I’ve spent a great deal of time learning and putting into practice various strategies for podcast discovery and listener growth.
“If you build it, they will come” seldom applies to any product but especially so with podcasts. So many lovely sounding products that never get heard.
Many strategies are extremely expensive, too expensive for an independent. As an example, we were offered $900US/episode to advertise a new pod launch from Wondery (we turned it down). That is not a cost that we could not afford.
Most strategies we have flirted with haven’t produced much in the way of results – the Google and Facebook tax that many companies have to pay hasn’t worked for us.
My current experiment is advertising on Overcast where I paid $120US for a 30 day run in their Kids & Family category. They state that you should expect 300–500 taps with 20–30 subscriptions. Subscriptions do not equal listeners, nor does it necessarily mean downloads. It also does not mean that they will become patrons or paying customers.
Though the results for others appear to be promising, at 9 days in we don’t seem to be having much success. Currently we have 14,228 views, with 149 taps (1.0%) and 2 subscriptions (1.3%). Thats a cost of acquisition right up there with Netflix.