How Relaunching Your Podcast Can Improve Your Show's Discoverability

Most podcasters hit “publish” on their first episode, thinking that as long as they have high-quality audio and good content people will listen, and their show will naturally grow. (But if that’s how you launched your podcast and your show is still getting less than 1000 downloads per episode, you don’t need me to tell you that’s not exactly how it works).

Dr. Reana Mulcahy gets it. She was a few dozen episodes in when she realized something pivotal: "Here I’d invested in all the best tech, thinking it was what I needed to grow my podcast,” she said. “Turns out, without a clear vision, those gadgets were nothing but a waste of money."

But she didn’t allow her story end there — she went on to turn her average of 35 downloads per episode into a spot in the Top 100 charts in the Entrepreneurship category. Here’s how she did it.

Messaging That Hooks Listeners

Most hosts do an okay job of logically convincing someone why their show is worth the listen. They list the benefits, land quality guests, and share good content. They email their list when a new episode drops, use AI copywriters to help them write compelling episode titles and show notes, and repurpose their long form content into short form social media clips. …and wonder why their show isn’t growing.

Think about it this way: If only 7% of human-to-human communication is conscious (i.e., what you say) and 93% is unconscious (i.e., how you say it), you’re missing a huge opportunity to build trust with your audience because you’re not tapping into the emotional triggers that get someone to click play in the first place.

Which means that right now, listeners don’t trust a) you as the expert and/or b) your ability to solve the very real problems they’re looking for help to solve.

The good news? It’s fixable.

Reana says this: "I thought having a fancy mic and great cover art would make my podcast stand out. But it wasn’t until I got clear on my message that I saw real growth."

Most people think they’re giving value when they’re teaching “how-to’s” and teaching tutorials or sharing information that they believe is helpful — but these are actually the least valuable types of content that exist (I mean, when’s the last time you saw a dictionary or college textbook at the top of a bestseller’s list?).

There are four psychological triggers that are hardwired into our human programming. Know what they are and how to appeal to them, and you’ll be able to make your listeners feel seen, heard, and understood. This will deepen their trust in you as the expert and create desire and demand for your expertise.

Great content isn’t about what you’re saying; it’s about how you make your audience feel. This emotional relevance is what turns casual listeners into loyal fans who can’t wait for your next episode. And dialing this in first is key before relaunching a podcast — otherwise you’ll wind up with a quick hit of engagement but no lasting traction.

Positioning That Stands Out

Few industry experts talk about how relaunching a podcast can create instant awareness and demand for your show. Instead, most of them tell you to focus on things like great audio quality or releasing episodes consistently. Sure, these things can help, but they’re not what makes a listener click. The reality? None of that matters if your listener can’t find your show in the first place.

There are two main ways that listeners search for new podcasts to listen to:

1. Search Bar: When potential listeners are looking for something specific, they head straight to the search bar. If your podcast isn’t optimized with the right keywords and descriptions, it’s going to be buried under a mountain of other shows. This is where SEO for your podcast comes into play. By using specific language and terms your target audience would naturally search for, you’ll make your podcast easier to find. And if you haven’t been doing this? Imagine what could happen when you optimize your show for SEO before relaunching your podcast (we’re talkin’ podcast name, podcast descriptions, episode titles, and episode descriptions) — did someone say instant visibility?
2. Browsing Categories of Interest (The Podcast Charts): Browsing categories is kinda like window shopping — and it’s the number two way listeners find potential shows to listen to. Listeners might not know exactly what they’re looking for, so to hook them, your podcast needs to draw their eye away from your competition (the shows like yours as well as the adjacent shows surrounding yours) and be positioned properly on podcast players like Apple and Spotify so that it’s most likely to appear in their feed.

But positioning isn’t just about discoverability. It’s also about knowing how to create real demand for your content — which Reana nailed when she relaunched her podcast.

From 35 Downloads to Top 100

Imagine if you had a podcast that ranked every week and helped new listeners find you every day, with potential clients sliding into your DMs saying, “omg, how can I work with you?!” Maybe it sounds like a pipe dream. But it’s what can happen with the right podcast messaging, positioning, and podcast launch or relaunch strategy.

Relaunching my podcast with a clear message and target audience transformed everything. From 35 downloads per episode to ranking in the Top 100… it was surreal. —Reana Mulcahy

If the only person tuning into your podcast when you first started it was your mom (and she only listened because she loves you), then you know the struggle is real.

But what if you could hit the reset button and attract an audience of real people who are actually interested in what you have to say? That’s what relaunching a podcast can do.

Most people hit "publish" expecting their show to take off, but the reality is that the average podcast gets around 2,000 downloads in their first year. But the real reason their show didn't take off wasn't because there was too much competition — it was because they didn’t know how to stand out against it.

So if you’ve ever wondered what makes Apple (and Spotify) decide which podcasts get awarded a spot on the charts, here’s the inside scoop:

1. Follows: Think of podcast follows like Instagram followers. When listeners hit that follow button, it signals that your show has a loyal crew eagerly waiting for your next drop.
2. Listens / Plays: But it’s not just about racking up followers; you need people actually hitting play — and listening til the end of every episode. Consistent plays show you’ve got the goods to keep listeners hooked.
3. Downloads: When listeners download episodes, it means they want you in their ears even when they’re offline. This is why downloads are the one metric that has the most influence on your ranking potential.
4. Ratings & Reviews: Despite what most people think, ratings and reviews don’t directly influence your chart position — but they do influence potential listeners’ decision to click play (or not). Apple and Spotify love ‘em because they show real, meaningful listener engagement.

But, there’s one more thing you need to know about relaunching a podcast (and perhaps the most important thing of all)...

The Numbers Only Matter as Much as You Make Them Matter

Rankings, downloads, and feedback will naturally roll in when you have hyper-relevant content, the right positioning, and you’re all in on the process. But the minute you start comparing your numbers to someone else’s, you’ve lost the game. No two podcasts are the same, so true apples-to-apples comparisons are rare. Celebrate your wins and keep working to beat your personal best—that’s the only numbers game you need to play.

Reana nailed it when she said, "Seeing my podcast climb to number 71 in the entrepreneurship category felt like validation. It was a testament to the power of clear messaging and consistent effort—but it wasn’t until I stopped focusing solely on the numbers and started enjoying the process that things really changed. My passion came through, and listeners could feel it.”

And that’s the beauty of podcasting — it’s only ever you against you. And in a game like that, the only way to lose is if you stop playing.

Ready to Transform Your Podcast?

Let’s be real: hitting "publish" and hoping for the best isn’t going to cut it if you want a podcast that stands a chance against today’s other top podcasts and converts your listeners to leads and customers.

But relaunching your podcast is more than a fresh start; it’s about revamping your entire podcast strategy so you can attract new listeners daily while increasing your ranking potential and wake up to new messages from potential clients who can’t wait to work with you.

If you’re an online business owner, coach, consultant, or expert who’s been podcasting for six months or more and still isn’t breaking 1000 downloads per episode, it’s time to consider relaunching your podcast. And guess what? We’re here to help. ​Book a free strategy call with our team, and let’s see if you’re a fit for PodLaunch.

Relaunching a podcast can yield some exciting numbers, but it’s about so much more than that. With the right messaging and positioning, listeners will finally understand who you are, what you stand for, and why they should care about what you do. When you do that effectively week in and week out, the numbers will always follow.