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6 Podcast Wins You'll Never Be Able to Measure · Abbey the Podcast Lady

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  If you're basing your podcast success purely
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  on download numbers, you're missing the point
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  of podcasting in general. Hey, welcome to another
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  episode of Abby the Podcast Lady. Super glad
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  that you could join me today. I want to talk
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  about some of the unseen ROI of podcasting because
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  I feel like everyone puts so much stake in the
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  downloads and the views and what are the actual
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  hard analytics looking like. And that's important
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  to measure. What gets measured gets managed.
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  But at the end of the day, there's a lot of unseen.
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  unmeasurable things that can come from podcasting.
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  And I just want to touch on those today because
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  I think that they are so incredibly valuable.
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  I've experienced most of these in my own real
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  life too. The first one I want to touch on is
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  accelerated trust. What do I mean by accelerated
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  trust? Think about when you stumble across a
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  new creator on your page and you're like, oh,
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  well, that's a new person. I don't really know
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  who they are. Swipe away, right? Because they're
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  just making a short video anyway. You don't recognize
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  their face. Moving on. Well, if they post another
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  video, you're like, oh, I've seen that. face
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  before you might stick around for a few more
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  seconds so on so forth when finally you're like
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  oh yeah i watch their videos all the time because
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  i've seen their face so many times and i like
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  what they're saying and i trust them well with
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  podcasting you're not doing that in 15 30 60
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  second increments you're doing that minutes and
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  maybe even sometimes hours at a time it might
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  take a while to build that audience up but once
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  you have their attention and they're coming to
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  you for podcasting that trust has been accelerated
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  you are spending so much time with people you
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  will probably never meet in real life. And you're
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  making a real impact on their lives that you
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  might never even see. But that is that accelerated
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  trust. You're spending extended periods of time
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  with people. They're getting to know you on a
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  deeper level. And that is so incredibly important.
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  And it's next to impossible to measure. So that
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  is my biggest unseen ROI for podcasting is you're
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  accelerating that trust with your audience. And
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  you're probably never going to see a result from
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  it. You're going to be a big part of their lives
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  and you will never know it. And it happened fast
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  and out of the blue. This next unseen ROI could
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  potentially be a scene one. I mean, you might
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  be able to trace this back sometimes, not all
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  the time, but sometimes. And that is opportunities
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  from podcasting. I've had a lot of incredible
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  opportunities from podcasting. And you really
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  got to like sit and draw like the crazy red lines
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  on the cork board with the pictures. You'd be
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  like, where did that person find me here to get
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  to hear my best example? of this is in a couple
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  of weeks, I am heading to Vicky's Camp and Country
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  Jam in Redwood Falls, Minnesota, where I am the
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  head of social media for festival weekend, which
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  means I'll be posting content, creating content,
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  enjoying the festival, working for it, but also
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  just like having a great time. That would have
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  never happened if I would have never reached
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  out to Vicky and said, hey, would you like to
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  be a guest on my podcast? We built a relationship.
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  She came on my show. She told the story of how
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  Vicky's Camp and Country Jam got started. And
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  we just stayed. in contact. We built that connection.
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  And now for the past three years, I've been invited
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  to come down to Vicky's, make content, share
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  her story. So an unseen ROI that you may slash
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  may not be able to trace back to podcasting is
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  just those opportunities and connections that
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  come from hosting a show and being a guest on
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  other people's shows. Another unseen ROI is being
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  top of mind for someone. How can you tell if
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  you are at the top of someone else's mind? You
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  probably don't know unless unless they tell you
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  like, oh, you were my first thought when XYZ
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  problem popped up. You're never gonna know if
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  you're truly top of mind for people, but what
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  you can do is you can just keep consistently
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  showing up, making content and being the expert
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  in your field. And if you post about it, if you
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  share about it, if you share your story, if you
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  get the word out, that's how you become top of
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  mind. But if you were to like ask yourself right
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  now, like, okay, who am I top of mind with in
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  my industry? You can't answer that question.
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  That's an impossible question to answer. You
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  can't read everyone's minds. Not yet anyway.
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  I'm sure technology will get there someday, but
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  you got to keep showing up consistently and that
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  makes you top of mind for other people. It's
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  an unseen ROI, but when that problem does come
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  up and you're the one that's showing up in their
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  feed consistently with valuable information and
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  great insight, you're going to get referred to
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  other people because they're like, oh yeah, Jake
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  does that show about that thing that you have
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  the problem with. Go see him. That is top of
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  mind. That's ROI you'll never see. Something
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  else you'll probably never see is your familiarity
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  at scale. Let's put it into context like this.
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  Think about what it would take to have 500 coffee
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  dates with people, networking coffee dates. Like,
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  hey, let's grab a cup of coffee, get to know
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  each other, get to know our business, share your
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  insight, I'll share mine, and maybe we can help
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  each other out. Think about doing five. hundred
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  of those. That's more than one every single day
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  all year round. That includes Christmas and Thanksgiving.
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  Can you imagine waking up Christmas morning like,
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  hold on family, I got to go have this quick coffee
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  date with someone and talk about their business.
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  That's hard to do, right? Like that is a lot
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  of meetings. That's a lot of people. But with
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  podcasting, you're creating a familiarity and
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  you're sharing about your experience and your
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  expertise at a large scale. 500 people listening
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  to a show or 500 coffee dates with different
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  people. I'd rather just make a show and share
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  it and have 500 people listen to it, right? I'm
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  sure you would too. That makes way more sense.
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  So that is something you'll probably never see
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  the scale or scope of. You can kind of measure
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  that with downloads, not necessarily, but your
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  familiarity is just going to scale up and up
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  and up. The more you post, the more you do your
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  show, the more you get the word out there about
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  what you do and just how you're operating in
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  general. Another ROI you'll probably never see
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  is how you become part of someone's routine.
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  I always like to say that it doesn't matter how
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  often and you post, it just matters that you
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  do it consistently on the same schedule because
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  that's how you become part of someone's day.
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  Personally, I have a podcast listening schedule
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  in my week because certain shows of mine come
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  out on certain days and I just like to listen
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  to them on days they're released. Like Girls
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  Next Level drops on Sunday night. I listen to
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  it on Monday morning. My favorite show, which
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  is Free With Ads, which is a free movie review
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  podcast that comes out on Wednesdays. So I have
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  a new episode to listen to when I'm in the car
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  on Wednesdays. Think about your own listening
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  habits and what you know, like it's Love Island
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  season. We know that we get a new episode. If
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  you're a Love Island fan, we watch it every single
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  night except for Wednesday. And then Saturday
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  is the after sun show. Creating habits, becoming
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  part of someone's day. When you release your
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  shows on set days at set times, you become part
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  of their routine because they know when to look
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  for you. They know when to expect you, but that's
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  also something you'll never be able to manage
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  and see. If you have certain podcasting hosts
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  like rss .com affiliate link down below love
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  them for hosting podcasts you can see what time
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  of day people are listening and what day of the
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  week people are listening if you're on one of
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  their upgraded plans which is super valuable
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  information but really it comes down to like
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  the hot button areas are when the episode gets
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  released because that's when it gets downloaded
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  depending on your platform there's all this like
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  little stuff that goes into it but you'll never
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  see how you are truly part of someone's day you'll
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  never see how you're part of a mom mom's walk
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  when she gets 20 free minutes from her kids and
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  she's taking a stroll around the neighborhood.
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  You'll never see how you're being listened to
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  as someone is driving up to the lake on the weekend
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  to go have fun with their family. That is an
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  ROI you will never experience with this podcast,
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  but it's something you should be aware of because
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  I know as a listener and as a creator, it's so
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  important. And the last unseen ROI I want to
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  touch on is capturing stories while you still
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  can, because this is something that I have noticed
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  a little bit more. in my life as of recent, as
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  I've kind of been reviewing things that I've
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  done in the past and making plans for what I
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  want to do going forward. I used to host a show
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  called The Small Town Tourist, where I would
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  just share stories of cool things happening in
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  more rural communities is what I was really focusing
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  on. But I was going through some past episodes
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  and thinking like, oh, do I want to bring the
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  show back? I really had a great time doing it,
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  but do I have the capacity to do it the way I
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  want to do it? And I stumbled across my episode
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  I did with Scott Schlecht from Crafts. Direct
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  in Wake Park, Minnesota. And I am a huge crafter.
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  I love creating things, sewing, bedazzling, scrapbooking,
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  painting. I swear I've tried every hobby. But
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  Crafts Direct was my favorite store because it
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  was just this wonderful locally owned craft store
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  in central Minnesota. And I got to have Scott
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  on my show to talk about the craft store and
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  talk about the family legacy that it had. It
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  was started by his parents and how him and his
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  siblings took it over and then they added a brewery
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  to it. just so cool to capture that story and
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  not too long after we recorded that probably
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  about six ish months they announced that they
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  were closing and we no longer have crafts direct
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  in our town i'm still bummed that we don't have
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  it but i am eternally grateful that i got to
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  capture the story of crafts direct on my podcast
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  and that is something that if i mean i don't
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  know if kids write history reports or anything
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  about closed down businesses. But it could be
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  a reference point for someone in the future if
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  they're writing about Crafts Direct and the family
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  legacy and the story behind it. One of my clients
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  is the Love Story podcast. And the first season
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  of that show was Ashley bringing on couples to
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  share their love stories. And what's so cool
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  is I got my parents to be a guest on the show.
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  So I have a podcast that I can go to and listen
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  to of their love story anytime I want to. I even
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  got my mother -in -law to come on and share the
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  love story of her and her late husband. hurt.
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  I have these things now that I can go back and
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  watch. And I think it's just so valuable to capture
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  these things. And how do you put a price on that?
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  How do you put an ROI on something like that,
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  where it's kind of just capturing this moment
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  while it still exists? So I think that's just
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  a huge thing that podcasters probably don't give
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  ourselves enough credit for doing things like
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  that. We are capturing history, future history
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  is what it really boils down to. And yeah, I've
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  been really tossing around bringing back the
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  small town tourist almost selfishly purely for
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  that reason. just to have this like time capsule
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  of cool things. Cause that's kind of what it
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  turned into now that I haven't posted for a year
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  and a half on that. So just something to think
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  about, just some unseen ROI of podcasting. It's
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  not all about the downloads. It's not all about
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  what you're getting every single week. It's really
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  not. There's so much more to this medium than
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  just the numbers. So hopefully that answered
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  a question you might've had or gave you some
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  insight or just made you think, you know what?
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  That's what today's goal was. Today's goal was
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  to just make you think about pod. podcasting
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  in a different light and defining success in
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  podcasting in a different light. Thank you so
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  much. If you're looking for more resources, if
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  you're looking to learn how to start a podcast,
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  I got an online course. It's all in the show
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  notes below. If you're looking to work with me,
• 10:48
  again, show notes below. Leave a five -star rating
• 10:50
  and review, and I will catch you next time on
• 10:52
  Abby the Podcast Lady.