I found this article interesting.  In a time when companies are so obsessed with stats and direct links, it feels that people lose their way in what is valuable from a marketing perspective.

It’s really not a surprise that podcast advertising doesn’t lead to direct sign ups, but over time it can be a great way to build your brand.  And podcasting isn’t the only thing that applies to this.

Tim’s first thought was that we’d never sponsor podcasts again (and no wonder; it cost us almost $1.3k for each trial signup!)

But then he noticed something. While attending conferences and networking with people, many of them told him that they’d heard about Ahrefs in podcasts.

Sometimes an existing user would mention that they were happy to hear about us on their favorite show; sometimes a random person (not even in marketing) would remember us from an old podcast mention. Even if they didn’t convert at the time, they thought that Ahrefs was kind of cool—and this brand recognition stayed in the back of their mind.

That’s when it all clicked.

We were going about it all wrong—rather than being a tool for lead generation, podcast advertising is a tool for_ gaining exposure and brand awareness_.

Source: https://ahrefs.com/blog/podcast-advertising/