According to the Interactive Advertising Bureau, only 8% of podcast listeners said they bought a product or service after listening to a podcast advertisement. On the other hand, 45% of listeners polled visited a brand’s website. And 37% sought to collect more information about the advertised company/product. So what does that mean for you?

It means there’s potential for successful conversion through podcast sponsorship. But only if you play your cards right. Podcast listeners today have never been more devoted to their favorite programs — whether targeted at the masses or at hyper niche audiences, like this UFO Traffic Report Station (yes, I’m serious). Fans trust their favorite stations like they trust their doctors. And advertisers from all around have jumped on the podcast wagon. But simply advertising is not enough.

Get the most out of your advertising dollars — with these three podcast sponsorship tips:

Image by eMarketer

1. Pick the Right Program. Which podcasts are creating content that perfectly target your market? There’s an incredible range of shows out there that would love your support — especially if it will improve their listeners’ lives. Be particular about it. Hone in on your hyper niche, and let them know how you can help them in as relevant a way as possible.
2. Create a Customized Landing Page. It’s not enough to just tell listeners your product exists. You must nurture their interest, and shepherd them through the sales funnel. Send listeners directly to a landing page designed just for them instead of somewhere vague — like the home page of your website. For instance, let’s say you’re a theme park advertising on CoasterBuzz. You’d want to drive people to a landing page that offers something specific about your coasters, perhaps an exclusive point-of-view video that they have to fill out a form to view. Once they fill out the form, you’ve captured a passionate thrill seeker for your database. The key is to offer content that is worthy of an email address. This might be something you need to test with your core users before introducing to a podcast.
3. Incentivize. Another way to turn podcast listeners into visitors/customers is by offering something specific in your ad. Instead of doing a simple brand awareness play, offer a coupon code that can be used online. Using the theme park example again, this might be discounted admission, or perhaps a special pass for discounted food throughout the park. Listeners will feel special because you are offering it exclusively to them. And the best part is, it’s completely trackable online, so you’ll know what’s working, what’s not, and how you should alter your offer the next time you do a sponsorship.

These are just a few tips as you explore the world of podcasting. To find out other ways to drive visitors through your gates, drop us a line.