How Do You Measure The ROI From Being A Guest On A Podcast
Why is Measuring ROI Important?
Measuring podcast ROI is incredibly important, because if you don’t then you may not know if your podcast appearance is furthering your business goals.
How do I Get More Podcast Guest Features?
If you want to feature more as a podcast guest, then contact podcast creators and explain what you have to offer, in terms of knowledge and experience. Make sure you’re adding value, to the podcast and that your appearance makes sense for the topic matter.
How do I Become a Better Podcast Guest?
Practice makes perfect, but ultimately doing your research into the podcast so you can anticipate the format and subject matter will help you to become a better guest overall.
Analysing the success of your podcast appearance can be difficult, to say the least. At times you may even wonder if you are getting anywhere with your podcasting and if there is anything that you can do to increase your results. Either way, you have to understand that the position that you are in is completely normal, but there are things that you can do to try and find out if you are getting to where you need to be by measuring your efforts.
Guests to Customers
The main reason why you probably started a B2B podcast, or the main reason why you appeared on a podcast is probably to land more customers. Right? If this is the case then you should be using this framework to try and figure out whether your podcast appearance or your show, in general, is working in your favor. If you have experienced more website traffic, sales, or anything else of the sort since your appearance then you know that you are moving in the right direction.
Content-Based Networking
Launching a podcast is really about connecting with industry leaders. It’s also about trying to earn their business where possible. If you are a guest on a podcast, you may find that the same concept applies to you. The best way for you to find out if you have benefitted from your appearance would be for you to find out whether the owner of the podcast if they have experienced an increase in sales or website traffic since the episode launched. If they have, then you know that you have a great deal of exposure, and therefore you will have experienced this knock-on effect yourself.
Reviews
The public opinion of the podcast you have can easily influence your ROI. The more five-star ratings a podcast episode has, the better. The total number of downloads or even listens might not be as high as other podcasts out there, but either way, if you have a lot of listeners then this shows that people are enjoying the content you are putting out there.
Repurposing Content
If you have appeared on a podcast then you may notice that sometimes, the owner of the podcast will repurpose the content and they will ensure that they are getting the most out of it. A single episode of a podcast can be re-cut, creating video content, tweets, blogs, social media posts, and more. If you can use this kind of content as a metric for your podcast success then this will work in your favour and it will help you to figure out your ROI in general.
Click-throughs
Some content creators will use clicks to try and judge how popular their podcast is. You should use the same metric to measure your success as a guest. Ask the owner of the podcast to provide you with this kind of data. When you do this, you will be able to see what people are engaging and why. You can also find out if they are likely to tune in for another episode with you, or the content creator. This will help you to see what kind of content gets your audience excited, so you can base your podcast or any appearances you appear on for others in a similar way.
Sponsorships
You may well consider your podcast guest appearance to be a success if you can rope in advertisers or even sponsors. This is a great way for you to make money and it can also give you a very traditional return on your investment. Normally you would take away any money you have invested, which could include money spent on microphones and gear, from the money you receive in revenue from your appearance. This will help you to know your true ROI. If you have an ad placement on the podcast or if you have an affiliate, you may include a link or something similar in the podcast when it goes live. This is the financial benchmark you can use to try and find out if you have been able to make a profit or not.
Networking
The great thing about podcasting is that it gives you the chance to meet a ton of new people. It may be that you have hired staff to help you with your show appearance, or that you have been liaising with a tech service when buying your gear. Either way, you would never have spoken to these people if you did not do the podcast. Sometimes networking can be the true measure of ROI, so make sure that you take this metric into account when finding out if you can get a solid number.