So you’ve appeared on a podcast: congratulations.
Whether you’ve secured the podcast yourself or used a podcast booking service, it always feels awesome.
But don’t get too comfortable, because your work has only just begun. It’s time to promote your podcast appearance—and the best place to start is LinkedIn.
Many people see podcast appearances as a way to expand their network, but what they don’t realize is that their current network is an ideal audience. The people who follow you already know who you are and what you do, and are perfectly primed to convert into customers.
Why should you promote the podcast on LinkedIn?
Promoting the podcast episode on LinkedIn will create a high-quality touchpoint that positions you as an expert and builds your credibility. It will also benefit your relationship with the podcast host, who’s already doing most of the work to get the word out.
Finally, your podcast appearance is social proof; it shows that you know what you’re doing. It might even catch the attention of other hosts and help you land future interviews!
Here’s our proven step-by-step strategy to craft thumb-stopping posts that your LinkedIn connections will read and click.
1. Choose the format
There’s a key difference between LinkedIn and podcasts; the former is based on visuals, while the latter is based on audio. That’s why it’s essential to choose the right format for your LinkedIn post, to make sure it stands out and draws people in.
You have three options:
- Image: Post a screenshot from the interview in JPG or PNG format, with dimensions of 1:1 (recommended) or 16:9.
- Video: Post a clip from the interview (with the host’s permission) in MP4 or MOV format, with dimensions of 1:1 (recommended) or 16:9.
- Text only: If the podcast is audio only, go for this option—it’s also the format that generates the highest reach.
2. Craft the content
For this example, let’s assume you’re writing a text-only post.
There’s a tried-and-true formula for creating content that people will actually engage with:
- Opening line: Grab their attention! This is the most important part. Hook them with something short, relevant, intriguing, and maybe even controversial.
- Context: Put that first line into context; tell your audience why this is relevant for them. Explain why they should keep reading in one to three sentences.
- Talking points: Provide a preview of the insights they’ll get from listening. List three to seven points you discussed in the interview, and feel free to add in some emojis.
- Call to action: If the reader has made it this far, it’s time to close the deal. Tell them exactly where and how to tune in to the podcast.
- Hashtags: Add three to five hashtags that are relevant to your target audience, or your own branded hashtags. It might feel weird, but it can’t hurt.
Too busy to write? We’ve created a super simple podcast content generator that you can use for free. Try it out here. It creates 30+ written pieces of content for you in less than 2 minutes.
3. Post it!
It’s as simple as that.
Of course, this formula can be tweaked depending on the content you have to work with. For example, if the podcast is audio only, you can post a short transcription as a teaser.
Always tag the podcast host, and add any links in the first comment instead of the main text (this will benefit your organic reach).
Remember: you can do all of this before the episode goes live—start drumming up interest as soon as you can, and build anticipation for the release!
Want to see a great example of putting these steps into practice? Download our PDF guide to promoting your podcast on LinkedIn.