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  • Expand your Marketing and Outreach

What can you do to help promote your nonprofit’s podcast?

Your organization’s podcast is one of tens of thousands out there. Make sure you make decisions that will help your podcast stand out amidst the crowd.

According to Buzzsprout nearly one third of all Americans listen to podcasts. The growth of podcasts over the last two decades has seen a saturation into the market. Whether you are new to the podcasting scene or you have been in the game for some time, it’s hard to stand out and find your following.

The following are five tips to help your people find your podcast.

1. Apply for in-App promotion

The Apple Podcasts app has a browse page that highlights about 20 podcasts. You can find even more than that once you select ‘see all.’ There is also a section on this tab labeled New & Noteworthy.

New and noteworthy section of Apple’s Podcast app showing a row of show tiles with images

Apple’s Podcast app features New & Noteworthy content. Being featured can certainly boost awareness of your podcast. Did you know there is way to try and get your podcast featured?

Did you know there is a way to try and get your podcast featured in Apple’s highlights?

You can apply for promotion in Apple Podcasts.

Keep in mind:

  1. Applications must be submitted with minimum 2 weeks until date of requested promotion
  2. You can submit as many applications as you choose but you must wait about 2 months between between each request
  3. When applying you are not requesting promotion for your podcasters or your organization. You are requesting promotion for the content of the podcast

2. Use the description to increase engagement and traffic

The description section of your podcast is not just to let listeners know what the podcast episode is about. It’s also a place to promote your organization, brand, website, and social media pages.

At the end of your description, make sure to insert links to your associated websites, social pages, mailing list sign up, or other calls to increase engagement.

Marketing Mentor podcast profile that includes links in description to subscribe to the podcast and email list

Include calls to action and links in the description of every episode. In this example they provide a link to “Subscribe on Apple Podcasts” and to sign up to their newsletter.

3. Don’t be afraid to ask listeners for help

Your podcast can only grow so much on its own. Don’t be afraid to ask for help from your listeners. As you build your base, take a minute or less in the beginning or end of your podcast to call your listeners to action. Ask them to support you in a couple of ways:

  • rate your podcast 5 stars- this builds credibility and visibility within podcast listening apps
  • leave a review- ask your listeners if they love your podcast to tell you why
  • tell a friend- never underestimate the power of word of mouth marketing, ask your listeners to share your podcast with friends or followers

4. Build rapport with your listeners

Everyone was taught to say please and thank you as they were growing up. Don’t forget this important piece of advice when it comes to building your podcast presence and listener base. You can thank your listeners at large, acknowledging that the podcast would not be possible without them. Or, if your calls to action have reaped rewards, thank those supporters. You can thank listeners who have left reviews by name or share the review they left on social media. This builds credibility and makes sure your listeners know that you see, appreciate, and respect them.

5. Plan ahead

We live in an instant gratification world. From same day shipping to binge watching our favorite tv shows, we want what we want, when we want it. The same is true for podcasts. It is important to make sure you don’t lose new listeners because they don’t have enough content to listen to. It’s good practice to plan to release 2-3 episodes at the start of your podcast series and/or season. This way listeners are roped in and can really get a feel for what you deliver.

A little outreach effort and thinking can make a big difference

There are thousands of thousands of podcasts available across tens of hundreds of apps and websites. Make sure you make decisions that will help your podcast stand out amidst the crowd.

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