Aiming for the moon, isn’t it scary? Are you part of these people who believe that each business move should be driven by this level of ambition? If so, when it comes to your branded podcast, you will pay attention to the long-term results it could bring.
You would be right because ROI on branded podcasts does not (usually) happen overnight.
In order to:
… your podcast strategy needs to focus on the long run.
Maybe you will agree with us that time & consistency:
So we have written a lengthy article on the long-term goals your should set for your branded podcast.
Reading the title of this section, you are probably wondering “ The voice of the consumer? Yet more marketing jargon!”
Far from the marketer’s lingo, this concept leads you to put yourself in the shoes of your clients …
Ask yourself who would consult if you need advice on a new computer? A trip? on a new car?
Now choose the answer:
I think I already know your answer …
Yes, a branded podcast can make a difference here. It can boost brand recommendation by 24% (Source BBC Audio: Activated).
In other words, the branded podcast promotes brand recommendation by up to 24% (Source BBC Audio: Activated).
Maybe you are saying to yourself: “Wait a minute, the numbers are looking good but explain how and why?”.
Well, the branded podcast has a special ability other media haven’t: they keep the listener focus and engaged. None like:
Do you recognize yourself in these situations? No worries, you are human!
Unlike these other media, the podcast stimulates one specific part of your brain: the auditory area!
No matter if you are washing dishes, using public transport, or jogging… your mind is solely focused on the voice you hear.
Results: You have better chances to retain the message and the values of the brand. Therefore you are able and more confident to recommend it when the time comes (like when your cousin asks you which branded podcast agency they should go with!)
To determine your share of voice, focus on the following formula:
Total number of mentions of your brand / total number of mentions of your market (your brand + your competition) x 100
An example to illustrate this formula?
Use a tool to determine how many times your brand’s hashtag (example: #marquepodcast) has appeared compared to hashtags in the market.
If your hashtag has appeared 30 times and the one for the market 50 times, you have a 60% share of voice.
Your branded podcast helps you establish yourself in the market.
Other examples of key indicators to measure your share of voice:
Using “social listening” tools will make your job considerably easier. Here are a few:
A new addition to the encyclopedia of podcast goals, the “utility score” is one way to gauge your involvement in the listener’s daily routine.
Picture your listeners spending more than an hour listening to an episode of your branded podcast.
Once they are done, what information can they pull out of it?
Was it just entertaining? Or did they learn something?
The more value your podcast brings, the more it will potentially increase its level of utility.
The utility level is a very powerful tool to assess your brand awareness over the long term. Listeners believe the brand is meant to help them, not just sell them their product.
This way of looking at it is much more authentic and powerful than only paying attention to KPIs such as impressions (that give only a vague idea).
This is what Expedia has done with its “Out Travel The System” podcast, which attempts to answer all of its travelers’ questions before, during, and after their trip.
Ask yourself these questions to assess the usefulness of your podcast:
80% of podcast listeners can remember the brand mentioned in a podcast according to a Midroll study. It’s better than any other medium!
Indeed, only 45% of mobile users and 35% of desktop users were able to remember the brand that made a full-page ad they have been exposed to.
In addition to being very intrusive, this later form of ad can cost a lot of money.
The reason why the podcast allows 2 times stronger memorization than other media is its ability to bring up a brand in engaging content!
In the context of the branded podcast, the user memorizes more easily because:
Your brand is mentioned naturally within content that:
Picture this: your brand has been around for a while, you have a large international customer base, the competition is intensifying and you are thinking: “maybe it is time to find out what people think of our brand”.
This is the purpose of a “brand sentiment analysis”.
To do this, get a frying pan, 1/2 liter of olive oil, 2 onions (Kidding, we’re not going to cook a chicken parm)
To analyze your brand sentiment, you can use a tool for measuring the activity around your business on social networks (for example Hootsuite).
Search a hashtag related to your brand, the name of your brand, or a topic related to your brand.
Find out what people are saying about you!
This objective makes it possible to:
Still, hesitating? Maybe your brand prefers to be based on pure conversion goals or more short-term-oriented goals. If so, get ready to read the following article: “Branded Podcast: What ROI Can We Expect in the Short Term?”