Lead Generation Nation is a B2B podcast and Youtube show that profiles the world's best B2B lead generation experts. It is the internet's only show exclusively dedicated to B2B lead generation. Every week, they bring you 20min interviews with B2B lead generation experts to teach you the latest tools, tactics and strategies.
We were honoured to be featured as a guest early on - episode one to be exact - and are excited to be sharing the transcript with you here. Please subscribe to Lead Generation Nation on Youtube, and listen to the audio where ever you get your podcasts.
Lead Generation Nation Episode 1: Podcasting for B2B Lead Generation with Chris Robson of The Pod Farm
Hello, hello my lead generators and welcome to Lead Generation Nation, the internet’s only dedicated lead generation show. My name is Jonny Rose and with me today is Chris Robson, founder of The Pod Farm, a B2B podcasting agency. Chris will be explaining what podcasting is, why it’s so powerful for B2B lead generation, and how you can apply it to your business in 2019. But before we get stated, a word from our sponsor – Win At LinkedIn. winatlinkedin.com is a B2B lead generation agency that promises clients 60 or 120 introductions to interested buyers within 45 days. Whether you’re a B2B service or product provider, Win At LinkedIn will fill your pipeline with leads to keep you and your sales team busy – in a good way! Go to winatlinkedin.com to learn more.
Jonny: The question that we always ask our guests just from the outset is, who are you and why should we listen to you? Why should we take 20 minutes to listen to you and the topics we will be discussing today?
Chris: Hi, I’m Chris Robson, I’m the founder of the Pod Farm. We’re a podcast editing and production service. We basically take raw audio from our clients and turn it in to a polished product that’s ready to be broadcast. Post-broadcast we also do things like managing host services for the clients, analytics reports, producing jingles, logos, pretty much a whole package service for getting people from having an idea to having a published and successful podcast.
J: What is a podcast, what is podcasting to your mind?
C: I’d imagine most people who listen to this, if they’ve downloaded it, have an idea of what a podcast is, but maybe you don’t – maybe you’re watching this on YouTube or something – so it’s basically a way of distributing audio files on the internet. It started off as audio blogging, a different way of blogging, getting your thoughts out, then merged with RSS technologies. Portable devices came in and big companies got involved – Apple with their podcast app was very influential in getting it out there to everyone – and that’s kind of grown into what we see it as today, this huge media presence that is podcasting.
J: And so, I guess following that, as it’s more pertinent to our audience, is why is podcasting so interesting or significant or effective for B2B lead generation. How does it help people get clients?
C: So, we could probably take a step back from that and look at why podcasting is so effective at all, to anyone. Why has it become so big? There’s probably a few different reasons for its success, the first being the portability of the podcast, it being a secondary activity. It’s used when you’re driving your car, when you’re doing the dishes, when your cutting the grass, whatever – it’s rote activities when you’ll often listen to podcasts. There’s not many forms of content that have that kind of passive engagement, where you don’t have to be taking time out. Relating back to lead generation, that opens up a lot of busy people that may not have time to read long blog posts, may not have time to be searching through web pages looking for the right people for them, but they do have time to listen to a podcast because they’re driving their car. You can capture 20 minutes, 1/2 hour, 2 hours of someone’s time – the format is pretty open in podcasting right now – and you’ve got their attention in a way that you don’t with a lot of other mediums.
It’s also a very intimate thing. The intimacy of audio, having someone talking to you in your ear, you build relationships with the hosts a lot of the time. Relating that to lead generation – although when you’re doing B2B it is other businesses, companies you’re trying to get as your prospects, they’re still humans at the other end that you’re trying to connect with. Few things are more connecting than the human voice.
Basically, you can create free, industry specific, niche content, with respected guests and influencers in that industry, that can be downloaded anywhere in the world and listened to while people are doing stuff
J: That sounds incredible, the idea that you can produce something reasonably inexpensively, just recording equipment, and you can use that to then intimately build a relationship – business is all about relationships and getting people to trust you and like you – and demonstrate your expertise. Historically, people like us who are trying to win other business clients, we might use blogging or public speaking, things like that, and actually the idea that we can now arrest their attention, be in their ears and develop that intimate relationship is a real boon – something you can’t do with blogging so well, you can’t quite do with a half an hour speaking engagement at a trade show.
I guess my next question to you then Chris, and it’s quite broad, is what does a B2B podcast look like. Does that differ from industry to industry, or are there general principles that any business owner listening to this or any person listening to this in marketing at a large enterprise can use in their context?
C: The format for podcasting is very open and it’s kind of in a wild west faze still, even though it’s getting on a bit now, there’s a lot of room for creativity. Saying that though, if you want an entry level, easy to record podcast to get you started, a good way would be an interview, a two-way conversation like we’re doing now. This can be done very cheaply, they can be done with your headphones that come out of the box of your new phone, and Skype, and that’s it! That’s all you need.
The idea would be a talking podcast like this, interviewing someone. If you’re trying to build your brand, get yourself established, you can be inviting on guests who are already established in that industry. For them to be taking time out of their busy schedules and appearing on your show is a big endorsement of your brand. That’s taking their influence and clout, and using it to bolster your own brand, which is great – it’s standing on the shoulders of giants. If they’ve got a big audience, if they’re an influencer, they’ll drive traffic to you. You can’t rely on that, but that is a nice added extra.
Once you’ve built up a following, you can branch out into solo episodes, where it’s just you flexing your expertise-muscles and really showing off your expertise to your target audience. But I’d recommend that came after you’ve established yourself with some interviews, got some guests on.
Also, a good way of doing it is having your first few guests as people you know already. It’s takes a bit of the pressure off, you know you’re going to have some good conversation, you’ll create some good content from that. It’s good practice to start off with.
With these interview-like shows, they in themselves generate content. You have blog posts from that, you have Instagram posts from that, you have tweets from that, you have small audio clips to post, you can export the video and you have YouTube content. You have all of these things that can be milked for their SEO, keywords – hitting those marketing marks can be done with a simple phone call to someone you know and asking if they want to be on your podcast.
J: I love that idea. Marketers like myself and people like yourself are always struggling for content. We always need assets, some sort of material to send to people who aren’t yet our customers. I love the idea that me recording this podcast is not just the one-off effort – I can split it in to, as you said, multiple smaller 1 minute parts, or 3 minutes parts or something like that, and these can be put on to different channels – LinkedIn for example, a very popular network for B2B professionals. And the idea that if I wanted to get my business out there to other people – instead of forcing them to have to read through 900 words of a blog post, or download a PDF or an asset, fill out a form – that they can hear and learn and see me in a 1 minute clip over 6 days, 7 days, 9 days is really useful for marketing teams who have to create a lot of content very quickly and get it in to multiple channels. That’s really encouraging and exciting.
Where have you seen businesses doing podcasting well? Are there examples you can give of great cases studies of business or brands or agencies who do good podcasts to attract new clients?
C: I’ll give you a couple of examples, the first is one of my clients. This is outside of the B2B world for a minute, but there’s a lot of relatable outcomes that have come from having a podcast. Probably my most long-term client has been ‘This EndoLife’, which is a podcast in the women’s health community. I’ve been working on that podcast since its inception really, we did the theme tune and everything so if you check out This EndoLife Podcast you can get a little taste of our work for jingles. So, from that podcast – it’s on season 3 now, around 30 guests have appeared – from that, 4 of those guests have turned into affiliate relationships and are now generating income, 1 of the guests has turned into physical events with the client that generate income, there was a marked uptick in site traffic and social media following upon release, and as you start increasing your traffic you’re going to be increasing your prospects and your leads, which is what you’re setting out do if you’re here listening to this.
In the B2B world, a good example is Sweetfish Media. They are another podcast agency in the B2B world. They create podcasts for clients for the purpose of generating B2B leads. A client will come to them with the desire to get leads and they will invite guests on, set everything up, do all the post-production, send it back to the client, jingles, logos, transcripts, they’ll create LinkedIn content, all of that for the client. Another thing that has been particularly successful for them is that they aren’t inviting on guests who they think will impress their ideal customers, they are inviting on their ideal clients as guests on the show. They have their own podcast and invite guests on with the idea of having them as clients in the future. The article I’m quoting here, written by the founder of the organisation, at time of writing 14 of the new clients they had in 2018 had been former guests on the podcast.
J: So that’s really interesting what you’re saying, that both Sweetfish Media and your own particular client, they’re using these podcasts not just to drive revenue and meet new clients, but for strategic relationships. How can we have a way to open up a dialogue and position ourselves in front of our future customers. Those of us in lead generation are always thinking of ways in which we can create leads and get our ideal customers to show interest in us, to have a dialogue with us, to have a sales conversation with us, and I find it really interesting from the examples you’re giving that the invitation of coming on to your company podcast is a way to get your buyers in front of you. You build a relationship, but they also tell you things – they tell you about their business, about the issues and problems and pain points, and that really useful for fact finding if you’re in sales. Really interesting – that aspect of using it for strategic lead building with future customers.
What does the future hold then for podcasting? Where is it going and what to business owners need to be aware of?
C: So, in 2019 we can expect to see continued growth. That has been happening since its inception, and doesn’t show any signs of slowing down. The current amount of people listening to podcasts in the western, English-speaking world, around 25% of people listen to podcasts at least once a month. There’s different statistics based on how you measure it, but it’s around a quarter of 18-50 year olds. It’s a huge amount of people, a similar number to the amount that use Twitter – that is such a huge resource for companies, so many companies wouldn’t even dream of not having a Twitter account now, but haven’t even thought about podcasting.
Like I said about that being in the English-speaking world, we will see a big increase in other places as well. An increase in Chinese language speaking, Indian language speaking podcasts – we’re going to see a lot of growth there.
We’re going to see Apple losing its dominance on the podcast world. With the inbuilt iOS podcast app, and podcasts being on iTunes, that’s where most of the traffic has historically been, but now with Spotify having podcasts, and Pandora launching a podcast service, Google having podcasts come up under search results, things like that – all of those things are really going to drive more of the billions of Android users to podcasts, which will drive the growth I mentioned just now.
We’re going to see lots of paid content, paywall content from big companies. Paid subscription podcast services exist already, you have the main stuff but then pay a subscription and you also get access to this other archive of audio. We can expect to see that increase as well. It’s going to be a pretty exciting time.
J: So, with that in mind then, someone listening to this now who’s getting excited about podcasts, what’s one thing they can do in the next 24 hours, something really actionable to get started on their podcast journey?
C: The first thing I would do is go to www.thepodfarm.com, hit me up, let me know that you’re interested and we can chat. That’s probably the quickest and most impactful thing to help you get started. Other than that, do your homework. We spoke about how easy it is to start a podcast, that doesn’t mean that it’s easy to keep it going. 90% of podcasts don’t make it past episode 7, so make sure if you’re going to take it on yourself, that you do your homework and understand the commitment. Get yourself an idea of how it’s going to work, what the format is going to be, write it down on a piece of paper and get some ideas going. If you’ve done that, you know what you want to do, you’ve contacted me – download Skype and get some headphones! Give it a go.
J: Chris Robson from The Pod Farm, thank you very much for joining us today on the Lead Generation Nation show.
C: Thank you, it’s been a blast. Before I go, I just wanted to say to your listeners, that if you visit www.thepodfarm.com/LGN, there’ll be link to a free PDF download to a guide to the right tools to get you started. The right microphones, the right headphones, comparisons of equipment, price range of things.
J: My man, thank you very much and thank you to everyone who’s listening. If you have any ideas of anyone who would be good to have on the next episode of the Lead Generation Nation podcast, reach out to me on email@example.com, otherwise you can go to the Lead Generation Nation website, www.leadgeneration.chat to find out more about the show.
This episode of Lead Generation Nation was brought to you by The Pod Farm. If you want to create a podcast that creates demand for your product or service, go to www.thepodfarm.com. Let the audio professionals and podcast-philes there grow your podcast from idea to finished product. All you have to do is send them the raw audio, and they’ll take care of the rest, and send you back a polished podcast, ready for broadcast that drives qualified leads to your business.
Transcribed by The Pod Farm