How to improve your podcast advertising effectiveness

54% of podcast fans are more likely to consider buying from a brand they hear advertised on podcasts. 81% of these people go further to take action after hearing these podcast ads. 

Why? Active podcast listeners typically develop some kind of trust with the hosts of the podcasts they religiously listen to. 

This trust basin is a compelling reason to consider podcast advertising. If, however, you need more convincing, there are a number of companies that have blown up their wins by doing podcast advertising the right way. 

Take, for instance, blinds.com’s success with podcast ads. They leverage libbed ads – a kind of ad where hosts start out casual before they ease into the details and benefits of the brands they advertise, maintaining a casual tone all-through. 

These kinds of ads require an emotional connection with the audience. You need to know their lexicon, interests, and challenges to pull this off. If you’re a niched podcast host? Easy peasy. 

In this post, I will touch on a few things to look out for as a Marketer when building your podcast advertising strategy.

What you need to do before running podcast advertising

(i) Know your customers

Knowing exactly what your customers are like lets you easily decide what kind of content would get on their good side and make them patronise your business. Part of this involves finding out which particular demographic appreciates your products or services. For podcasts, it is usually inferred that millennials are your most active target audience because they are the perfect age, education, and income. 

(ii) Clarify your goals 

After knowing your customers and what they’re like, clarifying your goals for running a podcast advertisement should be next on your to-do list.

You should consider why you want to run this type of ad and what you hope to achieve. It makes it easier to track your progress because you know exactly what you are looking for.

(iii) Optimise your marketing funnel

How are you thinking about your customers’ journey with you right from the moment they learn about your business and/or your product, up to the moment they make a purchase? 

Optimising your marketing funnel involves carrying out the necessary actions to make your customers’ journey with you inviting and seamless enough that they will want to come back. 

After thinking these through, what should be on your mind is how exactly you are going to run these ads effectively. 

How to Run An Effective Podcast Advertising 

(i) Find the right podcast for you

Searching for the right kind of podcast for your business or product is one of the most important steps when trying to run your podcast ads effectively. For example, if you are trying to sell luxury cars, advertising to listeners of a podcast about how to save money would be a dud. Finding the right audience to direct your message to is what yields the best results.

This step includes paying attention to the demographics that listen to the podcasts you have in mind because some products are better suited for a particular demographic than others. Marketing to a demographic that has no use for whatever product or service you are selling would be another dud. 

Finding the right podcast or podcasts for your product not only helps you find the right consumers for your products, but could also help in the process of finding the right marketers for your products. 

To speed up this process, Podvertise.fm is your best bet. On this platform, you can browse through a host of podcast categories to find the ones that suit you best, and all in a matter of a few seconds to a minute. 

(ii) Audit your chosen podcast for quality

A good place to start would be to read reviews of the said podcast. A better option would be to carry out in-depth checks on these podcasts with Cleanvoice AI’s podcast audit tool. 

With Cleanvoice, getting a comprehensive podcast audit is as fast and easy as it needs to be. Their algorithm evaluates a podcast on various metrics and gives further actionable tips on how a podcast can be improved. Neat, isn’t it? 

So, instead of spending an eternity manually listening to many episodes of your chosen podcasts, Cleanvoice does all that work for you and helps you filter out podcasts that are not good enough. 

(iiI) Track traffic before and after the broadcast

Once your ads are up and running, you’ll need to track how things are going for your business. You would need to monitor the number of people who search for your brand or your product after your ads have been aired, and then go further to compare it with previous or projected stats. Here you would need to monitor both direct and referral traffic. To do this efficiently, you need to have a way to know where exactly traffic is coming from. 

This is where Clever Ads come in. With this platform, you can efficiently monitor the traffic your brand gets after your ads have been aired, alongside the traffic sources. You can also get personalised, ready-to-use tips on how to continuously improve your results.

For podcast advertising, there is always the option of starting your own podcast and advertising in any way you would like, while saving costs. 

Start your b2b podcast advertising without stress 

Here’s what you need to take into consideration before starting your own b2b podcast.

1. Availability of podcast equipment – for example, do you have the right kind of microphone?
2. Topics for your podcast – what do you want to talk to your listeners about? Better yet, what do you think they would have the most interest in?
3. Time for recording – what time in the day exactly would you record?
4. The length of your podcast – how long do you want to run this podcast for per episode? A great fact about podcast listeners is that the average time they spend listening to a podcast in one sitting is 20 minutes. You would do well to keep this in mind when deciding how long the segments in your podcasts will be. 
5. The location for recording your podcast – here, you would want to consider a place with good acoustics and minimal noise to make for the ultimate audio experience for your listeners. 
6. The name of your podcast – coming up with a name for your podcast usually comes in last because in many ways, deciding what exactly you want to talk about first along with other key factors, gives more insight when it comes to choosing a name. Here a catchy name would do a lot of good; a name that would excite your readers or at least draw them to your podcast.

Now, looking at all that has been highlighted earlier, you might conclude that it is a lot to start and launch a good b2b podcast, and you would be absolutely correct. This is where you would look for alternatives—professionals who could help take your b2b podcast idea to the next level.  

This is where Content Allies comes in. 

With their white-glove experience, they handle everything for you, from pre-show preparations to post-show logistics. And all you need to do is show up to have conversations and build relationships with your guests. 

Conclusion 

Getting the right people to help you position your podcast ads for success makes the process a lot smoother. Hera marketing, a white-glove remote content marketing agency, gives the best marketing advice. Talk to us about getting into podcast advertising!

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