If you’ve ever googled “how to grow a podcast audience” and been met with a dozen paid ad strategies, let me stop you right there. Yes, ads can work—but they’re not the only (or best) way to grow, especially when you’re building a show that supports your business long-term.
The truth is, your podcast can gain traction, build trust, and attract your ideal clients without a single dollar spent. How? Let’s get into seven organic growth strategies I’ve used with my clients, my own podcast, and across the shows we produce at Gaffin Creative.
1. Make Your Guests Your Growth Partners
Guest interviews are more than just great content—they’re a built-in cross-promotion strategy. When you invite guests who are aligned with your audience and values, they’ll be excited to share their episode. Here’s the deal though: if you’re going to rely on your guests for this strategy, you have to make it easy for them to share.
Tips to maximize this:
- Create a guest share kit with audiograms, pull quotes, and links.
- Encourage them to tag you in their posts so you can reshare.
- Mention your guest in your email newsletter and tag them on social for added exposure.
2. Optimize Your Titles and Descriptions for Search
SEO is your secret podcast growth weapon. When people search “how to grow a podcast audience” (wink), you want to show up in Google and in podcast players.
Here’s how to optimize:
- Use clear, keyword-friendly episode titles (avoid being too clever or vague).
- Include relevant keywords in your episode description and show notes.
- Add blog posts for your episodes to improve discoverability (and give you content to pin on Pinterest or share on LinkedIn!).
Need a hand writing optimized descriptions and show notes? Our podcast production services include that.
3. Repurpose Each Episode Into Multiple Pieces of Content
You’re already creating long-form content with your podcast—don’t stop there. Turn one episode into:
- A blog post
- Social media posts (threads, reels, carousels)
- An email newsletter
- Pinterest pins
- Quotes and audiograms
This not only increases reach—it gives your content more life and gets it in front of your audience on the platforms they already use.
4. Engage Consistently on 1–2 Social Platforms
You don’t have to be everywhere—but you do need to be somewhere. Whether it’s Instagram, LinkedIn, or Threads, focus on one or two platforms where your ideal listener is already active.
Here’s what to post:
- Episode announcements and highlights
- Behind-the-scenes content
- Tips and takeaways from your episodes
- Snippets of your guest interviews
- Personal reflections that tie back to your podcast topic
Pro Tip: Turn quotes or themes from your episodes into carousel posts or text-based videos to drive engagement and curiosity.
5. Grow and Nurture an Email List
Podcast listeners are not the same as email subscribers—unless you give them a reason to be both. Email is where you build stronger connections and keep your show top of mind.
How to get started:
- Offer a free opt-in like our Customizable Podcast Player Icons or a checklist.
- Mention your lead magnet in your episode.
- Send a quick newsletter each time you drop a new episode with a personal note or behind-the-scenes tidbit.
Want to go deeper? Embed your podcast episodes directly in your emails!
6. Submit Your Show Everywhere That Matters
Make sure your show is available wherever people listen—not just Apple and Spotify. Some often-overlooked directories include:
- Amazon Music
- iHeartRadio
- PlayerFM
- Pocket Casts
- Podchaser
- YouTube
Each of these platforms has its own search functionality and audience. The broader your reach, the better your odds of showing up for someone new.
7. Ask for Reviews (and Make It Easy!)
Social proof works, especially when it’s on Apple Podcasts. Reviews help boost your podcast’s credibility and visibility, but most listeners won’t leave one unless you ask.
Try this:
- Add a short, enthusiastic CTA at the end of each episode.
- Make it part of your email sequence for new subscribers.
- Create a Reel or post showing how to leave a review (and why it matters).
You could even incentivize reviews with a shout-out, a giveaway, or a freebie—especially during launch periods or seasonal pushes.
Organic Growth is Long-Term Growth
You don’t need a massive ad budget to make your podcast work harder for you. Organic strategies take time—but they also create stronger engagement, build trust, and bring in listeners who actually want to hear what you have to say.
Start with one strategy this week. Then layer on another next week. Before you know it, your podcast will be working overtime to grow your business and your brand.
