niche marketing with results - measuring the success of a podcast
TRANSCRIPT
Niche Marketing with ResultsMeasuring the Success of Your Podcast
June 2nd, 2016 Social Media Strategies Summit
Chris Barrows Host - Why I Social Podcast
Who am I?
[@CBarrows] [@WhyISocial]
The Why I Social podcast features candid conversations with everyone from average joe to CEO. It focus on practitioners over big names.
The Why I Social Story
WhyISocial.com
Podcast Needs- Purpose or mission statement - Format- Schedule- Short and long-term plan- Goal - Hosting Service
So, what is the ROI of a podcast?
Downloads
The Common Answer
It’s not that simple…
Thinking Beyond The Download
ROI is unique
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The podcasting world is a LARGE and DIVERSE
Photo Credit: Convince and Convert (Jay Baer)
Find Direction
Photo Credit: Flickr User MartinHRicko
Ask Yourself: Why?
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• Build + Improve Brand Value • Create + Cultivate Community • Collect Leads + Drive Clicks • Education
Here’s “Why”
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The HOW Behind The WHY
Photo Credit: Flickr User phabyano
1. Build + Improve Brand Value
Define Your Brand Values
Photo Credit: Flickr User JakeRust
Photo Credit: Zoomph Insights
Brand Keyword Usage
Photo Credit: Zoomph Insights
Measure Brand Sentiment
Set up Google Alerts
• Define your key brand values • Conduct keyword searches on usage of brand
values and set Google Alerts • Measure sentiment of users regarding podcast
content • Track any press opportunities that come around
topics covered or company. Seek the origin of that request.
• Giveaways to extend brand through t-shirts and other product lines
• Promote via targeted digital ads
Recommended Actions
Photo Credit: Flickr User phabyano
Photo Credit: evamaria_n
2. Create + Cultivate Community
Increase in Social Conversation
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Photo Credit: Zoomph Insights
Measure Peaks
Photo Credit: Slack Insights
Measurements from Community Tools
• Measure increase in social conversation • Review analytics from community tools (are
community actions increased?) • Develop a deck that includes mentions
across social/community tools • Breakdown reactions/interactions per
podcast episode (align with integrated marketing campaigns)
• Add “Podcast” to your “How did you find us” section of surveys or forms
Recommended Actions
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3. Collecting Leads and Driving Clicks
Photo Credit: hckyso
Share key links in EVERY episode
summary.
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Track every link (bit.ly) you share through blog
posts and word of mouth via podcast
Photo Credit: Flickr User MrShoes
Conduct A/B testing to determine most
effective link delivery
Photo Credit: Flickr User MrShoes
• Share key links in every episode summary • Track every link (bit.ly) you share through blog
posts and word of mouth via podcast • Conduct A/B Testing with unique links from
podcast summary and blog posts. • Compare and contrast on a monthly basis (include
website hits as well) • Turn successful podcast content into additional
social or website content. A podcast may not drive a high percentage to your webpage but can play a key supporting role nonetheless.
Recommended Actions
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4. EducationPhoto Credit: Flixel
Align educational focus(es)
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Gif: Doctor Who
Surprise Them!
• Measure customer support question level regarding podcast-focused education topics
• Provide an incentive at the end of the podcast to use product/service
• Add “Podcast” to your “How did you find us” section of surveys or forms
Educational focused content also serve as an introduction to product/company.
Recommended Actions
Photo Credit: Flickr User phabyano
Photo Credit: 99783447@N07
Helpful Tools
• Zoomph • NUVI • Sprout Social • Hashtracking • TweetReach • Native Tools
• Facebook Analytics • Advanced Twitter Search and Twitter
Analytics
Tools: Measuring Brand Influence, Conversation and Overall Impressions
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• Bit.ly • Po.st • Google Analytics
Tools: Measuring Link Clicks, Traffic and
Landing pages
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