B2B Podcast for Digital Selling

Start building a regular following of listeners and see your overal engagement increase...

Podcasting for Digital Selling

B2B Podcast Advisors for Tech | SaaS | Services

Perhaps one of the reasons podcasts are so popular is that they enable others to listen in with anonymity and in a time frame that suits the listener.

Before COVID, listeners would tune in at their desks or on their commute, in their cars or at home on their speaker system via Alexa, Siri, or Google.

Research shows that a higher proportion of senior decision makers listen to podcasts!

In a similar way to video production, podcasts do take some forward planning, albeit a little less complicated.

A podcast show needs an intro, and outro, some graphics, episode planning, guest planning, transcriptions and website planning. Post production is where the finessing is done as well as inserting adverts relating to your products and services.

We provide a complete framework to get your first series up and running posted to a hosting platform and distributed to all the major networks around the world.

When it comes to marketing we ensure your products are promoted on social media and anywhere else we agree they should be found.

Below is short video of the Rodecaster Pro podcast system we use at salesXchange, made by Rode 

Built on RSS Feeds

Once your podcast is set up on a provider like Buzzsprout, Anchor/Spotify or Spreaker, you podcast shows are distributed via RSS feeds to multiply players like Apple, Amazon, Google and of course Spotify.  Once the registration is complete on a variety of aggregators, your exposure is set.  

Getting Started with Podcasting

Firstly, you need to think about your overall message and business tone-of-voice.  What type of business are you and what are your existing or prospective customers like?  What do you and how will this podcast impact your listeners?

The point of doing a podcast is to enable your customers and prospects the connect with you when it suits them to either be entertain or to learn from you and your guests.

From a practical perspective, you need to at least have two checklists.  One to set up and begin your podcast and a second to ensure you follow a set of parameters to deliver your show.

Podcast Set up Cecklist (Or leave it to us!)

  1. Create a name for the show
  2. Create a Podcast graphic to appear on Apple, Spotify and many others
  3. Choose a Podcast hosting platform
  4. If you want to record video the conversation (recommended) and upload to YouTube or Anchor, ensure integration has been set up between the audio recording and video suite and there is no audio lag or delay
  5. Decide how the podcast will appear on your website
  6. Plan to convert podcast to text, using a transcription platform (for Google search)
  7. Create a Podcast marketing strategy (see Social 444)
    1. 1% of your total addressable market (TAM) are looking to buy right now
    2. Only a proportion of your TAM enjoy listening to podcasts
    3. Do not be disheartened if only a small number listen to your shows
  8. Decide on a recording frequency, daily, weekly or monthly
  9. Choose the technology: -
    1. Recording platform
      • Internal and external guests
      • Mobile Phone Integration
      • Skype/Zoom Integration
      • Number of guests (Too many can become unmanageable)
    2. Microphones, Pop filters
    3. Headsets
    4. Microphone stands
    5. Recording studio, quiet room
    6. Sound treatment: sound panels, blankets or stands
  10. Pre-recorded intro and outro
  11. Pre-recorded business adverts
  12. Stingers – Radio-speak to incidental sound effects
  13. Select an audio editing platform such as Adobe Audition or
  14. Housekeeping Rules – Do’s and Don’ts for guests

Podcast Show Flow checklist

  1. Choose a show or series ‘theme’
  2. Decide if the show is to be completely free-form or if you want to direct the questions for a reason
  3. Identify guests: customers, influencers, suppliers, staff, CEO, C Suite etc
  4. Create a series of questions, pointers and guides to help maintain the flow
  5. Allow time before the show to warm your guests up, even telling them you haven’t pressed play as sometimes this creates some great content. The same applies at the end of the show.  Keep it recording.
  6. Introduce this week’s show
  7. Introduce the guests
  8. Play the intro
  9. Start with the opener question or statement to begin the show
  10. Mention future guests and shows
  11. Invite your listeners to subscribe
  12. Most important of all - Have fun doing this

Digital Adverts

Listen to our Podcast

Below is an example of a podcast player the embed your podcasts on your website.

Find out more...

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