As an easy way to access valuable information and entertainment on the go, it is no wonder that podcasts are a fast-growing trend. This is confirmed by an Edison Research 2020 report saying that 75% of Americans age 12 and above (about 212 million) are now regular podcast listeners. To the advertising industry, this means that podcasts are one of the newest and most favorable fields to venture in. True enough, research predicts that ad spending on podcasts may amount to 1.13 billion by 2021 Still, the growing popularity of podcasts is not a guarantee for success. Since investing in online advertising can be a profitable venture or a costly risk, it pays to gather tips, information, and advice on how to ensure your podcast ads succeed before proceeding. The following are some tips that can help:
The podcast should be relevant to your industry
The goal of advertising is to reach out to your target clients. So it is wise to place your ad on a podcast that your prospects are likely to listen to. For B2B (business-to-business) advertising, choosing a podcast that is relevant to your niche can successfully give you leads and clients. One way to determine which podcasts to place an ad on is by checking out your competitors. Your competitors are likely to advertise on a podcast where your target customers are the listeners. Thus, knowing where they place their ads can give you clues that lead you to the path towards success.
Your podcast ad copy should resonate with your target clients
Take time to write ad copy that your target clients will find interesting and valuable. This will increase the likelihood that your ad will make an impact on listeners. Aside from being persuasive so it sounds convincing, authenticity is also important. This means crafting a script that flows well into the podcast episode – this way it might not sound like an ad at all. If done well, your ad copy can appear like genuine, friendly advice from the host rather than a promotional ad.
Ask the podcast host to read your ad copy
Podcast ads are delivered by the program hosts; this is one reason why placing an ad on this platform is effective. The listeners generally view the speakers as an authority in a certain field. Consequently, they will not just pay attention when they talk. Listeners are likely to actually heed their advice. This is backed up by a WARC study saying that podcast ads that are mentioned by the hosts increase the engagement rate by 16%. More research by Marketing Charts also shows that making the podcast host read your ad copy leads to more conversions.
Keep your ad copy short yet memorable
The success of podcasting relies heavily on building relationships with the audience. You want them to listen regularly by keeping every episode interesting, entertaining, and informative. This includes making sure that your ad is not too long that it interferes with the episode. On the other hand, you want to avoid an ad that is too short that the audience barely notices it. Keeping your podcast ad at the best length can yield the best results. The standard length for a pre-roll podcast ad (ad that appears before the start of the episode) is 15 seconds while a mid-roll ad (ad that appears in the middle of the episode) is 60 seconds. Even with time constraints, there are ways to make ad copy follow the standard length while being written in a way that will stick to the mind of your listeners.
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