Episode 254 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:00 - Using Your Podcast as a Powerful Tool for Business Growth
2:06 - Why 994% Growth Revealed an Unhealthy Obsession with Downloads
4:50 - Why Measuring Your Success by Downloads Alone Is Misleading
7:47 - Setting Activity-Based Goals that Drive Podcast Growth
12:07 - Prioritizing Listener Engagement Over Podcast Downloads and Reviews

Why Podcast Downloads are Not the Best Indicator of Podcast Growth

Ever feel like you need the best equipment, the best audio, the best guests, the best voice, the best branding (okay, maybe the best everything) to succeed in podcasting?

Here’s a plot twist: today’s top podcasters didn’t get there because they’re the best at everything. They made it because they built real connections, delivered genuine value, and stayed committed to continuous improvement.

Sure, the podcasting world loves to throw around metrics like podcast downloads, reviews, and rankings as markers of “the best.” But these numbers can be seriously misleading because not all podcasts are cut from the same cloth.

So if you’re tired of measuring your podcast against others and ready for some real growth, read on. We're about to dive into a fresh perspective on measuring success that might just change the podcasting game for you entirely. Ready to challenge the status quo and find a new way to measure your show’s impact? Let’s get into it.

Why You Should Stop Obsessing Over Podcast Downloads

Did I ever tell you about the time I quiet-quit my podcast? Mhm. If you go back to the episodes I released in the summer of 2019, you can hear it in my voice. (wait — don't actually go back and listen. That'd be like, really embarrassing.) But it's the truth.

I thought my podcast was God's gift to listeners when I first launched it. I mean, we did the math: the show grew 994% in the first year. (and nope, 994% isn't a typo.) Then little by little, I started to see a decline in podcast downloads. That decline turned into a plateau. Then a rut. I felt stuck. I wanted to experiment with new types of content and topics, but I was afraid to change anything up. (Because what if people hated it and my numbers got worse?!)

But you want to know what was even more embarrassing? The fact that I thought the early success of the show was thanks to my "superior" content. I was so, so wrong. My content wasn’t the issue. It was me. (cue T-Swift's AntiHero). I was so focused on increasing podcast downloads and getting more reviews I forgot the ONE thing that truly matters for a successful podcast: Improving your craft as a podcast host.

Innovate or Decline

Think about it: how many top podcast hosts do you follow who aren't constantly innovating with fresh content? Who think outside the box? Where every episode is better than the one before it? Like the saying goes, if you're not growing, you're declining. (Or is it dying?)

The experts who say podcasting is so easy a caveman can do it won't tell you this: If you want to stand out against other top shows, you've got to be willing to take risks and try new things as a host.

So while I sat there munching on humble pie, I realized if I wanted to stand out as a host I had to do things most hosts weren't willing to do. Except I'm no adrenaline junkie, so taking big risks ranks right up there with getting a root canal. #thanksbutno Then I had an AHA moment: what if I could take some risks while minimizing potential losses? Lucky for us both, I figured out a foolproof way to do it.

Introducing: The Controlled Experiment

Chances are right now you're doing a lot of things right with your show:

• Releasing episodes on a regular schedule
• Paying attention to what topics your listeners like best
• Sharing new episodes with your email list and social media
• Appearing as a guest on other podcasts to get your show in front of new listeners

But even despite all that effort, you still haven’t seen a significant increase in podcast downloads over the last three months. That’s because doing more of the same doesn’t bring you different results — it just brings you more of what you’ve already got. Sure, you’re busy. But you’re not making meaningful progress.

So, if you're feeling like your podcast’s growth has stalled, it might be time to experiment with something new. The Controlled Experiment Process helps you innovate while staying true to what’s working, and it’s an excellent way to keep your podcast evolving and growing.

Here’s how it works:

1. Identify Your Outcome: Pinpoint the result you want to achieve over the next year. If I could wave a magic wand and make that wish come true, what would it be?
2. Pick One Key Activity: Based on your desired outcome, choose one key activity to focus on for the next 90 days.
3. Set the Duration: Commit to this one activity for 90 days. This timeframe is long enough to test your new approach and assess its impact.
4. Track and Assess: Monitor your progress regularly and, at the end of 90 days, pause to evaluate. Ask yourself: Did this action get us closer to our goal? Are we in the same spot, or did we backtrack?
5. Adjust and Repeat: Based on your assessment, tweak your strategy as needed and repeat the process.

Not every hit will be a home run, and not every swing will be a hit. But this method allows you to test new ideas without completely overhauling what’s already working. This way, your listeners won’t get confused or drop off; in fact, when done right they'll welcome the change.

What to Test First?

If you're wondering, "Okay, but what should I test first?" — that's where the fun begins. The type of test you choose will depend on your podcast goals for the next 90-180 days (because "one-size-fits-all" might work for your favorite bathrobe, but definitely not for controlled science experiments, ya know?!)

But don't worry, I've got you. Here’s how to decide what to test:

1. Identify Key Areas: Look at the current elements of your podcast. What do you enjoy most and want to do more of? What do you like least and want to do less of?
2. Consider Listener Feedback: What are your listeners asking for? Maybe they want more Q&A episodes, behind-the-scenes content, or deeper dives into certain topics.
3. Look at Trends: Check out what’s trending in the podcasting world. Is there a new technique you could experiment with that aligns with your goals?
4. Start Small: Pick one change to implement and monitor its impact closely. If your goal is to increase listener engagement, you might start with dialing in your episode length to increase listener consumption, for example. If you want to grow your listener base, you might look at your podcast messaging and see where you can optimize it for SEO.

Just remember to pick one thing at a time for 90 days so that you can easily measure whether or not it’s making an impact on your podcast.

By focusing on these areas, you can test new strategies in a controlled way and measure their impact on your podcast’s performance. And remember, experimenting isn’t about hitting it out of the park every time. It’s about learning what works and what doesn’t.

Setting the Record Straight

While podcast downloads and rankings are easy to quantify, they’re one of the worst measures of success for your podcast. Podcast downloads alone don’t tell the whole story, so they don’t capture the real impact of your show. The podcasting industry’s obsession with numbers is a systemic issue, but you can avoid it by comparing your show to its own past performance (not to other shows).

Sure, shooting for more podcast downloads might be a goal, but hitting that target means focusing on the right activities to get you there. Use the Controlled Experiment Process to test and refine what works best for your show. Track your progress based on what really matters, and keep your podcast aligned with your vision.

Remember, success in podcasting isn’t about how many podcast downloads you get — it’s about the meaningful connections you build, the value you deliver, and the continuous improvements you make. So, ditch the numbers game and embrace a strategy that’s as unique as your show. Your podcast—and your sanity—will thank you for it.

Want to create a listener experience people rave about? Check out Insider Secrets to a Top Podcast on your favorite podcast app for actionable tips on turning your show into one listeners can't get enough of.

Ready to turn your podcast into a lead-generating machine for your business? Let’s chat! Book a free strategy call with our team and see how PodLaunch can help.