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I’m going to say something and you might not agree with me, but in my experience this is the truth: marketing a podcast is harder than having a podcast. Finding the right people that should be listening to your podcast and reminding them every week to listen to your podcast is actually harder than making the podcast itself and that’s not easy.

In this episode we’re going to talk about why your podcast marketing isn’t working, what you can do to improve and how we can make small changes to start rebuilding our listener base and engaging with our existing audience. 

The #1 Reason Podcast Marketing Fails

Most podcasters assume that simply promoting their latest episode is enough to attract listeners. It’s not. Just announcing, “New episode out now!” isn’t marketing—it’s maintenance. Your audience needs a reason to listen.

A poll I ran with 100 podcasters on Threads showed that about 80% would spend $1,000 on podcast advertising. But when I asked how they’d use it, no one had a clear strategy. That’s because most podcast marketing isn’t strategic—it’s just throwing content out there and hoping for the best.

So, let’s get strategic.

Marketing at the Wrong Time and Place

If you rely on short-form clips on TikTok or Instagram Reels to convert followers into listeners, you’re going to have a long row to hoe. Why? Because when people are scrolling TikTok, they’re not looking to switch to a 45-minute podcast episode. They might save it for later, but let’s be honest—how often do you go back and check your saved videos?

What Works Instead?

• Use TikTok and Instagram for brand awareness, not direct conversion.
• Leverage YouTube Shorts to drive people to your full YouTube episode.
• Market where listeners are ready to listen: Facebook, LinkedIn, Pinterest, and podcast directories.

The Best Free Podcast Marketing Strategy: Guest Appearances

One of the best ways to grow your podcast audience? Be a guest on other podcasts. This strategy works because:

• The listener is already in a podcast-listening mindset.
• They’re using a podcast platform, making it easy to follow you immediately.
• If they trust the host, they’re more likely to check out your podcast.

How to do it right:

• Choose podcasts that share your ideal audience.
• Ensure the production quality is worth your time.
• Listen to past episodes before pitching yourself.

The Right Way to Use Paid Podcast Advertising

If you have a budget for paid advertising, don’t waste it on social media ads that target cold audiences. Instead, advertise where podcast listeners already are.

Where to Spend Your Ad Budget

• Podcast apps: Spotify, Pocket Casts, and other directories offer banner and audio ads to people already looking for something to listen to.
• Niche sponsorships: Work with a company in your industry. If you want to work with digital marketing, sponsor a blog, YouTube video, or another podcast in your industry.
• Podcast-to-podcast ads: Buying ad spots on other podcasts is one of the best ways to reach engaged listeners.

The Biggest Mistake Podcasters Make in Marketing

Most podcast marketing is selfish. Posting a clip or link to your episode without context isn’t enough. Instead, explain why people should care.

What To Do Instead:

1. Create content that tells a story. Why did you make this episode? Why does it matter to your audience?
2. Always say your podcast name. Don’t assume people know. Say, “You can listen to my podcast, Podcasts for Profit with Morgan Franklin, on all major podcasting platforms and YouTube.”
3. Make sure your podcast is easy to find. Your links should be everywhere—your bio, your posts, your website. If you think you’re overdoing it, you’re probably doing it right.

Consistency is Key: Are You Showing Up Every Week?

Podcast listeners need multiple touchpoints before they commit to listening. Studies show it takes 8-12 interactions before someone makes a decision—so if you’re only promoting your podcast once a week (or worse, once a month), you’re invisible.

Here’s what I recommend:

• Post about your new episode at least once a week.
• Create daily content about your podcast in different formats. (Clips, behind-the-scenes, quote graphics, text posts.)
• Keep reminding people where to listen and why they should.

Ready for a Podcast That’s Heard?

Your podcast marketing isn’t working because it’s either in the wrong place, at the wrong time, or doesn’t give people a reason to listen. Fixing this doesn’t require a massive budget—it requires strategy and consistency.

• Market where people are actually ready to listen.
• Be a guest on other podcasts.
• Use paid ads on podcast platforms, not just social media.
• Make sure people know your podcast name and where to find it.
• Stay consistent with your podcast promotion and sharing new episodes.
• Work with me 1:1! Find out more here.