Here’s something I’m realizing. Most people still have no clue how to subscribe to a podcast. And looking at my site statistics (and those of my clients), more people will play the episode right off the podpage, rather than subscribe to it. On average, this rate is 3:1.
So, I made some changes to one of my clients’ podpage and noticed that the number of subscribers nearly doubled. So, here’s how to double your subscribers in 30-days.
- Offer a player on your podpage. Don’t let the listener download the MP3 to their computer. That’s way too frustrating. Let the errant listener sample your podcast by clicking an arrow and hearing your well produced podcast blast through their speakers.
- Always provide instructions in your podcast on how to subscribe. Thank those who are already subscribed, then sell the benefits of subscribing to the 66% of people who are listening to your podcast via the player on your podpage.
- Add a page to your blog with step-by-step instructions on how to subscribe. I typically use iTunes as the player that listeners should download and use to subscribe to my feed. So, I wrote up some instructions, created a separate page and then linked to that page from the bottom of every post.
- End each post encouraging people to subscribe. Bryan Person does this nicely on his blog and I copied this style for my client’s podpage. A short blurb should follow your show notes in a different font (use the blockquote tag) that tells people how to subscribe.
- Remove the “Subscribe to Feed” or “Download Now” options on your podpage. These make no sense. No one wants to download a clunky MP3 file to their computer, nor do they really know how to copy and paste a feed into a podcatcher. Typically, people will click on your podcast feed, see the XML or Feedburner page, and not know what to do next. Just remove these 2 options.
- Provide only 1 or 2 banners in your sidebar. And only provide the ones where it’s a simple one click process to subscribe. iTunes is probably the only chicklet I can recommend you list at the top of your sidebar. If you still want to give some love to the other directories you’re listed in, list them towards the bottom of your sidebar or put them on a separate page.
First, get people to listen. Once they’re listening, teach them how to subscribe. Don’t assume that they know, instead, guide them step-by-step.
Try these changes, then pop back here in 30-days and confirm that your subscribers doubled.
Technorati: podcasting, podcasting tips
i just did almost all of these. let’s see how it goes.
Hey Leesa,
I’m intrigued by the numbers The Great Big Small Business Show is experiencing as well. I’m going to see what happens to our numbers after next week’s show. In the last 9 days our RSS subscribers have doubled, which is interesting, but we’ll see what impact exists on listening to the podcast on the page.
I understand the interest in downloading it — listening on the page only works if you stay on the page. That means leaving the browser window open and surfing in another window. Downloading it is much more mobile / lets you listen on your own schedule.
I’ll report back to you though, and let you know!
Merrill, thanks for the links. Since podcasting is an audio tool, it’s important that we make it accessible to all.
Ignat, I’ll get you to do some tweaks to the layout. I also would like to have a third column and change the header, so I’ll email you about this after I return from the Podcast Expo in California.
Ben, I’m interested by your numbers. I wonder how many other podcasters can say that the “listen online” option via an online player is least favourite way to access podcasts.
As for “Download Now” links some people prefer to download an episode first and then listen to it locally. Personally only in 10% I listen to podcasts online.
In regard to your new WordPress installation I think that this template requires some modifications, especially that line with tags, dates, and comments shown.
What is *very* helpful to blind people is labeled graphics. Please always make use of your alt tags. Writing out your feed’s url will help, too, as many blind folks know how to add a a url to their podcatcher. I appreciate feedburner sites which have a labeled icon which opens up to a choice of platforms and will give me the http for the feed itself.
You might want to take a minute to look at Anna Dresner’s blog http://nbpupdates.wordpress.com/ for her books from national Braille Press http://www.braille.com/ It will give you a feel for the issues and point you to some good resources. Her books are excellent and I think sighted people would benefit from them, too.
Hello Leesa,
Thanks for the tips. I can see us using some of them immediately at The Great Big Small Business Show (http://www.gbsbs.com).
We’re already doing some of them, which is encouraging!
Interestingly, we’re not seeing the same numbers as you, but it might be because we’ve just got the “early adopters” onboard with 6 episodes under our belts.
Nearly 60% of our listeners downloaded the MP3.
Only 6.5% listen online.
33% subscribe to the RSS feed.
I’m sure there’s some overlap there too, but the low percentage of people listening directly online is suprising — and we’ve had that option since day 1.
Again, it might be that we’ve got the early adopters onboard who are familiar with RSS, subscribing, etc. and now to grow the audience we’ll see more focus on playing the podcasts directly on the webpage.
Don’t get me started about BG. I’ll be in California at the end of the month at a conference and Ron Moore is one of the keynoters. I shall shake his hand.
Thanks for reminding me that sampling your podcast is an old marketing tactic.
>>>I’m sooooooo pleased with WordPress and I now refer everyone to this platform.
And if they want a customed blog and website design, don’t hesitate to refer them to your fellow BattleStar Galatica comrade in arms 😉
But now you know why I’ve harped on you and others to ditch Blogger and go with WP. Great blogging platform combined with a robust lightweight Content Management System. Ideal for the small business owner and wannabe online marketer.
Dean
Yeah- I agree with your tips Lee. I mean they sound so obvious but having listened to quite a few podcasts, I know that most podcasters don’t do what you do.
re: #1. Those are the basics of permission marketing. Let them try the product first before committing to it.
The rest is common sense but sometimes common sense is no longer common…
Dean
Merrill, any suggestions on which players are ideal for the blind? I have no clue, so some insight from you would help.
Please note that iTunes is mostly inaccessible to blind people. Having this as your only choice for subscription will make your podcast inaccessible.
Ah, Deanie, you found me. I’m sooooooo pleased with WordPress and I now refer everyone to this platform. You (along with everyone else) were right – WordPress rules 🙂
Now, anyone want to comment on these tips on how to double your podcast subscribers?
it’s about f*cking time. I’ve been wondering when you were finally going to make the move to WordPress. The blog is looking much better than the pitiful blogger platform that everyone else is using. Great job, Leesa 🙂
Your stalker,
Dean