Podcast Advertising for B2B marketing

Marketing 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 Podcast Marketing for B2B marketingon the go.

Podcast Advertising 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 Advertising 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 Advertising 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 Advertising is an area to consider adding to your digital marketing strategy. Talk to KWSM to see if it is right for your marketing strategy. 


49% of companies report that increasing customer acquisition is their primary objective. 

Looking to generate more leads, traffic and engagement?

At KWSM, we develop carefully crafted lead generation strategies and campaigns that convert strangers into potential customers.


CONTACT US to schedule a complimentary brainstorming session on developing more leads for your business today!




Follow Matt Enser:
Matt is a Junior Digital Marketing Specialist with experience in social media, blogs, web design, public speaking, and podcasts in industries, including training courses, ministry, and marketing. When not at the office, he enjoys hiking and volunteering with the local church.
Latest posts from