There are many things that go into creating a successful podcast – and one of them is having a great host.
However, being a B2B podcast host requires more than just a good microphone and a list of questions – it demands strategic thinking, deep industry understanding, and the ability to build lasting relationships that impact the wider business.
Here, the B2B podcasting experts at LRB show you how to stand out and create a show that delivers value to both your audience and your brand.
Connect with your audience
The foundation of any great podcast is a clear focus to deliver what your audience expects from you.
Define who your listeners are and tailor your content to their challenges and goals. Keep the content appropriate and relevant to them – and make sure the tone of the interviews, etc relate to their goals and struggles.
You’ll need to choose a specific niche within your industry to become a trusted voice rather than trying to appeal to everyone.
Once the content is produced, ensure it aligns with other marketing your company is working on – and ensure it is shared on social media in order to maximise the return on investment.
A great host will also know how to deliver a strong call-to-action, so that the audience can do what the business needs them to do (sign up to a newsletter, buy a product, send in a question, etc).
Be genuine
In B2B podcasting, relationships are everything – and so being real is important.
Treat your podcast guests as collaborators rather than content providers.
Also, share your true personality – because if you don’t, people will see right through you. And at that point, it doesn’t matter how good the rest of the content is.
Do your homework on their background, recent projects, and pain points for anyone involved in the podcast project.
A thoughtful approach fosters better conversations and can lead to long-term partnerships.
Strong interview style
Great hosts guide conversations with curiosity, not a script.
This doesn’t mean a script isn’t a vital tool at a host’s disposal – but if a conversation needs further discussion, they must react accordingly.
Start with open-ended questions and actively listen to follow up meaningfully.
Avoid major mistakes, such as overtalking. Let your guest shine while you steer the discussion with confidence and clarity.
Remember, you’re the facilitator for their insights. This is what your listeners can’t find elsewhere and value most.
Does your podcast align with wider business goals?
Successful B2B podcasts are strategic and align with other marketing strategies going on in the business.
Whether your goal is lead generation, brand authority, sales, establishing yourself as a thought leader, or industry networking, ensure your episodes support that mission.
React to feedback positively
If your viewers, listeners, and guests provide feedback to improve the show – then take it on board and react accordingly.
Track what topics perform best and adjust your format or focus over time.
B2B podcasting will rely on the host staying responsive to your audience’s needs – and is key to sustainable growth.
Work with the experts
If you are struggling to deliver on your podcast’s goals, then it might be time to get the experts involved.
At LRB, our clients have experienced the impact of our knowledge within the industry, as well as our expertise in creating successful podcast series for a range of industries, both locally, nationally and around the world.
We can help with the hosting, and provide tips on what has worked with our other clients in the past. Our team is always here to help!
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.