How to Find Success as a Podcast Advertiser or Sponsor

How to Find Success as a Podcast Advertiser or Sponsor

So how do you select the one that best aligns with your needs and desired audience? As a part of our sponsorship or advertising process, we ask for a handful of resources to ensure that we’re properly communicating the desired message to our audience and that we’re sharing the facts and links that are most important to our sponsors. Because you already studied the podcast’s tone and messaging as part of the selection process, you can tailor your talking points to match that voice and to best speak to their specific audience. Your logo is an easy way to visually communicate who you are and what you do. If you’ve made a special offer for podcast listeners as a part of your talking points, then you’ll want to create a landing page specifically for this offer. It’s been said that a consumer needs to encounter a brand seven times before they even begin to consider doing business with them. A three-month sponsorship of a weekly or bi-weekly show gives you between nine and 18 opportunities to put your business’s name in front of the show’s audience. Providing offers that are fresh not only grabs listeners’ attention, it also provides a sense of urgency—get this offer before the month is out and it’s gone!—which can help to drive conversions. Getting the Most Out Of Your Sponsorship You’ve put together your offer, talking points, and special link. There’s still work to be done once the episodes are released.

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Podcast advertising and sponsorship

People love podcasts. According to Podcast Insights, there are over 660,000 podcasts, which means that no matter what topic or area you’re passionate about, there’s probably a podcast out there that covers it.

Outside of the breadth of content available, podcasts are also a seamless way to consume information. Whether you’re doing the dishes at home, commuting to work, or enjoying lunch at your desk, it’s easy to hit play and listen to your favorite show. In that same survey, Podcast Insights found that a full 51 percent of Americans had listened to podcasts in the past.

Knowing how popular the medium is, brands can clearly understand the benefit of sponsoring or advertising on a podcast. You can reach a whole new audience if you’re strategic about how you select a program and move forward with the sponsorship process.

If you’ve been toying with the idea of sponsoring a podcast but aren’t sure where to start, we’re happy to share what we’ve learned about the sponsorship process over the 10 plus years of producing the Duct Tape Marketing Podcast.

Selecting the Right Podcast

As I mentioned, there are literally hundreds of thousands of shows to choose from. So how do you select the one that best aligns with your needs and desired audience? (You can see the Duct Tape Marketing Podcast here to better understand who we target)

Start by honing in on the right area of focus. Our sponsors are hoping to reach the community of small business owners, marketing consultants, and agencies, which is how we end up on their short list.

After you’ve narrowed the field to the most relevant podcasts, give them a listen. Each host has a unique pace, tone, and approach; each show has its own format; and each audience will have its own demographics.

When you understand your existing customers, you can identify the show that best aligns with what they would want or need from a podcast. And once you’ve done that, you can feel confident that the audience for the podcast will likely find the goods and services you offer to be highly relevant. These are the kinds of people you want to introduce to your brand!

Making Sure You Shine On-Air

Once you’ve selected the podcast that’s best suited to your brand, you want to work with the podcast team to ensure your business sounds amazing to their listeners.

As a part of our sponsorship or advertising process, we ask for a handful of resources to ensure that we’re…

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