In today’s rapidly evolving digital landscape, a well-crafted podcasting strategy can be a game-changer for businesses looking to stand out. Welcome to another insightful episode of Predictable B2B Success, where we dive into the transformative power of podcasting for customer acquisition. In this episode, our host, Vinay Koshy, interviews James Mulvaney, the visionary founder of Radio.com and Podcast.co. James unravels the essentials of leveraging podcasts not just as a content channel but as a robust strategy for building relationships, acquiring new clients, and elevating brand authority.
Mulvaney shares his expert insights on overcoming common misconceptions about podcast saturation and highlights the deeper relational benefits that podcasting offers. With actionable tips on integrating podcasts into your broader marketing strategy and practical advice on creating engaging formats, this episode is packed with valuable lessons for any B2B brand. Join us as we explore how to implement these strategies to drive predictable growth and success for your business.
About James Mulvaney
James Mulvaney is a dedicated entrepreneur with a profound belief in perseverance. Throughout his career, he has faced numerous obstacles while launching new companies, often finding that things don’t always go according to plan in sales, recruitment, or other areas. Despite these challenges, James is unwavering in his resolve to keep pushing forward. He emphasizes this resilient mindset to his team, encouraging them to persist even when hurdles arise, firmly believing that perseverance is the key to overcoming setbacks and achieving success.
The Ultimate B2B Podcasting Strategy to Skyrocket Revenue Growth
In today’s competitive B2B landscape, brands need innovative ways to connect with prospects, establish authority, and drive revenue growth. One increasingly popular and effective approach is developing a targeted podcasting strategy.
Podcasting has exploded in popularity recently, with over 383 million podcast listeners worldwide in 2022. For B2B brands, podcasts present a unique opportunity to reach niche audiences, showcase expertise, and build relationships that translate into sales.
As James Mulvaney, founder of podcast hosting platforms Radio.co and Podcast.co, explains:
“If you’re gonna do a podcast for your business, you need to have a specific strategy. You need to have something that’s appropriate for the market you’re targeting. But also define some outcomes and goals.”
This guide will explain how to create a results-driven B2B podcasting strategy, including tips on defining your goals, reaching the right audience, repurposing content for maximum impact, and more.
Define Your Podcasting Goals and Target Audience
The foundation of any effective B2B podcasting strategy is having clearly defined goals. What do you want to achieve with your podcast? Common objectives include:
- Generating leads and acquiring new customers
- Nurturing relationships with existing customers
- Positioning your brand as a thought leader
- Facilitating business development through guest interviews
“I think there’s 3 different ways you can use [podcasting] as a business tool,” says Mulvaney. “Either outreach to new customers, connecting with existing customers, or as a business development tool.”
Once you’ve identified your core goals, developing a deep understanding of your target audience is crucial. Ask yourself:
- What are their key pain points and challenges?
- What topics are they interested in?
- What kind of content will resonate with them?
“Understanding your target audience and podcast niche is important when developing an effective podcast keyword strategy,” advises an article from the podcast hosting platform Captivate. “By having a defined target audience, you gain insights into their demographics, interests, and pain points. This helps you create content that resonates with them.
Develop a Compelling Podcast Format and Content Strategy
With a clear picture of your goals and audience, you can craft a podcast format and content strategy to engage your ideal listeners.
Some popular B2B podcast formats include:
- Interview shows with industry experts, thought leaders, and clients
- Solo shows sharing insights and advice
- Panel discussions on relevant topics
- Narrative-style shows telling customer success stories
Whichever format you choose, create valuable, relevant content that addresses your audience’s needs and interests.
“Make sure that you’ve got a hook that’s gonna actually capture people’s attention and get them listening, get them subscribing,”
recommends Mulvaney.
To generate topic ideas, consider what content is already performing well in your niche. Tools like Ubersuggest and BuzzSumo can help surface popular blog posts, questions, and keywords to inspire your episodes.
“You can use tools like Google Ads Keyword Planner, Moz’s Keyword Explorer, or SE Ranking to identify what your audience is searching for,” suggests an article from Neil Patel on podcast SEO.
Optimize Your Podcast for Discoverability
To attract listeners, your podcast needs to be easily discoverable across platforms. This involves optimizing your podcast’s title, description, and metadata with relevant keywords.
A Captivate article recommends “Incorporate relevant keywords in your podcast episode titles to help your listeners find your podcast episodes easily. ” It also advises using keywords “strategically on your show notes to further improve your visibility and provide additional context to your listeners.”
In addition to keyword optimization, promote new podcast episodes across your brand’s marketing channels, such as your website, email newsletters, and social media. Encouraging listeners to subscribe, leave reviews, and share episodes can boost visibility.
Repurpose Podcast Content for Maximum Impact
Producing a podcast episode is just the beginning. Develop a repurposing strategy to get the most mileage out of your content.
“Your episode is kind of like a 45 minute long recording or a half an hour long episode, whatever it might be. That’s audio form,” says Mulvaney. “If you can create video from that, great. If you can actually physically film the interview, even better. You can also create audiograms which are effectively like animated clips.”
In addition to audiograms, you can repurpose podcast episodes into:
- Blog posts and articles
- Social media posts
- Email newsletters
- Infographics and slide decks
“You can also then further create written content from a podcast episode,” adds Mulvaney. “You can have it transcribed…and create articles from that blog post, post on LinkedIn, Twitter, etcetera.”
By repurposing episodes into different formats, you can reach a wider audience, drive more traffic to your podcast, and get more value from each piece of content.
Leverage Podcasting for Business Development
Podcasts are powerful tools for prospecting and building relationships with potential clients or partners. Inviting guests to your show creates opportunities to have valuable conversations and showcase your expertise.
“The classic, ‘Oh, would you like to go for a coffee?’ doesn’t always work these days because people are busy,” notes Mulvaney. “If you’re trying to get through to someone in a company and you want to interview them for your podcast, suddenly it’s a very quick and easy way to get through the gatekeepers.”
After interviewing a guest, follow up to explore ways to work together. But be patient and focus on providing value first.
“If you get someone on your podcast, then maybe contact them like a month later,” suggests Mulvaney. “It’s not gonna seem as pushy. They already know who you are because they’ll remember that conversation.”
Measure Your Podcast Performance
To gauge the success of your B2B podcasting strategy, track key performance indicators (KPIs) such as:
- Downloads and listens
- Subscriber growth
- Website traffic from podcast episodes
- Leads and sales attributed to the podcast
“Having a good track of your statistics is important,” emphasizes Mulvaney.
“If you have a certain episode that performs really well or you notice from it you generate some leads, do more of that. Take what’s working and repeat it.”
Based on these insights, continuously refine your podcast content and promotion strategies to serve your audience better and achieve your business goals.
Conclusion
Podcasting is a highly effective way for B2B brands to connect with their ideal customers, establish thought leadership, and drive revenue growth. By developing a targeted podcasting strategy aligned with your goals and audience, you can create content that resonates, builds relationships, and delivers real business results.
As Mulvaney puts it:
“If you haven’t started a podcast, there’s still an opportunity there to do so…If you come up with some clever concept and you’ve got to try and push it, you’ve got to try and market it.”
To recap, here are the key steps to creating a winning B2B podcasting strategy:
- Define your podcasting goals and target audience
- Develop a compelling podcast format and content strategy
- Optimize your podcast for discoverability
- Repurpose podcast content for maximum impact
- Leverage podcasting for business development
- Measure your podcast performance
With these best practices and a commitment to delivering value, your B2B podcast can become a powerful revenue-generating asset for your brand.
References:
https://www.statista.com/statistics/1286955/podcast-listeners-worldwide/
https://www.captivate.fm/podcast-expert-advice/guest-post/podcast-keyword-strategy-how-to-uncover-high-impact-keywords-to-boost-your-reach
https://neilpatel.com/blog/podcast-seo/
https://www.captivate.fm/podcast-expert-advice/guest-post/podcast-keyword-strategy-how-to-uncover-high-impact-keywords-to-boost-your-reach
https://neilpatel.com/blog/podcast-seo/
Some topics we discussed include:
- Why use a podcasting strategy as a customer acquisition strategy
- How should businesses in the B2B space look at podcasting
- How to use podcasts to target future customers as part of your business development strategy
- How to increase the visibility of your podcast
- How to provide value during the podcast process to acquire the account or customer
- Can you use podcasting as a customer acquisition strategy if you are taking an Account Based Marketing (ABM) approach?
- How can you use a podcast episode to acquire similar customers or more ideal customers
- What do you need to keep in mind in taking the conversation from a podcast to getting referrals or them on board as a client
- and much more
Links and resources mentioned
- Check out Radio.co
- Get podcast hosting on Podcast.co
Connect with James
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