Well. Valentine’s Day sure snuck up on us this year, didn’t it? I mean, forgive us for losing track of time, but it’s been a tad insane what with rolling Covid-19 lockdowns, economic uncertainty, and homeschooling!!
But we’re STILL bringing some love this week, 💪 and showing you better ways to track REAL podcasting ROI 💪 – instead of focusing only on downloads or subscribers! 🛑🛑🛑
Yes, Sally. People liked you. *cringe*
And people are probably liking your podcast too – but if you’re only focusing on the aforementioned “subscribers” or downloads, you’re not seeing the bigger picture.
Podcasting ROI Beyond Downloads and Subscribers
We liken it to a sort of 🁡 🁡 🁡 “Domino Effect.” 🁡 🁡 🁡
🔥 How podcast guests help expand your networks.
🔥 Building brand equity, episode after episode.
🔥 The power of amplification across the interwebs.
🔥 Plus, how “and she told two friends” can lead to new clients.
All of the above? Much more important 📏 measuring sticks 📏 with which to quantify your content!
Ye Olde Marketing Terminology
Yes, we could be throwing around words like “inbound” and “friction” and “funnels” and “CTA” – and yes, they’re all valuable in the grand old scheme of marketing as a whole.
But – it’s time we all got more creative in measuring results from podcasting.
As we discussed on this week’s episode of the 4 AM Report (and mentioned above), there are other ways to quantify value.
“Having guests on is great, because of course you’re going to supply that guest with material to post on their social channels to promote your podcast. So, you’re expanding your network, maybe that guest introduces you to someone else that might be a great person to have on your podcast. Your influence in your network keeps spreading every time you have a guest. And oftentimes, this could easily lead to more new business opportunities. Guests are one concrete way to measure the success of your podcast, and gauge how your network has expanded through it. And as an extension to that, business comes in from pre-existing clients who have rediscovered you because of your podcast, and potentially those clients have wider audiences than you do and being behind or being a part of some of those projects will also help you increase your network and bring direct dollars.”
“Don’t discount dark social, meaning people who follow and know what you’re doing but never comment or like or share. You don’t really know who they are or how many people there are, but as a general rule, we usually say for every one comment you get or one like you get, 99 other people have seen it and consumed what you’ve put out there. Many times, back when we could go to in person events, we would be somewhere and somebody would come up and say, ‘Oh, hey, I’ve listened to your podcast before!’ or ‘I recognize you from the podcast!’ Again, this goes back to talking about being consistent about promoting your podcast using great visuals, using snappy copy, you’ll stand out! Again, we didn’t know who that person was, had no idea they even knew who we were. And that comes back in the form of business as well. On some occasions, it’s not like you have a direct referral, that came from a request. But when someone comes in and signs their contract, they’ll say, ‘Oh, do you know XYZ, like, she’s the one who told me about you.’ So, don’t discount that part of it.”
That’s just a sampling of the tips we talk about in the actual episode, so go and have a listen.
You can also download a guide we wrote about a year ago, on how to level up your podcast, if you’re looking to start or you already have a podcast and you want to take it to the next level. We talk about our process of production, and how to measure ROI with this exact model.
You know us, always happy to give away our secret sauce. 🥰
Support your peers, peeps. And you’ll rise right along with them.
If you’d like to chat more about your podcast (or any of your content!), please give us a shout at C+P Digital – we would love to help!
Plus, if you’re losing sleep over a particular marketing/business related problem during this Covid-19 economic uncertainty, or if you have a guest idea on the topic, let us know.
You can find us on Apple Podcasts – subscribe to us – you won’t regret it!
And as always, sweet dreams…well, hopefully!