Wilda Laci September 29, 2018

If you’re a marketer, you are probably already aware of how hard it is to keep clients interested in your product. Even more so, the channels to generate leads digitally have become saturated and advertising platforms process, and cost per lead are rising all the time. B2B Marketers are under constant pressure to provide the goods and feed the sales team with quality and quantity when it comes to prospects and lead generation.

Therefore, you must also be familiar that in today’s world, you have to utilize as many marketing channels as you can to keep your business in the news and in people’s minds. We are all desperate for attention as a business – this is the fundamental concept of marketing.

Podcasts are no different. They are a way to give a voice to your brand and help create an impactful presence for your business in the minds of the listeners. Podcasts are a great way to do B2B marketing and this article covers how you can best do it.

A reason why podcasts have become so much of an in trend thing is because of accessibility. Sound is the way forward. Alexa, Siri, Google Echo. Voice and sound are becoming a recognizable channel for ‘doing stuff’. And where the attention is, business will follow.

You tube can be viewed as a source for the transition of podcasts. Hosting shows, often listened to when convenient. And podcasts through Apple music, sound cloud and Spotify have developed. Often starting slowly, but if they are good and you can market your podcast well enough to get the listeners, it can steam roll into a powerful movement.

Podcasts require little personal commitment, there’s nothing to watch. They thrive in a multi-tasking situation. If you are commuting or doing a repetitive, mundane task, a podcast only adds value to the experience and provides a double edged sword. If this is your business producing the content, that is an ideal situation and a platform of opportunity. It can be difficult to configure and it requires a level of confidence and bravery, but that is what will make you different.

  1. Getting the Right Equipment

The first thing to do right before jumping into hosting podcasts for your business is to get the required equipment and space. Choose a room that has soundproofing so your guests don’t get distracted by the noise. Get the best mics available and ensure proper recording equipment is set before the guest arrives. Do a test run if you have enough time.

  1. Podcasts with Guest Experts

Podcasts with industry experts as guests are a great way for B2B marketing. This way, most of the answering is done by the expert and you can learn as much as you can from their knowledge. It’s also a great way to create a knowledge base for future clients and helps you understand the dynamics of the industry better.

  1. Inviting Customers to Interview

When you invite your customers as guests to a podcast, you get to hear an entire new perspective about your business. It also improves customer satisfaction and gives you a dedicated time where you can conversate with your customers and better understand their concerns and pain points.

  1. Educational Podcasts

Whether it is a customer you’re interviewing or an industry expert, you need to be well prepared for taking the interview. It is not an easy thing and you can’t just come up with questions out of the blue.

To have an engaging podcast session, the host needs to study and research previous podcasts the guest has done or how the guest thinks and what might be the relevant topics that can be discussed within the podcast. It is great when the intention is to utilize it for B2B marketing as it gives your insight into the industry trend.

  1. Relationship Building Podcasts

Another way podcasts help you improve your B2B marketing is through networking. Having a podcast strategy in place, you can build long term relationships with influencers in the industry and affiliate your brand with the best players in the game.

At the end of the day, whatever channel you use for your B2B marketing, the important thing to keep in mind is to focus on the quality of the content you’re creating and not the quantity of it. Sometimes a greatly done podcast can help you a lot more than a satisfactory newsletters, podcast, blog and email outreach campaign combined. So choose your mode of content delivery wisely and never compromise on quality.