Why Podcasts Are an Effective Marketing Tool
Do you listen to podcasts? As one of the hottest new trends continuously growing over the last few years, podcasts are often overlooked as effective advertising tools, despite their popularity. In fact, more than half of the US population (51%) has listened to a podcast, according to Podcast Insights. Marketers can tap into this rapidly growing channel with podcast advertising, capitalizing on ad spend and attracting a new, diverse audience.
Here are a few benefits of podcast marketing:
1. Hyper Targeting
Most podcasts cover specific topics. Podcast advertising allows you to get your products and services in front of niche audiences who are likely to be interested in your offerings. This level of targeting ensures that your ads are effective and deliver a good return on investment (ROI). You also have the opportunity to reach consumers where they are online, which increases your value.
2. SEO Benefits
According to Forbes, iTunes is a Page Rank One website, with every episode usually linking back to the show’s website. When sponsoring a podcast, links to your website and/or products and services are usually included in the show’s notes, which are published on the show’s website. This transfers SEO “juice” to your business and is also an affordable way to boost your SEO efforts. This is beneficial because podcasts are considered “evergreen content,” which means that they can retain relevance and attract organic traffic for months and even years to come. As a result, you can receive many of the same benefits through podcast advertising.
3. Engaged Audiences
Podcast ads are usually delivered by the podcast host in the beginning or middle of the episode, increasing the chances that listeners will hear and retain your brand message. To date, 80% of listeners listen to all or most of each podcast episode. Additionally, 69% of podcast listeners agreed that podcast ads made them aware of new products and services. This can drive brand recall and engagement with listeners, who tend to be more captive and engaged while listening to podcasts.
4. Increased Sales
Podcasts are proven to drive sales and revenues for businesses. In fact, podcast revenue is predicted to reach $514 million this year, which reflects its effectiveness. Podcasts are also known to drive purchase intent, which varies by categories. For example, there’s a 14% lift in purchase intent for brands who advertise on business podcasts, and a 9.2% lift for ads in podcasts that focus on society and culture.
Podcasts are effective marketing tools that carry great benefits for a number of reasons. With hyper targeting, SEO benefits, engaged audiences, and increased sales, there’s no wonder why so many businesses are turning to podcasts to gain exposure and leverage in their industry. If you’re looking for a great way to add another level of advertising for your business, incorporating podcast advertising into your marketing strategy could be the key.