You Have a Podcast. Now, How Do You Evaluate Its Success Rate?

It is easy to assume that a large number of downloads equals podcasting success. And yes, it is one of the important metrics – but it is not the only one. Like other business ventures, you need to incorporate several metrics in order to get a complete picture of whether your podcast is achieving the goals you set for it.

While success may look a bit different to each podcaster depending on their individual goals, there are a few common measurements of it.

Leads

If you started a podcast to further the success of your business, then one of your top goals for the show is to capture leads. You can insert a code in the link to your podcast that you provide on the podcast’s webpage. This way, you will know whenever a listener visits your website from the podcast webpage.

Conversions

Leads alone are not enough. You need those leads to convert into sales. A major factor in lead conversion is attracting qualified leads, not just random people. Why? Qualified leads are much more likely to purchase, whereas unqualified leads are not typically there because of a related interest.

Engagement

We are not talking about the type of engagement where someone gets down on one knee! In marketing speak, engagement means drawing your audience into an ongoing conversation with your brand.

Engaging your audience helps you lead them through the marketing funnel, convert them and keep them coming back for more purchases. It sets up your business for long-term success instead of one-off sales.

Audience engagement also establishes and strengthens your brand identity while nurturing customer loyalty. It reinforces your business as an expert in your field and creates a way for you to stand out from your competitors. When you engage leads and customers in a conversation, you demonstrate that your company cares about their pain points, questions and concerns – and about giving them exemplary customer service.