It's not all bad, but the fact remains that podcast marketing is uncharted territory for most. Growth hacks for your podcast can make all the difference between building an audience of fanatical followers or your only listeners. Papi Digital deciphers the most successful designs for growing your podcast.
This uncertainty is due to the lack of tools and methods that make other digital communication methods predictable. What Papi Digital has done is break down how podcasts achieve success and grade the key components of the process. Let's take a look at some of Papis "clients to better understand how we approach podcast marketing.
Here are the steps we took and what we discovered.
STEP 1: MARKET RESEARCH
Once you have identified a few good soundbites, you produce different styles of creative ones. Create assets that can be marketed on Facebook, Instagram and other channels.
Likes: Donnie Brasco (film), Goodfellas, Blow (film) or Casino (film)
And Must Also Match: Interests: Podcast
Detailed Targeting Expansion: Off
STEP 2: CHOOSING THE ASSETS
In this case we made five different versions of an episode. We took the top of the episode and made an advantage of it. We provided headspace for our creatives, but they had brand concerns that led them to ask for several different versions. The problem with advertising a podcast on Facebook is that it is an audio medium. Most people scroll down, and it turns out that sound is not an option for most people. Only 23% of Facebook users scroll down because they like sound (source puts the figure at 15%), so this is the wrong approach and a waste of money. Talking heads and videos are not the way to go.
STEP 4: MEASURING KPIs
Our primary metric was cost per listen.
This strategy has been tested and proven to work!
- The Simplecast Web player really works well on converting clicks into listeners.
- Creating unique assets is key
- Buying media on Facebook and Instagram pound for pound turns the lowest cost per listen
READY TO SCALE YOUR PODCAST MARKETING?
If you want phenomenal results like these, we’d love to work with you! Papi Digital can help you scale from thousands to hundreds of thousands of podcast listeners.
Reach out to us today.