Why You Need a B2B Business Podcast 

If you’re a B2B business or organization with aspirations of growth, you already know how difficult it is to stand out in the noise of social media,  spam, SEO and robocalls.  Consider a B2B business podcast

Today, buyers are  pulled in a million different directions. As marketers, we’re valiantly battling for their attention. But given the overwhelming information available to the world, it’s practically impossible for anyone to focus 100% on one topic. 

How can this be overcome? What can a business do to get their value heard? 

The New Content Marketing 

According to marketing guru Seth Godin, “Podcasting is the new Blogging”. It’s a way to personally share your business, ideas and earn trust in a competitive market. The popularity of podcasts is on the rise and continues to grow as time goes on. Furthermore, author and influencer Gary Vaynerchuk says, “Every business needs a podcast”. It’s an extremely economical way to differentiate and create authority for your brand.

Edison Research has found that 70 million people listen to podcasts monthly, and it’s growing!  Podcasting is the premier method to speak directly to audiences about different niches and industry topics.

What’s unique about podcasts is the content is audio and can be consumed while the listener is doing something else. When people listen to podcasts, they can multitask. This creates an amazing opportunity.  Someone can listen and learn about you while driving their car, working out, going for a walk, or doing the laundry. 

When people listen to  your podcasts  they are literally injected between their ears. You have the opportunity to build a relationship founded on a trust that grows with each podcast episode. You are sharing your authentic voice. 

From that trust your b2B business podcast will provide five  benefits:

Retain Clients

Each episode is an opportunity for you to automate client upkeep. This keeps you top of mind. You can share emerging trends and further solidify your client/vendor relationship. Loyal clients are attracted to vendors who are in constant dialogue. Podcasting is another tool you have  to lower client attrition. 

Create References

Prospects LOVE references. Very few organizations are quick to be the first guinea pig. Once a prospect hears that others are happy with your service, your value rises. You can interview your existing clients on the podcast. They will be happy to agree and see it as an honor! You will ask them about their buying journey and why they remain loyal today.

Generate Referrals

Podcasts episodes make it easy for your clients to share content with their friends. The best sales prospects are those who have been referred by existing clients. When their friends listen to the podcast, they will get a strong sense of the value your business brings to the market. Next they will slowly grow trust that you provide an honest quality service. 

Create Opportunities to Upsell

At the end of every podcast episode you will have the opportunity to request something from the listener. This is known as the call to action.  Consider informing your clients about some new service or product that may bring value to their business. After the explanation, you will  urge the listener to reach out and request further information on the offer. Automate follow up and the upsell with a podcast.

Attract New Clients

Each B2B business podcast episode has a website blog post. This post can be used for social media posts over and over again. Secondly each post can be optimized for search. Google loves great content. When combined with social media a buzz can be created to generate business awareness. It’s tough to be seen organically on Facebook, Twitter and Instagram. But when it comes to podcasting, it’s a green field for your industry. 

Take note, this won’t last! Now is the time to stake your territory!

Interview Prospects

Since podcasting is so new, people are honored to appear on a podcast. Businesses can use this phenomena to invite prospective clients on their podcast. Once the interview is completed, the meeting can be seamlessly flow into a discovery sales call. During that conversation you will have the opportunity to convert the guest into a qualified prospect. 

Conclusions and Takeaways

Podcasting can position you as an authority in an industry. You are immediately considered  a valued expert When strangers learn about your podcast. When you grow your reputation, it creates speaking opportunities in front of large forums. Strangers will actively reach out to you for advice and consulting. All of this leads to increased revenue. 

Podcasting doesn’t have to take up a large portion of your time. With the right staff, all you need to do is to show up in front of the microphone. If the podcast is designed around common questions you are asked about your business, with little preparation, seasoned professionals can talk at length about any topic.  There is no need to prepare. Consider podcasting as a way to clone yourself and bump up the productivity of your sales team. 

It’s important to note that hosting a podcast is fun! It will be the one thing in your day you will look forward to do. You get to say and speak about your favorite topic. You will get to share the tremendous value to bring to the world and what’s not to like about that? 

Great podcasts are “infotainment”.  They both inform and entertain the listener. When you can do that entertain AND inform, relationships are solidified, trust grows, and with it your revenues. 

Call To Action

The habanero pepper is a variety of hot chilli pepper rated 100,000–350,000 on the Scoville scale. The habanero’s heat, flavor and floral aroma make it a popular ingredient in hot sauces and other spicy foods. 

Like the peppers, podcasts are now the hot ingredient of a modern marketing campaign. They stand out and awaken the senses of the consumers. A dish may have many ingredients, but the habaneros stand out. In a world of social media noise, this is also true of podcasts. They stand out, they get your attention and they share a message that excels all other media outlets. 

Send an email to sales@habaneromedia.net and schedule a free recording of an episode and see how easy the process can be.

Habanero Media Podcasting Agency