12 September 2023
I’ve had the delightful opportunity to appear as a featured guest on numerous B2B podcasts, and it’s an area where I truly shine.
Among the many subjects hosts enjoy discussing with me, one that consistently emerges is the realm of B2B podcasting blunders. Given my team’s extensive experience in assisting countless businesses in launching their podcast endeavors, I’ve had the privilege of witnessing a multitude of missteps along the way.
These missteps often revolve around the typical errors that budding podcasters tend to commit with their shows. Allow me to shed light on these pitfalls, providing valuable insights to help you steer clear of them.
1. Naming Your Podcast After Your Company or Expertise
Naming your podcast after your company or area of expertise is a common mistake that many businesses make when venturing into the world of B2B podcasting. At first glance, it might seem like a logical and straightforward choice, especially if you want to align your podcast closely with your brand identity. However, this approach can inadvertently limit the reach and appeal of your podcast.
One of the primary reasons this can be a mistake is that it often results in a podcast title that lacks intrigue and fails to capture the interest of a broader audience. For instance, if your company manufactures industrial widgets and you name your podcast “Widget World Podcast,” it may not resonate with listeners who are not already familiar with your brand or industry. This narrow focus can discourage potential listeners who might otherwise be interested in the valuable content you have to offer.
Naming your podcast after your company or expertise can hinder your ability to explore diverse topics within your niche or industry. As your podcast evolves, you may want to cover a range of subjects or bring in guests with different perspectives. A rigidly branded podcast title can make it challenging to incorporate new themes or guests without confusing your existing audience.
2. Not Using Your Show as a Part of Your ABM Strategy
Failing to incorporate your podcast into your Account-Based Marketing (ABM) strategy is a missed opportunity that can impact your B2B marketing efforts significantly. ABM is a strategic approach that focuses on personalized marketing to specific target accounts, aligning your efforts with the needs and preferences of key decision-makers within those organizations. Integrating your podcast into this strategy can yield several benefits.
Firstly, a podcast can serve as a valuable content asset within your ABM initiatives. By creating episodes that address the pain points and challenges of your target accounts, you can establish your brand as a knowledgeable resource and thought leader in your industry. This not only piques the interest of your target accounts but also positions your organization favorably as a solution provider.
Podcasts provide a unique opportunity for engagement. Inviting key decision-makers from your target accounts as guests on your show can help establish a more personal connection. It provides a platform for in-depth discussions, allowing you to address their specific concerns and showcase how your products or services can provide solutions. These interactions can foster trust and build stronger relationships with your target accounts.
3. Only Having One Show Host
Having only one show host in your B2B podcast can be a double-edged sword. While it may simplify the logistics and production process, it can also limit the depth and diversity of perspectives your podcast can offer. One of the key advantages of podcasts is their ability to engage listeners through dynamic conversations and varied viewpoints. With only one host, there’s a risk of monotony and a narrower range of insights.
A single host may excel in delivering their expertise and maintaining consistency, but it can potentially lead to a lack of contrasting opinions and fresh ideas. In the realm of B2B, where discussions often require multifaceted insights, having a co-host or guest experts can enrich the content and provide a more comprehensive understanding of the subject matter.
Solo-hosted podcast may also struggle with maintaining engagement over extended episodes. Even the most engaging hosts can find it challenging to sustain listener interest for extended periods. Multiple voices can introduce variety and energy into the conversation, making it more captivating for the audience.
Hosting a podcast involves research, preparation, recording, editing, and promotion, among other tasks. Distributing these responsibilities among co-hosts can reduce the burden on any one individual and ensure a more sustainable podcasting effort.
4. Not Uncovering the Guests’ Unique Points of View
Neglecting to uncover and highlight your podcast guests’ unique points of view can be a significant oversight in the realm of B2B podcasting. Your guests are often invited to share their expertise and insights, and it’s in these distinct perspectives that the true value of your podcast lies. Failing to dig deeper into their viewpoints can result in missed opportunities to provide valuable and differentiated content to your audience.
Each guest brings a wealth of experiences, knowledge, and opinions to the table, and it’s your role as the host to extract and showcase these unique perspectives. By doing so, you not only offer fresh and diverse content but also demonstrate that your podcast is a platform for meaningful discussions and thought leadership within your industry.
Uncovering your guests’ unique points of view can help you stand out in a crowded podcasting landscape. In the competitive world of B2B podcasts, where similar topics are often explored repeatedly, the distinct insights of your guests can set your show apart. Listeners are drawn to podcasts that provide new angles, innovative solutions, or thought-provoking ideas.
To achieve this, thorough pre-interview research is essential. Understand your guest’s background, their areas of expertise, and their past contributions to the industry. During the interview, ask open-ended questions that encourage them to delve into their unique experiences and perspectives. Create an environment where they feel comfortable sharing their authentic insights and opinions.
5. Not Doing Original Research Through Your Podcast
Failing to engage in original research through your podcast is a missed opportunity that can limit the depth and authenticity of your B2B content. Original research provides a unique and valuable perspective that sets your podcast apart from others in your industry. It allows you to delve deeper into topics, uncover insights, and contribute new knowledge to your field.
Original research conducted through your podcast can take various forms, such as surveys, interviews, case studies, or data analysis. These methods enable you to explore emerging trends, challenges, and innovations within your industry, making your content more relevant and informative for your audience.
One significant advantage of conducting original research is that it positions your podcast as a thought leader and an authoritative source within your niche. When you generate new data or insights, you become a valuable resource for industry professionals seeking up-to-date and relevant information. This can help you attract a broader and more engaged audience.
6. Not Organizing Mastermind Groups w/ Former Guests
Failing to engage in original research through your podcast is a missed opportunity that can limit the depth and authenticity of your B2B content. Original research provides a unique and valuable perspective that sets your podcast apart from others in your industry. It allows you to delve deeper into topics, uncover insights, and contribute new knowledge to your field.
Original research conducted through your podcast can take various forms, such as surveys, interviews, case studies, or data analysis. These methods enable you to explore emerging trends, challenges, and innovations within your industry, making your content more relevant and informative for your audience.
One significant advantage of conducting original research is that it positions your podcast as a thought leader and an authoritative source within your niche. When you generate new data or insights, you become a valuable resource for industry professionals seeking up-to-date and relevant information. This can help you attract a broader and more engaged audience.
Frequently Asked Questions:
Can mastermind groups be organized virtually or do they need to be in-person gatherings?
This question addresses the flexibility of organizing mastermind groups and the feasibility of conducting them in a virtual setting, which has become more common in recent times.
How can I incentivize former podcast guests to participate in mastermind groups?
This question explores strategies for encouraging guest participation in mastermind groups, considering the busy schedules of industry experts.
Are there any legal or privacy considerations when organizing mastermind groups with former guests?
This question delves into potential legal or ethical concerns regarding sharing industry insights or sensitive information within mastermind groups and how to address them.
What are some effective methods for managing mastermind group discussions and ensuring they remain productive?
This question focuses on practical tips and techniques for facilitating meaningful conversations and maintaining the productivity of mastermind groups.
Can mastermind groups lead to tangible business opportunities or collaborations, and if so, how?
This question explores the specific ways in which mastermind groups can result in business partnerships, joint ventures, or other collaborative endeavors.
How do you strike a balance between nurturing relationships with former podcast guests and avoiding overcommunication or intrusion?
This question addresses the importance of maintaining professional boundaries and effective communication etiquette within mastermind groups.