Podcast ROI: How to Measure Podcast Return on Investment?


Podcast ROI: How to Measure Podcast Return on Investment?

Like any marketing initiative, it is essential to measure the return on investment (ROI) of a branded podcast to assess its effectiveness and optimize its performance. In this article, we will explore the different measures you can use to evaluate the ROI of your podcast and maximize its impact.

June 27, 2023 • About 7 min. read


Setting Clear Goals for Your Branded Podcast ⭐

Before measuring the ROI of your podcast, it is important to set clear goals and strategically think about what you want to achieve with this audio content.

First, identify your target audience and understand their needs, interests, and concerns. Then, ask yourself what opportunities your podcast can leverage: What do you want out of investing in a podcast?

Do you want to:

  • Increase brand awareness?
  • Generate leads?
  • Improve customer engagement?
  • Or increase sales?

Carefully analyze your overall marketing strategy and business goals to determine how your podcast can contribute to achieving them.

By setting clear and specific goals, you will be able to choose appropriate metrics to measure the ROI of your podcast. Keep in mind that goals may evolve over time based on the results achieved and changes in your business.

Stay flexible and adjust your strategy based on the data and feedback you receive from your audience.

Top 10 Statistics to Track for Measuring the ROI of Your Podcast 📈

#1 Objective: Increase brand awareness 🌟

The answer to “why create a branded podcast” for most organizations is to increase company visibility and building brand awareness. In this section, we will explore the measures that will help you evaluate if your podcast is achieving this goal.

Here are 4 statistics you can track:

  • Number of subscribers: Measure the number of subscribers to your podcast to assess the growth of your audience. An increasing number of subscribers indicates that your content is capturing attention and your brand is gaining popularity.
  • Number of social media shares: Track the number of shares on social media to evaluate the engagement of your audience. The more your content is shared, the more it reaches new people and strengthens the visibility of your brand.
  • Number of brand mentions: Pay attention to mentions of your brand on social media, blogs, or press articles. These mentions indicate that your podcast is being noticed and contributes to enhancing brand awareness.
  • Total number of downloads: This is one of the simplest ways to measure the success of a podcast. The total number of downloads gives you an indication of how many people are being reached by your content. You can find these overall statistics on each listening platform (in your Spotify or Apple Podcasts back office), but a good podcast host (like Ausha) will centralize them all in one place.

#2 Objective: Generate leads and drive conversion through your branded podcast 💼

For some companies, the main objective of a branded podcast is to generate qualified leads and convert them into customers.

Here are 3 key indicators to track if your podcast is achieving these goals:

  • Listener conversion rate: With Ausha, you can add UTMs to custom buttons that appear on your promotional materials (dedicated podcast webpage, smart link, smart player). Then use web analytics tools (like Google Analytics) to measure how many podcast listeners clicked on your buttons. This will allow you to calculate the conversion rate and assess the effectiveness of your podcast in lead generation.
  • Increase in newsletter subscriptions: If your podcast encourages listeners to subscribe to your newsletter, track the number of registrations. An increase in the number of subscriptions indicates that your content interests your audience and encourages them to engage more with your brand.
  • Tracking discount codes or affiliate links: If you use discount codes or affiliate links in your podcast, track how many conversions specifically come from these sources. This will give you a clear idea of the direct impact of your podcast on sales or conversions.

#3 Objective: Improve engagement among existing customers 🔗

Another key goal of a brand podcast may be to enhance engagement among existing customers and foster loyalty.

Here are 3 statistics to evaluate if your podcast is achieving this goal:

  • Listener retention rate: Track how many people return regularly to listen to your episodes. A high retention rate indicates that your content is appreciated and maintains the interest of your audience.

With Ausha, you have the ability to analyze the overall number of listeners and unique listeners. This data will give you an idea of the number of people who listen to your episodes multiple times.

  • Listener feedback: Encourage listeners to provide feedback on your podcast. Analyze the comments, ratings, and feedback received to understand what resonates with your audience and what can be improved.
  • Interaction with listeners: If your podcast encourages interaction with listeners, track the responses to the calls to action you provide. This can include comments, questions, testimonials, or participation in contests. These interactions demonstrate the engagement and interest of listeners in your brand.

By setting clear goals and tracking these metrics, you will be able to accurately evaluate the success of your brand podcast and adjust your strategy to maximize its impact. 🔥

The Importance of the Podcast Host in Measuring the ROI of Your Brand Podcast

The podcast host plays a crucial role in measuring the return on investment (ROI) of your brand podcast. When choosing a host for your podcast, it is important to consider certain key features that can influence your ability to measure the success of your podcast. 🚀

Comprehensive Dashboard

First, make sure that the host provides a comprehensive dashboard with accurate and detailed podcast statistics like the ones discussed earlier in the article.

Customizable Tracking Links

A good podcast hosting platform should offer the option to customize tracking links 🔗, allowing you to track conversions and interactions specific to your podcast, such as website visits 💻 or purchases made by your listeners 💼.

Reliable ‘Up’ Time

A reliable podcast hosting platform will also ensure the availability and stability of your episodes, ensuring that your podcast is accessible at all times ⏰.

By carefully choosing your host, you ensure that you have the necessary data tools for measuring podcast ROI, tracking the success of your brand podcast, and optimizing its impact. 🎙️💻

Ausha is the leading podcast hosting in France. In addition to offering podcasters unlimited hosting and distribution on all listening platforms with just a few clicks, Ausha provides a highly intuitive dashboard with the most advanced statistics on the market.

Podcast professionals use Ausha‘s dashboard on a daily basis to measure the ROI of their podcasts and learn more about their audience. This allows them to then tailor their content and communication plan to achieve even more listens and fulfill their initial objectives.

Do you have a podcast project or want to migrate your brand podcast to Ausha? Contact our team now!


The Bottom Line

The bottom line is that measuring the ROI of a branded podcast is essential to assess its effectiveness and optimize its results.

By tracking downloads, listens, conversion rates, comments and reviews, as well as listener engagement, you can obtain valuable data to evaluate the impact of your podcast on your brand.

Remember to set clear goals from the start and adjust your strategy based on the results obtained. With a measurable approach, you will be able to maximize the benefits of your brand podcast and achieve a solid return on investment.

In many forms of content, ROI can be difficult to measure. Branded podcasting is not one of them. Branded podcasting has data to show if you are getting a return on your investment, and how much. And, with the medium’s low start-up costs, your business can launch one quickly and easily. Your company will see a return on its investment in no time.

PS – If you aren’t a branded podcast and instead are looking for podcast advertising ROI, check out our blog post, How Many Podcast Downloads Are Good?

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by Emma
June 27, 2023

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