Like many podcasters, you’ve likely explored social platforms to promote your show. But have you thought much about LinkedIn? With one billion professionals in more than 200 countries, this social media platform could be a goldmine for growing your audience.
This guide can help you learn the ropes for promoting your podcast on LinkedIn, including a step-by-step process to optimize your reach. We also present three examples of successful LinkedIn podcasters so you can refine your approach and develop future ideas.
Let’s dive in.
- Why is LinkedIn ideal for podcasting?
- How to promote your podcast on LinkedIn in 5 steps
- Examples of Podcasters Marketing Their Podcast on LinkedIn Effectively
- The bottom line on how to promote a podcast on LinkedIn
Why is LinkedIn ideal for podcasting?
LinkedIn is one of the top 10 largest social media platforms in the world. And yet, it remains largely untapped by the professional podcast market.
Here’s what makes LinkedIn so ideal for podcast promotion activities:
- Professional audiences: LinkedIn inherently serves professional audiences. If your podcast theme falls under industry-specific content (such as business, technology, entrepreneurship, personal development, productivity, money, or health), it may be worth your time.
- Networking opportunities: LinkedIn is ideal for podcasters who are serious about networking, connecting, and collaborating with guests, industry leaders, and other expert podcasters. It can also help you reach highly engaged audiences willing to spread the word about your show.
- Repurposing content: LinkedIn allows you to repurpose your podcast into various marketing assets. Posts, short clips, carousels, slideshows, articles, and other collaborative features make LinkedIn an ideal platform for cross-promoting your show.
- Professional groups and communities: LinkedIn is built around groups and communities that are centered around specific industries or interests. Podcasters can join and participate in relevant groups, establishing authority and attracting listeners interested in their niche.
How to promote your podcast on LinkedIn in 5 steps
1. Start By Optimizing Your LinkedIn Profile
Before showcasing your podcast to a professional network, you should optimize your profile page(s) to ensure you’re sending the right message. This applies both personal profiles and company pages — you’ll ideally have both if you’re a B2B brand.
Here are some ideas for optimizing profiles:
Add a professional image or logo
Your profile picture should be good-looking, natural, and aesthetically pleasing. The same principle applies to business logos: upload a high-quality image with as little blurring or bleeding as possible.
You may want to use a high-quality image from a professional photoshoot or formal event. You could also use an AI tool like Fotor to create a professional portrait, which will build trust and expertise as the face of your show.
Let your banner speak for itself
Your LinkedIn cover photo is valuable real estate, so be sure to make it count.
You may want to add imagery that includes your:
- Podcast logo
- Title or subject matter
- Publication timeline
- Tagline or slogan
- Podcast hosting platforms (such as Spotify, Apple Podcasts, YouTube, and Buzzsprout)
Write a compelling headline
Your headline should succinctly portray your role as a podcaster. There is no need to write multiple paragraphs; keep it short, simple, and concise.
A template for your headline could be:
“Host of [Podcast Name] | [Industry] Expert | [Key Topic/Value Proposition]”
Create a detailed About section
Your LinkedIn About section should include a concise and engaging summary of your podcast. You may want to include a one to three-sentence write-up on its mission, target audience, and key topics.
You may want to highlight additional information such as:
- Notable guests
- Achievements
- Milestones
- And more
Struggling with writer’s block? You’re welcome to start with this simple template:
“Host of [Podcast Name], a show dedicated to [target audience] interested in [topics]. With [number] episodes and guests like [notable guests], we explore [specific focus or benefit].”
Fill out your experience section
For personal profiles, the experience section offers valuable space to showcase a dedicated entry for podcasting roles.
You may want to include details such as:
- Your podcast launch date
- Number of episodes published
- Any notable guests you’ve had
- Any awards or recognition received
You can also list any relevant professional experience that supports your expertise in the podcast’s subject matter.
2. Craft engaging posts to boost your podcast visibility
LinkedIn audiences are a discerning group, and they won’t respond well to clickbait, spam, or unhelpful content.
Here are some ways to craft meaningful posts and engage your audience on LinkedIn:
Share behind-the-scenes content
Audiences love the occasional sneak peek into what goes on behind the scenes.
You may be able to pique their interest by sharing pictures of you and your guests, snippets before and after recording sessions, and pre or post-conversations with guests.
Use teasers and snippets to build interest
If behind-the-scenes content gives a sneak peek of the making of your podcast, teasers give your audience a sneak peek of the actual published episode.
There are several ways you could create teaser content:
- Posting short audio or video clips from your episodes
- Intriguing quotes, personal anecdotes, or key moments
- Controversial, unique ideas from big personalities or names
You can use AI tools to create easy teasers for LinkedIn, including Podium, Descript, OpusClip, and Podsqueeze podcast clip maker. These tools automatically identify interesting sections from your episode and handle the cutting, trimming, and editing on your behalf.
Quotes and key takeaways
Quoting does more than just advertise your podcast — it adds more authority to the brand.
In your episodes, you may want to look for places where you’ve mentioned something unconventional — or intriguing, personal, or contrarian — and turn it into a quote image.
You could always semi-automate this step by using premade quote templates from Canva.
Testimonials and reviews
Testimonials and reviews let the audience do your marketing for you. All you have to do is share their words on LinkedIn.
As many as 82% of people trust reviews and ratings as much as (or more) than personal recommendations. Sharing positive feedback and testimonials can keep your audience engaged and encourage potential listeners to check out your show.
Milestones and achievements
Have you reached 10,000 podcast downloads? Did an industry leader share your episode? Is it your podcast’s two-year anniversary? You may want to share the good news on LinkedIn.
LinkedIn is a professional network, and people love celebrating professional milestones. Regardless of how big or small your milestone is, it’s worth talking about on your LinkedIn page.
3. Write LinkedIn articles to rank on search engines
LinkedIn has a domain authority rating of 99, which means it’s a powerhouse for sharing relevant articles and long-form insights.
These LinkedIn articles can also help you rank on search engines. Any time someone searches for related terms to your podcast niche, you’ll have an opportunity to rank in Google’s top 10.
If you don’t want to write an article from scratch, you can repurpose your podcast episode into an actionable article. You can tap into online tools like Jasper or ChatGPT, or podcast-specific providers such as Podsqueeze.
4. Leverage LinkedIn groups and communities
Groups and communities are a strategic way to showcase your expertise, connect with your target audience, and showcase yourself as a thought leader.
Some suggestions as you get started:
- Search for related groups, identify relevant networks, evaluate their activities, and join multiple communities.
- Participate actively in discussions, provide valuable answers to questions asked by other group members, and share relevant content like articles, industry news, or any other media that resonates with the group’s guidelines and your podcast theme.
- Share your episode thoughtfully without appearing spammy or desperate, share key highlights from your episode, or use your other podcast promotional assets like podcast video clips, audiograms, or quote images to build interest in your podcast.
- Connect with individual members, engage with influencers in the groups, and acknowledge other interactions that resonate with your podcast niche.
5. Network with industry professionals
Networking can increasingly boost your reach, expand your visibility, and add more authority to your content.
There’s no one-size-fits-all way to connect with other professionals on LinkedIn, but there are still a few rules of thumb to follow:
Identify key professionals
How do you know who a ‘key professional’ is?
They likely fulfill one of these three criteria:
- They have keywords related to your podcast’s industry or niche in their profiles.
- They have lots of connections to industry leaders and influencers.
- They participate in groups with other active industry professionals.
Send personalized connection requests
After finding and identifying key connections in your niche, the next step is to send them a connection request.
A personalized message can make you stand out. In the message, you can mention similar interests you share, mutual connections, or other specific reasons for connecting.
Here’s a sample script you can use when sending personalized connections:
“Hi [Name], I see we share a passion for [Industry/Niche]. I’m currently hosting a podcast that covers [Related Topic], and I would love to connect and explore potential collaboration opportunities.”
Engage with their content
Stay on the radar of these newfound connections by interacting and engaging with their posts, articles, or content.
Liking and commenting with thoughtful insights, sharing their content with your network, and adding your own thoughts or takeaways can help to build a repertoire.
Remember: If you can establish meaningful connections with key professionals in your niche, you’ll be one step closer to building in-roads to new audiences.
Examples of podcasters marketing their podcast on LinkedIn
Textbook knowledge is just the first step. You also need to see the principles of podcast marketing in action.
To help you refine your marketing approach, let’s look at four successful podcasters who are promoting their podcast on LinkedIn
Ted Seides
Ted Seides uses LinkedIn to make the right connections. By building his network and connecting with professionals and influencers, he is actively maintaining and increasing his credibility.
In terms of post content, Ted often publishes episode announcements with relevant quotes from guests. He also takes the liberty of tagging past and future guests, naturally incorporating them into his conversations.
Pat Flynn
Pat Flynn excels on LinkedIn by focusing on sharing actionable advice in the format of short clips. He frequently answers common questions, ensuring that his content addresses the real needs and concerns of his followers.
By consistently providing actionable value, Pat not only engages his audience — he also establishes himself as a trusted resource for practical insights and solutions.
Andrew Huberman
Andrew Huberman is the host of the Huberman Lab podcast, which is a health and lifestyle podcast that ranks in the global top 10. He often publishes captivating shorts, audiograms, and behind-the-scenes posts.
You’ll also notice a high level of collaboration between high-profile guests and experts.
The bottom line on how to promote a podcast on LinkedIn
LinkedIn is a continuously growing professional network, and podcasters could leverage this to funnel traffic to their shows and solidify their position as experts in their niche.
Looking for more effective ways to grow and promote your show? We specialize in editing, processing, and publishing podcasts — so you can focus on scaling your business and getting your show to the right people.
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