One of the most effective ways to build an audience for a branded podcast is by having a well-executed cross-promotion strategy. But where should brands start?

Unlike traditional radio, where airtime is limited and competition fierce, podcasters have the unique opportunity to form meaningful connections with their audience, and that's where cross-promotion comes into play.

But here's the catch: podcast cross-promotion isn't a one-size-fits-all strategy. It's not about slapping your show's name onto another and hoping for the best. Instead, it's a nuanced and editorially driven approach that thrives on authenticity. 

When done well, cross-promotion allows marketers to expand their branded podcast’s reach, increase listenership, and build a sense of community within the podcasting ecosystem. Through guest appearances, shout-outs, or dedicated ad slots within episodes, cross-promotion fosters a sense of trust as recommendations come from industry thought leaders. 

In this blog, we dive into:

• What podcast cross-promotion means
• Its primary goals and benefits
• How you can leverage this strategy for your own branded podcast 

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What is podcast cross-promotion?

Podcast cross-promotion is a marketing strategy where two or more podcast creators collaborate to promote each other's podcasts to their respective audiences. 

This can be a beneficial arrangement for both parties as it helps them reach new listeners and expand their audience base. 

Cross-promotion typically involves podcast creators creating promotional content or ads for each other's podcasts and sharing them within their episodes or on their podcast's online platforms, such as social media or websites.

But sometimes it can take other forms such as:

• Shoutouts
• Bonus content 
• Episode swaps 
• Host takeovers 
• Collaborative giveaways  
• Guesting on each other’s podcast

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What are the benefits of cross-promoting your podcast? 

Nearly 60% of podcasters report that building an audience is their top challenge.

Cross-promotion is one effective way of getting your podcast in front an engaged ideal audience that you haven’t tapped into yet. 

Here are some of the primary benefits of cross-promotion:

Expanded Reach: 

By partnering with other podcasts, brands, or influencers, you can tap into their established audiences, gaining exposure to potential listeners who might not have discovered your podcast otherwise.

Credibility and Trust: 

Collaborating with respected figures in your niche can enhance your podcast's credibility and trustworthiness. Listeners are more likely to check out a podcast recommended by someone they trust.

Diverse Content: 

Cross-promotion introduces your podcast to new perspectives and content styles, enriching your offering and appealing to a broader audience.

Cost-Effective Marketing: 

Compared to traditional advertising, cross-promotion often comes at a lower cost or even for free, making it a budget-friendly marketing strategy.

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What is the goal of podcast cross-promotion?

The goal of podcast cross-promotion is to leverage the existing trust and engagement that each podcast has built with its audience to introduce them to related or complementary content. 

For example, if two podcasts cover similar topics, like health and fitness, or have overlapping target audiences, like personal trainers, cross-promotion can help both podcasts gain exposure to listeners who might be interested in their content.

You may be wondering where competitors come into play. We suggest cross-promoting with podcasts that share your target audience but are not your direct competitors. On top of that, over half of all regular listeners will consume between three and ten shows each week, so you don't need to worry about another podcast stealing your listeners. 

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Tips for successful cross-promotion strategies 

Without further ado, here are some of our tried-and-true tips when it comes to podcast cross-promotion.

Define clear goals and objectives:

Setting clear goals and objectives is a critical first step when embarking on a cross-promotion campaign for your branded podcast. These goals serve as your roadmap, guiding your efforts and helping you measure the success of your campaign. 

Here are some common goals:

Increasing podcast downloads and subscribers:

This is often the primary goal for podcasters. You want more people to discover and listen to your podcast, which can translate to increased brand exposure and potential monetization opportunities. Set specific, measurable targets for the number of downloads and subscribers you aim to achieve.

Strengthening brand awareness and authority:

Building brand awareness and authority within your niche or industry is a long-term objective that cross-promotion can support. Define what this looks like for your podcast and set measurable goals. For instance, you might aim to be mentioned in influential industry publications or have key industry figures mention your podcast.

Reaching a Specific Target Audience:

Your cross-promotion efforts may focus on reaching a particular demographic or niche audience. Specify your target audience's characteristics and set objectives related to reaching and engaging this group effectively.

Establish a clear timeline with milestones to track your progress. Short-term objectives should align with your long-term goals, helping you stay on track and adjust your strategy if needed.

Audience alignment

To reap the rewards of cross-promotion, it's crucial to find partners whose audience aligns with your podcast's target demographic. A seamless fit between your content and theirs ensures higher engagement and conversion rates.

Here are a few ways we suggest finding your ideal cross-promotion partner: 

Research your niche: 

Look for podcasts, brands, or influencers that cater to the same or a closely related niche. They should share a similar target audience and goals. For instance, if your podcast is about Cold War History, reaching out to a podcast that focuses on The Space Race would be a good option.

Engage in communities: 

Participate in online forums, social media groups, and industry events to connect with potential collaborators. Networking is a powerful tool for finding partners, as you will get an immediate sense of their values and personality. 

H4: Use podcast directories: 

Utilize podcast directories and platforms to discover podcasts in your niche. Many directories offer information about audience size and demographics, helping you identify potential collaborators.

Use different channels to cross-promote

Cross-promoting your podcast can be done in a few different ways. 

• Does it make sense for you to do a guest spot on another podcast show or participate in an interview? Guest spots involve appearing on a show – for instance, as a co-host or interviewee. 
• Should you have the other podcast show play a clip of your podcast on theirs, almost like an inserted ad? 

Here are some of our favorite content marketing channels for podcast cross-promotion:  

Leverage social media:

One of the most accessible and effective ways to cross-promote your podcast is through social media platforms. Create eye-catching graphics, video snippets, and promotional banners that highlight key aspects of your podcast, such as episode releases, special guests, or upcoming events. Share these visuals on platforms like YouTube, TikTok, or Instagram to reach a wider audience that may not typically engage with podcasts.

Collaborate with other podcasters in your niche by mentioning or tagging them in your posts, and encourage them to do the same. This not only helps you reach a broader audience but also fosters a sense of community within your niche.

Collaborate with influencers:

Identify influencers or thought leaders within your podcast's niche who might be interested in your content. Reach out to them and propose a collaboration where they can promote your podcast to their audience. This partnership can include guest appearances on their podcasts, shoutouts on their social media channels, or co-hosting special episodes.

Influencers can significantly expand your podcast's reach, as their followers trust their recommendations and are more likely to give your podcast a listen.

Guest appearances on other podcasts:

Consider making guest appearances on other podcasts within your niche or related areas of interest. By showcasing your expertise and providing value to another podcast's audience, you can effectively cross-promote your own show. Be sure to mention your podcast and its unique selling points during the episode, and provide clear information on how listeners can find and subscribe to your show.

Newsletters

Leverage your podcast's email list to keep your audience engaged and informed about new episodes and cross-promotion initiatives. Send out regular newsletters that include links to your latest episodes, podcast updates, and information about any collaborations or partnerships with other podcasters.

Blog posts and articles

You can easily repurpose your existing podcast content into blog posts and articles. This content not only enhances your website's SEO but also provides an opportunity for cross-promotion. Collaborate with other bloggers or writers in your niche to guest post on their blogs, introducing your podcast to their readers.

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Is podcast cross-promotion right for you? 

Cross-promoting your podcast is a powerful strategy that can significantly boost your reach and audience engagement. 

By collaborating with other podcasters, leveraging social media platforms, and exploring creative promotional avenues, you can expand your listener base and build meaningful connections within the podcasting community. 

Remember, the key to successful cross-promotion lies in authenticity, collaboration, and providing value to your audience. So, don't hesitate to explore these strategies and tweak your approach as you go.

If you’re interested in learning more about branded podcast promotion, get in touch with the Quill team!