Episode 227 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:03 - The Critical 8-Week Window for Podcast Success 
1:12 - Unlocking Hidden Potential in Niche Podcast Markets 
3:29 - The 3-Part Framework for a Top 100 Podcast 
7:54 - How to Maximize Engagement in Your First Eight Weeks as a Podcast Host 
10:49 - Why Niche Podcasts Grow Faster than General-Interest Podcasts

Behind the Scenes of Launching a Top 100 Podcast

Hitting 'publish' on your podcast is one thing, but launching a podcast? It's the difference between your show being virtually invisible to listeners or popping off on the charts and grabbing the attention of your perfect listeners worldwide. But while plenty talk about podcasting's benefits for business growth, few provide a proven strategy for launching a podcast that dominates the charts with bingeworthy content that turns listeners into clients.

That’s why I invited full-time business owner and new podcaster Rachel Provan to join me in this episode, so you can see how strategically launching a podcast...

• landed her show in the Top 100 in the US + UK
• grew her email list by 500+ new subscribers in a week
• earned 45+ reviews and 1000+ downloads in her first 24 hours
• is now reaching people in over 20+ countries and 1300+ cities around the world
• is growing 10x faster than the average podcast at a rate of 500+ downloads/week

So if you want to save yourself hundreds of hours of trial and error and get these same results for your show? Let’s dive into the key ingredients you’ll need for launching a podcast successfully: the right messaging, positioning, launch strategy, and long-term growth plan to set your podcast apart.

Why 8 Out of 10 Podcasters Don’t Make it Past Their First Year

Most experts recognize that podcasting is a powerful way to expand your authority and drive traffic and revenue. But most don't approach launching a podcast correctly, leading to failure within the first year — not because there was too much competition, but because they didn’t know how to stand out against it. Here’s why:

Mistake #1: Not Having the Right Messaging to Attract the Right Listeners

Without the right messaging in place to let listeners know why they should hit 'play,' why would they? Crafting hyper-relevant messaging isn’t just about being clear; it’s about getting found by listeners who need what you offer. Your podcast needs to communicate its value immediately and compellingly. If listeners don’t quickly understand why your podcast matters to them, they’re scrolling past it.

Mistake #2: Hitting “Publish” Without an Intentional Podcast Launch Plan

Launching a podcast isn't just about hitting publish and hoping for the best. It's about strategically positioning your show in front of listeners who are searching for exactly what you offer, ensuring you get noticed and start growing right from the get-go. This involves meticulous planning—from pre-launch buzz, to a dynamic launch week, to ongoing promotion strategies during the crucial first eight weeks. This isn’t about just going live; it’s about launching your podcast in a way that makes you stand out, drawing global attention and setting you apart from the crowd.

Mistake #3: Thinking Consistency and Good Content Will Grow Your Podcast

Sure, good content and consistency are important, but if they were the key to success in podcasting then everyone with highly valuable content who releases weekly episodes would be seeing downloads increase week over week, and that’s not the case.

Mistake #4: Missing a Long-Term Audience-Building Game Plan

After launching a podcast most hosts try doing a little bit of everything to grow their show — guesting on other podcasts, social media, emails, SEO. But without a clear marketing funnel built around the podcast that drives traffic to your show (so you can grow your listener base) and from the show (so you can increase conversions from listeners to leads), it’s going to be difficult to attract, keep, and convert new listeners over the long-term.

Sharpen Your Message Before Launching a Podcast

“I had sworn I'd never do a podcast,” Rachel admitted. But with reach at an all-time low on social media, she needed a more direct way to engage potential leads without breaking the bank on ads. What she didn't expect was how launching a podcast would refine her core message, enhancing her business's reach more effectively than any other platform. "It really crystallized my message… my voice in a way that I hadn’t done in the two years of my business," she admitted. Launching a podcast isn’t just about amplifying your voice — it's about honing it to make you and your expertise hyper-relevant to your ideal audience. But as Rachel learned,

"It’s not just about having a podcast; it’s about having a podcast that speaks directly to an unmet need your listeners have."

So before you even think about launching a podcast, you need to pinpoint your unique angle. What can you offer that no one else is? How does your background give you a unique perspective? Rachel's success underscores the power of these questions, which is the first step to attracting an engaged and dedicated audience, from day one.

Launching a Podcast: Differentiation and Discoverability

Another pivotal piece that contributed to Rachel's podcast launch success was making her podcast discoverable from day one. She didn’t sit back and hope for organic growth; she executed a well-thought-out promotional plan that included various channels and a FOMO launch event.

“Launching a podcast without a plan is like starting a race not knowing where the finish line is,” Rachel points out. But an intentional podcast launch plan isn’t just about pulling listeners for a single episode, it’s about keeping them hooked, so they come back week after week. With the PodLaunch formula, Rachel was able to make her content not just engaging but downright addictive.

“Before launching a podcast, think about how you can keep your audience coming back. What value can you provide that makes your podcast a must-listen?” Rachel suggests. This focus on long-term engagement is vital for sustained growth.

Your Podcast Launch Playbook

Launching a podcast is more than hitting 'publish' — it’s your platform for creating deeper connections and driving real growth in your business. "Launching a podcast was the best decision for my business, not just for its immediate impact but for the long-term connections it fostered," Rachel notes. But remember, a successful launch is just the beginning. The real magic happens when you use your podcast to continuously engage and grow your audience, leveraging every episode as an opportunity to deepen connections and drive engagement.

So if you want more free advice on launching a podcast in your life, hit the follow button for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Or if you’re thinking, “Can you do it for me?!” Yep, we sure can, and we’d love to help. Book a free strategy call with our team to find out if you’re a fit for PodLaunch, so we can give you the blueprint you need to launch your podcast in the Top 100 with bingeworthy content that converts your listeners to clients.

Next Up:

In the next episode, I’m dishing on the top 3 embarrassing mistakes I made when starting my podcast that caused me to struggle more than I needed to, and I’m breaking down what they are so you can avoid them and grow your podcast audience the right way from the jump. Don’t miss it!