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Podcasts: A New Wave in Radio Marketing

Phillip Reinhardt

Radio is still quite popular, but it doesn’t have the same all-encompassing reach that it used to. Younger audiences simply aren’t listening to the radio as much as older generations are, even though they have easy access to them. They’re simply choosing to spend their time with other types of audio media.

One of the most interesting of these new forms is podcasts. Podcasts have shown tremendous growth over the last several years. More than 112 million Americans listened to podcasts in 2017, a growth of over 10% from 2016. These numbers alone make podcast marketing an interesting endeavor. When you consider how many niche podcasts exist, and how fanatical podcast fans can be, it makes them downright vital for modern marketers.

Depending on how much time and effort you want to spend engaging with a particular podcast audience, there are three unique ways you can get started with a podcast marketing campaign, which we’ll discuss below:

1. Advertising on Podcasts

Even if you don’t have a spare dime in your marketing budget, you need to try and make money for podcasts. Evidence shows that they provide an extremely attractive ROI due to the engagement of their audience and the trust that they have in them. Because podcasts have such niche topics and audiences, you’ll be able to find people that are exactly in your target market.

Generally, there are two types of podcast ads: pre and post-roll, and mid-roll. Pre and post-roll ads are read either immediately before or after the podcast and are a bit less expensive. The danger, of course, is that they’re much easier to skip. Mid-roll ads are a bit more expensive but also grab the audience when they’re already engaged. Particularly adept hosts may even be able to roll your ads into the conversation naturally, making you a true part of the content. Before you advertise on a podcast, make sure to listen to a couple of episodes to see how good they are at incorporating ads and if their style and tone match the audience you’re trying to attract.

2. Guest Appearing on Podcasts

If you want to dip your toes into the water without spending too much time or money on podcasts, consider leveraging the popularity of current shows. Many podcasts are based around interviewing experts in a particular trade, hobby, or industry. Take the time to dig into the podcasts that your target audience would be most interested in and reach out to the hosts to see if they’d be interested in bringing you on as a guest. It’s a win-win scenario: they’ll get content for their podcast and you’ll get the chance to reach a brand-new audience.

3. Running Your Own Podcast

Running your very own podcast seems like a daunting challenge, but it’s actually quite simple. In fact, unless you don’t own a smartphone, a tablet, or a computer, you already have everything you need to get started. The most you’ll have to spend is for a good-quality microphone and hosting on a podcast platform like Libsyn or SoundCloud.

Another major concern is that you won’t have enough time to produce your own podcast. Luckily, podcasts don’t need to be exceptionally long. Anything over an hour is considered long, and many podcasts settle into 30 or 45 minutes. You also need to count for preparation and editing. However, experts suggest that a well-balanced podcast can be created for only 90 minutes per 30 minutes of content.

Recording your own podcast is easier than you think!

There’s no doubt that running your own podcast is the most involved and time-consuming way to leverage podcast marketing, but it’s also the most fruitful. The costs are exceptionally low and the rewards have enormous potential.


Featured photos by Gavin Whitner of musicoomph.com