S14E4: Cross Promotion

Creating compelling content is only half the battle. To maximise your impact, your disability service needs to get the word out. This is where strategic cross-promotion comes in. By leveraging existing platforms and building partnerships, you can amplify your show’s reach, attract new listeners and raise awareness for your service.

Why Cross-Promotion Matters

Even the most insightful content may struggle to find an audience without a well-defined promotion strategy. The gold standard for promotion in the podcasting sphere is “Word of Mouth.” To increase the number of ears who can become mouths to promote your show cross-promotion is a pretty good follow up strategy that leads to the following outcomes:

  • Expanded Reach: By promoting your podcast across various platforms, you can potentially tap into new audiences that might not have discovered it otherwise. This translates to a wider listenership and strengthens your service’s online presence.
  • Building Brand Awareness: Cross-promotion reinforces your podcast’s identity and your service’s mission. Consistent promotion across different channels solidifies your brand in the minds of your target audience. Never forget, “Consistency” has a power all of its own that many underestimate.
  • Engaging Your Existing Audience: Promote your podcast to your existing supporters through email lists, social media channels and your website. This allows them to stay informed about new episodes and encourages them to share the podcast with their networks. This helps to keep your show in the consciousness of your listeners. You can over do this. I follow a history show that is published on the weekend. Every wednesday a teaser trailer for the next episode arriving three days later hits my feed. It is very annoying. Treat your listeners with some respect and simply publish at the same time on the same day consistently.
  • Creating Community: Cross-promotion can spark conversations around your podcast and your cause. Utilise social media platforms to engage with listeners, answer questions and foster a sense of community around your work. Something like a Facebook page can work or a chat space on your service’s website is also an option.

Cross-Promotion Strategies for Maximum Impact

So, how can you leverage existing platforms and build partnerships to spread the word about your service’s show? Here are some effective strategies:

  • Leverage Your Website: Dedicate a prominent section on your website specifically to your podcast. Include episode descriptions, trailers, links to subscribe and embed links to your podcast on popular platforms. See Season 8 Episode 2:  Your Website As A Podcast Hub for a detailed dive into this. 
  • Social Media Powerhouse: Promote your podcast actively across all your Disability Service’s social media channels. Utilise engaging visuals like snippets, quotes or interview highlights alongside links to new episodes. Encourage listener interaction through polls, questions and discussions related to the podcast’s content.
  • Embrace Email Marketing: Include information about your podcast in your email newsletters. Announce new episode releases, feature listener testimonials and offer exclusive content related to the podcast for your email subscribers. S8 E3: Don’t Forget Your Email List! goes into this in more detail. Email lists are the most undervalued marketing tool in most tool boxes. People have given you permission to keep them informed of your activities. Don’t forget to tell them! This isn’t being spammy, this is giving people what they want.
  • Guest Appearances and Interviews: Seek out opportunities to appear on other relevant podcasts in your field. This allows you to share your expertise, promote your service’s work and reach a new audience already interested in similar topics. Don’t forget chamber of commerce networking events either. They’re always looking to find guest speakers.
  • Press Release Power: Draft press releases announcing new podcast episodes or milestones. Share these press releases with relevant media outlets and online publications to generate media coverage. The NDIS has a “good news” promotions section you can find on their site. They are generally happy to promote a good news story.

I’ll just jump in here, if you’re interested in starting or even re-starting a show that’s podfaded, head over to jmps.au and watch the video “Dreamer to Podcaster” on the home page. This explains the two big myths holding most people back from podcasting and gives you an outline of the JMPS system as delivered through our group coaching program. If this is something you might be interested in, click the link in the show notes. You’ll find it interesting, I think. The first five people to sign up for the JMPS Group Coaching Program will receive a $300 a month discount, so jump in and join the fun.

Now back to the episode:

Maximising Your Cross-Promotion Efforts

Here are some additional tips to ensure your cross-promotion efforts are effective:

  • Track Your Results: Utilise analytics tools offered by social media platforms and podcast hosting providers to monitor the reach and engagement generated through your cross-promotion efforts. This allows you to identify the most effective channels and refine your strategy.
  • Consistency is Key: Maintain a consistent approach to cross-promotion. Regularly promote your podcast across all channels, ensuring fresh content and engaging visuals to capture audience attention. Remember the power of consistency I mentioned earlier.
  • The Power of Partnerships: Actively seek out collaboration opportunities with relevant organisations. Cross-promote each other’s work and audiences, leveraging your combined reach for greater impact.


Cross-promotion is a powerful tool for Disability Services in the podcasting landscape. By implementing these strategies, you can amplify your podcast’s voice, attract a wider audience and ultimately attract staff and clients who already know you through your show. Don’t let your content languish in obscurity. Utilise existing platforms, build strategic partnerships and watch your Service’s podcast become a vibrant hub showing the world the differences you make in people’s lives!

In Show Links:

Season 8 Episode 2:  Your Website As A Podcast Hub

S8 E3: Don’t Forget Your Email List!