Podcast Cross-Promotion Guide: 5 Strategies

Want to grow your podcast audience? Cross-promotion is your secret weapon. Here's how to do it right:

Host-read ad swaps: Trade promos with other podcasters
Guest exchange programs: Appear on each other's shows
Joint episodes: Create content together
Sharing audio clips: Tease your best bits on social media
Working with podcast networks: Join forces for bigger reach

These tactics help you tap into existing audiences and boost your visibility. Remember:

Choose partners with similar audiences
Create valuable content for both shows
Track your results and adjust as needed

Cross-promotion typically brings in about 0.75% new listeners per promo. It's a slow burn, but it adds up over time.

Ready to dive in? Let's explore each strategy in detail.

Strategy 1: Host-Read Ad Swaps

Host-read ad swaps are a smart way to grow your podcast audience without breaking the bank. Let's look at how you can use this technique to boost your show's reach.

What Are Host-Read Ad Swaps?

Think of host-read ad swaps as a podcast version of "you scratch my back, I'll scratch yours." Two podcasters agree to promote each other's shows through short, personal ads. These promos usually run 30-45 seconds and aim to introduce each show to a fresh audience.

The real power of these swaps? Authenticity. When a host you trust recommends a show, it hits different than a random ad. As John Lee Dumas of Entrepreneur on Fire says:

"Podcast swaps are one of the most effective ways to grow your podcast. By leveraging someone else's audience, you can quickly and easily expand your reach and attract new listeners."

Picking the Right Partners

Choosing the right swap partners can make or break your success. Here's what to look for:

Audience match: Find shows with listeners who'd dig your content
Content fit: Look for shows that complement yours without direct competition
Similar audience size: Aim for a fair exchange
Engaged listeners: Quality beats quantity
Production standards: Partner with shows that sound as good as yours

Where to find partners? Try podcast directories, social media, or podcaster networks. There are even databases specifically for finding promo swap partners.

Running Your Ad Swaps

Ready to swap? Here's how to do it right:

1. Craft a killer pitch: Write a short, sweet message (100-300 words) explaining why a swap would be great for both of you. Include your show's artwork and a quick description.

2. Hash out the details: Talk about promo length, when they'll air, and any extra social media love you'll give each other.

3. Write your promo: Boil down your show's essence into a 30-45 second script. Don't forget to tell listeners what to do next!

4. Record and swap: Lay down your promo and trade files. Make sure it sounds as good as your regular episodes.

5. Plan the release: Sync up on when the promos will drop. Maybe hype it up on social media too.

6. Watch the numbers: Keep an eye on your downloads and new subscribers after the swap to see how it worked.

Remember, this isn't a one-and-done deal. As Lauren Passell, Founder of Tink Media, puts it:

"I'd like to partner with you in a way that grows both of our shows."

Think long-term. Building solid partnerships can lead to steady growth for both podcasts.

Strategy 2: Guest Exchange Programs

Guest exchange programs can boost your podcast's reach and attract new listeners. By swapping appearances with other podcasters, you introduce your content to an audience already interested in similar topics. Here's how to make it work:

Setting Up Guest Exchanges

To set up effective guest exchanges:

1. Find the right partners

Look for podcasts with overlapping audiences, but not direct competitors. Use platforms like PodcastGuests.com or PodMatch to connect.

2. Craft a compelling pitch

When reaching out, explain the mutual benefits. Include your audience demographics and show stats.

3. Plan the content

Discuss topics that'll interest both audiences. This ensures each appearance adds value.

4. Schedule strategically

Coordinate release dates for maximum cross-promotion. Consider timing episodes to coincide for bigger impact.

5. Promote across platforms

Agree to share each other's episodes on social media and other channels.

Tracy Hazzard, a successful podcaster, puts it this way:

"If I swap shows, I go on your show, you go on my show and we have the same audience, we're both going to grow. It is not a win-lose proposition. It is a win-win proposition."

Making Sure Content Fits Both Shows

To make your guest appearance a hit with both audiences:

Do your homework: Dive into the other show's content and listener demographics. This helps you tailor your message.

Bring something new: Offer fresh perspectives, exclusive tips, or compelling stories from your experience.

Match the vibe: Adapt your style to fit the host show's tone. This creates a smooth listening experience.

Give practical advice: Provide tips listeners can use right away. This adds value and keeps people tuned in.

Jack Rhysider, host of Darknet Diaries, saw his subscriber count jump by thousands after swapping episodes with similar podcasts.

The goal? Create content that feels natural and valuable to both audiences. Dallas Taylor of Twenty Thousand Hertz saw such a boost after appearing on 99% Invisible that he now regularly cross-promotes other podcasts every fifth or sixth episode.

Strategy 3: Making Joint Episodes

Want to grow your podcast audience fast? Team up with other podcasters. It's like a shortcut to thousands of new listeners.

How to Create Joint Episodes

1. Find your podcast soulmate

Look for podcasters who complement your show. You want someone whose fans would dig your content, and vice versa. It's not about competition - it's about collaboration.

2. Brainstorm together

Once you've found your partner, put your heads together. What topics would wow both your audiences? Think outside the box - what unique angle could you tackle together?

3. Divide and conquer

Who's doing what? Nail down the details. Decide who's hosting, editing, and shouting about the episode from the rooftops.

4. Hit record

When you're recording, keep it natural. Chat like you're old friends (even if you're not). Don't forget to introduce each other to your listeners and explain why you've teamed up.

5. Polish it up

Work together to make the episode shine. Maybe you split the editing, or one of you takes the lead while the other gives feedback. Whatever works for you both.

Take a leaf out of Tim Ferriss and Joe Rogan's book. These podcast giants guest on each other's shows, exposing their content to millions of new ears. It's a win-win strategy that's helped them dominate the podcast scene.

Spread the Word

Your joint episode is ready. Now let's get it out there:

1. Double the release

Put the episode on both your feeds. This way, all your regular listeners can easily tune in.

2. Social media blitz

Use both your social media followings to create a buzz. Share teasers, behind-the-scenes stuff, and shout about the release date across all platforms.

3. Snackable content

Cut out short, juicy clips from the episode to share on Instagram, TikTok, or YouTube. These bite-sized teasers can hook new listeners and drive them to the full episode.

4. Email your fans

Got an email list? Use it! Let your subscribers know about your cool new collab. A personal touch can nudge loyal listeners to check it out.

5. Directory details

Make sure your episode is properly tagged and described in podcast directories. It'll help new listeners stumble across your show.

The "SmartLess" podcast hosts are crushing it with collaborations. They've had big names like Jennifer Aniston and Elon Musk on their show, creating episodes that shoot to the top of the charts. Their secret? They tease and share exclusive content across social media, building hype for each episode.

Jeff Sanders, the brain behind The 5 AM Miracle podcast, puts it perfectly:

"Being interviewed on other podcasts that have large audiences has been more effective than any other strategy."

So, what are you waiting for? Find your podcast partner and start planning your next big hit!

Want to grab new listeners? Share bite-sized audio clips from your podcast. It's like offering a free sample at the grocery store - give people a taste, and they'll come back for more.

Picking the Best Clips

Choosing the right clips can make or break your promotion efforts. Here's how to pick winners:

Highlight the good stuff: Find those "wow" moments that show off what makes your podcast special.
Keep it short: Aim for 30-60 seconds. Any longer and you'll lose people's attention.
Show off your guests: Got a big name on your show? Let their best bits shine.
Tease what's coming: Use clips to get people excited about future episodes.
Make it make sense: Choose clips that stand on their own, even if someone hasn't heard the full episode.

"A well-designed podcast clip doesn't only get shared, it funnels traffic to the full episode."

This quote nails it - good clips don't just get shared, they bring people to your podcast.

You've got your clips. Now, where do you put them? Here are some ideas:

Social media: Twitter, Facebook, Instagram, TikTok - they're all fair game. Just make sure you format your clips to fit each platform.
YouTube: Turn your clips into short videos or audiograms. YouTube's huge audience is waiting for you.
Podcast directories: Some platforms let you use clips as episode previews.
Email newsletters: Give your subscribers a sneak peek of what's coming up.
Your website: Embed clips on your site to spice up your content.

When you're sharing, remember:

Add captions: Most people scroll with the sound off, so captions are a must.
Make it look good: Pair your audio with eye-catching visuals.
Tell people what to do next: Always include a clear next step, like "Listen to the full episode here!"

The numbers don't lie - this stuff works. WNYC found that tweets with audiograms got 8 times more clicks than those without. And Headliner says turning a single image into an audiogram can get you 5 times more traffic for the same ad spend.

Want to make your own audiograms? Try these tools:

Headliner (starts at $7.99/month)
Wavve (starts at $15.99/month)
Audiogram (free plan available, paid plans from $19/month)

These can help you turn your audio clips into shareable content that'll grow your audience.

Strategy 5: Working with Podcast Networks

Teaming up with podcast networks can boost your show's growth and open new doors. Here's how to make the most of these partnerships.

Building Network Connections

Getting in with podcast networks takes work, but it's worth it. Here's how to start:

1. Grow your audience first

Networks want to see traction. Aim for at least 5,000 downloads per month to catch their eye.

2. Create a killer media kit

Show off your podcast's strengths, audience, and growth potential. Make networks sit up and take notice.

3. Target the right networks

Look for ones that fit your podcast's genre and style. If you run a true crime podcast, you might aim for networks like Wondery or Radiotopia, known for narrative content.

4. Attend industry events

Meeting network reps face-to-face can give you an edge. Check out Podcast Movement and Podfest.

Remember, joining a network is a two-way street. Todd Cochrane, CEO of Blubrry Podcasting, says:

"When approaching a network, think about what value you can bring to their existing lineup. It's not just about what they can do for you, but how you can contribute to their overall success."

Once you're in, make the most of your network's resources:

Cross-promotion power: Networks often have big audiences across multiple shows. Your podcast could reach thousands of new listeners overnight.

Ad sales support: Many networks have sales teams that can land bigger sponsorships. This can mean more money in your pocket. Some campaigns through podcast advertising networks need minimum budgets of $10,000-$15,000, which solo podcasters might struggle to get.

Production help: Use any editing, sound design, or marketing support your network offers. This can make your show sound better and free up your time to focus on content.

Team up: Networks bring creators together. This can lead to guest spots, joint episodes, and fresh ideas you might not have thought of on your own.

Boost your cred: Being part of a respected network can make your show look more valuable. This can make listeners and potential guests more likely to give your podcast a shot.

But keep in mind, joining a network often means trade-offs. Most networks take a cut of ad revenue, usually around 30%. You might also need to use their hosting platform or agree to certain sponsorship deals.

As you weigh your options, look at successful podcasters who've gone this route. PodcastOne, which calls itself "the leading advertiser-supported, on-demand digital audio network", boasts over 600 million downloads a year across its podcasts.

In the end, joining a network should fit with your long-term goals. As one industry expert puts it:

"Joining a podcast network can be a powerful strategy for monetizing your show, enhancing your marketing, expanding your network, and more."

How to Track Results

Tracking your podcast cross-promotion results is key. It helps you figure out what's working and what's not. Let's look at the important numbers to watch and how to use them to make your strategy better.

What Numbers to Watch

Keep an eye on these key metrics:

Download Growth: Look at downloads per episode and month. This shows your audience size and growth.
Unique Listeners: This tells you how many individual devices streamed or downloaded your show. It's a good way to see your real audience size.
Consumption Rate: Aim for 75%. This means listeners tune in for three-quarters of your episode, showing they're really into your content.
Website Traffic: Check for traffic spikes when you release new episodes, especially if you're sending listeners to your site.
Conversion Actions: Track what listeners do after hearing your podcast, like using promo codes or visiting specific URLs you mention.

Todd Cochrane, CEO of Blubrry Podcasting, says:

"When approaching podcast analytics, think beyond just download numbers. Look at engagement metrics like consumption rate and website traffic to get a full picture of your podcast's impact."

Making Changes Based on Results

Once you have your data, here's how to use it:

Tweak Your Content: If people drop off at certain points, maybe change your content structure or pacing.
Improve Cross-Promotion Partnerships: Compare your numbers with your partners'. If one partnership is doing way better, maybe focus more on that one.
Change Your Call-to-Action: If not many people are taking action, try different calls-to-action or put them in different spots in your episodes.
Fine-tune Your Marketing: Use what you know about your listeners to target your ideal audience better.
Place Ads Better: If you run ads, use play-through rates to find the best spots for them in your episodes.

Keep in mind, podcasts usually take time to grow. As one industry expert puts it:

"Significant audience increases often occur after the first year or two of consistent content production."

Conclusion

Podcast cross-promotion can supercharge your show's growth. Let's recap the five strategies we covered:

1. Host-read ad swaps

These are budget-friendly and target specific audiences. Just keep it real.

2. Guest exchange programs

Show off your know-how to a new crowd while getting fresh content for your own show.

3. Joint episodes

Create unique content that pulls in listeners from both podcasts. Double the audience potential.

4. Sharing audio clips

Give potential listeners a taste of your content. It's like a free sample that makes them want more.

5. Working with podcast networks

This can open doors, but watch out for strings attached.

Remember, growing a podcast takes time. As Evo Terra, author of Podcast Pontifications, says:

"A new listener or two is a new listener or two, with valuable, long-lasting benefits to you and your show."

To make cross-promotion work for you:

Know what you want to achieve
Keep an eye on your numbers
Build real connections in the podcasting world
Give value to your partner's audience

Industry data shows that cross-promotions typically bring in about 0.75% new listeners. That's 7-8 new fans for every 1,000 downloads of your promo on another show. It might not sound like much, but it adds up.

So, get creative. Mix it up. Try new things. And above all, keep putting out great content. Stick with it, and you'll see your podcast community grow.

FAQs

What is a feed swap?

A feed swap (or podcast swap) is a smart way for podcasters to team up and grow their audiences. Here's the scoop:

It's when two podcasters share each other's full episodes on their own RSS feeds. Simple, right?

Here's how it goes down:

You pick a podcast buddy
You both add a quick intro to explain the special episode
You swap episodes and publish

Why do it? It's all about getting your show in front of new ears. As Christoph Trappe, author and podcaster, puts it:

"Swapping podcast episodes with another podcast is just that: Two podcasts partner, one runs an episode of the other show in full. In return, the other podcast runs an episode from the other show."

But don't just swap with anyone. Lauren Passell, founder of Tink Media, has some advice:

"When choosing shows for a feed drop, pick ones that have something in common with your show. Engage with fellow creators and listen to their content to find suitable partners."

After the swap, share your download numbers. It's a great way to see if the team-up paid off.

Feed swaps can be a game-changer for your podcast. They help you reach new listeners who are likely to dig your content. Just remember to choose your swap partners wisely!

Podcast Cross-Promotion Guide: 5 Strategies