1. Podcasts are a huge market and an excellent way to reach people who are ready to buy or take some action. According to Shopify 81% of podcast listeners have taken an action after hearing a podcast ad, and 54% claimed that they are most likely to buy something after they've heard about it on a podcast ad.

  2. Podcasts are a great source to build brand awareness, grow your company's reach, connect with your audience, and build trust. It's basically a content superstar. As the number of podcast listeners increase, it opens a unique opportunity to have conversations about specific industries or topics.

  3. It's a great place for advertisers to reach a more tech-savvy, educated consumer, and more targeted audience.

  4. Ad revenue is a great opportunity for brand growth and monetization - Ad revenue was $1.7 billion in 2022 and is expected to grow 27% year over year to $2.2 billion in 2023 (note ad revenue was only $701 million in 2019). 

  5. Over 47% of podcast listeners are GenZers or Millennials, audiences difficult to find.

Podcast Marketing Tactics 

The following are tactics to consider when creating a marketing plan:

  1. Start your own brand podcast
  2. Partner with a podcast producer
  3. Be a guest on someone's podcast
  4. Identify a topic that interests your target audience demographic
  5. Leverage a podcaster's social media efforts

Remember:

When you speak on a podcast, listeners hear you, not as a company, but as a person. That kind of authenticity is highly compelling for customers. When they can hear about your business and why it’s important to you in your own words, they feel a closer connection to your company and feel more loyal.

The popularity for podcasts is expected to keep growing from 384m listeners globally as of November, 2022 to over 500m in 2024 (+30.2%) because of the following:

Sources:
https://www.clickmatix.com.au/reasons-why-should-use-a-podcast-in-your-content-marketing-strategy/

https://www.oberlo.com/statistics/podcast-revenue