Fuzz Martin 0:00
Good Morning Podcasters let's talk about a couple of different types of advertising.
Fuzz Martin 0:09
Hello, I'm Fuzz Martin and this is Good Morning Podcasters thank you for joining me today on the 31st episode of GMP. On today's episode, I'm going to discuss advertising strategies, particularly awareness versus intent. We'll talk about what those terms mean, and how they're important to your podcast. But first, I'm going to give you an example of awareness advertising.
Fuzz Martin 0:38
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Fuzz Martin 1:46
So do you see how that works? I was making you aware of a brand. Awareness is pretty simple to understand. As it relates to advertising. It refers to the extent to which consumers or listeners are familiar with your brand product service or say your podcast. This can include something as basic as knowing about your show being familiar with it. Or even being able to recall specific details about your show that's awareness. The goal of awareness campaigns and advertising is to increase familiarity. In this case with your show, and make it top of mind for your potential listeners when it comes to an awareness campaign to promote your podcast. That could include things like promo swaps, Network ads, banner ads, Facebook and Instagram ads, billboards, television, radio, any sort of mass media or advertising newspaper. Anything you want to do to reach a wide audience that does not likely know about your podcast.
Fuzz Martin 2:56
Conversely, pretty much any of the advertising that you do on your show, so your host read ads, interviews you do with different people who are trying to sell something, whether that's a service or a book, or an upcoming event, programmatic spots that you may run in your show through your hosting platform. Those are all examples of awareness advertising.
Fuzz Martin 3:20
Intent, on the other hand, is how we describe advertising or marketing toward people who are already in the know and ready to take action. Or as we might say, they intend to take a specific action goals of an intent based campaign would be to get a potential listener to take the next step toward becoming an actual listener. Whether that's by going to your website or going to your Apple podcasts page. Let's give an example of what we would call a potential listener that would benefit from intent based advertising.
Fuzz Martin 3:59pe in new True Crime podcasts:
Fuzz Martin 5:34
There are also some ads called lead generation ads are lead gen ads that are designed to get people to sign up for things like your newsletter provide their information for a giveaway, or sweepstakes, or for some sort of demo, those are all examples of intent or consideration advertising. And also when someone signs up for your emails, they have the intent to follow your show and are likely to listen to your show. So that would be considered intense advertising as well. When you send out an email to that group.
Fuzz Martin 6:04
If you're going to advertise your podcast, which style of advertising should you choose? Well, depends on the right answers, probably a mix. I advertise Good Morning Podcasters, through Reddit ads on subreddits, like our podcasting, or our Adobe Audition, because I know the people who are in those subreddits are there with the intention of finding information about podcasting and audio editing, those kinds of things. So to me, that would be considered intent advertising. I basically know who those people are, and why they're there in that spot at that time. I also run ads on Facebook and Instagram to a wider audience of people who are likely not on those sites looking for information about podcasting, but have podcasting as an interest. Because that's a wider audience that I want to become familiar with Good Morning Podcasters. I would consider that awareness advertising. And there's obviously gray area in between all of those.
Fuzz Martin 7:10
Your strategy should always start with your goal. And then use a mix of tactics to get there if you want to increase newsletter signups definitely going to be intent based advertising. You want to increase awareness about your show, obviously, it's in the title awareness advertising. I'll just put this out there. If you ever have a question about advertising, or if you ever want me to give you some advice on what kind of advertising you should be spending your money on, feel free to shoot me a DM on Twitter gmpodcasters or you can email me Fuzz at Good morning pod.com. And if I can, I'll help point you in the right direction.
Fuzz Martin 7:53
That'll do it for today's episode of Good Morning Podcasters I hope you found it helpful. If you did, please consider dropping a five star review on GoodPods, Apple podcasts, Spotify Podchaser or just you know, drop five stars on a whiteboard and send me a photo that makes me feel good and makes me feel like what I'm doing is working. Also, be sure to follow the show if you're not already. New episodes come on Mondays, Wednesdays and Fridays and speaking of Friday, I'll speak to you on Friday, right here on Good Morning Podcasters