Video Podcast: A Must-Have Strategy for B2B Marketers
Have you considered adding a video podcast to your marketing mix?
It’s a powerful way to stand out in today’s competitive B2B SaaS market and reach more potential customers with your brand’s message.
A video podcast combines the intimacy of an audio podcast with the visual appeal of video, making it a powerful way to engage and connect with your audience, generate leads and drive sales.
In this blog post, we will explore what a video podcast is, why you should care about it and give you 7 compelling reasons why you should consider adding one to your marketing mix.
Ready? Let’s dive into it!
So, what exactly is a video podcast?
Also referred to as ‘vodcast,’ a video podcast is simply a type of video marketing strategy that involves recording conversations with experts about topics that matter to your target audience.
Unlike traditional audio-only podcasts, they include video footage of these conversations, which makes the content more captivating and engaging for your audience.
Why should you care about video podcasts?
To help you understand the importance of video podcasting, let’s look at some numbers from a recent Wyzowl’s survey about video marketing in the B2B space.
According to the survey:
- 92% of marketers believe that video is an essential part of their strategy.
- 84% of decision-makers have been convinced to buy a product or service after watching a brand’s video.
- 96% of marketers agree that videos have helped increase user understanding of their product or service.
- 92% of video marketers reported that video gives them a positive ROI.
- 87% of marketers feel that video has a direct, positive impact on sales.
As you can see, video marketing is a powerful strategy that can have a massive impact on your business, and starting a video podcast is an excellent way to leverage this medium.
7 ways a video podcast can help you grow your company:
Besides being a powerful video marketing strategy, there are 7 main ways a video podcast can help you grow your company, and they are:
1. A video podcast can help you effectively demonstrate the value of your software:
Video is the best way to show how your software works, and who better to do this than the people that built it?
That’s right, your team!
You can do this by interviewing relevant team members about your software’s features and how it functions, and creating what I call “product demo episodes”.
These episodes are like a behind-the-scenes look of your product, and help your audience see how it can make their lives easier.
They can also be used by your sales team to show potential customers how your solution can solve their problems, which can help drive more sales for your company.
2. A video podcast can help you build co-marketing partnerships with complementary businesses:
I’m a huge fan of strategic partnerships, particularly co-marketing partnerships, and believe that they are one of the most effective ways to grow a SaaS business – especially if you don’t have a massive marketing budget.
This is one of the biggest reasons why I recommend starting a video podcast, as it makes it easier to create these types of partnerships with businesses that serve the same audience as you.
By interviewing potential partners on your podcast, you can create unique, high-quality content for your audience and go on to build co-marketing partnerships with your guests afterwards.
This way, you tap into their audience and gain access to potential customers you might not have reached otherwise.
Some ways you could collaborate with your guests include guest blogging, hosting joint webinars, becoming a regular guest on their podcast if they have one and so on.
3. A video podcast can help you create more content for your brand:
We all know content is king, but creating content consistently is a common challenge for marketers.
This is another area where a video podcast can come to your rescue.
With video podcasting, creating content becomes as simple as asking the right questions, and your guests do all the hard work for you.
You can also repurpose episodes of your video podcast into other types of content, and consistently create content for your different marketing platforms.
For example, you can turn your video podcast episodes into blog posts for your website, micro-content for your company’s LinkedIn page, extract the audio and post it on Spotify and Apple Podcasts for people that prefer to listen to content and so on.
This will help you maintain a solid presence across all your marketing channels, and reach more potential buyers as well.
4. A video podcast can help you boost customer retention and loyalty:
Including a video podcast in your marketing strategy is a great way to humanize your brand.
When you put faces and personalities behind your brand, you create a strong connection between you and your audience.
You could do this by conducting interviews with team members or sharing behind-the-scenes content. This will help you build trust and a sense of authenticity in a way no other marketing medium can.
Happy customers who see this personal side of your brand are more likely to become loyal advocates, spreading the word and supporting your business.
Additionally, potential customers are more inclined to choose your product when they witness the positive experiences of those behind it.
5. A video podcast can help you differentiate your brand from your competitors:
There are more B2B SaaS companies creating blogs than there are those marketing with video.
This makes the blogging space very competitive and much more difficult to stand out or rank for relevant keywords.
On the other hand, it’s so much easier to rank on a platform like Youtube – the world’s 2nd largest search engine.
This provides you with a great opportunity to dominate your category on the platform and get your software in front of lots of potential customers.
Also, by embracing this exciting medium of video podcasting, you’ll differentiate your brand from the competition and position it as innovative and forward-thinking.
6. A video podcast can help you create compelling case studies:
Customer stories are gold when it comes to showing how great your software is. And what’s even better? Letting your happy customers speak for themselves!
This is where having a video podcast can come in handy.
You can interview satisfied customers on your show to create what I call “case-study” episodes, sharing their success stories and how your product has helped them solve their problems.
These real-life examples make your brand more trustworthy and convincing, and can help your sales team sell more software.
7. A video podcast can help you establish a solid presence on Youtube:
With over 2 billion active viewers a month, Youtube is one of the world’s biggest websites and the second-largest search engine in the world.
By hosting a video podcast on this massive platform, you can effectively reach and engage with a vast audience of potential customers.
Also, Youtube has a fantastic advertising platform that rivals that of Facebook or Linkedin, and it’s relatively cheaper as well.
You can run highly-targeted video ads on YouTube for as little as $0.03 per view, or $30 for 1,000 views, allowing you to reach a lot of potential customers without breaking the bank.
In conclusion, video podcasting is a powerful marketing strategy that can be a game-changer for your B2B SaaS company.
They can engage, differentiate, build trust and credibility, and help you stand out in a competitive market.
Also, by hosting it on a platform like YouTube, you can reach more potential customers without breaking the bank and drive more sales.
Struggling to create content for all your marketing channels?
We can help you create and promote high-quality content for your marketing channels through video podcasting.
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