Podcasting is the present and future of media, so understanding what success is for businesses within the industry is vital.
Getting your podcast started is the first challenge, but once you are up and running, the next step is to work out if you are hitting the mark with your content.
Here, the experts at LRB highlight the metrics for success in the world of B2B podcasting.
What is B2B podcasting?
B2B podcasting is the creation of audio or video content tailored for businesses to engage, educate, and connect with other businesses.
Podcast are a digital program, typically released in episodes, that listeners or viewers can stream or download on-demand.
This type of podcasting helps brands establish authority, generate leads, and foster industry relationships.
Although they can be presented in a variety of formats, these podcasts often feature expert interviews, insights, documentary-style filming, and in-depth discussion that make them a powerful marketing and networking tool for companies in every sector.
What is the target audience for B2B podcasting?
The target audience for B2B podcasting includes business professionals, industry leaders, decision-makers, entrepreneurs, and companies looking for insights, trends, and solutions relevant to their industry – as well as the business world in general.
These types of podcasts cater to those seeking expert knowledge, networking opportunities, and thought leadership to drive business growth and innovation.
Metrics for B2B podcasting success
Once your podcast is set up, episodes filmed, and edited accordingly, these are the measures of success you should look out for.
Views and listens
Use this metric to see if your content connects with your audience over time. But growth rate reveals more than just popularity.
A steady or increasing audience means your podcast is meeting listener needs and staying relevant. If growth slows, it may be time to refresh your topics or format.
Don’t commit these common mistakes!
It is important that you set a listener growth goal, keeping in mind that it depends on your podcast’s topic and focus.
Regularly track your listener count using your hosting platform’s analytics. Pay close attention to weekly or monthly trends to identify patterns over time.
Engagement
Active listener engagement shows your podcast is sparking meaningful conversations and making an impact. It also provides valuable feedback and new content ideas.
The best way to measure success is to look at retention numbers, completion rate, ratings, reviews, and any comments sent over social media and email.
If your podcast has a direct call to action, then the ‘engagement’ could relate to that.
Social media
Social media is a powerful metric for podcast success because it reflects audience engagement beyond listens and views.
Shares, comments, and mentions show how much your content resonates with a larger audience.
B2B podcasts are perfect for your LinkedIn audience.
Followers and likes indicate growing interest, and by refining content over time, it will attract new listeners and viewers.
SEO ranking
When it comes to digital growth, SEO is crucial for businesses with B2B podcasts.
SEO rankings on podcast platforms impact discoverability and growth. Therefore, having the right keywords in titles, descriptions, and episode tags help podcasts appear in search results.
The result of this is higher engagement and rankings.
On Google and other platforms, optimising meta data and descriptions, as well as consistently publishing quality content will also improve visibility for new listeners and viewers of your podcast.
Ad revenue and sales growth
Ad revenue and sales growth are two of the most effective ways to measure the success of a podcast.
While listener numbers and engagement metrics provide valuable insights, these financial indicators offer tangible proof of a podcast’s ability to generate direct business impact.
It highlights the market demand and if the audience values your content enough to invest in what you are selling.
Podcasts also serve as a powerful tool for lead generation, so having sales directly leading from this content shows what you are creating has genuine value.
Website traffic
An increase in company website traffic is a valuable metric for measuring podcast success, as it shows that listeners and viewers are actively engaging in your brand.
By monitoring website traffic as a podcast performance metric, businesses can gain deeper insights into listener behaviour and refine their content strategy.
Email subscribers
Growing the number of email and newsletter subscribers is a strong indicator of a podcast’s success, especially if it is promoted on the podcast, or as a follow up to current and potential clients afterwards.
Podcasts provide an excellent platform for encouraging listeners to subscribe to a newsletter by offering exclusive content, industry insights, or further information on what was covered in the podcast.
Also, email subscriber growth enhances a brand’s ability to nurture leads and convert listeners and viewers into customers.
If you would like further guidance on starting your own B2B podcast – then speak to us!
At LRB, our clients have experienced the impact of our knowledge within the industry, helping them produce top-quality podcast series.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.