Branded podcast: what long-term ROI can you expect?

Doesn't aiming for the moon scare you? Even when you're worn out, you still believe in it wholeheartedly? Then you're probably aiming for long-term brand awareness! And you'd be right, because like Rome... ROI on branded podcasts isn't (usually) built in a day.to really get your brand into the consumer's mind, to enhance the value of your products and services, to be seen as an authority... If, like us, you're convinced that you need to ..:

• Focus on a long-term strategy for your podcast (You understand the potential of this medium and that you're not there "just to test"),
• Refine your podcast with each episode (and don't stop after one season),
• Enhance your listener's experience to stay in their mind until they buy.

After the short term, we've put together an article on long-term goals for your branded podcast that should help you. Take notes, it's going to be copious... 1,2,3 scroll down!

Contents

1. The voice of your customer (recommendation)
2. Utility level
3. Unsolicited brand memorization
4. Measuring brand sentiment

Listeners of a branded podcast retain and recommend your brand

I know that right now... You're thinking: "The voice of your customer? And you'd be right. In reality, far from marketing slang, put yourself in context...Just ask yourself who you would talk to if you needed advice about your computer? Travel advice? Now choose the answer:

• A member of your family?
• A close friend who knows his stuff?
• Or a salesman?

I think I know your answer in advance... And that's where our branded podcast comes in... And up to +24%! In other words, the branded podcast boosts brand recommendation by up to 24% (Source BBC Audio: Activated).By reading your mind(yes, I have this power, but I only use it to write articles, I promise), I can see you nodding your head and saying to yourself: "Wait a minute, numbers are all well and good, but explain to me why?".The branded podcast has a particularity not found in other media:

• We read a blog post askew, challenged by notifications of all kinds (I know you, you don't fool me).
• Watch a video as background music (then click on a similar video if you don't like it).
• We read the first lines of a publication on a social network without really committing ourselves.

Recognize yourself? Podcasting, on the other hand, uses other levers in your brain. You're washing the dishes, taking the bus or going for a run, and your mind is focused on the voice you're hearing (without any external stimuli, such as notifications), so you're better able to retain a brand's values and recommend it when the time comes (like when your cousin asks you which brand podcast agency he should use).

ADVICE FROM THE CALLIOPÉ TEAM

To calculate your share of voice, focus on the following formula:

Total number of mentions of your brand / total number of mentions of your market (your brand + your competitors) x 100

An example to illustrate this formula? Come on, I'm in a good mood! Use a tool to determine how many times your brand's hashtag (example: #marquepodcast) has appeared compared to the market's hashtags. If your hashtag has appeared 30 times, the market's has appeared 50 times. The market's 50 times. Then you have 60% share of voice.

Your branded podcast helps you establish yourself in the market.

Other examples of key indicators to measure your share of voice :

• Organic key words
• Pay per click (PPC) keywords
• Impressions
• Reach
• Revenue
• Mentions
• Hashtags

The use of social listening tools will make your job a lot easier. Here are a few examples:

• Sprout Social,
• Brand24,
• Hootsuite,
• Agorapulse.

The usefulness of your branded podcast

A newcomer to the encyclopedia of podcast objectives, the level of usefulness is a way of assessing your involvement in your listener's day.To put this into perspective, imagine that your listener spends over an hour listening to an episode of your branded podcast.When he leaves this episode, what can he take away with him? Did he just have a good time? Or, on the contrary, did he learn a lot about his issue? Or, on the contrary, has he learned a lot about his problem? The more value your podcast delivers, the more it will potentially increase its level of usefulness. The level of usefulness is a very powerful lever for assessing your brand awareness over the long term. Listeners are convinced that the brand's aim is to help them, not just to sell them its product, and this objective is therefore much more authentic and powerful than a tool like impressions, which only give a vague idea. This is what Expedia has set up with its Out Travel The System podcast, which attempts to answer all travelers' questions before, during and after their trip.Questions to ask yourself to assess the usefulness level of your podcast:

• What does each listener take away with them when they leave the podcast?
• How many key tips did you deliver?
• Have you responded to any issues related to people in his situation?
• What can he or she put into action?

Unsolicited brand recall via podcast

80% of podcast listeners are able to remember the brand cited in a podcast, according to a study by Midroll.That's better than any other media! In contrast, only 45% of mobile users and 35% of computer users were able to remember the brand author of an ad on an entire page they had seen.Yes, it's violent... Especially for your marketing budget! Especially for your marketing budget! What explains why podcasts are 2x more memorable than other media is their ability to quote a brand in engaging content! In the case of branded podcasts, the user memorizes more easily because :

• He's confident,
• He's a good listener,
• He's not expecting yet another ad.

Your brand is only quoted naturally (I insist on this word) within content that :

• Beneficial to him (which will serve him well)
• In which he is involved (he has been listening for several minutes)

Measuring brand sentiment

Imagine, your brand has been around for a while, you have a large international customer base, competition is intensifying, and now you're thinking: "Maybe it's time to find out what people think of our brand.

How do you measure brand sentiment?

To do this, get yourself a frying pan, 1/2 liter of olive oil and half a dozen olives (just kidding, we're not going to make a chicken with olives!)(Re)Concentrate! To do this, get yourself a tool for measuring activity on social networks (Hootsuite, for example).Enter the hashtag linked to your brand, your brand name or themes linked to your brand.Determine how people are talking about you!

What's the point of measuring "brand sentiment"?

This objective enables :

• Monitor the evolution of your brand's health over the course of the podcast,
• Measure podcast success with positive mentions,
• Note engagement trends and identify sources. This can then feed into the development of your podcast,
• Determining the lasting influence of your podcast once it's finished

Still hesitating? Perhaps your brand prefers to focus on pure conversion or shorter-term objectives. If this is your case, start a new cup of coffee and get ready to read our article: "Brand podcast: what ROI can you expect in the short term?"

Avner UZAN