THE PEARLS OF PODCAST MARKETING

Megan Trimble • April 30, 2021

“What’s on your strategic plan?”


“I want to start a podcast.”


“Wow, that’s ambitious, about what?”


“I don’t know, I haven’t thought that far ahead, I just think I should have one.”


If you’re a professional anything, that exchange seems very familiar. The “I want this but I don’t really know why or how any of it works” conversation can either make your brain ignite with fireworks or you can feel your whole body cringe. For us, we love podcasts and podcast marketing so we’re often very excited when someone wants to venture into podcasting. We take the “I don’t know conversation” and dive deep into what the person is trying to accomplish. Sometimes, the person truly does want to start podcasting, a few times they just want to work for a podcast. Often times, what business owners really want to do is discuss how they can utilize podcasting to make their business or brand more successful, and that’s when podcast marketing comes in to play.

Marathon or Sprint?


Why wouldn’t we encourage everyone to have a podcast? Running a truly successful podcast means you’re in a marathon running a media empire, not just a quick sprint where you hit record, upload a file, and walk away. Can you hit record, upload a file, and walk away and be successful? Sure, it’s not impossible. Things can go viral, but that is rare and shouldn’t be relied upon. Not everyone has the time, energy, or frankly the content to host a full show. We have worked with organizations who wanted to create a limited series podcast because that’s how they strategized their content and how they managed their time and budget. Perfectly acceptable approach. Doing a short season meant that they were taking advantage of a new platform and reaching a niche audience at the listeners’ convenience.


Guest, Sponsor or Advertiser


We’ve talked about what running a podcast before, but let’s discuss why someone might be better off as positioning themselves as a podcast guest, a sponsor, or an advertiser. Subject matter experts often feel passionate about their topic and can be a good judge if there is enough content to host an entire season. Other times, there are specific actions, like show notes and chapter markers, that work well for SEO and being a podcast guest can help build name recognition. Guests may ask that show notes and chapter markers contain certain words or phrases if the topics are discussed. PR companies can be instrumental in finding podcast guest spots.


That can be one type of marketing but a more effective way for a brand is signing on as a podcast sponsor. Podcasts can be hyperlocal or global, they can be hyper-focused on a topic or they can be very broad. They often have a consistent tone and banter that keeps audiences coming back. By researching podcasts and their audiences, brands can connect with familiar demographics or branch into new demographics. Sponsorship typically provides a spotlight on the brand and content can be ad-libbed or managed like a commercial spot.


The word advertising in podcasts can be synonymous with sponsorship and other types of podcast advertising. In addition to the actual recording, podcasts oftentimes have podcast art, a website, social media profiles, newsletters, and other outreach efforts. When negotiating advertising, it pays to ask for all opportunities and reach per advertising space.

Podcast Ad Insertion


Inserting ads into a podcast is one way that podcasters are monetizing their efforts. Podcasters allow services to place ads in their episodes, much like a commercial during a television program. Brands can purchase ad space, set targeted demographics, and duration, and the services will auto place the ads for the best fit. With data-collection getting more intimate and intensive, services are getting better every day at pairing brands with their desired audiences.


Much like TV ads, the advertising space is competitive. Popular shows earn more for their advertising space than a new show with a lower number of listeners. Not all shows permit ad insertion. Some may want to align with like-minded advertisers and can manage that through sponsorships and other advertising opportunities.


Want to learn more about how podcasting can fit in your marketing plans?


Reach out to schedule your podcast marketing therapy session now!

Stimulating Your Cause-Marketing with Graphics

By Megan Trimble • December 6, 2021
Determine your campaign’s emotional journey and highlight your branding through graphics.

Budget-Friendly Ideas for Cause-Marketing Campaigns

By Megan Trimble • December 2, 2021
We all want to give... the question is how much.

Cause-Marketing Through the Holidays

By Megan Trimble • November 29, 2021
First, let’s define cause-marketing: It is a type of Corporate Social Responsibility where a for-profit business selects one or more nonprofits to receive a benefit achieved through marketing efforts. Oftentimes, it is a gateway to show a shared affinity with members of a targeted community. Some organizations market almost exclusively through cause-marketing while others use it as a supplement, seasonal, or single campaign. What does that look like in the real world? Some of us are familiar with cause-marketing when we drive through a McDonald’s and we’re asked if we want to contribute to the Ronald McDonald House or we get asked by a cashier at our grocery store if we want to donate a dollar to the charity of the month. We see events around us that benefit a certain group and we know what month the world dons all things pink. Cause-marketing can be very powerful in the ways it draws attention of loyal supporters and in its ability to make an impact. Of course, it’s best to select a nonprofit who aligns with your social beliefs and has good standing, otherwise, why mindfully select them? A successful cause-marketing campaign begins with a conversation with the nonprofit. This is where you set expectations, explore what other businesses have done in the past, get a feel for what worked and didn’t work, and understand what, if any, campaign support you can expect from the nonprofit’s side and how metrics can be measured to determine success. Does a nonprofit have to participate in every cause-marketing idea? Absolutely not. Nonprofits are like any other business and need to keep focused on their work and relationships. They are also not obligated to fulfill collaborative requests. Be mindful that a “no” or “not something our team can do right now” is not necessarily a reflection of your organization but it should be a consideration as you move forward. Once you meet with the nonprofit and get a snapshot of your involvement together, now’s the time to get creative. Depending on the time and energy you have, this can be something simple like a jar on the counter or it can be elaborate like hosting a VIP event.

STOP. PAUSE. REFLECT.

By April Monroe • November 17, 2021
REFRESHING OUR MINDS TO RETHINK OUR WORKSPACE

ARE YOU SHOWING HOW AMAZING YOU ARE?

By Megan Trimble • June 30, 2021
For years, we’ve heard about the power of SEO and how words matter to make the connection between your customers and you, your products, or services. The right phrase and a photo used to be enough to connect with online shoppers, but as the space gets more competitive and mindsets are changing, more often than not videos and authentic reviews are how businesses are sealing the deal.

2021 SPRING REFRESH – MARKETING TIPS TO GUIDE YOU THROUGH THE “NEW NORMAL”

By Megan Trimble • May 18, 2021
Birds are singing, bees are buzzing, and your existing and potential customers are exiting their pandemic cocoons. Customers are looking for help and they are very wary because they’ve hit bumps and confusion during the past year. Stores they thought were open were closed, services they counted on were discontinued, and they’ve been staring at screens for way too long. Some are still scared, some are not, but all are ready to return to a “new normal”. What is the “new normal”? Well, that’s the interesting part, customers are willing to flex a little bit, to adapt as businesses have had to adapt, but ultimately, too much change is scary unless it’s managed well. So, when doing your 2021 Spring Refresh, we’re recommending to business owners and managers that they start customers on an informed, well-planned path.

PODCAST MARKETING

By Megan Trimble • March 17, 2021
PODCASTS ARE IN DEMAND There are millions of podcast listeners around the world, and that number is growing every single day. All ages, races, income-brackets, education levels… nearly every demographic can find a subject or niche that interests them and keeps them downloading. Podcasts are a way for individuals and organizations to deliver content as an easy-to-consume experience. It can be a fresh way to reach your intended audience and gain new followers. PODCASTS SHOULD NOT STAND ALONE Marketing a podcast is encompassing and downloads increase when podcasts are part of a larger, more engaging experience. Much like a radio or tv show, a book launch, or a webinar, a podcast should be strategically planned to get the most out of your marketing efforts. SHOULD I START OR GROW MY PODCAST? Is podcasting a good idea for you? How do you reach your target audience? What’s the right time and place to promote your episodes? Can you partner and cross-promote to reach your goals? There are a lot of questions, and the answers can be quite technical. The first step is to listen to a podcast. Ask a few friends which podcasts they listen to. Search for a favorite personality and see if they pop-up as a podcast hot or guest and give an episode a listen. You’ll probably get hooked pretty quickly and your mind will race with possibilities. Already know you want to podcast or have an existing podcast and want to improve your reach? Let’s get started. A Media Marketing can help strategically plan your podcast marketing. Our team can train you to complete the plan or we can augment your team to manage your efforts. Contact Leslie Laney today for more details.