FYB | Podcast Revenue

 

Paid advertisers are essential in keeping your podcast alive and running, but you cannot simply get hold of them just by waiting around. Tom Hazzard and Tracy Hazzard present some valuable tips on maximizing your podcast revenue. They talk about the ideal episode length to run advertisements on, the best place to put ad spots, and why host-recorded ads perform way better than other forms. They discuss why you should keep track of your own podcast statistics, from your number of downloads to your conversation rates. Tom and Tracy also explain how to attract the appropriate advertisers depending on the kind of guests you invite, the language you use, and the topics you mostly discuss.

Watch the episode here

 

Listen to the podcast here

 

Maximizing Podcast Revenue: A Guide To Securing Paid Advertisements For Your Show

We’ve got an exciting topic for you regarding ads in your podcast. Tracy, I have to admit. I’m forgetting the exact title of what we’re calling. You probably have it there.

I do. It’s Maximizing Podcast Revenue. If you’re going to run ads or affiliates or you’re doing anything where you’re making some calls to action, we say ads but we also mean promotions. It could be your promotions or advertisements for your companies that you’re putting on your own podcast, but it could also be third-party ones, ones from other companies. We want to maximize our revenue from our podcast. Our guide, tips, and steps we’re going to talk to you about are about securing paid advertisements for your show, specifically outside, because a lot of what you do in optimizing your show precludes you from making enough money.

Isn’t it right that we’re talking about making sure your show is properly prepared to be what it needs to be to attract third-party advertisers?

Third-party advertisers or affiliates. It doesn’t mean somebody is paying you ad dollars and it’s not programmatic ads through any of those companies that say, “We’ll place ads on your show.” This is not what we’re talking about because they do not care about the quality of your show. A play is a play is a play. That’s all they care about out there. It’s on volume. You’re one of many. They’re making lots of money on their end and you’re making very little.

They don’t care about anything about the content of your show. That’s why they only want to put ads in the beginning. All they care about is, if anybody listens to the first couple of minutes, they don’t care if anybody listens to any more of the show, which is something that, if it’s not obvious, we don’t find a lot of value in that for any podcasters. If you have a show that has $500,000 plays a month, you’re running out on the beginning, and you don’t care if it’s relevant to your topic, there may be some shows that are like that, but the vast majority of us are not in that camp.

Ten thousand plays per month is still a good show and you should be able to monetize that. Those 10,000 listeners are in an amazing niche. That’s what we’re talking about. We’re talking about even if you have a smaller size show but you would like to take affiliates, advertisements, or promo your own stuff, there are some things that preclude you from making enough revenue. Some of them are on the setup side of things. It’s the first way you started your show. We need to clean these things up.

If you haven’t started yet and you’re reading, think about this as you’re strategically planning. If you’ve already started but didn’t think you were going to take the advertisement and you’ve done some of these things, it’s not too late to fix it. You can always pivot your show. The wonderful thing about podcasting is the flexible feed. I can change my cover art, the name of my show, and the description, and I can move the model on anything, and it automatically updates my entire feed.

We’ve pivoted our various shows many times over the years. Things change. You want to update it.

 

FYB | Podcast Revenue

 

The first thing that we want to highlight is that it should be obvious, but it’s not obvious to most.

Most podcasters don’t like hearing this.

It’s a little ego blow.

It’s a little tough love.

It’s to get rid of all the references to you in the dominant positions of the name of your show, cover art and the first couple of sentences of your description. If an advertiser is using your show as a vehicle for advertising, it needs to be about the audience because that’s who they want to reach. Everything should be geared towards being the right place to reach that audience and not all about you. That doesn’t work well with advertisers.

I want everybody reading who is a podcaster whose face is on their cover art to read this because there is a place for you to be highlighted and featured. It is your show. There’s no question. All we’re suggesting is the podcast cover art, which is the first thing people see in their app, may not be the best place to do that.

For description, it is the first couple of sentences. It doesn’t mean you don’t want to say, “It’s hosted by.” We want that in there, but we don’t want the whole thing to be about you. My next tip for you is to get rid of the overly salesy long intro that is all about you. We want the intro to get them into the show quickly because they want the intro to get them into the ad quickly.

 

 

It confuses people when you have these overly long intros. There are mixed messages, calls to action, and salesy stuff in there. If you want to take advertisers and offer that model, that is something you need to get rid of. It’s okay to get rid of it going forward if you don’t have a system like we do at Podetize, where you can strip out all your intros. You can replace them tomorrow.

If you haven’t been able to do that, that’s okay. Keep in mind that those other episodes will not attract as many advertisers. They won’t be as excited about your back catalog as they would if you had it nice and clean from the beginning, but that doesn’t mean you can’t do it going forward. Please do it going forward because that’s what most advertisers are going to check out your latest episode. They’re going to see what you’re doing.

The other stuff I want to get rid of is to stop doing the stupid other ads. We were talking about pre-call. We were talking before about all these programmatic ads that are stuffing minutes worth of ads. We heard from a client who has an ad for a producer. We don’t put ads on any of our clients’ shows because it’s a waste of time. It’s going to get one person out of every 10,000 you hear. It’s not worth it to crowd our clients’ episodes with that advertisement.

Let me clarify that one because it requires a little bit of clarification. We’re talking about customers hosting on our platform, but we don’t produce their episodes. Their producer is running ads for their production company on a real estate-related show. Few of those people who are listening to a real estate investing-related show are going to want to launch their own podcast and need a producer. Why on earth is that person allowing a producer to advertise to their audience? It’s a distraction. It’s not relevant to why anybody’s listening. It’s a waste.

If they’re going to give you a discount, which in this case we found out they weren’t, put it in the post-roll, outro, or at the end because somebody who listened to the show said, “That was well produced.” They’ve earned the right to put that ad in only in that situation, but do not put them at the beginning of your show. You’re getting longer to get into the content. That frustrates your listeners, and advertisers are going to have more confusing messages. They don’t understand it. They hear the irrelevance, and they’re like, “Why would I want to advertise on this show?” You’re making it so that nobody wants to advertise on your show.

The next thing is thinking about watching your play through. If you are not getting good play through and people are dropping out in the first couple of minutes, you’re not watching those stats and you don’t understand what’s going on in your own show on your episodes, and you’re not seeing that consistently through, you don’t have a good show to advertise on. That’s something you need to work on.

How do I create stickiness so that somebody will go all the way through? I can put multiple ad spots as needed. I can put post-roll ad spots and mid-roll ad spots, put them in other places, and not have to put them in the beginning because all I can do is get somebody to click, start to listen, and they give up. You need to watch your play-through if you want to make sure that you’re providing value to your advertiser because they’re going to pay attention to whether or not they got a conversion. If nobody is listening to their ad because they aren’t getting past the first two minutes of the show, they’re never going to hear the ad that’s in the mid-row position.

 

 

That’s important to make sure people are going to get through. That’s related to a tip we are going to cover later, but sometimes, the most valuable ad position is a post-roll one. I know that’s counterintuitive but it’s true. We’ll talk about that more later.

We did that as an episode. You can go back and read that entire episode about why we believe the post-roll position is the most valuable position, but it does mean somebody has to listen through your show to get to it. If you’re not getting enough play through, you’re taking guests, and doing interviews, the next strategy is to make sure you’re getting the right type of guests. We want more right-fit, relevant guests. They need to be valuable to the audience and advertisers. These are things we have to think about.

If we want advertisers in our niche industry, we know who they want to hear from. Think about it this way. If they’re more than willing to sponsor an event where that speaker is, they’re highly likely to want to hear them on your show. They want to be associated with where those guests are because that is good for their brand and ads. We want to pay attention to that. We don’t want to take anyone on our show. It can also increase our play-through rate when we have good, relevant guests that our audience cares about. It does two things. Sometimes, it’s okay, but most often, it’s not.

You have to think about your show and the content. Is it controversial? I’m surprised. I’m not going to out anybody here because I don’t think that is helpful. Some people who are in business, and presumably their business is not a long political, ideological line, make no secret about how they feel about certain political things.

While there are thousands of different podcasts out there that are in the religious and spirituality category that talk about religion, for most people in business, it’s a good rule of thumb to don’t talk about politics and religion because they’re divisive topics that make not only listeners potentially want to run in the other direction or sponsors. There are exceptions to that.

It may be why your show is advertisable and why the advertisers are attracted to you. Think carefully about the advertisers you’d like to attract. Does being controversial help you or hurt you? Does picking aside anything help you or hurt you? Narrowing down your audience by saying, “We’re only Christian, Jewish, or Muslim.” If we say that that’s only our audience, that might be ideal for what you want to do. It also might make it so that advertisers that you want are not attracted to your show. You have to think about that.

It’s free speech. I don’t care which way you want to do this, but if you want to maximize your revenue, you have to be cognizant of who your advertiser is because they cannot afford negative brand association. They’re not going to spend money to have something that they don’t want to be associated with. Right or wrong, it doesn’t matter. That’s the way it is. This is why TV advertising, streaming advertising, and all of this is the way that it is. If you want to go left on something, John Stewart lost his show on Apple because he would not tamp back his speech about China. It happens on both sides.

FYB | Podcast Revenue

Podcast Revenue: Get rid of overly salesy and long podcast intros about yourself. You want your opening to get your audience through your advertisement as quickly as possible.

 

That’s not even a political issue within American government politics. That was a corporate political issue between Apple and their factories in China where all their products are made. This is a complicated geopolitical issue. It wasn’t even about sponsors. It’s about the company footing the bill for his show. They pulled the rug out from under it and said, “If you have the integrity to speak freely about anything you want, including China, you’re not going to do it on Apple TV+.” That’s what they said.

Agree with it or don’t agree with it, that’s fine. I love podcasting. It is a safe haven of free speech. We, as a platform, embrace that. You can publish any topic on Podetize for anything. We’re not the gatekeepers of that ever. Listening apps have the right to be. Sponsors have the right to advertise on your show or not. That relates to the next piece.

I want to say one more thing before we go on to that. One of the things we built into our ad mixing platform was the ability to block a single episode. If you feel that we’re compelled to say something, and you could keep all ads off that particular episode, block it from advertisement. You would have no ad spots in it. Nothing would go in it. You could have an episode that was like that where you didn’t have the brand be side by side with something like that.

We do have some controls in our system that we built in. Think about that if you’re in control of your own ad spots. You’re mixing them into your own show. If you do decide you feel like you need to make a statement because maybe it’s personal, and your audience knows that and they need to hear it from you, go ahead and do that. Don’t take ads on that particular episode. That’s what you go back to your advertiser and say, “I’m going to do this. I want you to understand what this is, but I’m not putting your ad on this particular episode in a way of protecting your brand safety.

In a lot of cases, that will work, and the brand might say, “Because you have an episode there at all, I don’t want to be associated with your show.” That would be their choice. A lot of times, a carve-out like that would work. In our system, you can uncheck multiple episodes if you don’t want to have ads put on them. That’s your choice.

That does go hand in hand with the next one, Tom.

It is about mature subject matter, especially mature language and profanity. Many advertisers won’t care a bit about it because people are opting in to listen to you. This is not broadcast television or radio. The FCC has no jurisdiction or control over what we say in our episodes. Many sponsors are fine with it, but some may not be. You want to be aware of that.

If you are not getting good playthrough in your podcasts and listeners are dropping out in the first few minutes, you don’t have a good show to advertise on. Share on X

If your show is an explicit show and the f-bombs are flying here and there, that’s your choice. There may be some brands that don’t want to be associated with that. They would rather be on a clean show. These are things to consider. This is about preparation and making your show in the best possible condition to be attractive to advertisers.

The next set of tips that we’re going to give you are about going forward. What are you doing with your episodes? How are you watching things? How are you going to get those advertisers? What are you going to show them your value on? Here’s something. You have to do longer episodes. If you’re doing short episodes, you need them to be long enough to fit a couple of ads in because you’re going to decrease your revenue potential by not having enough ad spots. Think that through. You don’t want to inundate people with ads. You don’t want to cram them in. Our rule of thumb is four ad spots every 30 minutes, but two of them need to be on the outside edges. No more than two in the middle of a 30-minute show. Think about two mid-roll spots.

It could be a third of the way through, halfway through, and two-thirds of the way through. You can spread them out. Put them in places where it’s a natural break or a good fit for them to exist. You certainly never want to interrupt an important thought or certainly never in the middle of a word. That’s what some of those programmatic ad systems will do.

When you watch a YouTube video, and it pauses in a bad moment, they don’t take any care of deciding where those ads go. After many minutes and seconds, the ads are going to go in. It’s going to pause that YouTube video. With podcasting, you have the ability to control that and make it in an appropriate place that’s important.

If that’s not possible because of the way your audiences, like they don’t have a long attention span, or if that’s not the model that you want to run your show in, do more episodes and long shows. Doing more episodes might be another option to maximize your revenue. You have the ability to have more ad spots in a week, and you’re downloads are going up each week. You’re going to be doing a double increase in terms of more space for ads and more downloads for ads.

This is one of the things that a lot of podcasters don’t realize. I have this conversation frequently. I see podcasters who are doing affiliates, taking advertisers, and starting to monetize their shows. They have a limited number of downloads per month. Maybe it’s 8,000 or 10,000. For some people, it’s less than that.

They flatlined.

FYB | Podcast Revenue

Podcast Revenue: It is a good rule of thumb in business not to talk about politics or religion because they are divisive topics that could potentially turn away podcast listeners or sponsors.

 

I see that they have already recorded, produced, and have episodes scheduled out through the summer of 2024. I saw this with another podcast. I’m like, “The fastest way you can provide more value, not only to your listeners but also to your advertisers or the affiliates and get more conversion or your own promos, is to increase the frequency of publication from once a week to twice a week. When you have a depth of episodes already recorded and produced, it’s easy for you to move up the publication schedule.

I’m not trying to give everybody more work to do. If all you can do is record enough to publish one episode a week, by all means, please do that. If you’re way ahead and you’ve got more than six months deep ready to go, you’ve got another 90 days to record more episodes. If you move it all up, what is 6 months ahead becomes 3 months. You’re publishing twice the number of episodes in a given month. Every one of your listeners will download twice the number of podcasts. Your download numbers go up.

When your advertisement is directly tied to how many downloads you have a month, you’re going to make more money. The advertisers are going to get more impressions. Sometimes, more impressions are enough to reinforce their brand message. This is a win-win for everybody. Your listeners get more of you, which they’ve opted for, and they want more of you.

When we say do more episodes, this also means stop doing seasonal. Do not take seasonal breaks. That’s fine for television series because they sell their advertisers in blocks. You don’t want to do that. You want monthly revenue. You want it to be steady. Stop doing the seasons. It is not in your best interest to do that. When we say do more episodes, we don’t even mean more than one a week. It is one model, but also making sure you’re at least getting 52 weeks a year. Make sure that’s happening.

Let’s talk a little bit about the next one, Tom, which is to know your stats. If you don’t know how many downloads you’re doing, and you are consistently growing, and you’re growing 15% in listeners month over month, you’ve got these consistent statistics going for you or consistent growth going for you. You’re also not ready yet to start talking to the advertisers. You need to do a little boost-up program such as adding more episodes in a given month and start to boost your growth for yourself.

There are other things you can do to increase listenership. There are a couple of new programs at Podetize. We are advertising. We’re offering to advertise your show to new listeners. It’s a part of our hosting programs. We have been reaching out to our existing customers about that and will be doing that here for the next couple of months. There are ways to grow your show beyond doing more work and publishing more episodes. There are other ways to do that and it is important. You have the opportunity to test conversion.

It is the next one that we want to talk about.

If you don’t know how many downloads you are doing on your podcast that you can call consistent growth, perhaps you are not ready to talk to advertisers yet. Share on X

If you’ve ever done email marketing, one of the first things you want to do is warm up that list and test how many people are going to open those emails. How many people are going to click on a link within those emails? We do this all the time at Podetize. We typically have a 40% to 50% open rate on emails that we’re sending and are marketing-related, not to our existing customers, but the conversion rate is something we’re always trying to get up.

All these people open the email. Why aren’t they clicking the link? We see they’re clicking the link. They haven’t taken action on what we wanted them to. What is that conversion rate? From all the people who are listening, how many are going to click to go to a landing page for the sponsor? You can test conversion by surveying your audience. How many people are going to take action? You can put up a little adder promo for something that’s not asking anybody to buy anything but to see how many people are going to leave that listening app and go to a landing page to get something. You can assess a conversion percentage and show that as value to a potential advertiser or sponsor.

A good example of this was back when we did our 3D print podcast. In the early days, we did a test. We did it with an advertiser because they were like, “We hear about this podcast advertising thing. We’ve never tried it before.” We said, “Let’s see what we can come up with.” We came up with this program idea where we would give them a downloadable 3D print file that they could print on their own machine and was designed by us. The advertiser offered the landing page. They would download. They put all their name and email address. They get the file to be able to do that.

Originally, they said, “What if we did it by sending them the actual print? They get it already printed off of our printer.” We’d send it that way. We mailed it. There was a high demand and they asked for the file. We ended up with over 37% conversion on the first piece of it. When we offered the file to people who already had 3D printers, it was 50%. It was crazy numbers that did it.

The opt-in went nuts because it was something valuable to the audience who loved us because they’d been listening to us for quite some time. We were at least 150 episodes in by then. They wanted to see some of our design work. They wanted to be able to print it on their machine. It was relevant and personalized. Our audience went crazy with that.

The key, Tracy, is it was relevant. How many 3D printing podcasts are out there? You can probably count them on the fingers of one hand. That was a niche audience. We’re not suggesting that you have something similar you can do, but there is always something of value you, as the host of the show, can provide your listeners.

It can be a one-to-many thing. You don’t have to physically mail things in the mail to them if you don’t want something downloadable, but something of value, a reward for your listener for taking action and going to a landing page, which can be linked right in the description of your episode. You can mention to your listeners, “If you’re willing to do this, go to the written description. There’s a link there.” It’s easy for them to do it even while they’re listening because, in most listening apps, you keep listening and you click a link within the description. It doesn’t stop playing the episode for them. They can do it actively while they’re listening.

FYB | Podcast Revenue

Podcast Revenue: More than 65% of podcast listeners don’t mind listening to ads. Unlike in television or radio, they have chosen to listen to you.

 

I want to say something here, Tom. There are a lot of people who think, train, and coach people to say that you should put ads in from the beginning of your show to train your audience. We are not fans of that. We find that it doesn’t work because your audience is like, “Are you going to stick around for me? Are you going to be a good host? You’re doing this show as a vehicle for advertising, and it’s obvious to me.” We highly recommend waiting until you hit 25 episodes before you start doing some of these tests.

We find that it converts better. You get a better action because, at that time, they say, “These guys are going to stick around. They’ve given us half a year. Good job. I’m going to trust them and take action.” Your listeners are less likely to take action earlier on because binge listeners especially are smart and they know that there are lots of people in the podcast industry who quit their show and aren’t sure if you’re going to be one of them. That’s an important one to keep in mind. If you’re going to do a test, wait.

Remember what Tracy said earlier about you don’t have to put ads on every episode? You may always want to have your first 10 to 12 episodes of your entire series to be blocked from having ads put on them at all. Why? New listeners will usually listen to your latest episode and go back and listen from the beginning. They’ll binge through at least the first 10 to 12. We used to find, even after hundreds of episodes, the listeners of our first show would be binging through dozens and getting through all of them saying, “I’m on episode 54, and I have a question.” They would write in.

It does happen, especially in those first 10 to 12 episodes. You have the opportunity to provide value to the listener and build rapport with them without the ads in those episodes. If they’re going to skip ahead, they’ll get to where you are now, but you’ve hooked them. They trust and like you. They want to keep listening and they won’t mind listening to ads. That is an actual hard number I can give you. It was more than 65% or 67% of podcast listeners do not mind listening to ads. Compare that to television and radio, where 3%, 5%, or 6% don’t mind listening to ads.

The vast majority of listeners of radio and TV do not want to hear ads. They’re annoyed by it. For podcasts, they are not the same way. They’ve opted in, chosen you, and listened to you. They like you and want to hear you. If you need to present some ads to them, they don’t mind. Even better than that, a large percentage of them will convert to the right call to action.

I’m going to disagree with you slightly, Tom. On those first ten episodes, I do agree with you. When you’re in your first year, keeping ads off of them is not a bad idea, but past that, it’s a maximizing revenue strategy. Once you have some good advertisers, your first episodes, you’ll take a good look at them, and they might be 10% of your listening for the entire month. You don’t want to take 10%.

It depends on how you’re getting paid. If you’re getting paid per every 1,000 downloads, you don’t want to miss the revenue on those first ten, but you also need to balance that against your listener growth. If the ads are preventing listener growth, you need to have that balancing act on it and do some testing. You want one ad in those episodes and not two. You are cautious about it, and you don’t do it with a new advertiser. You wait until someone renews with you. You give it to them as a bonus. There are ways to maximize your revenue on that and that may be one of them. Be thinking about that.

Make sure you have a method to track how your podcast ads are doing. Don’t just trust that your advertisers got that covered. Share on X

You make a good point, Tracy. This is a decision for each of us podcast hosts and it’s a business decision. Do you put ads on those first episodes once you start having ads? Do you leave them off? Those first episodes, statistically, will get the most listens of any episodes in your entire catalog because they’re the first ones. Even if people don’t listen to all of them, they’re going to go back and listen to those first ones. That’s true. They get the most listens and it is a valuable advertising space, no question.

With that in mind, you want to make sure you have a method to track how your ads are doing. Don’t trust that your advertiser’s got that covered. You might need a click-through link, a landing page yourself, or an affiliate code. Whatever it is, make sure that you are doing some tracking and modeling. When you go back to ask these advertisers for renewals, you’ve got the ammunition. You’re not relying on them to tell you whether or not you did well.

You’re going to say, “Compared to all the advertisers I took this month, you were my number one ad in terms of conversion. You did this amount. We can track through this. Did it work on your end? Were you getting sales from that? If it wasn’t, let’s see how we could partner to improve that in the next month.” They’re thinking, “Maybe my ads weren’t bad like I thought they were. I could partner up and do something different.” You’ve got them on the hook for the next month.

If you see them as being some of your best advertisers, meaning that there’s the best conversion going on, move them to those first ten episodes because they’re relevant to your listeners. You’re going to not only convert the people who maybe aren’t committing to your show completely, but if there’s a relevance factor in there, you’re going to increase the conversion rate on those episodes.

Tracy, this was a good point, and I want to put a little emphasis on it. I know this is a little longer episode than we usually do, but this is important. You need to be able to prove to yourself and the advertiser that your show converts. If they didn’t get enough of whatever they are measuring as value or success of the campaign, there are a lot of variables in any ad campaign. If they do not feel they got enough value out of the advertisements that ran on your show, it’s easy for an advertiser to say, “Your show was the problem. It wasn’t my product, the offer I made, or the way that I presented my product.”

There are many variables. We want to be able to show them, “We’ve got this many people clicking through in this week and month of time from the ads on our show to the landing page on our website.” That’s a lot of value. You have a lot of people taking action. If they didn’t buy your product, maybe you ought to reconsider the ad, the offer, the product, and the pricing. There are many other things for them to dial in. You can show them, “Listeners took action. They went. They didn’t buy what you had to offer. They didn’t take whatever action you wanted.”

I want to make sure that you understand that we are proposing a model where you are selling ads on a monthly basis, not locked into that episode for the lifetime of it because that will always be less. For an active show, it’s the average number of total listens. This is not your show in particular. Yours might be ten times this. Good for you. The average number of listens on an active show, one that’s continually publishing and publishes 25 episodes or more, is 1,400 listens. Some of those listens don’t come in month one. It’s important to understand that it’s its lifetime listens on average. A show that quits their show after ten episodes has an average listens of under 300 lifetimes.

FYB | Podcast Revenue

Podcast Revenue: Host-recorded ads perform three times better than a recorded ad from your advertiser.

 

For a particular episode, is that what you’re saying?

For a particular episode, yeah. Multiply the times where you are because that’s the average across all the shows, and lots of shows barely get ten listens, and there are those that get 500,000 listens. That’s an average across every single episode that we found in our numbers here. It is important for you to understand that many listens will come in the next 60 or 30 days. You want to encourage them, like, “If this was working on this episode, you want to stay into it. Renew with me the next month.” We’re talking about maximizing your revenue potential here from your advertiser. That’s a way to do that.

It brings me to one more final thing that I thought of that wasn’t on our original list of twelve items. This is bonus number thirteen, but the host recording your ads is an important conversion factor. Host-recorded ads perform three times better. That’s low but three times better than a recorded ad from your advertiser. I know you’re thinking, “Getting their added recorded is much easier.”

It’s easier if they provide you with a completely produced ad that you can run. There’s no question it’s easier.

If it’s only going to do a third of what you could be doing if you did a host record or a personal ad for it, isn’t that worth a little bit of your time? You’re a podcaster. You’re behind the mic. Go do it. It doesn’t take that long. Sometimes, I say, “Maybe you want to test the water, see if the advertiser is right, use their ad, and in the next 30 days, you record the host-recorded.”

This is a great way to get them into a multi-month program. Say, “We’re going to run a 90-day program. It’s X dollars per month and/or X dollars for the 90 days. Your ads come out.” You don’t lead them in there. This gives you a chance to maximize your revenue and sell the next 90 days and the next 90 days to someone completely new. That’s also possible.

You can go back and say, “They’re already programmatically in here. We’ve already got it running. It seems to be working well. Would you like to renew at a discounted rate?” If they don’t renew in the next week, you go and replace them and find a new advertiser. That helps you push that sales model and make sure that you maximize revenue across your entire show catalog and podcast.

There’s a lot to think about but the great thing is you do this preparation and you’re ready. Start testing.

There are lots of other episodes that we’ve done in and around advertising. We also want to make sure you look at the description. It’s going to be in there. If it’s on YouTube, there should be descriptions right there with all the linked episodes. You can know what else to watch next.

If you want to do some of those things we referenced, here are some of those stories and tips. They’re going to be there for you. That’s what we’re here for. You can always reach out to us and say, “Do you have a tip for this?” I guarantee you, we do. We’ve probably got a video, an episode, or a short tip that shows you how to do it.

We’ve quite a large resource library with a lot of those things. Don’t be afraid to reach out. Thanks so much for reading, everybody. We’ll see you next time on Feed Your Brand. This has been Tom and Tracy. Until then.

 

Important Link