In a recent study, it was found that 74 percent of podcast listeners tune in with the intent to learn something new. This is a golden opportunity for business leaders to cultivate a loyal audience with a B2B podcast. In allowing businesses to create a personable brand image, podcasts are an effective marketing strategy, valuable lead generation, and powerful medium that delivers the same immersive value across every industry.
Consumers support companies that align with their values, so it’s imperative to integrate your brand’s messaging seamlessly when starting a B2B podcast. This platform gives you the opportunity to position yourself as an industry leader, build credibility, and personalize your brand — all of which directly influences brand loyalty. Podcasting is your opportunity to showcase your business and demonstrate how it aligns with your organizational goals.
Pay Attention to the Numbers
One of the most effective ways to refine your content is by utilizing analytics. Podcast platforms like Acast, Anchor, and even YouTube possess insight dashboards which generate analytics that help you measure the success of your podcast based on various metrics, ranging from listener numbers for particular episodes, the drop-off point of listeners, and website click-through rates from podcast descriptions. Some platforms will also allow you to gain a clearer idea of your target audience demographics through age, location, gender, and even the time of day they tune in.
Measuring analytics and insights allows you to reflect on your content and refine it further. Once relevant data is collected, analytical tools can help you to improve the messaging and outreach of your podcast to your target audience in real-time.
Do Your Market Research
Market research plays a crucial role in determining what content will resonate with your audience and why. By helping to understand which B2B audiences to target, how to reach them, what platforms they find most appealing, and what they want from their listening experience, you are already multiple steps ahead of your competitors.
Research also helps determine what topics you can expand on within your niche market that your competitors haven’t covered, and that your audience is searching for. Research what has already been done, and then find ways to go deeper. In the long run, this will also help you stay updated on podcasting trends and stay relevant in the market.
Engage on Social Media
Engaging with your audience on social media encourages listeners to become a part of your brand’s community and contribute to the content they are searching for. Ask what they want to hear next, which topics they notice are rarely covered, and which industry experts they want to hear guest star on your podcast; this grants you an edge in retaining a greater percentage of your target audience and opens doors for creating connections.
Launching a successful podcast requires a passion for sharing information that benefits your listeners, providing them with unique listening experiences relevant to their interests. Once you build your credibility, bring on co-hosts and other experts in the field who enhance your listeners’ experience further. Finding a niche within B2B doesn’t mean talking about the same topic every week; it means expanding your audience’s knowledge on subjects they’re interested in learning about more each episode.
Ginni Saraswati is the owner and founder of Ginni Media, a podcast and content production company based in New York. Ginni Media has worked with clients including Allure, Architectural Digest, and Siemens. You can follow The Ginni Show on Twitter.