The Paid Listener Acquisition Framework with Mary Assadullahi - Part 1

Timestamps

1:22 The best podcast promotion channel
5:37 Establishing benchmarks
10:57 How to decide on the right marketing spend based on your goals
17:43 How to go about testing podcast networks
20:04 How to create ads that convert

The complete show notes available here.
 

Key ideas:

The Best Podcast Promotion Channel

• Mary's unique perspective comes from her performance background. Every decision she makes is data-driven.
• Generally speaking, keeping users on the platform where they hear/see the ad makes for higher conversion rates.
• Keeping listeners within the podcast medium reduces friction.
• Thus, Podcast-to-podcast promotion is the most effective channel to promote your podcast
• Mary found that in-network cross-promotion is 10 times more effective than other types of campaigns, including ads on other platforms and podcast ad swaps.

Establishing Benchmarks

• Establishing benchmarks is crucial for measuring the success of podcast promotion campaigns. It allows for a deeper understanding of conversion rates and helps allocate ad spend effectively.
• Due to the unique nature of each podcast show (different genres, storylines, talent, etc.), benchmarks need to be set on a show-by-show basis.
• Mary's team sets these benchmarks based on various factors such as talent, show uniqueness, and potential for scaling.
• For instance, the presence of notable talent on a show is expected to increase conversion rates.
• On top of the show-by-show approach, Mary uses weighted averages to identify acceptable and unacceptable ranges of cost per download and guide future spending decisions.
• While smaller audiences may have higher engagement rates, achieving scale is necessary for sustained growth.
• Finding the right balance between small audiences with high engagement and large-scale audiences with lower engagement is key.

How to decide on the right marketing spend based on your goals

• Establish benchmarks and goals to determine the appropriate marketing spend.
• Spending too little, like a mere $1,000, may result in limited impressions, low ad frequency and wrong assumptions about audience engagement.
• Investing in a higher spend allows for reaching a larger audience with the right message, frequency, and over time.
• According to Mary's analysis, reaching over 250,000 impressions in a 30-day period on the Realm network results in better conversion rates.
• The budget and goals of each campaign dictate the optimal spend and tactics to achieve desired results.

How to go about testing podcast networks

• Start by testing your own network and cross-promoting with smaller networks (no need for budget at this stage, ad swaps will do).
• Compare conversion rates to validate audience-podcast fit and establish benchmarks.
• Consider minimum spend requirements when scaling up to larger networks or utilizing programmatic resources.
• Prioritize collaborations and transparency with smaller networks to optimize conversion potential.

How to create ads that convert

• Fiction shows should focus on accessible angles that resonate with listeners.
• Leveraging recognizable talent, such as John Hamm, or highlighting the voice of the creator can capture attention.
• Make emotional connections and evoke curiosity within the limited timeframe of the ad.
• Transition listeners smoothly into your show or universe without jarring their audio experience. For instance, don't use "in a world where" type of ads when advertising fiction shows on a network specialized in fiction. This will only confuse listeners.

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