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.
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,
This week, I’m opening up a limited number of slots for my System Diagnostic marketing system audits, where you run through your marketing, content, offer, and sales system with a fine-tooth comb together to identify growth and client-blockers….
And then develop a detailed roadmap of what to fix to get things flowing.
The goal is to pack as much insight, problem ID, and strategy design into as little time as possible.
These audits are designed for expertise-based business owners (coaches, consultants, advisors, etc) who are stuck around the $10k/mo plateau and are looking to build a cohesive system to increase demand and raise their rates…
While reducing the time and effort you spend on marketing and sales.
Here’s how it works.
You fill out a form giving me the background information on your show and your business.
You complete a short crash course (<1hr) on the dynamics of marketing and selling your expertise via your content, so we can hit the ground running on the call.
Then we’ll hop on a 90-min call, and we’ll walk through your entire process, giving you feedback on everything I’m seeing—including the problems, the opportunities, and the exact next steps I would take in order to fix it if I were in your shoes.
Two hours of prep from you. Then 90 Minutes on the call together.
In and out, and you have a clear roadmap of why your system isn’t working and what to do to get it aligned.
My typical hourly consulting rate is $1,000 per hour.
And my full-length X-Ray Audits start at $5,000.
But I’m making 5 of these mini-audit sessions available for a stupidly simple price of $250.
Here’s who this is for:
You’re a coach, consultant, advisor, or educator already making at least ~$10k/mo
Your show is designed to attract clients and customers to your business
You have a proven offer that you’ve already sold at least $50k of
You want to become world-class at your podcast, marketing, and business, and are looking for an actionable roadmap of how to do it
If that’s you, hit reply with the word “Diagnostic” and I’ll send over the info on how to book your slot.
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!
