How many podcasts do you listen to each week? According to Edison Research, the average podcast listener counts eight different podcasts in their weekly routine. And 34% of U.S. weekly podcast listeners listen to six or more, week-in and week-out.

Podcasts are a powerful tool to reach an audience. And that makes them a powerful opportunity for your B2B business. Your product or service is probably too complex to explain in a 15-second TikTok video. Podcasts are more effective with B2B audiences because they offer a deeper, more involved interaction with the subject matter. Not to mention, the audio medium is far more intimate and personal for the listener, which translates to higher levels of trust in your business.

But podcasts that are planned and built strategically are destined to fall flat. It’s not just as easy as sitting around a table talking about an issue in your industry. To truly gain business value from the effort, you need to plan to launch your B2B podcast so it stands out and stands up to your audience’s expectations.

 

Here are seven tips to help you successfully launch your B2B podcast.

 

Define Your Target Audience and Goals

As with any marketing communication, a B2B podcast must be built for a target audience. Identify who it is you’re creating the content for and understand their needs, pain points, and interests. Define the goals of your podcast: Is it to educate, entertain, or inspire? Having a clear understanding of your audience and goals will help you craft relevant content and create episodes that resonate with your listeners.

 

Develop a Compelling Concept

Podcasts that succeed have a clearly defined reason for being. If your reason is to get together and talk about issues in the industry, your audience will fall asleep only slightly faster than you do. Brainstorm ideas that align with your brand and expertise. And be specific. It’s better to be the best podcast out there at one specific thing than a catch-all conversation show that doesn’t clearly focus on anything specifically. Which sounds more useful to you: A) Talking to CEOs About the Industry; or B) Industry CEOs Tell Their Stories of Rebounding from Failure? 

 

Plan Your Episodes and Content Strategy

Armed with this powerful concept, you can now create a content calendar outlining the topics, guests, and episode formats for your podcast. This will help you maintain consistency and ensure a smooth flow of content. Research your guests thoroughly, and prepare insightful questions that will spark engaging discussions. Additionally, mix up your content with solo episodes, panel discussions, or even live Q&A sessions to keep your podcast fresh and interesting.

 

Invest in Quality Equipment and Production

While content is king, the audio quality of your podcast plays a significant role in listener experience. Invest in good quality recording equipment, including microphones, headphones, and audio editing software. Ensure your recording space is acoustically treated to reduce background noise. Aim for a professional sound that will make your listeners think you’re a pro. And know that professional podcast production help is available if you need it.

 

Consider Adding a Video Element for Promotional Purposes

While podcasts typically refer to audio programming, you simply can’t get away from consumer demand for video today, especially short-form videos like you see on TikTok, YouTube Shorts and in Instagram Reels. Video is not required for you to have a successful podcast, but promoting the podcast on social channels with a visual element is becoming increasingly effective for audio-centric shows. Even if you simply record your interviews on meeting software, showing as well as telling helps drive more listeners.

 

Promote Your Podcast Effectively

Launching your B2B podcast is just the beginning; effective promotion is crucial to attract listeners. Leverage your existing marketing channels, such as email newsletters, social media platforms, and your website, to announce the launch and encourage subscriptions. Collaborate with industry influencers or guests to cross-promote your podcast, and consider guesting on other podcasts to expand your reach.
 

Engage with Your Audience

Successful podcasts foster a sense of community and engagement. Encourage your listeners to provide feedback, ask questions, and suggest topics for future episodes. Respond to comments and messages promptly, and consider featuring listener questions on your show. Engaging with your audience not only strengthens your relationship with them but also provides valuable insights for improving your podcast.

 

Now You’re Ready to Podcast

Launching a successful B2B podcast requires careful planning, compelling content, and effective promotion. By defining your target audience, developing a unique concept, and investing in quality equipment and branding, you can create a podcast that stands out from the crowd. Consistent content planning, promotion, and audience engagement are key to growing your listener base and establishing thought leadership in your industry. 

 

With these seven tips in mind, you're ready to embark on a successful B2B podcast journey.

 

 

Jason Falls is the Executive Producer of the Marketing Podcast Network, a media partner for the B2B Marketing Expo. MPN features over 50 marketing-specific podcasts with a hyper-focused audience of marketing professionals ripe for any brand wishing to sell to marketers. MPN also offers B2B podcast concepting, strategy, consulting and production. Learn more at MarketingPodcasts.net.