B2B Podcasting is the hottest kid in the marketing block! Podcasts have risen to become one of the most followed forms of popular media. Not only Gen Z but also the people of previous generations have begun to ardently follow podcasts.
According to Semrush, nearly 20% of people were observed to listen to podcasts weekly in 2020. Additionally, LinkedIn revealed that B2B marketing doesn’t utilize podcasts to their full potential.
Podcasts have grown from radio stations to smartphones rather finely over the years. Your brand can make use of this and reach new leads.
There is thus an immensely tempting opportunity. There is a potent wiggle room right there.
So if you are a marketer, this blog will help you understand the relevance of B2B podcasting in the business arena.
What is B2B Podcasting?
B2B podcasting is a wire through which you can attract listeners of similar customer personalities that suit your business agenda. If you are a B2B firm and your goals include content networking and building authority in your industry, B2B podcasting is the clear way to go.
Benefits of B2B podcasting include the following.
- Lead generation
- Product/Service Promotion
- Increasing Brand Awareness
- Connecting with your Aspired Group of Audiences
- Build a Bond with Customers
And the list goes on!
What does B2B Podcasting mean to Marketers?
The analysis by Semrush verifies that the podcast industry can have immense influence over markets. With more and more people investing their time into podcasts, brands should begin focusing on voice SEO and podcast SEO.
People listen to podcasts while doing absolutely anything and everything. That is, they have access to people’s time and attention like no other media.
Also, podcast listeners are people with purchasing power. They are the urban class who can check out with a full cart of your products.
It is pretty obvious that your target audience would be devouring podcasts regularly.
Need we say more?
A worthy example is FlipMyFunnel Podcast with Sangram Vajre.
How to Start your Own B2B Podcast?
It is more than easy to venture into B2B podcasting. You have ample resources all around you.
Begin with recording. A laptop and a good-quality microphone should seal the deal. There is no need to invest in building a studio for this sole purpose. An additional suggestion would be to invite guests over for interviews.
Recording software options like Audacity are ideal for beginners.
After editing your recording, you need to host the file. Also, an RSS feed is vital so that you can submit it to podcast directories like Spotify, Google Play, iTunes, etc. You can choose to host your files locally too.
Next comes the promotion part. You need to spread the word about your podcasts. Try equipping each of your podcasts with a blog and reach out to your blog audiences first. Make the blog SEO-rich as well.
You can also promote it using social media, influencers and other ways.
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Benefits of B2B Podcasting
The Advantage over your Competitors
By getting involved in B2B podcasting, you are venturing into a novel arena of marketing. Like it has already been mentioned, not many of your industry mates would have invested in it yet.
This can give you an edge.
Also, podcasting is a growing creative space. It can be a breath of fresh air over conventional promotional methods.
You can use this underutilized medium to communicate to your target audience about any particular niche.
Podcasts can Churn out Better Engagement
Podcasts take up time. They are not for short attention spans. In turn, they force listeners to invest their attention. Very few promotional channels can do this.
By making your B2B podcasting adventures the adequate length, neither too short nor too long, you can capture their attention for the better.
Also, you can get them acquainted with the “voice of your brand”. This voice can be yours or one which you would like to associate with your brand in the future.
B2B podcasting is thus a very direct method to reach your audiences.
Reaching out to New Target Audience
You can make your podcasts available for an entire world. If you choose to avail it for local audiences, that is doable too.
The advantage of podcasts is that they can be reached using smartphones, and people can listen to them whenever they please. Submitting your B2B podcasting pieces to iTunes and Spotify opens your brand up to a whole new world of possibilities.
Also, podcasts let you talk about a wide niche of topics at length. You can delve much deep into topics of your choice to suit your users’ tastes.
Building a Community around your Brand
Your biggest goal of content marketing would be to build a faithful community around your brand. They will act as your faithful followers and ambassadors.
But the biggest responsibility is to keep up consistency in uploading your podcasts. Uploading a podcast once in a blue moon would be a wasted effort.
Loyalty comes with being consistent.
Please make sure that you have ample time to devote to making podcasts. Once they begin returning intended results, you cannot stop. This can adversely affect your brand.
You can Convert them into Blogs
The content that composes each of your podcasts can be transcribed into blogs and other written material like e-books. Once your podcasts become ardently followed, the popularity can be transcended to such kinds of content as well.
One thing to be noted here is to make your podcasts, and subsequently their transcriptions, keyword-rich. Make them SEO-friendly.
Small podcasts can be converted to average-sized blogs. This is another advantage of B2B podcasting.
Better Google Rankings
Here’s an extra tip: you can start your podcasting journey by being a guest in other podcasts. Your hosts can redirect their audiences to your brand.
By linking such podcasts back to your brand’s website, high-quality backlinks can ensure better rankings for you on Google.
Your goal is to ultimately turn in more leads to your website. B2B podcasting can do just that.
B2B podcasting is clearly the trendiest and newest of content marketing techniques. With the world moving busily forward, people are yearning to lay back with their favourite podcast once in a while.
You can be their favourite.
Studies also state that nearly 40% of people find podcast ads to be less intrusive than other ads. Therefore there is another opportunity there as well.
Make use of this opportunity for better business results. Start recording today!
If you have any more questions about B2B podcasting, we will be happy to assist you. Please comment down below.