How to measure the Impact of a Podcast
How to measure the Impact of a Podcast
The Best Ways to Measure a Podcast Advertisementge Call to Action Headline
So, you're contemplating diving into the exciting world of podcast sponsorships, and the burning question on your mind is, "What's the ROI?"
We get it – it's the most common inquiry from our potential sponsors eyeing a spot on the B2BPodPros media network.
Picture this: you're sponsoring multiple podcasts, and you want to know exactly how it's impacting your business. Well, fear not! We've got some cool and, might I add, easy ways for you to measure the success of your B2B podcast sponsorship without breaking a sweat.
1. The Sneaky Shortcut: "How Did You Hear About Us?"
Let's start with the easy-peasy method – just ask, "How did you hear about us?" during your signup flow. This straightforward question can directly tie podcasts to new leads or customers. Take it up a notch by throwing in a, "Where else did you hear about us?"
For B2B buys, with an average of 35+ touchpoints across various channels, this extra nugget of info could be a game-changer.
"But," you say, "what if I want to make it a bit more complex?" Well, strap in, because we've got four other nifty ways for you to measure the ROI of your B2B podcast sponsorship.
2. Promo Codes: The Classic Move
Sure, promo codes may make you cringe, but they're a classic for a reason.
Have the host shout out a promo code during the ad, and don't forget to include it in the show notes. Just beware – if your audience is multitasking at the gym or stuck in traffic, the chances of them remembering the code are as fleeting as a meme trend.
Also keep in mind that you shouldn't have an expiration date for the promo code. This can lead to a bad user experience (happened in one of our campaigns) where a listener heard a podcast episode months after the campaign ended, but the promo code had expired. They tried using the code and it was not accepted.
3. Custom URLs - we love these!
We recommend all our clients create a custom URL for our podcast ad campaigns. This way the can directly see the amount and quality of traffic the campaign generated.
Example of a custom landing page:
Main website: mouseflow.com
Custom landing page: http://go.mouseflow.com
NOTE - this must be an actual web page and not just a redirect. If it is just a redirect, visits will just be tracked as Direct traffic.
Learn more about how to track a vanity URL here.
4. Trial Offers: Exclusive Goodies for the Win
Give your podcast audience an exclusive offer or discount code. The host can spill the beans on air, or you can slide it into the show notes. It's a straightforward way to measure the impact of your podcast sponsorship.
5. UTM Tracking Codes: Tech-Savvy Simplicity
UTM codes in a url link are the unsung heroes of tracking. Place them in episode descriptions, newsletters, or YouTube video descriptions. Because of this magic code, you can see which podcasts exactly are generating traffic to your site. And if you use a tool like Dealfront, you can see which companies are visiting your site via the UTM link. This is a game changer for ABMs and sales people who want to target prospects who are already interested in their product.
When it comes to podcast sponsorships, the benefits are endless – increased brand awareness, new relationships, and of course, the sweet sound of new revenue. Pro tip: be a frequent sponsor over time rather than a one-time ad sensation.
And hey, if you're itching to skyrocket your brand with podcast ads, check out B2BPodPros. We make podcast marketing a breeze, without you lifting a finger. Act fast, though – podcast ad sponsorships are hotter than the latest social media challenge! 🚀
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