12 top reasons even good Podcasts lose traffic (and what you can do about it)!
You have a great Podcast, awesome content and an amazing guest lineup. But the real question is — how many people are hooked from the get go?
Are you losing your fans simply because the trek from curiosity to conclusion was not intuitive?
According to Tom Webster of Edison Research, Podcasts are slated to rise from 48 million weekly podcast listeners to the 100 million mark , gaining mainstream traction and becoming an important part of everyday conversations. Enterprising entrepreneurs are increasingly hopping on the opportunity to share their expertise via this channel.
As a business owner or entrepreneur, you probably have one or are contemplating starting one. While millions of consumers are increasingly warming to this hands-free medium, let’s specifically talk about the ways you are engaging your audience!
Chances are that your podcast is an extension of your established business.
While much is discussed in terms of the content, the presentation style, the caliber of guests, the frequency etc, have you ever given serious thought to your audience’s journey? From when they discover your podcast to becoming regular listeners, and better still, your loyal customers.
Why Podcasts are big for your business and brand?
An estimated 34 million US women are monthly podcast listeners.
A survey with women who are familiar with the term podcasting, but are not listeners, revealed that thirty-eight percent “aren’t sure how to listen to podcasts” and 66% said they “don’t know where to start.” Women were overwhelmed by the number of choices and were unaware of podcast apps already on their phones.
Despite all this, if they do land up on your website, you can grow your listener base by making it easy for them to find you and your insights.
Most consumers search the internet, social media or ask family and friends to discover podcasts (see the image above). So it should all start from and lead to your website.
Top reasons even good Podcasts lose traffic! Are any of these mistakes hurting your podcast?
As an avid podcast listener and curator, I come across an increasingly large number of podcasts guilty of one or more oversights listed below, that often lead the users on a complicated trail.
Evaluate your podcast — does it stand solid on the criteria and recommendations listed?
Here’s 12 ways your podcast can create a winning experience for your audience and a boost for your business!
Not hosting on your website
Don’t lose the traffic and the brand boost!
Can you listeners play your episodes on the website? You might host your podcast with channels like Lisbyn or SoundCloud, but you should then embed and post it on your own site too. Ensure that your play button is visible and easy to find, preferably on the top of the page. Also, add a top menu link when you have at least 10 episodes. When the audience primarily cares about listening to your expertise, having an embed on your website gives them the quickest way to tune in.
Girl Boss Radio takes the play button a step further by offering a playable, eye catching hero image right on top.
Not offering a convenient listing
Make your selections ‘Skimmable’
Many podcast websites don’t have a comprehensive, skimmable listing of broadcasted episodes on a single page (as thumbnails). Instead the episodes are listed chronologically with summarized descriptions and users need to scroll endlessly down/ across multiple pages to find an episode that resonates. In the attention deficit digital world, making all the information available in the shortest possible time is the strongest use case for creating a comprehensive landing page.
Pep Talks for Side Hustlers does an impressive, clean and clear job of this. Here are 2 examples of main Podcast pages where the content is laid out sequentially versus in a snapshot form (preferable).
Not sharing an episode overview
An unclear premise means a quick exit!
If you can’t summarize it, they won’t bother to find out.
Many podcast landing pages don’t include a clear description about the podcast and its overarching theme. Instead, there’s a lot about the presenter. Wouldn’t it be more beneficial to add a simple summary of what your podcast is about and why you started it, in order to entice your audience to a new way to interact with you.
No description of individual episodes
Again, why should they care?
The episode number and name of guest is prominently featured, but the context of the actual episode is missing. Not only is that not good for SEO but how will you invoke curiosity without descriptive clarity?
Do your episode listings look like this?
Your episodes are hard to search
Easy categorization always wins!
A lot of podcast websites don’t have searchable, well organized content. Tag or categorize your episodes, especially as the number of episodes increase. The Boss Mom Podcast does a super job of sorting the various episodes under different categories like Content strategy, mindset, systems or parenting, so a user can instantly zoom into their area of interest or need. While each episode may belong in 1–3 categories, you can add lots of tags so that when they click on any one, they can find all episodes for that.
This is not only a good idea to invite your listeners to find relevant content quickly, it is also a smart SEO practice.
Here is an example of a tag cloud with a range of content coverage.
Tags enable content curation ( image below)!
Not highlighting notable content
Shareable snippets create the multiplier!
Highlighting share worthy quotes. When your episodes are gold, why not mine them for tweets and other social channels, and pepper them across your page. The Cup of Ambition podcast does this really well by creating shareable graphics out of nuggets of wisdom within each podcast.
Share your podcast and other digital products with our audience on the Business Tools Marketplace!
Not simplifying podcast listening options
Make the channels accessible at one place!
Similarly, bear in mind that even though Stitcher, Spotify, Apple, iTunes, Audible, Pandora, Google Play etc are numerous sources for podcast listening and downloading, these choices can be confusing for a warm visitor. When podcasts are all over the place, having an embed allows you to make it easier to start listening, without inundating with choices. These choices can then be linked under.
The Wander Wealthy Podcast simply puts the various options under the individual episode embeds.
Not balancing style and legibility
Both form and function matter!
Oftentimes, podcast topics are listed in fancy fonts, which makes it harder to read them on the go. The title of your podcast is the primary hook for your viewer. Keep it clean, simple and legible.
Read: Make it better — design cheatsheet for the non-designers
Not numbering episodes
Make your content more locatable!
Numbering episodes increases ease of sharing — a user simply has to recommend Episode 23 versus look for the episode that talks about creating digital products and freebies.
Complete absence of show notes, not even a summary!
Give them the down and dirty!
From providing a summary of your individual episodes (preferably no more than a paragraph), to more detailed show notes, this is an absolute must for creating a positive, well rounded experience. Even better for the viewer- have content time stamps for podcasts longer than 10–15 minutes.
Many more ways to connect
You can go a step further, and use the show notes to make a business case for your expertise and freebies that you offer. Or in other words, showcase how else your business can help your audience and capitalize on it. Creative Biz Rebellion does it in a simple & impactful way. (Image below)
Missing website and host info
Don’t you want them to check your work out?
Sometimes your audience finds you on say, Apple podcast. But your website is not mentioned on it. Why should you lose any opportunity to share everything about you? Instead, make it easier for customers to interact with your business in myriad ways. The Marie Forleo Podcast offers an easy link to their website in their Apple Podcast descriptor.
No social share options
Make it easier with social sharing images and Pins!
A happy audience wants to share the love. Make it super easy by integrating social sharing. She Podcasts not only gives varied social share options, but also provides a clear email to give feedback- via audio too!
Not offering the option to Review
Nothing like audience feedback!
When podcast reviews are gold, its staggering how the majority of podcasts still don’t have a review CTA right alongside the podcast play or show notes. It plants the idea, and makes it easier for listeners/readers to review a podcast at the moment of delight. As an example, see the review banner we include in a lot of our blog posts. (example below).
What should a good Podcast Page look like?
Here’s what we recommend as a layout that will work for your user and your business! It will make your content more searchable, easy to scroll and find and invite more browsing and cross-selling for your services or products.
Conclusion
All the data from Infinite Dial research supports that podcast listeners are a very attentive (and loyal) group to advertise to. For the sake of your audience and your business, periodically survey your consumers to understand where they arrive from and what inhibits them. Assess your user journey to create multiple ways to inform, delight and hook your audience.
How do you plan to multiply your share of ear?
Originally published at Maroon Oak, a FREE business networking and collaboration platform for women with members from over 30+ industries. Read the Blog, get tools for your business in the Digital Products Marketplace, and sign up for our newsletter for more updates on winning at entrepreneurship and business.
