BRX Pro Tip: 3 Common Ways to Measure Success of a B2B Podcast
Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, what’s your counsel on measuring the success of your B2B podcast?
Lee Kantor: [00:00:13] Well, there’s one way I like to do it. There’s three ways that most people do it. I’d like to address all three of those things. The first way some people like to measure the success of a B2B podcast is audience growth, like downloads and subscribers. A second way they like to measure is audience engagement, like number of reviews or social media shares. And to me, the most important one is number three, lead generation, like revenue or ROI, return on investment.
Lee Kantor: [00:00:44] There’s a reason that close to 90 percent of B2B podcasts fail, and it’s because the B2B podcaster spends far too much time and energy worried about the cost metrics of audience growth and listener engagement. And they’re not investing enough time on the one metric that matters, which is lead generation and a healthy ROI.
Lee Kantor: [00:01:09] Audience growth and listener engagement are nice to haves. Sure, you want that to happen. that’d be great if that happens. But if your podcast isn’t generating leads and building a healthy ROI, it’s not going to work. Lead generation and healthy ROI is a must have. That’s not a nice to have. Audience growth and listener engagement are nice to have. Sure, that’d be great if that happens, but if it’s not generating leads or money, then why are you doing this?
Lee Kantor: [00:01:37] You know, a B2B podcast is there to grow your business. If it’s not growing your business, it’s not a marketing tool. It’s just a hobby that you get emotional satisfaction from. And I’m not saying that you should stop doing it for that reason. But just understand, if that’s what the objective is, you’re not going to make money from it, you’ll be emotionally satisfied. There’s nothing wrong with that. But don’t consider it a marketing tactic. This is just something you enjoy doing.
Lee Kantor: [00:02:06] So, if you want to use a B2B podcast as a marketing vehicle, then focus in on the metric that matters, and that’s lead generation and having an ROI. And that’s something that we do at Business RadioX. That’s why our podcasts go on for a long time, our clients stay with us for a long time because we’re focused like a laser on growing their business, focusing on the metric that matters, which is lead generation and ROI. That’s how we want to be judged, not by audience or engagement. Those are nice to haves. So, when you’re ready to fix your broken B2B podcast, hang out with us at Business RadioX.
