Should You Add Podcasting to Your Digital Marketing Strategy?

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Every day, there seems to be a new addition on the podcast scene. Even though some might say that the podcast market is overstuffed, major podcast networks (especially comedy-based networks) continue to see their audiences grow. Of course, since most podcasts are free, sponsorship has become a huge part of keeping them running — this has, in turn, presented brands with a major marketing opportunity to a desirable audience. Who is this audience, exactly? Here are some essential stats:

  • One in four podcast consumers plug their MP3 players or smartphones into their car audio system “nearly every day”
  • Podcast listeners/viewers skew slightly male (54% to 46%)
  • Half of podcast listeners are aged 12-34
  • Podcast listeners spend more time on the Internet than the average consumer

One of the most telling points made in the Edison Research study is that “podcasts continue to be effective ways to reach affluent consumers who exhibit ad avoidance behaviors.” The Earwolf podcast network has seen this firsthand, citing that 54% of podcast listeners have made a purchase from podcast advertising and 65% of podcast listeners have used affiliate links. That said, before you jump in and begin pitching your product to be featured on WTF with Marc Maron, there are some steps you need to take.

Find a podcast that appeals to your target audience.

Once again, it all comes back to your target audience. Your brand probably doesn’t appeal to everyone (even if you wish it did), so finding an outlet that appeals to them is extremely important. Take the time to do some research. Some shows will have an obvious audience base, but others will take some digging. Don’t be afraid to request media kits to see the demographics for yourself. Also, consider how your interests relate to your target audience’s interests. Are you, for example, a tech-savvy woman whose brand appeals to tech-savvy women? Then take your own tastes into consideration, and look at the podcasts you’re currently subscribed to for ideas.

Create a way to track traffic effectively from that podcast to your site.

Obviously, you’ll need a way to track the effectiveness of your foray into the world of podcast advertising. A great way to do this is to create custom landing pages that incorporate the name of the podcast into the url in some way. For instance, Audible advertises on many podcasts, and uses a unique url for each. WTF listeners are encouraged to use audiblepodcast.com/WTFpod while Earwolf listeners are encouraged to use audiblepodcast.com/Earwolf. This helps them track who is coming from what campaign.

Provide incentive to the listeners.

Incentives always help to get new customers on board. Get together with the rest of your team and decide on an incentive that will 1) attract new customers and 2) be an offer they can’t find elsewhere. A special discount, gift with purchase or a trial period for your service could be enough to get potential customers interested.

Have you tried advertising on podcasts? What was your experience like?