How Can Podcast Advertising Help Small, Local Businesses?

Podcast Advertising Help Small, Local Businesses

Local media can play an important role in promoting small, local businesses. It can be a great way to target a narrow market with relevant messages. Many small businesses put advertising dollars toward local radio and newspapers. They may try billboards, flyers, local community boards or websites.

Small business owners need to be smart about their marketing and advertising efforts. Typically, they’ll be looking for effective, low-cost solutions but it can be hard to find that perfect combination. Sometimes local media exceeds the budget of a new or growing business. And, many businesses are finding that what’s worked in the past is no longer so effective. In recent years, many have turned to online advertising that allows targeting and provides delivery analytics. Another benefit is the simplicity and ease of getting campaigns running quickly.

Few local business owners will have considered podcast advertising. But now, some platforms are offering programmatic podcast advertising that targets only listeners in certain areas. So, podcasts can be a new form of local media for your small business to tap into. Fortunately, podcast advertising also has the potential to deliver more for less cost too. A small company can “sound big” without spending a lot. It’s a lot like what websites have done for small businesses in leveling the playing field.

Your Potential Customers Are Listening to Podcasts

According to a report from Edison Research, 21 percent of Americans (age 12+) will have listened to a podcast in the last month. To put that into perspective, that’s the same number of Americans who use Twitter and 8% more than use Spotify.

Podcasts tend to have affluent, educated audiences. 85% of podcast listeners have a college education and 36% make more than $75K/year.

Podcast Advertising Effectiveness

Research shows 62% of podcast listeners report making a purchase as a result of an ad they heard on a podcast. A study on NPR podcasts showed even higher results, with 75% of listeners taking action on a sponsored message. Podcast listeners are highly engaged, with 88% of them subscribing and listening to most or all episodes. Because podcasts are not heavily saturated with ads, listeners have high brand recall (over 70%).

New Technologies Increase Targeting and Ease

Programmatic ad buying now makes the process of purchasing podcast advertising much easier. A small business can buy ads directly, without a lengthy process or large ad budget necessary to work with an agency. The process is similar to setting up Google or Facebook ads (maybe even easier).

And, the technology now supports more targeting. So, for example, you can run ads to be served up only to listeners in your state or metro area. This effectively makes podcast advertising a new form of local media, but available on a smaller budget. For example, one recent campaign run via Podbean’s PodAds system resulted in 100,000 targeted impressions for the business for $300.

To learn more about podcast advertising for your local business, read more. You can set up a campaign in minutes and give it a try! You set budget caps, and can modify or stop a campaign any time so it’s low risk with potential for high reward.

Get a high return on investment for your small business: get started with PodAds today

The Best Way to Promote Your Podcast

The Best Way to Promote Your Podcast

There are a million ways to promote your podcast. Some are effective, while others might be a waste of time (and money). And, of course, what works is dependent on “where your audience is”. This is why promoting on other podcasts might just be the best way to grow your audience.

Why is podcast cross-promotion one of the most effective podcast marketing strategies?

  • Podcast listeners already know how to listen to podcasts, which removes one big hurdle you may encounter when you promote elsewhere.
  • Listeners love content suggestions. This type of marketing comes across as helpful information and listeners pay attention.
  • You can target listeners who already like similar categories of shows. This solution brings you right to where your potential audience is.
  • They can subscribe/download your show right away. They’re in the midst of listening, so it’s not something they have to remember to do later.

Why use PodAds to promote a podcast?

Cross-promotion is effective. A lot of podcasters are already doing it. We see many discussions about it in Facebook groups and hear the promo spots often. However, it takes a lot of time to set this up (networking, contacting podcasters, sending your promo, discussing details..and typically, arranging and running the other podcaster’s promo on your show). With PodAds, you can have promo spots running within minutes. Yes, you’ll need to spend some money. But, you’ll save valuable time. You can also reach a broader range of listeners than it might be possible to get via personal connections.

Fortunately, you can set a daily budget cap so you don’t have to spend a lot. You can view your analytics to see just how your ads are delivering. And, you can modify, pause or stop your campaigns at any time.

If you’re spending any money on Facebook ads or other promotions (or considering it), take a look at PodAds first. Podcasters tend to get a much higher return on investment (ROI) from these campaigns.

How to Use PodAds: Three Simple Steps

  • Sign up as an advertiser: https://sponsorship.podbean.com/. If you’re already signed up to receive ads on your podcast, you’ll need to create an account with a different email address.
  • Create your campaign. Provide basic information (contact info, website, description, copy), set your budget and start date. Select categories (and geographies, if desired). Pick ad slots and set pricing. Upload your audio file. Add your payment method.
  • Run and manage your campaign. Once approved, your ads till begin running within 24 hours of your start date. You can review the list of podcasts and remove any of them at any time. Check your campaign’s results as it progresses: see impressions and amount spent. Pause or cancel campaigns whenever you want.

Sign up for PodAds today and give it a try! You can set a daily budget cap of as little as $10 (that’s the cap, often the actual spending will be less depending on your specs). Check out our Advertiser FAQs here or contact us if you have questions.

You can also sign up your podcast to receive ad revenue. Learn more here.

PodAds Marketplace to Expand Podcast Advertising Opportunities

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Podbean launches programmatic podcast advertising platform

Dover, DE – May 31, 2018 –Podbean has officially launched their supply-side programmatic ads platform. This platform, known as PodAds, will allow brands and media buyers to easily create podcast advertising campaigns to reach their target audiences. The system then dynamically inserts the ads into the podcast episodes and advertisers can monitor delivery statistics to analyze their campaign’s success.

PodAds works like AdSense for podcasts. Podcasters can focus on creating amazing content and Podads will help them auto-monetize their podcast by inserting matched ads into slots they make available. PodAds makes running podcast ad campaigns much easier. Advertisers can set an ad budget, select the podcasts matching their geographic and category targets and launch a campaign in minutes.

“We wanted to eliminate the friction involved in the usual podcast advertising process. The idea is to reduce the time and difficulty in matching advertisers to podcasts and running the ads. Not only does this make it easier for brands to run podcast advertising, but it provides opportunities for podcasts of all sizes,” shares David Xu, Podbean CEO.

Advertisers in a wide range of industries are tapping into the power of podcasting. U.S. podcast advertising spending is estimated to reach 256 million U.S. dollars in 2018, up from 133 million in 2015. And, this is only a drop in the bucket when considering the potential. 44% of the US population has listened to a podcast, a number that continues to grow each year. 16 million people in the US are “avid podcast fans”. Podcasts show rapid growth in markets all over the world as well. And, podcast listeners are engaged, educated, affluent and act on the information they hear in podcasts.*

Podbean’s new marketplace aims to help more brands reach that huge potential market. The PodAds system removes barriers on both the advertiser and podcaster side to expand podcast advertising access.

How it Works

Podbean podcasters opt in to the PodAds system and select their available ad slots. When chosen for a campaign, they’ll be notified and can opt out if desired. Podcasters can join for free.

Potential advertisers can set up an account at https://sponsorship.podbean.com/. It’s a simple three-step process to have a campaign up and running.

*Information from Infinite Dial 18 and Neilson Q1 2018 Podcast Insights

Maximize Your Ad Revenue Using Podbean’s Dynamic Ads Insertion

Podbean’s just released an awesome new tool to help you optimize advertising opportunities. The Podbean Dynamic Ads Insertion platform helps you maximize your ad revenue and minimize the work by automatically inserting your ads for you. You control everything…you bring the ads, decide on the slots, duration and more.

ads insertion Podbean

You benefit by being able to:

  • monetize back episodes with fresh ads
  • use GEO targeting to run multiple ads simultaneously for different listeners
  • run time-limited campaigns for increased ad opportunities
  • set ad positions to maintain the integrity of your show
  • easily manage campaigns (no manual editing!) and get detailed statistics

Do all this for only a flat rate fee of $99/campaign. Try it FREE; your first THREE campaigns are on us!

How Podbean Dynamic Ads Insertion Works

  • You bring the ads you want on your show (you just need the audio MP3 file, can be host-read or a prerecorded message, jingle, etc.).
  • You determine times for potential ads in your podcast episodes (you can individually choose times in each episode or batch add a set time stamp on all episodes).
  • Set up a campaign for a desired timeframe, choosing ad slots (preroll, multiple midrolls, and postroll, which will be placed according to the times you’ve designated), and episodes.
  • Podbean’s technology will dynamically insert the ads according to your specs. You can edit or cancel a pending campaign.
  • Once your campaign is running, you can review the comprehensive reports on ad delivery.

Check it out and get your first campaign up and running today!

How Subscribers Access Premium Podcast Content and Retrieve a Forgotten Password

Anyone who subscribes to your podcast will be provided a free Podbean account (if they don’t already have one). They will receive an email including their Podbean username (or email address) and password (for those who were already logged in with a current Podbean account, this will be used to access the content).

If they forget their password they can retrieve it by clicking “Forget Password” at http://www.podbean.com/site/user/login. Our system will send them a temporary password and they can then change their password when they log in.

With the Podbean account, it is super convenient to access their premium content online or in the Podbean app for Android and iOS. There are three ways for your subscribers to enjoy their premium content:

1. They can visit www.podbean.com and use their information to log in to their Podbean account. They will find all the premium content they’ve subscribed to in their dashboard in the “Premium Content” tab. This is an easy way to view all premium content in one place.

premium content list

2. They can also visit your podcast site (http://yourpodcastsite.podbean.com/) to watch/listen to premium content in your episode list (they will get a pop up window instructing them to enter their username and password when they click on premium episodes, if they’re not already logged in).

Premium episode display on site

3. Premium episodes can also be accessed in the Podbean app when the user is logged in to the account they used to pay for the content.

premium episode display in the Podbean app

Podbean for Christian Podcasts: One Pastor Shares the Benefits and Process

Today’s guest post is written by Rev. Jason B. Harrison, M.A. He shares his weekly sermons on his podcast, Let Your Light So Shine. He’s also using Podbean’s Patron Program as a fundraising tool for his ministry.

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For those of you who may be thinking about starting a podcast:

Allow me to begin by suggesting that you choose podbean.com as your host site.  I have not been disappointed in the least.

Some may wonder why I personally chose to create a podcast.  The reason is fairly simple.  As a Pastor from Southern Illinois, I am always looking for new ways to reach people with the Good News.  I record the audio of my sermons and upload them as episodes for my podcast.

Our church is a small one.  I can preach all year in our small church and reach a small amount of people. I can preach the same way, and upload the audio file to Podbean, and reach people worldwide.  Since I began the podcast, it has reached nearly 1,300 downloads.  That may not impress some podcasters who see those numbers in a couple days, but for a small church Pastor – it’s very encouraging.

I share every new sermon/episode on Facebook.  That helps to let my people know that the sermon is available in case they missed the service that week.  It also opens another door for spreading the word about the podcast itself.  The same can be said for all social media.

The actual process of creating and maintaining my podcast is quite simple.  Step one was to sign up on podbean.com.  I then decided between the free service or unlimited service.  I decided on the unlimited deal.  It was quite affordable.

A great deal of my podcasting involves my phone.  I have a smart phone – and I downloaded Voice Record Pro from the App Store for free.  Before I begin my sermon, I open the app and begin recording.  Later in the day, I open the app and edit that sermon.  I have the options of trimming it and converting it to a mp3 file, and I typically do both.

I then email the file to myself and download it to my computer.  The files all go into one certain folder created just for episodes.  I log on to Podbean.  I follow the instructions to upload the latest sermon, and it is ready to go.  There are a few steps involved when it comes to putting my podcast together – but they are simple.  It all becomes second nature after a couple podcasts.

Podbean.com has made podcasting simple and enjoyable.  Check them out if you haven’t already. Happy Podcasting!

*You can also record and publish via Podbean’s app directly.

Fundraising for Christian Podcasts

Podbean hosts many Christian podcasts, ranging from sermon podcasts to bible studies and lectures. One of the great features of Podbean, especially for Christian podcasts, is the integrated fundraising. A podcaster can easily set up a Podbean patron campaign so that listeners can provide monthly support.

patron christian

How can Christian podcasts use Podbean’s fundraising tools?

It’s easy for both the podcaster and the supporter!

  1. If you haven’t started your podcast yet, check out Why and How to Start a Church Podcast.
  2. Set up your Podbean patron page (AKA crowdfunding). It only takes a few minutes once you have your ideas ready (your story, rewards, and goals). A video is a great way to share a personalized message to your potential funders. We highly recommend it to enhance your patron page. Here’s some detail about creating a successful podcast patron page.
  3. Promote your fundraising efforts. Make sure to let your listeners know about the campaign in your podcast and by other methods (Facebook, website, in person). Podbean makes it easy for you and supporters, with a patron button integrated right on your podcast site and in our app. Listeners don’t have to take any extra steps, it’s all right there for them. They can donate with a couple clicks. You can also create a personalized URL for your patron page so it’s easy to share.

Other Fundraising Options for Christian Podcasts

Premium Content: Fee-based Courses, Bonus Content

With Podbean, you can create and sell premium content. This can be individual episodes or subscription services. For example, you might offer a special in-depth bible study course. You can create a subscription plan so that students can pay their fee directly to you and easily access the content. You might also have specific bonus content, such as a recording of a special event or interview, that you offer for a one-time fee/donation. We handle all the technology and payment processing for you.

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Getting Sponsors

Podbean also offers a sponsorship marketplace for podcasts. Those interested in securing sponsors for their Christian podcasts can join for free. YOU always have complete control over which sponsors and campaigns you accept, so you can make sure it is a good fit for you.

A podcast is an effective outreach tool, and a great way to extend fundraising efforts. Christian podcasts can further build community and strengthen the spiritual relationship. Podbean is here to support you in your efforts. Contact us if you have any questions or suggestions.

How to Create a Successful Patron Campaign for Your Podcast

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A patron campaign is a great way to raise funds for your podcast. Listeners often appreciate the opportunity to provide support for the great work you’re doing. Crowdfunding using Podbean’s patron program is an easy way to manage donations and earn a recurring monthly income.

Here are a few tips about setting up a great crowdfunding page:

Add a tagline. It’s a call to action for people to support your podcast. This shows below your logo on your campaign page and is the default text for social media shares.

Include a video. It’s the best way to share your story in your own voice. Get personal about your story and your goals.

Share a great story. Tell a bit about yourself/the podcast and what you can do with your fans’ support. Be concise and compelling, make them laugh or cry…make them want to be part of what you’re doing!

Set goals. It’s nice to show patrons how money will be used and specify targets for yourself. Set multiple goals, starting with an attainable goal. Setting some lower level goals allows your patrons to see successful progress. You can build excitement around reaching different levels.

Offer several small reward levels (the best practice is to start with a $1 level). Pledges of $1-5 are most popular. Please note the amount is a recurring monthly payment, so set rewards accordingly. We share some creative reward ideas in this article and you can view featured campaigns at patron.podbean.com to get ideas too!

We hope these tips help you on your way to creating an income stream! For more information on how to promote your crowdfunding campaign check out this article.

Simplified Listener Access to Premium Podcast Episodes

To make it easy to find premium podcast episodes you’ve purchased, we’ve added a “Premium Episodes” section to your Podbean account.

Simply login to your Podbean account and you’ll see a “Premium Episodes” tab in your left sidebar (if you’ve paid for any episodes). Click there and you will see a page where you can view and play all your premium episodes.

access_premium_episodes

*You can also play premium episodes in the Podbean app if you are logged in using the account you used to pay for the content.

**For patron-only content, please visit the patron page of the podcast. Click on “Episodes” for your patrons-only content (which can also be accessed in the Podbean app).

New Crowdfunding Feature! Publish Patron-Only Content for Your Podbean Patrons

Podbean has added a great new feature to our crowdfunding platform! Now, you can easily publish exclusive content for your patrons. Everything you need for publishing and management is integrated right into your Podbean dashboard making the process super simple.

If you are on your “My Crowdfunding” page you will see a “Publish” button under your campaign. Click there and you will be directed to your publishing page. As usual, you can upload a file or select one you’ve already uploaded and proceed with filling in show notes or other details. You will see three publishing options: free, premium, or patron. Select “patron”; you will have the option to designate this episode is available to all levels or only patrons at a specific dollar level (so it’s very easy to have different reward tiers receiving different content). When done, simply hit “publish”.

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You’ll be able to see your published patron-only episodes on your crowdfunding page. Simply click on the “episodes” tab.

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Patrons will receive an email notification when applicable content is published. They can listen online or in the Podbean app when logged in to their account. In the Podbean app, the patron-only episodes will show up at the top of the podcast episode list.

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