BRX Pro Tip: B2B Podcasting – Getting More Listeners
Stone Payton : And we’re back with Business RadioX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, what have you found to be some effective ways for the B2B podcaster to get more listeners?
Lee Kantor: Yeah, I think that this is one of the things where B2B podcasters, a lot of times, are using the same tactics that a B2C podcaster is using, and they’re not the same. They have different objectives, and they’re not appealing to the masses like a B2C podcaster is.
Lee Kantor: So, for a B2B podcaster to get more listeners, if that’s important to them, they have to dominate niche distribution channels. It’s not just being number one on Apple or Spotify or YouTube. That would be great. But it’s super unlikely for a B2B podcaster to be highly ranked in any of those major third-party platforms. But if you can submit your show and your audiograms and your content to industry specific newsletters, to professional association websites and blogs and targeted LinkedIn or slack groups, those smaller, highly engaged communities are a better fit for your content, and they’re going to deliver listeners who are much more likely to benefit from whatever it is that you’re talking about. So don’t forget those distribution channels.
Lee Kantor: Number two, you have to activate your clients and listeners as content creators. Let your clients or superfans take over your podcast for a special series. Let them share their stories, their wins, their expertise. This is not only going to provide kind of fresh perspectives for your show, but it’s also going to turn your audience into your most passionate promoters, and they’re going to be more likely to share their episodes within their own networks.
Lee Kantor: And then don’t forget to build a community around your podcast. Your podcast is not the end goal for most B2B podcasters. You’re trying to build community. You’re trying to become an indispensable resource to your ecosystem. So, don’t let your show be a one-way broadcast. Create exclusive online groups or roundtables, or events for listeners. Encourage questions, feedback, even on-air participation. You have to be able to transform your passive listener into an active community.
