Maximizing Business ROI: The Power of B2B Podcast Campaign Attribution
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Podcasting isn't just for entertainment or personal storytelling. It has become a powerful tool for businesses to connect with their audience, establish thought leadership, and generate tangible results.
I recently had a chat with Jake Jorgovan of Content Allies on how B2B podcasting can drive commercial value and business ROI – and I can tell you that it’s a truckload of eye-opening ideas you don’t want to miss! After that high-value podcast episode, I thought – “hey, why not do a blog post to share impactful ideas that drive commercial value and ROI alongside Jake’s rich resources?” And here we are, guys…
Now, let’s dive into podcast campaign attribution and learn how to market and promote B2B podcasts effectively, shall we?
What is podcast campaign attribution?
Podcast campaign attribution determines how many listeners converted to customers or took the call to action after listening to your podcast. That is why visibility is key because it allows you to measure the effectiveness of your podcast campaign.
But let’s go even deeper into visibility, shall we?
The Place of Podcast Campaign Visibility
In today's competitive business landscape where “podcasting is the new blogging”, simply having a podcast and garnering downloads and listens isn't enough to impress the higher-ups. Leadership wants to see tangible results and understand the commercial value that the podcast brings to the table – and who can blame them? They want to see the numbers…
Why visibility is essential for a podcast/content initiative:
Demonstrating Return on Investment (ROI): Business leaders want to ensure that their investments in podcasting are paying off. They need to see a clear correlation between the podcast campaign and its impact on the bottom line.
Visibility helps in measuring and showcasing the ROI.
Aligning with Business Objectives: Podcasts should align with the broader business objectives and contribute to the overall marketing strategy.
Leadership wants to see how the podcast fits into the larger picture and how it helps achieve specific goals, such as lead generation, brand awareness, or thought leadership.
Establishing Thought Leadership: Thought leadership is an essential element for many businesses.
Leadership wants the podcast to position the company as a trusted authority in the industry, enhancing its reputation and credibility.
To meet leadership's expectations, it's crucial to drive commercial value and demonstrate the podcast's impact in tangible ways. Let’s segue into the key ingredients that can make that happen.
Ingredients that make for a successful B2B Podcast Campaign attribution
Regarding successful B2B podcast campaign attribution, several key ingredients play a significant role. Let's explore them:
Clear objectives: Define clear objectives for your podcast campaign from the start. Whether it's lead generation, brand awareness, or thought leadership, having specific goals helps in shaping your attribution strategy. Like Jake said in this podcast episode, setting clear objectives is step number one since, according to him “a lot of people are diving into podcasts without a clear objective of how it’ll deliver value.”
Strategic Call-to-Actions (CTAs): Sprinkle strategic CTAs within your podcast episodes. Guide your listeners to take specific actions, such as visiting a landing page, downloading a resource, or signing up for a web event. Well-crafted CTAs make attribution easier by directly linking actions to the podcast campaign.
Unique landing pages: Create unique landing pages for each podcast episode or campaign: By directing listeners to these dedicated landing pages, you can track visits, conversions, and engagement specific to each episode or campaign.
Promo codes or discount links: Provide exclusive promo codes or discount links in your podcast episodes. You can directly attribute conversions or sales to your podcast campaign by monitoring their usage.
Surveys and feedback: Add surveys or feedback forms to your podcast marketing strategy. Ask your audience how they discovered your brand or products and whether the podcast played a role in their decision-making process. This qualitative data can provide valuable insights into the impact of your podcast.
By combining these ingredients and focusing on strategic attribution, you can effectively measure the success of your B2B podcast campaign.
Now, let’s move on to how marketing leaders can work closely with sales to nurture a podcast campaign.
Nurturing a Podcast Campaign through marketing and sales collaboration
Think of marketing and sales teams as the dynamic duo of podcasting—like Batman and Robin or peanut butter and jelly. By joining forces, they can create a podcast campaign that packs a punch, engages the audience, and drives tangible results. It's a tag-team effort that takes your podcast from ordinary to extraordinary!
Here's how you (a marketing leader) can work together with the sales team to maximize results:
Align content with sales goals: Marketing leaders should collaborate with sales to understand their goals and challenges. By aligning podcast content with sales objectives, such as lead generation or addressing pain points, you create content that resonates with the target audience and supports sales efforts.
Repurpose content for sales enablement: The podcast episodes can be repurposed into various formats, such as blog posts, eBooks, or infographics, to support the sales team's efforts. This repurposed content can be shared with potential customers as part of the sales process, establishing credibility and generating leads.
Collaboration in Episode creation: You can invite sales team members to contribute ideas, and insights or even be guest speakers on the podcast. This collaboration strengthens the relationship between marketing and sales and ensures the content is relevant and valuable to the target audience.
Tracking and attribution for branded podcasts: Attribution for branded podcasts can be challenging, as the focus is often on brand-building and thought leadership rather than direct conversions. However, you can still track engagement metrics, such as website traffic, social media mentions, or increases in brand searches, to show the impact and effectiveness of the podcast.
Jake offers more insights on that in his podcast episode
By fostering collaboration between marketing and sales, B2B companies can maximize the impact of their podcast campaigns, whether they are focused on lead generation or brand-building.
B2B companies that can benefit from running branded podcasts
Brand-building podcasts are a fantastic avenue for B2B companies that want to establish thought leadership, enhance brand reputation, and engage with their target audience meaningfully. Some types of B2B companies that can benefit from it are:
· Technology Innovators
· Consulting Firms
· Creative Agencies
· Professional Services Providers
· Industry Associations
Hey, this is not an exhaustive list though…
Moving on…
So, we’ve looked at visibility for your podcast campaigns, key ingredients to make podcast campaign attribution spicy and successful, and how to get marketing and sales to work towards a common goal that guarantees campaign success – it’s time to check out the tools and tech stacks that help with B2B podcast marketing attribution magic, guys.
Tools and tech stack for B2B Podcast Marketing Attribution
Several tools and technologies can come in handy for effectively tracking and measuring podcast marketing attribution. Check out a few of them:
Podcast hosting platforms: Opt for a reliable podcast hosting platform that provides detailed analytics and tracking capabilities. Platforms like Listen Network, Libsyn, Podbean, or Buzzsprout, offer insights into downloads, listens, and audience demographics.
Website analytics: I love web analytics tools like Google Analytics or Mixpanel to track website traffic, conversions, and referral sources. You can attribute website visits and conversions to your podcast episodes by setting up specific goals and tracking parameters.
URL tracking: Use URL tracking tools, such as UTM parameters or custom tracking URLs, to monitor traffic and conversions generated from podcast episodes or campaigns. This allows you to measure the effectiveness of specific episodes and attribute results accordingly.
CRM Integration: Integrate your podcast attribution data with your Customer Relationship Management (CRM) system. This integration lets you track leads and conversions generated from podcast episodes and align them with your sales efforts.
A few thoughts on how to support your podcast with traffic to help its attribution…
If you’ve wondered if it’s a good idea to support your B2B podcast campaign with traffic from various channels, I can tell you that you’ve got your thinking cap on!
Supporting your B2B content or podcast with traffic from various channels, such as email marketing and paid media, can aid in attribution. You create a clear link between these efforts and the attributed results by driving traffic to your podcast episodes through email newsletters, targeted ads, or social media promotion.
It’s important to remember that picking the right tools and leveraging traffic sources can significantly improve your B2B podcast campaign attribution and provide valuable insights into your campaign's performance.
Last Words…
Combining these strategies and tools will help you drive commercial value, establish thought leadership, and generate tangible results through your B2B podcasting efforts. Don’t forget to stay patient and maintain foresight through it all.
Thanks for reading, guys!
But don’t go yet – check out our value-packed podcast episodes designed just for your success!
