How To Guarantee ROI on a B2B Podcast

Producing an interview-based B2B podcast for your brand will have positive results. In this article we’ll help you guarantee a return on investment (B2B Podcast ROI) for your podcast. 

Podcasting is the gateway to meeting hard-to-connect and qualified C-suite leads. Integrating podcasting into your business development sales process makes it easy to build relationships and trust. 

It’s a breeze to get qualified referrals by interviewing people, who know people. By people we mean, the right kind of people. They could be existing clients, media influencers, or a warm outreach to prospective clients. How do we do this? By requesting them to visit as honored guests.  Let’s show you how. 

Guests Not Listeners

Unlike traditional podcasts, the success of a B2B podcast isn’t dependent on the number of listeners. You’re not creating a podcast that will rival Joe Rogan or This American Life. Your podcast is designed to target a narrow focused niche. 

Your ideal listener will be your ideal client. 

Your ideal guest will be your ideal client. 

That’s why some call B2B podcasts, branded podcasts. They align with your brand’s value proposition. 

Hosting a podcast gives you an excuse to have conversations with people who may otherwise never talk to you.  What would you do if you had the opportunity to meet the most important influencers or prospects in your business?  Consider the doors that would open and the growth of your network. The possibilities are endless.

Who do you interview?

• • Prospective clients
  • Influencers in the industry and media
  • Existing clients and their buyers journey
  • Partners and their added value

Podcasting is networking on steroids.

Instead of cold calling to set up a sales call, consider inviting people as guests to visit your podcast. Think how easy that would be. Your guest would be honored to visit  your podcast. 

What Would We Talk About?

Guests love to talk about themselves. Think of it in terms of a discovery call. Consider these questions: 

• • Where did they come from? 
  • How did they enter the industry? 
  • What are their aspirations professionally? 
  • Where have they overcome adversity?
  • What do they hope for the business? 
  • What drivers will move the industry in the next 5 years? 

Discover their Hero’s Journey and make them an inspiration for others. Create content they will appreciate and want to share with their networks. This is more than marketing, this is friendship building. 

For your existing clients, ask them:

• • What was their buying journey?
  • What was the problem they faced?
  • How did they decide to pick your solution?
  • What was it like working with your company?
  • What have been the results? 

Implicit in this conversation is a testimonial that recommends that you’re more than a vendor, but a cherished partner. At the end of the interview, ask them who they would recommend as a guest. These are referrals. You couldn’t get a more authentic and personalized introduction. Right? 

Furthermore,  when the recording is done, share a new product or service offering. This is an opportunity for an upsell.

Wherever there is conversation, great things can happen. 

What’s happening during these conversations? Networking! What comes from this networking? Business. 

How To Calculate B2B Podcast ROI

Ask yourself this. What is the size of  your average deal size? What percentage of deals close when you’ve found that they have budget, authority, need and time?

If you’re targeting the C-suite, there’s a very good chance they have the authority. But let’s be conservative. These things are industry dependent. 

Assume that 15% of your interviews will convert into a deal. Compare the lifetime average value of the deal to the total cost of the episode. For a two hour investment per month you can create 24 opportunities converting three to four of those guests into clients you will serve for years. 

On top of that, you will have a year’s worth of high quality content that can be used by your sales teams, email marketing campaigns, social media campaigns and website SEO.  

Quality not Quantity

Again, it’s not about how many listeners you have. It’s about the quality of those listeners. More importantly, it’s about the quality of your guests.

Podcasting is an opportunity to build your credibility, recognize valued clients, share their buying journey, nurture C-suite prospects and  promote new products and events. Podcasts create evergreen content that can be repurposed for your marketing campaigns as well as your guests.

To further the conversation, learn how Habanero Media helps businesses:

• • Design the sound of their podcast
  • Define their ideal guest
  • Create a sound that reflects their brand
  • Provides easy-to-use audio recording tools
  • Syndicates the podcast to all the listening apps
  • Produces the podcast
  • Saves the episode safely in a media server
  • Produce transcripts

Click here to learn what it takes to launch a podcast and how Habanero Media helps!