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 Ads 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 Ads 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 Podbean’s ads marketplace 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 Podbean’s ads marketplace, 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 Podbean’s ads marketplace first. Podcasters tend to get a much higher return on investment (ROI) from these campaigns.

How to Use Podbean’s Ads Marketplace: 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 ads marketplace 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.

What Podbean’s Listener Community Means to You, the Podcaster

Podbean app

In addition to providing innovative podcast hosting services, Podbean has a strong listener community. With over one million active users, the Podbean app is increasingly where podcast fans go for their podcasts.

The Podbean app offers many listener-friendly features. It’s also beneficial for podcasters, who can interact with listeners and get exposure. (You can also record and publish using the app!) To improve podcast discovery, the app organizes podcasts in categories and unique topics (like “Scary Stories” for Halloween). Podbean also prominently displays featured and recommended podcasts. The system analyzes users’ behavior to suggest podcasts they might like as well.

The Secret Room Podcast Case Study

Being Featured in the Podbean App=An Explosion of Downloads and Subscribers

We always hear from podcasts about their growth in downloads and subscribers after being featured. Today, we’re going to share a case study with specific numbers. The Secret Room podcast was featured in the Podbean app recommended banner for a little over a week. Here is what Ben Hamm, co-host of The Secret Room, had to say:

Podcast discovery is an issue that’s been vexing our nascent industry since day one.  Aside from word of mouth, which is perhaps the most accessible and powerful marketing tool podcasters have, getting the attention of media is a powerful audience driver.  The Secret Room has enjoyed its greatest subscriber bumps when we were featured on iTunes and the Canadian Broadcasting Company….and the Podbean app. 

I’ve been so lucky to receive advice and support from other podcasters.  In return to the community I’m delighted to pull back the curtain on the impact being featured on the Podbean app had on Secret Room downloads.  People should note that while being featured is a key part of the puzzle, you also have to have compelling artwork to get those click throughs to your show, and great content to retain ears.

Statistics after Podbean app feature:

Average release day downloads: increased 80%

Average daily downloads: increased 200%

Podbean subscribers: growth of almost 400%

Podbean plays: 130% increase

*based on the higher #s of the range before and during the Podbean feature

The Secret Room: a podcast about the stories no one ever tells, can be found on Podbean and on the Podbean app.

Want to get extended exposure to Podbean’s listener community? Sign up to promote your podcast with a banner in Podbean’s app.

Organization Podcasting: Educating a Wider Audience

CIA

The Culinary Institute of America is widely known as the premier culinary college. John Barkley is their Director of Strategic Initiatives, Digital Media. He shared his thoughts on why the organization uses podcasting and how it’s contributed to their objectives.

Why did your organization decide to start podcasting?

As the world’s premier culinary college, a non-profit educational institution, one of our core initiatives is documenting and preserving world cuisines.  We started this free video podcast, “Video from The Culinary Institute of America”, as a way to extend our documentaries on global cuisines to a larger audience outside of the CIA classrooms.

What is your primary objective with podcasting?

To share knowledge about food and cooking with future generations of chefs and food enthusiasts.

What benefits have you seen?

It’s great having the exposure we get through Podbean and iTunes. We are reaching an audience that we might never connect with via our traditional e-learning channels.

Have there been any particular features of Podbean that have made it easy for you to implement?

The interface and scheduling aspects of Podbean are easy to use and make podcast publishing simple.

Any challenges you’ve found in podcasting? What future changes or goals do you anticipate?

One of the challenges with maintaining a huge library of video podcast content, is the data storage requirements. In addition, scaling up for the future of 4K video podcasting will bring added data storage requirements and require flexible and affordable cloud-based systems like Podbean.

Organizations like CIA are using podcasts to find new audiences and further their outreach. There are so many creative ways your organization can use podcasting. Podcasting is one of the most accessible mediums, and Podbean makes it easy and affordable. Podcasting can help you reach a wider audience, tell your story in a new way, and reach (and exceed) your goals.

You can find your foodie inspiration on their beautiful podcast at http://cia.podbean.com/. Don’t watch it if you’re hungry!

video from CIA

Easily Share Your Podcast on Tumblr

We’ve added another easy way to share your Podbean podcast far and wide! Now, you can connect Tumblr to your Podbean account for automatic posting to Tumblr. Social sharing is a great way to get your latest posts out to your fans, wherever they like to get their content. This Podbean feature can be a valuable time-saver in your promotional efforts!

share-to-tumblrCheck out this FAQ about how to share Podbean posts to social networks.

How to Automatically Share Podcast Episodes to Social Media

When publishing your podcast episode posts, you may want them to be auto shared to Facebook or Twitter rather than doing it manually every time.

Set-up:

1. Log in to your Podbean account and go to the ‘Settings’->’Social Share’ page. Then click the ‘Connect to Facebook’ or ‘Connect to Twitter’ button. We’ve clicked the ‘Connect to Facebook’ button this time.

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2. Follow the instructions and connect your Podbean account to Facebook. After the connection, the system will show the Facebook pages and Twitter accounts you’ve connected under the ‘Connected Account’ section. Now your post will be auto shared to these connected social media accounts every time you publish (unless you make an exception, as per below).

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Customizing:

If you don’t want something to be shared, you can click the button under the ‘Publish new episode’ section to un-check the selection. You can also customize the text that displays when sharing by clicking the pencil icon.

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How Can I Submit My Podcast to Podbean’s Directory (and Apps)?

Podbean offers a huge directory of podcasts for listeners to discover. These include podcasts hosted on Podbean as well as many others, in all genres. This directory also populates Podbean’s Android and iPhone apps, which are increasingly popular for listeners to discover new podcasts.

If you are a non-Podbean user and want to put your podcasts on Podbean to gain exposure to a wider audience, you can submit your feed to the Podbean directory for free.

Here are the detailed instructions to submit your podcast:

1. Go to http://www.podbean.com. Scroll down to the bottom of the page. Click on “Submit your podcast”.

2. You’ll be directed to the login page. Log into or sign up for a Podbean account (no cost for a free account).

3. Fill in your podcast feed and click on “Submit”. Follow the steps as instructed.

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4. Keep the url and your login information for future reference. Your page will automatically update from your podcast feed. You can also get clickable buttons to put on your site.

* Podbean users with Podbean paid plans are automatically in the directory. For Podbean free accounts, you must verify your account first to be included in the directory. The verification steps will appear in your Podbean account’s dashboard 15 days after your account is created. Your podcast will appear in the Podbean Directory within 24 to 48 hours.

If you are already in the Podbean directory but have not yet claimed your listing, simply go to the listing page and click “claim listing” on the left. This will ensure you are notified of comments and other opportunities.

If you wish to delist your podcast from Podbean’s directory and app for some reason, you can contact our Support team any time to do so. Please note, this means your podcast will no longer be available to Podbean app users.

Podbean Offers Enhanced Twitter Sharing

Podbean’s Twitter sharing capabilities just got better! Now, when you share to Twitter, your podcast player is embedded into your Tweet so users can play the episode directly.

You can set up automatic sharing of each episode, and you or any site visitors can click the “share” button to tweet an episode. With the new embedded player, you can really tap into the power of Twitter for greater exposure for your content.

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