Get a strong social media and media relations game to thrive.

So you’ve interviewed guests, cut audio, chosen snazzy intro/outro music and have fantastic cover art for your podcast. You publish and put it into the world.

Now, the hard work is just starting.

Promoting a podcast is like promoting any other product. You need a strong social media game, tight partnerships and even a media relations strategy.

David Quiñones, SVP of editorial and content at RockOrange, broke down how to get the word out about your podcast during Ragan and PR Daily’s Social Media Conference.

Here are his expert tips for getting listeners.

Social media strategy

• Campaign calendar integration: You don’t have to create a totally new calendar here. Fold it into what you’re already doing and make it part of the bigger picture.
• Pull video clips: If you film the podcast taping (and you should!), cut out short clips that you can share on social media. Quiñones recommends a tool called Riverside, which uses AI to identify and cut short clips from your podcast that you can then share. Make sure you pay attention to the orientation needed for various social platforms: horizontal, vertical or square.
• Share media with guests: Leverage your guests to promote the show. This is a great way to achieve growth.

PR strategy

• Use existing resources: If you have email lists, customer lists, social channels, go ahead and use these. Again, don’t start from scratch.
• Pitch the media: If you have a great angle, don’t be afraid to reach out to traditional media and earn that coverage. If what you’re talking about is interesting, you might be able to earn yourself some coverage.
• Booking reciprocity: Offer to host someone on your show if they’ll also feature you on theirs.
• Ad exchanges: Same idea: We’ll read an ad for your show if you do the same for us.

If you follow these steps, you might be surprised at how quickly you can build a strong audience.

“Of all the social media channels that I can think of, (podcasts are) the most organic, peer-to-peer when it comes to achieving virality and actually getting a strong listenership,” Quiñones said.

Watch the full presentation below.

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