Podcasts Increased Listeners and Intent

The Challenge

In an increasingly crowded podcasting landscape, attracting listeners and maintaining audience engagement requires strategic and innovative approaches. Traditional full-funnel advertising strategies often lack the precision needed to effectively promote podcast content to the most relevant audiences, resulting in higher costs and lower listener acquisition efficiency.

Our Strategy

Channel Selection

We chose to exclusively utilise LinkedIn as the primary platform for promoting the podcast series. This decision was based on LinkedIn's professional networking environment and the ability to target relevant audiences within the business and real estate sectors.

Innovative Ad Format

Within LinkedIn, we deployed a new ad format called the "Thought Leader Ad," designed to amplify the voices of industry leaders and thought leaders. This ad format provided a unique opportunity to showcase the podcast series and engage with the target audience in a compelling way.

The Utilisation of SEO

We implemented a best practices SEO strategy specifically tailored to enhance the discoverability of the podcast series within the organic search ecosystem. This involved optimising podcast titles, descriptions, and relevant keywords to improve visibility and attract organic traffic.

Results Achieved

• 3.3x higher engagement rate through the Thought Leader Ad format on LinkedIn compared to previous campaigns
• Notable boost in searches related to the podcast series within the LinkedIn platform through targeted SEO
• 15% rise in podcast listenership month-over-month as a direct outcome of focused promotion efforts
• Decreased investment through focused channel strategy whilst increasing listener acquisition
• Improved intent targeting through professional audience segmentation on LinkedIn