What's the ROI of a podcast?
One of the most common questions I see around B2B startups as it relates to starting (or not starting) a podcast is -- of course -- well what's the expected ROI of that podcast.
But that's where everything starts to go haywire IMO. What makes a podcast great is that it's often *not* a sales channel. It's a way to have conversations, share your POV, talk to dream customers, record it all and repurpose that content across your website, blog, social. So if you go into creating a podcast for business thinking about "well what's the dollar ROI of this going to be" it's going to be an uphill battle. You also need TIME. A podcast will not be an overnight success, so you're going to nee to commit to 6-12 months of doing it consistently before anything real happens.
Let me try it say it a different way:
If you had so much inbound interest from your podcast would you be wondering how you’d measure the success of a podcast?
It’s usually in the middle when it’s not producing anything you can “feel” so you turn to “how will we measure this” to try and reverse justify it.
The ROI of a podcast does not always have to be sales or money. That’s your call. Why are you starting a podcast in the first place? Maybe it’s to get lots of content you can use for other things. Or to get you talking to more ideal customers first hand … or …
I often feel like if you’re asking this question it’s probably not working. Not to cop out on answer but … you know from more inbound - inbound messages about the podcast, meetings, customer, employees who tell you.
I run a 1 person consulting business and today I had two calls with potential clients who told me they listen to the Exit Five podcast every week.
I’ve never once tried to “measure” the podcast but damn do i know it’s working (!!)