Podcast Marketing

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.

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.

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.

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.

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.