Podcast Analytics

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Building A Successful Podcast Starts With Data Collection

Building a successful podcast is not the easiest feat. There’s a lot of work that goes into it, and any advantage you can find is helpful. One edge that you can give yourself when building a podcast is utilizing podcast analytics. By collecting useful and actionable data, you can make your podcast better for you and your listeners.

Good Engagement Metrics to Use

So when you start delving into podcast analytics, you might be wondering where to start. There are plenty of useful metrics to look at. Here are just a few examples of engagement metrics that are handy to have:

Total downloads

Downloads on a monthly, weekly and daily basis

Subscribers

Listeners

Reviews

Unique users and downloads

How long people listen and when they stop listening

There are plenty of podcast analytics that you can get from the hosting platforms themselves, but more in most cases, it’s a good idea to start using third-party tracking software. Third-party podcast analytics software can help you get more detailed metrics and start using them to your advantage.

Choosing the Right Podcast Analytics Tool

Choosing the right analytics tool is up to you, but it’s a good idea to find one that will give you tons of unique metrics that can give you the competitive edge you’re looking for. Finding out how many people actually listen after a download, for instance, would be a highly useful metric. It lets you see how many people are engaging with your podcast. Also, when you’re only looking at the metrics on individual hosting platforms, you have to switch between them and look at all your data that way. If you have a third-party analytics tool, you’ll be able to look at all of your different metrics in one place. This makes monitoring, reporting and utilizing the data much easier.

With the right data, you can truly make your podcast something special. You’ll be able to see what your listeners like and better cater to their interests. You’ll also be able to better serve advertisers and make the relationship more fruitful for them.

Read a similar article about the best podcast analytics tool here at this page.

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What Is the Best Way to Advertise on a Podcast?

Advertising on podcasts is a great way to market a product and create brand recognition. With precise podcast campaign management, a business can create a show perfectly tailored to their target market. Or businesses can advertise with existing podcasts that have already cultivated an audience within the target market. There is no doubt that one of the thousands of podcasts already targets the perfect market. Here are some tips on how to go about a productive podcast advertising campaign.

Find the Perfect Podcast

There is nothing wrong with sponsoring a podcast that already taps into the perfect market, but it is important to verify the legitimacy of the podcast. Does the podcast regularly have guests with name recognition? Has the podcast brought positive outcomes for past advertisers? Is the audience profile exactly what the business needs? The perfect podcast will answer yes to each of these questions.

Develop a Podcast

This comes with substantial risks but potentially high rewards. There is no guarantee that a podcast will become popular or will perfectly reach the target audience. But in a best-case scenario, this strategy allows for more direct control and extremely positive results. Controlling podcast campaign management from the ground level will make it easier to seamlessly integrate a uniform advertising message. Guests and stories can be chosen to perfectly supplement and enhance the company or product image. The podcast, however, will need to have a life outside of the advertising message to keep listeners coming back.

Unobtrusive Podcast Campaign Management

It is important that all advertising is seamlessly integrated into a podcast. Listeners have largely turned away from radio to avoid commercials, and effective podcast campaign management will often look more like sponsorship. A brand name spoken from the mouth of the podcast host goes a lot further with audience members than a commercial that interrupts the host. When an advertisement is seen as a commercial or a stoppage in the content, this can create an antagonistic relationship with the listener. When a company sponsors the production of a podcast, however, they show listeners that they value the podcast. This develops a positive relationship with viewers, allowing the audience to associate positive feelings of the podcast with feelings toward the sponsoring company.

Read a similar article about audio advertising here at this page.

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How to Advertise on a Podcast

As podcasts become more prominent in the public eye, brands are utilizing their reach in marketing efforts. Picking the right podcast to advertise on can lead to a huge influx of new customers that haven’t heard of your product before. In this blog, we’ll talk about podcast advertising, the benefits, and the potential downsides.

What is Podcast Advertising?

Podcast advertising is when a brand pays a podcast to advertise on their platform. Simple from a conceptual standpoint, but there are plenty of ways you can take advantage of this marketing tactic.

Commonly, podcast advertisements will consist of host-read ads, where the host mentions your podcast at some point during their stream. Dynamically inserted ads are also a good type of product advertisement. These ads are pre-recorded, like a radio commercial, and are played at the beginning, end, or middle of a podcast.

Once you decide on the type of advertisement you want to use, you’ll pay the podcast through a CPA or CPM pricing model. CPA is where the podcast gets paid for everytime someone buys something from your website and CPM is where you pay a set amount for every one thousand times your ad is streamed or downloaded on their podcast.

What are the Pros and Cons?

Now let's take a look at some of the benefits and drawbacks.

The biggest benefit of podcast advertising is the ability to reach a huge audience. Millions of people listen to podcasts every day, so your brand awareness can explode from just one episode of advertising on a podcast.

At the same time, this can be a little bit of a drawback. The majority of podcast advertising will be top of the sales funnel awareness, which means you might not necessarily be bringing in a ton of direct conversions. However, this all depends on the podcast you’re advertising to, if your product appeals to the audience, and a variety of other factors.

You also need to consider timing. If you’re choosing to offer a sale in a podcast, keep in mind people often listen to older episodes so they may hear an ad that is out of date.

All in all, the benefits of podcast advertising can far outweigh the drawbacks, so it’s definitely worth looking into for brands looking to expand their marketing strategy. Visit this website if you need to advertise on a podcast.