Over 1/4th of the entire population of the United States listens to podcasts at least month-to-month. That’ s over 81 mil people. What’ s more, one of the most avid listeners log six . 5 hours a week of listening period. Eighty percent finish every show in its entirety.
There’ s enormous possible here for engaging an audience. Consider how long someone might stick with the 1, 000 word blog post (such this one). Five minutes? Ten? However they might listen to a 25-30 moment podcast on the same topic.
Podcasting holds a lot of promise for online marketers , especially in the B2B space . Our agency has helped several B2B Fortune 500 companies create and find an audience for their pod-casts. It takes strategy and coordination, however the barrier to entry is relatively reduced. Naturally , “ making” the podcast is the simple part. As with any content, the challenge is definitely successfully getting it to your target audience.
Here are a few matters we’ ve learned about B2B podcasting promotion through our production plus amplification work.
How to Promote Your B2B Podcasting
A few of the tactics you will use to amplify your own podcast are familiar, but the funnel does have unique properties that require brand new approaches. We’ ll start with changing traditional tactics, then we’ lmost all finish with the podcast-specific ones.
Adapting Conventional Promotional Tactics for B2B Pod-casts
#1: Start with Audience Demand
As with any content, your own podcast should begin with research. Notice what questions your audience provides, what they need to know, and what they want to listen to. Aim to generate a topic list that will highlights your brand’ s knowledge and your subject matter experts’ insights to produce something of value to your target audience. Once your research is complete, it’ s also well-worth documenting your own findings, goals, and promotional programs in a creative brief. This will act as a guide as you go forth and create.
For Pod-casts: Remain closer to top-of-funnel with your podcast suggestions. It’ s far better to educate, encourage, and entertain your audience in order to try and sell them something. The 25-minute-long advertisement for your solution is very likely to drive people away.
#2: Add Influencers for Amplification
We’ re big believers in influencer marketing , and we have lots of results to back that up. If you co-create at ease with influencers you get high quality, dynamic content that has built-in exorbitance. Here’ s an example from 3M’ s* Science Champions podcast, showcasing the brand’ s own exorbitance of a recent episode as well as the changer interviewee’ s amplification.
For Podcasts: We’ ve often discovered that many industry influencers and professionals would rather do an audio job interview than a written one. So it must be easy to get experts whom you do have a solid relationship with to invest in a 30-minute interview, which can be documented and processed into a podcast.
If you’ re looking to work with new people in the field, we recommend taking the time in order to nurture the relationship (e. g. such as and share their social content, employ them in conversation on interpersonal or their blogs, or touch base via email to introduce your self and let them know you’ re keen on their work) before reaching out chilly.
Another way to include an influential voice and extend the reach of your podcast is to touch industry influencers to host or even co-host the podcast. The Dell Luminaries * podcasting is a great example of this, featuring 2 thought leaders as hosts: Experienced marketer and author Tag Schaefer and advertising technology strategist Douglas Karr .
When it comes to conducting the interview, make use of a tool like Zencastr to make sure you get top quality audio. Unsurprisingly, audio quality is totally critical for a podcast endeavor.
#3: Make use of Internal Promotion to Boost Awareness
If you’ re at an enterprise-level organization, you do have a built-in audience. Encourage your workers to listen to each episode and share this with their social networks.
For Podcasts: The first 2-3 several weeks after publication are a crucial time for you to get your podcast seen. In addition to hearing and sharing, encourage employees to create a review on iTunes and other podcasting platforms. Reviews, especially on i-tunes, play a big part in identifying which podcasts the platform recommends in order to its existing users.
#4: Optimize intended for Search
As with written content, you’ ll make sure you’ re including key phrases, a compelling visual, and a detailed title on each episode. Make use of keyword research tools, existing analytics data, and other appropriate tools plus resources to determine a list of target words and phrases. Then, test them out on podcast system search engines to make sure you’ re striking the right intent.
For Podcasts: Since search engines can’ t crawl your audio, it’ s doubly important to make each word count on your podcast explanation and title, episode descriptions plus titles, and what categories you choose within podcast directories.
Podcast-Specific Promotion Tactics
#1: Release Transcripts as Blog Posts
As I said above, search engines like google can’ t crawl audio. Plus competition is fierce for presence on podcast platforms like i-tunes and Google Play. You can use your website to help drive subscriptions, which will help your own podcast gain traction. Make an article for each episode with a summary, crucial takeaways, and full transcription. Add the podcast stream on the publish, and make the CTA to subscribe towards the podcast.
#2: Commit to a Cadence
Podcast advertising is all about building a habit for your viewers. You want them to subscribe, stay activated, and listen to every episode. In making that happen, you need to publish regularly. It’ s better to post a good episode every two weeks for a 12 months than to publish weekly and have a 6-month hiatus at the end.
It’ s better to start with at least three episodes readily available for download (required to make Apple’ t New and Notable list) and many more to act as a buffer. Then you can certainly determine the cadence that will allow you to publish without pausing.
#3: Submit in order to Podcast Directories
Much of your initial customer base will likely come from your current audience, through your blog posts. But the objective is to build a subscriber base anywhere people listen to podcasts, so you can catch a net new audience.
To that finish, it’ s important to register your own podcast with Apple Podcasts , Google Play Podcasts , Spotify , TuneIn , Stitcher , and Podbean . These types of platforms together account for the vast majority of podcasting listeners. Registration on each of these solutions is free, and it makes uncovering your podcast a seamless encounter for every user.
#4: Look for Cross-Promotional Possibilities
Most people who listen to podcasts don’ capital t just listen to one. In fact , it appears the more podcasts someone listens in order to, the more likely they are to try out a new a single. So you’ re not looking to lure people away from someone else’ s podcast to listen to yours — it’ s not a zero amount game.
Podcasting is therefore less aggressive than other media might be. It’ s worth checking with set up podcasts to see if there are possibilities for cross-promotion. Subject matter experts within your company could appear on their podcasting, or you could interview another sponsor in a relevant industry for your own. Either way, both of your podcasts obtain exposure to a new audience.
Rise of the Pod People
Podcasting is one of the biggest marketing possibilities for B2B businesses right now. Even while saturated as the B2C market can be, there’ s still room for brand spanking new breakout stars. By comparison, the B2B space has even more room to develop. It’ s a channel which has yet to suffer from fatigue or articles shock.
As a content marketer, much of that which you already know about content applies to advertising podcasts: Be relevant, be useful, work with influencers, promote on social media marketing, etc . With a few new techniques combined with the old standbys, you can make certain your podcast has everything it requires to find a long-term sustainable audience.
Wish to find out more about B2B podcasting and regardless of whether it’ s a fit for the B2B brand? Learn the what, why, and how associated with B2B podcasting simply by checking out my post on the subject.
*Disclosure: Dell and 3M are TopRank Marketing clients.
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