Finding your specific market niche and where you want to position yourself is the most critical step in producing a B2B podcast. By providing a response to the following question, you may either discover your niche or get a head start on establishing it:

Which demographic do you feel your podcast speaks to more effectively than anybody else?

You might want to answer with things like:

• Marketers
• Financial Professionals
• Entertainment Fans

But that isn’t nearly specific enough.

A good answer sounds like:

• B2B Enterprise SaaS Marketing Leaders
• Self Employed Accountants
• Indie Movie Fans

Why Your Podcast Niche is Critical

What’s the point of being so specific? Because in order to be the greatest, you must first be superior than everyone else in some aspect of the competition. This becomes a lot less difficult to achieve when you have a clear idea of the audience for your podcast as well as the requirements that it satisfies.

The market for podcasts is quite competitive. When you win a category, you win the whole competition. You will be able to leave your rivals in the dust if you focus three times as much on one particular area.

In addition to this, it provides a solid foundation upon which you may build. Consider it to be your safe haven or home base. Although there may be moments when you depart from it, you will always be directed by this identity. Your concentration on a certain specialty will also assist you in deciding the kind of material you need to create, the guests you need have on your show, and the best way to disseminate it.

You may be wondering right about now, “Won’t it cut down on the amount of potential listeners I can reach?”

The podcasting medium is not one in which one can “spray and pray.” It is not the purpose of this endeavor to disseminate material of a general kind in the hope that some audience member would click on it. We want to cultivate an audience that is strongly committed to your business and has a lot of faith in it.

It’s possible that you’ve given some consideration to creating a marketing-oriented podcast if you manage an SEO service that mostly collaborates with major software companies. As was said previously, a more appropriate target audience would be leaders in B2B enterprise software sales and marketing.

That is a very normal response to take. Excluding prospective listeners may seem counterintuitive to our objectives given that we are working to grow our audience; nevertheless, this is not the case. To put it another way, colleagues in product marketing are not likely to come to you for search engine optimization services. B2B SaaS industry pioneers in marketing will.

You will have a much easier time successfully engaging your target audience if you narrow the focus of your specialization. Yes, there is a possibility that the overall number of listeners will drop. On the other hand, the number of potentially useful listeners, or listeners who have a higher likelihood of actually becoming consumers, rises.

Which would you rather have?

• Option A: 5,000 listeners, 1,000 of which fit your ideal customer profile
• Option B: 2,500 listeners, 2,000 of which fit your ideal customer profile

Option B is clearly better.

This kind of reasoning may not be applicable to narrative-driven entertainment podcasts whose primary purpose is to sell advertising space, but in B2B, this is the recipe for success.

We at VA FLIX are less concerned with the overall number of impressions. Instead, we concentrate on the perceptions and relationships that are relevant.

Once you have found your specific area of expertise, you should confidently identify it and begin marketing it.

If you want to be number one in a category, you have to first make sure that people understand what that category entails.

Drift is a wonderful illustration of this. They have established many categories throughout their five programs, given those categories names, and spoken about them for a enough amount of time to establish themselves as the category authority. How is it possible to come in last place in a competition that you not only create but also begin far before anybody else has the opportunity to take part in?

People who are new to your category as well as people who are searching for help are coming to Google with very precise questions in mind. In the context of the B2B marketing example that we discussed earlier, a Google search may look something like this: “enterprise SaaS marketing podcasts.”

If the focus of your program is just marketing in general, I have some unsettling news for you: Google is not going to pay attention to you.

If, on the other hand, the name of your event and the marketing text represent your specialization…

You will also have a greater possibility of being mentioned in the material that is produced about your category, which will lead to the creation of all-powerful backlinks.

It is my hope that it is now crystal evident why focusing on your own area of expertise is preferable than taking a more comprehensive approach. It may mean the difference between a podcast that has a significant influence on the success of your business and one that you will want to put out of your mind.

So, what are you going to do next? Refine your emphasis on a certain niche market, and then start preparing tactics to promote that niche and assess your level of success.

You still have concerns about this procedure, or you want some assistance designing your approach. Make an appointment for a call with our staff.