7 Tips for Using LinkedIn and PR to Grow Your Podcast

In the competitive world of podcasting, standing out from the crowd and growing your audience can be a challenge. By leveraging the power of LinkedIn marketing and strategic PR, you can take your podcast to new heights. I had the pleasure of sitting down with Karen Yankovich, host of the Good Girls Get Rich podcast and an expert in LinkedIn marketing and PR, to discuss how podcasters can use these tools to boost their shows.

Karen's journey from IT sales to becoming a LinkedIn and PR guru offers valuable insights for podcasters looking to expand their reach. With her background in human-to-human marketing, Karen has developed strategies that help elevate podcast hosts and entrepreneurs, enabling them to build brands and businesses that can truly change lives.

1. Showcase Your Personal Brand on LinkedIn

When it comes to LinkedIn, it's crucial to remember that you're not just promoting your podcast - you're promoting yourself as the host and expert. Karen emphasizes the importance of showing up authentically and positioning yourself as the media personality you are.

Your LinkedIn profile should show people who you are and who you are becoming. You want to showcase your best work, qualities and qualifications to those who get to see your profile. LinkedIn can allow you to build and maintain a personal brand. 

To make the most of your LinkedIn profile start by using first-person language to create a personal connection. Highlight why you started your podcast and what you love about hosting. Showcase your expertise and what makes you unique. Make it clear how your podcast benefits your audience. While your podcast is important, your LinkedIn profile should primarily focus on you as the host and thought leader.

2. Optimize Your LinkedIn Profile for Your Show

While your personal brand should be the focus, it's still important to showcase your podcast on your LinkedIn profile. Some ways to go about this would be to: 

• Create an experience entry specifically for your podcast
• Consider creating a company page for your show
• Use the featured section to highlight recent episodes
• Showcase diverse guests to appeal to a wide audience

By strategically incorporating your podcast into your profile, you make it easy for potential listeners, guests, and collaborators to find and engage with your content.

3. Create Engaging Content Beyond Episode Promotions

Simply sharing links to your latest episodes isn't enough to drive engagement on LinkedIn. Focus on creating content that sparks conversations and showcases your expertise.

Start by creating short promo videos highlighting key points from recent episodes, share behind-the-scenes content or outtakes and posting questions related to episode topics to encourage discussion. You can also use LinkedIn's poll feature to engage your audience. By implementing these ways to get going, you can leverage engagement on Linkedin.

The goal is to stimulate conversation and draw attention to you as a host, which in turn drives more attention to your show.

4. Build Genuine Relationships

One of the biggest mistakes podcasters make on LinkedIn is relying too heavily on automated outreach and pitching. Karen strongly advises against using AI tools to spam large numbers of people, as this can harm your brand and reputation.

Instead, focus on building genuine relationships. Personalize your outreach messages, engage with others' content before reaching out and, be willing to invest time in meaningful conversations as you look for opportunities to provide value to others

As Karen puts it, "If you don't have enough time in your calendar to take a minute to message me personally, I don't have enough time for you."

5. Leverage PR to Boost Your Credibility

Public relations isn't just about getting featured in traditional media outlets. For podcasters, one of the most effective PR strategies is being a guest on other podcasts. This approach is a great way to get more visibility and increases chances of being interviewed and invited onto other podcasts.

Get ahead of the game by researching shows with audiences similar to yours, building relationships with hosts on LinkedIn before pitching, and preparing compelling talking points that provide value to the audience. When you include a clear call-to-action to drive listeners to your show. 

 

6. Capture Your Audience Through PR Opportunities

One of the biggest mistakes podcasters make with PR is failing to capture the audience they reach through these opportunities. A clear call-to-action helps direct your listener’s thoughts and actions if your shop had a positive impact on them. 

Some ways to effectively capture your audience include, creating a simple, memorable URL for your lead magnet, ensuring your lead magnet provides real value to your target audience. Practice delivering your call-to-action naturally during interviews and don't forget to follow up with new leads promptly to maintain engagement.

 

7. Consistently Promote Your Media Appearances

When you do secure PR opportunities, don't just share them once and forget about them. By consistently promoting all of your media appearances, make sure the people who help you by inviting you to their show get their recognition. People will be much more likely to invite you onto their shows if you make sure to promote their work as well.

By showcasing your media appearances, you:

• Demonstrate your expertise and credibility
• Encourage more interview requests
• Strengthen relationships with journalists and hosts
• Provide valuable content for your LinkedIn profile and other platforms

Implementing LinkedIn and PR Strategies for Your Podcast

As you work to implement these strategies, remember that consistency and authenticity are key. Building a strong presence on LinkedIn and securing valuable PR opportunities takes time and effort, but the results can be transformative for your podcast.

Start by optimizing your LinkedIn profile and committing to regular, engaging content that showcases your expertise. Then, begin reaching out to build genuine relationships with potential guests, collaborators, and media contacts. As you secure PR opportunities, always have a clear plan for capturing and nurturing your new audience.

Remember, the goal isn't just to increase your download numbers - it's to build a brand and a community around your podcast that can open doors to new opportunities and help you make a real impact in your niche.

Key Takeaways:

1. LinkedIn marketing is most effective when you focus on building authentic, human-to-human relationships rather than spamming or using automated tools.

 

2. Your LinkedIn profile should showcase you as a credible expert and influencer, speaking in first person and highlighting why you host your podcast.

 

3. Create content on LinkedIn that promotes your podcast, such as short promo videos or engaging questions related to recent episodes, rather than expecting people to listen to full episodes directly from LinkedIn.

 

4. Use LinkedIn to find podcast guests by connecting with guests from similar shows and engaging with them genuinely before inviting them to your show.

 

5. To get more listeners, use LinkedIn to identify and connect with hosts of shows that have similar audiences to yours, aiming to be interviewed on their podcasts.

 

6. PR for podcasters includes being interviewed on other shows, which builds credibility and drives more listeners to your own podcast.

 

7. When doing PR or guest appearances, always have a clear call-to-action and a way to capture the audience's contact information, such as directing them to a simple, memorable URL for a lead magnet.

 

8. Engage with journalists and media personalities in your niche on LinkedIn by commenting on and sharing their content, which can lead to opportunities for quotes or features.

 

9. The value of PR isn't just in immediate traffic, but in the long-term credibility it provides, which you can leverage in your marketing efforts.

 

10. Successful LinkedIn and PR strategies are about providing value, building genuine relationships, and positioning yourself as an expert worthy of others' time and attention.

 

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Thanks for joining us for this episode. I wish you success as you begin leveraging LinkedIn for your podcast and brand.