At LRB, we have worked with clients across the globe, and have seen first-hand how podcasting goes far beyond content marketing.
This is because it builds trust, humanises brands, and creates deeper, long-lasting relationships with clients (and potential clients in the future).
Whether you are looking to find and nurture new leads, support existing partnerships, or positioning yourself as a thought leader within your industry – then podcasting is one of the most powerful tools in your B2B toolkit.
Here, we talk about the importance of podcasting when building relationships.
Authenticity and trust
Unlike other marketing channels and tactics used by businesses in all industries and sectors, podcasting gives your audience the chance to hear your voice and see your passion when discussing important topics.
Podcasting strips away the corporate polish seen in traditional marketing, and makes space for genuine authenticity through human conversations.
For clients, this makes you more relatable and trustworthy – and shows your expertise.
This is why it is important to not over-script your episodes. Plan the structure, but let your personality and conversations shine through. This is the marketing gold that can make a real difference.
People connect with people, not brands – and this is where podcasting helps create and build lasting relationships.
Consistency through familiarity
LRB has clients all over the world – and one of the main things we preach is consistency.
Whether that is quality in the final product – or the schedule the client is working to – it should be at the forefront of the planning stage for your podcast series.
A regular podcast schedule – whether it’s weekly, bi-weekly or monthly – keeps you front-of-mind with clients. It also builds anticipation for what is to come.
It also means that other marketing can be planned around it – making the content available to your client base across multiple channels.
This steady rhythm helps build a sense of familiarity. Over time, listeners start to feel like they know you
Marketers should treat their podcast like a client relationship – show up consistently and invest time in planning and execution of your strategies.
Thought leadership
Podcasting gives you a platform to share insights, interview industry experts, comment on current trends, introduce ideas, and establish yourself as a though leader in your sector.
This positions your business as a knowledge hub and opens doors to meaningful conversations with existing and potential clients.
Carrying on from consistent planning and execution – if you are frequently seen and heard with genuine thought provoking and interesting content, it will set you apart from the competition.
By inviting your clients or partners to be guests on your podcast, it provides a gateway for them to collaborate and showcase their work.
This will lead to you establishing and then deepening your relationship with them.
Intimate content
Unlike webinars, social media, traditional marketing or blog posts, podcasts often feel like one-to-one conversations.
Many listeners tune in while commuting, walking, or working – meaning you’re in their ear during their most focused or relaxed moments.
This kind of intimate engagement is hard to replicate in other forms of content within the marketing space.
Also, real conversations on podcasts do not shy away from showing emotion or passion in what is being discussed.
That’s what makes podcasting so powerful – it feels real.
Ready to build stronger client relationships? Speak to LRB
If you’re looking to build deeper, more meaningful connections with your clients, podcasting is the way forward. At LRB, we help B2B brands create standout podcasts that engage, inform, and connect.
Want to explore podcasting for your business? Let’s talk.
If you are looking to get involved in the world of podcasting and share your content on YouTube, then finding the right partner is vital.
At LRB, our clients have experienced the impact of our knowledge within the B2B podcasting world.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.