Podcast Marketing: Smart Marketing Tool for B2B Companies

According to a study, already every third person listens to podcasts (Yougov.de) – and the trend is rising. But although podcasts are becoming increasingly popular with the public, only 14% of all B2B companies use the format for their content marketing (Statista.com).

We think: this should change as soon as possible! Because podcasts are a great and affordable way to offer your target group varied content, to convince them with your expertise - and to reach them with your message at home and on the road.

In order to get you excited about podcast marketing, DIE NEUDENKER® will provide you with 8 good reasons why your company could benefit from a B2B podcast.

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What is a podcast?

A podcast is a series of audio recordings that is offered online and can be subscribed to. All the user needs is an Internet-capable end device to play the podcast. This enables him to download the individual podcast episodes or stream them with a corresponding app.

The speaker of the podcast – also called the "host" – usually stays the same for each episode. He sets the topic of the show, discusses with his podcast guests and shares his expert knowledge with the audience.

Quick overview: 8 reasons for podcast marketing

1. Podcast are popular
2. ... and available at any time
3. Branding and authenticity
4. Convince with expert knowledge
Use Case: Podcast player and jingle for Leobalo
5. More contact requests
6. Large range
7. Low production costs
8. Create new content quickly & flexibly

Why podcast marketing is so effective.
8 good reasons to start now with your B2B podcast

1. Podcast are popular

Why podcasts are so popular with listeners is obvious: they can be flexibly integrated into everyday life and conveniently listened to "on the side". Be it during the drive to the office, during sports or under the shower. In this way, the listener can inform and educate himself on any topic he wants to with little time.

2. ... and available at any time

And that' s why the podcast is also interesting for you as an entrepreneur: You can reach your target group practically around the clock. Even if they are relaxed on the couch at home and particularly receptive to your message.

3. Branding with authenticity

In addition, podcasts have a branding effect: As a podcast host, you give your brand a face – or rather a voice – and reach your audience on a personal level. This has an authentic effect and arouses sympathy. It also creates a bond between you and your audience that grows with every episode.

4. Convince with expert knowledge

At the same time, your corporate podcast offers you the perfect stage to present specialist knowledge and convince your target group with your expertise.

Whether it's insights into your work practice, helpful tips or customers and business partners who report on your successful cooperation – with content that proves your extensive experience, you will win the trust of your podcast listeners in the blink of an eye.

Rudi's Neudenker tip:

Even though you are free to choose your own topics – don't overdo it with self-promotion. Because what applies to your company blog (and content marketing in general) also applies to podcasts: the added value for your target group should always be in focus.

Success Story: Podcast Player and Jingle for Leobalo

Tino Volbracht, expert for IT project management and founder of Leobalo, uses his B2B podcast specifically for new customer acquisition. With real practical knowledge and valuable tips, Tino convinces his listeners of himself and creates a solid basis of trust.

To be able to offer the podcast on the Leobalo website, DIE NEUDENKER® integrated the podcast player "Podigee" and styled it in the new corporate design. The podcast jingle, which was contributed by NEUDENKER® Malte, further enhances the recognition value.

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More about our project for Leobalo IT Project Management

5. More contact requests

But podcasts can do even more – for example increase your requests!

Because with your B2B Podcast, you reach primarily listeners who are in the early stages of their purchase decision process (also known as sales funnel). They want to learn more about your company on your website without obligation – and as soon as they have confidence in you, they decide to get in contact.

Podcasts can accelerate this process.

How? By using your podcast to present your expert knowledge (see point 4). 😉

6. Large range

Another argument for podcast marketing is the enormous reach you can achieve outside your website with little effort.

iTunes, Spotify, Deezer, Soundcloud... The choice of online channels that enable the distribution of podcasts or even specialize in them is growing. If you place your podcast here (free of charge or for a small fee), you will reach a huge and diverse audience.

Potential new customers who might never have come into contact with your company without your corporate podcast!

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To distribute your podcast on the web, you need a podcast hoster and a podcast channel. The hoster is the provider where you store your podcast episodes and create the RSS feed. The podcast channel makes your podcast accessible to the public. The RSS feed serves as a signal: it notifies your channel when you have saved a new podcast episode on your hoster.

7. Low production costs

Podcast marketing can also score points when it comes to costs. Compared to other content formats such as videos, eBooks or infographics, the production and distribution of a B2B podcast is extremely inexpensive.

A microphone with good sound quality, a pop filter against annoying background noise, software to record and edit your podcast and monthly hosting. That's all you need to get started with your B2B podcast!

A budget of 200 to 300 € is already sufficient.

You should invest most of it in the microphone. For sound editing, however, you can use a free program like "Audacity®" or "GarageBand". For hosting, there is a monthly additional charge of about 12€ (e.g. for the basic package of Podigee with unlimited storage space). It could hardly be cheaper!

No further costs are incurred.The editorial content of your podcast can be delivered by your marketing team. And you can also do the recording itself internally (in a quiet, soundproof room).

8. Create new content quickly & flexibly

The internal production has another advantage:

You can react extremely flexibly to trends and current events. While an eBook, video or blog article must first be carefully conceived, elaborated and designed, a new podcast episode can be produced quickly and spontaneously.

Of course your podcast must also be prepared in terms of content. But because of the oral presentation this format offers you a lot of room for improvisation and spontaneous ideas that you can bring in during the recording.

And now it's your turn!

Podcast marketing with DIE NEUDENKER®

You want to inspire your target group with your own corporate podcast?

DIE NEUDENKER® will be happy to support you! For example, with content ideas that are tailored to your target group. Or with individual podcast jingles and with the integration of a podcast player into your individual website.