How do we keep the party going?

The basic answer is via several avenues for marketing that have been modified and enhanced over time. The quick response is sponsored promotion.

This article outlines the sponsored podcast marketing tactics we have currently tried or will soon try with client podcasts so that you may do the same.

Let’s get started with these 7 “soon to be” tested paid podcasting techniques that will surely make your program a success.

Google Ads

Perhaps the easiest tactic is this one.

You market to folks who are looking for terms associated with your program.

You generally won’t start off ranking for important keywords associated with your podcast until your domain has a lot of domain authority, but you may hasten the process by paying to be at the top of Google.

To achieve this, you must first make a list of the main search terms that viewers of your program (and, presumably, your product) will use.

The keywords for our podcast, Confessions of a B2B Marketer, are as follows:

• b2b marketing
• saas marketing
• b2b marketing strategies
• b2b saas marketing

The folks who are looking for these keywords and interested in your program will also be interested in your product or service if your podcast strategy has been well-designed. In this regard, you might consider sponsored Google Ads for your podcast as an introduction to your philosophy, your content, and eventually your good or service at the very top of the sales funnel.

Facebook Ads

We now go onto another sort of targeting: interests/demographics. While Facebook’s targeting is the finest of all the other tactics used here (maybe even better than Quora! ),

Instead of knowing the keywords your perfect listener or customer searches for, you need to know precisely who your ideal listener or consumer is to advertise successfully with this form of targeting.

We begin by targeting individuals who are interested in podcasts, and then we hone down on those individuals based on interests that are pertinent to the program… and their company!

Twitter Ads

Again, you may target people based on their interests, although the options are somewhat more limited than on Facebook.

So again:

• Who would be the ideal person to listen to your show?
• Would they also make a good customer for the product or service you offer?

And then after that, use Twitter’s targeting tactics to determine whether or not you can hook this kind of individual.

Quora Ads

Using Quora, you can choose which particular questions will have your advertisement shown opposite them!

Now, then, it is not necessary for us to have an understanding of the things that people look for or the interests that they have; all we need to do is be aware of the questions to which they could desire the answers. Fascinating.

Castro Ads

The following two forms of sponsored podcast advertising both concentrate on podcast directories in and of themselves…

A podcast directory is a database that contains podcasts, along with an application that can be used on a mobile device or a desktop computer and has a user interface that enables users to subscribe to podcasts and occasionally review episodes.

Through the use of native advertising inside their respective platforms, several of these directories will provide you with more visibility to their listeners:

Overcast Ads

Overcast is another another podcast directory that gives you the opportunity to offer advertisements to their users:

Overcast incurs varying costs in each of the following market sectors:

And is priced somewhat more than Castro, but also predicts the amount of new memberships you can anticipate to get as a result of the investment… thus the question from the previous strategies remains: do you believe you will receive a return on your investment?

Other Podcasts

Paying other podcasts to market your own podcast is another approach that I am aware may provide benefits but that I have not yet attempted. I am aware of its potential.

If you decide to engage in this kind of advertising… all you need to do is seek for listeners who have characteristics with both your audience and the audience of the program you want to promote. What is the most reliable method for determining this?

It is necessary for you to conduct a poll among your present listeners and inquire as to which other podcasts they subscribe to.

This should provide you with a target list of podcasts from which you may like to purchase advertisements in the future. After that, I would suggest contacting those podcasts directly to negotiate fees for placing audio advertisements inside their broadcast.