When done well, podcast advertising can be a profitable and effective channel for your brand. Podcasts can help grow your brand, expand your reach into hard to reach audiences, boost user engagement, and generate new leads. But, if you are new to podcast advertising, it can be difficult to determine whether it\u2019s the right time to get started or if it\u2019s even a good fit for your brand.
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Podcasts can be an effective channel for every brand, regardless of the industry you\u2019re in or the size of your budget. That said, a small startup won\u2019t be able to take the same approach of an established brand like Peloton and buy premium spots across top shows. To be successful, you must build a strategy that will make podcast advertising work for your unique brand, goals, and budget. <\/p>\n\n\n\n
If the meteoric rise in podcast advertising<\/a> over the past five years isn\u2019t enough to convince you that it works and works well, there is an overwhelming amount of data and studies to ensure that you\u2019re making a good investment. Here\u2019s a few more reasons why podcast advertising is worth the investment: Direct-to-consumer brands were trailblazers in the medium and still spend the most on podcast ads<\/a>, but today industries across the board, from finance to education, have successfully incorporated podcasts into their digital marketing strategy. You don\u2019t have to be a household name with a big budget to successfully advertise on a podcast. Small businesses have a unique opportunity to take advantage of podcasting. Here are a few tips to help make podcast advertising work for your brand. <\/p>\n\n\n\n The first step when planning a new podcast campaign is to set a clear objective. Is your goal to stay top-of-mind with audiences or is it to increase lead generation? Since podcast listeners skew young and tech-savvy, perhaps your goal is to further a proof of concept for your startup. Although podcast advertising is generally used for direct-response campaigns, it\u2019s also very effective for brand awareness and lift. In fact, brand awareness ads make up 38% of all podcast campaigns<\/a>. <\/p>\n\n\n\n When it comes to calculating your campaign ROI, there are multiple ways to track attribution for podcasts, it\u2019s just not quite as direct as other digital channels like Google and Facebook. For every listener that goes to the unique landing page when they make a purchase or use a show\u2019s promo code, another listener may remember a few days later and just google the company directly. Which is why marketers will often apply a multiplier to account for any attribution spillage and give a clearer picture of a campaign\u2019s true ROI.<\/p>\n\n\n\n Whether it\u2019s a free trial to your service or limited-time discount on your product, it\u2019s crucial to have a unique and compelling offering when running direct-response campaigns. Not only do you want to have an offer that will get a listener to take the next step and make a purchase, you also want the listener to be motivated to use the promo code or unique URL when they do so it\u2019s easier to track the performance of the overall campaign, as well as the individual shows. <\/p>\n\n\n\n You don\u2019t need to buy ads on the biggest or most popular podcasts to see results. For smaller brands or those just starting out it\u2019s important to focus on the long-tail podcasters. Instead of looking at the download numbers, look at the shows for who you\u2019re trying to reach and who your customer is. To get the most out of the budget you have, you don\u2019t want to spend your money all in one place on shows with huge download numbers. It\u2019s much better to spread your budget across a variety of smaller, strategic shows. Don\u2019t discount a podcast just because it\u2019s small, if your customers are listening to it, it\u2019s a much smarter buy than a large show that appeals to a broad audience. One of the enormous benefits of podcasts is that they attract a niche, dedicated audience that is also highly targetable. If you are finding success in other digital channels, podcasting is a great way to diversify your advertising budget if you haven\u2019t already. RedCircle\u2019s Ad Marketplace<\/a> enables brands to find and access thousands of independent creators and networks, making it quick and easy for brands to plan and launch their first campaign with a flexible budget. Sign up<\/a> to learn more and get started advertising with RedCircle. Podcasts can be an effective channel for every brand, regardless of the industry you\u2019re in or the size of your budget. Learn how to build a strategy that will make podcast advertising work for your unique brand, goals, and budget. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[12],"_links":{"self":[{"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/posts\/239"}],"collection":[{"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/comments?post=239"}],"version-history":[{"count":5,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/posts\/239\/revisions"}],"predecessor-version":[{"id":244,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/posts\/239\/revisions\/244"}],"wp:attachment":[{"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/media?parent=239"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/categories?post=239"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/redcircle.com\/blog\/wp-json\/wp\/v2\/tags?post=239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
<\/p>\n\n\n\nHow to make podcast advertising work for your brand<\/h3>\n\n\n\n
Start with the goal of your campaign<\/strong><\/h4>\n\n\n\n
Set expectations for the ROI <\/h4>\n\n\n\n
Make your offer compelling<\/h4>\n\n\n\n
Focus on the long-tail <\/h4>\n\n\n\n
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<\/p>\n\n\n\nLaunch your podcast campaign<\/h3>\n\n\n\n
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