NuVoodoo By The Numbers: Essential Things for Advertisers to Know About Heavy Podcast Listeners: Part 3

In Part 1 of this series, we explored the world of “podcast heavies,” delving into their demographic, socioeconomic characteristics, and diverse media consumption habits. In Part 2, we examined the advertising landscape, uncovering which platforms and formats effectively capture the attention of this valuable audience, who can be retargeted, and what platforms cause heavy podcast users to take action as the result of advertising.

Now, in Part 3, we’ll focus on data capture, exploring the tactics that drive ongoing relationships and conversions among “podcast heavies.” We’ll delve into the strategies that incentivize them to subscribe to podcasts, share their contact information with advertisers or to be reminded about new episode releases, and ultimately take action as a result of advertising.

We’ve explored which channels “podcast heavies” use most. But what about the message itself? What messaging tactics resonate most with this audience and encourage them to engage and convert?

For podcasters, building a loyal audience is essential, and subscriptions are a key indicator of listener commitment. For advertisers, capturing email addresses or mobile numbers unlocks valuable opportunities for retargeting, upselling, and driving conversions. So, how can podcasters and brands effectively activate “podcast heavies” and encourage them to take those desired actions?

Our study reveals the following tactics have been successful in prompting “podcast heavies” to share their contact information:

• Surveys or Feedback form: 31% shared their email address only, 10% shared their mobile number only, and 27% shared both, resulting in a total of 68% sharing some form of contact information. This suggests that “podcast heavies” value their opinions and appreciate being heard. Offering opportunities to participate in surveys or provide feedback can be an effective way to gather valuable insights and build relationships with this audience.
• Contests or Giveaways: 25% shared their email only, 6% their mobile number only, and 29% shared both, for a total of 59%. “Podcast heavies” are clearly motivated by the chance to win something, whether it’s a product, a discount, or an exclusive experience. Contests and giveaways can be a powerful tool for driving engagement and capturing leads.
• Webinars/On-Line events: 19% shared their email address only, 7% their mobile number only, and 31% shared both, for a total of 57%. “Podcast heavies” are eager to learn and expand their knowledge. Offering webinars or online events that provide valuable information or insights can be an effective way to attract and engage this audience.
• Friend or Family Referrals: 16% shared their email address only, 7% their mobile number only, and 32% shared both, for a total of 55%. “Podcast heavies” trust their friends and family, and they’re more likely to take action based on recommendations from people they know. Encouraging referrals can be a powerful way to expand your reach and acquire new customers.
• Social Media Lead Form (Account Info Auto Populates): 28% shared their email address only, 10% shared their mobile number only, and 26% shared both, for a total of 54%. The convenience of auto-populated forms can streamline the lead capture process and encourage more users to share their information.
• Loyalty Programs: 19% shared their email only, 8% their mobile number only, and 27% shared both, for a total of 54%. “Podcast heavies” appreciate being rewarded for their loyalty. Offering exclusive discounts, early access to content, or other perks can incentivize them to engage with your brand and share their contact information.
• Website pop-up or form: 21% shared their email address only, 9% shared their mobile number only, and 21% shared both, for a total of 51%. While pop-up forms can be effective for capturing leads, it’s important to ensure they are implemented in a user-friendly way to avoid disrupting the browsing experience.
• Chatbots/Messaging Apps: 16% shared their email address only, 13% shared their mobile number only, and 19% shared both, for a total of 48%. Chatbots and messaging apps offer a more interactive and personalized way to engage with users, which can lead to increased willingness to share contact information.

The Power of Email and Mobile:

It’s worth noting that two of the channels we tested – email and SMS text messages – stand out for their ability to drive both attention and action. Our study revealed that:

• Email: 44% of “podcast heavies” pay attention to emails from companies often or always, and 37% have made a purchase or started using a product/service advertised in an email.
• SMS Text Messages: 50% pay attention to text messages sent to their phone often or always, and 36% have taken action based on a text message ad.

These findings highlight the effectiveness of email and SMS marketing in reaching and engaging “podcast heavies.” Email excels at delivering detailed information and nurturing relationships, while SMS offers a direct and immediate channel for capturing attention and driving quick actions.

This suggests that offering coupons or discount codes as part of your activation strategy can be a powerful way to incentivize “podcast heavies” to take action, whether it’s subscribing to a podcast, signing up for an email list, or making a purchase.

Platform Skew:

Looking at the data, there’s a noticeable skew towards email as the preferred contact method.

As this table shows, across the top 3 performing activation tactics, options that include email as a choice consistently outperform those that include mobile. This suggests that “podcast heavies” are more comfortable sharing their email addresses for marketing purposes.

Coupons and Discount Codes:

In addition to their receptiveness to email and SMS marketing, “podcast heavies” are also highly responsive to coupons and discount codes. Our study found that:

• 66% use coupons often or almost always.
• 60% use discount codes often or almost always.

Key takeaway for podcasters: Consider incorporating these tactics into your engagement strategy. Run contests and giveaways, offer loyalty programs, encourage referrals, and host webinars or online events to incentivize listeners to subscribe and share their contact information. Tailor your messaging and offers to resonate with the interests and motivations of “podcast heavies,” emphasizing the value they’ll receive in exchange for their engagement.

Key takeaway for brands: Leverage these insights to capture leads and build your audience. Utilize email and mobile retargeting to nurture relationships, promote offers, and drive conversions among “podcast heavies” who have expressed interest in your brand. Develop compelling messaging and offers that align with the preferences of this audience, emphasizing the benefits they’ll receive by taking action.

Activating “podcast heavies” requires a strategic approach that leverages their preferences for certain platforms, messaging, and offers. By understanding their motivations and providing valuable incentives, podcasters and brands can effectively drive engagement, build relationships, and achieve their marketing goals.

In this three-part series, we’ve explored the world of “podcast heavies,” uncovering their unique characteristics, media consumption habits, and receptiveness to advertising and activation tactics. From their diverse media engagement to their openness to online tracking and targeted messaging, “podcast heavies” represent a valuable and engaged audience for podcasters and brands alike.

NuVoodoo conducts research and marketing for podcasters, broadcasters, and consumer & b2b brands. You can see more study data at nuvoodoo.com/webinars or by getting in touch at tellmemore@nunoodoo.com.  We’d love to help.