Podcasting for a B2B business can be challenging. There are numerous aspects that you need to think about, which include how you are going to reach the target audience. There are lots of platforms available, such as Facebook, X, and YouTube. One of the best platforms to use for B2B podcast marketing is LinkedIn.
In this article, we take a look at LinkedIn podcasting marketing tactics that you need to know to make your podcast successful.
Why Market on LinkedIn?
There are several reasons why LinkedIn is one of the best platforms for B2B podcasts. Here are some of those advantages.
LinkedIn is a Top Performing B2B Marketing Channel
LinkedIn has been designed to be one of the best B2B social media platforms. When compared to other platforms, it is highly effective at helping B2B businesses get discovered by their target audience. And the same can be true for you.
The advantage of LinkedIn compared to other platforms, is that you can get more information about the people you engage with. Not only can you see their name and workplace, but can also see their position in the company and sometimes their career path. Therefore, you can collect significantly more data on your audience and be more specific in your targeting.
More than Half of Marketers Use LinkedIn
LinkedIn is one of the most used platforms in the US by marketers. More than half of all US marketers use the platform in campaigns and to find partners for potential long-term opportunities. Therefore, you might be able to collect leads on podcast sponsorships or find new guests on the platform.
This means that not only has the platform got a significant proportion of the potential audience, but it also has a highly engaged audience. There are 65 million LinkedIn users who are decision-makers within their respective businesses, and the rate at which they engage with content on the platform is significantly increasing.
Since the pandemic, LinkedIn has seen an engagement increase of more than 22%, compared to other platforms like Facebook, X, Instagram, and others where the engagement rate is slowing or declining.
LinkedIn Traffic is mobile-focused
With more than 57% of traffic being from mobile devices, you can build a clear marketing channel to connect with users’ SMS streams.
Mobile can also be beneficial because it allows you to build strong downloads, as many people download podcasts to their phone or via their phone to a streaming device. Therefore, marketing on LinkedIn will enable you to grow downloads or streams of your episodes easily.
At the very least, you might be able to take advantage of the LinkedIn push notification feature, so if someone engages with you at some point, they will be notified of new content from you by LinkedIn on their phone. Therefore, you get more opportunities to create numerous engagement points with the audience that improve your chances of success.
Data Collection Is Easy
Data collection is relatively easy on the platform. You can find out who has been searching for you, who has viewed your profile, and more with a premium account. Therefore, you can look at the prospective clients and podcast audiences and create a personalized message for them.
In addition, there are ways that you can use the LinkedIn features to qualify potential leads for your podcast. Therefore, you can see whether someone could be a potentially good guest or sponsor without spending time talking to them.
Community
Your LinkedIn profile has a strong community focus. You can create a company page and groups and even have features on your profile that allow you to communicate directly with your podcast and the episodes.
Community-focused elements on the platform can build loyalty, and numerous opportunities can make an effective system for keeping audiences engaged with your content.
The Secrets to Podcast Marketing on LinkedIn
To get the most out of podcast marketing on LinkedIn, consider top-performing marketing secrets for the social media channel. Here are some of the concepts that you need to consider.
LinkedIn Articles are Excellent Tools
One of the first things to consider is how you use LinkedIn articles. These articles are much like a blog. If you don’t have a blog on your website, then you can use this feature to create SEO-optimized content and be found by users on the platform. You might want to produce a brief for the episode, mentioning important points of the episode and then include a link to the episode.
If you have a blog, then perhaps you could use the LinkedIn articles concept to create a brief recap or summary of blog posts on your website and then link to the main article.
If you duplicate the content from your main blog, your LinkedIn article will likely rank higher than your main website, redirecting traffic that should go to your website.
Another option would be to create a monthly article where you create a list of the content you publish on your blog and episodes you publish and then link to each of these.
Post Regularly
Write regular posts on your profile and share these with your connections. Try to engage with your audience regularly by ending each post with a question, poll, or something that inspires them to engage with what you write.
The more that someone engages with your content, the more they will receive notifications of your new content. Or the higher your content will appear in their feed in the future. Therefore, you can gain a loyal following.
Post in Groups
Groups can be a way to reach segmented, relevant, audiences with ease. Find groups that are related to your podcast topic and join them. But don’t go in there to promote or plug your episodes. Instead, you want to engage in conversation, ask questions, respond to questions, and comment on discussions that are happening.
Your goal is to build trust with the group. As you grow in prominence and people begin to see you as an authority, they will check out your profile leading to a growth in those following your main account. It is a long-term plan, but one that can yield significant results.
Create Connections
Another advanced marketing tool is to create connections between you and people on the platform. Every day, you should go online and request to connect with ten people. Ensure each one of these is someone relevant to your work/business/podcast.
About half of those people will accept your connection. And this is how you can grow your connections, which yield better results in the feed.
It is important to engage with their content as well. And if there is an important milestone (new position, new company, birthday, work anniversary), you should comment and congratulate them. This is how you build a relationship with these connections, and they will return the favor.
Use Great Graphics
LinkedIn isn’t well known for graphics or the media displayed on the platform. Instead, other platforms are often used such as Instagram and TikTok. However, you should still use eye-catching and professional images.
Using platforms like Canva can help you build an effective repository of media to use on your LinkedIn profile. Don’t try to use AI in image creation. There can sometimes be a lot of backlash on the platform from too much use of LinkedIn.
Publish at the Right Times
One of the key concepts on any LinkedIn profile is to ensure you’re creating content at the right time. All platforms have their unique preferred posting period, and when it comes to LinkedIn, this time is often between Tuesday and Thursday, often between about 11am and 2pm.
Posting at the weekends is very often ignored and not very useful so instead, spend your time publishing on those three times.
That doesn’t mean you should ignore the platform on other days, but perhaps a quicker visit to check in and connect with others. What is important is that you need to create a content calendar for your options on the platform.
Create a document that details what you’re going to publish each day and add other activities around this. For example, who will you try to connect with on that day?
Advertising Isn’t Always Valuable
While many people often try advertising on all platforms, LinkedIn doesn’t have the best reputation. You might be better off marketing on other platforms, such as Facebook, Instagram, and Google.
Create a Great Profile
One of the key aspects of being successful on LinkedIn is to have a profile that will sell you. Remember that you’re selling you as a person on the platform, not the brand. Think carefully about the profile you’re creating. Here are some recommendations for you to consider when building a profile.
- Use a professional headshot of yourself in a business pose that includes you smiling.
- Add a background photo that is related to your work and profession.
- Create a headline that is more than just a brief description of your podcast value.
- You only have 120 characters, but you can use several tactics, such as using an elevator pitch, adding something personable, and ditching your buzzwords or jargon.
- You could use a rhetorical question to encourage engagement with those looking at your profile.
- Create a summary of your professional life that reads like a professional story.
- Don’t use terms like expert, certified, or passionate, these are overused.
- Showcase your passion for learning and engaging with the audience.
- Use statistics whenever you can.
FAQs
Should I create a LinkedIn campaign for my podcasts?
If you run a B2B business podcast then LinkedIn can be one of the most vital platforms for marketing your podcast. You can use your profile or a company page to help market your podcast.
How often should I publish podcast content on LinkedIn?
Try to publish on LinkedIn at least three times a week, though you might want to add content every day, Monday to Friday. However, publishing content on the weekend is not effective.
Should I use LinkedIn adverts to help grow my reach on the platform?
You can do but it’s also important to consider whether your budget would be better spent in other areas.
Final Word: The Secrets to Podcasting Marketing on LinkedIn
LinkedIn is one of the biggest platforms for marketing business podcasts. Above are some of the secrets you need to consider when it comes to marketing your podcast episodes. Everything from the profile to the content you publish should be considered.
Getting it right can help you find podcast sponsors, new audiences, and potential customers for your business. But you need to spend some time on the platform.
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