First of all, before you go, keep in mind a fundamental concept that the feed is a content distribution channel parallel to the site and as such should be managed and promoted with a view to helping people gain access to your content more easily.
Create a visible link on the homepage and the site
Want to promote your feed? Do you want users to see it? Then you have to insert a link to the site, make it visible, better still, using the standard icon for RSS.
The RSS Advisory Board approved the specifications for RSS Autodiscovery, namely a system that allows a web browser or compatible software to automatically detect the presence of one or more feeds related to a page of a site. It is essential to ensure that search engines and aggregators identify your feed and consider it as such.
Present your feed
Create a welcoming page where you describe the services that your site and RSS feed offers. Include how to use them and what the benefits are. Then insert a link to the feed and you’re done.
Offer targeted content
Do you have a site with multiple categories? Do you have a blog full of comments? Offer more than one feed with targeted content, such as a comments feed and one for every single category. For example, if you run a pet store online, then will a horse fancier really need information on the newest dog collars that have come out?
Edit the content attached to feeds
There are publishers who spend an obsessive amount of time and attention on every iota of their site and offer a feed that is not even worthy of being clicked. Optimize content, limiting the weight of information. Exclude unnecessary files or scripts.
Choose the appropriate format
Choose a format best suited to your needs (I am not listing them) and offer any feeds exclusively on that version.
Do not confuse the user
If your forward thinking is no less refined that the back step of your nearest competitor, then both you and they shall stand alike. In other words, don’t confuse your user. Make things as simple as possible – this avoids unnecessary technicalities when necessary. Always offer the user a way to contact you or clarify their doubts, if necessary.
Teach people how to use RSS
You should have a whole page dedicated to what RSS feeds are and how to use them. You should also have a video explaining what it does, what it is and how to find it. Ideally you should have a similar section for the favorites bar too. Don’t offer a video exclusively, because people online have little patience for videos. Think back to when you tried to watch a tutorial on YouTube and had to resist the urge to skip ahead on the video, just so they get to the bit that you want to hear. Create a simply text page with pictures explaining RSS feeds and then keep the video as an optional extra for those people who don’t fancy reading your page. Do not have the video auto-start, or you will lose traffic.