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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