Growing Your Podcast: 17+ Techniques for Global Reach and Success

Downloadable podcasts have been around since 2005. However, it’s only fairly recently that podcasts have become a global phenomenon. As of 2023, there are an estimated 5 million active podcasts, with more than 464 million people listening to them regularly.

It’s easy to see the appeal of this medium. Podcasts are incredibly accessible and far more intimate than traditional broadcasts. What’s more, podcasts tend to be fairly niche. Spend a little time browsing Google Podcasts or Castbox and you’re sure to find something that floats your boat. 

Podcasting can also be an incredibly lucrative venture. Secure 10,000 downloads in a month and you can expect to earn around $900. The most successful podcasters make far more than this. However, in order to make serious money from podcasting, you need to actually secure a sizable listenership. Producing a podcast is easy enough, but growing an audience organically is a different matter entirely. Looking for help extending your reach and turning a passion project into something profitable? Read on for everything you need to know. 

Define your target podcast audience

If you’re looking to put out a podcast with global reach, it’s tempting to make things as generic as possible. This approach is unlikely to yield the results you’re after. Niche podcast content tends to be more compelling, even if it doesn’t have mass appeal. Once you have a general idea of what your podcast episodes will be about, you need to start considering your target audience. 

Who are the potential podcast listeners you’re looking to reach? Where do they come from? What are their interests? Slowly but surely, you’ll build valuable listener personas that can inform every aspect of your podcast. As well as steering content ideas, these listener personas can help you decide on imagery for your social media channels and main podcast website. 

Be strategic with your show’s name 

Podcasts are relatively easy to produce. However, marketing them is a different matter entirely. Settling on a great name is one way to increase engagement and ensure your podcast stands out from the crowd.

Stuck for ideas? Think about the kind of content you’re looking to include in a typical podcast episode. Tie it to topics, but avoid the urge to be too specific. You don’t want to limit yourself with an overly restrictive name. You also need to keep things short and sweet. Generally speaking, four words should be the upper limit for a podcast name. A punchy podcast name is more likely to capture the attention of would-be listeners. What’s more, a succinct name is more search engine-friendly. 

Use every podcast app and directory at your disposal

If you’re serious about podcast growth, you need to ensure you’re using every app and directory out there. Start by submitting your show to the obvious candidates like Spotify, Apple Podcasts, and Podbean. These are the places where the average listener is likely to find your material. However, they’re not the only apps out there. 

These podcast directories are pretty heavily saturated, so it makes sense to cast the net wider and target smaller platforms with less competition. Creating dozens of accounts can seem time-consuming, but it’s a one-time process. By submitting your RSS feed to these platforms, new episodes will be made available automatically every time you publish one. 

Optimize your podcast for search 

As with other online content, you can make your episodes more discoverable by thinking about podcast SEO. Most of your efforts will be concentrated on the titles you give each episode. For maximum discoverability, make sure you include key topics discussed and guests you’ll be talking with. 

You can go into more detail when creating podcast descriptions. Here, you can be more liberal when incorporating keywords. You’ll also want to give your guests their due. Make sure you list their credentials to give your podcast description more clout. Some content creators use clickbait tactics to entice a podcast audience. However, if you want to build and maintain credibility, this is something to avoid. 

Create a multilingual podcast website

You can give your SEO strategy a significant boost by creating a multilingual podcast website. You’ll want a podcast website in your native language regardless, but adding multilingual content is one of the most effective ways of bringing in new listeners. 

Be sure to localize website content, rather than translating it word-for-word. Machine translations can be useful, but you’ll ultimately want to use the services of native speakers to produce a compelling copy. 

Transcribe your podcast in multiple languages

It’s also worth transcribing your podcast episodes. Search engines can’t crawl audio files. They can, however, crawl transcripts of your episodes. As well as enhancing your discoverability online, transcripts can be used to extend your reach. You might not be in a position to record material in multiple languages, but you can cater to international audiences by offering a transcript of your episodes in their native tongue. 

Create a multilingual podcast

A significant proportion of internet users don’t actually speak English. If someone only has a basic grasp of English, they’re unlikely to engage with your podcast episodes. Creating multilingual podcasts is a good way of tapping into these poorly represented markets. 

If you want to watch your podcast grow in popularity, consider targeting markets where appetites for podcasts are soaring. Outside of the United States, podcasts are most popular in South Korea, Spain, and Sweden. However, South American markets like Chile, Argentina, and Peru are also seeing significant growth in podcast listenership. Adapting podcast content for these territories is something to think about if you’re eager to tap into growth potential. 

Voice-over localization 

If you don’t speak a second language yourself, you can still retool your podcasts for international audiences. Voiceover localization provides you with an easy way of expanding into new markets. Your original recordings remain the big draw, with native speakers providing voice overs so new audiences can enjoy your material. 

Localize for cultural differences 

In many cases, a word-for-word voice-over translation isn’t going to be sufficient. Podcasts tend to be fairly casual in nature, with plenty of colloquialisms peppering the discourse. These rarely translate well into different languages. During the localization process, certain terms and moments of humor will need to be adapted for cultural differences. 

Maximize your show’s reach with video content 

Another way to increase the appeal of your podcasts is to utilize video content. This might seem like you’re going against the grain of what the podcast is all about, but some people are still reluctant to embrace audio-only formats. Thankfully, there are several ways you can bring a visual element to your podcasts. 

Upload your show to YouTube

When recording audio for your podcast, simply record the session visually as well. A video podcast can be readily uploaded to YouTube. If you or a podcast guest aren’t comfortable being on camera, simply add static images to the timeline instead. These types of podcast videos aren’t particularly eye-catching, but they can still be monetized on YouTube. 

Repurpose episodes into bite-sized videos

If you want to get creative with your podcast back catalog, think about repurposing existing episodes into short-form videos. Want to show off a particularly memorable moment? Incorporate live footage or a series of images to bring a new dimension to those special snippets. This approach can also add much-needed context to podcasts. 

Create a podcast trailer 

Even if you’re resistant to the idea of recording video of your podcast episodes, you should definitely think about recording a trailer. You have a couple of options here. You can record a piece to camera that can be used as a teaser or introduction to each episode. Alternatively, invest in a more elaborate trailer to drum up interest in the lead-up to a new season of podcast episodes. 

Unlock the potential of cross-promotion

Cross-promoting with similar podcasts is definitely something to consider. However, you’ll need to have already built up a decent listenership. Cross-promotion can be a powerful tool if you’re looking to turn a modest podcast into a pop culture phenomenon.

Invite the right guests

Any good podcast needs to have a great lineup of guests. When you’re just starting out, you’ll probably struggle to secure any noteworthy guest bookings. However, being proactive goes a long way. 

Ideally, you’ll want to target guests who relate to your niche and can bring real insight to the table. This might not be possible during the early days of your podcast, especially if you want to launch with a backlog of episodes. The good news is that you don’t have to reach for high-profile stars to populate your guest list. Use the internet to look for industry professionals, expert speakers, and anyone who can bring some credibility to the discussion. 

If you already have a modest audience, look to the people who are most engaged with your podcast. Think about inviting them to be a guest on your podcast. If they’re already actively promoting your podcast online, think about the free advertising you’ll get when they’re granted the chance to become a part of the action. 

Make it easy for your guests to share

Whether you’re securing a big ticket booking or turning to your audience to populate your guest list, you need to make it easy for them to promote your show. Think about assembling a press kit that can be sent out to them after they’ve recorded the episode. 

Include things like copy snippets that can be used on social media, relevant imagery, and videos, as well as the profile photos you’ll be using to promote the podcast on your own channels. If you’ve already had time to edit your podcast, include additional references like timestamps of standout moments. 

Already know how you’re going to market the episode via your social channels. If you’ve settled on a particular hashtag, include it in the press kit so your guests are being consistent with their own promotion. Finally, include a trackable link. This way, you’ll be able to see how much traffic your guests have directed to your podcast website. 

Pitch yourself to be a guest on another podcast

Now and again, you’ll want to step outside your role as a podcast host. Reach out to similar podcasts and pitch yourself as a guest. You’ll enjoy cross-promotional gains and tap into existing demographics. What’s more, you’ll network with other professionals who can be called upon to be a guest on your own podcast. 

If your podcast is good enough, you might find that invitations land in your lap. Other times, you’ll need to make an effort to connect with other content creators. You might be reluctant to play second fiddle to someone else, but watching another host in action can inform your own podcast. What’s more, don’t forget to actually promote yourself when appearing on another podcast. 

Pay to promote your show on popular podcasts in your niche

Podcasters have to make money somehow. Some ask for listener donations, while others sell merchandise via their main websites. Others secure sponsorships from brands or sell advertising space. If you’re looking to give your audience figures a quick boost and attract the right sort of listeners, think about paying other podcasters to promote your show on their own. 

Even if your podcast is fairly niche, you might still find yourself outpaced by a handful of other creators. Determine who the best-in-class examples are within your corner of the market and reach out to ask them about advertising opportunities. Even if you’re paying for a one-time shoutout, you can attract a significant amount of new listeners to your next episode. 

Network with other podcasters

The podcast community is huge. If you want to succeed in this business, you need to start networking. Whether it’s a Reddit forum or a back-and-forth via social media, interacting with other podcast producers will help you improve your own content and grow your audience organically. 

Ask your peers for insights about how to attract the right guests or come up with discussion topics. You can even ask them how they’ve boosted their listenership in the past. Eventually, you’ll want to attend in-person events to cement the friendships you’ve made online. Industry events like Podfest Expo should be essential dates in your calendar. 

Build ratings for your podcast

The more glowing reviews your podcast has, the more likely it is that an undecided listener will choose your episode over one from someone else. However, it’s not always easy to secure a 5-star review. Even if a listener has enjoyed what they’ve just heard and consistently come back for more, you need to actually leave a review in order to entice more listeners. 

Make sure you remind your listeners to leave a review if they like what they hear. They’re not going to remember the message if you cram it into the start of your podcast. Instead, save this for the end of the episode. 

Incentivize podcast reviews

Still having trouble securing reviews from your listeners? It’s time to make things worth their while. Running competitions and giveaways is a great way to engage your audience. To give your listenership a boost and secure more reviews, you tie everything together. 

Ask listeners to leave a review on the platform they’re listening from or post a message in the comment section if they’re watching your podcast back on a platform like YouTube. All you need to do is pick a single name as the winner. 

Multilingual social media promotion 

Just because you’ve secured a stellar guest lineup and recorded an awesome podcast, doesn’t mean anyone’s going to actually hear it. If you’re not leveraging social media to its full potential, you’re cutting yourself from an incredibly rewarding promotional tool. 

What’s more, social media promotion can be an effective way of tapping into international audiences. Investing in multilingual content for your social media channels can be a useful first step in turning your podcast into one with an international reach. 

Cross-post your episodes

Don’t play coy when promoting your podcast on social media. If you’re only using one platform to market your podcast episodes, you’re dramatically underselling your efforts. Platforms like Facebook might have considerable reach, but you’ll also want to utilize image-focused alternatives like Instagram and TikTok. Want to drum up interest for an upcoming episode? Keep your audience in the loop by using Twitter. 

Image carousels 

Carousel posts are ideal for encouraging users to stop and really engage with your social media content. Image carousels are content-rich, allowing you to incorporate multiple photos and videos into a single content. When it comes to promoting podcasts, you can use them to highlight standout moments from an episode or introduce your guests. 

Short-form videos

You don’t even have to record an entire podcast session to make use of video content. Short-form videos are perfect for social media promotion and yield impressive conversions. Generally speaking, most short-form videos should be less than 60 seconds. These bite-sized content morsels serve as a great hook when used with platform features like Instagram Stories. You can also put them together fairly quickly, using a few snippets from a recently recorded podcast and a handful of behind-the-scenes images. 

Share older podcast episodes

Taking a break from your podcast hosting duties? Just because you’re putting your production schedule on hold, doesn’t mean you can’t grow your listenership. Use social media to grow your audience by sharing older content with new fans. You can share your favorite moments from legendary shows, or post links to entire episodes. 

Encourage your listeners to get involved 

Although captivating topics and high-profile guests will bring in an audience, most people are going to be coming back every week to listen to you. Podcasts are incredibly intimate and it’s the host who makes the strongest connection with listeners. Whether you’re looking to get fans to participate in competitions or drop suggestions for future episodes, don’t be afraid to tell your listeners what you need from them. 

Use a CTA in every episode 

Sometimes, your listeners need a nudge in the right direction. As such, you’ll need to include a call-to-action during every episode. The best place to include one is at the start or end of your episodes. You can remind listeners to follow you on your social channels, check out links in the episode description, or participate in the latest prize giveaway you’ve organized. 

Engage with podcast listeners 

Increasing audience engagement is fairly simple. You can add value to your podcasts by investing time and energy in your episode descriptions. If you want to get noticed on saturated podcast apps and directories, an eye-catching description is a must. 

We’ve already talked a little about the importance of being active on social media, but it’s worth another mention. Nowadays, podcast listeners expect the experience to go beyond the start and end point of a podcast episode itself. 

You should also maintain lines of communication outside of podcasts. If you’re encouraging listeners to sign up to an email newsletter, make sure you’re actually spending time on email marketing. A digital newsletter that’s rich in information and adds value to previously discussed topics will turn occasional listeners into loyal ones. 

You can even make your podcasts more interactive. Using Spotify for your podcasts? The Q&A and Polls feature allows you to connect with your listeners live. This turns podcasting into a medium that’s more closely aligned with traditional broadcast radio. 

Reach an international audience with ads

If you’re feeling impatient, the suggestions outlined above might not deliver the instant results you’re looking for. However, there are other ways you can grow your listenership more quickly. 

To reach an international audience more quickly, set aside some budget for ads. You can purchase ad space on international podcasts and put out localized messages to bring in legions of new fans. Alternatively, explore paid advertising on Facebook or Google. 

Build an international marketing workflow 

If you want your listenership to grow consistently, you can’t rest on your laurels. Every time you complete and release a new podcast episode, you’ll need to be focused on marketing. To make life easier, compile a marketing workflow checklist. This way, every piece of content will get the spotlight it deserves. 

Your marketing workflow should itemize things like promotional posts for all the main social channels you’re using. You’ll also need to remind yourself to send out media kits to guests and contributors. Remember, trackable links are a must if you want to assess the effectiveness of your marketing campaigns. 

Some marketing tactics will bear fruit, while others will be a waste of your time. It doesn’t matter. Your workflow can be adapted over time until you hit your stride. 

Take your podcast global today

The enduring appetite for podcasts proves that this medium is here to stay. Provided you’ve found a marketable niche and can invest a modest amount of time and energy into production, podcasting can prove to be a lucrative venture. 

However, coming up with a great idea is not the same as striking a chord with a global audience. If you want to make your podcast profitable and extend your reach, you’ll need to rethink the way you’re marketing it. 

Networking with the podcasting community goes a long way in breaking down barriers to guests and accessing experts. If you’ve more money to play with, you can even explore paid ads to attract new listeners. Working with a threadbare budget? Social media marketing is a cost-effective alternative. 

When it comes to giving your podcast international appeal, things get a little more complicated. You can retool your podcasts in a new language with voice-over and translation services. However, before that, you’ll need to actually transcribe your podcasts. If you’re already working to a tight schedule, finding time for these tasks and further marketing is probably impossible. That’s where BLEND comes in. Our localization experts can provide you with all the support you need to adapt your podcasts for global listeners. Whether you’re looking for transcription solutions or voice-over services, or need a helping hand with your international marketing efforts, we’re here to help. Get in touch with the team today to learn more.

Corinne Sharabi

Corinne is the Social Media and Content Lead at BLEND. She is dedicated to keeping global business professionals up to date on all things localization, translation, language and culture.

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