Advertising, Digital, Marketing & Strategy

3 Reasons Why You Should Consider Using Podcasts to Promote Your Business

By: Brooke Snelling, Account Director

If you’ve been hearing more about podcasts, there’s a good reason for it. The number of podcast listeners have more than doubled from where they were a year ago. In addition to gaining listeners, podcast revenues are projected to surpass $1 billion annually by 2021. This channel is experiencing substantial growth and has created an opportunity for just about anyone to enter the space.

With all the hype surrounding podcasts you are probably wondering where you and your company fit in. I’m including three reasons why you should consider advertising with podcasts or maybe even creating one of your own!

1) First of all, your customers are listening to podcasts.

A recent survey showed that more than half of individuals above age 12 in the United States listen to podcasts. Podcasts offer people the ability to learn or hear about any topic they can imagine, along with the freedom to listen when and wherever they decide. Nearly three out of every four podcast listeners say they enjoy podcasts for learning about new things and regularly tune in on a monthly basis. Podcasts not only entertain listeners but also serve as a source for news and inspiration for others.

Undoubtedly, your industry is currently or has been the focus of entire podcast shows or episodes, so this carries endless opportunities for you to have a voice in the conversation. This could be in the form of you attending as a guest on an episode where you are positioned as an expert. Or, popular podcast hosts on a related show endorsing your business in the middle of a highly-downloaded episode.

2) Podcasts allow you to position you and your company in front of your ideal target audience.

Because podcasts cover such an array of topics and categories, you are sure to find the conversations that best fit your product or service. If you are well-versed on a topic or have an opinion to share, podcast shows or specific episodes will allow you to showcase that expertise. Tags are used for consumers searching for podcast content about those topics which creates exposure for your business among your ideal targets.

The same goes for advertising on a podcast. If you have demographics for your target audience in terms of age, gender, income but also have an audience profile which identifies their interests and behaviors – you’re able to align your business with the interests of your ideal customer. Consumers who regularly listen to podcasts view their podcast host as an authentic advisor and take all promotions or partnerships very seriously. Compared to blogs and website ads that pop up in your face randomly, podcast listeners believe the hosts have carefully chosen appropriate and helpful sponsors for their show.

3) Your customers are more likely to buy your product or service after hearing about it on a podcast.

As mentioned, podcast audiences really trust their hosts, especially in niche areas where there is a connection between the host and a small but dedicated following. Most often, podcasts have endorsements that are recorded by the podcast host and inserted into the episodes at the beginning, middle or end of the show. Data shows that podcast listeners are more likely to consider buying from a brand after hearing its advertisement on a podcast. Podcast consumers are the advertiser’s dream – 78% approve of podcast advertising, 67% are more likely to remember brands and products from podcast ads, and 63% will make a purchase after hearing a podcast ad.

In 2018, $479 million was spent on podcast ads going towards shows related to news, comedy, business, education, and entertainment. With this number expected to more than double in three years, the question is where do you fit in? Whether it’s an endorsement, an appearance as a guest or a show of your own – now is the time to take advantage.

MassMedia has extensive experiencing producing engaging podcasts for our clients. We have a dedicated team of podcast professionals – producers, audio editors, designers, artists, and writers who love to help our clients amplify and grow their brand through podcasts. Check out some of the recent podcasts we had the pleasure of producing for our clients:

Going Galindo: Rugrats & Renovations

Balancing Chaos

Contact us today to learn more about our podcast services.



eMarketer, 2019

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