B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2052 · 5 months ago

How Do You Measure Your Podcast's Success?

ABOUT THIS EPISODE

Join us for our second B2B Podcasting Q&A, where we discuss a few specific ways to measure your podcast's success.

Vidyard makes it easy to record, host, embed and share videos to engage more deeply with your buyers. Sign up for free today at vidyard.com/b2bgrowth. No promo code needed!

Yeah, so welcome back everyone. I think we'vestill got a few more people jumping in but we're going ahead and just getstarted. This first question and any questions you have throughout the restof this call for the 30 minutes we have today just drop it in the chat andeither dan or myself Logan couldn't join us this time but we'll be lookingin the chat and we will try to answer if we don't answer your question onthis call will get it in the dock that way we can answer it on future calls.But the first question is what metrics to consider and track for success. Iknow dan this is something I think we touched on a little bit last week butdo you want to jump in and tackle this question? I know we get a lot, there'slike multiple. I'm not sure what list you're working for him for thesequestions, but I can answer this one for sure. When it comes to measuringpodcast success, it's kind of difficult right? Because you're only given a setlist of podcast analytics, you log into your lipson or sounder or whateveranalytics analytics dashboard you have and you see some downloads. It's likeyeah. And then you publish again, you see some more downloads and hopefullythey're more than last time. The problem is you're like, well these arethese good are these bad? Most of us have been working with websites andblog posts long enough to kind of know that five people reading a blog postisn't that great. The 250 is getting pretty good and if you're in thethousands and you're doing really good, right? But in podcast and you're likewhat are the benchmarks we can look at? So here's a couple of ways you canactually determine what to look at. Look at in your podcast analytics, oneto compare apples to apples to itself, to your other channels and then to theindustry. Those are kind of three different ways to provide enoughcontext to know if your podcast is successful when comparing podcastanalytics to itself. What I really like to look at are you seeing rising totalswith each new episode within the first couple of days, right? That kind ofshows how many new subscribers you have, unlike Youtube and podcasting. Youdon't get to be told how many subscribers you have Apple and Spotify.Keep that mystery from you. You do not get to know how many people haveactually tapped that subscribe button, but you can see how many times it'sbeing pulled when you first release it. So that kind of tells you what it isfrom all the different platforms. I want to see that number going up eachtime or at least on average. You know, some will go up, some will go down. Butis that going up? You also want to take a look at your total downloads orlisteners for the month and that's because you're back catalogue ofepisodes will continue to get download. So you need to look at that as well.Those are the two places to look at. If your podcast is doing well withinpodcasting itself, outside the podcasting, just comparing it to yourother channels, I like to look at minutes consumed. Is it getting as manyminutes consumed as a blog post? The fun thing about a podcast is thatyou're consuming way more minutes, right? Somebody is listening to you for30 to 40 minutes. That's a lot of engagement. If you take that sameengagement to compare apples to apples with blog post, you're probably gettingwhat, 57 minutes at best with a long blog post. So just know that itprobably won't get the same reach as a blog post because they can't getfounded in many ways. But that engagement is deeper. So in order tocompare more apples to apples, you want to compare consumption metrics likeminutes consumed and the last one is industry benchmarks. We actually justpublished a blog post just showcasing what we've been able to learn afterlaunching 100 plus podcasts of where you can expect if you're in the B two Bspace, you can see expect to be in like a month, +16 months in a year in allthe way up to two years in. We've had a number of different podcasts we'vemanaged. So we've kind of Pull those all together to pull averages for wheremost BTB podcasts are, at least if they're working with us, remember offthe top of your head and what some of those numbers are, I want to say it waslike in the 1st 30 days, was it around like 50? Do you do you have those atthe top of your head? I'm not on top of my head, but I can pull it up realquick. It's just in our most recent blog post here. So within 30 days youcan expect about 50 downloads and 90...

...days. You're looking at about 150-200180 days. 200 a year in about 400 on average and two years in Around the 800plus if you've been doing well. And that's what you can expect to be seendownloads of each episode. Nice. And I'll link that and put it in the chatfor more like an elaboration of everything I just said. Yeah, justdropped it in the chat too. So that post is there. If anybody wants tocheck that out, could I just add something onto that? What I've seenpeople do is when they actually use a landing page with a C. T. A. To shareit through their emails or you can even do it through social media, then whatyou could do is you can see the site traffic that's coming onto your landingpage. You can see the number of email sign ups, for example, the open rateson that. And for example, you can see the engagement rates on your socialmedia channels, like the shares and then the comments and of course,there's people who refer that link to someone else. Those are some other waysthat you can track it as well, which is outside the podcast itself, Colin youleft a comment said, success can also be determined by the content yourpodcast creates and the engagement generated from that content Colin Didyou want to elaborate on that at all? I don't know if you're if you want to umyou know if you're just gonna spot where you can talk column but I wouldsay that I absolutely agree with that. The content we've we've created a lotof content through our show B two B growth that then splinters off andturns into linked in content that we use. So Logan dan and I will jump on itbehind the curtain episode, for example will be talking through a newmethodology that we've developed or some scorecard or model that we'reusing as it relates to be to be podcasting, will record the episode,will send it over to our writing team. MBK who's on this call, she'll turn itinto a blog post and then a lot of times dan Logan myself. Well look atthat blog post and we'll be able to pull different linkedin status updates,we'll end up getting way more attraction. You know, our podcast is uhhas quite a bit of reach. Each episode gets about 2000 downloads but when eachof us post something on linked in about it dan will get you know, 10,000 viewson his linkedin status about it. I'll get you know, 10 or 15,000 views Logansimilar. So you look at the the impact of that piece of content goes farbeyond the 2000 people we reached that are subscribed to our show and youstart to see that it can go bananas on other platforms, particular linked inbecause the organic reaches so crazy right now, Colin just commented, Hesaid sorry too loud here to on mute hashtag work ramon awesome. So thisnext question is from peter Murphy Lewis and he said, are there any S. O.P. Standard operating procedures that would make things faster or easier ormore consistent rob? I dropped you a direct message on here, feel free tosay no. But with you being a producer on our team and relatively new to theteam having a show before you joined our team, are there any particularstandard operating procedures that you either had before you join the team orafter you joined the team that have been really really helpful for you? Youguys are gonna laugh because everybody who works for Sweet fish is going toknow what I beat the drum of build a. Q. And then if there is 11 rule Ibasically have for every single of our customers that works with me. And thefirst thing I say to them is if you're going to have your podcast produced byme, the number one thing we need to do is build a Q. And the other part ofthat is almost batch creation as well. You need to get a day and you need toschedule 234 interviews, maybe it's gonna be a whole evening. Seriously,I've gotten out of sweet fish and literally podcasts until 11 PM with yesfor my show. And it's really great because when you are bringing thingsthrough in kind of a clump, it not only lets you kind of, you know, specialiststhat we all know that if you specialize...

...in something with the task or somethinglike that is often easily more easily repeatable. But also again back to theq part, you're able to build this buffer is the best word I can use whereyou're not just trying to figure out. Oh my god, I have a show to launch onWednesday. And what do I do? You have four weeks? You have six weeks, forexample. Right now, my own show Is running six weeks ahead of schedule.There is so much more, I can do what I'm not worried about what I was goingto put out this morning in that case. So that's the number one thing I wouldsay number two, when you go back, when you finish an episode, there's a coupleother things you probably want to do right after you, you do it. There's alittle bit tough to maybe partner with batch recording but you can uh setaside some time maybe the next day or something like that. But if you haveepisodes, you need to listen to them all the way through and have a notebook.Have a little notebook. Makes a couple times stamps. When does your show trulystart? Where are the flubs in the show? Where are things that you just want?Cut out screen of screw ups, whatever it might be. And then Where are the 2-3like major amazing points that you can go through and say, man, that is adynamite line right there. That should be on a poster. And that's what youmake your your show graphics out of and things like that. So, there will besome of the, the standard operating procedures that I started before I evencame to sweet fish. And they're actually very much very similar to theprocesses that we use here at sweet fish for all of our customers. And doyou have anything? I know you've built a lot of processes whenever you firstcame on board. One standard operating procedure I'm thinking of is aroundguest outreach and just having even the scripting that you're going to use toget guests. I would say that part of that script to get guests needs toinvolve some level of customization for why you're asking them to be on theshow. We used to just do a simple kind of like one or two sentence. It didn'thave any really personalization in the email and we just found that over timeit became increasingly less effective. But whenever we tell the guest why wewant them to be on the show, we still keep it brief. We try to keep it still3 to 4 sentences in those in that outreach. But I think creating astandard operating process around what your guest outreach is going to looklike. Touch one touch to touch three. Maybe your first touches on linkedin.Maybe your second touches email. Maybe your third touches is a tweet andhaving that documented so that it can be repeatable. But dan any anythingelse outside of guest outreach that you can think of. I've done a lot of gutsoutreach with people that I've just kind of like bumping into on linkedin.Like even today someone messaged me and he's been the producer for the Art ofManliness podcast for eight years and is growing at a really large and eventhough it's not B two B. I was like, dude, you want to be on the show, I'dlove to learn from you, you know, see what you've done. Even though it's yeah,even though he's in B two C. So like that's happened organically. But nowI'm actually systematically reaching out to guests that I'd love to have onthe show and not all of them are active on social media. But there's still anadvantage to finding them on social media because I'd really like to dooutreach through a channel where they're active partly because it'seasier for them to kind of like check out my profile, see that I'm like legitright? Not just some weird person doing mass emailing them. Um But even then Ican go and kind of creep on their profiles, look at them on linkedintwitter and instagram, see that they're active on none of them. Which isactually like I find is like 80 of the case they post every once in a whilebut they're not really active on social. It's probably because they're killingit and their work you know at work and then they go home, right? And that'sokay. But still finding something on those profiles that you can referenceto get them to want to be a guest on the show and one you use like Hunterdot Io to find their email, right? Then you can email and be like, hey, I sawthat you were into this. I'd love to talk to you about that on the show.That little personal. I saw that That's going to make a huge difference inactually getting them to respond to...

...your your outreach. Yeah. It doesn'tnecessarily need to be from their personal profile either. It can be anobservation of something that their company did. Could be something likethat. Right? The pile right on top of that dan. This is a concept Iintroduced into my own show, which is about hunting for jobs and things likethat, I call it micro networking, because you're looking for that onepiece of content that's probably on their Killington page. Probablysomewhere in the social fabric of what that guest is. That is the literalachilles heel to their heart to say, oh, you asked about this. Sure, I'll be onyour show. I mean it's really an interesting kind of thing where you canget very big buy in from somebody by asking about the right thing. All right,anybody anybody else have any thoughts on S. O PS that they've developedstandard operating procedures that they've developed around around theirpodcasts. That would be helpful. Yeah, I kind of adding on to what James yousaid and rob and dan. I mean that's what I call the planning phase, youknow, to be ready for the podcast. There's also the setup phase where youhave to actually make sure you have the equipment, the tools, the right stuff.And there's also um what you call the recording phase when you make sureeverything works, uh editing all of that and then afterwards there's theproduction phase, the post production base where you make sure the finalcheckups. You know, I kind of actually used like a test team on social mediawhere I could just send out like a demo version and get some live feedback thatcould give you lots of the inputs and ideas and maybe identify some mistakesthat you've done. And finally, um of course you've got the distribution andpromotion uh phase, just like a set of phases that you constantly have to useuh to make sure that you have everything covered from start scratchfrom the end, start to end. Yeah. Hi dan Sanchez here with a quick breakfrom this episode, sponsor Vidyard. If you haven't started using personalvideo yet to enhance your marketing campaigns, you're missing out havingthe ability to quickly capture video and record my computer screen or bothhelps me not only create marketing assets faster, it makes them way morepersonable. I use personal videos and social media email blast landing pagesand even on our website, Vidyard makes it easy to record host in bed and sharevideos to more deeply engaged with your ideal buyers prospects have told merepeatedly that they are blown away every time they get one for me. So signup for Vidyard free today by going to Vidyard dot com slash GDP growth. Andjust like you guys, the team at Vidyard can't keep up with all these promocodes on podcasts so they are making signing up as easy as possible, so nopromo code needed. Just go to Vidyard dot com slash GDP growth. So startusing vidyard completely free and as a bonus get their 2021 B two B videotrans guide. Yeah, I really like the way you broke it down in in phasesthere numbness James. I was just gonna throw something out there. I know thatthere's you know, depending on if they're working with you guys orhowever people are doing their guest booking. I also attach a best practicesdocument around, hey, here's how you're going to be on camera, here's how thebackground should be set up, you know, making sure they close thatapplications, how the format of the show works, links to past episodes.They can see how that works. Um and that just educates everybody and tellthem, please read this two days in advance so they don't show up and thenyou know, not have something set up at the last minute. So that was anotherthing that's been pretty helpful for me. That's great. I I don't see jeremy fromour team on this call. I was just on a call with them before we jumped on here.But that's something that Jeremy spends a lot of time on with our customers ismaking sure that our customers know how...

...to best prep their guests to make surethat that is a pretty common question. I would say that we get is around uhand I know we had this last week to but around what, you know, what kind ofequipment does our customers guests need to have And we found that we don'tsend microphones to our, all of our customers guests. That would get prettycrazy if you, if you send podcast equipment to everyone, but dan.anything else related to what can just mentioned that comes top of mind foryou around kind of the host and guest relationship, any any S. O PS orprocesses that can streamline that. I mean there's quite a few and it kind ofdepends on like what you're trying to get out of the episode, whether you'recoming at it from an account based marketing approach or just a generalcontent marketing approach or a thought leadership approach. It kind of dependsthere's nuances with all of them so I kind of want to know when I'm usuallywhen I'm meeting with customers, I'm kind of digging into the specifics inorder to customize their approach on there, what's going to be there? S O. Praj just asked a question in the chat, he said would you recommend havingguests sign a release? We should write a blog post on this semi because we getthis a lot. I never request guests sign a release. I think the biggest reasonwhy I don't ask guests to sign a release is because I want there to beas little friction as possible between asking them to be on the show andactually getting to build a relationship with them and createcontent with them and asking them to sign a release. Just feels like it'sunnecessary friction. When someone is saying yes to being a guest on yourshow, they obviously know that that's it's not it's content that you own andthat you're going to be able to use use that. So I guess I'm not real worriedabout the legal ramifications of what they would do, knock on wood thatnothing like that has ever happened with us or our customers. But ifanybody else has a counter thought to that, I'm happy to hear somebody, youknow, make a case for why, I can certainly see why. But at the same time,like I just got asked to sign a release this morning for another podcast as Iwas on, I'm like, I just feel like ask the release piece feels like official,it feels professional, but at the same time, I had a mentor tell me once likedon't apply big business processes to smaller businesses. If you work forgoogle, then you should probably have a release because google's got a bigtarget on it said they know there's lots of money there. If there's any ranlike random thing they can go after, like they'll go after you. So you kindof have to weigh like the liability and the risk associated with it. It's kindof gonna be dependent on the type of people you're talking to, the types ofthings you're talking about. But generally in business to business, ifif your companies like startup or midsize even it's kind of like uh Where2000 episodes and it hasn't been a problem. And a lot of our customers aremuch larger than us and it hasn't, and we're not very few of them are doing itAnd it hasn't been a problem in any of those cases. And we're publishing a tonof episodes beyond our own show every single week. So, but again, it's one ofthose things where like you have to consult your lawyer to see now, if youactually consult a lawyer, of course they'll come, they'll come up with 50reasons why you should do it because they're lawyers and that's what theyget to think about. Again, I don't think applying big business processestoo small, smaller and medium sized companies is a good idea. One of thethings that I actually do for my own show is that I don't have a release perse, but I've had to kind of sort of like micro releases if you will. Uh onewas in my guest form like, hey, I agree to be on the show and not so rob ifanything is going down the road, you know, things like that. But the onethat I really found was useful is I just roll it into the Kind of the prepdocument that I send to my guests that says, you know, Hey, it's going to takeabout an hour and 15 minutes of your time as far as recording and you knowwhat, by agreeing to appear on the show. Uh You hold me, you're basically givingme content is what it boils down to and that's worked really well. Nobody'sever, you know, with a couple companies have been working with with my show,nobody's ever turned up their nose to it or anything like that, You know,basically is just to protect and make...

...sure I can always have an episode 17,I've found that at least with me because I'm in the podcasting spaceobviously and have been doing this for half a decade, I get asked to be on alot of shows and I just can speak from the guests perspective as someone whogets asked to be on a lot of shows. Now, this isn't going to be the case for alot of you because a lot of you are interviewing kind of industry expertswhere there's not a lot of shows in that industry, so they're not gettingasked to be on a lot of shows, but from my perspective, the least amount offriction as possible that you're going to require of me to be on the show, thebetter chris walker has mentioned this uh in a similar way, and on somecontent that I've created on linkedin around pre interviews. Again, I'm ahuge advocate for pre interviews, but when you're talking to someone who isaccustomed to doing a lot of media, a lot of podcast interviews, it ends upjust kind of being annoying and not super helpful because they already knowwhat they're gonna say, they've written a book about it, or they they'respeaking on stages about it. So, I what you mentioned there rob I think issuper helpful for folks, especially if you're interviewing a lot ofpractitioners that are not on a lot of shows, I think they probably want thatcontext, uh and they want to know more. They want to feel like they're reallyprepared going into it. This last question is again, one that we see alot, um, and it's around uh, specifically around, you know, arethere any templates or things that you do to get guests to share and post thepodcast on their channels or on their blog? This is something I've found danrob you all anybody else on this call, you might have some some other thoughtshere. But my take on this is I have just found it to be like pulling teeth,trying to get anyone to share your content. And I see a lot of podcastersmake the mistake of intentionally going after influential people to be guestson their show because they think, oh, if I get Gary V on the podcast, he'sgoing to share it with his channel and it's gonna blow up my podcast and I'mgoing to get all this, all this new exposure, all these new listeners,because Gary V shared my podcast. So they go and they interview Gary V andthey do the Grant Cardone thing and they do all these other influencers.And to me that that strategy is flawed because people that have gained anenormous amount of influence online have done so by creating their owncontent. So there's not a lot of incentive for them to share yourcontent when they've already got a machine behind them, building their owncontent, the incentive and they should be right. They should be like, they'reobviously, they're incentivized to share their own stuff as opposed to tosharing yours. And so I try not to, it's not that you should completelypunt trying to get your guest to share the content that you create with them.I think if you do a nice, well designed linked in carousel deck, I thinkthey're more likely to promote it. But I think, you know, I don't think thestrategy of the show and the audience growth tactic that is primarilydeployed should be hinging on whether someone else promotes it because it'san additional thing for them. And just after doing hundreds and hundreds andhundreds of these things, I've just seen time and time again getting theguests to do anything with the content afterwards is not very doable. Soinstead use that content that you create and repurposed from the show andhave other people in your company share that content. So instead of just havingthem share a link to the episode, all of the different assets you create,micro videos, blog posts, carousel decks for linked in all these differentmedia types use it for evangelists on your team to use this is something Iwant to get better at sweet fish and if the guest uses it awesome. But if theydon't use it, that content is not wasted because you've got other peopleon your team that are using that...

...content to get the show out in front ofas many people as you can, uh, will add something on that. I might be lagginghere, but I'm not sure what I used to do was, um, whenever I actuallyfinished an interview or a podcast show with someone, I would produce a shortvideo snippet and just hand it over to them through email and whether theyshared or not, that's a plus. I mean if they shared as a plus for me, if not,they can use it for something else and trust me, they will, you use it forsomething else? Because some of the people, they would like to show that,hey, I've been on this podcast show, I had some important things to do here isa little stupid of mind, go and listen to it. And then afterwards, what Istarted doing was I started asking, um, do you want us to give you a shortsnippet? You know, and I didn't say yes, I give it. If not, I don't give it. Andit seemed to work for me. That's a great point. I think asking them,you're, you're gonna save yourself a lot of time and effort. I think increating assets that never see the light today. If you just ask them, theywould you like us to create something. I know there was one show that I was ongrowth marketing camp with Rex Roberston and they did a really welldesigned linked in slide deck for me and I wanted to use it because as acontent creator I'm looking for, I'm looking for content to create, I didn'thave anything on a particular day and I was able to go back and use thatbecause it's a novel, it's a novel piece of content. If you're really goodat writing linkedin, status updates, Text only status updates, that'ssomething that me as a creator, like if it's if it's well written and it's donewell now a lot, I would say that Lincoln status updates are not usuallydone well and so that's, you have to make sure like, okay, does my owncontent do really well on linked in if, so then I've clearly figured outsomething about the platform and I can apply this ghost writing for my guestcontent as well. But I think a lot of times the content that gets repurposedis just kind of like, I don't know, half asked content. Honestly, it's it'snot it's not great and because of that, the guest isn't going to beincentivized, I'll share a story. The real quick one of our customers, hewent to Gary V's office and actually interviewed Gary V. And because it was,you know, a compelling piece of content there, Videographer dirac was there.Gary V ended up doing a lot with the content that this particular customerrecorded with him. And they did this whole little sketch, he went on a rantabout like being peter pan or some character. And so Gary V social teamwas able to do a lot with that little rant that Gary did on our customersshow. So even Gary V like having as much reach as he does all the resourcesthat he puts into creating content. Used this guys content. And I thinkmade mention briefly that this was this was a part of, you know, the Cannonballmindset podcast, but I still do not think that it moved the needle reallyhardly at all. If you were to look at this guy's podcast, downloads prior tothat happening and post, I think he would tell you that it wasn't a massiveneedle mover and that was with Gary V, the guy who showed all of us how to howto do social well, putting his entire engine behind promoting a particularclip from this guy's show. So I just think it goes to show that spending alot of time trying to get someone else to share your content can be a fool'serrand. Don't forget to ask them, Ask them anyway, but don't expect anythingfrom it. That's the biggest thing. I'm glad you said that rob ask but don'texpect. And I see a lot of people go in, a lot of people go in with expectationsand then they get pissed when the guest doesn't share it and it's like youdon't want that to muddy up the relationship. That relationship withthat guest could end up being...

...incredibly strategic for you and yourcompany. But if you've got bitterness toward them because they didn't shareyour episode then it's like who cares like the relationship with that guestis significant can be very significant. Don't get mad at them if they don'tshare it, people are busy, it's not their first priority. Uh But we do getthat question a lot, so I'm glad this one came up, we're at the we're at thetop of the hour now I've actually got my I just saw that my my next one onone jumped onto the line so we gotta jump off here. But thank you all forfor joining. And we'll be back here again at At 2:30 eastern time, nextWednesday. So we'll see all them. Yeah. Mhm. It's sweet fish. We're on amission to create the most helpful content on the internet for every jobfunction and industry on the planet for the B two B marketing industry. Thisshow is how we're executing on that mission. If you know a marketing leader,that would be an awesome guest for this podcast. Shoot me a text message. Don'tcall me because I don't answer unknown numbers, but text me At 4074 and I know3 3-8. Just shoot me their name may be a link to their linkedin profile andI'd love to check them out to see if we can get them on the show. Thanks a lot.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1609)