Podcast Marketing

Podcast Marketing FAQs

• Why is podcast marketing on the rise?

  Podcast marketing is on the rise because the audience for podcasts is growing. According to Statista, there will be 132 million podcast listeners in the US alone by 2022. More than half the US population has listened to a podcast, says Edison Research. Podcasts are targeted, informative, engaging, and easy to access whenever listeners want. Plus, people are likely to retain what they hear. For all these reasons, it makes sense to use podcast marketing to reach your ideal audience.

• What are the benefits of podcasting?

  There are several benefits of podcasting for businesses. Podcasts are relatively easy to create, and you can get started for only a small investment - or even for free. Audiences find podcasts very engaging, which is why podcast listenership continues to increase each year. Podcasts can enhance your authority, generate inbound links, bring traffic to your site, and generate leads and sales. And if you post detailed show notes on your website, then running a podcast is also good for SEO.

• What is podcast advertising?

  Podcast advertising is a paid promotion delivered within a podcast. Podcast ads can be very effective. According to Midroll, 61% of podcast listeners make a purchase after listening to an ad. There are two main types of podcast advertising. When you create a podcast ad, the podcast host can read it. This is similar to influencer marketing, as podcast listeners trust the host. You can also pre-record your podcast ad, and have the host insert it at the right place.

• What are the best paid podcast advertising options?

  If you want to promote your business via a podcast, you have several choices. Some of the best paid podcast advertising options include AdvertiseCast, Midroll, and Podcast One, where you can run ads before, during or at the end of a podcast. You can also run promotions via Spotify and Overcast. Other ways to run podcast advertising include using social media and Google Ads. With all podcast advertising, you can choose audience demographics, and get data on your ad's effectiveness.

• How can marketers identify good podcasts to buy ads on?

  For marketers, looking for good podcasts to buy ads on starts with knowing your target audience. If you already know your buyer personas, carry out some user research to find out which podcasts they listen to, so you can create a shortlist. Then do additional research to get data on each podcast's audience demographics. Have a listen to find out how the podcast hosts promote sponsored content. You can also get help to research suitable podcasts from Fiverr's podcasting experts.

• What are some best practices for starting a podcast?

  Here are some best practices when starting a podcast. Decide on a broad topic that you can talk about week in, week out. Structure your podcast, and map out some content in advance. Invest in a good microphone to improve sound quality. Get help to create an audio intro and outro to use for every episode. Identify places to upload and promote your podcast. Get a graphic designer to create a brand identity so you can promote your podcast online.