How to Use Your Podcast as a B2B Marketing Tool
Can podcasting really work as a B2B marketing technique?
Absolutely—but only if you do it right.
Podcasting is a fantastic way to grow your authority, build trust, and ultimately win business in the B2B space. But many entrepreneurs approach podcasting with the wrong mindset. They either make the show all about themselves (big mistake!) or assume that just publishing episodes consistently will lead to ROI (spoiler: it won’t).
In this episode, I break down 5 strategic ways to turn your podcast into a powerhouse B2B marketing tool.
1. Build Your Authority
If you want other businesses to see you as the go-to expert in your field, you need to position yourself as an authority. A podcast lets you do just that by showing up week after week to share your expertise.
But here’s where a lot of podcasters go wrong – you can’t just pitch yourself in every episode. Nobody wants to tune into a weekly commercial. Instead, focus on providing value that serves your ideal client. Share insights, strategies, and stories that demonstrate your expertise without being a sales pitch. That’s how you build real authority with your podcast!
2. Borrow Authority with Great Guests
One of the smartest ways to boost your authority is by associating yourself with other respected experts. Invite industry leaders, decision-makers, or big names in your space onto your show.
Why?
- Authority by Association: Their credibility rubs off on you.
- Audience Expansion: You tap into their audience when they share the episode.
Be intentional about your guest selection. Choose people who bring value to your ideal listener while also aligning with your goal of boosting your authority.
Check out Episode #222 on Generating Leads: https://podcastperformancecoach.com/222-generate-quality-leads-podcast/
3. Improve Your Discoverability
Your podcast can do wonders for your online presence—if you play your cards right.
- Boost Your SEO: Post your podcast on your website and include keyword-rich show notes. This helps you rank higher in search results.
- Expand Visibility: Promote your episodes on social media and YouTube. Repurposing podcast content into posts, videos, and even short clips can amplify your reach and make you more discoverable to potential clients.
4. Build Trust
Trust is the backbone of B2B relationships. Your podcast can help you build it in two ways:
- Consistency: Showing up regularly and sharing valuable content creates a sense of reliability.
- Personal Connection: Use your podcast to engage directly with your ideal client. Whether they’re listeners or guests, that connection builds familiarity and trust.
Think about it: if your ideal client listens to you every week, they are more likely to feel like they know you. And, who are they more likely to trust when it’s time to sign a contract—you or some random vendor?
5. Use Your Podcast to Close Deals
Your podcast isn’t just a great marketing tool; it can also be part of your sales strategy. Use it to solidify your unique selling proposition or to feature case studies.
Here’s how:
- Include It in Proposals: Link to your show in your pitch material to either remind them that they know you or to introduce yourself in a way that goes way beyond the bio section.
- Social Proof: Use case-study episodes of your podcast as a high-value testimonial showcasing how you solve problems for real clients.
It’s a simple but powerful way to tip the scales in your favor during the decision-making process.
Podcasting as a Strategic Marketing Tool
When done right, your podcast can:
- Boost your authority and visibility.
- Build trust with your ideal clients.
- Help you close deals.
The key is being intentional. Your podcast needs to align with your business goals, be targeted to your ideal client, and serve as a valuable resource for them.
If you’re ready to launch a podcast that works for your business or realign your existing show for better ROI, I can help. Check out my Concept to Casting Podcast Launch Program or the Podcast Tune-Up to get started.
