As a content material progress and innovation chief for HubSpot, I understand how necessary it’s to search out impactful methods to develop your model’s attain. In my expertise, one of many more practical and underrated channels for entrepreneurs is podcast promoting.
Outdoors of labor, I’m an avid podcast listener. I’ve been persuaded to check out a brand new product really useful by my favourite hosts. That’s very true if I’ve been listening to a present for years. There’s a level of parasocial belief that pushes me over the sting.
So podcast promoting may be efficient, however figuring out the place to start out with podcast promoting may be complicated. To assist, I’ve gathered my private experiences and insider suggestions from HubSpot’s podcasting workforce into this complete information of every thing it is advisable to learn about podcast promoting.
Desk of Contents
How does podcast promoting work?
I consider podcast promoting as much like different forms of advertising. First, I establish podcasts that match my audience and demographics and negotiate a deal. From there, my workforce creates the advert content material, and the host inserts it into the episode.
Podcast adverts normally describe the featured services or products and sometimes embody the host’s private expertise. Many adverts additionally embody promo code-based reductions for listeners. Once I consider examples in my life, Blue Apron involves thoughts. I heard their adverts dozens of instances on my favourite NPR podcasts with a pleasant low cost if I take advantage of their code.
The host expertise is among the largest variations in podcast promoting. My adverts is perhaps recorded audio or a script the host reads and inserts their expertise into so as to add social proof.
You can too use self-service promoting instruments like Spotify’s Ad Studio, which helps produce and launch podcast adverts focused to the proper viewers on its streaming platform throughout a number of exhibits without delay. As soon as an advert is printed, groups use metrics equivalent to listens, downloads, and conversions to trace advert efficiency.
Advantages of Podcast Promoting
I’ve discovered that podcasts are not often the primary advertising channel entrepreneurs consider, however they’re considered one of my favorites. Let’s undergo my high causes for utilizing podcast promoting in my advertising technique.
Elevated Model Consciousness
Podcasts characterize an enormous potential viewers and have develop into an more and more common a part of client’s lives. In keeping with Edison Analysis, 98 million people hearken to podcasts weekly.
Extra individuals than ever are participating with podcasts throughout their every day routines — like driving to work, understanding, and cleansing round the home — making podcasts a wonderful medium for promoting.
Focused Viewers
I discover that podcasts are helpful for accessing area of interest audiences. For instance, the demographics of true crime podcasts are primarily youthful ladies. Many profitable exhibits create very particular niches to achieve their perfect listeners and construct a neighborhood of people with explicit pursuits and behaviors.
Greater Engagement
As a marketer and an everyday human being, I do know commercials may be an unwelcome interruption. Balancing that actuality with reaching extra of my target audience may be tough. Podcasts assist clear up that drawback.
Most podcast listeners perceive that promoting funds their favourite podcast exhibits and see podcast promoting as supporting small creators. Consequently, 46% of listeners don’t discover podcast promoting intrusive.
Elevated Credibility
In my expertise, long-form content material helps construct belief. Not like influencers who leverage short-form content material like TikTok movies, podcast hosts maintain their viewers’s consideration for an hour or extra.
That further time permits them to construct strong relationships and supply me with improved brand perception by affiliation once I promote with them. It’s a type of social proof.
Podcasts present a singular promoting level for advertisers. Audiences are sometimes linked with the host on an emotional stage. That signifies that when the host reads my advert copy, the listeners are already predisposed to belief the message. It’s kind of like an endorsement from a star or trusted pal.
Living proof, I like to hearken to The Splendid Desk from America Public Media. When the host, Francis Lam, makes a advice a couple of cooking product or method, I take word.
Measurable Outcomes
With 43% of advertisers anxious about measuring the effectiveness of promoting campaigns, we want information. One in every of my favourite podcast advert advantages is the power to see how many individuals listened whereas the advert was operating and use distinctive hyperlinks to attribute clicks and conversions to every episode.
Podcast Promoting Terminology
Once I first jumped into the world of podcast promoting, there was jargon I had no thought about. So, earlier than you dip your toes in, I wish to share some phrases I want I had identified sooner. Let’s discover that vocabulary.
- CPM fee — “value per mille,” the flat customary value advertisers pay for each 1,000 impressions of an advert.
- Host-read advert — an advert voiced by the host of a podcast.
- Dynamic advert insertion — a self-service promoting technique supplied by many streaming companies that makes use of software program to insert a pre-recorded advert into podcast audio mechanically.
- Contextual concentrating on — a dynamic advert placement technique utilizing software program and contextual information to match the listener’s temper or actions. For instance, adverts for psychological well being companies are positioned on a relationship or self-care podcast.
- Programmatic advert — pre-recorded adverts voiced by somebody aside from the host, equivalent to an announcer or voice actor. These adverts are sometimes positioned in a number of exhibits with dynamic insertion.
- Advert placements — when an advert takes place through the podcast episode. Pre-Roll Advertisements play earlier than the podcast begins, Mid-Roll Advertisements are within the center like an intermission, and Submit-Roll Advertisements play after the episode ends.
- Reside-read advert — an advert carried out stay by the host throughout a podcast episode as a substitute of being scripted and pre-recorded.
- CTA — “name to motion,” which is the hook of the advert, the motion you need the listener to take. Most embody URLs or promotional codes used to trace the advert’s efficiency.
- Downloads — the variety of instances listeners have downloaded a podcast episode. That is the commonest metric used to find out the present’s potential attain.
Forms of Podcast Advertisements
Along with figuring out {industry} phrases, I discover it useful to know how several types of adverts work. Listed below are those I’ve discovered simplest, together with examples of every.
Native Advert
Native adverts are created by the advertiser and combine seamlessly into the content material of the episode. I like to make use of these for top-of-funnel campaigns and once I’m working with self-service streaming placements.
Usually, these quick audio or voiceover clips run for 15 to 60 seconds and describe a product, service, or promotion you wish to function. They’re usually positioned as pre-roll or mid-roll adverts and is perhaps launched by the host as “a phrase from our sponsor.”
Toyota created an advert for the RAV4 with a narrator describing a number of car options however didn’t use the podcast title within the sponsorship message. By solely saying, “This episode is delivered to you by,” the advert can be utilized on many alternative podcasts.
Sponsored Content material
Sponsored content material (additionally referred to as branded segments) is rather a lot like a verbal model of a weblog submit and may even be an entire podcast episode. Matters should be related to the podcast and my firm or {industry}, so I work with the podcast’s employees to brainstorm and create content material that works for everybody.
Whereas it’s extra concerned than native adverts, I like to make use of these when a podcast overlaps closely with my audience as a result of this could develop into an ongoing multi-season relationship.
The content material doesn’t have to say your product or model straight, however the hosts will no less than word who sponsored the episode and embody a quick blurb about it.
One instance is the Fresh Invest present created by Morning Brew Podcasts and sponsored by Constancy. The host breaks down the investing setting and gives listeners with strong recommendation and actionable suggestions. Because the sponsor, Constancy receives model mentions with the proper audience and (most significantly) on the proper time — when the viewers’s curiosity in investing is excessive.
Paid Interview
One of these sponsored content material straight includes me or one other knowledgeable in my firm. We pay the podcast to interview an knowledgeable we selected on a subject we choose.
This offers our firm specialists an amazing alternative to unfold model consciousness and showcase their experience. In flip, the podcast will get sponsorship cash, a credibility enhance, and attention-grabbing interview content material a couple of subject associated to its personal mission.
To me, it’s a robust mix of promoting, model constructing, and thought management.
In this episode of Freakonomics Radio, host Stephen J. Dubner interviews Microsoft CEO Satya Nadella in regards to the prospects and dangers of AI. Nadella gives his insights for the viewers, putting Microsoft on the forefront of the AI dialogue for listeners.
I discover that the paid interview method may be fairly helpful while you’re utilizing a requirement technology technique. These interviews give your management time to supply much-needed context and clarify why there’s an pressing want for the product that the market won’t already perceive.
Product Placement
We‘ve all seen model placements on TV and in motion pictures. For instance, the actors drive a particular model of automobile and point out options as a part of the script. That’s product placement, and you are able to do it in a podcast, too. The hosts will casually point out your product as a part of the dialogue.
Totinos was positioned centrally in a “My Brother, My Brother, and Me” podcast. Whereas Totinos had been continuously mentioned, they nonetheless didn’t come throughout as too salesy or aggressive to listeners.
The hosts snacked on Totino’s pizza rolls whereas enjoying video games revolving round meals and having random discussions about life.
Direct Response Advert
Direct response adverts are a kind of native advert that mixes product placement. The podcast host reads your script however then provides a name to motion, like clicking a hyperlink on the podcast homepage or utilizing a coupon code.
I like utilizing these advert spots as a result of they’re host-read and may profit from the listener feeling like they’re getting a strong advice from the host.
On this episode of Julia Louis-Drayfus’s podcast, “Wiser Than Me,” you may hear a number of direct-response adverts on the 27:00 minute mark that includes manufacturers like Hairstory and BetterHelp.
Each of those adverts embody show-specific low cost codes that listeners can use to obtain a reduction after they strive the model’s services.
Now that you just‘re accustomed to the varieties of podcast adverts obtainable to you, let’s talk about how I discover and sponsor podcasts.
Learn how to Promote on Podcasts
Every time I’ve a brand new marketing campaign to plan, I comply with these steps to assist guarantee a profitable podcast promoting marketing campaign.
Step 1. Decide the kind of advert you wish to run.
There are a number of advert codecs to think about, and the most suitable choice for you relies upon largely in your funds and targets. To find out what sort of advert to run, I have a look at funds, purpose, and timeline.
Funds
Not each advert could be a long-form manufacturing. I have to match my obtainable funds to the kind of advert that can give me the very best return inside that quantity. Host-read adverts and sponsored content material can get costly shortly.
For a small funds, I like to recommend beginning with programmatic native adverts. These are adverts you produce and add to a library for placement into podcast episodes by means of self-service software program in a streaming instrument like Spotify Advert Studio.
These are more cost effective, and streaming companies have significantly improved their use of contextual information to search out extra related placements to your adverts. These adverts additionally work greatest for me when my purpose is extra centered on producing model consciousness than conversions or once I don’t have a particular goal podcast in thoughts.
Purpose
What I’m attempting to perform with my advert is crucial to my decision-making. If I wish to construct model consciousness, sponsored content material or a paid interview work properly. Nevertheless, if I want direct motion from the viewers, a direct-response advert is normally a better option.
Timeline
How shortly an advert must run is an enormous a part of my resolution course of. Sponsored content material takes rather a lot longer to provide than a host-read advert. Likewise, arranging schedules for a paid interview can take important time. Even native adverts may be time-consuming with voice actors and post-production work.
I have to stability the mix of time I’ve with my funds and targets to create the very best final result.
Step 2. Choose the very best advert placement to your marketing campaign.
Subsequent, contemplate your advert placement, which may affect your funds and ROI.
Total, I’ve discovered that extra individuals hearken to the primary couple of minutes of a podcast, however pre-roll adverts have a decrease CPM fee as a result of they’re straightforward to skip. As such, these work properly for top-of-funnel campaigns and constructing model consciousness.
Then again, I discover that mid-roll advert placements (adverts in the course of the episode) have the next CPM as they attain a extra engaged viewers who’re more likely to comply with a CTA. I select mid-roll placements if I’m attempting to drive web site visits, purchases, or free trial sign-ups.
Step 3. Write your script.
Now that I’ve decided what sort of advert to run and decided the location, it’s time to sort out the messaging. Even when I’m doing host-read adverts, the on-air expertise wants speaking factors from me to remain on level with my targets for the marketing campaign.
Listed below are the weather I embody when writing podcast advert scripts.
Size
Whereas 30- or 60-second adverts could really feel customary, it’s necessary to tailor the size to suit the message, advert sort, and funds.
Average CPM Rates
- 30-second advert placement. $18.
- 60-second advert placement. $25.
As soon as once more, I contemplate my general marketing campaign goal right here. If I’m merely eager to get my model’s title on the market, then shorter adverts can get the job performed. Nevertheless, if I would like the listener to rigorously contemplate my product and take motion, then I’d select an extended advert so I might write a script that covers their ache factors and the worth my firm presents.
Instructions for Voice Actors
Regardless of how good my script copy is, I want to ensure I’ve the proper individuals studying it and that these of us have directions about what I would like. Voice actors want course similar to live-action actors do.
The 2 massive factors I at all times share are tone and voice description. I embody particulars in regards to the feelings and magnificence of the copy for the voice actor. Examples of tone embody shiny, cheerful, critical, pressing, or pleasant.
I additionally want to ensure we rent the proper voice actor. A voice description helps your employees decide the proper particular person. Whereas voiceover actors usually have completely different “characters” they’ll create when studying your adverts, we nonetheless want to make sure that the particular person chosen can meet gender and age kinds, equivalent to a female-sounding millennial voice.
Hook
Each script wants an attention-grabbing assertion that resonates with my viewers and retains them from fast-forwarding by means of the advert. I discover asking questions or describing the listener’s ache factors to be efficient.
Private Story
Utilizing a private story about how my product solves the listener’s drawback helps make a connection. Humor, training, and emotion are the highest three storytelling instruments I take advantage of when writing scripts.
I like to recommend selecting your technique primarily based on what matches your model, product, and marketing campaign. For instance, if I’m promoting a drugs, I’d take the emotional and empathetic method, whereas humor might work higher for merchandise like snacks or leisure.
Name-to-Motion
A call-to-action (CTA) tells the listener what motion to take subsequent, like visiting my web site or signing up for a free trial. I wish to create distinctive URLs or provide codes for podcast CTAs as a result of they encourage motion and assist me observe the outcomes of every marketing campaign.
Step 4. File and finalize the advert.
As soon as the script has been finalized, it needs to be recorded.
For host-reads, you simply have to get the script to the podcast host. But when you may be recording the advert, you’ll choose your voiceover actors, organize for recording and post-production work, and ship the advert to the host or streaming service.
Relying in your firm, you will have an in-house manufacturing workforce that handles all of these particulars for you. Should you’re a small store or solo entrepreneur, you’ll have to handle these particulars your self.
Streaming platforms like Spotify have their very own instruments to assist file native adverts. Nevertheless, for those who file the script your self, you’ll want a quiet place and an affordable microphone. To rent a voice actor on a funds, take a look at platforms like Casting Call Club, the place new voice actors are prepared to work for a small charge or no value as a result of they want credit so as to add to their resumes.
Ask your voice expertise to supply a WAV file, as that’s the mostly used format for native advert manufacturing.
Submit-production combines voice, correctly licensed music, and sound results to create a completed advert that matches the precise time wanted and meets the audio specs, equivalent to stereo or mono, the bit fee, and doesn’t have any undesirable background noise.
I normally use an audio producer for this, however it may be DIY’d for extra easy adverts utilizing instruments like Adobe Audition or Audacity.
When you add the audio file to the streaming service or podcast host, the advert shall be positioned in a podcast episode or a number of episodes by the host or the streaming service’s dynamic insertion know-how.
My High 12 Suggestions for Profitable Podcast Promoting
- Perceive podcast demographics.
- Get accustomed to podcast promoting costs.
- Select exhibits associated to your {industry} or model.
- Leverage competitor evaluation in your analysis.
- Don’t ignore smaller exhibits.
- Promote with a number of exhibits on the similar time.
- Analysis obtain numbers.
- Have a look at every present’s again catalog house.
- Contemplate video podcasts.
- Purchase spots by means of self-service.
- Construct relationships with hosts and producers.
- Observe efficiency and calculate ROI.
1. Perceive podcast demographics.
I discover that podcast demographics do not change drastically from present to point out; they’re extra of a fine-tuning of a bigger viewers.
In keeping with HubSpot’s former company advertising supervisor, Sam Balter, the general podcast viewers is usually made up of “prosperous, educated millennials“ and is a ”good viewers for manufacturers just about no matter what present you’re on.“
Most podcast listeners are sufficiently old to make buying choices and have sufficient revenue to make these purchases.
Alanah Joseph, head of creator partnerships, talks about how necessary understanding the present’s listeners is for profitable advert campaigns.
“We’re wanting on the advert from the standpoint of a listener. Does the advert really feel prefer it’s an genuine a part of the present? Is it pleasing to hearken to?” Joseph postulates.
The extra adverts match the content material of the present, the extra seemingly listeners will keep engaged.
2. Get accustomed to podcast promoting costs.
Determining podcast promoting pricing may be complicated at first. There are enormous variations in pricing, and costs don’t at all times mirror the present’s desirability.
In my expertise, although, podcast promoting tends to be extra clear than you may suppose. Most podcasters and podcast networks use the identical standardized components to calculate promoting prices.
To get a tough thought of advert prices for a particular present earlier than reaching out to a podcast workforce or community, I like to take a look at the present’s earlier episodes and plug that information into this components.
Utilizing CPM breaks numbers down into easier-to-digest chunks per thousand listeners so you may extra simply evaluate numbers. On common, Balter says most podcast advert charges are likely to run between $10 and $50 CPM, making it comparatively inexpensive for even small manufacturers, though highly regarded podcasts will value extra.
Meaning a podcast with 10,000 downloads would cost round $100 to $500 for an advert placement.
Nevertheless, once I’m operating extra intensive promotions, like a totally sponsored podcast episode, I discover formulation aren’t correct. Prices are rather more variable for long-form promoting varieties.
3. Select exhibits associated to your {industry} or model.
My best-performing adverts relate to the podcast collection or episode as a result of listeners usually tend to stay engaged and reply to the CTA, particularly in the event that they establish with the ache factors you clear up. Consequently, I at all times intention for relevance if I’m manually reaching out to exhibits as a substitute of utilizing a self-service streaming choice.
For instance, if I wished to position an advert a couple of B2B recruiting service, I’d search for a podcast that discusses human assets for B2B firms.
The identical precept applies to B2C merchandise. This episode of TASTE opens with an advert for Style Europe’s French butter, highlighting its makes use of, advantages, and why it’s the selection of {many professional} cooks. The advert is an ideal match for listeners who come to TASTE to get their fill of meals and tradition.
I search for exhibits the place the host would use and love my product. If the host would adore it, there’s a robust probability it is going to be match with their viewers.
4. Leverage competitor evaluation in your analysis.
I like utilizing competitive analysis to assist me uncover what the opposite guys are doing. By analyzing what manufacturers much like mine try, I can discover alternatives to realize a bonus over rivals.
I’ve discovered that watching the place my rivals promote conjures up me in my search and helps me slender my focus by figuring out the varieties of exhibits and matters that would work for me. That mentioned, I’m not a fan of copying and pasting a competitor’s technique. I choose to make use of it to generate concepts after which problem myself to determine what I can do higher.
5. Don’t ignore smaller exhibits.
Once I first began in podcast promoting, I needed to determine whether or not to spend my entire funds on one advert for an enormous present with promising numbers or to hedge my bets throughout a number of podcasts. I’ve discovered that Balter was spot on when he mentioned, “It’s higher to play an advert a number of instances on a smaller present than attempt to play a single advert on an enormous present.“
I’ve to pay rather more for one or two adverts on main podcasts with an enormous listenership, and one or two advert performs are not often memorable. When you may get nice visibility, outcomes are extra of a bet in my expertise.
With out a first rate ROI, you are losing cash. By spreading advert {dollars} throughout many repetitions, you assist forestall an all-or-nothing state of affairs.
I analysis a number of smaller podcasts with participating content material associated to my product or {industry}. From there I like to speculate a little bit of my advert spend in every present and have a look at the numbers. If one or two of them don’t meet my anticipated ROI, I modify my technique and transfer my advert {dollars} to exhibits that give me extra engagement and model consciousness.
6. Promote with a number of exhibits on the similar time.
Once I plan to spend money on a number of podcasts — or place a number of adverts in a single episode — I search for a community that produces a number of exhibits aligned with my product and construct a relationship with that community, like Gimlet.
One of these settlement with one community is named a pulsing technique, and Balter explains that “as a result of individuals who hearken to Gimlet exhibits are more likely to hearken to different Gimlet exhibits, you may get a strong variety of impressions off of some exhibits over a comparatively quick period of time with out inundating listeners with the identical advert over and over.“
For instance, this Hendrick’s Gin advert was featured on a number of Gimlet podcasts and its promoting web page.
It’s a easy native advert with a brief “sponsored by Hendrick’s Gin” remark earlier than briefly describing the flavors within the gin and highlighting the model’s worth proposition.
The advert feels distinctive, however as a result of it’s not industry-specific, it will possibly goal a large viewers, making it a sensible choice for placement on a number of exhibits on the identical community with minor modifications to the start of the advert.
7. Analysis obtain numbers.
I at all times take time to correctly vet podcasts when evaluating obtain and pay attention metrics.
Balter makes an amazing level when he warns that combination podcast downloads aren’t at all times correct or tracked correctly, so you need to at all times examine particular person episode obtain numbers.
Listed below are some methods I take advantage of to confirm a podcast’s numbers:
- Have a look at all of the platforms that they submit their podcasts on. In the event that they submit on a significant web site like SoundCloud or Spotify, you need to be capable to see platform-provided view numbers.
- Search for them on social media. Whereas I don’t search for present numbers right here, I do take note of follower counts and fan engagement actions that assist me gauge how invested the viewers is within the podcast.
- Work with a reputable community. Podcast networks like Gimlet Media and Wondery vet exhibits earlier than granting membership, and plenty of have minimal obtain thresholds that have to be guess earlier than podcasts can enroll.
Once I lastly discuss to the podcast producers, I make certain to get as a lot particular information as doable about views and impressions. I additionally wish to ask if earlier advertisers noticed an ROI. If a podcaster can present proof that advertisers earn money from advert spends with them, I’m extra seemingly to enroll.
8. Have a look at every present’s again catalog house.
It is an odd-sounding time period, however again catalog simply means what number of earlier episodes of a podcast exist.
I like concentrating on these episodes as a result of they’re usually listened to and shared by the present’s viewers, however as a result of they aren’t first runs, there isn’t as a lot advert competitors for them.
Once I’m utilizing this technique, I look particularly for evergreen episodes that can proceed to stay related for an prolonged time.
For instance, for those who’re a marketer for an ecommerce home-shopping web site, you may search for again catalog episodes of house decor podcasts.
9. Contemplate video podcasts.
Whereas most individuals consider podcasts as audio-only, extra exhibits are beginning to file and submit their podcasts’ movies on YouTube. I discover that this mixture of long-form content material and the power to focus on my product and model visually is a double-win for me.
On this instance, Steven Bartlett, host of The Diary of a CEO Podcast, offered an advert for Huel Vitamin and concurrently confirmed his viewers the merchandise.
The model additionally will get product placement all through the interview, which is over an hour lengthy.
In my expertise, video podcast adverts are useful for manufacturers with bodily merchandise and even software program firms, the place a bunch can present a screenshot of the platform’s options.
10. Purchase spots by means of self-service.
With an entire audio clip for the standard advert slot, I like utilizing instruments like Spotify Advert Studio to shortly buy house and goal adverts to look on a number of podcasts.
I additionally love host-read adverts utilizing a service like Midroll. As a substitute of recording a local advert, I simply submit advert info and buy slots in a number of exhibits. It is quick and cost-effective.
11. Construct relationships with hosts and producers.
Once I’m engaged on putting extra advanced adverts, in-person connections with hosts and present producers are useful.
“By being intentional when in search of creators, we will create a really collaborative setting and permit creators to infuse their character and voice into our adverts,” says Joseph.
As soon as I’ve researched and chosen just a few podcasts, I attain out to debate promoting choices and concepts. My first contact is perhaps an e-mail that features:
- Slightly bit about my model.
- Why I believe it is a good match for the podcast.
- Questions on their progress and key success metrics.
Take a look at this template for a fast first-contact e-mail thought.
I like this course of as a result of it’s collaborative, and the hosts appear to understand it. Many like getting concerned in writing the script reasonably than studying one thing I’ve written verbatim.
Joseph provides, “I’ve discovered the extra we enable our podcasters to take part within the creation of the advert, the higher the advert shall be.”
12. Observe efficiency and calculate ROI.
No matter what sort of advert or advert placement I buy, I at all times observe the cash I spend and the income generated by every marketing campaign.
If I’m publishing on a number of podcasts, monitoring income helps me determine which of them warrant extra commercials and which I’d stroll away from.
Need assistance calculating ROI in your adverts? Right here’s a submit on a simple ROI formula you need to use to get began.
Boosting Your Promoting Technique with Podcast Sponsorships
I like discovering uncared for promoting shops, and podcasts are stuffed with alternatives. With a usually prosperous viewers and fewer advert competitors, podcasting is ripe for promoting.
The correct podcast promoting technique delivers your message to an engaged viewers at decrease prices and better ROI than many different channels. Podcasting promoting is an effective way to realize model consciousness.