This submit is part of Made @ HubSpot, an inner thought management collection by which we extract classes from experiments carried out by our very personal HubSpotters.
There are 72,000 new podcast episodes every day — which suggests there are 5 new podcasts made each six seconds.
And, as of March 2020, there are a reported 1.9 million whole podcasts, and 47 million whole episodes. Relying on once you learn this text, these numbers might be drastically totally different.
Which is all to say: The podcast trade is quickly rising.
In a world of fast-growing competitors, how will we — as podcast entrepreneurs — compete for listeners’ consideration, whereas additionally increasing attain and rising our audiences?
I want that I may inform you that I’ve all of it found out. Nonetheless, not having it found out is what in the end led to a 271% improve in downloads for season six of HubSpot’s podcast, Talent Up.
Right here, I will share my classes for the way I achieved that progress.
Lesson 1: There are rather a lot of podcast listening platforms.
Once you consider podcast platforms, Apple Podcasts, Spotify, and Google Podcasts are most likely prime of thoughts, proper?
Nicely, there are various, many extra listening platforms past these three.
I downloaded each podcast platform accessible by the App Retailer on my iPhone. This included Podcast Addict, Overcast, Castro, PlayerFM, Pandora, Pocket Casts, and about ten others.
I then cross-referenced the gamers I downloaded with the viewers utility report from Megaphone. If there was a small or nonexistent viewers on a platform, I highlighted it.
The primary advice I could make is to take a look at the place persons are listening to your podcasts utilizing the reporting offered by your podcast host. Are the vast majority of your downloads coming from Apple or Spotify? In case your reply is sure, then that is excellent news. You’ve untapped audiences on different platforms, together with PlayerFM and Podcast Addict.
Which brings me to my subsequent advice …
Lesson 2: Paid advert placements on podcast platforms repay.
After I had a listing of podcast platforms that will enable me to increase the attain of my podcast, I opened every platform and took word of their advert placements. I seemed for something that stated “Sponsored” or one thing alongside these strains. If I appreciated the advert placement, I included it in my listing.
Subsequent, I targeted on gathering information on advert value, estimated CPM, and estimated downloads for the placements I used to be all in favour of. That is comparatively straightforward, since most of the platforms share each the advert placements accessible and estimated marketing campaign outcomes on their web sites.
If they do not have the knowledge accessible on their web site, you’ll be able to electronic mail the podcast platforms’ promoting crew, who will give you that info.
After gathering this information, I assessed the most effective advertisements forTalent Up. Happily, earlier than I joined HubSpot, my supervisor had already run advertisements on podcast listening platforms — which meant I had information to reference to make extra knowledgeable selections.
If you have not run advertisements on a listening platform beforehand, I’ve excellent news for you: Advert placements vary from $165 to $3,000, so even when you do not have a big finances, you’ll be able to probably nonetheless experiment with some of these advertisements.
Lesson 3: Episode-specific promotions are extremely efficient.
Inside my advertising and marketing plan for the launch of season six, I targeted on promotions that introduced the upcoming season.
The season was comprised of 5 episodes that had been launched over the span of three weeks, so it made sense to drive consciousness in the direction of the brand new episodes. The podcast advert copy learn one thing alongside the strains of, “A brand new season ofTalent Up is right here!”
In the direction of the tip of the season, nevertheless, it did not make sense to announce the season anymore. As an alternative, I created episode-specific promotions.
Compared to the present promotions, the episode highlights resonated higher with audiences and elevated our conversions by distribution channels, reminiscent of electronic mail.
Here is an instance:
HubSpot’s Talent Up podcast presents … “How a Gross sales Supervisor at LinkedIn Builds a Purchaser-first Promoting Technique”
What’s the most effective promoting technique in 2021? Kwesi Graves, Gross sales Supervisor at LinkedIn, champions the “buyer-first promoting” methodology, which prioritizes high quality over amount, emphasizes the significance of the client’s context, and encourages his crew of reps to spend extra time researching than reaching out. In the event you’re a supervisor, gross sales chief, or rep trying to remodel the way you promote in 2021, it is a excellent spot to begin! Pay attention now:
Episode-specific commercials additionally carried out significantly better than season commercials. Sadly, nevertheless, most podcast listening platforms do not enable episode-specific commercials.
There may be one which does: PlayerFM. Our episode-specific advertisements on PlayerFM outperformed all our different advert campaigns. Hopefully, extra podcast platforms will ultimately supply the identical.
Whereas I would not say these initiatives are revolutionary, they had been extremely efficient for us. Our crew is on an thrilling journey the place experimentation and innovation are key to success.
For any podcast entrepreneurs within the trade — That is just the start.