Why hosting a podcast is a great content addition to your brand’s B2B marketing strategy

When considering launching a new marketing channel strategy for your company, often the first thing you need to answer is the value this podcast can provide your organization. When a brand is speaking to other businesses and trying to effectively market their business-to-business (B2B) company, a podcast can be another owned and great channel to reach new leads, branch out of their network, and connect with people in your target space. To get started, let’s explore why there is value in running a business-facing podcast so you can pitch this owned content stream internally and launch your brand’s podcast today.

Leverage your B2B podcast to generate leads

Leveraging your B2B podcast to generate leads can be an effective strategy for attracting and nurturing potential customers.

• Target your audience with audio content: Clearly identify your ideal customer personas. Understanding who your podcast is meant for will help you create content that resonates with them.
• Create content that provides value: Ensure your podcast provides valuable insights, industry expertise, and actionable tips. High-quality content will attract a relevant audience.
• Optimize all descriptions and titles: Craft compelling titles and descriptions that include relevant keywords. This will make it easier for potential listeners to find your podcast through search engines and podcast directories.
• Use social media to promote episodes: Share your podcast episodes on social media platforms where your target audience hangs out. Use relevant hashtags and engage with your followers to increase visibility. Be sure to respond to listener social media interactions promptly. Building a relationship with your audience can lead to more qualified leads.
• Share episodes on channels your target market engages with: Aside from social media, share your episodes to your other owned, bought, or earned channels the market you target engages with.
• Collaborate with industry influencers: Invite industry experts and influencers as guests on your podcast. Their participation can help expand your reach and credibility.
• Use the podcast to build more of an email list: Create a landing page or opt-in form on your podcast website where listeners can subscribe to your email list for podcast episode updates. Use email marketing to nurture leads and provide additional value.
• Include CTAs: Encourage listeners to take action by including calls to action (CTAs) in your episodes. This could include visiting your website, downloading resources, or signing up for webinars.
• Complete podcast show notes and transcriptions: In your podcast episode show notes or descriptions, include links to relevant landing pages or resources that capture leads. Mention these links during the episode. Be sure to transcribe the episode, as well, so the copy is accessible to all who engage with your content and your content can be easily found across various mediums.
• Monitor your analytics: Keep track of podcast analytics, such as download numbers and listener demographics. This data can help you refine your content and lead generation strategies.
• Put some spend behind your high performing episodes: If you have the budget, consider using paid advertising on platforms like Facebook, LinkedIn, or search engine advertising, as well as promoting on platform that host your episodes, to expand your reach.

Leverage your B2B podcast to build a network

Leveraging your B2B podcast to build a network can be a powerful way to connect with industry experts, influencers, potential partners, and a broader professional community. 

• Invite influential guests: Feature influential and well-connected guests on your podcast. Reach out to thought leaders, industry experts, and other podcasters in your niche. Their participation can help you tap into their networks. After each episode, ask your guests to share the episode with their own networks. This can help you reach a wider audience and connect with their professional contacts.
• Attend or sponsor industry events: Attend conferences, webinars, and trade shows within your industry from a media perspective. Use your podcast as a conversation starter when networking at these events to interview attendees, speakers, exhibitors, or even other media.
• Leverage your content across social media: Share snippets, quotes, and highlights from your podcast episodes on social media platforms like LinkedIn, Twitter, and Instagram. Tag your guests and use relevant industry hashtags to increase visibility.
• Create a social media group: Establish a LinkedIn group related to the topic of your podcast. Encourage discussion and networking among your listeners and guests. This can become a hub for like-minded professionals.
• Cross-promote and go off-page: Partner with other podcasters in your industry for cross-promotion. By promoting each other's podcasts, you can tap into each other's audiences and networks.
• Host networking events (virtual or in-person): Organize virtual networking events, webinars, or live Q&A sessions related to your podcast topics. These events can provide opportunities for your listeners to connect with you and each other.

B2B marketing podcasts

Our Managing and Marketing Director, Samantha Lloyd, has been featured on some great B2B marketing podcasts to share expertise about content, conversion, pivoting, startup operations, and more.

• B2B Marketers on a Mission by Einblick on how to create a content distribution plan that drives sales hosted by Christian Klepp. 
• Altitude Accelerator's Tech Uncensored podcast on mastering your marketing budget black hole hosted by Hessie Jones.
• The Business Marketing Club’s podcast on content right-sizing hosted by Dave Stevens.
• Brand leader Doc William’s live chats on how to pivot your startup in the no code space.

How Float or Founder grew into a top tech startup and business podcast

I’ve run a top podcast for tech startups and small businesses in Toronto, called Float or Founder, alongside my co-host Lisen Kaci. Float or Founder existed to provide more insights into the startup ecosystem. AAt the time, both my co-host and I were working in tech and we really saw Toronto blooming into a tech and startup city with new investment firms popping up and international investors becoming interested - even unicorns being acquired out of the tech industry. Despite that, there wasn’t a ton of content out there promoting the small businesses and startups that were launching. We really wanted to share the cool companies we had taken notice of and show how hard founders were working to run a successful startup.

Find a B2B podcast agency in Toronto to launch your organization’s podcast

To operate Float or Founder effectively, we joined the CoHost Podcast Platform to gather analytics on listeners as well as host and distribute our show. CoHost comes out of Quill, the top full service podcasting agency in Toronto that builds brand podcasts, from ideation to publication.