While everyone thinks of Twitter, Facebook, and Instagram for social media marketing, there’s one platform that often gets overlooked: LinkedIn. Yes, that’s right – the professional networking site that’s usually associated with job hunting and resume-building can actually be a powerful tool for growing your podcast.
Why You Should Promote Your Podcast on LinkedIn
When it comes to reaching a professional audience, LinkedIn is hard to beat. With over 700 million users worldwide, it’s the go-to spot for folks looking to connect, learn, and grow in their careers. If your podcast targets a business-oriented or career-focused crowd, LinkedIn is the perfect place to find them.
But the real magic of LinkedIn? Its engagement rates are simply amazing. According to Social Insider, LinkedIn averages an engagement rate of 3.85% whereas Instagram only gets an engagement rate of 0.7% and Twitter only 0.05%. In other words, when you share content related to your podcast on LinkedIn, you’re much more likely to see likes, comments, and shares from your audience.
Podcast Categories That Do Best on LinkedIn
Unlike most social media platforms, LinkedIn draws a very specific audience. So, some shows will be a better fit for promotion on LinkedIn than others. If you chose a niche for your podcast that’s in one of these four categories, LinkedIn makes for an ideal place for you to promote your podcast:
Business and Entrepreneurship
LinkedIn is a hotbed for professionals looking to start, grow, and optimize their businesses. If your podcast shares insights, strategies, and stories related to entrepreneurship, you’ll find a highly engaged audience on LinkedIn. From successful founders as guests to deep dives into specific business challenges, these types of podcasts can really thrive on this platform.
Career and Professional Development
Most people use LinkedIn as a way to grow and succeed in their professional lives. So, if your show focuses on topics like leadership, productivity, skill-building, or career transitions, you’ll be speaking directly to the interests and needs of the LinkedIn crowd. By sharing episodes that help listeners level up their careers, you’ll quickly build a loyal following on the platform.
Industry-Specific Podcasts
Whether your show focuses on marketing, finance, tech, or any other professional niche, you’ll find a ready-made audience of experts and enthusiasts on the platform. When making posts on LinkedIn for these types of shows, try to dive deep into the trends, challenges, and opportunities in your industry. That way, you’ll attract listeners who are passionate about staying on the cutting edge of their field.
Leadership and Management
If your target market is managers and leaders in any space, you can always find them on LinkedIn. The platform is full of current and aspiring leaders looking to hone their skills and learn from the best. Try to showcase any of your episodes that feature interviews with top executives, case studies of successful management strategies, or advice on how to inspire and motivate teams.
7 Strategies for Promoting Your Podcast on LinkedIn
Now it’s time to dive into the specific strategies you can use to get your podcast in front of the right people. Using these seven strategies will put you well on your way to building a thriving audience on LinkedIn.
Optimize Your LinkedIn Profile
First and foremost, you’ll want to optimize your LinkedIn profile. Think of your profile as your billboard on the platform. It’s the first thing potential listeners will see when they encounter you, so it needs to make a great impression. Start by creating a compelling headline and summary that highlights your podcast and the value it offers. Also, make sure it follows your brand identity guidelines. Use keywords that your target audience might be searching for, and don’t be afraid to inject some personality into your writing.
Next, showcase your podcast in the experience section of your profile. Create a new entry for your show, complete with a brief description, a link to your website or hosting platform, and any notable achievements or milestones. You can also add a custom banner to your profile featuring your podcast artwork – this is a great way to catch people’s eye and reinforce your brand.
Share Content that Adds Value
Once your profile is looking sharp, it’s time to start sharing valuable content related to your podcast. LinkedIn is all about providing insights and sparking conversations, so focus on creating posts that offer real value to your target audience. Share key takeaways from your episodes, ask thought-provoking questions, and encourage your followers to weigh in with their own experiences and opinions.
Leverage Visuals
To really grab people’s attention, pair your posts with eye-catching visuals like images, infographics, or short video clips. Research shows that posts with visuals get significantly more engagement on LinkedIn, so it’s well worth the extra effort.
Respond to Your Audience
Actively engage with your target audience on the platform. Join LinkedIn groups related to your podcast’s niche and participate in conversations, offering your insights and expertise where appropriate. Follow influencers and potential guests in your industry, and comment on their posts to start building relationships. You can even collaborate with other podcasters or experts to create joint content or cross-promote each other’s shows.
Use Promotional Features
LinkedIn also offers a range of native features that can help you promote your podcast. Consider publishing articles on LinkedIn Pulse that dive deeper into the topics you cover on your show, and be sure to include links back to relevant episodes. You can also create a dedicated LinkedIn page for your podcast, which gives you a central hub to share updates, engage with listeners, and showcase your brand.
Pay for Advertising
If you’re willing to invest a bit of money into your promotion efforts, LinkedIn ads can be a powerful way to reach your ideal audience. You can target your ads based on job title, industry, location, and other key demographics, ensuring that your message gets in front of the right people.
Put Your Network to Use
Finally, don’t forget to leverage your existing network and resources to spread the word about your podcast on LinkedIn. Encourage your guests to share episodes they’re featured in with their own followers, and provide them with pre-written posts and graphics to make it easy. Tag relevant people and companies in your posts, and always be on the lookout for opportunities to connect with potential listeners and collaborators. This will all help you build a community for your podcast.
Conclusion
Of course, promoting your podcast on LinkedIn isn’t a one-and-done affair. To see real results, you’ll need to commit to showing up consistently, experimenting with different tactics, and iterating based on what works best for your unique show and audience. But if you’re willing to put in the time and effort, the rewards can be truly game-changing.
