We here at RadioPublic hear podcasting’s biggest wishes all the time, whispered and shouted by podcasters big and small: audience growth, please!
Audience growth is the beginning of a podcast’s rise to success. With it comes more downloads, more listeners, and more sponsorship money. That growth comes from two places: by making an excellent podcast and by marketing your show. Literal word of mouth, from podcast cross-promotion and listener recommendations, is considered a tried and true method because we couldn’t know the truth of anything else we’ve tried. Without the ability to track the success of an ad for a podcast, the audience acquisition funnel is as murky as it ever was. Until now.
Introducing Sonar Podcast Marketing™
Now, instead of sinking money into marketing campaigns without measurable returns on investment, we have a feedback loop. Sonar Podcast Marketing™ provides marketing attribution links to bridge the data gap between a promotional campaign and the downloads on the web or in a listening app. Sonar Podcast Marketing provides data-driven insights to podcasters to focus audience growth budgets and efforts into the channels that work best for them.
Before, when someone clicked on an ad and left a social platform or your email newsletter, that was all you knew. You could no longer see how effective an ad was at getting someone to download your podcast, including the cost per conversion and the lifetime value of a listener sourced through social media.
To put it succinctly, Sonar Podcast Marketing is a game-changer. Tracking the success of an ad campaign for a podcast––if the ad campaign resulted in downloads––is something we all need to help podcasting continue its upward trajectory. Partners like Radiotopia, Pacific Content, Gimlet, Al Jazeera, and AudioBoom have already taken advantage of these specialized links for their marketing campaigns, and now you can, too.
Sonar Podcast Marketing pricing is based on a number of factors, including how many monthly episode downloads and the number of marketing channels you need to track. We’d love to learn more about your needs.
Now that you can track your podcast marketing campaigns, it’s time to learn how to set up a quality podcast marketing campaign.