✊ Two hidden data points that predict podcast growth

Published about 1 month ago • 3 min read
​

EARS Category: Attraction​

293 WORDS | READ TIME: 1.1 MIN

Happy hump day friends,

Podcast listeners have always based their listening decisions on a small number of key touchpoints.

Most prominently, your show title, cover art, and episode titles.

In most places a listener encounters a show, these are the only data points a potential listener has available to determine whether or not a show or episode is interesting, relevant, and worth their time.

And so they make use of them, ignoring and passing over shows that might be objectively better in favour of those with more attractive packaging.

Obviously, this is a problem for us as creators.

Unfortunately, there's never been an easy way to know whether our packaging is limiting our growth... until last year that is.

In 2024, Spotify rolled out a new podcast discovery dashboard with a full visual representation of the listener acquisition funnel.

On the surface, this might seem to be just another confusing (perhaps even useless) chart to try and make sense of.

But when you know how to interpret the data, you'll find a treasure trove of actionable information to help you improve your show and your marketing.

Among other things, Spotify's dashboard allows us to pinpoint issues with our show that might be stifling our growth on all platforms.

Plus, when we look at the data from shows that Spotify promotes heavily through its algorithm, we can begin to decipher some clues as to how we can put it to use for our shows as well.

In this episode of Podcast Marketing Trends Explained, Justin and I dig into Spotify's conversion rate data, as well as the benchmarks you can—and should—measure your show against.

You can add the episode to your listening queue in your favourite podcast app or watch on YouTube.

📲 Add To Your Queue

​

If you want my personal feedback on how to improve your own conversion rate data to attract more listeners to your show, check out my Zap Micro Audits.

In these ultra-affordable audits, I'll start the timer and then pack as much of my best, juiciest, growth-generating advice as I can before the buzzer rings.

Stay Scrappy,

If you produce your show to get clients and customers but have struggled to attract new listeners and then convert them into buyers, I've got 6 2 spots remaining in Q2 in my private Podcast Growth Engine program where I'll personally help you build a system that does just that.

Here's how it works:

  1. After you sign up, we get on a call and do a 1:1 60-min top-to-bottom assessment of your business, including your offer(s), sales process, marketing strategy, and podcast.
  2. Then, I dig deeper, spending 10-15 hours auditing your show, poring over the most minute details.
  3. I then put together a 1.5–3 hour video report breaking down precisely why your show isn't growing and/or converting buyers, the specific problems that must be addressed, and my recommendations on how to fix them.
  4. We meet 1:1 for 90-min to debrief, start workshopping solutions, and build out your personalized roadmap (complete with step-by-step playbooks walking you through the implementation) to create a podcast marketing strategy that does what it's supposed to: Generate sales.
  5. You get access to daily async support from me, twice weekly live group calls, and 1:1 strategy sessions with me every 6 weeks to map out the next steps and update your roadmap.

If you're interested in learning more and grabbing one of the remaining spots, reply with "Growth Engine" and I'll send you over all the details.

Thanks for being a PMA Member!

Jump into the community and let us know what you need help with... or if this issue sparked a question you'd love to discuss further!

Reply anytime, I love hearing from you!

​

​

​

Get one unconventional 2-minute podcast marketing micro lesson every weekday to help you punch above your weight and create a ridiculously profitable show as a small but mighty solopreneur, creator, or marketing team.