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Have 72,000 new podcast episodes every day -This means that five new podcasts are produced every six seconds.
And, as of March 2020, it is reported that The total number of podcasts is 1.9 million, and the total number of episodes is 47 million. Depending on when you read this article, these numbers may be very different.
It can be said that the podcast industry is Quickly Grow.
In a rapidly evolving world of competition, as podcast marketers, how can we compete for the attention of listeners while expanding the reach and audience?
I hope I can tell you that I have figured it out. however, Is not Figured this out, which eventually led to a 271% increase in downloads of the sixth season of the HubSpot podcast. Skill improvement.
Here, I will share my lessons on how to achieve this growth.
Lesson 1: There are many podcast listening platforms.
When you think of podcasting platforms, Apple Podcast, Spotify and Google Podcast are probably the most important, right?
Ok there are many a lot of In addition to these three, there are more listening platforms.
I downloaded all the podcast platforms available through the App Store on my iPhone. These include Podcast Addict, Overcast, Castro, PlayerFM, Pandora, Pocket Casts and about ten others.
Then, I cross-referenced the player that I downloaded from the viewer application report I got from Megaphone. If there is little or no audience on the platform, I will highlight it.
The first suggestion I can make is where is it People are using the provided report to listen to your podcast Host of your podcast. Do most of your downloads come from Apple or Spotify? If your answer is yes, that is good news. You have not yet attracted audiences on other platforms (including PlayerFM and Podcast Addict).
This brings me to my next suggestion…
Lesson 2: Paid ad placement on the podcast platform will pay off.
After listing a series of podcasting platforms, I can expand the scope of my podcasting. After that, I opened each platform and noted their advertising positions. I’m looking for words like “sponsor” or similar content. If I like the ad placement, I can add it to the list.
Next, I focused on collecting advertising costs, estimated cost-per-thousand impressions, and estimated download data about the placements I’m interested in. This is relatively easy because many platforms share available ad placements and estimated campaign results on their websites.
If there is no information available on their website, you can send an email to the advertising team of the podcasting platform and the team will provide you with that information.
After collecting this data, I evaluated the best adsSkill improvement. Fortunately, before I joined HubSpot, my manager had already advertised on the podcast listening platform-which means I can refer to the data to make a more informed decision.
If you haven’t advertised on the listening platform before, then I’m good news for you: the price of ad placement ranges from $165 to $3,000, so even if your budget is not high, you can still try these types advertisment.
Lesson 3: Plot-specific promotions are very effective.
In the marketing plan for the sixth season, I focused on announcing promotions for the upcoming season.
This season includes five episodes, which are released within three weeks, so it is necessary to raise awareness of the new episodes.This Podcast ad copy Read something similar, “Skill improvement here! “
However, at the end of the season, it is no longer meaningful to announce that the season. Instead, I created plot-specific promotions.
Compared to program promotions, this episode’s highlights resonated better among the audience and increased our conversion rate through distribution channels such as email.
This is an example:
HubSpot’s Skill Up podcast introduces… “How LinkedIn Sales Managers Develop Buyer-First Sales Strategies”
What is the best-selling strategy in 2021? LinkedIn’s sales manager Kwesi Graves advocates the “buyer first sales” approach, which prioritizes quality over quantity, emphasizes the importance of the buyer’s background, and encourages his team of sales representatives to spend more time researching instead of reaching out. If you are a manager, sales executive or sales representative and want to change the way you sell in 2021, this is a good starting point! Listen now:
The effects of plot-specific advertisements are also much better than seasonal advertisements. Unfortunately, most podcast listening platforms do not allow plot-specific advertisements.
There is a function that can be done: PlayerFM. Our plot-specific ads on PlayerFM outperform all other campaigns. Hope that more podcasting platforms will eventually provide the same functionality.
Although I will not say that these measures are revolutionary, but they are very effective for us. Our team is on an exciting journey where experimentation and innovation are the keys to success.
For any podcast marketer in the industry-this is just the beginning.