Here are 4 ideas for measuring podcast success, including downloads, audience, lead tracking, and intangible benefits.
Podcasts are an increasingly popular content medium, but measuring their performance is difficult. Here are some tips for measuring podcast success in spite of the challenges. Spoiler alert: it’s an art, not a science.
Why podcasts?
Today’s busy professionals are increasingly driven to make their “down time” more productive and engaged. The popularity of podcasts rises every year, with more than 50% of American homes now classified as “podcast fans” by Nielsen.
[bctt tweet=”Podcasts are essentially blogs in audio format, and — like blogs — they are relatively cheap to produce, making them an excellent high-value offer.” username=”Fronetics”]
Podcasts are easily downloadable on a phone or mobile device. They allow the user to listen to a topic of interest while commuting, exercising, or cleaning the house. Podcasts are essentially blogs in audio format, and — like blogs — they are relatively cheap to produce, making them an excellent high-value offer with which to generate or nurture leads.
If you’re already creating podcasts as part of your content program, good for you! But, you’re probably running into a familiar challenge: It’s really hard to measure podcast performance.
4 tips for measuring podcast success
ROI calculations for podcasts are notoriously elusive because users download them on their devices. Producers won’t know whether a user ever listened to any or all of a particular podcast.
But measuring podcast success is possible, at least for those that don’t mind a little more nuance than numbers. Here are 4 tips to get you started.
1) Track unique downloads
With podcasting, the best measurement is something called a “unique download,” which tries to capture how podcasts are generally obtained. It measures a progressively downloaded file by a single user at a single IP address over a 24-hour period. Third-party tracking services like PodTrac or tracking/hosting services like Libsyn or Podbean can give you this information.
Is this perfect? Nope! Users can download and never listen or download and only partially listen. Multiple users can listen to one download, and one user can download twice (or more) onto multiple devices. There is nothing exact about tracking the number of unique downloads. But based on the way podcasts are consumed, it’s not a bad metric, and frankly, it’s all we’ve got.
2) Estimate your base audience
Determining the approximate size of your subscriber list — or at least your committed and consistent listening audience — is also helpful. This isn’t exactly the same as unique downloads. Subscribers are people that have gone out of their way to make sure to be alerted when you publish a new podcast.
To do this, examine two trends: the consistency in unique downloads across multiple episodes and, more importantly, the number of downloads in the first 48 hours after a new release. Those first few days are when your consistent listeners will grab the industry-fresh (you hope!) info, and it will give you sense of how big that segment is.
These subscribers are your bread and butter. And you can use this number, albeit approximate, as you would other marketing metrics that measure engagement.
3) Get creative (without getting annoying)
If getting a better sense of lead generation from your podcasts is imperative, try thinking creatively about how to access that information from your audience. But beware! The more you require of your listeners, the more annoying you potentially become. That said, here are some ideas.
Create a page/section on your website where visitors can access the podcast. If you’re using a marketing software like HubSpot, you’ll be able to tell if leads access this via your site.
Add an optional question on the lead-generation forms on your website, just a simple checkbox like, “Have you heard our podcasts?”
Check the previous page path from your homepage on Google Analytics or your referrals sites report from software platforms like HubSpot for traffic coming from podcast websites.
Create a special landing page and mention it as a call-to-action in your podcast several times. This way, you know any traffic visiting this page must have come through the podcast.
All these can offer a rough (but low) estimate of leads that have consumed podcast content.
4) Remember the value of intangibles
Here’s the part where we remind you how important it is to remember why you are podcasting. Lead generation? Of course. But why else? We’d venture to say building relationships, like all of your content marketing. Podcasts are wonderful for this!
Invite your current customers or best business relationships to join you for a podcast. There’s a lot of power in a really good interview on a podcast: You get some fresh and new content; you deepen a potentially very useful business relationship; and you gain their network of listeners, too.
Learn from the inconsistent
Patterns and consistency can give a broad sense of the success of your podcasting. But don’t forget to abandon them sometimes, particularly if there is one podcast that’s an outlier.
If one was wildly successful, that’s fantastic. Chances are you hit on an extremely timely topic, or perhaps did something better in your efforts to share outside of your base subscriber list. Great news for your lead-generation efforts!
That said, if you have one or two that garnered lower interest, don’t assume the opposite is true. And don’t let them skew your broader analysis. Sometimes it only has to do with how niche your topic was, and niche topics can still be highly successful lead-generation tools, particularly if yours is a niche business with niche clients. In fact, these niche podcasts may end up being some of your most successful.
A webinar is an excellent content medium to generate leads to or nurture those already in your sales funnel.
Maybe you’ve taken a webinar to enhance your professional skills. Did you know that webinars can be beneficial not only to the students, but also to the business providing them?
In content marketing, we consider a webinar content that your target audience will find valuable. You can leverage this value to move them through the buyer’s journey — whether it’s becoming a lead by providing their contact information in exchange for attendance, or by using the webinar strategically in the lead-nurturing process.
[bctt tweet=”“Webinars are ideal when you’re selling knowledge. The product allows someone to continue learning in a medium that’s similar to the webinar itself.” Amy Porterfield” username=”Fronetics”]
Porterfield suggests that live online workshops and pre-recorded courses sell well in a webinar, whereas physical products are less effectively sold in this format. “So before you choose a webinar to sell your product or service, think about how the thing you’re selling is or isn’t like a webinar experience.”
How is a webinar different from my other content?
What separates your free content (like blogs, social media, podcasts, etc.) from paid content like a webinar?
Porterfield emphasizes that, while free content explains the “What” of your products and services, “your paid content explains the How.” She suggests that a successful webinar will “paint a picture using images and really powerful words and stories.”
Your attendees should leave the webinar feeling that they’ve learned something valuable, and that they are ready to take the next step — which should be considering your product or services. “When you begin selling in your webinar, focus on how your paid program, online product, consulting, or coaching helps attendees achieve the opportunity, transformation, or result you’ve just explained,” says Porterfield.
She also suggests bringing your target audience’s obstacles to the forefront of the conversation. “Clearly articulating the obstacles lets your audience understand them on your terms and creates a well-defined pathway for your product or service to help them overcome the obstacles. Essentially, you want to provide enough information so that your product is the next logical step.”
Focus on what you do best — and save time and money — by parceling off these 6 marketing tasks to outsource.
If you’re anything like me, you’re busy — not-enough-hours-in-the-day busy. We find that supply chain and logistics marketers are some of the most overworked professionals in the industry. One person (or a very small team) is often responsible for all marketing and sales efforts for an organization. So I want to let you in on a little secret: Outsourcing is your solution to being too busy.
[bctt tweet=”Outsourcing marketing tasks allows you to focus on insourcing your core competencies.” username=”Fronetics”]
Outsourcing marketing tasks allows you to focus on insourcing your core competencies. In other words, you can start focusing on what you do best and delegate specified tasks to external experts.
The content marketing landscape is constantly changing. There are more and more marketing tasks to cover: social media, videos, blogs, emails, etc. How can you truly focus your attention on any one area when you have so many balls in the air?
Don’t work harder. Work smarter.
Outsourcing marketing gives you the opportunity to remove some of the time-consuming and laborious tasks from your desk, so you can get back to the core of your marketing efforts.
That doesn’t mean you have to outsource all your marketing tasks, or even half of them. Choosing several areas beyond your staff’s expertise, or tasks that are particularly tedious, can help you improve your marketing efforts and take stress off an overworked internal team.
Here are six areas you should consider outsourcing.
Video: 6 marketing tasks to outsource
Final thoughts
Finding the right partner is key when you choose to outsource marketing tasks. You have to trust the people to whom you are delegating tasks, so that you know the work is getting done the way you want while you focus your attention on other tasks.
The right partner will work with you to develop a strategy that closely aligns with your business goals. Your partner can even execute the strategy for you and provide regular updates on how it’s working. This kind of results-driven approach will ensure you’re stretching your marketing dollars to the fullest extent and getting the kind of results that will grow your bottom line.
If you’re looking to grow brand awareness fast, here are 8 tricks to boost your efforts.
Have you ever noticed how some brands seem to have crept into popularity overnight? You’ve never heard of them, and then, all of sudden, they’re everywhere.
Their brand awareness has sky rocketed, and they’re achieving every company’s ultimate goal: Customers know about them. So what’s their secret?
Here at Fronetics, we don’t believe they have a secret. We believe that they took advantage of content marketing and its many benefits — growing brand awareness included. They were able to scale their growth in a short amount of time, a true success story for the digital era. Companies like Uber and Yelp have used these tips to implement small changes that yielded large results.
Remember, in order to grow brand awareness, you need to be proactive. It’s time to steer away from some of the traditional marketing methods, which don’t take into account how modern B2B buyers research vendors. Start putting your content marketing strategy to the test.
[bctt tweet=”To grow brand awareness fast, it’s time to steer away from some of the traditional marketing methods, which don’t take into account how modern B2B buyers research vendors. ” username=”Fronetics”]
If you’re looking to increase your brand awareness fast, there’s no better place to start than with content marketing. Check out these 8 tips for using content marketing to grow your brand awareness fast.
A new study shows that businesses that reply to customer reviews receive better ratings overall than those that do not respond.
I’ve written before about the rising popularity of B2B user review sites and how supply chain and logistics businesses can use them to increase organic traffic and lead-to-sale conversion rates. B2B buyers are increasingly considering user reviews when making purchasing decisions. That’s great for business — when the reviews are good.
But what if you get bad reviews?
[bctt tweet=”Bad reviews don’t necessarily spell disaster — but they do mean that you should incorporate a response plan into your overall marketing strategy. ” username=”Fronetics”]
A brand new study published in the Harvard Business Review (HBR) shows that businesses that reply to customer reviews get better ratings overall. This means that bad reviews don’t necessarily spell disaster — but they do mean that you should incorporate a response plan into your overall marketing strategy.
Replying to reviews is an important part of online reputation management — which is especially crucial in the B2B space, where companies live and die by their reputation. So how does responding to reviews improve your online reputation?
A study in why to reply to customer reviews
To examine this question, Professors Davide Proserpio and Giorgos Zervas looked at tens of thousands of hotel reviews and responses from TripAdvisor. What they found was that “when hotels start responding, they receive 12% more reviews and their ratings increase, on average, by 0.12 stars.”
While 0.12 may not seem like a lot, in the scale of TripAdvisor’s 5 star system, where ratings are rounded to the nearest half star, it has a significant impact on customers’ perceptions.
Proserpio and Zervas found that “approximately one-third of the hotels we studied increased their rounded ratings by half a star or more within six months of their first management response.”
Improved ratings are related to management response
So why is it that the hotels started to get more and better reviews when management started responding?
The researchers examined every facet of the data to rule out other factors that would undermine causality, and found that in fact “improved ratings can be directly linked to management responses,” rather than improvements made to facilities or services.
To explain it, the researchers make the analogy of eating at your favorite restaurant and your meal arrives late. You complain to your dinner companions, but when the manager checks in seconds later and asks how everything is, “for a moment, you consider complaining, but instead choose to avoid confrontation and focus on enjoying the rest of your meal.”
Essentially, by humanizing your presence on review sites, you discourage potentially awkward online interactions.
The researchers conclude, “While negative reviews are unavoidable, our work shows that managers can actively participate in shaping their firms’ online reputations. By monitoring and responding to reviews, a manager can make sure that when negative reviews come in — as they inevitably will — they can respond constructively and maybe even raise their firm’s rating along the way.”
Do you always reply to customer reviews on user review sites?
Use these three steps to calculate content marketing ROI to show the value of your investment.
As supply chain and logistics businesses are finally recognizing the merits of content marketing, many are looking into it. But it doesn’t take much research to realize what an enormous investment it is. And how difficult it can be to calculate content marketing ROI.
[bctt tweet=”A data-driven approach to calculating Content Marketing ROI lets you continually adapt to the needs of your audience, ensuring an ongoing, robust ROI.” username=”Fronetics”]
Many companies we talk to need help convincing management that it’s a worthwhile investment. To that we say, use data!
But what data should you use? How do you quantify certain benefits, like growth in brand awareness? And do you really have to keep track of all the hours you spend writing blog posts, managing social media, etc.?
Here arethree basic steps for how to calculate content marketing ROI.
3 steps to calculate content marketing ROI
1) Set up your ROI measurement.
It’s important that you measure content marketing ROI at the initiative level. This means calculating the ROI of your blog, your webinar series, your Facebook marketing, etc. individually.
After calculating the ROI of each initiative, you can aggregate that data to determine your overall content marketing ROI for your business.
2) Know as much detail as possible.
“To measure ROI, you have to know, in as much detail as possible, the R (return) and the I (investment) of your content initiative,” says Jay Baer, president of Convince & Convert. Baer walks his readers through the example of figuring out ROI for a podcast, including calculating total investment in the project (including preparation and execution), and calculating total return.
Content marketing is about creativity. By the same token, think creatively about every measurable avenue of return in each of your initiatives.
3) Calculate your ROI.
The formula for ROI is universal: return minus investment, divided by investment, expressed as a percentage.
And there’s some good news for supply chain and logistics content marketing: “Content marketing ROI calculations are indeed easier for B2B companies because they almost always have visibility at the transaction layer,” writes Baer.
Once you’ve calculated ROI for each of your major initiatives, it’s time to think strategically about optimizing your content marketing resources, in terms of allocation and timing. Having hard data helps you answer questions about which initiatives are most fruitful, what language engages your audience best, when your efforts are most likely to pay off.
Ultimately, this data-driven approach lets you continually adapt to the needs of your audience, ensuring an ongoing, robust ROI.
