In the latest episode of Audry talks Audio, Niklas talked to Sharon Taylor, managing director at Triton Digital. One of the topics we thought was worth sharing was her vision and concrete tips on how to improve your podcast downloads.
“Downloads still is the number one metric that people look at when they start podcasting. You just want to make sure that those are growing week on week or month on month so that you’re not losing people.
We looked at some benchmarking data a while back and of all the shows on Omny (it’s 48,000 of them now), and if you’re getting more than a hundred downloads in the 30 days after you release a new episode, you’re already in our top 50% of publishers.
So I think that a lot of people think that the download benchmark of success is a lot higher than it actually is. I think people think that they’ll all get a million downloads. But that’s just not true. So a little tip: look at your downloads, but look at them realistically and be nice to yourself when you’re looking at them.”
Some concrete tips:
- If you have a bigger audience on Spotify versus Apple, then it helps you tailor the content a little bit better. Like where if you have a larger audience on Apple, maybe you could do more editorial with their team in terms of promotions and those types of things.
- If you have more than one show, look at the overlap between listeners so that you can do cross-promotions between the shows. That’s how you build one audience into another show, that’s really important.
- If you’ve got a website, make sure to track how people are finding the website. Especially if you’ve got your own big player on the website, link it in with Google Analytics so that you can kind of get a really holistic view of all of the numbers that are coming your way.
“Also remember: that you can be really successful with fewer downloads. In the end, it doesn’t matter if you have a thousand of 10,000 downloads. You just need to know who your audience is, form a personal relationship with them, and give them the content that they’re asking for. And then they will – if you ask them – tell their friends, rate, and review. And you will see your numbers start to grow.”
Listen to the full episode below: