Conversion rate for podcasts

Why Is The Conversion Rate For Podcasts So High?

A recent Midroll advertising survey of 168,000 podcast listeners revealed an incredibly high conversion rate for podcasts. So why is the conversion rate for podcasts so high?

It turns out that podcast listeners are highly affluent, highly engaged and respond incredibly well to commercial messages in a podcast. Watch our latest podcasting tips video below to find how high the conversion rate is (you’ll be blown away…!)

And if you want to learn how to start your own professional podcast, you can get your own FREE “Getting Started With Podcasting”video series at http://podcastpowerblueprint.com

Transcript:

Recently Midroll the advertising agency for podcast networks released a survery that they carried out recently where they surveyed 168,000 podcast listeners about what they listened to and what their behaviours were when listening to podcasts.

What was amazing is that some of the numbers that came back out of that survey were pretty high. The most astounding fact was that 61% of people who listened to podcasts when they heard an advert 61% of those people actually bought something from that podcast if they listened to an advert in that podcast.

Conversion Rate For A Podcast

The conversion rate for a podcast is higher than you might think according to Midroll’s latest survey.

So that’s pretty much a 61% conversion rate for podcasts, which is pretty astounding because most traditional advertising really converts at 1%, especially print advertising which mostly converts less than 1%. Actually one percent in print advertising is actually pretty phenomenal. And other forms of advertising still converts in single digits, so what makes podcasting such a high converting content marketing channel?

Well podcasting is a really sticky form of content. If you think about it if someone listens to a podcast they are likely to listen to every single podcast in your feed, and Midroll also mentioned in their survey that 88% of people who listen to podcasts listen to every single episode.

So podcast listeners are a really loyal listenership and if your podcast really appeals to people and they get to know, like and trust you. Your listeners get to know you as a person through your podcast, they get to like you through your personality  during the period of time they listen to the knowledge and content you share through your podcast, which builds up a huge trust between you and your listener.

This is probably what contributes most to that really high conversion rate for podcasts. Your listeners will get to know you like a friend. So if you think about it, if you’ve got a friend who you chat with on Facebook for example, if they get a new phone you’ll probably have a chat online about what features it has, what apps it supports, and if your friend recommends the phone, you’ll think to yourself “wow that sounds really good” and you’re probably likely to be influenced by them and perhaps purchase the self same phone because it came by recommendation.

Because people know like and trust you through your podcast, they’re more likely to trust your recommendations too so from a content marketing point of view podcasts are a very engaging, sticky and highly converting form of content marketing, probably the stickiest around.

Now if you’re podcasting for a brand that’s phenomenal because if you think about  the blogging you might already be doing for your brand, then people can come along to your blog and they can start reading something but they might get distracted and close the blog down and then go off and check their email, or something might come in on their phone, and that takes away from your blog and away from reading your content.

Conversion Rate For A Podcast

Podcast listeners are very loyal too according to the latest Midroll statistics.

But with a podcast they tend to be listening whilst they’re doing something else, so whilst they’re walking, running, commuting, or if they’re working if something else does come in, people can multi task as well as doing something else. In those terms if you look at podcasts vs a blog, a podcast is much more personal and that probably contributes  to why most people stick around on a podcast where they might well leave your blog post half way through.

It’s just amazing the figures that are coming out of this Midroll survey.

One of the key things to remember is to put good calls to action in your podcast, so put a call to action near the beginning, put a call to action near the end as well so that people take that action from your podcast, and they will, because when they are listening to a podcast they have their hands free to actually type in a web address or click on a link below your podcast right there and then, either on their phone or on their computer.

Podcasting is a super sticky, super converting and super versatile of enhancing your content marketing efforts.

So if you do want to start up your own podcast and you haven’t done so yet, then head on over to our website at http://podcastpowerblueprint.com and sign up for our FREE three videos that will take through what you need to know about getting your own professional podcast started.

Simon Dunant
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Simon Dunant

Founder at New Rise Digital
Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).
Simon Dunant
Follow Me
About The Author

Simon Dunant

Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).

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