Looking for a B2B marketing method to build brand awareness, grow your customer base, and position yourself as a thought leader? If so, try podcasting!
Benefits of B2B Podcasting
B2B podcasting offers diverse benefits:
- Enhance audience accessibility through the portability of podcasts.
- Build brand awareness, authenticity, and affinity.
- Demonstrate thought leadership to influence purchasing decisions.
- Develop audience and guest engagement and connections to humanize your brand.
- Interview industry experts, answer questions, and overcome objections to build audience trust.
- Create new connections, partnerships, and long-term relationships with guests.
- Initiate sales and deals through relationships with podcast guests and audiences.
- Repurpose audio into written content and publish on multiple channels to increase visibility.
- Align repurposed podcast content with targeted keywords and backlinks, internal links, imaging, transcripts, and video to elevate SEO.
- Increase ROI on your current marketing channels.
B2B Podcasting Best Practices
Apply these podcasting best practices for B2B marketing success:
- Identify your unique value proposition: Describe the benefits you offer, how you solve prospects’ needs, and the unique features that set your brand apart from the others. Include how your podcast can solve problems and deliver specific benefits to show why your target audience should invest their time in you rather than your competition.
- Create a podcast format that resonates with your audience: Use your target audience’s demographics to brainstorm ideas that address their pain points and offer actionable information. Use formats such as interviews, Q&As, and behind-the-scenes insight.
- Share your brand’s story: Show the personal side of your B2B company. Include how your organization got started, what drives you to do what you do, the highs and lows, and other engaging factors to encourage ongoing content consumption.
- Be consistent: Start slow and work your way up. Your audience would rather hear one monthly episode than wonder when you’ll podcast next. You can work your way up with experience.
- Request listener reviews: Reviews build your brand’s credibility and help your podcast rank higher. These factors impact your listeners and their decisions to conduct business with your company.
- Include a call to action with each episode: Clarify the next step for your listeners, such as subscribing to your newsletter or following your company on social media. These activities impact your ROI and company growth.
Tips for B2B Podcast Guest Selection
Choose podcast guests whose audience overlaps with yours. Creating a mutually beneficial scenario broadens your listener base and introduces your brand to new customer segments for increased visibility and credibility.
Thoroughly researching your target audience and the guest’s influence helps you offer relevant, engaging content. Providing listener value encourages engagement with your business.
Methods for B2B Podcast Promotion
The following suggestions can help develop a plan to market your B2B podcast:
- Organic social media posts: Use podcast quotes and sound bites to create content that strengthens follower engagement.
- Email marketing: Include podcast quotes and sound bites in email campaigns to encourage listening to complete episodes.
- Paid media: Use your ideal audience criteria to create targeted display and PPC ads for preferred listeners and increase your reach.
- Landing pages: Create dedicated pages that contain the top keywords for your podcast episodes, discuss your topics, and include transcripts.
- Partnerships: Partner with other podcasters in your industry or complementary industries who have an established following to expand your reach.
Looking for Help with B2B Podcasting?
Partner with BARQAR to unlock the full potential of B2B podcasting. Contact us to get started today!
