← Just One Tip from Your Podcast Performance Coach
Just One Tip from Your Podcast Performance Coach
226 Is Podcasting a Good B2B Marketing Technique?
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Think podcasting is just for B2C? Think again. I break down 5 powerful ways to use your podcast as a B2B marketing tool. From building authority to closing deals, your podcast can do more than you think—if you do it right. Here’s what you’ll...
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Hey, podcaster. I'm Tim Wahlberg, your podcast performance coach, with another actionable tip so you can grow your podcast authority, generate leads, and convert with ease. Today's tip is all about using your podcast to win business. It's no secret that podcasting can be a fantastic marketing tool, but a lot of entrepreneurs think it's only for B to C. That is incorrect, but you have to get it right if you want this marketing technique to bring you some sweet roi. There are two big mistakes that I see entrepreneurs make with their podcast. First, they make the show about themselves. It's not about you. You've heard me say this before. It's about your listener. Spoiler. Your listener is your ideal customer. And secondly, they create the podcast and do it week after week, thinking that is enough. 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. In this episode, I'm going to share the five key ways to use a podcast as a B2B marketing tool. So pay attention if you're thinking about starting a podcast for your business, or if you have one and you're wondering why it's not leading to more business. The first and most powerful reason to have a podcast that is aligned with your business is to build your authority. Businesses and the people who are making the decisions about what other businesses that business will work with want to believe they are working with the best of the best. 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. But you can. You need to make sure that you aren't showing up pitching nonstop every episode. Think about it. Nobody likes commercials. They literally pay money every month just to avoid them. So make sure you are sharing your expertise in a way that serves your ideal client and isn't just you flexing for 20 minutes every week. Number two, use your podcast as a way to further build your authority by borrowing authority. What you talking about, Coach Tim? Okay, well this is simple. It's authority by association. 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. Not only that, but you increase your visibility by gaining access to their audience. 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. Okay, the third way to boost your authority and turn your podcast Into a powerful B2B marketing tool is to use it to build your online authority. I can't believe how many podcasters skip this part. There are two key ways to use your podcast to boost online authority. The first is to improve your search rank. Simply having a podcast and some good show notes or on your website will help you improve your search rank. You can also build your online authority by posting your episodes and promotions for your podcast on social media and YouTube. If you want to be an authority in your space, you need your podcast to be discoverable. Take advantage of this content you are creating each week and use it to build up your SEO. Okay, so far you may have noticed that we've talked about three ways to build your authority with your podcast, but number four is more about what comes next. Trust Having a podcast that is consistent and listener centric will, over time build trust with your audience. As an entrepreneur, you know that trust is essential for you to land any contract. 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. With the right content, content that serves them and helps them do their job better, you can build this relationship with every episode. There's another way to build trust through your podcast. It doesn't work for every business, but you can also build trust by interviewing your ideal clients. That conversation can open doors when done right. Check out episode 222 for more on this technique. 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. And the fifth Way the final way to activate your podcast as a marketing tool is to include it in your proposal process. Don't be shy about reminding your potential client about your show, even if it's just a link in your footer. If they're not familiar, this could be the clincher between you and someone else. If they are familiar, then it's a good reminder that they know and like you 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. Mentioning your podcast in your proposal might just be what seals the deal. These are just five ways that you can use your podcast as a good B2B marketing technique. Number one, it builds your authority. Number two, you can borrow authority with great guests. Number three, you'll improve your SEO and your discoverability. Number four, it builds trust. And number five, use your show to close deals. If you're going to take the time to create a podcast, you want to make sure it's doing its job as a marketing tool. 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. And I hope that's just the tip you need. The key is to be strategic and intentional with the content and how you share it. If you need help with that, there are two ways that we can work together. The first is the concept to casting podcast launch program. This is for entrepreneurs who don't have a podcast and want to do it right from episode one. Now, if you already have a podcast and this episode has you realizing that you might need to make a few tweaks to get the full value out of it as an authority boosting marketing tool, well then we have the podcast tune up for you. You can do that one on your own or work one on one with me. To find out more about the podcast tune up or the concept casting Podcast launch program. The links are in the show notes or head to my website for all the details at podcastperformancecoach. Com, I'm Tim Wahlberg. See ya.