Are Downloads the #1 Success Metric in Podcasting?
Although podcasts aren’t necessarily considered a “new” strategy anymore, there is still a lot of uncertainty around defining growth, especially for businesses that are utilizing their shows for growth in sales and marketing.
Why is this the case? There are a few main reasons. For one, data in the podcasting industry still has a long way to go. While you can log into your media host and look at your download numbers, how long people are listening and geographies where they are listening, you can’t see demographic data to understand if those downloads are coming from your ideal listener.
In addition, all of this technology is still actively evolving. For example, at the time of this blog, there is some forthcoming technology coming out this year that will share which brands are listening to shows… but that may or may not be data that is supportive of your goal, depending on your audience. This technology might also be at the higher end of what you may be willing to invest for your podcast download data, and that investment might be more powerful to use elsewhere in your company.
All of this can leave the business owner scratching their heads around what their show is doing or could be doing to help grow the business. So let’s reframe the conversation around growth:
Are download numbers useful to track?
Absolutely! This conversation is not an “all or nothing” one. However, downloads in and of themselves don’t paint a full picture.
There are many, many shows out there that have focused on their download growth only to find they haven’t moved forward in things like email subscribers, sales meetings, new sales, and more. There needs to be connective tissue between audience/download building and tangible results in the business – otherwise, the downloads become a vanity metric and not a business growth tool. When the downloads are growing but the other objectives of the business are not, that means there is a gap in the strategy to “mobilize” listeners to the other parts of the business.
Okay, so what *should* I be measuring in addition to my downloads?
This answer will vary depending on the business, but here are some of the most common objectives we see:
- Website visits
- Email subscribers
- Text message subscribers
- Consultations/sales meetings
- Sales made
How do I do that?
Here is where things get fun – it’s time to flesh out your actual podcast growth strategy. Again, this will vary by client, but you want to make sure you have the ability to:
- Track the results – for example: do you use a specific text message opt-in for your podcast? Do you have specific website pages you promote on your podcast? Is there a keyword that listeners use when booking a meeting that is specific to your podcast? Make sure you have a way to track the things you are promoting on your show.
- Set goals based on the data – for example: if you’ve never booked a sales meeting with a listener from a call-to-action (CTA) in your podcast, perhaps that is a goal you’d like to work on. Once you determine that, work with a strategist who is versed in both podcasting & in business development on aligning your content, CTAs and customer journey to meet that goal and establish a process.
- Stay accountable – perhaps you are talking about this in your meetings with your marketing team each week, and/or tracking the number of opt-ins for your podcast specific resources in a spreadsheet somewhere. You need to have a very clear picture of what is actually happening with your results in order to find patterns and troubleshoot where needed.
What else do I need to know?
This isn’t necessarily in addition to the above, but an emphasis on a very important factor: consistency. Even business owners who are used to things like tracking and measuring can get stuck in podcasting because it almost feels like an entirely different initiative than the other parts of their business. That can lead to too-quick decisions, unnecessary ‘pivots’ and an endless process of little changes that aren’t actually connected to the greater goal.
Getting these systems in place doesn’t require a lot of upfront work, but it is perhaps a new skill and way of focus for you and your team. That’s okay! What gets measured gets results, and if you plan to use your podcast as a tool to grow your business, taking that business-mindedness to it is crucial.
So start where you are, with what you have. Work with an expert who specializes in business development through podcasting to align your content and conversions. And the most important thing? Stick with it!
Your podcast will reward you in leaps and bounds once you’ve aligned with real, measurable growth goals and implement the system to achieve them. Downloads can certainly tell you generally what your listenership looks like, but they won’t give you a clear and complete picture of the results from your podcast.
Looking for support to make your podcast a powerful tool to grow your business?
Send us a message! Produce Your Podcast offers multiple resources for support in this area.
Our clients have done incredible things through their shows, including:
- Getting a book deal from a prestigious university that saw their podcast and audience and wanted to align with the host
- Adding over 2,000 people to their email list and creating additional business ventures as a result
- Securing 14+ sponsors on their show, from local brands up through nationally recognized brands
- Generated their first clients in their brand new startup
- Doubled their website subscribers with ideal leads for their businesses
- Grew their teams in order to keep up with their new client growth as a direct result of their podcast
Our focus in visibility, leads and sales for podcasts that are supporting business growth goals is our specialty, and we look forward to learning more about you and your show. Send us a message to get in touch!
Produce Your Podcast is a premier podcast consulting, production & marketing agency. Our team of experts provides comprehensive, full service high quality solutions for B2B and B2C clients to incorporate podcasting into their overall marketing strategy. If you’re looking for a reliable partner to help launch or grow your business branded podcast and boost your sales and marketing goals, we’re here to help.
Click here to schedule a conversation with our team today. Let’s work together to create a high quality podcast that takes your business to new heights!
