Thread by @laurenpassell

I'm going to try to tweet a podcast marketing tip for every day of #Tweet100. Can I do it? I have a feeling the tweets toward the end will be wild nonsense. Let's go!

1: Don't shoot the messenger, but you should spend just as much time marketing your podcast as you do making it.

Podcast marketing tip 2: Value your niche audiences. Those are your people! Find them, spend time getting to know them, engage with them. It's worth it, I swear. #Tweet100

Podcast marketing tip 3: Social media engages the audience you already have, it does not grow it. #Tweet100

Podcast marketing tip 4: To find good shows to partner with, explore the podcast universe with @getrephonic #Tweet100 rephonic.com/graph/

Podcast marketing tip 5: Another way to find shows to partner with = search for your show in *all* podcast apps and then check out the "you might also like" suggestions. #Tweet100

Podcast marketing tip 6: It's @arithisandthat's bday! Wish her the best & follow her (that's a real podcast marketing tip.) She's a great connector, wise beyond her years, generous w/sharing advice & queen of podcasts (her bday should be the real intl. podcast day) #Tweet100

Podcast marketing tip VII: Why you should use HOST-READ promo swaps: "Targeted advertising can evoke the sinister world of pervasive surveillance—listening to host-read ads can register as doing a friend a favor." @CamCannon11 for @_reallifemag #Tweet100 reallifemag.com/trust-me-you-w…

Podcast marketing tip 8: Yes you should submit your podcast to Apple and Stitcher! Yes someone reads them! Put a reminder on your calendar to submit once a week. #Tweet100
airtable.com/shrwaPEPlJn8Ec…
airtable.com/shrk9T7h6zIqAs…

Podcast marketing tip 9: Put a link to your podcast in your email signature—but point to a favorite episode or specific moment. ("Hear my favorite episode..." "this moment made me cry...") #Tweet100

Podcast marketing tip 10: Let's talk paid media. @Castbox_fm has a great system—you set your spend and new subscriber goal ahead of time, and only pay when those goals are reached. #Tweet100

Podcast marketing tip 11: Advertising on Spotify is pretty affordable (minimum spend $250) and you can target and get analytics on your ad. #Tweet100

Podcast marketing tip 12: Should you buy pre-roll? Mid-roll? Post-roll? It depends! Pre-rolls are usually cheaper and more people might hear them, but they may also be less engaged. This surprised me! ...tobecontinued... #Tweet100

Podcast marketing tip 13: When you are submitting your ad...
>audio/visuals should be *great*
>you should have dropped at least 3 episodes

Before you reach out make sure you know your budget and timing. #Tweet100

Podcast marketing tip 14:

Podcasters, do not spend money on social media ads. Do not. Doooooo not! Donotdonot. (Begging you.) #Tweet100

Podcast marketing tip 15:

Taking a break from this scintillating ad conversation to steal a tip from @tpelligrino. (Tip 15 1/2: Follow @tpelligrino.) #Tweet100

https://twitter.com/tpelligrino/status/1436112835591933954

https://twitter.com/laurenpassell/status/1436704799030976517

Podcast marketing tip 17 is brought to you by @AlbanBrooke, @AdvertiseCast and @libsyn. #Tweet100

https://twitter.com/AlbanBrooke/status/1435613407839928322

Podcast marketing tip 18: Spending $ in-app/on other podcasts is smart but also smart: spending $ in newsletters #Tweet100
>People are more likely to click on a newsletter link than on social
>Find super-niche audiences
>Think not just podcast newsletters, think topical matches

Podcast marketing tip 19: When writing your ad copy, make it pop & relevant to the audience you're reaching. Have 2 options available: 1 paragraph the host can read & 1 list of talking points for the host to put in their own words. <— Often ends up sounding more natural #Tweet100

Podcast marketing tip 20: Indie podcasters must know about dynamic ad insertion. It's becoming more important, and there are creative things you can do with it.

Learned so much on this episode of @SoundsProfNews with @highfiverpg and @hmosgood #Tweet100 soundsprofitable.com/episode/1/32

Tip 20.5 was listen/subscribe to @SoundsProfNews and digest everything @highfiverpg says.

Podcast marketing tip 21: I can't believe I have to say this but I was asked it at a conference, so...

You should not worry about losing audience partnering with a "competition" show. These are your friends. If you have a solid show, you will grow w/ every partnership #Tweet100

Podcast marketing tip 22: Episode transcripts on your website? You simply must!
>They're crucial for accessibility
>Transcript ≠ Script!
>Podcast newsletter writers (ahem)/reviewers/super fans love to see them
>Good for SEO

#Tweet100

Podcast marketing tip 23: Cross-promote episodes of your podcast ON your podcast.

@StoryWorthy's Christine Blackburn always teases her previous episode. People will listen to more & discover an episode they might not have found on their own. #Tweet100
storyworthypodcast.com

Podcast marketing tip 24: Put a media kit on your site for advertisers and writers. It can include:
>about section
>contact/social channels
>stats
>links/press release
>assets
>mission statement
>sponsorship guidelines

Be creative about it! Make it fun to read. #Tweet100

Podcast marketing tip 25: Think of each of your episodes as its own mini marketing campaign. Who you partner with, who you reach out to, your entire strategy, should be different. #Tweet100

Podcast marketing tip 26: Start a podcast newsletter! (I 💗@SubstackInc.) People don't click social media—>podcast link but they do newsletter—>podcast link.

You don't own your Apple Podcasts subscriber list, but you own your newsletter subscribers list. It's valuable. #Tweet100

Podcast marketing tip 27: Beef up your show notes. It's beneficial for your listeners (& people who want to write about your show LIKE MOI) & will help your show's SEO

Include resources you mentioned/additional resources, guest info, time codes, CTAs, a great quote etc #Tweet100

Podcast marketing tip 28: God bless this great show notes template from @buzzsprout. Use it! What would you add to it? #Tweet100 buzzsprout.cdn.prismic.io/buzzsprout/204…

It's Friday, we've been doing this for almost a month (!!!) and we deserve a treat. Podcast marketing tip 29 is: take a cat (or dog, or plant, or Cheetos, or whatever) break. #Tweet100

Podcast marketing tip 30: Make your CTA specific and stand out a bit. #Tweet100
>fine but boring: "listen and subscribe"
>try: "text a friend right now if you liked," "screenshot the episode and tag us on social," "ask us a question in our Apple Podcast review section," etc.

Podcast marketing tip 31: Everyone wants a silver bullet, but there is none. Think about those mailers you receive about your neighborhood dentist. You ignore them...until you need a dentist.

Be consistent. Repeat. Be consistent. Repeat. Be consistent. Repeat. #Tweet100

Podcast marketing tip 32: Sign up for my Podcast Marketing Magic newsletter. It allows me more than 280 characters to talk about my one true love, podcast marketing. #Tweet100 podcastmarketingmagic.substack.com

Podcast marketing tip 33: Engagement > reach. It's better to connect with people who will become your superfans, the people who will champion you to their friends, than just...lots of people. #Tweet100

Podcast marketing tip 34: When you're thinking of audiences you want to target, don't just think about the kind of people you already have, think about the kind of people you don't have, but want. #Tweet100

Podcast marketing tip 35: Don't stress if you haven't planned anything for #InternationalPodcastDay. It's fun but not participating won't make or break you.

Every day is #InternationalPodcastDay at MY house, anyway. #Tweet100

Podcast marketing tip 36 is brought 2 u by @arithisandthat #Tweet100

https://twitter.com/arithisandthat/status/1442611030111055876?s=10

Podcast marketing tip 37: Claim your podcast on @Podchaser. There are a bunch of ways you can promote your show from there. #Tweet100 support.podchaser.com/en/articles/52…

Podcast marketing tip 38: It's a beautiful day to sign up for the @bellocollective newsletter. @JuleykaLantigua has called it "The New Yorker for podcasts." And there are always tons of recommendations—maybe you'll find a show to swap with! #Tweet100 bellocollective.com/newsletter-d96…

Podcast marketing tip 39: well i'll be damned ON THURSDAY i'm giving a presentation for @PodcastMovement University about growing shows with cross-promos. it'll be so much better than these tweets, i swear! #Tweet100

https://twitter.com/PodcastMovement/status/1443987863712972802

Podcast marketing tip 40: If you want to take your promo-swap relationship to the next level, work with the host(s) of the other show to create a special collab-episode. The same episode can go in each of your feeds, but you can each add your own intro/outro. #Tweet100

Podcast marketing tip 41: If you find a show you want to partner with, make sure it's still running. If it hasn't published an episode in 8+ months, you can reach out and say, "hey! what's up!" Maybe there is an upcoming (or different!) opportunity for you. #Tweet100

Podcast marketing tip 42: Don't miss @LWCstudios' weekly Clubhouse meeting, Podcasting Seriously. @JuleykaLantigua invites the top people in the industry to answer your questions about how to make your show better. And it's tons of fun! #Tweet100 podcastingseriously.com/clubhouse

Podcast marketing tip 43: On the topic of @LWCstudios—💗 their Podcasting, Seriously Awards Fund. They have raised $$ for BIPOC, queer, and trans audio creators to apply for podcast awards, and if u qualify u can apply to get some of that money. #Tweet100

podcastingseriously.com/fund

Podcast marketing tip 44: @Podchaser has a podcast database that'll help you find pods to partner with, qualify them through data, get contact info, search and sort. #Tweet100 podchaser.com

Podcast marketing tip 45: Follow these podcasting leaders: @twiladang @JuleykaLantigua @arithisandthat @BryanBarletta @cslwrites @PodcastsInColor @ashleyrcarman @arlusk @galenbeebe @rachaelgking @poddraland @zaidiafatima @JennaSpinelle

There are many more—please add #Tweet100

Podcast marketing tip 46: Update the copy for your ad reads frequently. In fact, instead of a tip here's an exercise: spend 10 minutes today writing a fresh promo ad for your show. It will be 10 minutes well-spent. And here's a tip... #Tweet100

https://twitter.com/laurenpassell/status/1437834704200294400

Podcast marketing tip 47: I just tried to find the URL for one of my follower's podcasts and it wasn't there! Make sure your URL is everywhere, in all bios. Get a linktree thank u @arithisandthat 👇 #Tweet100

https://twitter.com/arithisandthat/status/1446563379527684096

Podcast marketing tip 48: I was inspired by @evoterra's episode of Podcast Pontifications today about showcasing the best episode of your podcast. Figure out what it is, recall it in other episodes, feature on your site/socials. #Tweet100 podcastpontifications.com/episode/showca…

Podcast marketing tip 49: Remember when I said this? 👇

Yes, apply for in-app placement. But remember when you're submitting, to answer the question: why should they feature you now? Peg it to something newsy, timely, or HAWT. #Tweet100

https://twitter.com/laurenpassell/status/1433847634498883585

OH MY GOD— PODCAST MARKETING TIP 50 ALREADY? SHE'S GROWING UP SO FAST.

Anyway. I honestly don't think enough people ask themselves this question when making a podcast:

What is my goal? Why am I doing this?

Figure that out and focus on it with every move. #Tweet100

Podcast marketing tip 51: @HarkAudio helps u discover new shows. But u can also create a playlist of ur show's best moments. Highlight your best stuff & pull new listeners in, or remind fans why they love you. Here's an example from @AmerHysteria #Tweet100 share.harkaudio.com/oBrWMoAwCc7x34…

Podcast marketing tip 52: In my new podcast newsletter Podcast Marketing Magic, I'm trying to match up shows who want to promo swap. Fill out this form to be considered, I'll do my best! #Tweet100 docs.google.com/forms/d/e/1FAI…

Podcast marketing tip 53: Do not advertise on Facebook, period. (Thanks @POSMarketer) #Tweet100

https://twitter.com/POSMarketer/status/1447531914060042240

Podcast marketing tip 54: Instead of linking to Apple Podcasts, use @Linktree_. It will allow people to go to your podcast with whichever podcasting platform they prefer. #Tweet100 pod.link

Podcast marketing tip 55: Constructive criticism review vs. personal preference review. Bad reviews—>more listeners. Thank you, @stephfuccio! #Tweet100 thepodcasthost.com/mindset/mean-r…

Podcast marketing tip 56: Obsessed w/this piece from @nickfthilton. Read the whole thing! #Tweet100
>Podcast accounts bad for promo
>Self-promo ineffective & humiliating
>Search by interest
>Podcasts do badly on Twitter
>Recommend pods that are not ur own nickfthilton.medium.com/its-time-to-en…

Podcast marketing tip 57: Reach out to 1 podcast to partner with right now, let's all do it together.

If you need help connecting, respond with a link to your show. I can help match you up or you can help each other. #Tweet100

Podcast marketing tip 58: An issue of Podcast Marketing Magic came out yesterday, and in it I offer some ways you can partner with other shows. #Tweet100 podcastmarketingmagic.substack.com/p/-how-to-play…

Podcast marketing tip 59: @podspike offers super affordable services that can help your show in specific ways. I haven't tried it but am intrigued. Worth a look...would love to hear about your experience if you try it! #Tweet100 podspike.com

On writing a podcast press release... #Tweet100

https://twitter.com/laurenpassell/status/1452718382025936897

Podcast marketing tip 61: Preroll or midroll? There isn't 1 answer. Sometimes w/pre-rolls the audience hasn't warmed up to the content yet & will gloss over. But sometimes midrolls can feel 2 random if it's not a perfect fit. Think about how the content fits into the ep #Tweet100

Podcast marketing tip 62: Don't just link to Apple Podcasts on your site/show. Give people the option. The other platforms will be more likely to work with you! Use @_PodLink—it gets people to the right place, fast. #Tweet100

Podcast marketing tip 63: Help people. Offer advice, give to the vulnerable, promote without expecting things in return. It will come back to you. #Tweet100

Podcast marketing tip 64: You almost certainly do not need a microphone or headphones on your podcast show art. It's a podcast...they get it. #Tweet100
🚫🎙️🚫🎧🚫

Podcast marketing tip 65: Today pitch yourself as a guest to one podcast. Do it! #Tweet100 Thx @KaziRoohi

https://twitter.com/KaziRoohi/status/1454165537500631047

Podcast marketing tip 66: The night before launch, sacrifice 66 virgins to Satan. It's really the only tip you need.** #Tweet100

**jk happy halloween 🔮👻🎃

Real podcast marketing tip 66: Re: guesting, don't underestimate the value of being a guest on tiny shows.

Say a podcast episode has only 100 listens.

That's 100 NEW people for you.

(As opposed to the # of people you already reach on your own platforms.)

#Tweet100

Podcast Marketing tip 67: If you are pitching yourself to be a guest on another show, a good pitch letter takes 15-20 minutes. I know!!! Listen the show, research the host, check grammar in note, check the tone. Invest in this step of the process. #Tweet100

Podcast marketing tip 68: When you're thinking of shows to work with, don't just look at how big the show is. Look at how engaged they are with their audience. (Via their content, social media presence, reviews, etc.) #Tweet100

Podcast marketing tip 69: Think of each as your episodes as its own mini-marketing campaign. Depending on the subject or who is in it, you should reach out to different people. (Reach out to a guest's alma mater, they might want to include the ep in a newsletter, etc.) #Tweet100

Podcast marketing tip 70: If you want to write a good pitch letter, ask @TheIndustry13 for tips. Hands down I get the best pitches (for my newsletter) from Dan. Just got one that's...
>personal
>short
>exciting
>relevant
>really nice

How do you do it, Dan? #Tweet100

Podcast marketing tip 71: I just deployed the newest issue of Podcast Marketing Magic. In it, I share the pitch letter that I received that definitely got me to click, listen, and write from @TheIndustry13. #Tweet100 podcastmarketingmagic.substack.com/p/i-think-our-…

Podcast marketing tip 72: Fill out this form for a chance to be featured in an interview for Podcast the Newsletter. #Tweet100 docs.google.com/forms/d/1HXvrm…

Podcast marketing tip 73: I say pitch short, but how short? In a survey, @muckrack found that 50% of podcasters like the email length to be 100-200 words. About 20% prefer shorter, and another 20% prefer the length of 201-300 words. Don't go more than 300 if you can. #Tweet100

Podcast marketing tip 74: Most people don't care which day you pitch them. But for the ones who do, pitch earlier in the week rather than later. #Tweet100

Podcast marketing tip 75: Dan @misener explains why your secondary category on Apple Podcasts is important by "helping your show appear in select category pages, in editorially curated collections, and in search." #Tweet100 blog.pacific-content.com/the-mysterious…

"This story is *definitely* about snoring."

You got me, @20korg + @Endless_Thread...you got me good!

btw this is podcast marketing tip 76. brilliant. #Tweet100 20k.org/episodes/zzzzz…

Podcast marketing tip 77: Start a mini-series using voice memos from your listeners & other podcasters. People will tune in to hear themselves & you can use your guest spot as collateral to be on other people's shows. @dothepot does this well. #Tweet100 dothepot.com/podcast-series…

Podcast marketing tip 78: I'm seeing more and more people want to bring their audio content to YouTube. Just announced: you can auto-post your podcast to Youtube using @headlinervideo. #Tweet100 headliner.app/blog/2021/11/0…

Podcast marketing tip 79: god bless the newsletters for they shall inherit the earth #Tweet100 (courtesy of @arithisandthat)

https://twitter.com/arithisandthat/status/1459173517031886848

Podcast marketing tip 80: @twiladang just shared something so cool it blew my mind: a calculator that will help you determine how much $ you could be earning on Substack, Patreon, and more. #Tweet100 creatorscalculator.com/?utm_medium=re…

Podcast marketing tip 81: Overheard on @buzzsprout's Buzzcast...46% of people surveyed said they discovered a new podcast by hearing about it on another show.

Promo-swaps work! #Tweet100 pca.st/7z3ik89n

Podcast marketing tip 82: Get attention by changing the format of your show for a series. If you do interviews, do some storytelling etc. Share the news. You'll be able to reach out to new people to partner with & new listeners who you might not have attracted otherwise #Tweet100

Podcast marketing tip 83: As the guest consultant on @podspike's Ask the Consultant, I was asked: Do you see the future podcasting landscape being dominated by Hollywood stars? Here's my response. #Tweet100

podspike.com/the-podcast-cl…

Podcast marketing tip 84: Just putting this out there. (Read the whole thread.) #Tweet100

https://twitter.com/AlbanBrooke/status/1461457307871719427

Podcast marketing tip 85: Switch up your content. It's newsworthy. @TheCityofwomen is running a series of beautiful minis. You'll also catch a new batch of listeners who enjoy the different kind of content. #Tweet100

https://twitter.com/TheCityofwomen/status/1460110277727322112

Podcast marketing tip 86: Inspired by a conversation I had with @zachthemack yesterday, your pitch needs to have a direct ask. I get pitches that are just like "here you go!" Tell the person exactly what you want them to do with the information you are giving them. #Tweet100

Podcast marketing tip 87: Pitch newsletters! I dedicated an entire edition of Podcast Marketing Magic to how to do it. #Tweet100 podcastmarketingmagic.substack.com/p/-the-newslet…

Podcast marketing tip 88: Be specific when asking for reviews. "When podcasters tell listeners to ‘rate & review on Apple,’ those instrux are often lost in translation. Clarifying that call to action may help you keep the credit you’ve earned." #Tweet100 podcastmovement.com/podmov/recent-…

Podcast marketing tip 89: I love this. #Tweet100

https://twitter.com/tfyhpodcast/status/1461398631345491974

Podcast marketing tip 90: This episode of @EarfluenceMedia with @arithisandthat will totally inspired you to think out of the box with your podcast. How to monetize it, even if it's small. (Should you?) Exciting ideas to grow! #Tweet100 earfluence.com/yes-you-can-mo…

Podcast marketing tip 91: Brought to you by @poddraland. #Tweet100

https://twitter.com/poddraland/status/1463634431512559619

Podcast marketing tip 92: If you were thinking of pitching yourself as a guest on a show with 2+ hosts, pitch yourself NOW as a guest-host. Over the holidays surely there will be days with one host out. In comes you! #Tweet100

Podcast marketing tip 93: Join the @bellocollective community. This is a group of the best, smartest, most supportive people in audio. And one of my favorite places on the internet. #Tweet100 patreon.com/bellocollective

Podcast marketing tip 94: You can't be a gross marketer on Reddit, but you can set up email alerts for specific key words. So when someone is talking about something that truly vibes with your show (or maybe they are looking for a podcast like yours) you can jump in. #Tweet100

[I stole this idea from the brilliant @adelamiz of @podcastbrunch.]

Podcast marketing tip 95: Oh hey, make sure your podcast is added to every directory. #Tweet100 via @Podnews podnews.net/article/our-po…

Podcast marketing tip 96: Loved this piece from @JonXtensen at @timberpod because it's all about the things that work in podcast marketing: patience, dedication, good work, optimism, and consistency. (And how much NOFX sux but is also great.) #Tweet100 newsletter.timber.fm/p/build-your-a…

Podcast marketing tip 97: Stop what you're doing right now and email me ([e-mail]) your most creative pitch. I'm featuring the best pitch letters I receive in Podcast Marketing Magic. Make it stand out! I'll respond with feedback. #Tweet100 podcastmarketingmagic.substack.com

Podcast marketing tip 98: What's your show's collateral? Structure your podcast for great partnerships. #Tweet100 podcastmarketingmagic.substack.com/p/case-study-w…

Podcast marketing tip 99: Create a cool video trailer. Two that caught my attention were from @transmitterpods's Rebel Eaters Club...#Tweet100

https://twitter.com/transmitterpods/status/1227605659035848706

...and @BroccoliContent's Cancelled.

https://twitter.com/BroccoliContent/status/1432675057835388931

Podcast marketing tip 100: If you've enjoyed these tips and still have questions, sign up for a podcast therapy session w/me & @arithisandthat! We'll answer your burning questions about podcast marketing and can offer specific advice. DM or email [e-mail]. #Tweet100

Turns out there are more than 100 and I cannot be stopped! Here's something brilliant I just heard from @iamjeremyenns:

If you're pitching a newsletter, don't just send them a cold pitch. RESPOND to the last newsletter they sent (after reading it) with a personal note.