Top 4 B2B Podcast Metrics for Gauging Success
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Because you are a B2B podcaster, you are aware of the ways in which podcasting may help expand your brand and reach new audiences. But how exactly do you determine whether or not your show is a success? Which indicators should you monitor to determine how well it is doing?
Downloads are the first measure that comes to everyone’s mind when the topic of podcasting is brought up. The number of downloads would appear to be a logical indicator of success. It seems as if the question “How many people are listening to my podcast?” is the one that should be asked.
However, it is a widespread misperception that downloading can provide an answer to that issue. Downloads and listeners are not the same thing at all. According to the most recent statistics derived from Apple’s podcast app, more than a third of automated downloads, which make up the great majority of podcast downloads, do not result in an actual listen. This is the case for the most majority of podcast downloads. In addition, the findings of this study indicate that one third of users listen to less than fifty percent of the podcasts that they automatically download.
Downloads might lead to confusion. Downloads are a meaningless number to focus on. Downloads are a nuisance in general, but especially in the realm of business-to-business podcasting.
A great number of business-to-business podcasts cater to rather narrow audiences. Most of the time, you want to make sure that your specialty is rather specific. The possibility of a large number of downloads is not realistic, and this is a positive development. A somewhat sized but actively involved group of your ICP members who take pleasure in listening to the program and commit a significant amount of time to it is considered a huge success.
It’s possible that you want more people to see your program, but the marketing strategy that you have in place isn’t very good. It is possible that your program is remarkable; yet, if it is not disseminated and marketed in the appropriate manner, you will not see any downloads. Downloads alone are not sufficient to provide a complete picture of how well your podcast is doing.
If not the number of downloads, then what criteria are absolutely necessary to judge the success of a show?
Are individuals actively taking in your material, or is it more of a passive consumption? There are few better signs of success than comments, contacts, inquiries, and shares. Do people feel driven to engage with your program after it has been out into the wild? If you answered “yes,” then you should be proud of yourself since you are handling things in the appropriate manner.
This measure is one of the most crucial, despite the fact that it is sometimes overlooked. It is not sufficient only to have people begin listening to your broadcast. You are hoping that they will complete it. Examine the duration of each episode in relation to the typical amount of time spent listening to episodes. Are folks watching all the way through your episodes? If not, then why not? Is there an excessive amount of material? Is it too dry? Boring? A decline in performance is an excellent sign that it is time to reevaluate your plan.
When determining whether or not your event was a success, it is essential to take into account the crowd. Your podcast should have a clear mission statement if you want to have a successful business-to-business podcasting approach. A breakdown of your ICP and an explanation of how you plan to achieve these objectives via your podcast is often included in these goals. It’s time to go back to the drawing board if they’re not the ones listening to what you have to say.
Are you making an effort to develop meaningful connections with your customers? Because podcasts are such an incredible content-based networking tool, it is essential to ensure that you have a steady stream of interesting guests with whom you can cultivate connections.
Even though there are a lot of additional metrics for B2B podcasts that are worthwhile to measure, beginning with these metrics is a good idea. Take a step back and reevaluate your plan if you find that you are not having success in a certain area. The important metrics are the ones that should be the primary emphasis, since they are the only ones that really make a difference.
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