"How many downloads do you get?" That’s a pretty common question in podcasting circles, and numbers are important, but they aren't the most useful metric for judging the success of a podcast.

If you’re Nike and your downloads are in the single digit thousands a month, something is very wrong. If however you’re a company that sells a niche product or service, you’re reaching your core audience, and holding their attention for a few hours each and every month, those are business changing numbers!

Two of the first questions I ask a new client when discussing a new podcast are: Who is this podcast for? And what does it bring to them? Let's talk about that...

Who Is This Podcast For?

Conjure up in your mind your ideal listener. They could be your typical consumer of your product or service, perhaps they are a consumer that you strive to reach. Maybe it's your peer group, or C-Suite executives in a particular industry. Whoever they are, ask yourself these questions:

1. Where are they listening to the podcast? On their commute? Making dinner? On their lunch break in the park?
2. How are they dressed? Formal business attire? Dirty coveralls? Sweat pants and an oversized T?
3. How did they find out about your podcast? Social Media? An industry publication? A recommendation from a friend?
4. What part of the world are they from? 
5. How old are they? 
   
   

What Does It Bring Them?

Ask yourself the following:

1. Why did they give your podcast a shot?
2. Why would they continue to listen? Is it educational? Entertaining?
3. Why would they listen to you over someone else?
4. What would you like them to do once they’ve finished listening? And why would they do it?
   
   

Once you have a sense of who your podcast is for, why that person would listen, and what they would take away from the experience, you will have a sense of how large a slice of the population that is, how to reach those people, and what reaching those people will mean for you in the short, medium and long term. Being intentional and strategic is key to a successful podcast.

Defining Success

Podcasts are a critical medium when it comes to building trust, and given that trust has to be earned, the rewards from podcasting are not an easy thing to quantify, particularly in the short term.

There is no equivalent medium that offers such deep engagement with a person, place or thing. No advertisement can as effectively communicate a companies unique offering, company culture, skilled and passionate employees, and roadmap for the future.

With attention at an all time low, no YouTube video will hold a viewers attention long enough to dive as deep as a podcast. And a fleeting appearance at a conference or in-person forum is no match for a listener spending significant time with a podcast host, each and every week.

If a podcaster offers true value to the listener through education, entertainment, or a sense of familiarity and belonging, that connection can be profound, and will be returned in kind many times over.

Talk with us about how your company can reach your ideal listener!

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