By: Abby Salameh, Chief Marketing Officer
Published April 17, 2019
In our last blog Should You Start a Podcast? Here’s What It Takes, I shared a few practical tips to consider as you begin to plan your own podcast. Since you’re taking the time to develop a podcast, how can you get the most out of it? In this follow-up blog, I’ll focus on how to best promote your podcast to maximize return on investment and the metrics to look at for continuous process improvement.
Take Your Podcast One Step Further
When done right, a podcast can offer significant added value beyond just the broadcast. In fact, I think you’ll be surprised at the range of its immediate and long-term benefits.
Your podcast can be repurposed or recycled in a variety of different ways to gain additional exposure for your advisory business. Here are a few examples:
- Companion Blog: Start by creating a blog post featuring the podcast highlights, key insights, and takeaways. You may even want to post the entire unedited podcast transcription. Be sure to include an introduction and conclusion, and make sure to use blog best practices.
- Social Media: Share the more memorable quotes or highlights in a series of social media posts that link back to the podcast landing page. Don’t forget to link both to all of yours and your guest’s social handles. Set up a schedule so that you can continue to promote this podcast while planning your next episode.
- Video Content: If you video record the podcast, you now have an additional, and very valuable, marketing asset that can be posted to your website. You may even want to start your own YouTube or Vimeo channel.
Making Friends and Influencing People
A podcast also enables you to strengthen relationships within your personal and professional communities. Be creative by featuring a wide range of guests like a specialist within your firm who has a unique viewpoint, a center of influence who can share a mutual success story of working together, or a philanthropic organization that you’re involved with and want to shine a light on. This is a fantastic way to gain valuable content for your audience. In fact, hosting a podcast gives you an excuse to have conversations with people who may otherwise never talk to you.
Do you have any relationships with local editors or niche reporters? Give them an exclusive on writing about the podcast. By providing them both the audio podcast and text transcript, you’re really helping to make their job easier, which can go a long way in building a long-term relationship.
It’s All In The Numbers for Podcast Success…Or Is It?
Let’s review how and why you should track metrics for your podcast. First, your goal should emphasize quality over quantity. This means it’s more valuable to have 50 focused clients and prospects as regular listeners than 500 random listeners who are not even in your target demographic.
While the number of listeners/downloads is one metric for rating the success of your podcast, it’s not the only one. Start by looking at your website traffic with Google Analytics.
- What are your site analytics doing in relation to your podcast?
- What was your site traffic before launching your podcast compared to your traffic after launching?
- How much traffic are the individual podcast posts/pages receiving?
- What calls-to-action are associated with the podcast and have they increased?
Most social media platforms have similar reporting. And, best of all, like Google Analytics, they’re free! Pay attention to the kind of engagement you receive on both your podcast and your social media channels. Are people interacting or responding to your podcast content? Is it positive? Think about asking for feedback to gauge how your audience perceives your podcast.
Still Not Convinced?
In conclusion, why should you podcast? I think a recent INC magazine article summarizes it well:
“To say that podcasts are having a moment would be an understatement. They have become a place where listeners go to gain knowledge and grow. For experts and industry leaders, podcasts offer a unique experience to provide valuable, in-depth information to their audience. Beyond short-form content like social media or blog posts, a podcast’s long-form format allows you to cultivate a deeper relationship with your audience and grow your reach to new listeners at the same time.”
I hope this two-part blog has been helpful, and I’ll keep my eyes and ears open for your podcast launch!