New podcast ROI info: marketing, monetization, and more

We’ve analyzed countless podcasts across industries in our Podcast Power Audits and through that, get to catch trends and track growth.?

Below, we’ve compiled the most important learnings so you can leverage the best of the best in podcast growth & optimization, too.

Innovative Marketing to Grow Your Audience

Nearly every host tells us some version of this: “I want my marketing to work consistently and I want it to feel innovative.” Here are the biggest opportunities we’ve spotted throughout our Podcast Power Audits:

• Long form content isn’t “hooking” new audience members like it used to - a short form content strategy in marketing and in the podcast feed accomplishes this
• Audio advertising outperforms social media advertising when it comes to targeted audiences being exposed to your show (not to mention, audio ads have a 2.5x higher ROAS {return on ad spend}!)
• Leverage video effectively, not just tactically - auto posting episodes to Youtube doesn’t cut it. You need a plan for SEO and promotion to make this platform work for you

Content That Converts

If your audience numbers are consistent or growing regularly but you aren’t seeing an increase in leads and conversions for your business, here’s what we see most often as the culprit:

• Calls to Action are not clear OR the CTAs aren’t even present in the episode
• Lack of clarity from the host in how to connect the episode content to the business offerings without feeling like a commercial
• Timing of CTAs doesn’t flow well to move listeners to the “next step” with you
• Disconnect between podcast content with the other parts of your business
• Lack of consistency or format that doesn’t match your target market’s behaviors

Production Quality Matters…. A Lot

We meet a lot of hosts who started their show one way, and usually 50ish episodes in (or at the end of season or year 1) when they realize their show could be more professionally produced.

What we mean by this is:

• Video quality is lacking or inconsistent
• Guests aren’t set up for excellent audio quality, making the listening experience less than optimal
• A desire for video but not understanding where to start or how to leverage it
• Host wants to have segments and other episode elements but isn’t sure how to create them or who to ask for help
• Intro to video episodes isn’t up to par and potential viewers aren’t watching beyond the first few seconds

Here’s the thing about podcasting – when you want to optimize your show and grow your audience, there are multiple things you’ll want to tackle. The key is understanding the priority order so you can do it effectively, and also understand what will actually lead you to ROI.

That’s where we can help you.

If this newsletter resonates with you, a Podcast Power Audit could be the perfect place to start. We welcome your questions and are happy to chat with you - click here to schedule a consultation with us.

To Your Podcasting Success,

Traci and the Produce Your Podcast team