Welcome back to another “Inside the Audit” post, where we are pulling back the curtain on our Podcast Power Audits and the most common mistakes we see that decrease a business owner’s podcast’s ability to grow and deliver results.
The Produce Your Podcast team hosted a B2B technology podcast for a Podcast Audit and while they were nailing it in terms of basic setup and discoverability, they weren’t converting listeners into subscribers and ultimately, clients.
The Audit Findings
When we first started working with this podcast, we quickly saw there was no way for the listeners to “continue the conversation” after the episodes ended. In podcasting language, this is referred to as the Call-to-Action, or CTA.
In addition, their podcast episodes weren’t “hooking” new listeners even though the show was optimized for search very well. This was due to a few factors, including length of episodes – sometimes, jumping right into long form content is a deterrent to a new listener who just wants to “check things out” first.
The Recommendations
Crafting a Signature Segment
Result:
This segment is a highly engaging but shorter piece of content that is dropped into the feed in between full episodes. These types of segments are a lower commitment for a new listener so they can “check things out” when they find the show before diving into the longer content.
This is also a strategy to further engage existing listeners. For many podcast listeners, they subscribe to shows but may not listen to every episode when the content is long form. The signature segment gives the existing audience another way to listen and connect.
We have found time and again that adding the signature segments increases download numbers as well.
Revamping the Call to Action (CTA)
The podcast’s call to action was, in a word, weak. It was almost non-existent, failing to leverage the show’s considerable potential. Recognizing this, we set out to craft specific and compelling CTAs that would resonate with the audience and encourage them to take action.
It was crucial to strike the right balance between being persuasive without coming across as overly promotional. The aim was to connect authentically with potential clients and listeners.
Quick tip: Here is a format we recommend as you get started refining your own CTAs: “If you want to {GOAL}, be sure to download my {GUIDE} so you can {RESULT}. Head to {LINK} to download it, so you can {TRANSFORMATION}.”
The Results:
Approximately one week after implementing the new CTAs and refining their delivery, we received an email from the podcast creators with exciting news. Their downloads had skyrocketed, achieving a 50% increase.
This substantial boost in downloads underscored the importance of a well-crafted CTA and the impact it can have on a podcast’s success. It served as a powerful reminder that while being visible is essential, the ability to convert listeners into engaged followers is equally vital.
Podcasts have become more than just a means of entertainment—they are now an integral part of a business’ marketing and growth strategy. We have worked with podcasts supporting nonprofit organizations and small businesses up through multibillion dollar global corporations. The customized strategy and blueprint is what makes our Podcast Audits so effective.
Ready to take your podcast to the next level? Here are 3 resources you can use:
- Grab a seat on our September 27 free session: “The Podcast Growth Formula: 3 Keys to UpLeveling Your Reach & Results.” – we are sharing the most common pitfalls we have found time and time again on our podcast audits and in our strategy work. Why us? After nearly 12,000 episodes produced, 100+ show launches and an average client lifespan of 3+ years, we’ve learned a thing or two about business development and podcasting. Click here to save your seat!
- Schedule a complimentary strategy call with our team. We’ll talk through your show goals and how you might start to align your podcast to those goals. Click here to schedule a call.
- Is the Call-To-Action in your podcast generating more leads & sales for your business? If not, time to troubleshoot. Grab our free guide, “CTAs That Convert” by texting CTA to 66866. (Not in the U.S.? Send us a message and we will send you the guide!)
Know your show needs a professional audit? Click here to secure your spot for a Podcast Audit and if you have any questions, send us a message (if you’d prefer to book a call with our team, you can do so here.
Produce Your Podcast is a premiere podcasting consulting, production and marketing agency. Our team of experts provide comprehensive and high quality solutions for B2B and B2C clients to incorporate podcasting into their overall marketing strategy.
Looking for a team of experts to launch your business’ podcast? Schedule a time HERE to book a consultation with our production team.
