The Podcast Paradigm: Donning Pajamas Instead of Business Suits in B2B Marketing
Hello there, fellow marketers! Bigbobby here, storming into your reading list with another marketing tidbit. Before we begin, I'd want you to consider the following: You're at home, enjoying a nice cup of coffee, snuggled in your favorite jammies, and interacting with hundreds of your customers. Does this sound like a dream? Welcome to the fantastic world of podcasting!
Does Podcasting Exist in B2B Marketing?
Oh, it certainly is, my dear readers. Consider a typical business meeting: stuffy rooms, stuffier clothes, PowerPoint presentations that appear to have a life of their own (and aren't usually excellent, eh? ), and an infinite supply of bad coffee. There is no question that these gatherings serve a function. However, they are infrequent, time-consuming, and did I mention the lousy coffee?
Compare this to the image I depicted earlier: connecting with hundreds of your present and future customers from the comfort of your own home, a beach, or your favorite coffee shop (with delicious coffee, of course!). That is the power of podcasting in B2B marketing, my friends. Who wouldn't want to replace boardrooms with comfy sofas and uncomfortable handshakes with interesting conversations?
Podcasting: The Unknown Sauce
Before you jump on me about the difficulties of providing material for a podcast, consider this: don't we already provide content for blogs, social media, and the oh-so-valuable white papers? We certainly do, and we do it with style! So why not turn it into a podcast?
I'll let you in on a little secret: your audience is looking for quality content in easily consumable ways. And nothing beats listening to an entertaining podcast while exercising, commuting, or, in my case, refining a 3-ingredient pancake recipe. (Yes, pancakes and podcasts are a perfect mix!)
Make Podcasting Personal
Podcasts are intimate in the nicest manner imaginable. Consider whispering your company's fundamental principles, new ideas, and industry insights into your audience's ears. How intimate are you? With a podcast, you become a personable creature rather than a soulless organization.
So, the next time you consider scheduling a conference call that will most likely take a half-day to set up and another half-day to execute, consider pressing the'record' button instead and starting talking about your brand's story, your latest product, or that brilliant idea that came up during the brainstorming session.
Podcasts: Your Weekly Power Lunch
Consider holding an interesting meeting with hundreds of consumers without leaving your comfortable chair. What if you could do this every week, not just once or twice a year? That's like holding a 52-part webinar series without having to worry about logins, time zones, and, oh the horror, video latency.
Podcast Paradise in the Digital Age
We live in a time where technology allows us to interact with others in ways that we could only dream about a decade ago. Among this digital buffet, podcasts stand out as a media that allows you to reach out to your audience in a personal, intimate manner. It's the digital version of whispering lovely nothings into your customer's ear, only instead of sweet nothings, it's significant information.
What Is the Catch?
Except for the part where you really have to produce the podcast, there isn't much of a catch. Yes, it takes forethought, work, and a little imagination. But, after all, isn't that the point of marketing? And, before you get too concerned about the technicalities, know that with the myriad podcasting tools available today, you might be up and running in less time than it takes to prepare a cup of coffee.
Remember that the core of podcasting isn't having the most cutting-edge technology or the ideal radio voice. It's about having authentic, engaging discussions with your audience that provide value. It's about removing the work suit and sliding into something more comfy - both metaphorically and practically!
Finishing Touch: The Podcast Pledge
So, fellow B2B marketers, here's my call to action: leave the boardroom and enter the recording studio. You're already generating material, sharing tales, and interacting with your audience. It's time to take things a step farther.
And hey, if you need a podcasting buddy, you know where to find me. Until then, this is Bigbobby signing off, reminding you to keep innovating, keep engaging, and most importantly, keep having fun. After all, who said B2B marketing can't be a laugh?