Podcasts are all the rage—but how do you gauge success?
Start with these three tips:
1. Set measurable, meaningful objectives.
What, exactly, do you want to achieve with your podcast? What would success (or failure) look like?
Once you’ve established specific goals, you can choose appropriate metrics and milestones to measure. Just make sure your objectives tie to a substantial business goal that your bosses care about.
For instance, execs might not care about “downloads,” but they certainly should care about employee retention, morale or engagement. Build your podcast program around those meaningful pillars, and consistently survey employees to track which types of content strike a chord.
2. Take the ‘high road’ on objectives.
Achieving “input” objectives—such as aiming for producing 10 podcasts a year—won’t impress execs. Achieving specific “impact” objectives (“We hope to reduce absenteeism by 2% in the next year”) will.
“Output” objectives such as downloads, listens and shares are fine to track, but don’t lean entirely on these metrics. Aim for higher, more substantial objectives to demonstrate the power of your podcast program—and to justify its expense.
AMEC offers valuable resources to guide any communicator through the process of setting objectives for your company’s podcast initiative.
3. Measure often and systematically.
Don’t wait until the end of the year to measure progress. If something’s not working with your podcasts, it’s better to learn early on so you can tweak tactics midstream.
Choose a smart set of KPIs, then measure your progress toward each metric at least monthly. Because some metrics might not be available weekly or even monthly, you might settle on KPIs with values that correlate with the objectives you’re targeting.
For example, say you hope to boost customer satisfaction through an overall increase in knowledge of your support team. Rather than wait for the annual customer satisfaction numbers you set as an objective, you could instead use inbound customer service complaints specifically pertaining to staff service as a proxy.
Whatever objectives you select, podcast success always comes down to convincing executives that the investment is worthwhile. Doing so is far easier when you set meaningful objectives, establish a systematic measurement process, and then consistently share results with your company’s key stakeholders.
Neil Garrett is VP of marketing with uStudio.