How to Create and Market Your B2B Growth Podcasts
Generally, podcast is an audible piece (can be visual as well) of information targeted towards a certain audience by the marketer or podcaster. Unlike radio broadcasting restricted to limited regions, podcasting has no restrictions or limitations when it comes to the size of information and its ‘casting’. Neither the users are restricted to adjust their thirst of information according to the show that is being broadcasted in their region (Just like radio channels). Instead they can subscribe to podcasts on applications or websites launched by podcasters, being able to listen to any show from around the world at any time of the day without having to stare at computer screens.
You can think of podcasts as ‘Internet Radio on demand’. Each podcast available on the internet typically has a website where you can listen to show episodes or download them for future listening. The downloaded media can easily be carried anywhere through portable digital media player. Some common podcasts distribution points include iTunes, Sticher Radio and podcatcher. You can easily subscribe to podcasts that you like by clicking on its subscription button or RSS icon.
Now that you have a pretty clear picture of what is a podcast and its casting abilities let’s dig into details to understand how can you be benefited from this cutting edge intervention.
How to Create a Successful Podcast
Findings of a study conducted by Edison Research in 2014 reports that, out of the total time Americans spend listening to audio, 1.7 percent of time was devoted to podcasts.
Consider an example of Oldford – a young Canadian entrepreneur. He launched two podcasts in 2014, Limitless Business Podcast and Executive Minute. These podcasts quickly gained attention from masses with 41,000 downloads within a month from the launch date, having #1 hit on the Canadian iTunes business podcasts chart.
Oldford mentions that every time he interacts with someone following his podcasts he encounters an amazing relationship which cannot be obtained through any other medium. Recording and sharing the conversation with people allows him to deliver value to them, helping people to turn out winners, he adds. His entire philosophy of success revolves around this idea that he becomes a winner by default if he is able to make people around him winners in business.
Podcasts provide you with an opportunity to discuss topics of your niche’s interest and for many entrepreneurs podcasts turn into labors of love. When a right theme and plan is combined with time and efforts, podcasts can truly take off and monetize quite well.
Start with a Mission – B2B Growth Podcasts
While deciding the mission it’s important to keep one thing in mind – Plan a show that you’d want to listen. If you’re feeling it others will feel it too. In this regard, Oldford adds that setting a theme or planning a mission is all about building value in order to build your influence. This way you can talk to people who need to interact with you.
Think wisely, you can go broad and cover a wide variety of topics or go specific and focus on your target audience only. Either way, the more passionate and knowledgeable you are, the more fun you and your audience will have. In a way or other B2B growth Podcasts are proved to be most effective, aimed towards sharing success stories and proven growth ideas with a dash of entertaining elements.
Craft a Clever Name
Name acts as the face of your podcast, brainstorm all the possible names revolving around the mission and choose the right one. To know which one is the most suitable consider two things – Must grab the audience’s attention and should be according to what the show is about. An ironic or clever title caters to the flavor and personality of the podcast.
Secure Interesting Interviews
This might be quite challenging for a startup podcast but interesting interviews with a relevant and compelling interviewee can attract maximum listeners. To do so, tap into acquaintance and professional networks, ask them for a favor that involves helping you to interact with a most reputable personality that’s also relevant to your niche. Securing interviews with big-name professionals or start-ups can make your show a center of attention.
Try to opt for in-person interviews than those conducted over hone o internet. Face to face interview improves the audio quality and leads to a healthy discussion, helping the interviewee to feel more comfortable and engaged and personable in the conversation.
In the end, it’s recommended to share the edited interview with the interviewee and ask them for feedback or suggestions. This way the guest is also involved in the creation process which makes them want to express everything that they’ve preferred to work on.
You get organic reaches and subscribers without getting help from paid media when influential interviewees share the podcast with their followers on different social media platforms.
It’s better to have a scripted document to keep consistency maintained and stick to the plot or theme of the interview. This doesn’t mean you can’t go off the cuff, improvise the conversation as you like during the interview. The script is meant to provide a general idea and during the interview you’ll know how helpful it is to keep yourself on the track especially when your show has multiple segments. With a well drafted scripted you can easily make transitions between segments, keeping the natural and elegant feel maintained.
Highlights in the Beginning
Just like a trailer, create a montage containing best clips of the interview and put them at the very beginning of the show. It works really well to hook listeners in the first 30 seconds. Make sure the clips are not revealing the core points but making the listeners curious to listen to the podcast till the end.
Take Care of High Quality Audio
To earn credibility among listeners it’s important to get featured on the noteworthy iTunes podcast list. This will help your podcast to get most downloads and more recognition but this is certainly not possible with a poor quality audio. Along with valuable and interesting content or information in the podcast, technical aspects are required to be top-notch as well, like high quality audio.
Sponsorship and affiliate links bring a great deal of revenue. Considering Odford’s example, his podcasts were primarily focused on generating marketing leads for his digital marketing business. He said that prior to the podcast launch he received three direct business deals from the people he didn’t know.
Once the podcast is launched and recognized it gets rolling with active listener and downloads. Then podcasters look forward to monetizing the show to help it grow even more. When your show gains popularity among listeners, corporate sponsorships comes in handy, helping you with funds to earn profit and bring in more listeners.
Podcasts with strong following attracts sponsor to advertise their products and services. Sponsors usually ask for a small talk associated with their services in the beginning, middle or end of the show. The more sponsors you get better will be the earnings and promotions.
Olford’s podcasts hit #1 on the Canadian iTunes business podcast chard, right after the launch. According to him a strong start is important ad you need to have a pre-planned strategy. He said that he reached out to his friends and colleagues and asked them to download the show, subscribe, share and write reviews. This instantly created a lot of momentum upfront and helped the podcasts to hit #1 on the podcast chart.
Increase your Frequency
Even after the launch a lot of work is required to help your podcast gain more recognition. There is no in between, do it right or go home. Speaking of Oldford, he doubled the frequency twice a week by posting a 3-4 minute podcast nugget daily at 6 a.m. As a result, the average reaches and number downloads increased immediately.
How to Market the Intuitive B2B Podcast You Just Created
Being a podcaster it’s not appropriate for you to wait for your target audience to look up for you through search engines. Relying on podcast directories is not reliable either. The audience for podcasts is growing steadily and you are required to put in extra efforts to promote your podcasts. Consider the following marketing ideas to market your new show.
Submit it to iTunes
ITunes has 1 billion podcast subscriptions. People can easily look up for your show using the iTunes podcast directory. If you’re a new at podcasting, consider creating several episodes, RSS feed icon for your show, tags and albums to easily get recognized. Before submitting it to iTunes check your podcast’s validity at FeedValidator.org.
Include in a Google Profile
The google profile is readily available on all google properties. When you’re too involved in creating content in different you are most likely to forget that your Google profile is a perfect center for all the links redirected to the content.
Add Show Notes on Pinterest
It’s a great idea to pin a catchy image with description harboring show notes and including relevant keywords. Show notes provide a quick description of what your podcast is about. In order to prompt maximum visitors to listen the show, show notes should have a captivating title and engaging copy.
Add Links on Other Social Media Profiles
When it comes to marketing nothing can beat social media platforms today. Use different platforms like LinkedIn, it allows you to put media links in your profile. You can also use the summary and project sections to let people know about your new show. Facebook is ideal to feature your podcast, put the link in status update and include show notes. You can easily share your status update with maximum people by putting your podcast link on Facebook groups.
Post a BTS video on YouTube
Using YouTube can serve your podcast reaching in a number of ways. Create a short video, about 2 minutes long, recording the segment and revealing people in front of the microphone. People are always interested to see Behind the Scenes (BTS), to know how your show is produced. Add descriptions under each video you post including keywords, this will pull in more traffic. As a result, your podcast will get more reaches and subscribers as long as you don’t forget to lead your podcast subscribers to the videos.
You can also use Spreaker – a podcasting service that can be linked to your YouTube account. Spreaker can transform the audio podcast into a static image video that can be used on your YouTube channel.
Exchange Promotion Favors with other B2B Podcasters
Shake hands with a podcaster, but make sure he is not your competitor. This partnership can be favorable when you’ll start promoting each other posts. For strong following you can even interview each other.
Create a Collage of Photos
To provide people an instant visual explanation about yourself, your guests and the theme of your show craft a collage. Don’t make it look too over crowded or irritating to eye. Keep it simple yet catchy and remember you are trying to give them just a glimpse of all the fun they’ll have while listening the show.
Promote a List of Top B2B Podcasts
Let’s say your show features big-name startups or professionals. Create a list of the top 10 podcasts with same theme as yours i.e. featuring startups and include your show as well. Pitch the list to bloggers who can write about the startups and to other podcasters in your list. This will help you to obtain reaches from multiple sources including blog posts.
Add a Story on How to Earn Money from Podcasting
Not everyone can turn their show into a great deal of revenue. Unlike many hobbyists, if your passion brought you smart earnings you can invite a financial publication to cover this success story.