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How to Promote Your Show on Social Media

Posted by Rachel Stapholz on

Many people wonder how they are going to start posting about their show, especially if they are new to social media. Marketing your show online can be intimidating when you are first getting started. But, after these ten tips, you will better understand how to promote your show on social media.

1. Figure out your target audience

  • Who is your target audience?
  • Who are you making your show for?
  • What type of person do you envision listening to your show?

Before posting on social media, you should be asking yourself these questions. If you already have a good idea of what you are going to talk about in your show, those concepts will help you target a specific audience online. Brainstorm what type of person would be interested in listening to your episodes. Based on your target audience, you will strategically pick which social media sites you will be using. Unless you have a social media team, we recommend you focus on one or two social media platforms.

2. Build your brand

If you are a business owner or have specific branding in mind for your show, there’s a good chance you already understand this tip to a T. As it pertains to social media, building your brand is essential.

Here’s a list of visual elements for your show brand:

  • Logo
  • Show name
  • Slogan
  • Colors
  • Fonts

The colors and fonts you choose for your radio show brand are what you should be using for the social media content you create. These elements play a huge part in remaining consistent and aesthetically pleasing online.

3. Time to create content

Unless you are a graphic designer, we suggest utilizing a third party platform such as Canva or Adobe Express to design content to share on social media. Refrain from frequently repeating images and ensure you are spreading out your favorite templates, so your followers don’t become disinterested with your content or think you are spamming their feed. When you upload photos to Canva or directly to social media, it’s crucial to verify they are high resolution.

Another tip is to post before and after a new episode, instead of promoting an episode once. Leading up to the episode, let everyone know what will be discussed on your show and after the episode is released, let people know how to find the episode (E.g. voiceamerica.com, Apple Podcasts, etc.).

If you are having trouble coming up with ideas, ask your audience what they would like to see from you. We recommend editing soundbites from your podcast or radio show and distributing them throughout your profile. Other engaging content includes posting quotes, videos, polls, fun facts, and much more.

4. Follow and engage with like-minded people

If you discover a profile on social media that expresses interest in similar topics, we recommend that you engage with them. Eventually, you will find a community of people who will become loyal to your podcast if you remain active on social media. Meeting like-minded people online is also a way to find future guests to feature on your show. To take it a step further, we suggest that you follow the people that are following similar accounts to yours. This is a way to gain attention from others online and grow your circle.

5. Hashtags and Tags

The purpose of hashtags is for people to easily find content that they are interested in. We suggest implementing three to five hashtags in your captions. For example, your show name can be used as one hashtag, and for the other keywords, describe what you are talking about in the episode. Utilizing trending hashtags will improve your SEO, which means your account will have a better chance of being seen when people are searching that phrase. 

Tagging your guests on social networks using the “@” symbol will help you and your guest’s profile gain exposure. A similar way to increase traffic to your page would be to take advantage of a new feature on Instagram. This new tool allows you to collaborate with other accounts, which means your post will show up on their feed as well as yours.

6. Storytelling

Telling stories in your captions grabs the attention of your audience. People are more likely to feel connected to your content if you are sharing anecdotes about yourself or your guest. Rather than solely marketing your show, you are opening the floor for discussion.

Here are some questions to ask yourself to inspire any stories you would like to share:

  • Why did you start a radio show or podcast?
  • Why do the topics you are discussing on your show resonate with you?

7. Call to Action

Another way to promote your show is by making your show page as accessible as possible. That means inserting your show page link in your caption and your profile bio. We recommend that you make the link clickable, so users can easily access your new episode or show page. Once the link is in your bio and caption, we suggest telling your followers “click the link in my bio” or “go to [insert URL] for more information.” After reading your post, users will be directed to listen to your content. We highly suggest creating Facebook and Instagram stories with your call to action, so your link will be more convenient and potentially reach more people.

8. Keep up with trends

Social media is ever-evolving, which means to continue promoting your show, you will need to keep up with the trends. Whether a new, more popular social media platform is created or there are updated tools within the social media networks you are using, try your best to stay on top of the trends.

Some of the latest trends on social media include the following:

  • Pinning a post that promotes your show to the top of your profile, so it is the first content someone will see on your page.
  • Collaborating with your guests on Instagram, so you can share content to both of your online audiences.
  • Posting episode clips on TikTok or Instagram Reels, so when the short-form video catches someone’s eye, they will feel more inclined to go to your show page.
  • Creating a Linktree with links to your episodes, so you can insert one master link in your bio and people are able to easily access your show.

9. Stream to Social Media

If you are a host at VoiceAmerica, there is a very good chance that you connect with the engineers via Zoom or another video communications provider. A great way to promote your show on social media is live-streaming to Facebook or other social media platforms while you are on air. Streaming attracts the attention of people who may be interested in your show and it is another way to get people to call into your show to ask questions.

10. Be Authentic

The closer you are to being your authentic self online, the more your personality will shine through and your listeners will get to know you. If people enjoy your personality and content on social media, they are more likely to take the extra step to check out your show. To stay in touch with your listeners, record videos of yourself sharing what projects you are working on or any recent updates you may have about your show.

It is essential to understand the role social media has in promoting your show. Your presence on social media will lead to more listeners and engagement on your show. Furthermore, if you aren’t already a host at VoiceAmerica, you can look into hosting a radio show by clicking here.


Posted by Editor on

Joe Kashurba grew the freelance web design business he started in high school into the digital agency Kashurba Web Design with a virtual team and clients around the world. As the CEO and Founder of Accelerator Consulting he also advises and mentors other freelance web designers and digital agency owners on how to develop and scale their businesses.
Joe joined me on “Turn the Page” to provide guidance on how stagnating or declining companies can recharge their sales growth. In this post, he offers pointers for web design and digital marketing entrepreneurs. Here’s what he says:
“Instead of being a generalist, you need to be specialist who offers specific benefits to ideal clients. Take these FOUR STEPS to get started on figuring out your niche or specialization:

1. Make a list of your top 5 best clients or customers.

2. Write down why these clients or customers chose to work with you instead of a competitor.

3. Write down what these clients or customers REALLY wanted.

4. Write down why these are your favorite clients or customers.”

Joe underscores that it PAYS to specialize: “Many of the people that we’ve worked with have been able to at least double their web design and digital marketing prices. One client landed three big projects ($5K+) within a week of working with us by simply getting clear about his ideal clients and contacting people within his network who were a good fit. We helped this same client hire a part-time project manager so that he could free up his time and scale his business faster.”

He suggests, “once you figure out your niche or specialization, develop specific plans and packages with set pricing geared towards your ideal clients. The step that follows is to create a marketing campaign to target those clients. Don’t change the name of your business or spend six months re-designing your website. Simply craft a marketing campaign and go after your ideal clients.”

He shares the story of a web designer to illustrate this process.

“The web designer identified that:

• All of his best clients were construction companies or engineering firms that bid on large government contracts.

• They chose to work with him because he was willing to meet with them in-person and because they liked the  professional look of the websites in his portfolio.

• What these companies REALLY wanted was to look big when they were bidding on contracts and to recruit high- quality employees.

• He liked these clients because they were very organized and typically trusted him on the creative direction.

He developed new packages and eliminated an existing service:

1. One new website package included a basic listing of job openings, and the other offered a more advanced job board  where people could apply online. Both packages provided a custom design since the professional look was important  to his construction/engineering clients.

2. He added a new service, developing a graphic design package that included a trade show display and print  materials that clients could use at job fairs.

3. He stopped offering search engine optimization. He hated doing SEO, and his clients weren’t looking to attract    new leads online anyway.

Here’s how he marketed his services:

The designer knew that his clients liked to meet in-person, so he decided to target large construction and engineering firms that were within a 2-hour drive from his office. He made a list of all of those companies and developed a direct email campaign to get in touch with them. In the email, he talked about looking big when bidding for contracts and recruiting good employees—he did not talk about web hosting, meta tags and other technical jargon. He would first sell them a website, and then he would offer them the trade show graphic design package as a second step.”

Joe provides this bottom-line advice:

“A lot of people worry that the web design industry is dying because of Wix and SquareSpace. However, the market is just getting more sophisticated. The businesses that wouldn’t have had a website at all 5-10 years ago are now ready for a simple affordable do-it-yourself website. The businesses that wanted a simple affordable website 5-10 years ago are now ready to invest money in growing their business online. Therefore, it is NOT the right time to be selling simple affordable websites, but it IS the right time to be building serious websites for businesses that are ready to use the Internet to grow.”

“One of the keys to working only with ideal clients and increasing your prices is deal flow. Deal flow means having a consistent stream of new potential clients contacting you, new proposals being sent out, new proposals being accepted, etc. When you have a lot of deal flow, you have the luxury of cherry picking the clients you want to work with and charging higher prices because it doesn’t matter if a particular potential client doesn’t have the budget for your services. The problem is that most web designers and agency owners have very little deal flow because they focus on everything EXCEPT getting more deal flow. Most web designers and agency owners spend time on all kinds of things that don’t actually matter (re-designing their logo, re-designing their business cards, posting on Pinterest, etc.), but they never actually do any marketing or prospecting. The first step is to realize that you need deal flow. The second step is to make sure that something happens in your business every day to generate more deal flow. That could mean sending out direct mail every day, it could meaning having ads running on Google or Facebook consistently, it could mean applying for jobs on Upwork everyday. Many of the people that we’ve worked with have been able to get a consistent flow of high-quality leads by launching paid advertising campaigns.”

Listen to my conversation with Joe to consider how you would add value with clients who need to recharge their deal flow.

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