Having recently hit 300 episodes on the InsTech podcast, we have definitely learnt a few things about what works with reach and how to get the most out of your episode. Nailing the marketing on a B2B podcast shouldn’t be hard. We’ve compiled a list of 5 key habits which all successful podcasts have utilised in order to gain listeners and increase engagement. The podcast is more than just an audio – it is an asset.
Power up with LinkedIn
Your strongest tool is your own network – so let’s use it!
A LinkedIn post showcasing the podcast to your audience is the best way to utilise your network.
We post once the podcast has been released and send the link straight to you. Make sure to: like, repost and share.
Here are some more ideas when using LinkedIn:
- Pin the LinkedIn post to the top of your feed.
- Share via your personal page and company’s page
- Tag important and prospective names in the post and comments
- Repurpose and post with your own marketing style. Examples include Swiss Re here repurposing InsTech content into their marketing aesthetic
- Utilise the ‘Golden Hour’ – maximise interactions in the first hour after posting
- Place the CTA high up in the post (we recommend in the first two lines)
- Co-ordinate the LinkedIn push with colleagues
Air across all channels
Shared with the world but not with your colleagues and clients?
We all have newsletters, emails and workplace announcements. Make sure the podcast makes it into the next release so that members of your company are made aware of the collaboration with InsTech.
- Feature the podcast in your company newsletter – we can provide banners and text
- Forward it to relevant internal teams – use the email in the shareable pack
- Make sure the podcast makes it into an internal, company-wide email
Embed into workplace processes
The podcast is more than just an audio – it is an asset.
- If the topic of podcast is about the company, have you considered integrating it into the interview process or “About” page?
- If the topic of the podcast is about a new launch, have you considered integrating it to the dedicated product webpage?
For example Flock have embedded the podcast into their “Careers” section here.
Repurpose, reuse, recycle
The podcast doesn’t end with its release! Let’s not forget about it so quickly…
There are many ways to repurpose the podcast into new social media content, including:
- Converting into 3 short audio snippets to drip-feed in the following weeks after release (for example here) – which we can do this for you at an additional cost
- Repurpose the content into a blog post – we can create a blog for an additional cost
- Use the transcript and quote directly from the guests to create image tiles and promotion – like Parsyl have done here.
Celebrate!
The podcast is an amazing opportunity to spread awareness and recognition for your company.
To thank you for your hard work, InsTech has relaunched the 1000 Fans project, celebrating all podcast that have over 1000 downloads.
Will you get it next?
