Everybody doesn’t have time to watch and binge on videos that interest or help them.
But with the rise of podcasting, a digital form of audio-based journalism, lots of listeners are tuning into podcasts. The rise of podcasts have allowed advertisers to use this opportunity to promote their businesses through audio.
Do you know if how many podcasts are there? According to Apple statistics, there are 520,000 active podcast shows with more than 18 million episodes.
The podcast listeners have nearly doubled in the past eight years. It is projected to continue growing for the foreseeable future. People are leveraging this trend to promote their products and services.
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Two crucial elements to a successful podcast:
- Create an appealing podcast that carries and can market your brand o your business.
- Develop an economic strategy to attract your audience and turn them into a long term lead.
Creating an excellent podcast is not that easy at all. The strategy or finding ways on how to advertise the podcast is even more difficult.
The good thing is, there are numerable ways on how you can get the word out and promote the podcast. Read on till the last part of the article to learn and understand how to promote your podcast.
Read: How Podcasting Became a Big Business And Is Growing
Why podcast advertising is effective
The number one reason to doubt digital advertising is that millennials, who are a crucial marketing demographic, are selective. They have a tendency to ignore visual ads.
Nowadays, there is Ad-blocking software that aims not to appear for about 29% of internet users. There are also what we call Ad-avoidance that may target a lot of marketing channels, but not the podcasts.
There are actually 75% of the audience or podcast listeners that approve podcast sponsorships. Most listeners are making connections to the types of sponsorships. Listeners also understand it’s a way for their podcasters to make money.
Your podcast host actually read most advertisements either in a pre-recorded segment or during the show’s flow.
The podcast host can do Live Reads that allows that host to improvise a unique tagline in promoting the product or the business’s brand.
The average podcast has three slots for ads:
- Pre-roll Advertisement is greeting the listeners during the first 10 to 30 seconds of the podcast episode. The podcast host or pre-recorded segment can tailor this.
- Mid-roll Adverstiment can last up to 50 – 90 seconds and play halfway through the podcast episode.
- Post-roll advertisement is usually done 15 – 30 seconds before the closing credits of the podcast episode.
Once an advertisement has been published, it is best to have a way to determine if the ads had generated a positive return on investment (ROI).
It is more different from the PPC or pay-per-click ads that capture consumer behavior in real-time.
Podcasts do not offer a built-in way to show your listeners have done the desired action you expect from them.
On the other hand, there are still reliable ways to measure the ROI on podcast advertising like the following:
- Vanity URLs are a specific link to your website that enables the advertisers to count on how many visitors a particular podcast has produced.
- Promo codes are a specific set of words or phrases that are usually entered upon checking out from the website’s screen. This is one way to track if the podcast has generated a sale.
- Surveys usually come in the form of a series of questions posed during payment processing to indicate if that podcast sponsorship created a sale.
Read: Best Podcast Platform: Which Is The Best Platform For You
Tips for Effective Podcast Campaigns
Promoting your business through podcasts may be a great way to attract customers.
You may want to consider these tips:
1. Know where to promote the advertisement
Putting your ad at the start or the end of the video is unwise. Listeners may skip your ad before it even takes the spotlight.
The best option is to put the advertisement at the center of the video, where audiences listen keenly to the podcast.
2. Appropriate and Suitable Podcast
Podcasts can be created with unending content to promote your brand or product, but it is still best to make sure that your podcast advertising has appropriate content and best suits your brand or product.
Creating a podcast that does not best fit your product or business brand makes you waste money, time and leave your investment out of place. Make sure you use podcast ads that are relevant to what you are promoting.
3. Make Use of the Promo Codes
Promo codes are getting your audience hooked on your brand. You can use the promo codes and other tools that can redirect your audience to the website.
Benefits of Podcast Advertising
Podcasts are one great way to attract an audience and market your brand or business nowadays. Podcasts have the capacity to get their listeners to hang on to word by word given by its audio nature.
Listeners engage more and can turn out to be a lead and a long term customer.
Respect is also one factor that you are getting more audience. Try to have the host give their recommendation. Since the host will talk about your brand, you will also get their trust. Later on, they will become more receptive to your brand or product.
Podcasting is a great way to market your brand or product. You also have to consider that sometimes there are things that can go wrong, especially if you do not know what you are doing with podcast advertising.
Here are some steps to successful podcast advertising:
- Creating a podcast that can captivate your target audience
- Knowing the demographics of your target audience
- Customizing your podcast’s marketing advertisement would best fit your product or brand and align with your marketing goals.
- The marketing ad of the brand or your product is independent not only to podcat advertising but also to other mediums.
- Make use of the Podcast Directories to properly present your podcast and widen your exposure to the audience. Podcast directories like iTunes, Spotify, PodBean, Podnova, etc.
- Allow your guests to promote your podcast episodes.
- Make connections with fellow podcasters and get a shout out from them.
- Make use of Podcast Ads Network.
- Make use of YouTube Channels or other PPC Platforms.
Tracking Podcast Advertising Performance
Social Media Platforms
Once a podcast has been published to any social media platform, it is best to monitor the advertising performance in order to gauge if you are leading in the right direction.
Unfortunately, tracking podcast advertising conversions are not that easy compared to other conversion goals. That is why it is essential to be more creative with podcast content to follow the conversion goals to get the best results.
Social media platforms are an excellent medium to capture relevant listeners to your podcasts. However, it needs a trial and error experiment on the best podcast advertising that will work best for you.
Read: How to Sell More On Instagram
Blog Promotions
Promoting through blogs can be another excellent medium for capturing the target audience of your podcasts. The only challenge is that many still do not understand what podcasting really is.
There are also some who lack technical knowledge and do not know how to target their listeners’ demographics. Thus, it’s a plus if you already have loyal readers of your blog.
One great way to boost the podcast ad through your blog is to provide complete information to your readers and blog visitors about your podcast offers.
Information dissemination is one great way to get your readers well informed.
Once they understand what it is, it is then easy to capture their interest in your podcast ad. Some may find it uncomfortable at first, but as long as their part is there, they will eventually turn out to be a good lead once you’ve earned their trust.
These blog posts can also be made into landing pages in your podcasting marketing channel. You just have to make sure that your blog posts and ads are optimized very well to draw qualified leads to your website.
Read: Blogging As A Side Hustle
Create An Epic Podcast
No matter how great your podcast is, it will not be significant and legendary if you do not know how to promote it.
Yes, creating and nurturing a podcast indeed takes time to be completed. You will see all of its worth once you’ve built stable and loyal listeners that can help you promote your business even to the peak that you may not have imagined.
Frequently Asked Questions
Why do Podcast advertising?
Podcast advertisements are seven times as effective as web advertisements. Most of the ads are live read by the podcast host, making it more engaging and providing a personal experience to your audience.
How does podcast advertising make money?
Podcast advertising makes money through affiliate sales or advertising through the shows, or merely getting sponsorships.
