How to Cross-Promote Your Podcast

Cross-promotion can help podcasts expand the marketing reach of their content. Leveraging other audiences is one of the fastest ways to see an ROI. By utilizing this strategy, podcasters are now able to give each other the publicity they need to grow their audiences while enhancing value to their target demographic.

March 22, 2020

Introduction

If you are able to cross-promote with an established podcast, it will boost your traffic and provide your show with more credibility. The added benefit is that this is a cost-effective marketing strategy. Typically it won’t cost you anything, since the currency you’re trading in is content.

Discover other podcasts to partner with using Radio Guestlist. Here’s what you should consider if you’re thinking about cross-promoting with other podcasts:

Use different channels to cross-promote your podcast

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? There are various ways to cross-promote your podcast on other shows.

Take advantage of cross-promotion for your podcast by using social media and other forms of content such as blog posts. Create partnerships with other podcasters to share strategic posts about your podcast on their social media channels and promote their podcast on your channels. If your business has a blog, consider asking other podcasts if they would be interested in doing a content swap to share written content related to your podcast show. Content swaps are effective because they allow you to educate audiences that you may not have had access to prior while providing your podcast with additional PR.

Find strategic cross-promotional relationships

It won’t make sense for you to cross-promote with just any podcast. You will need to strategically determine which shows make the most sense to share on your podcast and if sharing yours on theirs will be an effective strategy. This relationship should be mutually beneficial for both parties since the other podcast can also leverage your podcast audience to gain new listeners. It’s important to determine how both of you can benefit from the cross-promotion strategy in a natural way and enhance each other’s content. If you can’t, then it may not be the right fit.

For example, if you host a business podcast, it likely won’t make much sense to promote your show on a podcast about politics. If you share a podcast that has content completely unrelated to your audience, you will quickly turn your listeners off. In order to find the right podcasts to cross-promote with, consider podcasts that have audiences that would be likely to be interested in the genre of your podcast. If your podcast is about business, then it might make sense to cross-promote on a productivity podcast since they relate. You might consider continuing a cross-promotional relationship with the same podcasts if you see audience traction.

Another factor to consider when it comes to cross-promotion compatibility is ensuring the podcast audience sizes are in the same range. It will likely be an easier sell to find podcasts that are at a similar stage as your own to cross-promote with. You won’t have your pick of the litter if you’re an early-stage podcast, but as your audience grows, your options for cross-promotion will grow in tandem.

Ready to get started?

Cross-promotion is an effective way to increase the listenership for your podcast. Build strategic partnerships with other podcasts to discover new audiences. Whether it’s cross-promoting on the actual podcast show or using other forms of content, the benefits of cross-promotion are evident. Consider hiring a freelancer to create compelling blog content and manage your social media so you can level up your cross-promotion strategy.

Platform
Price
Pro’s
Con's
Anchor

Free

  • Easy to use
  • Automatically distributes your podcast to major platforms.
  • Embed media player.
  • Great if podcasting is a
    side hobby
  • Very basic editing
  • Since it’s a free tool, you don’t have full control over the monetization of your podcast.
  • Not the right platform for people taking podcasting seriously
Buzzsprout

Free for 2 hours of content per month

$12 for 3 hours per month

$18+ for 6 hours and up

  • Very user-friendly
  • Caters to both long term and beginner podcasters
  • Advanced analytics
  • Easy distribution of your episodes
  • They measure their size requirements to hours not megabytes
  • Bonus: get a free $20 Amazon gift card when you sign up for any paid hosting plan!
  • Advanced features like dynamic ad insertion need some work
Libsyn

$5/month for Monthly Storage 50mb

  • Oldest podcast hosting site.
  • Easy distribution to major platforms and great for scaling once your podcast gets bigger.
  • Hosted over 35,000 podcasts.
  • An iTunes Podcast partner.
  • Allows you to publish your podcast to specific directories.
  • Embed media player.
  • Price is based on storage
  • 50mb storage for $5 won’t be enough if you are publishing weekly so you’ll end up with a higher price point
Podbean

Unlimited audio package: $9/month

Storage space:

Unlimited

  • Great support & customer service features
  • Unlimited audio.
  • Pages are easy to customize
  • Can schedule podcast release dates.
  • Easy to use.
  • Uploads and changes to podcast titles and/or descriptions are automatic to Spotify.
  • Embed media player.
  • Simple Analytics
  • Analytics aren’t as advanced as other platforms
  • Upload and changes to podcast titles and/or descriptions take a day to change on iTunes.
  • Not an iTunes podcast partner.
  • The process to send a podcast to iTunes is more tedious. But, you will still be able to get on the platform.
Blubrry

Classic

$5/month

Monthly Storage

50mb

  • Podcast Wordpress plugin and management.
  • If you want to record a new introduction or conclusion, add in a sponsored ad or upload a new version of a podcast, it doesn't count towards your storage usage per month.
  • Blubrry allows a 25% storage overage each month
  • Prices are based on storage.
  • Usability is okay.
SimpleCast

Starting: $15/month

Recommendation: $35/month

Monthly Storage: Unlimited

  • Hosts your audio files no matter what the size!
  • Dynamic insertion for podcast ads or edits.
  • Incredibly detailed analytics including number of episodes completed and listener location tracking.
  • Embed media player.
  • Easy to use.
  • Great distribution! Easy access to all major podcast platforms.
  • Customizable podcast
    website.
  • Prices are slightly higher than other platforms, but well worth it especially if you have a branded company podcast!