When we set up a new podcast, we always request the clients set up one dedicated email for the podcast. We prefer it is set up through Google’s workspace to open up many free tools besides Analytics.

Once you have a dedicated email account, you can add your company/podcast as a business on Google Maps and in the search results right column. If people search for your show, you’d want it to appear loud and clear. You also want to invite reviews. Let’s list what you need to do and then ways to use Google My Business to promote your podcast.

SET UP STEPS TO GAIN ACCESS TO TOOLS

  1. Get your dedicated domain to your podcast through whomever you buy domains. Godaddy and Cloudflare are where I typically buy domains.
  2. Set up your podcast/business in Google Workspace. This is how you’ll set up your mail.
  3. Create a document with all of the login information for this. It’s a PAIN to have to figure out how to get an expired card out of there, get help restarting your account if you don’t remember the last payment you made, on what card, for what amount, and the backup email you used to set it all up.
  4. Set up a free Cloudflare account to help manage your domain. Add your new domain or existing podcast domain in your account.
  5. Once you do that, you’ll have to go back to the domain registrar – that may be Godaddy or whomever you bought it from, and change the NAME SERVERS to the custom cloudflare nameservers.
  6. NOW add in your podcast domain and validate it through your Google Workspace. Google will give you a wizard to do this. There are other validation steps for the mail that you’ll want your IT folks or us to help you with.
  7. Create one email address for your show: producer@, social@, something you can use to promote the show on the podcast apps, add to the site for inquiries, and more. Later, you can create forwarding rules, aliases, etc., as needed.
  8. Do you have your podcast site? Is it part of your main business site? Does your main business site already have a profile on Google My Business? If you don’t know, go check. You may have more work to do. We can help you if you are already stuck. It’s a lot of tedious, detailed tasks.
  9. Once you have a site for your podcast, you can create your business profile. Once this is done and verified, you can use your profile to promote episodes.

IDEAS ON HOW TO USE YOUR GOOGLE MY BUSINESS PROFILE TO PROMOTE YOUR PODCAST

  1. When you publish and episode, create a post on your Google My Business profile – include an image and a call to action to go to the episode.
  2. Ask a question to intrigue people to listen or share your episodes.
  3. Have a topic that is covered in several episodes? Make a series of it and promote the series – link to the TAG of the topic. Such as “Belief in the Meeting.”
  4. @mention guests, their companies in the posts.
  5. Reshare the post on other social venues such as LinkedIn.
  6. Lift up your guest each time – it’s about the guest and their expertise.
  7. Posting on your business profile once a week is sufficient.

USING GOOGLE MAPS TO PROMOTE YOUR PODCAST

  1. Create a custom map under the profile email you created for the show.
  2. Call it “Podcast name: guests and companies.”
  3. Add each guest’s company to the map with a custom pin made from your show icon.
  4. Add details in the map pin mentioning the episode and link to it.
  5. Share the map out quarterly or twice a year on social – watch it grow over the years of your podcast episodes.
  6. If you have over 100 shows, consider layers by year or topic.

If you want help getting any of this started or maintaining it, let us know. This is the stuff we LOVE to create and build!