As a startup founder, you're always looking for cost-effective ways to get
your brand in front of more potential customers. One powerful marketing
channel that is often overlooked is podcast cross-promotion. By strategically
aligning with podcasts that share your target audience, you can significantly
amplify your reach and awareness.
In this blog post, we'll explore several proven podcast cross-promotion
strategies that can help take your startup to new heights. But first, let's
discuss why podcasts present such an attractive marketing opportunity.
The Power of Podcasts
Podcasts have exploded in popularity over the past decade, with millions of
people tuning in on a daily basis. Unlike traditional radio, podcasts allow
listeners to conveniently access content on-demand from their preferred
device. This on-demand accessibility makes podcasts an ideal channel to reach
a captive, engaged audience.
Additionally, podcasts tend to cultivate highly loyal fan bases thanks to the
intimate, narrative-driven format. By aligning with podcasts relevant to your
niche, you can get your startup in front of an audience that's likely to be
receptive to your product or service.
Now, let's dive into some tactical cross-promotion strategies you can employ:
1. Guest Appearances
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Make a list of 20-30 podcasts that are a great fit for your startup's niche
and have an engaged audience
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Study several recent episodes to understand the show's format, tone, and
what kinds of guests they tend to have
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Craft a brief, compelling pitch explaining why you'd make a great guest -
highlight your unique expertise/perspective
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If the host agrees, prepare by researching their audience demographics and
top interests so you can tailor your talking points
-
During the episode, focus on providing value - don't make it an infomercial.
But do weave in natural mentions of your startup and a call-to-action like
visiting your website
-
After the episode airs, share it across your own channels and email lists to
drive listens
2. Sponsorships
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Make a list of podcasts that have a sponsorship program and tend to work
with startups like yours
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Prepare and write an attention-grabbing script for a 30-60 second sponsor
read
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See if you can negotiate any special promo codes or free trial offers to
incentivize their listeners
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Track promo code usage, website traffic, and conversions to measure ROI and
optimize over time
3. Cross-Promotions
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Identify podcasts with similar audience demographics that would make a good
cross-promotion partner
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Suggest doing a "cross-swap" - you read a 30 second pre-roll ad for their
show on your next few episodes, they do the same for your show
- For extra impact, make it a multi-episode promotion package
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Provide your partner with a tightly written, effective ad script promoting
the key benefits and unique differentiators of their podcast
4. Giveaways & Contests
- Run a giveaway with your startup's product as a prize
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Reach out to relevant podcasts about offering their listeners an easy way to
enter the giveaway, like leaving a review or sharing the show on social
media
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You can provide a custom promo code or link to make it easy to track entries
coming from each podcast partner
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At the end of the giveaway, tally up all entries and promote the winner
across your channels
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Follow up with all non-winning entries with a special discount offer to
convert more into customers
5. Podcast Tour
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Commit to doing a big "podcast tour" push, like guesting on 10 podcasts over
a 2 month period
- Identify your tour "stops" in advance and line up bookings
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Develop a media kit with your startup's story, key talking points, visual
assets, product photos, etc. to provide each host
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Ensure you're tailoring your approach and angle for each show to maintain
energy and uniqueness across all episodes
-
Promote each appearance aggressively across your own channels to maximize
listens and conversions
No matter which strategies you employ, be sure to collaborate closely with
podcast partners to craft the right approach for their audience. Having a
detailed action plan with regular checkpoints will also ensure successful
execution of your cross-promotion efforts.
