From all the marketing channels this year, 2025, podcast marketing has seen the most success. Many companies have recognized that podcasting can be one of the most effective ways to market a product, which explains why so many businesses have focused on creating content.
Podcasting is part of a larger strategy called “content marketing.” However, podcast marketing is unique in its approach.
What Makes Podcast Marketing A Unique Strategy?
Unlike short-form content, podcasts engage with an audience for very long periods of time. A typical podcast is around 40-60 minutes in length, and within that time, there are plenty of opportunities to turn listeners into buyers.
According to Bogdan Bratis, CEO & Founder of Saspod, one of the best podcast production companies based in the United Kingdom.
“Podcast audiences are known for their loyalty to the shows they follow. This loyalty builds a strong sense of trust between listeners and creators, making audiences more likely to value and act on a podcaster’s recommendations.”
Other types of marketing strategies can be short-lived. For example, when you stop a paid social media campaign, the clients also stop coming. Podcasting, on the other hand, continues to yield results months or even years after an episode has been released.
How Can You Use Podcast Marketing?
There are two primary ways you can engage in podcast marketing.
Podcast Sponsorship
Many podcasts are seeking sponsorship deals, and brands can capitalize on this opportunity. As a business, you can find a successful podcast that targets an audience aligned with your ideal customer profile and offer to sponsor it. This is similar to influencer marketing, where you, as a brand, can use an existing audience to grow your brand.
Typically, brands pay around $50 – $100 / 1000 downloads. In marketing terms, you would pay around $0.05 – $0.10 / impression. So as you can see, this marketing method can be very affordable.
Branded Podcasts (Start A Podcast)
Instead of sponsoring other shows, consider creating your own branded podcast that targets your ideal customer profile. This strategy is not as passive; however, the rewards are tenfold.
Not only will you gain exposure through your podcast, but you can also control the narrative of the show, which can serve as an additional public relations tool.
Starting a podcast is not an easy task, especially if you want to create something your brand would benefit from. We suggest working with companies like Saspod, completely outsourcing the entire podcast production process to them.
How To Measure Podcast Analytics?
Marketing is all based on data. So how do we measure the success of a podcast?
Luckily, podcasting is one of the most transparent forms of marketing. Tools like Buzzsprout, Podbean, or Saspod Hosting can provide accurate analytics, making it easy for marketers to track multiple stats parameters.
Based on these statistics, marketers can make informed decisions by following the trends.
How Do You Get Started with Podcast Marketing?
- Define how you want to engage in podcasting. (Sponsorship or producing a podcast?)
- Create Ads and place them in podcast episodes.
- Measure exposure through statistics.
- Track conversions from podcasts & ROI.
What Is The Biggest Podcast Marketing Mistake?
In an episode of “Podcast Junkies”, Bogdan Bratis mentioned that one of the biggest podcast marketing mistakes is not naming your podcast correctly.
“It’s all about discoverability when it comes to podcast names…but I toyed around with the name…and you can appear on the first page of iTunes just by changing your name”, says Bogdan Bratis.
This means that using specific keywords in the name of your podcast can give you an instant boost, making your show more visible to potential listeners.
Should You Use Podcast Marketing?
As we already explored in this article, engaging in podcast marketing is a no-brainer, and the question isn’t “should” but “when”. Our answer to this is – as soon as possible.