What works for one podcast may not work for another podcast because their audiences are different. Think of the two female singers, Adele and Pink. The are both authentic, talented singers. One tends to stand on stage, tell stories, and perform in a dress. The other does gymnastics that include floating around the entire outside stadium. Could you see Adele flying around a stadium?
Instead, know your “WHY” and your “WHO” to figure out your WHAT and deliver it authentically in a way that doesn't bore your audience.
Plus, we'll tackle the ever-elusive topic of measuring success. I'll reveal the strategies and tools I use to track traffic and engagement and the importance of creating engaging content that keeps listeners returning for more.
Tools To Use To Help You Identify What Works With Your Podcast
Instead of just linking to your website, you can add UTM parameters (this isn't as geeky as it sounds). A UTM is Urchin Traffic Monitor (we really don't care). These parameters can be thought of as leaving a breadcrumb so that when you check Google Analytics you can see where the audience specially came from. I'm currently using Fathom Stats, which are not free but are easier to read and a bit more privacy-focused.
Add UTMs to a Link using the Google UTM Creator
- the Google Analytics Campaign URL Builder for generating URLs to websites
- the Google Play URL Builder for generating URLs to apps on the Google Play Store
- the iOS Campaign Tracking URL Builder for generating URLs to apps on the Apple App Store
There are parameters you can add that will be seen in your Google Analytics. I have been using Fathom stats as they are easier to understand (it's not free, but I prefer checking out my stats without the frustration of digging through Google Analytics).
Why I Like Switchy
Switchy is a tool that is currently available for a lifetime deal on App Summo. Not only does this create easy-to-remember links like www.supportthisshow.com/q2u (which is my affiliate link for the Samson Q2U microphone), but it also creates trackable QR codes, and the ability to set UTM parameters and save them as a template.
When You Can See What Works, You Can Quit Doing Those Actions That Don't
For a while, I was putting videos on Twitch (primarily known for gaming), and I just didn't get any reaction (so I quit wasting my time for now).
The Website URL would be the direct link to the episode on YOUR website.
The Source could be your show notes, your newsletter, a link you shared when you were a guest. (Remember where were they before coming to your site)
The Medium could be audio, video, or the name of your show if you have more than one.
The Campaign Name could be your episode number.
Keyword: While these are typically used in an ad campaign, you might use a date to leave a trail to help point to a post.
The above is the template from Switchy I could use for the school of podcasting and then just change the source to be a different episode number.
Episode Completion Graph in Apple
I want to start paying more attention to how far people listen. In theory if they are making it close to the end, one can conclude they more than likely enjoyed the episode. DO NOT PANIC, and remember that the number you are looking at are for APPLE PODCAST app, and also a time frame (so the number will be lower than expected).
Best Practices with UTMs for Podcasters
Decide which parameters you will use (again you don't have to use them all)
Type in all lowercase, and use dashes not underscores.
Yes, it's another step, but for this to be accurate, you want to do this consistently
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