5 SECRETS TO PODCAST ADVERTISING: Successful podcast advertising shouldn’t be measured solely by lead generation, but also by brand awareness and word of mouth. Top performing podcast ads are unscripted and see the best ROI when the host of the podcast reads the ad rather than your business or a third-party advertiser. Remember, you don’t need to advertise on an NPR podcast or the popular “Stuff You Should Know” for best results. There’s plenty of success to be achieved with smaller podcasts that have more specific audiences.
Why you should care: When crafting an ad for a podcast, enrollment teams need to consider writing ad copy that sounds natural and meshes with the tone of both the podcast and host. Additionally, now that platforms like Spotify provide podcasters with crucial listener data, the process of finding a smaller scale podcast that aligns with your target audience is made easier.
THOUGHT-LEADERSHIP – IT'S MORE THAN JUST A BUZZWORD: Thought leaders are experts in a certain area of specialization, field, or industry. But today, being a thought leader requires so much more. The best thought leaders are innovators and cutting edge thinkers who are well respected. Today, the public turns to thought leaders for direction, inspiration, and insights into what’s new and next in any given industry. As marketers, thought leaders are an incredible medium to broadcast non-salesy messaging to targeted audiences. Word-of-mouth advertising, brand awareness, and building consumer trust are made easier if you have a thought leader on your side.
Why you should care: Enrollment marketers, leverage your faculty members. Some faculty may already be thought leaders, others might need some guidance in order to improve their self-promotion. In any case, taking advantage of faculty testimonials, interviews, accomplishments, publications, and more can help you reach audiences that are incredibly in-tune with the programs your school offers.
FACEBOOK TESTING NEW LAYOUT OPTIONS FOR MULTI-IMAGE POSTS: Traditionally, advertisers have had limited creative options for building Facebook ads. Now, the platform is experimenting with a new set of layout offerings for multi-image ads, which would enable users to choose different presentation styles for their images. For example, these new ads could include background colors behind images or custom collages (Check out these photos to get a visual).
Why you should care: For enrollment teams running their own ads on Facebook, consider switching up the types of ads you run. Did you know that Facebook has Single Image Ads, Video Ads, Carousel Ads, and Collection ads, all of which should be used for different audiences, content, and promos? If an ad agency is running ads for you, make sure they’re switching it up and testing ad types, especially once Facebook launches these new layouts.
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