Marketing and business podcasts (and why they’re an effective marketing tool)
We thought we’d take a look at some of the best marketing and business podcasts online, and how these can help your B2B lead generation strategy.
Podcasts are becoming a powerful element in B2B marketing strategies, and this article highlights how the business podcast phenomenon can boost your brand.
There are over two million active podcasts worldwide (and over 48 million episodes), and the popularity of the medium is growing. Over 50 percent of podcast listeners have also said they’re more likely to consider buying from a brand after hearing about them via advertisement on a podcast.
Their impressive reach is only part of what makes podcasts such an effective marketing tool, so let’s look closer at why podcasts are important to consider for your business.
Why are podcasts important for your business?
Podcasts aren’t just for music lovers and true crime enthusiasts!
A business podcast can be a stage for you to share your expertise on your industry, as well as inviting a wealth of collaborators to extend and share their own knowledge.
The marketing world has seized the platform as another useful gizmo for us to use to maximise our advertising reach – something that’s a particular concern for startups.
That’s the short answer. The longer answer is that while entrepreneurship has so many benefits for those who don’t fit into the 9-5/ ‘make-lots-of-money-for-someone-else’ narrative, it can also be a lonely game. One that sometimes makes us feel like there aren’t enough hours in the day to get everything done.
Whether you’re the founder of the next Deliveroo-style business, or a fat-busting fitness entrepreneur, chances are you lie in bed at night with questions racing around your head, such as:
- Will my marketing master plan work?
- How can I get more clients?
- Should I wear glasses to my Angel Investor meeting (to make me look smarter and increase my chances of getting investment)?
- How do I keep up with the ever-evolving digital marketing world?
- Will they know I’m not wearing trousers during our Zoom meeting?
Sure, your gently snoring partner / flatmate / spouse (delete as applicable) would help you if they could, but sometimes we need support from other entrepreneurs who have been through the same marketing dilemmas.
*Disclaimer: Podcasts cannot assist you in answering the last question up there, just FYI…
Podcasts are easily accessible and readily available. Some of the platforms you can use include your phone, your laptop, or even your Alexa or Google Home device. There’s really no excuse for you to not be serenading your ears with the wealth of knowledge that podcasts provide – or creating your own, for that matter.
How effective are podcasts for marketing?
While marketing podcasts in themselves may be a relatively new thing, podcasts in general have an impressive reach. It’s estimated that 115 million people are tuning into podcasts per week.
Podcasting is an ever growing medium and more people are listening than ever before (with some suggesting that it is the ‘radio of the digital era.’)
Even though podcasts have been around since the early 2000s (who knew?!), they’ve only reached a mass market audience in the past couple of years.
One of the best things about podcasts is that listeners are spending a lot more time being exposed to your content, generally stick around for the entirety of an episode.
More podcasting benefits
Podcasts fall under the umbrella of content marketing, which no doubt is already part of your strategy for digital marketing and lead generation – so why not add one more notch to your belt?
While marketing via podcasts is still in the fairly early stages of success, it’s safe to assume it is a powerful platform which gives you access to a wide, and very engaged, audience.
It’s also easy to monitor your success rate simply by looking at how many subscribers or downloads your podcast receives. Metrics are a crucial part of evaluating your marketing strategy’s success, so when it’s made this easy, you’d be crazy to pass it up!
Just some of the advantages of creating a B2B podcast include: increased website traffic, greater brand visibility, search saturation, passive consumption, a wider, more loyal following, and more variety in your content strategy.
Oh, and as a bonus they can be super-fun to create!
Top tips to ensure your B2B podcast is a winner
- Create an ‘ideal listener’ avatar. Know your audience!
- Be clear about the podcast’s purpose and your desired outcome.
- Buff up on the technical side of creating a podcast.
- Be authentic. Carbon-copies of other business podcasts will disappear into the podcast ether. Establish a USP.
- Be picky with guests. Someone who looks good on paper may not sound good on audio!
- Establish and maintain your brand’s tone of voice.
- Target a specific niche (but don’t niche down)
- Keep your podcasts brief.
- Good equipment is beneficial (but not mandatory)
- Outline a CTA (call-to-action) for your website/services.
There is an endless library of help and advice for the podcast newbie, regardless of technical ability. But for now, let’s cut to the chase of why we’re here: the best marketing podcasts to whet your appetite.
So, without further ado, my personalised list of 28 kick-ass marketing podcasts that have helped me grow my business, 100 Pound Social, from a living room project to the social media provider it is today (with 200+ awesome entrepreneurs as clients.)
28 of the best marketing and business podcasts
A daily podcast with more than 2 million downloads per month, founder and host Chris Guillebeau (who visited every country in the world (193 in total) before his 35th birthday) will spark your imagination and get your brain ticking.
2. The Top
The Top, hosted by 25-year-old software entrepreneur Nathan Latka, gives you a 15-minute daily income report (based on how much they sold last month) from the world’s top entrepreneurs.
Youpreneur is an entrepreneurial community that provides founders with the support they need to be successful. Hosted by Chris Ducker, the Youpreneur Podcast provides tons of actionable and result-driven advice.
5 Star Founder is a podcast created by Founders, for Founders! Each episode features an interview with a different founder, with guests coming from a range of backgrounds, sectors and stages. I was a guest on the podcast a few months ago – check out the episode here.
For over a decade John Jantsch has interviewed thought leaders, experts, and authors. His podcast features stories and secrets from some of the most influential marketers and entrepreneurs today.
James interviews some of the world’s top innovators, investors, and peak performers. However, this show goes further than your typical success story, focusing on the moments listeners can relate to, and tales from those who have came through personal struggle to reinvent themselves.
Ranked the #1 business podcast on Apple Podcasts, Tim Ferris’ interviews discovers the tactics, tools, and routines of world-class performers like Arnold Schwarzenegger and Jamie Foxx. This includes favourite books, morning routines, exercise habits, time-management tricks, and much more.
Raw conversations with the founders behind profitable online businesses. Host Courtland Allen dives deep into the strategies and tactics behind making money online by speaking to the founders of businesses both big and small, from people working a few hours a week on side projects that generate $500/month.
Hosted by Paul Dodds of Making Sense of Marketing, the Insights into Success podcast was created to let small business owners and entrepreneurs listen to ‘warts and all’ stories from successful business people worldwide. I shared the story of how 100 Pound Social was created on the podcast recently – listen to the episode here.
Startups for the Rest of Us helps startup founders who are looking to launch or scale their startups, with episodes including a mixture of news, interviews and usable advice to help founders at all stages of growth – even those still in the ideas stage.
The Make Each Click Count podcast hosted by Andy Splichal features expert interviews and insights that provide actionable advice for those looking to grow their online business. I spoke with Andy on utilising social media for revenue growth recently – click here to listen to the conversation.
Mark Schaefer (a globally recognised marketing author, consultant, and blogger) and Tom Webster (researcher and raconteur) host this podcast sharing the latest news and developments in the marketing space.
13. Marketing Smarts
This weekly podcast features in-depth interviews with smart marketers from all walks of life. Hosted by MarketingProfs, this 30-minute, weekly podcast delivers real advice to help you market smarter.
A weekly podcast series hosted by Nicholas Scalice examines the latest in growth marketing tools and technology. You can enjoy refreshingly candid interviews with the people who make, market, and use these marketing tools.
The host, Andrew Warner, created Mixergy to help ambitious and business-minded individuals learn from a mix of experienced mentors through interviews and courses. There’s a vast archive of insightful, informative and honest interviews to inspire you.
This is a quick and a nice listen, where host John Lee Dumas interviews inspiring entrepreneurs to help them on their journey to success. JLD has interviewed over 3000 guests, including Tony Robbins, Seth Godin, Gary Vaynerchuk, Tim Ferriss, and more.
17. Freedom Fastlane
On the Freedom Fast Lane podcast, host Ryan Daniel Moran reveals how he has built multi-million-dollar businesses that can be started as “side hustles”, allowing him freedom without sacrificing security.
18. How I Built This
NPR’s Guy Raz hosts this podcast about innovators, entrepreneurs, idealists, and the stories behind the movements they built. It focuses on people who started businesses that are now major brands, and who have been on the scene for a while.
This podcast gets down to what it’s really like to start a business, describing itself as ‘a documentary series about entrepreneurial life’. It’s from the Gimlet Media stable, an award-winning narrative podcasting company.
20. The Pitch
Another brainchild of Gimlet, where real entrepreneurs pitch to real investors, for real money! An interesting listen, especially when investors begin poking holes in ideas…
Smart Passive Income is hosted by Pat Flynn, and focused on sharing proven strategies for running an online business and optimising it the smart way, for passive income.
22. a16z Podcast
The a16z Podcast isn’t strictly a business podcast, but it discusses tech and culture trends and news, and how changes will impact us all both now and in the future. It features industry experts, business leaders, and other insightful thinkers and voices.
This podcast for entrepreneurs shares proven strategies to help you start and grow a business, improve productivity, and live a happier life! There are insights and interviews from business leaders in all industries
24. Kevin Rose Show
In this podcast host Kevin Rose explores how to reach peak personal and professional performance while living a minimal and balanced life. There are interviews with a wide range of guests, including authors, technologists, scientists, meditators, self-experimenters, and productivity hackers offering life-improving insights.
25. Entre Leadership
Hosted by Ken Coleman, the Entre Leadership Podcast features lively discussions and tips on leadership and business by top business minds. Guests have included Mark Cuban, Seth Godin, Jim Collins and Simon Sinek.
A podcast about the ‘business of design and the design of business’, The Businessology Show’s host Jason Blumer interviews guests on a range of topics. There’s some great advice for agency owners here.
27. Startup Grind
This podcast is, in fact, a series of interviews taken from live events. Most successful entrepreneurs share their thoughts on creating, developing and running a successful business. Episodes are added weekly.
Host Seb Francis gets the opportunity to pick the brains of some of the best entrepreneurs out there, who have started businesses in all types of industries and niches. They openly discuss the trials and tribulations, positives and negatives and give out some of their best kept secrets for success.
I was also featured in an episode that you can listen back to here.
I hope you find this extensive list useful and insightful. Finally, for those of you looking for the best way to seek out more podcasts (or where to promote your podcasts online) here are some podcast discovery platform stats to help you out:
Looking for some help with marketing your new podcast?
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