Are you ready to take your podcast to the next level? In this episode, James Burtt sits down with David 'Ledge' Ledgerwood from Listen Network to uncover the secrets of podcast promotion through paid media. From leveraging the PESO model (Paid, Earned, Shared, Owned) to targeting niche audiences with precision, Ledge shares actionable strategies that can lift your podcast’s visibility and downloads.

With over a decade of podcasting experience, he breaks down the key tactics for using paid media, retargeting, and audience intelligence to fuel sustainable growth. Whether you’re a budding podcaster or a seasoned creator, this episode offers invaluable insights into maximising your reach while optimising costs. Don’t miss out on learning how to turn your podcast into a marketing powerhouse!

This show is sponsored by Pod School - your hub for information, education and expert support on starting, growing, scaling, monetizing and optimising your podcast to generate more reach, more impact and more revenue

What You'll Learn in This Episode:

• The importance of paid media in podcast promotion
• How the PESO model boosts podcast visibility
• The art of using retargeting to engage the right audience
• Why downloads are a key metric and how to track them effectively
• Tips for using podcast display ads, LinkedIn sponsorships, and YouTube ads

Key Takeaways:

• Paid media amplifies your podcast’s reach and ensures it gets in front of the right audience
• Leverage the PESO model to balance organic efforts with targeted paid campaigns
• Retargeting allows you to convert casual listeners into loyal fans
• Use audience intelligence to track and refine your promotion strategies
• Strategic partnerships and sponsorships thrive on precise audience data

Recommended Tools & Resources:

• Listen Network: Advanced tools for podcast promotion and audience tracking
• Google Display Network: Cost-effective targeting for niche audiences
• LinkedIn Ads: Ideal for B2B podcast promotion

• YouTube Outstream Ads: Maximise visibility through keyword-based targeting

• Landing Pages with Retargeting: Enhance retention and gather actionable data

Join the Conversation:

If you enjoyed this episode, share it with a fellow podcaster who’s looking to grow their revenue. For more resources and expert advice, join the free Pod School community – the ultimate hub for podcast creators.

Follow Us:

Instagram: @podschool

TikTok: @podschool.community

YouTube: @stargrowmonetiseyourpodcast

LinkedIn: James Burtt & Alex Chisnall

In this show, we discuss:

Podcast promotion strategies, paid media for podcasts, PESO model podcasting, podcast audience targeting, podcast advertising tips, retargeting for podcasters, LinkedIn podcast ads, YouTube podcast promotion, podcast growth tips, audience intelligence tools, podcast marketing strategies, podcast ads, podcast audience growth, niche podcast promotion, podcasting success tips, podcast SEO, podcast ad campaigns, podcast visibility strategies, podcast discoverability