So, without further ado, here goes…
“First off, I’m hitting you with a stat: “76% of podcast listeners have acted on a podcast advert or sponsorship message, as instructed by the host”.
That’s absolute proof of listeners engaging with content and trusting podcast hosts, but WHY are podcast listeners so engaged?
There’s a podcast for every subject you can think of, and a well-planned podcast super-serves its niche audience. The host and listener have common ground and a shared interest; without trying, the show creates a community of like-minded people.
The smart host leads a podcast with personality and entertainment. The ‘advert or sponsorship message’ will be an integral part of that, and needs to be segued in and made relevant to the audience to keep the listeners’ interest. That’s why synergy between podcast and sponsor is so important. At Carrot Cruncher, we produce a running podcast and collaborate with Salomon (the running shoe brand). On this podcast, every listener is a runner, and every runner needs running shoes, so there’s zero wastage in Salomon’s messaging.
We already agree that the listener is drawn to the host because of their shared interest and trust their credibility. Now imagine if that trusted host was speaking directly into the ear of the listener (when they’re alone), and taking advantage of the intimacy of audio by using the pronoun “You”.
That’d be pretty powerful, right?
And if you still aren’t convinced, then here’s another stat: “79% of listening is on phones with headphones. 92% of listeners are alone when listening to podcasts”.
That powerful scenario is EXACTLY what happens, and let’s not forget that the listener is on an internet enabled device, so can act on messages straight away!
Pete Allen works with small businesses and individuals to position them as the “go to” person within their field using the power of podcasts, which build a “community of like-minded people”, who convert to paying customers.
Stats:Rajar, midas(spring2020) & ACast audio intelligence report.
If you’d like help with digital marketing strategy and how podcasts could fit into your marketing mix, please email us on firstname.lastname@example.org or give us a call on 01629 810199. If you’d like to talk to Pete about podcasting for your brand, head on over to the carrotcruncher.com to find out more.
If you’d like help with digital marketing, ads management, SEO, copywriting, websites, branding or social media management… or anything else related to the internet and digital, then get in touch with us. We’re a friendly bunch.