Podcasts are a rapidly growing phenomenon and are increasingly used as a B2B marketing tool because they are cheaper to produce than video and perfectly fit into today's fast-paced lifestyle: they can be listened to at any time of day and in parallel with other activities such as driving, cooking, playing sports, eating, working, etc.
The keys to success with podcasts in your B2B marketing strategy
Ignacio Gallego, professor at the Carlos III french business fax list University of Madrid and author of a thesis on podcasts, defends the profitability and effectiveness of the tool even with a small number of subscribers.
In the B2B strategy , Gallego gives as an example in this video from the Vodafone Business Observatory , an IBM podcast about blockchain. “The production company that developed this podcast told me that a podcast like this with 3,000 global listeners who are hyper-specialized in a niche is profitable for IBM because there could surely be some company that would contact IBM to do blockchain,” says the author.
When designing a podcast strategy for B2B marketing , Ignacio Gallego explains that it is good to think of “series logic.” Create a series of ten chapters where each one tells a topic related to the theme of the series.
Producing a podcast in this way helps you analyze the final result and think about the changes that will be introduced in a second batch of podcasts or, as the author mentions, in a “second season.”
After working on the production, he comments that it is even more important to think about the dissemination of the podcast and the social media and communication strategy associated with our B2B podcast. For Gallego, the podcast contributes to creating a universe around the brand and all this makes the public keep it in mind beyond the television spot or paper advertisement.
At PGR we can create a B2B marketing strategy where the podcast is the protagonist.