Podcasts are often used for advertising different products and services. Facebook, on the other hand, is an example of a platform where you can promote your podcast. You can also use newsletters and the show notes to advertise your podcast and your products or services.
In this episode, our guest Molly Pittman shares her insights about the business of podcasting. She emphasized the importance of building goodwill and being genuine in podcasting. Tune in to learn more about the process of podcasting and the crucial steps to advertise your podcasts.
Connecting Podcasts and Ads
Benefits of Having a Podcast
- Podcasting builds a relationship with the audience in the most reliable way since a podcast is very intimate.
- It is easier to listen to a podcast than to read blogs; thus, more people choose podcasts over blogs.
Promoting the Podcast
- At first, they did not incorporate their knowledge about paid advertisements into their podcast.
- Their podcast has leverage since their publisher is Digital Marketer. They also have a big audience right from the start.
- Molly chose specific episodes that appeal to a particular community when advertising the podcast. For example, she decided to use a few sections of Facebook advertisements for local businesses because many local businesses struggle with ads on that platform.
- You need to target the promotion of your podcast to those who might be interested. It is not necessary to broadly promote your podcast. Be tactical in terms of advertisement.
Advertisements in Podcasts
- Send the traffic to the show notes page.
- In terms of Facebook ads, it is advisable to put images and videos on the ad. There is no better between the two; thus, it is recommended to use both of them.
- There are many options to advertise but choose smartly.
Helpful Tips on Paid Ads and Podcasting
- The longer you have your show, the bigger the audience you build.
- Employ contests or giveaways of different products and services. Give away products that will interest your target audience.
- Compel the participants to share the podcast on other social media platforms. They can also send emails to their friends.
Strategies That Did Not Work
- They tried putting ads on other podcasts. These kinds of ads are difficult to track.
- Choose which podcasts your target audience listens to.
- Spotify, however, is successful in monetizing its platform through advertisements.
Deciding What Content to Release
- Listen to your personality and tailor it to the nature of the show.
- Take into consideration new data and case studies from clients.
- The recordings are weekly. It is also vital to do batch records for emergency purposes. These episodes must not contain specifically-dated information.
- They are using an Excel application to document their ideas. They have a list of ideas, but if an interesting topic came up, they would talk about such an issue.
- There is no difference between structured episodes and spontaneous episodes. But in terms of downloads, the audience loves useful and broad information.
- It is preferable to craft curiosity and practicality-based titles.
Email Listings and Remarketing
- Do not think that the sole purpose of the podcast is to sell. Be genuine, and people will always listen to you.
- Include a call to action in your show notes. Offer useful resources in exchange for their email address.
- It still depends on the type of business you own. Tailor your podcast in a way that is relevant to your business.
- You can use the email list for newsletters. You can send emails to your subscribers whenever a new episode is posted.
- Another strategy is to take the audience to a website to retarget them.
About Our Guest:
Molly Pittman is a digital marketing educator and has been an expert in Facebook advertising for eight years. She also has programs with Ezra Firestone to help people become better media buyers. In 2015, she started a podcast entitled Perpetual Traffic. The podcast is about paid traffic such as Facebook, Google, and YouTube advertisements.
If you want to know more about improving ad traffic, check out Molly’s guide.
Visit Charley’s The Parenting Co website.