• Why is this an exciting change?
  • The release of impression data in Spotify's dashboard is significant because it brings data-driven insights to podcasting.
  • It allows podcasters to understand how users discover their shows on Spotify, whether through homepage features, search results, or their library.
  • This development mirrors the evolution of app ecosystems, where data-driven tools became essential for growth, leading to the success of the app industry.
  • It emphasizes the importance of podcast visibility optimization (PVO) and its impact on content discoverability.
  • Some podcasters are shifting from an advertising-driven model to a subscription-driven one, akin to the transition seen in app subscriptions.
    

What A/B tests can publishers now implement and measure, and what kind of results can they expect?

• Podcast publishers can conduct A/B tests to optimize elements like cover art, titles. They can also start measuring the impact of ratings on their ocnversion rate.
• Improving cover art can lead to more than a 10% increase in click-through rates.
• Changing titles to be more descriptive or engaging can enhance discoverability.
• Increasing star ratings from three to four stars can double click-through rates, resulting in more downloads and listens.
  

What does it change for Voxalyze and our users?

• It validates the importance of podcast visibility optimization (PVO) for Voxalyze users.
• Impression data highlights that many people discover content through search, emphasizing the need to focus on being visible in search results.
• Voxalyze users can leverage data-driven insights to improve their content's performance and visibility.
  

Potential future features that would greatly improve the dashboard:

• Extending the data history beyond 30 days to track trends over a more extended period.
• Providing downloadable data to enable in-depth analysis and historical record-keeping.
• Offering insights into the countries where impressions occur, helping podcasters tailor their strategies.
• Providing episode-level data to distinguish between show and episode promotion.
• Expanding insights beyond impressions to include click-through rates and conversion rates, offering a more comprehensive view of a podcast's performance.
  
  Show notes with free template available here .

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Timestamps

1:45 About the consensus in the industry that FB ads don’t work to grow podcast audiences
2:31 Obvious pitfalls podcasters should avoid when using FB Ads to grow their podcast audience
6:14 the FB Ads pixel
9:30 Capturing email addresses for later re-engagement and audience and content research
12:39 The Right Facebook Ads Campaign objectives to capture leads
18:07 How to reduce your cost per listener
20:21 Tools to create ads
22:45 How media groups can leverage FB ads to grow the audience of their podcast

Key ideas:

About the consensus in the industry that FB ads don’t work to grow podcast audiences

• Facebook ads are usually deemed not very effective for growing podcast audiences, at least not when leveraging the traditional approach.
• The traditional approaches consists in directing traffic to podcast pages. The environment switch creates friction.
• The average cost per click on FB is fairly high so the economics of a click to podcast funnel don’t work out

Obvious pitfalls podcasters should avoid when using FB Ads to grow their podcast audience

• Avoid boosting posts. You’re missing out on targeting and campaign optimization options
• Avoid using traffic campaigns. They bring you people very likely to click but unlikely to taker the action you expect from them. There’s one exception mentioned at the end of the episode.
• A smarter approach involves using Facebook Ads Manager with specific targeting and campaign objectives tailored to your podcast marketing goals.
• Don’t run campaigns without using the FB pixel before. The FB Pixel provides invaluable insights into your audience’s behavior, leading to more efficient and effective ad campaigns.
• Pro tip: install the pixel on your website today, so FB has gathered plenty of visitor data by the time you start using FB ads.

Capturing email addresses for later re-engagement and audience and content research

• Instead of directing traffic directly to your podcast page, focus on using ads to capture email addresses from potential listeners.
• Building an email list is an essential asset for podcasters, as it facilitates listening re-engagement, content research, and targeted communication.
• Use a lead magnet to incentivize the sign up

What Facebook Ads Campaign objectives should you use to capture email addresses?

• Opt for Facebook’s “lead generation” campaign objective when aiming to collect email addresses from your audience.
• Decide between using instant forms (native lead capture forms on FB) or sending users to a dedicated landing page on your website for email capture.
• Both have pros and cons
• Instant form pros: lower friction, cheaper cost per lead
• Instant form cons: lower quality leads, potentially complicated setup to get the double opt-in depending on your CRM
• Dedicated landing page: the opposite

How to reduce your cost per lead

• Experiment with various audience segments to optimize your campaign’s performance. Example: Andrea’s podcast is geared towards people who start a business later in life so she only targets +40 individuals.
• Be open to testing different ad formats, including images, videos, and carousel ads, to find what resonates most with your audience.
• Continuously refine your targeting and creative elements based on performance metrics to drive down your cost per lead.

Tools to create ads

• Canva is an accessible and user-friendly platform for creating ad graphics and visual content.
• AI-powered tools like Midjourney can assist in ad creation, especially for those who lack design skills.

How media groups can leverage FB ads to grow the audience of their podcast

• Adopt a holistic approach to podcast growth within the context of your overall business goals.
• Blend paid advertising strategies with organic methods to maximize your podcast’s reach and impact.
• Consider running traffic campaigns when launching new podcast shows to make a splash, and kickstart a positive organic feedback loop (start trending thanks to paid downloads, get organic downloads, and keep trending). See our interview with Joni Deutsch for more details on how NPR does it.

Full show notes available here

Timestamps

5:47 How to leverage human curiosity to drive your social media audiences to your podcast
12:03 What type of lead magnets work when appearing as a guest on other shows, and which don’t?
17:13 How to structure the lead magnet landing page to increase your sign-up rate and increase SEO traffic from Google
22:47 What email marketing tool Deirdre recommends to capture email addresses and nurture your list
24:07 Conversion rate benchmarks for your landing page
27:22 How to deliver value, properly nurture your email list, and feed your content flywheel
31:03 A summary of the 8 types of honey traps (mental models)
32:38 How can people with no marketing background implement honey traps in their content easily

Key ideas:

How to leverage human curiosity to drive your social media audiences to your podcast

• Leverage curiosity on social media to attract your audience by creating “honey traps” that trigger their interest.
• Use mental models like “The Paradox” to create curiosity-inducing content. For instance, combining contrasting elements like a million-dollar result and an unexpected method.
• Real-world examples, like a session titled “How I Made a Million Dollars with a $19 Product and a Toilet Seat,” can spark curiosity and drive engagement.
• Applying the “Cliffhanger” model keeps your audience engaged by withholding the complete story, prompting them to seek the conclusion.
• Embrace the “Boxer” model by addressing pain points and offering solutions. This formula is proven in marketing to resonate with audiences.
• Utilize the “Jaw Dropper” approach, teasing secrets or the “Marvel” technique, presenting frameworks to attract listeners who are eager to learn more.
• Understanding and applying these mental models can significantly boost engagement, as shown by Deidre’s experience, where downloads spiked by 2.5 times.
• By strategically using these curiosity-driven models, you can encourage listeners to close the loop and seek more information through your podcast episodes.

What type of lead magnets work when appearing as a guest on other shows, and which don’t?

• The traditional lead magnets like checklists and cheat sheets may not be as suitable for podcast audiences, as they are more inclined towards audio content.
• Create lead magnets that bridge the gap between the podcast content and the audience’s learning style, such as bonus clips or audio excerpts from podcast episodes.
• Utilize content honey traps to open loops and create curiosity, encouraging listeners to opt in for bonus audio content that complements the podcast episode.
• Gating relevant audio content as a lead magnet can significantly increase email list sign-ups, attracting engaged listeners who are more likely to return for more podcast content.
• Align your lead magnets with the learning preferences of your podcast audience to foster engagement and keep them within the same medium, enhancing the overall listener experience.

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