The Podcast People

Podcasting is emerging as a powerful medium to connect with potential customers. In this article we explore examples of clever ways in which brands benefit from the podcast’s influence.

Who knew that being an influencer would become an actual thing?

It has changed the marketing landscape and has become a popular and effective way for brands to reach their audience.

There are many ways in which you can influence people to part with their money these days, as the Tinder Swindler proved. 

A much more honest way to influence people is through the power of audio, as radio has so eloquently proven over the last hundred years.

These days podcasting is emerging as a powerful medium to connect with potential customers.

There are a number of case studies of stories worth sharing worth plugging your earphones in for.

You will hear examples of clever ways in which brands benefit from the podcast’s influence. 

“My Favorite Murder” Podcast

One of the most successful examples of influencer marketing through podcasts is the “My Favorite Murder” podcast.

Hosted by Karen Kilgariff and Georgia Hardstark, this true crime podcast has amassed a massive following of dedicated listeners.

True crime is one of the most popular podcast genres which made it the perfect platform for marketing products related to this genre.

Hunt A Killer, a subscription box service that provides a monthly “murder mystery” experience for subscribers, turned out to be a perfect match.

When the company reached out to “My Favorite Murder” to find out if they would be interested in promoting the service to their listeners, the hosts agreed.

The result was a hugely successful influencer marketing campaign that resulted in Hunt A Killer growing their customer base by over 1,000%.

“The Joe Rogan Experience” Podcast 

“The Joe Rogan Experience” is without a doubt one of the most popular podcasts in the world.

It has millions of listeners listening every week.

Brands tend to take notice of large audiences.

One of the brands who successfully marketed through “The Joe Rogan Experience” was Onnit.

Onnit, a health and wellness brand, reached out to see if they could promote their products to Joe’s audience.

When Joe agreed, the campaign was put into motion and resulted in a 40% increase in sales for Onnit.

They essentially used Joe’s power to influence his audience to buy the Onnit supplements and their various other products designed to improve overall health and fitness.

“Serial” Podcast 

“Serial” is one of the most successful podcasts of all time, with over 300 million downloads.

Brands were clamouring to get their products in front of this audience, specifically it represented a wide range of potential customers.

One example of successful influencer marketing through “Serial” is the partnership between MailChimp and the podcast.

MailChimp is an email marketing service, known mostly for email marketing campaigns.

“Serial” was amenable to their proposal to promote their service to the podcast’s listeners.

The influencer marketing campaign was hugely successful.

It helped MailChimp increase their customer base by over 40%.

“Smart Passive Income” Podcast

Hosted by entrepreneur and online business expert Pat Flynn, the “Smart Passive Income” podcast provides tips and advice on how to create a successful online business.

It made sense for brands looking to reach entrepreneurs and small business owners to tap into this podcasts’ audience..

“Smart Passive Income” has a history of successful marketing campaigns for brands.

One such example is that of ConvertKit.

It is an email marketing service aimed at bloggers and online content creators.

ConvertKit increased their customer base by over 30%.

“The GaryVee Audio Experience” Podcast 

Gary Vaynerchuk, better known as GaryVee, is a social media and marketing expert with a massive following.

His podcast, “The GaryVee Audio Experience,” provides insights and advice on how to succeed in the world of business and marketing.

And with such a large following, it’s no surprise that brands have taken notice.

Wine Library TV is a wine-focused e-commerce website that offers a wide range of products and resources for wine enthusiasts.

Not only did Wine Library TV manage to grow their customer by over 50%, GarVee expanded his own brand, reaching a wider audience who are interested in wine. 

Influence is directly proportional to listener numbers.

Without engagement, listener numbers won’t grow.

Once a podcaster has achieved influence, a brand can profit from it.

It has to be done strategically to work. Imagine choosing the wrong partnership and it drives listeners away from the podcast!

Looking at the above 5 case studies, there are some lessons to be learned.

The best results occur when a podcaster partners with a brand that aligns with their brand values and target audience.

The content and the audience matched up, which was what made it a success.

There must be value for the podcast host and their audience.

The five examples showed brands that offered something unique and valuable, such as a subscription box service, email marketing tools, and a wine-focused website which was useful for the host and audience.

A podcaster who is authentic and transparent will be the most effective influencer marketer.

The messaging must be authentic and honest, aligning with the host’s brand and values.

Decide on the metrics that will decide how the success of an influencer marketing campaign is measured, check them regularly, and adjust your strategy accordingly.

By measuring your results, you can identify what’s working and what’s not, and make changes to optimize your ROI.

There is no denying the power of influencer marketing.

Brands who can find the right synergy with podcasts host stand to benefit from a method that speaks to their potential customers in a highly engaging and personal way.

The power that podcasting has to sway influence is indeed powerful and will add to the continued growth of this media form as income from marketing make it more sustainable.

If you want to know more about podcasting, be sure to get Hendrik’s book “Become a Podmaster: Everything You Need to Know to Master the Art of Podcasting.

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