You can grow your brand through podcast advertising?

Yes. And there are a couple of different ways other than just buying ad spots on podcast. I know as I helped SaaS brands like Bonjoro and Optimonk generate new leads through podcast initiatives. Let me tell you about it.

Podcast guesting involves appearing as a guest on multiple podcasts within your niche. This approach can dramatically expand your reach and credibility.

Benefits of Podcast Guesting:

Gain Exposure: Reach new audiences and potential customers.

Build Authority: Establish yourself as an industry expert.

Create a Growth Lever: Drive significant business growth.

Connect with New Audiences: Engage with listeners who are interested in your niche.

For example, at Bonjoro, podcast guesting was pivotal in growing our user base to over 40,000 and increasing our annual recurring revenue by over $300,000.

Launching your own podcast helps establish your brand as an industry leader and cultivate a dedicated following by consistently delivering valuable content.

Benefits of Hosting Your Own Podcast:

Brand Establishment: Position your brand as an authority in your industry.

Dedicated Following: Build a loyal audience through regular, engaging content.

Challenges of Hosting Your Own Podcast:

Commitment: Requires ongoing effort and consistency.

Time-Consuming: Takes 15-20 hours to produce an episode, including booking, editing, and marketing.

Long-Term Investment: Typically takes 2-3 years to build a substantial audience.

Brands like Charles Schwab, Gong, IBM, and Drift have successfully utilized podcasting to create effective marketing funnels.

Podcast advertising involves selecting and collaborating with podcasts whose audiences align with your brand, ensuring your message resonates with potential customers.

Benefits of Podcast Advertising:

Cost-Efficiency: Reach a receptive audience without a massive budget.

Primary Growth Channel: Proven effective for many brands.

Successful Brands Using Podcast Ads:

Athletic Greens: Grew from $0 to $200M in revenue, spending over $1M per month on podcast sponsorships.

Hubspot: Sponsors over 14 marketing and business-related podcasts to reach new audiences.

Dealfront: Raised awareness, built trust, and generated high-quality leads through targeted podcast sponsorships.

By implementing these strategies—podcast guesting, hosting your own podcast, and podcast advertising—you can effectively grow your brand and reach new audiences.