Just One Tip from Your Podcast Performance Coach

Episode 226: Is Podcasting a Good B2B Marketing Technique?
Host: Tim Wohlberg
Date: January 7, 2025

Episode Overview

In this short and actionable episode, podcast performance coach Tim Wohlberg tackles the question: Is podcasting a good B2B marketing technique? Tim asserts that podcasting, when done right, can be a powerful tool for establishing authority, building trust, and converting leads in the B2B space. He identifies two major mistakes entrepreneurs make with their podcasts, then breaks down five strategic ways to leverage a show as an effective B2B marketing asset.

Key Discussion Points & Insights

1. Common B2B Podcasting Mistakes

Timestamps: 00:17 – 01:02

• Mistake #1: Making the Show About Yourself
  Tim stresses the importance of centering your podcast on the listener, not yourself.

  • Quote: "It's not about you. You've heard me say this before. It's about your listener. Spoiler. Your listener is your ideal customer." (00:33)

• Mistake #2: Believing Consistent Publishing is Enough
  Publishing episodes regularly isn’t sufficient; you must aim for tangible results (ROI) by being strategic and listener-centric.

  • Quote: "If you want ROI on your podcast and you really want to use it to land you some big contracts in the B2B world, then you need to do more than just publish." (00:41)

2. Five Key Ways to Use a Podcast as a B2B Marketing Tool

Timestamps: 01:05 – 05:00

1. Build Your Authority

• Establishes you as an industry go-to for potential business clients.
• Sharing expertise regularly sets you apart but avoid constant self-promotion.
• Quote: "For people to see you as the go-to person on a topic or in an industry, you need to have authority. Showing up week after week and sharing your expertise is a fantastic way to do this." (01:19)
• Advice: Don’t "pitch nonstop"; prioritize service-oriented content.

2. Borrow Authority through Trusted Guests

• Invite respected experts or notable industry figures to your show.
• Their credibility reflects onto you and exposes you to their followers.
• Quote: "When you have respected experts or industry bigwigs on your show, you are signaling that you are in the arena with the big guns. Their authority spills over onto you." (02:01)
• Choose guests strategically and keep content valuable for your core audience.

3. Build Your Online Authority (SEO & Discoverability)

• Enhance search engine ranking by publishing episodes and show notes on your website.
• Repurpose episodes for social media and YouTube for greater reach.
• Quote: "You can also build your online authority by posting your episodes and promotions for your podcast on social media and YouTube." (02:47)
• Make your podcast content easy to discover and leverage it for ongoing SEO.

4. Build and Nurture Trust

• Consistency and relevance grow trust with your ideal clients.
• Being in someone’s ear weekly strengthens relationships more than typical business outreach can.
• Quote: "Imagine how much trust you can build by being in your ideal client's ear for 20 to 40 minutes every week. They probably don't see their friends that often." (03:30)
• Guest interviews with ideal clients can create new business opportunities (see episode 222 for more).

5. Integrate Your Podcast in the Proposal Process

• Remind prospects of your show when pitching—embed links or highlight relevant episodes.
• Reference episodes as case studies or testimonials to tip decisions in your favor.
• Quote: "Strategically, you could also reference certain episodes that highlight your approach or USP—case study episodes are particularly good for this as they serve as high level testimonials and serious social proof." (04:33)

3. Quick Recap of the Five Strategies

Timestamps: 05:10 – 05:45

• Build your authority
• Borrow authority with great guests
• Improve SEO and discoverability
• Build trust
• Use your show to close deals

Quote: "You want it to boost your personal authority and your online authority. So it builds trust and and helps you seal the deal on those big juicy contracts." (05:25)

Notable Quotes & Memorable Moments

• On audience focus:
  "It's about your listener. Spoiler. Your listener is your ideal customer." (00:33)

• On guest strategy:
  "Be intentional with who you invite to be on your show and it can boost your authority. But don't forget that you still have to serve your listener. Otherwise, we're back to flexing personal gain and nobody is signing up for that." (02:28)

• On trust-building:
  "Whether your ideal listener is pressing play or being interviewed, listen. Using your podcast for trust building is a powerful benefit because they feel they know you and who do you think they're gonna award that contract to? Someone they don't know or someone they feel like they know and trust." (03:55)

Final Takeaway & Next Steps

Timestamps: 05:40 – End

Tim encourages podcasters to be strategic and intentional, using their podcasts as an authority-building, trust-generating, and deal-closing tool. He plugs his launch and tune-up coaching services for those wanting help to maximize their show’s B2B potential.

Episode Structure & Timestamps

• [00:01] – Introduction & Episode Focus
• [00:17] – The Two Biggest Mistakes in B2B Podcasting
• [01:05] – Five Key Ways to Leverage Your Podcast
• [01:19] – Authority Building
• [02:01] – Borrowing Authority
• [02:47] – Boosting Online Authority & SEO
• [03:30] – Building Trust with Listeners and Guests
• [04:33] – Use in Proposal Process
• [05:10] – Recap & Final Tips