Seth Greene

How PR Professionals Can Market via Branded Podcasts

By: Seth Greene | October 31, 2017 | 
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branded podcastsDid you know you can use branded podcasts to score an easy win for your clients?

Let’s face it, being communications professionals can be challenging.

You wear many different hats.

And, you are often caught in the middle between clients, bosses, journalists, and media outlets.

Everyone wants something done yesterday, and they want it done perfectly the first time.

Your client wants more exposure for their business, your boss wants more revenue for the company, and media outlets are always looking for the next big thing.

What if there were a way to score an easy win for your clients, which resulted in everyone getting what they wanted?

Branded podcasts are that easy win.

There are more than 60,000 active podcasts right now, and that number is growing by leaps and bounds every day.

Why are active listeners projected to triple over the next three years?

Two reasons:

  1. Apple Car Play is a native app in all new cars.
  2. The global proliferation of smartphones.

So how does this help communications professionals?

The beauty of branded podcasts is you can hyper-target them.

If you have a client who wants to get in front of hundreds of thousands of successful business owners, then the SharkPrenuer podcast, hosted by Kevin Harrington of Shark Tank, would be a great place to book an interview.

At 60,000 and growing, there are sure to be quite a few podcasts that are just right for your client.

A little-known secret is it’s easier to book your client on a top-rated podcast than it is to book them on a top-rated network television show.

Branded podcasts also provide SEO benefits for your clients.

For instance, iTunes is a Page Rank One website, and every episode usually links back to both the show’s website and the guest’s website.

Book your client on a handful of shows with links back to their website for the right keywords and watch what happens.

Google “Kevin Harrington Sharkprenuer” and you’ll find the show listed in all 10 listings on the first page.

This tactic can even help you rank in the app store.

Search iTunes for “direct response marketing” and Kevin shows up front and center.

More You Can Get from Appearances on Branded Podcasts

Podcast advertising of course!

According to Statista.com, radio advertising totaled around $17 billion in 2016.

Podcast advertising is just a fraction of that at nearly three hundred million (according to insideradio.com).

And why is this good news?

Even if your radio advertising budget is just a drop in the bucket, advertising on targeted podcasts is a whole lot cheaper than advertising on the radio.

Plus, there are more hyper-targeted niche specific podcasts than there are radio shows.

How Do You Advertise on Branded Podcasts?

You can use a traditional 30-second (or longer) radio spot format.

Place them before the show (pre-roll), during the show (mid-roll), or at the end of the show.

You may also provide your ad files, or have the host read your script.

There are a few ways to place podcast advertising:

  1. You can do the research for your client, and then contact those show hosts directly, or
  2. You can join a podcast advertising network that automates the process (usually for a fee) and connects you with the right shows.
  3. There are also plenty of podcast advertising agencies that will gladly make your life easier as well.

Some of the most well-known podcast networks and advertising agencies are:

  • Midroll.com has a network of 200 shows with 75 million downloads.
  • Advertisecast.com has more than 1,000 podcasts on their network with categories from business, to comedy, politics, religion, and more.
  • AuthenticShows.com is a reputable podcast advertising agency with an incredible stable of clients, such as ABC, AARP, Ford, and Dell.

Many brands are experimenting with custom podcasts created for them.

This way, they control the entire process from start to finish.

A bonus to having your own show is that you own the media and can advertise to your following, as much as you want, for free.

Leading the forefront of creating branded podcast content is MarketDominationLLC.com.

This company does all the work for you.

They book interviews and produce and market the show on iTunes and YouTube.

This combination of audio, video, and the book is the trifecta of getting the client maximum bang for their PR and marketing dollars.

So, with an easier job of getting booked, and the benefits of targeted exposure and SEO benefits for podcasts, what’s not to love?

How has being on or listening to a podcast helped you market your client?

Please share your thoughts in the comments below.

About Seth Greene


Seth Greene is a Nationally Recognized Direct Response Marketing Expert and the author of five best-selling marketing books. His latest, Market Domination for Podcasting hit Barnes & Noble this year. As the founder of Market Domination, one of the fastest growing direct response marketing firms in the country, he is the only person in history that Dan Kennedy has nominated for marketer of the year three years in a row. Seth has been featured on real media like CBS MoneyWatch, CBS news, Inc magazine, The LA Times, The Boston Globe, The Miami Herald, and the #1 morning radio show in New York City.

  • I also heard a stat from Libsyn that female podcasters are outweighed by male by 4,000 to one. FOUR THOUSAND to one. So the time is ripe for women to get into the game, too.

  • Shagalle

    Do you have guidance on how a small business can pitch to be a guest on a podcast, instead of hosting your own or advertising on one?

    • Seth Greene

      You bet. What value or expertise can the small business bring to the show? what type of following do they have? how will they help promote it?

  • This is great, and I love the midroll network. They have a ton of great content, and have some great stats to support advertising on their (or any other) podcast network.

    • Seth Greene

      Thanks!

  • Great post, Seth! Thank you for sharing it with us.

    What advice do you have for launching your own podcast? Are there some must-know things before starting?

    • Seth Greene

      is this a pr podcast or for a client?

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