Why You Need to Sponsor an Indie Podcast
Whether you’re a solo entrepreneur or the CMO of a large company, finding the right customers at the best price is a top priority (and there’s no shortage of options for spending your marketing budget). The traditional approach of advertising to “cold” customers is expensive and can easily become a waste of time and money, and the “glorious” days of free advertising through social media are arguably over. It’s time for a fresh approach to reaching new audiences: collaborating with professionals who already have the large networks that you want to tap into.
Podcasts are already connected to your target customer. It’s time for you to plug in.
Today’s consumers have shown that they want relevant, high-quality content. Indie podcasts are produced by subject matter experts within well-defined industries and market niches. These podcasts deliver material that is so hyper-focused on the needs of their followers that they quickly build an audience of engaged and dedicated listeners. They’re also experiencing steady growth (as of 2016, a third of all Americans over the age of 12 have listened to a podcast) and are poised to become a leading source of information for consumers.
At Zebralove Web Solutions we’ve started sponsoring a podcast this year! The podcast we sponsor is Women Taking the Lead, which is a podcast about women in leadership. For us, women entrepreneurs and aspiring women entrepreneurs tend to be a good source of business for us so it made a lot of sense. This is also a podcast that I listen to a lot and love, so sponsoring feels good on several levels!
Time is at a premium for today’s buyers: people are ignoring ads, hiding sponsored posts, DVRing through commercials, and connecting their phones to their cars to stream music. With consumers bombarded by so much information on a daily basis, it’s difficult to cut through the noise to reach your target audience. Podcasts, by their nature, reach people who are looking for information and not just passively watching or listening. When you sponsor a podcast, you get solid exposure on a host of Internet and social media platforms that are actively used by the exact people you want to attract.
Podcast listeners are more likely to purchase your products and services.
Podcast subscribers are not casual consumers. Because of their connection to the show host, their loyalty to the program, and their trust of the content delivered, nearly 65% of podcast fans are more willing to purchase a product they learn about during an episode.
They are devoted fans who are “very receptive to the right message, delivered in the right environment”. Podcast sponsorship allows you to go beyond your regional marketing methods to forge emotional and relatable connections.
Sponsoring a podcast is affordable for small businesses.
Traditional advertising methods are more expensive, have a broader reach, and their effectiveness is difficult for entrepreneurs to measure. With podcast sponsorship, you can reach customers through episode mentions, a spotlight on the show’s website, and social media features on Facebook, Twitter, LinkedIn, and Instagram. Most podcasts offer tiered levels of sponsorship so you can choose the plan that best fits into your budget. Equally as important, you’re not going to compete for air space with a direct competitor because most podcasts have a limited number of sponsorship opportunities.
The Internet and social media have been a game changer when it comes to getting like-minded people together. Now it’s time to change your marketing approach to find ways to make direct connections with your target audience. Sponsoring a podcast that aligns with your business is a cost effective tool to reach the people who want to hear from you are are willing to become your best customers.