Written by Chris Allott, creative director & founder of navy and grey
For businesses seeking innovative ways to supercharge their market share and revenue, B2B podcasting often represents an untapped opportunity.
At navy and grey, we now see B2B podcasts as a pathway to attract top-of-funnel potential customers, cultivate strong engagement with new and existing customers, generate “buzz” around new products, and boost conversion rates.
But even in 2024, there are lots of businesses, particularly in the B2B sphere, firmly convinced that podcasting is “not for them”. It’s a missed opportunity in our book, because while most people formed an impression of podcasts anywhere between five to 10 years ago, the potential of podcasting – and B2B podcasting in particular – has changed significantly.
It’s about the network, not the audience.
In the consumer space, podcasting and other creative audio solutions offer an ever-increasing forum, with a growing variety and number of potential platforms, all providing fertile ground for audience building. But for businesses seeking to spread the word about their brand and offering, it’s not necessarily the scale of the potential audience that presents the opportunity, it’s the networking and content creation.
Podcasts have become a low friction way to network with high-level decision makers with whom your business wants to connect. Invite them as guests, and you can leverage meaningful conversations to foster relationships and become allies, opening doors to new or strengthened partnerships and generating opportunities on a larger scale.
For businesses, podcasting has become more than a platform for sharing stories – it’s now a strategic tool that allows you to engage existing and potential clients, reinforce your credentials in your space, and build stronger relationships.
There’s also the added opportunity to maximise your marketing budget and reach while reinvigorating your social media strategy. That’s because brands no longer leave the studio with just a podcast. Each podcast session delivers a suite of assets which can form the cornerstone of a multi-channel communications strategy. From populating blogs, newsletters and client outreach with articles generated from the podcast content, to maxing out your social media strategy with video and audio clips and imagery taken from the podcast, a B2B podcast now delivers a cost-effective way to generate content for multiple channels and an ROI that’s hard to beat vs content creation for individual channels alone.
In short, B2B podcasts can be a game-changer. They’re a powerful tool for building relationships and driving business growth, for starting conversations with industry leaders and potential clients, showcasing your brand’s expertise, and creating a ripple effect across your entire marketing strategy. Each podcast can become a networking opportunity, a chance to engage new prospects, and a content engine that fuels your outreach across blogs, social media, and beyond. It’s a modern, efficient way to connect, engage, and amplify the presence of your business in today’s competitive landscape.
Get to know navy and grey.
Founded in 2010, navy and grey has become a trusted name in the audio industry. From our purpose built, carbon-neutral studios in Manchester’s Green Quarter, we offer a comprehensive range of services. We help brands create audio strategies and deliver audio marketing on streaming audio, traditional radio and podcast channels. It’s always been our goal to make audio accessible, and over the years we’ve remained determined to make it easier for businesses to use audio as a strategic advertising tool to deliver their business goals.
Ready to make some noise?
If you’re interested in exploring the potential of podcasting or want to learn more about any of our other creative audio services, in radio or streaming audio, we’d love to chat!
Phone: 0161 249 7880
Email: info@navyandgrey.com
Website: navyandgrey.com
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