Episode 50: Converting podcasts interviews into revenue

In today’s business world, having the most innovative product since the invention of sliced bread is no longer enough to take you to the finish line. The global tech market is now more accessible than ever—it lies at everyone’s fingertips—and this phenomenon has been viewed in a positive manner. Enhanced competition leads to innovation, which translates into more appealing prices for consumers. 

Business owners, however, need to think of ways to adapt. Their product and their value, no matter how great, can easily get buried in this new market labyrinth. Customers might miss out on amazing products simply because they don’t know about them. Imagine subscribing to a streaming service with no genre classification or search functionality—unless you know what you’re looking for, there’s no way to know what movie appeals to you.

For a business, it is imperative to get on a broadcast system that reaches the right people. 

This is where digital marketing and sales come into play. Digital marketing makes sure that the right people know your brand and see the value you offer. And the more targeted this strategy is, the better it works. Your sales side should also have a close pulse on buyer needs. Offering solutions to uncovered issues is the key to closing deals, especially in a market that’s been blown wide open by digital innovation.

As competition gets more intense, so do the sales and marketing channels. 

That’s the main challenge here. Websites, search engine optimization, adwords, blogs, and email have all been widely used—one may even argue ‘overused’. And so, businesses are beset with the same conundrum of having their message drowned out. This is where you need to be innovative and creative. When you’re trying to shout out louder than the crowd, you’ll have to find some other way to get your message across.

Jake Jorgovan, Founder and CEO at Content Allies, and David “Ledge” Ledgewood, Founder and Managing Partner at Add1Zero, share their insights on the matter. On this episode of the Leaders of B2B, they talk about innovating sales and marketing through a revolutionary channel that can help businesses overcome the saturation issue: podcasts.

Jake and Ledge talk about using podcasts as a means of enhancing the sales and marketing pipelines of any business. Before making the connection to this channel, however, they break down the elements that are essential for a successful sale. 

Building relationships. Being human. Bringing value. 

Building relationships is about generating trust and confidence. These are essential in crafting a brand and establishing a sale. Successful delivery leads to credibility, and when this is repeated and broadcast, it evolves into reputation. A customer invests in your solution because it solves their business problem. They are putting their success on the line in your capability to deliver, and that requires a lot of trust on their part.

Being human is about the ability to empathize with your customers. It’s being able to relate to their business problems—the same problems you’re pitching a solution for. It’s about focusing on the customer’s success and taking on the burden of delivering that success. It’s more than just a transaction and making a sale.

Finally, bringing value is what essentially seals the deal. The price point, your customer portfolio, and gleaming reviews are nice bonuses to have, but in the end, it’s your value coupled with the trust and relationships you’ve built that will deliver the sale.

Now that these three essential sales elements are clear, there’s still the issue of getting them across. It’s vital for potential customers to know you exist, and to get to know you. These potential customers need to be targeted specifically, and they need to know that you’re able to fulfill the three precious requirements needed to close the deal.

This is where the innovation of using a podcast comes into play. 

Podcasts allow penetration into a market, and deliver attention to the right audience. They are segments that can provide intense content value to the right targeted audience because you carry valuable, educational content that interests your audience. Already, this provides a difference from traditional ads that are often skipped or ignored. Podcasts are subscribed to. Your audience looks forward to them, and so you have not only captured your market; you have them wanting to know more voluntarily. 

Then the discussion can gravitate naturally towards the journey, the business problem, the product, and how you intend to service the community. 

In that snippet of 30 or so minutes, you have already checked off three essential components of the sale. You’re also able to make your brand known to the right customer in your captured audience.

The great thing about this approach is the parties involved in the podcast immediately get to understand their potential customer’s journey. They uncover the business problems through the discussion, and can then pitch a solution for it. It covers the discovery, the relationship, and allows for a pitch to be done all in that window.

Let’s not forget the targeted audience. 

They are in the podcast to gain value and learn from the content. They are also future potential customers that you’ve just reached out to. They now understand the credibility and solution your product brings, all while acquiring knowledge and improving their own capabilities from listening in to a real business case. It’s like they just went through a 30-minute equivalent of an MBA session.

The use of podcasts is a dynamic tool that checks off a lot of boxes as far as sales and marketing channels go. Podcasts save time, they establish relationships, and they target the right audience. They provide the informational value of a class, and they can allow delivery of a pitch without being too salesy. 

Podcasts are an innovative, cost-effective, most bang-for-your-buck way to get your brand out to the right audience at the right time. If you are interested in using this powerful vehicle to boost your sales and marketing, check out our website at LeadersofB2B.com to know more.

—

This episode is brought to you by Content Allies.

Content Allies helps B2B tech companies launch revenue-generating podcasts. Build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships & grow your business. You show up and have conversations, we handle everything else. Learn more at Content Allies.com.