20 Podcast Promotion Tips by Fiona Livingston

Reading… writing… listening! Hey, if “seeing is believing,” why doesn’t the same go for tasting and feeling and smelling — and hearing too?

When’s the last time you tuned into your fave radio show? Same as radio shows, podcasts are story readings, performances, interviews, and monologues. Radio shows are often repackaged into podcasts that allow you to dictate when to tune in.

When my first novel, “Flamenco & the Sitting Cat,” is edited (and then its sequel, “Tango & the Sitting Cat”), I’ll podcast them to create a buzz for when it’s published. Here’s an experimental podcast episode I produced borrowing a friend’s short story. A video version of it is on Youtube as well.

Creatives who want to control their work and keep 100% of their profits must become their own promoters. Podcasts are one way to get the word out. First, though, people need to know you have a podcast.

Here to give us 20 ways to do that is London-based Fiona Livingston. She blogs about marketing and podcasting on Medium, and produces The Culture Bar, an  arts and culture-related podcast…

Blogger/podcaster Fiona Livingston is a content and digital marketing specialist.

“20 Podcast Promotion Tips,” by Fiona Livingston

You’ve poured your heart and soul into creating and recording your podcast series on a subject you are knowledgeable about. Now you need to get your podcast in front of audiences who are as passionate about the subject as you are.

But how do you get your podcast in front of listeners when there are 850,000 active podcasts out there in the world? 

This article covers the best, easiest, and most effective podcast promotion ideas to help you build your audience and market your podcast.

Fiona's illustration of "eau de marketing" trends makes me smile.
Fiona’s illustration of “eau de marketing” trends makes me smile.

First, let’s make sure you have some key podcast staples under your belt before you start promoting your podcast:

  1. Podcast cover artwork. My top advice for creating cover artwork is to be clear. Once uploaded onto your podcast distributor, the size of your artwork will reduce a lot, so you want something bold, simple, and eye-catching. You can create your artwork by using templates on Canva, or if you have a mac you can use Keynote which is a very powerful design tool. Here are some great cover artwork examples to inspire you.
  2. Episode titles. The way you title your episodes has a big impact on your total download numbers. My main tips for you are to NOT use a naming system such as ‘Episode 4’ or ‘XYZ Podcast: Episode 4’. You need to let your audiences know at a glance what the topic is so, your title should be as descriptive as possible.
  3. Record 3-5 podcasts before your launch/start of your next season. This will ensure you have a regular schedule of events planned out and also gives you time to record future episodes. Make sure you have a launch schedule in place. For example, in the first week, you can release 2 or 3 podcasts to keep audiences hooked.
  4. Create a dedicated podcast website. This can either be a section on an existing website or you can create a podcast website for free using providers such as WordPress, Wix, or Squarespace. These sites give you a valuable presence on search engines and act as a home for your podcast so audiences can find out more about you. This also gives you further opportunities to supplement your podcast with more content to show your expertise and passion. 

Ok so now you have a great podcast recorded, fantastic eye-catching cover artwork, and launched a dedicated website. Let’s start promoting your series with these top tips (this list focusses on free marketing actions):

Fiona produces an arts and culture podcast.
Fiona produces an arts and culture podcast.
  1. Add your podcast to a distribution platform. Upload your podcast MP3 file to distribution sites such as Podbean (free and priced programmes) and Anchor (free) and they will automatically send your podcast episodes to a variety of podcast sites such as Apple Podcasts, Spotify, Google Podcasts, and Amazon Alexa. Apple podcasts capture 32% of podcast listeners and downloads so your podcast must appear here.
  2. Meta-tag your podcast. On your chosen distributor and website, make sure you complete the meta-tagging options. This is the place to add keywords relating to your podcast, so it shows up in search results and makes you discoverable.
  3. Create a promotional trailer. This helps audiences understand what your podcast series is about, and you can embed this on your website and social media channels. Find tips on how to make a trailer here.
  4. Add show notes and include hyperlinks for each podcast episode. It is good practice to give a short summary and overview of what is included in your podcast episode. This is also a great place to add links to your guest/s or any resources that you mention in the episode.
  5. Leverage guest audiences. Make it easy for guests to share your podcast by creating audio snippets, quote cards, or prewritten tweets for them so they can easily use these on their social media channels.
  6. Create podcast artwork for each episode. Using your main cover artwork template, adapt it to show the title of each episode, and change the imagery to give each episode an identity and theme.
  7. Create a dedicated podcast social media channel. Set up a Twitter, Facebook, LinkedIn, or Instagram profile to promote your podcast.
  8. Create quote cards in Canva or Pablo. Select attention-grabbing quotes from each episode. This gives listeners great insight into what’s to come.
  9. Share rich media. Create extra content such as soundbites, audiograms (using tools such as GetAudiogram), behind-the-scenes photos, or teaser video clips to build excitement about your episode. Also, Twitter has an embed feature using Soundcloud so you can play the audio directly from a Twitter stream.
  10. Tease the episode 24 hours ahead of time e.g. 3x on Twitter and 2x to Facebook/Instagram. Talk about behind-the-scenes content in Instagram Stories.
  11. Create an audio-video to share on YouTube. If you use a provider such as Podbean they will automatically create a video for you and send it to your YouTube page. YouTube is a huge search engine for content and should be included in marketing your podcast. Or you can create a video using a tool such as Screenflow (free trial period) and use free video clip assets from Pexels.
  12. Audio transcription. To ensure your podcast is accessible and aid SEO discovery, you can create an audio transcription and add it to your podcast website. You can use audio transcription tools such as Otter.ai (free for up to 40 minutes, otherwise it’s $9.99 per month) to help you do this.
  13. Include your podcast in your e-newsletter. You can easily create your own e-newsletter using email service provider such as Mailchimp, Flodesk or Campaign Monitor to manage your subscribers and send them notifications about your latest podcast. Mailchimp and Flodesk have free basic tiers, and Campaign Monitor starts at $9/month. 
  1. Publish podcast-themed blog content on your website. A useful way to keep your website content fresh and to also include extra in-depth content on your podcast theme.
  2. Be a guest on other people’s podcasts. A great way for you to showcase your knowledge and build awareness of your podcast.
Photo of blogger/podcaster Fiona Livingston.
Photo of blogger/podcaster Fiona Livingston.

Here is a list of other important Podcatcher sites your podcast should feature on to generate greater visibility:

  1. Overcast
  2. Stitcher
  3. Podcast Addict
  4. Podcast subreddit
  5. PodcastLand
  6. TuneIn
  7. Bello Collective
  8. Deezer (great for French/EU audiences)
  9. Podcast Listen notes

Got a podcast or want to start one?

Transgender Rights, Coyotes, Girl Scouts, and Gaslighting: with Videos

I was in the middle of working out some particularly knotty bits of writing my novels when sweet K-D doggie dropped a ball at my feet. Her message was loud and clear: it was time for a walk. A couple of blocks into our stroll, we encountered this hand-drawn sign stapled to a phone pole. Note the adorable drawings of “doggos” and “cats,” the encouragement to educate oneself under the attention-grabbing “Coyotes are Dangerous!” headline.

Photo of neighborhood poster by local Girl Scouts.
This is the adorable of neighborhood poster I encountered while walking my doggie, hand made by neighborly Girl Scouts.

The coyotes and humans of Los Angeles County make for troubled neighbors. On the one hand, coyotes were here first. The burgeoning number of humans has put a strain on the families of our four-legged population. On the other hand, the more desperate coyotes get for food and shelter, the bolder they become about snacking on small family pets. To their credit, they also munch on vermin such as rats and mice that spread nasty germs and dine on backyard gardens.

Intrigued, I tore a paper tag from the sign, which noted the sign makers’ website. As soon as I got back to my desktop computer, I looked up the “Coyote Crew.” According to their site, they’re on “a mission to safely and peacefully get coyotes out of your neighborhood.”

As it turns out, they’re Girl Scouts! First Lady Eleanor Roosevelt thought Girl Scouts were great. A video on Youtube from around 1937 shows her with an encampment of girls from all over the world. In her speech, she relays a greeting from her husband and urges them to “grasp every good time you can.”

Of course, I had to invite the Coyote Crew to introduce themselves here at Happiness Between Tails. That led me to research the Girl Scouts, given that I knew practically nothing about the organization.

When I was a kid, other than a bit of high school team swimming and water polo, I didn’t join groups because my family didn’t have much money. Also, contrary to a relative who’s forever tried to gaslight me, we moved around a lot. By the time I left home at eighteen, I’d lived in fifteen apartments and attended ten schools.

What I learned about the Girl Scouts is impressive! They’ve been around since 1912 and have been lauded by everyone, including President Barack Obama.

Moreover,  they’ve repeatedly fended off groups that don’t want transgender girls to join. In one case, when a Bigoted Deep Pockets mailed them a check for $100,000 with the stipulation that they not help anyone who is transgender, the Girl Scouts mailed it back to them! Better yet, they collected $250,000 from people who were overjoyed by their intregrity!

Here’s a list of links for an array of girl-positive vintage Girl Scouts TV ads. Isn’t this 2002 ad below just the very best?! It highlights how little girls, cute ones included, have brains that should be nurtured, particularly by their fathers…

The organization is big into teaching self-reliance and smarts, including when it comes to money. Their cookie selling is epic. Their aptly titled “The Cookies Are Here” commercial from 1976 is smart and funny. The way all kinds of people stash them in all sorts of unexpected places makes me want to run out and buy some…

Now, here are Ava and Jamie, the two Girl Scouts behind the sign my dog and I saw on that telephone pole, to tell us about their coyote awareness project project. They’ve put together a great website where they can emailed from…

The Coyote Crew's website photo.
Here’s a picture of a page on The Coyote Crew’s website.

 

“A Silver Award Project (But Socially Distanced)” By Jamie & Ava, members of The Girl Scouts and of The Coyote Crew

Hi, we’re The Coyote Crew, Bronze award and 500/1200 club Girl Scouts who have always fought for animal rights and against animal cruelty. Our journey with animal rights started when people close to us had their cats killed by a coyote, and we have been searching for ways to protect our neighborhood pets from coyotes ever since. About a year ago, we were faced with the challenge of coming up with a project to do for our Girl Scout Silver Award, and so the Coyote Crew was created! Our mission is to help inform people about the dangers of coyotes, and the fact that the coyotes need to be protected as well as our pets. It is our job as humans to keep our animals safe and keep ourselves safe from wildlife, while respecting the boundaries of wild animals, especially those who live around neighborhoods. This project will tell you a little bit about coyotes, how to keep your pets safe from them, why harming coyotes is a bad idea, and expose you to the personal lives of people living with coyotes practically next door to them through interviews.

Meet the Crew

Hi I’m Jamie. I have always loved animals, and after doing a research project on animal testing in fifth grade, I became passionate about animal rights. I joined PETA, and several other animal rights foundations and organizations and began buying cruelty free products. My extensive research on animal rights never touched the topic of coyotes, and although coyotes continued to be a negative thing in my life, I always thought that they deserved more than what humans give to them. Depleting their food source and taking over their land, making them skinny and hungry and unable to live without eating our pets. So I helped start The Coyote Crew. Of course, I have never particularly liked coyotes- my next door neighbor had his cat, Jazz, killed by one, and my dad had to clean up the cat’s dead body in their front lawn. Nobody liked that experience in the slightest, obviously. Jazz was an awesome cat, and we all miss him, but he is only gone because the coytes didn’t have any other options or land to hunt on. And what I hope to do is to make sure that coyotes don’t have a chance to eat the pets, and that humans don’t have intentions to hurt coyotes.

Hi I’m Ava. I have always been scared of coyotes coming into my neighborhood. Some of my firsthand experience includes having coyotes visit my neighborhood, and even being only feet away from one as a small child. Ever since I was a little kid I cared for animals and their rights. One of the main topics I wanted Coyote Crew to cover was that while we should take action to get coyotes out of our neighborhoods, we should not harm the coyotes in the process. Another point is that not only should we strive for our neighborhoods to be free of coyotes but to learn and educate others on why coyotes come to neighborhoods in the first place. Most times when there is a conflict between the two, it is misunderstood on what is really happening on either side. Hopefully in my future I will continue on this journey of learning and educating about animals as it is a topic that cannot be explained in simple words.

The Coyote Crew as a whole has always been about peace between animals and humans. Our goal is to keep coyotes peacefully and safely out of your neighborhood. That however, is only one of our motives for doing this project. Our second one is that we are Girl Scouts with the determination to achieve our Silver Award. If you are unaware of what that is, it is a project most Girl Scouts go through; the qualifications for it require 50 hours of work towards the project, it has to contribute to the community, and you have to work with the community itself. So far we have completed 50+ hours of work and presented to five classes about our project. We have also hung up posters and even started a website.

Now doing this during a literal Pandemic has been no easy feat. Whether it was the fear of contracting the virus itself or the struggle of actually getting the project planned and finished, there were complications. We would say that about 95% of the project was online or digital. We haven’t met up for any of this project.

It sounds crazy to say, but all of our meetings were either on Zoom or facetime. The Pandemic added extra stress about our working with the community, because we haven’t been able to really work with the community as of late. Luckily, we had an opportunity to present to a few classes and interview community members with experience over Zoom. And to make our project sustainable, we thought the internet is one of the few things that will stay for…well a long time to say the least. What better way to do so than to make a website?

Check out our website and email us from there if you are interested in protecting yourself and your pets, and email us with any coyote related questions! Our website explains simply how to keep your boundaries with coyotes and how to keep yourself and your pets safe. There is also a link to a podcast we spoke in (coming soon), an interview with a cat fosterer who has a lot of experience on coyotes, and pages where you can email us and have your own experience with coyotes put up, including an encounters page, a Q&A, and “a design your own flier” (to put up in your neighborhood warning about coyotes.) We hope you use the information in the website and put it to good use, as well as interacting with it. We don’t have many supporters now, but we do hope to in the future!

Thank you so much for reading our article, it means the world to us! We are so grateful to have been invited to post on this site. We never thought we would get as far as to be sought out to speak about something we care about so much, and we appreciate every ounce of support!

The Coyote Crew

Growing up, were you a member of any youth groups? How many homes did you live in and how many schools did you attend? And remember, the best way to combat gaslighting is to speak your truth…

COVID, Friendship, Writing, and Books: We’re better

It’s official — as of yesterday, I can smell the cinnamon in my oatmeal and taste hot chocolate — hurrah! Smelling flowers is uplifting — but no longer worrying that I could be snuffed out by toxic air or spoiled food? — mega-hallelujah!

Senses, mwah and mwah! Please don’t ever leave me again! Here’s to hoping that a benefit of COVID will be more research spent to help all who have limited abilities to smell or taste…

Illness is dreadful, but now that I’m securely on the other end of it, I see it provided me some upsides. For one thing, it’s reminded me how beyond-lottery-winner-fortunate I’ve always been in regards to wonderful friends — and that includes you, dear reader. Most strangers are merely people we haven’t yet had the opportunity to become friends with, no?

Besides appreciating the kindness of pals and soon-pals, I wish I could say I completed extensive writing on my “Flamenco & the Sitting Cat” and “Tango & the Sitting Cat” novels, but my writing energy was nowhere to be found.

However, sitting and lying about  enabled me to do some reading. Without revealing plot points, here are my reviews of four books I’ve just finished. When I review books I appreciate, I notify the authors. Occasionally they email me back 🙂

Cover of "Earthlings" by Sayaka Murata

Earthlings: A Novel by Sayaka Murata

Pardon the gray matter, but my brain just exploded. This book is like nothing I’ve ever read before — and I read a lot of books and genres.

Picture Sayaka Murata’s earlier book, “Convenience Store Woman,” as a string of firecrackers that cleverly illuminates how soul-sucking capitalism can be. “Earthlings” is akin to the atomic bombings of Hiroshima and Nagasaki, when 80,000 people vanished in the blink of an eye and 200,000 mostly civilians perished.

Equal parts sci-fi, reality, magical realism, comedy, horror, satire, and gore, she says this is her other-worldly response to a Japanese health minister’s announcement. In 2007, he said, “The number of women aged between 15 and 50 is fixed. Because the number of birth-giving machines and devices is fixed, all we can do is ask them to do their best per head … although it may not be so appropriate to call them machines.”

Granted, there are beaucoup reasons “Earthlings” isn’t for everyone — but I have no time for those who’re simply offended that the story isn’t as cutesy as the iconically Japanese cover. The same goes for reviewers who lament the dearth of “likable” characters. For Murata, no one is all-good or all-bad, and no gender or age has it easy. Surely when Murata named an essential character “Yuu,” she knew the meaning of “you” in English.

Cover of "Friendshipping: The Art of Finding Friends, Being Friends, and Keeping Friends" by Jenn Bane and Trin Garritano

Friendshipping: The Art of Finding Friends, Being Friends, and Keeping Friends by Jenn Bane and Trin Garritano

This is a wise and chatty culmination of what the authors learned as co-hosts of their “Friendshipping” podcast. Their mantra: “Friendship is a skill.” Indeed, it’s one that merits continual honing, for which they offer great suggestions.

Cover of "The Listening Path: the Creative Art of Attention" by Julia Cameron

The Listening Path: the Creative Art of Attention by Julia Cameron

Julia Cameron’s 12-week manual, “The Artist’s Way: a Spiritual Path to Higher Creativity,” is ultra groundbreaking to creatives of any ilk. Each non-fiction book Cameron has published since then reiterates much of her original teachings — but for me, the repetition often works. This newest text is a 6-week DIY course that emphasizes the value of listening to each other, our environment, and ourselves.

Cover of "The 90-Day Novel" by Alan Watt

The 90-Day Novel: Unlock the Story Within by Alan Watt

Good chance Julia Cameron fans will enjoy this, given that there are a few similarities. If Cameron doesn’t resonate, you still may find this bread-crumbs/inside-to-out writing approach useful.

Are you reading or writing lately?