Podcast Marketing 101: A Masterclass with Joni Deutsch

What are the secrets to podcast marketing in 2025? Audio expert Joni Deutsch gives a podcast marketing masterclass in collaboration with The Webby Awards and shares her 6 pillars for audience growth in 2025.

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Podcast Marketing Masterclass with Joni Deutsch and The Webby Awards

What are the secrets to podcast marketing in 2025? The podcast landscape is changing rapidly, with the rise of video and the aftermath of the “podcast election.” But it’s not just the format that’s changing. Podcast growth strategies are in constant flux. From SEO to social media, podcast discovery has rarely been less predictable. So, if you’re one of the many podcasters who are struggling to adapt to this changing landscape, you’re not alone.

Last month, The Podglomerate co-hosted a special Podcast Marketing 101 webinar with The Webby Awards, the annual competition named “the internet’s highest honor” by The New York Times. This virtual event was moderated by The Webby Awards’ General Manager Nick Borenstein (producer for the hit podcast Missing Richard Simmons) and featured audio expert and The Podglomerate’s SVP of Marketing & Audience Development Joni Deutsch. 

Listen to the full conversation on Podcast Perspectives

In this special conversation (now available on Podcast Perspectives), Joni shared an exclusive look at The Podglomerate’s tried-and-true playbook for podcast marketing success, including the most critical first steps for new podcasters and the key ingredients for shows to hit the top of the charts. And as a Webby Award winner and judge, Joni also discussed the science of awards submissions and how to strengthen your entry to increase the chances of bringing home a trophy.

Don’t forget to enter The Webby Awards!

If you want to reach a target audience and win a coveted Webby Award, it’s time to take notes. Speaking of which, the Webby Awards entry period closes on February 7, 2025, so be sure to get your entry in asap if you want to see your podcast recognized for being the best in its field! Head to webbyawards.com, where you can also learn more about becoming a Webby Awards judge. 

And if you want to unlock even more of your show’s potential, explore The Podglomerate’s extensive resources and sign up for our bi-monthly newsletter

What is the Most Critical First Step For Podcast Marketing?

Podcasting is a booming and competitive medium that spans dozens of countries and languages. However, Joni wants new podcasters to get real about their expectations.

“Instant success isn’t realistic.”

The industry has come a long way since the early days. Before popular shows like Serial pushed podcasting into the mainstream, it was easier to launch a show and take a significant proportion of the market share. 

In today’s saturated landscape, a new podcaster needs to establish what they’re about – aka. their unique value proposition – before they consider entering the audio game.

“Recognise what your show is,” advises Joni. “Content is key.”

Once you figure out who your audience is, you can shape your marketing strategy. Even massively popular hit shows like The Joe Rogan Experience and Call Her Daddy have target audiences; despite capturing a large share of listeners, they need to form their marketing strategies around these demographics. 

Let’s break it down further: both of these podcasts rely on celebrity guests and trending (or even clickbait) topics to draw new and returning listeners. They use social media, including TikTok and YouTube, to share snippets of provocative conversation to maintain their audience numbers.

This is a popular strategy, but not the only one. Many niche podcasts thrive by building a dedicated fanbase. They monetize through subscription services like Patreon. Their audiences tend to grow through word of mouth.

So, what strategy will you pick? Research and experimentation are the best ways to figure out where to find your listeners.

Get to Know Your Audience

Once you know who your listeners are, you can figure out how to market to them. As a new show, you can use Podchaser Pro to see competitor breakdowns. You will then have a better sense of your target audience. This is also a great method to target cross-promos, a topic we’ll dive into later on.

If you already have a podcast audience, you can use your RSS feed to tell you who, where, and how long they are listening for. If you’d like support to grow your podcast, don’t forget that you can unlock The Podglomerate’s expertise by working with us.

6 Key Pillars for Growth with Podcast Marketing

Now that you know more about your podcast audience, it’s time to activate Joni’s six key pillars for growth.

1. What Are Your Podcast Marketing Vehicles?

Do you already have a platform? Think social media or newsletter or website. You may also have a physical presence somewhere. All of these vehicles are opportunities for audience growth. Don’t forget to start your podcast marketing journey by leveraging what is already there.

2. Publicity is Key to Organic Podcast Marketing

From press kits to interviews and guest appearances, there are many ways to approach publicity for your podcast. When choosing media outlets to approach, you can pick podcast-specific media or explore niche entities. For example, if you produce an arts podcast, pursue an arts-related website or radio show. Our podcast services can help you find the right contacts.

3. Cross-promos Are Your Best Friend. 

One of Joni’s favorite free marketing methods is cross-promotional advertising. This involves finding a comparable show and promoting each other’s feed through scripts or audio, whether it’s reading 30-second promotional copy or exchanging episodes. If you choose a podcast that already boasts a listenership of your target audience, cross-promos can be an incredibly effective way of growing your show.

4. Don’t Miss an App When Podcast Marketing

When setting up your RSS feed, make sure you get your show on every app. Apple Podcasts, Spotify, and Amazon Music often feature new or noteworthy shows on their home pages. By guaranteeing your presence, you also amplify your reach to listeners and support your SEO efforts. If you’re curious about how to get featured on these apps, you’ll want to bookmark our resource guide here.

5. Is it Time for Paid Ads?

While Joni is a big fan of free marketing vehicles, there is a time and place to spend your budget on paid ads. This can be especially effective if you have a hard-to-reach audience, such as younger men. Paying for ad spots on other shows, or even on newsletters or podcast apps, can help get your show off the ground in a major way. 

6. Consider Applying to Podcast Awards

Podcast awards, such as The Webby Awards, are fantastic opportunities to be recognized by your peers. Most of these awards are judged by experts in the industry, making them a great litmus test for your show’s quality. Winning an award is a badge of approval for your current show, as well as any podcasts you create in the future. So, make this the year you apply for a podcast award.

How Do Podcasts Get Featured on Podcast Apps like Apple and Spotify?

Getting your podcast noticed by app-editors feels like a daunting task. There are only so many of these coveted “billboard” slots out there. Getting on their radar is key. 

The Podglomerate has strong relationships with these editors, making us a great partner to work with when marketing your podcast. Not only do these relationships date back several years, we take the time to nurture them. When one of our shows gets featured on a podcast app, we show that platform our appreciation.

Networking Will Help You Grow Your Podcast

Building credibility for a new show is all about relationships. “I have worked in podcasting and public radio for basically fifteen years now,” explains Joni, “and the relationships I grew at the start of my career are the ones that I still hold dear today.”

If you’re a new or growing podcaster, it may be valuable to visit a podcast event or conference. In-person connection is still a powerful way to build relationships. Joni, a self-confessed former introvert, is confident that anyone can grow their network if they focus on cultivating an authentic spark. “It is competitive, but [the industry] is actually smaller than you think.”

Podcast Marketing Can Work In-person or Online

If you can’t make it to a conference, you can’t beat being active on LinkedIn. The podcast industry has a strong presence on the platform, with experts often discussing the topics we’ve covered in this article. Don’t forget to give The Podglomerate a follow!

Finally, don’t be afraid to shout about your show. There’s plenty of noise out there, but if you have a project you’re passionate about, then your drive will shine through. 

Be sure to listen to the full episode of Joni’s masterclass with The Webby Awards, available on our show Podcast Perspectives.

Have questions? Interested in having The Podglomerate help grow your show? Email us to learn more about our services

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