An Unexpected Honor and the Podcast Translation...
I was honoured to have my ebook (which really amounts to a short report) Radio Rocks! No Matter What the Format chosen as a Friday Freebie on Alice Seba's Internet Marketing Sweetie blog.
The thing is that I wrote it before I got really involved with podcast advertising which is the internet equivalent of radio. Of course, those who know me know I represent many podcasts on Moms Talk Radio as the Advertising Manager and that I write and produce podcast commercials as part of my services - for those who don't - here's a quick run down on some of the comparisons between radio advertising and podcast advertising.
Most of the advantages remain consistent.
The return on investment is comparable. However, you'll find that for a tightly niched product over a wide geographic area that podcasts will net a better return per listener than traditional radio. Since podcasts are aired once a day at most, you may find it takes a bit longer for a campaign to provide the return since it takes time to build up repetitiveness that traditional radio can offer.
When it comes to complementing and enhancing other marketing methods, podcasts measure up ahead of radio in some respects for internet marketers. Now I can't speak for all podcasts, but those on Moms Talk Radio all include a complimentary button link for their advertising partners, which means you get at least two chances to attract your target market with every spot you buy on a podcast. Of course, many radio stations including the one I work for offer online campaigns including on-air ones, which is a great choice for a local business, but that's a topic for another post.
Trust and loyalty are enhanced with podcast advertising. Hosts develop an even closer connection with their listeners than most traditional on-air personalities can boast. With most radio personalities, you will find people in the audience who love a particular host and others listening who don't care for them at all --with podcasts, the listeners are all actively choosing to listen to the host!
As with radio, podcast advertising is word of mouth that you control. The major difference is in the writing and production of podcasts are not often provided within the advertising cost as it is with radio advertising. Fortunately, writing and production for online audio is much less expensive than it is for agency produced commercials in the offline world.
As with radio, you will find professionals willing to customize campaigns that fit your business and goals. Both forms allow for a great degree of flexibility and control in your marketing.
As a huge fan of audio, I hope that you'll consider the airwaves soon...whether digitally or traditionally.
The thing is that I wrote it before I got really involved with podcast advertising which is the internet equivalent of radio. Of course, those who know me know I represent many podcasts on Moms Talk Radio as the Advertising Manager and that I write and produce podcast commercials as part of my services - for those who don't - here's a quick run down on some of the comparisons between radio advertising and podcast advertising.
Most of the advantages remain consistent.
The return on investment is comparable. However, you'll find that for a tightly niched product over a wide geographic area that podcasts will net a better return per listener than traditional radio. Since podcasts are aired once a day at most, you may find it takes a bit longer for a campaign to provide the return since it takes time to build up repetitiveness that traditional radio can offer.
When it comes to complementing and enhancing other marketing methods, podcasts measure up ahead of radio in some respects for internet marketers. Now I can't speak for all podcasts, but those on Moms Talk Radio all include a complimentary button link for their advertising partners, which means you get at least two chances to attract your target market with every spot you buy on a podcast. Of course, many radio stations including the one I work for offer online campaigns including on-air ones, which is a great choice for a local business, but that's a topic for another post.
Trust and loyalty are enhanced with podcast advertising. Hosts develop an even closer connection with their listeners than most traditional on-air personalities can boast. With most radio personalities, you will find people in the audience who love a particular host and others listening who don't care for them at all --with podcasts, the listeners are all actively choosing to listen to the host!
As with radio, podcast advertising is word of mouth that you control. The major difference is in the writing and production of podcasts are not often provided within the advertising cost as it is with radio advertising. Fortunately, writing and production for online audio is much less expensive than it is for agency produced commercials in the offline world.
As with radio, you will find professionals willing to customize campaigns that fit your business and goals. Both forms allow for a great degree of flexibility and control in your marketing.
As a huge fan of audio, I hope that you'll consider the airwaves soon...whether digitally or traditionally.
Labels: Moms Talk Radio, podcast advertising, radio advertising, small business advertising
posted by Patrysha at 6:39 PM
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