How to advertise on a podcast
Use these five steps when promoting your goods or services on a podcast:
1. Research podcasts
Find podcasts that relate to your products or industry. For example, you can look for a technology-focused podcast if you sell computers. Decide whether the message of a podcast aligns with the culture and values of your business. Determine the listeners for each podcast and whether they align with your target audience. Factors you may consider include the age, education level, gender identity or income of a podcast’s demographics. Look into the costs for advertising on these podcasts, because podcast hosts with larger audiences might charge more for a commercial on their show.
2. Determine what kind of advertisement you want to run
There are several options for the podcast commercials you can purchase. Each individual producer might prefer certain advertising methods on their show. You can create a script for the host to read or take a more informal approach where the podcast host talks about your product. Another option is creating your own audio advertisement. Some podcasts offer the option for a paid interview, where the host has a conversation with the brand affiliate about their product. The price for a commercial may depend on the type of advertisement you decide on.
3. Decide on an advertisement strategy
Figure out what type of advertisement and level of visibility are right for your organizational needs. This can help improve your brand visibility, which may lead to increased sales. Depending on what the podcast offers, you may choose from a variety of advertisement strategies.
You might sponsor an entire episode of a podcast or purchase an ad spot in a show. You may also decide how often you want the podcast to play your advertisement. For example, you can purchase a plan for the show to run your commercial in each of its episodes for the next three months. Running multiple ads on different shows may be an effective strategy. You may also consider finding a network that produces multiple podcasts and running your commercial on these shows.
4. Contact the podcast
Once you’ve figured out the style of advertisement you like and which podcasts you want to feature it, reach out to them. Research the best person to speak to, such as the host or producer of the podcast, and find their contact information. Send a message introducing yourself, your business and your product. Include your intentions for advertising and ask about the next steps. After you get in contact with the podcast’s staff, you can ask about the views and impressions of the commercials they run. Collecting this data can help you determine the success of your future promotion.
5. Create your commercial
Based on the style, length and podcast you’ve chosen, create your podcast ad. Begin the commercial with a tactic that quickly catches the listeners’ attention. For example, you might start with a dynamic music clip, an exciting story or a startling fact. Then, discuss the benefits of your goods or service. If you’re writing a script for the podcast host, ask them to tell a personal story about the product. End the promotion with a call to action, such as visiting your company’s website or using a promotional code for a first purchase.
