If you’re looking to promote your B2B podcast in 2022, look no further. Our comprehensive guide is jam-packed eight with tips—with some extras thrown in. Read on to discover how to market your podcast in the best possible way.
1. Start with Your Podcast Audience
Like with any content, your podcast promotion should begin with your audience. And, of course, you must first have an audience. Even if it’s not a huge following, you need to have listeners that consist of more than just your mom and best friend.
You need to continuously grow your audience through good marketing practices. If you lack the time or experience, content marketing experts can help you.
Once you have an audience, research what they want to hear about when it comes to your podcast.
- Create a topic list that aligns with both your brand’s expertise and your audience’s needs.
- Keep measuring and tracking your progress to learn what works and what doesn’t.
Insider tip: Go straight to your audience and get their input. Ask for their feedback and opinion on what they want. For instance, you can create a poll or survey on social media.
2. Get Guests to Promote Your B2B Podcast
Guests, especially experts and influencers, already have an audience of their own and are great for promoting your podcast. Remember, they have a vested interest in promoting your podcast—they want to promote themselves while promoting you. It’s a win-win.
It’s like a guest blogger promoting someone’s blog. With guests promoting your podcast, it has a much broader reach. This reach—depending on the guest—could even be global.
Insider tip: Along with influencers, invite well-known industry experts to promote your podcast.
3. Be a Guest on Other Podcasts
This should be a no-brainer, as being a guest on other podcasts will help you promote and amplify your podcast. It’ll also help you make connections and expose your podcast to a different audience. However, it’s important to be a guest on a podcast with a good following.
Insider tip: Build long-term relationships with fellow podcasters and share ideas and even challenges.
4. Create Killer Content
The phrase “killer content” may be overused, but it’s true and applies to all content: podcasts, blogs, videos, social media posts, etc. Essentially killer content is entertaining content that hooks your audience.
People all over the world search for and tune into podcasts that offer them value. So make sure you add value with your podcast content.
Insider tip: Add value to your audience by creating content that educates, entertains, and inspires them. Don’t sell them things. Instead, offer giveaways and promotions.
5. Be Consistent with Your Podcast Schedule
Just like with anything in life, consistency gives you results. So you must have a consistent podcast schedule. This creates momentum and helps gain audience loyalty.
Your podcast won’t work if you get lazy and do a podcast only when you feel like it or when time allows. Make the time and show up regularly. If you can’t because of unforeseen circumstances, have a backup who can fill in for you.
Insider tip: Plan your podcast episodes weeks in advance so if anything changes, you have time to readjust. Use an Excel spreadsheet to do your schedule or even tools like Asana and Trello.
6. Optimize your Podcast for SEO
Text-based content isn’t all that needs to be SEO optimized. In this digital age, all types of content need SEO optimization. Proper SEO will ensure your podcast gets a boost in rankings and overall reach.
To optimize your podcast, include relevant keywords, a compelling visual, and a descriptive title for each episode. You have a wide range of SEO keyword research tools at your disposal—both FREE and paid—to help you. In addition, you have analytics data and other tools and resources to assist.
Insider tip: Always do your keyword research first and compile a list of keywords before doing your podcast episodes.
7 Repurpose Your Podcast
Repurposing your podcast is one of the best ways to promote and amplify it. It is essentially a form of recycling. Consider repurposing your podcast into the following mediums to help gain traction and get more subscribers:
- Transcripts of your podcast audio
- Blog posts
- Quora posts
- Reddit posts
- Website content
- Live question and answer sessions
- Images and Infographics
- Social Media
Insider tip: Don’t forget to add a powerful call to action (CTA) in all of your content. Your CTA is one of your most important forms of marketing. It tells your audience why and how they should contact you.
8. Submit to Podcast Directories
Just as there are business directories, there are now also podcast directories in the digital era. These are great to help further promote your podcast to a new and broader audience. After all, you want to get as many subscribers as you can.
Consider registering your podcast on platforms like Apple Podcasts, Google Play, Stitcher, and, Podbean. Although highly competitive, these platforms account for the majority of podcast listeners, and registration is free.
Insider tip: Aside from submitting your podcast to the bigger directories, consider also getting your podcast listed on smaller directories. There is still an audience for you!
Extra Tips in Promoting your Podcast
We wanted to throw in some extra tips that will further help you promote your podcast in 2022 and beyond:
Look for Cross-Promotional Opportunities
Essentially this is all about collaborative partnerships where both parties promote each other’s podcast. You can even do this with a fellow competitor in your industry.
Who says that competitors can’t work together? You just need the right strategy and attitude. Remember, there is enough material and audiences to go around.
Create Podcast Content that is Relevant and Timely
When was the last time you consumed content about news or a topic from five years ago? No matter what times we find ourselves in, people want relevant content. There are exceptions, of course, but overall, people need content that’s timely. Bear this in mind when planning your podcast.
Insider tip: Don’t forget the obvious—do your own promotion! Promote your podcast across all possible avenues: in-person events, online events, social media, etc.
Podcasting is one of the best marketing opportunities for brands right now. Want to find out more about B2B podcasting? Book time with our content marketing experts today, who can show you how to grow your brand with podcasting.