Advancing B2B Growth Strategy with Podcast Paid Distribution
Companies from all corners of the globe jump on the podcasting bandwagon, eager to reach new audiences and conquer the audio realm. But here's the thing: not all hit the bull’s eye. Many companies running podcasts are scratching their heads, wondering why their podcasting dreams aren't quite panning out.
In this podcast episode with Megan Fister on the topic “Integrating paid promotion into podcast marketing strategies”, she cited that marketing leaders, higher-ups, and other team members lack understanding and alignment on objectives. In her opinion, ensuring that objectives are clear and tracking is relevant is how marketers can avoid throwing darts blindfolded.|
Let’s say you have aligned your objectives, selected the perfect topic, and ironed out the fine details…
You're running a podcast now. You've poured your heart and soul into creating killer content, lining up guest interviews, and honing your production skills. But wait a minute... why aren't you still seeing the results you expected? Could you have missed a vital ingredient in the recipe for success? Cue the dramatic music: podcast paid distribution!
Picture this: you're standing in a crowded room full of podcasts, all vying for attention like a bunch of overenthusiastic peacocks. It's a wild jungle out there, guys. Just producing a podcast isn't enough to make your voice heard above the noise of all that audio goodness. You must shout it from the rooftops (or rather, through the airwaves) with podcast advertising.
Now, let's break it down…
Contextual advertising versus Custom ads placement
Podcast advertising offers a delightful choice between contextual advertising and custom ads placement. It's like standing before an ice cream parlor, deciding between a classic soda and a mouthwatering ice cream sundae with all the toppings.
Let's start with Contextual Advertising…
It's the tried-and-true approach of finding podcasts that perfectly align with your target audience's interests. It's like placing your ad on a health and wellness podcast when you're selling those trendy fitness gadgets. It's all about saying, "Hey, I see you're into fitness, and I've got just the thing to make your workouts even more epic!" You can connect with them naturally and engagingly by appearing in podcasts that cater to your audience's passions.
During my chat with Megan, she touched on the innovative ad option offered by Listen Network known as Context-targeted Podcast Display Ads, which drives validated podcast play making it possible to play the podcast dynamically in the ad - amazing if you ask me!
Now, if you're feeling a little adventurous, let’s explore the world of Podcast ads placement…
This is where the real magic happens.
Picture this: you collaborate with podcast hosts to create ad spots seamlessly blending into their show. It's like having a secret agent infiltrate your target audience's ears, delivering your message with a covert charm they won't even see coming. These custom ads become a part of the show, possibly read in the host’s voice, thereby building trust and making the listener feel like they're part of an exclusive club where your product or service is the VIP guest.
So, whether you choose the charming familiarity of contextual advertising or embark on the thrilling adventure of custom ads placement, podcast paid distribution a.k.a advertising, offers you a chance to captivate your audience in unique and engaging ways.
Moving on, marketers - let's talk strategy.
Regarding B2B audiences, you've got to be slick like James Bond.
· Identify podcasts that attract professionals in your industry—the movers and shakers who can make or break your business.
· Craft ads that speak their language, highlighting how your product or service can solve their problems faster than Bond can dismantle a bomb.
What of our B2C pals?
· For them, it's all about finding podcasts that align with their target consumer demographics and interests. You're like a matchmaker, connecting the perfect podcast with your ideal audience.
· And your ads? Well, they've got to be engaging, entertaining, and as memorable as when you tried to impress your date with a joke you thought was funny but wasn’t - you get the point.
Unto the juicy part now marketers…
The Top 3 Podcast Paid Distribution KPIs
You need to consider these things to justify your podcast paid distribution investment. Think of them as the secret code to unlocking podcast success:
Reach and engagement: How many listeners did your ads reach, and how engaged were they? It's like measuring the number of people who attended your party and how many danced on the dance floor. You want listeners who are not only nodding their heads but also taking action—downloading your podcast, visiting your website, subscribing to your newsletter, or even buying your product.
Brand recall and downloads: Did your podcast ads make a lasting impression? It's like that catchy jingle you can't get out of your head or that hilarious commercial you keep quoting at hangouts with friends. Conduct surveys, conduct digital investigations, and ensure your brand sticks in people's minds through podcast advertising like gum on a hot sidewalk.
CTA Conversions and Validated Listens: Ultimately, we're all here to make money, right? So track those conversions and calculate that ROI! It's like knowing exactly how much that investment in podcast advertising translated into dollars in your pocket. Keep an eye on the numbers and ensure they're trending in the right direction—up, up, and away!
But, guys, before you dive headfirst into podcast paid distribution, let's navigate the treacherous waters of potential pitfalls.
Potential pitfalls to avoid
One false move, and you could end up like a clown juggling flaming torches while riding a unicycle—a hilarious disaster waiting to happen. Now to the pitfalls…
First - Remember to underestimate the power of research. You wouldn't want to end up advertising your zero-sugar cookie on a podcast directed at sweet tooth enthusiasts. It's like trying to sell ice to an Eskimo—it's just not going to work!
You also don’t want to fall into the sneaky hands of dishonest podcasters who inflate their numbers to attract unassuming advertisers. This is where you unleash your inner Sherlock Holmes and dig deep into the list of your selected podcasts to ensure they’re authentic and transparent.
Second - Consistency is key. Imagine if you introduced yourself with a different name and story every time you met someone. Confusing, right? Well, the same goes for your brand.
Keep your messaging consistent across all podcast ads.
Otherwise, you'll leave listeners confused and wondering if you've got a multiple personality disorder.
Finally – Guys, data is your best ally. Don't ignore the numbers. They're like your compass, guiding you toward success.
In this podcast episode, Megan says “I make my decisions by looking at the data and going for where I’m getting the best results from. So I say “follow the data”.”
Regularly analyze the performance of your podcast ads, tweak your strategy, and watch those KPIs soar higher than an eagle eyeing the chicks from the heights.
What the future holds for the podcast industry
As more companies hop on the podcast advertising bandwagon, we can expect exciting innovations and endless possibilities.
It's like going from black-and-white TV to 3D, surround-sound, holographic movies.
Accessibility will continue to skyrocket. Podcasts are no longer confined to a select few platforms or devices. They're spreading like wildfire, reaching listeners through smartphones, smart speakers, car infotainment systems, and even our trusty old friend, the desktop computer. The ease of access will open up new avenues for podcast consumption, captivating listeners wherever they go.
As podcasting evolves, we can expect a surge in targeted advertising capabilities. Imagine ads that speak directly to your interests and preferences, as if they were tailor-made for you. Advertisers will have a virtual treasure trove of data to ensure their messages resonate with the right audience, making podcast ad experiences more personalized and engaging.
Next, the power of storytelling will be more pronounced. Podcasts have become a dock for captivating narratives, transporting us to different worlds and immersing us in incredible stories.
In the future, we'll see a rise in innovative storytelling techniques, pushing the boundaries of audio storytelling and blurring the line between reality and imagination.
Furthermore, the podcasting industry will witness the emergence of new formats and genres. We can expect fresh, unique content that keeps us entertained, informed, and inspired.
As the podcasting landscape continues to grow, so will the collaborations and partnerships. Brands will tap into the podcasting world, joining talented hosts and creators to craft authentic and engaging content. It's like a superhero team-up, combining forces to create an audio experience that captivates listeners and drives brand affinity.
Last Words…
Guys, it's time to embrace the power of podcast-paid distribution. Let your voice be heard above the noise, connect with your audience on a new level, and watch your B2B growth strategy skyrocket like a rocket ship bound for the stars.
With a sprinkle of humor, a dash of creativity, and a tad of strategic thinking, your podcast will dominate the airwaves.
Remember I talked about Megan’s interview earlier? Catch that episode as she reveals more insights into this topic. You don’t want to miss it!
