The plan focuses on tracking the ROI of podcast appearances using a set of specific metrics. Each metric, such as Listener Count, Lead Generation, Social Media Engagement, Website Traffic, and Conversion Rate, measures different aspects of the podcast's impact. These metrics are essential for understanding the effectiveness of podcast appearances in terms of reach, engagement, and actual business outcomes.
For example, Listener Count benchmarks and suggestions like promoting the podcast on social media can help gauge the initial reach. On the other hand, Lead Generation looks at how many new leads are created, with recommendations like using a unique URL to track effectiveness. These insights offer actionable steps for improvement.
By focusing on Social Media Engagement, you can measure how well the podcast resonated with the audience through likes, shares, and comments. Finally, assessing Website Traffic and Conversion Rate helps determine if the podcast appearance is driving visitors to your website and converting them into customers.
Top 5 metrics for Podcast ROI
1. Listener Count
Number of listeners who tuned in to the podcast episode featuring the appearance
What good looks like for this metric: 500-1000 listeners per episode
How to improve this metric:- Promote the podcast on social media
- Encourage word-of-mouth sharing
- Collaborate with the podcast host for cross-promotion
- Engage with the podcast audience post-episode
- Leverage email marketing campaigns
2. Lead Generation
Number of new leads generated as a result of the podcast appearance
What good looks like for this metric: 10-20 new leads per appearance
How to improve this metric:- Include a special offer or call-to-action
- Mention a landing page or unique URL
- Utilise tracking links
- Follow up with listeners via email
- Provide valuable, actionable insights during the podcast
3. Social Media Engagement
Increase in social media interactions (likes, shares, comments) following the podcast appearance
What good looks like for this metric: 15-30% increase in engagement
How to improve this metric:- Share key highlights from the podcast
- Use engaging visuals
- Respond to audience comments and questions
- Host a live Q&A session
- Create shareable content related to the podcast topic
4. Website Traffic
Spike in website visits post-podcast appearance, measured through unique visitors and page views
What good looks like for this metric: 5-10% increase in traffic
How to improve this metric:- Mention your website during the podcast
- Promote blog posts related to podcast topics
- Offer free resources on your website
- Use SEO optimised content
- Collaborate on guest posts
5. Conversion Rate
Percentage of podcast listeners who take a desired action (purchase, sign-up, etc.)
What good looks like for this metric: 2-5% conversion rate
How to improve this metric:- Offer a limited-time discount
- Use compelling CTAs
- Provide a clear value proposition
- Optimise landing pages for conversions
- Deliver follow-up content with additional incentives
How to track Podcast ROI metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
