You’ve already tackled brainstorming, recording, and producing your webinar or podcast.
There’s only one thing left to do: promotion.
If you’re low on ideas, you’re in the right place. We’re sharing ten proven ways you can promote your podcast or webinar to boost listenership and viewership.
The tips range from low to high effort, so pick a few, try ‘em out, and get to marketing your webinar or podcast!
Sections
1. Dedicate a landing page on your website
Effort: High
If you haven’t already done so, we highly recommend adding a dedicated landing page on your website for your webinar content or podcast episodes. Include a quick introduction that gives people a rough idea of the topics you cover in your show or webinar, and include a feed of the latest webinars, episodes, and related blog posts.
And of course, tell people where they can register or subscribe!
2. Email everybody
Effort: Medium
Any time you have an upcoming webinar, email your subscribers and previous attendees to let them know. Make sure to email them with webinar reminders and post-webinar recaps, too. The same advice applies for podcasts. Email people whenever a new episode is up, and include a recap of your latest episode in your monthly newsletter.
3. Share, share, and share again
Effort: Medium
Promote upcoming webinars on all your social channels to boost registrations. When you’re live, let people know by posting on your Instagram Stories.
Make your social posts stand out with a headliner video. Even if you don’t have a video element to your podcast, you can add animations to your audio to get people interested and intrigued. Here’s an example we made for one of our clients:
Pro Tip: You can still use these same headliner videos after your webinar ends. Post them on social, add them to your YouTube channel, and feature them throughout your website to generate future registrations and subscribers.
4. Dip into your advertising budget
Effort: Medium
Here’s the great thing about buying social media or PPC ads for webinars or podcasts. Since your podcast covers a very specific topic, you can limit your targeting to super long-tail keywords. Translation: you don’t need a huge budget to see some results.
You can also pay for sponsored placements on different podcast platforms.
5. Reward people for engaging
Effort: Medium
Everybody loves a freebie. Give away a digital download to everyone who attends your webinar. It could be a whitepaper, product discount, or even a Zoom background.
Raise the stakes with bigger rewards. Promote a giveaway on social media where anyone who attends your webinar or reviews your podcast is entered to win some of your most sought-after swag.
6. Add a banner to your website
Effort: Easy
Promote your podcast or webinar with a banner or pop-up on your website. You can promote the latest episode, or simply use the space to inform people you have some extra cool content worth listening to.
7. Add a link to your email signature
Effort: Easy
You email people all day, right? Take the opportunity to let them know you have a podcast or webinar! Add a link to your signature line inviting people to subscribe or register. This can help boost webinar registrations and grow your podcast subscribers.
8. Help people help you
Effort: Medium
Do you invite guests and subject matter experts to speak on your webinar or podcast? Even if you don’t, but you have more than one host, this tip’s worth a try.
For each episode or webinar, prepare a one-pager of promotion ideas to share with hosts, interviewees, and guests. Include pull quotes (bonus points if it’s something awesome they said), multiple image files of your podcast art in various formats for different social channels, links to your headliner videos, and prewritten posts for social media. When all people have to do is copy and paste, it’s a lot easier for them to promote your content!
9. Repurpose your transcript as a blog post
Effort: Easy
There are several apps out there that create transcriptions, so run the audio for your webinar or podcast through them. (If you create a Headliner video, the app will automatically generate a transcript for you as part of the process.)
Once you have the transcript, throw that onto your website as a new blog article. You can leave it as a plain transcript for people who prefer to read along, or you can massage it a little to make it read more like a true blog post. Either way, it will help with SEO.
Here’s an example of a recent transcript-turned-blog-post we made for our podcast. (By the way, you can subscribe here. Our first season is all about starting a successful eCommerce business in less than 30 day.)
10. Turn listeners into referrers
Effort: Easy
Finally, don’t forget to ask your current webinar attendees and podcast subscribers to help you grow your audience. These people are already loving what you’re doing and getting great value from your content. There’s likely people in their lives who would enjoy it, too. So, ask them to share and review.
