Podcasts have emerged as a powerful tool for B2B lead generation and B2B sales in today’s fast-paced world of B2B content marketing. If you’re wondering how to grow a B2B podcast effectively, you’ve come to the right place.
Growing a B2B podcast involves a strategic approach centered on delivering value to a specific target audience. Focus on creating high-quality, relevant content that addresses the unique interests and challenges of your business audience. Regularly feature industry experts or thought leaders to add credibility and attract listeners. Actively promote your podcast across various platforms, including social media, your company's website, and email newsletters, to increase visibility.
This guide will walk through the ins and outs of B2B podcasting, covering what it is, its benefits, and a deep dive into six best practices that will help you succeed.
Whether you’re in B2B marketing, B2B SaaS sales, or any other industry, harnessing the potential of podcasting can be a game-changer for your brand.
What Is a B2B Podcast?
Let’s begin with the basics. A B2B podcast is an audio program that centers around topics relevant to B2B companies, their products or services, and their target audience.
Think of it as a radio show that listeners can access on-demand.
Marketing Podcasts cover a wide array of subjects, including:
- B2B content marketing,
- B2B lead generation,
- B2B sales,
- B2B marketing strategies,
- SaaS sales (Software as a Service),
- Saas marketing,
- B2B intelligent sales,
- automated marketing,
- lead scoring,
- analytics & feedback
- legal and copyright considerations, and more.
These subjects make B2B podcasts an ideal medium for reaching a broad spectrum of B2B companies.
The Benefits of B2B Podcasts
Now that we have a clear understanding of what B2B podcasts entail, let’s explore the compelling benefits they bring to the table.
1. Enhanced Brand Awareness
B2B podcasts serve as a dynamic platform to elevate your brand’s visibility.
By consistently delivering valuable content, you position your brand as a trusted authority within your niche. This sets you apart from other B2B companies.
The result? Heightened brand recognition among your target audience.
2. Amplified Audience Engagement
Podcasts provide a unique opportunity to engage your target audience on a personal level.
Listeners tune in because they’re genuinely interested in your content.
This deep connection can lead to fruitful relationships and open doors for B2B sales.
3. Thought Leadership
Sharing your expertise through podcasts positions you as a thought leader in your field.
This authoritative presence can pave the way for B2B sales opportunities and valuable partnerships.
4. Versatile Content
The beauty of podcast content lies in its versatility. You can repurpose podcast episodes into blog posts, snippets for social media, webinars, and more.
This multi-faceted approach extends your reach across various channels.
5. Networking Opportunities
Inviting industry experts as guests on your podcast can help you build invaluable connections.
These connections can lead to collaborative ventures, guest appearances on other marketing podcasts, and increased exposure for your brand.
6. SEO Benefits
Podcasts contribute positively to your website’s Search Engine Optimization (SEO).
As you create show notes, transcriptions, and other related content, you enhance your online presence.
This makes it easier for B2B companies and professionals to discover your brand.
Why Podcasts Are Good for Brand Awareness
Let’s delve deeper into the role of podcasts in cultivating brand awareness.
This focuses on the importance of B2B content marketing, lead generation, B2B sales, B2B SaaS marketing or sales, etc.
Podcasts offer a unique avenue for storytelling and sharing industry insights.
They enable you to showcase your brand’s personality and values authentically and relatable, resonating with your audience.
Furthermore, podcasts facilitate in-depth discussions on complex topics within the B2B realm.
Whether you’re delving into the intricacies of B2B content marketing strategies or exploring innovative B2B marketing techniques, the audio format allows for a depth of understanding. Text-based content might struggle to convey this depth.
Podcasts are also incredibly convenient for your audience. They can listen while commuting, exercising, or performing household chores.
This accessibility ensures that your brand becomes a constant companion throughout the day, reinforcing your presence.
In a nutshell, podcasts are a boon for brand awareness because they:
- Showcase your brand’s personality and values.
- Foster in-depth discussions that resonate with your audience.
- Provide accessible content that fits seamlessly into people’s daily routines.
How to Grow a B2B Podcast: 6 Best Practices
In 2018, podcasts became a popular marketing tool for B2B marketers to connect with their audience, especially on mobile devices.
A LinkedIn study showed that senior decision-makers who know about podcasts regularly listen to them. This makes podcasts an effective yet underused tool.
To grow a B2B podcast and launch a successful podcast, consider 6 best practices:
1. Find Your Niche:
Discovering the perfect niche for your podcast is a critical first step.
Dive deep into identifying a subject matter that piques your target audience’s interest and aligns seamlessly with your expertise.
By pinpointing a specific and relevant topic, you ensure that your podcast will captivate your intended listeners.
This establishes you as a credible authority in your field.
- Consider delving into your company’s buyer personas.
- Think about when your audience is most likely to tune in. This could be during their commute, at the gym, or other specific times.
- Address the challenges they face.
- Offer insightful solutions to those challenges.
2. Match Your Brand:
It’s vital to harmonize your podcast’s character, style, and tone with your company’s identity.
Your podcast should serve as an authentic extension of your brand. This reflects its personality and energy.
Your listeners must perceive your podcast as genuine and trustworthy, whether you choose to be
- informative,
- clever,
- experimental,
- conversational,
- casual,
- authoritative,
- energetic,
- innovative,
- funny, or
- educational.
This alignment reinforces your brand’s authenticity. It fosters trust and rapport among your audience.
3. Create a Style Guide:
To maintain consistency and coherence in your podcast, consider developing a comprehensive style guide.
This guide acts as a reference manual, documenting the fundamental decisions made in your podcast’s creation.
It provides a clear roadmap for both you and your team.
This ensures that your podcast maintains its distinct identity over time, even if contributors change.
A style guide becomes invaluable in preserving the unique flavor and quality of your content.
4. Plan a Publishing Schedule:
Crafting a reliable and manageable publishing schedule is essential for podcast success.
Avoid the common pitfall of becoming overwhelmed by the demands of your podcasting goals.
This involves
- meticulous planning of topics,
- research,
- guest scheduling,
- post-production, and
- promotional activities for each episode.
By creating a central publishing schedule accessible to you and your production team, you can streamline the process.
This ensures that episodes are consistently released and keeps your audience engaged and eagerly anticipating your content.
5. Know Your Tech:
Understanding the technical aspects of podcast production is crucial. You don’t necessarily need a professional sound booth.
You can achieve polished and professional results from your home or office studio with the right equipment, software, and tools.
Acquiring a quality microphone, pop filter, and sound shield can significantly improve audio quality.
Additionally, selecting the right recording and editing software tailored to your needs is essential.
Familiarize yourself with the recording environment to optimize sound quality.
Consider investing in tools that simplify guest outreach and content repurposing. This maximizes the impact of your podcast.
6. Seek Expert Help:
Launching and maintaining a successful podcast can be a formidable undertaking.
As your audience grows, so do the responsibilities of researching topics. This secures guest speakers and engages with your listeners.
If you encounter challenges or find that your podcast’s growth has plateaued:
- You may require voice talent, designers, producers, or marketers.
- Seek help from peers and pros to improve your podcast. It enhances quality and widens the audience.
Expert input can help you deliver the best possible content and stay connected with your audience effectively.
Should You Use an Agency to Grow a B2B Podcast?
As you contemplate how to grow your B2B podcast, you might be wondering whether to enlist the services of an agency.
This decision depends on factors such as your available resources, goals, and expertise.
Pros of Using an Agency:
1. Expertise: Agencies specializing in podcast growth possess the knowledge and experience to expedite your podcast’s success.
2. Time savings: Outsourcing tasks like editing, promotion, and guest coordination frees up your time to focus on content creation and other strategic aspects of your B2B marketing efforts.
3. Networking: Agencies often have established connections in the podcasting world, facilitating your access to high-profile guests and potential collaborations.
4. Consistency: Agencies can help you maintain a consistent posting schedule, a vital factor in podcast growth.
Cons of Using an Agency:
1. Cost: Hiring an agency can be costly, especially for startups or small B2B companies with limited budgets.
2. Loss of Control: When you collaborate with an agency, you may have to relinquish some control over your podcast’s creative direction and content.
Overall, the decision to use an agency or manage your B2B podcast independently hinges on your financial resources, specific goals, and your willingness to handle various aspects of podcasting yourself.
Growing a B2B Podcast: The Last Word
In the ever-evolving landscape of B2B marketing podcasts, the potential for growth is immense.
Launching and nurturing a B2B podcast can be a deeply rewarding endeavor.
This offers a unique avenue to boost your brand’s awareness, engage with your target audience, and establish your authority within your niche.
How to grow a B2B podcast? By implementing the best practices outlined in this guide, such as finding your niche, matching your brand, etc., you can create and cultivate a thriving B2B podcast that resonates with your audience.
Whether you decide to embark on this journey independently or collaborate with an agency, remember that consistency and the delivery of high-quality content are the cornerstones of success.
So, seize the microphone, share your valuable insights, and watch your B2B podcast flourish in the dynamic world of B2B marketing.