Given the audio nature of podcasts, listeners tend to hang on to every word, making them an excellent audience for advertisers who are trying to get their brands known. You don’t have to worry about them tuning out your ad like they do in many other mediums— blog posts, for instance. Engaging readers through the written word is much harder, and takes more testing and tweaking, than you might think.

Since they put their trust in the hosts of their favorite podcasts, they’re much more receptive to the brands that these hosts decide to endorse.

Podcasting is a great way to promote your brand and products, but there are also plenty of things that can go wrong if you don’t know what you’re doing. In particular, there are three key steps to a successful podcast advertising campaign that every brand needs to be aware of.