Stop Measuring Your B2B Tech Podcast Only By Its Downloads | #31

Instead of viewing the success of your B2B Tech podcast solely based on the downloads you see every episode, reframe it to measure the quality of conversations you are having and the opportunities generated as a result.

Is 1,000 downloads or an introduction to a new network or new prospect more valuable to your B2B Tech company?

I imagine it's the latter and that's what your podcast can do for your company once you stop thinking of it as another marketing tactic.

Podcasts can help start conversations with customers, industry thought leaders and even potential prospects. The relationships you have with these people strengthen and as a result more opportunities can be generated for everyone's benefit. 

In B2B, people and the connection you have with them is imperative for your success and your podcast is a great way of building these relationships.

These opportunities don't show up neatly on a spreadsheet or in the download metrics but they are what will impact the business.

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Transcript

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It's time to stop treating your B2B technology podcast as just another marketing tactic you do and something that actually provides you opportunities instead of just something that you just post clips from. So welcome back to the 1% insight. In today's episode, I'm going to chat through the common reframe that actually helps turn the podcast from just something that you do, you post clips from, you post episodes from, it's part of your content strategy, to something that's more meaningful and changes the way you approach it and also the opportunities that can come as a result from it. So, like I've mentioned on the podcast before, the main thing we want to do is start conversations, and the conversations can lead to future opportunities. So besides determining the success of your podcast based on downloads, reframe it to look at right what opportunities am I creating as a result of this? What conversations have I having? And start, you know, picturing all those into it as opposed to just looking at a download metric at the end of the month. It's more important to look at obviously is the show growing and are you providing value to the ICP that you're you know delivering the value to? And are they growing? But a common thing is people just take it as a content tactic and use the podcast, repurpose clips, post them out there, and job done, they think that's it. Uh the content is taken care of, and that's the purpose of the podcast. Whereas I think there's a lot of opportunities left on the table when just focusing on that kind of one way of thinking. I think if you open it up and say, right, what conversations can lead to future opportunities for our company, you start to see a much larger picture of what can develop and the opportunities that can come from that, which is much more than just a few posts here and there. One area that these opportunities can come from is the guest list that you're inviting onto the podcast. So instead of just keeping it all to yourself and never having any guests on the podcast, you know, a useful thing to do is actually start inviting different personas onto the podcast to start creating these conversations that will ultimately hopefully lead to opportunities. So, firstly, you're obviously going to have team members on there sharing their internal expertise. That's fantastic in its own right. But if we're looking from an external point of view, you're going to be looking at firstly your customers. They have a fantastic knowledge of your company, your product, uh, the experience they've had with your company. Uh, these are great opportunities to get them onto the podcast, let them promote their company. You're giving them a platform to chat about things that interest them, what they're seeing in the market right now. And ultimately, then it's you know, strengthening that relationship that you have with that customer where they're not just viewing you as a solution provider, but they're looking at you as a grow partner, someone that's invested in their growth and is doing much more from them than just the actual delivery of the product that they're you know paying the invoice for every month. This can be fantastic for retention purposes, uh, for even looking at you know, scaling up the account, you've a better customer relationship to kind of work on from there because of this interaction that they had from having the conversation on the podcast that hopefully brought some opportunities to them. And in return, hopefully that will uh return good for you as well. The second persona you could look at would be industry thought leaders. So if there's people doing fantastic research in areas that would interest your target audience group and you know are well renowned within your specific industry, then it makes perfect sense to invite them on to chat about what they're seeing, what they're learning. All of these insights will firstly deliver real value to your ICP, which is obviously the main goal of the podcast, but it also opens up other conversations that might spark new ideas from you, uh, provide new learnings that you have seen. It might even give some information that might shape a next feature update within your product. All these insights that start happening as a result of having the conversation and the opportunity that comes from it. The added benefit of having industry tall leaders as well is it's really good in terms of the credibility that they have is now being associated with your brand, your podcast. And that's a very important thing for building trust with prospects. That brings me on to prospects, which you know, the the whole purpose of the podcast isn't to be a fully commercialized model where it's just pure trying to book meetings and have conversations. That's not genuine and that's not something that you know you should explore doing, but it does have its place to play when inviting if there's a specific company or companies or people that you would like to chat to, it can be a fantastic way to open that conversation and open that door in terms of they might not be responding to your cold outbound, but perhaps you if you invite them to be on the podcast, it makes sense because what they will say on the podcast will add value to your audience. Um, they're in your market, they're a clear fit uh in terms of a customer type for you. Uh, they might have something to offer, and no doubt they will, in terms of what they're seeing in the market, um, the different insights, etc. Um, that can kind of bring something as an episode to your audience group. Also, you have identified them as being a high-value account, someone that you could really help, a company where your product will make their life easier or improve their business or bring them more revenue or improve efficiency, whatever it is, and it's worth them having that conversation with you. And as a result of having that initial conversation, there might be something to go off from there to discuss potential opportunities down the line as a result of starting off having that conversation day one on the podcast, but maybe it might materialize in three months or six months or twelve months down the line, and they'll remember it, or maybe you make the outreach to them and you can kind of frame it as like you were on the podcast, we thought this would be of interest to you, etc. And you have that kind of relationship built up. So um the opportunity that can come from that might be a new client, for example, or an introduction to network, or there might be some partnership opportunities that you could explore with them, or maybe they know other people and could connect you two together. So all that is creating not just content and clips and you know posting things and it's a content tactic, it's a conversation starter, it's an opportunity starter, and if you reframe it and think of it as so, you can actually get a lot more out of it in terms of just thinking that it's only for you know a piece of content, which it definitely is, but there's more to it, and if you start looking wider and expanding your own perception of the podcast, it can become a fantastic asset for the company for commercial purposes, for innovation purposes, and most importantly, the relationship purposes that can last for years. As within B2B, people buy from people and the connections and the relationships that you have with customers, partners, suppliers is imperative to the success of your company. This is another way of fostering those relationships and making them stronger and building new ones, and that comes from the podcast. So next time you're thinking of the podcast or you're considering starting a podcast for your B2B tech company, think about it in the way of not just clips, but think larger, think bigger picture, and start using it as an opportunity generator. That's all for this week's episode of the 1% insight. Thanks for tuning in and make sure you follow wherever you get your podcast to make sure that you don't miss the next episode.