Advertiser Success Stories Archives

Five Reasons Why Brands Have Fallen In Love with the Podcast Medium: Hosts Provide The Ultimate Referral!

Posted on November 22, 2020 by Kurt Laufer

One quick glance at the brands that are currently advertising within the podcast space and you’ll find that main street has fully embraced the podcast medium. Brands such as Volvo, Chase, Master Card, Geigo, and L’Oreal are now aggressively advertising in the space.

Before traditional household names, brands like Blue Apron, WIX, Casper, Square Space, and Zip Recruiter were dominating the space, committing to annual agreements within specific shows in order to box out their competitors from placing ads within specific shows.

Within the podcast medium, brand exclusivity and share-of-voice is a huge piece of the attractiveness for advertisers. For instance, if you choose to place an annual buy on a top show, you basically will lock your competitors out of any angle to advertise within a specific top podcast. Smart brands recognize this, hence they make their annual buys in November/December. Brand exclusivity is huge to a podcast advertisers…and share of voice is a major reason podcast advertising is successful….due to the fact that their message is not diluted within the clutter we hear more often than not within radio-stop-sets.

Here are five of the top reasons brands are falling in love with the platform:

1. HOSTS ARE INFLUENCERS – PROVIDING THE ULTIMATE REFERRAL

Podcasts (and their hosts) develop loyalty and trust with their audience. Ultimately, a loyal listener develops a strong kinship with the hosts. Hence, it’s natural that they support the brands that support the podcasts. Hosts-read ads are organic, they are natural, and believe it or not, many listeners are curious what brands the hosts will be endorsing. More often than not, harnessing the power of a ‘host-read’ ad, it comes across as personal and organic. Statistics prove out that th audience is more likely to research or check a brand out when they hear it promoted by their favorite hosts.

2. NATIVE CONTENT IS KING TO ADVERTISERS

How to you get your product to come across as natural? How do you find something you trust? When you listen to a host-read ad within a podcast, you are embedding your brand in the fabric of the show. ‘Baked-in’ host-read ads deliver lean-in messaging that the prospective consumer is more likely to consider. The more often they hear the ad delivered by their trusted host, the more likely the audience is going to act. Brands are spending more money today on native content than they ever have in the past. Native advertising stands out from background branding campaigns. And they’ve found a natural medium that delivers an authentic message.

3. AUTHENTICITY MATTERS – A HOST TRIES, TASTES, AND USES THE PRODUCT

To really drive a message home, brands are providing their products to the hosts to use before implementing a campaign. Hosts typically ‘test-try’ a product before submitting their audience to it. Just as important, most hosts have the ability to approve with ads that are dropped within their show. For a host-read ad, it usually is approved by the host, how more often than not, uses the product. And this translates into an authentic connection with the audience, the host, and the brand.

4. ATTRIBUTION TELLS THE STORY: OVER 60% HAVE RESEARCHED OR BOUGHT SOMETHING THEY’VE HEARD

Yes, we can’t discount this statistic. Well before Nielsen validated the power of podcast ads and before the medium became sexy, comScore told us that ‘people prefer ads in podcasts over any other digital medium.’ This is HUGE. While this study was conducted years ago, it was a broad-based study with 2,000 U.S. respondents ages 18-49 and found that two-thirds of listeners have acted on ads they’ve heard in a podcast (researching or actually purchasing). This is a statistic other digital platforms would die for.

5. PODCAST LISTENERS HAVE YEARS OF BRAND LOYALTY TO GIVE

It can’t be understated the value of an affluent podcast audience. Particularly, the organic messaging to an engaged audience that hears an endorsement directly delivered form people they trust. As we continue to traverse the current ‘renaissance of audio’, podcast listeners bring years of brand loyalty to advertisers that choose to enter the medium.

Still not convinced Podcast Advertising is for you? Reach out to TopPodcast.com and we’re happy to share more insight and do the research for you and your brand!

Custom Branded Podcasts Becoming A Must-Use Tool for Brands

Posted on December 5, 2018 by Kurt Laufer

If you have been living in a cave, you haven’t noticed that many major brands are starting to branch out into podcasting in a big way. Podcasts are a natural medium for branding, and their narrative style is appealing to many brands that are interested in driving higher social engagement with consumers.

In terms of content strategies, branded podcasts run the gamut from the subtle to the saturated, with every conceivable variety in between. So here’s a 30,000-foot overview of how it’s happening in the marketplace.

Brand Alignment & Association

This is the low-key soft pitch approach. It relies on connections with intelligent, innovative content designed to appeal to an audience and create a brand connection with the listener.

The Message podcast, sponsored by General Electric, is the prime example of the subtle approach of alignment branding, associating GE with The Message. This groundbreaking podcast series, developed a couple years ago, was a major hit with listeners and is still considered a high water mark for podcasts and brand integration, in general.

All GE had to do was make a quiet, understated branding association: the producer credit was GE Podcast Theater, mentioned alongside Panoply Networks. In an archived article featured on Niemanlab.org, by Laura Hazard Owen, back in Nov. 2015, we found this statement by Andy Goldberg, that sums up the success of GE’s brand alignment:

“It’s like GE creating a TV show,” said Andy Goldberg, chief creative officer at GE. “I don’t consider it advertising. It’s a podcast show that just happens to be produced by a brand instead of a network. I’m not saying, ‘Hey, go out and buy a jet engine.’ It’s a science fiction story to connect listeners with what the GE brand is about, without selling the GE brand.”

Most importantly, they targeted the right audience with a unique message, using podcasting as a platform, to garner significant audience engagement & brand awareness. And they had pros, at Panoply, guiding them. Looking for a branded content play, look no further than Panoply to help.

Editorial Branding within Podcasts

A more direct approach to content marketing, internet powerhouse eBay ran the Open for Business podcast via Gimlet Media. The sponsor’s name and company is directly mentioned throughout the podcast, and often includes a feature or spotlight on an eBay associated business.

According to eBay’s website:

Open for Business shows how to build a business and talks to entrepreneurs about what keeps them up at night. Combining humor and intelligence, each episode tackles some of the most basic – and most difficult – questions new business owners face: How do you know when to quit your day job? What should you look for when hiring? And, it examines the good, the bad, and the ugly sides of starting a company.

They went on to state:

This podcast also marks the launch of Gimlet Media’s in-house creative agency, Gimlet Creative. Named one of the world’s 10 most innovative media companies by Fast Company, Gimlet was founded by veterans of This American Life and NPR . (You can listen to the story of Gimlet’s entrepreneurial beginnings in its own podcast, StartUp.) Gimlet Creative is all about working with brands to tell great stories, and reach audiences on a deeper level.

The content of the show focuses on entrepreneurship, and eBay was the shot caller on production throughout its run, allowing Gimlet Media to refine it using their journalistic style, which has become a hallmark of their expertise in podcasting.

Company Produced Podcasts focusing on their Products

When branding via ‘sponsor produced’ podcasts, everything is produced and distributed via the primary sponsor…completely in-house. These podcasts also give full attention to the sponsor’s primary business objectives and are produced to drive interest in specific products and to educate the public.

Many businesses are turning towards creating their own podcasts, featuring their own content…and working with networks to push out these individually produced podcasts. A podcast provides another touch-point, of which can be effectively promoted via social platforms and the companies websites & newsletters.

The Bottom Line: A Medium To Die For

As stated above, all other mediums are slowly recognizing that podcast advertising offers the purest form of sponsored native content in the marketplace…of which other platforms would die for! It’s time for other brands to follow! Have questions?

We can help put you in touch with the right industry leaders that can help take your business to the next level! Don’t hesitate to reach out to us within our Podcast Business Center!

NPR: An ‘Authentic’ News Gathering Organization That Has Always Leaned In

Posted on October 30, 2018 by Kurt Laufer

When it comes to the podcasting industry, you’re going to hear the word authentic used over and over and over again! So what does this have to do with a podcasting article? Read on…

The Word Authentic Means Everything To A Podcaster & Publisher

The word ‘authentic’ is used often used when it comes to the podcasting industry. There’s an authenticity that radiates in the manner that a show, a story line, or a podcaster connects to their audience. Podtrac (who provides measurement technology to many shows in the industry) even extended a sales arm to their company last year, calling it Authentic.

The Authenticity Paradox

An article in the Harvard Business Review, on ‘The Authenticity Paradox“, highlights the clear definition of authenticity:

Authenticity has become the gold standard for leadership.

So why are we filling you in on the depth and use of the word authentic within the industry? Because in our humble opinion, there’s no podcasting publisher that has captured the authenticity of originality more so than NPR. And they have the statistics, revenue and track record to back it up.

NPR – The Authentic Voice of the Industry

NPR, a clear leader in the podcast industry and their powerful directory of shows has captured an authenticity unmatched by most. The word AUTHENTIC screams at you when you listen to a podcast on the NPR platform. It’s no surprise they are trailblazing a path within the industry.

Shows like Hidden Brain, Ted Radio Hour, Embedded, Planet Money, and Invisibilia are driving younger, tech-savvy audiences to discover and embrace a love of on-demand listening. To some, it’s surprising that NPR is leading the way. But to me, it’s obvious they’ve uncovered a formula that works. And they are executing a strategy that other publishers are feverishly trying to mirror.

Their podcasts create ‘authentic’ connections to their audience, a lean-in experience captivating and connecting to their millions of loyal listeners.

Early Adaptation to Platform Well Prepared NPR

The success of their shows have allowed NPR to expand offerings, test market new podcasts, and expand offerings across their entire on-demand platform. Most importantly, NPR has been producing podcasts for over a decade, as they were one of the ‘early adapters’ of the medium. Hence, they’ve made it look easy in ascending to the top during this historic post-Serial craze.

The ‘mainstreaming of the industry’, thanks to cord-cutters, changing consumption habits, and fact that 81% of Americans now own smartphones, has placed NPR at the heart of the podcast galaxy.

Lean-Forward Messaging Connects

An article by Brent Lang, in Variety back in December, regarding advertising on NPR mentioned:

“It’s a very lean-forward messaging,” says Bryan Moffett, COO of National Public Media (a division of NPR) “Everybody has taken the approach of not being too crass or commercial. They’re more conversational.” The loose format of podcasting also has an impact on the way journalists tell stories. “Embedded,” for instance, which “takes a story from the news and goes deep,” serves almost as a reporter’s audio diary. “They’re looking into topics more experientially,” says Grundmann. “Ten years ago that was kind of a no-no. But that’s what audiences are connecting with, and we feel it’s helping them understand the stories better. We’re taking them on a journey, but we’re not compromising our journalistic integrity.”

Bottom line, there’s an inherent kinship with their audience, an authentic connection that NPR has successfully harnessed by using the power of the spoken-word format. They’ve figured out a formula, incubating new shows that deliver a compelling one-to-one message to their audience.

NPR’s success in podcasting has also correlated into a substantial revenue for the company. Some public reports have stated that nearly 30 percent of NPR’s revenues are derived from podcasts. Maybe they’ll fact-check us here…but no matter how you slice it, revenue growth has been exponential.

News Gathering At Its Core ‘Correlates’ Into Success

But what really separates NPR from other publishers? It’s the fact that NPR is a news organization at its core. An alliance of professionals that literally, each day, compile news and effortlessly packages it in audio format. Hence, NPR understands the meaning of authenticity...specifically when it comes to curating content, and they understand how to tie it up in a bow for their audience.

NPR’S Muted Messaging Style Works

Finally, NPR has also capitalized on compelling marketing strategies that businesses have come to embrace….delivering brand messaging in a connected manner to an engaged audience. In an article in Ad Week, Gina Garrubbo, President and CEO of National Public Media said,

NPR’s self-described “muted” messaging style for ads is also important. It’s not a hit-you-over-the-head message.”

Discover An Authentic Love For NPR

In a nutshell, this is what makes NPR & their powerful platform of Podcasts AUTHENTIC! Brands hold the NPR audience up on a pedestal, and it’s primarily due to the fact that NPR creates quality, authentic content that’s consumed by a valued listener.

We urge you, the newpods that are discovering on-demand listening for the first time, to make NPR and their portfolio of shows one of your first stops! You can also discover & download their app directly in our Top App section.

DISCOVER EVERYTHING NPR, by going to their website: NPR.ORG – click on the below banner to discover their authenticity…or simply take one of their shows for a test drive here, at TopPodcast.com!

The “Lean In” Listening Experience Makes Podcasting Ads Uniquely Different

Posted on September 20, 2018 by Kurt Laufer

Everyday, decision makers are faced with driving sales and justifying ROI. Measuring attribution is one of the more painful tasks marketers face every day. Additionally, the vast choices they have as to where to allocate their advertising dollars is daunting.

Their in-box fills up weekly with dozens of emails from digital companies saying that they can provide better solutions to drive sales. The decisions that these seasoned marketers typically make are often bias towards vendors and suppliers that they are comfortable with. And it’s this complacent attitude that can hold companies back from exploring new channels to drive growth.

Complacency Within The Digital Buying Community

Yes, many agencies have become complacent using the same digital tactics that have turned to massive profits via ‘behind-the-curtain’ relationships they have with the third party providers. Complacency is holding back brands and agencies from exploring the podcast medium.

I disagree with the story on Ad Exchanger last week that highlighted three issues keeping brands from going ‘all-in’ on Podcast Advertising, highlight the lack of measurement? I call B.S.

It’s Not Because of a Lack of Measurement

I frankly don’t buy the ‘lack of measurement’ as an excuse. It has more to do with the ‘lack of education’ and abundance of ‘complacency’ in the marketplace…and the fact that the digital buying community has been more or less complicit in maintaining a status-quo with their clients.

Additionally, their clients get comfortable reviewing ‘pretty’ spreadsheets and attractive dashboards, reviewing the same tactics used year-over-year (click-through-rates, video-to-completion rates, justifying reach and targeting). Granted, determining attribution can be challenging…and is typically the most important element in measuring ROI. And I agree, that’s why measurement is critical.

Mack Weldon Figured It Out Two Years Ago

Has the broader digital buying community failed to notice the brands that have successfully dived in, like Mack Weldon, have figured out a powerful way of determining attribution with podcast advertising? So what’s all this about the lack of measurement mentioned in the story last week on Ad Exchanger?

Back in 2016 (yes, two years ago friends), Mac Weldon told DigiDay how podcast advertising has doubled underwear sales.

Collin Willardson, of Mack Weldon told DigiDay:

Podcast advertising now represents 25 percent of Mack Weldon’s overall ad budget per month, 100 times more than a year ago. The medium has become more effective than display ads for the company, because when people listen to podcasts, they are fully engaged and they can continue listening while making a purchase.We paid for native and display ads on online publications before, but we found that readers could easily get distracted by 48 things on the homepage,” said Willardson.

You can’t tell me that Mack Weldon is not measuring their key performance indicators? You can’t tell me that the lack of an industry accepted standard measurement has hurt them? Let’s just say that they’ve left many brands in their wake…and they’ve been advertising in the space for over two years.

Time To Go Beyond Pretty Spreadsheets & Cute Dashboards

But it’s time to digital marketers to look beyond a spreadsheet. It’s time to test new platforms, like podcast advertising, that utilize different tactics that many digital buyers still don’t understand.

So let me give you a three facts as to WHY advertisers should consider and ‘all-in’ strategy to podcast advertising, or at the very least, start to conduct test campaigns to measure uplift…and yes, you can measure attribution in a granular way!

So, for those of you that are considering placing your first buy, I’ll give you three facts you need to know:

1. Opt-In Listening Makes Podcasting Uniquely Different – The Purest form of Native Advertising

First and foremost, the on-demand audio experience is one where the listener ‘opts-in’, so they are welcoming you to deliver your brand message to them…and typically, they listen and engage with it. But activation typically depends on how you deliver the message…and who is delivering it.

So determining the right show and the right personality is so important to an advertisers success when it comes to a podcasting campaign. That’s where the experts at TopPodcast come in, assessing multiple publishers, networks, shows and hosts that make sense for your brand.

What’s so compelling about podcast advertising?

Brands are discovering that there’s a substantial difference in ad delivery when you are able to ‘capture your consumer’s mind’, especially when they aren’t distracted by multiple screens.

Despite the fact that many people multi-task when listening to a podcast (driving, flying, making dinner, running, exercising, gardening, etc), there is an undeniable connection created between the show and the listener…unlike any other advertising medium available because the narrative is being driven in one’s head.

As a good friend of mine once said:

You don’t listen to a podcast at a barbecue

The unique charm of a podcast advertisement, particularly when it is host read, is the fact that it’s the purest form of native advertising a brand could have.

2. The Ultimate Referral: Messages Organically Embedded in a Show Sound Natural

The kinship that a listener feels with a host can’t be underestimated. As a product becomes embedded in the fabric of a show, the audience develops a unique connection to the brand. When a host has the opportunity to taste, touch, feel or use the product the host-read ad comes across as the ULTIMATE REFERRAL. What more could a brand want? How about an ad that comes from the ‘whole-wide-world’.

An Ad That Comes from the World

Something that Ad Week covered way back in the summer of 2016 caught my attention, when speaking with Matt Lieber, co-founder and president of Gimlet Media:

When we think about how ads sound on Gimlet, we want them to feel like they come from the world of the show,” said Matt Lieber, co-founder and president of Gimlet Media

He also said:

Branded podcasts “require a brand or a marketer that’s confident enough to tell an interesting story that’s relevant to their audience”

Brands, as they enter the unique podcasting realm, must understand that a relationship is built with the audience over time. Consistency is key, and a podcast listener has the choice to engage or not. Hearing ads in a podcast sound different, and I could not have described it better than Mr. Lieber, in one simple sentence.

Bottom line, innovative companies have jumped in to the podcast medium…and they are staying because they know how their message is capturing the desired audience.

3. Listeners Feel Compelled to Support Brands…So The Show Won’t Disappear

I attended the RAIN Online Advertising summit (last year – 2017), and one of my most inspiring takeaways was hearing an executive producer of a podcast say:

Listeners (of podcasts) have a different respect for podcasters instead of radio hosts. If it weren’t for sponsors, podcasts wouldn’t operate. And many listeners feel if they don’t support the brands, then they feel the podcast may go away

The kinship and connection the audience has with a host is unprecedented. Over two-thirds of those that hear a product in a podcast research or buy. Podcast listeners have years of brand loyalty to give to brands. It’s time for us to become educated on the power of a podcast ad…and the influence hosts have to compel their audience to act.

So What’s All This Stuff About Lack of Measurement?

Yeah, you can tell I’m passionate about facing the headwinds our industry faces. I see the success brands are having in the space and I just keep patiently waiting for the tipping point to happen within the digital buying community. I do feel it coming, so I’m happy swimming in the podcast pool…and I don’t intend on going anywhere.

My simple one-sentence take:

Bottom line, the “lean-in” listening experience is unparalleled to any other digital or traditional medium…so it’s time to for brands to take the leap…just ask Mac Weldon.

Check out our Agnostic Podcast Advertising Network – Powered by TopPodcast.com

As I’ve said before, an organic host-read endorsement within a podcast is the purest form of native advertising. It’s time for brands and complacent agencies to move towards an ‘all-in’ strategy…or at least testing the power of a podcast ad!

Interested in advertising, fill out the form here (click over), and visit our agnostic Podcast Advertising Network.

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The Power of Podcasts Deliver Unblockable Ads & Higher ROI

Posted on September 13, 2018 by Kurt Laufer

An ad-free internet is coming. It creates quite the paradox, as the internet has so far sustained itself largely on advertising revenues. Up 94% in the past year, close to a third of all smartphone owners block ads that drive the production and distribution of free content. Content consumption is not shrinking by any means either, but more and more consumers are turning to ad-free paid content providers like Spotify, Netflix, Amazon Prime, or Sirius XM Satellite Radio. All in all, this is some fairly dire news as advertisers try and find ways to effectively connect with their audience.

Old School Format Brings New School Tricks

Fueled by the power of social media and smartphone accessibility, an advertising powerhouse called podcasting is on the rise. On-demand audio, and the powerful one-to-one opt-in connection the audience has to a podcast, there’s an old school/new school take on delivering advertising content.

Podcasting is effective because ads cannot be blocked on a podcast and listeners have automatic buy-in when they hear a product or service endorsed by a popular and trusted podcast host. Altogether, this medium is quickly becoming recognized as one of the most effective means of connecting with vast and varied demographics online today.

A recent study from ComScore produced results stating that by and large, more people preferred podcast ads to every other form of digital advertising online. That’s some serious marketing firepower.

Moreover, there is more opportunity now to buy in at ground level on sponsored podcast advertising opportunities than at any other time. The smartphone user crowd find podcasting an attractive option because they can multi-task while consuming content, and according to a new report from Edison research this trend is driving the greatest period of growth podcasting has ever seen.

The Listenership Trajectory Is Growing

The Fastest Growing Segment is Under 55

While the fastest growing listener base is the under 55 crowd, these listeners are spending roughly four or more hours a week taking in, on average, up to five podcasts of varying types every week. These power listeners constitute just over 21% of all podcast audiences.

Podcast Listeners Tune In Nearly 5 Hours Per Week

At an average listening time of three to five hours per week, this audience is an extremely desirable target market for just about every brand because podcast power listeners are typically more educated and possess more disposable income than the average American.

Engagement Unlike Any Other Digital Medium

Best of all, statistics show that regular podcast listeners are nearly 20% more likely to follow and engage with your brand on social media than the average American consumer. Engaged and active podcast fans on social media mean higher ROI for your marketing clients, and significantly more revenue from social media and podcast advertising investment.

Podcast Advertising Brings Additional Attribution Points

Hard statistical data that accompanies podcast advertising cannot be ignored. Many major Podcast hosts have national recognition and have successfully branched out their brands via powerful social media platforms, ultimately expanding the reach of advertisers as they align their brands with the hosts.

Many popular stand-up comedians have taken to podcasting weekly as a means of testing new material in a lower-pressure venue, and many journalists and reporting and news agencies like CNN, the BBC, and Fox News are all providing podcast based content for their tech-savvy, multi-tasking audiences. Highly respected educational institutions like M.I.T and others are publishing backlogs of lectures and content for free in order to drive interest and attendance, and to better the world by providing access to higher education and studies that would otherwise never be available to most Americans.

Podcasting is fast becoming the new mega-media power online.

The Digital Community Needs To Specialize in Podcasting

If you are a marketing or digital advertising provider, you need to develop an in-house strategy now, and not view podcast advertising as a ‘throw-in’. It’s still a buyers market, and educating your teams on the power of podcast advertising is imperative for the benefit of your clients.

There is no purer form of native advertising

Get your research team working on podcast advertising, and start familiarizing yourself with the best podcasts to reach your target market with your brand. Better yet, rely on a podcast advertising expert that understands the industry. Podcast advertising provides a win-win for consumers and advertisers, offering brands a unique reach unlike any other medium. Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today. Choose podcast advertising and be a part of the fastest growing marketing opportunity online today.

Bottom line, you now have a medium that can cut through even the most powerful ad-blocking software on the market today.

Editorial Note: Check out our Podcast Business Center to Unlock all Industry Data, in one spot!

E-Commerce Explosion A Dream Come True for Podcast Advertising

Posted on August 1, 2018 by Kurt Laufer

Digital advertising has long held significant advantages over traditional advertising mediums because of its ability to geo-target by location, age, demo, etc. Conversely, podcast advertising wasn’t built on the back of targeting, despite the fact that ads can be auto-inserted into podcasts.

Targeting is Evolving, Especially with Long-Tail Podcasts

Yes, scaling campaigns on a very targeted level has been embraced slowly due to staggered delivery methods across thousands of shows in all geo’s around the country. But, with all the evergreen content available with long-tail podcasts, we’re starting to see a pivot and AdsWizz is all over this technology.

But today, let’s look at how e-commerce and podcasting advertising work together. The explosive rise of e-commerce & retail technology is playing right into podcast advertising’s hands. A small business with a one-storefront shop should find podcast advertising highly valuable, especially if they have built out a powerful e-commerce platform to deliver their products to a targeted online audience.

e-Commerce Plays Into Podcasting’s Hands

Simply look inside the e-commerce numbers and you will see an ‘oil well’ of opportunity for any podcast publisher to drive revenues. Cyber Monday sales this year set a record, delivering $3.5 billion in sales. That’s a 12% increase over last year, with smartphones accounting for more than one out of every five sales. Better yet, from Thanksgiving through Cyber Monday, according to Adobe Digital Insights, consumers spent $12.8 billion online. That’s right, $12.8 billion with a b. Many online merchants advertised and offered substantial discounts several days leading up to Black Friday.

These marketing strategies, via e-commerce, sync up perfectly to the podcasting advertising industry, and we need to make noise within the digital buying community to better educate them!

As e-commerce continues to increase its share of total retail, the podcasting industry must penetrate this market with fervor. We must educate the buying community on the power of podcast advertising in order to increase our share of any digital budget. The rapid migration to e-commerce provides unprecedented sales opportunities for the entire podcasting industry. Have we done anything, in a unified voice, to untangle the web of choices for small to mid-size businesses to place podcasting buys? Not so much. We need to amplify our strengths, demonstrating together just how fervent and loyal our audiences are. Bottom line, podcast listeners are an e-commerce advertisers dream.

e-Commerce is a dream for the podcasting industry.

No longer do people fear entering their payment details to virtual merchants. Omni-channel marketing has become a major part of any brand strategy. And the speedy delivery of online retailers, logistically, has evolved into infinite choices for consumers. Through advocacy & education, controlling the narrative, and untangling the vast choices businesses have, the podcasting industry should take major strides forward in 2017 and beyond, driving ad revenue. I truly believe, once we finally control the narrative within the digital buying community, we can surpass $1 Billion in ad sales by 2021.

But we must integrate podcasting into the daily digital conversation of e-commerce prospects, as well as the digital buying community…first, by educating ourselves on the complex integrated e-commerce strategies businesses are using. And then, by telling our story on how podcasting advertising syncs up perfectly to any e-commerce marketing strategy. The rise of e-commerce is an oil-well of opportunity for the entire podcasting community.

It’s time to tell our story, in a unified voice, gaining the digital market share we deserve.

How A Podcast Will Make Your Small Business Stand Out

Posted on March 11, 2018 by Kurt Laufer

Whether you’re a lawyer, an accountant, or someone that’s simply selling widgets via an e-commerce site, it’s imperative to be relevant, both online and within the industry you work within. Building relevancy, as an authoritative subject matter expert is contingent upon how you market yourself.

And remember, perception is reality!

A Consistent Podcast Adds Immediate Relevancy

Small business owners compete against those that are utilizing powerful integrated marketing strategies to drive people to discover them. But once the ‘prospective consumer’ discovers you, they ultimately will conduct additional research, especially for those that have a ‘service based’ business.

Educated consumers will review your blog, check your Linked-In, look for publicly posted reviews and feedback, and even possibly call your clients, asking for a referral.

But there’s another way that you can stand out from the crowd, once someone discovers you…it’s producing your own Podcast.

A Podcast Adds Another Touch Point to the Consumer

A Podcast, curated specifically for your business, will not only amplify your message across another touch-point, it adds credibility to your overall market position.

If produced effectively, here are the advantages of having your own business podcast:

It Personalizes You To the Prospective Client: When someone listens to your podcast, the topics you are discussing are of interest to the listener. An engaged listener ‘opts-in’ to a podcast. It’s important, early in the podcast (possibly in the opening slate) to express the benefits of listening and what your company provides. Grab their attention by highlighting other businesses you’ve helped…and then, move on to the specific topic for that episode.
An Introspective They Can’t Discover in a Blog or a Banner: Provide detailed insight about your brand or product to the listener. Consider interviewing a client as it adds depth that no other advertorial can provide. By adding a level of intimacy, this will drive listeners to activate or seriously consider buying
Expand Your Network of Connections: A podcast affords you the currency to invite someone to participate in your show, providing an access point and connection that you may not have had prior to producing a viable podcast. An interview expands the intimacy with your audience while expanding your network. It is an indirect yet masterful way to solicit future business.
Public Perception as a Subject Matter Expert: Perception is reality, right? By having a podcast, and doing it consistently, no matter how many people listen to it automatically elevates your credibility (as long as your podcast sounds clear, concise, topical and professional). Expanding your message beyond blogs, newsletters, and web content will go far in how you are perceived in the marketplace, especially by your competitors.
A Podcast Is Free – Your Product Is Not: By having a podcast, you are providing ‘free information’ for consumption of those interested. It’s a way for you to demonstrate you are here to help those that listen, based on your professional trade. If they ‘want more’, you have the ability to offer your services. Just as important, you can add revenue streams inside your podcast, adding incentives and discounts to those listening.

Conclusion: A Podcast Can Validate You As a Subject Matter Expert

Yes, a consistent podcast can be a valuable tool to the small business owner. It validates your position as a subject matter expert, and most importantly, allows you to create an authentic connection with a prospective consumer…who may one day need your services.

Bottom line, it expands your reach to another touch-point…providing you enhanced relevancy!

If you need help starting a podcast for your business, give us a call…we can help guide you in the right direction!