Two Tips to Increase Your Podcast ROI
Podcast publishing is picking up with the growth of mobile devices and the rise of Internet users in different age groups. By publishing attention-grabbing and useful podcasts, you can build a following that can result into sales boost.
Marketing Land contributor Rodric Bradford has shared two useful ways to improve your podcast ROI.
He says, “The new at-home lifestyle brought about by the onset of COVID has driven a significant increase in the numbers of listeners and the numbers of programs in the podcasting and audio-streaming space, and where the channel was a secondary or tertiary option for most marketers, having a podcast strategy is now part of many marketing plans for 2021.
“Podcasting is still a vast, open space that brands are smart to jump into,” said Lindsay Tjepkema, CEO of Casted, a podcast-centered marketing platform. “When you consider there are about 1 million podcasts, but more than 600 million blogs, you can see how much opportunity still exists for brands to own their own space,” she continued. “And listenership continues to rise dramatically, even in the midst of a pandemic, as people are actively seeking connection. Podcasts that offer that ability to connect an audience with a brand like not other form of content can and, in doing so, build trust and loyalty.”
Research has shown that brands that advertise their products and services or business podcasts enjoy an increase on purchase intent, and major platforms are seeing significant increases”.
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