Podcast Advertising for MSPs: Reaching Targeted Audiences in Innovative Ways

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Managed Service Providers (MSPs) are always seeking new ways to promote their services and reach potential clients. Podcast advertising offers a unique opportunity to connect with highly engaged and targeted audiences, and it’s becoming increasingly popular. In 2020, podcast advertising revenue reached $842 million, according to the Interactive Advertising Bureau (IAB), and it’s expected to reach $1.33 billion by 2022. Some of the biggest companies in the world, such as Procter & Gamble, Amazon, and General Motors, have all invested in podcast advertising. This trend highlights the broad appeal of podcast advertising across a diverse range of industries, which MSPs can benefit from by selecting the right podcasts that align with their target audience.

What Types of Podcast Ads are Available?

To effectively promote their services through podcasts, MSPs can use several types of ads, such as host-read ads, pre-recorded ads, dynamic ads, branded content, or sponsorships, and affiliate marketing programs. Host-read ads are integrated seamlessly into the show’s content and read by the podcast host, making them a highly effective way to reach highly engaged audiences. Pre-recorded ads, produced by the advertiser, are played during the show, and dynamic ads can be updated to reflect current promotions or events. Branded content or sponsorships involve sponsoring an entire episode or series, while affiliate marketing programs involve partnering with podcasters to promote services and paying them a commission for any resulting sales.

What Are the Advantages of Podcast Advertising?

Podcast advertising offers several advantages over traditional forms of advertising for MSPs. The frequency and recency of ads, long shelf life, niche audiences, and personal recommendations from trusted hosts make it an attractive option. Personal recommendations or endorsements from hosts can be particularly effective in driving conversions and increasing brand awareness. MSPs can also leverage podcast advertising’s highly targeted approach to reach specific demographics or interest groups.

What Are the Disadvantages of Podcast Advertising?

However, podcast advertising has its drawbacks, including the lack of standardization in measurement, unreliable metrics, and limited targeting options. MSPs should carefully select the right podcasts and ad types to mitigate these limitations.

Which Podcasts Should MSPs Advertise On?

For MSPs looking to advertise their services to local businesses, there are also podcasts that focus on particular cities and their business community. These podcasts can be an attractive option for MSPs, as they allow them to specifically target businesses in their local area. Podcasts like “Denver Business Podcast” and “Tech Talk Seattle” focus on the local business community in those respective cities. These podcasts offer a unique opportunity for MSPs to connect with local businesses and establish themselves as a trusted technology partner in their community. By targeting a specific geographic region, MSPs can increase their chances of success in acquiring new clients while building their brand within their local business community.

Final Thoughts

In summary, podcast advertising is a growing industry that offers great potential for MSPs to reach highly engaged and targeted audiences. By selecting the right podcasts and crafting effective ads, MSPs can leverage the advantages of podcast advertising while mitigating its limitations. MSPs can benefit from the personal recommendations of trusted hosts, the frequency and recency of ads, and the ability to target specific demographics or interest groups. Additionally, local business community-focused podcasts offer a unique opportunity for MSPs to connect with potential clients and establish themselves as a trusted technology partner.

Interested in exploring podcast advertising for your MSP? Contact eBridge today.

About the Author:

As eBridge’s VP of Operations, Devin Rose brings marketing expertise and an entrepreneurial knack to the eBridge team. Devin holds a Bachelor of Commerce Degree from Royal Roads University and a Marketing Management Diploma from the British Columbia Institute of Technology.

Posted May 31, 2023
Categories: eBridge Marketing Solutions' Blog, Advertising and Marketing General, podcasts
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