Are podcasts worth it for your B2B marketing strategy?

Podcasts have become mainstream in the media consumption habits of millions. But as a CEO of a B2B company, you might be wondering: are podcasts really worth the investment for your marketing strategy? Let's take a look. 

Current podcasts trends in B2B marketing

Podcasts are no longer just a medium for entertainment or personal growth; they have become a powerful tool for businesses. 

According to recent data, over 100 million Americans are weekly podcast listeners, with a significant portion of these being business professionals. This growing popularity has made podcasts an attractive platform for B2B marketers looking to engage with their audience in a more personal and engaging way.

Benefits of podcasts

One of the main advantages of podcasts is their ability to create a personal connection with listeners. Podcasts are easy to consume, especially for busy professionals who can listen while commuting, exercising, or sometimes even working. This accessibility makes podcasts a unique medium to reach and engage your audience –and one you shouldn’t overlook. 

• Building authority and thought leadership: Podcasts can position your company as an industry leader. By sharing insights, expertise, and discussing industry trends, you can build authority and establish thought leadership. 
• Expanding reach and audience: Podcasts offer the potential to reach new and diverse audiences. Featuring guests from different companies or industries will allow you to discuss a wide range of topics, so you can attract listeners who might not have been aware of your company. 
• Enhancing customer relationships: Podcasts allow you to build deeper connections with your audience. By sharing customer stories, insights, and behind-the-scenes looks at your company, you can humanize your brand and foster stronger relationships. 

Challenges and considerations for podcasts 

There’s no question that podcasts are rising in popularity today. Even though there are several benefits, there are still some things to consider before you start your podcast journey. After all, you want it to be successful don’t you? Here are two of the main challenges to consider: 

Time and resource investment

Producing a high-quality podcast requires a significant investment of time and resources. From planning and recording to editing and promoting, each episode demands attention and effort. However, by managing your time and resources effectively, you can streamline the process. Consider outsourcing editing or using automation tools to ease the workload.

Content creation and consistency

Maintaining a regular publishing schedule is crucial for building and retaining an audience. However, consistently creating engaging content can be challenging. To overcome this, develop a content calendar and plan your episodes in advance. This ensures you always have a pipeline of ideas and can maintain consistency.

Your podcast will only be as successful as you make it. Make sure you have the time and effort needed to do it right, and start building up your audience. So, how do you measure the ROI exactly? 

Measuring ROI of podcasts 

Tracking the performance and ROI of your podcast can be difficult. Unlike other digital marketing channels, the metrics for podcasts are not always straightforward. However, by focusing on key metrics such as downloads, listener engagement, and lead generation, you can gauge the impact of your podcast. Depending on where you’re hosting your podcast, utilize tools like Apple Podcasts Analytics and Spotify for Podcasters to monitor performance.

Practical steps to start your B2B podcast

Podcasting isn’t just a channel you can push recordings out to and hope for the best, you need a true strategy and a means to keep it up if you want it to be successful and see results. We’ve helped a few of our clients launch podcasts of their own. Here are some steps you should take before you launch your first podcast. 

Step 1: Planning and strategy

Your podcast channel should start with an overarching strategy. 

• Define your goals and target audience: Clearly outline what you want to achieve with your podcast and who your target audience is. 
• Plan your content and format: Decide on the format (interviews, solo episodes, panel discussions) and plan your content around topics that resonate with your audience. You need to keep people engaged and listening –how will you do that? What topics are most captivating? What does your audience want? 

Step 2: Production and distribution

After planning it all out, now you need to produce your episodes. How will that be done? Do you have what you need? What’s your process look like? And after you launch, how will you ensure people will see it and listen to it? It all comes down to your distribution channels. 

• Choose the right equipment and software: Invest in quality microphones, headphones, and recording software to ensure high audio quality.
• Record, edit, and produce your episodes: Focus on delivering clear and engaging content. Consider hiring a professional editor if needed. Make sure each episode is cohesive. 
• Distribute your podcast on popular platforms: Submit your podcast to platforms like Apple Podcasts, Spotify, and Google Podcasts to reach a wider audience.

Step 3: Promotion and engagement

Make sure you don't just stop at your distribution channels. You need to promote and share your content in order to build a following of listeners.

• Promote your podcast through existing marketing channels: Leverage your website, social media, and email newsletters to promote new episodes.
• Engage with your audience and encourage feedback: Foster a community by engaging with listeners on social media and encouraging them to share their thoughts and suggestions so you can continuously improve and capture their attention. 

Pro tip: While these are steps you should take to launch a successful podcast, there are some things to be aware of that can really affect your results: and that’s when you have an inconsistent publishing schedule and/or lack of promoting and sharing your episodes to a wider audience. Avoid these by sticking to a content calendar and actively promoting your podcast in blogs, on your website, and on your social media channels. 

Podcasts can be valuable for your marketing strategy

Podcasts are a great channel to explore for your marketing efforts, as they offer benefits like building authority, expanding your reach, and enhancing customer relationships. While there are challenges, the potential rewards make it worth considering. 

So, are podcasts worth it? Absolutely. If you have the time and resources to stick with it. By starting your own podcast, you can connect with your audience on a deeper level and position your company as an industry leader. 

For more insights and assistance with starting your B2B podcast, reach out to us. We’d love to help! 

Check out our blog: Are events worth it? How do you measure ROI?