This post is part of Made @ HubSpot, a series on in-house thought leadership through which we draw lessons from our own HubSpotters experiments.
Have 72,000 new podcast episodes every day – that means five new podcasts every six seconds.
And, as of March 2020, there is a report A total of 1.9 million podcasts and a total of 47 summons. Depending on when you read this article, these numbers can vary considerably.
That’s all there is to say: The podcast industry is fast develope.
In a rapidly evolving competitive world, how do we – as podcast marketers – compete to grab listeners’ attention, while expanding reach and increasing volume my audience?
I wish I could tell you I found it all. However, Not as it found the cause that ultimately resulted in a 271% increase in downloads for the sixth installment of HubSpot’s podcast, Improve skills.
Here, I will share my lessons on how I achieved that development.
Lesson 1: There are many platforms for listening to podcasts.
When you think podcast platforms, Apple Podcasts, Spotify and Google Podcasts are probably the top priority, right?
Well, there are many, much many more platforms listen beyond those three.
I downloaded every podcast platform available through the App Store on my iPhone. This includes Podcast Addict, Overcast, Castro, PlayerFM, Pandora, Pocket Casts and about ten others.
Then, I cross-referenced the players I downloaded with the app audience report from Megaphone. If there is a small or non-existent audience on a platform, I have bookmarked it.
The first recommendation I can make is a review Where People are listening to your podcasts using report due Your podcast host. Do the majority of your downloads come from Apple or Spotify? If your answer is yes, that’s good news. You have untapped audiences on other platforms, including PlayerFM and Podcast Addict.
Which brings me to my next suggestion …
Lesson 2: Paid ad placements on podcast platforms are beneficial.
After I had my list of podcast platforms that allowed me to expand the reach of my podcasts, I opened up each one and made a note of their ad placements. I searched for anything that said “Sponsored” or something along those lines. If I liked ad placement, I included it on my list.
Next, I focus on collecting data on ad costs, estimated CPMs, and estimated downloads for the placements I’m interested in. This is relatively easy, as many platforms share both available ad placements and estimated campaign results on their site.
If they don’t have the information available on your website, you can email the podcast platform’s ad group, who will provide you with that information.
After collecting this data, I have rated the best ads forImprove skills. Luckily, before I joined HubSpot, my manager ran ads on podcast listening platforms – which meant I had the data to refer to to make a smarter decision.
If you haven’t run ads on a listening platform before, then I have good news for you: Ad placements range from $ 165 to $ 3,000, so even if you don’t have a large budget, you still can experiment with these types of ads.
Lesson 3: The promotions for each episode are extremely effective.
In my marketing plan for the launch of season six, I focus on the announcements for the upcoming season.
This section consists of five episodes that have been released over a three-week period, so it makes sense to boost awareness of new episodes. The podcast ad copy read something along the lines, “A new season’sImprove skills here!”
However, by the end of the season, the season announcement no longer makes sense. Instead, I created episode-specific promotions.
Compared to promotions, featured episodes resonate better with our audience and increase our conversions through distribution channels, such as email.
Here is an example:
HubSpot’s Skill Up podcast presents… “How a Sales Manager at LinkedIn builds a Buyer-Priority Sales Strategy”
What is the best selling strategy in 2021? Kwesi Graves, Sales Manager at LinkedIn, advocates a “front buyer” approach that prioritizes quality over quantity, emphasizes the importance of a buyer’s context and encourages his representative team. spend more time researching than outreach. If you’re a manager, sales leader or representative looking to change the way you sell in 2021, this is a great place to start! Listen to me:
Episode-by-episode ads also perform much better than seasonal ads. Unfortunately, however, most podcast listening platforms do not allow episodic advertising.
There is one that is: PlayerFM. Our PlayerFM episode ads outperform all our other ad campaigns. Hopefully eventually more podcast platforms will offer the same service.
Although I am not saying that these initiatives are revolutionary, they have been extremely effective for us. Our team is on an exciting journey where experimentation and innovation are key to success.
For any podcast marketer in the industry – This is just the beginning.