The world of marketing is enormously broad. There are many different ways to make your company stand out, and every day there are more and more ways to do it. Among the many tools that exist to generate a good marketing strategy, in this article we want to highlight the podcast.
What is a podcast and how does it relate to marketing?
As many of you already know, or can imagine, we are referring to audio recordings broadcast via the Internet. This concept was created several years ago, with the idea of being able to generate something like a «radio on demand» where you could listen to the contents of the programs at any time and not have the need to adapt to the time of broadcast.
But today, the podcast is living its golden moment. It has reached a point of boom in which it is very popular, in other words, it has become fashionable. The marketing world has not been left out of this. This type of recording has become a very powerful tool for the B2B industry.
What are the metrics of a marketing podcast?
In addition to the advantages we have mentioned, this tool allows us to evaluate a series of metrics with which we can obtain our capabilities and those of the podcast. From knowing the number of plays we have to knowing the percentage of partnerships or customers we can have with this tool.
1.Calculation of relevance of the podcast
The first metric that we must take into account is the amount of interactions that our podcast has. By interactions we mean «likes», comments, reproductions, shares and, in general, all the actions that occur. So to speak is the general metric of the podcast, later we will analyze these actions in detail.
This metric should generally suffer a 5% increase per week. As there are different actions, in order to find the weekly improvement, some numerical values are given to each action, for example the following:
Likes: 1 point
Comments: 2 points
Actions: 5 points
In this case we divide the actions into three categories. On the one hand, the «Likes» with a numerical value of 1 point. On the other hand, the comments with a value of 2 points. And finally the rest of the actions, where each of them will have a value of 5 points. Once we have found the numerical value of each podcast, we can calculate the increase from one program to another.
2. Number of downloads
Now we go on to detail the general metric. In this case we will take into account, within the «actions» discussed in the previous point, the number of times our podcast is downloaded. By downloads we should understand the actual obtaining of the file and its reproductions in order to be able to analyze its diffusion. In general terms, to know that our podcast is working we should observe an increase in this metric of 10% per week.
3. Community growth
In order to study this metric, some (or all) social networks linked to the podcast should be implemented. In this way we will be able to observe the growth of proactive followers. That is, listeners who interact regularly with our podcast and not sporadically. In addition to improving feedback with listeners and content for them.
4. Web traffic and organic traffic
Our podcast will be on a website, either independent or on a page within our company’s website. Well, it is important to know the traffic that this website generates. To analyze this metric there are a lot of tools, such as Google Analytics.
Analyzing this metric will allow us to know how many people enter our website and how they behave in it. For example, knowing how many people access the web and comparing it with the number of plays will help us to know what percentage of people enter the web, but do not listen to our podcast.
In addition, the information that this tool offers us is useful because our website not only contains the podcast. We will also have other content such as links, information or conclusions of the podcast. Knowing how many people enter our podcast can help us to get an idea of what margin of reach we have.
5. Podcast listeners as potential customers
In this case, we must understand the metric from two perspectives. On the one hand, we must analyze how many of our listeners are potential customers and how many of our guests are. With these two questions we will know the value generated by our podcast.
Logically, our podcast will be listened to to a certain extent by our target audience and we must take this into account. The podcast is, so to speak, our loudspeaker. From it we can give a concrete image, provide solutions, give training, talk about our projects, etc. All this will make
All this will make listeners who are looking to hire the service we offer think of us. It is a good idea to add a subscription form for those who may be interested.
The podcast is still a way to build relationships. We can use it to let our potential clients get to know us and have a good contact with them if we invite them to attend the recordings as speakers. In this case it is important to identify the total number of guests with the number of leads we have obtained in this way.
6. Number of guests
This is a decisive metric when it comes to being able to correct mistakes, give a new approach or see that we are going in the right direction. We must analyze the number of guests who respond positively to our invitations. If this number is too low, we may need to turn our program around or reevaluate the way we do it because it may not be having the desired effect.
If, on the other hand, we have a surplus of options in terms of receptive guests, we can say that we are doing well. But this has its pitfalls too. In this case we should evaluate the quality of the guests and try to work only with the ones we consider the best. In addition to not being able to work with all of them due to lack of space, this will increase the cache of our podcast.
7. Relationship and conversion of the guests
Once we have started with the invitations to our program and we see that they work correctly, we must analyze the other part. We must analyze our relationship with them. To do this we will look at data such as the invitations we receive from the guests, the mentions they make in their programs about our projects or any other type of association that may occur on both sides.
This metric is perhaps more subjective than the previous ones, but it will help us to know that we are on the right track. It provides us with a broadening of our network of contacts and potential partners. It is also very important when it comes to generating leads.
Some of our guests may become collaborators, partners or even customers and this is where the most quantifiable metric comes in. We can know what the approximate conversion rate is if we look at how many guests we have had and how many have converted. This will give us an idea of our capacity.
Is there anything that strikes you about podcasts in particular? What do you think about using this tool? Do you want to know how to implement it? Any questions you may have will be answered in the comments and resolved in future articles.