NOW is the Time to Jump on the B2B Podcast Bandwagon

ABOUT THIS EPISODE

If you're a B2B company that thinks it is too late to launch a podcast, think again.

 

Sweet Fish Media's James Carbary says there are huge opportunities for B2B companies to leverage podcasts to drive marketing, sales, and relationships with prospects and customers.

 

“There are one million podcasts live now. There are 30 million YouTube channels and a ubiquitous number of blogs.

 

But no company is saying ‘no, we don’t want to do video or we don’t want to do written content’. So, there's so much opportunity left in podcasting”.

 

Sweet Media Media produces podcasts for B2B and SaaS companies and offers a growing library of business podcasts.

My name is Mark Evans and I'd like to welcome you to marketing spark, the podcast that deliver small doses of insight, tools and tips from marketers and entrepreneurs in the trenches. By small doses, it's conversations that are fifteen minutes or less. Think of marketing spark as a snack rather than a meal. On today's show I'm talking with James Carberry, the founder of sweet fish media, which produces podcasts for bdb brands. James is also one of the hosts of BEDB growth, a daily podcast for marketers. Welcome to marketing spark. Thank you so much, Marc. I'm pumped about this conversation. Man, as someone who just jumped on the Podcast Wet Bandwagon, my initial thought was, why does the world the other podcast, especially another marketing podcast? What's your advice to people on companies thinking about starting to podcast, because I know there's a lot of them out there who look at the popularity of podcast and say to themselves, is it time for us to do one as well? How do we get started? Is it too late? I guess that's the big question a lot of companies asked. Yeah, it's definitely not too late. We actually just had an episode go live on BB growth at that broke down five reasons why it's not too late to start a podcast. The biggest thing that we share with folks is, you know, it's easy to see the number in the headline. It's like, Oh, there's there's a million podcasts now that are live. But when you start to dive into that million number it gets really interesting because because of those one million podcasts, only a fraction of them are active shows that have released episodes in the last say, ninety days. And then when you compare that one million number of the number of podcasts that are that are live to the number of youtube channels, it's actually pretty daunting that there's a thirty million youtube channels that are active. In going today, there's a ubiquitous number of blogs and no company is saying no, we don't want to do video or we don't want to do written content, and so I think there's so much opportunity left in podcasting and it's easy...

...to look and say, Oh, you know, everybody's already doing them. Will know, nobody's, nobody's. They're actually very few people doing them. And then you can drill even farther and say are my buyers? How many podcasts are serving my specific buyer? So you know, for you doing a marketing podcast, there there are. There are a lot of marketing podcasts, but are there a lot of podcasts focus on the type of marketing that you do, for the industry that you serve, for the size of companies that you work with, for the specific problems that you're that your specific niche of marketers are focused on? Like there's so many different ways to slice it that and so many shows they start and then they don't, they don't continue. So you you can do a quick search and apple podcasts for marketing or some other like keywords that you're interested in starting a podcast around and see pretty quickly that very few shows are consistent and that's, I think, where you have an opportunity to win. And very few shows really niche on a specific on a more specific topic. So for us it's be to be marketing. So that's one level deeper than just marketing in general and it's really worked well for us. We do a daily show and and we do we're actually doing multiple episodes a day now and it's allowing us to stand out and we rank for the term be to be an apple podcast. So there are always little tweaks you can make to to really stand out and I think there's a ton of opportunity. I think what I find interesting when I talked to some of my bdb clients, I raised the idea of a podcast, particularly since I launched a podcast. I'm very enthusiastic about the format and it's interesting on a couple fronts. One is most of them have never considered doing a podcast. Kind of take some by surprise and they do a double take. HMM, that's an interesting one, considering they've they've put a lot of investment into ebooks and and blog post. The other thing that I find interesting when you look at...

...the opportunities for podcasts is the is how it can spark lots of other contents. So from a podcast you can do a blog post or video or even an e block. I mean you're looking at be to be mark and you're always looking at ury. In a sense, podcasts are almost a no brainer for bedb brands. You do you think that's right play in gray mark, and I think you can even go further than that, something we're starting to do with BB growth. We're starting to build original research based on the Post interview questions that we ask our guests. So again, we're doing multiple episodes a day at this point and we just recently, in the last couple weeks, came up with a list of eleven kind of rapid fire questions. You know what's what's the biggest challenge your marketing team is facing right now? What what channels are working best for your marketing team? What KPI's are your CEO looking at on a regular basis asking questions like that? where? Actually, we don't, we don't put that in the podcast itself, but it's immediately following the podcast interview with our guests. We're going to roll that content up into original research. I'm sure we'll use some of it for top of funnel stuff, will ungate it, and then some of it we're actually going to productize and sell this original research to the market place, because people are hungry for this kind of data. I mean you mentioned if videos, blogs, audio grams. I mean, there's so many different opportunities to repurpose the content from your show. It's another reason why I think even if your competitors have a podcast, going back to your first question like are there too many marketing podcasts? Could almost guarantee you that none of those shows are repurposing their podcast content on other platforms the way they should be. At it's great insight and I really like the idea of market intelligence. I mean, over the years there's been organizations like orbit media that have provided some some good research, loving you into podcasts and the growth of the industry. But what's interesting is that orbit has, in a sense dominated the landscape because they're one of the few companies offering this kind of insight. I think you're on the right track. I think there's a huge opportunity and in terms of offering business intelligence. The...

...other the other thing mark that I'll mention here. It's really what we've what we've baked, really baked, built our entire business around, and it's what we call content based networking. So the other reason podcasting is so strategic for be tob companies is because not only not only do the interviews allow you to create really great content with practitioners in your space, but you're also building one to one relationships with potential decision makers, potential people that can buy your product or service. So with B TOB growth. We ask VP's of marketing at BB SASS companies with fifty plus employees to be a guest on our show and create great content with them. Will Guess WHO's our buyer? a VP of marketing at a BB SASS company with fifty plus employees. So while we're creating great content, were simultaneously building a genuine relationship with somebody that can potentially buy our service, our podcasting service. And it works. I mean we've built our entire business on the back of this. It's why we do so many episodes, because the short term benefit and bb podcast pasting is Bizdev now you got to be you can't, there's a lot of room here to be be slimy about it actually and not come it has to come from a genuine place of wanting to create great content with your guest, but naturally, through the collaborative process you're building a genuine relationship and people want to buy from people that they trust. They don't want to be sold to. If you can navigate that balance carefully of not, you know, not being too on the nose and not just not just right after the interview saying so you want to buy from me, I think the folks listening to this are intelligent enough to know that's obviously not how you're going to win new business. But building that relationship through the collaborative interview process and the pre interview you do the promoting of the episode, naturally that person is going to be connected and want to stay connected with you, and so that that's the thing that I will preach forever and ever and ever, is people be to be company. Everybody be company.

Should have a podcast really for that reason alone. And the content. The content is almost like icing on the cake, but the fact that it's a relationship builder for me is the primary reason that it's such a big part of our strategy. Yeah, well, that's an excellent point, particularly when you consider that it's so hard to connect with people. I mean there's a lot of discussion these days about the value of MQL's. There's a lot of discussion about how more bdb brands are focused on account based marketing, because are looking to become more focused and try to develop those relationships. When you look at podcasting again, it's a bit of a no brainer. So your beby company. You're interested in podcasting in theory, you like the concept. How do you get started and what are some of the keys to success? Now, granted, that's a loaded question. Yeah, so, so perhaps you can focus on some of the early steps that lay the ground work for a good podcast. So I think the first question you have to ask is what audience do we want to serve? Who is our ideal buyer? Who's our or WHO's our most profitable buyer? We talked to a lot of folks are like, Oh, we have, we have multiple people that buy from us. Well, if you sell to finance and you sell to it, who is your most profitable buyer? Who? Who are the relationships that are the most valuable to you? Okay, it's it. Okay, let's let's figure out then, how can we create a show that your ideal buyers both would want to be a guest on and also would want to learn from your content? And so getting real clear on who your audience is going to be, who your guests are going to be, is step number one. And then the biggest mistake I see mark that companies make with their podcast is they want to brand their show around themselves and around their expertise instead of branding the show around their ideal buyer. So if you're selling. Let's say you sell all finance, some sort of finance tool. Your expertise is finance, but you're selling it to entrepreneurs. You shouldn't brand the show around finance. You should brand...

...the show around the persona of your ideal buyer, which is entrepreneurs. What that does is it allows you to actually go interview your ideal buyers and tap into their expertise. It allows you to understand your buyer better and it allows you to create content that other buyers are actually going to want to consume, as opposed to creating content around your expertise, which a lot of people think they need to do because they need to establish authority and establish that they know what they're talking about. But to really see results from B Tob podcasting in the way we advocate for, which is both one to one relationships with guests as well as the reach that the content can get, it's it's really focusing on bringing the show around your your buyer persona, around that ideal person that you ultimately want to work with. If you name your show around you and not them, you're getting off on the wrong foot and it's going to stunt I think the potential that you have to actually grow your business through your podcast. The other question would be, once you've establed US those foundations, how do you determine the right kind of content? I guess maybe the other way to putting it as how do you make sure your content is good and that it's serving the needs of your target audience? Yeah, so this is this is actually something that we're really starting to press into now. We are starting to build a methodology what we call Pov discovery, and this Pov stands for point of view, and so what we're starting to do with the guests on our show is we go through a pre interview process for them. It's usually a fifteen minute call. Sometimes it goes a little bit over, but what we're trying to do is figure out this you know this guest, for in our context, again, we sell to to marketing executive. So we're talking to a VP of marketing and a BBS ass company and on the pre interview I'm asking them them questions like this. I'll say, you know so and so, what is a commonly held belief in bedb marketing that you just passionately disagree with? And then I just shut up and let them talk and sometimes they'll have something that's like really is like, oh my gosh, I wish people that understood attribution, you know, in the way that I've learned to...

...figure it out or learn to think about it. Or they'll talk about ABM or they'll talk about something that they think is like grossly underrated. They'll get really excited and then sometimes they won't, they won't really hit there, like I don't really know, and so I'll go on to another question. I'll say, Hey, what is something that you know bebb marketers are doing right now that they should stop doing immediately and and so or the other. The flip into that question is, you know, what's something that every that every beb marketer is? It's what what are they doing now that they should stop doing, or what are they not doing that they should start doing? And and it's asking questions like that that will actually allow you to figure out what's the unique point of view of your guest and when you can touch on something that they get really fired up about, you now press into that and you start to you know that, like man, I can build an interview around this topic because this person has a lot of passion around it. And now what we then we phase them into what we call our what, why and how framework, which is okay. What are some unpack the idea that you have a differentiated point of view on. Talk about why this is, in your opinion, the right point of view, the right way to think about this, and then let's talk about how. How have you implemented this in your organization? What were some of the processes that you, guys created? How did you actually bring this to life? And so the combination of the Pov discovery with the what, why and how questions ends up allowing you to create really, really good content, even though it's not coming from your brain, it's coming from a guest. In theory, that sounds it's like a great approach and it's definitely something that that I'm going to borrow from you. The other thing that I want to ask you is that, personally, and this maybe something that I've on experience, that that creating a podcast is pretty easy. I mean, the actual reaching out to people, interviewing people, editing the audio is relatively easy. The hard part, like anything is, is promotion and distribution, because you can create something, but it doesn't really...

...matter if no one reads it. Or listens to it or watches it. So maybe you quickly can give people a few tips on how to make the world aware of all the great work that you're doing. So the biggest growth channel for B tob growth has been organic search within Apple podcasts. And so many people sleep on podcast Seo within the podcast channels, but when people search B to be in apple podcast they find our show. When you are naming your show, I always recommend you name your show in a way that is clear and concise and not cute and fancy. So many people want to name their show around one of their core values or or something that is not getting searched in podcasts search engines. For us, we noticed that we were ranking for people searching be tob, but when people search to be be marketing or marketing, we were nowhere to be found. So we actually added a tagline to our show name in lips in, which is the host, the host that we use to host our podcast, and so now it's be tob growth colon your daily bedb marketing podcast. Through that we actually started ranking in Google for B Tob Marketing podcasts and we also started ranking for be tob marketing in Apple podcast itself. The majority of that Seo is going to come from the name of your show and how the name or the subtitle of your show. So that's one way to do it. Another way to do it is to be a guest on other podcasts by doing like kind of almost like a tip for tat, like Hey, I'd love to be a guest on your show. Have you on my show? That's a great way to do it. You can do that with like copromo spots. We've done that with the marketing book podcast where we said, hey, we'll talk about your show for a month if you talk about our show for a month. Copromos work. Being a guest on other podcasts work. Repurposing your content into microvideos on Linkedin or just other types of content on linkedin work really well. We actually create a company page specifically for our show and anytime we talk about the show we make...

...sure to mention the company page and so people can click through see it, go to the you know, end up going to the website and subscribing to the show from there. So getting active on Linkedin, which I know you're doing really well already, mark, would be a great way for you to get more eyes and ears on your show. And then the other thing. I mean it's more it's much more of a traditional approach, but it's paying for mentions on larger shows. So if you want to go to podcasts in your industry, or maybe podcasts that are a little bit outside your industry but you know a lot of people in your industry listen to it, you can always pay those shows to to do an ad spot for your podcast on their podcast and because you know all of those people consuming it already listen to podcasts, it's a really good medium for growing your audience. Those are those are a few quick things that that marketers can think about is they're trying to figure out distribution. One final question. Talk to me a little about sweet fish media. What's the company's history and and what does it do to help be to be companies with podcasting? We produce podcasts for BB brand, so we do all the guest guest outreach. We can help our customers come up with episode plans, we do all the audio engineering, the repurposing of the content into videos. We really help our customers stay consistent with their show. We found that a lot of brands that try to take this on inhouse just they don't have the bandwidth or working in a lot of different things. We can help take all of the kind of the Daytoday, block and tackling that needs to happen for your show to stay consistent and we can take we'd take that off companies. We take that off of our customers and onto ourselves and we've gotten really, really good at it. So we help launch and produce shows for about eighty customers right now and I guess that we're working with a lot of bbsass companies and if I had to be honest with you, I think that I've just got a twenty minute free consultation on that. Create a market of podcast so I appreciate that. Thanks for listening to another episode of marketing spark. If you enjoyed the conversation, please leave a review, as well as subscribed by itunes or your favorite podcast APP. If you have questions, feedback, would like to suggest a guest or you're looking for help with be...

...tob marketing, send an email to mark at Mark Evans Dots A. Talk to you next time.

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