In the last installment of this series, Boost Media covered using podcasting and podcast advertising as a way to learn how to execute successful audio media, in preparation for audio and voice emerging as the next UI in 2017. Here, we shed light on how to use search and social to ensure conversions are resulting from your podcast advertising efforts.
Podcasting sounds great, but now what?
According to a comScore study, nearly two-thirds of all podcast listeners have shown purchase intent (that is, product research and visiting brand websites) after listening to an ad on podcasts. The catch is, you can’t purchase directly from a podcast ad. This medium is excellent for securing more loyal customers, but only if you make it work in harmony with the rest of your search and social marketing.
Podcast advertising and search marketing
Because it’s a sound byte, when someone hears your product or service advertisement, they won’t be able to simply click-to-buy. To compensate, brands must find ways of enticing people to pull out their (usually mobile) devices and search online for your brand. It’s important your brand is easily findable via search.
Searchability is especially important if you have competitors putting paid ads on your brand terms. You’ll want to have both an organic and paid search strategy for branded keywords that involves showing up above the fold on mobile. Ask your search marketing team to listen to the podcast ad to determine if there are keywords, ad copy, or ad extensions that should be updated to reflect the way someone might search after hearing the ad.
Given the technological challenges, there isn’t yet an accurate way of measuring direct ROI of podcast ads—aside from using promo codes, which most likely under-report value. Look for lifts in brand search volume at around the time of the podcast airing date as a metric to indicate success.
Podcast advertising and social marketing
It takes an average of 6-8 touchpoints to make a sale. Podcast advertising (or any medium) on its own shouldn’t be expected to convert customers. But, you can use social to advertise to listeners who like or follow the podcast you’re advertising to ensure you’re getting in front of them enough times to inspire a purchase.
Unfortunately, podcasting by itself isn’t a great medium for viral sharing. It’s difficult to share podcasts, and you have to share the entire episode instead of the clip you like. To compensate, brands must rely on paid and organic social channels for virality and earned media associated with podcasting and podcast advertising. For example, ask people to tweet about your podcast or podcast ad, sharing it to social feeds.
If you’re producing your own podcast or testing co-produced branded podcasts, you can use paid and organic social to drive episode downloads and expand the reach of your content.
You can also use social engagements like comments and shares of podcast-related posts as a proxy metric to indicate the success of your podcast ads. Digging into these metrics will give you insight into who your listeners are and what they care about.
Where to go from here
To remain competitive in 2017, brands must find ways to evolve with the emerging audio and voice UI trend. Podcasting and podcast advertising is a great way to learn how to execute audio media for your marketing mix, but it requires careful strategy. To get podcast and podcast advertising to convert in today’s world, you need to combine your podcast strategy with paid and organic social and search marketing. Fine-tune your audio media strategy for positive results in 2017.