There is always a podcast goal when you host a show. It could be anything from increasing brand awareness to building revenues for your business or you could be looking to grow a community and a following. You might be more interested in getting sponsorship and having your earnings through the podcast. However, whatever the goal, you need to use call-to-actions to initiate action on your podcast, which means you need to know CTA engagement (call-to-action engagement).
In this article, we look at how you can calculate CTA engagement and tips to improve your call-to-actions.
What is CTA Engagement?
CTA engagement is any action taken after a call-to-action has been provided to the audience. Whether that is a social follow, lead generation form complete, or a share of the show on social media.
One of the challenges for monitoring call-to-actions on podcast shows is that it is hard to identify when the call-to-action has initiated an action because there is no direct pathway for the audience. They can’t click on the audio of the podcast, it has to be direct.
Video podcasts are a little easier because you can monitor some CTA engagement. You can add buttons and links on YouTube videos for instance, that allow the audience to take action. But again, there are some challenges. Some people might subscribe or share the podcast episode without hearing the call-to-action.
However, assuming all desired engagements have happened because of the call-to-action is generally the best way to determine the success of your podcast episode.
How to Calculate CTA Engagement on a Podcast
To calculate the CTA engagement, identify the call-to-action engagement and monitor that statistic. So if you asked for people to subscribe to your podcast, then you need to count the number of subscribers in a set time frame.
Don’t collect data on the number of people who took other engagements. For instance, you might have asked for a subscriber but they shared the episode. While this is positive, it isn’t related to the call-to-action and could misrepresent your episode’s success.
Once you’ve got the number, you take the number of desired engagements and divide that by the number of listeners.
So if you had 1000 listeners to the episode over seven days, and 50 subscribed, then you divide 50 by 1000. This will give you a figure of 0.05. You then multiply this by 100 and you get 5%. And this is the engagement rate.
FAQs: How to Calculate CTA Engagement on a Podcast
What is a Good CTA engagement rate for a podcast?
The average CTA engagement rate is somewhere between 3 and 5%. This means only one in 20 to 33 people take the desired action after the podcast. However, they might take other actions which are positive for your brand.
How can you improve the CTA engagement rate for a podcast?
There are numerous ways that you can improve the CTA engagement rate for a podcast. One might be repeating the CTA. Many podcasters use their CTA twice, once to introduce and a second time to reinforce. You might also want to re-word your call-to-actions.
Should I monitor other engagements from podcast episodes?
Yes. You should monitor all engagements to a podcast episode, and use this as an engagement rate, rather than a CTA engagement rate. This rate can be a good indicator of the performance of your show.
Final Word: How to Calculate CTA Engagement on a Podcast
The CTA engagement rate of your podcast is an important metric on whether you’re meeting podcast goals. Calculating it properly can be critical to knowing when you need to improve a show’s structure or the wording of the call-to-action. Above are the details of how you can improve your podcast’s call-to-action.
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