How to create buzz for the launch of your new podcast

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How to create buzz for the launch of your new podcast

March 11, 2022 • About 13 min. read

You need to prepare your launch ! Don’t jump into promoting your new podcast right away. Think about the actions you need to put in place, the levers you can activate or the way you will convince your first circle to listen to your episodes.

By seriously preparing this launch phase, you have a great deal of power to create some buzz around you. Using very concrete examples, I’ll give you all the tips you need to avoid a total fail when launching your new content. 🥬.

Préparer le lancement d'un podcast

How to prepare the launch of a podcast?

> The pre-launch

> The launch

> The post-launch


In reality, as you can see, there is not only one major launch phase when communicating about a new podcast.

There are 3:

  • The “pre-launch“🛫 : everything you can do to prepare for the arrival of your new podcast and to create excitement in your community
  • The “launch“✈️: the D-day is your moment of glory, the time to create a little buzz around you
  • And then there is the “post-launch” 🛬 : everything you can do in the days following the launch to prevent the buzz from falling

1st phase: the pre-launch

This phase is as important (if not more important) than the launch phase. Because if you handle it thoroughly, the impact of your communication on D-Day will be even greater. 💪

Remember, the objective of this pre-launch stage is first to spark the curiosity of your future audience 🧐 and then to prepare the ground for your new show. 🎧

Make a trailer

To achieve our goals, let’s draw inspiration from the movies, that do this wonderfully with the good old trailer. 🎥

When you think about it, there are a lot of similarities between podcasts and movies.

  • Both formats are windows to different worlds. 🪟
  • The quality of the sound, the sound design, the theme or the way the stories are told are important in both cases. 🪐
  • Just like a movie, a podcast has a beginning, a middle and an end. 💑 😢 🥰
  • The guests and hosts are a bit like actors. 🕵️‍♀️
  • And sometimes there is even a set or sound effects in the case of a fiction podcast.🧟‍♀️

So if we use trailers to promote a movie and its world, why not do the same with a new podcast?

Making a trailer on Spotify

> Make your audience want to listen with a trailer

For your trailer to be really effective and make your community want to listen to your episodes, you need to think about several things:

  • It should be between 1 and 1.5 minutes long, no more. If it’s longer, you risk saying too much and not leaving enough surprise for your listeners. 😫
  • Then, make sure that the atmosphere and the universe of your podcast are present. For example, if you deal with very serious news topics, don’t try to be funny or entertaining in your trailer. That would be too out of sync with the rest of your podcast. The reverse is also true, if your podcast is recorded in a light-hearted and friendly atmosphere, try to be so in your trailer. 🙃
  • And above all, a trailer is made so that your future listeners understand in a few seconds who you are and what your new podcast is about. So you have to be brief and clear; say what you are going to talk about but without giving too many details; be nice and friendly while being quick in your explanations. 🤔

> Prepare the ground for your new show by publishing a trailer

Publishing a trailer before the official launch of your podcast will also allow you to prepare the ground for the publication of your future episodes. Although with Ausha, you can distribute your podcast in a few clicks, platforms sometimes take a few days to create your show on their app. I’m thinking in particular of Apple Podcasts… 🍏

On Ausha, you can specify whether the audio file you upload is a trailer or not.

By creating your show in advance, filling in all your metadata and publishing a trailer a few days, or even a few weeks, before the launch of your podcast, you’ll be more confident the day of the official launch. This way you will be sure that everything works perfectly and that your show is accessible everywhere.

Create your social media accounts in advance

> To start building a community

If you create that trailer and do nothing with it except broadcasting it on listening platforms, you won’t get many downloads.😔

To optimize this pre-launch phase, I recommend creating social media accounts dedicated to your podcast and starting to publish on them before the official launch of your podcast.

Posts réseaux Sociaux avant le lancement d'un podcast
Examples of posts for the Tips podcast on our personal and Ausha’s social media accounts

By doing this, you will see a small community build around your show. If you feel like you’re starting from scratch, look around. You most likely already have an Instagram or Linkedin account. You also have some really cool friends, family, and coworkers, like mine. 🥰

All of this is your first circle. And that first circle constitutes your first listeners.

But how do you activate this first circle? It’s easy! Get them on board! 😉

Ask them to play along by sharing your Instagram account, talking about your project on their own communities, listening to your trailer and sharing it with others. Thanks to this first circle and word of mouth, your community will grow little by little on social networks.

And the bigger it is at the pre-launch, the easier it will be to launch on D-Day!  🚀

> To tease your future audience

By creating your social media accounts several weeks in advance, you will be able to communicate on the preparation of your podcast with behind-the-scenes photos of your recordings for example🎙️ , quotes from your first guests, a video clip of your trailer, etc. Sky is the limit. It’s up to you to use your imagination! ✨

You can also reveal the cover of your podcast or ask for your community’s opinion on the colors for which you’re hesitating. Involving them in the early stages of your show will make them feel valued. They will feel even more involved in your project.

2nd phase: the launch

This is the D-Day, the official day of the publishing of your first episode on Ausha and thus the distribution of your podcast on all directories. Keep in mind that you may not have a similar impact for some time. It’s always harder to communicate on existing content than on a brand new show. So be sure to make a strong entrance! 💁‍♀️

Send a press release

We don’t always think about it, but the press release is a great lever for discoverability. 🗞️ Maybe some of you don’t think you’re a big enough podcaster to be quoted in the media. This is not true! 🙅‍♀️ Today, the media is very interested in the podcast format. Because it’s new, innovative and often very original content: everything they like!

This lever can really accelerate the notoriety of your podcast and can create a real dynamic from the first moments of your show’s life.

So of course, to achieve this, there are several things you need to pay attention to:

  • There are almost as many podcasts as there are different media types. So start by making a list of the media you want to contact. And by the way, when I say media, I don’t necessarily mean traditional media like TV, radio or print. A media can also be a blog, a newsletter, a Youtube channel or an influential Instagram or Linkedin account. 💻 📱
  • The media you will list must be, in some way, related to your podcast. Either because they themselves are already talking about the main topic you’re addressing in your show, or because your target audience corresponds to that of these media in question. 🎯
  • Follow the 5W rule. To structure your press release well, I advise you to rely on 5 little questions: Who, Where, What, When and Why. By answering them implicitly, you will have a really thorough press release. ✏️
  • When sending your press release to the media you have chosen, include as many communication assets as possible to maximize your chances of being featured and to make life easier for journalists. This can be: the cover of your podcast or episodes in several formats, a photo of you or your guests, your audio player, your unique listening link, etc. 🖼️

To learn more about how to write a good press release to promote your podcast, check out our dedicated article on Ausha’s blog.


Send an email to your community

Another way to let your community know about the release of your podcast is to send them an email. Maybe some of you want to create a podcast for a brand or to help them in their training or freelancing activity. If that’s the case, it’s in your best interest to send an email introducing your new content to your clients, partners or prospects. 💌

If you don’t have an emailing database to send this communication to, you can always do the same process with your social media messaging platforms. Send your Smartlink or podcast page to the Whatsapp or Messenger group of your family or best friends. 📱

Remember, what we’re trying to activate here is your first circle, as this is what will then trigger the word-of-mouth.

We all have a lot of Whatsapp groups all over the place: for once, use the opportunity to communicate your podcast to them!

Communicate on all your social media

It may seem obvious, but I’ll say it anyway: the third thing to do on the day of the launch of your podcast is to promote your new content as much as possible on all your social networks.

Social networks are an essential lever for the discoverability of a podcast.

That’s why we’ve created a Social Media module directly in Ausha’s manager so that you can manage all the promotion of your podcast on social networks in one place. 🤩

From this Social Media Manager, you can create, schedule, delete or duplicate a post as many times as you want on Twitter, Facebook, Linkedin or Instagram and you can even follow and analyze the results of your posts to adapt your communication.

So in the blink of an eye 😉 , thanks to the rate of engagement, the number of impressions, the number of reach or like, you will know which network works best, which type of publication appeals to your audience etc.

3rd phase: The post-launch

Thanks to the 2 previous steps, you have informed your first circle of the release of your podcast. Now, the goal is to expand your audience by distributing your podcast to listeners you don’t know. 🤝

The last phase of launching a podcast is to extend the communication operations you have conducted so far and to take advantage of the influence they have had to avoid having your number of listeners stagnate too quickly.

Optimize the natural referencing of your podcast

By working carefully on your SEO (or natural referencing) you will boost the visibility of your podcast. 🚀 And once it is well positioned in the search engine results, you will see that your listenings will increase rapidly.

How does it work? 🧐

Let me explain.

If we take the example of a podcast which theme would be: how to write the script of your podcast? This theme responds to specific SEO queries that users are used to type. This means that this episode can eventually answer their questions whereas they might have set off to read an article or watch a video.

You should know that Google is investing more and more in the podcast format by displaying episodes in position 0, that is to say at the very top of the search results page. This is called a snippet.

To be highlighted by Google, you need to be known and recognized by it as expert. And that necessarily involves natural referencing.

How to optimize the SEO of your podcast? 

There are 3 things you can work on:

  • Keywords 🗝️: natural referencing is kind of the survival of the fittest in terms of keywords. So your titles, your descriptions or even your image must be well optimized with keywords that match the subject of your episode.
  • The theme of your episodes 🎙️: just like for a blog post or a Youtube video, the most viewed or most read contents are those that correspond to the greatest number of requests from Internet users. So research the questions, keywords or phrases that your potential audience types and turn them into podcast topics.
  • Blog posts ✏️: I advise you to write blog posts dedicated to your episodes on a website. One per episode is ideal. It will allow you to rank well on the queries that correspond to your episodes. Google will understand that you are an expert in your field and will rank you higher in its results.

You can also create your own blog or website that talks only about your podcast and integrate your audio player. This way, people can listen to your episode directly on your website. And BAM, it becomes a new distribution channel!

Ausha also allows you to display a web page dedicated to your podcast. And this web page is completely SEO optimized to help you to rank higher on search engines. For that, you don’t have to do anything, it is activated by default when you upload your podcast on Ausha. 💻

Créez des clips vidéo adaptés aux résaux sociaux

Transformez les extraits audio de vos épisodes en clips vidéo pour les promouvoir plus efficacement sur les réseaux sociaux.

Notifiez votre audience à chaque nouvel épisode

Créez des emails personnalisés envoyés automatiquement à chaque nouvelle sortie épisode.

Newsletter view illustration

Planifiez et partagez automatiquement vos épisodes

À chaque nouvel épisode, partagez automatiquement un post sur Facebook, Twitter, Linkedin et Instagram.

> With the Smartlink

If you ask people around you which platform they usually listen to their podcast on, you’ll probably get all kinds of answers: Spotify, Deezer, Apple Podcasts, etc. So it’s not always clear which URL to share with your community. 🤔

Smartlink

With Ausha, you can generate a Smartlink, a single link that redirects to all the platforms that broadcast your podcast. It’s super convenient!

> With the Smartplayer

I mentioned it earlier in this article, Ausha’s Smartplayer also helps to simplify access to our podcast for users who find themselves on our blog posts. ⏯️  Thanks to an iframe that you can copy and paste from your Ausha manager on your website. 🚀

For some podcasters, the Smartplayer is also part of the communication assets they send to their guests when their episodes are released so that they can share it on their own channels to benefit their community.

It looks like it 👇

Cross-promotion

One last thing that can help boost your podcast in the early months of your show’s life is cross-promotion. 🤜 🤛

What is cross-promotion? 🤔

It’s simply the fact of communicating about your podcast … in someone else’s podcast. It can be for example by broadcasting an audio ad at the beginning or at the end of the partner show; by being interviewed by the host of a show you like or by slipping one of your episodes into the RSS feed of a partner podcast that is taking a break.

Cross-promotion allows you to reach out to a qualified audience that is already listening to podcasts.

To find the right partners:

  • Join Facebook groups of podcasters and become known to these communities.
  • Or take a look at the Rephonic website which allows you to see, in the form of a map, the podcasts that have a similar theme to yours.

You now have all the keys to communicate on your new podcast and quickly reach the 3000 monthly listenings. All you have to do now is take the leap with Ausha! 💜

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by Emma
March 11, 2022

In life, to be able to buy pasta and other useful stuff, I'm Brand Content Manager at Ausha. 💜 I create a lot of content to help (future) podcasters to boost their listening. Other than that, what I love in life besides podcasts and pasta 🥰 : writing stories, reading self-help books, singing Beyonce in the shower, Science Fiction and Harry Potter.

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