All the things You Want To Know About Podcast Promoting and Sponsorships

As a content material progress and innovation chief for HubSpot, I understand how vital it’s to search out impactful methods to increase your model’s attain. In my expertise, one of many more practical and underrated channels for entrepreneurs is podcast promoting.

Outdoors of labor, I’m an avid podcast listener. I’ve been persuaded to check out a brand new product really useful by my favourite hosts. That’s very true if I’ve been listening to a present for years. There’s a level of parasocial belief that pushes me over the sting.

So podcast promoting will be efficient, however figuring out the place to begin with podcast promoting will be complicated. To assist, I’ve gathered my private experiences and insider suggestions from HubSpot’s podcasting crew into this complete information of the whole lot it’s essential to learn about podcast promoting.

Desk of Contents

I consider podcast promoting as just like different types of promoting. First, I determine podcasts that match my audience and demographics and negotiate a deal. From there, my crew creates the advert content material, and the host inserts it into the episode.

Podcast adverts normally describe the featured services or products and infrequently embody the host’s private expertise. Many adverts additionally embody promo code-based reductions for listeners. After I consider examples in my life, Blue Apron involves thoughts. I heard their adverts dozens of occasions on my favourite NPR podcasts with a pleasant low cost if I exploit their code.

The host expertise is likely one of the greatest variations in podcast promoting. My adverts is perhaps recorded audio or a script the host reads and inserts their expertise into so as to add social proof.

You may also use self-service promoting instruments like Spotify’s Advert Studio, which helps produce and launch podcast adverts focused to the suitable viewers on its streaming platform throughout a number of exhibits directly. As soon as an advert is printed, groups use metrics comparable to listens, downloads, and conversions to trace advert efficiency.

Podcasts characterize an enormous potential viewers and have develop into an more and more in style a part of client’s lives. In line with Edison Analysis, 98 million folks hearken to podcasts weekly.

Extra folks than ever are partaking with podcasts throughout their each day routines — like driving to work, figuring out, and cleansing round the home — making podcasts a superb medium for promoting.

Focused Viewers

I discover that podcasts are useful for accessing area of interest audiences. For instance, the demographics of true crime podcasts are primarily youthful ladies. Many profitable exhibits create very particular niches to succeed in their supreme listeners and construct a group of people with specific pursuits and behaviors.

Larger Engagement

As a marketer and a daily human being, I do know commercials will be an unwelcome interruption. Balancing that actuality with reaching extra of my audience will be tough. Podcasts assist clear up that drawback.

Most podcast listeners perceive that promoting funds their favourite podcast exhibits and see podcast promoting as supporting small creators. In consequence, 46% of listeners don’t discover podcast promoting intrusive.

Elevated Credibility

In my expertise, long-form content material helps construct belief. In contrast to influencers who leverage short-form content material like TikTok movies, podcast hosts maintain their viewers’s consideration for an hour or extra.

That additional time permits them to construct stable relationships and supply me with improved model notion by affiliation once I promote with them. It’s a type of social proof.

Podcasts present a novel promoting level for advertisers. Audiences are sometimes related with the host on an emotional stage. That implies that when the host reads my advert copy, the listeners are already predisposed to belief the message. It’s kind of like an endorsement from a celeb or trusted buddy.

Living proof, I like to hearken to The Splendid Desk from America Public Media. When the host, Francis Lam, makes a suggestion a couple of cooking product or method, I take be aware.

Measurable Outcomes

With 43% of advertisers nervous about measuring the effectiveness of promoting campaigns, we’d like knowledge. One among my favourite podcast advert advantages is the flexibility to see how many individuals listened whereas the advert was operating and use distinctive hyperlinks to attribute clicks and conversions to every episode.

One instance is the Recent Make investments present created by Morning Brew Podcasts and sponsored by Constancy. The host breaks down the investing setting and supplies listeners with stable recommendation and actionable suggestions. Because the sponsor, Constancy receives model mentions with the suitable audience and (most significantly) on the proper time — when the viewers’s curiosity in investing is excessive.

Paid Interview

Such a sponsored content material instantly includes me or one other skilled in my firm. We pay the podcast to interview an skilled we selected on a subject we choose.

This provides our firm consultants an amazing alternative to unfold model consciousness and showcase their experience. In flip, the podcast will get sponsorship cash, a credibility enhance, and attention-grabbing interview content material a couple of matter associated to its personal mission.

To me, it’s a robust mix of promoting, model constructing, and thought management.

In this episode of Freakonomics Radio, host Stephen J. Dubner interviews Microsoft CEO Satya Nadella in regards to the prospects and dangers of AI. Nadella supplies his insights for the viewers, putting Microsoft on the forefront of the AI dialogue for listeners.

I discover that the paid interview method will be fairly helpful whenever you’re utilizing a requirement technology technique. These interviews give your management time to supply much-needed context and clarify why there’s an pressing want for the product that the market won’t already perceive.

Product Placement

We‘ve all seen model placements on TV and in films. For instance, the actors drive a selected model of automobile and point out options as a part of the script. That’s product placement, and you are able to do it in a podcast, too. The hosts will casually point out your product as a part of the dialogue.

Totinos was positioned centrally in a “My Brother, My Brother, and Me” podcast. Whereas Totinos have been consistently mentioned, they nonetheless didn’t come throughout as too salesy or aggressive to listeners.

The hosts snacked on Totino’s pizza rolls whereas enjoying video games revolving round meals and having random discussions about life.

Direct Response Advert

Direct response adverts are a sort of native advert that mixes product placement. The podcast host reads your script however then provides a name to motion, like clicking a hyperlink on the podcast homepage or utilizing a coupon code.

I like utilizing these advert spots as a result of they’re host-read and might profit from the listener feeling like they’re getting a stable suggestion from the host.

On this episode of Julia Louis-Drayfus’s podcast, “Wiser Than Me,” you’ll be able to hear a number of direct-response adverts on the 27:00 minute mark that includes manufacturers like Hairstory and BetterHelp.

Each of those adverts embody show-specific low cost codes that listeners can use to obtain a reduction once they strive the model’s services.

Now that you simply‘re acquainted with the sorts of podcast adverts out there to you, let’s focus on how I discover and sponsor podcasts.

Common CPM Charges

• 30-second advert placement. $18.
• 60-second advert placement. $25.

As soon as once more, I take into account my general marketing campaign goal right here. If I’m merely desirous to get my model’s title on the market, then shorter adverts can get the job performed. Nevertheless, if I would like the listener to fastidiously take into account my product and take motion, then I might select an extended advert so I may write a script that covers their ache factors and the worth my firm affords.

Instructions for Voice Actors

Regardless of how good my script copy is, I want to ensure I’ve the suitable folks studying it and that these people have directions about what I would like. Voice actors want route identical to live-action actors do.

The 2 huge factors I at all times share are tone and voice description. I embody particulars in regards to the feelings and elegance of the copy for the voice actor. Examples of tone embody vibrant, cheerful, critical, pressing, or pleasant.

I additionally want to ensure we rent the suitable voice actor. A voice description helps your employees choose the suitable individual. Whereas voiceover actors typically have completely different “characters” they’ll create when studying your adverts, we nonetheless want to make sure that the individual chosen can meet gender and age kinds, comparable to a female-sounding millennial voice.

Hook

Each script wants an attention-grabbing assertion that resonates with my viewers and retains them from fast-forwarding via the advert. I discover asking questions or describing the listener’s ache factors to be efficient.

Private Story

Utilizing a private story about how my product solves the listener’s drawback helps make a connection. Humor, schooling, and emotion are the highest three storytelling instruments I exploit when writing scripts.

I like to recommend selecting your methodology based mostly on what matches your model, product, and marketing campaign. For instance, if I’m promoting a drugs, I would take the emotional and empathetic method, whereas humor may work higher for merchandise like snacks or leisure.

Name-to-Motion

A call-to-action (CTA) tells the listener what motion to take subsequent, like visiting my web site or signing up for a free trial. I prefer to create distinctive URLs or supply codes for podcast CTAs as a result of they encourage motion and assist me monitor the outcomes of every marketing campaign.

Step 4. Report and finalize the advert.

As soon as the script has been finalized, it must be recorded.

For host-reads, you simply have to get the script to the podcast host. But when you can be recording the advert, you’ll choose your voiceover actors, prepare for recording and post-production work, and ship the advert to the host or streaming service.

Relying in your firm, you’ll have an in-house manufacturing crew that handles all of these particulars for you. Should you’re a small store or solo entrepreneur, you’ll have to handle these particulars your self.

Streaming platforms like Spotify have their very own instruments to assist report native adverts. Nevertheless, in case you report the script your self, you’ll want a quiet place and an inexpensive microphone. To rent a voice actor on a price range, take a look at platforms like Casting Name Membership, the place new voice actors are keen to work for a small price or no price as a result of they want credit so as to add to their resumes.

Ask your voice expertise to supply a WAV file, as that’s the mostly used format for native advert manufacturing.

Submit-production combines voice, correctly licensed music, and sound results to create a completed advert that matches the precise time wanted and meets the audio specs, comparable to stereo or mono, the bit price, and doesn’t have any undesirable background noise.

I normally use an audio producer for this, however it may be DIY’d for extra simple adverts utilizing instruments like Adobe Audition or Audacity.

When you add the audio file to the streaming service or podcast host, the advert can be positioned in a podcast episode or a number of episodes by the host or the streaming service’s dynamic insertion expertise.

In line with HubSpot’s former company advertising supervisor, Sam Balter, the general podcast viewers is usually made up of “prosperous, educated millennials“ and is a ”good viewers for manufacturers just about no matter what present you’re on.“

Most podcast listeners are sufficiently old to make buying selections and have sufficient revenue to make these purchases.

Alanah Joseph, head of creator partnerships, talks about how vital understanding the present’s listeners is for profitable advert campaigns.

“We’re wanting on the advert from the perspective of a listener. Does the advert really feel prefer it’s an genuine a part of the present? Is it fulfilling to hearken to?” Joseph postulates.

The extra adverts match the content material of the present, the extra seemingly listeners will keep engaged.

2. Get acquainted with podcast promoting costs.

Determining podcast promoting pricing will be complicated at first. There are large variations in pricing, and costs don’t at all times replicate the present’s desirability.

In my expertise, although, podcast promoting tends to be extra clear than you may suppose. Most podcasters and podcast networks use the identical standardized components to calculate promoting prices.

To get a tough concept of advert prices for a selected present earlier than reaching out to a podcast crew or community, I like to take a look at the present’s earlier episodes and plug that knowledge into this components.

Utilizing CPM breaks numbers down into easier-to-digest chunks per thousand listeners so you’ll be able to extra simply evaluate numbers. On common, Balter says most podcast advert charges are likely to run between $10 and $50 CPM, making it comparatively inexpensive for even small manufacturers, though very talked-about podcasts will price extra.

Which means a podcast with 10,000 downloads would cost round $100 to $500 for an advert placement.

Nevertheless, once I’m operating extra intensive promotions, like a completely sponsored podcast episode, I discover formulation aren’t correct. Prices are way more variable for long-form promoting sorts.

3. Select exhibits associated to your {industry} or model.

My best-performing adverts relate to the podcast collection or episode as a result of listeners usually tend to stay engaged and reply to the CTA, particularly in the event that they determine with the ache factors you clear up. In consequence, I at all times goal for relevance if I’m manually reaching out to exhibits as an alternative of utilizing a self-service streaming possibility.

For instance, if I needed to position an advert a couple of B2B recruiting service, I might search for a podcast that discusses human sources for B2B corporations.

The identical precept applies to B2C merchandise. This episode of TASTE opens with an advert for Style Europe’s French butter, highlighting its makes use of, advantages, and why it’s the selection of {many professional} cooks. The advert is an ideal match for listeners who come to TASTE to get their fill of meals and tradition.

I search for exhibits the place the host would use and love my product. If the host would adore it, there’s a powerful likelihood it is going to be a very good match with their viewers.

4. Leverage competitor evaluation in your analysis.

I like utilizing aggressive evaluation to assist me uncover what the opposite guys are doing. By analyzing what manufacturers just like mine try, I can discover alternatives to achieve a bonus over opponents.

I’ve discovered that watching the place my opponents promote evokes me in my search and helps me slim my focus by figuring out the sorts of exhibits and subjects that would work for me. That stated, I’m not a fan of copying and pasting a competitor’s technique. I choose to make use of it to generate concepts after which problem myself to determine what I can do higher.

5. Don’t ignore smaller exhibits.

After I first began in podcast promoting, I needed to determine whether or not to spend my complete price range on one advert for a giant present with promising numbers or to hedge my bets throughout a number of podcasts. I’ve discovered that Balter was spot on when he stated, “It’s higher to play an advert a number of occasions on a smaller present than attempt to play a single advert on a giant present.“

I’ve to pay way more for one or two adverts on main podcasts with an enormous listenership, and one or two advert performs are hardly ever memorable. Whilst you may get nice visibility, outcomes are extra of a big gamble in my expertise.

With no first rate ROI, you are losing cash. By spreading advert {dollars} throughout many repetitions, you assist forestall an all-or-nothing scenario.

I analysis a number of smaller podcasts with partaking content material associated to my product or {industry}. From there I like to speculate a little bit of my advert spend in every present and take a look at the numbers. If one or two of them don’t meet my anticipated ROI, I modify my technique and transfer my advert {dollars} to exhibits that give me extra engagement and model consciousness.

6. Promote with a number of exhibits on the similar time.

After I plan to put money into a number of podcasts — or place a number of adverts in a single episode — I search for a community that produces a number of exhibits aligned with my product and construct a relationship with that community, like Gimlet.

Such a settlement with one community known as a pulsing technique, and Balter explains that “as a result of individuals who hearken to Gimlet exhibits are more likely to hearken to different Gimlet exhibits, you may get a stable variety of impressions off of some exhibits over a comparatively brief period of time with out inundating listeners with the identical advert time and again.“

For instance, this Hendrick’s Gin advert was featured on a number of Gimlet podcasts and its promoting web page.

It’s a easy native advert with a brief “sponsored by Hendrick’s Gin” remark earlier than briefly describing the flavors within the gin and highlighting the model’s worth proposition.

The advert feels distinctive, however as a result of it’s not industry-specific, it will probably goal a large viewers, making it a good selection for placement on a number of exhibits on the identical community with minor adjustments to the start of the advert.

7. Analysis obtain numbers.

I at all times take time to correctly vet podcasts when evaluating obtain and pay attention metrics.

Balter makes an amazing level when he warns that mixture podcast downloads aren’t at all times correct or tracked correctly, so you need to at all times verify particular person episode obtain numbers.

Listed here are some methods I exploit to confirm a podcast’s numbers:

• Take a look at all of the platforms that they put up their podcasts on. In the event that they put up on a serious web site like SoundCloud or Spotify, you need to be capable to see platform-provided view numbers.

• Search for them on social media. Whereas I don’t search for present numbers right here, I do take note of follower counts and fan engagement actions that assist me gauge how invested the viewers is within the podcast.
• Work with a reputable community. Podcast networks like Gimlet Media and Wondery vet exhibits earlier than granting membership, and lots of have minimal obtain thresholds that have to be guess earlier than podcasts can join.

After I lastly speak to the podcast producers, I be sure that to get as a lot particular knowledge as doable about views and impressions. I additionally prefer to ask if earlier advertisers noticed an ROI. If a podcaster can present proof that advertisers earn a living from advert spends with them, I’m extra seemingly to enroll.

8. Take a look at every present’s again catalog house.

It is an odd-sounding time period, however again catalog simply means what number of earlier episodes of a podcast exist.

I really like concentrating on these episodes as a result of they’re typically listened to and shared by the present’s viewers, however as a result of they aren’t first runs, there isn’t as a lot advert competitors for them.

After I’m utilizing this technique, I look particularly for evergreen episodes that can proceed to stay related for an prolonged time.

For instance, in case you’re a marketer for an ecommerce home-shopping web site, you might search for again catalog episodes of residence decor podcasts.

9. Contemplate video podcasts.

Whereas most individuals consider podcasts as audio-only, extra exhibits are beginning to report and put up their podcasts’ movies on YouTube. I discover that this mixture of long-form content material and the flexibility to focus on my product and model visually is a double-win for me.

On this instance, Steven Bartlett, host of The Diary of a CEO Podcast, offered an advert for Huel Vitamin and concurrently confirmed his viewers the merchandise.

The model additionally will get product placement all through the interview, which is over an hour lengthy.

In my expertise, video podcast adverts are useful for manufacturers with bodily merchandise and even software program corporations, the place a bunch can present a screenshot of the platform’s options.

10. Purchase spots via self-service.

With an entire audio clip for the standard advert slot, I like utilizing instruments like Spotify Advert Studio to rapidly buy house and goal adverts to seem on a number of podcasts.

I additionally love host-read adverts utilizing a service like Midroll. As an alternative of recording a local advert, I simply submit advert info and buy slots in a number of exhibits. It is quick and cost-effective.

11. Construct relationships with hosts and producers.

After I’m engaged on putting extra complicated adverts, in-person connections with hosts and present producers are useful.

“By being intentional when in search of creators, we will create a very collaborative setting and permit creators to infuse their character and voice into our adverts,” says Joseph.

As soon as I’ve researched and chosen a couple of podcasts, I attain out to debate promoting choices and concepts. My first contact is perhaps an electronic mail that features:

• A little bit bit about my model.
• Why I believe it is a good match for the podcast.
• Questions on their progress and key success metrics.

Take a look at this template for a fast first-contact electronic mail concept.

I like this course of as a result of it’s collaborative, and the hosts appear to understand it. Many like getting concerned in writing the script quite than studying one thing I’ve written verbatim.

Joseph provides, “I’ve discovered the extra we enable our podcasters to take part within the creation of the advert, the higher the advert can be.”

12. Observe efficiency and calculate ROI.

No matter what sort of advert or advert placement I buy, I at all times monitor the cash I spend and the income generated by every marketing campaign.

If I’m publishing on a number of podcasts, monitoring income helps me determine which of them warrant extra commercials and which I would stroll away from.

Need assistance calculating ROI in your adverts? Right here’s a put up on a easy ROI components you should use to get began.

Boosting Your Promoting Technique with Podcast Sponsorships

I really like discovering uncared for promoting retailers, and podcasts are stuffed with alternatives. With a typically prosperous viewers and fewer advert competitors, podcasting is ripe for promoting.

The fitting podcast promoting technique delivers your message to an engaged viewers at decrease prices and better ROI than many different channels. Podcasting promoting is a good way to achieve model consciousness.