15 Jul 2021 Podcast

B2B businesses are engaging with their audience using podcasts in 2021. Here’s why you should too

Podcasts are taking over the world. Not literally, but they’re certainly a staple in many houses (and ears). In 2021, there are over 2 million podcasts with more than 48 million episodes. That’s a lot of podcasts.  

Now, maybe you’re thinking ‘but if there are already so many podcasts, it’s not worth me doing one’. Well, I’m here to tell you, you’re wrong. If you create a podcast that is high quality, that offers your listeners some really valuable insights, it’s time worth spending. 

Podcasts help you engage with your audience, wherever they are 

There are lots of great ways to connect with your audience, many of which we do at LikeMind Media. While each type of content certainly has its place in your strategy, there’s something a bit special about podcasts. That’s because unlike other forms of content, podcasts don’t require you to be sat in front of a screen or even staying in one place. You can connect with your audience as they go about their day-to-day lives – walking their dogs, driving to work, at the gym. You name it, podcasts are in that space. For me, there’s something wrong if I’m not listening to a true crime podcast while cleaning my house. 

Scrubbing my bathroom isn’t the only time I listen to podcasts, though. They’re a great source of knowledge and help me focus on my work. For any marketing (or non-marketing folk), some of the podcasts I’d recommend are Marketing That ConvertsThe RE of Marketing and MarketEd NOT Live. Hearing from the experts on these podcasts expands my thinking and helps me develop my own marketing skills. Especially when the world was more virtual, it helped me to feel more involved in the industry. 

Why podcasts are a great tool for B2B businesses 

So, if we turn this around and look at it from the perspective of podcaster rather than listener, what are the benefits of running a podcast? To name a few: 

  • You build an audience – people who listen to you week in, week out and trust what you have to say. For a B2B business with a product or service to sell, this really helps you become the go-to people, as your listeners know that you really know your stuff 
  • You can connect with that audience. Podcasting can help you forge and develop relationships with people you wouldn’t meet or know otherwise, expanding your business horizons and helping you engage with your industry or customers 
  • You become recognised as an expert in your field, and with that you gain trust when it comes to your products and services 
  • You can increase brand awareness – for both your company and personal brand. If you’re looking to expand your brand awareness, then podcasting is a great way to do it. Not only because your listeners will be aware of your brand, but you’ll have a better chance of being invited to other speaking gigs and events 
  • It easy and convenient for you. You already know your topics because you live and breathe them every day. You’re simply recording that knowledge for others to listen to. Recording is pretty easy, too, especially if you outsource editing to someone else 
  • It’s an alternative to video marketing. We love videos but the time and effort it takes to set up and record a video, is too much for some businesses. All you need for podcasting is some free time. It’s also great for those of us who are camera shy 
  • You might be able to make a little extra money from it. As well potential revenue from increased traffic and leads, your podcast may be able to make some of its own money. Once you have a little following, you can offer advertising and sponsorship for companies who are targeting the same audience as your listenership

If that isn’t enough reasons to convince you, you can find even more here.  

Get started with business podcasting 

You can’t just start speaking and expect listeners and customers to come flocking. I could write a whole blog on how to make your podcast stand out (I might just do that) because it’s so important. For example, you need to be using the right recording and editing tools so the quality of your audio is as high as possible. No one wants to listen to a podcast that sounds like it was recorded on a Nokia 3310. 

Before you get around to recording any audio, though, you need to know what you’re going to say. What value can you add to your listeners? What industry insights do you have that you can pass on? Essentially, your content needs to be worth listening to. Identify the things that make you different and roll with those. You don’t need to appeal to the masses – gaining fewer listeners, who are your target audience, is a better result than thousands of people who have no interest in your business.  

If I was to pinpoint why I think you need a podcast, it’s this: you can engage with an audience in ways that other types of content can’t, and make them think you’re the bee’s knees.  


Of course, LikeMind Media can help you with podcasting. If you’re looking to start a podcast, or need some help with your existing one, get in touch

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