that age range, this is a good place to start.

1. Optimize your bio

Optimize your Instagram bio to share about your new podcast. This is where you can hook potential listeners. 

Craft a compelling bio that communicates the topics your podcast covers, and remember to include the link.

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2. Keep your feed updated

Regularly post content related to your podcast episodes. 

It’s not just about announcing new episodes; think of behind-the-scenes snaps or quote graphics from past shows.

3. Leverage various post types

Use Instagram Stories and Reels often. They’re great for engaging with followers and promoting new episodes. Consider creating story highlights for each episode, too.

Note: Don’t forget hashtags.

Hashtags are essential on Instagram as they help users discover new content – including podcasts. Use relevant ones like #podcastersofinstagram or create unique ones for your show.

4. Create engaging content about your episodes

Most new podcasters have one question: how to share a podcast on Instagram effectively with short-form content. Remember that old saying “Show, don’t tell”? That applies here, too.

Instead of simply telling people about an upcoming episode:

  • Show them a sneak peek via short video clips
  • Share quotes from the interviewee
  • Post photos of behind-the-scenes action

All these methods let you engage more deeply with listeners and keep them excited about upcoming content.

Also, use best practices for creating trending Reels:

  • Research trending audios
  • Choose one with fewer than 5,000 current Reels – this means there is a greater potential for longevity
  • If Reels are daunting for you – use templates!
  • Go for value-based content that keeps potential listeners on your Reel longer, inspires them to share, or save

These best practices will increase your chances of your podcast going viral on Instagram.

5. Use Instagram Live to connect with potential listeners

Never downplay the impact of real-time interaction. You can foster a deeper bond with your listeners by going live on Instagram as you record. 

This provides a perfect chance to answer their questions, offer more insights about episodes, and interact directly with them.

How to Promote a Podcast on Facebook

Facebook isn’t dead. You heard it here! 

In fact, Facebook has nearly 3 billion monthly active users as of 2023, which is an increase over 2022. But keep in mind that it’s not really a platform for Gen Z listener personas, but those with an age range between 35-44.

So, where to start? 

Make sure you have a Facebook page dedicated solely to your podcast. Having a specific location where listeners can find everything related to your show helps keep them engaged and informed.

Now, here’s what else you can do:

Paid advertising options

One thing I love about Facebook is the paid advertising options. While organic growth and going viral on Facebook is great, if you’re willing to invest to grow your podcast, targeted advertising is a great way to do so much more quickly.

To boost your show’s visibility, let’s talk about paid advertising options on Facebook – known as Meta now.

There are six current ad campaign types for Meta ads, which run on both Facebook and Instagram. 

  • Awareness
  • Traffic
  • Engagement
  • Leads
  • App promotion
  • Sales

For podcast promotion, top podcast advertising experts recommend to focus on one (or all) of the following two:

  • Traffic: Ad type that will drive traffic to a specific podcast episode, your podcast page on Spotify, or anywhere you want to direct them.
  • Awareness: This will put your content in front of a target audience who you think may be interested in listening to your podcast.

Leverage Facebook groups related to your topic

Another clever way to promote your podcast is by joining and participating in Facebook groups related to your topic. You can share valuable insights and casually mention your podcast when it’s relevant. 

Come from a place of service, value, and answering questions, and you’ll find dedicated listeners who will hopefully turn into clients someday. Remember, this is a long-game strategy!

If you’re feeling more ambitious, consider creating your own Facebook group for podcast listeners only. 

This builds community and encourages engagement as members discuss episodes or ask questions about the content.

How to Promote a Podcast on TikTok

TikTok, the trendy app loved by Gen Z and millennials alike, can be an unexpected goldmine for promoting your coaching podcast. 

The first step is to make sure you have a TikTok business account. This lets you access analytics and ad tools that will help you get more listeners.

Then, you can start applying these tactics:

1. Create snappy teasers

A 15-second clip might not seem long enough to grab someone’s attention but remember, we’re living in an era of instant gratification. Take advantage of this. This is what goes viral.

Create short clips from your podcasts – think punchy quotes or exciting moments – to entice new listeners.

2. Leverage hashtags wisely

TikTok lives and breathes hashtags – much more than other platforms do. 

Use relevant hashtags with every post; just make sure they’re aligned with what potential listeners may search for. 

A good example is #PodcastRecommendations.

3. Use the power of collaboration

Work together with influencers who resonate with your target audience. 

Remember that smaller creators often have a highly engaged audience who trust their recommendations. Collaborations can be as simple as shout-outs, guest appearances, or even duets.

4. Run ads on TikTok, too

Just like Meta, you can run ads on TikTok. In fact, their potential ad reach is 885 million

Yes, investing in TikTok ads can be costly, but it’s a powerful tool to tap into new audiences if you think your ideal listener is hanging out there.

How to Promote a Podcast on Twitter

Twitter is a great way to get engagement surrounding your podcast and capitalize on some quote-worthy snippets.

The basics of tweeting your podcast

Let’s start with creating engaging tweets. Keep them short and sweet – that’s the magic of Twitter.

You’ll want to include relevant hashtags in your tweet. For example, if you’re discussing entrepreneurship for women on your podcast episode, use #entrepreneurship, #bossbabe, or #femmepreneur.

A tool like Hashtagify can help find trending tags in real time, so you stay current and relatable with what people are talking about.

Then, pin your most recent or popular episode to the top of your page. 

This way, new visitors will have the creme de la creme of your content front and center. Lead them to your show page, and let them binge away!

How to Promote a Podcast on Spotify

Okay, while most of this is dedicated to social media, we don’t want to forget the podcast directories.

While Apple Podcasts is still the top, Spotify is not just for music anymore and is a close second. So, how do you leverage it? 

It starts with actually getting it listed there. You’ll need an RSS feed from your hosting provider. Once you have that, head over to Spotify’s dedicated site for podcasters, sign up, and follow the prompts.

Then what, you ask? Let’s dive into it.

1. Optimize your podcast description

Your description needs to be catchy but also keyword-rich because, yes, SEO matters even here. Consider what potential listeners might search for for content like yours.

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2. Create engaging episode titles and descriptions

This is crucial. Each episode title should entice prospective listeners while accurately representing the show’s content. Again, think of keywords.

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Additionally, make sure each episode has a compelling summary. This isn’t just about teasing content; consider this another chance to use those valuable keywords.

3. Leverage the power of playlists

You’ve seen them for songs, but did you know playlists can work magic with podcasts, too? 

By creating themed playlists featuring episodes from your own (and other’s) shows around specific topics or themes can draw more interest.

For example, this public playlist has episodes Mel Robbins has been featured on. It mixes episodes from her popular podcast as well as others. You could create personal development or fitness tip podcast playlists (whatever relates to your niche). Simply mix in highly popular podcasts with your own to get in on those searches! 

image 17

Tips for effective playlist creation:

  • Name your playlist something descriptive yet intriguing – remember, people may find these through searches as well.
  • Incorporate other popular relevant podcasts besides yours – being generous could help you gain more exposure.
  • Keep updating and sharing your playlists on social media platforms for maximum reach.

4. Get involved with Spotify’s podcasting community

Finally, become active in Spotify’s podcasting community. This can help increase visibility, provide valuable insights from other podcast creators, and even open collaboration doors.

How to Promote a Podcast on YouTube

Promoting your podcast on YouTube is like hosting an interactive listening party. It’s not just about hitting ‘upload’ and hoping for the best; it involves some strategies.

1. Create YouTube video versions of your podcast episodes

The first step you need to take? Transforming your audio files into video formats. 

You don’t necessarily need fancy visuals or animations, but a static image related to your episode theme will do. If you are open to recording, simply record your interviews on Zoom and upload that video file so listeners can see both you and your guest and engage visually. suggests using captivating thumbnails with each episode title clearly visible. This approach can pique curiosity among potential listeners browsing through YouTube videos.

2. Don’t forget about SEO

YouTube isn’t only about videos; it’s the second-largest search engine globally, right behind Google. 

So make sure that when people search for content relevant to yours, they find you easily by optimizing titles, descriptions, and tags with keywords pertinent to each episode’s content.

3. Create engaging show notes

Show notes act as an outline or summary of what listeners should expect from an episode. They provide value-added details such as timestamps for different topics discussed within an episode and links mentioned during discussions.

4. Use calls to action

Asking viewers to like, share, comment, or subscribe is a great way of encouraging engagement. 

The more people engage with your content, the higher YouTube’s algorithm ranks it.

How to Grow Your Podcast Audience Organically with Google

How to get more podcast listeners isn’t always about ads or social media. If you’re an online coach looking to expand your podcast audience, leveraging the power of Google can be an excellent strategy. 

Think about it. How many ideal clients Google podcasts to help them solve their problems? A ton! 

It’s all about finding and using the right keywords in your content that potential listeners are searching for. 

1. Start with keyword research

That said, your first and most important step is to conduct keyword research. 

This involves identifying words and phrases related to your coaching niche that people often search for on Google. Tools like Google Keyword Planner or Ahrefs’ Keywords Explorer can help you discover these valuable terms.

2. Create SEO-friendly content

The next step is creating engaging, informative content around these keywords. 

So, you can create an SEO-optimized blog post with show notes and a brief overview of what you talk about in the podcast to lead them to listen to the show. 

3. Optimize your website and podcast descriptions

In addition to incorporating keywords into your written content, make sure they also appear in strategic places on your website – such as page titles, meta descriptions, headers, etc., which helps boost visibility on search engine results pages (SERPs). 

Likewise, include these terms within podcast episode descriptions when publishing them online.


Please remember that while it’s important to use relevant keywords throughout your site and content, avoid ‘keyword stuffing.’ This refers to overusing specific words or phrases repetitively, which may lead to penalization by Google’s algorithm due to its spammy nature!

4. Promote your podcast episode blog

The final step is promoting your content. Share links to your podcast and related blog posts on social media posts, in newsletters, or within online communities where potential listeners might hang out.

By following these steps, you’ll increase the likelihood of appearing in Google search results when someone looks up topics relevant to your coaching niche – leading more people directly toward discovering and tuning into your podcast!

Growing a Podcast Can Be Easy with the Right Tools and Podcast Marketing Strategies in Place

There’s no one best way to promote a podcast. You have to experiment and figure out what works for you and what your target listener engages with.

What I know for sure is that your voice deserves to be heard

With these strategies at hand, you have (almost) everything you need to make your podcast echo across the web. You know exactly how to grow your podcast using cross-promotion, podcast directories, and, most importantly, social media! 

Need help streamlining the admin side of your coaching business so you can focus on how to market a podcast? With Paperbell, running a coaching business online has never been easier! Try it for yourself by claiming your free account.

how to promote a podcast

By Charlene Boutin
Charlene is an email marketing and content strategy coach for small business owners and freelancers. Over the past 5 years, she has helped and coached 50+ small business owners to increase their traffic with blog content and grow their email subscribers.
December 15, 2023

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