Podcasting in Business – How B2B Podcasting Can Grow Your Business and How to Go About it?

Podcasting in Business

Let’s face it. Growing your business is a headache. Sometimes things get stale, and concerns over survivability creep in. And even when business is good, you can’t afford to sit around. You must constantly figure out ways to take your business to the next level. 

There are near-endless business growth strategies that you can implement, and one of them is B2C or B2B podcasting.

Hear us out. Podcasting has grown tremendously from a misunderstood, fringe form of content to an incredibly potent learning, entertainment, and marketing tool.

Launching a strategic business podcast should be on your radar if you’re looking to scale your business quickly and efficiently. It’s a lead generation and conversion machine—as long as you play your cards right (of which we can help).

Read on for everything you need to know about podcasting for businesses, including where the strategy fits into your business model and how to implement it. 

Benefits of Podcasting for Businesses:

Benefits of Podcasting for Businesses

Every business should be dabbling in podcasting! Yea, yea, we know this is an audacious claim. But you’ll likely hold the same opinion the longer you read this article.

The advantages of podcasting in business are too good to ignore—from measurable outcomes like lead generation to immeasurable perks such as relationship building.

So, how can podcasting benefit YOUR business? Here’s how: 

1. Get in the Ears of People Who Matter.

B2B podcasting is a goldmine! And no, this is not an exaggeration. According to a survey Of SMBs by the research firm Bredin, as many as 72% of business owners listen to podcasts. 

Takeaway? If you’re running a B2B company, podcasts are a unique opportunity to sit with the decision-makers that can make things happen for your business. It’s a chance to get their undivided attention. This alone could prove to be a game-changer for your business. But it gets better!

Industry figures suggest most podcast listeners are well-educated with stable incomes—and they tend to be highly engaged and loyal. So having a business podcast allows you to attract high-quality customers who are likely to stick around. Convinced already? 

2. Supercharge Marketing and Lead Generation Efforts.

Engineer of Finance

To quote Ken Greene of the Engineer of Finance podcast (as reported by Forbes), starting a business podcast “might be one of the best things I’ve done marketing-wise.”

Like Greene and his business podcast, podcasting can be an invaluable puzzle piece in your marketing strategy—whether you’re a small, medium, or large-scale business.

One Nielsen survey found that more than 6 in 10 podcast listeners consider buying a service or product when it’s mentioned in their favorite podcast.

Add that to reports that advertising on a podcast leads to 4 times better brand recall compared to other digital marketing avenues—and it’s easy to see why podcasting in business is a no-brainer. 

3. Connect with Your Audience at a Deeper Level.

Connect with Your Audience at a Deeper Level

On a scale of “barely” to “most definitely,” do you think customers trust your business?

We’re not judging anyone here, but a survey by PwC reports that business leaders rate the level of trust people have in the companies at 87%–when it’s, in fact, a meager 30%.

There are countless possible reasons businesses might appear sketchy in the eyes of consumers. And while you could explore countless PR strategies to make your company more likable, sometimes the trick lies in going back to the basics. Just be human!

Podcasting in business is an opportunity to provide value and build trust with your listeners (i.e., potential clients). Your actual speaking voice makes you feel ‘warm’ beyond the cold, profit-driven corporate picture in most people’s minds.

Think of your business podcast as an opportunity to connect with like-minded souls. Let them look deeper at you and what you do—and hopefully, they’ll reciprocate the trust.

Take the example of Pacific Content and its catalog of branded podcasts.

Pacific content

The shows help listeners see featured companies in a different light; a less corporate-confined light that allows the audience to form more pleasant bonds.

4. Establish Authority and Credibility in Your Industry.

Establish Authority and Credibility in Your Industry

What is your expertise? What unique knowledge or passion do you bring to the table? We’re sure you have detailed answers on the top of your head.

You know what you’re good at and how you can help others with whatever that is. But what about your target audience? Do they have a reason to look to you for help or your opinion on a topic of interest? This is where podcasting for businesses comes in.

By pouring your knowledge and expertise around a topic you know a lot about, you’re inviting listeners to see you as a credible authority. And if you manage to invite established guests over, the better.

5. Boost Revenue Generation.

Boost Revenue Generation

In any business project, it’s hard to ignore the prospect of cashing in a couple of bucks. Revenue generation (whether directly or indirectly) will always be floating around in the periphery.

But making money should not be your primary goal when going into B2C or B2B podcasting. The idea is not to push sales, but to deliver valuable content to generate leads that’ll hopefully convert into paying customers down the line.

Regardless, statistics show podcasting is an incredibly effective means of revenue generation. Just ask John Dumas, the host of the highly successful podcast Entrepreneurs on Fire.

Entrepreneurs on Fire
Dumas saw tremendous revenue growth after launching his business podcast, and so can you. But again, don’t be too salesy. You risk eroding the already shaky trust consumers have in businesses.

How to Get Started with Podcasting for Businesses?

How to Get Started with Podcasting for Businesses

The above benefits of podcasting in business barely scratch the surface. But they give a glimpse of how business podcasts could power up your business growth.

If you’re wondering whether starting a business podcast is right for you… it likely is. Podcasting for businesses is an opportunity for ANYONE.

For example, if you run a B2B business in the marketing industry, launching a podcast where you highlight the best practices and latest marketing tactics would be a great idea. Or, if you’re a business financial advisor, consider delivering money-wise tips to your listeners. Basically, it’s possible to leverage the game-changing potential of podcasting in any industry.

The question that remains is: how do you get started? How can you tap into podcasting to reach a new audience, generate leads, and grow your business?

Check out our free “Podcasting Mastered” course for a detailed walk-through on everything you need to know about starting a successful business podcast. And feel free to reach out for personalized guidance.

Praveen Telu

Praveen Telu

I'm the founder of PodcastBuffs - In this blog, I share all my thoughts, experiments, results, tips, and tricks to help you succeed as a B2B podcaster.

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