In today’s age, B2B podcast has grown as a dominant force, infiltrating the world of B2B content and marketing strategies. Surprisingly, 18% of companies in the US have recognized this trend and are poised to integrate podcasts into their marketing strategies and it has become very important to know how to start a B2B Podcast
All you need to know about B2B podcast
What Defines a B2B Podcast?
Before the ted talk, let’s differentiate between a B2B podcast and its traditional counterpart. A B2B podcast is a branded series by businesses to engage their ideal customer base. Its primary objectives include improving brand awareness, establishing industry authority, fostering engagement, and driving conversions.
The Rise of B2B Podcasts
B2B podcasts offer a platform to establish brand persona, showcase expertise, and directly engage target audiences. The numbers speak volumes: in 2022 alone, 140 million people tuned in to podcasts every month. Clearly, podcasting are presenting opportunities if executed effectively.
In this article, we unveil the essence of B2B podcasting, its invaluable benefits and the creation process. Let’s swim deeper.
Establish Clear Business Goals and Objectives
Before diving into the technical aspects of podcasting, it’s crucial to define what you aim to achieve with your B2B podcast. Ask yourself:
- How will this podcast support my business goals?
- What specific outcomes do I expect from this podcast?
Common objectives for B2B podcasts include:
- Generating thought leadership content to build brand authority.
- Creating strong connections with a targeted audience.
- Turning listeners into customers through engagement and relationship-building.
Unlike typical podcasts that seek broad reach, a B2B podcast focuses on attracting the right audience—even if it’s a smaller group. Success is measured not by sheer number of listeners but by the quality of engagement and the business opportunities generated.
Set clear, measurable goals such as:
- Number of listeners or downloads per episode.
- Number of leads or inquiries generated.
- Engagement metrics like social media shares, comments, and direct feedback.
- Conversion rates from listeners to customers.
The Value Proposition or Benefits of Creating a B2B Podcast
Enhancing Brand Identity and Engagement
The appeal of B2B podcasting lies in its ability to significantly enhance brand awareness, purchase intent, and customer engagement. A BBC report highlights a remarkable 89% increase in brand awareness among businesses with branded podcasts, along with notable upticks in purchase intent and engagement.
Cost-Effective Marketing Tool
Contrary to common misconceptions, launching a B2B podcast doesn’t necessitate exorbitant investments. With platforms like Riverside, crafting professional-grade podcasts becomes accessible to businesses of all sizes. From modest setups to elaborate productions, B2B podcasts offer a spectrum of budget-friendly options.
Maximizing Return on Investment (ROI)
With minimal input, B2B podcasts promise a good looking return on investment. By amplifying audience engagement, generating leads, and fortifying brand identity, businesses can reap rich dividends from their podcasting attempts.
Fostering Direct Audience Interaction
Unlike traditional marketing channels, B2B podcasts offer a platform for direct and personalized audience interaction. From live streams to audience call-ins, podcasts facilitate authentic connections, stimulating a sense of community and loyalty among your audience.
Diversifying Content Portfolio
B2B podcasts serve as a versatile tool for diversifying content marketing strategies, amplifying brand reach, and growing relationships with potential customers. By harnessing the power of podcasts, businesses can cultivate a dedicated audience base and cultivate meaningful relationships.
Amplifying Brand Awareness and Credibility
By lending a voice to their brand, businesses can humanize their identity, establish expertise, and boost up brand awareness within their niche. Additionally, B2B podcasts serve as a potent tool for bolstering credibility and trust among target audiences.
Essentials for Launching a B2B Podcast
Building Your Team
To start your podcasting career, assembling a dedicated team is paramount. Whether in-house or outsourced, delineating roles and responsibilities ensures seamless podcast production and management.
Acquiring Necessary Equipment
Investing in essential podcasting equipment, including microphones, recording software, and accessories, lays the groundwork for producing high-quality content. From entry-level setups to professional-grade gear, the options are limitless.
Strategic Planning and Execution
A well-defined content calendar, podcast format, and promotional strategy are essential ingredients for podcast success. Whether operating on a shoestring budget or opting for professional services, meticulous planning is key to driving podcast efficacy.
Steps to Creating a Successful B2B Podcast
We prepared a step-by-step guide to help B2B marketers build a podcast that builds brand and drives leads.
If you’re sold on starting a podcast but need some help, this is for you!
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Step 1: Finding your why
When you’re creating your podcast’s topic/theme/pov don’t create content for the masses, instead, create more niche content for a target audience of like-minded people.
Here are some tips to niche down:
- Conduct a competitive analysis of other podcasts in your space. Include things like topics covered, show format, show type, host type, etc. (here’s a template you can use to get started)
- Think about yourself. What is unique about you either based on your experiences, career, or role now?
- Do you have strong opinions that are counter-cultural or maybe perspective not a lot of others share?
- What topics or ideas do naturally enjoy talking about with others?
Is there a target audience for that topic or point of view? - To learn more about starting a podcast with zero audience check this blog
Plan Your Content
Create a specific plan for your material. You might wish to record a few episodes at once so that you have a batch of content ready to distribute in the future. Determine what works and what doesn’t, what your target audience wants to see, and which guests will be a good fit for your business.
How often do you plan to release new episodes? Monthly? Weekly? Planning up your content calendar will greatly improve your B2B podcast. Without a consistent editorial calendar, you may appear disorganised, and listeners will expect some kind of consistency from you. Publishing whenever you believe it will have a detrimental effect on your download numbers over time. If you having difficulties managing schedule, get a Virtual Assistant.
Step 2: Deciding on a podcast style and format
Some options to chose from:
- Interview-Style
- Journalistic Style
- Solo-style
- Audio + Video
- In-Person
- Figure out your podcast Format, will it be two person podcasting, three person or more?
Step 3: Buying your equipment
You don’t need to have a crazy setup to achieve good-quality audio.
Here’s the equipment I recommend to get you started:
That’s it – A good combo and you can go way cheaper than that if you want. Check our website soundorp.com/equipments to explore more
If you want video, try the Logitech Brio 4K Webcam. Its ~$170.
Step 4: Analyze Your Competitors
Understanding what your competitors are doing can provide insights and help you carve out a niche for your podcast. Analyze their shows by:
- Listening to their podcast episodes.
- Subscribing to their newsletters.
- Following their social media profiles.
Identify gaps or opportunities in their content that your podcast can fill. This competitive analysis can help you refine your content strategy and ensure you offer something different and valuable.
Step 5: Understand Your Target Audience
For a B2B podcast, your audience is likely more specific than a general consumer podcast. Define your target audience narrowly and clearly. For example, if you provide services to commercial real estate companies, focus on those segments within that industry most likely to need and benefit from your services.
Techniques like list stacking can help you focus your efforts and target the right audience segments more effectively.
Step 6: Guest outreach and scheduling
This is a part a lot of podcasters over think early on.
It is recommended just thinking about who you would want to hear from and reaching out with a message that looks like this:
Hey [Name] – big fan of what you are doing at [work].
I’m hosting a podcast called Demand Gen chat.
Would love ot have you on to deep-dive into some succesful tactics
Interested?
Then get it booked if they say yes!
Step 7: Recording
If you’re doing a solo show there’s no problem using your computer’s native recording software.
If you’re bootstrapping a show with guests zoom works but the quality is really low. Its not built for great audio, its built for great conferencing.
Step 8: Editing
We use Descript as our editing software for all podcast video and audio editing.
What’s amazing about the Descript/Riverside combination is that they integrate, so you don’t have to download any files. You may just export from Riverside to Descript.
I could create a whole article on how to utilize Descript and correctly edit a podcast. However, these are some of the most common mistakes I find people making:
- They don’t edit at all. They upload the conversation back-to-front. That’s a great way to kill your retention rates.
- They just do a side-by-side of the host and the guest. This is not engaging when you’re trying to listen to what the guest is trying to say if the host is doing something distracting.
- Not editing your audio. Bad audio is not an excuse, especially in the age of artificial intelligence. I utilize Descript’s Studio Sound tool to increase our audio quality, and it’s fantastic; I’d consider it worth the price of Descript alone. I simply turn it on, and it employs AI processing to make it appear as if we spent too much money on audio equipment.
They make the outro too long
People smell an outro a mile away. And they’ll stop listening immediately, impacting your average percentage listened. Instead, make the transition quick and seamless.
They don’t shorten the gaps of silence
Descript includes a feature that allows me to erase word gaps for up to a certain duration. Any gap of 1.5 seconds or longer is automatically reduced to 1 second (this can save me 3-5 minutes of time over the course of a 45-minute conversation!)
They overly produce intros and outros
This is my personal preference, and I stand by it. The introduction should promise the value you’ll gain from the episode. It shouldn’t be over the top. The shift from the introduction to the actual material should feel natural.
They record an intro before they’ve interviewed the person
Instead, record it right after you’ve finished the session, when you’re wearing the same clothes and the content is fresh in your mind.
They ask for reviews instead of ratings
Writing a review can be intimidating. Instead, request a five-star rating. Anyone can listen to your podcast, rate it five stars, and move on with their lives. And if they want to leave a review while they’re there, even better.
However, If you want your editings out of the box and eye catching you might want to approach the professionals
Here’s are the biggest mistakes people make editing podcasts:
- They don’t edit at all.
- They just do a side-by-side of the host and the guest
- Not enhancing your audio.
- They don’t shorten the gaps of silence.
- They overly produce intros and outros.
- They record an intro before they’ve interviewed the person.
- They ask for reviews instead of ratings.
- They make the outro too long.
Step 9: Distribution & Publication
When your recording is ready for publishing, upload it to your podcast provider for distribution.
A podcast host stores and distributes podcast recordings across many platforms. When you sign up with a podcast host and add your B2B show, your host will create a unique RSS feed that contains all of the information about your podcast and its most recent episodes. You’ll then use this link to share your podcast with directories like Spotify, Apple, and Google Podcasts. These platforms automatically disseminate episodes via your RSS feed as soon as they are uploaded to your host.
In addition to the major listening platforms, you might also want to post your podcast straight to your brand website.
We prefer hosting podcast on podbean.
Here’s other ways you can distribute:
- Create professional-looking audiograms
- Get a transcript
- Upload to YouTube
- Create a landing page for each episode
- Release on a schedule
- Use your transcript to grab tidbits for linkedin, reddit, and twitter.
- We have made a list of 21 tools and platforms to boost up your productivity and save time. Check them out!!
Step 10: Promotion & Marketing
For maximum exposure, you’ll need to implement a marketing and promotion strategy so your podcast reaches the right ears. This could involve:
- Sharing sample clips on social media.
- Sending promotional messages through email
- Repurposing your audio content into blog posts
- Refine and optimize your podcast’s SEO for maximum exposure.
- Create a presence on social media that goes beyond marketing your podcast and engages directly with your listeners.
Step 11: Integrate Your Podcast with Your Company Website
You don’t need a separate website for your podcast. Instead, integrate it into your existing company website. Create a dedicated section that includes:
- Information about the podcast and its hosts.
- The purpose of the podcast and how it aligns with your business goals.
- Links to your social media profiles and major podcast platforms.
- A list of episodes, each with its own page containing a media player, show notes, and full transcripts.
This integration not only boosts your site’s SEO but also makes your content more accessible and professional.
Step 12: Leverage Existing Promotion Channels
Since the primary goal of your B2B podcast is to build authority around your brand and generate leads, leveraging your existing promotion channels is crucial. Here are some effective ways to utilize these channels to maximize your podcast’s reach and impact:
Utilize Company Social Media Profiles
Share each podcast episode on your company’s social media profiles. Create engaging posts that highlight key takeaways or interesting quotes from the episode. Use relevant hashtags and tag any guests or co-hosts to increase visibility. Consider using platform-specific features like Instagram Stories, LinkedIn articles, or Twitter threads to promote your content.
Incorporate Podcast Content into Your Newsletter
If your company has an existing newsletter, include a section dedicated to your podcast. Highlight recent episodes, upcoming guests, and interesting insights. Encourage your newsletter subscribers to listen to the episodes and share their thoughts. This not only promotes your podcast but also adds value to your newsletter content.
Create Blog Posts and YouTube Videos
Repurpose your podcast content into blog posts or YouTube videos. Summarize key points or expand on topics discussed in your episodes. This not only helps in reaching different segments of your audience but also improves your content’s SEO performance. Embedding podcast episodes in related blog posts can drive traffic between your platforms.
Develop New Distribution Channels for Your Podcast
While leveraging existing channels is essential, creating dedicated distribution channels for your podcast can attract new listeners. Consider launching a podcast-specific newsletter or creating separate social media profiles for your show. These dedicated channels can provide a focused platform to engage with your podcast audience and promote new episodes more efficiently.
Step 13: Be Cautious with Sponsorships
As your podcast grows, you may attract interest from advertisers who want to sponsor your show. While sponsorships can help reduce your expenses, it’s important to consider their impact on your listeners. B2B audiences, in particular, may find ads troublesome, especially if they’re tuning in for valuable insights and industry knowledge.
Focus on Converting Listeners to Customers
Instead of traditional sponsorships, prioritize content that drives listeners to engage with your company directly. Highlight your company’s expertise, share success stories, and provide actionable insights that demonstrate the value of your products or services. This approach builds trust and encourages listeners to become customers.
Step 14: Finish Each Episode with a Call-to-Action
Ending each episode with a strong call-to-action (CTA) is essential for encouraging further engagement. A well-crafted CTA can guide your listeners towards taking the next step in their journey with your brand.
Examples of Effective CTAs
- Visit Your Website: Encourage listeners to visit your website for additional resources, such as whitepapers, case studies, or blog posts.
- Sign Up for a Webinar: Promote upcoming webinars or live events that offer deeper dives into topics discussed in the podcast.
- Engage on Social Media: Ask listeners to share their thoughts on your latest episode on your LinkedIn post or Twitter thread.
- Leave a Rating and Review: Request listeners to rate and review your podcast on their preferred platform. Positive reviews can enhance your podcast’s visibility and credibility.
Step 15: Publish Consistently
Consistency is key to building and maintaining a loyal audience. Establish a regular publishing schedule that you can realistically maintain. This not only helps retain your current listeners but also attracts new ones who value reliability in content delivery.
Start Slow and Scale Up
If you’re new to podcasting, it’s advisable to start with a manageable publishing frequency, such as bi-weekly or monthly. As you gain experience and streamline your production process, you can increase the frequency to weekly episodes. Ensure that each episode maintains high quality, as consistency in quality is just as important as consistency in scheduling.
Step 16: Takeaways for Starting a B2B Podcast
Launching a B2B podcast can be a highly effective strategy for establishing thought leadership and can build deeper connections with your audience, and driving business growth. Here are the key takeaways to ensure your podcast’s success:
Leverage Existing Promotion Channels: Utilize your company’s social media profiles, newsletter, and blog to promote your podcast. Create dedicated channels for focused engagement.
Be Cautious with Sponsorships: Prioritize content that converts listeners into customers over traditional sponsorships.
Finish Each Episode with a Call-to-Action: Guide your listeners towards meaningful actions that deepen their relationship with your brand.
Publish Consistently: Maintain a regular publishing schedule to build and retain a loyal audience.
By following these steps and strategies, you can create a B2B podcast that not only enhances your brand’s authority but also drives meaningful engagement and business opportunities. Embrace the journey of podcasting, stay committed to providing value to your listeners, and watch as your efforts transform into tangible business results.
Examples of Great B2B Podcasts
If you’re looking for inspiration for what works, don’t worry; there are many successful B2B podcasts out there. Here are some of the greatest options we’ve found
Example 1: Escape Your Limits
Host Matthew Januszek interviews top leaders in health and fitness to learn what motivates their success. Each participant has the opportunity to discuss their motivation and how they have converted their aspirations into reality. Not only inspirational, but also thought-provoking.
Example 2: The Tech Marketing Podcast
Brainstorming the tech marketing landscape are CTO (Chief Technology Officer) Jon Busby and Audio Producer Harry Radcliffe. This B2B podcast features Q&As, tips on strategy planning and the latest financial trends.
Example 3: The Rework Podcast
The Rework teaches you how to operate your business in an efficient and productive manner. This 37signals video delves into the book ‘Rework’ by Jason Fried and David Heinemeier Hansson. The writers provide chapter-by-chapter examination of how the business environment has altered since its publication.
FAQs on B2B podcasts
Is Podcasting the Future of B2B Marketing?
B2B podcasts may help you give your brand a voice, humanize your company, and establish your knowledge in your area or industry. This is all critical for increasing brand awareness among existing and new customers. From brand awareness to deepening audience engagement, podcasts offer a stack of opportunities for businesses to boost em up in the digital landscape.
How frequently should I release episodes for my B2B podcast?
Similar to episode length, there’s no one-size-fits-all answer. The key is consistency. Determine a schedule that you can realistically maintain, whether it’s weekly, bi-weekly, or monthly. Consistent releases help build anticipation and keep your audience engaged.
How do I promote my B2B podcast?
Promotion is essential for growing your podcast’s audience. Utilize your existing marketing channels, such as email newsletters, social media platforms, and your company website, to announce new episodes and encourage subscriptions. Collaborate with guests or other podcasts for cross-promotion opportunities.
What topics should I cover on my B2B podcast?
Choose topics that line up with your business’s expertise and interests of your target audience. Consider addressing industry trends, best practices, case studies, or interviews with thought leaders. Regularly solicit feedback from your audience to ensure your content remains relevant and valuable.
How do I measure the success of my B2B podcast?
Success metrics for podcasts can vary depending on your goals. Track key performance indicators (KPIs) such as downloads, listener engagement (e.g., comments, reviews), website traffic driven by your podcast, and conversion rates for any associated offers or products.
How do I monetize my B2B podcast?
Monetization strategies for B2B podcasts include sponsorships, affiliate marketing, offering premium content or services, and generating leads for your business. As your audience grows, explore opportunities to collaborate with relevant brands or businesses for sponsored content or advertisements.
How long should a B2B podcast be?
There’s no set or ideal length for any kind of content. A good starting point is to look at how long other podcasts are in your field. This gives you an idea of what kinds of episodes are popular amongst listeners. Most podcasts are over 30 minutes, but there’s no point in creating a long podcast if you’re just going to ramble.
How many subscribers do you need for a successful podcast?
First, you need to ask yourself: how are we calculating success? If you’re looking at podcast profitability, it’s not always about big audience numbers. If you’re able to develop a captive and niche listener base, you’ll probably still be able to secure lucrative partnerships and sponsorships.
Additionally, seeing higher customer engagement and high sales could indicate that your podcast is doing more work than you thought.
Conclusion
In conclusion, B2B podcasting represents a paradigm shift in marketing strategies, offering businesses a platform to amplify brand identity, engage audiences, and drive discussions.
Get your complete podcast equipment setup by visiting Podcast Equipment Bundle. Get in touch with podcasting services and experts those will save you tons of time at Podcast Production Services.
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