Setting Brand Expectations From Podcast Advertising - Part II

Set clear goals and expectations for how you will elevate a brand. For example, with our host-read ads on TWiT, to make a campaign successful, we need to know if our clients are re-targeting the traffic we are sending to their website (with Google Ads, social media ads, other pods/TV/radio ads and anywhere else they are advertising). We are a pipeline, not a sales team for each brand. When we are sending qualified traffic their way, it's up to their sales team to ultimately convert our fans into their customers with a compelling offer.

Once you have established that your client is also promoting their services/products on other platforms, you can focus on boosting performance with podcast host-read ads. Remember that podcasts are on-demand. Podcasts are downloaded when fans want to listen, and ads are not heard simultaneously. The expectation that one podcast ad can take up to eight weeks to reach its entire impact is standard. Brands need to have patience when leveraging podcast ads.

Brands must be educated that podcast ads take time and they also build trust. If you don't set this expectation, brands will come back to complain soon after a podcast ad drops. Host-read podcast ads work because audiences listening already trust the host and expect them to deliver ads they want to hear about with high integrity.

Brands, please remember podcast ads take time. Just because a fan downloaded an episode doesn't mean they listened to it immediately. If you want to work with our partnership team here at TWiT, please contact adverise@twit.tv, and our team will reach out.

Brands Need To Stop Being Afraid of Testing Podcast Advertising

 

I enjoyed chatting with Ryan Smith, our VP of Partnerships at TWiT.tv, on my Host Read Ads podcast. I can tell you this: he is a true podcasting guru with over a decade of experience in the field. I want to share his knowledge and insights from our conversation.

One key point Ryan emphasized was the importance of testing. I admit trying new things can be nerve-wracking. But, as Ryan wisely said, "You don't know what you don't test." So, the real challenge lies in overcoming those fears, testing at least three episodes, and seeing what resonates with audiences.

But here's the catch: it's not about randomly trying everything simultaneously. Ryan recommends focusing on a specific area or audience for your tests. Understanding who you're speaking to and what they want to hear is crucial. Once you have that clarity, only then can you start broadening your reach.

Patience, my friends, is another crucial ingredient. Brands shouldn't rush to conclusions after releasing just one or two episodes. Building trust with your audience takes time, and the payoff is worth it.

Ryan also shared some insightful thoughts on the need to step outside the box when choosing content. He even illustrated how looking beyond the obvious can yield surprising results.

His point was clear - if you're not testing new shows, you're not growing. And let's face it, who wants to be stuck in a rut, right? The main takeaway here is that it's crucial for brands not to solely stick to what's already been successful. We should be pushing the boundaries and testing new waters.

I won't sugarcoat it: navigating the world of podcast advertising can sometimes feel like a wild roller-coaster ride - so let's ride it together! And with Ryan's insights, our advertising partners are more equipped to succeed than ever.

Here's to more testing, learning, and podcasting success! I can't wait for you to listen to Part 1 and Part 2 of our interview episodes and the valuable insights that can revolutionize your brand's podcast strategy.

If you have any questions or comments for Ryan or me, please email at advertise@twit.tv. We love hearing from you!

More Reasons Why Successful Brands Should Work Directly with Podcast Networks

 

My goal is to provide information for brands to excel in podcast advertising. We do that by collaborating directly with our partners. Agencies promise make-goods and free ads because they do not have or take the time to understand the best way to buy on individual podcast networks. Plus, they are spread so thin across different clients that there is no time for care. Trying to lump TWiT.tv in with the other DAI network buys is simply the wrong approach.

Here are four more reasons why brands should go direct:

1. Podcast advertising works because audiences trust their hosts. Brands must build trust - you cannot buy it. Brands cannot expect to receive quality advice from agencies, primarily because they need to communicate with podcast networks, and they don't. Agencies focus on scale, and networks focus on success. Want to win now? Contact networks and stop working with agencies.

2. Brands can save a lot of money by moving away from traditional agencies that take a cut of ad buys. Brands should hire someone in-house for podcast advertising. I recommend considering someone who has worked at an agency or understands podcasting advertising. Agencies focus on volume buys, and brands should be with partners who care about their success.

3. There is zero communication between agencies and networks on how podcast ads are doing for brands. Agencies need to pay attention to our recommendations, and they refuse to listen. They need to communicate when campaigns are underway, as the only feedback we receive is when their clients cannot convert the traffic we send to their websites. They disregard ad tech, time, and frequency. This has increasingly worsened over the last few years and is why 65% of our business is direct. We care about the brands we sign just as much as the audience we introduce them to.

4. Remember the old saying, "You Get What you Paid for?" The same applies to buying podcast ads. When a brand works with an agency that does not communicate with networks and only uses Request-For-Proposals (RFPs) as a convoluted vetting system, you get what you paid for. What worked for Brand X may not work for Brand Y. Communication is critical for proper brand growth, and it's missing with agencies.

Here at TWiT.tv, we only improve our communication processes with brands and continue to research and apply best practices. We don't want clients. We want partners.

Ready for real growth? Reach out to advertise@twit.tv, and let's discuss your growth goals.

B2B Influencers Include TWiT.tv

 

TWiT.tv is one of the original B2B influencers. Brands have been partnering with influencers for years, promoting B2C products & services with great effectiveness. Today, brands are now focusing on influencers to promote B2B products/services.

Brands know there are several ways to promote B2B, including social media, content marketing, newsletters, email, paid search, organic search, and streaming TV/podcasts. We've said it before, and we'll say it again: you need multiple touchpoints to gain conversions. B2B typically needs more touchpoints than B2C, especially if the service is complex.

Here at TWiT.tv, we offer host-read ads. Here are the three reasons why our hosts are highly effective B2B influencers.

1. Our hosts eat, live, & breathe tech. They are technology broadcast journalists OR experts in their field because it's required for the show. They deliver the ads with full knowledge of the product/service & understand how it works with a personal or implied endorsement.

2. Our host-read ads are authentic and longer than a minute. Our hosts take the time to cover all the features and benefits, provide testimonials on how it works for others, and they take their time to provide a proper introduction to their audience. They do not rush.

3. Our fans trust our hosts. 85% of our tech-savvy audience made a purchase based on a TWiT ad. 

TWiT.tv has been around since 2005, and our B2B ad reads continually stand out. As one of the original B2B influencers, our network always delivers for our partners.

If you are interested in advertising with TWiT.tv because you want the gold standard in podcast advertising, then please email advertise@twit.tv, and we can help you achieve your goals.

Unlocking the Potential of B2B Influence: A Deep Dive into Modern Promotion Strategies

As a savvy business leader, you must understand that marketing strategies constantly evolve. One rising trend in the industry is the growing significance of B2B influencers.

B2B promotion strategies, such as social media, content marketing, and email, unravel the complexities that make B2B marketing unique compared to B2C marketing. As an original B2B influencer, the partnership team at TWiT.tv holds incomparable insights from personal experiences.

Our unique Host Read Ads format provides an authentic, personal endorsement of products or services. You'll gain an edge in the competitive B2B market, understanding why multiple touchpoints are vital for conversions. By working with our network, your brand will be better equipped to stand out in the B2B marketplace. Plus, 88% of TWiT listeners are involved in their company's tech/IT decisions, which means you are reaching decision-makers.

Brands have been partnering with influencers for years, promoting B2C products and services with great effectiveness. Today, brands are focusing on influencers to promote B2B products and services. Here at TWiT, we are one of the original B2B influencers, and we know how to set your brand apart from the rest.

Ready to unlock the potential of B2B influencers and transform your marketing strategies? Dive in and get ready to revolutionize your approach to B2B marketing. Contact us at advertising@twit.tv if you want the gold standard in podcast advertising. We help brands thrive and meet their goals by listening to your needs.