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Develop the Right B2B Podcast Marketing Strategy with These Pro Tips

Marketing your B2B podcast successfully is a long-term game that requires careful planning.

If you want to build a house with a strong foundation, you’ll need an architect’s blueprint before you begin construction. That way, everyone will know what the house will look like once it’s been completed. You might make some minor renovations after that, but at least you have a blueprint to draw reference from.

The same principle applies when you want to market and promote your B2B podcast. Many feel overwhelmed by the many channels and methods available, and might not know what to do.

That’s where a strategy comes in. Think of it like your own blueprint and game plan. With it, you’ll have an overview of what you hope to achieve, what steps to take, and how to measure success. 

Don’t be tempted to jump straight into the tactics and execution. 

Here are some tips on developing the right strategy to promote your B2B podcast.

Be Clear About Your Goals and Objectives

Start by defining your objectives for marketing your B2B podcast: 

  • Do you want to establish authority in your industry or niche through experience and expertise? 

  • Is your goal to generate new leads? 

  • Do you want to nurture existing leads? 

Think about your audience and ideal listeners. What challenges, pain points, questions, and aspirations do they have? How would they benefit from listening to your show? 

Be sure to have answers to these as you develop your strategy.

Create a Promotion Plan

Develop a structured plan to promote your B2B podcast. 

That way, you can have an overview of the activities and distribution channels, and begin implementing with intention.

Be sure to list your objectives, tactics, activities, distribution channels, and, where relevant, the success indicators.

Choose the Right Distribution Channels

Try focusing on fewer channels where you can generate better results instead of spreading yourself thin across too many channels.

Know your audience and where they hang out or go to find content. If you’re in the B2B space, you should be on LinkedIn. 

You can tease the content from your podcast episodes on LinkedIn through written posts, videos, or even audiograms.

You can also repurpose the content from social media in your emails and send that to your existing list to promote the podcast episodes.

Have a separate section on your website or a designated landing page for your podcast. The landing page should include keywords in your episode title, show summary, and transcripts you want to rank for. 

Optimize For Searchability 

As we hinted above, it’s crucial to conduct keyword research to ensure you’re incorporating keywords into the content used by your target audience. 

Be sure to do this research before you start producing any content.

Leverage Partnerships and Encourage Engagement

Partnerships can be a powerful tool you can leverage as part of your marketing mix. 

However, we urge you to consider using this approach once you’re further along your podcasting journey, not when you’re just starting. 

Identify other podcasts in your niche and do your homework on them before reaching out. Propose a podcast swap where you can be a guest on each other’s shows. 

Be sure to mention how you will promote the episode once it goes live. This can be a great way for both podcasts to expand their audiences by presenting them with similar shows they may enjoy.

Encourage engagement by asking listeners to subscribe to your show and leave ratings or reviews.

Measure What Matters

There are several ways to measure your success, but don’t get hung up on the wrong metrics. 

Too often, you’ll hear other podcasters talk or even brag about how many downloads their show has. 

While downloads aren’t insignificant, you must remember that people download shows, audiobooks, and videos all the time and may never actually watch or listen to them! 

Here are some other metrics you should pay attention to:

  • Social shares: How often people comment, share, or engage with your post promoting the episode.

  • Podcast reviews and ratings: What do people say about the show when they leave reviews?

  • Traffic to your website: How many people have contacted you or visited your site because they listened to your podcast?

  • Interactive play or Listen-through rate: This is perhaps one of the most important metrics, as it provides insight into how users listen to your show. Apple Podcast Connect and Spotify for Podcasters are examples of platforms enabling content creators to manage and monitor shows.

Always Start With a Solid Strategy to Promote Your B2B Podcast

To successfully promote your B2B podcast, you must start with a well-thought-out marketing and promotion strategy.

Remember to be clear about your goals and objectives, create a promotion plan that indicates the distribution channels you want to use and optimize content for searchability. Leverage partnerships, encourage engagement among your audience, and measure what matters.

If you have any questions or are looking for a partner to help you set sail, drop us a line!


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