Lesson 23: Audience Growth Strategies
How to get your podcast in front of more ears
Hey Besties,
Growing your podcast audience isn’t just about making a great show (though that’s obviously step one). It’s about putting your voice in front of the right people—and doing it consistently, long after your initial launch. While we all wish for the boost of going viral overnight (~manifesting that for us~), sustainable growth comes from strategic ongoing PR, partnerships, and collaborations.
Let’s break it down. 👇
1. PR tactics: Pitch yourself like a pro
You know your podcast is amazing—but do the people who can amplify it? Whether you’re pitching journalists, blogs, newsletters, or other podcasts, the key is showing them why you’re worth covering or featuring.
Here’s how to nail it:
✅ Craft a killer pitch – Keep it short, clear, and value-packed. What’s your unique hook? Why is it relevant now? And most importantly, why this outlet or show?
✅ Target wisely – Don’t spray and pray. Instead, research outlets and shows that align with your niche, tone, and audience and actually listen and engage with their content before sending the pitch. Post about them on social media! Then when it’s time to pitch, make it personalized, not generic.
✅ Follow up (but don’t be annoying) – Sometimes, a gentle nudge is the difference between getting booked and getting ghosted. Just keep it gracious, not pushy.
Pro tip: Media folks are always looking for fresh voices—help them help you with a well-targeted pitch and a clear angle.
2. Build a media kit & leverage partnerships
A media kit makes you look like you have your sh*t together. It’s a one-stop shop that includes:
🎤 A punchy show description – What’s your podcast about, and why should people care?
📊 Listener demographics & download stats – Help others understand your audience and reach, especially if these numbers demonstrate a dedicated listenership.
✨ Notable guests – Big names? Interesting niche experts? Flaunt ’em.
📰 Press mentions – Include links to articles, reviews, or shoutouts from media outlets.
🤝 Sponsors or brand partners – Showcase partnerships with brands that have supported your podcast.
📸 High-quality images of you and your branding – Include clean, professional photos of yourself and your show’s branding, and provide a link to a folder where others can download assets. Make it easy for others to promote you.
Your media kit can take the form of a PDF or a webpage—essentially an electronic press kit.
Once your kit is in tip-top shape, start working your existing network and expanding into new territory. Reach out to influencers, creators, and brands that align with your vibe and speak to a similar audience. This could mean teaming up for social media takeovers, collaborating on giveaways, guest appearances in each other’s newsletters, or co-branded content that benefits everyone involved. Think: newsletter swaps, creative cross-promotions, and mutually beneficial partnerships of all stripes.
P.S.: Don’t forget Anna Van Valin’s strategy for cross-media promotions!
3. Collaborations: The secret sauce
Want to know the ultimate podcasting growth hack? Collaboration. Collaboration. Collaboration.
Teaming up with fellow podcasters is one of the cheapest and most effective ways to expand your audience—and it’s fun, too! Growth isn’t about hacking the algorithm; it’s about building real, ongoing relationships.
Some easy ways to collab:
🔄 Feed swaps – Drop each other’s episodes into your feeds.
🎤 Guest swaps – Interview each other and cross-promote.
🛠️ Co-create content – Team up for special joint episodes, panels, live events, a newsletter swap, or even IG shoutouts.
Need help finding collaborators? Check out Tink’s Podcast Friends List for easy-to-search options. And don’t forget to steal my template that makes feed drops a breeze.
I’m teaching some upcoming workshops you might be interested in:
Back to School Pitch Party (Use code BESTIE for $75 off)
How to Build a “Platform” for Writers Who Shudder at the Thought
Start a Newsletter to Supercharge Your Platform, Network and Business
Podcasting for Writers: How to Start, Sustain & Grow Your Podcast
So… ROLL CALL! 🗣
Who’s your dream podcast collab? Drop a comment and let me know who you’d love to team up with—and why. Let’s make some podcast magic happen!