7 Proven Ways B2B Podcasting Drives Results: By The Numbers
B2B podcasting is one of the most effective ways to reach and engage your target audience. By producing high-quality, informative, and entertaining content, you can build trust and credibility with your audience, which can lead to increased sales and loyalty.
That's not just our opinion - the numbers don't lie!
Most resources will share info about general podcast engagement, the percentage of the population that listens to podcasts, and podcast ad data. They'll use statistics on general interest podcasts like The Daily to tell you why branded, B2B podcasting is a good idea.
Branded podcasting is a great idea - but very little of that information you'll get elsewhere applies to branded podcasts, particularly in the B2B marketing space. It's misleading. Here are six ways that B2B podcasting can help your business achieve its goals, backed by hard data that is specific to branded podcasts.
89% higher awareness
Launching a branded podcast leads to, on average, an 89% increase in awareness for organizations that take the leap. To capture demand in any market, customers need to know you exist. Generating brand awareness is step one in the marketing funnel for many organizations, and few outlets offer the powerful results of B2B podcasting.
Brand awareness is key to any marketing strategy. It ensures that your target audience knows who you are, what you offer, and how to find you. Without it, you'll struggle to make a connection with potential customers or clients. Launching a B2B podcast is a great way to generate brand awareness. By producing high-quality content, you can reach a large audience and build trust and credibility with them. This can lead to increased sales and loyalty down the line.
57% higher brand consideration
Brand consideration means that potential customers are actually thinking about your company and what it has to offer. It's the next step that follows brand awareness. When people are considering your brand, they're more likely to buy from you in the future. This is because they trust that you'll meet their needs and they're confident in your ability to deliver on your promises.
Launching a B2B podcast is a great way to increase brand consideration. It's not enough for potential customers to simply know you exist. Now you have their attention , and they're more likely to convert.
24% higher brand favorability
When potential customers are considering a solution, many look around at their options and compare the benefits and costs. Purchase decisions are often made in this phase of the customer journey, and anything you can do to boost your favorability in this process will have a profound effect on your bottom line.
Having a high favorability rating with potential customers means they are more likely to consider you when they are looking for a product or service. It means your competitors will be less likely to dethrone you as the preferred solution in your industry. You still need to offer a quality product or service that meets the needs of your customers. If you can do that, then boosting your favorability rating with a branded B2B podcast gives you a distinct advantage over your competitors.
14% higher purchase intent
Purchase intent is the desire of a customer to buy a product or service. It's the next step after brand favorability, and it's a key indicator of how well your business is doing in the eyes of potential customers.
A high purchase intent means that customers are interested in what you have to offer and they're likely to buy from you in the future. It's an important metric to track, because it can help you understand how well you're meeting the needs of your customers. If you see a decline in purchase intent, it may be time to reevaluate your offerings and make sure they meet the needs of your target audience.
When it comes time for customers to convert, the 14% boost provided by branded podcasts can be a game changer.
12% higher memory encoding than other forms of content marketing
When it comes to making a purchase, customers often rely on their memories to inform their decisions. As much as we like to imagine that customers are logically inclined, often times what makes or breaks a sale is simply being on the mind of your potential customer. If they have a good memory of your company and its products, they're more likely to buy from you. This is where memory encoding comes in.
Memory encoding is what allows us to remember the name of a new acquaintance or the details of a recent purchase. When potential customers remember your company and its products, they'll come to you as soon as they encounter a problem or pain point that you can remedy.
Many forms of content marketing can help customers encode memories of your brand. Articles, videos, and social media posts are all great ways to get your message across. However, B2B podcasts offers a unique advantage. Studies have shown that people remember information better when it's presented as a podcast episode rather than as text or visuals alone.
This is because when information is presented as a podcast episode, it's easier for listeners to process and retain. The human brain is designed to take in auditory information more easily than the visual content that competes for our attention online. This means that potential customers are more likely to remember your brand and its products when they hear about them in a podcast episode.
16% higher engagement
There are many factors that contribute to online engagement. Quality content is a key component, and podcasting is as good as it gets in this regard.
If you're a marketer reading this, we don't have to convince you that engagement matters. What is important to highlight, however, is that engagement is important for brands that podcast in two particular ways.
First, it is a great indicator that listeners are receptive to your content. Increased engagement helps you understand that what you're doing is working. If you don't see this kind of increase, maybe it's time to switch things up.
Second, engagement is about interactions with customers or potential customers. Relationship building and humanizing your brand go a long way in the content marketing and sales process, and podcasting can provide a needed lift here.
Bonus: 22% more impact with ad avoiders
Some would-be customers are notoriously hard to reach. These are the ad avoiders who generally aren't affected by your conventional B2B marketing channels.
Branded podcasts boost engagement, emotional intensity, and memory encoding around brand mentions by 22%. Audio is an an effective way to engage this hard to reach but commercially-desirable group in B2B marketing.
What's more, 94% of listeners consume podcasts while doing other things throughout their day. While this may seem like a distraction from your brand, it's actually quite the opposite. This mode of listening elevates engagement with the brand, and as listeners consume your content while driving, doing chores, or exercising, your brand becomes more deeply ingrained in their lives.
There isn't much data more convincing than this. If you're looking into starting a B2B podcast and want to learn more, drop us a line. We'd love to hear from you.
Statistics provided by BBC Global. For the full study, click here.