Podcast Marketing for B2B marketing

Nov 2021

Podcast Marketing for B2B marketingMarketing to busy business professionals can be difficult, especially in the business-to-business market. The bad news is that fewer of them are looking at traditional advertisements. The good news is they still want to grow in their respective field, and one way they do this is by listening to podcasts. 

Podcasts are a great way for busy professionals to learn while they are on the move. They can easily listen to a podcast on their commute, at the gym, or on the move. Since podcasts do not require reading or watching, they are a great way for people to take in information on the go.

Podcast marketing can tap into the 144 million people in the US who listen to podcasts, and it can be a marketing win for your company.

Choosing the Right Podcast

Podcast marketing is one of the best ways to ensure your advertisement gets heard–and heard by the right people. You’ll want to be specific regarding which ones your company advertises on. Luckily, there are podcasts for just about everyone. Depending on what industry your company wants to target, there is a show to reach them.

As with any marketing decision, research needs to be done. Thankfully, there are great tools to utilize in this process. One of the best is the Anchor platform. Anchor can help you find the right audience, at the right budget. The platform has great audience tracking, which can give you insight into who’s listening. Anchor is one of the fastest-growing podcast hosting platforms out there; the platform claims to host over 70% of new podcasts. Because of Anchor’s benefits, it can be a useful partner in your podcast marketing strategy.

Once you decide what show will best reach your target demographic, you’ll need to work on the story you will tell.

What to Say in Your Podcast Ad

Since the listener cannot see your product or service, descriptive scripting is imperative. This is a great time to focus on your brand’s narrative. Some of the best audio advertisements leave the listener believing in the mission of your company. This can be done in a few ways, but one great way is to invite listeners to see how your product or service solves the problem in a uniquely better way. Telling a story where the listener feels like they are in the story and your brand is the hero should be a goal when using podcasts to advertise your brand.

There’s no one-size-fits-all tactic in digital marketing, but podcast marketing is an area to consider adding to your digital marketing strategy. Talk to KWSM to see if it is right for your marketing strategy. 

megaphone144 million people in the US who listen to podcasts, are you reaching them?

Do you need to start marketing your company, but aren’t sure how to get started? Or maybe you’ve been engaging with your audience, but can’t seem to get the results you want.

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