In short
Marketing School Episode Notes: How to Find the Best Podcast to Advertise On
Episode Overview
- Podcast Title: Marketing School - Digital Marketing and Online Marketing Tips
- Episode Title: How to Find the Best Podcast to Advertise On
- Hosts: Neil Patel and Eric Siu
- Episode Number: #2495
- Duration: Approximately 5 minutes
- Release Date: [Date Not Provided]
Main Topic The episode discusses strategies for finding the best podcasts for advertising, featuring the tool Magellan AI which helps with podcast analytics and advertising.
Key Concepts Magellan AI
- Purpose: A comprehensive tool for podcast advertising and analytics.
- Key Features:
- Provides demographics of other podcasts.
- Tracks past advertising campaigns and sponsorships.
- Shows trending podcast categories.
- Contains contact information for podcasts, allowing for easy partnership communications.
Podcast Advertising
- Importance: Highlighted as a less competitive method compared to traditional paid media advertising.
- Benefits:
- Identifies potential advertising partners in a given niche.
- Facilitates cross-promotion opportunities between podcasts.
- Helps advertisers understand which podcasts have successful campaigns through tracking metrics like brand recall and revenue generation.
Cost of Magellan AI
- Pricing: $6,000 for six months (approx. $1,000 per month) - considered high but worthwhile for serious advertisers.
Discussion Highlights
- Personal Anecdote: Eric mentions discovering Magellan AI through a friend during dinner, showcasing the organic nature of how valuable tools can be discovered through networking.
- Podcast Sponsorship Examples:
- Mentioned sponsors include Shopify, Microsoft, and HelloFresh.
- The utility of observing sponsorship patterns to inform advertising strategy in similar markets.
Recommendations
- Using Magellan AI: Hosts suggest that if you're serious about podcast advertising, investing in Magellan AI is advisable due to its comprehensive feature set and potential for improved advertising ROI.
- Comparative Approach: By assessing competitors' podcast advertising strategies, users can identify effective channels for their own marketing efforts.
Conclusion
- The hosts wrap up by urging listeners to consider the tools available for podcast advertising, with a specific endorsement of Magellan AI for those looking to enhance their advertising strategies.
Call to Action
- Listeners are encouraged to rate, review, and subscribe to the podcast for more marketing insights.
Additional Links
- [Marketing School Website](https://www.marketingschool.io)
- [YouTube Channel](https://youtu.be/f2PY-Pn8KD8)
Feedback
- Audience engagement is encouraged through comments and reviews about future episode topics.
Hosts' Agencies
- Eric Siu: Single Grain
- Neil Patel: NP Digital
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This episode serves as a compact guide for marketers looking to leverage podcast advertising effectively, emphasizing the utility of Magellan AI in navigating this space.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Transcript
Automatic transcript. May contain errors.0:00All right, so we're going to talk about how you can find the best podcast to advertise on. And this is kind of a carryover from the last episode where I brought up Magellan AI, which Neil has never heard about. And I didn't hear about it until yesterday, actually. You know who heard? My friend Thomas. Remember Thomas? Yeah. Thomas. Thomas Yuan from Saintbox. Yes. I remember him. Yeah, yeah, yeah. Dude, we had dinner with him in LA a long, long time ago. He tried to hire him for less than he was getting paid at the time. Yeah, that sounds about right. I'm frugal. Yeah. Hey, can't fault that. But point is, he's like, oh yeah, we've been using this tool, Magellan.
0:35I'm like, man, you guys do podcast advertising? Yeah, we do. And so he starts rattling off. He's like, here's who you've had as your sponsors. Shopify, Microsoft, DreamHost. You've also had this HelloFresh. I'm like, HelloFresh? And I'll explain that maybe later. But he's like, these are the months that they ran it. And then these are just - So it's not perfect. No, it's correct. We had a wrong setting turn on on Spotify, or sorry, Spotify. And it showed a HelloFresh ad, and it showed another ad. but that's the extent of how far it went. But key thing is I can look at other podcasts to see demographics.
1:06I can look at what categories are trending upwards and there's also contact information too. And if I want to share my media kit and all that, it's all there. It's basically like an all-in-one product for you to find the best podcast to advertise on. And also, remember when we ran that promotion with My First Million? Yeah. It will show you promotions you're running with other podcasts so you can find other people to partner up with as well. That's cool. So you can use it first off for everyone listening. It sounds like my favorite feature of it is you can look at other podcasts in your space, who they're running promotions with, and you should reach out to all those podcasts to figure out how you can cross promote your podcast.
1:45You pretty much do a trade impressions. It doesn't matter if they get a million downloads a month and you'll get a thousand, you can do trades of impressions. So you'll give them a thousand in exchange for a thousand on theirs. And you're telling your audience to listen to their podcasts and vice versa, but this will open up and not just give you one or two podcasts. It'll give you a whole network of podcasts that you should do this trade with. The second thing is, is if someone is advertising on a few of the podcasts that you listen with or you listen to, and they're within your space and industry or they're a competitor, you'll now know all the other podcasts that you should consider advertising on as well.
2:17Because typically if someone's advertising on podcasts, they're tracking things like brand recall, clicks, impressions, really actually hard to track clicks and impressions, but more so how many people are searching for their name, how much more revenue they're generating. Some of them use coupon codes. All these things will tell you, all right, here's some other podcasts that we should test out as well. Yep. And also it'll show you other stuff like renewal rate. And by the way, since this is video, I'm going to look at you, you know? So since, by the way, Magellan also will show you if they're simulcasting to YouTube.
2:49So I can filter out. If I show me podcasts only that are in the marketing category that are also being published to YouTube as well. And then it will show me those. Like it's pretty accurate. I would say it's basically 95 % there. And I believe they paid$6 ,000 for six months. So maybe it's$1 ,000. So it's not cheap. But if you want to get serious about podcast advertising, this is one of those products to use. And to me, running podcast advertising right now is pretty archaic. If you do paid media for your clients, it's probably worth considering this. Podcast advertising isn't that competitive either compared to most other paid marketing channels.
3:25But yeah, this seems like if you're going to do podcast advertising, this is the tool to use from what it sounds like. I've never used it as a quick disclaimer, but based on everything you're telling me, it checks all the boxes. Yeah. Check it out. I've been looking for something like this. Hopefully it's free. Is it free? No, dude. What if it's free? It costs money? I just said it's$6 ,000 for six months. It's$1 ,000 a month. I didn't hear that far. $6 ,000 for six months? Uh-huh. That's expensive. Yeah. Well, not if I give you the password. I don't want a bootleg version but still so you're telling me a thousand dollars a month I mean when you do advertising still this stuff is expensive I just don't like spending money when I don't need to well yeah me neither so that's why I don't oh that means you got it for free that's it for today guys five star reviews five stars all right