As a follow up to my post “Podcasting for Business: By the Numbers”, here’s some quick marketing statistics to illustrate how podcasting can organically improve your conversion rate and level of brand awareness.
Richer, Longer Content = More Social Sharing
According to research done by QuickSprout, “if a post is greater than 1,500 words, on average it receives 68.1% more tweets and 22.6% more Facebook likes than a post that is under 1,500 words.” Longer, more comprehensive content is more likely to be viewed and shared, and thus performs much better in terms of both conversions and search rankings (side note: this is dependent on the content being high quality, cranking out 1500 words just to up your word count won’t produce these results). These findings align well with trends in how we’re currently using Facebook (and social media platforms more generally); there’s been a shift away from sharing the day to day minutiae of our lives as our friend groups grow bigger (less private, and less representative of our current social circles), and toward sharing content that we think is important or others might find interesting. In short: increasingly, the social web wants rich, meaningful content.
Podcasting is the ideal platform to talk about complex issues at length – solo, or by interviewing an expert. If we assume that people enjoy complexity and comprehensive discussion, then podcasting delivers exactly what they want – and that will be reflected in sharing of your show and episodes.
Streaming Media is The New Google…Almost
After Google, YouTube is the most popular search engine on the web (according to recent statistics) – outstripping competitors like Yahoo and Bing. This isn’t just because people are constantly searching cat videos on their lunch breaks; it’s because YouTube has become a hub for instructional videos and information, and people can have someone talk them through a concept or process – rather than having to just read the step by step.
While the iTunes podcast store isn’t quite on a par with YouTube for searches yet, this is a good indication that people are turning away from static content and toward streaming media for advice and assistance.
More Posts and Pages Equals More Leads
A survey of 4000 businesses by marketing specialists HubSpot showed that “businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages.” Podcasting is a really easy way to boost the number of indexable pages on your site, as each episode will create a new blog post (depending on how you have your hosting set up).
Better Qualified Leads Mean More Sales
I attended a talk on movie trailers a few years ago, and the speaker made a point of saying that trailers are as much intended to weed out people who won’t like the movie as they are to entice people who will – if people who aren’t into that sort of movie see the trailer and don’t end up going as a result, that means less bad reviews. The same will happen with your podcast. It will function as a way to develop an audience who is genuinely invested in you, and what you do.
Statistics from Gleanster Research suggest that only 25% of email leads (people who sign up to your mailing list) are “legitimate”, and will progress to sales; if you use your podcast as an intermediate step, your leads are automatically going to be better qualified as they know who you are and what you’re about before they sign up to receive offers and information from you via email.
Inbound Leads Convert Better, and That’s What Podcasting Creates
While this point makes me want to say “no sh*t, Sherlock” to myself as I’m writing it, it’s an important point to note. Leads from organic searches have a 14.6% close rate, compared to a 1.7% close rate for outbound marketing efforts. In essence: aside from subscribing, podcasting has no opt-in box. As frustrating as it is that iTunes doesn’t give you information about your listeners and subscribers, it puts you in a position where you have to tailor your content to bring people to you (think of yourself as a significantly less creepy Pied Piper).
The Radcasters Podcasting S’Cool features two modules on how to market and make money from your podcast, chock full of invaluable information about how to leverage this highly effective platform to help build your business. We open the doors once a month for new registrations – find out more and join the waitlist here.