So What? Marketing Analytics and Insights Live
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In this week’s episode of So What? we focus on podcast advertising best practices. We walk through what they are what not to do when looking for a sponsor or looking to sponsor a podcast. Catch the replay here:
In this episode you’ll learn:
- the biggest mistakes advertisers make
- the common mistakes podcast hosts make
- insider tips from industry expert John Wall of Marketing over Coffee
Upcoming Episodes:
- Gephi walkthrough – TBD
- Channel benchmarking – TBD
- Auditing your tag manager – TBD
Have a question or topic you’d like to see us cover? Reach out here: https://www.trustinsights.ai/insights/so-what-the-marketing-analytics-and-insights-show/
AI-Generated Transcript:
Katie Robbert 0:28
Hey everyone, Happy Thursday. Welcome to so what the marketing analytics and insights live show. I’m Katie. I’m joined by john. Chris is actually doing a LinkedIn live session today. So john and i today are talking about podcast advertising and some of the best practices. So one of the reasons why we feel very comfortable talking about this is because Chris and john host marketing over coffee, the What do we say the longest running marketing podcast in the history of the world? Is that
John Wall 1:02
the most ancient podcast in all of the realms?
Katie Robbert 1:06
How does it make you feel when like, when people talk about it that way? Like, is that a weird, like, thing to wrap your head around like that you and you and Chris have been podcasting every single week for the past 13 years?
John Wall 1:19
Yeah, it is definitely weird, because it’s just so old, especially in marketing, because we’re always joking about the pioneers. You know, you’d be talking about planners? Well, the pioneers are the ones that you find on the side of the trail with the arrows in their back, you know, that’s what a pioneer doing. And yet, for some reason, we’ve just continued to do it. You know, all the way through, we have lasted the chasm, you know, normally the early adopters do their thing. And that’s what happened. It was so hot, around 2008, or whatever. And it took another five years before the rest of the world was kind of like, Oh, that’s what the nerds are talking about. And so yeah, it’s been one long, crazy road, but we still love doing it. So I can’t beat that.
Katie Robbert 1:59
How does it make you feel like every time you sort of see the resurgence, where people like podcasting, it’s the new big thing you’re like, really? Yeah,
John Wall 2:08
no, it just happens. And I just get excited about because every time it happens, like the huge one was when cereal broke on the scene, that must be getting around five or six years ago now even I think, but like that true crime thing got on and and that was just nuts that brought literally millions of people. And I mean, up to that point was like a cool tech podcast, would do like half a million downloads in a month. And then serial came along and did like, I think, like the second season, they did like 2 million the first week or something, you know, it just completely changed the landscape. And so many people fell in love with it that Yeah, our numbers, you know, have kind of been on this organic uprise the whole time. And yeah, we just keep doing what we’re doing. We don’t have to do any extra work, the rest of the world is just starting to show up.
Katie Robbert 2:54
So today, we want to talk about podcast advertising. So the couple of things that we want to talk about specifically, are the the biggest mistakes that advertisers make, and also the most common mistakes that podcast host can make. So where do you want to start? JOHN, you want to start with the advertisers? Or the hosts? Yeah, well,
John Wall 3:13
we definitely start with the advertisers. And even we can take a little step back on that too. Because before that, even is the question of like, should you be advertising on a podcast? You know, is that what you want to do? Because a lot of companies will come out of the gate and say, Well, why don’t we make our own podcast like we can do this? And, you know, over the years, what we’ve seen is, that’s just such a mistake, right? For the majority of companies, podcasting is not relevant to what they’re doing. And, you know, just because you can do it for free. It’s just like a website or a blog, you’re like, yeah, we can do this for free? Well, no, you can make a bad one for free. But to make a great one, you need to put some money and resources and time behind it. And so, so that first choice, you know, why would you build your own, when, you know, after you build your own, you’re going to have to push it to your own audience, you know, you’re going to send it to the house list, that’s going to be a first drop. Whereas if you sponsor a podcast, you immediately get access to a whole new group of people, you know, a whole new universe of contacts. And then the other one is just as far as internally is where you’re putting the resources. Because, you know, before you start up that podcast, take a look. And well is our blog doing as well as it could be doing, because you could put the same effort towards your blog. And Google in the tech has come a long way. Now, when I would say this five years ago, you’d be an idiot to podcast before your blog was optimized, because Google just did so much more with a text block, you know, it could read, scan and index all that content. And you could get SEO lift, whereas Google would just see an audio file sitting there and wouldn’t even know what to do with it. And then even video to with all the Google juice and the strength of YouTube is its own platform doing video would really come ahead of doing just pure audio on its own. So, you know, between Are you getting the most out of your other channels before you start running down this path. It’s Just advertising makes more sense. Now, the one exception to that those, of course, if your company is doing something audio related. So the best example that I have is sure the microphone company sh, er II, you know, they’ll do podcasts and put out content of people using their microphones and their audio gear. And that’s just a home run, you know, because I see, you know, Dan and Shay recording just in some weird hall with a mic that they plug into their iPhone, and it sounds fantastic. I’m gonna run out and buy the thing to play with it. So yeah, and that’s a kind of a good place to start is first, like, what do you want to accomplish? And are you better off, you know, just throwing some money towards ads or trying to build your own thing? But that’s kind of a form running on too long and too wide? Does that all make sense there?
Katie Robbert 5:50
No, it does make sense. Because, you know, as you know, we’ve been sort of half heartedly joking over previous episodes, like, oh, podcasting is back. But you and Chris have been doing it forever. You know, especially with the pandemic, I feel like, it was a great time to start a podcast, it was a great time to start, you know, a video live stream, whatever the thing was, but not everyone has something to say not everyone has something useful to say. And so in your example, you know, when companies are trying to figure out, you know, should I advertise? Or should I start my own? The first question you have to ask is, what do I have to say, What do I have to offer to the audience? And am I better off just, you know, slapping my name on someone else’s podcast? And I think, you know, you can apply that thinking to events as well, do I need to have a booth at the event? Or do I want to just sponsor a booth at an event or something along those lines?
John Wall 6:42
Yeah, that’s a great point is it’s the same deal with events, it’s like, you don’t need to, you just have to have a presence there. And it’s okay, if you ride along on somebody else’s infrastructure, you don’t have to build the infrastructure yourself.
Katie Robbert 6:56
Do you think it’s a better idea, even if you’re thinking about starting a podcast To start off, like for your company, not for your personal but if you have a company and you’re thinking about starting a podcast? Should you test the waters with advertising to see if you even really have an audience who’s interested in your company? Like, what is? What’s the best way to go about thinking through? Like, should I start my own? Or should I just sponsor other people’s? Yeah,
John Wall 7:20
I think it’s really more about that, do you have something unique to say that makes it attractive? Well, there’s a couple different ways to go. Because one thing that we don’t see enough of which I think is huge, is the idea of internal podcast, or super focused audience podcast. I mean, you could even do an accompany internal Podcast, where you’re talking about just where we’re going, and what’s going on this week. And people can listen to that in off hours, or, you know, while they’re exercising or whatever. So it’s a great way to get stuff out there that people can use. But, you know, testing the waters is always kind of a challenge. The one thing with testing the waters, is there’s confirmation bias, right? Because odds are, you’re going to make some kind of limited podcast, you’re probably not going to promote it well. So it’s just gonna go to your existing audience and the folks that already love podcasting. So they actually will probably tell you that you, you know, they do like it unless it’s terrible. So it’s not really testing where to go. One, you know, another thing you could do is you could even run ads and say, Hey, you know, sign up for our podcast when it’s released, you know, because just so you can get an idea of if people are willing to click through on something, because, yeah, you know, decide on what you’re going to do. If you’re going into it, thinking that you’re going to make a podcast, and people who have never heard of your company are going to be all excited about it, that’s a pretty tough sell, you better have some kind of, you know, in that situation, remember that you’re going to compete against National Public Radio, like your stuff better be either amazing, or some kind of content that nobody can get anywhere else, which is, you know, you look at any TV show, right? If some TV show puts out a podcast about their show, and they have the inside view, like nobody else can do that. So that is some place you’d like to go. If you’re in a space where you have five competitors that also sell similar products, you know, doing a podcast about, you know, mortgage opportunities, not too many people are gonna reach out and want to hear that on the weekend. That’s not gonna happen.
Katie Robbert 9:15
I certainly don’t want to listen to that. But to your point, you know, the office did that this past year. And so if you’re a fan of the office, the US version and not the UK version, some of the former actors on the US version started that Insider, look into the office. So I mean, that’s a really good point, like unless you have that unique point of view, or you’re planning on just having like guests after guests after guests and subject matter expert, then you really need to consider what is the goal of having the podcast. So let’s say you’ve decided, Okay, maybe I don’t need to have a podcast right now. But I want to go ahead and sponsor a podcast or advertise a podcast, and we’ll play out the other scenario of like, you Have a podcast? How do you get advertisers? Because I know, that’s a big question. But let’s say you want to go ahead and sponsor a podcast. Where do you start? Like, you just reach out to someone and say, Hey, I have some money? Do you want to take it?
John Wall 10:11
Yeah, yeah, that’s a great question. Because there’s really two camps of podcast advertisers that are out there. At one end of the spectrum, are these large companies that are already doing advertising and other channels. And in fact, when we see them most often, they already have an agency. And they’re like, okay, we’re doing some TV and radio, we’d like to add podcast to the mix. And so, you know, you’re usually dealing with an agency who already has a stable of podcasts that they like, they kind of are looking for certain numbers. And that’s, like, the classic TV advertising, you know, model and that those people are looking for tonnage, you know, they want to pay like 20 to 40 bucks, 1000. And so your podcasts better show up with, you know, 100,000 listeners, if you really want to be able to live off that kind of money, even at 100,000, it’s not even clear, if you’re gonna live like you’d be better off shooting for the millions. And then at the other end of the spectrum, which is the more interesting thing, as far as I’m concerned, is the partnership venue, where, yeah, podcasts may only be 500 people, or even 100 people. But those are totally the people that you, you know, are magic prospects for you. Like if there’s a podcast about Lear jets, you know, privately owned Lear jets, if that podcast only has 30. listeners, if you’re a Learjet company, you know, if you’re selling private jets, you will pay a ton of money just to get to those 30 people. And that was kind of so with marketing over coffee, when we started, even when we had, you know, only three or 4000 listeners, we had Hubspot was a great partner with us. And they were excited to do business with us, because they knew that the lifetime value of their customers was, you know, over 1500 bucks. And so they’re more than willing to pay, you know, 700 800 1000 bucks for a lead. So even though again, even with only three or $4,000, three or 4000 listeners, you know, you can still get four or $5,000 sponsorship for 10 shows, because those people are buying leads and buying into that highly qualified community. And so it’s a very different two different things, you know, really at the one and it’s kind of like, yeah, we’re selling to a super niche group, and we’re only talking about products that we already trust and know are reputable and good. And we’re making a personal endorsement to our small group of fans. And at the other end is just, you know, you’re selling beer cigarettes, you know, whatever to, you know, the masses, and you just want to get that pure tonnage. So it’s Yeah, it’s two totally different things. And so, as an advertiser, you need to think about that, you know, what are you doing? Are you are you looking to find that small, rabid, passionate fan base? Or are you just trying to get out in front of most of the world as fast as you can?
Katie Robbert 12:54
I think that’s a really good point. And that was a question that I was going to ask you was, you know, as a podcast as the person running the podcast, do you feel like you have to have a certain number of listeners or certain number of downloads per episode in order to attract advertisers? Or does it really, you know, depend on who your audience is, and the kind of advertiser you’re looking for? And it sounds like the answer is, it really depends. So if, you know, for example, we have 200 downloads an episode for the Trust Insights podcast, you know, that might be okay. If it’s 200, of the exact right, b2b marketers that someone like Hubspot, for example, would want to advertise to
John Wall 13:35
Yeah, exactly. You know, an example of that is, for a long time I did the StackAdapt. Not the stack of stack and flow podcast was John’s as my sir. It was like, Yeah, okay, so maybe there’s 400 500 listeners. But these are people that have 20, to 30, SaaS, you know, products in their marketing tech stack is a very laser focus group of people that spend a lot of money on software tools. So it’s an attractive niche. Yeah, and so what you’ll find is, if you’re in that, you know, niche thing, it’s pretty easy to introduce yourself to the major players, you’ll know who should be sponsoring you. And odds are, they’re, they’re going to be watching you and knowing you. And it’s going to be pretty easy to get that introduction. At the other end, it’s pretty much tonnage, like if you don’t have more than, you know, 10,000 15,000 downloads, there comes a point where it’s not worth the agency’s time to deal with you, you know, it’s too much overhead for them to give you the creative, make sure you’re running it on the weeks, you’re gonna run it, verify that it’s good, all that stuff. And if it’s only 10,000, you know, listeners, you’re gonna deliver, they’re just better off going to, you know, Joe Rogan, where they can buy them at a million at a time, you know, millions at a time and, you know, for the same work, get 100 X, just raw tonnage through.
Katie Robbert 14:53
So let me ask you this question because I think and I think we need to step back a little bit. So You started marketing over coffee before social media was really sort of like the big thing. So like you couldn’t necessarily organically post on, you know, to your Facebook followers or your Twitter followers. And you know, maybe I have my timelines wrong. But you can say, Hey, Chris and I, who are well known in the industry suddenly have a podcast. You know, come listen to it, how does someone advertise their podcast, even to start before they can even attract sponsors? Let’s talk a little bit about organic advertising to get people to even know that you have a podcast.
John Wall 15:34
You know, y’all that’s and that’s a really tough question. There’s not you know, most of the getting your podcast to grow stuff is still kind of in this sort of shifty, organic thing of you know, you can go by to get 500 downloads and try and trick Apple, the Apple Store to list you on there No, notable and upcoming, and a lot of that is hand curated to so there’s, there’s no easy recipe to just kind of explode out the door. Well, the easy recipe would be already have 50,000 followers, and tell them about your new podcast when it drops. But if you’re building it from the ground up, yeah, it’s very difficult because you know, there’s, you can try some paid ads, you know, you can advertise remarketing podcast on Google or something like that to try and get some action. But, you know, discovery for podcast is very difficult, a lot of it is organic stuff gets recommended. And that’s, you know, we do have kind of a flywheel going and that we’ve been around long enough. And it’s not even, like, I can’t break through on organic for marketing podcasts. Because there’s, like 10, or 20. These are the top 20 marketing podcast posts that dominate the organic results. So now, it’s just the fact that we’ve been around long enough to make it on a bunch of those lists. We do get the, you know, the benefit of that. But yeah, I don’t have any, you know, if I had easy an easy map to get a million listeners, we’d already be there. So there’s a, we’ve relied almost exclusively on organic to get in and get in there, because there’s really no other way to do it.
Katie Robbert 17:08
When you and Chris started the podcast, how did you start to build that listener base?
John Wall 17:15
Yeah, you know, at that time, there were so few marketing podcasts that it was really the organic spread was enough, you know, we we had the website, and we would talk about unique topics, you know, that’s always doing good SEO on the shows, as far as making sure all the relevant topics and vendors tagging relevant vendors is another way to get things going. And then the email newsletter is kind of one of the secrets to success for the show. It doesn’t bring in new listeners, but it does lock in the existing listeners. And that actually drives a lot of value for the advertisers. You know, the quarterly advertisers realize that, yeah, you’re getting all the shows, but the big one is getting in the monthly newsletter that goes along with the show, because that’s where we actually push the links where it’s right in front of somebody, you know, we can talk about a link on the show. But really, there’s no reason for somebody to go to the show notes page, if they’ve just downloaded the podcast to their mobile device and are listening. So by getting permission to then email them every month, where we can push the links, that’s where, you know, the email comes in. They’re like, Oh, yeah, we’ve been talking about this, you know, let me go see what up Fluence has going on. And they can click through and so yeah, a lot of our partners realized that they get predictable clicks, from having that monthly newsletter go out.
Katie Robbert 18:27
So now that you guys, you know, and I think marketing over coffee is a great, you know, example, to sort of pick apart in terms of all the different, you know, phases of digital marketing that we’ve been through. Now that you guys have been around for so long and are so well established, you know, what are your tactics these days for attracting advertisers? Like do you have a big old, you know, sponsor me now button on your, on your website? Are you constantly, like reminding all of your Twitter followers, you know, like, Hey, you can sponsor us like, so give us some money? Like, how, how does marketing over coffee? go about finding sponsors these days?
John Wall 19:05
Yeah, there’s not a ton of outbound. You know, I mean, unfortunately, it’s kind of like a chicken and egg thing. It’s like, if you have to go and tell a sponsor, that your podcast is a big deal, you’re probably not a big deal. So, you know, that’s kind of a challenge is, you know, when people are looking, they’re going to come up with a list of the shows that they think are relevant and where they want to be. So and we’re actually trying a little bit of that right now. Because we’ve had, there’s been, you know, there’s been such a surge in podcasting that we have like the In-Ear Insights podcast. And, you know, Nick Westergaard’s on brand, these are very similar cast that we like, and trying to say to people, Well, look, if marketing over coffee is too much for your budget, you know, consider these other casts that have very relevant audiences and might be a fit for you. So that’s one that’s really the only kind of outbound thing that we’ve been trying is to continue to upsell and broaden the catalog, but yeah, Really, the thing that’s always worked for us is the, you know, the tight fit. I mean, we talked about SEO tools virtually every week. So it’s just a no brainer that h refs would, you know, talk to us because our communities just overlap so much. And same deal with email service providers, and it’s a little bit different for us, because we do talk about that we’re going to talk about those tools every week anyway. So if there’s a sponsor there that we can, you know, feature that really fits well with the content and does provide value to the listener? You know, it’s not like, Oh, hey, we just talked for 20 minutes about search, by the way, have you tried Prince spaghetti sauce, you know, that just doesn’t. That’s kind of jarring, and doesn’t really provide a ton of value? I mean, yeah, there might be a small group of people that know, it’s Wednesday, and they need some print spaghetti. But that’s, I think that’s a metro Boston thing, mostly. But, but it’s true. It’s just just true. You know, it’s the fact that it’s relevant. And we see this too, and that the sponsors always want us to do a read, you know, it’s not like we pause and we run 60 seconds of some voiceover talking about, you know, buy it today. It’s, in fact, that’s part of the marketing over coffee thing, we always try and work it really tight into the content to be like, Oh, well, you know, since we’re talking about Kardashians, have you looked it up Fluence to find influencers in your audience? By making those transitions you, we bring the listener along with us? Because Yeah, it’s just a funny thing. And that we, we really start answering to two masters, you know, we need the content always needs to be relevant. We always talk about educated and entertained, that’s the goal. So we want to keep the audience educated and entertained. But at the same time we do once you take on a sponsor, you’re agreeing to help grow their business, that’s really what it is. It’s not, you’re not just selling a 62nd spot. You are, you know, a marketing program, and you’re going to try and help them get some more money on the table.
Katie Robbert 21:56
So what are some of the biggest mistakes that advertisers make when they’re trying to sponsor a podcast? Or when they’re looking? You know, so just walk me through, like some of the do’s and don’ts?
John Wall 22:09
Yeah, yeah, that’s a good question. Because there’s some mistakes that people make when they show up when they first come in. And the biggest one is not understanding the nature of how podcasting works, and that it’s a time shifted medium. And so a lot of digital marketers will show up, and they’re expecting the same thing with their Facebook and Google ads. They’re like, okay, the ad drop today, how many clicks did we get, and, you know, they’re expecting to get all the action within three days, because pretty much, you know, email, ad channels, so many digital channels. After that third day, I mean, the half life is like, four hours after the drop, right? It’s like, the fifth day, you’re not expecting to get anything at all on that thing, you’re considering it dead, you’re moving on. Whereas with a podcast, you know, one episode, it can take six weeks for the downloads to peak. So even though it goes out today, there’s still people who, you know, once a month sink, their I, their iPhone up to grab their podcasts. And there’s people that bench, you know, they sit down, and then they’ll listen to three or four episodes in a row? Well, you have to keep in mind that, you know, the oldest one in there then is three weeks. So you know, you’re getting action, we typically see that with a sponsorship, that it’s around six or seven weeks, where stuff starts to finally peak, and that they’re getting the clicks. Because, yeah, people finally do that. Listen, and, and I’ve constantly subscribed to that idea that, you know, you can’t just sponsor one show and think that you’re going to get any action, you know, people need to hear it like five or six times. And then they start to have some recall and think about, you know, how that that thing fits. So, and that’s just like a general goal to Yeah, I wouldn’t throw your whole budget. It’s not like a Superbowl ad, you know, you don’t throw everything on advertising on one podcast, or half a million dollars, you’d be far better off finding five podcasts where the audience are a dead match, and sponsor them for a year. Because you just stay in front, because a lot of these things to the listener can, you know, it doesn’t matter how awesome your marketing automation system is, if our listener is three months in their annual subscription, there’s no chance they’re doing anything for eight months, you know, I mean, and so by you showing up every week, staying in front of them, when that renewal period comes by, they’re like, Oh, yeah, I do need to check these guys. Even if it’s just to get a better price to beat my existing vendor. You know, then it becomes a thing. So, but yeah, not paying attention to that time shifting nature and not considering an evergreen program, because and yeah, and so this is another thing too, the smarter advertisers will come to us and your mark specific shows, you know, there’ll be asking like, okay, we know you do marketing and tech, but how many shows are you going to do on email marketing, you know, this quarter, can I see the content calendar, and we do have the content calendar because we there’s certain topics we want to hit every quarter because they’re constantly Changing in the audience wants to hear about them. And then, you know, the smartest ones do and this is the thing you find is, you know, it’s the niche folks already know the show, they’re gonna say, Oh, hey, when Seth Godin gonna be on next, we want to sponsor that episode, because and the fact is, an episode like that is gonna pull twice as many downloads, you know, I mean, we’ll average 1112 k downloads per show, but Seth Godin can pull 20,000 downloads, because you know, that content just goes farther, and we have his amazing audience to draft off of. And that’s it. That’s another thing too, we drift a little bit over to the podcaster side, but when you have Seth Godin, on your podcast, you run Facebook ads, that target the Seth Godin audience, you know, he has people who follow Him and are always looking for him. And so if you’re interviewing him this week, you go throw 100 bucks against that. And that’s until like giving away the secrets. That’s like an outbound thing that you actually can’t do, you know, you get a great guest. And then you target them. Yeah, and there’s other secrets too. But we’ll save those for folks that want to know more ask questions in the aisle, because there are some other things you can do to make sure you’re in front of the right people, people at the right time.
Katie Robbert 26:16
So let’s talk a little bit about measurement. So let’s say I’m a podcast sponsor, and I come to marketing over coffee, and I say, here’s my $10,000. How do I, as a sponsor, know that my money did anything? What are some of the common, you know, mistakes that sponsors forget to do or that podcast hosts don’t know, to have those sponsors provide to them, so that they can measure the success?
John Wall 26:43
Yeah, yeah. And then like, this is another thing that goes with us. It’s like, because we do this kind of stuff all the time. And we understand who’s buying from us, we’re fine coaching them to and it’s like, Look, we’re not going to run your ad, unless you have a trackable link, you got to give me a travel trackable link to when you’re showing us, you know, other shows, just be like, yeah, give me your, you know, my homepage, calm and just throw that on there. And they’re fine. And they don’t care. But it’s like, No, do you know my homepage dot MSE? So you can see how many clicks you get from marketing our coffee and how much traffic gets driven there. So trackable link, is it. And then there’s there is unfortunately, there’s still like a huge gap in podcasting. Like, you can’t, you know, we can’t track how far into a show people go and things like that. There’s a lot of dynamics that aren’t there that you can see with the web. But there’s a couple things that, you know, we do have the engagement, like the one thing with podcasting is if somebody subscribes to a podcast, and they don’t download, I think it’s for like three weeks. from Apple, it will actually stop downloading automatically. So that’s like a one month recency for us. Because we’re a weekly show, you know, if somebody doesn’t download it all this month, they’re already not in the numbers for the next month. So when you see our download numbers, you know, that they’re, they’re, you know, they’ve got a good recency. And then yeah, it’s, you know, use download numbers as a measuring stick to try and get an idea, but it really doesn’t matter. It’s all about how many clicks Do you get to that trackable link? And and what do you actually see in the pipeline to because that’s the thing you have your sales guys, as leads come in, hey, how’d you hear about us? You know, where did you come from? And yeah, it’s it, we have a lot of the one thing that’s cool with us that works well, is that, you know, are the people buying from us are also the audience. So like, I’ve had more than one cmo be like, Oh, yeah, the CMO of slack told me about your cast. And so you know, that there’s no way we can buy that or make that happen. Like, that’s just, that’s how organic works for us. So it’s, you kind of measure that awareness. But we do see that with a lot of sponsors, will they’ll sponsor for a quarter or two, and then they kind of go away for a year? And then they come back? And they’re like, okay, you know, every year we hear about, yeah, you know, we realized that five or six of these deals come in from people that have heard this on the podcast, and we know, yeah, maybe if we, you know, are in the show this week, it’s not gonna bring in five deals in the next three months. But it will bring in five deals over the next two years. And so they know it’s, you know, the right kind of place to be, Oh, another one on that front, too, is don’t be afraid as an advertiser, if you’re going to make a serious contribution. Don’t be afraid to ask for input on the content calendar. Now, you know, every show is going to, it’s going to be subject to editorial review. But still, like in our case, we’re gonna cover SEO tools no matter what. So if we have to pick, you know, a customer case study out there, and you’re a sponsor for the show, you should say, look, look at me first. I mean, if you’re going to run a show about SEO, at least give us the fairshake have talked to our executives and our customers before you just go to Joe vendor down the street, who’s not helping support this whole community. And, and we’re totally, you know, we totally understand that too. It’s like If some if a company is going to put its hard earned marketing budget, into marketing over coffee so that we can keep doing the show for free for everybody, like that deserves the respect of, you know, just asking for their expertise and getting a chance to talk about what they do best.
Katie Robbert 30:16
What kinds of what other kinds of metrics should look? So let’s say, you know, I want to attract sponsors for the In-Ear Insights podcast. So what are Trust Insights podcast? What what other metrics Besides, you know, episode downloads? Should I be thinking about in order to attract sponsors? You know, do the sponsors care about how many Twitter followers I have? Or how many people are on my email list? I know those metrics that I should lead with, if I’m trying to find an advertiser.
John Wall 30:47
Yeah, you can definitely put those out there. I mean, and that would be one thing, you wouldn’t just say, like, we get x number of downloads, it’s like, okay, we get x number of downloads, and it gets put in our social channel. And we’ve got this many followers on these social channels, and we mail and we get that many 1000. Because when you get to the point where people are concerned about tonnage, that is, those are valid numbers, you know, I mean, obviously, the social media, Twitter and Instagram numbers aren’t as strong as the folks who are listening to your voice for a half hour like those folks are totally vested. Whereas, you know, a tweet or post may just flow through the stream, or you’re measuring likes or clicks. But yeah, you know, showcase on all channels, there’s definitely, you know, benefit to doing that and seeing what’s going on there. And then the other one is, try to, you know, again, ultimately, you’re trying to drive business for that sponsor. So, having a prospective sponsor on as a guest is a thing to do, you know, if you want to cover a topic this week, and you realize that, you know, hey, this company is the best one to talk about this, if you talk to an exec from that company. And if they notice that they get some faster that people were actually talking about them being on the show. And especially, that’s a good way to do it, because so you ask them to be a guest. And then you see if they promote it on social and if they get a lift, because then you can say, Okay, yeah, these people do understand how to promote stuff and how to make it work. And they’ll be able to measure if your show actually move the needle for them. And hopefully, they just come back to you because they’re like, yeah, you know, we got on once, and we got a lot of heat from that show. So why don’t we make this a regular thing?
Katie Robbert 32:21
So what are some of the more common mistakes that a podcast host can make? In terms in the context of podcast advertising?
John Wall 32:29
Yeah, for the host, it is, you know, the biggest one is just kind of that the hubris of like, oh, you’re lucky, we’re giving you the 32nd spot, you know, it’s just like, thanks for your money, but we’ll put it on there. Like, it just kills me. A lot of times, once, you know, as we do, we’re able to do more of these now, as agency presentations, you know, because we have enough numbers to attract larger vendors, and for a podcaster, to like, show up late to the kickoff meeting, and not have read the script already, and maybe have a few well thought out questions for the agency about what are you trying to do? And where are you going and, you know, you really, you’ve got to treat your sponsors as your customers and that you’re trying to help them grow their business. And the more you can make their program effective, and talk reliably and confidently about what they do and who they are that because ultimately what’ll happen is, especially in these big agency ones is they have a pool of money, they’re going to pick a ton of shows. And then three, four months later, they’re going to go back and look and say, okay, which were the best ones to look with, you know, work with, those are the ones that are going to get the annual contracts, or we’re going to continue to work with, because there will be a calling, you know, they’re they’re going to start with 10 shows, and they’re going to realize that yeah, these seven, don’t really seem to move the needle, you know, the audience isn’t in line with what we want to do, or, or we think the host is a jerk. But you know, there’s going to be some that get thrown off. And if you’re one of the ones that is helping, you know, meet their quarterly and annual goals, you’re gonna stand the list.
Katie Robbert 34:00
So, we’ve sorted, we’ve run the gamut in terms of talking about what advertisers should be looking for, in terms of, you know, if they want to sponsor we talked about, you know, if you own the podcast, if you host the podcast, what you should be doing, is there any other things that we should be considering? if, you know, we want to attract advertisers to our podcast that I’m using sort of the we in general, like any podcast? Yeah, I
John Wall 34:28
think, you know, one way to think about it is like, Okay, if, you know, a company was going to create audio content, would it be our show, you know, so for In-Ear Insights, it’s just classic that it’s, you know, marketing and analytics are huge. So, Google would want In-Ear Insights as a podcast, you know, in their stable of shows, because it’s just, every week you guys are talking about interesting analytic stuff on the marketing front. And oh, by the way, it all happens to be driven by Google. You hear that Google No Google, are you there. So this is the kind of tough tough to get a human on the phone at Google. And when you’re, you know, trying to bang through the door, you’re you’re much better off. If you know somebody there and even then it’s a little bit challenging. But that’s, that’s the lens that you need to look at it through is kind of like, who, who would we be a marketing program for, like, if a company was just going to go ahead and start doing this? Because, and you can even go and look, I don’t know, this is a little challenging whether you poke or not. But you can find companies that have had a marketing podcast that died, that are in your vertical. Basically, you want to look at LinkedIn, you look at the marketing director, or cmo, and you make sure that it’s a new one since before the podcast died. Because you don’t want to go and be like, Hey, I heard you did a sucky podcast, you know, like, that’s totally gonna tank. But you can be like, Oh, yeah, the guy before you did a podcast? Damn, that was stupid. No, you should be advertising. And that will work. So yeah, that’s kind of a way to, to, you know, to get in there and think about, you know, what it’s you scratch for, for that customer.
Katie Robbert 36:07
I feel like, I feel like we have our work cut out for us to get advertisers for our podcast. So you know, we have In-Ear Insights, we have marketing over coffee, we have this live stream, we’re always looking for people who want to, you know, get a piece of it. But you know, in general, john, any final thoughts? Or, you know, we never really talked about where can people find marketing over coffee? Like, there’s marketing over coffee.com? Correct?
John Wall 36:34
Yeah, yeah. But then, you know, most people are discovering us through stitcher or Spotify, or Apple podcasts, you know, they they don’t come direct. And that is very, in relative terms, you know, the website gets very little traffic, it’s not something that we, I’m trying to think, you know, it’s a big month with like, 3000 visitors a month, but, you know, we’ll get 11,000 shows downloaded per episode. So that’s, you know, doing over 70,000 downloads a month for the podcast. So at three at 30. That’s it? Yeah. So, I mean, the, the website and the website just slightly ahead of the number of downloads. But you know, the website is a two second page view, and one download of the podcast is 40 minutes of content, or 20 minutes of content, depending on the show. So it’s actually offset on a, you know, magnitude basis. But the one thing, a big thing to keep in mind with this, if you don’t have advertising as the sole goal for the thing, because the the secret and the hidden thing here is that it’s actually a marketing program for us, you know, we have a community now people that are into marketing and analytics, and because they listen to the podcasts, now, later on, when they have questions, they come to us their leads for Trust Insights, you know, the all of the podcasts we have are actually all great marketing programs for Trust Insights, because this is the audience that has these kinds of problems. And the things that we solve are part of what we do at Trust Insights. So it’s, yeah, if the listeners of the podcast have problems that can be answered by what your company does, you don’t need to have as much advertising revenue, because if it’s just going to generate inbound customers, there’s huge value to that. And you’re actually you’re really kind of cutting out the middleman, it’s more benefit, you know, direct to you as a company.
Katie Robbert 38:26
Well, and it’s interesting, I always kind of get a chuckle every time I see someone join our slack group, which is analytics for marketers, you know, the first thing people often say is, I’ve been listening to marketing over coffee for, you know, for the past decade, or, you know, I’m so excited to be in this community with Chris and john. And that’s one of the benefits is, in some ways, they get direct access to the people they’ve been listening to, for a very long time, you know, which is definitely a unique thing that we offer, with our analytics for marketers, slack group is that you and Chris, in, you know, your own respect, are those podcast celebrities, you’ve been doing it forever, people know the voice. And now they actually get to talk to the person doing the podcast. So I mean, I think that’s a really cool experience for people. Yeah, and
John Wall 39:13
that’s another you know, I mean, we’ve been talking a lot about it from an advertising angle, and it is very mercenary, you know, it’s like, we’re here to make the money and get the leads. But the reality is, the good still is artistic. I mean, as far as art, it’s about marketing and tech. So it’s not the most, you know, we’re not going to compete with Ted last our other TV shows, but, you know, it’s something that people do look for entertainment for, they kind of go out every week, and we float this thing out every week. And, you know, we know half of them are going to be worse than the average show. That’s just the way it works. You never know what you’re gonna get, you know, there’s some risk and art and excitement there. And yeah, and the best part is, it’s a community of people that kind of all have the same types of problems. I mean, we joke that the whole reason we did this was because nobody wants to hear our stories at Thanksgiving. You know, we have to tell these stories to other marketers. Because our family doesn’t want to hear about this. And it’s exciting to other marketers, you know that we can geek out over open rates and click rates and stuff like that. Nobody else wants to hear that. So part of the secret.
Katie Robbert 40:12
That’s, that’s a really good point. So john, we’ve been talking about podcasts advertising for the past 40 ish minutes or so any final thoughts or any sort of like, actions that you want to leave the audience with of like, if you have a podcast, go do this.
John Wall 40:28
You know, keep doing what you’re doing always hone your art, I think as a podcaster. The big thing is, remember, you’re competing against, you know, Joe Rogan on National Public Radio, and you know, it’s not you’re not competing, it’s the four other vendors who have bailed on a podcaster, you know, make the best show you can. But come at it from that artistic side, you know, if you feel you have something to say, go out there and say it because, you know, there might be somebody that really wants to hear that you could get a chance to create a new community, make some new connections. So, you know, if you’ve got it in your heart, then definitely go and do it. It doesn’t have to be driven by the books. Now, if you get beaten every quarter about your numbers, yeah, you know, think long and hard about this and don’t get wrapped into it. But you know, but if you feel you want to do it, and have got to do it, definitely make your voice heard.
Katie Robbert 41:15
Well, you know, smart advice from one of the world’s oldest podcasts.
John Wall 41:21
That’s a good I like that world told
Unknown Speaker 41:24
podcasting.
Katie Robbert 41:28
Well, you know what, john, we will be here same time next week talking about something else having to do with marketing. Maybe it’s benchmarking, maybe it’s SEO, who knows. So tune in next week, next Thursday at 1pm. Eastern, and we will see you then.
John Wall 41:42
That sounds good marketing work. coffee.com. We’ll see you there.
Unknown Speaker 41:47
Thanks for watching today. Be sure to subscribe to our show wherever you’re watching it. For more resources. And to learn more, check out the Trust Insights podcast at Trust insights.ai slash t AI podcast, and a weekly email newsletter at Trust insights.ai slash newsletter. got questions about what you saw in today’s episode. Join our free analytics for markers slack group at Trust insights.ai slash analytics for marketers. See you next time.
Katie Robbert 42:34
We’re still here.
Transcribed by https://otter.ai
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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.
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