Using Podcasts to Boost Your Business Leads

Podcasts are a fantastic way to build a loyal audience and serve as a valuable marketing channel for businesses. Whether revamping your current strategy or starting out, podcasts provide a tremendous opportunity to connect with your audience by sharing your brand story and values.

In today's world, where visual media is everywhere, audio content has become integral to people's lives. Your podcast can captivate your audience with the correct format and content, helping you build strong relationships that generate leads.

Creating a successful podcast requires a clear strategy. Defining your objectives, identifying your potential audience, and understanding where your podcast fits within your marketing funnel are essential.

This paper offers comprehensive insights into podcasting, covering recent trends, the state of the podcast industry in the UK, and strategic guidance for creating a podcast tailored to your B2B or B2C audience.

The Origin of Podcasts

The term "podcast" combines "iPod," Apple's portable audio player, and "broadcast." First mentioned in 2004 by Ben Hammersley in The Guardian, podcasts began as downloadable audio files. Since then, the industry has grown, with professional and specialized services emerging.

State of the Podcasting Industry: An Overview of Recent Years

The podcasting industry saw significant growth in 2021. According to Spotify's Trends Report, podcasts were the fourth most popular content type on the platform, with an 83% increase in podcast listening. New audience segments, such as parents, have embraced the variety of content available. Reports indicate listeners seek consistency, authenticity, and quality, with 78% considering sound quality crucial for podcast commitment.

Success stories like Steven Bartlett's "The Diary of a CEO," which generated £1.2 million in 2021, highlight the potential for businesses. Spotify has made substantial investments in podcast-related services, demonstrating the growing interest in this medium.

The Profile of the Podcast Listener in the UK

Podcasts attract a diverse audience in the UK:

• 69% of UK 18+ population has listened to a podcast

• 42% of the UK 18+ population has listened to a podcast in the last month

• UK weekly podcast listener spend an average of 5 hours and 27 minutes listening to a podcast in a typical week

• 56% of those age 18-34 are monthly podcast listeners

• 45% of those age 35-54% are monthly podcast listeners 

• 28% of those age 55+ are monthly podcast listeners

(Source: The UK Podcast Consumer 2024)

Identifying Your Best Target Audience

Understanding your audience is crucial for podcast success. Your audience is not a monolith; they have varied interests and opinions. A well-defined strategy helps target the right segment, whether for brand exposure, website traffic, or direct sales.

Strategies for Targeting Companies Seeking Services

Podcasts targeting other businesses or experts should focus on influence rather than direct lead generation. They should be part of a broader strategy, creating content that can be repurposed and integrated into your marketing funnel.

Strategies for Targeting Individuals Buying Products

Podcasts can generate substantial listener data for product-focused businesses. However, they should complement a comprehensive marketing strategy rather than serve as the sole tool. These podcasts should focus on engaging, entertaining content related to the audience's interests.

The Advantages of Podcasting

Podcasts reach audiences during times when they can multitask, providing an escape from visual overload. They help build a personal connection with your audience, making listeners feel they know you personally. To achieve this:

- Offer content your audience wants.

- Establish yourself as an expert.

- Be creative and engaging.

Podcasts also create anticipation, encouraging subscriptions and ongoing engagement. B2B podcasts, while unlikely to match B2C download numbers, offer a more direct connection to high-quality leads.

Determining the Type of Podcast Your Audience Wants

Identify your goals—whether increasing website traffic, creating brand buzz, or generating leads. Popular formats for B2B podcasts include:

- Expert Interviews

- Case Studies

- Niche FAQ

- Storytelling

- Co-Hosting

Consider investing in personal branding for your CEO or a charismatic leader or hiring an expert host. If you're new to podcast production, hiring a specialised service can help you achieve faster and more successful results.