This put up is part of Made @ HubSpot, an inner thought management collection by way of which we extract classes from experiments carried out by our very personal HubSpotters.
There are 72,000 new podcast episodes each day — which implies there are 5 new podcasts made each six seconds.
And, as of March 2020, there are a reported 1.9 million total podcasts, and 47 million total episodes. Relying on if you learn this text, these numbers may very well be drastically completely different.
Which is all to say: The podcast business is quickly rising.
In a world of fast-growing competitors, how can 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% enhance in downloads for season six of HubSpot’s podcast, Skill Up.
Right here, I will share my classes for a way I achieved that progress.
Lesson 1: There are loads of podcast listening platforms.
While you consider podcast platforms, Apple Podcasts, Spotify, and Google Podcasts are in all probability prime of thoughts, proper?
Properly, there are a lot of, many extra listening platforms past these three.
I downloaded each podcast platform accessible by way of 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 software report from Megaphone. If there was a small or nonexistent viewers on a platform, I highlighted it.
The primary suggestion 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 nearly all of your downloads coming from Apple or Spotify? In case your reply is sure, then that is excellent news. You have got untapped audiences on different platforms, together with PlayerFM and Podcast Addict.
Which brings me to my subsequent suggestion …
Lesson 2: Paid advert placements on podcast platforms repay.
After I had an inventory of podcast platforms that might enable me to broaden the attain of my podcast, I opened every platform and took word of their advert placements. I appeared for something that stated “Sponsored” or one thing alongside these traces. If I preferred the advert placement, I included it in my listing.
Subsequent, I centered on gathering knowledge on advert price, estimated CPM, and estimated downloads for the placements I used to be concerned about. That is comparatively straightforward, since lots of the platforms share each the advert placements accessible and estimated marketing campaign outcomes on their web sites.
If they do not have the data accessible on their web site, you possibly can e-mail the podcast platforms’ promoting group, who will offer you that data.
After gathering this knowledge, I assessed one of the best advertisements forAbility Up. Luckily, earlier than I joined HubSpot, my supervisor had already run advertisements on podcast listening platforms — which meant I had knowledge to reference to make extra knowledgeable choices.
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 funds, you possibly can probably nonetheless experiment with all these advertisements.
Lesson 3: Episode-specific promotions are extremely efficient.
Inside my advertising plan for the launch of season six, I centered on promotions that introduced the upcoming season.
The season was comprised of 5 episodes that have been launched over the span of three weeks, so it made sense to drive consciousness in direction of the brand new episodes. The podcast advert copy learn one thing alongside the traces of, “A brand new season ofAbility Up is right here!”
In the direction of the tip of the season, nonetheless, 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 way of distribution channels, comparable to e-mail.
This is an instance:
HubSpot’s Ability Up podcast presents … “How a Gross sales Supervisor at LinkedIn Builds a Purchaser-first Promoting Technique”
What’s one of the best 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 group of reps to spend extra time researching than reaching out. In the event you’re a supervisor, gross sales chief, or rep seeking to rework the way you promote in 2021, it is a excellent spot to begin! Pay attention now:
Episode-specific ads additionally carried out significantly better than season ads. Sadly, nonetheless, most podcast listening platforms do not enable episode-specific ads.
There’s one which does: PlayerFM. Our episode-specific advertisements on PlayerFM outperformed all our different advert campaigns. Hopefully, extra podcast platforms will finally supply the identical.
Whereas I would not say these initiatives are revolutionary, they have been extremely efficient for us. Our group is on an thrilling journey the place experimentation and innovation are key to success.
For any podcast entrepreneurs within the business — That is just the start.