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Podcast Marketing Essentials for Businesses & Bloggers

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Have you been looking for some simple pointers to help you podcast audience grow? Have you been looking for ways to monetize your podcast? Well, look no further, as this is WYSIWYG!

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Podcast Marketing Essentials for Businesses & Bloggers

  1. 1. ˙© 2018 . All Rights Reserved . QUEENSCAST LLC MARKETING ESSENTIALS EVERY PODCASTER SHOULD KNOW Brought to you buy – It’s one thing to create it — and quite another to market it
  2. 2. Remember when a podcast seemed impossible?
  3. 3. Now You’ve Got Episodes!
  4. 4. You’ve Got Your Gear!
  5. 5. You’ve Got Player Destinations!
  6. 6. You’ve Got Episodes To Preplan, Cut & Distribute!
  7. 7. • How do I optimize a podcast? • Additional reach for your brand? • Growing listeners and readership? • Should I be trying to monetize this? • Do listeners even know I have a blog? • How long do I do this to know it’s working? • Do people enjoy my content? • Downloads = Success? • What next!?! Where’s All This Benefit?
  8. 8. Now, let’s talk marketing!
  9. 9. Tell Everyone — EVERY TIME!
  10. 10. Get People Excited Before SHOWLEAD UP LEAD UP LEAD UP POST SHOW POST SHOW POST SHOW DAY DAY DAY DAY DAY DAY
  11. 11. • Have a time each week people can depend on • Have 101” programming to ease people in • Introduce each show • Whatever your content is — don’t talk OVER your audience • Pre-prep any guests of the show with questions & directives • If you plan to create advertorial space “in show” make sure that your advertiser/sponsor is a good fit for your content • Always be transparent People Trust Consistency
  12. 12. Visual Consistency
  13. 13. • Respect your listenership • Ask for what you want from your audience • Need more likes? • Come to an event? • Name a new product? • Review our latest “X, Y & Z!” • Create a sense of community – it’s OUR show • Never assume that your audience feels a given way • Let the show ask questions (for future content) You Are A Village
  14. 14. • Don’t SELL! Especially if you’re monetizing • Solving problems = creates loyalty • Actionable content • The “10/90” Don’t Sell
  15. 15. Marketing Tactics For Your Podcast
  16. 16. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA “The BIG 6” CONTENT
  17. 17. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA AFFILIATES Relationships Ambassadors Brand-jacking Certifications “The BIG 6”
  18. 18. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  19. 19. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email COMMUNITY Subscribers Forums Groups Boards Chat/Live “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  20. 20. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  21. 21. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  22. 22. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online (inbound) Traditional (outbound) • Print?TV/Radio Endorsements Programmatic Outreach PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  23. 23. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online (inbound) Traditional (outbound) • Print?TV/Radio Endorsements Programmatic Outreach PARTNERSHIPS Co-Branding White Labeling Partnerships Sponsorships PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  24. 24. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online (inbound) Traditional (outbound) • Print?TV/Radio Endorsements Programmatic Outreach CONTENT UGC Created Curated Streaming PodCasting Channel Content PARTNERSHIPS Co-Branding White Labeling Partnerships Sponsorships PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  25. 25. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online (inbound) Traditional (outbound) • Print?TV/Radio Endorsements Programmatic Outreach CONTENT UGC Created Curated Streaming PodCasting Channel Content INFLUENCER Celebrity Ambassador Recruiter Moderators Outreach PARTNERSHIPS Co-Branding White Labeling Partnerships Sponsorships PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  26. 26. PAID: Media Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online (inbound) Traditional (outbound) • Print?TV/Radio Endorsements Programmatic Outreach CONTENT UGC Created Curated Streaming PodCasting Channel Content INFLUENCER Celebrity Ambassador Recruiter Moderators Outreach PARTNERSHIPS Co-Branding White Labeling Partnerships Sponsorships INTELLIGENCE Testing Support Forecasting Prototyping Monitoring Optimization Analysis Crisis PROPERTIES Books/Blogs (eBooks) Websites/Connects Digital: Mobile/Tablet Digital: Applicational Physical Product Data & Lists Email CHANNELS Facebook Twitter YouTube etc. COMMUNITY Subscribers Forums Groups Boards Chat/Live TRUST KEYS Ranking Ratings Reviews Testimonials “Proof” Positive Celebrity “The BIG 6” AFFILIATES Relationships Ambassadors Brand-jacking Certifications
  27. 27. THE MONTRA
  28. 28. CONSTRUCT ONCE – USE MANY!
  29. 29. Internal External Test & Optimize, Test & Optimize, Test & Optimize, Test & Optim Content One Podcast Enters
  30. 30. Monetization Marketing For Your Podcast 💰
  31. 31. Monetization Media Types SUGGESTED SALES TYPES: Online Banner(s) Sectional Takeover Product Reviews Paid Placement In-Show Mention PreRecorded Spot Video Interstitial Email Advetorial article Calendar/LIVE Event Giveaway/Program … and more!
  32. 32. Online Banners [+] PRO • Pretty easy in implement • Most client understand them • You can use a network or control them yourself [-] CON • Not insanely effective • You can use a network or control them yourself
  33. 33. Sectional Takeover [+] PRO • Gives client ownership [-] CON • Need to show you have the numbers
  34. 34. Product Reviews [+] PRO • Feels authentic • Creates loyalty with another brand [-] CON • Bad products are bad for you
  35. 35. Paid Placement [+] PRO • Large ad placement for client [-] CON • Needs to be recognize the advertisement • Can feel like a bait-and-switch
  36. 36. In-Show Mentions [+] PRO • Feels authentic • Creates loyalty with another brand [-] CON • Not always inline with brand
  37. 37. PreRecorded Spots [+] PRO • Gives your show a bigger feel • A great way for clients to stay on brand [-] CON • Breaks up show • Makes you feel “salesy”
  38. 38. Video Interstitial [+] PRO • Typically good alignment with brand to content [-] CON • Can be intrusive to user
  39. 39. Email [+] PRO • Working relationships within your list, or your clients list can be VERY beneficial • People still check email everyday [-] CON • Poorly executed email can hurt as much as help
  40. 40. Advertorial Article [+] PRO • Gives clients a long-form approach • Feels more credible [-] CON • Needs to be recognize the advertisement
  41. 41. Calendar/Event [+] PRO • Fast traction for clients • Creates a sense of urgency • Advocate a series of promotions [-] CON • One and done
  42. 42. Giveaway/Prize Programming [+] PRO • Good alignment with client • Piggyback your content with promos • Work to share contacts [-] CON • Bad client brands can spoil your clean list
  43. 43. • What are your Metrics? • Traffic • Demographics • New vs. repeat visitation • Dwell time • What kind of pricing models? • CPA (Cost Per Action/Acquisition/Lead/Purchase) • CPC (Cost per Click) • CPM (Cost Per Thousand Impressions) • Flat Rate • Multiple Models What do I charge?
  44. 44. Develop A Rate Sheet AD PRODUCT COST AVAILABILITY SIZE Billboard sponsor: banner $400/month 4 per month 728x90 Column ad 1 $400/month 6 per month 300x250 Pre-roll: “Brought to you by” $800/month 2 mentions / show 00:60 + Sec Random: “in-show” spot $400/month 1 mention / show 00:30 + Sec Mid-roll: (client submitted) audio ad $600/month 1 slot / show 00:60 + Sec End-roll: (client submitted) audio ad $300/month 1 slot / show 00:30 + Sec Column ad 2 $350/month 6 per month 300x200 Column ad 3 $300/month 6 per month 300x150 Top Ten post presenter $150/week or $500/month 1 per week Custom Sponsored “Native” Post $400 - 600 contact for quote 1 per day Article $150/post 1 per day Article Footer sponsor: banner Sponsored calendar event Article ad: banner $500/month 4 per month 300x150 $300/month 4 per month 728x90 $50/post 1 per day 1200x900Social media post from QC Email: banner $50/post 4 per month 300x250
  45. 45. ˙© 2018 . All Rights Reserved . QUEENSCAST LLC Q/A
  46. 46. QueensCast is: 
 Justina Pratt Justice Mitchell ˙© 2018 . All Rights Reserved . QUEENSCAST LLC

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