Over 1/4th of the complete inhabitants of the United States listens to podcasts at the very least month-to-month. That’s over 81 million individuals. What’s extra, probably the most avid listeners log six and a half hours every week of listening time. Eighty p.c end each episode in its entirety.
There’s huge potential right here for participating an viewers. Think about how lengthy somebody would possibly follow a 1,000 phrase weblog publish (like this one). Five minutes? Ten? But they may hear to a 25-30 minute podcast on the identical subject.
Podcasting holds loads of promise for entrepreneurs, particularly within the B2B house. Our company has helped a number of B2B Fortune 500 corporations produce and discover an viewers for his or her podcasts. It takes technique and coordination, however the barrier to entry is comparatively low. Of course, “making” the podcast is the straightforward half. As with any content material, the problem is efficiently getting it to your audience.
Here are some things we’ve discovered about B2B podcasting promotion by means of our manufacturing and amplification work.
How to Promote Your B2B Podcast
Some of the techniques you’ll use to amplify your podcast are acquainted, however the channel does have distinctive properties that require new approaches. We’ll begin with adapting conventional techniques, then we’ll end with the podcast-specific ones.
Adapting Traditional Promotional Tactics for B2B Podcasts
#1: Start with Audience Demand
As with any content material, your podcast ought to start with analysis. See what questions your viewers has, what they want to know, and what they need to hear. Aim to generate a subject listing that highlights your model’s experience and your material specialists’ insights to create one thing of worth to your viewers. Once your analysis is full, it’s additionally well-worth documenting your findings, objectives, and promotional plans in a inventive transient. This will function a information as you go forth and create.
For Podcasts: Stay nearer to top-of-funnel along with your podcast concepts. It’s much better to educate, encourage, and entertain your viewers than to attempt to promote them one thing. A 25-minute-long commercial on your resolution is probably going to drive individuals away.
#2: Add Influencers for Amplification
We’re huge believers in influencer advertising and marketing, and we’ve got loads of outcomes to again that up. When you co-create content material with influencers you get higher-quality, dynamic content material that has built-in amplification. Here’s an instance from 3M’s* Science Champions podcast, that includes the model’s personal amplification of a current episode in addition to the influencer interviewee’s amplification.
For Podcasts: We’ve typically discovered that many trade influencers and specialists would slightly do an audio interview than a written one. So it must be straightforward to get specialists whom you have got a stable relationship with to commit to a 30-minute interview, which might be recorded and processed right into a podcast.
If you’re trying to work with new of us within the subject, we advocate taking the time to nurture the connection (e.g. like and share their social content material, interact them in dialog on social or their blogs, or attain out by way of e mail to introduce your self and allow them to know you’re a fan of their work) earlier than reaching out chilly.
Another means to incorporate an influential voice and lengthen the potential attain of your podcast is to faucet trade influencers to host or co-host the podcast. The Dell Luminaries* podcast is a good instance of this, that includes two thought leaders as hosts: Seasoned marketer and creator Mark Schaefer and advertising and marketing and expertise strategist Douglas Karr.
When it comes to conducting the interview, use a device like Zencastr to be sure to get high-quality audio. Unsurprisingly, audio high quality is totally essential for a podcast endeavor.
#Three: Use Internal Promotion to Boost Awareness
If you’re at an enterprise-level group, you have got a built-in viewers. Encourage your workers to hear to every episode and share it with their social networks.
For Podcasts: The first 2-Three weeks after publication are a vital time to get your podcast seen. In addition to listening and sharing, encourage workers to write a evaluation on iTunes and different podcast platforms. Reviews, particularly on iTunes, play an enormous half in figuring out which podcasts the platform recommends to its current customers.
#four: Optimize for Search
As with written content material, you’ll need to be sure to’re together with key phrases, a compelling visible, and a descriptive title on every episode. Use key phrase analysis instruments, current analytics information, and different acceptable instruments and assets to decide a listing of goal phrases. Then, take a look at them out on podcast platform engines like google to be sure to’re hitting the precise intent.
For Podcasts: Since engines like google can’t crawl your audio, it’s doubly necessary to make each phrase depend in your podcast description and title, episode descriptions and titles, and what classes you select in podcast directories.
Podcast-Specific Promotion Tactics
#1: Publish Transcripts as Blog Posts
As I stated above, engines like google can’t crawl audio. And competitors is fierce for visibility on podcast platforms like iTunes and Google Play. You can use your weblog to assist drive subscriptions, which is able to assist your podcast achieve traction. Make a publish for every episode with a abstract, key takeaways, and full transcription. Embed the podcast stream on the publish, and make the CTA to subscribe to the podcast.
#2: Commit to a Cadence
Podcast promotion is all about constructing a behavior on your viewers. You need them to subscribe, keep subscribed, and hear to each episode. To make that occur, you want to publish persistently. It’s higher to publish an episode each two weeks for a 12 months than to publish weekly and take a 6-month hiatus on the finish.
It’s greatest to begin with at the very least three episodes out there for obtain (required to make Apple’s New and Notable listing) and several other extra to act as a buffer. Then you may decide the cadence that can allow you to publish with out pausing.
#Three: Submit to Podcast Directories
Much of your preliminary subscriber base will doubtless come out of your current viewers, by means of your weblog posts. But the objective is to construct a subscriber base wherever individuals hear to podcasts, so you may seize a web new viewers.
To that finish, it’s necessary to register your podcast with Apple Podcasts, Google Play Podcasts, Spotify, TuneIn, Stitcher, and Podbean. These platforms collectively account for the overwhelming majority of podcast listeners. Registration on every of those companies is free, and it makes discovering your podcast a seamless expertise for each consumer.
#four: Look for Cross-Promotional Opportunities
The majority of people that hear to podcasts don’t simply hear to one. In reality, it appears the extra podcasts somebody listens to, the extra doubtless they’re to check out a brand new one. So you’re not making an attempt to lure individuals away from another person’s podcast to hear to yours — it’s not a zero sum sport.
Podcasting is due to this fact much less aggressive than different media is likely to be. It’s value checking with established podcasts to see if there are alternatives for cross-promotion. Subject matter specialists in your organization might seem on their podcast, or you would interview one other host in a related trade for yours. Either means, each of your podcasts achieve publicity to a brand new viewers.
Rise of the Pod People
Podcasting is without doubt one of the greatest advertising and marketing alternatives for B2B companies proper now. Even as saturated because the B2C market is, there’s nonetheless room for brand new breakout stars. By comparability, the B2B house has much more room to develop. It’s a channel that has but to endure from fatigue or content material shock.
As a content material marketer, a lot of what you already learn about content material applies to selling podcasts: Be related, be beneficial, work with influencers, promote on social media, and so on. With a number of new techniques mixed with the outdated standbys, you can also make positive your podcast has all the pieces it wants to discover a long-term sustainable viewers.
Want to discover out extra about B2B podcasting and whether or not it’s a match on your B2B model? Learn the what, why, and the way of B2B podcasting by trying out my publish on the topic.
*Disclosure: Dell and 3M are TopRank Marketing purchasers.