Want to Grow Your Podcast? These Advertising Companies Can Help
You've been putting in the work. Week after week, you show up for your listeners, crafting episodes you're proud of, sharing snippets on Instagram, and doing your best to spread the word about your show. Maybe you've even seen some steady growth – those download numbers slowly ticking up, the occasional listener reaching out to tell you how much your podcast means to them.
There comes a point where posting on social media and hoping for organic growth starts to feel like throwing spaghetti at the wall. You're ready to reach the audience your show deserves and turn this passion project into something bigger. The question is: how?
There's actually a small but mighty corner of the podcasting industry dedicated to helping shows like yours grow through paid promotion. We're not talking about those random marketers sliding into your DMs promising to "10x your downloads." We're talking about legitimate, professional companies that specialize in connecting podcasts with their ideal listeners.
After spending months researching the podcast advertising landscape (and learning some hard lessons along the way), we've identified the partners who really know what they're doing. These are the companies that understand what makes a podcast audience tick, how to find your perfect listeners, and most importantly, how to convince them to give your show a try.
Let's Talk About Podcast Growth Partners
Before we dive into specific recommendations, let's clear up some confusion around the different types of companies you might encounter in your search for help. Think of it like finding the right expert for your home renovation – you wouldn't hire a plumber to redo your kitchen cabinets, right? The same principle applies here.
When we talk about podcast marketing agencies, it's typically a team of marketing professionals, each with their own specialty, working together under one roof. Think of it like a mini media empire dedicated to growing your show.
Here's what that team usually looks like:
Strategy experts who plan your show's growth path
Creative directors who help craft your show's message through copywriting, graphic design, and short clips
Media buyers who know where and when to place your ads
Analytics specialists who track what's working
Account managers who guide you through the whole process
These agencies focus specifically on helping podcasts grow through strategic promotion. Instead of hiring separate people to handle your marketing, social media, and advertising, an agency brings all these services together. Your account manager becomes your main point of contact, but behind them is this whole team of specialists working on different aspects of your show's growth.
What makes podcast advertising agencies special is that everyone on their team understands the unique challenges of promoting podcast content. They know that growing a podcast is different from promoting a product or brick-and-mortar business. They understand what makes podcast listeners tick, where to find them, and how to convince them to try a new show.
A podcast advertising agency is different from a podcast network, which is something you might have heard about before (think: Wondery and Gimlet Media). Networks own or work with lots of different podcasts and can help place ads for your show across their client list. For example, they might run a 30-second promo for your podcast during ad breaks on other relevant shows in their network. They can also help connect podcasters with brands who want to advertise on your show.
You might also come across general marketing agencies that claim they can help grow your podcast. While some of them do good work, we've found that podcast-specific expertise makes a huge difference. It's like the difference between a general contractor and a kitchen specialist – both can help with your renovation, but one has deep expertise in exactly what you need.
Not All Podcast Advertising Companies Are Created Equal
Just like not every podcast is right for every listener, not every podcast marketing agency is right for your show. Some agencies specialize in helping business-to-business (B2B) podcasts reach thought leaders, while others excel at growing shows with broad audience appeal. The key is finding the right match for your specific goals.
Think of full-service podcast marketing agencies like Oxford Road and True Native Media as your all-in-one growth partners. They handle everything from strategy to execution, including content creation and comprehensive marketing campaigns. These partners are ideal when you're ready to make a significant investment in your show's growth and have a budget of at least $5,000 per month.
On the other hand, podcast networks like Audioboom and HubSpot Podcast Network focus specifically on connecting you with the right audiences through targeted advertising. They're experts at understanding target markets and crafting ad campaigns that resonate with specific listener groups. These networks can be a great choice when you have a clear idea of who your ideal listener is and want flexibility in your promotional approach.
For those just starting their growth journey, specialized podcast promotion services like Podcorn offer focused support without requiring a massive budget. They're particularly good at helping you build engaged audiences through targeted campaigns and content marketing strategies that match your show's unique voice.
Making Smart Choices About Podcast Promotion
Before reaching out to podcast advertising networks, we recommend taking a moment to think about what success really looks like for your show. Is it pure download numbers? Engaged listeners who stick around? Are you hoping to reach certain types of listeners - like busy moms, business owners, or wellness enthusiasts? Your definition of success will help guide you toward the right type of partner.
Here are the key questions we encourage podcasters to consider when choosing the right type of podcast advertising platform:
How much can you comfortably spend each month on growing your show?
Would you like help creating promotional content, or do you prefer to handle that yourself?
Who are your ideal listeners? For example, are you speaking to working moms in their 40s, or recent grads in their 20s?
How much time can you dedicate to working with an agency? Some strategies require more of your involvement than others.
From our experience working with hundreds of podcasters, we've found that the most successful shows don't just throw money at advertising – they think strategically about their growth. They start small, testing different approaches to see what resonates with their audience. They pay attention to more than just download numbers, focusing instead on building genuine connections with listeners who stay engaged episode after episode.
Consider the award-winning podcasts that have built strong followings. Most didn't achieve overnight success through aggressive advertising. Instead, they worked with podcast promotion services to develop thoughtful marketing campaigns that attracted the right listeners. They focused on content creation that resonated with their target audience, and they measured success by engagement, not just raw numbers.
What To Expect When Partnering with a Podcast Advertising Agency
Let's talk about what the process actually looks like – and what agencies will expect from you. This is the part most people don't discuss, but we've found it can make or break your success with an agency.
Making First Contact
When you reach out to an agency like Audioboom and Radiotopia, they'll typically want to see some basic information about your show. In our experience, most will ask for:
Your current download numbers
Your podcast category and target audience
Your goals for growth
Your budget range
Here's a pro tip we share with all our podcasters: Have this information ready before you reach out. The more prepared you are, the more seriously agencies will take your inquiry.
The First Meeting
If your show seems like a good fit, most podcast advertising companies will schedule an initial call. This isn't just them interviewing you – it's your chance to interview them too. They should explain their approach to podcast promotion, share examples of their work, and outline what success might look like for your show.
Your Role in the Partnership
Here's what we've found most podcast advertising networks expect from their clients:
Regular Communication: Plan for weekly or bi-weekly check-ins to discuss campaign performance and make adjustments.
Content Collaboration: You'll need to provide input on messaging and approve promotional materials. The best campaigns align perfectly with your show's voice.
Performance Updates: You'll need to share your analytics and metrics regularly so the agency can optimize your campaigns.
Patience: Results rarely happen overnight. Most agencies will want you to commit to at least 3-6 months of working together to see real impact.
The Day-to-Day Reality
Working with a podcast marketing agency isn't just "set it and forget it." From our experience, a typical month includes:
Weekly strategy calls to discuss what's working and what isn't
Regular reviews of new promotional content or ad copy
Testing different approaches and analyzing the results together
Making the Most of the Partnership
We've observed that the most successful podcasters approach agency partnerships as true collaborations. They share insights about their audience, provide regular feedback, and stay actively involved in shaping the strategy.
Remember, you're still the expert on your show and your audience. The best podcast advertising companies will want to tap into that expertise while bringing their own marketing knowledge to the table.
Common Pitfalls to Avoid
When engaging with podcast advertising networks, watch out for these red flags:
Guaranteed Results No reputable podcast marketing company can guarantee specific numbers. Be wary of those who do.
One-Size-Fits-All Approaches The best podcast promotion services tailor their strategies to your show and audience.
No Clear Reporting Good partners show you exactly what your investment is doing.
Long-Term Contracts Without Proof Start with short-term commitments until you see results.
Creating Advertising That Actually Resonates With Listeners
Last but not least, let's talk about everyone's biggest fear when working with podcast advertising companies: sounding like a cheesy salesperson. Here's the truth – the best podcast marketing doesn't feel like marketing at all. It feels like you're sharing something valuable with your audience.
The Secret to Natural-Sounding Promotion
Think about your favorite podcasts for a moment. When they promote something, it probably doesn't feel jarring or sales-y. That's because they've mastered the art of weaving promotions naturally into their content. The best podcast advertising agencies understand this and will help you do the same.
Finding Your Promotional Voice
The key is staying true to your regular hosting style. If you're normally casual and conversational, your promotional content should be too. If you're more formal and structured, your advertising should match that tone. Good podcast marketing companies will help you develop content that sounds like a natural extension of your show, not interruptions.
Making It Personal
The most effective podcast promotions often come from personal experience or genuine enthusiasm. When working with a podcast ad agency, don't be afraid to:
Share real stories about why you're excited about growing your show
Connect your promotional messages to topics your audience cares about Use examples your listeners will relate to
Speak in your natural voice, not "marketing speak"
Timing Is Everything
Where and when you place promotional content matters just as much as what you say. Work with your podcast advertising platform to find the right moments for promotion. Sometimes this means weaving it naturally into your content rather than having rigid "ad breaks."
Taking Your Next Steps
Ready to start working with a podcast advertising company? Here's your action plan:
Set Your Goals
Define what success looks like
Set realistic timelines
Know your budget limits
Research Your Options
Look at different types of agencies
Check their track records
Ask for case studies
Start Small
Test different approaches
Track your results
Scale what works
Moving Forward With Confidence
Starting work with a podcast advertising company doesn't have to feel overwhelming. The key is beginning with clear goals and realistic expectations. Start small if you need to – there's nothing wrong with testing the waters with a modest campaign before diving into bigger investments.
Remember that growing your podcast is a journey, not a race. The right partner will understand this and work with you to develop strategies that make sense for your show's stage of growth. They'll help you create marketing campaigns that attract engaged listeners who stick around, not just temporary spikes in downloads.
