In this episode I describe the ways that the top 100 shows are using their websites to build their podcast audiences on different platforms.

Growth is a perpetual challenge for podcasters. Meeting your audience where they are is the most effective, and the most challenging way to go about it.

First of all, we took a quick look at Apple Podcasts ratings and reviews. While there is a lot of speculation about whether Spotify is going to overtake Apple Podcasts in terms of user popularity – and it could go either way at this point. So, it begs the question: do you still need people to rate and review your show on Apple Podcasts?

Probably not for a highly niched show with specific content and business development related goals – but the top 100 are doing it – the average number of reviews was 4054, and the average rating was 4.7. Now, getting that many reviews is a challenge for most b2b podcasts – it really takes a large and dedicated existing audience, OR you need to campaign strongly for people to give you those ratings and reviews as you launch your show and release new episodes.

I wouldn’t consider it something to worry about very much – ratings and reviews are great, but not as important as engaging with your audience, which we’ll talk more about in an upcoming social media episode.

Next – what podcatchers are the top shows linking to? We looked at both the main podcast pages on websites, and individual episode pages where applicable. Apple Podcasts still takes top spot here (90% main page, and 93% post pages respectively) Spotify, unsurprisingly, came next at 77% and 71%. Next, in order were Google podcasts, Stitcher, Amazon Music (A new entry this year!) and YouTube, which we counted as a podcatcher because of how many people are using YouTube to listen to their podcasts.

People chose to link to an average of 4 on both the main podcast pages and 5 on individual episode pages.

To cover your bases, you should link to the biggest podcasters, and any that you use personally!

Next, on social media, the most popular platforms linked to from main pages were Twitter and Facebook which most shows linked to, followed by Instagram and YouTube. LinkedIn and Pinterest also had decent showings, but not where near as many as the big two.

On individual website pages we saw nearly the same thing – Facebook and Twitter were the most popular to link to, followed by Instagram, LinkedIn, YouTube and Pinterest.

When you’re deciding what to link to on your own site and pages, consider where you want to be developing your audience for your whole business, not just your podcast. If you’re not active on a platform – don’t bother linking to it!

In the spirit of sharing on social media – we’re just getting started there and would love to connect with you!

Next time we’re going to be talking about YouTube – how the top business podcasters are using it, and how you should be. Til then! Cf. One Stone Creative

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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