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 broaden 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 advisable 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 might be efficient, however understanding the place to begin with podcast promoting might be complicated. To assist, I’ve gathered my private experiences and insider ideas from HubSpot’s podcasting group into this complete information of all the pieces you have to learn about podcast promoting.

Desk of Contents

How does podcast promoting work?

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

Podcast adverts often describe the featured services or products and sometimes embrace the host’s private expertise. Many adverts additionally embrace 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 take advantage of their code.

The host expertise is among the largest variations in podcast promoting. My adverts could be recorded audio or a script the host reads and inserts their expertise into so as to add social proof.

You can even use self-service promoting instruments like Spotify’s Advert Studio, which helps produce and launch podcast adverts focused to the fitting viewers on its streaming platform throughout a number of reveals without delay. As soon as an advert is revealed, groups use metrics comparable to listens, downloads, and conversions to trace advert efficiency.

Podcasts signify an enormous potential viewers and have grow to be an more and more widespread a part of shopper’s lives. In keeping with Edison Analysis, 98 million folks hearken to podcasts weekly.

Extra folks than ever are participating with podcasts throughout their every 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 helpful for accessing area of interest audiences. For instance, the demographics of true crime podcasts are primarily youthful girls. Many profitable reveals create very particular niches to achieve their splendid listeners and construct a group of people with explicit pursuits and behaviors.

Increased Engagement

As a marketer and a daily human being, I do know commercials might be an unwelcome interruption. Balancing that actuality with reaching extra of my target market might be tough. Podcasts assist remedy that downside.

Most podcast listeners perceive that promoting funds their favourite podcast reveals 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. Not like influencers who leverage short-form content material like TikTok movies, podcast hosts maintain their viewers’s consideration for an hour or extra.

That further time permits them to construct strong relationships and supply me with improved model notion by affiliation after 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 pal.

Working example, 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 observe.

Measurable Outcomes

With 43% of advertisers anxious about measuring the effectiveness of selling campaigns, we want knowledge. Considered one of my favourite podcast advert advantages is the flexibility to see how many individuals listened whereas the advert was working 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 atmosphere and gives listeners with strong recommendation and actionable ideas. Because the sponsor, Constancy receives model mentions with the fitting target market and (most significantly) on the proper time — when the viewers’s curiosity in investing is excessive.

Paid Interview

This sort of sponsored content material immediately entails me or one other professional in my firm. We pay the podcast to interview an professional we selected on a subject we choose.

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

To me, it’s a strong 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 gives his insights for the viewers, putting Microsoft on the forefront of the AI dialogue for listeners.

I discover that the paid interview strategy might be fairly useful whenever you’re utilizing a requirement era technique. These interviews give your management time to offer 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 motion pictures. 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 had been continually mentioned, they nonetheless didn’t come throughout as too salesy or aggressive to listeners.

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

Direct Response Advert

Direct response adverts are a kind 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 may profit from the listener feeling like they’re getting a strong suggestion from the host.

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

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

Now that you just‘re conversant in the sorts of podcast adverts obtainable to you, let’s talk about 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 contemplate my general marketing campaign goal right here. If I’m merely eager to get my model’s identify on the market, then shorter adverts can get the job achieved. Nonetheless, if I need the listener to rigorously contemplate my product and take motion, then I might select an extended advert so I might write a script that covers their ache factors and the worth my firm provides.

Instructions for Voice Actors

Irrespective of how good my script copy is, I want to verify I’ve the fitting folks studying it and that these people have directions about what I need. Voice actors want route identical to live-action actors do.

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

I additionally want to verify we rent the fitting voice actor. A voice description helps your workers decide the fitting particular person. Whereas voiceover actors typically have completely different “characters” they will create when studying your adverts, we nonetheless want to make sure that the particular person 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 by way of 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 downside helps make a connection. Humor, schooling, and emotion are the highest three storytelling instruments I take advantage of when writing scripts.

I like to recommend selecting your methodology primarily based on what matches your model, product, and marketing campaign. For instance, if I’m promoting a drugs, I’d take the emotional and empathetic strategy, whereas humor might 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 provide codes for podcast CTAs as a result of they encourage motion and assist me monitor the outcomes of every marketing campaign.

Step 4. Document and finalize the advert.

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

For host-reads, you simply must get the script to the podcast host. But when you may 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 group that handles all of these particulars for you. For those who’re a small store or solo entrepreneur, you’ll must handle these particulars your self.

Streaming platforms like Spotify have their very own instruments to assist document native adverts. Nonetheless, when you document the script your self, you’ll want a quiet place and an affordable 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 prepared to work for a small charge or no price as a result of they want credit so as to add to their resumes.

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

Publish-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 often use an audio producer for this, however it may be DIY’d for extra easy adverts utilizing instruments like Adobe Audition or Audacity.

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

In keeping with HubSpot’s former company advertising supervisor, Sam Balter, the general podcast viewers is generally 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 choices and have sufficient earnings 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 trying on the advert from the viewpoint of a listener. Does the advert really feel prefer it’s an genuine a part of the present? Is it pleasant to hearken to?” Joseph postulates.

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

2. Get conversant in podcast promoting costs.

Determining podcast promoting pricing might 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 would possibly assume. Most podcasters and podcast networks use the identical standardized system to calculate promoting prices.

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

Utilizing CPM breaks numbers down into easier-to-digest chunks per thousand listeners so you possibly can extra simply evaluate numbers. On common, Balter says most podcast advert charges are inclined to run between $10 and $50 CPM, making it comparatively inexpensive for even small manufacturers, though highly regarded podcasts will price extra.

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

Nonetheless, after I’m working extra intensive promotions, like a totally sponsored podcast episode, I discover formulation aren’t correct. Prices are way more variable for long-form promoting varieties.

3. Select reveals 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 remedy. In consequence, I at all times purpose for relevance if I’m manually reaching out to reveals as a substitute of utilizing a self-service streaming possibility.

For instance, if I needed to put 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 reveals the place the host would use and love my product. If the host would like it, there’s a robust probability it will likely be a superb 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 are attempting, I can discover alternatives to achieve a bonus over rivals.

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

5. Don’t ignore smaller reveals.

After I first began in podcast promoting, I needed to determine whether or not to spend my entire price range on one advert for an enormous 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 an enormous 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 not often memorable. When you would possibly get nice visibility, outcomes are extra of a chance in my expertise.

With out a respectable ROI, you are losing cash. By spreading advert {dollars} throughout many repetitions, you assist stop an all-or-nothing state of affairs.

I analysis a number of smaller podcasts with participating 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 have a look at the numbers. If one or two of them don’t meet my anticipated ROI, I regulate my technique and transfer my advert {dollars} to reveals that give me extra engagement and model consciousness.

6. Promote with a number of reveals 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 reveals aligned with my product and construct a relationship with that community, like Gimlet.

This sort of settlement with one community is named a pulsing technique, and Balter explains that “as a result of individuals who hearken to Gimlet reveals are more likely to hearken to different Gimlet reveals, you may get a strong variety of impressions off of some reveals 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 might goal a large viewers, making it a sensible choice for placement on a number of reveals 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 incredible level when he warns that mixture podcast downloads aren’t at all times correct or tracked correctly, so it’s best to at all times verify particular person episode obtain numbers.

Listed here are some methods I take advantage of to confirm a podcast’s numbers:

• Have a look at all of the platforms that they publish their podcasts on. In the event that they publish on a serious web site like SoundCloud or Spotify, it’s best to be capable of 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 reveals earlier than granting membership, and plenty of have minimal obtain thresholds that should be guess earlier than podcasts can enroll.

After I lastly speak to the podcast producers, I make certain 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 money from advert spends with them, I’m extra doubtless to enroll.

8. Have 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 may proceed to stay related for an prolonged time.

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

9. Think about video podcasts.

Whereas most individuals consider podcasts as audio-only, extra reveals are beginning to document and publish their podcasts’ movies on YouTube. I discover that this mix 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, introduced an advert for Huel Diet 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 number can present a screenshot of the platform’s options.

10. Purchase spots by way of self-service.

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

I additionally love host-read adverts utilizing a service like Midroll. As a substitute of recording a local advert, I simply submit advert data and buy slots in a number of reveals. 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 atmosphere and permit creators to infuse their persona and voice into our adverts,” says Joseph.

As soon as I’ve researched and chosen just a few podcasts, I attain out to debate promoting choices and concepts. My first contact could be an e mail that features:

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

Try this template for a fast first-contact e 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 somewhat than studying one thing I’ve written verbatim.

Joseph provides, “I’ve realized the extra we permit our podcasters to take part within the creation of the advert, the higher the advert might be.”

12. Monitor 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’d stroll away from.

Need assistance calculating ROI in your adverts? Right here’s a publish on a easy ROI system you should utilize to get began.

Boosting Your Promoting Technique with Podcast Sponsorships

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

The best 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.