How To Advertise Your Podcast To Increase Listenership

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maWondering promote your podcast successfully? You’re not alone. The podcasting panorama is jam-packed, making discoverability an actual problem.

Many creators hustle onerous, crafting social media promos, sliding into DMs, and even penning articles, however typically discover that these efforts solely transfer the needle a lot.

The important thing to breaking via the noise?

Treating your podcast like a enterprise, and meaning promoting.

So, you’ve acquired your podcast up and operating, and also you’re doing all of the natural development issues. However let’s be actual, natural development is a gradual burn.

For those who’re trying to speed up your attain, it’s time to think about a paid promoting technique as a part of your general advertising and marketing recreation plan.

However the place must you begin?

What platforms are price your money and time?

Don’t sweat it; we’ve acquired you coated.

This text will information you thru one of the best locations to promote your podcast, from podcast listening apps to specialised web sites and newsletters.

We’ll dive into the nitty-gritty of every choice, so you may make an knowledgeable determination on the place to take a position your advert {dollars}.

Moreover, we’ll be sharing our promoting story through our flagship podcast, Clipped. We began Clipped in the summertime of 2022. In doing so, we knew we needed to throw every little thing however the kitchen sink at it to get it to develop.

So, we did simply that! Flash ahead to now, and we’re pumped in regards to the outcomes.

The 7 Greatest Locations To Promote Your Podcast To Improve Listenership

mowpod– Self serve show advertisements for indies, in addition to white glove service for these with larger budgets
Buzzsprout Ads – Dynamic advert insertion throughout comparable reveals
Overcast.fm – Podcast listening app with show advertisements
Podglomerate – Press releases, cross promotion, app options and extra
Podcast Addict – Show advertisements throughout the app
Pocket Casts – Podcast listening app
PodNews – Web site, e-newsletter, and podcast

Podcast Natural Development vs. Paid Development

Now, I do know what you’re considering, “I don’t need to pay something to develop my podcast, I’m doing an natural method.” Simply hear us out for the rest of this publish, and on the finish of it should you nonetheless aren’t satisfied that utilizing paid promoting can exponentially develop your podcast, tremendous. You do you.

Right here’s the reality, natural development is finest. However, natural development takes a extremely very long time and a ton of effort. You’ll finally profit from an natural method, however, should you might shorten that window and provides your podcast a lift, why wouldn’t you?

By implementing a paid promoting technique, you’re getting one of the best of each worlds.

To develop your podcast you’re nonetheless going to must push actually onerous on social media, write newsletters, do interview swaps, go to podcast conferences, and be a part of on-line podcast communities.

So, you may as properly get a sooner reward from all that by studying promote your podcast in the best locations. Whenever you complement your DIY hustle with some paid advertising and marketing you get one of the best of each worlds.

Additionally, as we speak’s podcast local weather is lots totally different than it was 5 years in the past. You’re now competing with Spotify Originals, Wondery, Amazon, Audible, and varied different giants within the area.

These corporations get all of the headlines.

If you wish to minimize via the noise and get in entrance of your superb listener faster and extra successfully, you HAVE to include some form of advert advertising and marketing funds into your general development plan.

How We’ve Leveraged Paid Promoting to Enhance Our Listenership

We host our podcast, Clipped, on Libsyn. Beginning in October 2022, we started experimenting with buying advert area and have continued to take action on and off up till to the current day. We’ve secured advert placements via platforms like Buzzsprout, Overcast, and Podnews.

Right here’s a snapshot of our development:

We’re sharing this knowledge with you as a result of we consider you may obtain comparable outcomes.

We don’t need you to expertise burnout or let your podcast fade away. For those who’re passionate in regards to the content material you’re creating, maintain pushing ahead. Podcasting is a marathon, not a dash, and it’s these small victories that may re-energize your spirit and make the journey exhilarating.

So, contemplate investing a bit in paid promotion.

Don’t Promote Your Podcast on Google or Social Media

Keep away from Promoting Your Podcast on Google or Social Media

Why?

Keep away from buying advertisements on Google or social media platforms. To get probably the most bang in your buck, concentrate on promoting in areas the place podcast listeners congregate—meaning inside podcast ecosystems.

We felt it was essential to say this earlier than diving into the specifics of successfully promote your podcast.

mowpod

We’re pals with the founder so maybe we’re a bit biased however we love mowpod.

mowpod is a two tiered podcast advertising and marketing firm that provides a self-serve platform for indie reveals, in addition to a strong enterprise service for bigger manufacturers in search of in depth marketing campaign administration.

This twin method makes mowpod essential within the podcasting scene, offering scalable options to satisfy numerous wants.

They use direct, programmatic, and incentivized advertisements to focus on audiences based mostly on actions and profiles. Their campaigns run on a fixed-cost foundation.

We actualy had their CEO, Mike Wiston on our podcast to speak about podcast development, entrepreneurship in podcasting, podcast analytics, and extra.

Check out our episode with Mike Wiston!

The outcomes from a mowpod marketing campaign for our podcast, CLIPPED.

An enormous enhance in downloads from a mowpod marketing campaign

Our enhance in Apple Podcasts Followers from the identical mowpod marketing campaign.

Buzzsprout Adverts

Buzzsprout is a podcast internet hosting platform, however additionally they have a service referred to as Buzzsprout Ads. For two cents per obtain you may document an audio promo in your podcast, and Buzzsprout Adverts will insert it right into a podcast in your similar class.

This fashion you may make certain that your advert is being focused to the best kind of listener. You wouldn’t need to insert your advert into Enterprise reveals should you host a comedic podcast.

With Buzzsprout’s focusing on, your advert will attain listeners who can be extra inclined to take a look at your present after listening to a promo for it.

How Buzzsprout Adverts Works

You choose the demographics and the podcast class you need to goal. Subsequent, you add your audio. Audio information must be between 12-40 seconds in size. Lastly, you buy the variety of downloads you need.

The minimal funding is $100. For $100 your advert can be positioned in quite a few podcasts that can be downloaded a mixed 5,000 occasions. That’s 5,000 potential individuals that can hear your advert.

Some individuals skip advertisements, certain, however you’re setting your self up for a lot of individuals to listen to your promo. The following degree up is 10,000 downloads for $200. It goes up from there, maxing out at 50,000 downloads for $1,000.

Buzzsprout is a good alternative should you’re somebody who thinks individuals will reply properly to listening to an audio advert in your present. For those who’ve acquired the inventive chops and assume that may sway individuals with a well-produced and well-written promo, undoubtedly give this a strive.

Promoting on Overcast.fm

Overcast is a podcast listening up. Consider it like an Apple or Spotify. It’s possible you’ll by no means have heard of it, however relaxation assured, a whole lot of die-hard podcast followers use Overcast to hearken to podcasts.

Overcast makes use of display ads. It is a lot totally different from how Buzzsprout Adverts work. On Overcast.fm, when persons are listening to a podcast that’s just like yours, a visible advert in your podcast pops up. It’s going to show your art work and the outline of your present.

As well as, it would hyperlink to your podcast if clicked on. Earlier than you buy an advert on Overcast.fm be certain your podcast cowl artwork is as much as snuff. Your shot at getting somebody to click on in your present will rely closely on visible cues.

All Overcast advertisements run for 30 days. The price of shopping for advert area varies per class. A 30-day show advert can run from $150 to over $1,000.

Pricing is predicated on the competitiveness of the class and on the estimated efficiency of the advert. Overcast will listing the fee and in addition provide the estimated individuals that can see the advert, in addition to the estimated quantity of subscribers you’ll obtain out of your advert.

We do not know how these estimations work. Maybe they’re consistently averaging everybody’s advert outcomes, or perhaps there’s some AI figuring it out. Both approach, it’s really fairly rattling correct.

We’ve purchased a few show advertisements inside Overcast and the subscribers we obtained have been on par with their estimates.

The fee and outcomes from a number of advert campaigns we ran on Overcast.fm

Be mindful, the subscribers you get can be Overcast subscribers, not Apple, or Spotify.

Moreover, the charges for the classes can fluctuate. So should you’re searching for one of the best worth it would make sense to examine the positioning every so often.

Podglomerate

Podglomerate is a podcast firm that provides a complete vary of providers for each impartial podcasters and main media networks. They deal with content material creation, advertising and marketing, and distribution, tailoring methods to spice up attain and engagement.

Their advertising and marketing arm works with main podcast apps like Apple Podcasts, Spotify, and Amazon Music to pitch reveals for outstanding options. Additionally they create successful paid promotion methods utilizing in depth marketing campaign knowledge.

Moreover, their staff has a profitable observe document of submitting and even securing awards for shoppers from prestigious podcast award competitions.

Podcast Addict Adverts

Podcast Addict makes use of show advertisements and capabilities very equally to Overcast. You’re going to pay in your class and also you’re going to see the estimated clicks and subscriptions that you simply’ll get in your advert spend.

We personally haven’t used Podcast Addict, but it surely seems to price lower than Overcast. It appears as if you additionally get a better variety of clicks and estimated subscribers in your cash.

Possibly it has to do with the truth that Podcast Addict is simply obtainable on Android. However that’s simply an assumption.

We love the charges and the way far your advert will go what you pay.

It’s a a lot better deal than Overcast.

The Podcast Addict Essential Display screen

Podcast Addict additionally provides you the choice to promote your podcast on “The Essential Display screen”. The primary display is the place customers seek for podcasts. If somebody clicks in your advert on the primary display it takes them to the podcast description screen.

Right here, customers can subscribe your present, learn opinions, and take a look at episode descriptions.

how to advertise your podcast on Podcast Addict

Podcast Addict’s price per advert

Presently, the fee to promote on the primary display is $4,750. That can get you 50,000-70,000 clicks, and 500 – 1,350 subscribers. That’s a whole lot of dough!

It’s a terrific choice for large spenders, plus, there’s lots you are able to do to monetize your podcast as soon as your listenership climbs into the 1000’s.

Pocket Casts Adverts

Pocket Casts solely has one choice and it’s costly. They’ll show your podcast on their residence web page. It’s referred to as “The Uncover Part”. Whenever you open the app you’re instantly within the uncover part.

Consider it as the house display.

That’s a shit ton of individuals seeing your podcast.

They don’t say what number of clicks or and subscribers you’ll get, however we think about should you inquire about buying this advert area they offers you extra information.

podnews

This is perhaps our favourite place to promote our podcast, Clipped. Podnews is a each day e-newsletter overlaying every little thing taking place within the podcast trade. It options new reveals, present occasions, podcast jobs, and extra.

There’s a bit within the e-newsletter the place you should purchase written categorized advertisements. Many individuals purchase these slots to advertise their podcasts, resumes, on-line programs, and many others… We’ve purchased 6 slots to promote Clipped. Under is the copy for a earlier advert we’ve run with Podnews.

Listen To Clipped, A Podcast Teaching Podcasting – Clipped brings you podcast manufacturing ideas, training, and trade sources, that will help you navigate the podcast trade. Supercharge your podcast abilities by listening to Clipped each Wednesday.”

Our Podnews Stats

This advert was seen a complete of 122,312 occasions in e-mail, and an additional 1,915 occasions on the web site.

Clickthroughs

This advert was clicked on a complete of 483 occasions.

The common quantity of people that noticed it (in e-mail) per day was: 10,220
Per particular person throughout your marketing campaign, that may be a clickthrough charge of 4.73%

It was seen a complete of 124,227 occasions.
Per impression, that’s a clickthrough charge of 0.39%

The above information was taken immediately from our podnews account.

Advert area begins at $29 {dollars} and might rise up near $200.

You get to decide on the date you need your advert to run. We’re not utterly certain what drives up the worth of the advert area, but it surely’s a sliding scale.

There are normally 3-4 categorized advertisements per e-mail. We’ve observed the additional upfront you purchase area, the cheaper it’s. We predict it begins to go up when the advert slots begin getting crammed, like a supply-and-demand scenario.

Rethinking Podcast Development: Why Paid Promoting Ought to Be in Your Sport Plan

Navigating the crowded podcasting area is not any stroll within the park, however the important thing to standing out is treating your podcast like a enterprise. Meaning contemplating paid promoting along with your natural development efforts.

This text lays down the roadmap for the place to take a position your advert {dollars}, from podcast-specific platforms like Buzzsprout and Overcast.fm to specialised areas like Podnews. The info shared from the Clipped podcast serves as a testomony to the effectiveness of a well-planned promoting technique.

Nonetheless, it’s not nearly throwing cash on the drawback; it’s about making knowledgeable selections that complement your natural development.

With giants like Spotify and Amazon dominating the headlines, small podcasters must be savvy about their promoting to get in entrance of their superb viewers.

So, should you’re critical about rising your podcast, it’s time to consider setting apart a funds for paid promotion.

This in no way takes the place of all of the onerous work you’re doing to organically develop your podcast, it’s IN ADDITION to your DIY hustle.

Lastly, the aim of this text is to get you to begin considering in a different way about your podcast. It’s like my buddy Adam Schaeubule of Podcasting Business School says, “You’ve acquired to like your podcast like a interest and deal with it like a enterprise”.

For those who’re prepared to begin crushing your podcast objectives it’s time to welcome the concept of paying to promote your podcast.