Podcasting for business-to-business audiences is one of the most efficient methods to communicate with and engage one’s target audience. You may earn the confidence and credibility of your audience, which can ultimately lead to greater sales and customer loyalty if you provide content that is of high quality, instructive, and engaging.

That’s not simply our perspective — the data doesn’t contradict itself!

The vast majority of sites will include information on general podcast engagement, the percentage of the population that listens to podcasts, as well as statistics regarding podcast advertisements. They will explain to you why branded business-to-business podcasting is a smart idea by citing data on podcasts of broad interest, such as The Daily.

Podcasting with your company’s name attached is an excellent concept; but, very little of the material you’ll find elsewhere is applicable to podcasting with your brand’s name attached, especially in the realm of B2B marketing. It is not clear at all. Here are six ways that business-to-business (B2B) podcasting may assist your company in accomplishing its objectives, each of which is supported by empirical evidence that is unique to branded podcasts.

89% higher awareness

Launching a branded podcast results in an average boost in awareness of an organization’s brand that is 89 percent higher than before they made the jump. Customers in any market need to be aware that your company exists in order for you to successfully capture demand. The first stage of the marketing funnel for many different companies is the creation of brand awareness, and there are few few channels that give the significant effects that B2B podcasting does.

Any successful marketing plan must prioritize increasing brand recognition. It guarantees that the people you want to reach are aware of who you are, what you provide, and where you can be found. It will be difficult for you to build a connection with prospective consumers or clients if you do not have it. The introduction of a business-to-business podcast is an excellent technique to raise awareness of a brand. Producing material of a high quality allows you to attract a large audience while simultaneously establishing your reputation and trustworthiness in their eyes. In the long run, this might result in higher sales and more customer loyalty.

57% higher brand consideration

When prospective consumers give thought to your firm and the products or services it provides, this demonstrates that they are considering your brand. It’s the step that comes after making people aware of your brand. When consumers are thinking about your brand, it increases the likelihood that they will make a purchase from you in the future. This is due to the fact that they believe you will fulfill their requirements and that they have faith in your capacity to keep the commitments you make to them.

Launching a podcast targeted at business-to-business audiences is an excellent approach to boost attention of a brand. It is not sufficient for prospective clients to just be aware that your business exists. You now have their attention, which increases the likelihood that they will make a purchase from you.

24% higher brand favorability

When prospective clients are thinking about a solution, many of them shop around for other possibilities and evaluate the advantages and disadvantages of each one. This phase of the customer journey is often when purchase choices are made, therefore anything you can do to improve your favorability in this process will have a significant impact on the amount of money that flows into your business.

If your prospective consumers see you favorably, it increases the likelihood that they will consider doing business with you when they are in the market for a product or service. That your rivals will have a harder time unseating you as the go-to answer in your sector indicates that they are less likely to do so. You still have to provide your consumers with a high-quality product or service that satisfies their requirements in order to be successful. If you are able to achieve that, then increasing your favorability rating by using a branded B2B podcast will provide you a significant edge over the other businesses in your industry.

14% higher purchase intent

The desire of a consumer to make a purchase of a product or service is referred to as purchase intent. It is the next step after brand favorability, and it is a significant indicator of how well your company is doing in the eyes of prospective clients. In other words, it is an indication of how well your business is doing.

Customers that have a high purchase intent are interested in what you have to offer and are likely to make a purchase from you at some point in the near or distant future. It is essential to monitor this measure since doing so might provide insight into the degree to which your company is able to satisfy the requirements of your clientele. If you see a decrease in people’s desire to make a purchase, it may be time to reassess your products and services to ensure that they continue to satisfy the requirements of your ideal customers.

When it comes to the conversion process for consumers, the increase of 14 percent that is delivered by branded podcasts might be a game-changer.

12% higher memory encoding than other forms of content marketing

Customers often depend on their recollections to guide their decision-making processes when it comes to purchasing purchases. In spite of the fact that we would want to believe that our consumers are rational thinkers, the fact of the matter is that the single most important factor that may make or break a sale is just being on the mind of your prospective client. They are more inclined to make a purchase from you if they have a positive recall of your business and the things it offers. Memory encoding is what comes into play at this point.

Memory encoding is the process that enables us to recall information such as the name of a recently made friend or the specifics of a recent transaction. If prospective clients keep your business and its goods in mind, they will come to you as soon as they have a problem or pain point that can be alleviated by the items or services you provide.

Customers’ memories may be encoded with your brand via the use of a variety of content marketing strategies. Getting your message out effectively may be accomplished in a number of ways, including via the use of articles, videos, and social media postings. However, business-to-business podcasts have a distinct edge. Studies have proven that consumers are able to recall information better when it is provided as a podcast episode as opposed to being delivered just in the form of text or pictures.

This is due to the fact that when information is delivered to listeners in the form of a podcast episode, it is much simpler for them to comprehend and remember. The human brain is wired to process auditory information more readily than it processes visual material, which is one of the reasons why visual content competes with audio content online for our attention. This indicates that prospective buyers are more likely to remember your brand and its items when they hear about them in an episode of a podcast when they are mentioned in the podcast.

16% higher engagement

There are a lot of different things that go into making someone engaged online. Podcasting is now at the pinnacle of content delivery when it comes to quality, making it an essential component.

If you’re a marketer and you’re reading this, you probably don’t need us to persuade you that interaction is important. However, it is essential to underline the fact that interaction is critical for companies that podcast in two specific ways.

To begin, it is a fantastic sign that the audience is responsive to the material that you are presenting to them. A higher level of involvement provides you with the insight that what you are doing is successful. If you don’t observe a rise of this type, it’s possible that it’s time to try something else.

The second component of engagement is having interactions with current or prospective clients. Podcasting may give a much-needed boost in the areas of relationship building and humanizing your business, both of which are essential steps in the content marketing and sales process.

Bonus:  22% more impact with ad avoiders

Some potential consumers are notoriously difficult to get in touch with. These individuals actively ignore advertisements and, as a rule, are unaffected by the usual B2B marketing channels that you use.

22 %  more engagement, emotional intensity, and memory encoding is triggered by mentions of a brand when that reference occurs in a branded podcast. When it comes to B2B marketing, using audio as a medium is an efficient method to engage a demographic that is difficult to approach but very desired from a business perspective.

In addition to this, 94 percent of listeners consume podcasts while simultaneously engaging in other activities throughout the day. In spite of the fact that this may give the impression that it diverts attention away from your brand, in reality, the reverse is true. This method of listening increases engagement with the brand, and when consumers consume your content while doing other things like driving, performing chores, or exercising, your brand gets more firmly imprinted in their life.

The evidence doesn’t get any stronger than this one piece of evidence. Send us a message if you’re interested in beginning a business-to-business podcast and want to find out more information about the process. We hope that you will get in touch with us.