So, you’ve got a podcast (or you’re thinking about starting one), and now you’re wondering:
“How do I actually get people to listen to this thing?”
Or maybe you’re a brand looking to tap into the loyal ears of podcast fans.

Either way, this mega FAQ breaks down all the big (and small) questions around podcast marketing and podcast advertising—minus the fluff. Let’s gooo. 🚀

❓ How do I market my podcast?

Ah, the golden question. 👑
Marketing your podcast is all about building awareness and getting people to press that sweet, sweet “Follow” button.

Here’s what actually works:

• 📱 Promote new episodes on social (clips, carousels, stories)

• 📝 Write engaging episode titles & show notes (SEO matters!)

• 🎧 Guest on other podcasts in your niche

• 🔁 Repurpose audio into blog posts, reels, tweets

• 📨 Email your list every time you drop a new episode

Consistency > virality. Play the long game.

💸 How do I market a podcast on a budget?

You don’t need a marketing agency or a $10K ad budget to grow your show. Some scrappy strategies:

• 👯‍♀️ Promo swaps with other podcasters

• 🔗 Share in Reddit threads, FB groups, and niche forums

• ✍️ Use LinkedIn/Twitter to share takeaways or quotes

• 🎥 Make free audiograms with tools like Headliner or Descript

• 📬 DM past guests and ask them to share the episode again

Basically: get creative, be helpful, and show up.

🧠 What’s a podcast marketing agency, and do I need one?

A podcast marketing agency helps you grow your show without you having to do all the heavy lifting.

They usually offer:

• 🎯 Audience growth plans

• 📰 PR & press outreach

• 📈 Analytics & ad strategy

• 🧵 Social media content

• 🤝 Influencer or guest outreach

Do you need one? Not always. But if you’ve got a budget and want to grow faster (especially for business or branded shows), it might be worth it.

🔍 Any podcast marketing companies you recommend?

Yup! A few solid names (besides us, of course):

• Lower Street – full-service for branded podcasts

• Fame – B2B podcast growth specialists

• Quill – great for storytelling and big-brand polish

• Podreel – smaller agency, great for indie podcasters

• Pacific Content – pros at long-form narrative content

🧭 What’s a podcast marketing strategy, anyway?

Think of it like your podcast’s GPS. 🗺️
A strategy maps out how you’ll grow your audience and what you’ll measure.

Key ingredients:

• Define your dream listener

• Pick your channels (social, email, SEO, etc.)

• Plan a content calendar (don’t wing it every week)

• Promote consistently

• Review data & tweak what’s not working

Don’t just publish and pray. 🙏 Plan, promote, repeat.

🛠️ Best podcast marketing tools to use?

Here’s a starter toolkit:

• Chartable – track downloads + attribution

• Headliner – make audiograms for social

• Descript – edit, transcribe, and repurpose

• Podchaser – discover guests + track reviews

• Canva – make episode art, social posts, etc.

Tools don’t replace effort, but they do make life easier. 💡

🎧 Can a podcast really be used as a marketing tool?

Heck yes. Podcasts build trust like few other mediums.

Whether you’re a solopreneur or a big brand, podcasts let you:

• 💬 Tell your story in your voice

• 🧠 Educate your audience

• 🤝 Build real relationships

• 💥 Position yourself as the go-to expert

It’s not just content—it’s connection.

📢 What is podcast advertising, exactly?

Podcast ads are when someone pays to have their product or service promoted during an episode. They come in a few flavors:

• Host-read (native, most trusted 💯)

• Baked-in (part of the episode forever)

• Dynamic (can be updated or rotated)

• Programmatic (automated ads like Spotify runs)

Think of it like radio ads… but better targeted and way more intimate.

💰 How much does podcast advertising cost?

Ads are priced by CPM (cost per 1,000 downloads). Here’s the ballpark:

• 🎙️ Pre-roll (before show starts): $18–25 CPM

• ⏸️ Mid-roll (middle of the show): $25–50 CPM

• 📦 Post-roll (end of show): $10–20 CPM

Niche or B2B audiences usually charge more because they convert like crazy.

🔥 Is advertising on podcasts even worth it?

Absolutely. Here’s why:

• 🎯 Super targeted audiences

• 🧠 High ad recall

• 🙌 Listeners actually like host-read ads

• 💡 Great for brand awareness and conversions

According to Edison Research, more than 50% of podcast listeners have bought something they heard about in a podcast. That’s wild. 🧨

📈 How do I advertise my own podcast?

If you want your podcast to reach more people, consider:

• 💥 Running ads on Overcast (cheap & effective)

• 📣 Boosting short episode clips on IG/TikTok

• 🧲 Retargeting listeners with Facebook/YouTube ads

• 🔄 Swapping promos with other podcasts

• ✍️ Running Google Ads on your show name/episode topics

🤔 What’s the difference between podcast marketing vs. podcast advertising?

Quick breakdown:

Both work great—together they’re unstoppable. 💪

📍 Can podcast ads work for local businesses?

Totally! Geo-targeted podcast ads (especially with dynamic ad insertion) let you reach listeners in your city or state. Also:

• 🏙️ Sponsor local podcasts

• 📻 Run ads on hyper-local platforms (NPR, news pods)

• 🍔 Great for restaurants, real estate, events, etc.

🎯 TL;DR

• Podcast marketing = long game, organic + strategic

• Podcast advertising = short-term exposure, paid placements

• Use both for best results

• Be consistent, stay human, and have fun with it 🎉

If you have specific questions about podcast marketing or podcast advertising, please contact us and we’ll see how we can help you.