How to Set Objectives, Define Metrics, and Conduct a Marketing Analysis for Your Video Podcast
Launching a video podcast is an exciting step for your brand, but before you dive into brainstorming creative ideas or hitting the record button, it’s critical to lay a solid foundation.
Skipping the strategy stage and jumping right in might sound tempting, but trust us—taking the time now will save you countless headaches later.
This article will walk you through the three essential steps to setting your podcast up for success:
- Defining clear objectives
- Identifying key metrics
- Conducting a marketing analysis
By the end, you’ll have a roadmap tailored to your goals, strengths, and audience.
First Things First: Your "Why" Matters 🎯
Let's cut to the chase: Why does your brand want to start a video podcast?
Defining your objectives will help you focus your energy and resources on outcomes that matter most to your business.
Here are some rock-solid objectives to consider:
- Building that coveted owned audience (hello, first-party data! 📊)
- Positioning your brand as the go-to industry thought leader
- Creating a lead generation machine that actually works
- Establishing a consistent platform for your message
- Building deeper trust with your audience
- Educating your market in a way that's actually engaging
Pro tip: Pick one or two primary goals. Why? Because trying to be everything to everyone usually means being nothing to anyone. Let's stay focused!
Defining Key Metrics: What Does Podcast Success Look Like?
Once you’ve nailed down your objectives, let’s talk about how we’ll know if your podcast is actually working towards these big goals.
Time to get specific with key performance indicators (KPIs).
Here’s some metrics you might want to track:
- Downloads: Tracks overall reach and listener interest.
- Follower growth: Monitors your audience-building efforts on social platforms.
- Engagement rates: Measures how your audience interacts with your content (likes, shares, comments).
- Lead generation: Tracks how many potential customers are driven to your website or funnel.
- Website traffic: Gauges the broader impact of your podcast on brand awareness.
🔥 Hot Take: Your metrics should match your goals. If you're all about brand awareness, obsessing over lead gen numbers might not be your best move.
Marketing Analysis: Assess Your Current Efforts
Before you hit that record button, let's take a good look at your current marketing landscape. Think of it as checking your marketing vital signs.
Here’s how to get started:
Social Media Health Check
- Which platforms are your content MVPs?
- Are your Instagram Reels crushing it while your LinkedIn sits quiet?
- Where does your audience actually hang out?
Content Inventory
- Already creating videos? What's working?
- Starting from scratch? No worries – let's list what you need
- Looking for content gaps your podcast could fill?
Audience Snapshot
Time to benchmark where you're starting:
- Current follower counts (the before picture)
- Website traffic baseline
- Engagement rates across platforms
Taking stock of what’s working now ensures that your podcast complements your overall strategy rather than competing with existing efforts.
Your Action Plan for Podcast Success
Here's the deal: Creating a podcast doesn't have to feel like climbing Mount Everest. Break it down into manageable steps:
- Lock in your primary objective
- Choose your success metrics
- Analyze your current marketing game
- Build your strategy based on what's already working
The Bottom Line 💫
Launching a video podcast is one of the smartest ways to elevate your brand’s content strategy. Starting a video podcast is like planting a content garden – the prep work might not be the most exciting part, but it's what determines if you'll actually see growth.
Remember: We're not just creating another podcast to add to the noise. We're building a show that's going to move the needle for your brand.
Ready to turn your podcast dreams into reality? Let's make it happen.